.
TONY PROCTOR
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.
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!
• New case studies
• Coverage of Internet databases and the use of the Internet
• Increased references to journal articles
T
o 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.
ESSENTIALS OF MARKETING RESEARCH
www.pearson-books.com
“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
“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.”

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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

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 xiv
Preface xvii
Acknowledgements xxi
1 Nature of marketing research 1
Introduction 3
Marketing research: a definition 3
Philosophy of science 4
Marketing research and decision making 7
Divisions of marketing research 9

Marketing problems 44
Deciding whether to undertake a research study 47
Uncertainty in decisions 48
Research plan 50
The proposal 55
Use of PERT in planning research 56
Summary 60
Questions 61
Case study 2.1 New Shoe Company 61
Case study 2.2 Cheri-Rose 62
Case study 2.3 Why researchers are so jittery 63
Case study 2.4 Tracking the railways 65
References and notes 66
Further reading 67
3 Secondary data 68
Introduction 70
Types of secondary data 70
Searching for external data 72
How secondary data can be used 78
Other general sources 80
International sources 82
Non-official sources of data 85
Professional organisations and libraries 88
Using secondary data in exploratory research 90
Online marketing research 93
Marketing research tools 94
Summary 94
Questions 94
Case study 3.1 Montres d’Occasion 95
Case study 3.2 The Web 95

Panels 148
Syndicated research services 151
Omnibus studies 153
Interactive research 154
Summary 154
Questions 155
Case study 5.1 Central Training College (1) 155
Case study 5.2 Consumer Products 156
Case study 5.3 Liptonjuice (1) 157
Case study 5.4 Opinion polling faces new scrutiny 159
Case study 5.5 Volvo Car UK 160
References and notes 161
Further reading 162
6 Measurement and scaling 164
Introduction 166
Measurement 166
Scale types 169
Attitude measurement 172
Self-reporting methods 175
Methods for rating attributes 180
Summary 182
Questions 183
Case study 6.1 Summit Motors (1) 183
Case study 6.2 Barney’s Café 184
Case study 6.3 Liptonjuice (2) 184
Case study 6.4 Chinese imports 185
References and notes 186
Further reading 186
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Case study 8.1 Avon Cosmetics 238
Case study 8.2 IBM 239
Case study 8.3 Muller 240
Case study 8.4 Brand valuation 240
Case study 8.5 Hi-fi systems 242
References and notes 245
Further reading 245
9 Observation and experiment 247
Introduction 249
Observation 249
Experiments 254
Experimental designs 258
Statistical designs 263
Test marketing: an introduction 267
Consumer-tracking studies 270
Summary 271
Questions 271
Case study 9.1 Soap-sud 272
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Case study 9.2 Cheung’s chips 273
Case study 9.3 The Safe ‘T’ fireproof letterbox 273
Case study 9.4 Thompson Toys 274
References and notes 276
Further reading 276
10 Quantitative data analysis 278
Introduction 280
Interpretation 280

Introduction 350
Evaluation of research 350
Written report 351
Sections of a report 354
Oral research report 355
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Full contents
Visual aids and their use 356
Summary 363
Questions 363
Case study 12.1 The St Honoré de Mazarin Restaurant, Paris 364
Case study 12.2 Central Training College (3) 365
Case study 12.3 Sunrise Hotels 367
Case study 12.4 Wallaby Tours 379
References and notes 381
Further reading 381
13 Applied marketing research 383
Introduction 385
Product research 385
Getting ideas for new products 385
Product delivery 392
Naming the product 394
Packaging the product 395
Market segmentation research 397
Cartographying geographic segmentation 400

Full contents
Case study 14.2 Orchestras aim to pass the baton 448
Case study 14.3 Decline of frills 449
Case study 14.4 Jasmine Hotel, Dubai 450
Case study 14.5 Banking in Portugal 451
References and notes 453
Further reading 453
15 Global marketing research 455
Introduction 457
Global marketing research 457
Desk research 467
Principal methods of organising research 470
Marketing research in developing countries 471
Summary 471
Questions 471
Case study 15.1 Michel Herbelin 472
Case study 15.2 China 473
Case study 15.3 The future lies abroad 475
Case study 15.4 European laundry statistics 476
Case study 15.5 Delhi delights 478
References and notes 479
Further reading 480
16 Marketing decision-support system 481
Introduction 483
Marketing information systems 483
Decision-support mechanisms 490
Forecasting demand 491
Applications for mathematical models in the marketing
decision-support system 499
Expert systems and decision support 512

3.3 Salaries 96
3.4 PowerUp Electricity plc 99
4.1 Research consultants 130
4.2 Jerome’s department store 131
4.3 McBain’s fast food restaurant 131
4.4 Student research projects 132
5.1 Central Training College (1) 155
5.2 Consumer Products 156
5.3 Liptonjuice (1) 157
5.4 Opinion polling faces new scrutiny 159
5.5 Volvo Car UK 160
6.1 Summit Motors (1) 183
6.2 Barney’s Café 184
6.3 Liptonjuice (2) 184
6.4 Chinese imports 185
7.1 Central Training College (2) 211
7.2 The Rholand Watch Company 212
7.3 Researching the sports market 214
7.4 Attitudes of cat owners to cat food 215
8.1 Avon Cosmetics 238
8.2 IBM 239
8.3 Muller 240
8.4 Brand valuation 240
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List of case studies
8.5 Hi-fi systems 242
9.1 Soap-sud 272
9.2 Cheung’s chips 273
9.3 The Safe ‘T’ fireproof letterbox 273

16.2 Kenbrock 521
16.3 Restaurant strategies 521
16.4 Brand switching 522
16.5 Simon Theodolou, hairstylist 523
Further case studies
1 Noteworthy response 529
2 Moving images 530
3 Going below the surface 532
4 One strike and you’re down 534
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List of case studies
5 Desmond sizes up shopping 536
6 Is fizzing up its look enough? 538
7 They might just as well be men... 540
8 Now interacting with lots of new partners 542
9 Lake Lucerne Navigation Company (SGV) 544
10 Gondolas for Liverpool 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

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 con-
cludes 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 discus-
sions, individual depth interviews and projective techniques are considered.
• Chapter 9 looks first at observation as a research method and then at experi-
mentation. Details of many different experimental designs are given. The
chapter also looks at test marketing, both in the marketplace and under simu-
lated conditions.
• Chapter 10 examines data interpretation and the various tools of quantitative
data analysis. A wide range of statistical methods is examined. It is presup-

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

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 29
th
April 1996, ‘Working
on site’ 26
th
April 1996, ‘Commercial TV audiences rise’ by Paul McCann
26
th
April 1996, ‘The data game’ by David Reed 3
rd
May 1996, ‘PepsiCo needs
new strategy for iced tea’ by Jon Rees 16
th
April 1996, and ‘Poster watch’ 26
th
April
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Lucerne Navigation Company (SGV)’.
We are grateful to the Financial Times Limited for permission to reprint the fol-
lowing 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 market-
place, © 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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Acknowledgements
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,