Fundamentals of Marketing Research

by Scott M. Smith

• ISBN13: 9780761988526
• ISBN10: 0761988521
• Format: Hardcover
• Copyright: 2004-10-07
• Publisher: Sage Publications, Inc

Summary

Fundamentals of Marketing Research covers all facets of marketing research including method, technique, and analysis at all levels. The methodological scope regarding research design, data collection techniques, and measurement is broad with three chapters devoted to the critical area of measurement and scaling. The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research presented to them. This text explores cutting-edge technologies and new horizons while ensuring students have a thorough grasp of research fundamentals. Key Features Contains a wealth of modern methods and techniques not found in competing texts a?? Provides numerous illustrative cases at the end of each section a?? Integrates international marketing research throughout instead of placing it in a separate chapter a?? Has a full chapter devoted to the essential topic of online research a?? An Instructora??s Manual on CD-ROM provides instructors with examination questions, additional background material on discussion questions in the text, and other helpful aids Fundamentals of Marketing Research has been bundled at no additional cost to the students, with a license to use www.SurveyZ.com to prepare and distribute an online survey.

Author Biography

Scott M. Smith is Professor of Marketing in the Marriott School of Management, Brigham Young University, Provo, Utah Gerald S. Albaum is Research Professor at the Robert O. Anderson Schools of Management, the University of New Mexico; Professor Emeritus of Marketing, University of Oregon, and Senior Research Fellow, IC2 Institute, University of Texas at Austin

Table of Contents

Preface	xi
Part I: What Is Marketing Research?	1	(120)
The Nature of Marketing Research	3	(34)
What Is Marketing Research?	4	(8)
The Characteristics of Marketing Management	12	(5)
Marketing Research in Marketing Information Systems	17	(2)
Manager-Researcher Dialogue	19	(2)
Marketing Research Organizations	21	(1)
Ethical Issues in Marketing Research	22	(10)
Summary	32	(1)
Assignment Material	33	(2)
References	35	(2)
Planning for Marketing Research and the Research Process	37	(39)
Overview of the Planning Process	38	(1)
Stage 1: Problem Formulation	39	(11)
Stage 2: Method of Inquiry	50	(2)
Stage 3: Research Method	52	(1)
Stage 4: Research Design	52	(1)
Stage 5: Data Collection Techniques	53	(1)
Stage 6: Sample Design	53	(1)
Stage 7: Data Collection	54	(1)
Stage 8: Analysis and Interpretation	54	(1)
Stage 9: The Research Report	54	(1)
The Research Plan	55	(3)
Make or Buy Decision	58	(3)
Additional Considerations	61	(6)
Summary	67	(7)
Illustration of Research Proposals	68	(6)
Assignment Material	74	(1)
References	74	(2)
Research Design	76	(45)
Research Design Characteristics	76	(14)
Sources of Marketing Information	90	(4)
Types of Errors Affecting Research Designs	94	(7)
Methods for Dealing With Potential Errors	101	(2)
Choosing a Research Design	103	(1)
Summary	103	(1)
Assignment Material	103	(2)
References	105	(1)
Cases for Part I	106	(15)
Part II: Techniques for Obtaining Data	121	(224)
Secondary Data and Sources	123	(43)
In This Chapter	123	(1)
Reasons for Obtaining Secondary Information	124	(2)
Types of Secondary Information	126	(3)
Sources of External Secondary Data	129	(14)
Syndicated Services	143	(11)
Summary	154	(9)
Selected Secondary Sources	155	(8)
Assignment Material	163	(1)
References	164	(2)
Information From Respondents	166	(55)
Types of Information That Can Be Obtained From Respondents	167	(14)
Form of Interviews	181	(7)
Modes of Interviewing	188	(25)
Strategies of Data Collection	213	(2)
The Use of Panels	215	(2)
Summary	217	(1)
Assignment Material	217	(1)
References	218	(3)
Online Marketing Research	221	(28)
E-Mail Survey Error	223	(6)
Probability and Nonprobability Survey Approaches	229	(2)
Test Marketing Plugs Into the Internet	231	(5)
Internet Survey Software	236	(1)
Online Survey Capabilities and Technologies	237	(2)
Online Qualitative Research	239	(7)
Summary	246	(1)
Assignment Material	246	(1)
References	247	(2)
Qualitative Research and Observation	249	(36)
Indirect Interviews and Qualitative Research	249	(18)
Means-End Analysis	267	(4)
Other Techniques	271	(2)
Observation	273	(6)
Direct Versus Indirect Research Techniques---An Assessment	279	(3)
Summary	282	(1)
Assignment Material	282	(1)
References	283	(2)
Experimentation	285	(60)
The Nature of Experimentation	287	(2)
Ingredients of a Marketing Experiment	289	(6)
Sources of Invalidity	295	(8)
Models of Experimental Design	303	(16)
Panels and Experimental Design	319	(1)
Field Experimentation in Marketing	320	(3)
Summary	323	(1)
Assignment Material	323	(2)
References	325	(1)
Cases for Part II	326	(19)
Part III: Measurement	345	(152)
General Concepts of Measurement	347	(24)
Definitions in Marketing Measurement	348	(4)
Measurement Concepts	352	(6)
Sources of Variation in Measurement	358	(2)
Validity and Reliability of Measurement	360	(8)
Summary	368	(1)
Assignment Material	368	(2)
References	370	(1)
Measurement and Scaling in Marketing Research	371	(42)
Data Collection Methods	371	(16)
Techniques for Scaling Stimuli	387	(9)
Techniques for Scaling Respondents	396	(7)
Scaling Both Stimuli and Respondents	403	(2)
Multi-Item Scales	405	(2)
Limitations of Scaling Procedures	407	(1)
Summary	408	(1)
Assignment Material	408	(2)
References	410	(3)
Designing Questionnaires	413	(84)
Asking Questions	414	(1)
Inaccuracy	415	(7)
Ambiguity	422	(21)
Some Concluding Comments	443	(4)
Summary	447	(1)
Assignment Material	447	(3)
References	450	(15)
Applied Measurement and Scaling	452	(13)
Cases for Part III	465	(32)
Part IV: Sampling	497	(54)
Sampling Procedures in Marketing Research	499	(28)
Planning the Sample	499	(9)
Nonprobability Sampling Procedures	508	(6)
Probability Sampling Designs	514	(4)
Sampling for Telephone Surveys	518	(5)
International Research	523	(1)
Summary	524	(1)
Assignment Material	524	(1)
References	525	(2)
Sample Size	527	(24)
Fixed Versus Sequential Sampling	528	(1)
Sampling Distributions and Standard Errors	528	(3)
Methods of Estimating Sample Size	531	(12)
Determining Sample Size for Other Probability--Sample Designs	543	(2)
Evaluation of the Traditional Approach	545	(1)
Summary	546	(1)
Assignment Material	546	(1)
Endnote	547	(1)
References	548	(1)
Cases for Part IV	549	(2)
Part V: Analyzing Data	551	(224)
The Analysis Process---Basic Concepts of Editing, Coding, and Descriptive Analysis	553	(26)
An Overview of the Analysis Process	553	(14)
Basic Concepts of Analyzing Associative Data	567	(1)
More on Cross-Tabulation	567	(8)
Presentation of Descriptive Analyses	575	(1)
Summary	576	(1)
Assignment Material	576	(1)
References	577	(2)
Hypothesis Testing and Univariate Analysis	579	(28)
Formulating Hypotheses	579	(3)
Making Inferences	582	(9)
Selecting Tests of Statistical Significance	591	(2)
Parametric and Nonparametric Analysis	593	(11)
Summary	604	(1)
Assignment Material	605	(1)
References	605	(2)
Bivariate Analysis: Differences Between Sample Groups	607	(29)
Bivariate Cross-Tabulation	607	(3)
Computer Programs for Cross-Tabulation	610	(1)
Bivariate Analysis: Differences in Means and Proportions	611	(6)
Testing of Group Means: Analysis of Variance	617	(10)
Summary	627	(6)
Nonparametric Analysis	628	(5)
Assignment Material	633	(2)
References	635	(1)
Bivariate analysis: measures of association	636	(21)
Correlation Analysis	636	(4)
Bivariate Regression Analysis	640	(11)
Rank Correlation	651	(3)
Summary	654	(1)
Assignment Material	655	(1)
References	656	(1)
Multivariate Statistical Analysis	657	(50)
An Overview of Multivariate Procedures	658	(5)
Multiple and Partial Regression	663	(10)
Two-Group Discriminant Analysis	673	(17)
Other Criterion-Predictor Association Multivariate Techniques	690	(11)
Summary	701	(1)
Assignment Material	701	(4)
References	705	(2)
Multivariate Analysis: Factor Analysis, Clustering Methods, Multidimensional Scaling, and Conjoint Analysis	707	(68)
An Introduction to the Basic Concepts of Factor Analysis	708	(4)
Identifying the Factors	712	(3)
Basic Concepts of Cluster Analysis	715	(6)
Multidimensional Scaling Fundamentals	721	(5)
Marketing Applications of MDS	726	(1)
Collecting Data for MDS	727	(1)
Fundamentals of Conjoint Analysis	728	(8)
Other Aspects of Conjoint Analysis	736	(3)
Summary	739	(1)
Assignment Material	740	(2)
Endnote	742	(1)
References	742	(1)
Cases for Part V	743	(32)
Part VI. The Research Report	775	(38)
Reporting Research Results	777	(36)
Communication	777	(2)
The Research Report	779	(6)
Report Format And Organization	785	(6)
Use of Graphics	791	(17)
The Oral Report	808	(2)
Summary	810	(1)
Assignment Material	810	(1)
References	811	(2)
Appendix A: Statistical Tables	813	(14)
Glossary of Terms	827	(22)
Name Index	849	(6)
Subject Index	855	(26)
About the Authors	881