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Marketing Research : An Applied Orientation

by: Malhotra, Naresh K; SPSS, SPSS

Marketing Research : An Applied Orientation

by: Malhotra, Naresh K; SPSS, SPSS

ISBN 13:
9780132221177
ISBN 10:
0132221179
Edition: 5th
Format: Hardcover
Copyright: 01/01/2010
Publisher: Pearson College Div
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Summary

For graduate and upper-level undergraduate courses in Marketing Research and Marketing Data Analysis. Marketing Research: An Applied Orientation, 5eallows students to actuallyexperiencethe interaction between marketing research and marketing decision-making.

Foreword

xviii

Preface

xix

Acknowledgments

xxvii

Part I Introduction and Early Phases of Marketing Research

(74)

Introduction to Marketing Research

(32)

Objectives

(1)

Overview

(4)

Definition of Marketing Research

(1)

A Classification of Marketing Research

(2)

The Marketing Research Process

(2)

Step 1: Problem Definition

(1)

Step 2: Development of an Approach to the Problem

(1)

Step 3: Research Design Formulation

(1)

Step 4: Fieldwork or Data Collection

(1)

Step 5: Data Preparation and Analysis

(1)

Step 6: Report Preparation and Presentation

(1)

The Role of Marketing Research in Marketing Decision Making

(3)

Marketing Research and Competitive Intelligence

(1)

The Decision to Conduct Marketing Research

(1)

The Marketing Research Industry

(4)

Selecting a Research Supplier

(1)

Careers in Marketing Research

(2)

The Role of Marketing Research in MIS and DSS

(1)

The Department Store Patronage Project

(1)

International Marketing Research

(1)

Ethics in Marketing Research

(2)

SPSS Windows

(1)

Summary

(1)

Key Terms and Concepts

(1)

Suggested Cases, Video Cases, and HBS Cases

(1)

Live Research: Conducting a Marketing Research Project

(1)

Acronyms

(1)

Exercises

(1)

Internet and Computer Exercises

(1)

Activities

(1)

Defining the Marketing Research Problem and Developing an Approach

(41)

Objectives

(1)

Overview

(2)

Importance of Defining the Problem

(1)

The Process of Defining the Problem and Developing an Approach

(1)

Tasks Involved

(5)

Discussions with Decision Makers

(2)

Interviews with Industry Experts

(2)

Secondary Data Analysis

(1)

Qualitative Research

(1)

Environmental Context of the Problem

(5)

Past Information and Forecasts

(2)

Resources and Constraints

(1)

Objectives

(1)

Buyer Behavior

(2)

Legal Environment

(1)

Economic Environment

(1)

Marketing and Technological Skills

(1)

Management Decision Problem and Marketing Research Problem

(1)

Defining the Marketing Research Problem

(2)

Components of the Approach

(6)

Objective/Theoretical Framework

(1)

Analytical Model

(1)

Research Questions

(1)

Hypotheses

(3)

Specification of Information Needed

(1)

International Marketing Research

(1)

Ethics in Marketing Research

(2)

SPSS Windows

(1)

Summary

(1)

Key Terms and Concepts

(1)

Suggested Cases, Video Cases, and HBS Cases

(1)

Live Research: Conducting a Marketing Research Project

(1)

Acronyms

(1)

Exercises

(1)

Internet and Computer Exercises

(1)

Activities

(2)

Cases for Part I

Life in the Fast Lane: Fast-Food Chains Race to Be Number One

(2)

Nike Sprints Ahead of the Competition, Yet Has a Long Way to Run

(1)

Lexus: Imparting Value to Luxury and Luxury to Value

(3)

Video Cases for Part I

Burke: Learning and Growing Through Marketing Research

(2)

Accenture: The Accent Is in the Name

(2)

Part II Research Design Formulation

(334)

Research Design

(28)

Objectives

(1)

Overview

(1)

Research Design: Definition

(1)

Research Design: Classification

(1)

Exploratory Research

(2)

Descriptive Research

(7)

Cross-Sectional Designs

(2)

Longitudinal Designs

(1)

Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs

(2)

Causal Research

(1)

Relationships Among Exploratory, Descriptive, and Causal Research

(3)

Potential Sources of Error

(3)

Random Sampling Error

(1)

Nonsampling Error

(3)

Budgeting and Scheduling the Project

(1)

Marketing Research Proposal

(1)

International Marketing Research

(2)

Ethics in Marketing Research

(1)

Summary

100

(1)

Key Terms and Concepts

101

(1)

Suggested Cases, Video Cases, and HBS Cases

101

(1)

Live Research: Conducting a Marketing Research Project

102

(1)

Acronyms

102

(1)

Exercises

102

(1)

Internet and Computer Exercises

102

(1)

Activities

103

(1)

Exploratory Research Design: Secondary Data

104

(36)

Objective

104

(1)

Overview

105

(1)

Primary versus Secondary Data

106

(1)

Advantages and Uses of Secondary Data

107

(1)

Disadvantages of Secondary Data

107

(1)

Criteria for Evaluating Secondary Data

108

(4)

Specifications: Methodology Used to Collect the Data

108

(1)

Error: Accuracy of the Data

109

(1)

Currency: When the Data Were Collected

109

(1)

Objective: The Purpose for Which the Data Were Collected

110

(1)

Nature: The Content of the Data

110

(1)

Dependability: How Dependable Are the Data?

110

(2)

Classification of Secondary Data

112

(1)

Internal Secondary Data

112

(2)

Database Marketing

113

(1)

Published External Secondary Sources

114

(3)

General Business Data

115

(1)

Government Sources

116

(1)

Computerized Databases

117

(2)

Classification of Computerized Databases

117

(2)

Directories of Databases

119

(1)

Syndicated Sources of Secondary Data

119

(2)

Syndicated Data from Households

121

(7)

Surveys

121

(2)

Purchase and Media Panels

123

(3)

Electronic Scanner Services

126

(2)

Syndicated Data from Institutions

128

(2)

Retailer and Wholesaler Audits

128

(1)

Industry Services

129

(1)

Combining Information from Different Sources: Single-Source Data

130

(2)

Computer Mapping

130

(1)

Buying Power Index

131

(1)

International Marketing Research

132

(1)

Ethics in Marketing Research

133

(3)

SPSS Windows

136

(1)

Summary

136

(1)

Key Terms and Concepts

136

(1)

Suggested Cases, Video Cases, and HBS Cases

137

(1)

Live Research: Conducting a Marketing Research Project

137

(1)

Acronyms

137

(1)

Exercises

138

(1)

Internet and Computer Exercises

138

(1)

Activities

138

(2)

Exploratory Research Design: Qualitative Research

140

(40)

Objectives

140

(1)

Overview

141

(2)

Primary Data: Qualitative Versus Quantitative Research

143

(1)

Rationale for Using Qualitative Research

144

(1)

A Classification of Qualitative Research Procedures

145

(1)

Focus Group Interviews

145

(13)

Characteristics

146

(1)

Planning and Conducting Focus Groups

147

(6)

Other Variations in Focus Groups

153

(1)

Advantages and Disadvantages of Focus Groups

154

(1)

Applications of Focus Groups

155

(1)

Online Focus Group Interviews

155

(1)

Advantages of Online Focus Groups

156

(1)

Disadvantages of Online Focus Groups

156

(1)

Uses of Online Focus Groups

157

(1)

Depth Interviews

158

(5)

Characteristics

158

(1)

Techniques

159

(2)

Advantages and Disadvantages of Depth Interviews

161

(1)

Applications of Depth Interviews

162

(1)

Projective Techniques

163

(7)

Association Techniques

163

(1)

Completion Techniques

164

(1)

Construction Techniques

165

(1)

Expressive Techniques

166

(2)

Advantages and Disadvantages of Projective Techniques

168

(1)

Applications of Projective Techniques

168

(2)

Analysis of Qualitative Data

170

(2)

Software Packages

171

(1)

International Marketing Research

172

(1)

Ethics in Marketing Research

173

(3)

Summary

176

(1)

Key Terms and Concepts

176

(1)

Suggested Cases, Video Cases, and HBS Cases

176

(1)

Live Research: Conducting a Marketing Research Project

177

(1)

Acronyms

177

(1)

Exercises

178

(1)

Internet and Computer Exercises

178

(1)

Activities

178

(2)

Descriptive Research Design: Survey and Observation

180

(38)

Objectives

180

(1)

Overview

181

(2)

Survey Methods

183

(1)

Survey Methods Classified by Mode of Administration

184

(1)

Telephone Methods

184

(2)

Traditional Telephone Interviews

184

(1)

Computer-Assisted Telephone Interviewing

185

(1)

Personal Methods

186

(3)

Personal In-Home Interviews

186

(1)

Mall-Intercept Personal Interviews

187

(1)

Computer-Assisted Personal Interviewing (CAPI)

188

(1)

Mail Methods

189

(3)

Mail Interviews

189

(2)

Mail Panels

191

(1)

Electronic Methods

192

(2)

E-Mail Interviews

192

(1)

Internet Interviews

192

(2)

A Comparative Evaluation of Survey Methods

194

(6)

Flexibility of Data Collection

194

(1)

Diversity of Questions

194

(2)

Use of Physical Stimuli

196

(1)

Sample Control

196

(2)

Control of the Data Collection Environment

198

(1)

Control of Field Force

198

(1)

Quantity of Data

198

(1)

Response Rate

198

(1)

Perceived Anonymity

199

(1)

Social Desirability/Sensitive Information

199

(1)

Potential for Interviewer Bias

200

(1)

Speed

200

(1)

Cost

200

(1)

Selection of Survey Methods

200

(2)

Observation Methods

202

(1)

Structured versus Unstructured Observation

202

(1)

Disguised versus Undisguised Observation

202

(1)

Natural versus Contrived Observation

202

(1)

Observation Methods Classified by Mode of Administration

203

(5)

Personal Observation

203

(1)

Mechanical Observation

203

(2)

Audit

205

(1)

Content Analysis

205

(1)

Trace Analysis

206

(2)

A Comparative Evaluation of Observation Methods

208

(1)

A Comparison of Survey and Observation Methods

209

(1)

Relative Advantages of Observation

209

(1)

Relative Disadvantages of Observation

209

(1)

Ethnographic Research

210

(1)

Other Methods

211

(1)

International Marketing Research

211

(2)

Selection of Survey Methods

212

(1)

Ethics in Marketing Research

213

(2)

Summary

215

(1)

Key Terms and Concepts

215

(1)

Suggested Cases, Video Cases, and HBS Cases

215

(1)

Live Research: Conducting a Marketing Research Project

216

(1)

Acronyms

216

(1)

Exercises

217

(1)

Internet and Computer Exercises

217

(1)

Activities

217

(1)

Causal Research Design: Experimentation

218

(32)

Objectives

218

(1)

Overview

219

(1)

Concept of Causality

220

(1)

Conditions for Causality

221

(2)

Concomitant Variation

221

(1)

Time Order of Occurrence of Variables

222

(1)

Absence of Other Possible Causal Factors

222

(1)

Role of Evidence

223

(1)

Definitions and Concepts

223

(1)

Definition of Symbols

224

(1)

Validity in Experimentation

225

(1)

Internal Validity

225

(1)

External Validity

225

(1)

Extraneous Variables

226

(2)

History

226

(1)

Maturation

226

(1)

Testing Effects

226

(1)

Instrumentation

227

(1)

Statistical Regression

227

(1)

Selection Bias

227

(1)

Mortality

227

(1)

Controlling Extraneous Variables

228

(1)

Randomization

228

(1)

Matching

228

(1)

Statistical Control

228

(1)

Design Control

228

(1)

A Classification of Experimental Designs

229

(1)

Preexperimental Designs

230

(1)

One-Shot Case Study

230

(1)

One-Group Pretest-Posttest Design

230

(1)

Static Group Design

231

(1)

True Experimental Designs

231

(2)

Pretest-Posttest Control Group Design

231

(1)

Posttest-Only Control Group Design

232

(1)

Quasi-Experimental Designs

233

(3)

Time Series Design

234

(1)

Multiple Time Series Design

234

(2)

Statistical Designs

236

(2)

Randomized Block Design

236

(1)

Latin Square Design

237

(1)

Factorial Design

237

(1)

Laboratory versus Field Experiments

238

(2)

Experimental versus Nonexperimental Designs

240

(1)

Limitations of Experimentation

240

(1)

Time

240

(1)

Cost

241

(1)

Administration

241

(1)

Application: Test Marketing

241

(2)

Standard Test Market

241

(2)

Controlled Test Market

243

(1)

Simulated Test Market

243

(1)

International Marketing Research

243

(1)

Ethics in Marketing Research

244

(2)

Summary

246

(1)

Key Terms and Concepts

247

(1)

Suggested Cases, Video Cases, and HBS Cases

247

(1)

Live Research: Conducting a Marketing Research Project

247

(1)

Acronyms

248

(1)

Exercises

248

(1)

Internet and Computer Exercises

249

(1)

Activities

249

(1)

Measurement and Scaling: Fundamentals and Comparative Scaling

250

(20)

Objectives

250

(1)

Overview

251

(1)

Measurement and Scaling

252

(1)

Primary Scales of Measurement

252

(5)

Nominal Scale

252

(2)

Ordinal Scale

254

(1)

Interval Scale

255

(1)

Ratio Scale

256

(1)

A Comparison of Scaling Techniques

257

(1)

Comparative Scaling Techniques

258

(5)

Paired Comparison Scaling

258

(2)

Rank Order Scaling

260

(1)

Constant Sum Scaling

261

(1)

Q-Sort and Other Procedures

262

(1)

International Marketing Research

263

(1)

Ethics in Marketing Research

264

(2)

SPSS Windows

266

(1)

Summary

267

(1)

Key Terms and Concepts

267

(1)

Suggested Cases, Video Cases, and HBS Cases

267

(1)

Live Research: Conducting a Marketing Research Project

268

(1)

Acronyms

268

(1)

Exercises

268

(1)

Internel and Computer Exercises

269

(1)

Activities

269

(1)

Measurement and Scaling: Noncomparative Scaling Techniques

270

(26)

Objectives

270

(1)

Overview

271

(1)

Noncomparative Scaling Techniques

272

(2)

Continuous Rating Scale

272

(2)

Itemized Rating Scales

274

(4)

Likert Scale

274

(2)

Semantic Differential Scale

276

(1)

Stapel Scale

277

(1)

Noncomparative Itemized Rating Scale Decisions

278

(4)

Number of Scale Catgories

278

(1)

Balanced versus Unbalanced Scales

279

(1)

Odd or Even Number of Categories

279

(1)

Forced versus Nonforced Scales

279

(1)

Nature and Degree of Verbal Description

279

(1)

Physical Form or Configuration

280

(2)

Multi-Item Scale

282

(1)

Scale Evaluation

283

(5)

Measurement Accuracy

283

(1)

Reliability

284

(2)

Validity

286

(1)

Relationship Between Reliability and Validity

287

(1)

Generalizability

287

(1)

Choosing a Scaling Technique

288

(1)

Mathematically Derived Scales

288

(1)

International Marketing Research

288

(1)

Ethics in Marketing Research

289

(2)

SPSS Windows

291

(1)

Summary

292

(1)

Key Terms and Concepts

293

(1)

Suggested Cases, Video Cases, and HBS Cases

293

(1)

Live Research: Conducting a Marketing Research Project

293

(1)

Acronyms

294

(1)

Exercises

294

(1)

Internet and Computer Exercises

294

(1)

Activities

295

(1)

Questionnaire and Form Design

296

(36)

Objectives

296

(1)

Overview

297

(2)

Questionnaires and Observation Forms

299

(1)

Questionnaire Definition

299

(1)

Objectives of a Questionnaire

299

(1)

Questionnaire Design Process

300

(1)

Specify the Information Needed

300

(1)

Type of Interviewing Method

301

(1)

Individual Question Content

302

(2)

Is the Question Necessary?

302

(1)

Are Several Questions Needed Instead of One?

303

(1)

Overcoming Inability to Answer

304

(1)

Is the Respondent Informed?

304

(1)

Can the Respondent Remember?

304

(1)

Can the Respondent Articulate?

305

(1)

Overcoming Unwillingness to Answer

305

(2)

Effort Required of the Respondents

305

(1)

Context

306

(1)

Legitimate Purpose

306

(1)

Sensitive Information

306

(1)

Increasing the Willingness of Respondents

306

(1)

Choosing Question Structure

307

(4)

Unstructured Questions

307

(1)

Structured Questions

308

(3)

Choosing Question Wording

311

(3)

Define the Issue

311

(1)

Use Ordinary Words

311

(1)

Use Unambiguous Words

312

(1)

Avoid Leading or Biasing Questions

312

(1)

Avoid Implicit Alternatives

313

(1)

Avoid Implicit Assumptions

313

(1)

Avoid Generalizations and Estimates

313

(1)

Dual Statements: Positive and Negative

314

(1)

Determining the Order of Questions

314

(3)

Opening Questions

314

(1)

Type of Information

315

(1)

Difficult Questions

315

(1)

Effect on Subsequent Questions

315

(1)

Logical Order

316

(1)

Form and Layout

317

(1)

Reproduction of the Questionnaire

318

(1)

Pretesting

319

(3)

Observational Forms

322

(1)

International Marketing Research

323

(1)

Ethics in Marketing Research

324

(3)

SPSS Windows

327

(1)

Summary

327

(1)

Key Terms and Concepts

327

(1)

Suggested Cases, Video Cases, and HBS Cases

328

(1)

Live Research: Conducting a Marketing Research Project

328

(1)

Acronyms

328

(1)

Exercises

329

(1)

Internet and Computer Exercises

330

(1)

Activities

331

(1)

Sampling: Design and Procedures

332

(32)

Objectives

332

(1)

Overview

333

(2)

Sample or Census

335

(1)

The Sampling Design Process

336

(4)

Define the Target Population

336

(1)

Determine the Sampling Frame

337

(1)

Select a Sampling Technique

337

(1)

Determine the Sample Size

338

(1)

Execute the Sampling Process

339

(1)

A Classification of Sampling Techniques

340

(1)

Nonprobability Sampling Techniques

341

(5)

Convenience Sampling

341

(2)

Judgmental Sampling

343

(1)

Quota Sampling

344

(1)

Snowball Sampling

345

(1)

Probability Sampling Techniques

346

(8)

Simple Random Sampling

346

(1)

Systematic Sampling

347

(1)

Stratified Sampling

348

(2)

Cluster Sampling

350

(4)

Other Probability Sampling Techniques

354

(1)

Choosing Nonprobability Versus Probability Sampling

354

(2)

Uses of Nonprobability and Probability Sampling

356

(1)

Internet Sampling

356

(2)

Issues in Online Sampling

356

(1)

Online Sampling Techniques

357

(1)

International Marketing Research

358

(1)

Ethics in Marketing Research

359

(1)

Summary

360

(1)

Key Terms and Concepts

361

(1)

Suggested Cases, Video Cases, and HBS Cases

361

(1)

Live Research: Conducting a Marketing Research Project

362

(1)

Acronyms

362

(1)

Exercises

362

(1)

Internet and Computer Exercises

363

(1)

Activities

363

(1)

Sampling: Final and Initial Sample Size Determination

364

(45)

Objectives

364

(1)

Overview

365

(1)

Definitions and Symbols

366

(1)

The Sampling Distribution

367

(2)

Statistical Approach to Determining Sample Size

369

(1)

The Confidence Interval Approach

369

(6)

Sample Size Determination: Means

370

(2)

Sample Size Determination: Proportions

372

(3)

Multiple Characteristics and Parameters

375

(1)

Other Probability Sampling Techniques

376

(1)

Adjusting the Statistically Determined Sample Size

376

(1)

Nonresponse Issues in Sampling

377

(6)

Improving the Response Rates

378

(3)

Adjusting for Nonresponse

381

(2)

International Marketing Research

383

(1)

Ethics in Marketing Research

383

(2)

SPSS Windows

385

(1)

Summary

386

(1)

Key Terms and Concepts

386

(1)

Suggested Cases, Video Cases, and HBS Cases

386

(1)

Live Research: Conducting a Marketing Research Project

387

(1)

Acronyms

387

(1)

Exercises

387

(1)

Internet and Computer Exercises

388

(1)

Activities

388

(1)

Appendix 12A

388

(3)

Cases for Part II

The Forecast Is Sunny for the Weather Channel

391

(1)

Who Is the Host with the Most?

392

(3)

Candy Is Dandy for Hershey

395

(2)

Fragrances Are Sweet, But Competition Is Bitter

397

(4)

Is Super Bowl Advertising Super Effective?

401

(2)

Video Cases for Part II

Starbucks: Staying Local While Going Global Through Marketing Research

403

(1)

Nike: Associating Athletes, Performance, and the Brand

404

(1)

Intel: Building Blocks Inside Out

405

(2)

Nivea: Marketing Research Leads to Consistency in Marketing

407

(2)

PART III DATA COLLECTION, PREPARATION, ANALYSIS, AND REPORTING

409

(362)

Fieldwork

410

(16)

Objectives

410

(1)

Overview

411

(1)

The Nature of Fieldwork

412

(1)

Fieldwork/Data-Collection Process

412

(1)

Selection of Field Workers

413

(1)

Training of Field Workers

414

(3)

Making the Initial Contact

414

(1)

Asking the Questions

414

(1)

Probing

415

(1)

Recording the Answers

415

(1)

Terminating the Interview

416

(1)

Supervision of Field Workers

417

(1)

Quality Control and Editing

417

(1)

Sampling Control

417

(1)

Control of Cheating

418

(1)

Central Office Control

418

(1)

Validation of Fieldwork

418

(1)

Evaluation of Field Workers

418

(2)

Cost and Time

418

(1)

Response Rates

418

(1)

Quality of Interviewing

418

(1)

Quality of Data

419

(1)

International Marketing Research

420

(1)

Ethics in Marketing Research

421

(2)

SPSS Windows

423

(1)

Summary

423

(1)

Key Terms and Concepts

424

(1)

Suggested Cases, Video Cases, and HBS Cases

424

(1)

Live Research: Conducting a Marketing Research Project

424

(1)

Acronyms

424

(1)

Exercises

425

(1)

Internet and Computer Exercises

425

(1)

Activities

425

(1)

Data Preparation

426

(28)

Objectives

426

(1)

Overview

427

(1)

The Data-Preparation Process

428

(1)

Questionnaire Checking

429

(1)

Editing

429

(2)

Treatment of Unsatisfactory Responses

430

(1)

Coding

431

(4)

Coding Questions

431

(2)

Codebook

433

(2)

Transcribing

435

(1)

Data Cleaning

436

(2)

Consistency Checks

436

(1)

Treatment of Missing Responses

437

(1)

Statistically Adjusting the Data

438

(2)

Weighting

438

(1)

Variable Respecification

439

(1)

Scale Transformation

439

(1)

Selecting a Data Analysis Strategy

440

(1)

A Classification of Statistical Techniques

441

(2)

International Marketing Research

443

(1)

Ethics in Marketing Research

444

(2)

Statistical Software

446

(1)

SPSS Windows

447

(4)

Summary

451

(1)

Key Terms and Concepts

451

(1)

Suggested Cases, Video Cases, and HBS Cases

452

(1)

Live Research: Conducting a Marketing Research Project

452

(1)

Acronyms

452

(1)

Exercises

452

(1)

Internet and Computer Exercises

453

(1)

Activities

453

(1)

Frequency Distribution, Cross-Tabulation, and Hypothesis Testing

454

(48)

Objectives

454

(1)

Overview

455

(2)

Frequency Distribution

457

(3)

Statistics Associated with Frequency Distribution

460

(3)

Measures of Location

460

(1)

Measures of Variability

461

(1)

Measures of Shape

462

(1)

Introduction to Hypothesis Testing

463

(1)

A General Procedure for Hypothesis Testing

464

(4)

Step 1: Formulate the Hypotheses

464

(1)

Step 2: Select an Appropriate Test

465

(1)

Step 3: Choose Level of Significance, a

465

(1)

Step 4: Collect Data and Calculate Test Statistic

466

(1)

Step 5: Determine the Probability (Critical Value)

467

(1)

Steps 6 and 7: Compare the Probability (Critical Value) and Make the Decision

467

(1)

Step 8: Marketing Research Conclusion

468

(1)

Cross-Tabulations

468

(5)

Two Variables

469

(1)

Three Variables

470

(3)

General Comments on Cross-Tabulation

473

(1)

Statistics Associated with Cross-Tabulation

473

(4)

Chi-Square

474

(1)

Phi Coefficient

475

(1)

Contingency Coefficient

476

(1)

Cramer's V

476

(1)

Lambda Coefficient

476

(1)

Other Statistics

477

(1)

Cross-Tabulation in Practice

477

(1)

Hypothesis Testing Related to Differences

478

(1)

Parametric Tests

479

(6)

One Sample

479

(1)

Two Independent Samples

480

(3)

Paired Samples

483

(2)

Nonparametric Tests

485

(6)

One Sample

485

(1)

Two Independent Samples

486

(2)

Paired Samples

488

(3)

Statistical Software

491

(2)

SPSS Windows

493

(3)

Summary

496

(1)

Key Terms and Concepts

496

(1)

Suggested Cases, Video Cases, and HBS Cases

497

(1)

Live Research: Conducting a Marketing Research Project

497

(1)

Acronyms

498

(1)

Exercises

498

(1)

Internet and Computer Exercises

499

(1)

Activities

500

(2)

Analysis of Variance and Covariance

502

(32)

Objectives

502

(1)

Overview

503

(2)

Relationship Among Techniques

505

(1)

One-Way Analysis of Variance

506

(1)

Statistics Associated with One-Way Analysis of Variance

507

(1)

Conducting One-Way Analysis of Variance

507

(3)

Identify the Dependent and Independent Variables

507

(1)

Decompose the Total Variation

508

(1)

Measure the Effects

509

(1)

Test the Significance

509

(1)

Interpret the Results

510

(1)

Illustrative Data

510

(1)

Illustrative Applications of One-Way Analysis of Variance

511

(3)

Assumptions in Analysis of Variance

514

(1)

N-Way Analysis of Variance

515

(1)

Illustrative Application of N-Way Analysis of Variance

516

(3)

Analysis of Covariance

519

(1)

Issues in Interpretation

520

(3)

Interactions

520

(1)

Relative Importance of Factors

521

(1)

Multiple Comparisons

522

(1)

Repeated Measures ANOVA

523

(2)

Nonmetric Analysis of Variance

525

(1)

Multivariate Analysis of Variance

525

(2)

Statistical Software

527

(1)

SPSS Windows

528

(1)

Summary

529

(1)

Key Terms and Concepts

530

(1)

Suggested Cases, Video Cases, and HBS Cases

530

(1)

Live Research: Conducting a Marketing Research Project

531

(1)

Acronyms

531

(1)

Exercises

531

(1)

Internet and Computer Exercises

532

(1)

Activities

533

(1)

Correlation and Regression

534

(40)

Objectives

534

(1)

Overview

535

(1)

Product Moment Correlation

536

(4)

Partial Correlation

540

(2)

Nonmetric Correlation

542

(1)

Regression Analysis

542

(1)

Bivariate Regression

543

(1)

Statistics Associated with Bivariate Regression Analysis

543

(1)

Conducting Bivariate Regression Analysis

544

(8)

Plot the Scatter Diagram

544

(2)

Formulate the Bivariate Regression Model

546

(1)

Estimate the Parameters

546

(1)

Estimate Standardized Regression Coefficient

547

(1)

Test for Significance

548

(1)

Determine the Strength and Significance of Association

549

(2)

Check Prediction Accuracy

551

(1)

Assumptions

552

(1)

Multiple Regression

552

(1)

Statistics Associated with Multiple Regression

553

(1)

Conducting Multiple Regression Analysis

554

(6)

Partial Regression Coefficients

554

(1)

Strength of Association

555

(1)

Significance Testing

556

(1)

Examination of Residuals

557

(3)

Stepwise Regression

560

(1)

Multicollinearity

561

(1)

Relative Importance of Predictors

562

(1)

Cross-Validation

563

(1)

Regression with Dummy Variables

564

(1)

Analysis of Variance and Covariance with Regression

564

(2)

Statistical Software

566

(2)

SPSS Windows

568

(1)

Summary

569

(1)

Key Terms and Concepts

570

(1)

Suggested Cases, Video Cases, and HBS Cases

570

(1)

Live Research: Conducting a Marketing Research Project

571

(1)

Acronyms

571

(1)

Exercises

571

(1)

Internet and Computer Exercises

572

(1)

Activities

573

(1)

Discriminant and Logit Analysis

574

(34)

Objectives

574

(1)

Overview

575

(1)

Basic Concept of Discriminant Analysis

576

(1)

Relationship of Discriminant Analysis to Regression and ANOVA

577

(1)

Discriminant Analysis Model

577

(1)

Statistics Associated with Discriminant Analysis

578

(1)

Conducting Discriminant Analysis

579

(9)

Formulate the Problem

580

(1)

Estimate the Discriminant Function Coefficients

580

(4)

Determine the Significance of Discriminant Function

584

(1)

Interpret the Results

584

(2)

Assess Validity of Discriminant Analysis

586

(2)

Multiple Discriminant Analysis

588

(5)

Formulate the Problem

588

(1)

Estimate the Discriminant Function Coefficients

588

(3)

Determine the Significance of the Discriminant Function

591

(1)

Interpret the Results

591

(2)

Assess Validity of Discriminant Analysis

593

(2)

Stepwise Discriminant Analysis

595

(1)

The Logit Model

595

(7)

Estimating the Binary Logit Model

596

(1)

Model Fit

597

(1)

Significance Testing

597

(1)

Interpretation of the Coefficients

597

(1)

An Illustrative Application of Logistic Regression

598

(4)

Statistical Software

602

(1)

SPSS Windows

602

(2)

Summary

604

(1)

Key Terms and Concepts

605

(1)

Suggested Cases, Video Cases, and HBS Cases

605

(1)

Live Research: Conducting a Marketing Research Project

605

(1)

Acronyms

606

(1)

Exercises

606

(1)

Internet and Computer Exercises

606

(1)

Activities

607

(1)

Factor Analysis

608

(26)

Objectives

608

(1)

Overview

609

(1)

Basic Concept

609

(2)

Factor Analysis Model

611

(1)

Statistics Associated with Factor Analysis

612

(1)

Conducting Factor Analysis

612

(11)

Formulate the Problem

613

(1)

Construct the Correlation Matrix

613

(3)

Determine the Method of Factor Analysis

616

(1)

Determine the Number of Factors

617

(1)

Rotate Factors

618

(1)

Interpret Factors

619

(1)

Calculate Factor Scores

620

(1)

Select Surrogate Variables

620

(1)

Determine the Model Fit

621

(2)

Applications of Common Factor Analysis

623

(5)

Statistical Software

628

(1)

SPSS Windows

629

(1)

Summary

630

(1)

Key Terms and Concepts

630

(1)

Suggested Cases, Video Cases, and HBS Cases

631

(1)

Live Research: Conducting a Marketing Research Project

631

(1)

Acronyms

631

(1)

Exercises

631

(1)

Internet and Computer Exercises

632

(1)

Activities

633

(1)

Cluster Analysis

634

(26)

Objectives

634

(1)

Overview

635

(1)

Basic Concept

636

(2)

Statistics Associated with Cluster Analysis

638

(1)

Conducting Cluster Analysis

638

(10)

Formulate the Problem

639

(1)

Select a Distance or Similarity Measure

639

(1)

Select a Clustering Procedure

640

(3)

Decide on the Number of Clusters

643

(3)

Interpret and Profile the Clusters

646

(1)

Assess Reliability and Validity

647

(1)

Applications of Nonhierarchical Clustering

648

(2)

Applications of TwoStep Clustering

650

(3)

Clustering Variables

653

(2)

Statistical Software

655

(1)

SPSS Windows

655

(2)

Summary

657

(1)

Key Terms and Concepts

657

(1)

Suggested Cases, Video Cases, and HBS Cases

658

(1)

Live Research: Conducting a Marketing Research Project

658

(1)

Acronyms

658

(1)

Exercises

658

(1)

Internet and Computer Exercises

659

(1)

Activities

659

(1)

Multidimensional Scaling and Conjoint Analysis

660

(34)

Objectives

660

(1)

Overview

661

(2)

Basic Concepts in Multidimensional Scaling

663

(1)

Statistics and Terms Associated with MDS

664

Conducting Multidimensional Scaling

661

(10)

Formulate the Problem

664

(1)

Obtain Input Data

665

(2)

Select an MDS Procedure

667

(1)

Decide on the Number of Dimensions

667

(2)

Label the Dimensions and Interpret the Configuration

669

(1)

Assess Reliability and Validity

670

(1)

Assumptions and Limitations of MDS

671

(1)

Scaling Preference Data

671

(2)

Correspondence Analysis

673

(1)

Relationship Among MDS, Factor Analysis, and Discriminant Analysis

674

(1)

Basic Concepts in Conjoint Analysis

674

(1)

Statistics and Terms Associated with Conjoint Analysis

675

(1)

Conducting Conjoint Analysis

675

(9)

Formulate the Problem

676

(1)

Construct the Stimuli

677

(1)

Decide on the Form of Input Data

678

(1)

Select a Conjoint Analysis Procedure

679

(3)

Interpret the Results

682

(1)

Assessing Reliability and Validity

683

(1)

Assumptions and Limitations of Conjoint Analysis

684

(1)

Hybrid Conjoint Analysis

684

(5)

Statistical Software

689

(1)

SPSS Windows

690

(1)

Summary

691

(1)

Key Terms and Concepts

691

(1)

Suggested Cases, Video Cases, and HBS Cases

692

(1)

Live Research: Conducting a Marketing Research Project

692

(1)

Acronyms

692

(1)

Exercises

692

(1)

Internet and Computer Exercises

693

(1)

Activities

693

(1)

Report Preparation and Presentation

694

(24)

Objectives

694

(1)

Overview

695

(1)

Importance of the Report and Presentation

696

(1)

The Report Preparation and Presentation Process

696

(2)

Report Preparation

698

(1)

Report Format

698

(3)

Title Page

699

(1)

Letter of Transmittal

699

(1)

Letter of Authorization

699

(1)

Table of Contents

699

(1)

Executive Summary

699

(1)

Problem Definition

699

(1)

Approach to the Problem

700

(1)

Research Design

700

(1)

Data Analysis

700

(1)

Results

700

(1)

Limitations and Caveats

700

(1)

Conclusions and Recommendations

700

(1)

Report Writing

701

(1)

Readers

701

(1)

Easy to Follow

701

(1)

Presentable and Professional Appearance

702

(1)

Objective

702

(1)

Reinforce Text with Tables and Graphs

702

(1)

Terse

702

(1)

Guidelines for Tables

702

(1)

Title and Number

702

(1)

Arrangement of Data Items

702

(1)

Basis of Measurement

703

(1)

Leaders, Rulings, and Spaces

703

(1)

Explanations and Comments: Headings, Stubs, and Footnotes

703

(1)

Sources of the Data

703

(1)

Guidelines for Graphs

703

(3)

Geographic and Other Maps

703

(1)

Round or Pie Charts

704

(1)

Line Charts

704

(1)

Pictographs

704

(1)

Histograms and Bar Charts

704

(1)

Schematic Figures and Flowcharts

705

(1)

Report Distribution

706

(2)

Oral Presentation

708

(1)

Reading the Research Report

709

(2)

Addresses the Problem

709

(1)

Research Design

709

(1)

Execution of the Research Procedures

710

(1)

Numbers and Statistics

710

(1)

Interpretation and Conclusions

710

(1)

Generalizability

710

(1)

Disclosure

710

(1)

Research Follow-Up

711

(1)

Assisting the Client

711

(1)

Evaluation of the Research Project

711

(1)

International Marketing Research

712

(1)

Ethics in Marketing Research

713

(1)

Statistical Software

714

(1)

SPSS Windows

714

(1)

Summary

715

(1)

Key Terms and Concepts

715

(1)

Suggested Cases, Video Cases, and HBS Cases

715

(1)

Live Research: Conducting a Marketing Research Project

715

(1)

Acronyms

716

(1)

Exercises

716

(1)

Internet and Computer Exercises

717

(1)

Activities

717

(1)

International Marketing Research

718

(53)

Objectives

718

(1)

Overview

719

(2)

Marketing Research Goes International

721

(1)

A Framework for International Marketing Research

722

(4)

The Environment

723

(1)

Marketing Environment

723

(1)

Government Environment

724

(1)

Legal Environment

724

(1)

Economic Environment

724

(1)

Structural Environment

725

(1)

Informational and Technological Environment

725

(1)

Sociocultural Environment

725

(1)

Survey Methods

726

(4)

Telephone Interviewing and CATI

727

(1)

In-Home Personal Interviews

727

(1)

Mall Intercept and CAPI

728

(1)

Mail Interviews

728

(1)

Mail and Scanner Panels

729

(1)

Electronic Surveys

729

(1)

Measurement and Scaling

730

(2)

Questionnaire Translation

732

(2)

Ethics in Marketing Research

734

(1)

Statistical Software

735

(1)

Summary

735

(1)

Key Terms and Concepts

735

(1)

Suggested Cases, Video Cases, and HBS Cases

735

(1)

Live Research: Conducting a Marketing Research Project

736

(1)

Acronyms

736

(1)

Exercises

736

(1)

Internet and Computer Exercises

737

(1)

Activities

737

(2)

Cases for Part III

Is Celebrity Advertising Worth Celebrating?

739

(2)

The Demographic Discovery of the New Millennium

741

(3)

Matsushita Retargets the U.S.A.

744

(1)

Pampers Curing Its Rash of Market Share

745

(3)

DaimlerChrysler Seeks a New Image

748

(2)

Cingular Wireless: A Singular Focus

750

(5)

IBM: The World's Top Provider of Computer Hardware, Software, and Services

755

(7)

Kimberly-Clark: Competing Through Innovation

762

(7)

Video Case for Part III

The Mayo Clinic: Staying Healthy with Marketing Research

769

(2)

PART IV COMPREHENSIVE CASES AND COMPREHENSIVE VIDEO CASES

771

Experiential Research Case: Dell Direct

773

(6)

Cases for Part IV

779

(1)

Wachovia: ``Watch Ovah Ya'' Finances

779

(6)

Wendy's: History and Life After Dave Thomas

785

(6)

Astec: Continuing to Grow

791

(8)

Is Marketing Research the Cure for Norton Healthcare Kosair Children's Hospital's Ailments?

799

(8)

Video Cases for Part IV

807

(1)

Subaru: ``Mr. Survey'' Monitors Customer Satisfaction

807

(1)

Procter & Gamble: Using Marketing Research to Build Brands

808

(3)

Comprehensive Harvard Business School Cases

811

(1)

The Harvard Graduate Student Housing Survey (9-505-059)

811

(1)

BizRate.Com (9-501-024)

811

(1)

Cola Wars Continue: Coke and Pepsi in the Twenty-First Century (9-702-442)

811

(1)

TiVo in 2002 (9-502-062)

811

(1)

Compaq Computer: Intel Inside? (9-599-061)

811

(1)

The New Beetle (9-501-023)

811

Appendix: Statistical Tables

(1)

Notes

(1)

Index

(1)

Photo Credits

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Marketing Research : An Applied Orientation

Marketing Research : An Applied Orientation

9780132221177

0132221179

Summary

Table of Contents

Supplemental Materials

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Amazon no longer offers textbook rentals. We do!

Marketing Research : An Applied Orientation

Marketing Research : An Applied Orientation

9780132221177

0132221179

Summary

Table of Contents

Supplemental Materials

Write a Review

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