Essentials of marketing research 4e pentice hall

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FOURTH EDITION
Looking for a concise introduction to Market Research? Look no further.
Tony Proctor’s Essentials of Marketing Research, 4e offers a streamlined,
traditional introduction to all the major concepts of the field. He also
discusses new developments, particularly in the areas of qualitative
data analysis and marketing decision-support systems.

“The simplicity of Proctor’s book differentiates it from other offerings in the
marketplace. Many of my overseas students really find it an easy book to access
and its straightforward approach is the key here.”
Nigel Culkin, The Business School, University of Hertfordshire

Ideal for undergraduates studying marketing research for the first time,
MBA students, and anyone who seeks a basic understanding of the topic,
Essentials of Marketing Research, 4e, strikes an excellent balance between
different topics.

NEW TO THIS EDITION!

“There are many books on Marketing Research, but they rarely cover qualitative
data analysis so well. This is one of the key reasons why I chose Proctor as an
essential text. I could not manage without this chapter.”
Dr. Jane Hemsley-Brown, School of Management, University of Surrey

To access additional Learning Resources, including an Instructor’s Manual
and Power Point Slides, visit www.pearsoned.co.uk/proctor_emr.
Tony Proctor, MA, MPhil, Phd, DipM, has had many years experience in
the marketing research industry and is Professor in Marketing at the
Chester Business School. He has also authored several books and articles
on marketing and management creativity.

TONY PROCTOR
an imprint of

www.pearson-books.com

ESSENTIALS OF

MARKETING RESEARCH

FOURTH EDITION

FOURTH
EDITION

TONY PROCTOR

COVER PHOTOGRAPH: GANDEE VASAN / GETTY IMAGES

• New case studies
• Coverage of Internet databases and the use of the Internet
• Increased references to journal articles

ESSENTIALS OF MARKETING RESEARCH

ESSENTIALS OF MARKETING RESEARCH

TONY PROCTOR


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Essentials of Marketing Research

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We work with leading authors to develop the
strongest educational materials in business, finance and

marketing, bringing cutting-edge thinking and best
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Under a range of well-known imprints, including
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ESSENTIALS OF
MARKETING RESEARCH
FOURTH EDITION

TONY PROCTOR PhD
Professor in Marketing,
Chester Business School

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Pearson Education Limited
Edinburgh Gate
Harlow
Essex CM20 2JE
England
and Associated Companies throughout the world
Visit us on the World Wide Web at:
www.pearsoned.co.uk
First published 1997
Second edition 2000
Third edition 2003
Fourth edition published 2005
© Pearson Professional Limited 1997
© Pearson Education Limited 2000, 2005
The rights of Tony Proctor to be identified as author of this work has been asserted
by him in accordance with the Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted in any form or by any means, electronic, mechanical,
photocopying, recording or otherwise, without either the prior written permission of the
publisher or a licence permitting restricted copying in the United Kingdom issued by the
Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London W1T 4LP.
All trademarks used herein are the property of their respective owners. The use of any
trademark in this text does not vest in the author or publisher any trademark ownership rights
in such trademarks, nor does the use of such trademarks imply any affiliation with or

endorsement of this book by such owners.
ISBN 0 273 69494 4
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging-in-Publication Data
A catalog record for this book can be obtained from the Library of Congress
10
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Typeset in 10/12.5pt Palatino by 35
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The publisher’s policy is to use paper manufactured from sustainable forests.

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Brief contents

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1

Nature of marketing research

1

2

Planning the research project

42

3

Secondary data

68

4

Sampling

103

5

Surveys

136

6

Measurement and scaling

164

7

Questionnaires

188

8

Qualitative research

219

9

Observation and experiment

247

10

Quantitative data analysis

278

11

Qualitative data analysis

322

12

Evaluation, reports and presentation

348

13

Applied marketing research

383

14

Marketing research settings: business-to-business,
services and internal marketing

430

15

Global marketing research

455

16

Marketing decision-support system

481


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Supporting resources
Visit www.pearsoned.co.uk/proctor_emr to find valuable online resources
For instructors
• Complete, downloadable Instructor’s Manual
• PowerPoint slides that can be downloaded and used as OHTs
For more information please contact your local Pearson Education sales
representative or visit www.pearsoned.co.uk/proctor_emr

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Full contents
List of case studies
Preface
Acknowledgements

1

Nature of marketing research
Introduction
Marketing research: a definition
Philosophy of science
Marketing research and decision making
Divisions of marketing research
Categories of applied marketing research
Marketing information systems
Types of data
Marketing research as part of marketing strategy
Deciding who should do the research
Assistance from outside research organisations
Evaluating proposals
Ethical considerations in marketing research
Researchers’ obligations to clients
Changing role of marketing research

Using the Internet for marketing research
Need for more creativity in research
Non-response as an issue in marketing research effectiveness
Summary
Questions
Case study 1.1 Lampelichter AG, Essen
Case study 1.2 Spirit of Magellan Enterprises
Case study 1.3 Rosine and Vera
Case study 1.4 The English Bear Company
Case study 1.5 21st-century market research
References and notes
Further reading

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xiv
xvii
xxi

1
3
3
4
7
9
13
14
16
18
18

19
22
22
25
27
29
29
30
31
31
32
34
35
37
38
40
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2

3

4

Planning the research project

42

Introduction
Marketing problems
Deciding whether to undertake a research study
Uncertainty in decisions
Research plan
The proposal
Use of PERT in planning research
Summary
Questions
Case study 2.1 New Shoe Company
Case study 2.2 Cheri-Rose
Case study 2.3 Why researchers are so jittery
Case study 2.4 Tracking the railways
References and notes
Further reading

44
44
47
48
50
55

56
60
61
61
62
63
65
66
67

Secondary data

68

Introduction
Types of secondary data
Searching for external data
How secondary data can be used
Other general sources
International sources
Non-official sources of data
Professional organisations and libraries
Using secondary data in exploratory research
Online marketing research
Marketing research tools
Summary
Questions
Case study 3.1 Montres d’Occasion
Case study 3.2 The Web
Case study 3.3 Salaries

Case study 3.4 PowerUp Electricity plc
References and notes
Further reading

70
70
72
78
80
82
85
88
90
93
94
94
94
95
95
96
99
101
101

Sampling

103

Introduction
Census and samples

Sampling
Sampling frame
Sampling methods
Sampling in practice

105
105
106
110
111
122

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Sample size
Summary
Questions
Case study 4.1 Research Consultants
Case study 4.2 Jerome’s department store
Case study 4.3 McBain’s fast food restaurant
Case study 4.4 Student research projects
References and notes
Further reading

127
129
130
130
131
131
132
134
134

Surveys

136

Introduction
Postal surveys
Personal interviews
Telephone surveys

Self-administered surveys
Panels
Syndicated research services
Omnibus studies
Interactive research
Summary
Questions
Case study 5.1 Central Training College (1)
Case study 5.2 Consumer Products
Case study 5.3 Liptonjuice (1)
Case study 5.4 Opinion polling faces new scrutiny
Case study 5.5 Volvo Car UK
References and notes
Further reading

138
139
143
145
148
148
151
153
154
154
155
155
156
157
159

160
161
162

Measurement and scaling

164

Introduction
Measurement
Scale types
Attitude measurement
Self-reporting methods
Methods for rating attributes
Summary
Questions
Case study 6.1 Summit Motors (1)
Case study 6.2 Barney’s Café
Case study 6.3 Liptonjuice (2)
Case study 6.4 Chinese imports
References and notes
Further reading

166
166
169
172
175
180
182

183
183
184
184
185
186
186


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7

8

9

Questionnaires

188

Introduction
Questionnaire structure

Stages in questionnaire development
Questionnaire design and construction
Introducing a questionnaire
Reliability and validity in questionnaire design
Summary
Questions
Case study 7.1 Central Training College (2)
Case study 7.2 The Rholand Watch Company
Case study 7.3 Researching the sports market
Case study 7.4 Attitudes of cat owners to cat food
References and notes
Further reading

190
190
192
193
206
208
209
210
211
212
214
215
218
218

Qualitative research

219

Introduction
Limitations of qualitative research
Focus groups
Other group research methods
Practicalities of focus group sessions
Industrial focus groups
Other qualitative research methods
Summary
Questions
Case study 8.1 Avon Cosmetics
Case study 8.2 IBM
Case study 8.3 Muller
Case study 8.4 Brand valuation
Case study 8.5 Hi-fi systems
References and notes
Further reading

221
222
223
227
229
234
234
237
238
238
239

240
240
242
245
245

Observation and experiment
Introduction
Observation
Experiments
Experimental designs
Statistical designs
Test marketing: an introduction
Consumer-tracking studies
Summary
Questions
Case study 9.1 Soap-sud

247
249
249
254
258
263
267
270
271
271
272

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Case study 9.2 Cheung’s chips
Case study 9.3 The Safe ‘T’ fireproof letterbox
Case study 9.4 Thompson Toys
References and notes
Further reading

273
273

274
276
276

Quantitative data analysis

278

Introduction
Interpretation
Analysis
Tabulation
Statistical analysis
Significance of differences between numbers
Chi-square analysis
Use of similarities between numbers to show cause and effect
Analysis of variance
Measuring relationships
Summary
Questions
Case study 10.1 La Gaieté Parisienne
Case study 10.2 Summit Motors (2)
Case study 10.3 Mr Hungry’s Burger Bar
References and notes
Further reading

280
280
281
282

284
287
290
293
294
296
313
314
317
317
318
320
321

Qualitative data analysis

322

Introduction
Qualitative analysis
Operational aspects of qualitative research
Data displays
Matrices
Networks
Summary
Questions
Case study 11.1 Cyclist survey
Case study 11.2 Uses of aluminium foil
Case study 11.3 Renault Clio
References and notes

Further reading

324
324
325
331
332
334
338
338
338
343
345
346
346

Evaluation, reports and presentation

348

Introduction
Evaluation of research
Written report
Sections of a report
Oral research report

350
350
351
354

355


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13

14

Visual aids and their use
Summary
Questions
Case study 12.1 The St Honoré de Mazarin Restaurant, Paris
Case study 12.2 Central Training College (3)
Case study 12.3 Sunrise Hotels
Case study 12.4 Wallaby Tours
References and notes
Further reading

356
363
363
364

365
367
379
381
381

Applied marketing research

383

Introduction
Product research
Getting ideas for new products
Product delivery
Naming the product
Packaging the product
Market segmentation research
Cartographying geographic segmentation
Competition research
Promotion research
Measuring advertising effectiveness
Selling research
Pricing research
Distribution research
Summary
Questions
Case study 13.1 Tourism in Bukhara
Case study 13.2 South Africa
Case study 13.3 Music in marketing communications
Case study 13.4 Bronco Jeans

Case study 13.5 British divided into four types
Case study 13.6 Sˇ koda cars
References and notes
Further reading

385
385
385
392
394
395
397
400
402
405
406
411
412
413
417
417
418
419
422
424
425
425
427
428

Marketing research settings: business-to-business,
services and internal marketing

430

Introduction
Business-to-business marketing research
Research into services
Research for internal marketing
Summary
Questions
Case study 14.1 Management in the public sector

432
432
439
444
446
447
447

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Case study 14.2 Orchestras aim to pass the baton
Case study 14.3 Decline of frills
Case study 14.4 Jasmine Hotel, Dubai
Case study 14.5 Banking in Portugal
References and notes
Further reading

448
449
450
451
453
453

Global marketing research

455

Introduction

Global marketing research
Desk research
Principal methods of organising research
Marketing research in developing countries
Summary
Questions
Case study 15.1 Michel Herbelin
Case study 15.2 China
Case study 15.3 The future lies abroad
Case study 15.4 European laundry statistics
Case study 15.5 Delhi delights
References and notes
Further reading

457
457
467
470
471
471
471
472
473
475
476
478
479
480

Marketing decision-support system

481

Introduction
Marketing information systems
Decision-support mechanisms
Forecasting demand
Applications for mathematical models in the marketing
decision-support system
Expert systems and decision support
Summary
Questions
Case study 16.1 Demand for agricultural tractors
Case study 16.2 Kenbrock
Case study 16.3 Restaurant strategies
Case study 16.4 Brand switching
Case study 16.5 Simon Theodolou, hairstylist
References and notes
Further reading

483
483
490
491

Further case studies
Glossary
Bibliography
Index

528
553
559
577

499
512
519
519
520
521
521
522
523
525
526


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List of case studies
1.1
1.2
1.3
1.4
1.5

2.1
2.2
2.3
2.4
3.1
3.2
3.3
3.4
4.1
4.2
4.3
4.4
5.1
5.2
5.3
5.4
5.5
6.1
6.2
6.3
6.4
7.1
7.2
7.3
7.4
8.1
8.2
8.3
8.4

Lampelichter AG, Essen
Spirit of Magellan Enterprises
Rosine and Vera
The English Bear Company
21st-century market research
New Shoe Company
Cheri-Rose
Why researchers are so jittery
Tracking the railways
Montres d’Occasion
The Web
Salaries
PowerUp Electricity plc
Research consultants
Jerome’s department store
McBain’s fast food restaurant
Student research projects
Central Training College (1)
Consumer Products
Liptonjuice (1)
Opinion polling faces new scrutiny
Volvo Car UK
Summit Motors (1)
Barney’s Café
Liptonjuice (2)
Chinese imports
Central Training College (2)
The Rholand Watch Company
Researching the sports market
Attitudes of cat owners to cat food

Avon Cosmetics
IBM
Muller
Brand valuation

32
34
35
37
38
61
62
63
65
95
95
96
99
130
131
131
132
155
156
157
159
160
183
184
184

185
211
212
214
215
238
239
240
240

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List of case studies

8.5
9.1
9.2
9.3
9.4
10.1
10.2
10.3
11.1
11.2

11.3
12.1
12.2
12.3
12.4
13.1
13.2
13.3
13.4
13.5
13.6
14.1
14.2
14.3
14.4
14.5
15.1
15.2
15.3
15.4
15.5
16.1
16.2
16.3
16.4
16.5

Hi-fi systems
Soap-sud
Cheung’s chips

The Safe ‘T’ fireproof letterbox
Thompson Toys
La Gaieté Parisienne
Summit Motors (2)
Mr Hungry’s Burger Bar
Cyclist survey
Uses of aluminium foil
Renault Clio
The St Honoré de Mazarin Restaurant, Paris
Central Training College (3)
Sunrise Hotels
Wallaby Tours
Tourism in Bukhara
South Africa
Music in marketing communications
Bronco Jeans
British divided into four types
Sˇ koda cars
Management in the public sector
Orchestras aim to pass the baton
Decline of frills
Jasmine Hotel, Dubai
Banking in Portugal
Michel Herbelin
China
The future lies abroad
European laundry statistics
Delhi delights
Demand for agricultural tractors
Kenbrock

Restaurant strategies
Brand switching
Simon Theodolou, hairstylist

xv

242
272
273
273
274
317
317
318
338
343
345
364
365
367
379
418
419
422
424
425
425
447
448
449

450
451
472
473
475
476
478
520
521
521
522
523

Further case studies
1
2
3
4

..

Noteworthy response
Moving images
Going below the surface
One strike and you’re down

529
530
532
534

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List of case studies

5
6
7
8
9
10

Desmond sizes up shopping
Is fizzing up its look enough?
They might just as well be men . . .
Now interacting with lots of new partners
Lake Lucerne Navigation Company (SGV)
Gondolas for Liverpool

536
538
540
542
544

551

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Preface
‘Marketing research’ has often been called ‘market research’, and there has been
much confusion about what these terms actually mean. Indeed, some writers
have been so worried about the terminology that they have called their books
‘research for marketing decisions’ to overcome the problems. The term marketing
research, of which market research is but one element, encompasses the full range
of research and evaluation activities undertaken by marketing professionals to
guide them in decision making, and it is marketing research that I address in this
book.
There have been vast changes in marketing research, largely as a result of the
development of information technology. Marketing research is, to some extent, a
quantitative subject and although many of the techniques have been around for
many years, using them was hindered by the lack of powerful and readily available computational aids. It is sobering to remember that in the mid-1960s the
slide rule was the main calculating tool, mainframe computers were in their
infancy and the mechanical Burroughs’ comptometers had only just given way to
more sophisticated electronic ones. Now the problem is not so much lack of computing power as the need to acquire the skills necessary to select from and use the
many sophisticated analytical methods that are available.

SCOPE AND COVERAGE

This book looks at the traditional approach to marketing research and the traditional tools of analysis. It also discusses new developments – particularly in the
areas of qualitative data analysis and marketing decisions support systems.
I have tried to make the book into a teaching/study book designed primarily
for undergraduates but of interest to MBA and other postgraduate or postexperience students wanting to get some idea of the subject matter. In writing
such a book, getting the balance right between different topics and the depth at
which each is covered is constrained by the length of the book. Because it is
designed as a teaching book, I have devoted much of the available space to case
studies, illustrations and questions.
The various chapters address different topics in marketing research:

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xviii

Preface

• Chapter 1 looks at the nature of, and the need for, marketing research. An
overview is given of the process of marketing research and the chapter concludes by looking at the role of agencies and at ethical issues.
• Chapter 2 pays attention to planning the research project and in particular to
the use of PERT analysis to guide the management of the project.
• Chapter 3 examines the uses and limitations of secondary data, indicating
when secondary data may be useful in research and giving details of useful

internal and external sources of data.
• Chapter 4 examines the process of sampling. Attention is given to all aspects of
sampling, including the sampling frame, sampling unit selection, sampling
method, the sample size and the sampling plan.
• Methods and applications of surveys are dealt with in Chapter 5. Sources of
error, methods of data collection, dealing with non-response, panel/syndicated
marketing research and omnibus surveys are among the topics discussed.
• Chapter 6 covers measurement, scales and attitude measurement. The process
of measurement is discussed along with levels and variations in measurement.
The chapter also looks at the nature of attitudes and their measurement.
• Chapter 7 looks at questionnaire construction and development. Particular
attention is given to question content, question phrasing, kinds of response
format, question sequence, question layout, pretesting and revising. Validity,
reliability and sensitivity are also considered.
• Qualitative research methods are outlined in Chapter 8. Focus group discussions, individual depth interviews and projective techniques are considered.
• Chapter 9 looks first at observation as a research method and then at experimentation. Details of many different experimental designs are given. The
chapter also looks at test marketing, both in the marketplace and under simulated conditions.
• Chapter 10 examines data interpretation and the various tools of quantitative
data analysis. A wide range of statistical methods is examined. It is presupposed that the reader is familiar with statistics at an introductory level.
• Chapter 11 presents an aspect of marketing research that is not usually discussed in a textbook of this kind. Qualitative data analysis is an important
dimension of marketing research. The chapter looks at a variety of tools and
methods that can assist in the analysis of qualitative data.
• Chapter 12 discusses reports and their presentation. Emphasis is placed on the
use of information technology to help prepare and present good reports.
• Chapter 13 looks at a variety of examples of applied marketing research,
including product research, segmentation research, competition research and
promotion research.

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Preface

xix

• Business-to-business marketing research, services research and research for
internal marketing are the subject matter of Chapter 14.
• Global marketing research is the subject matter of Chapter 15.
• Chapter 16 discusses marketing decision support systems. Among the most
interesting developments here are applications of neural network software as
expert systems.

NEW TO THIS EDITION
This edition recognises that the Internet is becoming more and more important as
a source for information. Chapter 3 provides more information on how the
Internet can provide more information and how it can be used advantageously in
the course of research. In particular, the focus of attention is directed towards the
availability of Internet databases which can provide very relevant information for
marketers.
In addition, all chapters have been re-examined, revised and updated as
appropriate. The list of references in the book has also been extended considerably and the questions at the end of each chapter have been modified and
reduced in number. New cases studies have replaced some of the older cases.
These include case studies 1.2 Spirit of Magellan Enterprises, 2.2 Cheri, 11.3

Renault Clio, 13.1 Tourism in Bukhara, among others.

ADDED BENEFITS
In addition the book also features:
• further case studies to promote thought on how marketing research as an
entity can be applied in practice
• a glossary to reinforce key terms
• a full bibliography offering additional references.

LEARNING RESOURCES
Visit www.pearsoned.co.uk/proctor_emr to access an Instructor’s Manual and
PowerPoint slides.

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Preface

AUTHOR’S ACKNOWLEDGEMENTS
My thanks are due to Jim Blythe for the case studies that he has contributed.
In addition, I extend thanks to Lucy, Carol and Zoë for their contributions. The
following reviewers provided useful feedback for this edition:
Nigel Culkin, University of Hertfordshire

Jouan de Kervenoael, Lancaster University
Rod Harradwe, Teeside Business School
Kathy Mouat, Napier University
Jane Hemsley-Brown, University of Surrey
Richard West, University of Westminster
I would also like to thank the editorial team at Pearson for making this
4th edition a reality. Thanks to Thomas Sigel, Senior Acquisitions Editor; Peter
Hooper, Editorial Assistant; Anita Atkinson, Senior Desk Editor; Helen Baxter,
Copy Editor.
Tony Proctor
Spring 2005

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Acknowledgements
We are grateful to the following for permission to reproduce copyright material:
Figures 2.3, 2.4, 2.5, 2.6 and 16.8 featuring Microsoft’s Windows ™ browser bar,
screen shots reprinted by permission from Microsoft Corporation; Table 4.1 from
‘The “Marketing Research Services Classification’ of Social Class,’ in National
Readership Survey, JINCARS 1981, National Readership Surveys Ltd; unnumbered
table on pp. 118 –19 from 22 April
2005, © 2005 CACI Limited, Acorn is a registered trade mark of CACI Limited;
Figure 11.3 a screen shot from NUD*IST, Version 6, Work Interactions Project,

NUD*IST is developed by QSR Pty Ltd; Figure 16.2 a screen shot from SNAP software, Mercator Research Group Ltd; Table 16.13 from Kotler, Philip, Marketing
Management, 11th edition, © 2003, p. 499, reprinted by permission of Pearson
Education, Inc., Upper Saddle River, NJ.
The American Marketing Association for a definition of ‘Marketing Research’;
Editions Rebondir for extracts adapted from ‘Small business ideas and studying
the local market’ published in Rebondir no. 12 1996; The Market Research Society
for the following extracts; ‘How a spoonful of research helps the medicine go
down’ by Tracey Sanderson April 1996, ‘With growing demands for data, will
purity prove only theoretical?’ by Peter Mouncey May 1996, ‘Quality will mark
the route to deeper client relationships’ by Bryan Bates March 1996, Extracts
adapted from Research Plus ‘Homelink’ September 1993, ‘Get a helping of the
sugar-free chips game’ by Sue White September 1993, ‘The launch went fine –
then the devil’s in the dealing’ by Andrew Scott April 1996, ‘In Europe’s complex
market, check the price is right’ by A.J. Bowditch April 1996, ‘The cascade theory
that shows practical gains’ by Peter Gorle October 1995, ‘Now business research
is every agency’s research’ by D. Jamieson October 1995, ‘The world shrinks,
maybe, but there’s still the need to travel’ by M. Goodyear May 1996, ‘Why we
won’t keep taking pills’ by A. Branthwaite and J. Bruggemann April 1996, ‘Now
that India’s got GATT, a massive market beckons’ by Sue Bunn April 1996, and
‘The markets are emerging – and research is hard on their heels’ by Mia
Bartonova January 1996; Marketing Week for extracts adapted from Marketing
Week ‘Research needs more creativity’ by Clare Nutall 29th April 1996, ‘Working
on site’ 26th April 1996, ‘Commercial TV audiences rise’ by Paul McCann
26th April 1996, ‘The data game’ by David Reed 3rd May 1996, ‘PepsiCo needs
new strategy for iced tea’ by Jon Rees 16th April 1996, and ‘Poster watch’ 26th April

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Acknowledgements

1996; Rene Spindler for an extract adapted from her MSc dissertation, Odense
University 1991; Zoe Cooper for an extract adapted from her MBA dissertation,
Keele University; Carol Fry for extracts adapted from her MBA dissertation,
Keele University; Marketing for extracts adapted from ‘Research propels innovation’, and ‘Avon ads praise the real woman’ by Ruth Nicholas published in
Marketing 27th January 1994, and ‘Eastern Promise is worth all the pain of red
tape’ by Bob Tyrell published in Marketing 3rd February 1994; Business Opportunity World for an extract adapted from ‘Safety letterbox’ published in Business
Opportunity World May 1996; Lucy Double for an extract adapted from her MBA
dissertation, Keele University 1991; Marketing News for an extract adapted
from ‘Delphi technique can work for new product development’ by Gianni
Bolongaro published in Marketing News 3rd January 1994; MapInfo Limited for
extracts from their website www.mapinfo.co.uk/products/spftware.cfm and
company literature; South Africa Tourism Board for an extract adapted from
South Africa: a World in One Country, 1996; International Wrist Watch for an extract
adapted from ‘The French Connection’ published in International Wrist Watch
1995, Issue 31; Rushuang Xiong for an extract adapted from an MBA dissertation, Keele University 1994; Mercator Research Group Limited for ‘SNAP’;
Emerald Group Publishing Limited for an extract adapted from ‘Forecasting:
the key to managerial decision-making’ by D. Waddell and A.S. Sohal published
in Management Decision, 32(1) 1994 © MCB University Press Limited; and The
Lake Lucerne Navigation Company, Switzerland, 2005, for information in ‘Lake
Lucerne Navigation Company (SGV)’.

We are grateful to the Financial Times Limited for permission to reprint the following material:
‘Potential benefits of market research’, from Marketing wake-up, © Financial
Times, 3 June 1997; Golden nuggets on a long and winding road, © Financial
Times, 3 December 1997; Data loss, © Financial Times, 23 January 1997; Opinion
polling faces new scrutiny, © Financial Times, 21 March 1997; Baby boomers
get the message, © Financial Times, 26 May 1997; Shoppers under the microscope,
© Financial Times, 5 December 1997; Caught in the neighbours’ tangled web, ©
Financial Times, 15 August 1997; Public puts faith in brand names, © Financial
Times, 13 October 1997; Soft drinks switch to PET leaves industry struggling, ©
Financial Times, 22 October 1997; ‘Newspapers are a source of information about
competitiors’, from ‘Nike’ part of the Lex column, © Financial Times, 20 December
1997; ‘Electronic revolution in the retailing world’, from Pressures in the marketplace, © Financial Times, 3 September 1997; British divided into four types, ©
Financial Times, 5 September 1997; Deceptive appearance, © Financial Times,
3 February 1997; Orchestras aim to pass the baton, © Financial Times, 26 May 1997;
The decline of frills, © Financial Times, 28 April 1997; Noteworthy response, ©
Financial Times, 26 October 2004; Moving images, © Financial Times, 19 October
2004; Going below the surface, © Financial Times, 28 September 2004; Desmond
sizes up shopping, © Financial Times, 19 October 2004; Is fizzing up its look

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enough?, © Financial Times, 26 October 2004; Now interacting with lots of new
partners, © Financial Times, 12 October 2004.
We are grateful to the following for permission to use copyright material:
Why researchers are so jittery from The Financial Times Limited, 3 March 1997,
© Winston Fletcher; The future lies abroad from The Financial Times Limited,
30 June 1997, © Sir Martin Sorrell; One strike and you’re down from The Financial
Times Limited, 5 October 2004, © Richard Gillis; They might as well be men . . .
from The Financial Times Limited, 5 October 2004, © Jasmine Montgomery.
In some instances we have been unable to trace the owners of copyright
material, and we would appreciate any information that would enable us to
do so.

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