'Marketing Research for Non-profit, Community and Creative Organizations' is a comprehensive guide to conducting research methods within the non-profit sector. Highly practical, the purpose of the book is two-fold. Firstly, it aims to educate the readers on how research can be utilized to help their organization reach its goals. Secondly, it shows how to conduct different methods of research, including focus groups, interviews, projective techniques, observations and surveys, and how to use the findings of these to improve products, target customers and develop effective promotions.
Concise and well-structured, the text provides a step-by-step process to help the reader understand and apply the various research methodologies.
'Marketing Research for Non-profit, Community and Creative Organizations' is designed for students and will also be invaluable for managers working within non-profit or creative environments.
Table of Contents
1 Marketing research and the mission-centred organization: Introduction; The benefits of conducting marketing research; Marketing myths; Defining marketing and marketing research; Relationship between data, information and knowledge; Ethical and cultural considerations when conducting research; References; 2 The marketing research process: Introduction; The marketing research process; References; 3 Marketing research and cultural differences: Introduction; Defining culture; Translation issues when researching across cultural boundaries; Hofstede’s dimensions of culture; Ethical issues that need to be considered;
References; 4 The research question: Introduction; The research question; Internal research process; The research proposal; The research industry; References; 5 Conducting secondary research: Introduction; Using secondary data at the start of the research process; Requirements of secondary data; Uses of secondary research; Sources of information;
Secondary marketing research process; References; 6 Finding participants: Introduction; Qualitative and quantitative sampling; Qualitative sampling procedures; Statistical sampling; References; 7 Conducting focus groups: Introduction; Focus group methodology; Preparation of focus group methodology; Choosing a moderator; Handling group conflict; References; 8 Interviews:
Introduction; Uses and rationale of interview research; Types of interviews; Preparing interview questions; Recruiting and screening participants for interviews; Interview logistics; References; 9 Projective and observational research; Introduction; Projective techniques; Types of projective techniques; Observational research; Observation research process; References; 10 Planning survey research: Introduction; Survey research; The survey research process; Writing questions and answers; Questionnaire layout; References;
11 Conducting surveys; Introduction; Survey research methods; Self-administered survey methods; Researcher-administered survey methods; Surveying process; Motivating participation; References; 12 Analysing qualitative and quantitative data: Introduction; Unique aspects of analysing data;
Organizing qualitative data; Coding transcribed material; The process of quantitative data analysis; Hypothesis testing; References; 13 Written report and presentation: Introduction; After the research; Structure of the written report; Writing the report; Oral presentation; References; Index.