Essentials Of Marketing Research

by Zikmund, William G.

• ISBN13: 9780324320879
• ISBN10: 0324320876
• Edition: 3rd
• Format: Paperback
• Copyright: 2006-11-08
• Publisher: South-Western College Pub

Summary

Essentials of Marketing Research equips you with the knowledge and skills involved in this basic research process that will simplify and provide more accuracy to your search for market intelligence. Book jacket.

Table of Contents

Preface	xi
PART 1 INTRODUCTION
The Role of Marketing Research	2	(21)
Introduction	3	(1)
The Nature of Marketing Research	4	(2)
Marketing Research Defined	5	(1)
Applied and Basic Marketing Research	5	(1)
Research Snapshot Good Fat and Bad Fat	6	(1)
The Scientific Method	6	(1)
The Marketing Concept	7	(3)
Customer Orientation	8	(1)
Long-Run Profitability	8	(1)
A Cross-Functional Effort	9	(1)
Research Snapshot Harley-Davidson Goes Abroad	10	(1)
Keeping Customers and Building Relationships	10	(1)
Marketing Research: A Means for Implementing the Marketing Concept	10	(1)
The Managerial Value of Marketing Research for Strategic Decision Making	11	(5)
Identifying and Evaluating Opportunities	12	(1)
Analyzing and Selecting Target Markets	12	(1)
Planning and Implementing a Marketing Mix	13	(3)
Research Snapshot Swifter or Swiffer?	16	(1)
Analyzing Marketing Performance	16	(1)
When Is Marketing Research Needed?	16	(2)
Time Constraints	17	(1)
Availability of Data	17	(1)
Nature of the Decision	17	(1)
Benefits versus Costs	17	(1)
Marketing Research in the Twenty-First Century	18	(1)
Communication Technologies	18	(1)
Research Snapshot ``Jacques'' Daniels	19	(4)
Global Marketing Research	19	(1)
Summary	20	(1)
Key Terms and Concepts	21	(1)
Questions for Review and Critical Thinking	21	(1)
Research Activities	21	(1)
Video Case 1.1 Krispy Kreme	21	(1)
Video Case 1.2 Ben & Jerry's	22	(1)
Information Systems and Knowledge Management	23	(17)
Introduction	24	(1)
Information, Data, and Intelligence	24	(1)
The Characteristics of Valuable Information	24	(2)
Relevance	25	(1)
Quality	25	(1)
Timeliness	26	(1)
Completeness	26	(1)
Global Information Systems	26	(1)
Research Snapshot RFID Technology Gets Cheaper--Marketing Knowledge Grows	27	(1)
Decision Support Systems	27	(4)
Databases and Data Warehousing	28	(1)
Input Management	28	(3)
Research Snapshot Staying Home at Home Depot	31	(3)
Computerized Data Archives	31	(2)
Networks and Electronic Data Interchange	33	(1)
The Internet and Research	34	(6)
What Exactly Is the Internet?	34	(1)
Navigating the Internet	34	(1)
Interactive Media and Environmental Scanning	35	(1)
Information Technology	35	(1)
Intranets	36	(1)
Summary	36	(1)
Key Terms and Concepts	37	(1)
Questions for Review and Critical Thinking	38	(1)
Research Activities	38	(1)
Case 2.1 Harvard Cooperative Society	38	(1)
Video Case 2.2 Wine.com	39	(1)
Video Case 2.3 IBM: Enterprise Resource Planning	39	(1)
The Marketing Research Process: An Overview	40	(21)
Introduction	41	(1)
Information Reduces Uncertainty	41	(1)
Types of Marketing Research	41	(2)
Exploratory Research	42	(1)
Descriptive Research	42	(1)
Research Snapshot Cute, Funny or Sexy? What Makes a Mascot Tick?	43	(1)
Research Snapshot Whines for Wines	44	(2)
Causal Research	44	(2)
Stages in the Research Process	46	(5)
Alternatives in the Research Process	46	(1)
Defining the Research Objectives	47	(4)
Research Snapshot Nothing So Practical as Theory?	51	(6)
Selection of the Basic Research Method	53	(2)
Sampling	55	(1)
Gathering Data	55	(1)
Processing and Analyzing Data	56	(1)
Drawing Conclusions and Preparing a Report	56	(1)
The Research Program Strategy	57	(4)
Summary	58	(1)
Key Terms and Concepts	59	(1)
Questions for Review and Critical Thinking	59	(1)
Research Activities	59	(1)
Video Case 3.1 Black Forest Motors/Mercedes-Benz	60	(1)
Video Case 3.2 Fisher-Price Rescue Heroes	60	(1)
The Human Side of Marketing Research: Organizational and Ethical Issues	61	(20)
Who Does the Research?	62	(1)
Organizational Structure of Marketing Research	63	(1)
Marketing Research Jobs	63	(1)
Research Snapshot Marketing Research Pays	64	(2)
Cross-Functional Teams	65	(1)
Research Suppliers and Contractors	66	(1)
Syndicated Service	66	(1)
Standardized Research Services	66	(1)
Limited Research Service Companies and Custom Research	67	(1)
Ethical Issues in Marketing Research	67	(4)
Ethical Questions Are Philosophical Questions	67	(1)
General Rights and Obligations of Concerned Parties	68	(1)
Rights and Obligations of the Research Participant	69	(2)
Research Snapshot Is It Right, or Is It Wrong?	71	(10)
Rights and Obligations of the Researcher	72	(3)
Rights and Obligations of the Client Sponsor (User)	75	(1)
Privacy	76	(1)
Privacy on the Internet	76	(1)
A Final Note on Ethics	76	(1)
Summary	77	(1)
Key Terms and Concepts	77	(1)
Questions for Review and Critical Thinking	78	(1)
Research Activities	78	(1)
Case 4.1 Global Eating	79	(1)
Case 4.2 Big Brother Is Watching?	79	(2)
PART 2 DESIGNING RESEARCH STUDIES
Qualitative and Exploratory Research Tools	81	(22)
What Is Qualitative Research?	82	(2)
Describing a Qualitative Approach	82	(1)
Qualitative ``versus'' Quantitative Approaches	83	(1)
Research Snapshot Surprises at P&G!	84	(1)
Exploratory Research	84	(2)
Why Conduct Exploratory Research?	85	(1)
Categories of Exploratory Research	86	(2)
Experience Surveys	87	(1)
Secondary Data Analysis	87	(1)
Case Studies	87	(1)
Research Snapshot It's Like Riding a Bike!	88	(9)
Pilot Studies	88	(9)
Research Snapshot Let the Computer Do Your Reading!	97	(2)
Exploratory Research in Science and in Practice	99	(4)
Misuses of Exploratory and Qualitative Research	99	(1)
Summary	99	(1)
Key Terms	100	(1)
Questions for Review and Critical Thinking	100	(1)
Research Activities	101	(1)
Case 5.1 Disaster and Consumer Value	101	(1)
Video Case 5.2 Goya	101	(1)
Video Case 5.3 Edward Jones	102	(1)
Secondary Data Research in a Digital Age	103	(23)
Secondary Data Research	104	(3)
Advantages	104	(1)
Disadvantages	104	(3)
Typical Objectives for Secondary-Data Research Designs	107	(1)
Fact-Finding	107	(1)
Research Snapshot New Trends---Music for Mobile Phones	108	(5)
Model Building	109	(3)
Data Mining	112	(1)
Research Snapshot Mining Data from Blogs	113	(1)
Database Marketing and Customer Relationship Management	113	(1)
Sources of Secondary Data	114	(6)
Sources of Internal and Proprietary Data	114	(1)
External Data: The Distribution System	114	(2)
Information as a Product and Its Distribution Channels	116	(4)
Research Snapshot Fandango and Nielsen Keeping an Eye on Moviegoers	120	(1)
Single-Source Data-Integrated Information	121	(1)
Sources for Global Research	121	(5)
Summary	123	(1)
Key Terms and Concepts	124	(1)
Questions for Review and Critical Thinking	124	(1)
Research Activities	124	(1)
Case 6.1 Demand for Gas Guzzlers	125	(1)
Video Case 6.2 FedEx Corporation	125	(1)
Survey Research: An Overview	126	(34)
The Nature of Surveys	127	(1)
Survey Objectives: Type of Information Gathered	127	(1)
Advantages of Surveys	128	(1)
Errors in Survey Research	128	(1)
Random Sampling Error	128	(1)
Systematic Error	128	(1)
Respondent Error	129	(2)
Nonresponse Error	129	(1)
Response Bias	130	(1)
Research Snapshot My Opinion? It Depends on Your Words	131	(1)
Administrative Error	132	(1)
Data-Processing Error	132	(1)
Sample Selection Error	132	(1)
Interviewer Error	133	(1)
Interviewer Cheating	133	(1)
Rule-of-Thumb Estimates for Systematic Error	133	(1)
What Can Be Done to Reduce Survey Error?	134	(1)
Survey Research by Media	134	(1)
Human Interactive Media and Electronic Interactive Media	134	(1)
Noninteractive Media	134	(1)
Personal Interviews	135	(3)
Advantages of Personal Interviews	135	(1)
Disadvantages of Personal Interviews	136	(1)
Door-to-Door Interviews and Shopping Mall Intercepts	137	(1)
Research Snapshot Matters of Taste	138	(1)
Global Considerations	139	(1)
Telephone Interviews	139	(4)
Characteristics of Telephone Interviews	139	(3)
Central Location Interviewing	142	(1)
Computer-Assisted Telephone Interviewing	142	(1)
Computerized Voice-Activated Telephone Interview	142	(1)
Global Considerations	143	(1)
Self-Administered Questionnaires	143	(5)
Mail Questionnaires	143	(2)
Response Rates	145	(1)
Increasing Survey Response Rate	145	(3)
Global Considerations	148	(1)
Self-Administered Questionnaires Using Other Forms of Distribution	148	(3)
Fax Surveys	148	(1)
E-Mail Surveys	149	(1)
Internet Surveys	149	(2)
Research Snapshot Personalizing E-Mail Invitations	151	(2)
Kiosk Interactive Surveys	153	(1)
Survey Research That Mixes Modes	153	(1)
Selecting the Appropriate Survey Research Design	153	(2)
Pretesting	155	(1)
Ethical Issues in Survey Research	155	(5)
Summary	155	(1)
Key Terms and Concepts	156	(1)
Questions for Review and Critical Thinking	156	(2)
Research Activities	158	(1)
Case 7.1 National Do Not Call Registry	158	(1)
Case 7.2 Royal Bee Electric Fishing Reel	158	(2)
Observation	160	(15)
Observation in Marketing Research	161	(1)
What Can Be Observed?	161	(1)
The Nature of Observation Studies	162	(1)
Observation of Human Behavior	162	(3)
Complementary Evidence	162	(1)
Direct Observation	163	(2)
Research Snapshot Hand Washing Overreported, Says Observational Research	165	(1)
Combining Direct Observation and Interviewing	165	(1)
Ethical Issues in the Observation of Humans	165	(1)
Observation of Physical Objects	166	(1)
Content Analysis	167	(1)
Mechanical Observation	167	(2)
Television Monitoring	168	(1)
Research Snapshot Klipmart Watches Ad Viewership Online	169	(6)
Monitoring Website Traffic	169	(1)
Scanner-Based Research	170	(1)
Measuring Physiological Reactions	170	(2)
Summary	172	(1)
Key Terms and Concepts	173	(1)
Questions for Review and Critical Thinking	173	(1)
Case 8.1 Mazda and Syzygy	174	(1)
Case 8.2 Texas Instruments and E-Lab	174	(1)
Experimental Research: An Overview	175	(26)
The Nature of Experiments	176	(1)
Basic Issues in Experimental Design	176	(2)
Manipulation of the Independent Variable	176	(2)
Research Snapshot Does Promotion Cause Intoxication?	178	(4)
Selection and Measurement of the Dependent Variable	179	(1)
Selection and Assignment of Test Units	179	(3)
Demand Characteristics	182	(2)
What Are Demand Characteristics?	182	(1)
Experimenter Bias and Demand Effects	183	(1)
Reducing Demand Characteristics	183	(1)
Establishing Control	184	(1)
Problems Controlling Extraneous Variables	185	(1)
Ethical Issues in Experimentation	185	(1)
Fundamental Questions in Experimentation	185	(2)
Basic versus Factorial Experimental Designs	185	(1)
Laboratory Experiments	186	(1)
Field Experiments	186	(1)
Research Snapshot The Hidden in Hidden Valley Ranch	187	(1)
Issues of Experimental Validity	187	(3)
Internal Validity	187	(2)
External Validity	189	(1)
Trade-Offs Between Internal and External Validity	190	(1)
Classification of Experimental Designs	190	(4)
Symbolism for Diagramming Experimental Designs	190	(1)
Three Examples of Quasi-Experimental Designs	191	(1)
Three Alternative Experimental Designs	192	(2)
Using Test-Markets	194	(1)
Effective Uses of Test-Marketing	194	(1)
Research Snapshot Test-Marketing Channels	195	(6)
Factors to Consider in Test-Market Selection	196	(1)
Summary	197	(1)
Key Terms and Concepts	198	(1)
Questions for Review and Critical Thinking	198	(1)
Research Activities	199	(1)
Case 9.1 Examining Product Failure at No-Charge Electronics	199	(1)
Case 9.2 Tooheys	199	(2)
PART 3 MEASUREMENT
Measurement and Attitude Scaling	201	(28)
What Do I Measure?	202	(3)
Concepts	203	(1)
Operational Definitions	204	(1)
Levels of Scale Measurement	205	(4)
Nominal Scale	205	(1)
Ordinal Scale	206	(1)
Interval Scale	207	(1)
Ratio Scale	208	(1)
Mathematical and Statistical Analysis of Scales	208	(1)
Research Snapshot Football Follies	209	(1)
Index Measures	209	(1)
Indexes and Composites	209	(1)
Three Criteria for Good Measurement	210	(1)
Reliability	210	(1)
Validity	210	(1)
Reliability versus Validity	211	(1)
Sensitivity	211	(1)
Attitudes in Marketing Research	211	(1)
Research Snapshot This Hypothetical Construct Is a Four-Letter Word	212	(1)
Attitudes as Hypothetical Constructs	212	(1)
Techniques for Measuring Attitudes	212	(1)
Attitude Rating Scales	213	(6)
Simple Attitude Scales	213	(1)
Category Scales	213	(1)
Method of Summated Ratings: The Likert Scale	214	(2)
Semantic Differential	216	(1)
Numerical Scales	217	(1)
Stapel Scale	217	(1)
Constant-Sum Scale	218	(1)
Research Snapshot A Measuring Stick for Website Usability	219	(2)
Graphic Rating Scales	219	(2)
Measuring Behavioral Intention	221	(1)
Behavioral Differential	222	(1)
Ranking	222	(1)
Paired Comparisons	222	(1)
Sorting	223	(6)
Summary	223	(1)
Key Terms and Concepts	224	(1)
Questions for Review and Critical Thinking	225	(1)
Research Activities	226	(1)
Case 10.1 FlyAway Airways	226	(2)
Case 10.2 Ha-Pah-Shu-Tse	228	(1)
Questionnaire Design	229	(36)
Questionnaire Quality and Design: Basic Considerations	230	(1)
What Should Be Asked?	230	(1)
Questionnaire Relevancy	230	(1)
Questionnaire Accuracy	231	(1)
How Should Questions Be Phrased?	231	(4)
Open-Ended Response versus Fixed-Alternative Questions	231	(2)
Types of Fixed-Alternative Questions	233	(1)
Phrasing Questions for Self-Administered, Telephone, and Personal Interview Surveys	234	(1)
The Art of Asking Questions	235	(2)
Avoid Complexity: Use Simple, Conversational Language	236	(1)
Avoid Leading and Loaded Questions	236	(1)
Research Snapshot What to Do with the Clubhouse?	237	(3)
Avoid Ambiguity: Be as Specific as Possible	238	(1)
Avoid Double-Barreled Items	239	(1)
Avoid Making Assumptions	239	(1)
Research Snapshot Who's Really Doing the Housework?	240	(1)
Avoid Burdensome Questions That May Tax the Respondent's Memory	240	(1)
What Is the Best Question Sequence?	241	(1)
Research Snapshot What Citizens (Don't) Know about Climate Change	242	(2)
What Is the Best Layout?	244	(10)
Traditional Questionnaires	244	(3)
Internet Questionnaires	247	(7)
How Much Pretesting and Revising Are Necessary?	254	(1)
Designing Questionnaires for Global Markets	255	(10)
Summary	255	(1)
Key Terms and Concepts	256	(1)
Questions for Review and Critical Thinking	257	(1)
Research Activity	258	(1)
Case 11.1 Agency for Healthcare Research and Quality	258	(5)
Case 11.2 McDonald's Spanish Language Questionnaire	263	(2)
PART 4 SAMPLING AND STATISTICAL THEORY
Sampling Designs and Sampling Procedures	265	(23)
Sampling Terminology	266	(1)
Why Sample?	266	(1)
Pragmatic Reasons	266	(1)
Accurate and Reliable Results	267	(1)
Destruction of Test Units	267	(1)
Practical Sampling Concepts	267	(2)
Defining the Target Population	267	(1)
The Sampling Frame	268	(1)
Research Snapshot George Gallup's Nation of Numbers	269	(2)
Sampling Units	271	(1)
Random Sampling and Nonsampling Errors	271	(2)
Random Sampling Error	271	(1)
Systematic Sampling Error	272	(1)
Less Than Perfectly Representative Samples	272	(1)
Probability versus Nonprobability Sampling	273	(1)
Nonprobability Sampling	273	(2)
Convenience Sampling	273	(1)
Judgment Sampling	274	(1)
Quota Sampling	274	(1)
Snowball Sampling	275	(1)
Probability Sampling	275	(4)
Simple Random Sampling	275	(1)
Systematic Sampling	276	(1)
Stratified Sampling	277	(1)
Cluster Sampling	277	(1)
Multistage Area Sampling	278	(1)
What Is the Appropriate Sample Design?	279	(3)
Degree of Accuracy	280	(1)
Resources	280	(1)
Time	280	(1)
Advance Knowledge of the Population	281	(1)
National versus Local Project	281	(1)
Research Snapshot Reactions to Handbills in Hong Kong	282	(1)
Internet Sampling Is Unique	282	(6)
Website Visitors	283	(1)
Panel Samples	283	(1)
Recruited Ad Hoc Samples	283	(1)
Opt-in Lists	284	(1)
Summary	284	(1)
Key Terms and Concepts	285	(1)
Questions for Review and Critical Thinking	285	(1)
Case 12.1 Who's Fishing?	286	(1)
Case 12.2 Scientific Telephone Samples	286	(2)
Determination of Sample Size: A Review of Statistical Theory	288	(31)
Review of Basic Terminology	289	(1)
Descriptive and Inferential Statistics	289	(1)
Sample Statistics and Population Parameters	289	(1)
Making Data Usable	289	(4)
Frequency Distributions	290	(1)
Proportions	290	(1)
Measures of Central Tendency	291	(2)
Research Snapshot Are Incomes Growing? It Depends What You Measure	293	(3)
Measures of Dispersion	293	(3)
The Normal Distribution	296	(4)
Population Distribution, Sample Distribution, and Sampling Distribution	300	(1)
Central-Limit Theorem	301	(3)
Estimation of Parameters	304	(3)
Point Estimates	305	(1)
Confidence Intervals	305	(2)
Sample Size	307	(1)
Random Error and Sample Size	307	(1)
Research Snapshot Target and Wal-Mart Shoppers Really Are Different	308	(6)
Factors in Determining Sample Size for Questions Involving Means	308	(1)
Estimating Sample Size for Questions Involving Means	309	(1)
The Influence of Population Size on Sample Size	310	(1)
Factors in Determining Sample Size for Proportions	310	(2)
Calculating Sample Size for Sample Proportions	312	(1)
Determining Sample Size on the Basis of Judgment	313	(1)
Determining Sample Size for Stratified and Other Probability Samples	314	(1)
A Reminder about Statistics	314	(5)
Summary	314	(1)
Key Terms and Concepts	315	(1)
Questions for Review and Critical Thinking	315	(1)
Research Activities	316	(1)
Case 13.1 Pointsec Mobile Technologies	316	(1)
Case 13.2 Coastal Star Sales Corporation (A)	317	(2)
PART 5 ANALYSIS AND REPORTING
Basic Data Analysis	319	(26)
The Nature of Descriptive Analysis	320	(1)
Tabulation	321	(1)
Cross-Tabulation	322	(2)
Contingency Tables	322	(2)
Research Snapshot Contingent Personalities	324	(2)
Percentage Cross-Tabulations	324	(1)
Elaboration and Refinement	325	(1)
How Many Cross-Tabulations?	325	(1)
Data Transformation	326	(1)
Simple Transformations	326	(1)
Research Snapshot Wine Index Can Help Retailers	327	(1)
Calculating Rank Order	327	(1)
Tabular and Graphic Methods of Displaying Data	328	(3)
Tables	328	(1)
Charts and Graphs	329	(2)
Computer Programs for Analysis	331	(2)
Statistical Packages	331	(2)
Univariate Statistics: Stating a Hypothesis	333	(1)
Hypothesis Testing	333	(3)
The Hypothesis-Testing Procedure	333	(1)
An Example of Hypothesis Testing	334	(2)
The Chi-Square Test for Goodness of Fit	336	(2)
Choosing the Appropriate Technique	338	(7)
Number of Variables	338	(1)
Scale of Measurement	338	(1)
Type of Question to Be Answered	339	(1)
Summary	340	(1)
Key Terms and Concepts	341	(1)
Questions for Review and Critical Thinking	341	(1)
Research Activities	342	(1)
Case 14.1 Body on Tap	343	(1)
Case 14.2 Downy-Q Quilt	343	(2)
Differences Between Groups and Relationships Among Variables	345	(29)
Introduction	346	(1)
What Is the Appropriate Test of Difference?	346	(1)
Cross-Tabulation Tables: The χ2 Test for Goodness of Fit	346	(5)
What is χ2 test?	348	(1)
Steps in Computing a χ2 Test Value	348	(1)
χ2 Tests for Two-Way Contingency Tables: Cross-Tabs	349	(2)
The t-Test for Comparing Means	351	(2)
Independent Samples t-Test	351	(2)
Research Snapshot Expert ``T-eeze''	353	(2)
Analysis of Variance (ANOVA)	355	(4)
What Is ANOVA?	355	(1)
Simple Illustration of ANOVA	355	(2)
Partitioning Variance in ANOVA	357	(1)
The F-Test	358	(1)
Research Snapshot More Than One-Way	359	(6)
Practically Speaking	360	(1)
Correlation Analysis	360	(1)
Correlation and Causation	361	(1)
Coefficient of Determination	361	(1)
The Regression Equation	361	(1)
Parameter Estimate Choices	362	(1)
Multiple Regression Analysis	363	(2)
Research Snapshot Too Much of a Good Thing!	365	(9)
Other Multivariate Techniques	367	(1)
Summary	368	(1)
Key Terms and Concepts	369	(1)
Questions for Review and Critical Thinking	369	(1)
Exploring the Internet	370	(1)
Case 15.1 Springfield Electric Company	371	(1)
Case 15.2 Center for American Enterprise: A Study of Psychological and Demographic Contributors to Consumerism	372	(2)
Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up	374	(16)
Insights from the Communications Model	375	(1)
Research Snapshot Sloppy Numbers in the Crosshairs of Dow Jones Newspaper Fund's Director	376	(1)
The Report in Context	376	(1)
Report Format	377	(4)
Tailoring the Format to the Project	377	(1)
The Parts of the Report	378	(3)
The Oral Presentation	381	(1)
Research Snapshot Noah's Law of Slide Presentations	382	(1)
Reports on the Internet	382	(1)
The Research Follow-Up	382	(1)
Research Snapshot Online Reports: Easy to Get, Easy to Ignore	383	(4)
Summary	383	(1)
Key Terms and Concepts	384	(1)
Questions for Review and Critical Thinking	384	(1)
Research Activity	384	(1)
Case 16.1 Annenberg Public Policy Center	384	(3)
PART 6 COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES
Case 1: Say It Ain't So! Is This the Real Thing?	387	(2)
Case 2: TABH, INC., Automotive Consulting	389	(1)
Appendix: Statistical Tables	390	(6)
Glossary of Frequently Used Symbols	396	(1)
Glossary	397	(8)
Endnotes	405	(6)
Index	411