Marketing research

Cover
Title Page
Copyright Page
Preface
Acknowledgments
Brief Contents
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 System, Decision Support Systems, and Marketing Research
	Marketing Decision Support Systems
	Suppliers of Information
	Criteria for Selecting External Suppliers
	The International Marketing Research Industry
	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
	Appendix: The Value of Research Information Using Bayesian Decision Theory
	Case 3-1: A VideOcart Test for Bestway Stores
	Case 3-2: Sperry/MacLennan Architects and Planners
	Case 3-3: 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
	Case 4-2: California Foods Corporation
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?
	Case 5-3: Eddie Bauer: Strategize with Secondary Marketing Data
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.
	Case 6-3: Paradise Foods
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: Acura
	Case 8-4: Exploratory Research on the Lleyton Hewitt National Visa Card
	Case 8-5: Hamilton Beach Conducts Primary Research in Mexico and Europe
	Mini Project
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
	What Are 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)
	Case 12-3: Compact Lemon
	Case 12-4: Project DATA: An Urban Transportation Study
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
Case for Part II
	Case II-1: Currency Concepts International
	Appendix: 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
Cases for Part III
	Case III-1: The Vancouver Symphony Orchestra
	Case III-2: Popular Pizzas: Identifying Consumer Preferences
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: Ajax Advertising Agency
	Case 19-3: 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
	Case 20-3: Behavioral Research
CHAPTER 21: Multidimensional Scaling and Conjoint Analysis
	Learning Objectives
	Multidimensional Scaling
	Attribute-Based Approaches
	Summary of MDS
	Conjoint Analysis
	Summary of Conjoint Analysis
	Questions and Problems
	End Notes
	Case 21-1: Nester’s Foods
	Case 21-2: Pepsi-Cola
	Case 21-3: The Electric Truck Case
	Case 21-4: Fargo Instruments
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
Cases for Part IV
	Case IV-1: Smith’s Clothing (B)
	Case IV-2: Newfood
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
	Information Requirements for Total Quality Management
	Summary
	Questions and Problems
	End Notes
	Case 23-1: Brown Microwave
	Case 23-2: National Chemical Corporation
	Case 23-3: U.S. Department of Energy (B)
	Case 23-4: Hokey Pokey is Born in India
CHAPTER 24: Brand and Customer Metrics
	Learning Objectives
	Competitive Advantage
	Brand Equity
	Customer Satisfaction
	Customer Satisfaction Measurement Process
	Contemporary Applications of Marketing Intelligence
	Maximizing Customer Profitability
	Summary
	Questions and Problems
	End Notes
CHAPTER 25: New Age Strategies
	Learning Objectives
	Database Marketing
	E-Commerce
	Mobile Marketing
	Social Marketing
	Experiential Marketing
	Relationship Marketing
	Recent Developments in Relationship Marketing
	Word-of-Mouth Marketing
	Customer Intelligence
	Summary
	Questions and Problems
	End Notes
	Appendix: Forecasting
	End Notes for Appendix
Appendix: Tables
	A-1. Standard Normal, Cumulative Probability in Right-Hand Tail for Positive Values of z; Areas Are Formed by Symmetry
	A-2. X2 Critical Points
	A-3. F Critical Points
	A-4. t 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