Marketing Research: An Applied Prientation

Cover
Digital Resources for Students
Title Page
Copyright Page
Brief Contents
Contents
Foreword
Preface
Acknowledgments
About the Author
Commendation
Part 1: Introduction and Early Phases of Marketing Research
	1. Introduction to Marketing Research
		Objectives
		Overview
		Definition of Marketing Research
		A Classification of Marketing Research
		The Marketing Research Process
			Step 1: Problem Definition
			Step 2: Development of an Approach to the Problem
			Step 3: Research Design Formulation
			Step 4: Fieldwork or Data Collection
			Step 5: Data Preparation and Analysis
			Step 6: Report Preparation and Presentation
		The Role of Marketing Research in Marketing Decision Making
		Marketing Research and Competitive Intelligence
		The Decision to Conduct Marketing Research
		The Marketing Research Industry
		Selecting a Research Supplier
		Employability in Marketing Research
		The Department Store Patronage Project
		International Marketing Research
		Marketing Research and Social Media
		Mobile Marketing Research
		Ethics in Marketing Research
		SPSS Windows and SAS Enterprise Guide
		HP Running Case
		Summary
		Key Terms and Concepts
		Suggested Cases, HBS Cases, and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Exercises
		Internet and Computer Exercises
		Activities
		Video Case 1.1: Burke: Learning and Growing Through Marketing Research
	2. Defining the Marketing Research Problem and Developing an Approach
		Objectives
		Overview
		Importance of Defining the Problem
		The Process of Defining the Problem and Developing an Approach
		Tasks Involved
			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
			Objective/Theoretical Framework
			Analytical Model
			Research Questions
			Hypotheses
			Specification of Information Needed
		International Marketing Research
		Marketing Research and Social Media
			Approach to the Problem
		Mobile Marketing Research
		Ethics in Marketing Research
		HP Running Case
		Summary
		Key Terms and Concepts
		Suggested Cases, HBS Cases, and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Exercises
		Internet and Computer Exercises
		Activities
		Video Case 2.1: Accenture: The Accent Is in the Name
Part 2: Research Design Formulation
	3. Research Design
		Objectives
		Overview
		Research Design: Definition
		Research Design: Classification
		Exploratory Research
		Descriptive Research
			Cross-Sectional Designs
			Longitudinal Designs
			Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
		Causal Research
		Relationships Among Exploratory, Descriptive, and Causal Research
		Potential Sources of Error
			Random Sampling Error
			Nonsampling Error
		Budgeting and Scheduling the Project
		Marketing Research Proposal
		International Marketing Research
		Marketing Research and Social Media
		Mobile Marketing Research
		Ethics in Marketing Research
		HP Running Case
		Summary
		Key Terms and Concepts
		Suggested Cases, HBS Cases and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Exercises
		Internet and Computer Exercises
		Activities
		Video Case 3.1: National Football League: The King of Professional Sports
	4. Exploratory Research Design: Secondary and Syndicated Data
		Objectives
		Overview
		Primary Versus Secondary Data
		Advantages and Uses of Secondary Data
		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 Which the Data Were Collected
			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
		Syndicated Sources of Secondary Data
		Syndicated Data from Households
			Surveys
			Purchase and Media Panels
			Electronic Scanner Services
		Syndicated Data from Institutions
			Retailer and Wholesaler Audits
			Industry Services
		Combining Information from Different Sources: Single-Source Data
		Big Data
		International Marketing Research
		Marketing Research and Social Media
		Mobile Marketing Research
		Ethics in Marketing Research
		HP Running Case
		Summary
		Key Terms and Concepts
		Suggested Cases, HBS Cases, and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Exercises
		Internet and Computer Exercises
		Activities
		Video Case 4.1: The Mayo Clinic: Staying Healthy with Marketing Research
	5. Exploratory Research Design: Qualitative Research
		Objectives
		Overview
		Primary Data: Qualitative Versus Quantitative Research
		Rationale for Using Qualitative Research
		A Classification of Qualitative Research Procedures
		Focus Group Interviews
			Characteristics
			Planning and Conducting Focus Groups
			Other Variations in Focus Groups
			Advantages of Focus Groups
			Disadvantages of Focus Groups
			Applications of Focus Groups
			Online Focus Group Interviews
			Advantages of Online Focus Groups
			Disadvantages of Online Focus Groups
			Uses of Online Focus Groups
		Depth Interviews
			Characteristics
			Techniques
			Advantages and Disadvantages of Depth Interviews
			Applications of Depth Interviews
		Projective Techniques
			Association Techniques
			Completion Techniques
			Construction Techniques
			Expressive Techniques
			Advantages and Disadvantages of Projective Techniques
			Applications of Projective Techniques
		Analysis of Qualitative Data
			Software Packages
		International Marketing Research
		Marketing Research and Social Media
			Focus Groups
			Depth Interviews
			Projective Techniques
			Limitations
		Mobile Marketing Research
		Ethics in Marketing Research
		HP Running Case
		Summary
		Key Terms and Concepts
		Suggested Cases, HBS Cases, and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Exercises
		Internet and Computer Exercises
		Activities
		Video Case 5.1: Nike: Associating Athletes, Performance, and the Brand
	6. Descriptive Research Design: Survey and Observation
		Objectives
		Overview
		Survey Methods
		Survey Methods Classified by Mode of Administration
		Telephone Methods
			Traditional Telephone Interviews
			Computer-Assisted Telephone Interviewing (CATI)
		Personal Methods
			Personal In-Home Interviews
			Mall-Intercept Personal Interviews
			Computer-Assisted Personal Interviewing (CAPI)
		Mail Methods
			Mail Interviews
			Mail Panels
		Electronic Methods
			Email Interviews
			Internet Interviews
		A Comparative Evaluation of Survey Methods
			Task Factors
			Situational Factors
			Respondent Factors
		Some Other Survey Methods
		Selection of Survey Methods
		Observation Methods
			Structured Versus Unstructured Observation
			Disguised Versus Undisguised Observation
			Natural Versus Contrived Observation
		Observation Methods Classified by Mode of Administration
			Personal Observation
			Mechanical Observation
			Audit
			Content Analysis
			Trace Analysis
		A Comparative Evaluation of Observation Methods
		A Comparison of Survey and Observation Methods
			Relative Advantages of Observation
			Relative Disadvantages of Observation
		Ethnographic Research
		Other Methods
		International Marketing Research
			Selection of Survey Methods
		Marketing Research and Social Media
			Surveys
			Observation
		Mobile Marketing Research
			MMR and Survey Research
			MMR and Observation Research
		Ethics in Marketing Research
		HP Running Case
		Summary
		Key Terms and Concepts
		Suggested Cases, HBS Cases, and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Exercises
		Internet and Computer Exercises
		Activities
		Video Case 6.1: Starbucks: Staying Local While Going Global Through Marketing Research
	7. Causal Research Design: Experimentation
		Objectives
		Overview
		Concept of Causality
		Conditions for Causality
			Concomitant Variation
			Time Order of Occurrence of Variables
			Absence of Other Possible Causal Factors
			Role of Evidence
		Definitions and Concepts
		Definition of Symbols
		Validity in Experimentation
			Internal Validity
			External Validity
		Extraneous Variables
			History
			Maturation
			Testing Effects
			Instrumentation
			Statistical Regression
			Selection Bias
			Mortality
		Controlling Extraneous Variables
			Randomization
			Matching
			Statistical Control
			Design Control
		A Classification of Experimental Designs
		Preexperimental 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
		Quasi-Experimental Designs
			Time Series Design
			Multiple Time Series Design
		Statistical Designs
			Randomized Block Design
			Latin Square Design
			Factorial Design
		Laboratory Versus Field Experiments
		Experimental Versus Nonexperimental Designs
		Limitations of Experimentation
			Time
			Cost
			Administration
		Application: Test Marketing
		International Marketing Research
		Marketing Research and Social Media
		Mobile Marketing Research
		Ethics in Marketing Research
		HP Running Case
		Summary
		Key Terms and Concepts
		Suggested Cases, HBS Cases, and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Exercises
		Internet and Computer Exercises
		Activities
		Video Case 7.1: Aflac: Marketing Research Quacks Like a Duck
	8. Measurement and Scaling: Fundamentals and Comparative Scaling
		Objectives
		Overview
		Measurement and Scaling
		Scale Characteristics and Levels of Measurement
			Description
			Order
			Distance
			Origin
		Primary Scales of Measurement
			Nominal Scale
			Ordinal Scale
			Interval Scale
			Ratio Scale
		A Comparison of Scaling Techniques
		Comparative Scaling Techniques
			Paired Comparison Scaling
			Rank Order Scaling
			Constant Sum Scaling
			Q-Sort and Other Procedures
		International Marketing Research
		Marketing Research and Social Media
		Mobile Marketing Research
		Ethics in Marketing Research
		HP Running Case
		Summary
		Key Terms and Concepts
		Suggested Cases, HBS Cases, and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Exercises
		Internet and Computer Exercises
		Activities
		Video Case 8.1: Procter & Gamble: Using Marketing Research to Build Brands
	9. Measurement and Scaling: Noncomparative Scaling Techniques
		Objectives
		Overview
		Noncomparative Scaling Techniques
		Continuous Rating Scale
		Itemized Rating Scales
			Likert Scale
			Semantic Differential Scale
			Stapel Scale
		Noncomparative Itemized Rating Scale Decisions
			Number of Scale Categories
			Balanced Versus Unbalanced Scales
			Odd or Even Number of Categories
			Forced Versus Nonforced Scales
			Nature and Degree of Verbal Description
			Physical Form or Configuration
		Multi-Item Scales
		Scale Evaluation
			Measurement Accuracy
			Reliability
			Validity
			Relationship Between Reliability and Validity
			Generalizability
		Choosing a Scaling Technique
		Mathematically Derived Scales
		International Marketing Research
		Marketing Research and Social Media
		Mobile Marketing Research
		Ethics in Marketing Research
		HP Running Case
		Summary
		Key Terms and Concepts
		Suggested Cases, HBS Cases, and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Exercises
		Internet and Computer Exercises
		Activities
		Video Case 9.1: eGO: Reinventing Wheels
	10. Questionnaire and Form Design
		Objectives
		Overview
		Questionnaires and Observation Forms
			Questionnaire Definition
			Objectives of a Questionnaire
		Questionnaire Design Process
		Specify the Information Needed
		Type of Interviewing Method
		Individual Question Content
			Is the Question Necessary?
			Are Several Questions Needed Instead of One?
		Overcoming Inability to Answer
			Is the Respondent Informed?
			Can the Respondent Remember?
			Can the Respondent Articulate?
		Overcoming Unwillingness to Answer
			Effort Required of the Respondents
			Context
			Legitimate Purpose
			Sensitive Information
			Increasing the Willingness of Respondents
		Choosing Question Structure
			Unstructured Questions
			Structured Questions
		Choosing Question Wording
			Define the Issue
			Use Ordinary Words
			Use Unambiguous Words
			Avoid Leading or Biasing Questions
			Avoid Implicit Alternatives
			Avoid Implicit Assumptions
			Avoid Generalizations and Estimates
			Dual Statements: Positive and Negative
		Determining the Order of Questions
			Opening Questions
			Type of Information
			Difficult Questions
			Effect on Subsequent Questions
			Logical Order
		Form and Layout
		Reproduction of the Questionnaire
		Pretesting
		Computer and Internet Questionnaire Construction
		Observational Forms
		International Marketing Research
		Marketing Research and Social Media
		Mobile Marketing Research
			MMR and Questionnaire Design
		Ethics in Marketing Research
		HP Running Case
		Summary
		Key Terms and Concepts
		Suggested Cases, HBS Cases, and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Exercises
		Internet and Computer Exercises
		Activities
		Video Case 10.1: Dunkin’ Donuts: Dunking the Competition
	11. Sampling: Design and Procedures
		Objectives
		Overview
		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
			Other Probability Sampling Techniques
		Choosing Nonprobability Versus Probability Sampling
		Uses of Nonprobability and Probability Sampling
		Internet Sampling
			Issues in Online Sampling
			Online Sampling Techniques
		International Marketing Research
		Marketing Research and Social Media
		Mobile Marketing Research
		Ethics in Marketing Research
		HP Running Case
		Summary
		Key Terms and Concepts
		Suggested Cases, HBS Cases, and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Exercises
		Internet and Computer Exercises
		Activities
		Video Case 11.1: Nivea: Marketing Research Leads to Consistency in Marketing
	12. Sampling: Final and Initial Sample Size Determination
		Objectives
		Overview
		Definitions and Symbols
		The Sampling Distribution
		Statistical Approach to Determining Sample Size
		The Confidence Interval Approach
			Sample Size Determination: Means
			Sample Size Determination: Proportions
		Multiple Characteristics and Parameters
		Other Probability Sampling Techniques
		Adjusting the Statistically Determined Sample Size
		Calculation of Response Rates
		Nonresponse Issues in Sampling
			Improving the Response Rates
			Adjusting for Nonresponse
		International Marketing Research
		Marketing Research and Social Media
		Mobile Marketing Research
		Ethics in Marketing Research
		HP Running Case
		Summary
		Key Terms and Concepts
		Suggested Cases, HBS Cases, and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronym
		Exercises
		Internet and Computer Exercises
		Activities
		Appendix 12A
		Video Case 12.1: Subaru: “Mr. Survey” Monitors Customer Satisfaction
Part 3: Data Collection, Preparation, Analysis, and Reporting
	13. Fieldwork
		Objectives
		Overview
		The Nature of Fieldwork
		Fieldwork/Data Collection Process
		Selection of Fieldworkers
		Training of Fieldworkers
			Making the Initial Contact
			Asking the Questions
			Probing
			Recording the Answers
			Terminating the Interview
		Supervision of Fieldworkers
			Quality Control and Editing
			Sampling Control
			Control of Cheating
			Central Office Control
		Validation of Fieldwork
		Evaluation of Fieldworkers
			Cost and Time
			Response Rates
			Quality of Interviewing
			Quality of Data
		International Marketing Research
		Marketing Research and Social Media
		Mobile Marketing Research
		Ethics in Marketing Research
		HP Running Case
		Summary
		Key Terms and Concepts
		Suggested Cases, HBS Cases, and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Exercises
		Internet and Computer Exercises
		Activities
		Video Case 13.1: Intel: Building Blocks Inside Out
	14. Data Preparation
		Objectives
		Overview
		The Data-Preparation Process
		Questionnaire Checking
		Editing
			Treatment of Unsatisfactory Responses
		Coding
			Coding Questions
			Developing a Data File
		Transcribing
		Data Cleaning
			Consistency Checks
			Treatment of Missing Responses
		Statistically Adjusting the Data
			Weighting
			Variable Respecification
			Scale Transformation
		Selecting a Data Analysis Strategy
		A Classification of Statistical Techniques
		International Marketing Research
		Marketing Research and Social Media
			Data Collection
			Text Coding and Categorization
			Text Mining and Visualization
		Mobile Marketing Research
		Ethics in Marketing Research
		Statistical Software
			SPSS and SAS Computerized Demonstration Movies
			SPSS and SAS Screen Captures with Notes
		SPSS Windows
			Creating a Variable Called Overall Evaluation
			Recoding to Create New Variable Called Recoded Income
		SAS Enterprise Guide
			Creating a Variable Called Overall Evaluation
			Recoding to Create New Variable Called Recoded Income
		HP Running Case
		Summary
		Key Terms and Concepts
		Suggested Cases and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Exercises
		Internet and Computer Exercises
		Activities
	15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
		Objectives
		Overview
		Frequency Distribution
		Statistics Associated with Frequency Distribution
			Measures of Location
			Measures of Variability
			Measures of Shape
		Introduction to Hypothesis Testing
		A General Procedure for Hypothesis Testing
			Step 1: Formulate the Hypotheses
			Step 2: Select an Appropriate Test
			Step 3: Choose Level of Significance, a
			Step 4: Collect Data and Calculate Test Statistic
			Step 5: Determine the Probability (Critical Value)
			Steps 6 and 7: Compare the Probability (Critical Value) and Make the Decision
			Step 8: Marketing Research Conclusion
		Cross-Tabulations
			Two Variables
			Three Variables
			General Comments on Cross-Tabulation
		Statistics Associated with Cross- Tabulation
			Chi-Square
			Phi Coefficient
			Contingency Coefficient
			Cramer’s V
			Lambda Coefficient
			Other Statistics
		Cross-Tabulation in Practice
		Hypothesis Testing Related to Differences
		Parametric Tests
			One Sample
			Two Independent Samples
			Paired Samples
		Nonparametric Tests
			One Sample
			Two Independent Samples
			Paired Samples
		Statistical Software
			SPSS and SAS Computerized Demonstration Movies
			SPSS and SAS Screen Captures with Notes
		SPSS Windows
			Frequency Distribution
			Cross-Tabulation
			Hypothesis Testing
		SAS Enterprise Guide
			Frequency Distribution
			Cross-Tabulation
			Hypothesis Testing
		HP Running Case
		Summary
		Key Terms and Concepts
		Suggested Cases and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Exercises
		Internet and Computer Exercises
		Activities
	16. Analysis of Variance and Covariance
		Objectives
		Overview
		Relationship Among Techniques
		One-Way Analysis of Variance
		Statistics Associated with One-Way Analysis of Variance
		Conducting One-Way Analysis of Variance
			Identify the Dependent and Independent Variables
			Decompose the Total Variation
			Measure the Effects
			Test the Significance
			Interpret the Results
		Illustrative Data
		Illustrative Applications of One-Way Analysis of Variance
		Assumptions in Analysis of Variance
		N-Way Analysis of Variance
		Illustrative Application of N-Way Analysis of Variance
		Analysis of Covariance
		Issues in Interpretation
			Interactions
			Relative Importance of Factors
			Multiple Comparisons
		Repeated Measures ANOVA
		Nonmetric Analysis of Variance
		Multivariate Analysis of Variance
		Statistical Software
			SPSS and SAS Computerized Demonstration Movies
			SPSS and SAS Screen Captures with Notes
		SPSS Windows
		SAS Enterprise Guide
		HP Running Case
		Summary
		Key Terms and Concepts
		Suggested Cases and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Exercises
		Internet and Computer Exercises
		Activities
	17. Correlation and Regression
		Objectives
		Overview
		Product Moment Correlation
		Partial Correlation
		Nonmetric Correlation
		Regression Analysis
		Bivariate Regression
		Statistics Associated with Bivariate Regression Analysis
		Conducting Bivariate Regression Analysis
			Plot the Scatter Diagram
			Formulate the Bivariate Regression Model
			Estimate the Parameters
			Estimate Standardized Regression Coefficient
			Test for Significance
			Determine the Strength and Significance of Association
			Check Prediction Accuracy
			Assumptions
		Multiple Regression
		Statistics Associated with Multiple Regression
		Conducting Multiple Regression Analysis
			Partial Regression Coefficients
			Strength of Association
			Significance Testing
			Examination of Residuals
		Stepwise Regression
		Multicollinearity
		Relative Importance of Predictors
		Cross-Validation
		Regression with Dummy Variables
		Statistical Software
			SPSS and SAS Computerized Demonstration Movies
			SPSS and SAS Screen Captures with Notes
		SPSS Windows
		SAS Enterprise Guide
		HP Running Case
		Summary
		Key Terms and Concepts
		Suggested Cases and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Exercises
		Internet and Computer Exercises
		Activities
	18. Discriminant and Logit Analysis
		Objectives
		Overview
		Basic Concept of Discriminant Analysis
		Relationship of Discriminant and Logit Analysis to ANOVA and Regression
		Discriminant Analysis Model
		Statistics Associated with Discriminant Analysis
		Conducting Discriminant Analysis
			Formulate the Problem
			Estimate the Discriminant Function Coefficients
			Determine the Significance of Discriminant Function
			Interpret the Results
			Assess Validity of Discriminant Analysis
		Multiple Discriminant Analysis
			Formulate the Problem
			Estimate the Discriminant Function Coefficients
			Determine the Significance of the Discriminant Function
			Interpret the Results
			Assess Validity of Discriminant Analysis
		Stepwise Discriminant Analysis
		The Logit Model
		Conducting Binary Logit Analysis
			Formulate the Problem
			Estimating the Binary Logit Model
			Model Fit
			Significance Testing
			Interpretation of the Coefficients and Validation
			An Illustrative Application of Logistic Regression
		Statistical Software
			SPSS and SAS Computerized Demonstration Movies
			SPSS and SAS Screen Captures with Notes
		SPSS Windows
			Discriminant Analysis
			Logit Model
		SAS Enterprise Guide
			Discriminant Analysis
			Logit Model
		HP Running Case
		Summary
		Key Terms and Concepts
		Suggested Cases and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Exercises
		Internet and Computer Exercises
		Activities
	19. Factor Analysis
		Objectives
		Overview
		Basic Concept
		Factor Analysis Model
		Statistics Associated with Factor Analysis
		Conducting Factor Analysis
			Formulate the Problem
			Construct the Correlation Matrix
			Determine the Method of Factor Analysis
			Determine the Number of Factors
			Rotate Factors
			Interpret Factors
			Calculate Factor Scores
			Select Surrogate Variables
			Determine the Model Fit
		Applications of Common Factor Analysis
		Statistical Software
			SPSS and SAS Computerized Demonstration Movies
			SPSS and SAS Screen Captures with Notes
		SPSS Windows
		SAS Enterprise Guide
		HP Running Case
		Summary
		Key Terms and Concepts
		Suggested Cases and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Exercises
		Internet and Computer Exercises
		Activities
	20. Cluster Analysis
		Objectives
		Overview
		Basic Concept
		Statistics Associated with Cluster Analysis
		Conducting Cluster Analysis
			Formulate the Problem
			Select a Distance or Similarity Measure
			Select a Clustering Procedure
			Decide on the Number of Clusters
			Interpret and Profile the Clusters
			Assess Reliability and Validity
		Applications of Nonhierarchical Clustering
		Applications of TwoStep Clustering
		Clustering Variables
		Statistical Software
			SPSS and SAS Computerized Demonstration Movies
			SPSS and SAS Screen Captures with Notes
		SPSS Windows
		SAS Enterprise Guide
		HP Running Case
		Summary
		Key Terms and Concepts
		Suggested Cases and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Exercises
		Internet and Computer Exercises
		Activities
	21. Multidimensional Scaling and Conjoint Analysis
		Objectives
		Overview
		Basic Concepts in Multidimensional Scaling (MDS)
		Statistics and Terms Associated with MDS
		Conducting Multidimensional Scaling
			Formulate the Problem
			Obtain Input Data
			Select an MDS Procedure
			Decide on the Number of Dimensions
			Label the Dimensions and Interpret the Configuration
			Assess Reliability and Validity
		Assumptions and Limitations of MDS
		Scaling Preference Data
		Correspondence Analysis
		Relationship Among MDS, Factor Analysis, and Discriminant Analysis
		Basic Concepts in Conjoint Analysis
		Statistics and Terms Associated with Conjoint Analysis
		Conducting Conjoint Analysis
			Formulate the Problem
			Construct the Stimuli
			Decide on the Form of Input Data
			Select a Conjoint Analysis Procedure
			Interpret the Results
			Assessing Reliability and Validity
		Assumptions and Limitations of Conjoint Analysis
		Hybrid Conjoint Analysis
		Statistical Software
			SPSS and SAS Computerized Demonstration Movies
			SPSS and SAS Screen Captures with Notes
		SPSS Windows
		SAS Enterprise Guide
		HP Running Case
		Summary
		Key Terms and Concepts
		Suggested Cases and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Exercises
		Internet and Computer Exercises
		Activities
	22. Structural Equation Modeling and Path Analysis
		Objectives
		Overview
		Basic Concept
		Statistics Associated with SEM
		Foundations of SEM
			Theory, Model, and Path Diagram
			Exogenous Versus Endogenous Constructs
			Dependence and Correlational Relationships
			Model Fit
			Model Identification
		Conducting SEM
		Define the Individual Constructs
		Specify the Measurement Model
			Sample Size Requirements
		Assess Measurement Model Reliability and Validity
			Assess Measurement Model Fit
			Assess Measurement Model Reliability and Validity
			Lack of Validity: Diagnosing Problems
		Specify the Structural Model
		Assess Structural Model Validity
			Assessing Fit
			Comparison with Competing Models
			Testing Hypothesized Relationships
			Structural Model Diagnostics
		Draw Conclusions and Make Recommendations
		Higher-Order Confirmatory Factor Analysis
		Relationship of SEM to Other Multivariate Techniques
		Application of SEM: First-Order Factor Model
			Define the Individual Constructs
			Specify the Measurement Model
			Assess Measurement Model Reliability and Validity
			Specify the Structural Model
			Assess Structural Model Validity
			Conclusions and Recommendations
		Application of SEM: Second-Order Factor Model
			Define the Individual Constructs
			Specify the Measurement Model
			Assess Measurement Model Reliability and Validity
			Specify the Structural Model
			Assess Structural Model Validity
			Draw Conclusions and Make Recommendations
		Path Analysis
			Illustrative Example of Path Analysis
		Statistical Software
			Lisrel
			SPSS and SAS Computerized Demonstration Movies
			SPSS and SAS Screen Captures with Notes
		SPSS Windows
		SAS Enterprise Guide
		HP Running Case
		Summary
		Key Terms and Concepts
		Suggested Cases and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Exercises
		Internet and Computer Exercises
		Activities
	23. Report Preparation and Presentation
		Objectives
		Overview
		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
			Readers
			Easy to Follow
			Presentable and Professional Appearance
			Objective
			Reinforce Text with Tables and Graphs
			Terse
		Guidelines for Tables
			Title and Number
			Arrangement of Data Items
			Basis of Measurement
			Leaders, Rulings, and Spaces
			Explanations and Comments: Headings, Stubs, and Footnotes
			Sources of the Data
		Guidelines for Graphs
			Geographic and Other Maps
			Round or Pie Charts
			Line Charts
			Pictographs
			Histograms and Bar Charts
			Schematic Figures and Flowcharts
		Data Visualization and Big Data
			Visualizing Big Data
			SAS Visual Analytics
		Report Distribution
		Oral Presentation
		Reading the Research Report
			Address the Problem
			Research Design
			Execution of the Research Procedures
			Numbers and Statistics
			Interpretation and Conclusions
			Generalizability
			Disclosure
		Research Follow-Up
			Assisting the Client
			Evaluation of the Research Project
		International Marketing Research
		Marketing Research and Social Media
		Mobile Marketing Research
		Ethics in Marketing Research
		Statistical Software
		SPSS Windows
		SAS Enterprise Guide
		HP Running Case
		Summary
		Key Terms and Concepts
		Suggested Cases, HBS Cases, and Video Cases
		Live Research: Conducting a Marketing Research Project
		Acronyms
		Exercises
		Internet and Computer Exercises
		Activities
		Video Case 23.1: Marriott: Marketing Research Leads to Expanded Offerings
Running Case with Real Data
	Case 1.1: HP: Using Marketing Research to Gain a Competitive Edge
Comprehensive Critical Thinking Cases
	Case 2.1: Baskin-Robbins: Can It Bask in the Good ‘Ole Days?
	Case 2.2: Kid Stuff? Determining the Best Positioning Strategy for Akron Children’s Hospital
Data Analysis Cases with Real Data
	Case 3.1: AT&T Wireless: Ma Bell Becomes Ma Again
	Case 3.2: IBM: A Top Provider of Computer Hardware, Software, and Services
	Case 3.3: Kimberly-Clark: Competing Through Innovation
Comprehensive Cases with Real Data
	Case 4.1: JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions
	Case 4.2: Wendy’s: History and Life After Dave Thomas
Comprehensive Harvard Business School Cases
	Case 5.1: The Harvard Graduate Student Housing Survey (9-505-059)
	Case 5.2: BizRate.Com (9-501-024)
	Case 5.3: Cola Wars Continue: Coke and Pepsi in the Twenty-First Century (9-702-442)
	Case 5.4: TiVo in 2002 (9-502-062)
	Case 5.5: Compaq Computer: Intel Inside? (9-599-061)
	Case 5.6: The New Beetle (9-501-023)
Appendix: Statistical Tables
Notes
Glossary
Index