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| The Nature and Scope of Marketing Research | |
| A Decision-Making Perspective on Marketing Research | |
| Learning Objectives | |
| Introduction | |
| Role of Marketing Research in Managerial Decision Making | |
| Factors That Influence Marketing Research Decisions | |
| Using Marketing Research: Does It Guarentee Success | |
| Marketing Intelligence in Amazon.com | |
| Ethics in Marketing Research | |
| International Marketing Research | |
| Marketing Intelligence. | |
| Summary | |
| Key Terms | |
| Review Points | |
| Questions and Problems | |
| Endnotes | |
| Ethics Dilemmas in Marketing Research | |
| Del in Latin America? | |
| Marketing Research in Practice | |
| Learning Objectives | |
| Information Systems, Design Support Systems and Marketing Research | |
| Marketing Decisions Support Systems | |
| Suppliers of Information | |
| Management of Marketing Research | |
| Criteria for Selecting External Suppliers, | |
| The International Marketing Research Industry | |
| Career Opportunities in Marketing Research | |
| Summary | |
| Key Terms | |
| Review Points | |
| Questions and Problems | |
| Endnotes | |
| Appendix: Careers in Marketing Research | |
| Philip Morris Enters Turkey | |
| The Marketing Research Process | |
| Learning Objectives | |
| Overview of the Marketing Research Process | |
| The Preliminary Stages of the Marketing Research Process | |
| Tasty Ice Cream: A Case Example of Market Intelligence | |
| The International Marketing Research Process | |
| Summary | |
| Key Terms | |
| Review Points | |
| Questions and Problems | |
| Endnotes | |
| A Vide Ocart Test for Bestway Stores | |
| Philips Electronics NV | |
| Research Design and Implementation | |
| Learning Objectives | |
| Research Approach | |
| Tasty Ice Cream: A Case Example of Market Intelligence (continued) | |
| Research Tactics and Implementation | |
| Budgeting and Scheduling the Research Project | |
| Research Proposal | |
| Designing International Marketing Research | |
| Issues in International Research Design | |
| Summary | |
| Key Terms | |
| Review Points | |
| Questions and Problems | |
| Endnotes | |
| Reynold's Tobacco's Slide-Box Cigarettes | |
| California Foods Corporation | |
| Case for Part I | |
| Jones Inc | |
| Errors in Research Design | |
| Experimental Research | |
| Data Collection | |
| Secondary and Standardized Sources of Marketing Data | |
| Learning Objectives | |
| Introduction to Secondary Data | |
| Internal Sources of Secondary Data | |
| External Sources of Secondary Data | |
| Census Data | |
| Standard Industrial Classification System | |
| Appraising Secondary Sources | |
| Applications of Secondary Data | |
| Sources of Secondary Data for International Marketing Research | |
| Problems Associated with Secondary Data in International Research | |
| Applications of Secondary Data in International Research | |
| Introduction to Standardized Sources of Marketing Data | |
| Retail Store Audits | |
| Consumer Purchase Panels | |
| Scanner Services and Single-Source Systems | |
| Media-Related Standardized Sources | |
| Applications of Standardized Sources of Data | |
| Summary | |
| Key Terms | |
| Review Points | |
| Questions and Problems | |
| Endnotes | |
| Barkley Foods | |
| Kerry Gold Products, LTD | |
| Marketing Research on the Internet | |
| Learning Objectives | |
| What is Internet? | |
| Characteristics of the Internet | |
| Profile of Web Users | |
| WWW Information for Marketing Decisions | |
| The Internet and Marketing Research Today | |
| Tasty Ice-Cream: A Case Example of Market intelligence (continued) | |
| How to Search for Information on the Web | |
| The Ethical Standpoint for the Internet | |
| The Internet and Marketing Research | |
| Summary | |
| Key Terms | |
| Review Points | |
| Questions and Problems | |
| Endnotes | |
| Caring Children's Hospital | |
| Appendix: The Components of the Internet | |
| Information Collection: Qualitative and Observational Methods | |
| Learning Objectives | |
| Need for Qualitative Research | |
| Qualitative Research Methods | |
| Observational Methods | |
| Recent Applications of Qualitative and Observational Methods | |
| Summary | |
| Key Terms | |
| Review Points | |
| Questions and Problems | |
| Endnotes | |
| Mountain Bell Telephone Company | |
| Acura | |
| Information from Respondents Issues in Data Collection | |
| Learning Objectives | |
| Information from Surveys | |
| Sources of Survey Error | |
| Methods of Data Collection | |
| Collecting Data | |
| Tasty Ice-Creamt A Case Example of Market Intelligence (continued) | |
| Surveys in the International Context | |
| Factors Affecting the Choice of a Survey Method | |
| Ethical Issues in Data Collection | |
| Summary | |
| Key Terms | |
| Review Points | |
| Questions and Problems | |
| Endnotes | |
| Essex Markets (A) | |
| More Ethical Dilemmas in Marketing Research | |
| Attitude Measurement | |
| Learning Objectives | |
| What are Attitudes? | |
| The Concept of Measurement and Scaling | |
| Properties of Measurement Scales | |
| Types of Attitude Rating Scales | |
| General Guidelines for Developing a Multiple-Item Scale | |
| Interpreting Attitude Scales | |
| Choosing an Attitudinal Scale | |
| Accuracy of Attitude Measurements | |
| Scales in Cross-National Research | |
| Summary | |
| Key Terms | |
| Review Points | |
| Questions and Problems | |
| Endnotes | |
| Wine Horizons | |
| National Kitchens | |
| Designing the Questionnaire | |
| Learning Objectives | |
| Planning What to Measure | |
| Translating Research Objectives into Information Requirements | |
| Question Wording A Problem of Communication | |
| Questionnaire Design for International Research | |
| Summary | |
| Key Terms | |
| Review Points | |
| Questions and Problems | |
| Endnotes | |
| Smith's Clothing | |
| Compact Lemon | |
| Sampling Fundamentals | |
| Learning Objectives | |
| Sample or Census | |
| Sampling Process | |
| Probability Sampling | |
| Nonprobability Sampling | |
| Sample Size Effect of Sample Size on Sampling Distributions | |
| Determining the Sample Size Ad Hoc Methods | |
| Population Characteristics/Parameters | |
| Sample Characteristics/Statistics | |
| Sample Reliability | |
| Sample Size Question | |
| Nonresponse Problems | |
| Sampling in the International Context | |
| Summary | |
| Key Terms | |
| Review Points | |
| Questions and Problems | |
| Endnotes | |
| Determing Sample Statistics | |
| Shopping Center Sampling | |
| Pacific Gas & Electric (A) | |
| Currency Concepts International | |
| Data Analysis | |
| Fundamentals of Data Analysis | |
| Learning Objectives | |
| Preparing the Data for Analysis | |
| Strategy for Data Analysis | |
| Cross-Tabulations | |
| Factors Influencing the Choice of a Statistical Technique | |
| An Overview of Statistics Techniques Presenting the Results | |
| Tasty Ice-Cream A Case Example of Market Intelligence (continued) | |
| Summary | |
| Key Terms | |
| Review Points | |
| Questions and Problems | |
| Endnotes | |
| Hypothesis Testing | |
| Learning Objectives | |
| The Logic of Hypothesis Testing An Illustrative Example | |
| Steps in Hypothesis Testing | |
| Basic Concepts of Hypothesis Testing | |
| Cross-Tabulation and Chi-Square | |
| Means and Proportions | |
| Relationships Between Confidence Interval and Hypothesis Testing | |
| Analysis of Variance (ANOVA) | |
| Summary | |
| Key Terms | |
| Review Points | |
| Questions and Problems | |
| Endnotes | |
| Medical Systems Associates Measuring Patient Satisfaction | |
| American Conservatory Theater | |
| Correlation Analysis and Regression Analysis | |
| Learning Objectives | |
| Correlation Analysis | |
| Regression Analysis | |
| Summary | |
| Key Terms | |
| Review Points | |
| Questions and Problems | |
| Endnotes | |
| The Seafood Grotto | |
| Ajax Advertising Agency | |
| Election Research, Inc | |
| Case for Part III | |
| The Vancover Symphony Orchestra | |
| Appendix | |
| Applications | |
| Presenting the Results | |
| Learning Objectives | |
| Guidelines for Successful Presentations | |
| Written Presentation | |
| Oral Presentation | |
| Relationship with the Client | |
| Summary | |
| Review Points | |
| Questions and Problems | |
| Endnotes | |
| Applications of marketing Research | |
| Learning Objectives | |
| Traditional Applications of Marketing Research Product, Price, Distribution, and Promotion | |
| Contemporary Applications of Marketing Research | |
| Emerging Applications of Marketing Research Database marketing and Relationship Marketing | |
| Summary | |
| Key Terms | |
| Review Points | |
| Questions and Problems | |
| Endnotes | |
| Brown Microwave | |
| National Chemical Corporation | |
| Case for Part IV | |
| Levi Strauss & Co | |
| Appendix | |
| Standard Normal Probabilities | |
| x2 Critical Points | |
| F Critical Points | |
| Cut-off Points for the Student's t distribution | |
| Procedure for Conducting Univariate and Multivariate Analysis in SPSS | |
| Glossary | |
| Index | |
| Table of Contents provided by Publisher. All Rights Reserved. |
