The Marketing Research Guide, Second Edition

The Marketing Research Guide: Second Edition contains the accessible writing, comprehensive coverage of major topics, and helpful supplementary materials that are why this book chosen in 1997 for Choice Magazine's 34th annual Outstanding Academic Books (OAB) list. The newest edition includes Internet sources of data, Internet surveys, and an added advanced statistical analysis chapter. Step-by-step instructions take practitioners through the entire marketing research process. Worksheets, sample proposals, questionnaires, and a copy of a final report foster complete understanding of the tools and techniques of marketing research. The Marketing Research Guide: Second Edition provides practical information on Internet sources of data and Internet surveys; advanced statistical analysis; decision-making information, planning, and forecasting; test marketing; developing valid and reliable measurement instruments; data-collecting methods; designing a questionnaire; determining sampling frame and selecting sampling method; data-summary methods and research reports; mail survey design and mailing procedures; and full product testing techniques and procedures.

Preface	p. xiii
Acknowledgments	p. xv
Introduction to Marketing Research	p. 1
The Marketing Decision Environment	p. 1
Marketing Research	p. 1
Marketing Research and Decision Making	p. 2
Strategic versus Tactical Information Needs	p. 6
Research for Strategic Decisions	p. 6
Steps in a Marketing Research Project	p. 7
Applications of Marketing Research	p. 17
Marketing Information Systems	p. 20
Summary	p. 20
Worksheet	p. 21
Research Designs for Management Decisions	p. 25
The Decision-Making Perspective of Research	p. 25
The Research Design Decision Process	p. 25
Types of Research Designs	p. 26
Summary	p. 42
Worksheet	p. 44
Experimentation	p. 49
What Is Experimentation?	p. 49
Terminology	p. 50
Validity and Experimentation	p. 52
Field versus Laboratory Experiments	p. 54
Experimental Design Symbols	p. 54
Ethics and Experimentation	p. 55
Experimental Research Designs	p. 56
Limitations of Causal Research	p. 60
Ex Post Facto Research	p. 60
Test Marketing	p. 62
Summary	p. 66
Worksheet	p. 68
Measurement	p. 73
What Is to Be Measured?	p. 73
Who Is to Be Measured?	p. 75
How to Measure What Needs to Be Measured	p. 76
Improving the Measurement Process	p. 82
Developing Valid and Reliable Measurement Instruments	p. 84
Summary	p. 85
Worksheet	p. 87
Introduction to Data Collection	p. 89
Sources of Data	p. 89
Types of Data	p. 90
Secondary Data Sources	p. 90
Secondary Data Sources on the World Wide Web	p. 92
Your Local Library	p. 95
Uses of Secondary Data	p. 97
Primary Data	p. 99
Types of Primary Data	p. 100
Methods of Collecting Primary Data	p. 103
Procedures of the Communication Method	p. 103
Personal Interviewing	p. 103
Telephone Interviewing	p. 115
Mail Surveying	p. 120
Strengths and Weaknesses of Communication Methods	p. 121
Procedures of the Observation Method	p. 124
Summary	p. 125
Worksheet	p. 128
Designing the Data-Gathering Instrument	p. 133
Goals of a Questionnaire	p. 133
Classification of Questions	p. 135
Steps in Designing a Questionnaire	p. 139
Summary	p. 150
Worksheet	p. 151
Fielding the Data-Gathering Instrument	p. 155
Planning	p. 155
Guidelines for Interviewers	p. 156
Interviewing Relationship	p. 159
Interviewing Situation	p. 160
The Actual Interview	p. 162
General Rules of Fielding a Research Project	p. 166
Errors in Data Collection	p. 171
Types of Nonsampling Errors	p. 174
Summary	p. 177
Worksheet	p. 178
Sampling Methods and Sample Size	p. 181
What Is Sampling?	p. 181
Sampling Decision Model	p. 183
What Is a "Significant" Statistically Significant Difference?	p. 193
Summary	p. 193
Worksheet	p. 194
Analyzing and Interpreting Data for Decisions	p. 197
From Data to Decisions	p. 198
Data Summary Methods	p. 203
Cross-Tabulation	p. 210
Advanced Analytical Techniques	p. 219
Summary	p. 220
Worksheet	p. 222
Advanced Data Analysis	p. 225
Marketing Research and Statistical Analysis	p. 225
Hypothesis Testing	p. 227
Measures of Association	p. 236
Summary	p. 246
Worksheet	p. 247
The Research Report	p. 249
Types of Written Reports	p. 249
Report Format	p. 250
Oral Reports	p. 254
Presenting Statistical Data	p. 255
Summary	p. 258
Worksheet	p. 259
Industrial and International Market Research	p. 263
Industrial Market Research	p. 263
Approaching the Industrial Market Research Project	p. 267
International Market Research	p. 274
Survey Data-Gathering Methodology Decisions	p. 280
Types of Interviews	p. 280
The Importance of Relevant Market Information	p. 285
Mail Surveys	p. 287
Advantages and Limitations	p. 288
Design	p. 290
Mailing Lists and Sampling	p. 290
Questionnaire Design	p. 292
Incentives	p. 294
The Accompanying Letter	p. 294
Mailing Procedures	p. 295
Concept/Product Testing	p. 299
Concept Testing	p. 299
Developmental Testing	p. 301
Fit of Product/Concept	p. 302
Testing Techniques	p. 306
Testing Procedures	p. 316
Other Considerations	p. 320
Summary	p. 339
Sample Research Proposals	p. 341
Sample 1	p. 341
Sample 2	p. 349
Sources of Secondary Data	p. 357
Consumer Data Sources	p. 357
Company Data Sources	p. 358
Market Data Sources	p. 360
Cost Data Sources	p. 365
Computerized Databases	p. 365
General Advice	p. 366
Sample Questionnaires	p. 367
Mail Questionnaire	p. 367
Personal Interviewing Guide	p. 373
Telephone Questionnaire	p. 375
Statistical Sampling Concepts	p. 383
The Statistical Side of Sampling	p. 383
Sample Final Report	p. 391
Pilot Study of Financial Institution	p. 391
Retail Banking Survey	p. 409
Index	p. 417
Table of Contents provided by Ingram. All Rights Reserved.

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