Marketing Research and Information Systems. (Marketing and Agribusiness Texts - 4)













Table of Contents


I.M. Crawford

FOOD AND AGRICULTURE ORGANIZATION OF THE UNITED NATIONS
Rome, 1997

This publication has previously been issued as
ISBN 92-851-1005-3
by the FAO Regional Office for Africa.

The designations employed and the presentation of material in this publication do not imply the expression of any opinion whatsoever on the part of the Food and Agriculture Organization of the United Nations concerning the legal status of any country, territory, city or area or of its authorities, or concerning the delimitation of its frontiers or boundaries.

M-62
ISBN 92-5-103905-4

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© FAO 1997

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Table of Contents


Preface

Chapter 1: The Role Of Marketing Research

Chapter Objectives
Structure Of The Chapter
The role and limitations of marketing research
A definition of marketing research
The purpose of the research
Clear, concise, attainable, measurable and quantifiable objectives
The need to set a time horizon for marketing research
A reporting period
The research proposal
Step 1: Problem definition
Step 2: Hypothesis generation
Step 3: Decision on type of study
Step 4: Decision on data collection method
Step 5: Development of an analysis plan
Step 6: Data collection
Step 7: Analysis of data
Step 8: Drawing conclusions and making recommendations
Chapter Summary
Key Terms
Review Questions
Chapter References

Chapter 2: Secondary Sources Of Information

Chapter Objectives
Structure Of The Chapter
The nature of secondary sources of information
The problems of secondary sources
Sources of information
Internal sources of secondary information
External sources of secondary information
The information super-highway
Chapter Summary
Key Terms
Review Questions
Chapter References

Chapter 3: Levels Of Measurement And Scaling

Chapter Objectives
Structure Of The Chapter
Levels of measurement
Nominal scales
Measurement scales
Comparative scales
Noncomparative scales
Chapter Summary
Key Terms
Review Questions
Chapter References

Chapter 4: Questionnaire Design

Chapter Objectives
Structure Of The Chapter
The qualities of a good questionnaire
Preliminary decisions in questionnaire design
Choose the method(s) of reaching target respondents
Decide on question content
Develop the question wording
Disadvantages are also present when using such questions
Closing questions
Physical appearance of the questionnaire
Piloting the questionnaires
Chapter Summary
Key Terms
Review Questions
Chapter References

Chapter 5: Personal Interviews

Chapter Objectives
Structure Of The Chapter
Types of personal interview
Conducting the interviews
Respondent induced bias
Focus group interviews
Problems with group interviews
Role of the researcher/moderator in discussion group
Constructing the interview schedule
Chapter Summary
Key Terms
Review Questions
Chapter References

Chapter 6: Experimentation

Chapter Objectives
Structure Of The Chapter
A definition of experiments
Basic concepts in experimentation
Inferring causal relationships
Impediments to valid results from experiments
Internal validity
External validity
Experimental designs
The "After-only with control group" experimental design
Ex post facto design
Chapter Summary
Key Terms
Review Questions
Chapter References

Chapter 7: Sampling In Marketing Research

Chapter Objectives
Structure Of The Chapter
Random sampling
Systematic sampling
Stratified samples
Sample sizes within strata
Quota sampling
Cluster and multistage sampling
Area sampling
Sampling and statistical testing
The null hypothesis
Type I errors and type II errors
Example calculations of sample size
Chapter Summary
Key Terms
Review Questions
Chapter References

Chapter 8: Rapid Rural Appraisal

Chapter Objectives
Structure Of The Chapter
RRA Definition
Differences between rapid rural appraisal and other approaches
Team composition
The principles of rapid rural appraisals
Agricultural issues worth investigation through appraisals
Field operation principles
Field techniques: Mapping agricultural data
Preparation of base maps
Continuous recording
Systematic step recording
Recording agricultural data by transects
The Rapid Rural Marketing Appraisal report
Chapter Summary
Key Terms
Review Questions
Chapter References

Chapter 9: Marketing Information Systems

Chapter Objectives
Structure of the Chapter
The Functions of Management
Managerial Roles
Decision Making
Components of a marketing information system
Chapter Summary
Key Terms
Review Questions
Chapter References

Appendix A: Writing The Research Report

General guidelines
Data presentation

Glossary Of Marketing Terms