Essentials of Marketing Research

Tittle
Contents
Part 1 The Role and Value of Marketing Research Information
	1 Marketing Research for Managerial Decision Making
		AN EXPLOSION OF DATA COLLECTION TECHNIQUES
		The Growing Complexity of Marketing Research
		Marketing Planning and Decision Making
		Marketing Situation Analysis
			Market Analysis
			Market Segmentation
			Competitive Analysis
		Marketing Strategy Design
			Target Marketing/Market Segmentation
			Positioning
			New-Product Planning
		Marketing Program Development
			Product Portfolio Analysis
			Distribution Decisions
			Pricing Decisions
			Integrated Marketing Communications
			Executive Dashboards
		The Marketing Research Industry
			Types of Marketing Research Firms
			Changing Skills for a Changing Industry
		Ethics in Marketing Research Practices
			Ethical Questions in General Business Practices
			Conducting Research Not Meeting Professional Standards
			Abuse of Respondents
			Unethical Activities of the Client/Research User
			Unethical Activities by the Respondent
			Marketing Research Codes of Ethics
		MARKETING RESEARCH DASHBOARD : RESEARCH AND DATA PRIVACY: THE CHALLENGE
		Emerging Trends
		CONTINUING CASE STUDY— THE SANTA FE GRILL MEXICAN RESTAURANT
		MARKETING RESEARCH IN ACTION: CONTINUING CASE: THE SANTA FE GRILL
		Summary
		Key Terms and Concepts
		Review Questions
		Discussion Questions
		Appendix: Careers in Marketing Research with a Look at Federal Express
	2 The Marketing Research Process and Proposals
		SOLVING MARKETING PROBLEMS USING A SYSTEMATIC PROCESS
		Value of the Research Process
		Changing View of the Marketing Research Process
		Determining the Need for Information Research
		MARKETING RESEARCH DASHBOARD—DECISION MAKERS AND RESEARCHERS: MANAGEMENT DECISION MAKERS
		RESEARCHERS
		Overview of the Research Process
			Transforming Data into Knowledge
			Interrelatedness of the Steps and the Research Process
		Phase I: Determine the Research Problem
			Step 1: Identify and Clarify Information Needs
				Step 2: Define the Research Problem and Questions
				Step 3: Specify Research Objectives and Confirm the Information Value
			Phase II: Select the Research Design
				Step 4: Determine the Research Design and Data Sources
			MARKETING RESEARCH DASHBOARD—MEASURING EFFECTIVENESS OF ONLINE ADVERTISING FORMATS
				Step 5: Develop the Sampling Design and Sample Size
				Step 6: Examine Measurement Issues and Scales
				Step 7: Design and Pretest the Questionnaire
			Phase III: Execute the Research Design
				Step 8: Collect and Prepare Data
				Step 9: Analyze Data
				Step 10: Interpret Data to Create Knowledge
			Phase IV: Communicate the Results
				Step 11: Prepare and Present the Final Report
			Develop a Research Proposal
			MARKETING RESEARCH IN ACTION: WHAT DOES A RESEARCH PROPOSAL LOOK LIKE?
			Summary
			Key Terms and Concepts
			Review Questions
			Discussion Questions
Part 2 Designing the Marketing Research Project
	3 Secondary Data, Literature Reviews, and Hypotheses
		CONTINUING CASE STUDY—USING SECONDARY DATA WITH THE SANTA FE GRILL
		MARKETING RESEARCH DASHBOARD—TRIANGULATING SECONDARY DATA SOURCES
			Synthesizing Secondary Research for the Literature Review
		Developing A Conceptual Model
			Variables, Constructs and Relationships
			Relationships and Hypotheses
		CONTINUING CASE: SANTA FE GRILL: DEVELOPING RESEARCH QUESTIONS AND HYPOTHESES
		Hypothesis Testing
		MARKETING RESEARCH IN ACTION: THE SANTA FE GRILL MEXICAN RESTAURANT
		Summary
		Key Terms and Concepts
		Review Questions
		Discussion Questions
		MAKING THE MOST OF AN INFORMATION-RICH ENVIRONMENT
		Value of Secondary Data and Literature Reviews
		Nature, Scope, and Role of Secondary Data
		Conducting A Literature Review
			Evaluating Secondary Data Sources
			Secondary Data and the Marketing Research Process
		Internal and External Sources of Secondary Data
		Internal Sources of Secondary Data
		External Sources of Secondary Data
	4 Exploratory and Observational Research Designs and Data Collection Approaches
		THE CULTURE CODES
		Value of Qualitative Research
		Overview of Research Designs
		Overview of Qualitative and Quantitative Research Methods
			Quantitative Research Methods
			Qualitative Research Methods
		Qualitative Data Collection Methods
			In-Depth Interviews
			Focus Group Interviews
			Phase 1: Planning the Focus Group Study
			Phase 2: Conducting the Focus Group Discussions
			Phase 3: Analyzing and Reporting the Results
			Advantages of Focus Group Interviews
		Observation Methods Used in Marketing Research
			Unique Characteristics of Observation Methods
			Types of Observation Methods
			Selecting the Observation Method
			Benefits and Limitations of Observation Methods
		Other Qualitative Data Collection Methods
			Ethnography
			Netnography and Other Consumer- Generated Media Research
			Case Study
		CONTINUING CASE STUDY— SANTA FE GRILL MEXICAN RESTAURANT
			Projective Techniques
		MARKETING RESEARCH IN ACTION: AN ETHNOGRAPHY OF NEWS USAGE AMONG YOUNG ADULTS
		Summary
		Key Terms and Concepts
		Review Questions
		Discussion Questions
	5 Descriptive and Causal Research Designs
		MAGNUM HOTEL’S LOYALTY PROGRAM
		Value of Descriptive and Causal Survey Research Designs
		Descriptive Research Designs and Surveys
		Types of Errors in Surveys
			Sampling Errors
			Nonsampling Errors
		Types of Survey Methods
			Person-Administered Surveys
			Telephone-Administered Surveys
			Self-Administered Surveys
		Selecting the Appropriate Survey Method
			Situational Characteristics
			Task Characteristics
			Respondent Characteristics
		Causal Research Designs
			The Nature of Experimentation
		MARKETING RESEARCH DASHBOARD— USING ELECTRIC SHOCK TO IMPROVE CUSTOMER SERVICE
			Validity Concerns with Experimental Research
			Comparing Laboratory and Field Experiments
			Test Marketing
		MARKETING RESEARCH DASHBOARD: RIDERS FITS NEW DATABASE INTO BRAND LAUNCH
		Summary
			Key Terms and Concepts
			Review Questions
			Discussion Questions
Part 3 Gathering and Collecting Accurate Data
	6 Sampling: Theory and Methods
		MOBILE WEB INTERACTIONS EXPLODE
		Value of Sampling in Marketing Research
			Sampling as a Part of the Research Process
		The Basics of Sampling Theory
			Population
			Sampling Frame
			Factors Underlying Sampling Theory
			Tools Used to Assess the Quality of Samples
		CONTINUING CASE STUDY— THE SANTA FE GRILL
		Probability and Nonprobability Sampling
			Probability Sampling Designs
		MARKETING RESEARCH DASHBOARD—SELECTING A SYSTEMATIC RANDOM SAMPLE FOR THE SANTA FE GRILL
		MARKETING RESEARCH DASHBOARD—WHICH IS BETTER—PROPORTIONATELY OR DISPROPORTIONATELY STRATIFIED SAMPLES?
			Nonprobability Sampling Designs
			Determining the Appropriate Sampling Design
		Determining Sample Sizes
			Probability Sample Sizes
		CONTINUING CASE STUDY— THE SANTA FE GRILL
			Sampling from a Small Population
			Nonprobability Sample Sizes
		MARKETING RESEARCH DASHBOARD—USING SPSS TO SELECT A RANDOM SAMPLE
		MARKETING RESEARCH DASHBOARD—SAMPLING AND ONLINE SURVEYS
		Steps in Developing a Sampling Plan
		MARKETING RESEARCH IN ACTION: DEVELOPING A SAMPLING PLAN FOR A NEW MENU INITIATIVE SURVEY
		Summary
		Key Terms and Concepts
		Review Questions
		Discussion Questions
	7 Measurement and Scaling
		FAST FOOD, SIDE BY SIDE: RESTAURANT LOCATION AND LOYALTY
		Value of Measurement in Information Research
		Overview of the Measurement Process
		What Is a Construct?
			Construct Development
		Scale Measurement
			Nominal Scales
			Ordinal Scales
			Interval Scales
			Ratio Scales
		Evaluating Measurement Scales
			Scale Reliability
			Validity
		Developing Scale Measurements
			Criteria for Scale Development
		MARKETING RESEARCH DASHBOARD—BUSINESSES GET AN ATTITUDE ADJUSTMENT FROM GALLUP
		Scales to Measure Attitudes and Behaviors
			Likert Scale
			Semantic Differential Scale
			Behavioral Intention Scale
		Comparative and Noncomparative Rating Scales
		Other Scale Measurement Issues
			Single-Item and Multiple-Item Scales
			Clear Wording
		MARKETING RESEARCH IN ACTION: WHAT CAN YOU LEARN FROM A CUSTOMER LOYALTY INDEX?
		Summary
		Key Terms and Concepts
		Review Questions
		Discussion Questions
	8 Designing the Questionnaire
		CAN SURVEYS BE USED TO DEVELOP UNIVERSITY RESIDENCE LIFE PLANS?
		Value of Questionnaires in Marketing Research
		Questionnaire Design
			Step 1: Confirm Research Objectives
			Step 2: Select Appropriate Data Collection Method
			Step 3: Develop Questions and Scaling
		MARKETING RESEARCH DASHBOARD—“FRAMING” YOUR QUESTIONS CAN INTRODUCE BIAS!
			Step 4: Determine Layout and Evaluate Questionnaire
		MARKETING RESEARCH DASHBOARD—SMART QUESTIONNAIRES ARE REVOLUTIONIZING SURVEYS
			Step 5: Obtain Initial Client Approval
			Step 6: Pretest, Revise, and Finalize the Questionnaire
			Step 7: Implement the Survey
		The Role of a Cover Letter
		Other Considerations in Collecting Data
			Supervisor Instructions
			Interviewer Instructions
			Screening Questions
			Quotas
			Call or Contact Records
		MARKETING RESEARCH IN ACTION: DESIGNING A QUESTIONNAIRE TO SURVEY SANTA FE GRILL CUSTOMERS
		Summary
		Key Terms and Concepts
		Review Questions
		Discussion Questions
Part 4 Data Preparation, Analysis, and Reporting the Results
	9 Qualitative Data Analysis
		Writing the Report
			Analysis of the Data/Findings
			Conclusions and Recommendations
		CONTINUING CASE STUDY— SANTA FE GRILL: USING QUALITATIVE RESEARCH
		MARKETING RESEARCH IN ACTION: HOTEL TRAVELERS’ CHEERS AND JEERS AT THEIR EXPERIENCES
		Summary
		Key Terms and Concepts
		Review Questions
		Discussion Questions
		Appendix: Advertising’s Second Audience: Employee Reactions to Organizational Communications
		WIRELESS COMMUNICATION’S IMPACT ON SOCIAL BEHAVIOR
		Nature of Qualitative Data Analysis
		Qualitative versus Quantitative Analysis
		The Process of Analyzing Qualitative Data
			Managing the Data Collection Effort
			Step 1: Data Reduction
			Step 2: Data Display
		Step 3: Conclusion Drawing/ Verification
	10 Preparing Data for Quantitative Analysis
		SCANNER DATA IMPROVES UNDERSTANDING OF PURCHASE BEHAVIOR
		Value of Preparing Data for Analysis
		Validation
		Editing and Coding
			Asking the Proper Questions
			Accurate Recording of Answers
			Correct Screening Questions
			Responses to Open-Ended Questions
			The Coding Process
		MARKETING RESEARCH DASHBOARD—DEALING WITH DATA FROM DATA WAREHOUSES
		Data Entry
			Error Detection
		Data Tabulation
			One-Way Tabulation
			Descriptive Statistics
			Graphical Illustration of Data
		MARKETING RESEARCH IN ACTION: DELI DEPOT
		Summary
		Key Terms and Concepts
		Review Questions
		Discussion Questions
	11 Basic Data Analysis for Quantitative Research
		DATA ANALYSIS FACILITATES SMARTER DECISIONS
		Value of Statistical Analysis
			Measures of Central Tendency
		MARKETING RESEARCH DASHBOARD—SPLITTING THE DATABASE INTO SANTA FE’S AND JOSE’S CUSTOMERS
			SPSS Applications—Measures of Central Tendency
			Measures of Dispersion
			SPSS Applications—Measures of Dispersion
			Preparation of Charts
			How to Develop Hypotheses
		MARKETING RESEARCH DASHBOARD—STEPS IN HYPOTHESIS DEVELOPMENT AND TESTING
			Analyzing Relationships of Sample Data
			Sample Statistics and Population Parameters
			Choosing the Appropriate Statistical Technique
			Univariate Statistical Tests
			SPSS Application—Univariate Hypothesis Test
		MARKETING RESEARCH DASHBOARD—SELECTING THE SANTA FE GRILL CUSTOMERS FOR ANALYSIS
			Bivariate Statistical Tests
			Cross-Tabulation
			Chi-Square Analysis
			Calculating the Chi-Square Value
			SPSS Application—Chi-Square
			Comparing Means: Independent versus Related Samples
			Using the t -Test to Compare Two Means
			SPSS Application—Independent Samples t -Test
			SPSS Application—Paired Samples t- Test
			Analysis of Variance (ANOVA)
			SPSS Application—ANOVA
			n-Way ANOVA
			SPSS Application—n-Way ANOVA
			Perceptual Mapping
			Perceptual Mapping Applications in Marketing Research
			CONTINUING CASE STUDY— THE SANTA FE GRILL
			MARKETING RESEARCH IN ACTION: EXAMINING RESTAURANT IMAGE POSITIONS—REMINGTON’S STEAK HOUSE
			Summary
			Key Terms and Concepts
			Review Questions
			Discussion Questions
	12 Examining Relationships in Quantitative Research
		DATA MINING HELPS REBUILD PROCTER & GAMBLE AS A GLOBAL POWERHOUSE
		Examining Relationships between Variables
		Covariation and Variable Relationships
		Correlation Analysis
			Pearson Correlation Coefficient
			SPSS Application—Pearson Correlation
			Substantive Significance of the Correlation Coefficient
			Influence of Measurement Scales on Correlation Analysis
			SPSS Application—Spearman Rank Order Correlation
			SPSS Application—Calculating Median Rankings
		What Is Regression Analysis?
			Fundamentals of Regression Analysis
			Developing and Estimating the Regression Coefficients
			SPSS Application—Bivariate Regression
			Significance
			Multiple Regression Analysis
			Statistical Significance
			Substantive Significance
			SPSS Application—Multiple Regression
		MARKETING RESEARCH IN ACTION: THE ROLE OF EMPLOYEES IN DEVELOPING A CUSTOMER SATISFACTION PROGRAM
		Summary
		Key Terms and Concepts
		Review Questions
		Discussion Questions
	13 Communicating Marketing Research Findings
		IT TAKES MORE THAN NUMBERS TO COMMUNICATE
		Value of Communicating Research Findings
		Marketing Research Reports
		MARKETING RESEARCH DASHBOARD— CRITICAL THINKING AND MARKETING RESEARCH
		Format of The Marketing Research Report
			Title Page
			Table of Contents
			Executive Summary
			Introduction
			Research Methods and Procedures
			Data Analysis and Findings
			Conclusions and Recommendations
			Limitations
			Appendixes
		Common Problems in Preparing the Marketing Research Report
		The Critical Nature of Presentations
			Guidelines for Preparing the Visual Presentation
		MARKETING RESEARCH IN ACTION: WHO ARE THE EARLY ADOPTERS OF TECHNOLOGY?
		Summary
		Key Terms and Concepts
		review questions
		Discussion Questions
Glossary
Endnotes
Indexes