CART

(0) items

Marketing Research: An Applied Orientation,9780132279468
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.

Marketing Research: An Applied Orientation

by
Edition:
5th
ISBN13:

9780132279468

ISBN10:
0132279460
Format:
Hardcover
Pub. Date:
8/30/2006
Publisher(s):
Prentice Hall
List Price: $176.60
More New and Used
from Private Sellers
Starting at $15.98
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


  • Marketing Research : An Applied Orientation
    Marketing Research : An Applied Orientation
  • Marketing Research : An Applied Orientation
    Marketing Research : An Applied Orientation
  • Tech Manual for SPSS, Excel and SAS for Marketing Research : An Applied Orientation
    Tech Manual for SPSS, Excel and SAS for Marketing Research : An Applied Orientation




Summary

For graduate and upper-level undergraduate courses in Marketing Research and Marketing Data Analysis. The global leader because it presents a comprehensive look at the principles and practices of marketing research from a manager's perspective.

Table of Contents

Foreword xviii
Preface xix
Acknowledgments xxvii
Part I Introduction and Early Phases of Marketing Research
1(74)
Introduction to Marketing Research
2(32)
Objectives
2(1)
Overview
3(4)
Definition of Marketing Research
7(1)
A Classification of Marketing Research
8(2)
The Marketing Research Process
10(2)
Step 1: Problem Definition
10(1)
Step 2: Development of an Approach to the Problem
10(1)
Step 3: Research Design Formulation
10(1)
Step 4: Fieldwork or Data Collection
11(1)
Step 5: Data Preparation and Analysis
11(1)
Step 6: Report Preparation and Presentation
11(1)
The Role of Marketing Research in Marketin Decision Making
12(3)
Marketing Research and Competitive Intelligence
15(1)
The Decision to Conduct Marketing Research
16(1)
The Marketing Research Industry
17(4)
Selecting a Research Supplier
21(1)
Careers in Marketing Research
22(2)
The Role of Marketing Research in MIS and DSS
24(1)
The Department Store Patronage Project
25(1)
International Marketing Research
26(1)
Ethics in Marketing Research
27(2)
SPSS Windows
29(1)
Summary
30(1)
Key Terms and Concepts
31(1)
Suggested Cases, Video Cases, and HBS Cases
31(1)
Live Research: Conducting a Marketing Research Project
32(1)
Acronyms
32(1)
Exercises
32(1)
Internet and Computer Exercises
32(1)
Activities
33(1)
Defining the Marketing Research Problem and Developing an Approach
34(41)
Objectives
34(1)
Overview
35(2)
Importance of Defining the Problem
37(1)
The Process of Defining the Problem and Developing an Approach
37(1)
Tasks Involved
38(5)
Discussions with Decision Makers
38(2)
Interviews with Industry Experts
40(2)
Secondary Data Analysis
42(1)
Qualitative Research
42(1)
Environmental Context of the Problem
43(5)
Past Information and Forecasts
43(2)
Resources and Constraints
45(1)
Objectives
45(1)
Buyer Behavior
45(2)
Legal Environment
47(1)
Economic Environment
47(1)
Marketing and Technological Skills
47(1)
Management Decision Problem and Marketing Research Problem
48(1)
Defining the Marketing Research Problem
49(2)
Components of the Approach
51(6)
Objective/Theoretical Framework
51(1)
Analytical Model
52(1)
Research Questions
53(1)
Hypotheses
53(3)
Specification of Information Needed
56(1)
International Marketing Research
57(1)
Ethics in Marketing Research
58(2)
SPSS Windows
60(1)
Summary
61(1)
Key Terms and Concepts
61(1)
Suggested Cases, Video Cases, and HBS Cases
61(1)
Live Research: Conducting a Marketing Research Project
62(1)
Acronyms
62(1)
Exercises
62(1)
Internet and Computer Exercises
63(1)
Activities
63(2)
Cases for Part I
Life in the Fast Lane: Fast-Food Chains Race to Be Number One
65(2)
Nike Sprints Ahead of the Competition, Yet Has a Long Way to Run
67(1)
Lexus: Imparting Value to Luxury and Luxury to Value
68(3)
Video Cases for Part I
Burke: Learning and Growing Through Marketing Research
71(2)
Accenture: The Accent Is in the Name
73(2)
Part II Research Design Formulation
75(334)
Research Design
76(28)
Objectives
76(1)
Overview
77(1)
Research Design: Definition
78(1)
Research Design: Classification
79(1)
Exploratory Research
80(2)
Descriptive Research
82(7)
Cross-Sectional Designs
84(2)
Longitudinal Designs
86(1)
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
87(2)
Cavisal Research
89(1)
Relationships Among Exploratory, Descriptive, and Causal Research
90(3)
Potential Sources of Error
93(3)
Random Sampling Error
93(1)
Nonsampling Error
93(3)
Budgeting and Scheduling the Project
96(1)
Marketing Research Proposal
96(1)
International Marketing Research
97(2)
Ethics in Marketing Research
99(1)
Summary
100(1)
Key Terms and Concepts
101(1)
Suggested Cases, Video Cases, and HBS Cases
101(1)
Live Research: Conducting a Marketing Research Project
102(1)
Acronyms
102(1)
Exercises
102(1)
Internet and Computer Exercises
102(1)
Activities
103(1)
Exploratory Research Design: Secondary Data
104(36)
Objectives
104(1)
Overview
105(1)
Primary versus Secondary Data
106(1)
Advantages and Uses of Secondary Data
107(1)
Disadvantages of Secondary Data
107(1)
Criteria for Evaluating Secondary Data
108(4)
Specifications: Methodology Used to Collect the Data
108(1)
Error: Accuracy of the Data
109(1)
Currency: When the Data Were Collected
109(1)
Objective: The Purpose for Which the Data Were Collected
110(1)
Nature: The Content of the Data
110(1)
Dependability: How Dependable Are the Data?
110(2)
Classification of Secondary Data
112(1)
Internal Secondary Data
112(2)
Database Marketing
113(1)
Published External Secondary Sources
114(3)
General Business Data
115(1)
Government Sources
116(1)
Computerized Databases
117(2)
Classification of Computerized Databases
117(2)
Directories of Databases
119(1)
Syndicated Sources of Secondary Data
119(2)
Syndicated Data from Households
121(7)
Surveys
121(2)
Purchase and Media Panels
123(3)
Electronic Scanner Services
126(2)
Syndicated Data from Institutions
128(2)
Retailer and Wholesaler Audits
128(1)
Industry Services
129(1)
Combining Information from Different Sources: Single-Source Data
130(2)
Computer Mapping
130(1)
Buying Power Index
131(1)
International Marketing Research
132(1)
Ethics in Marketing Research
133(3)
SPSS Windows
136(1)
Summary
136(1)
Key Terms and Concepts
136(1)
Suggested Cases, Video Cases, and HBS Cases
137(1)
Live Research: Conducting a Marketing Research Project
137(1)
Acronyms
137(1)
Exercises
138(1)
Internet and Computer Exercises
138(1)
Activities
138(2)
Exploratory Research Design: Qualitative Research
140(40)
Objectives
140(1)
Overview
141(2)
Primary Data: Qualitative Versus Quantitative Research
143(1)
Rationale for Using Qualitative Research
144(1)
A Classification of Qualitative Research Procedures
145(1)
Focus Group Interviews
145(13)
Characteristics
146(1)
Planning and Conducting Focus Groups
147(6)
Other Variations in Focus Groups
153(1)
Advantages and Disadvantages of Focus Groups
154(1)
Applications of Focus Groups
155(1)
Online Focus Group Interviews
155(1)
Advantages of Online Focus Groups
156(1)
Disadvantages of Online Focus Groups
156(1)
Uses of Online Focus Groups
157(1)
Depth Interviews
158(5)
Characteristics
158(1)
Techniques
159(2)
Advantages and Disadvantages of Depth Interviews
161(1)
Applications of Depth Interviews
162(1)
Projective Techniques
163(7)
Association Techniques
163(1)
Completion Techniques
164(1)
Construction Techniques
165(1)
Expressive Techniques
166(2)
Advantages and Disadvantages of Projective Techniques
168(1)
Applications of Projective Techniques
168(2)
Analysis of Qualitative Data
170(2)
Software Packages
171(1)
International Marketing Research
172(1)
Ethics in Marketing Research
173(3)
Summary
176(1)
Key Terms and Concepts
176(1)
Suggested Cases, Video Cases, and HBS Cases
176(1)
Live Research: Conducting a Marketing Research Project
177(1)
Acronyms
177(1)
Exercises
178(1)
Internet and Computer Exercises
178(1)
Activities
178(2)
Descriptive Research Design: Survey and Observation
180(38)
Objectives
180(1)
Overview
181(2)
Survey Methods
183(1)
Survey Methods Classified by Mode of Administration
184(1)
Telephone Methods
184(2)
Traditional Telephone Interviews
184(1)
Computer-Assisted Telephone Interviewing
185(1)
Personal Methods
186(3)
Personal In-Home Interviews
186(1)
Mall-Intercept Personal Interviews
187(1)
Computer-Assisted Personal Interviewing (CAPI)
188(1)
Mail Methods
189(3)
Mail Interviews
189(2)
Mail Panels
191(1)
Electronic Methods
192(2)
E-Mail Interviews
192(1)
Internet Interviews
192(2)
A Comparative Evaluation of Survey Methods
194(6)
Flexibility of Data Collection
194(1)
Diversity of Questions
194(2)
Use of Physical Stimuli
196(1)
Sample Control
196(2)
Control of the Data Collection Environment
198(1)
Control of Field Force
198(1)
Quantity of Data
198(1)
Response Rate
198(1)
Perceived Anonymity
199(1)
Social Desirability/Sensitive Information
199(1)
Potential for Interviewer Bias
200(1)
Speed
200(1)
Cost
200(1)
Selection of Survey Methods
200(2)
Observation Methods
202(1)
Structured versus Unstructured Observation
202(1)
Disguised versus Undisguised Observation
202(1)
Natural versus Contrived Observation
202(1)
Observation Methods Classified by Mode of Administration
203(5)
Personal Observation
203(1)
Mechanical Observation
203(2)
Audit
205(1)
Content Analysis
205(1)
Trace Analysis
206(2)
A Comparative Evaluation of Observation Methods
208(1)
A Comparison of Survey and Observation Methods
209(1)
Relative Advantages of Observation
209(1)
Relative Disadvantages of Observation
209(1)
Ethnographic Research
210(1)
Other Methods
211(1)
International Marketing Research
211(2)
Selection of Survey Methods
212(1)
Ethics in Marketing Research
213(2)
Summary
215(1)
Key Terms and Concepts
215(1)
Suggested Cases, Video Cases, and HBS Cases
215(1)
Live Research: Conducting a Marketing Research Project
216(1)
Acronyms
216(1)
Exercises
217(1)
Internet and Computer Exercises
217(1)
Activities
217(1)
Causal Research Design: Experimentation
218(32)
Objectives
218(1)
Overview
219(1)
Concept of Causality
220(1)
Conditions for Causality
221(2)
Concomitant Variation
221(1)
Time Order of Occurrence of Variables
222(1)
Absence of Other Possible Causal Factors
222(1)
Role of Evidence
223(1)
Definitions and Concepts
223(1)
Definition of Symbols
224(1)
Validity in Experimentation
225(1)
Internal Validity
225(1)
External Validity
225(1)
Extraneous Variables
226(2)
History
226(1)
Maturation
226(1)
Testing Effects
226(1)
Instrumentation
227(1)
Statistical Regression
227(1)
Selection Bias
227(1)
Mortality
227(1)
Controlling Extraneous Variables
228(1)
Randomization
228(1)
Matching
228(1)
Statistical Control
228(1)
Design Control
228(1)
A Classification of Experimental Designs
229(1)
Preexperimental Designs
230(1)
One-Shot Case Study
230(1)
One-Group Pretest-Posttest Design
230(1)
Static Group Design
231(1)
True Experimental Designs
231(2)
Pretest-Posttest Control Group Design
231(1)
Posttest-Only Control Group Design
232(1)
Quasi-Experimental Designs
233(3)
Time Series Design
234(1)
Multiple Time Series Design
234(2)
Statistical Designs
236(2)
Randomized Block Design
236(1)
Latin Square Design
237(1)
Factorial Design
237(1)
Laboratori, versus Field Experiments
238(2)
Experimental versus Nonexperimental Designs
240(1)
Limitations of Experimentation
240(1)
Time
240(1)
Cost
241(1)
Administration
241(1)
Application: Test Marketing
241(2)
Standard Test Market
241(2)
Controlled Test Market
243(1)
Simulated Test Market
243(1)
International Marketing Research
243(1)
Ethics in Marketing Research
244(2)
Summary
246(1)
Key Terms and Concepts
247(1)
Suggested Cases, Video Cases, and HBS Cases
247(1)
Live Research: Conducting a Marketing Research Project
247(1)
Acronyms
248(1)
Exercises
248(1)
Internet and Computer Exercises
249(1)
Activities
249(1)
Measurement and Scaling: Fundamentals and Comparative Scaling
250(20)
Objectives
250(1)
Overview
251(1)
Measurement and Scaling
252(1)
Primary Scales of Measurement
252(5)
Nominal Scale
252(2)
Ordinal Scale
254(1)
Interval Scale
255(1)
Ratio Scale
256(1)
A Comparison of Scaling Techniques
257(1)
Comparative Scaling Techniques
258(5)
Paired Comparison Scaling
258(2)
Rank Order Scaling
260(1)
Constant Sum Scaling
261(1)
Q-Sort and Other Procedures
262(1)
International Marketing Research
263(1)
Ethics in Marketing Research
264(2)
SPSS Windows
266(1)
Summary
267(1)
Key Terms and Concepts
267(1)
Suggested Cases, Video Cases, and HBS Cases
267(1)
Live Research: Conducting a Marketing Research Project
268(1)
Acronyms
268(1)
Exercises
268(1)
Internet and Computer Exercises
269(1)
Activities
269(1)
Measurement and Scaling: Noncomparative Scaling Techniques
270(26)
Objectives
270(1)
Overview
271(1)
Noncomparative Scaling Techniques
272(2)
Continuous Rating Scale
272(2)
Itemized Rating Scales
274(4)
Likert Scale
274(2)
Semantic Differential Scale
276(1)
Stapel Scale
277(1)
Noncomparative Itemized Rating Scale Decisions
278(4)
Number of Scale Catgories
278(1)
Balanced versus Unbalanced Scales
279(1)
Odd or Even Number of Categories
279(1)
Forced versus Nonforced Scales
279(1)
Nature and Degree of Verbal Description
279(1)
Physical Form or Configuration
280(2)
Multi-Item Scales
282(1)
Scale Evaluation
283(5)
Measurement Accuracy
283(1)
Reliability
284(2)
Validity
286(1)
Relationship Between Reliability and Validity
287(1)
Generalizability
287(1)
Choosing a Scaling Technique
288(1)
Mathematically Derived Scales
288(1)
International Marketing Research
288(1)
Ethics in Marketing Research
289(2)
SPSS Windows
291(1)
Summary
292(1)
Key Terms and Concepts
293(1)
Suggested Cases, Video Cases, and HBS Cases
293(1)
Live Research: Conducting a Marketing Research Project
293(1)
Acronyms
294(1)
Exercises
294(1)
Internet and Computer Exercises
294(1)
Activities
295(1)
Questionnaire and Form Design
296(36)
Objectives
296(1)
Overview
297(2)
Questionnaires and Observation Forms
299(1)
Questionnaire Definition
299(1)
Objectives of a Questionnaire
299(1)
Questionnaire Design Process
300(1)
Specify the Information Needed
300(1)
Type of Interviewing Method
301(1)
Individual Question Content
302(2)
Is the Question Necessary?
302(1)
Are Several Questions Needed Instead of One?
303(1)
Overcoming Inability to Answer
304(1)
Is the Respondent Informed?
304(1)
Can the Respondent Remember?
304(1)
Can the Respondent Articulate?
305(1)
Overcoming Unwillingness to Answer
305(2)
Effort Required of the Respondents
305(1)
Context
306(1)
Legitimate Purpose
306(1)
Sensitive Information
306(1)
Increasing the Willingness of Respondents
306(1)
Choosing Question Structure
307(4)
Unstructured Questions
307(1)
Structured Questions
308(3)
Choosing Question Wording
311(3)
Define the Issue
311(1)
Use Ordinary Words
311(1)
Use Unambiguous Words
312(1)
Avoid Leading or Biasing Questions
312(1)
Avoid Implicit Alternatives
313(1)
Avoid Implicit Assumptions
313(1)
Avoid Generalizations and Estimates
313(1)
Dual Statements: Positive and Negative
314(1)
Determining the Order of Questions
314(3)
Opening Questions
314(1)
Type of Information
315(1)
Difficult Questions
315(1)
Effect on Subsequent Questions
315(1)
Logical Order
316(1)
Form and Layout
317(1)
Reproduction of the Questionnaire
318(1)
Pretesting
319(3)
Observational Forms
322(1)
International Marketing Research
323(1)
Ethics in Marketing Research
324(3)
SPSS Windows
327(1)
Summary
327(1)
Key Terms and Concepts
327(1)
Suggested Cases, Video Cases, and HBS Cases
328(1)
Live Research: Conducting a Marketing Research Project
328(1)
Acronyms
328(1)
Exercises
329(1)
Internet and Computer Exercises
330(1)
Activities
331(1)
Sampling: Design and Procedures
332(32)
Objectives
332(1)
Overview
333(2)
Sample or Census
335(1)
The Sampling Design Process
336(4)
Define the Target Population
336(1)
Determine the Sampling Frame
337(1)
Select a Sampling Technique
337(1)
Determine the Sample Size
338(1)
Execute the Sampling Process
339(1)
A Classification of Sampling Techniques
340(1)
Nonprobability Sampling Techniques
341(5)
Convenience Sampling
341(2)
Judgmental Sampling
343(1)
Quota Sampling
344(1)
Snowball Sampling
345(1)
Probability Sampling Techniques
346(8)
Simple Random Sampling
346(1)
Systematic Sampling
347(1)
Stratified Sampling
348(2)
Cluster Sampling
350(4)
Other Probability Sampling Techniques
354(1)
Choosing Nonprobability Versus Probability Sampling
354(2)
Uses of Nonprobability and Probability Sampling
356(1)
Internet Sampling
356(2)
Issues in Online Sampling
356(1)
Online Sampling Techniques
357(1)
International Marketing Research
358(1)
Ethics in Marketing Research
359(1)
Summary
360(1)
Key Terms and Concepts
361(1)
Suggested Cases, Video Cases, and HBS Cases
361(1)
Live Research: Conducting a Marketing Research Project
362(1)
Acronyms
362(1)
Exercises
362(1)
Internet and Computer Exercises
363(1)
Activities
363(1)
Sampling: Final and Initial Sample Size Determination
364(45)
Objectives
364(1)
Overview
365(1)
Definitions and Symbols
366(1)
The Sampling Distribution
367(2)
Statistical Approach to Determining Sample Size
369(1)
The Confidence Interval Approach
369(6)
Sample Size Determination: Means
370(2)
Sample Size Determination: Proportions
372(3)
Multiple Characteristics and Parameters
375(1)
Other Probability Sampling Techniques
376(1)
Adjusting the Statistically Determined Sample Size
376(1)
Nonresponse Issues in Sampling
377(6)
Improving the Response Rates
378(3)
Adjusting for Nonresponse
381(2)
International Marketing Research
383(1)
Ethics in Marketing Research
383(2)
SPSS Windows
385(1)
Summary
386(1)
Key Terms and Concepts
386(1)
Suggested Cases, Video Cases, and HBS Cases
386(1)
Live Research: Conducting a Marketing Research Project
387(1)
Acronyms
387(1)
Exercises
387(1)
Internet and Computer Exercises
388(1)
Activities
388(1)
Appendix 12A
388(3)
Cases for Part II
The Forecast Is Sunny for the Weather Channel
391(1)
Who Is the Host with the Most?
392(3)
Candy Is Dandy for Hershey
395(2)
Fragrances Are Sweet, But Competition Is Bitter
397(4)
Is Super Bowl Advertising Super Effective?
401(2)
Video Cases for Part II
Starbucks: Staying Local While Going Global Through Marketing Research
403(1)
Nike: Associating Athletes, Performance, and the Brand
404(1)
Intel: Building Blocks Inside Out
405(2)
Nivea: Marketing Research Leads to Consistency in Marketing
407(2)
Part III Data Collection, Preparation, Analysis, and Reporting
409(362)
Fieldwork
410(16)
Objectives
410(1)
Overview
411(1)
The Nature of Fieldwork
412(1)
Fieldwork/Data-Collection Process
412(1)
Selection of Field Workers
413(1)
Training of Field Workers
414(3)
Making the Initial Contact
414(1)
Asking the Questions
414(1)
Probing
415(1)
Recording the Answers
415(1)
Terminating the Interview
416(1)
Supervision of Field Workers
417(1)
Quality Control and Editing
417(1)
Sampling Control
417(1)
Control of Cheating
418(1)
Central Office Control
418(1)
Validation of Fieldwork
418(1)
Evaluation of Field Workers
418(2)
Cost and Time
418(1)
Response Rates
418(1)
Quality of Interviewing
418(1)
Quality of Data
419(1)
International Marketing Research
420(1)
Ethics in Marketing Research
421(2)
SPSS Windows
423(1)
Summary
423(1)
Key Terms and Concepts
424(1)
Suggested Cases, Video Cases, and HBS Cases
424(1)
Live Research: Conducting a Marketing Research Project
424(1)
Acronyms
424(1)
Exercises
425(1)
Internet and Computer Exercises
425(1)
Activities
425(1)
Data Preparation
426(28)
Objectives
426(1)
Overview
427(1)
The Data-Preparation Process
428(1)
Questionnaire Checking
429(1)
Editing
429(2)
Treatment of Unsatisfactory Responses
430(1)
Coding
431(4)
Coding Questions
431(2)
Codebook
433(2)
Transcribing
435(1)
Data Cleaning
436(2)
Consistency Checks
436(1)
Treatment of Missing Responses
437(1)
Statistically Adjusting the Data
438(2)
Weighting
438(1)
Variable Respecification
439(1)
Scale Transformation
439(1)
Selecting a Data Analysis Strategy
440(1)
A Classification of Statistical Techniques
441(2)
International Marketing Research
443(1)
Ethics in Marketing Research
444(2)
Statistical Software
446(1)
SPSS Windows
447(4)
Summary
451(1)
Key Terms and Concepts
451(1)
Suggested Cases, Video Cases, and HBS Cases
452(1)
Live Research: Conducting a Marketing Research Project
452(1)
Acronyms
452(1)
Exercises
452(1)
Internet and Computer Exercises
453(1)
Activities
453(1)
Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
454(48)
Objectives
454(1)
Overview
455(2)
Frequency Distribution
457(3)
Statistics Associated with Frequency Distribution
460(3)
Measures of Location
460(1)
Measures of Variability
461(1)
0Measures of Shape
462(1)
Introduction to Hypothesis Testing
463(1)
A General Procedure for Hypothesis Testing
464(4)
Step 1: Formulate the Hypotheses
464(1)
Step 2: Select an Appropriate Test
465(1)
Step 3: Choose Level of Significance, α
465(1)
Step 4: Collect Data and Calculate Test Statistic
466(1)
Step 5: Determine the Probability (Critical Value)
467(1)
Steps 6 and 7: Compare the Probability (Critical Value) and Make the Decision
467(1)
Step 8: Marketing Research Conclusion
468(1)
Cross-Tabulations
468(5)
Two Variables
469(1)
Three Variables
470(3)
General Comments on Cross-Tabulation
473(1)
Statistics Associated with Cross-Tabulation
473(4)
Chi-Square
474(1)
Phi Coefficient
475(1)
Contingency Coefficient
476(1)
Cramer's V
476(1)
Lambda Coefficient
476(1)
Other Statistics
477(1)
Cross-Tabulation in Practice
477(1)
Hypothesis Testing Related to Differences
478(1)
Parametric Tests
479(6)
One Sample
479(1)
Two Independent Samples
480(3)
Paired Samples
483(2)
Nonparametric Tests
485(6)
One Sample
485(1)
Two Independent Samples
486(2)
Paired Samples
488(3)
Statistical Software
491(2)
SPSS Windows
493(3)
Summary
496(1)
Key Terms and Concepts
496(1)
Suggested Cases, Video Cases, and HBS Cases
497(1)
Live Research: Conducting a Marketing Research Project
497(1)
Acronyms
498(1)
Exercises
498(1)
Internet and Computer Exercises
499(1)
Activities
500(2)
Analysis of Variance and Covariance
502(32)
Objectives
502(1)
Overview
503(2)
Relationship Among Techniques
505(1)
One-Way Analysis of Variance
506(1)
Statistics Associated with One-Way Analysis of Variance
507(1)
Conducting One-Way Analysis of Variance
507(3)
Identify the Dependent and Independent Variables
507(1)
Decompose the Total Variation
508(1)
Measure the Effects
509(1)
Test the Significance
509(1)
Interpret the Results
510(1)
Illustrative Data
510(1)
Illustrative Applications of One-Way Analysis of Variance
511(3)
Assumptions in Analysis of Variance
514(1)
N-Way Analysis of Variance
515(1)
Illustrative Application of N-Way Analysis of Variance
516(3)
Analysis of Covariance
519(1)
Issues in Interpretation
520(3)
Interactions
520(1)
Relative Importance of Factors
521(1)
Multiple Comparisons
522(1)
Repeated Measures ANOVA
523(2)
Nonmetric Analysis of Variance
525(1)
Multivariate Analysis of Variance
525(2)
Statistical Software
527(1)
SPSS Windows
528(1)
Summary
529(1)
Key Terms and Concepts
530(1)
Suggested Cases, Video Cases, and HBS Cases
530(1)
Live Research: Conducting a Marketing Research Project
531(1)
Acronyms
531(1)
Exercises
531(1)
Internet and Computer Exercises
532(1)
Activities
533(1)
Correlation and Regression
534(40)
Objectives
534(1)
Overview
535(1)
Product Moment Correlation
536(4)
Partial Correlation
540(2)
Nonmetric Correlation
542(1)
Regression Analysis
542(1)
Bivariate Regression
543(1)
Statistics Associated with Bivariate Regression Analysis
543(1)
Conducting Bivariate Regression Analysis
544(8)
Plot the Scatter Diagram
544(2)
Formulate the Bivariate Regression Model
546(1)
Estimate the Parameters
546(1)
Estimate Standardized Regression Coefficient
547(1)
Test for Significance
548(1)
Determine the Strength and Significance of Association
549(2)
Check Prediction Accuracy
551(1)
Assumptions
552(1)
Multiple Regression
552(1)
Statistics Associated with Multiple Regression
553(1)
Conducting Multiple Regression Analysis
554(6)
Partial Regression Coefficients
554(1)
Strength of Association
555(1)
Significance Testing
556(1)
Examination of Residuals
557(3)
Stepwise Regression
560(1)
Multicollinearity
561(1)
Relative Importance of Predictors
562(1)
Cross-Validation
563(1)
Regression with Dummy Variables
564(1)
Analysis of Variance and Covariance with Regression
564(2)
Statistical Software
566(2)
SPSS Windows
568(1)
Summary
569(1)
Key Terms and Concepts
570(1)
Suggested Cases, Video Cases, and HBS Cases
570(1)
Live Research: Conducting a Marketing Research Project
571(1)
Acronyms
571(1)
Exercises
571(1)
Internet and Computer Exercises
572(1)
Activities
573(1)
Discriminant and Logit Analysis
574(34)
Objectives
574(1)
Overview
575(1)
Basic Concept of Discriminant Analysis
576(1)
Relationship of Discriminant Analysis to Regression and ANOVA
577(1)
Discriminant Analysis Model
577(1)
Statistics Associated with Discriminant Analysis
578(1)
Conducting Discriminant Analysis
579(9)
Formulate the Problem
580(1)
Estimate the Discriminant Function Coefficients
580(4)
Determine the Significance of Discriminant Function
584(1)
Interpret the Results
584(2)
Assess Validity of Discriminant Analysis
586(2)
Multiple Discriminant Analysis
588(5)
Formulate the Problem
588(1)
Estimate the Discriminant Function Coefficients
588(3)
Determine the Significance of the Discriminant Function
591(1)
Interpret the Results
591(2)
Assess Validity of Discriminant Analysis
593(2)
Stepwise Discriminant Analysis
595(1)
The Logit Model
595(7)
Estimating the Binary Logit Model
596(1)
Model Fit
597(1)
Significance Testing
597(1)
Interpretation of the Coefficients
597(1)
An Illustrative Application of Logistic Regression
598(4)
Statistical Software
602(1)
SPSS Windows
602(2)
Summary
604(1)
Key Terms and Concepts
605(1)
Suggested Cases, Video Cases, and HBS Cases
605(1)
Live Research: Conducting a Marketing Research Project
605(1)
Acronyms
606(1)
Exercises
606(1)
Internet and Computer Exercises
606(1)
Activities
607(1)
Factor Analysis
608(26)
Objectives
608(1)
Overview
609(1)
Basic Concept
609(2)
Factor Analysis Model
611(1)
Statistics Associated with Factor Analysis
612(1)
Conducting Factor Analysis
612(11)
Formulate the Problem
613(1)
Construct the Correlation Matrix
613(3)
Determine the Method of Factor Analysis
616(1)
Determine the Number of Factors
617(1)
Rotate Factors
618(1)
Interpret Factors
619(1)
Calculate Factor Scores
620(1)
Select Surrogate Variables
620(1)
Determine the Model Fit
621(2)
Applications of Common Factor Analysis
623(5)
Statistical Software
628(1)
SPSS Windows
629(1)
Summary
630(1)
Key Terms and Concepts
630(1)
Suggested Cases, Video Cases, and HBS Cases
631(1)
Live Research: Conducting a Marketing Research Project
631(1)
Acronyms
631(1)
Exercises
631(1)
Internet and Computer Exercises
632(1)
Activities
633(1)
Cluster Analysis
634(26)
Objectives
634(1)
Overview
635(1)
Basic Concept
636(2)
Statistics Associated with Cluster Analysis
638(1)
Conducting Cluster Analysis
638(10)
Formulate the Problem
639(1)
Select a Distance or Similarity Measure
639(1)
Select a Clustering Procedure
640(3)
Decide on the Number of Clusters
643(3)
Interpret and Profile the Clusters
646(1)
Assess Reliability and Validity
647(1)
Applications of Nonhierarchical Clustering
648(2)
Applications of TwoStep Clustering
650(3)
Clustering Variables
653(2)
Statistical Software
655(1)
SPSS Windows
655(2)
Summary
657(1)
Key Terms and Concepts
657(1)
Suggested Cases, Video Cases, and HBS Cases
658(1)
Live Research: Conducting a Marketing Research Project
658(1)
Acronyms
658(1)
Exercises
658(1)
Internet and Computer Exercises
659(1)
Activities
659(1)
Multidimensional Scaling and Conjoint Analysis
660(34)
Objectives
660(1)
Overview
661(2)
Basic Concepts in Multidimensional Scaling
663(1)
Statistics and Terms Associated with MDS
664(1)
Conducting Multidimensional Scaling
664(7)
Formulate the Problem
664(1)
Obtain Input Data
665(2)
Select an MDS Procedure
667(1)
Decide on the Number of Dimensions
667(2)
Label the Dimensions and Interpret the Configuration
669(1)
Assess Reliability and Validity
670(1)
Assumptions and Limitations of MDS
671(1)
Scaling Preference Data
671(2)
Correspondence Analysis
673(1)
Relationship Among MDS, Factor Analysis, and Discriminant Analysis
674(1)
Basic Concepts in Conjoint Analysis
674(1)
Statistics and Terms Associated with Conjoint Analysis
675(1)
Conducting Conjoint Analysis
675(9)
Formulate the Problem
676(1)
Construct the Stimuli
677(1)
Decide on the Form of Input Data
678(1)
Select a Conjoint Analysis Procedure
679(3)
Interpret the Results
682(1)
Assessing Reliability and Validity
683(1)
Assumptions and Limitations of Conjoint Analysis
684(1)
Hybrid Conjoint Analysis
684(5)
Statistical Software
689(1)
SPSS Windows
690(1)
Summary
691(1)
Key Terms and Concepts
691(1)
Suggested Cases, Video Cases, and HBS Cases
692(1)
Live Research: Conducting a Marketing Research Project
692(1)
Acronyms
692(1)
Exercises
692(1)
Internet and Computer Exercises
693(1)
Activities
693(1)
Report Preparation and Presentation
694(24)
Objectives
694(1)
Overview
695(1)
Importance of the Report and Presentation
696(1)
The Report Preparation and Presentation Process
696(2)
Report Preparation
698(1)
Report Format
698(3)
Title Page
699(1)
Letter of Transmittal
699(1)
Letter of Authorization
699(1)
Table of Contents
699(1)
Executive Summary
699(1)
Problem Definition
699(1)
Approach to the Problem
700(1)
Research Design
700(1)
Data Analysis
700(1)
Results
700(1)
Limitations and Caveats
700(1)
Conclusions and Recommendations
700(1)
Report Writing
701(1)
Readers
701(1)
Easy to Follow
701(1)
Presentable and Professional Appearance
702(1)
Objective
702(1)
Reinforce Text with Tables and Graphs
702(1)
Terse
702(1)
Guidelines for Tables
702(1)
Title and Number
702(1)
Arrangement of Data Items
702(1)
Basis of Measurement
703(1)
Leaders, Rulings, and Spaces
703(1)
Explanations and Comments: Headings, Stubs, and Footnotes
703(1)
Sources of the Data
703(1)
Guidelines for Graphs
703(3)
Geographic and Other Maps
703(1)
Round or Pie Charts
704(1)
Line Charts
704(1)
Pictographs
704(1)
Histograms and Bar Charts
704(1)
Schematic Figures and Flowcharts
705(1)
Report Distribution
706(2)
Oral Presentation
708(1)
Reading the Research Report
709(2)
Addresses the Problem
709(1)
Research Design
709(1)
Execution of the Research Procedures
710(1)
Numbers and Statistics
710(1)
Interpretation and Conclusions
710(1)
Generalizability
710(1)
Disclosure
710(1)
Research Follow-Up
711(1)
Assisting the Client
711(1)
Evaluation of the Research Project
711(1)
International Marketing Research
712(1)
Ethics in Marketing Research
713(1)
Statistical Software
714(1)
SPSS Windows
714(1)
Summary
715(1)
Key Terms and Concepts
715(1)
Suggested Cases, Video Cases, and HBS Cases
715(1)
Live Research: Conducting a Marketing Research Project
715(1)
Acronyms
716(1)
Exercises
716(1)
Internet and Computer Exercises
717(1)
Activities
717(1)
International Marketing Research
718(53)
Objectives
718(1)
Overview
719(2)
Marketing Research Goes International
721(1)
A Framework for International Marketing Research
722(4)
The Environment
723(1)
Marketing Environment
723(1)
Government Environment
724(1)
Legal Environment
724(1)
Economic Environment
724(1)
Structural Environment
725(1)
Informational and Technological Environment
725(1)
Sociocultural Environment
725(1)
Survey Methods
726(4)
Telephone Interviewing and CATI
727(1)
In-Home Personal Interviews
727(1)
Mall Intercept and CAPI
728(1)
Mail Interviews
728(1)
Mail and Scanner Panels
729(1)
Electronic Surveys
729(1)
Measurement and Scaling
730(2)
Questionnaire Translation
732(2)
Ethics in Marketing Research
734(1)
Statistical Software
735(1)
Summary
735(1)
Key Terms and Concepts
735(1)
Suggested Cases, Video Cases, and HBS Cases
735(1)
Live Research: Conducting a Marketing Research Project
736(1)
Acronyms
736(1)
Exercises
736(1)
Internet and Computer Exercises
737(1)
Activities
737(2)
Cases for Part III
Is Celebrity Advertising Worth Celebrating?
739(2)
The Demographic Discovery of the New Millennium
741(3)
Matsushita Retargets the U.S.A.
744(1)
Pampers Curing Its Rash of Market Share
745(3)
DaimlerChrysler Seeks a New Image
748(2)
Cingular Wireless: A Singular Focus
750(5)
IBM: The World's Top Provider of Computer Hardware, Software, and Services
755(7)
Kimberly-Clark: Competing Through Innovation
762(7)
Video Case for Part III
The Mayo Clinic: Staying Healthy with Marketing Research
769(2)
Part IV Comprehensive Cases and Comprehensive Video Cases
771
Experiential Research Case: Dell Direct
773(6)
Cases for Part IV
779(28)
Wachovia: ``Watch Ovah Ya'' Finances
779(6)
Wendy's: History and Life After Dave Thomas
785(6)
Astec: Continuing to Grow
791(8)
Is Marketing Research the Cure for Norton Healthcare Kosair Children's Hospital's Ailments?
799(8)
Video Cases for Part IV
807(4)
Subaru: ``Mr. Survey'' Monitors Customer Satisfaction
807(1)
Procter & Gamble: Using Marketing Research to Build Brands
808(3)
Comprehensive Harvard Business School Cases
811
The Harvard Graduate Student Housing Survey (9-505-059)
811(1)
BizRate.Com (9-501-024)
811(1)
Cola Wars Continue: Coke and Pepsi in the Twenty-First Century (9-702-442)
811(1)
TiVo in 2002 (9-502-062)
811(1)
Compaq Computer: Intel Inside? (9-599-061)
811(1)
The New Beetle (9-501-023)
811
Appendix: Statistical Tables 1(1)
Notes 1(1)
Index 1(1)
Photo Credits 1


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