Marketing Research
Material type: TextPublication details: Prentice HallEdition: 3rdDescription: Hardback + cdISBN:- 0130144118
- 658.83 BUR
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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)