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Marketing Research 11E



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Pub. Date:
John Wiley & Sons Inc
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This is the 11th edition with a publication date of 10/9/2012.

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This book offers the best approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. This highly regarded text focuses on market intelligence, strategy, theory, and application and retains its coverage of the most advanced and current marketing research methodologies. Pointing out these methodologies' limitations and strengths, the book also brings to the forefront the relevance of marketing intelligence, the power of the Internet in marketing research applications, and much more. Suitable for students in the intermediate or advanced courses.

Table of Contents


CHAPTER 1 A Decision-Making Perspective on Marketing Intelligence, 1

Learning Objectives, 1

An Overview of Business Intelligence, 1

Introduction to Marketing Intelligence, 3

Marketing Research, 6

Role of Marketing Research in Managerial Decision Making, 9

Factors That Influence Marketing Research Decisions, 17

Use of Marketing Research, 18

Ethics in Marketing Research, 19

The Respondent?s Ethics and Rights, 20

International Marketing Research, 22

Summary, 24

Questions and Problems, 24

End Notes, 24

Case 1-1: Preteen Market?The Right Place to Be In for Cell Phone Providers?, 26

Case 1-2: Best Buy on a Segmentation Spree, 26

Case 1-3: Ethical Dilemmas in Marketing Research, 28

CHAPTER 2 Marketing Research in Practice, 29

Learning Objectives, 29

Information System, Decision Support Systems, and Marketing Research, 30

Marketing Decision Support Systems, 32

Suppliers of Information, 36

Criteria for Selecting External Suppliers, 41

The International Marketing Research Industry, 41

Career Opportunities in Marketing Research, 42

Summary, 43

Questions and Problems, 43

End Notes, 44

Appendix: Marketing Research Jobs, 44

CHAPTER 3 The Marketing Research Process, 45

Learning Objectives, 45

Overview of the Marketing Research Process, 45

The Preliminary Stages of the Marketing Research Process, 47

Planning a New HMO, 56

The International Marketing Research Process, 59

Summary, 62

Questions and Problems, 62

End Notes, 63

Appendix: The Value of Research Information Using Bayesian Decision Theory, 63

Case 3-1: A VideOcart Test for Bestway Stores, 66

Case 3-2: Sperry/MacLennan Architects and

Planners, 67

Case 3-3: Philip Morris Enters Turkey, 70

CHAPTER 4 Research Design and Implementation, 72

Learning Objectives, 72

Research Approach, 74

Research Tactics and Implementation, 80

Budgeting and Scheduling the Research Project, 82

Research Proposal, 83

Designing International Marketing Research, 86

Issues in International Research Design, 87

Summary, 89

Questions and Problems, 90

End Notes, 90

Appendix: Errors in Research Design, 90


CHAPTER 5 Secondary Sources of Marketing

Data, 102

Learning Objectives, 102

Secondary Data, 102

Uses of Secondary Data, 103

Benefits of Secondary Data, 104

Limitations of Secondary Data, 104

Internal Sources of Secondary Data, 105

External Sources of Secondary Data, 107

Census Data, 112

North American Industry Classification System, 114

Appraising Secondary Sources, 115

Applications of Secondary Data, 116

Sources of Secondary Data for International Marketing Research, 119

Problems Associated with Secondary Data in International Research, 120

Applications of Secondary Data in International Research, 120

Summary, 121

Questions and Problems, 122

End Notes, 122

Case 5-1: Barkley Foods, 123

Case 5-2: Dell in Latin America?, 124

Case 5-3: Eddie Bauer: Strategize with Secondary Marketing Data, 124

CHAPTER 6 Standardized Sources of Marketing Data, 126

Learning Objectives, 126

Retail Store Audits, 127

Consumer Purchase Panels, 127

Scanner Services and Single-Source Systems, 131

Media-Related Standardized Sources, 137

Applications of Standardized Sources of Data, 140

Summary, 141

Questions and Problems, 141

End Notes, 142

Case 6-1: Promotion of Rocket Soups, 143

Case 6-2: Kerry Gold Products, Ltd., 144

Case 6-3: Paradise Foods, 144

CHAPTER 7 Marketing Research on the Internet, 152

Learning Objectives, 152

Current Trends in Web Usage, 152

WWW Information for Marketing Decisions, 154

The Internet and Marketing Research Today, 158

The Internet and Marketing Research Developments, 168

Issues and Concerns, 171

Summary, 174

Questions and Problems, 174

End Notes, 175

Case 7-1: Caring Children?s Hospital, 176

CHAPTER 8 Information Collection: Qualitative and Observational Methods, 177

Learning Objectives, 177

Need for Qualitative Research, 177

Qualitative Research Methods, 178

Observational Methods, 197

Recent Applications of Qualitative and Observational Methods, 202

Summary, 204

Questions and Problems, 204

End Notes, 205

Appendix: Myths of Qualitative Research: It?s Conventional, But Is It Wisdom?, 207

Case 8-1: Mountain Bell Telephone Company, 209

Case 8-2: U.S. Department of Energy (A), 211

Case 8-3: Acura, 211

Case 8-4: Exploratory Research on the Lleyton Hewitt National Visa Card, 212

Case 8-5: Hamilton Beach Conducts Primary Research in Mexico and Europe, 213

Mini-Project, 214


Case 4-1: Reynolds Tobacco?s Slide-Box Cigarettes, 92

Case 4-2: California Foods Corporation, 96

Case for Part I, 99

Case I-1: Clover Valley Dairy Company, 99


CHAPTER 9 Information from Respondents: Issues in Data Collection, 215

Learning Objectives, 215

Information from Surveys, 215

Sources of Survey Error, 216

Methods of Data Collection, 221

Factors Affecting the Choice of a Survey Method, 221

Ethical Issues in Data Collection, 225

Summary, 227

Questions and Problems, 227

End Notes, 228

Case 9-1: Essex Markets (A), 229

Case 9-2: More Ethical Dilemmas in Marketing Research, 229

CHAPTER 10 Information from Respondents: Survey Methods, 231

Learning Objectives, 231

Collecting Data, 231

Surveys in the International Context, 251

Summary, 254

Questions and Problems, 255

End Notes, 256

Case 10-1: Roland Development Corp., 257

CHAPTER 11 Attitude Measurement, 260

Learning Objectives, 260

What Are Attitudes?, 261

The Concept of Measurement and Scaling, 262

Types of Attitude Rating Scales, 265

General Guidelines for Developing a Multiple-Item Scale, 276

Interpreting Attitude Scales, 277

Choosing an Attitudinal Scale, 278

Accuracy of Attitude Measurements, 280

Scales in Cross-National Research, 283

Summary, 283

Questions and Problems, 284

End Notes, 285

Case 11-1: National Kitchens, 286

CHAPTER 12 Designing the Questionnaire, 288

Learning Objectives, 288

Planning What to Measure, 289

Formatting the Question, 291

Question Wording: A Problem of Communication, 296

Sequence and Layout Decisions, 300

Questionnaire Design for International Research, 306

Summary, 308

Questions and Problems, 309

End Notes, 312

Case 12-1: Wine Horizons, 313

Case 12-2: Smith?s Clothing (A), 315

Case 12-3: Compact Lemon, 316

Case 12-4: Project Data: An Urban Transportation Study, 316


CHAPTER 13 Experimentation, 323

Learning Objectives, 323

Descriptive versus Experimental Research, 324

What Constitutes Causality?, 325

Laboratory and Field Experiments, 327

Threats to Experimental Validity, 327

Issues in Experimental Research, 330

Types of Experimental Designs, 332

Guidelines for Conducting Experimental Research, 345

Limitations of Experiments, 346

Summary, 348

Questions and Problems, 349

End Notes, 350

Case 13-1: Evaluating Experimental Designs, 350

Case 13-2: Barrie Food Corporation, 351


CHAPTER 14 Sampling Fundamentals, 353

Learning Objectives, 353

Sample or Census, 353

Sampling Process, 354

Probability Sampling, 360

Nonprobability Sampling, 366

Shopping Center Sampling, 370

Sampling in the International Context, 372

Summary, 374

Questions and Problems, 375

End Notes, 376

Case 14-1: Exercises in Sample Design, 377

Case 14-2: Talbot Razor Products Company, 378

CHAPTER 15 Sample Size and Statistical Theory, 380

Learning Objectives, 380

Determining the Sample Size: Ad Hoc Methods, 380

Population Characteristics/Parameters, 382

PART IV SPECIAL TOPICS IN DATA ANALYSIS Sample Characteristics/Statistics, 383

Sample Reliability, 384

Interval Estimation, 386

Sample Size Question, 387

Proportions, 389

Coefficient of Variation, 390

Stratified Sampling, 392

Multistage Design, 393

Sequential Sampling, 393

Summary, 394

Questions and Problems, 394

End Notes, 396

Case for Part II, 397

Case II-1: Currency Concepts International, 397


CHAPTER 16 Fundamentals of Data Analysis, 403

Learning Objectives, 403

Preparing the Data for Analysis, 404

Strategy for Data Analysis, 408

Cross-Tabulations, 411

Factors Influencing the Choice of Statistical Technique, 413

An Overview of Statistical Techniques, 415

Summary, 419

Questions and Problems, 419

End Notes, 420

Appendix, 421

CHAPTER 17 Hypothesis Testing: Basic Concepts and Tests of Associations, 422

Learning Objectives, 422

The Logic of Hypothesis Testing, 423

Steps in Hypothesis Testing, 424

Basic Concepts of Hypothesis Testing, 424

Cross-Tabulation and Chi-Square, 428

Summary, 436

Questions and Problems, 436

End Notes, 437

Case 17-1: Medical Systems Associates: Measuring Patient Satisfaction, 437

CHAPTER 18 Hypothesis Testing: Means and Proportions, 440

Learning Objectives, 440

Commonly Used Hypothesis Tests in Marketing Research, 440

Relationship between Confidence Interval and Hypothesis Testing, 443

Analysis of Variance (ANOVA), 445

The Probability-Values (p-Values) Approach to Hypothesis Testing, 457

Effect of Sample Size and Interpretation of Test Results, 458

Summary, 459

Questions and Problems, 459

End Notes, 460

Case 18-1: American Conservatory Theater, 461

Case 18-2: Apple Appliance Stores, 463

Cases for Part III, 464

Case III-1: The Vancouver Symphony Orchestra, 464

Case III-2: Popular Pizzas: Identifying Consumer Preferences, 471

CHAPTER 19 Correlation Analysis and Regression Analysis, 476

Learning Objectives, 476

Correlation Analysis, 477

Regression Analysis, 481

Summary, 499

Questions and Problems, 500

End Notes, 502

Case 19-1: The Seafood Grotto, 502

Case 19-2: Ajax Advertising Agency, 503

Case 19-3: Election Research, Inc., 504

CHAPTER 20 Discriminant, Factor, and Cluster Analysis, 506

Learning Objectives, 506

Discriminant Analysis, 506

Multiple Discriminant Analysis, 515

Summary of Discriminant Analysis, 518

Factor and Cluster Analysis, 518

Factor Analysis, 519

Summary of Factor Analysis, 528

Cluster Analysis, 530

Summary of Cluster Analysis, 540

Questions and Problems, 540

End Notes, 541

Case 20-1: Southwest Utility, 542

Case 20-2: Store Image Study, 543

Case 20-3: Behavioral Research, 545

CHAPTER 21 Multidimensional Scaling and Conjoint Analysis, 548

Learning Objectives, 548

Multidimensional Scaling, 548

Attribute-Based Approaches, 548

Summary of MDS, 557

Conjoint Analysis, 558

Summary of Conjoint Analysis, 565

Questions and Problems, 565

End Notes, 566

Case 21-1: Nester?s Foods, 567

Case 21-2: Pepsi-Cola, 568

Case 21-3: The Electric Truck Case, 571

Case 21-4: Fargo Instruments, 572

CHAPTER 22 Presenting the Results, 573

Learning Objectives, 573

Guidelines for Successful Presentations, 573

Written Report, 579

Oral Presentation, 583

Relationship with the Client, 586

Summary, 586

Questions and Problems, 586

End Notes, 586

Cases for Part IV, 587

Case IV-1: Smith?s Clothing (B), 587

Case IV-2: Newfood, 587

CHAPTER 23 Marketing-Mix Measures, 591

Learning Objectives, 591

New-Product Research, 592

Pricing Research, 602

Distribution Research, 603

Promotion Research, 610

Total Quality Management, 620

Information Requirements for Total Quality Management, 621

Summary, 627

Questions and Problems, 628

End Notes, 629

Case 23-1: Brown Microwave, 631

Case 23-2: National Chemical Corporation, 632

Case 23-3: U.S. Department of Energy (B), 632

Case 23-4: Hokey Pokey is Born in India, 633

CHAPTER 24 Brand and Customer Metrics, 635

Learning Objectives, 635

Competitive Advantage, 635

Brand Equity, 637

Customer Satisfaction, 643

Customer Satisfaction Measurement Process, 645

Contemporary Applications of Marketing Intelligence, 649

Maximizing Customer Profitability, 650

Summary, 653

Questions and Problems, 653

End Notes, 654


CHAPTER 25 Database Marketing, E-Commerce, Relationship Marketing, and Customer Intelligence, 655

Learning Objectives, 655

Database Marketing, 656

E-Commerce, 665

Mobile Marketing, 669

Social Marketing, 672

Experiential Marketing, 676

Relationship Marketing, 677

Recent Developments in Relationship Marketing, 678

Word-of-Mouth Marketing, 683

Customer Intelligence, 685

Summary, 689

Questions and Problems, 689

End Notes, 690

Appendix, 690

End Notes for Appendix, 693

Appendix: Tables, 000

A-1. Standard Normal, Cumulative Probability in Right-Hand Tail for Positive Values of z; Areas Are Formed by Symmetry, 000

A-2. X2 Critical Points, 000

A-3. F Critical Points, 000

A-4. t Cut-off Points for the Student?s t-Distribution, 000

A-5. Procedures for Conducting Univariate and Multivariate Analysis in SPSS, 000

A-6. Output of Select Tables in SPSS, 000

Glossary, 694

Index, 000

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