Archive for April 24th, 2006
Monday, April 24th, 2006
Here it is! The preface and first chapter of our new market research book ‘A Practical Guide to Market Research’ written by B2B International founder, Paul Hague.
Click here to download (to save to hard drive, right-click and ‘Save As’): Preface & Chapter 1 – The Basics Of Market Research
This chapter covers:
• The role of market research in helping business decisions through the systematic and objective collection of data.
• The applications of market research and how many studies are to help show the size of markets, to measure the satisfaction of customers with products, to guide new product development and to show people’s use of and attitudes to products.
• The Market Research Society’s Code Of Practice which sets out guidelines for protecting people who are interviewed and clients who commission research.
• The Data Protection Act that protects enforces data collection and analysis procedures to ensure that people’s wishes for confidentiality and anonymity are upheld.
This is Paul’s first book not to be published traditionally in hard copy and will appeal to you if you have an interest in market research, you have a market research project to complete and need help with how to go about it, you are studying for a business degree and market research is part of your course or if you are taking the Market Research Society/City & Guilds Certificate in Market & Social Research. Whatever the case, we know that the knowledge shared within this book will help you succeed.
The Audio version of this chapter is below.
Preface and Chapter 1 of 11 (30:27)
[http://www.b2binternational.com/b2b-blog/iwp/01_a_practical_guide_to_market_research.mp3]
A Practical Guide To Market Research – Chapter 1 (Right Click and Choose Save As – if you wish to download)
A new chapter will be published every Monday, every week – the only place that this book is avilable is here. Don’t forget, you won’t have to pay a penny! Simply collect the latest chapter each week.
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Monday, April 24th, 2006
Todays post is taken from a very interesting letter in the Financial Times that talks about customer defection, and the impending broadband price war.
“Sir, The incumbent providers of broadband internet should indeed be quaking in their boots (“Carphone Warehouse sparks broadband war”, April 12). This is particularly the case given the mobility of modern consumers, many of whom are comfortable about changing suppliers about as often as they change their socks.
We commissioned research last year that bears closely on the issue. The study looked at annual customer “defection” rates for different industries. The awful news is that the majority are on the rise. Whereas a couple of years ago only 16 per cent of customers switched suppliers each year, this has now risen to 19 per cent. But for internet service providers (in other words, the broadband industry), the picture is rather gloomier than the average, with 24 per cent of customers defecting annually.
Things could be worse – the mobile phone industry experienced an average 33 per cent defection rate last year. But such comparisons make cold comfort for broadband suppliers. Expect a serious shake-up in the industry.
Andrew Greenyer,
Director of Marketing EMEA,
Group 1 Software Europe,
Watford, Herts WD18 8UE”
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