Applied Marketing Resrch : An Applied Orientation

by Malhotra, Naresh

• ISBN13: 9780130830449
• ISBN10: 0130830445
• Edition: 3rd
• Format: Hardcover
• Copyright: 1999-04-01
• Publisher: PRENTICE HALL

Summary

Appropriate for both undergraduate and graduate courses in Marketing Research, this text presents a comprehensive look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of marketing research users, the Third Edition reflects current trends in international marketing, ethics, and the continuing integration of technology. It strives to build on the success of previous editions by being even more current, contemporary, illustrative and user-friendly.

Table of Contents

Foreword	p. xxvii
Preface	p. xxix
About the Author	p. xxxvii
Introduction And Early Phases Of Marketing Research	p. 1
Introduction to Marketing Research	p. 3
Objectives	p. 3
Overview	p. 3
What Does Marketing Research Encompass?	p. 4
The Nature of Marketing Research	p. 9
Definition of Marketing Research	p. 11
A Classification of Marketing Research	p. 12
The Role of Marketing Research in MIS and DSS	p. 14
Marketing Research Suppliers and Services	p. 16
Selecting a Research Supplier	p. 20
Careers in Marketing Research	p. 21
Marketing Research Process	p. 24
The Department Store Patronage Project	p. 26
International Marketing Research	p. 27
Ethics in Marketing Research	p. 28
Internet and Computer Applications	p. 28
Defining the Marketing Research Problem and Developing an Approach	p. 33
Objectives	p. 33
Overview	p. 33
Importance of Defining the Problem	p. 35
The Process of Defining the Problem and Developing an Approach	p. 36
Tasks Involved	p. 37
Environmental Context of the Problem	p. 42
Management Decision Problem and Marketing Research Problem	p. 45
Defining the Marketing Research Problem	p. 46
Components of the Approach	p. 49
International Marketing Research	p. 57
Ethics in Marketing Research	p. 59
Internet and Computer Applications	p. 59
Professional Perspectives for Part I	p. 65
The Industry Perspective	p. 65
The Profession of Marketing Research: A Strategic Assessment	p. 67
The Marketing Research Problem: From the DM's Desk to Study Execution	p. 70
Cases for Part I	p. 73
Life in the Fast Lane: Fast Food Chains Race to Be Number One	p. 73
Nike Sprints Ahead of the Competition, Yet Has a Long Way to Run	p. 75
Lexus: Imparting Value to Luxury or Luxury to Value?	p. 76
Marketing Research Lights the Way for Electric Utilities	p. 77
Research Design Formulation	p. 79
Research Design	p. 81
Objectives	p. 81
Overview	p. 81
Research Design: Definition	p. 83
Research Design: Classification	p. 83
Exploratory Research	p. 85
Descriptive Research	p. 87
Causal Research	p. 94
Relationships Among Exploratory, Descriptive, and Causal Research	p. 96
Potential Sources of Error	p. 97
Budgeting and Scheduling the Project	p. 102
Marketing Research Proposal	p. 102
International Marketing Research	p. 103
Ethics in Marketing Research	p. 104
Internet and Computer Applications	p. 105
Exploratory Research Design: Secondary Data	p. 109
Objectives	p. 109
Overview	p. 109
Primary versus Secondary Data	p. 112
Advantages and Uses of Secondary Data	p. 112
Disadvantages of Secondary Data	p. 113
Criteria for Evaluating Secondary Data	p. 113
Classification of Secondary Data	p. 117
Internal Secondary Data	p. 117
Published External Secondary Sources	p. 120
Computerized Databases	p. 122
Syndicated Sources of Secondary Data	p. 124
Syndicated Data from Households	p. 125
Syndicated Data from Institutions	p. 132
Combining Information from Different Sources: Single-Source Data	p. 134
Computer Mapping	p. 136
International Marketing Research	p. 137
Ethics in Marketing Research	p. 138
Internet and Computer Applications	p. 139
Exploratory Research Design: Qualitative Research	p. 145
Objectives	p. 145
Overview	p. 145
Primary Data: Qualitative versus Quantitative Research	p. 147
Rationale for Using Qualitative Research	p. 148
A Classification of Qualitative Research Procedures	p. 149
Focus Group Interviews	p. 149
Depth Interviews	p. 157
Projective Techniques	p. 161
International Marketing Research	p. 167
Ethics in Marketing Research	p. 169
Internet and Computer Applications	p. 170
Descriptive Research Design: Survey and Observation	p. 176
Objectives	p. 176
Overview	p. 176
Survey Methods	p. 178
Survey Methods Classified by Mode of Administration	p. 179
A Comparative Evaluation of Survey Methods	p. 187
Selection of Survey Method(s)	p. 194
Observation Methods	p. 196
Observation Methods Classified by Mode of Administration	p. 197
A Comparative Evaluation of Observation Methods	p. 202
A Comparison of Survey and Observation Methods	p. 203
International Marketing Research	p. 204
Ethics in Marketing Research	p. 206
Internet and Computer Applications	p. 207
Causal Research Design: Experimentation	p. 212
Objectives	p. 212
Overview	p. 212
Concept of Causality	p. 214
Conditions for Causality	p. 214
Definitions and Concepts	p. 217
Definition of Symbols	p. 218
Validity in Experimentation	p. 219
Extraneous Variables	p. 219
Controlling Extraneous Variables	p. 222
A Classification of Experimental Designs	p. 223
Preexperimental Designs	p. 224
True Experimental Designs	p. 226
Quasi-Experimental Designs	p. 228
Statistical Designs	p. 230
Laboratory versus Field Experiments	p. 233
Experimental versus Nonexperimental Designs	p. 234
Limitations of Experimentation	p. 234
Application: Test Marketing	p. 235
Determining a Test Marketing Strategy	p. 238
International Marketing Research	p. 238
Ethics in Marketing Research	p. 239
Internet and Computer Applications	p. 240
Measurement and Scaling: Fundamentals and Comparative Scaling	p. 246
Objectives	p. 246
Overview	p. 246
Measurement and Scaling	p. 248
Primary Scales of Measurement	p. 248
A Comparison of Scaling Techniques	p. 254
Comparative Scaling Techniques	p. 255
Verbal Protocols	p. 259
International Marketing Research	p. 260
Ethics in Marketing Research	p. 260
Internet and Computer Applications	p. 261
Measurement and Scaling: Noncomparative Scaling Techniques	p. 266
Objectives	p. 266
Overview	p. 266
Noncomparative Scaling Techniques	p. 268
Continuous Rating Scale	p. 268
Itemized Rating Scales	p. 270
Noncomparative Itemized Rating Scale Decisions	p. 275
Multiitem Scales	p. 278
Choosing a Scaling Technique	p. 285
Mathematically Derived Scales	p. 285
International Marketing Research	p. 285
Ethics in Marketing Research	p. 286
Internet and Computer Applications	p. 287
Questionnaire and Form Design	p. 292
Objectives	p. 292
Overview	p. 292
Questionnaires and Observation Forms	p. 293
Questionnaire Design Process	p. 295
Specify the Information Needed	p. 295
Type of Interviewing Method	p. 296
Individual Question Content	p. 298
Overcoming Inability to Answer	p. 299
Overcoming Unwillingness to Answer	p. 301
Choosing Question Structure	p. 302
Choosing Question Wording	p. 305
Determining the Order of Questions	p. 309
Form and Layout	p. 312
Reproduction of the Questionnaire	p. 313
Pretesting	p. 315
Observational Forms	p. 318
International Marketing Research	p. 318
Ethics in Marketing Research	p. 319
Internet and Computer Applications	p. 320
Sampling: Design and Procedures	p. 326
Objectives	p. 326
Overview	p. 326
Sample or Census	p. 328
The Sampling Design Process	p. 329
A Classification of Sampling Techniques	p. 334
Nonprobability Sampling Techniques	p. 335
Probability Sampling Techniques	p. 338
Internet and Computer Applications	p. 349
Sampling: Final and Initial Sample Size Determination	p. 354
Objectives	p. 354
Overview	p. 354
Definitions and Symbols	p. 356
The Sampling Distribution	p. 356
Statistical Approaches to Determining Sample Size	p. 358
The Confidence Interval Approach	p. 359
Multiple Characteristics and Parameters	p. 365
Other Probability Sampling Techniques	p. 366
Adjusting the Statistically Determined Sample Size	p. 366
Nonresponse Issues in Sampling	p. 368
International Marketing Research	p. 373
Ethics in Marketing Research	p. 374
Internet and Computer Applications	p. 375
The Normal Distribution	p. 381
Professional Perspectives for Part II	p. 383
Secondary Data	p. 383
Syndicated Data Collection and Applications	p. 385
Qualitative Research: Is Our Creativity Going Too Far?	p. 388
Cases for Part II	p. 391
The Forecast Is Sunny for the Weather Channel!	p. 391
Who Is the Host with the Most?	p. 392
Candy Is Dandy for Hershey	p. 394
Fragrances Are Sweet, but Competition Is Bitter	p. 397
Is Super Bowl Advertising Super Effective?	p. 400
Data Collection, Preparation, And Analysis	p. 401
Field Work	p. 403
Objectives	p. 403
Overview	p. 403
The Nature of Field Work	p. 405
Field Work/Data Collection Process	p. 405
Selection of Field Workers	p. 405
Training of Field Workers	p. 407
Supervision of Field Workers	p. 410
Validation of Field Work	p. 412
Evaluation of Field Workers	p. 412
International Marketing Research	p. 412
Ethics in Marketing Research	p. 414
Internet and Computer Applications	p. 416
Data Preparation	p. 418
Objectives	p. 418
Overview	p. 418
The Data Preparation Process	p. 420
Questionnaire Checking	p. 421
Editing	p. 421
Coding	p. 422
Transcribing	p. 425
Data Cleaning	p. 427
Statistically Adjusting the Data	p. 429
Selecting a Data Analysis Strategy	p. 433
A Classification of Statistical Techniques	p. 434
International Marketing Research	p. 437
Ethics in Marketing Research	p. 438
Internet and Computer Applications	p. 439
Frequency Distribution, Cross-Tabulation, and Hypothesis Testing	p. 444
Objectives	p. 444
Overview	p. 444
Frequency Distribution	p. 448
Statistics Associated with Frequency Distribution	p. 450
Introduction to Hypothesis Testing	p. 454
A General Procedure for Hypothesis Testing	p. 454
Cross-Tabulations	p. 459
Statistics Associated with Cross-Tabulation	p. 465
Cross-Tabulation in Practice	p. 469
Hypotheses Testing Related to Differences	p. 469
Parametric Tests	p. 470
Nonparametric Tests	p. 477
Internet and Computer Applications	p. 481
Analysis of Variance and Covariance	p. 488
Objectives	p. 488
Overview	p. 488
Relationship among Techniques	p. 490
One-Way Analysis of Variance	p. 492
Statistics Associated with One-Way Analysis of Variance	p. 492
Conducting One-Way Analysis of Variance	p. 492
Illustrative Applications of One-Way Analysis of Variance	p. 497
Assumptions in Analysis of Variance	p. 499
N-Way Analysis of Variance	p. 501
Analysis of Covariance	p. 506
Issues in Interpretation	p. 507
Relative Importance of Factors	p. 508
Repeated Measures ANOVA	p. 510
Nonmetric Analysis of Variance	p. 511
Multivariate Analysis of Variance	p. 511
Internet and Computer Applications	p. 512
Correlation and Regression	p. 519
Objectives	p. 519
Overview	p. 519
Product Moment Correlation	p. 521
Partial Correlation	p. 525
Nonmetric Correlation	p. 527
Regression Analysis	p. 527
Bivariate Regression	p. 528
Statistics Associated with Bivariate Regression Analysis	p. 528
Conducting Bivariate Regression Analysis	p. 529
Multiple Regression	p. 538
Statistics Associated with Multiple Regression	p. 539
Conducting Multiple Regression Analysis	p. 539
Stepwise Regression	p. 546
Multicollinearity	p. 548
Relative Importance of Predictors	p. 549
Cross-Validation	p. 549
Regression with Dummy Variables	p. 550
Analysis of Variance and Covariance with Regression	p. 550
Internet and Computer Applications	p. 552
Discriminant Analysis	p. 559
Objectives	p. 559
Overview	p. 559
Basic Concept	p. 561
Relationship to Regression and Anova	p. 561
Discriminant Analysis Model	p. 562
Statistics Associated with Discriminant Analysis	p. 563
Conducting Discriminant Analysis	p. 563
Multiple Discriminant Analysis	p. 572
Stepwise Discriminant Analysis	p. 579
Internet and Computer Applications	p. 581
Estimation of Discriminant Function Coefficients	p. 584
Factor Analysis	p. 585
Objectives	p. 585
Overview	p. 585
Basic Concept	p. 586
Factor Analysis Model	p. 587
Statistics Associated with Factor Analysis	p. 588
Conducting Factor Analysis	p. 588
Applications of Common Factor Analysis	p. 601
Internet and Computer Applications	p. 604
Fundamental Equations of Factor Analysis	p. 608
Cluster Analysis	p. 610
Objectives	p. 610
Overview	p. 610
Basic Concept	p. 612
Statistics Associated with Cluster Analysis	p. 614
Conducting Cluster Analysis	p. 614
Applications of Nonhierarchical Clustering	p. 624
Clustering Variables	p. 627
Internet and Computer Applications	p. 629
Multidimensional Scaling and Conjoint Analysis	p. 633
Objectives	p. 633
Overview	p. 633
Basic Concepts in Multidimensional Scaling (MDS)	p. 636
Statistics and Terms Associated with MDS	p. 636
Conducting Multidimensional Scaling	p. 637
Assumptions and Limitations of MDS	p. 644
Scaling Preference Data	p. 644
Correspondence Analysis	p. 646
Relationship among MDS, Factor Analysis, and Discriminant Analysis	p. 647
Basic Concepts in Conjoint Analysis	p. 647
Statistics and Terms Associated with Conjoint Analysis	p. 648
Conducting Conjoint Analysis	p. 648
Assumptions and Limitations of Conjoint Analysis	p. 659
Hybrid Conjoint Analysis	p. 659
Internet and Computer Applications	p. 660
Professional Perspectives for Part III	p. 667
Cross-Tabulation	p. 667
Data Analysis: Multivariate Techniques	p. 670
Cases for Part III	p. 675
Danger! Celebrity in Use	p. 675
The Demographic Discovery of the Decade	p. 677
The Magic Wand of PepsiCo	p. 680
Matsushita Retargets the United States	p. 682
Pampers Develops a Rash--A Rash of Market Share	p. 684
Daimler/Chrysler Seeks a New Image	p. 687
Communication, International And Ethical Dimensions With Applications	p. 691
Report Preparation and Presentation	p. 693
Objectives	p. 693
Overview	p. 693
Importance of the Report and Presentation	p. 695
The Report Preparation and Presentation Process	p. 695
Report Preparation	p. 696
Oral Presentation	p. 705
Reading the Research Report	p. 706
Research Follow-Up	p. 707
International Marketing Research	p. 708
Ethics in Marketing Research	p. 709
Internet and Computer Applications	p. 710
International Marketing Research	p. 714
Objectives	p. 714
Overview	p. 714
Marketing Research Goes International	p. 716
A Framework for International Marketing Research	p. 718
Survey Methods	p. 722
Measurement and Scaling	p. 726
Questionnaire Translation	p. 727
Ethics in Marketing Research	p. 729
Internet and Computer Applications	p. 729
Ethics in Marketing Research	p. 732
Objectives	p. 732
Overview	p. 732
Importance of Ethics in Marketing Research	p. 734
Stakeholders in Marketing Research	p. 735
Guidelines for Ethical Decision Making	p. 740
An Ethical Framework	p. 743
Ethics and the Marketing Research Process	p. 746
International Marketing Research	p. 747
Internet and Computer Applications	p. 749
Professional Perspectives for Part IV	p. 753
Preparing and Presenting the Marketing Research Report	p. 753
International Research	p. 756
Ethics in Marketing Research	p. 758
Cases for Part IV	p. 761
Will KFC Fry the Competition in China?	p. 761
Can Whirlpool Whirl Itself in Europe?	p. 762
Appendix	p. A1
Notes	p. N1
Indexes	p. I1
Subject Index	p. I1
Company Index	p. 18
Name Index	p. 110
Credits	p. C1
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