Essentials Of Marketing Research

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ISBN: 9780324320879 | 0324320876
Cover: Paperback
Copyright: 11/8/2006

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Essentials of Marketing Research equips you with the knowledge and skills involved in this basic research process that will simplify and provide more accuracy to your search for market intelligence. Book jacket.

Preface

PART 1 INTRODUCTION

The Role of Marketing Research

(21)

Introduction

(1)

The Nature of Marketing Research

(2)

Marketing Research Defined

(1)

Applied and Basic Marketing Research

(1)

Research Snapshot Good Fat and Bad Fat

(1)

The Scientific Method

(1)

The Marketing Concept

(3)

Customer Orientation

(1)

Long-Run Profitability

(1)

A Cross-Functional Effort

(1)

Research Snapshot Harley-Davidson Goes Abroad

(1)

Keeping Customers and Building Relationships

(1)

Marketing Research: A Means for Implementing the Marketing Concept

(1)

The Managerial Value of Marketing Research for Strategic Decision Making

(5)

Identifying and Evaluating Opportunities

(1)

Analyzing and Selecting Target Markets

(1)

Planning and Implementing a Marketing Mix

(3)

Research Snapshot Swifter or Swiffer?

(1)

Analyzing Marketing Performance

(1)

When Is Marketing Research Needed?

(2)

Time Constraints

(1)

Availability of Data

(1)

Nature of the Decision

(1)

Benefits versus Costs

(1)

Marketing Research in the Twenty-First Century

(1)

Communication Technologies

(1)

Research Snapshot ``Jacques'' Daniels

(4)

Global Marketing Research

(1)

Summary

(1)

Key Terms and Concepts

(1)

Questions for Review and Critical Thinking

(1)

Research Activities

(1)

Video Case 1.1 Krispy Kreme

(1)

Video Case 1.2 Ben & Jerry's

(1)

Information Systems and Knowledge Management

(17)

Introduction

(1)

Information, Data, and Intelligence

(1)

The Characteristics of Valuable Information

(2)

Relevance

(1)

Quality

(1)

Timeliness

(1)

Completeness

(1)

Global Information Systems

(1)

Research Snapshot RFID Technology Gets Cheaper--Marketing Knowledge Grows

(1)

Decision Support Systems

(4)

Databases and Data Warehousing

(1)

Input Management

(3)

Research Snapshot Staying Home at Home Depot

(3)

Computerized Data Archives

(2)

Networks and Electronic Data Interchange

(1)

The Internet and Research

(6)

What Exactly Is the Internet?

(1)

Navigating the Internet

(1)

Interactive Media and Environmental Scanning

(1)

Information Technology

(1)

Intranets

(1)

Summary

(1)

Key Terms and Concepts

(1)

Questions for Review and Critical Thinking

(1)

Research Activities

(1)

Case 2.1 Harvard Cooperative Society

(1)

Video Case 2.2 Wine.com

(1)

Video Case 2.3 IBM: Enterprise Resource Planning

(1)

The Marketing Research Process: An Overview

(21)

Introduction

(1)

Information Reduces Uncertainty

(1)

Types of Marketing Research

(2)

Exploratory Research

(1)

Descriptive Research

(1)

Research Snapshot Cute, Funny or Sexy? What Makes a Mascot Tick?

(1)

Research Snapshot Whines for Wines

(2)

Causal Research

(2)

Stages in the Research Process

(5)

Alternatives in the Research Process

(1)

Defining the Research Objectives

(4)

Research Snapshot Nothing So Practical as Theory?

(6)

Selection of the Basic Research Method

(2)

Sampling

(1)

Gathering Data

(1)

Processing and Analyzing Data

(1)

Drawing Conclusions and Preparing a Report

(1)

The Research Program Strategy

(4)

Summary

(1)

Key Terms and Concepts

(1)

Questions for Review and Critical Thinking

(1)

Research Activities

(1)

Video Case 3.1 Black Forest Motors/Mercedes-Benz

(1)

Video Case 3.2 Fisher-Price Rescue Heroes

(1)

The Human Side of Marketing Research: Organizational and Ethical Issues

(20)

Who Does the Research?

(1)

Organizational Structure of Marketing Research

(1)

Marketing Research Jobs

(1)

Research Snapshot Marketing Research Pays

(2)

Cross-Functional Teams

(1)

Research Suppliers and Contractors

(1)

Syndicated Service

(1)

Standardized Research Services

(1)

Limited Research Service Companies and Custom Research

(1)

Ethical Issues in Marketing Research

(4)

Ethical Questions Are Philosophical Questions

(1)

General Rights and Obligations of Concerned Parties

(1)

Rights and Obligations of the Research Participant

(2)

Research Snapshot Is It Right, or Is It Wrong?

(10)

Rights and Obligations of the Researcher

(3)

Rights and Obligations of the Client Sponsor (User)

(1)

Privacy

(1)

Privacy on the Internet

(1)

A Final Note on Ethics

(1)

Summary

(1)

Key Terms and Concepts

(1)

Questions for Review and Critical Thinking

(1)

Research Activities

(1)

Case 4.1 Global Eating

(1)

Case 4.2 Big Brother Is Watching?

(2)

PART 2 DESIGNING RESEARCH STUDIES

Qualitative and Exploratory Research Tools

(22)

What Is Qualitative Research?

(2)

Describing a Qualitative Approach

(1)

Qualitative ``versus'' Quantitative Approaches

(1)

Research Snapshot Surprises at P&G!

(1)

Exploratory Research

(2)

Why Conduct Exploratory Research?

(1)

Categories of Exploratory Research

(2)

Experience Surveys

(1)

Secondary Data Analysis

(1)

Case Studies

(1)

Research Snapshot It's Like Riding a Bike!

(9)

Pilot Studies

(9)

Research Snapshot Let the Computer Do Your Reading!

(2)

Exploratory Research in Science and in Practice

(4)

Misuses of Exploratory and Qualitative Research

(1)

Summary

(1)

Key Terms

100

(1)

Questions for Review and Critical Thinking

100

(1)

Research Activities

101

(1)

Case 5.1 Disaster and Consumer Value

101

(1)

Video Case 5.2 Goya

101

(1)

Video Case 5.3 Edward Jones

102

(1)

Secondary Data Research in a Digital Age

103

(23)

Secondary Data Research

104

(3)

Advantages

104

(1)

Disadvantages

104

(3)

Typical Objectives for Secondary-Data Research Designs

107

(1)

Fact-Finding

107

(1)

Research Snapshot New Trends---Music for Mobile Phones

108

(5)

Model Building

109

(3)

Data Mining

112

(1)

Research Snapshot Mining Data from Blogs

113

(1)

Database Marketing and Customer Relationship Management

113

(1)

Sources of Secondary Data

114

(6)

Sources of Internal and Proprietary Data

114

(1)

External Data: The Distribution System

114

(2)

Information as a Product and Its Distribution Channels

116

(4)

Research Snapshot Fandango and Nielsen Keeping an Eye on Moviegoers

120

(1)

Single-Source Data-Integrated Information

121

(1)

Sources for Global Research

121

(5)

Summary

123

(1)

Key Terms and Concepts

124

(1)

Questions for Review and Critical Thinking

124

(1)

Research Activities

124

(1)

Case 6.1 Demand for Gas Guzzlers

125

(1)

Video Case 6.2 FedEx Corporation

125

(1)

Survey Research: An Overview

126

(34)

The Nature of Surveys

127

(1)

Survey Objectives: Type of Information Gathered

127

(1)

Advantages of Surveys

128

(1)

Errors in Survey Research

128

(1)

Random Sampling Error

128

(1)

Systematic Error

128

(1)

Respondent Error

129

(2)

Nonresponse Error

129

(1)

Response Bias

130

(1)

Research Snapshot My Opinion? It Depends on Your Words

131

(1)

Administrative Error

132

(1)

Data-Processing Error

132

(1)

Sample Selection Error

132

(1)

Interviewer Error

133

(1)

Interviewer Cheating

133

(1)

Rule-of-Thumb Estimates for Systematic Error

133

(1)

What Can Be Done to Reduce Survey Error?

134

(1)

Survey Research by Media

134

(1)

Human Interactive Media and Electronic Interactive Media

134

(1)

Noninteractive Media

134

(1)

Personal Interviews

135

(3)

Advantages of Personal Interviews

135

(1)

Disadvantages of Personal Interviews

136

(1)

Door-to-Door Interviews and Shopping Mall Intercepts

137

(1)

Research Snapshot Matters of Taste

138

(1)

Global Considerations

139

(1)

Telephone Interviews

139

(4)

Characteristics of Telephone Interviews

139

(3)

Central Location Interviewing

142

(1)

Computer-Assisted Telephone Interviewing

142

(1)

Computerized Voice-Activated Telephone Interview

142

(1)

Global Considerations

143

(1)

Self-Administered Questionnaires

143

(5)

Mail Questionnaires

143

(2)

Response Rates

145

(1)

Increasing Survey Response Rate

145

(3)

Global Considerations

148

(1)

Self-Administered Questionnaires Using Other Forms of Distribution

148

(3)

Fax Surveys

148

(1)

E-Mail Surveys

149

(1)

Internet Surveys

149

(2)

Research Snapshot Personalizing E-Mail Invitations

151

(2)

Kiosk Interactive Surveys

153

(1)

Survey Research That Mixes Modes

153

(1)

Selecting the Appropriate Survey Research Design

153

(2)

Pretesting

155

(1)

Ethical Issues in Survey Research

155

(5)

Summary

155

(1)

Key Terms and Concepts

156

(1)

Questions for Review and Critical Thinking

156

(2)

Research Activities

158

(1)

Case 7.1 National Do Not Call Registry

158

(1)

Case 7.2 Royal Bee Electric Fishing Reel

158

(2)

Observation

160

(15)

Observation in Marketing Research

161

(1)

What Can Be Observed?

161

(1)

The Nature of Observation Studies

162

(1)

Observation of Human Behavior

162

(3)

Complementary Evidence

162

(1)

Direct Observation

163

(2)

Research Snapshot Hand Washing Overreported, Says Observational Research

165

(1)

Combining Direct Observation and Interviewing

165

(1)

Ethical Issues in the Observation of Humans

165

(1)

Observation of Physical Objects

166

(1)

Content Analysis

167

(1)

Mechanical Observation

167

(2)

Television Monitoring

168

(1)

Research Snapshot Klipmart Watches Ad Viewership Online

169

(6)

Monitoring Website Traffic

169

(1)

Scanner-Based Research

170

(1)

Measuring Physiological Reactions

170

(2)

Summary

172

(1)

Key Terms and Concepts

173

(1)

Questions for Review and Critical Thinking

173

(1)

Case 8.1 Mazda and Syzygy

174

(1)

Case 8.2 Texas Instruments and E-Lab

174

(1)

Experimental Research: An Overview

175

(26)

The Nature of Experiments

176

(1)

Basic Issues in Experimental Design

176

(2)

Manipulation of the Independent Variable

176

(2)

Research Snapshot Does Promotion Cause Intoxication?

178

(4)

Selection and Measurement of the Dependent Variable

179

(1)

Selection and Assignment of Test Units

179

(3)

Demand Characteristics

182

(2)

What Are Demand Characteristics?

182

(1)

Experimenter Bias and Demand Effects

183

(1)

Reducing Demand Characteristics

183

(1)

Establishing Control

184

(1)

Problems Controlling Extraneous Variables

185

(1)

Ethical Issues in Experimentation

185

(1)

Fundamental Questions in Experimentation

185

(2)

Basic versus Factorial Experimental Designs

185

(1)

Laboratory Experiments

186

(1)

Field Experiments

186

(1)

Research Snapshot The Hidden in Hidden Valley Ranch

187

(1)

Issues of Experimental Validity

187

(3)

Internal Validity

187

(2)

External Validity

189

(1)

Trade-Offs Between Internal and External Validity

190

(1)

Classification of Experimental Designs

190

(4)

Symbolism for Diagramming Experimental Designs

190

(1)

Three Examples of Quasi-Experimental Designs

191

(1)

Three Alternative Experimental Designs

192

(2)

Using Test-Markets

194

(1)

Effective Uses of Test-Marketing

194

(1)

Research Snapshot Test-Marketing Channels

195

(6)

Factors to Consider in Test-Market Selection

196

(1)

Summary

197

(1)

Key Terms and Concepts

198

(1)

Questions for Review and Critical Thinking

198

(1)

Research Activities

199

(1)

Case 9.1 Examining Product Failure at No-Charge Electronics

199

(1)

Case 9.2 Tooheys

199

(2)

PART 3 MEASUREMENT

Measurement and Attitude Scaling

201

(28)

What Do I Measure?

202

(3)

Concepts

203

(1)

Operational Definitions

204

(1)

Levels of Scale Measurement

205

(4)

Nominal Scale

205

(1)

Ordinal Scale

206

(1)

Interval Scale

207

(1)

Ratio Scale

208

(1)

Mathematical and Statistical Analysis of Scales

208

(1)

Research Snapshot Football Follies

209

(1)

Index Measures

209

(1)

Indexes and Composites

209

(1)

Three Criteria for Good Measurement

210

(1)

Reliability

210

(1)

Validity

210

(1)

Reliability versus Validity

211

(1)

Sensitivity

211

(1)

Attitudes in Marketing Research

211

(1)

Research Snapshot This Hypothetical Construct Is a Four-Letter Word

212

(1)

Attitudes as Hypothetical Constructs

212

(1)

Techniques for Measuring Attitudes

212

(1)

Attitude Rating Scales

213

(6)

Simple Attitude Scales

213

(1)

Category Scales

213

(1)

Method of Summated Ratings: The Likert Scale

214

(2)

Semantic Differential

216

(1)

Numerical Scales

217

(1)

Stapel Scale

217

(1)

Constant-Sum Scale

218

(1)

Research Snapshot A Measuring Stick for Website Usability

219

(2)

Graphic Rating Scales

219

(2)

Measuring Behavioral Intention

221

(1)

Behavioral Differential

222

(1)

Ranking

222

(1)

Paired Comparisons

222

(1)

Sorting

223

(6)

Summary

223

(1)

Key Terms and Concepts

224

(1)

Questions for Review and Critical Thinking

225

(1)

Research Activities

226

(1)

Case 10.1 FlyAway Airways

226

(2)

Case 10.2 Ha-Pah-Shu-Tse

228

(1)

Questionnaire Design

229

(36)

Questionnaire Quality and Design: Basic Considerations

230

(1)

What Should Be Asked?

230

(1)

Questionnaire Relevancy

230

(1)

Questionnaire Accuracy

231

(1)

How Should Questions Be Phrased?

231

(4)

Open-Ended Response versus Fixed-Alternative Questions

231

(2)

Types of Fixed-Alternative Questions

233

(1)

Phrasing Questions for Self-Administered, Telephone, and Personal Interview Surveys

234

(1)

The Art of Asking Questions

235

(2)

Avoid Complexity: Use Simple, Conversational Language

236

(1)

Avoid Leading and Loaded Questions

236

(1)

Research Snapshot What to Do with the Clubhouse?

237

(3)

Avoid Ambiguity: Be as Specific as Possible

238

(1)

Avoid Double-Barreled Items

239

(1)

Avoid Making Assumptions

239

(1)

Research Snapshot Who's Really Doing the Housework?

240

(1)

Avoid Burdensome Questions That May Tax the Respondent's Memory

240

(1)

What Is the Best Question Sequence?

241

(1)

Research Snapshot What Citizens (Don't) Know about Climate Change

242

(2)

What Is the Best Layout?

244

(10)

Traditional Questionnaires

244

(3)

Internet Questionnaires

247

(7)

How Much Pretesting and Revising Are Necessary?

254

(1)

Designing Questionnaires for Global Markets

255

(10)

Summary

255

(1)

Key Terms and Concepts

256

(1)

Questions for Review and Critical Thinking

257

(1)

Research Activity

258

(1)

Case 11.1 Agency for Healthcare Research and Quality

258

(5)

Case 11.2 McDonald's Spanish Language Questionnaire

263

(2)

PART 4 SAMPLING AND STATISTICAL THEORY

Sampling Designs and Sampling Procedures

265

(23)

Sampling Terminology

266

(1)

Why Sample?

266

(1)

Pragmatic Reasons

266

(1)

Accurate and Reliable Results

267

(1)

Destruction of Test Units

267

(1)

Practical Sampling Concepts

267

(2)

Defining the Target Population

267

(1)

The Sampling Frame

268

(1)

Research Snapshot George Gallup's Nation of Numbers

269

(2)

Sampling Units

271

(1)

Random Sampling and Nonsampling Errors

271

(2)

Random Sampling Error

271

(1)

Systematic Sampling Error

272

(1)

Less Than Perfectly Representative Samples

272

(1)

Probability versus Nonprobability Sampling

273

(1)

Nonprobability Sampling

273

(2)

Convenience Sampling

273

(1)

Judgment Sampling

274

(1)

Quota Sampling

274

(1)

Snowball Sampling

275

(1)

Probability Sampling

275

(4)

Simple Random Sampling

275

(1)

Systematic Sampling

276

(1)

Stratified Sampling

277

(1)

Cluster Sampling

277

(1)

Multistage Area Sampling

278

(1)

What Is the Appropriate Sample Design?

279

(3)

Degree of Accuracy

280

(1)

Resources

280

(1)

Time

280

(1)

Advance Knowledge of the Population

281

(1)

National versus Local Project

281

(1)

Research Snapshot Reactions to Handbills in Hong Kong

282

(1)

Internet Sampling Is Unique

282

(6)

Website Visitors

283

(1)

Panel Samples

283

(1)

Recruited Ad Hoc Samples

283

(1)

Opt-in Lists

284

(1)

Summary

284

(1)

Key Terms and Concepts

285

(1)

Questions for Review and Critical Thinking

285

(1)

Case 12.1 Who's Fishing?

286

(1)

Case 12.2 Scientific Telephone Samples

286

(2)

Determination of Sample Size: A Review of Statistical Theory

288

(31)

Review of Basic Terminology

289

(1)

Descriptive and Inferential Statistics

289

(1)

Sample Statistics and Population Parameters

289

(1)

Making Data Usable

289

(4)

Frequency Distributions

290

(1)

Proportions

290

(1)

Measures of Central Tendency

291

(2)

Research Snapshot Are Incomes Growing? It Depends What You Measure

293

(3)

Measures of Dispersion

293

(3)

The Normal Distribution

296

(4)

Population Distribution, Sample Distribution, and Sampling Distribution

300

(1)

Central-Limit Theorem

301

(3)

Estimation of Parameters

304

(3)

Point Estimates

305

(1)

Confidence Intervals

305

(2)

Sample Size

307

(1)

Random Error and Sample Size

307

(1)

Research Snapshot Target and Wal-Mart Shoppers Really Are Different

308

(6)

Factors in Determining Sample Size for Questions Involving Means

308

(1)

Estimating Sample Size for Questions Involving Means

309

(1)

The Influence of Population Size on Sample Size

310

(1)

Factors in Determining Sample Size for Proportions

310

(2)

Calculating Sample Size for Sample Proportions

312

(1)

Determining Sample Size on the Basis of Judgment

313

(1)

Determining Sample Size for Stratified and Other Probability Samples

314

(1)

A Reminder about Statistics

314

(5)

Summary

314

(1)

Key Terms and Concepts

315

(1)

Questions for Review and Critical Thinking

315

(1)

Research Activities

316

(1)

Case 13.1 Pointsec Mobile Technologies

316

(1)

Case 13.2 Coastal Star Sales Corporation (A)

317

(2)

PART 5 ANALYSIS AND REPORTING

Basic Data Analysis

319

(26)

The Nature of Descriptive Analysis

320

(1)

Tabulation

321

(1)

Cross-Tabulation

322

(2)

Contingency Tables

322

(2)

Research Snapshot Contingent Personalities

324

(2)

Percentage Cross-Tabulations

324

(1)

Elaboration and Refinement

325

(1)

How Many Cross-Tabulations?

325

(1)

Data Transformation

326

(1)

Simple Transformations

326

(1)

Research Snapshot Wine Index Can Help Retailers

327

(1)

Calculating Rank Order

327

(1)

Tabular and Graphic Methods of Displaying Data

328

(3)

Tables

328

(1)

Charts and Graphs

329

(2)

Computer Programs for Analysis

331

(2)

Statistical Packages

331

(2)

Univariate Statistics: Stating a Hypothesis

333

(1)

Hypothesis Testing

333

(3)

The Hypothesis-Testing Procedure

333

(1)

An Example of Hypothesis Testing

334

(2)

The Chi-Square Test for Goodness of Fit

336

(2)

Choosing the Appropriate Technique

338

(7)

Number of Variables

338

(1)

Scale of Measurement

338

(1)

Type of Question to Be Answered

339

(1)

Summary

340

(1)

Key Terms and Concepts

341

(1)

Questions for Review and Critical Thinking

341

(1)

Research Activities

342

(1)

Case 14.1 Body on Tap

343

(1)

Case 14.2 Downy-Q Quilt

343

(2)

Differences Between Groups and Relationships Among Variables

345

(29)

Introduction

346

(1)

What Is the Appropriate Test of Difference?

346

(1)

Cross-Tabulation Tables: The χ2 Test for Goodness of Fit

346

(5)

What is χ2 test?

348

(1)

Steps in Computing a χ2 Test Value

348

(1)

χ2 Tests for Two-Way Contingency Tables: Cross-Tabs

349

(2)

The t-Test for Comparing Means

351

(2)

Independent Samples t-Test

351

(2)

Research Snapshot Expert ``T-eeze''

353

(2)

Analysis of Variance (ANOVA)

355

(4)

What Is ANOVA?

355

(1)

Simple Illustration of ANOVA

355

(2)

Partitioning Variance in ANOVA

357

(1)

The F-Test

358

(1)

Research Snapshot More Than One-Way

359

(6)

Practically Speaking

360

(1)

Correlation Analysis

360

(1)

Correlation and Causation

361

(1)

Coefficient of Determination

361

(1)

The Regression Equation

361

(1)

Parameter Estimate Choices

362

(1)

Multiple Regression Analysis

363

(2)

Research Snapshot Too Much of a Good Thing!

365

(9)

Other Multivariate Techniques

367

(1)

Summary

368

(1)

Key Terms and Concepts

369

(1)

Questions for Review and Critical Thinking

369

(1)

Exploring the Internet

370

(1)

Case 15.1 Springfield Electric Company

371

(1)

Case 15.2 Center for American Enterprise: A Study of Psychological and Demographic Contributors to Consumerism

372

(2)

Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up

374

(16)

Insights from the Communications Model

375

(1)

Research Snapshot Sloppy Numbers in the Crosshairs of Dow Jones Newspaper Fund's Director

376

(1)

The Report in Context

376

(1)

Report Format

377

(4)

Tailoring the Format to the Project

377

(1)

The Parts of the Report

378

(3)

The Oral Presentation

381

(1)

Research Snapshot Noah's Law of Slide Presentations

382

(1)

Reports on the Internet

382

(1)

The Research Follow-Up

382

(1)

Research Snapshot Online Reports: Easy to Get, Easy to Ignore

383

(4)

Summary

383

(1)

Key Terms and Concepts

384

(1)

Questions for Review and Critical Thinking

384

(1)

Research Activity

384

(1)

Case 16.1 Annenberg Public Policy Center

384

(3)

PART 6 COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES

Case 1: Say It Ain't So! Is This the Real Thing?

387

(2)

Case 2: TABH, INC., Automotive Consulting

389

(1)

Appendix: Statistical Tables

390

(6)

Glossary of Frequently Used Symbols

396

(1)

Glossary

397

(8)

Endnotes

405

(6)

Index

411

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Essentials Of Marketing Research

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Essentials Of Marketing Research

Summary

Table of Contents

Supplemental Materials

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