A Concise Guide to Market Research Using Spss

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A Concise Guide to Market Research

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Erik Mooi

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Marko Sarstedt

A Concise Guide to Market Research
The Process, Data, and Methods Using IBM SPSS Statistics

Prof. Erik Mooi VU University Amsterdam Marketing Department De Boelelaan 1105 1081 HV Amsterdam Netherlands emooi@feweb.vu.nl

Prof. Marko Sarstedt Ludwig-Maximilians-University Institute for Market-based Management Kaulbachstr. 45 80539 Munich Germany sarstedt@bwl.lmu.de

ISBN 978-3-642-12540-9 e-ISBN 978-3-642-12541-6 DOI 10.1007/978-3-642-12541-6 Springer Heidelberg Dordrecht London New York # Springer-Verlag Berlin Heidelberg 2011 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer. Violations are liable to prosecution under the German Copyright Law. The use of general descriptive names, registered names, trademarks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. Cover design: WMXDesign GmbH, Heidelberg, Germany Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com)

To Irma and Alexandra

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Preface

Charmin is a 70-year-old brand of toilet paper that made Procter & Gamble the undisputed leader in the US toilet paper market. In Germany, however, Charmin was unknown to consumers, something Procter & Gamble decided to change in the early 2000s. Acknowledging that European consumers have different needs and wants than their US counterparts, the company conducted massive market research efforts with hundreds of potential customers. The research included focus group interviews, observational studies, and large-scale surveys. These revealed considerable differences in usage habits. For example, 60% of Germans also use toilet paper to clean their noses, 7% to clean mirrors, 3% to clean children’s faces and hands, and 8% use it to remove make-up. Further research led Procter & Gamble to believe that the optimal tissue color is blue/yellow and that the package needed to be cubic. Advertising tests showed that the Charmin bear worked well, giving the product an emotional appeal. In the end, Procter & Gamble launched Charmin successfully in an already saturated market. In order to gain useful consumer insights, which allowed the company to optimize the product and position it successfully in the market, Procter & Gamble had to plan a market research process. This included asking market research question(s), collecting data, and analyzing these using quantitative methods. This book provides an introduction to the skills necessary for conducting or commissioning such market research projects. It is written for two audiences. First, it is aimed at undergraduate as well as postgraduate students in business and market research. Second, it is aimed at practitioners wishing to know more about market research, or those who need a practical, yet theoretically sound, reference. If you search for market(ing) research books on Google or Amazon, you will find that there is no shortage of such books. However, this book differs in many important ways: l

This book is a bridge between the theory of conducting quantitative research and its execution, using the market research process as a framework. We discuss market research, starting with identifying the research question, designing the

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data collection process, collecting, and describing data. We also introduce...
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