Marketing Research

Enhanced descriptions from Syndetics:

A book/CD-ROM package for an undergraduate course, providing SPSS software to students, integrating explanations of software throughout the book, and providing a SPSS Student Assistant software tutorial. This third edition covers information age technology, contains new examples and cases, emphasize

Table of contents provided by Syndetics

• Preface (p. xiv)
• Chapter 1 The Nature of Marketing Research (p. 2)
• Marketing (p. 4)
• The Marketing Concept (p. 4)
• Marketing Strategy (p. 4)
• Marketing Research Defined (p. 7)
• The Role of Marketing Research: Information to Aid in Decision Making (p. 7)
• Characteristics of Marketing Research (p. 13)
• Applied or Basic Research? (p. 13)
• Sometimes Inaccurate (p. 13)
• Shaped by Budget and Time Constraints (p. 14)
• Types of Marketing Research Studies (p. 15)
• The Marketing Information System (p. 16)
• Components of an MIS (p. 16)
• The Future of Marketing Research (p. 20)
• Chapter 2 The Industry: Structure, Evaluation, and Ethics (p. 24)
• Historical Perspectives of Marketing Research (p. 26)
• The Pre-Marketing Research Era (p. 26)
• The Early Development Era (p. 26)
• The Questionnaire Era (p. 27)
• The Quantitative Era (p. 27)
• The Organizational Acceptance Era (p. 27)
• The Technological Era (p. 27)
• The Structure of the Marketing Research Industry (p. 28)
• Internal Suppliers: How Do They Organize the Research Function? (p. 29)
• External Suppliers (p. 30)
• How Has the Marketing Research Industry Performed? (p. 42)
• Suggested Remedy for the Future: Certification (p. 43)
• Ethical Issues Facing the Marketing Research Industry (p. 44)
• Systems of Philosophical Belief: Deontology versus Teleology (p. 44)
• The Ethical Issues Confronting the Marketing Research Industry (p. 48)
• Appendix 2 A Career in the Marketing Research Industry (p. 62)
• Chapter 3 The Marketing Research Process (p. 68)
• Steps in the Marketing Research Process (p. 70)
• Step 1 Establish the Need for Marketing Research (p. 72)
• Step 2 Define the Problem (p. 74)
• Step 3 Establish Research Objectives (p. 75)
• Step 4 Determine Research Design (p. 75)
• Step 5 Identify Information Types and Sources (p. 78)
• Step 6 Determine Methods of Accessing Data (p. 79)
• Step 7 Design Data Collection Forms (p. 80)
• Step 8 Determine Sample Plan and Size (p. 80)
• Step 9 Collect Data (p. 81)
• Step 10 Analyze Data (p. 82)
• Step 11 Prepare and Present the Final Research Report (p. 84)
• Marketing Research in Action: Kfc's "Family Feast" Introduction in the United Kingdom (p. 84)
• Establish the Need for Marketing Research (p. 84)
• Define the Problem (p. 85)
• Establish Research Objectives (p. 86)
• Determine Research Design (p. 87)
• Identify Information Types and Sources (p. 87)
• Determine Methods of Accessing Data (p. 87)
• Design Data Collection Forms (p. 88)
• Determine Sample Plan and Size (p. 88)
• Collect Data (p. 88)
• Analyze the Data and Prepare the Final Research Report (p. 88)
• Chapter 4 Defining the Problem and Determining Research Objectives (p. 96)
• Define the Marketing Manager's Problem (p. 97)
• Differences between Managers and Researchers (p. 98)
• Guidelines to Resolve Differences between Managers and Researchers (p. 98)
• Decide When Marketing Research is Warranted (p. 100)
• Define the Marketing Management and Research Problems (p. 100)
• Assess the Background of the Company, Product, and Market (p. 102)
• Understand the Decision Maker's Circumstances, Objectives, and Resources (p. 102)
• Clarify the Symptoms of the Problem (p. 103)
• Pinpoint Suspected Causes of the Problem (p. 104)
• Specify Actions That May Alleviate the Problem (p. 106)
• Speculate on Anticipated Consequences of the Actions (p. 107)
• Identify the Manager's Assumptions about the Consequences (p. 108)
• Assess the Adequacy of Information on Hand (p. 108)
• Putting it All Together: What The Researcher Needs to Define the Marketing Management Problem (p. 109)
• Formulate the Marketing Research Problem (p. 110)
• Specify Constructs and Operational Definitions (p. 111)
• Identify Relationships (p. 112)
• Decide on a Model (p. 113)
• Specify Marketing Research Objectives (p. 114)
• An Example of the Formulation of a Marketing Research Problem (p. 114)
• The Formal Research Proposal (p. 116)
• Define the Marketing Management Problem (p. 117)
• Specify the Research Objectives (p. 117)
• Detail the Proposed Research Method (p. 117)
• Select a Marketing Research Company (p. 118)
• Appendix 4 A Marketing Research Proposal for Surgi-Center of New Haven (p. 123)
• Chapter 5 Research Design (p. 126)
• Research Design (p. 129)
• The Significance of Research Design (p. 129)
• Three Types of Research Designs (p. 129)
• Research Design: A Caution (p. 129)
• Exploratory Research (p. 130)
• Uses of Exploratory Research (p. 131)
• Methods of Conducting Exploratory Research (p. 132)
• Descriptive Research (p. 134)
• Classification of Descriptive Research Studies (p. 134)
• Causal Research (p. 139)
• Experiments (p. 140)
• Experimental Design (p. 141)
• After-Only Design (p. 141)
• One-Group, Before-After Design (p. 142)
• Before-After with Control Group (p. 143)
• After-Only with Control Group (p. 144)
• How Valid Are Experiments? (p. 145)
• Types of Experiments (p. 146)
• Test Marketing (p. 148)
• Types of Test Markets (p. 148)
• Consumer versus Industrial Test Markets (p. 150)
• "Lead Country" Test Markets (p. 150)
• Selecting Test Market Cities (p. 150)
• Pros and Cons of Test Marketing (p. 150)
• Hapter 6 Secondary Data Sources (p. 158)
• Sources of Secondary Data (p. 159)
• Databases (p. 162)
• Advantages/Disadvantages of Secondary Data (p. 166)
• Evaluating Secondary Data (p. 168)
• What Was the Purpose of the Study? (p. 168)
• Who Collected the Information? (p. 169)
• What Information Was Collected? (p. 169)
• How Was the Information Obtained? (p. 170)
• How Consistent Is the Information with Other Information? (p. 171)
• Locating Secondary Data Sources (p. 171)
• Key Sources of Secondary Data for Marketers (p. 176)
• Census of the Population (p. 177)
• North American Industry Classification System (NAICS) (p. 180)
• "Survey of Buying Power" (p. 182)
• Creating a Customized BPI (p. 183)
• Worldwide Availability of Secondary Data (p. 186)
• Chapter 7 Syndicated Services 190
• Understanding Syndicated Services (p. 193)
• Advantages/Disadvantages of Syndicated Services (p. 197)
• Application Areas of Syndicated Data Services (p. 197)
• Measuring Consumer Attitudes and Opinion Polls (p. 198)
• Defining Market Segments (p. 198)
• Conducting Market Tracking (p. 200)
• Monitoring Media Usage and Promotion Effectiveness (p. 213)
• Single-Source Data (p. 220)
• The Future of Syndicated Services (p. 222)
• Chapter 8 Observation, Focus Groups, and Other Qualitative Methods (p. 228)
• Qualitative, Quantitative, and Pluralistic Research (p. 230)
• Observation Techniques (p. 232)
• Types of Observation (p. 232)
• Appropriate Conditions for the Use of Observation (p. 235)
• Advantages of Observational Data (p. 236)
• Limitations of Observational Data (p. 236)
• Focus Groups (p. 237)
• Some Objectives of Focus Groups (p. 238)
• Operational Questions about Focus Groups (p. 241)
• The Focus Group Moderator's Role and Responsibilities (p. 244)
• Reporting and Use of Focus Group Results (p. 245)
• Advantages of Focus Groups (p. 246)
• Disadvantages of Focus Groups (p. 248)
• The Future of Focus Groups (p. 250)
• Other Qualitative Research Techniques (p. 251)
• Depth Interviews (p. 251)
• Protocol Analysis (p. 252)
• Projective Techniques (p. 252)
• Physiological Measurement (p. 256)
• Chapter 9 Survey Data Collection Methods (p. 262)
• Advantages of Surveys (p. 264)
• Standardization (p. 264)
• Ease of Administration (p. 264)
• Ability to Tap the "Unseen" (p. 265)
• Suitability to Tabulation and Statistical Analysis (p. 265)
• Sensitivity to Subgroup Differences (p. 266)
• Three Alternative Data Collection Modes (p. 266)
• Person-Administered Surveys (p. 266)
• Computer-Administered Surveys (p. 268)
• Self-Administered Surveys (p. 269)
• Descriptions of Representative Data Collection Modes (p. 270)
• Person-Administered Interviews (p. 273)
• Computer-Administered Interviews (p. 279)
• Self-Administered Surveys (p. 282)
• Factors Determining the Choice of A Particular Survey Method (p. 287)
• Researcher's Resources and Objectives (p. 289)
• Respondent Characteristics (p. 291)
• Characteristics of Questions Asked by Researchers (p. 295)
• Selecting a Survey Mode (p. 296)
• Chapter 10 Measurement in Marketing Research (p. 302)
• Basic Question-Response Formats (p. 304)
• Open-Ended Response Format Questions (p. 304)
• Closed-Ended Response Format Questions (p. 305)
• Scaled-Response Questions (p. 306)
• Considerations in Choosing a Question-Response Format (p. 306)
• Nature of the Property Being Measured (p. 307)
• Previous Research Studies (p. 307)
• Data Collection Mode (p. 307)
• Ability of the Respondent (p. 307)
• Scale Level Desired (p. 309)
• Basic Concepts in Measurement (p. 309)
• Scale Characteristics (p. 310)
• Description (p. 310)
• Order (p. 310)
• Distance (p. 311)
• Origin (p. 311)
• Levels of Measurement of Scales (p. 312)
• Nominal Scales (p. 312)
• Ordinal Scales (p. 312)
• Interval Scales (p. 314)
• Ratio Scales (p. 315)
• Why the Measurement Level of a Scale is Important (p. 315)
• Scaled-Response Question Forms (p. 316)
• The Modified Likert Scale (p. 318)
• The Life-Style Inventory (p. 319)
• The Semantic Differential Scale (p. 321)
• Composite Scales (p. 325)
• Issues in the Use of Sensitivity Scales (p. 328)
• Other Scaled-Response Question Formats (p. 329)
• Reliability of Measurements (p. 329)
• Test-Retest Reliability (p. 330)
• Equivalent Forms Reliability (p. 330)
• Split-Half Reliability (p. 331)
• How to Develop Reliable Measures (p. 331)
• Validity of Measurements (p. 332)
• Face Validity (p. 333)
• Predictive Validity (p. 333)
• Convergent Validity (p. 334)
• Discriminant Validity (p. 334)
• How to Develop Valid Measures (p. 334)
• Chapter 11 Designing Data Collection Forms (p. 342)
• The Functions of a Questionnaire (p. 344)
• The Questionnaire Development Process (p. 345)
• Developing Questions (p. 347)
• The Five "Shoulds" of Question Wording (p. 347)
• The Eleven "Should Nots" of Question Wording (p. 352)
• Questionnaire Organization (p. 357)
• The Introduction (p. 357)
• Typical Question Sequence (p. 359)
• Precoding the Questionnaire (p. 364)
• Computer-Assisted Questionnaire Design (p. 366)
• Features of Computer-Assisted Questionnaire Design Systems (p. 366)
• Performing The Pretest of the Questionnaire (p. 370)
• Designing Observation Forms (p. 371)
• Structuring Observational Studies (p. 371)
• Build-Up and Break-Down Approaches (p. 372)
• Chapter 12 Determining the Sample Plan (p. 382)
• Basic Concepts in Samples and Sampling (p. 384)
• Population (p. 384)
• Sample and Sample Unit (p. 385)
• Census (p. 386)
• Sampling Error (p. 386)
• Sample Frame and Sample Frame Error (p. 386)
• Reasons for Taking A Sample (p. 387)
• Two Basic Sampling Methods: Probability Versus Nonprobability (p. 388)
• Probability Sampling Methods (p. 389)
• Nonprobability Sampling Methods (p. 402)
• Developing a Sample Plan (p. 408)
• Step 1 Define the Relevant Population (p. 408)
• Step 2 Obtain a "Listing" of the Population (p. 409)
• Step 3 Design the Sample Plan (Size, Method) (p. 410)
• Step 4 Access the Population (p. 411)
• Step 5 Draw the Sample (p. 411)
• Step 6 Validate the Sample (p. 413)
• Step 7 Resample, If Necessary (p. 413)
• Chapter 13 Determining the Size of a Sample (p. 420)
• Methods of Determining Sample Size (p. 423)
• Arbitrary Approach (p. 423)
• Conventional Approach (p. 424)
• Cost Basis Approach (p. 425)
• Statistical Analysis Approach (p. 427)
• Confidence Interval Approach (p. 427)
• The Notion of a Sampling Distribution (p. 433)
• Computing Sample Size Using the Confidence Interval Approach (p. 436)
• Determining Sample Size Using a Percentage (p. 437)
• Determining Sample Size Using a Mean (p. 439)
• Practical Considerations in Sample Size Determination (p. 440)
• How to Estimate Variability in the Population (p. 440)
• How to Determine the Amount of Precision Desired (p. 442)
• How to Calculate the Level of Confidence Desired (p. 443)
• Special Sample Size Determination Situations (p. 444)
• Sampling from Small Populations (p. 444)
• Sample Size Using Nonprobability Sampling (p. 445)
• Chapter 14 Data Collection in the Field, Nonresponse Error, and Questionnaire Screening (p. 452)
• Nonsampling Error in Marketing Research (p. 454)
• Possible Errors in Field Data Collection (p. 454)
• Intentional Fieldworker Errors (p. 455)
• Unintentional Fieldworker Errors (p. 456)
• Intentional Respondent Errors (p. 458)
• Unintentional Respondent Errors (p. 460)
• Field Data Collection Quality Controls (p. 462)
• Control of Intentional Fieldworker Error (p. 462)
• Control of Unintentional Fieldworker Error (p. 463)
• Control of Intentional Respondent Error (p. 464)
• Control of Unintentional Respondent Error (p. 465)
• Final Comment on the Control of Data Collection Errors (p. 466)
• Nonresponse Error (p. 466)
• Refusals to Participate in the Survey (p. 467)
• Break-Offs during the Interview (p. 467)
• Refusals to Answer Specific Questions (Item Omission) (p. 468)
• Measuring Nonresponse Error in Surveys (p. 468)
• Completed Interview (p. 470)
• Reducing Nonresponse Error (p. 473)
• Adjusting Results to Reduce Nonresponse Error (p. 474)
• Weighted Averages (p. 475)
• Oversampling (p. 475)
• Preliminary Questionnaire Screening (p. 476)
• Unsystematic and Systematic Checks of Completed Questionnaires (p. 477)
• What to Look for in Questionnaire Inspection (p. 477)
• Chapter 15 Basic Data Analysis: Descriptive Statistics (p. 486)
• Coding Data and the Data Code Book (p. 488)
• Data Reduction (p. 489)
• Four Functions of Data Reduction (p. 490)
• Types of Statistical Analyses Used in Marketing Research (p. 493)
• Descriptive Analysis (p. 494)
• Inferential Analysis (p. 494)
• Differences Analysis (p. 495)
• Associative Analysis (p. 495)
• Predictive Analysis (p. 496)
• Understanding Data Via Descriptive Analysis (p. 496)
• Measures of Central Tendency (p. 498)
• Measures of Variability (p. 499)
• Other Descriptive Measures (p. 503)
• When to Use a Particular Descriptive Measure (p. 506)
• SPSS Cellular One: Obtaining Descriptive Statistics with SPSS for Windows (p. 508)
• Obtaining a Frequency Distribution and the Mode with SPSS for Windows (p. 510)
• Finding the Median with SPSS (p. 512)
• Finding the Mean, Range, and Standard Deviation with SPSS for Windows (p. 512)
• Chapter 16 Inferring Sample Findings to the Population and Testing for Differences (p. 520)
• Statistics Versus Parameters (p. 523)
• The Concepts of Inference and Statistical Inference (p. 523)
• Parameter Estimation (p. 525)
• Sample Statistic (p. 525)
• Standard Error (p. 526)
• Confidence Intervals (p. 528)
• How to Interpret an Estimated Population Mean or Percentage Range (p. 530)
• SPSS Pampo's Swimwear: How to Obtain a Confidence Interval for a Mean with SPSS for Windows (p. 531)
• Hypothesis Testing (p. 533)
• Test of the Hypothesized Population Parameter Value (p. 535)
• Directional Hypotheses (p. 539)
• How to Interpret Hypothesis Testing (p. 540)
• SPSS How to Use SPSS for Windows to Test a Hypothesis for a Mean (p. 541)
• Testing for Significant Differences Between Two Groups (p. 542)
• Differences between Percentages or Means with Two Groups (Independent Samples) (p. 542)
• Differences between Two Means within the Same Sample (Paired Sample) (p. 546)
• Small Sample Sizes: The Use of a t Test (p. 546)
• SPSS Lipton Packaged Dinners: How to Perform an Independent Samples Significance of Differences Between Means Test with SPSS for Windows (p. 548)
• How to Perform a Paired Samples Significance of Differences between Means Test with SPSS for Windows (p. 551)
• Testing for Significant Differences in Means Among More Than Two Groups: Analysis of Variance (p. 552)
• Basic Logic in Analysis of Variance (p. 552)
• The Three Types of Variation in ANOVA (p. 553)
• Determining Statistical Significance in ANOVA (p. 554)
• An Example of How ANOVA Works (p. 554)
• The Computed F Value and F Distribution (p. 558)
• Determining Specific Statistically Significant Differences between Group Means (p. 559)
• SPSS How to Run Analysis of Variance on SPSS for Windows (p. 560)
• n-Way ANOVA (p. 561)
• SPSS n-Way Anova with SPSS for Windows (p. 562)
• Chapter 17 Determining and Interpreting Associations between Two Variables (p. 568)
• Types of Relationships between Two Variables (p. 571)
• Nonmonotonic Relationships (p. 571)
• Monotonic Relationships (p. 572)
• Linear Relationships (p. 574)
• Curvilinear Relationships (p. 575)
• Characterizing Relationships Between Variables (p. 575)
• Presence (p. 575)
• Direction (p. 576)
• Strength of Association (p. 576)
• Cross-Tabulations (p. 578)
• Chi-Square Analysis (p. 581)
• Observed and Expected Frequencies (p. 582)
• The Computed x[superscript 2] Value (p. 583)
• The Chi-Square Distribution (p. 584)
• How to Interpret a Chi-Square Result (p. 586)
• SPSS Michelob Light Beer: Analyzing Cross-Tabulations for Significant Associations by Performing Chi-Square Analysis with SPSS for Windows (p. 586)
• Correlation Coefficients and Covariation (p. 591)
• Graphing Covariation Using Scatter Diagrams (p. 592)
• The Pearson Product Moment Correlation Coefficient (p. 594)
• Basic Procedure in Pearson Product Moment Correlation Analysis (p. 595)
• SPSS Burroughs Corporation: How to Obtain Pearson Product Moment Correlation(s) with SPSS for Windows (p. 597)
• Special Considerations in Linear Correlation Procedures (p. 598)
• The Rank Order Correlation Coefficient (p. 599)
• SPSS Spearman Rank Order Correlation and Kendall's Tau Rank Correlation with SPSS for Windows (p. 601)
• Concluding Comments on Associative Analyses (p. 603)
• Chapter 18 Predictive Analysis in Marketing Research (p. 610)
• Defining Prediction (p. 613)
• Two General Approaches to Prediction (p. 614)
• How to Determine the "Goodness" of Your Predictions (p. 614)
• Bivariate Regression Analysis (p. 616)
• Basic Procedure in Bivariate Regression Analysis (p. 617)
• SPSS Burroughs Corporation: Bivariate Regression Output with SPSS for Windows (p. 620)
• Testing for Statistical Significance of the Intercept and the Slope (p. 621)
• Making a Prediction and Accounting for Error (p. 622)
• Two Warnings Regarding Regression Analysis (p. 625)
• Multiple Regression Analysis (p. 627)
• Basic Assumptions in Multiple Regression (p. 627)
• SPSS Vitality Pharmaceuticals: Multiple Regression with SPSS for Windows (p. 629)
• How to Run Multiple Regression Analysis on SPSS for Windows (p. 629)
• Using Results to Make a Prediction (p. 632)
• Special Uses of Multiple Regression Analysis (p. 634)
• Stepwise Multiple Regression (p. 636)
• How to Avoid Multicollinearity in Stepwise Regression (p. 637)
• SPSS Wendy's: an SPSS Example of Stepwise Multiple Regression (p. 638)
• Final Comments on Regression Analysis (p. 640)
• Chapter 19 Presenting the Research Results (p. 646)
• Importance of the Research Report (p. 648)
• Organization of the Written Report (p. 648)
• Front Matter (p. 648)
• Body (p. 655)
• End Matter (p. 659)
• Guidelines and Principles for the Written Report (p. 659)
• Form and Format (p. 659)
• Style (p. 660)
• Guidelines for the Use of Visuals: Tables and Figures (p. 661)
• Tables (p. 664)
• Pie Charts (p. 665)
• Bar Charts (p. 666)
• Line Graphs (p. 666)
• An Accurate and Ethical Visual (p. 667)
• Oral Presentations (p. 671)
• Endnotes (p. 677)
• Credits (p. 690)
• Index (p. 692)
• Names (p. 692)
• Subjects (p. 692)