Marketing Research

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ISBN: 9780130144119 | 0130144118
Cover: Hardcover
Copyright: 12/1/1999

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Appropriate for introductory undergraduate business and marketing courses in Marketing Research. Constructed around a logical 11-step model or framework for market research activities, the book presents a comprehensive introduction to the basics of market research. This is the only text to integrate SPSS throughoutincludes CD-ROM with SPSS tutorial, SPSS Student Edition for Windows, Student assistant, and data sets.

Preface

xiv

The Nature of Marketing Research

(22)

Marketing

(3)

The Marketing Concept

(1)

Marketing Strategy

(3)

Marketing Research Defined

(1)

The Role of Marketing Research: Information to Aid in Decision Making

(6)

Characteristics of Marketing Research

(2)

Applied or Basic Research?

(1)

Sometimes Inaccurate

(1)

Shaped by Budget and Time Constraints

(1)

Types of Marketing Research Studies

(1)

The Marketing Information System

(4)

Components of an MIS

(4)

The Future of Marketing Research

(1)

Summary

(1)

Key Terms

(1)

Review Questions/Applications

(3)

The Industry: Structure, Evaluation, and Ethics

(44)

Historical Perspectives of Marketing Research

(2)

The Pre-Marketing Research Era

(1)

The Early Development Era

(1)

The questionnaire Era

(1)

The Quantitative Era

(1)

The Organizational Acceptance Era

(1)

The Technological Era

(1)

The Structure of the Marketing Research Industry

(14)

Internal Suppliers: How Do They Organize the Research Function?

(1)

External Suppliers

(12)

How Has the Marketing Research Industry Performed?

(2)

Suggested Remedy for the Future: Certification

(1)

Ethical Issues Facing the Marketing Research Industry

(12)

Systems of Philosophical Belief: Deontology versus Teleology

(4)

The Ethical Issues Confronting the Marketing Research Industry

(8)

Summary

(1)

Key Terms

(1)

Review Questions/Applications

(5)

Appendix 2: A Career in the Marketing Research Industry

(6)

The Marketing Research Process

(28)

Steps in the Marketing Research Process

(14)

Establish the Need for Marketing Research

(2)

Define the Problem

(1)

Establish Research Objectives

(1)

Determine Research Design

(3)

Identify Information Types and Sources

(1)

Determine Methods of Accessing Data

(1)

Design Data Collection Forms

(1)

Determine Sample Plan and Size

(1)

Collect Data

(1)

Analyze Data

(2)

Prepare and Present the Final Research Report

(1)

Marketing Research in Action: KFC's ``Family Feast'' Introduction in the United Kingdom

(8)

Establish the Need for Marketing Research

(1)

Define the Problem

(1)

Establish Research Objectives

(1)

Determine Research Design

(1)

Identify Information Types and Sources

(1)

Determine Methods of Accessing Data

(1)

Design Data Collection Forms

(1)

Determine Sample Plan and Size

(1)

Collect Data

(1)

Analyze the Data and Prepare the Final Research Report

(4)

Summary

(1)

Key Terms

(1)

Review Questions/Applications

(3)

Defining the Problem and Determining Research Objectives

(30)

Define the Marketing Manager's Problem

(3)

Differences between Managers and Researchers

(1)

Guidelines to Resolve Differences between Managers and Researchers

(2)

Decide When Marketing Research is Warranted

100

(1)

Define the Marketing Management and Research Problems

100

(9)

Assess the Background of the Company, Product, and Market

102

(1)

Understand the Decision Maker's Circumstances, Objectives, and Resources

102

(1)

Clarify the Symptoms of the Problem

103

(1)

Pinpoint Suspected Causes of the Problem

104

(2)

Specify Actions That May Alleviate the Problem

106

(1)

Speculate on Anticipated Consequences of the Actions

107

(1)

Identify the Manager's Assumptions about the Consequences

108

(1)

Assess the Adequacy of Information on Hand

108

(1)

Putting it all Together: What the Researcher Needs to Define the Marketing Management Problem

109

(1)

Formulate the Marketing Research Problem

110

(4)

Specify Constructs and Operational Definitions

111

(1)

Identify Relationships

112

(1)

Decide on a Model

113

(1)

Specify Marketing Research Objectives

114

(1)

An Example of the Formulation of a Marketing Research Problem

114

(2)

The Formal Research Proposal

116

(2)

Define the Marketing Management Problem

117

(1)

Specify the Research Objectives

117

(1)

Detail the Proposed Research Method

117

(1)

Select a Marketing Research Company

118

(1)

Summary

119

(1)

Key Terms

119

(1)

Review Questions/Applications

120

(3)

Appendix 4: A Marketing Research Proposal for Surgi-Center of New Haven

123

(3)

Research Design

126

(32)

Research Design

129

(1)

The Significance of Research Design

129

(1)

Three Types of Research Designs

129

(11)

Research Design: A Caution

129

(1)

Exploratory Research

130

(1)

Uses of Exploratory Research

131

(1)

Methods of Conducting Exploratory Research

132

(2)

Descriptive Research

134

(1)

Classification of Descriptive Research Studies

134

(5)

Casual Research

139

(1)

Experiments

140

(8)

Experimental Design

141

(1)

After-Only Design

141

(1)

One-Group, Before-After Design

142

(1)

Before-After with Control Group

143

(1)

After-Only with Control Group

144

(1)

How Valid Are Experiments?

145

(1)

Types of Experiments

146

(2)

Test Marketing

148

(5)

Types of Test Markets

148

(2)

Consumer versus Industrial Test Markets

150

(1)

``Lead Country'' Test Markets

150

(1)

Selecting Test Market Cities

150

(1)

Pros and Cons of Test Marketing

150

(3)

Summary

153

(1)

Key Terms

154

(1)

Review Questions/Applications

154

(4)

Secondary Data Sources

158

(32)

Sources of Secondary Data

159

(7)

Databases

162

(4)

Advantages/Disadvantages of Secondary Data

166

(2)

Evaluating Secondary Data

168

(3)

What Was the Purpose of the Study?

168

(1)

Who Collected the Information?

169

(1)

What Information Was Collected?

169

(1)

How Was the Information Obtained?

170

(1)

How Consistent Is the Information with Other Information?

171

(1)

Locating Secondary Data Sources

171

(5)

Key Sources of Secondary Data For Marketers

176

(10)

Census of the Population

177

(3)

North American Industry Classification System (NAICS)

180

(2)

``Survey of Buying Power''

182

(1)

Creating a Customized BPI

183

(3)

Worldwide Availabilty of Secondary Data

186

(1)

Summary

187

(1)

Key Terms

187

(1)

Review Questions/Applications

188

(2)

Syndicated Services

190

(38)

Understanding Syndicated Services

193

(4)

Advantages/Disadvantages of Syndicated Services

197

(1)

Application Areas of Syndicated Data Services

197

(23)

Measuring Consumer Attitudes and Opinion Polls

198

(1)

Defining Market Segments

198

(2)

Conducting Market Tracking

200

(13)

Monitoring Media Usage and Promotion Effectiveness

213

(7)

Single-Source Data

220

(2)

The Future of Syndicated Services

222

(1)

Summary

222

(1)

Key Terms

223

(1)

Review Questions/Applications

224

(4)

Observation, Focus Groups, and Other Qualitative Methods

228

(34)

Qualitative, Quantitative, and Pluralistic Research

230

(2)

Observation Techniques

232

(5)

Types of Observation

232

(3)

Appropriate Conditions for the Use of Observation

235

(1)

Advantages of Observational Data

236

(1)

Limitations of Observational Data

236

(1)

Focus Groups

237

(14)

Some Objectives of Focus Groups

238

(3)

Operational Questions about Focus Groups

241

(3)

The Focus Group Moderator's Role and Responsibilities

244

(1)

Reporting and Use of Focus Group Results

245

(1)

Advantages of Focus Groups

246

(2)

Disadvantages of Focus Groups

248

(2)

The Future of Focus Groups

250

(1)

Other Qualitative Research Techniques

251

(6)

Depth Interviews

251

(1)

Protocol Analysis

252

(1)

Projective Techniques

252

(4)

Physiological Measurement

256

(1)

Summary

257

(1)

Key Terms

258

(1)

Review Questions/Applications

258

(4)

Survey Data Collection Methods

262

(40)

Advantages of Surveys

264

(2)

Standardization

264

(1)

Ease of Administration

264

(1)

Ability to Tap the ``Unseen''

265

(1)

Suitability to Tabulation and Statistical Analysis

265

(1)

Sensitivity to Subgroup Differences

266

(1)

Three Alternative Data Collection Modes

266

(4)

Person-Administered Surveys

268

(1)

Computer-Administered Surveys

268

(1)

Self-Administered Surveys

269

(1)

Descriptions of Representative Data Collection Modes

270

(17)

Person-Administered Interviews

273

(6)

Computer-Administered Interviews

279

(3)

Self-Administered Surveys

282

(5)

Factors Determining the Choice of A Particular Survey Method

287

(9)

Researcher's Resources and Objectives

289

(2)

Respondent Characteristics

291

(4)

Characteristics of Questions Asked by Researchers

295

(1)

Selecting a Survey Mode

296

(1)

Summary

296

(1)

Key Terms

297

(1)

Review Questions/Applications

298

(4)

Measurement in Marketing Research

302

(40)

Basic Question-Response Formats

304

(2)

Open-Ended Response Format Questions

304

(1)

Closed-Ended Response Format Questions

305

(1)

Scaled-Response Questions

306

(1)

Considerations in Choosing a Question-Response Format

306

(3)

Nature of the Property Being Measured

307

(1)

Previous Research Studies

307

(1)

Data Collection Mode

307

(1)

Ability of the Respondent

307

(2)

Scale Level Desired

309

(1)

Basic Concepts in Measurement

309

(1)

Scale Characteristics

310

(2)

Description

310

(1)

Order

310

(1)

Distance

311

(1)

Origin

311

(1)

Levels of Measurement of Scales

312

(3)

Nominal Scales

312

(1)

Ordinal Scales

312

(2)

Interval Scales

314

(1)

Ratio Scales

315

(1)

Why the Measurement Level of a Scale is Important

315

(1)

Scaled-Response Question Forms

316

(13)

The Modified Likert Scale

318

(1)

The Life-Style Inventory

319

(2)

The Semantic Differential Scale

321

(4)

Composite Scales

325

(3)

Issues in the Use of Sensitivity Scales

328

(1)

Other Scaled-Response Question Formats

329

(1)

Reliability of Measuremnts

329

(3)

Test-Retest Reliability

330

(1)

Equivalent Forms Reliability

330

(1)

Split-Half Reliability

331

(1)

How to Develop Reliable Measures

331

(1)

Validity of Measuremnts

332

(4)

Face Validity

333

(1)

Predictive Validity

333

(1)

Convergent Validity

334

(1)

Discriminant Validity

334

(1)

How to Develop Valid Measures

334

(2)

Summary

336

(1)

Key Terms

337

(1)

Review Questions/Applications

337

(5)

Desinging Data Collection Forms

342

(40)

The Functions of a Questionnaire

344

(1)

The Questionnaire Development Process

345

(2)

Developing Questions

347

(10)

The Five ``Shoulds'' of Question Wording

347

(5)

The Eleven ``Should Nots'' of Question Wording

352

(5)

Questionnaire Organization

357

(7)

The Introduction

357

(2)

Typical Question Sequence

359

(5)

Precoding the Questionnaire

364

(2)

Computer-Assisted Questionnaire Design

366

(4)

Features of Computer-Assisted Questionnaire Design Systems

366

(4)

Performing the Pretest of the Questionnaire

370

(1)

Designing Observation Forms

371

(2)

Structuring Observational Studies

371

(1)

Build-Up and Break-Down Approaches

372

(1)

Summary

373

(1)

Key Terms

373

(1)

Review Questions/Applications

374

(8)

Determining the Sample Plan

382

(38)

Basic Concepts in Sample and Sampling

384

(3)

Population

384

(1)

Sample and Sample Unit

385

(1)

Census

386

(1)

Sampling Error

386

(1)

Sample Frame and Sample Frame Error

386

(1)

Reasons for Taking a Sample

387

(1)

Two Basic Sampling Methods: Probability Versus Nonprobability

388

(20)

Probability Sampling Methods

389

(13)

Nonprobability Sampling Methods

402

(6)

Developing a Sample Plan

408

(5)

Define the Relevant Population

408

(1)

Obtain a ``Listing'' of the Population

409

(1)

Design the Sample Plan (Size, Method)

410

(1)

Access the Population

411

(1)

Draw the Sample

411

(2)

Validate the Sample

413

(1)

Resample, If Necessary

413

(1)

Summary

413

(1)

Key Terms

414

(1)

Review Questions/Applications

414

(6)

Determining the Size of a Sample

420

(32)

Methods of Determining Sample Size

423

(13)

Arbitrary Approach

423

(1)

Conventional Approach

424

(1)

Cost Basis Approach

425

(2)

Statistical Analysis Approach

427

(1)

Confidence Interval Approach

427

(6)

The Notion of a Sampling Distribution

433

(3)

Computing Sample Size Using the Confidence Interval Approach

436

(4)

Determing Sample Size Using a Percentage

437

(2)

Determing Sample Size Using a Mean

439

(1)

Practical Considerations in Sample Size Determination

440

(4)

How to Estimate Variability in the Population

440

(2)

How to Determine the Amount of Precision Desired

442

(1)

How to Calculate the Level of Confidence Desired

443

(1)

Special Sample Size Determination Situations

444

(1)

Sampling from Small Populations

444

(1)

Sample Size Using Nonprobability Sampling

445

(1)

Summary

445

(1)

Key Terms

446

(1)

Review Questions/Applications

446

(6)

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

452

(34)

Nonsampling Error in Marketing Research

454

(1)

Possible Errors in Field Data Collection

454

(8)

International Fieldworker Errors

455

(1)

Unintentional Fieldworker Errors

456

(2)

Intentional Respondent Errors

458

(2)

Unintentional Respondent Errors

460

(2)

Field Data Collection Quality Controls

462

(4)

Control of Intentional Fieldworker Error

462

(1)

Control of Unintentional Fieldworker Error

463

(1)

Control of Intentional Respondent Error

464

(1)

Control of Unintentional Respondent Error

465

(1)

Final Comment on the Control of Data Collection Errors

466

(1)

Nonresponse Error

466

(7)

Refusals to Participate in the Survey

467

(1)

Break-Offs during the Interview

467

(1)

Refusals to Answer Specific Questions (Item Omission)

468

(1)

Measuring Nonresponse Error in Surveys

468

(2)

Completed Interview

470

(3)

Reducing Nonresponse Error

473

(1)

Adjusting Results to Reduce Nonresponse Error

474

(2)

Weighted Averages

475

(1)

Oversampling

475

(1)

Preliminary Questionnaire Screening

476

(3)

Unsystematic and Systematic Checks of Completed Questionnaires

477

(1)

What to Look for in Questionnaire Inspection

477

(2)

Summary

479

(1)

Key Terms

479

(1)

Review Questions/Applications

480

(6)

Basic Data Analysis: Descriptive Statistics

486

(34)

Coding Data and the Data Code Book

488

(1)

Data Reduction

489

(4)

Four Functions of Data Reduction

490

(3)

Types of Statistical Analyses Used in Marketing Research

493

(3)

Descriptive Analysis

494

(1)

Inferential Analysis

494

(1)

Differences Analysis

495

(1)

Associative Analysis

495

(1)

Predictive Analysis

496

(1)

Understanding Data Via Descriptive Analysis

496

(10)

Measures of Central Tendency

498

(1)

Measures of Variability

499

(4)

Other Descriptive Measures

503

(3)

When to Use a Particular Descriptive Measure

506

(2)

Cellular One: Obtaining Descriptive Statistics with SPSS for Windows

508

(5)

Obtaining a Frequency Distribution and the Mode with SPSS for Windows

510

(2)

Finding the Median with SPSS

512

(1)

Finding the Mean, Range, and Standard Deviation with SPSS for Windows

512

(1)

Summary

513

(1)

Key Terms

514

(1)

Review Questions/Applications

514

(6)

Inferring Sample Findings to the Population and Testing for Differences

520

(48)

Statistics Versus Parameters

523

(1)

The Concepts of Inference and Statistical Inference

523

(2)

Parameter Estimation

525

(6)

Sample Statistic

525

(1)

Standard Error

526

(2)

Confidence Intervals

528

(2)

How to Interpret an Estimated Population Mean or Percentage Range

530

(1)

Pampo's Swimwear: How to Obtain a Confidence Interval for a Mean with SPSS for Windows

531

(2)

Hypothesis Testing

533

(8)

Test of the Hypothesized Population Parameter Value

535

(4)

Directional Hypotheses

539

(1)

How to Interpret Hypothesis Testing

540

(1)

How to Use SPSS for Windows to Test a Hypothesis for a Mean

541

(1)

Testing for Significant Differences Between Two Groups

542

(6)

Differences between Percentages or Means with Two Groups (Independent Samples)

542

(4)

Differences between Two Means within the Same Sample (Paired Sample)

546

(1)

Small Sample Sizes: The Use of a t Test

546

(2)

Lipton Packaged Dinners: How to Perform an Independent Samples Significance of Differences Between Means Test with SPSS for Windows

548

(4)

How to Perform a Paired Samples Significance of Differences between Means Test with SPSS for Windows

551

(1)

Testing for Significant Differences in Means Among More Than Two Groups: Analysis of Variance

552

(8)

Basic Logic in Analysis of Variance

552

(2)

The Three Types of Variation in ANOVA

554

(1)

Determining Statistical Significance in ANOVA

554

(1)

An Example of How ANOVA Works

554

(4)

The Computed F Value and F Distribution

558

(1)

Determining Specific Statistically Significant Differences between Group Means

559

(1)

How to Run Analysis of Variance on SPSS for Windows

560

(2)

n-Way ANOVA

561

(1)

n-Way ANOVA with SPSS for Windows

562

(1)

Summary

562

(1)

Key Terms

563

(1)

Review Questions/Applications

563

(5)

Determining and Interpreting Associations between Two Variables

568

(42)

Types of Relationships Between Two Variables

571

(4)

Nonmonotonic Relationships

571

(1)

Monotonic Relationships

572

(2)

Linear Relationships

574

(1)

Curvilinear Relationships

575

(1)

Characterizing Relationships Between Variables

575

(3)

Presence

575

(1)

Direction

576

(1)

Strength of Association

576

(2)

Cross-Tabulations

578

(3)

Chi-Square Analysis

581

(5)

Observed and Expected Frequencies

582

(1)

The Computed χ2 Value

583

(1)

The Chi-Square Distribution

584

(2)

How to Interpret a Chi-Square Result

586

(1)

Michelob Light Beer: Analyzing Cross-Tabulations for Significant Associations by Performing Chi-Square Analysis with SPSS for Windows

586

(5)

Correlation Coefficients and Convariation

591

(3)

Graphing Covariation Using Scatter Diagrams

592

(2)

The Pearson Product Moment Correlation Coefficient

594

(3)

Basic Procedure in Pearson Product Moment Correlation Analysis

595

(2)

Burroughs Corporation: How to Obtain Pearson Product Moment Correlation(s) with SPSS for Windows

597

(2)

Special Considerations in Linear Correlation Procedures

598

(1)

The Rank Order Correlation Coefficient

599

(2)

Spearman Rank Order Correlation and Kendall's Tau Rank Correlation with SPSS for Windows

601

(2)

Concluding Comments on Associative Analyses

603

(1)

Summary

604

(1)

Key Terms

604

(1)

Review Questions/Applications

605

(5)

Predictive Analysis in Marketing Research

610

(36)

Defining Prediction

613

(3)

Two General Approaches to Prediction

614

(1)

How to Determine the ``Goodness'' of Your Predictions

614

(2)

Bivariate Regression Analysis

616

(4)

Basic Procedure in Bivariate Regression Analysis

617

(3)

Burroughs Corporation: Bivariate Regression Output with SPSS for Windows

620

(7)

Testing for Statistical Significance of the Intercept and the Slope

621

(1)

Making a Prediction and Accounting for Error

622

(3)

Two Warnings Regarding Regression Analysis

625

(2)

Multiple Regression Analysis

627

(2)

Basic Assumptions in Multiple Regression

627

(2)

Vitality Pharmaceuticals: Multiple Regression with SPSS for Windows

629

(7)

How to Run Multiple Regression Analysis of SPSS for Windows

629

(3)

Using Results to Make a Prediction

632

(2)

Special Uses of Multiple Regression Analysis

634

(2)

Stepwise Multiple Regression

636

(2)

How to Avoid Multicollinearity in Stepwise Regression

637

(1)

Wendy's: An SPSS Example of Stepwise Multiple Regression

638

(2)

Final Comments on Regression Analysis

640

(1)

Summary

640

(1)

Key Terms

641

(1)

Review Questions/Applications

641

(5)

Presenting the Research Results

646

(31)

Importance of the Research Report

648

(1)

Organization of the Written Report

648

(11)

Front Matter

648

(7)

Body

655

(4)

End Matter

659

(1)

Guidelines and Principles for the Written Report

659

(2)

Form and Format

659

(1)

Style

660

(1)

Guidelines for the Use of Visuals: Tables and Figures

661

(6)

Tables

664

(1)

Pie Charts

665

(1)

Bar Charts

666

(1)

Line Graphs

666

(1)

An Accurate and Ethical Visual

667

(4)

Oral Presentations

671

(1)

Summary

672

(1)

Key Terms

673

(1)

Review Questions/Applications

673

(4)

ENDNOTES

677

(13)

CREDITS

690

(2)

INDEX

692

(1)

Names

692

(1)

Subjects

692

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Marketing Research

Summary

Table of Contents

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