CART

(0) items

Basic Marketing Research : A Decision-Making Approach,9780131548657
This item qualifies for
FREE SHIPPING!

FREE SHIPPING OVER $59!

Your order must be $59 or more, you must select US Postal Service Shipping as your shipping preference, and the "Group my items into as few shipments as possible" option when you place your order.

Bulk sales, PO's, Marketplace Items, eBooks, Apparel, and DVDs not included.

Basic Marketing Research : A Decision-Making Approach

by
Edition:
3rd
ISBN13:

9780131548657

ISBN10:
0131548654
Format:
Hardcover
Pub. Date:
1/1/2009
Publisher(s):
Prentice Hall
List Price: $186.66
More New and Used
from Private Sellers
Starting at $0.01
See Prices

Rent Textbook

We're Sorry
Sold Out

Used Textbook

We're Sorry
Sold Out

eTextbook

We're Sorry
Not Available

New Textbook

We're Sorry
Sold Out

Related Products


  • Basic Marketing Research
    Basic Marketing Research
  • Basic Marketing Research
    Basic Marketing Research
  • Basic Marketing Research and Qualtrics Pkg
    Basic Marketing Research and Qualtrics Pkg
  • Basic Marketing Research: A Decision-making Approach
    Basic Marketing Research: A Decision-making Approach
  • Basic Marketing Research: Application to Contemporary Issues with SPSS-Student Edition
    Basic Marketing Research: Application to Contemporary Issues with SPSS-Student Edition




Summary

For the undergraduate level Marketing Research course. Basic Marketing Research, 2e, emphasizes a hands-on orientation so undergraduate students learn by doing, balanced with a managerial orientation so they see how marketing research decisions influence marketing management decisions and vice-versa. All new videos cases help bring concepts to life. Incorporates SPSS? Student Edition 13.0 exercises with data sets, and the software is included with every copy of this text.

Table of Contents

Foreword xxix
About the Authors xxxix
Part 1 Introduction and Early Phases of Marketing Research
2(66)
Introduction to Marketing Research
2(28)
Opening Questions
3(1)
How Reebok Fits Shoes
3(1)
Overview
4(1)
Definition of Marketing Research
5(2)
A Classification of Marketing Research
7(2)
Marketing Research Process
9(2)
Step 1: Defining the Problem
9(1)
Step 2: Developing an Approach to the Problem
10(1)
Step 3: Formulating a Research Design
10(1)
Step 4: Doing Field Work or Collecting Data
10(1)
Step 5: Preparing and Analyzing Data
10(1)
Step 6: Preparing and Presenting the Report
10(1)
The Role of Marketing Research in Marketing Decision Making
11(3)
The Information Value Chain for Marketing Research
14(1)
The Decision to Conduct Marketing Research
15(1)
An Overview of the Marketing Research Industry
15(3)
Selecting a Research Supplier
18(1)
Careers in Marketing Research
19(1)
The Role of Marketing Research in MIS and DSS
20(2)
Summary Illustration Using the Opening Vignette
22(1)
Application to Contemporary Issues
23(1)
International Marketing Research
23(1)
Technology and Marketing Research
24(1)
Ethics in Marketing Research
25(2)
SPSS Windows and Excel
27(1)
Summary
27(1)
Key Terms and Concepts
27(1)
Suggested Cases and Video Cases
28(1)
Live Research: Conducting a Marketing Research Project
28(1)
Acronyms
28(1)
Review Questions
28(1)
Applied Problems
29(1)
Group Discussion
29(1)
Defining the Marketing Research Problem and Developing an Approach
30(38)
Opening Questions
31(1)
The World's First Sports-Utility Wagon
31(1)
Overview
32(1)
The Importance of Defining the Problem
33(2)
The Process of Defining the Problem and Developing an Approach
35(1)
Tasks Involved
35(7)
Discussions with Decision Makers
36(3)
Interviews with Industry Experts
39(1)
Secondary Data Analysis
39(1)
Qualitative and Exploratory Research
40(2)
Environmental Context of the Problem
42(3)
Past Information and Forecasts
42(1)
Resource Constraints and Objectives
43(1)
Buyer Behavior
43(1)
Legal, Economic, Marketing, and Technological Environments
44(1)
Management-Decision Problem and Marketing Research Problem
45(2)
Defining the Marketing Research Problem
47(2)
Components of the Approach
49(4)
Analytical Framework and Models
49(1)
Research Questions and Hypotheses
50(2)
Specification of Information Needed
52(1)
Summary Illustration Using the Opening Vignette
53(1)
International Marketing Research
54(1)
Technology and Marketing Research
54(1)
Ethics in Marketing Research
55(1)
SPSS Windows
55(2)
Summary
57(1)
Key Terms and Concepts
57(1)
Suggested Cases and Video Cases
58(1)
Live Research: Conducting a Marketing Research Project
58(1)
Acronyms
58(1)
Review Questions
58(1)
Applied Problems
59(1)
Group Discussion
59(1)
Cases for Part 1
Case 1.1 Gillette Has a Razor-Sharp Edge Over Its Competitors
60(1)
Case 1.2 Sears: Meeting the Challenge of the Future
61(1)
Video Cases for Part 1
Video Case 1.1 Burke: Learning and Growing Through Marketing Research
62(4)
Video Case 1.2 Accenture: The Accent Is in the Name
66(2)
Part 2 Research Design Formulation
68(318)
Research Design
68(26)
Opening Questions
69(1)
Marketing Research Helps Spiegel Redesign Its Product Lines
69(1)
Overview
70(1)
What Is a Research Design?
71(1)
Basic Research Designs
72(2)
Exploratory Research
74(2)
Descriptive Research
76(4)
Cross-Sectional Designs
78(1)
Longitudinal Designs
78(1)
Cross-Sectional Versus Longitudinal Designs
79(1)
Causal Research
80(2)
Relationships Among Exploratory, Descriptive, and Causal Research
82(2)
Tasks Involved in Formulating a Research Design
84(1)
Research Design and the Value of Marketing Research
85(1)
Budgeting and Scheduling the Project
85(1)
Marketing Research Proposal
86(1)
Summary Illustration Using the Opening Vignette
87(1)
International Marketing Research
88(1)
Technology and Marketing Research
89(1)
Ethics in Marketing Research
89(2)
Summary
91(1)
Key Terms and Concepts
91(1)
Suggested Cases and Video Cases
92(1)
Live Research: Conducting a Marketing Research Project
92(1)
Acronyms
92(1)
Review Questions
92(1)
Applied Problems
92(1)
Group Discussion
93(1)
Exploratory Research Design: Secondary Data
94(28)
Opening Questions
95(1)
Secondary Data Vindicate the Vindicator!
95(1)
Overview
96(1)
Primary Versus Secondary Data
97(2)
Advantages and Uses of Secondary Data
99(1)
Disadvantages of Secondary Data
100(1)
Criteria for Evaluating Secondary Data
100(3)
Specifications: Methodology Used to Collect the Data
100(1)
Error: Accuracy of the Data
100(2)
Currency: When the Data Were Collected
102(1)
Objective: The Purpose for the Study
102(1)
Nature: The Content of the Data
102(1)
Dependability: How Dependable Are the Data?
103(1)
Classification of Secondary Data
103(3)
Internal Secondary Data
103(1)
Customer Databases
104(1)
Data Mining, Customer Relationship Management Systems, and Database Marketing
104(2)
External Secondary Data: Published Sources
106(3)
General Business Data
106(1)
Guides
106(1)
Indexes and Bibliographies
106(1)
Directories
107(1)
Nongovernmental Statistical Data
107(1)
Government Sources
107(1)
Census Data
108(1)
Other Government Publications
108(1)
Computerized Databases
109(3)
Online Databases
110(1)
Internet Databases
110(1)
Offline Databases
110(1)
Categories of Database Types
111(1)
Bibliographic Databases
111(1)
Numeric Databases
111(1)
Full-Text Databases
111(1)
Directory Databases
111(1)
Special-Purpose Databases
112(1)
Directories of Databases
112(1)
Combining Internal and External Secondary Data
112(2)
Geo-Demographic Coding
113(1)
Geo-Visual Databases
113(1)
Buying Power Index
114(1)
Summary Illustration Using the Opening Vignette
114(1)
International Marketing Research
115(1)
Technology and Marketing Research
116(2)
Ethics in Marketing Research
118(1)
SPSS Windows
118(2)
Summary
120(1)
Key Terms and Concepts
120(1)
Suggested Cases and Video Cases
120(1)
Live Research: Conducting a Marketing Research Project
120(1)
Acronyms
121(1)
Review Questions
121(1)
Applied Problems
121(1)
Group Discussion
121(1)
Exploratory Research Design: Syndicated Sources of Secondary Data
122(24)
Opening Questions
123(1)
A Casual Affair
123(1)
Overview
124(1)
The Nature of Syndicated Data
125(2)
A Classification of Syndicated Services
127(5)
Surveys
127(1)
Periodic Surveys
127(1)
Panel Surveys
127(2)
Shared Surveys
129(1)
Psychographics and Lifestyles
130(1)
Advertising Evaluation
131(1)
General Surveys
131(1)
Uses of Surveys
131(1)
Advantages and Disadvantages of Surveys
131(1)
Purchase and Media Panels
132(2)
Purchase Panels
133(1)
Media Panels
133(1)
Uses of Purchase and Media Panels
134(1)
Advantages and Disadvantages of Purchase and Media Panels
134(1)
Electronic Scanner Services
134(3)
Uses of Scanner Data
136(1)
Advantages and Disadvantages of Scanner Data
137(1)
Syndicated Data from Institutions
137(1)
Retailer and Wholesaler Audits
137(1)
Uses of Audit Data
138(1)
Advantages and Disadvantages of Audit Data
138(1)
Industry Services
138(2)
Uses of Industry Services
139(1)
Advantages and Disadvantages of Industry Services
139(1)
Combining Information from a Variety of Sources: Single-Source Data
140(1)
Summary Illustration Using the Opening Vignette
140(1)
International Market Research
140(2)
Technology and Marketing Research
142(1)
Ethics in Marketing Research
142(2)
Summary
144(1)
Key Terms and Concepts
144(1)
Suggested Cases and Video Cases
144(1)
Live Research: Conducting a Marketing Research Project
145(1)
Acronyms
145(1)
Review Questions
145(1)
Applied Problems
145(1)
Group Discussion
145(1)
Exploratory Research Design: Qualitative Research
146(32)
Opening Questions
147(1)
Gillette Supports Equal Rights for Women: A Close Shave
147(1)
Overview
148(2)
Primary Data: Qualitative Versus Quantitative Research
150(2)
A Classification of Qualitative Research Procedures
152(1)
Focus-Group Interviews
152(6)
Conducting a Focus Group
152(1)
Designing the Environment
153(1)
Recruiting and Selecting Focus-Group Participants
153(1)
Selecting a Moderator
154(1)
Preparing the Discussion Guide
154(1)
Conducting the Group Interview
154(1)
Preparing the Focus-Group Report
154(3)
Advantages and Disadvantages of Focus Groups
157(1)
Online Focus Groups
158(1)
Advantages of Online Focus Groups
158(1)
Disadvantages of Online Focus Groups
159(1)
Applications of Focus Groups
159(2)
In-Depth Interviews
161(3)
Conducting In-Depth Interviews
161(1)
Advantages of In-Depth Interviews
162(1)
Disadvantages of In-Depth Interviews
162(1)
Applications of In-Depth Interviews
162(2)
Projective Techniques
164(5)
Association Techniques
165(1)
Completion Techniques
165(1)
Construction Techniques
166(1)
Expressive Techniques
166(2)
Advantages of Projective Techniques
168(1)
Disadvantages of Projective Techniques
168(1)
Applications of Projective Techniques
168(1)
Analysis of Qualitative Data
169(1)
Summary Illustration Using the Opening Vignette
170(1)
International Marketing Research
170(2)
Technology and Marketing Research
172(1)
Qualitative Research Software
172(1)
Ethics in Marketing Research
173(2)
Summary
175(1)
Key Terms and Concepts
175(1)
Suggested Cases and Video Cases
175(1)
Live Research: Conducting a Marketing Research Project
176(1)
Acronyms
176(1)
Review Questions
176(1)
Applied Problems
177(1)
Group Discussion
177(1)
Descriptive Research Design: Survey and Observation
178(30)
Opening Questions
179(1)
Procter & Gamble's New Marketing Platform: Everyday Low Pricing and Brand Extensions
179(1)
Overview
180(1)
Survey Methods
181(2)
Advantages and Disadvantages of Survey Research
181(2)
Survey Methods Classified by Mode of Administration
183(10)
Telephone Methods
183(1)
Traditional Telephone Interviews
183(1)
Computer-Assisted Telephone Interviewing
184(1)
Advantages and Disadvantages of Telephone Interviewing
184(2)
Personal Methods
186(1)
Personal In-Home Interviews
186(1)
Advantages and Disadvantages of In-Home Interviewing
186(1)
Mall Intercept Personal Interviews
187(1)
Advantages and Disadvantages of Mall Intercepts
187(1)
Computer-Assisted Personal Interviewing
187(1)
Advantages and Disadvantages of CAPI
188(1)
Mail Methods
188(1)
Mail Interviews
188(2)
Mail Panels
190(1)
Advantages and Disadvantages of Mail Surveys
190(1)
Electronic Methods
190(1)
E-mail Surveys
191(1)
Internet Surveys
191(1)
Advantages and Disadvantages of Electronic Methods
191(2)
Criteria for Selecting a Survey Method
193(1)
Improving Survey Response Rates
193(2)
Prior Notification
193(1)
Incentives
193(1)
Follow-up
194(1)
Other Facilitators of Response
195(1)
Observation Methods
195(3)
Personal Observation
196(1)
Mechanical Observation
196(2)
A Comparison of Survey and Observation Methods
198(2)
Relative Advantages of Observation
198(1)
Relative Disadvantages of Observation
199(1)
Ethnographic Research
200(1)
Other Methods
200(1)
Summary Illustration Using the Opening Vignette
201(1)
International Marketing Research
201(1)
Technology and Marketing Research
202(1)
Ethics in Marketing Research
203(2)
Summary
205(1)
Key Terms and Concepts
205(1)
Suggested Cases and Video Cases
206(1)
Live Research: Conducting a Marketing Research Project
206(1)
Acronyms
206(1)
Review Questions
206(1)
Applied Problems
207(1)
Group Discussion
207(1)
Causal Research Design: Experimentation
208(28)
Opening Questions
209(1)
Muzak: An Uncommon Remedy for the Common Cold
209(1)
Overview
210(1)
Concept of Causality
210(2)
Conditions for Causality
212(1)
Concomitant Variation
212(1)
Time Order of Occurrence of Variables
212(1)
Absence of Other Possible Causal Factors
213(1)
Role of Evidence
213(1)
What Is Experimentation?
214(2)
Independent Variables
214(1)
Test Units
214(1)
Dependent Variables
214(1)
Extraneous Variables
214(1)
Random Assignment to Experimental and Control Groups
215(1)
Experimental Design
215(1)
Definition of Symbols
216(1)
Validity in Experimentation
216(1)
Internal Validity
216(1)
External Validity
216(1)
Extraneous Variables
217(1)
History
217(1)
Maturation
217(1)
Testing Effects
217(1)
Instrumentation
217(1)
Statistical Regression
218(1)
Selection Bias
218(1)
Mortality
218(1)
Controlling Extraneous Variables
218(1)
Randomization
218(1)
Matching
219(1)
Statistical and Design Control
219(1)
A Classification of Experimental Designs
219(1)
Preexperimental Designs
220(2)
One-Shot Case Study
220(1)
One-Group Pretest/Posttest Design
221(1)
Static Group Design
221(1)
True Experimental Designs
222(2)
Pretest/Posttest Control Group Design
222(1)
Posttest-Only Control Group Design
223(1)
Quasi-Experimental Designs
224(1)
Time Series Design
224(1)
Statistical Designs
225(1)
Factorial Design
225(1)
Selecting an Experimental Design
226(1)
Laboratory Versus Field Experiments
226(1)
Limitations of Experimentation
227(1)
Time
227(1)
Cost
228(1)
Administration
228(1)
Application: Test Marketing
228(1)
Summary Illustration Using the Opening Vignette
229(1)
International Marketing Research
229(1)
Technology and Marketing Research
230(1)
Ethics in Marketing Research
231(2)
Summary
233(1)
Key Terms and Concepts
233(1)
Suggested Cases and Video Cases
233(1)
Live Research: Conducting a Marketing Research Project
234(1)
Acronyms
234(1)
Review Questions
234(1)
Applied Problems
234(1)
Group Discussion
235(1)
Measurement and Scaling: Fundamentals and Comparative Scaling
236(22)
Opening Questions
237(1)
Scaling the Olympics
237(1)
Overview
238(1)
Measurement and Scaling
238(2)
Primary Scales and Levels of Measurement
240(5)
Nominal Scale
240(2)
Ordinal Scale
242(1)
Interval Scale
243(1)
Ratio Scale
244(1)
Selecting a Level of Measurement
245(1)
Nominal Scale
245(1)
Ordinal Scale
245(1)
Interval Scale
245(1)
Ratio Scale
245(1)
A Classification of Scaling Techniques
246(1)
Comparative Scaling Techniques
247(4)
Paired Comparison Scaling
247(1)
Rank Order Scaling
248(1)
Constant Sum Scaling
249(2)
Relationship of Measurement and Scaling to the Marketing Research Process
251(1)
Summary Illustration Using the Opening Vignette
251(1)
International Marketing Research
252(1)
Technology and Marketing Research
252(1)
Ethics in Marketing Research
253(1)
SPSS Windows
254(2)
Summary
256(1)
Key Terms and Concepts
256(1)
Suggested Cases and Video Cases
256(1)
Live Research: Conducting a Marketing Research Project
257
Acronyms
256(1)
Review Questions
257(1)
Applied Problems
257(1)
Group Discussion
257(1)
Measurement and Scaling: Noncomparative Scaling Techniques
258(26)
Opening Questions
259(1)
Noncomparative Scaling Techniques Result in an Incomparable Hit Movie
259(1)
Overview
260(1)
Noncomparative Scaling Techniques
260(4)
Continuous Rating Scale
260(4)
Itemized Rating Scales
264(4)
Likert Scale
264(1)
Semantic Differential Scale
265(2)
Stapel Scale
267(1)
Noncomparative Itemized Rating Scale Decisions
268(3)
Number of Scale Categories
268(1)
Balanced Versus Unbalanced Scale
268(1)
Odd or Even Numbers of Categories
269(1)
Forced or Nonforced Choice
269(1)
Nature and Degree of Verbal Description
269(1)
Physical Form or Configuration
270(1)
Multi-Item Scales
271(2)
Scale Evaluation
273(3)
Reliability
273(1)
Test-Retest Reliability
273(1)
Alternative-Forms Reliability
273(1)
Internal-Consistency Reliability
274(1)
Validity
274(1)
Content Validity
274(1)
Criterion Validity
274(1)
Construct Validity
274(2)
Relationship Between Reliability and Validity
276(1)
Choosing a Scaling Technique
276(1)
Summary Illustration Using the Opening Vignette
276(1)
International Marketing Research
277(1)
Technology and Marketing Research
278(1)
Ethics in Marketing Research
278(3)
SPSS Windows
281(1)
Summary
281(1)
Key Terms and Concepts
281(1)
Suggested Cases and Video Cases
281(1)
Live Research: Conducting a Marketing Research Project
282(1)
Acronyms
282(1)
Review Questions
282(1)
Applied Problems
282(1)
Group Discussion
283(1)
Questionnaire and Form Design
284(36)
Opening Questions
285(1)
World Vision Imparts Donors a Vision for Caring
285(1)
Overview
286(2)
Importance of the Questionnaire
288(1)
Questionnaire Definition
288(1)
Questionnaire Design Process
288(1)
Specify the Information Needed
289(1)
Specify the Type of Interviewing Method
290(2)
Determine the Content of Individual Questions
292(1)
Is the Question Necessary?
292(1)
Are Several Questions Needed Instead of One?
292(1)
Design the Question to Overcome the Respondent's Inability to Answer
293(1)
Is the Respondent Informed?
293(1)
Can the Respondent Remember?
293(1)
Can the Respondent Articulate?
294(1)
Design the Questionnaire to Overcome the Respondent's Unwillingness to Answer
294(2)
Effort Required of the Respondent
294(1)
Legitimate Purpose
295(1)
Sensitive Information
295(1)
Decide on the Question Structure
296(3)
Unstructured Questions
296(1)
Structured Questions
296(1)
Multiple-Choice Questions
297(1)
Dichotomous Questions
298(1)
Scales
298(1)
Determine the Question Wording
299(3)
Define the Issue
299(1)
Use Simple Words
300(1)
Use Unambiguous Words
300(1)
Avoid Leading or Biasing Questions
301(1)
Balance Dual Statements
302(1)
Arrange the Questions in Proper Order
302(3)
Opening Questions
302(1)
Type of Information
303(1)
Difficult Questions
303(1)
Effect on Subsequent Questions
303(1)
Logical Order
304(1)
Choose the Form and Layout
305(1)
Reproduce the Questionnaire
306(1)
Pretest the Questionnaire
307(1)
Observational Forms
307(3)
Summary Illustration Using the Opening Vignette
310(1)
International Marketing Research
310(2)
Technology and Marketing Research
312(1)
Ethics in Marketing Research
312(3)
Summary
315(1)
Key Terms and Concepts
315(1)
Suggested Cases and Video Cases
315(1)
Live Research: Conducting a Marketing Research Project
315(1)
Acronyms
316(1)
Review Questions
316(1)
Applied Problems
316(1)
Group Discussion
317(1)
Appendix 11A
318(2)
Sampling: Design and Procedures
320(32)
Opening Questions
321(1)
Gillette Clear Stick Clears the Way for Growth in the Deodorant Market
321(1)
Overview
322(1)
Sample or Census
322(3)
The Sampling Design Process
325(5)
Define the Target Population
326(1)
Determine the Sampling Frame
326(1)
Select a Sampling Technique
327(1)
Determine the Sample Size
328(1)
Execute the Sampling Process
329(1)
A Classification of Sampling Techniques
330(1)
Nonprobability Sampling Techniques
330(4)
Convenience Sampling
330(1)
Judgmental Sampling
331(1)
Quota Sampling
332(1)
Snowball Sampling
333(1)
Probability Sampling Techniques
334(5)
Simple Random Sampling
335(1)
Systematic Sampling
336(1)
Stratified Sampling
337(1)
Cluster Sampling
338(1)
Choosing Nonprobability Versus Probability Sampling
339(2)
Internet Sampling
341(3)
Issues in Online Sampling
341(1)
Online Sampling Techniques
342(2)
Summary Illustration Using the Opening Vignette
344(1)
International Marketing Research
344(2)
Technology and Marketing Research
346(1)
Ethics in Marketing Research
346(2)
Summary
348(1)
Key Terms and Concepts
349(1)
Suggested Cases and Video Cases
349(1)
Live Research: Conducting a Marketing Research Project
349(1)
Acronyms
350(1)
Review Questions
350(1)
Applied Problems
350(1)
Group Discussion
351(1)
Sampling: Final and Initial Sample Size Determination
352(34)
Opening Questions
353(1)
Sizing the Sample Size Problem
353(1)
Overview
354(1)
Definitions and Symbols
355(1)
The Sampling Distribution
356(2)
Statistical Approach to Determining Sample Size
358(1)
The Confidence Interval Approach
358(7)
Sample Size Determination: Means
360(2)
Sample Size Determination: Proportions
362(3)
Adjusting the Statistically Determined Sample Size
365(3)
Incidence Rate
365(1)
Completion Rate
366(1)
Combined Adjustment
366(1)
Online Sampling Adjustments
367(1)
Summary Illustration Using the Opening Vignette
368(1)
International Marketing Research
368(1)
Technology and Marketing Research
369(1)
Ethics in Marketing Research
369(2)
Summary
371(1)
Key Terms and Concepts
371(1)
Suggested Cases and Video Cases
371(1)
Live Research: Conducting a Marketing Research Project
372(1)
Acronyms
372(1)
Review Questions
372(1)
Applied Problems
372(1)
Group Discussion
373(1)
Appendix 13A
373(2)
Cases for Part 2
Case 2.1 Maxfli: Going for the Long Ball
375(1)
Case 2.2 Can the Caddie Make a Comeback?
376(2)
Case 2.3 Research Prompts HCA-Healthcare to Re-evaluate Its Internet Focus
378(1)
Case 2.4 Bloomingdale's: Inviting the Bloom into the Store
379(2)
Case 2.5 Burger King Is Frying to Become Number One in French Fries
381(2)
Video Cases for Part 2
Video Case 2.1 Starbucks: Staying Local While Going Global Through Marketing Research
383(1)
Video Case 2.2 Nike: Associating Athletes, Performance, and the Brand
384(2)
Part 3 Data Collection, Analysis, and Reporting
386(176)
Field Work: Data Collection
386(16)
Opening Questions
387(1)
Gallup's Galloping Field Work
387(1)
Overview
388(2)
The Nature of Field Work
390(1)
Field Work/Data Collection Process
390(1)
Selection of Field Workers
390(1)
Training of Field Workers
391(1)
Supervision of Field Workers
392(2)
Validation of Field Work
394(1)
Evaluation of Field Workers
395(1)
Using the Internet in Field Work
396(1)
Summary Illustration Using the Opening Vignette
396(1)
International Marketing Research
397(1)
Technology and Marketing Research
398(1)
Ethics in Marketing Research
398(2)
Summary
400(1)
Key Terms and Concepts
400(1)
Suggested Cases and Video Cases
400(1)
Live Research: Conducting a Marketing Research Project
401(1)
Acronyms
401(1)
Review Questions
401(1)
Applied Problems
401(1)
Group Discussion
401(1)
Data Preparation and Analysis Strategy
402(24)
Opening Questions
403(1)
Database Awakens a Sleeping Giant
403(1)
Overview
404(1)
The Data Preparation Process
405(1)
Questionnaire Checking
406(1)
Editing
406(1)
Coding
407(4)
Coding Structured and Open-Ended Questions
409(1)
Coding of Open-Ended Question Responses
410(1)
Transcribing
411(1)
Data Cleaning
412(2)
Consistency Checks
412(1)
Treatment of Missing Responses
413(1)
Variable Respecification and Recoding
414(1)
Selecting a Data Analysis Strategy
414(1)
Summary Illustration Using the Opening Vignette
415(1)
International Marketing Research
416(1)
Technology and Marketing Research
416(1)
Ethics in Marketing Research
417(1)
Software Applications
417(2)
SPSS Windows
419(1)
Excel
420(3)
Summary
423(1)
Key Terms and Concepts
424(1)
Suggested Cases and Video Cases
424(1)
Live Research: Conducting a Marketing Research Project
424(1)
Acronyms
424(1)
Review Questions
424(1)
Applied Problems
424(1)
Group Discussion
425(1)
Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation
426(34)
Opening Questions
427(1)
Consumers Consume Coupons
427(1)
Overview
428(1)
Frequency Distribution
429(3)
Statistics Associated with Frequency Distribution
432(4)
Measures of Location
433(1)
Mean
434(1)
Mode
434(1)
Median
434(1)
Measures of Variability
435(1)
Range
435(1)
Variance and Standard Deviation
435(1)
Introduction to Hypothesis Testing
436(1)
A General Procedure for Hypothesis Testing
437(5)
Step 1: Formulating the Hypothesis
438(1)
Step 2: Selecting an Appropriate Test
438(1)
Step 3: Choosing Level of Significance
439(1)
Type-I Error
439(1)
Type-II Error
439(1)
Power of a Test
439(1)
Step 4: Data Collection
439(1)
Step 5: Determining the Probability (Critical Value)
440(1)
Steps 6 and 7: Comparing the Probability (Critical Value) and Making the Decision
441(1)
Step 8: Marketing Research Conclusion
441(1)
Cross-Tabulations
442(3)
General Comments on Cross-Tabulation
444(1)
Statistics Associated with Cross-Tabulation
445(3)
Chi-Square
445(2)
Phi Coefficient
447(1)
Contingency Coefficient
447(1)
Cramer's V
448(1)
Cross-Tabulation in Practice
448(1)
Summary Illustration Using the Opening Vignette
449(1)
Software Applications
450(1)
SPSS Windows
450(2)
Frequency Distribution
450(2)
Cross-Tabulation
452(1)
Excel
452(3)
Frequency Distribution
452(2)
Cross-Tabulation
454(1)
Summary
455(1)
Key Terms and Concepts
455(1)
Suggested Cases and Video Cases
455(1)
Live Research: Conducting a Marketing Research Project
456(1)
Acronyms
456(1)
Review Questions
456(1)
Applied Problems
457(1)
Group Discussion
458(2)
Data Analysis: Hypothesis Testing Related to Differences
460(34)
Opening Questions
461(1)
Loyalty Versus Butterfly and Convenience Versus Price
461(1)
Overview
462(1)
Hypothesis Testing Related to Differences
462(3)
The t Distribution
464(1)
Testing Hypothesis Based on the t Statistic
464(1)
One-Sample t-Tests
465(3)
Test for a Single Mean
465(2)
Test for a Single Proportion
467(1)
Two-Sample t-Tests
468(8)
Two Independent Samples
468(1)
Means
468(4)
Proportions
472(1)
Paired Samples
473(1)
Means
474(1)
Proportions
475(1)
Testing Hypotheses for More Than Two Samples
476(6)
Dependent and Independent Variables
477(1)
Decomposition of the Total Variation
477(1)
Measurement of Effects
478(1)
Significance Testing
478(1)
Illustrative Applications of One-Way Analysis of Variance
479(1)
Proportions for More Than Two Samples
480(2)
Summary Illustration Using the Opening Vignette
482(1)
Software Applications
482(2)
SPSS Windows
484(4)
Detailed Steps: One-Sample t-Test
485(1)
Detailed Steps: Two-Independent-Samples t-Test
485(1)
Detailed Steps: Paired-Samples t-Test
485(1)
Detailed Steps: One-Way ANOVA
486(2)
Excel
488(2)
Detailed Steps: One-Sample t-Test
488(1)
Detailed Steps: Two-Independent-Samples t-Test
489(1)
Detailed Steps: Paired-Samples t-Test
489(1)
Detailed Steps: One-Way ANOVA
490(1)
Summary
490(1)
Key Terms and Concepts
490(1)
Suggested Cases and Video Cases
491(1)
Live Research: Conducting a Marketing Research Project
491(1)
Acronyms
491(1)
Review Questions
491(1)
Applied Problems
492(1)
Group Discussion
493(1)
Data Analysis: Correlation and Regression
494(34)
Opening Questions
495(1)
Regression Models Model the Marketing Strategy of Adidas
495(1)
Overview
496(1)
Product Moment Correlation
497(6)
Regression Analysis
503(1)
Bivariate Regression
504(1)
Conducting Bivariate Regression Analysis
504(9)
Scatter Diagram
505(1)
Bivariate Regression Model
505(1)
Estimation of Parameters
506(2)
Standardized Regression Coefficients
508(1)
Significance Testing
509(1)
Strength and Significance of Association
509(3)
Prediction Accuracy
512(1)
Examination of Residuals
512(1)
Multiple Regression
513(1)
Conducting Multiple Regression Analysis
514(4)
Partial Regression Coefficients
514(1)
Strength of Association
515(1)
Significance Testing
516(2)
Summary Illustration Using the Opening Vignette
518(2)
Software Applications
520(1)
SPSS Windows
520(2)
Detailed Steps: Correlation
520(1)
Detailed Steps: Bivariate and Multiple Regression
520(2)
Excel
522(1)
Detailed Steps: Correlation
522(1)
Detailed Steps: Bivariate and Multiple Regression
523(1)
Summary
523(1)
Key Terms and Concepts
524(1)
Suggested Cases and Video Cases
524(1)
Live Research: Conducting a Marketing Research Project
524(1)
Acronyms
524(1)
Review Questions
524(1)
Applied Problems
525(1)
Group Discussion
526(2)
Report Preparation and Presentation
528(34)
Opening Questions
529(1)
Research Reports Make United's Friendly Skies Even More Friendly
529(1)
Overview
530(1)
Importance of the Report and Presentation
531(1)
The Report Preparation and Presentation Process
532(1)
Report Preparation
533(7)
Report Format
533(1)
Title Page
534(1)
Letter of Transmittal
534(1)
Letter of Authorization
534(1)
Table of Contents
534(1)
Executive Summary
534(1)
Problem Definition
534(1)
Approach to the Problem
535(1)
Research Design
535(1)
Data Analysis
535(1)
Results
535(1)
Limitations and Caveats
535(1)
Conclusions and Recommendations
535(1)
Report Writing
535(1)
Guidelines for Tables
536(1)
Title and Number
536(1)
Arrangement of Data Items
536(1)
Basis of Measurement
537(1)
Leaders, Rulings, Spaces
537(1)
Explanations and Comments: Headings, Stubs, and Footnotes
537(1)
Sources of the Data
537(1)
Guidelines for Graphs
537(1)
Geographic and Other Maps
538(1)
Pie Charts
538(1)
Line Charts
538(1)
Pictographs
539(1)
Histograms and Bar Charts
539(1)
Schematic Figures and Flow Charts
539(1)
Oral Presentation and Dissemination
540(1)
Research Follow-Up
541(1)
Assisting the Client
541(1)
Evaluating the Research Project
541(1)
Summary Illustration Using the Opening Vignette
542(1)
International Marketing Research
542(1)
Technology and Marketing Research
543(1)
Ethics in Marketing Research
544(1)
Software Applications
544(2)
SPSS Windows
546(1)
Summary
546(1)
Key Terms and Concepts
546(1)
Suggested Cases and Video Cases
547(1)
Live Research: Conducting a Marketing Research Project
547(1)
Acronyms
547(1)
Review Questions
548(1)
Applied Problems
548(1)
Group Discussion
548(1)
Cases for Part 3A: Cases With External Data
Case 3.1 Ford Seeks a New Image
549(2)
Case 3.2 A Breeze for Darden Restaurants
551(2)
Case 3.3 Should Microsoft ``Soften'' Up to Rescue Its Image?
553(2)
Cases for Part 3B: Cases Without External Data
Case 3.4 Are Catalogs Risky Business?
555(1)
Case 3.5 Does Advertising Subsidize the Price of Consumer Magazines?
556(2)
Video Cases for Part 3
Video Case 3.1 AFLAC: Marketing Research Quacks a Duck
558(1)
Video Case 3.2 Honest Tea: Honesty Is the Best Policy
559(3)
Part 4 Comprehensive Cases and Video Cases
562(19)
Cases for Part 4: Cases with External Data
Case 4.1 Boeing: Taking Flight
562(6)
Case 4.2 Do Gucci Catalogs Stack Up in Direct Marketing?
568(7)
Video Cases for Part 4
Video Case 4.1 Subaru: ``Mr. Survey'' Monitors Customer Satisfaction
575(2)
Video Case 4.2 Marriott: Marketing Research Leads to Expanded Offerings
577(4)
Appendix of Statistical Tables 581(12)
Notes 593(8)
Photo Credits 601(2)
Subject Index 603(8)
Company and Product Index 611(4)
Name Index 615


Please wait while the item is added to your cart...