Marketing research

Prelims
	Half Title Page
	Title page
	Copyright Page
	Brief contents
	Contents
	Preface
	Acknowledgements
	About the authors
	Guide to the text
	Guide to the online resources
Part One: Introduction to the research process
	Chapter 01: The role of marketing research and the research process
		The nature of marketing research
			Marketing research defined
			Basic research and applied research
		The managerial value of marketing research for strategic decision-making
			Identifying and evaluating opportunities
			Analysing and selecting target markets
			Planning and implementing a marketing mix
			Analysing marketing performance
		When is marketing research needed?
			Time constraints
			Availability of data
			Nature of the decision
			Benefits versus costs
		Business trends in marketing research
			Global marketing research
			Growth of the Internet and social media
		Stages in the research process
			Alternatives in the research process
			Discovering and defining the problem
			Uncertainty influences the type of research
			Planning the research design
			Descriptive research
			Causal research
			Sampling
			Gathering data
			Processing and analysing data
			Drawing conclusions and preparing a report
		The research program strategy
		Summary
		Key terms and concepts
		Questions for review and critical thinking
		Ongoing project
		Coursemate online study tools
			Written case study 1.1: Buying new zealand made online in china
			Written case study 1.2: The quit campaign in australia and singapore
Part Two: Defining the problem
	Chapter 02: Problem definition and the research process
		The nature of marketing problems
		The importance of proper problem definition
		The process of defining the problem
			Ascertain the decision-makers’ objectives
			Understand the background of the problem
			Isolate and identify the problem, not the symptoms
			Determine the unit of analysis
			Determine the relevant variables
			State the research questions and research objectives
		Clarity in research questions and hypotheses
		Decision-oriented research objectives
		How much time should be spent defining the problem?
		The research proposal
		Anticipating outcomes
		Summary
		Key terms and concepts
		Questions for review and critical thinking
		Ongoing project
		CourseMate online study tools
			Written case study 2.1: Drinkwise: changing australia’s drinking culture
			Written case study 2.2: A tender for market research services by the australian communications and media authority (acma)
		Ongoing case study: Mobile phone switching and bill shock
Part Three: Planning the research design
	Chapter 03: Qualitative research
		What is qualitative research?
		Uses of qualitative research
			Diagnosing a situation
			Screening alternatives
			Discovering new ideas
		Qualitative versus quantitative research
		Qualitative research orientations
			Phenomenology
			Ethnography
			Grounded theory
			Case studies
		Analysing qualitative responses
		Common techniques used in qualitative research
			Focus group interviews
			Depth interviews
			Projective techniques
			Modern technology and qualitative research
		A warning about qualitative research
		Summary
		Key terms and concepts
		Questions for review and critical thinking
		Coursemate online study tools
			Written case study 3.1: Up, up and away. Airborne focus groups with air New zealand
			Written case study 3.2: Getting a grip: focus groups and beaurepaires tyres
		Ongoing case study
	Chapter 04: Secondary research with big data
		Secondary data research
			Advantages
			Disadvantages
		Typical objectives for secondary data research designs
			Fact-finding
			Model building
			Data mining
			Database marketing and customer relationship management
		Sources of secondary data
			Internal and proprietary data sources
			External data: the distribution system
			Information as a product and its distribution channels
		Single-source data-integrated information
		Sources for global research
		Summary
		Key terms and concepts
		Questions for review and critical thinking
		Ongoing project
		CourseMate online study tools
			Written case study 4.1
			Written case study 4.2
	Chapter 05: Survey research
		The nature of surveys
			Survey objectives: Type of information gathered
			Advantages of surveys
		Errors in survey research
			Random sampling error
			Systematic error
		Respondent error
			Nonresponse error
			Response bias
			Administrative error
			Rule-of-thumb estimates for systematic error
		What can be done to reduce survey error?
		Classifying survey research methods
			Structured and disguised questions
			Temporal classification
		Different ways that marketing researchers conduct surveys
			Human interactive media and electronic interactive media
			Noninteractive media
		Using interviews to communicate with respondents
			Personal interviews
			Telephone interviews
		Self-administered questionnaires
			Mail questionnaires
		Self-administered questionnaires that use other forms of distribution
			Email surveys
			Internet surveys
			Kiosk interactive surveys
			Survey research that mixes modes
		Selecting the appropriate survey research design
		Pretesting
		Ethical issues in survey research
		Summary
		Key terms and concepts
		Questions for review and critical thinking
		Ongoing project
		CourseMate online study tools
			Written case study 5.1
			Written case study 5.2
	Chapter 06: Observation
		What is observation?
		When is observation scientific?
		What can be observed?
		The nature of observation studies
		Observation of human behaviour
			Complementary evidence
		Direct observation
			Errors associated with direct observation
			Scientifically contrived observation
		Combining direct observation and interviewing
		Ethical issues in the observation of humans
		Observation of physical objects
		Content analysis
		Mechanical observation
			Television monitoring
			Monitoring website traffic
			Scanner-based research
			Measuring physiological reactions
		Summary
		Key terms and concepts
		Questions for review and critical thinking
		Ongoing project
		CourseMate online study tools
			Written case study 6.1
				Written case study 6.2
					Notes
		Ongoing case study
	Chapter 07: Experimental research and test marketing
		The nature of experiments
			Step 1: Field and laboratory experiments
			Step 2: Decide on the choice of independent and dependent variable(s)
			Step 3: Select and assign test units
			Step 4: Address issues of validity in experiments
			Step 5: Select and implement an experimental design
			Step 6: Address ethical issues in experimentation
		Test marketing: An application of field experiments
			Step 1: Decide whether to test market or not
			Step 2: Work out the functions of test market
			Step 3: Decide on the type of test market
			Step 4: Decide on the length of the test market
			Step 5: Decide where to conduct the test market
			Step 6: Estimate and project test market results
		Projecting test market results
			Consumer surveys
			Straight trend projections
			Ratio of test product sales to total company sales
			Market penetration × repeat-purchase rate
		Summary
		Key terms and concepts
		Questions for review and critical thinking
		Ongoing project
			Written case study 7.1: Test marketing guinness in Perth, Western Australia
			Written case study 7.2: Kellogg Australia revamps nutri-grain
		Ongoing case study
	Chapter 08: Measurement
		The measurement process
		Step 1: Determine what is to be measured
			Concepts
		Step 2: Determine how it is to be measured
		Step 3: Apply a rule of measurement
			Types of scales
			Mathematical and statistical analysis of scales
		Step 4: Determine if the measure consists of a number of measures
			Computing scale values
		Step 5: Determine the type of attitude and scale to be used to measure it
			Normative vs ipsative scales
			Attitudes as hypothetical constructs
			Measuring attitudes is important to managers
			The attitude-measuring process
			Method of summated ratings: The Likert scale
			Semantic differential
			Numerical scales
			Stapel scale
			Constant-sum scale
			Graphic rating scales
			Measuring behavioural intention
			Behavioural differential
			Ranking
			Sorting
			Randomised response questions
			Other methods of attitude measurement
			Selecting a measurement scale: Some practical decisions
			Attitudes and intentions
			Multi-attribute attitude score
		Best–worst scaling
			Sample balanced incomplete block (BIB) designs
			Pricing
			The net promoter score
		Step 6: Evaluate the measure
			Reliability
			Validity
			Reliability versus validity
			Sensitivity
			Practicality
		Summary
		Key terms and concepts
		Questions for review and critical thinking
		Ongoing project
		Coursemate online study tools
			Written case study 8.1: measuring australia’s social progress
			Written case study 8.2: New Zealand consumer confidence edges up in 2015
		Ongoing case study
		Appendix 8A: Conjoint analysis: measuring Consumer utility
			Background to conjoint analysis
			Ratings-based conjoint
				Advantages of ratings-based conjoint
				Disadvantages of ratings-based conjoint
			Choice-based conjoint
				Advantages of choice-based conjoint
				Disadvantages of choice-based conjoint
			Conjoint analysis using best–worst scaling
				Advantages of best–worst conjoint
				Disadvantages of best–worst conjoint
			Final comments on conjoint analysis
	Chapter 09: Questionnaire design
		Step 1: Specify what information will be sought
		Step 2: Determine the type of questionnaire and survey research method
		Step 3: Determine the content of individual questions
			Asking sensitive questions
		Step 4: Determine the form of response to each question
			Types of closed-response questions
		Step 5: Determine the wording of each question
			Avoid complexity: use simple, conversational language
			Avoid leading and loaded questions
			Avoid ambiguity: Be as specific as possible
			Avoid double-barrelled items
			Avoid making assumptions
			Avoid burdensome questions that may tax the respondent’s memory
		Step 6: Determine question sequence
			Provide good survey flow
		Step 7: Determine physical characteristics of the questionnaire
			Traditional questionnaires
			Internet questionnaires
		Step 8: Re-examine and revise steps 1–7 if necessary
		Step 9: Pretest the questionnaire
		Designing questionnaires for global markets
		Summary
		Key terms and concepts
		Questions for review and critical thinking
		Ongoing project
		CourseMate online study tools
		Ongoing case study
			Written case study 9.1: Mobile phone switching and bill shock
			Written case study 9.2: May the force be with you! The worldwide growth of jedi knights as a religion
Part Four: Planning the sample
	Chapter 10: Sampling: Sample design and sample size
		Sampling terminology
		Why sample?
			Cost and time
			Accurate and reliable results
			Destruction of test units
		Practical sampling concepts
			Defining the target population
			The sampling frame
			Sampling units
			Less than perfectly representative samples
		Probability versus nonprobability sampling
		Probability sampling
			Simple random sampling
			Systematic sampling
			Stratified sampling
			Proportional versus disproportional sampling
			Cluster sampling
		Nonprobability sampling
			Convenience sampling
			Judgement sampling
			Quota sampling
			Sampling rare or hidden populations
		What is the appropriate sample design?
			Degree of accuracy
			Resources
			Time
			Advance knowledge of the population
			National versus local project
		Mobile devices and the Internet change everything
			Website visitors
			Panel samples
			Recruited ad hoc samples
			Opt-in lists
			Sample size
			Random error and sample size
			Systematic error and sample size
			Factors in determining sample size for questions involving means
			The influence of population size on sample size
			Determining sample size on the basis of judgement
		Summary
		Key terms and concepts
		Questions for review and critical thinking
		Ongoing project
		CourseMate online study tools
			Written case study 10.1: The victorian population health survey 2014
			Written case study 10.2: The australian taxation office
Part Five: Collecting the data
	Chapter 11: Editing and coding: Transforming raw data into information
		Stages of data analysis
			Before the survey
			During the survey
			After the survey responses
			After the survey
		Coding
			Code construction
			Multiple-response questions
			Coding open-ended questions
		Coding and analysis of qualitative research data
			Qualitative data sources
			Coding qualitative data
			Coding strategies
		Software for qualitative research
			Text-mining software
			Data-base management software
		Summary
		Key terms and concepts
		Questions for review and critical thinking
		Ongoing project
		CourseMate online study tools
			Written case study 11.1: Questionnaire editing
Part Six: Analysing the data
	Chapter 12: Univariate statistical analysis: A recap of inferential statistics
		Descriptive and inferential statistics
		Sample statistics and population parameters
		Making data usable
			Frequency distributions
			Measures of central tendency
			Measures of dispersion
		The normal distribution
			Why do I need to know about the standardised normal distribution?
		Population distribution, sample distribution and sampling distribution
		Central-limit theorem
		Estimation of parameters
			Point estimates
			Confidence intervals
		Determining sample size
		Stating a hypothesis
			What is a hypothesis?
			Null and alternative hypotheses
		Hypothesis testing
			The hypothesis-testing procedure
			An example of hypothesis testing
			Type I and Type II errors
		Choosing the appropriate statistical technique
			Type of question to be answered
			Number of variables
			Scale of measurement
			Parametric versus nonparametric hypothesis tests
			Some practical univariate tests
		The t-distribution
			Calculating a confidence interval estimate using the t-distribution
			Univariate hypothesis test using the t-distribution
			Conducting a one-sample t-test in SPSS
			Conducting a one-sample t-test in Excel
			The Chi-square test for goodness of fit
			Conducting a Chi-square test in SPSS
			Conducting a Chi-square test in Excel
		A reminder about statistics
		Summary
		Key terms and concepts
		Questions for review and critical thinking
		Ongoing project
		CourseMate online study tools
			Written case study 12.1: Attitudes towards water conservation in a drought-stricken area of australia
			Written case study 12.2: Gambling in your community: what do the locals think?
			Written case study 12.3: Victoria’s legal outsourcing system and customer satisfaction
		Ongoing case study
	Chapter 13: Bivariate statistical analysis: tests of differences
		What is the appropriate test of difference?
		The independent samples t-test for differences of means
			Conducting an independent samples t-test in SPSS
			Conducting an independent samples t-test in Excel
		Paired-samples t-test
			Conducting a paired samples t-test in SPSS
			Conducting a paired-samples t-test in Excel
		Analysis of variance (ANOVA)
			The F-test
			Calculating the F-ratio
			Conducting an ANOVA in SPSS
			Conducting an ANOVA in Excel
		Nonparametric statistics for tests
		Statistical and practical significance for tests of differences
		Summary
		Key terms and concepts
		Questions for review and critical thinking
		Ongoing project
		CourseMate online study tools
			Written case study 13.1: Do social marketing initiatives work? The not so dark side of marketing
			Written case study 13.2: Gambling in your community: how do perceptions vary by different consumers?
		Ongoing case study
	Chapter 14: Bivariate statistical Analysis: Tests of association
		The basics
		Pearson’s correlation coefficient
			An example
			Coefficient of determination
			Correlation matrix
			Running a correlation in SPSS
			Running a correlation in Excel
			Nonparametric correlation
		Regression analysis
			Least-squares method of regression analysis
			Drawing a regression line
			Tests of statistical significance
			Running a regression in SPSS
			Running a regression in Excel
		Cross-tabulations: The Chi-square test for goodness of fit
			Cross-tabulation and Chi-square tests in SPSS
			Cross-tabulation and Chi-square tests in Excel
		Statistical and practical significance for tests of association
		Summary
		Key terms and concepts
		Questions for review and critical thinking
		Ongoing project
			Written case study 14.1: Neighbourhood renewal and the use of Marketing research
			Written case study 14.2: How innovative is a new product and why?
			Written case study 14.3: Food labelling and country of origin
		Ongoing case study
	Chapter 15: Multivariate statistical analysis
		The nature of multivariate analysis
		Classifying multivariate techniques
			The analysis of dependence
			The analysis of interdependence
			Influence of measurement scales
		Analysis of dependence
			n-way cross-tabulation
			Partial correlation analysis
			n-way univariate analysis of variance (ANOVA)
			Multiple regression analysis
			Binary logistic regression
		Analysis of interdependence
			Exploratory factor analysis
			Cluster analysis
			Multidimensional scaling
		Summary
		Key terms and concepts
		Questions for review and critical thinking
		Ongoing project
		CourseMate online study tools
			Written case study 15.1: Coastal star sales corporation
Part Seven: Formulating conclusions and writing the final report
	Chapter 16: Communicating research results: research report, oral presentation and research follow-up
		Insights from the communications model
		The report in context
		Report format
			Body of the research report
			Summary
			Body of a formal descriptive research report
			Two-stage research report – exploratory followed by descriptive
			Additional parts of the report
			Templates and styles
		Presenting qualitative research
			Deriving themes
			Qualitative presentation styles
			Checklist for reporting qualitative research
		Graphic aids
			Tables
			Statistical output
			Charts
			Maximise the ‘data to ink’ ratio
		The oral presentation
			Learn by example and practice
			Audio-visual aids
		Summary
		Key terms and concepts
		Questions for review and critical thinking
		Ongoing project
		Coursemate online study tools
Appendix A: Statistical tables
Glossary
Index