Essentials of marketing research: a hands-on orientation

Cover
Brief Contents
Contents
Foreword
Preface
About the Author
Part 1: Introduction and Early Phases of Marketing Research
	Chapter 1: Introduction to Marketing Research
		Overview
		Learning Objectives
		Definition of Marketing Research
		A Classification of Marketing Research
		The Marketing Research Process
			Step 1: Defining the Problem
			Step 2: Developing an Approach to the Problem
			Step 3: Formulating a Research Design
			Step 4: Doing Field Work or Collecting Data
			Step 5: Preparing and Analyzing Data
			Step 6: Preparing and Presenting the Report
		The Role of Marketing Research in Marketing Decision Making
		The Decision to Conduct Marketing Research
		The Marketing Research Industry
		Selecting a Research Supplier
		Careers in Marketing Research
		The Role of Marketing Research in MIS and DSS
		International Marketing Research
		Marketing Research and Social Media
		Ethics in Marketing Research
		Summary
		Companion Website
		Key Terms and Concepts
		Suggested Cases and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Review Questions
		Applied Problems
		Internet Exercises
		Online Video Case 1.1: Burke: Learning and Growing Through Marketing Research
	Chapter 2: Defining the Marketing Research Problem and Developing an Approach
		Overview
		Learning Objectives
		The Importance of Defining The Problem
		The Process of Defining the Problem and Developing an Approach
		Tasks Involved in Problem Definition
			Discussions with Decision Makers
			Interviews with Industry Experts
			Secondary Data Analysis
			Qualitative Research
		Environmental Context of The Problem
			Past Information and Forecasts
			Resources and Constraints
			Objectives
			Buyer Behavior
			Legal Environment
			Economic Environment
			Marketing and Technological Skills
		Management Decision Problem and Marketing Research Problem
		Defining the Marketing Research Problem
		Components of the Approach
			Analytical Framework and Models
			Research Questions and Hypotheses
			Specification of Information Needed
		International Marketing Research
		Marketing Research and Social Media
			Approach to the Problem
		Ethics in Marketing Research
		Summary
		Companion Website
		Key Terms and Concepts
		Suggested Cases and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Review Questions
		Applied Problems
		Internet Exercises
		Online Video Case 2.1: Accenture: The Accent is in the Name
Part 2: Research Design Formulation
	Chapter 3: Research Design, Secondary and Syndicated Data
		Overview
		Learning Objectives
		Research Design Definition
		Basic Research Designs
			Exploratory Research
			Descriptive Research
			Causal Research
		Primary Versus Secondary Data
		Advantages and Disadvantages of Secondary Data
		Criteria for Evaluating Secondary Data
			Specifications: Methodology Used to Collect the Data
			Error: Accuracy of the Data
			Currency: When the Data Were Collected
			Objective: The Purpose for the Study
			Nature: The Content of the Data
			Dependability: How Dependable Are the Data?
		Classification of Secondary Data
		Internal Secondary Data
			Customer Databases
			Data Warehouse and Data Mining
			CRM and Database Marketing
		External Secondary Data
			Business/Nongovernment Data
			Government Sources
		The Nature of Syndicated Data
		A Classification of Syndicated Services
		Syndicated Services for Consumer Data
			Surveys
			Purchase and Media Panels
			Electronic Scanner Services
		Syndicated Services for Institutional Data
			Retailer and Wholesaler Audits
			Industry Services
		Combining Information from a Variety of Sources: Single-Source Data
		How to Conduct an Online Search for External Secondary Data
		International Marketing Research
		Marketing Research and Social Media
		Ethics in Marketing Research
		Summary
		Companion Website
		Key Terms and Concepts
		Suggested Cases and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Review Questions
		Applied Problems
		Internet Exercises
		Online Video Case 3.1: National Football League: The King of Professional Sports
	Chapter 4: Qualitative Research
		Overview
		Learning Objectives
		Primary Data: Qualitative Versus Quantitative Research
		A Classification of Qualitative Research Procedures
		Focus Group Interviews
			Characteristics
			Planning and Conducting Focus Groups
			Advantages and Disadvantages of Focus Groups
		Online Focus Groups
			Advantages and Disadvantages of Online Focus Groups
		Depth Interviews
			Conducting Depth Interviews
			Advantages and Disadvantages of Depth Interviews
		Projective Techniques
			Word Association
			Sentence Completion
			Picture Response and Cartoon Test
			Role Playing and Third-Person Techniques
			Advantages and Disadvantages of Projective Techniques
		Other Methods of Qualitative Research
			Ethnography and Netnography
			Mystery Shopping
		International Marketing Research
		Marketing Research and Social Media
			Focus Groups
			Depth Interviews
			Projective Techniques
			Limitations
		Ethics in Marketing Research
		Summary
		Companion Website
		Key Terms and Concepts
		Suggested Cases and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Review Questions
		Applied Problems
		Internet Exercises
		Online Video Case 4.1: Nike: Associating Athletes, Performance, and the Brand
	Chapter 5: Survey and Observation
		Overview
		Learning Objectives
		Survey Methods
		Survey Methods Classified by Mode of Administration
		Telephone Methods
			Traditional Telephone Interviews
			Computer-Assisted Telephone Interviewing
			Advantages and Disadvantages of Telephone Interviewing
		Personal Methods
			Personal In-Home Interviews
			Advantages and Disadvantages of In-Home Interviewing
			Mall-Intercept Personal Interviews
			Advantages and Disadvantages of Mall Intercepts
			Computer-Assisted Personal Interviewing
			Advantages and Disadvantages of CAPI
		Mail Methods
			Mail Interviews
			Mail Panels
			Advantages and Disadvantages of Mail Surveys
		Electronic Methods
			E-mail Surveys
			Internet Surveys
			Advantages and Disadvantages of Electronic Methods
		Some Other Survey Methods
		Criteria for Selecting a Survey Method
		Improving Survey Response Rates
			Prior Notification
			Incentives
			Follow-Up
			Other Facilitators of Response
		Observation Methods
			Personal Observation
			Mechanical Observation
		A Comparison of Survey and Observation Methods
			Relative Advantages of Observation
			Relative Disadvantages of Observation
		International Marketing Research
		Marketing Research and Social Media
			Surveys
			Observation
		Ethics in Marketing Research
		Summary
		Companion Website
		Key Terms and Concepts
		Suggested Cases and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Review Questions
		Applied Problems
		Internet Exercises
		Online Video Case 5.1: Starbucks: Staying Local While Going Global Through Marketing Research
	Chapter 6: Experimentation and Causal Research
		Overview
		Learning Objectives
		Concept of Causality
		Conditions for Causality
			Concomitant Variation
			Time Order of Occurrence of Variables
			Absence of Other Possible Causal Factors
			Role of Evidence
		What is Experimentation?
		Definitions and Concepts
			Independent Variables
			Test Units
			Dependent Variables
			Extraneous Variables
			Random Assignment to Experimental and Control Groups
			Experiment
			Experimental Design
		Definition of Symbols
		Validity in Experimentation
			Internal Validity
			External Validity
		Controlling Extraneous Variables
		A Classification of Experimental Designs
		Pre-experimental Designs
			One-Shot Case Study
			One-Group Pretest–Posttest Design
			Static Group Design
		True Experimental Designs
			Pretest–Posttest Control Group Design
			Posttest-Only Control Group Design
		Statistical Designs
			Factorial Design
		Selecting an Experimental Design
		Experimentation on the Web
		Experimental Versus Nonexperimental Designs
		Limitations of Experimentation
			Cost
			Administration
		Application: Test Marketing
		International Marketing Research
		Marketing Research and Social Media
		Ethics in Marketing Research
		Summary
		Companion Website
		Key Terms and Concepts
		Suggested Cases and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Review Questions
		Applied Problems
		Internet Exercises
		Online Video Case 6.1: AFLAC: Marketing Research Quacks a Duck
	Chapter 7: Measurement and Scaling
		Overview
		Learning Objectives
		Measurement and Scaling
		Primary Scales of Measurement
			Nominal Scale
			Ordinal Scale
			Interval Scale
			Ratio Scale
		Comparative and Noncomparative Scaling Techniques
		Comparative Scaling Techniques
			Paired Comparison Scaling
			Rank-Order Scaling
			Constant Sum Scaling
		Noncomparative Scaling Techniques
			Continuous Rating Scale
			Itemized Rating Scales
		Multi-Item Scales
		Scale Evaluation
			Reliability
			Validity
			Relationship Between Reliability and Validity
		Choosing a Scaling Technique
		International Marketing Research
		Marketing Research and Social Media
		Ethics In Marketing Research
		Summary
		Companion Website
		Key Terms and Concepts
		Suggested Cases and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Review Questions
		Applied Problems
		Internet Exercises
		Online Video Case 7.1: Procter & Gamble: Using Marketing Research to Build Brands
	Chapter 8: Questionnaire and Form Design
		Overview
		Learning Objectives
		Questionnaires and Observational Forms
		Questionnaire Definition
		Objectives of a Questionnaire
		Questionnaire Design Process
			Specify the Information Needed and the Interviewing Method
			Determine the Content of Individual Questions
			Determine the Content of Individual Questions
				Is the Question Necessary?
				Are Several Questions Needed Instead of One?
			Overcome the Respondent’s Inability to Answer
				Is the Respondent Informed?
				Can the Respondent Articulate His or Her Responses?
			Overcome the Respondent’s Unwillingness to Answer
				Effort Required of the Respondent
				Sensitive Information
			Decide on the Question Structure
				Unstructured Questions
				Structured Questions
			Determine the Question Wording
				Define the Issue
				Use Ordinary Words
				Use Unambiguous Words
				Avoid Leading or Biasing Questions
				Balance Dual Statements: Positive and Negative
			Arrange the Questions in Proper Order
				Opening Questions
				Type of Information
				Difficult Questions
				Effect on Subsequent Questions
				Logical Order
			Choose the Form and Layout
			Reproduction of the Questionnaire
			Pretest the Questionnaire
		Software for Questionnaire Design
			Free/Low-Cost Survey Sites
		Observational Forms
		International Marketing Research
		Marketing Research and Social Media
		Ethics in Marketing Research
		Summary
		Companion Website
		Key Terms and Concepts
		Suggested Cases and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Review Questions
		Applied Problems
		Internet Exercises
		Online Video Case 8.1: Dunkin•f Donuts: Dunking the Competition
	Chapter 9: Sampling Design and Procedures
		Overview
		Learning Objectives
		Sample or Census
		The Sampling Design Process
			Define the Target Population
			Determine the Sampling Frame
			Select a Sampling Technique
			Determine the Sample Size
			Execute the Sampling Process
		A Classification of Sampling Techniques
		Nonprobability Sampling Techniques
			Convenience Sampling
			Judgmental Sampling
			Quota Sampling
			Snowball Sampling
		Probability Sampling Techniques
			Simple Random Sampling
			Systematic Sampling
			Stratified Sampling
			Cluster Sampling
		Choosing Nonprobability Versus Probability Sampling
		Internet Sampling
		International Marketing Research
		Marketing Research and Social Media
		Ethics in Marketing Research
		Summary
		Companion Website
		Key Terms and Concepts
		Suggested Cases and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Review Questions
		Applied Problems
		Internet Exercises
		Online Video Case 9.1: Subaru: "Mr. Survey" Monitors Customer Satisfaction
Part 3: Data Collection, Analysis, and Reporting
	Chapter 10: Data Collection and Preparation
		Overview
		Learning Objectives
		The Nature of Field Work or Data Collection
		Field Work/Data Collection Process
			Selection of Field Workers
			Training of Field Workers
			Supervision of Field Workers
			Validation of Field Work
			Evaluation of Field Workers
		The Data Preparation Process
			Questionnaire Checking
			Editing
			Coding
				Coding Structured Questions
				Coding Unstructured Questions
				Codebook
			Transcribing
				Developing a Data File
			Data Cleaning
				Consistency Checks
				Treatment of Missing Responses
			Statistically Adjusting the Data
				Variable Respecification
				Recoding
			Selecting a Data Analysis Strategy
		International Marketing Research
		Marketing Research and Social Media
		Ethics in Marketing Research
		Software Applications
			SPSS and Excel Computerized Demonstration Movies
			SPSS and Excel Screen Captures with Notes
		SPSS Windows
			Detailed Steps: Overview
			Detailed Steps: Data Entry
			Detailed Steps: Variable Respecification
			Detailed Steps: Variable Recoding
		Excel
			Detailed Steps: Overview
			Detailed Steps: Data Entry
			Detailed Steps: Variable Respecification
			Detailed Steps: Variable Recoding
		Summary
		Companion Website
		Key Terms and Concepts
		Suggested Cases and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Review Questions
		Applied Problems
		Internet Exercises
		Online Video Case 10.1: Intel: Building Blocks Inside Out
	Chapter 11: Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation
		Overview
		Learning Objectives
		Frequency Distribution
		Statistics Associated with Frequency Distribution
			Measures of Location
				Mean
				Mode
				Median
			Measures of Variability
				Range
				Variance and Standard Deviation
		Introduction to Hypothesis Testing
		A General Procedure for Hypothesis Testing
			Step 1: Formulating the Hypothesis
			Step 2: Selecting an Appropriate Test
			Step 3: Choosing Level of Significance
			Step 4: Data Collection
			Step 5: Determining the Probability
			Steps 6 and 7: Comparing the Probability and Making the Decision
			Step 8: Marketing Research Conclusion
		A Classification of Hypothesis-Testing Procedures
		Cross-Tabulation
		Statistics Associated with Cross-Tabulation
			Chi-Square
			Phi Coefficient
			Contingency Coefficient
			Cramer's V
		Cross-Tabulation in Practice
		Software Applications
			SPSS and Excel Computerized Demonstration Movies
			SPSS and Excel Screen Captures with Notes
		SPSS Windows
			Detailed Steps: Overview
			Detailed Steps: Frequencies
			Detailed Steps: Cross-Tabulations
		Excel
			Detailed Steps: Overview
			Detailed Steps: Frequencies
			Detailed Steps: Cross-Tabulations
		Summary
		Companion Website
		Key Terms and Concepts
		Suggested Cases and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Review Questions
		Applied Problems
		Online Video Case 11.1: Marriott: Marketing Research Leads to Expanded Offerings
	Chapter 12: Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression
		Overview
		Learning Objectives
		Hypotheses Testing Related to Differences
			The t Distribution
			Hypothesis Testing Based on the t Statistic
		One-Sample Test
			Mean
			Proportion
		Two-Independent-Samples Test
			Means
			Proportions
		Paired-Samples Test
			Means
			Proportions
		Correlation
		Regression Analysis
			Multiple Regression Model
			Strength of Association
			Significance Testing
		Software Applications
			SPSS and Excel Computerized Demonstration Movies
			SPSS and Excel Screen Captures with Notes
		SPSS Windows
			Detailed Steps: Overview
			Detailed Steps: One-Sample t Test
			Detailed Steps: Two-Independent-Samples t Test
			Detailed Steps: Paired-Samples t Test
			Detailed Steps: Correlation
			Detailed Steps: Bivariate and Multiple Regression
		Excel
			Detailed Steps: Overview
			Detailed Steps: One-Sample t Test
			Detailed Steps: Two-Independent-Samples t Test
			Detailed Steps: Paired-Samples t Test
			Detailed Steps: Correlation
			Detailed Steps: Bivariate and Multiple Regression
		Summary
		Companion Website
		Key Terms and Concepts
		Suggested Cases and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronym
		Review Questions
		Applied Problems
		Online Video Case 12.1: Marriott: Marketing Research Leads to Expanded Offerings
	Chapter 13: Report Preparation and Presentation
		Overview
		Learning Objectives
		Importance of the Report and Presentation
		The Report Preparation and Presentation Process
		Report Preparation
			Report Format
				Title Page
				Letter of Transmittal
				Letter of Authorization
				Table of Contents
				Executive Summary
				Problem Definition
				Approach to the Problem
				Research Design
				Data Analysis
				Results
				Limitations and Caveats
				Conclusions and Recommendations
			Report Writing
			Guidelines for Tables
				Title and Number
				Arrangement of Data Items
				Basis of Measurement
				Leaders, Rulings, Spaces
				Explanations and Comments: Headings, Stubs, and Footnotes
				Sources of the Data
			Guidelines for Graphs
				Geographic and Other Maps
				Pie Charts
				Line Charts
				Pictographs
				Histograms and Bar Charts
				Schematic Figures and Flowcharts
		Oral Presentation and Dissemination
		Research Follow-Up
			Assisting the Client
			Evaluating the Research Project
		International Marketing Research
		Marketing Research and Social Media
		Ethics in Marketing Research
		Software Applications
		Summary
		Companion Website
		Key Terms and Concepts
		Suggested Cases and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Review Questions
		Applied Problems
		Internet Exercises
		Online Video Case 13.1: Marriott: Marketing Research Leads to Expanded Offerings
	Running Case with Real Data and Questionnaire
		Case 1.1 Dell Direct
	Comprehensive Critical Thinking Case
		Case 2.1 American Idol: A Big Hit for Marketing Research?
	Comprehensive Cases with Real Data and Questionnaires
		Case 3.1 JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions
		Case 3.2 Wendy's: History and Life After Dave Thomas
Index