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Basic Marketing Research : A Decision-Making Approach

by: Malhotra, Naresh K.

Basic Marketing Research : A Decision-Making Approach

by: Malhotra, Naresh K.

ISBN 13:
9780131548657
ISBN 10:
0131548654
Edition: 2nd
Format: Hardcover
Copyright: 01/01/2009
Publisher: Pearson College Div
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Summary

For the undergraduate level Marketing Research course. Basic Marketing Research, 2e, emphasizes a hands-on orientation so undergraduate students learn by doing, balanced with a managerial orientation so they see how marketing research decisions influence marketing management decisions and vice-versa. All new videos cases help bring concepts to life. Incorporates SPSS? Student Edition 13.0 exercises with data sets, and the software is included with every copy of this text.

Foreword

xxix

About the Authors

xxxix

Part 1 Introduction and Early Phases of Marketing Research

(66)

Introduction to Marketing Research

(28)

Opening Questions

(1)

How Reebok Fits Shoes

(1)

Overview

(1)

Definition of Marketing Research

(2)

A Classification of Marketing Research

(2)

Marketing Research Process

(2)

Step 1: Defining the Problem

(1)

Step 2: Developing an Approach to the Problem

(1)

Step 3: Formulating a Research Design

(1)

Step 4: Doing Field Work or Collecting Data

(1)

Step 5: Preparing and Analyzing Data

(1)

Step 6: Preparing and Presenting the Report

(1)

The Role of Marketing Research in Marketing Decision Making

(3)

The Information Value Chain for Marketing Research

(1)

The Decision to Conduct Marketing Research

(1)

An Overview of the Marketing Research Industry

(3)

Selecting a Research Supplier

(1)

Careers in Marketing Research

(1)

The Role of Marketing Research in MIS and DSS

(2)

Summary Illustration Using the Opening Vignette

(1)

Application to Contemporary Issues

(1)

International Marketing Research

(1)

Technology and Marketing Research

(1)

Ethics in Marketing Research

(2)

SPSS Windows and Excel

(1)

Summary

(1)

Key Terms and Concepts

(1)

Suggested Cases and Video Cases

(1)

Live Research: Conducting a Marketing Research Project

(1)

Acronyms

(1)

Review Questions

(1)

Applied Problems

(1)

Group Discussion

(1)

Defining the Marketing Research Problem and Developing an Approach

(38)

Opening Questions

(1)

The World's First Sports-Utility Wagon

(1)

Overview

(1)

The Importance of Defining the Problem

(2)

The Process of Defining the Problem and Developing an Approach

(1)

Tasks Involved

(7)

Discussions with Decision Makers

(3)

Interviews with Industry Experts

(1)

Secondary Data Analysis

(1)

Qualitative and Exploratory Research

(2)

Environmental Context of the Problem

(3)

Past Information and Forecasts

(1)

Resource Constraints and Objectives

(1)

Buyer Behavior

(1)

Legal, Economic, Marketing, and Technological Environments

(1)

Management-Decision Problem and Marketing Research Problem

(2)

Defining the Marketing Research Problem

(2)

Components of the Approach

(4)

Analytical Framework and Models

(1)

Research Questions and Hypotheses

(2)

Specification of Information Needed

(1)

Summary Illustration Using the Opening Vignette

(1)

International Marketing Research

(1)

Technology and Marketing Research

(1)

Ethics in Marketing Research

(1)

SPSS Windows

(2)

Summary

(1)

Key Terms and Concepts

(1)

Suggested Cases and Video Cases

(1)

Live Research: Conducting a Marketing Research Project

(1)

Acronyms

(1)

Review Questions

(1)

Applied Problems

(1)

Group Discussion

(1)

Cases for Part 1

Case 1.1 Gillette Has a Razor-Sharp Edge Over Its Competitors

(1)

Case 1.2 Sears: Meeting the Challenge of the Future

(1)

Video Cases for Part 1

Video Case 1.1 Burke: Learning and Growing Through Marketing Research

(4)

Video Case 1.2 Accenture: The Accent Is in the Name

(2)

Part 2 Research Design Formulation

(318)

Research Design

(26)

Opening Questions

(1)

Marketing Research Helps Spiegel Redesign Its Product Lines

(1)

Overview

(1)

What Is a Research Design?

(1)

Basic Research Designs

(2)

Exploratory Research

(2)

Descriptive Research

(4)

Cross-Sectional Designs

(1)

Longitudinal Designs

(1)

Cross-Sectional Versus Longitudinal Designs

(1)

Causal Research

(2)

Relationships Among Exploratory, Descriptive, and Causal Research

(2)

Tasks Involved in Formulating a Research Design

(1)

Research Design and the Value of Marketing Research

(1)

Budgeting and Scheduling the Project

(1)

Marketing Research Proposal

(1)

Summary Illustration Using the Opening Vignette

(1)

International Marketing Research

(1)

Technology and Marketing Research

(1)

Ethics in Marketing Research

(2)

Summary

(1)

Key Terms and Concepts

(1)

Suggested Cases and Video Cases

(1)

Live Research: Conducting a Marketing Research Project

(1)

Acronyms

(1)

Review Questions

(1)

Applied Problems

(1)

Group Discussion

(1)

Exploratory Research Design: Secondary Data

(28)

Opening Questions

(1)

Secondary Data Vindicate the Vindicator!

(1)

Overview

(1)

Primary Versus Secondary Data

(2)

Advantages and Uses of Secondary Data

(1)

Disadvantages of Secondary Data

100

(1)

Criteria for Evaluating Secondary Data

100

(3)

Specifications: Methodology Used to Collect the Data

100

(1)

Error: Accuracy of the Data

100

(2)

Currency: When the Data Were Collected

102

(1)

Objective: The Purpose for the Study

102

(1)

Nature: The Content of the Data

102

(1)

Dependability: How Dependable Are the Data?

103

(1)

Classification of Secondary Data

103

(3)

Internal Secondary Data

103

(1)

Customer Databases

104

(1)

Data Mining, Customer Relationship Management Systems, and Database Marketing

104

(2)

External Secondary Data: Published Sources

106

(3)

General Business Data

106

(1)

Guides

106

(1)

Indexes and Bibliographies

106

(1)

Directories

107

(1)

Nongovernmental Statistical Data

107

(1)

Government Sources

107

(1)

Census Data

108

(1)

Other Government Publications

108

(1)

Computerized Databases

109

(3)

Online Databases

110

(1)

Internet Databases

110

(1)

Offline Databases

110

(1)

Categories of Database Types

111

(1)

Bibliographic Databases

111

(1)

Numeric Databases

111

(1)

Full-Text Databases

111

(1)

Directory Databases

111

(1)

Special-Purpose Databases

112

(1)

Directories of Databases

112

(1)

Combining Internal and External Secondary Data

112

(2)

Geo-Demographic Coding

113

(1)

Geo-Visual Databases

113

(1)

Buying Power Index

114

(1)

Summary Illustration Using the Opening Vignette

114

(1)

International Marketing Research

115

(1)

Technology and Marketing Research

116

(2)

Ethics in Marketing Research

118

(1)

SPSS Windows

118

(2)

Summary

120

(1)

Key Terms and Concepts

120

(1)

Suggested Cases and Video Cases

120

(1)

Live Research: Conducting a Marketing Research Project

120

(1)

Acronyms

121

(1)

Review Questions

121

(1)

Applied Problems

121

(1)

Group Discussion

121

(1)

Exploratory Research Design: Syndicated Sources of Secondary Data

122

(24)

Opening Questions

123

(1)

A Casual Affair

123

(1)

Overview

124

(1)

The Nature of Syndicated Data

125

(2)

A Classification of Syndicated Services

127

(5)

Surveys

127

(1)

Periodic Surveys

127

(1)

Panel Surveys

127

(2)

Shared Surveys

129

(1)

Psychographics and Lifestyles

130

(1)

Advertising Evaluation

131

(1)

General Surveys

131

(1)

Uses of Surveys

131

(1)

Advantages and Disadvantages of Surveys

131

(1)

Purchase and Media Panels

132

(2)

Purchase Panels

133

(1)

Media Panels

133

(1)

Uses of Purchase and Media Panels

134

(1)

Advantages and Disadvantages of Purchase and Media Panels

134

(1)

Electronic Scanner Services

134

(3)

Uses of Scanner Data

136

(1)

Advantages and Disadvantages of Scanner Data

137

(1)

Syndicated Data from Institutions

137

(1)

Retailer and Wholesaler Audits

137

(1)

Uses of Audit Data

138

(1)

Advantages and Disadvantages of Audit Data

138

(1)

Industry Services

138

(2)

Uses of Industry Services

139

(1)

Advantages and Disadvantages of Industry Services

139

(1)

Combining Information from a Variety of Sources: Single-Source Data

140

(1)

Summary Illustration Using the Opening Vignette

140

(1)

International Market Research

140

(2)

Technology and Marketing Research

142

(1)

Ethics in Marketing Research

142

(2)

Summary

144

(1)

Key Terms and Concepts

144

(1)

Suggested Cases and Video Cases

144

(1)

Live Research: Conducting a Marketing Research Project

145

(1)

Acronyms

145

(1)

Review Questions

145

(1)

Applied Problems

145

(1)

Group Discussion

145

(1)

Exploratory Research Design: Qualitative Research

146

(32)

Opening Questions

147

(1)

Gillette Supports Equal Rights for Women: A Close Shave

147

(1)

Overview

148

(2)

Primary Data: Qualitative Versus Quantitative Research

150

(2)

A Classification of Qualitative Research Procedures

152

(1)

Focus-Group Interviews

152

(6)

Conducting a Focus Group

152

(1)

Designing the Environment

153

(1)

Recruiting and Selecting Focus-Group Participants

153

(1)

Selecting a Moderator

154

(1)

Preparing the Discussion Guide

154

(1)

Conducting the Group Interview

154

(1)

Preparing the Focus-Group Report

154

(3)

Advantages and Disadvantages of Focus Groups

157

(1)

Online Focus Groups

158

(1)

Advantages of Online Focus Groups

158

(1)

Disadvantages of Online Focus Groups

159

(1)

Applications of Focus Groups

159

(2)

In-Depth Interviews

161

(3)

Conducting In-Depth Interviews

161

(1)

Advantages of In-Depth Interviews

162

(1)

Disadvantages of In-Depth Interviews

162

(1)

Applications of In-Depth Interviews

162

(2)

Projective Techniques

164

(5)

Association Techniques

165

(1)

Completion Techniques

165

(1)

Construction Techniques

166

(1)

Expressive Techniques

166

(2)

Advantages of Projective Techniques

168

(1)

Disadvantages of Projective Techniques

168

(1)

Applications of Projective Techniques

168

(1)

Analysis of Qualitative Data

169

(1)

Summary Illustration Using the Opening Vignette

170

(1)

International Marketing Research

170

(2)

Technology and Marketing Research

172

(1)

Qualitative Research Software

172

(1)

Ethics in Marketing Research

173

(2)

Summary

175

(1)

Key Terms and Concepts

175

(1)

Suggested Cases and Video Cases

175

(1)

Live Research: Conducting a Marketing Research Project

176

(1)

Acronyms

176

(1)

Review Questions

176

(1)

Applied Problems

177

(1)

Group Discussion

177

(1)

Descriptive Research Design: Survey and Observation

178

(30)

Opening Questions

179

(1)

Procter & Gamble's New Marketing Platform: Everyday Low Pricing and Brand Extensions

179

(1)

Overview

180

(1)

Survey Methods

181

(2)

Advantages and Disadvantages of Survey Research

181

(2)

Survey Methods Classified by Mode of Administration

183

(10)

Telephone Methods

183

(1)

Traditional Telephone Interviews

183

(1)

Computer-Assisted Telephone Interviewing

184

(1)

Advantages and Disadvantages of Telephone Interviewing

184

(2)

Personal Methods

186

(1)

Personal In-Home Interviews

186

(1)

Advantages and Disadvantages of In-Home Interviewing

186

(1)

Mall Intercept Personal Interviews

187

(1)

Advantages and Disadvantages of Mall Intercepts

187

(1)

Computer-Assisted Personal Interviewing

187

(1)

Advantages and Disadvantages of CAPI

188

(1)

Mail Methods

188

(1)

Mail Interviews

188

(2)

Mail Panels

190

(1)

Advantages and Disadvantages of Mail Surveys

190

(1)

Electronic Methods

190

(1)

E-mail Surveys

191

(1)

Internet Surveys

191

(1)

Advantages and Disadvantages of Electronic Methods

191

(2)

Criteria for Selecting a Survey Method

193

(1)

Improving Survey Response Rates

193

(2)

Prior Notification

193

(1)

Incentives

193

(1)

Follow-up

194

(1)

Other Facilitators of Response

195

(1)

Observation Methods

195

(3)

Personal Observation

196

(1)

Mechanical Observation

196

(2)

A Comparison of Survey and Observation Methods

198

(2)

Relative Advantages of Observation

198

(1)

Relative Disadvantages of Observation

199

(1)

Ethnographic Research

200

(1)

Other Methods

200

(1)

Summary Illustration Using the Opening Vignette

201

(1)

International Marketing Research

201

(1)

Technology and Marketing Research

202

(1)

Ethics in Marketing Research

203

(2)

Summary

205

(1)

Key Terms and Concepts

205

(1)

Suggested Cases and Video Cases

206

(1)

Live Research: Conducting a Marketing Research Project

206

(1)

Acronyms

206

(1)

Review Questions

206

(1)

Applied Problems

207

(1)

Group Discussion

207

(1)

Causal Research Design: Experimentation

208

(28)

Opening Questions

209

(1)

Muzak: An Uncommon Remedy for the Common Cold

209

(1)

Overview

210

(1)

Concept of Causality

210

(2)

Conditions for Causality

212

(1)

Concomitant Variation

212

(1)

Time Order of Occurrence of Variables

212

(1)

Absence of Other Possible Causal Factors

213

(1)

Role of Evidence

213

(1)

What Is Experimentation?

214

(2)

Independent Variables

214

(1)

Test Units

214

(1)

Dependent Variables

214

(1)

Extraneous Variables

214

(1)

Random Assignment to Experimental and Control Groups

215

(1)

Experimental Design

215

(1)

Definition of Symbols

216

(1)

Validity in Experimentation

216

(1)

Internal Validity

216

(1)

External Validity

216

(1)

Extraneous Variables

217

(1)

History

217

(1)

Maturation

217

(1)

Testing Effects

217

(1)

Instrumentation

217

(1)

Statistical Regression

218

(1)

Selection Bias

218

(1)

Mortality

218

(1)

Controlling Extraneous Variables

218

(1)

Randomization

218

(1)

Matching

219

(1)

Statistical and Design Control

219

(1)

A Classification of Experimental Designs

219

(1)

Preexperimental Designs

220

(2)

One-Shot Case Study

220

(1)

One-Group Pretest/Posttest Design

221

(1)

Static Group Design

221

(1)

True Experimental Designs

222

(2)

Pretest/Posttest Control Group Design

222

(1)

Posttest-Only Control Group Design

223

(1)

Quasi-Experimental Designs

224

(1)

Time Series Design

224

(1)

Statistical Designs

225

(1)

Factorial Design

225

(1)

Selecting an Experimental Design

226

(1)

Laboratory Versus Field Experiments

226

(1)

Limitations of Experimentation

227

(1)

Time

227

(1)

Cost

228

(1)

Administration

228

(1)

Application: Test Marketing

228

(1)

Summary Illustration Using the Opening Vignette

229

(1)

International Marketing Research

229

(1)

Technology and Marketing Research

230

(1)

Ethics in Marketing Research

231

(2)

Summary

233

(1)

Key Terms and Concepts

233

(1)

Suggested Cases and Video Cases

233

(1)

Live Research: Conducting a Marketing Research Project

234

(1)

Acronyms

234

(1)

Review Questions

234

(1)

Applied Problems

234

(1)

Group Discussion

235

(1)

Measurement and Scaling: Fundamentals and Comparative Scaling

236

(22)

Opening Questions

237

(1)

Scaling the Olympics

237

(1)

Overview

238

(1)

Measurement and Scaling

238

(2)

Primary Scales and Levels of Measurement

240

(5)

Nominal Scale

240

(2)

Ordinal Scale

242

(1)

Interval Scale

243

(1)

Ratio Scale

244

(1)

Selecting a Level of Measurement

245

(1)

Nominal Scale

245

(1)

Ordinal Scale

245

(1)

Interval Scale

245

(1)

Ratio Scale

245

(1)

A Classification of Scaling Techniques

246

(1)

Comparative Scaling Techniques

247

(4)

Paired Comparison Scaling

247

(1)

Rank Order Scaling

248

(1)

Constant Sum Scaling

249

(2)

Relationship of Measurement and Scaling to the Marketing Research Process

251

(1)

Summary Illustration Using the Opening Vignette

251

(1)

International Marketing Research

252

(1)

Technology and Marketing Research

252

(1)

Ethics in Marketing Research

253

(1)

SPSS Windows

254

(2)

Summary

256

(1)

Key Terms and Concepts

256

(1)

Suggested Cases and Video Cases

256

(1)

Live Research: Conducting a Marketing Research Project

257

Acronyms

256

(1)

Review Questions

257

(1)

Applied Problems

257

(1)

Group Discussion

257

(1)

Measurement and Scaling: Noncomparative Scaling Techniques

258

(26)

Opening Questions

259

(1)

Noncomparative Scaling Techniques Result in an Incomparable Hit Movie

259

(1)

Overview

260

(1)

Noncomparative Scaling Techniques

260

(4)

Continuous Rating Scale

260

(4)

Itemized Rating Scales

264

(4)

Likert Scale

264

(1)

Semantic Differential Scale

265

(2)

Stapel Scale

267

(1)

Noncomparative Itemized Rating Scale Decisions

268

(3)

Number of Scale Categories

268

(1)

Balanced Versus Unbalanced Scale

268

(1)

Odd or Even Numbers of Categories

269

(1)

Forced or Nonforced Choice

269

(1)

Nature and Degree of Verbal Description

269

(1)

Physical Form or Configuration

270

(1)

Multi-Item Scales

271

(2)

Scale Evaluation

273

(3)

Reliability

273

(1)

Test-Retest Reliability

273

(1)

Alternative-Forms Reliability

273

(1)

Internal-Consistency Reliability

274

(1)

Validity

274

(1)

Content Validity

274

(1)

Criterion Validity

274

(1)

Construct Validity

274

(2)

Relationship Between Reliability and Validity

276

(1)

Choosing a Scaling Technique

276

(1)

Summary Illustration Using the Opening Vignette

276

(1)

International Marketing Research

277

(1)

Technology and Marketing Research

278

(1)

Ethics in Marketing Research

278

(3)

SPSS Windows

281

(1)

Summary

281

(1)

Key Terms and Concepts

281

(1)

Suggested Cases and Video Cases

281

(1)

Live Research: Conducting a Marketing Research Project

282

(1)

Acronyms

282

(1)

Review Questions

282

(1)

Applied Problems

282

(1)

Group Discussion

283

(1)

Questionnaire and Form Design

284

(36)

Opening Questions

285

(1)

World Vision Imparts Donors a Vision for Caring

285

(1)

Overview

286

(2)

Importance of the Questionnaire

288

(1)

Questionnaire Definition

288

(1)

Questionnaire Design Process

288

(1)

Specify the Information Needed

289

(1)

Specify the Type of Interviewing Method

290

(2)

Determine the Content of Individual Questions

292

(1)

Is the Question Necessary?

292

(1)

Are Several Questions Needed Instead of One?

292

(1)

Design the Question to Overcome the Respondent's Inability to Answer

293

(1)

Is the Respondent Informed?

293

(1)

Can the Respondent Remember?

293

(1)

Can the Respondent Articulate?

294

(1)

Design the Questionnaire to Overcome the Respondent's Unwillingness to Answer

294

(2)

Effort Required of the Respondent

294

(1)

Legitimate Purpose

295

(1)

Sensitive Information

295

(1)

Decide on the Question Structure

296

(3)

Unstructured Questions

296

(1)

Structured Questions

296

(1)

Multiple-Choice Questions

297

(1)

Dichotomous Questions

298

(1)

Scales

298

(1)

Determine the Question Wording

299

(3)

Define the Issue

299

(1)

Use Simple Words

300

(1)

Use Unambiguous Words

300

(1)

Avoid Leading or Biasing Questions

301

(1)

Balance Dual Statements

302

(1)

Arrange the Questions in Proper Order

302

(3)

Opening Questions

302

(1)

Type of Information

303

(1)

Difficult Questions

303

(1)

Effect on Subsequent Questions

303

(1)

Logical Order

304

(1)

Choose the Form and Layout

305

(1)

Reproduce the Questionnaire

306

(1)

Pretest the Questionnaire

307

(1)

Observational Forms

307

(3)

Summary Illustration Using the Opening Vignette

310

(1)

International Marketing Research

310

(2)

Technology and Marketing Research

312

(1)

Ethics in Marketing Research

312

(3)

Summary

315

(1)

Key Terms and Concepts

315

(1)

Suggested Cases and Video Cases

315

(1)

Live Research: Conducting a Marketing Research Project

315

(1)

Acronyms

316

(1)

Review Questions

316

(1)

Applied Problems

316

(1)

Group Discussion

317

(1)

Appendix 11A

318

(2)

Sampling: Design and Procedures

320

(32)

Opening Questions

321

(1)

Gillette Clear Stick Clears the Way for Growth in the Deodorant Market

321

(1)

Overview

322

(1)

Sample or Census

322

(3)

The Sampling Design Process

325

(5)

Define the Target Population

326

(1)

Determine the Sampling Frame

326

(1)

Select a Sampling Technique

327

(1)

Determine the Sample Size

328

(1)

Execute the Sampling Process

329

(1)

A Classification of Sampling Techniques

330

(1)

Nonprobability Sampling Techniques

330

(4)

Convenience Sampling

330

(1)

Judgmental Sampling

331

(1)

Quota Sampling

332

(1)

Snowball Sampling

333

(1)

Probability Sampling Techniques

334

(5)

Simple Random Sampling

335

(1)

Systematic Sampling

336

(1)

Stratified Sampling

337

(1)

Cluster Sampling

338

(1)

Choosing Nonprobability Versus Probability Sampling

339

(2)

Internet Sampling

341

(3)

Issues in Online Sampling

341

(1)

Online Sampling Techniques

342

(2)

Summary Illustration Using the Opening Vignette

344

(1)

International Marketing Research

344

(2)

Technology and Marketing Research

346

(1)

Ethics in Marketing Research

346

(2)

Summary

348

(1)

Key Terms and Concepts

349

(1)

Suggested Cases and Video Cases

349

(1)

Live Research: Conducting a Marketing Research Project

349

(1)

Acronyms

350

(1)

Review Questions

350

(1)

Applied Problems

350

(1)

Group Discussion

351

(1)

Sampling: Final and Initial Sample Size Determination

352

(34)

Opening Questions

353

(1)

Sizing the Sample Size Problem

353

(1)

Overview

354

(1)

Definitions and Symbols

355

(1)

The Sampling Distribution

356

(2)

Statistical Approach to Determining Sample Size

358

(1)

The Confidence Interval Approach

358

(7)

Sample Size Determination: Means

360

(2)

Sample Size Determination: Proportions

362

(3)

Adjusting the Statistically Determined Sample Size

365

(3)

Incidence Rate

365

(1)

Completion Rate

366

(1)

Combined Adjustment

366

(1)

Online Sampling Adjustments

367

(1)

Summary Illustration Using the Opening Vignette

368

(1)

International Marketing Research

368

(1)

Technology and Marketing Research

369

(1)

Ethics in Marketing Research

369

(2)

Summary

371

(1)

Key Terms and Concepts

371

(1)

Suggested Cases and Video Cases

371

(1)

Live Research: Conducting a Marketing Research Project

372

(1)

Acronyms

372

(1)

Review Questions

372

(1)

Applied Problems

372

(1)

Group Discussion

373

(1)

Appendix 13A

373

(2)

Cases for Part 2

Case 2.1 Maxfli: Going for the Long Ball

375

(1)

Case 2.2 Can the Caddie Make a Comeback?

376

(2)

Case 2.3 Research Prompts HCA-Healthcare to Re-evaluate Its Internet Focus

378

(1)

Case 2.4 Bloomingdale's: Inviting the Bloom into the Store

379

(2)

Case 2.5 Burger King Is Frying to Become Number One in French Fries

381

(2)

Video Cases for Part 2

Video Case 2.1 Starbucks: Staying Local While Going Global Through Marketing Research

383

(1)

Video Case 2.2 Nike: Associating Athletes, Performance, and the Brand

384

(2)

Part 3 Data Collection, Analysis, and Reporting

386

(176)

Field Work: Data Collection

386

(16)

Opening Questions

387

(1)

Gallup's Galloping Field Work

387

(1)

Overview

388

(2)

The Nature of Field Work

390

(1)

Field Work/Data Collection Process

390

(1)

Selection of Field Workers

390

(1)

Training of Field Workers

391

(1)

Supervision of Field Workers

392

(2)

Validation of Field Work

394

(1)

Evaluation of Field Workers

395

(1)

Using the Internet in Field Work

396

(1)

Summary Illustration Using the Opening Vignette

396

(1)

International Marketing Research

397

(1)

Technology and Marketing Research

398

(1)

Ethics in Marketing Research

398

(2)

Summary

400

(1)

Key Terms and Concepts

400

(1)

Suggested Cases and Video Cases

400

(1)

Live Research: Conducting a Marketing Research Project

401

(1)

Acronyms

401

(1)

Review Questions

401

(1)

Applied Problems

401

(1)

Group Discussion

401

(1)

Data Preparation and Analysis Strategy

402

(24)

Opening Questions

403

(1)

Database Awakens a Sleeping Giant

403

(1)

Overview

404

(1)

The Data Preparation Process

405

(1)

Questionnaire Checking

406

(1)

Editing

406

(1)

Coding

407

(4)

Coding Structured and Open-Ended Questions

409

(1)

Coding of Open-Ended Question Responses

410

(1)

Transcribing

411

(1)

Data Cleaning

412

(2)

Consistency Checks

412

(1)

Treatment of Missing Responses

413

(1)

Variable Respecification and Recoding

414

(1)

Selecting a Data Analysis Strategy

414

(1)

Summary Illustration Using the Opening Vignette

415

(1)

International Marketing Research

416

(1)

Technology and Marketing Research

416

(1)

Ethics in Marketing Research

417

(1)

Software Applications

417

(2)

SPSS Windows

419

(1)

Excel

420

(3)

Summary

423

(1)

Key Terms and Concepts

424

(1)

Suggested Cases and Video Cases

424

(1)

Live Research: Conducting a Marketing Research Project

424

(1)

Acronyms

424

(1)

Review Questions

424

(1)

Applied Problems

424

(1)

Group Discussion

425

(1)

Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

426

(34)

Opening Questions

427

(1)

Consumers Consume Coupons

427

(1)

Overview

428

(1)

Frequency Distribution

429

(3)

Statistics Associated with Frequency Distribution

432

(4)

Measures of Location

433

(1)

Mean

434

(1)

Mode

434

(1)

Median

434

(1)

Measures of Variability

435

(1)

Range

435

(1)

Variance and Standard Deviation

435

(1)

Introduction to Hypothesis Testing

436

(1)

A General Procedure for Hypothesis Testing

437

(5)

Step 1: Formulating the Hypothesis

438

(1)

Step 2: Selecting an Appropriate Test

438

(1)

Step 3: Choosing Level of Significance

439

(1)

Type-I Error

439

(1)

Type-II Error

439

(1)

Power of a Test

439

(1)

Step 4: Data Collection

439

(1)

Step 5: Determining the Probability (Critical Value)

440

(1)

Steps 6 and 7: Comparing the Probability (Critical Value) and Making the Decision

441

(1)

Step 8: Marketing Research Conclusion

441

(1)

Cross-Tabulations

442

(3)

General Comments on Cross-Tabulation

444

(1)

Statistics Associated with Cross-Tabulation

445

(3)

Chi-Square

445

(2)

Phi Coefficient

447

(1)

Contingency Coefficient

447

(1)

Cramer's V

448

(1)

Cross-Tabulation in Practice

448

(1)

Summary Illustration Using the Opening Vignette

449

(1)

Software Applications

450

(1)

SPSS Windows

450

(2)

Frequency Distribution

450

(2)

Cross-Tabulation

452

(1)

Excel

452

(3)

Frequency Distribution

452

(2)

Cross-Tabulation

454

(1)

Summary

455

(1)

Key Terms and Concepts

455

(1)

Suggested Cases and Video Cases

455

(1)

Live Research: Conducting a Marketing Research Project

456

(1)

Acronyms

456

(1)

Review Questions

456

(1)

Applied Problems

457

(1)

Group Discussion

458

(2)

Data Analysis: Hypothesis Testing Related to Differences

460

(34)

Opening Questions

461

(1)

Loyalty Versus Butterfly and Convenience Versus Price

461

(1)

Overview

462

(1)

Hypothesis Testing Related to Differences

462

(3)

The t Distribution

464

(1)

Testing Hypothesis Based on the t Statistic

464

(1)

One-Sample t-Tests

465

(3)

Test for a Single Mean

465

(2)

Test for a Single Proportion

467

(1)

Two-Sample t-Tests

468

(8)

Two Independent Samples

468

(1)

Means

468

(4)

Proportions

472

(1)

Paired Samples

473

(1)

Means

474

(1)

Proportions

475

(1)

Testing Hypotheses for More Than Two Samples

476

(6)

Dependent and Independent Variables

477

(1)

Decomposition of the Total Variation

477

(1)

Measurement of Effects

478

(1)

Significance Testing

478

(1)

Illustrative Applications of One-Way Analysis of Variance

479

(1)

Proportions for More Than Two Samples

480

(2)

Summary Illustration Using the Opening Vignette

482

(1)

Software Applications

482

(2)

SPSS Windows

484

(4)

Detailed Steps: One-Sample t-Test

485

(1)

Detailed Steps: Two-Independent-Samples t-Test

485

(1)

Detailed Steps: Paired-Samples t-Test

485

(1)

Detailed Steps: One-Way ANOVA

486

(2)

Excel

488

(2)

Detailed Steps: One-Sample t-Test

488

(1)

Detailed Steps: Two-Independent-Samples t-Test

489

(1)

Detailed Steps: Paired-Samples t-Test

489

(1)

Detailed Steps: One-Way ANOVA

490

(1)

Summary

490

(1)

Key Terms and Concepts

490

(1)

Suggested Cases and Video Cases

491

(1)

Live Research: Conducting a Marketing Research Project

491

(1)

Acronyms

491

(1)

Review Questions

491

(1)

Applied Problems

492

(1)

Group Discussion

493

(1)

Data Analysis: Correlation and Regression

494

(34)

Opening Questions

495

(1)

Regression Models Model the Marketing Strategy of Adidas

495

(1)

Overview

496

(1)

Product Moment Correlation

497

(6)

Regression Analysis

503

(1)

Bivariate Regression

504

(1)

Conducting Bivariate Regression Analysis

504

(9)

Scatter Diagram

505

(1)

Bivariate Regression Model

505

(1)

Estimation of Parameters

506

(2)

Standardized Regression Coefficients

508

(1)

Significance Testing

509

(1)

Strength and Significance of Association

509

(3)

Prediction Accuracy

512

(1)

Examination of Residuals

512

(1)

Multiple Regression

513

(1)

Conducting Multiple Regression Analysis

514

(4)

Partial Regression Coefficients

514

(1)

Strength of Association

515

(1)

Significance Testing

516

(2)

Summary Illustration Using the Opening Vignette

518

(2)

Software Applications

520

(1)

SPSS Windows

520

(2)

Detailed Steps: Correlation

520

(1)

Detailed Steps: Bivariate and Multiple Regression

520

(2)

Excel

522

(1)

Detailed Steps: Correlation

522

(1)

Detailed Steps: Bivariate and Multiple Regression

523

(1)

Summary

523

(1)

Key Terms and Concepts

524

(1)

Suggested Cases and Video Cases

524

(1)

Live Research: Conducting a Marketing Research Project

524

(1)

Acronyms

524

(1)

Review Questions

524

(1)

Applied Problems

525

(1)

Group Discussion

526

(2)

Report Preparation and Presentation

528

(34)

Opening Questions

529

(1)

Research Reports Make United's Friendly Skies Even More Friendly

529

(1)

Overview

530

(1)

Importance of the Report and Presentation

531

(1)

The Report Preparation and Presentation Process

532

(1)

Report Preparation

533

(7)

Report Format

533

(1)

Title Page

534

(1)

Letter of Transmittal

534

(1)

Letter of Authorization

534

(1)

Table of Contents

534

(1)

Executive Summary

534

(1)

Problem Definition

534

(1)

Approach to the Problem

535

(1)

Research Design

535

(1)

Data Analysis

535

(1)

Results

535

(1)

Limitations and Caveats

535

(1)

Conclusions and Recommendations

535

(1)

Report Writing

535

(1)

Guidelines for Tables

536

(1)

Title and Number

536

(1)

Arrangement of Data Items

536

(1)

Basis of Measurement

537

(1)

Leaders, Rulings, Spaces

537

(1)

Explanations and Comments: Headings, Stubs, and Footnotes

537

(1)

Sources of the Data

537

(1)

Guidelines for Graphs

537

(1)

Geographic and Other Maps

538

(1)

Pie Charts

538

(1)

Line Charts

538

(1)

Pictographs

539

(1)

Histograms and Bar Charts

539

(1)

Schematic Figures and Flow Charts

539

(1)

Oral Presentation and Dissemination

540

(1)

Research Follow-Up

541

(1)

Assisting the Client

541

(1)

Evaluating the Research Project

541

(1)

Summary Illustration Using the Opening Vignette

542

(1)

International Marketing Research

542

(1)

Technology and Marketing Research

543

(1)

Ethics in Marketing Research

544

(1)

Software Applications

544

(2)

SPSS Windows

546

(1)

Summary

546

(1)

Key Terms and Concepts

546

(1)

Suggested Cases and Video Cases

547

(1)

Live Research: Conducting a Marketing Research Project

547

(1)

Acronyms

547

(1)

Review Questions

548

(1)

Applied Problems

548

(1)

Group Discussion

548

(1)

Cases for Part 3A: Cases With External Data

Case 3.1 Ford Seeks a New Image

549

(2)

Case 3.2 A Breeze for Darden Restaurants

551

(2)

Case 3.3 Should Microsoft ``Soften'' Up to Rescue Its Image?

553

(2)

Cases for Part 3B: Cases Without External Data

Case 3.4 Are Catalogs Risky Business?

555

(1)

Case 3.5 Does Advertising Subsidize the Price of Consumer Magazines?

556

(2)

Video Cases for Part 3

Video Case 3.1 AFLAC: Marketing Research Quacks a Duck

558

(1)

Video Case 3.2 Honest Tea: Honesty Is the Best Policy

559

(3)

Part 4 Comprehensive Cases and Video Cases

562

(19)

Cases for Part 4: Cases with External Data

Case 4.1 Boeing: Taking Flight

562

(6)

Case 4.2 Do Gucci Catalogs Stack Up in Direct Marketing?

568

(7)

Video Cases for Part 4

Video Case 4.1 Subaru: ``Mr. Survey'' Monitors Customer Satisfaction

575

(2)

Video Case 4.2 Marriott: Marketing Research Leads to Expanded Offerings

577

(4)

Appendix of Statistical Tables

581

(12)

Notes

593

(8)

Photo Credits

601

(2)

Subject Index

603

(8)

Company and Product Index

611

(4)

Name Index

615

Amazon no longer offers textbook rentals. We do!

Basic Marketing Research : A Decision-Making Approach

Basic Marketing Research : A Decision-Making Approach

9780131548657

0131548654

Summary

Table of Contents

Supplemental Materials

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Amazon no longer offers textbook rentals. We do!

Basic Marketing Research : A Decision-Making Approach

Basic Marketing Research : A Decision-Making Approach

9780131548657

0131548654

Summary

Table of Contents

Supplemental Materials

Write a Review

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