Marketing Research

Cover
Title Page
Copyright
Preface
Contents
Part I The Nature and Scope of Marketing Research
	Chapter 1 A Decision-Making Perspective on Marketing Intelligence
		Learning Objectives
		An Overview of Business Intelligence
		Introduction to Marketing Intelligence
		Marketing Research
		Role of Marketing Research in Managerial Decision-Making
		Factors that Influence Marketing Research Decisions
		Use of Marketing Research
		Ethics in Marketing Research
		The Respondent’s Ethics and Rights
		International Marketing Research
		Summary
		Questions and Problems
		End Notes
		Case 1-1: Preteen Market—The Right Place to Be In for Cell Phone Providers?
		Case 1-2: Best Buy on a Segmentation Spree
		Case 1-3: Ethical Dilemmas in Marketing Research
	Chapter 2 Marketing Research in Practice
		Learning Objectives
		Information Systems, Decision Support Systems, and Marketing Research
		Marketing Decision Support Systems
		Suppliers of Information
		Criteria for Selecting External Suppliers
		Career Opportunities in Marketing Research
		Summary
		Questions and Problems
		End Notes
		Appendix: Marketing Research Jobs
	Chapter 3 The Marketing Research Process
		Learning Objectives
		Overview of the Marketing Research Process
		The Preliminary Stages of the Marketing Research Process
		Planning a New HMO
		The International Marketing Research Process
		Summary
		Questions and Problems
		End Notes
		Case 3-1: A VideOcart Test for Bestway Stores
		Case 3-2: Philip Morris Enters Turkey
	Chapter 4 Research Design and Implementation
		Learning Objectives
		Research Approach
		Research Tactics and Implementation
		Budgeting and Scheduling the Research Project
		Research Proposal
		Designing International Marketing Research
		Issues in International Research Design
		Summary
		Questions and Problems
		End Notes
		Appendix: Errors in Research Design
		Case 4-1: Reynolds Tobacco’s Slide-Box Cigarettes
		Cases for Part I
			Case I-1: Clover Valley Dairy Company
Part II Data Collection
	Section A: Secondary and Exploratory Research
		Chapter 5 Secondary Sources of Marketing Data
			Learning Objectives
			Secondary Data
			Uses of Secondary Data
			Benefits of Secondary Data
			Limitations of Secondary Data
			Internal Sources of Secondary Data
			External Sources of Secondary Data
			Census Data
			North American Industry Classification System
			Appraising Secondary Sources
			Applications of Secondary Data
			Sources of Secondary Data for International Marketing Research
			Problems Associated with Secondary Data in International Research
			Applications of Secondary Data in International Research
			Summary
			Questions and Problems
			End Notes
			Case 5-1: Barkley Foods
			Case 5-2: Dell in Latin America?
		Chapter 6 Standardized Sources of Marketing Data
			Learning Objectives
			Retail Store Audits
			Consumer Purchase Panels
			Scanner Services and Single-Source Systems
			Media-Related Standardized Sources
			Applications of Standardized Sources of Data
			Summary
			Questions and Problems
			End Notes
			Case 6-1: Promotion of Rocket Soups
			Case 6-2: Kerry Gold Products, Ltd.
		Chapter 7 Marketing Research on the Internet
			Learning Objectives
			Current Trends in Web Usage
			WWW Information for Marketing Decisions
			The Internet and Marketing Research Today
			The Internet and Marketing Research Developments
			Issues and Concerns
			Summary
			Questions and Problems
			End Notes
			Case 7-1: Caring Children’s Hospital
		Chapter 8 Information Collection: Qualitative and Observational Methods
			Learning Objectives
			Need for Qualitative Research
			Qualitative Research Methods
			Observational Methods
			Recent Applications of Qualitative and Observational Methods
			Summary
			Questions and Problems
			End Notes
			Appendix: Myths of Qualitative Research: It’s Conventional, but Is It Wisdom?
			Case 8-1: Mountain Bell Telephone Company
			Case 8-2: U.S. Department of Energy (A)
			Case 8-3: Hamilton Beach Conducts Primary Research in Mexico and Europe
	Section B: Descriptive Research
		Chapter 9 Information from Respondents: Issues in Data Collection
			Learning Objectives
			Information from Surveys
			Sources of Survey Error
			Methods of Data Collection
			Factors Affecting the Choice of a Survey Method
			Ethical Issues in Data Collection
			Summary
			Questions and Problems
			End Notes
			Case 9-1: Essex Markets
			Case 9-2: More Ethical Dilemmas in Marketing Research
		Chapter 10 Information from Respondents: Survey Methods
			Learning Objectives
			Collecting Data
			Surveys in the International Context
			Summary
			Questions and Problems
			End Notes
			Case 10-1: Roland Development Corp
		Chapter 11 Attitude Measurement
			Learning Objectives
			Attitudes
			The Concept of Measurement and Scaling
			Types of Attitude Rating Scales
			General Guidelines for Developing a Multiple-Item Scale
			Interpreting Attitude Scales
			Choosing an Attitudinal Scale
			Accuracy of Attitude Measurements
			Scales in Cross-National Research
			Summary
			Questions and Problems
			End Notes
			Case 11-1: National Kitchens
		Chapter 12 Designing the Questionnaire
			Learning Objectives
			Planning What to Measure
			Formatting the Question
			Question Wording: A Problem of Communication
			Sequence and Layout Decisions
			Questionnaire Design for International Research
			Summary
			Questions and Problems
			End Notes
			Case 12-1: Wine Horizons
			Case 12-2: Smith’s Clothing (A)
	Section C: Causal Research
		Chapter 13 Experimentation
			Learning Objectives
			Descriptive versus Experimental Research
			What Constitutes Causality?
			Laboratory and Field Experiments
			Threats to Experimental Validity
			Issues in Experimental Research
			Types of Experimental Designs
			Guidelines for Conducting Experimental Research
			Limitations of Experiments
			Summary
			Questions and Problems
			End Notes
			Case 13-1: Evaluating Experimental Designs
			Case 13-2: Barrie Food Corporation
	Section D: Sampling
		Chapter 14 Sampling Fundamentals
			Learning Objectives
			Sample or Census
			Sampling Process
			Probability Sampling
			Nonprobability Sampling
			Shopping Center Sampling
			Sampling in the International Context
			Summary
			Questions and Problems
			End Notes
			Case 14-1: Exercises in Sample Design
			Case 14-2: Talbot Razor Products Company
		Chapter 15 Sample Size and Statistical Theory
			Learning Objectives
			Determining the Sample Size: Ad Hoc Methods
			Population Characteristics/Parameters
			Sample Characteristics/Statistics
			Sample Reliability
			Interval Estimation
			Sample Size Question
			Proportions
			Coefficient of Variation
			Stratified Sampling
			Multistage Design
			Sequential Sampling
			Summary
			Questions and Problems
			End Notes
			Cases for Part II
				Case II-1: Currency Concepts International
			Appendix A: Interview Guide for International Travelers (U.S. Citizens)
Part III Data Analysis
	Chapter 16 Fundamentals of Data Analysis
		Learning Objectives
		Preparing the Data for Analysis
		Strategy for Data Analysis
		Cross-Tabulations
		Factors Influencing the Choice of Statistical Technique
		An Overview of Statistical Techniques
		Summary
		Questions and Problems
		End Notes
		Appendix: Choice of a Statistical Package
	Chapter 17 Hypothesis Testing: Basic Concepts and Tests of Associations
		Learning Objectives
		The Logic of Hypothesis Testing
		Steps in Hypothesis Testing
		Basic Concepts of Hypothesis Testing
		Cross-Tabulation and Chi-Square
		Summary
		Questions and Problems
		End Notes
		Case 17-1: Medical Systems Associates: Measuring Patient Satisfaction
	Chapter 18 Hypothesis Testing: Means and Proportions
		Learning Objectives
		Commonly Used Hypothesis Tests in Marketing Research
		Relationship Between Confidence Interval and Hypothesis Testing
		Analysis of Variance (ANOVA)
		The Probability-Values (p-Values) Approach to Hypothesis Testing
		Effect of Sample Size and Interpretation of Test Results
		Summary
		Questions and Problems
		End Notes
		Case 18-1: American Conservatory Theater
		Case 18-2: Apple Appliance Stores
Part IV Special Topics in Data Analysis
	Chapter 19 Correlation Analysis and Regression Analysis
		Learning Objectives
		Correlation Analysis
		Regression Analysis
		Summary
		Questions and Problems
		End Notes
		Case 19-1: The Seafood Grotto
		Case 19-2: Election Research, Inc.
	Chapter 20 Discriminant, Factor, and Cluster Analysis
		Learning Objectives
		Discriminant Analysis
		Multiple Discriminant Analysis
		Summary of Discriminant Analysis
		Factor and Cluster Analysis
		Factor Analysis
		Summary of Factor Analysis
		Cluster Analysis
		Summary of Cluster Analysis
		Questions and Problems
		End Notes
		Case 20-1: Southwest Utility
		Case 20-2: Store Image Study
	Chapter 21 Multidimensional Scaling and Conjoint Analysis
		Learning Objectives
		Multidimensional Scaling
		Attribute‐Based Approaches
		Conjoint Analysis
		Summary of Conjoint Analysis
		Questions and Problems
		End Notes
		Case 21-1: Nester’s Foods
		Case 21-2: The Electric Truck Case
	Chapter 22 Presenting the Results
		Learning Objectives
		Guidelines for Successful Presentations
		Written Report
		Oral Presentation
		Relationship with the Client
		Summary
		Questions and Problems
		End Notes
Part V Applications of Marketing Intelligence
	Chapter 23 Marketing-Mix Measures
		Learning Objectives
		New-Product Research
		Pricing Research
		Distribution Research
		Promotion Research
		Total Quality Management
		Summary
		Questions and Problems
		End Notes
		Case 23-1: National Chemical Corporation
		Case 23-2: Hokey Pokey is Born in India
	Chapter 24 Brand and Customer Metrics
		Learning Objectives
		Competitive Advantage
		Brand Equity
		Customer Satisfaction
		Contemporary Applications of Marketing Intelligence
		Maximizing Customer Profitability
		Summary
		Questions and Problems
		End Notes
	Chapter 25 New Age Strategies
		Learning Objectives
		Database Marketing
		Relationship Marketing
		E-Commerce
		Mobile Marketing
		Social Marketing
		Experiential Marketing
		Word-of-Mouth Marketing
		Internet of Things
		Bots and Artificial Intelligence
		Blockchain
		Summary
		Questions and Problems
		End Notes
Appendix A
	A-1 Standard Normal, Cumulative Probability in Right-Hand Tail for Positive Values of z; Areas are Formed by Symmetry
	A-2. χ 2 Critical Points
	A-3 F Critical Points
	A-4 Cut-Off Points for the Student’s t-Distribution
	A-5 Procedures for Conducting Univariate and Multivariate Analysis in SPSS
	A-6 Output of Select Tables in SPSS
Glossary
Index
Marketing Research Process Illustrations
EULA