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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