Exploring marketing research

Cover
Half Title
Title
Statement
Copyright
Dedication
Brief Contents
Contents
Preface
Acknowledgments
In Remembrance
Part One: Introduction
	Ch 1: The Role of Marketing Research
		Ch 1: Learning Outcomes
		Ch 1: Introduction
		What Is Marketing Research?
		Applied and Basic Marketing Research
		Marketing Research and Strategic Management Orientation
		Planning and Implementing a Marketing Mix
		When Is Marketing Research Needed?
		Marketing Research in the Twenty-First Century
		Ch 1: Summary
		Ch 1: Key Terms and Concepts
		Ch 1: Questions for Review and Critical Thinking
		Ch 1: Research Activities
	Ch 2: Harnessing Big Data into Better Decisions
		Ch 2: Learning Outcomes
		Ch 2: Introduction
		Data, Information, and Intelligence Equal Value
		The Characteristics of Valuable Information
		Decision Support Systems
		Database Sources and Vendors
		Marketing Analytics
		Data Technology and Ethics
		Ch 2: Summary
		Ch 2: Key Terms and Concepts
		Ch 2: Questions for Review and Critical Thinking
		Ch 2: Research Activities
	Ch 3: The Marketing Research Process
		Ch 3: Learning Outcomes
		Ch 3: Introduction
		Decision Making and Marketing Research
		Types of Marketing Research
		Stages in the Research Process
		The Research Program Strategy
		Ch 3: Summary
		Ch 3: Key Terms and Concepts
		Ch 3: Questions for Review and Critical Thinking
		Ch 3: Research Activities
	Ch 4: The Human Side of Marketing Research: Organizational and Ethical Issues
		Ch 4: Learning Outcomes
		Ch 4: Introduction
		Who Should Do the Research?
		Working in the Marketing Research Field
		Conflict between Marketing Management and Marketing Research
		Ethical Issues in Marketing Research
		The Researcher and Conflicts of Interest
		Ch 4: Summary
		Ch 4: Key Terms and Concepts
		Ch 4: Questions for Review and Critical Thinking
		Ch 4: Research Activities
Part Two: Designing Research Studies
	Ch 5: Qualitative Research Tools
		Ch 5: Learning Outcomes
		Introduction: What Is Qualitative Research?
		Contrasting Qualitative with Quantitative Methods
		Qualitative Research and Exploratory Research Designs
		Qualitative Research Orientations
		Common Techniques Used in Qualitative Research
		Preparing a Focus Group Outline
		Modern Technology and Qualitative Research
		Exploratory Research in Science and in Practice
		Ch 5: Summary
		Ch 5: Key Terms and Concepts
		Ch 5: Questions for Review and Critical Thinking
		Ch 5: Research Activities
	Ch 6: Secondary Data Research in a Digital Age
		Ch 6: Learning Outcomes
		Ch 6: Introduction
		Using Secondary Data in Marketing Research
		Typical Objectives for Secondary-Data Research Designs
		Sources of Internal Secondary Data
		External Secondary Data Sources
		Single-Source and Global Research in the Big Data Era
		Ch 6: Summary
		Ch 6: Key Terms and Concepts
		Ch 6: Questions for Review and Critical Thinking
		Ch 6: Research Activities
	Ch 7: Survey Research
		Ch 7: Learning Outcomes
		Ch 7: Introduction
		The Types of Information Gathered Using Surveys
		Sources of Error in Surveys
		Ways Marketing Researchers Conduct Survey Interviews
		Conducting Personal Interviews
		Surveys Using Self-Administered Questionnaires
		Pretesting Survey Instruments
		Ethical Issues in Survey Research
		Ch 7: Summary
		Ch 7: Key Terms and Concepts
		Ch 7: Questions for Review and Critical Thinking
		Ch 7: Research Activity
	Ch 8: Observation
		Ch 8: Learning Outcomes
		Ch 8: Introduction
		Technology and Observation in Marketing Research
		Direct and Contrived Observation
		Ethical Issues in the Observation of Humans
		Observation of Physical Objects
		Mechanical Observation
		Measuring Physiological Reactions
		Eye-Tracking Monitor
		Ch 8: Summary
		Ch 8: Key Terms and Concepts
		Ch 8: Questions for Review and Critical Thinking
		Ch 8: Research Activities
	Ch 9: Conducting Marketing Experiments
		Ch 9: Learning Outcomes
		Ch 9: Introduction
		The Characteristics of Experiments
		Basic Issues in Experimental Design
		Demand Characteristics and Experimental Validity
		Internal versus External Validity
		Test-Marketing
		Ethical Issues in Experimentation
		Ch 9: Summary
		Ch 9: Key Terms and Concepts
		Ch 9: Questions for Review and Critical Thinking
		Ch 9: Research Activities
Part Three: Measurement
	Ch 10: Measurement and Attitude Scaling
		Ch 10: Learning Outcomes
		Ch 10: Introduction
		What Needs to Be Measured?
		Levels of Scale Measurement
		Indexes and Composites
		Validity
		What Is an Attitude?
		Attitude Measures and Scaling
		Attitudes and Intentions
		Ch 10: Summary
		Ch 10: Key Terms and Concepts
		Ch 10: Questions for Review and Critical Thinking
		Ch 10: Research Activities
	Ch 11: Questionnaire Design
		Ch 11: Learning Outcomes
		Ch 11: Introduction
		Basic Considerations in Questionnaire Design
		Question Phrasing: Open- or Closed-Ended Statements?
		Avoiding Mistakes
		Order Bias
		Survey Technology
		Pretesting and Revising Questionnaires
		Ch 11: Summary
		Ch 11: Key Terms and Concepts
		Ch 11: Questions for Review and Critical Thinking
		Ch 11: Research Activity
Part Four: Sampling and Statistical Theory
	Ch 12: Sampling Designs and Sampling Procedures
		Ch 12: Learning Outcomes
		Ch 12: Introduction
		Why Sample?
		Identifying a Relevant Population and Sampling Frame
		Random Sampling and Nonsampling Errors
		Probability versus Nonprobability Sampling
		What Is the Appropriate Sample Design?
		Ch 12: Summary
		Ch 12: Key Terms and Concepts
		Ch 12: Questions for Review and Critical Thinking
		Ch 12: Research Activity
	Ch 13: Big Data Basics: Describing Samples and Populations
		Ch 13: Learning Outcomes
		Ch 13: Introduction
		Descriptive Statistics and Basic Inferences
		Distinguish between Population, Sample, and Sample Distribution
		Central-Limit Theorem
		Estimation of Parameters and Confidence Intervals
		Sample Size
		Assess the Potential for Nonresponse Bias
		Ch 13: Summary
		Ch 13: Key Terms and Concepts
		Ch 13: Questions for Review and Critical Thinking
		Ch 13: Research Activities
Part Five: Basic Data Analytics
	Ch 14: Basic Data Analysis
		Ch 14: Learning Outcomes
		Ch 14: Introduction
		Coding Qualitative Responses
		The Nature of Descriptive Analysis
		Creating and Interpreting Tabulation
		Data Transformation
		Hypothesis Testing Using Basic Statistics
		Significance Levels and p-values
		Univariate Tests of Means
		Ch 14: Summary
		Ch 14: Key Terms and Concepts
		Ch 14: Questions for Review and Critical Thinking
		Ch 14: Research Activities
	Ch 15: Testing for Differences between Groups and for Predictive Relationships
		Ch 15: Learning Outcomes
		Ch 15: Introduction
		What Is the Appropriate Test Statistic?
		Cross-Tabulation Tables: The X2 Test for Goodness-of-Fit
		The t-Test for Comparing Two Means
		One-Way Analysis of Variance (ANOVA)
		Statistical Software
		General Linear Model
		Ch 15: Summary
		Ch 15: Key Terms and Concepts
		Ch 15: Questions for Review and Critical Thinking
		Ch 15: Research Activities
	Ch 16: Communicating Research Results
		Ch 16: Learning Outcomes
		Ch 16: Introduction
		The Project and the Report
		Using Tables Effectively
		Using Charts Effectively
		Oral Presentation
		Reports on the Internet and Follow-Up
		Ch 16: Summary
		Ch 16: Key Terms and Concepts
		Ch 16: Questions for Review and Critical Thinking
		Ch 16: Research Activity
		A Final Note on Marketing Research
Part Six: Marketing Analytics Tools
	Ch 17: Beyond the Basics in Basic Data Analysis
		Ch 17: Learning Outcomes
		Ch 17: Introduction
		Computing an F-Statistic
		Factorial Designs
		Complex Experimental Designs
		Post-Hoc Contrasts
		Planned Comparison
		Mining Big Data with Sequential X2 Tests
		Ch 17: Summary
		Ch 17: Key Terms and Concepts
		Ch 17: Questions for Review and Critical Thinking
		Ch 17: Research Activities
	Ch 18: Advanced Topics in Linear Analytics
		Ch 18: Learning Outcomes
		Understanding Covariance and Correlation
		Covariance and Correlation Matrix
		Causality and Explanation
		Regression for Prediction
		Ordinary Least-Squares Illustrated
		Ch 18: Summary
		Ch 18: Questions for Review and Critical Thinking
		Ch 18: Research Activity
		Ch 18: Key Terms and Concepts
	Ch 19: Testing Hypotheses with GLM Procedures
		Ch 19: Learning Outcomes
		Ch 19: Introduction
		Testing Hypotheses with Regression Analysis
		Moderation Means Context Effects
		Hierarchical Regression Analysis
		Ch 19: Summary
		Ch 19: Key Terms and Concepts
		Ch 19: Questions for Review and Critical Thinking
		Ch 19: Research Activity
	Ch 20: Introducing Multivariate Data Analysis
		Ch 20: Learning Outcomes
		Ch 20: Introduction
		What Is Multivariate Data Analysis?
		Multivariate Procedures: Dependence Methods
		Interpret Results from Multivariate Analysis of Variance (MANOVA)
		Discriminant Analysis
		Interpreting Logistic Regression
		Ch 20: Summary
		Ch 20: Key Terms and Concepts
		Ch 20: Questions for Review and Critical Thinking
		Ch 20: Research Activities
	Ch 21: Multivariate Data Analysis: Analytics with Interdependence Techniques
		Ch 21: Learning Outcomes
		Interdependence Techniques
		Performing Factor Analysis
		Interpreting Factor Analysis
		Cluster Analysis as a Big Data Tool
		Interpreting Cluster Analysis Output
		Ch 21: Summary
		Ch 21: Key Terms and Concepts
		Ch 21: Questions for Review and Critical Thinking
		Ch 21: Research Activities
	Ch 22: Primer on Structural Equations Modeling
		Ch 22: Learning Outcomes
		Ch 22: Introduction
		Distinguishing SEM as a Covariance Technique
		SEM Is an Explanatory Tool
		Fit
		Conducting Confirmatory Factor Analysis (CFA)
		Testing Structural Theory in SEM
		Other Multivariate Techniques
		Ch 22: Summary
		Ch 22: Key Terms and Concepts
		Ch 22: Review Questions
		Ch 22: Research Activities
		Example LISREL Syntax
Part Seven: Comprehensive Cases with Computerized Databases
	Comprehensive Cases
		Case 1: Running the Numbers: Does It Pay?
		Case 2: Good Times at GoodBuy?
		Case 3: Attiring Situation
		Case 4: Values and the Automobile Market
		Case 5: Say It Ain’t So! Is This the Real Thing?
		Case 6: TABH, INC., Automotive Consulting
		Case 7: Knowing the Way
Endnotes
Index