Marketing Research with Infortrac: Methodological Foundations

by Churchill, Gilbert A.; Iacobucci, Dawn

• ISBN13: 9780324201604
• ISBN10: 0324201605
• Edition: 9th
• Format: Paperback
• Copyright: 2009-09-11
• Publisher: South-Western College Pub

Summary

Do you know the six stages of successful marketing research? Find out with MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS. Inside you'll learn about all stages, plus how to make them work for you in real-world situations. This textbook continues to be the market leader because of its balanced coverage and its easy-to-understand presentation. Get a solid foundation in class and preparation for the future.

Table of Contents

Part 1: Marketing Research, the Research Process, and Problem Definition	1	(70)
Chapter 1: Marketing Research: It's Everywhere!	3	(22)
Role of Marketing Research	6	(6)
Who Does Marketing Research?	12	(4)
Organization of Marketing Research	16	(3)
Employment Opportunities in Marketing Research	19	(3)
Summary	22	(3)
Chapter 2: Alternative Approaches to Marketing Intelligence	25	(13)
Marketing Information Systems and Decision Support Systems	26	(1)
Components of MISs and DSSs	27	(4)
Using the Data, Model, and Interface	31	(1)
Comparing Marketing Information Technologies and Marketing Research Projects	32	(1)
Data Mining	32	(4)
Summary	36	(2)
Chapter 3: The Research Process and Problem Formulation	38	(27)
Marketing Research-Sequence of Steps	40	(4)
Problem Formulation	44	(3)
The Decision Maker and the Environment	47	(3)
Translating Decision Problem to Research Problem	50	(4)
The Research Proposal	54	(1)
Is Marketing Research Justified?	54	(3)
Choosing and Using a Research Supplier	57	(3)
Summary	60	(5)
Cases for Part 1
Case 1.1: Big Brothers of Fairfax County	65	(1)
Case 1.2: Hand-to-Hand Against Palm (A)	65	(1)
Case 1.3: E-Food and the Online Grocery Competition (A)	66	(1)
Case 1.4: Choosing a Brand Name	67	(1)
Case 1.5: Moving Consumers from Awareness to Loyalty	67	(1)
Case 1.6: Qualitative Data from Open-Ended Survey Items: A Service Quality Example	68	(3)
Part 2: Determine Research Design	71	(94)
Chapter 4: Research Design, Exploratory Research, and Qualitative Data	73	(33)
Plan of Action	74	(1)
Types of Research Design	74	(2)
Exploratory Research	76	(1)
Relationship Between Exploratory Research and Qualitative Data	77	(1)
Some Basic Types of Exploratory Research	78	(2)
Standard Qualitative Marketing Research Methods	80	(22)
Summary	102	(4)
Chapter 5: Descriptive Research	106	(16)
When to Use Descriptive Research	107	(1)
Longitudinal Analysis	108	(10)
Summary	118	(4)
Chapter 6: Causal Designs	122	(32)
Concept of Causality	123	(4)
Role of the Evidence	127	(4)
Internal and External Validity	131	(5)
Specific Designs	136	(8)
Experimentation in Marketing Research	144	(1)
Problems of Experimentation	144	(2)
Types of Test Markets	146	(3)
Summary	149	(5)
Cases for Part 2
Case 2.1: Riverside County Humane Society (A)	154	(1)
Case 2.2: HotStuff Computer Software (A)	154	(2)
Case 2.3: Hand-to-Hand Against Palm (B)	156	(1)
Case 2.4: Bakhill Foods	157	(2)
Case 2.5: Internet Advertising and Your Brain (A)	159	(1)
Case 2.6: Customer Relationship Management	160	(1)
Case 2.7: Ethnography in Practice: The Case of ESPN Zone, Chicago	161	(4)
Part 3: Design Data-Collection Methods and Forms	165	(154)
Chapter 7: Data Collection: Secondary Data	167	(35)
Using Secondary Data	168	(5)
Types of Secondary Data	173	(9)
Standardized Marketing Information Services	182	(17)
Summary	199	(3)
Chapter 8: Data Collection: Primary Data	202	(31)
Types of Primary Data	203	(9)
Basic Means of Obtaining Primary Data	212	(2)
Communication Methods	214	(4)
Questionnaires Classified by Method of Administration	218	(11)
Structured vs. Unstructured and Disguised vs. Undisguised Observation	229	(1)
Summary	229	(4)
Chapter 9: Questionnaires and Data-Collection Forms	233	(32)
Questionnaire Design	234	(24)
Observational Forms	258	(3)
Summary	261	(4)
Chapter 10: Attitude Measurement	265	(35)
Scales of Measurement	267	(2)
Scaling of Psychological Attributes	269	(13)
Which Scale to Use	282	(2)
Summary	284	(3)
Appendix 10: Psychological Measurement	287	(109)
Variations in Measured Scores	290	(1)
Classification and Assessment of Error	291	(2)
Direct Assessment of Validity	293	(2)
Indirect Assessment through Reliability	295	(2)
Summary	297	(3)
Cases for Part 3
Case 3.1: E-Food and the Online Grocery Competition (B)	300	(1)
Case 3.2: Premium Pizza Inc.	301	(4)
Case 3.3: CTM Productions (A)	305	(1)
Case 3.4: Calamity-Casualty Insurance Company	305	(4)
Case 3.5: Measuring Magazines	309	(2)
Case 3.6: Secondary Data on Health from CDC	311	(2)
Case 3.7: Critiquing Questionnaires	313	(6)
Part 4: Sample Design for Data Collection and Sample Size	319	(84)
Chapter 11: Sampling Procedures	321	(38)
Required Steps	322	(2)
Types of Sampling Plans	324	(2)
Nonprobability Samples	326	(3)
Probability Samples	329	(24)
Summary	353	(6)
Chapter 12: Determining Sample Size	359	(18)
Basic Considerations	360	(2)
Sample Size Determination When Estimating Means	362	(5)
Sample Size Determination When Estimating Proportions	367	(2)
Population Size and Sample Size	369	(1)
Other Probability Sampling Plans	369	(1)
Using Anticipated Cross Classifications to Determine Sample Size	370	(1)
Summary	371	(6)
Chapter 13: Collecting the Data: Field Procedures and Nonsampling Errors	377	(19)
Impact and Importance of Nonsampling Errors	378	(1)
Types of Nonsampling Errors	378	(12)
Total Error Is Key	390	(2)
Summary	392	(4)
Cases for Part 4
Case 4.1: Riverside County Humane Society (B)	396	(1)
Case 4.2: PartyTime, Inc.	396	(2)
Case 4.3: HotStuff Computer Software (B)	398	(1)
Case 4.4: International Differences in the Cost of Data	399	(1)
Case 4.5: Digital Euro Music	400	(1)
Case 4.6: Sampling Gambling	401	(2)
Part 5: Data Analysis and Interpretation	403	(234)
Chapter 14: Preprocessing the Data, and Doing Cross-Tabs	405	(48)
Editing	406	(2)
Coding	408	(2)
Tabulation	410	(7)
Goodness-of-Fit Chi-Square Test on One Variable	417	(3)
Kolmogorov-Smirnov Test	420	(1)
Cross-Tabs	421	(1)
Contingent Relationships in Cross-Tabs	422	(10)
Presenting Tabular Data	432	(1)
Summary	432	(7)
Appendix 14: Chi-Square and Related Indices for Cross-Tabs	439	(29)
Hypotheses and Statistics to Test Them	440	(4)
Log Linear Models	444	(3)
Nonparametric Measures of Association	447	(3)
Summary	450	(3)
Chapter 15: Data Analysis-Basic Questions	453	(27)
Choice of Analysis Technique: An Example	454	(3)
Basic Considerations	457	(6)
Overview of Statistical Procedures	463	(2)
Summary	465	(3)
Appendix 15: Quick Stats Review	468	(29)
Null Hypothesis	469	(1)
Types of Errors	470	(1)
Procedure	471	(3)
Power	474	(4)
Summary	478	(2)
Chapter 16: Are My Groups the Same or Different?	480	(31)
Hypotheses about One Mean	481	(3)
Hypotheses about Two Means	484	(7)
Hypotheses about Two Proportions	491	(2)
Summary	493	(4)
Appendix 16: Analysis of Variance	497	(38)
Randomized Blocks	501	(3)
Factorial Designs	504	(4)
Summary	508	(3)
Chapter 17: Are These Variables Related?	511	(42)
Simple Regression and Correlation Analysis	512	(1)
Simple Regression	512	(9)
Correlation Coefficient	521	(4)
Multiple-Regression Analysis	525	(6)
Summary	531	(4)
Appendix 17: Conjoint Analysis	535	(84)
Variable Transformations	536	(1)
Dummy Variables	536	(2)
Conjoint Analysis	538	(12)
Summary	550	(3)
Chapter 18: Multivariate Data Analysis	553	(74)
Discriminant Analysis	554	(14)
Factor Analysis	568	(17)
Cluster Analysis	585	(18)
Multidimensional Scaling and Perceptual Mapping	603	(10)
Summary	613	(6)
Appendix 18: More Multivariate Statistical Techniques	619
Correspondence Analysis	620	(1)
Structural Equations Models	621	(2)
Neural Networks	623	(1)
Social Networks	624	(3)
Cases for Part 5
Case 5.1: CTM Productions (B)	627	(1)
Case 5.2: E-Food and the Online Grocery Competition (C)	627	(1)
Case 5.3: Internet Advertising and Your Brain (B)	627	(2)
Case 5.4: A Picture Is Worth a Megabyte of Words: Census Data and Trends in Lifestyle Purchases	629	(1)
Case 5.5: CountryCable: Customer Satisfaction Survey Data	630	(1)
Case 5.6: Teeth-Whitening Conjoint Study	631	(3)
Case 5.7: Sports Marketing and Television Programming	634	(1)
Case 5.8: Repositioning a Brand	635	(2)
Part 6: The Research Report	637	(20)
Chapter 19: The Research Report	639	(18)
Criteria of Research Reports	640	(1)
Writing Criteria	640	(6)
The Oral Report	646	(1)
Graphic Presentation of the Results	647	(6)
Summary	653	(4)
Epilogue	657	(4)
Appendix A: Cumulative Probabilities for the Standard Normal Distribution	661	(1)
Appendix B: Critical Values of χ²	662	(3)
Appendix C: Critical Values of τ	665	(1)
Appendix D: Percentage Points for the F Distribution. α = .05	666	(5)
Glossary	671	(12)
Subject Index	683	(12)
Author Index	695