Chapter 5 Research to Create Enterprise Value
DOI: 10.23912/978-1-910158-78-4-2907 | ISBN: 978-1-910158-78-4 |
Published: January 2016 | Component type: chapter |
Published in: Enterprise and its Business Environment | Parent DOI: 10.23912/978-1-910158-78-4-2851 |
Abstract
Understanding customers and gaining insight into the context in which the business is operating is key to creating a relevant, valuable offering. In order to secure funding, market research features prominently in business plans and is viewed as a necessity when setting up an enterprise or before the launch of a new product or service. For established businesses, continuous research helps keep abreast of turbulent business environments where new competitors emerge, customer tastes change and new opportunities develop. Research can help answer the following questions: who are the customers, where are they, what do they want, how can they be reached and why is this business different from others? This chapter will introduce some of the more readily available sources that can be helpful in discovering trends, and will evaluate a range of appropriate tools that can help improve business decisions.
Sample content
Contributors
- Geraldine McKay (Author)
- Linda Phillips (Author)
For the source title:
- Norin Arshed, Heriot-Watt University (Editor) http://orcid.org/0000-0002-6775-1840
- Julie McFarlane, Heriot-Watt University (Editor) http://orcid.org/0000-0002-2612-9836
- Robert MacIntosh, Heriot-Watt University (Editor) http://orcid.org/0000-0001-7333-0201
Cite as
McKay & Phillips, 2016
McKay, G. & Phillips, L. (2016) "Chapter 5 Research to Create Enterprise Value" In: Arshed, N., McFarlane, J. & MacIntosh, R. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/978-1-910158-78-4-2907
Save, bookmark or recommend
 Save on Mendeley |  Share on Twitter |  Share on LinkedIn |  Share on Facebook |
References
AMA. (2004). Definition of Marketing Research. Available at: https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx [Accessed March, 2015].
Arts Council. (2013). Taking part Survey. Available at: http://www.artscouncil.org.uk/what-we-do/research-and-data/arts-audiences/taking-part-survey/ [Accessed March, 2015].
Baltar, F. & Brunet, I. (2012). Social research 2.0: virtual snowball sampling method using Facebook. Internet Research. 22 (1): 57 u2013 74.
Barda, T. (2011). Carlsberg. The Marketer. CIM 23 March, 2011.
Creusen, M.E.H., Hultink, E-J. & Eling, K. (2012). Choice of consumer research methods in the front end of new product development. International Journal of Market Research. 55 (1): 81-104. https://doi.org/10.2501/IJMR-2013-008
Davidson, L. (2015). Britons will spend more than $7bn on their pets this year, The Telegraph 6 January. Available at: http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/11327761/Pet-humanization-will-cost-Britons-7bn-this-year.html [Accessed September, 2015]
Denscombe, M. (2003). The Good Research Guide: For Small-Scale Social Research Projects (2nd edition). London: Open University Press.
ESOMAR. (2001). How to Commission research. Available at: https://www.esomar.org/uploads/public/knowledge-and-standards/codes-and-guidelines/ESOMAR_Code-and-Guidelines_HowToCommissionResearch.pdf [Accessed March, 2015].
Henderson, N. (1992). Trained moderators boost the value of qualitative research Marketing Research. (June). 4 (2): 20-23.
Keegan, S. (2005). Emergent inquiry: The u2018newu2019 qualitative research. Paper given at the AQR/QRCA Bi-Annual Conference, Dublin.
MacIntosh, R. & Maclean, D (2015). Strategic Management: Strategists at Work. London: Palgrave Macmillan. https://doi.org/10.1007/978-1-137-03545-5
Nunan, D. & Di Domenico, M.L. (2013). Market research and the ethics of Big Data International Journal of Market Research. 55 (4): 2-13.
Ochoa, C. & Savin, F. (2015). The Tracker, the technology that will change market research. Available at: https://rwconnect.esomar.org/the-tracker-the-technology-that-will-change-market-research/ [Accessed March, 2015].
Open University. (2012). PROMPT Checklist, OU Library Services. Available at: http://www.open.ac.uk/libraryservices/documents/prompt_checklist.pdf [Accessed March, 2015].
Stone, M. & Desmond, J. (2010). Marketing Fundamentals. Edinburgh: Heriot-Watt Management Programme.
Treacy, B (2015). Big Data u2013 science fact or fantasy The Marketer. Available at: http://www.themarketer.co.uk/analysis/in-depth/big-data-science-fact-or-fantasy [Accessed March, 2015].