Top
Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
Purchase Benefits
Free Shipping On Orders Over $35!
Get Rewarded for Ordering Your Textbooks! Enroll Now
Customer Reviews Read Reviews
Write a Review
What is included with this book?
PART I THE NATURE AND SCOPE OF MARKETING RESEARCH
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
SECTION A: SECONDARY AND EXPLORATORY RESEARCH
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
PART II DATA COLLECTION
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
SECTION B: DESCRIPTIVE RESEARCH
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
SECTION C: CAUSAL RESEARCH
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
SECTION D: SAMPLING
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
Part III DATA ANALYSIS
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
PART V APPLICATIONS OF MARKETING INTELLIGENCE
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
The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.
Need Help? Copyright © 1999-2024