Marketing Research

by Kumar, V.; Leone, Robert P.; Aaker, David A.; Day, George S.

• ISBN13: 9781119497585
• ISBN10: 1119497582
• Edition: 13th
• Format: Paperback
• Copyright: 2018-11-13
• Publisher: Wiley

Summary

Marketing Research, 13th Edition presents a clear and comprehensive introduction to the field, with a strong focus on methodologies and the role of market research in strategic decision making. Employing a unique macro-micro-macro approach, the text begins with a broad overview of market research and its place within—and value to—an organization, before zooming in to detail the granular view of the research process. Step-by-step explanations cover the latest methodologies and current practices, highlighting advanced techniques as well as their limitations and potential benefits, followed by a high-level discussion of research applications.

An emphasis on real-world processes is underscored by end-of-chapter cases, allowing students to apply what they’ve learned in the context of real-life examples covering a broad range of products and organizations. This practical approach promotes engagement while building essential critical analysis, interpretation, and decision-making skills, preparing students to recognize potential research applications, alternatives where they exist, and the quality of research at hand. By pulling together market intelligence, strategy, theory, and application, this text helps students build a deep understanding while retaining the big picture perspective.

Author Biography

David A. Aaker is professor of Marketing, Emeritus at the Haas School of Business, University of California Berkeley. He is a leading expert on brand strategy and strategic marketing. He is the author of over seven books for both the practioner and the student of marketing.

Table of Contents

Part I The Nature and Scope of Marketing Research

1 A Decision-Making Perspective on Marketing Intelligence 1

Learning Objectives 1

An Overview of Business Intelligence 1

Introduction to Marketing Intelligence 4

Marketing Research 7

Role of Marketing Research in Managerial Decision-Making 9

Factors that Influence Marketing Research Decisions 17

Use of Marketing Research 19

Ethics in Marketing Research 20

The Respondent’s Ethics and Rights 21

International Marketing Research 23

Summary 25

Questions and Problems 25

End Notes 26

Case 1-1: Preteen Market—The Right Place to Be In for Cell Phone Providers? 27

Case 1-2: Best Buy on a Segmentation Spree 27

Case 1-3: Ethical Dilemmas in Marketing Research 29

2 Marketing Research in Practice 30

Learning Objectives 30

Information Systems Decision Support Systems and Marketing Research 31

Marketing Decision Support Systems 34

Suppliers of Information 37

Criteria for Selecting External Suppliers 43

Career Opportunities in Marketing Research 44

Summary 45

Questions and Problems 45

End Notes 45

Appendix: Marketing Research Jobs 46

3 The Marketing Research Process 47

Learning Objectives 47

Overview of the Marketing Research Process 47

The Preliminary Stages of the Marketing Research Process 48

Planning a New HMO 60

The International Marketing Research Process 62

Summary 66

Questions and Problems 66

End Notes 67

Case 3-1: A VideOcart Test for Bestway Stores 67

Case 3-2: Philip Morris Enters Turkey 69

4 Research Design and Implementation 71

Learning Objectives 71

Research Approach 73

Research Tactics and Implementation 79

Budgeting and Scheduling the Research Project 81

Research Proposal 83

Designing International Marketing Research 84

Issues in International Research Design 86

Summary 88

Questions and Problems 89

End Notes 89

Appendix: Errors in Research Design 90

Case 4-1: Reynolds Tobacco’s Slide-Box Cigarettes 91

Cases for Part I 95

Case I-1: Clover Valley Dairy Company 95

Part II Data Collection

Section A: Secondary and Exploratory Research

5 Secondary Sources of Marketing Data 98

Learning Objectives 98

Secondary Data 99

Uses of Secondary Data 100

Benefits of Secondary Data 100

Limitations of Secondary Data 101

Internal Sources of Secondary Data 102

External Sources of Secondary Data 103

Census Data 109

North American Industry Classification System 111

Appraising Secondary Sources 112

Applications of Secondary Data 113

Sources of Secondary Data for International Marketing Research 117

Problems Associated with Secondary Data in International Research 117

Applications of Secondary Data in International Research 118

Summary 119

Questions and Problems 119

End Notes 120

Case 5-1: Barkley Foods 121

Case 5-2: Dell in Latin America? 122

6 Standardized Sources of Marketing Data 123

Learning Objectives 123

Retail Store Audits 124

Consumer Purchase Panels 125

Scanner Services and Single-Source Systems 128

Media-Related Standardized Sources 134

Applications of Standardized Sources of Data 136

Summary 138

Questions and Problems 138

End Notes 139

Case 6-1: Promotion of Rocket Soups 140

Case 6-2: Kerry Gold Products Ltd. 144

7 Marketing Research on the Internet 147

Learning Objectives 147

Current Trends in Web Usage 148

WWW Information for Marketing Decisions 149

The Internet and Marketing Research Today 154

The Internet and Marketing Research Developments 166

Issues and Concerns 167

Summary 169

Questions and Problems 169

End Notes 170

Case 7-1: Caring Children’s hospital 172

8 Information Collection: Qualitative and Observational Methods 173

Learning Objectives 173

Need for Qualitative Research 173

Qualitative Research Methods 174

Observational Methods 194

Recent Applications of Qualitative and Observational Methods 200

Summary 201

Questions and Problems 201

End Notes 202

Appendix: Myths of Qualitative Research: It’s Conventional but Is It Wisdom? 204

Case 8-1: Mountain Bell Telephone Company 205

Case 8-2: U.S. Department of Energy (A) 207

Case 8-3: Hamilton Beach Conducts Primary Research in Mexico and Europe 208

Section B: Descriptive Research

9 Information from Respondents: Issues in Data Collection 209

Learning Objectives 209

Information from Surveys 209

Sources of Survey Error 210

Methods of Data Collection 215

Factors Affecting the Choice of a Survey Method 216

Ethical Issues in Data Collection 220

Summary 222

Questions and Problems 222

End Notes 223

Case 9-1: Essex Markets 224

Case 9-2: More Ethical Dilemmas in Marketing Research 224

10 Information from Respondents: Survey Methods 226

Learning Objectives 226

Collecting Data 226

Surveys in the International Context 248

Summary 250

Questions and Problems 250

End Notes 252

Case 10-1: Roland Development Corp 253

11 Attitude Measurement 255

Learning Objectives 255

Attitudes 256

The Concept of Measurement and Scaling 257

Types of Attitude Rating Scales 260

General Guidelines for Developing a Multiple-Item Scale 271

Interpreting Attitude Scales 274

Choosing an Attitudinal Scale 275

Accuracy of Attitude Measurements 277

Scales in Cross-National Research 279

Summary 280

Questions and Problems 280

End Notes 281

Case 11-1: National Kitchens 282

12 Designing the Questionnaire 284

Learning Objectives 284

Planning What to Measure 285

Formatting the Question 287

Question Wording: A Problem of Communication 292

Sequence and Layout Decisions 297

Questionnaire Design for International Research 303

Summary 305

Questions and Problems 305

End Notes 309

Case 12-1: Wine Horizons 309

Case 12-2: Smith’s Clothing (A) 312

Section C: Causal Research

13 Experimentation 313

Learning Objectives 313

Descriptive versus Experimental Research 314

What Constitutes Causality? 315

Laboratory and Field Experiments 317

Threats to Experimental Validity 318

Issues in Experimental Research 320

Types of Experimental Designs 322

Guidelines for Conducting Experimental Research 336

Limitations of Experiments 337

Summary 339

Questions and Problems 339

End Notes 341

Case 13-1: Evaluating Experimental Designs 341

Case 13-2: Barrie Food Corporation 342

Section D: Sampling

14 Sampling Fundamentals 344

Learning Objectives 344

Sample or Census 344

Sampling Process 346

Probability Sampling 352

Nonprobability Sampling 357

Shopping Center Sampling 362

Sampling in the International Context 363

Summary 365

Questions and Problems 366

End Notes 368

Case 14-1: Exercises in Sample Design 369

Case 14-2: Talbot Razor Products Company 369

15 Sample Size and Statistical Theory 372

Learning Objectives 372

Determining the Sample Size: Ad Hoc Methods 373

Population Characteristics/Parameters 374

Sample Characteristics/Statistics 375

Sample Reliability 376

Interval Estimation 378

Sample Size Question 380

Proportions 381

Coefficient of Variation 383

Stratified Sampling 383

Multistage Design 386

Sequential Sampling 386

Summary 387

Questions and Problems 387

End Notes 389

Cases for Part II 390

Case II-1: Currency Concepts International 390

Appendix A: Interview Guide for International Travelers (U.S. Citizens) 394

Part III Data Analysis

16 Fundamentals of Data Analysis 396

Learning Objectives 396

Preparing the Data for Analysis 397

Strategy for Data Analysis 401

Cross-Tabulations 405

Factors Influencing the Choice of Statistical Technique 407

An Overview of Statistical Techniques 409

Summary 414

Questions and Problems 414

End Notes 415

Appendix: Choice of a Statistical Package 415

17 Hypothesis Testing: Basic Concepts and Tests of Associations 416

Learning Objectives 416

The Logic of Hypothesis Testing 417

Steps in Hypothesis Testing 418

Basic Concepts of Hypothesis Testing 419

Cross-Tabulation and Chi-Square 422

Summary 431

Questions and Problems 431

End Notes 432

Case 17-1: Medical Systems Associates: Measuring Patient Satisfaction 433

18 Hypothesis Testing: Means and Proportions 435

Learning Objectives 435

Commonly Used Hypothesis Tests in Marketing Research 436

Relationship between Confidence Interval and Hypothesis Testing 439

Analysis of Variance (ANOVA) 440

The Probability‐Values (p‐Values) Approach to Hypothesis Testing 454

Effect of Sample Size and Interpretation of Test Results 455

Summary 456

Questions and Problems 456

End Notes 457

Case 18-1: American Conservatory Theater 458

Case 18-2: Apple Appliance Stores 459

Part IV Special Topics in Data Analysis

19 Correlation Analysis and Regression Analysis 461

Learning Objectives 461

Correlation Analysis 462

Regression Analysis 466

Summary 485

Questions and Problems 486

End Notes 488

Case 19-1: The Seafood Grotto 489

Case 19-2: Election Research Inc. 490

20 Discriminant Factor and Cluster Analysis 491

Learning Objectives 491

Discriminant Analysis 491

Multiple Discriminant Analysis 500

Summary of Discriminant Analysis 504

Factor and Cluster Analysis 504

Factor Analysis 505

Summary of Factor Analysis 516

Cluster Analysis 517

Summary of Cluster Analysis 527

Questions and Problems 527

End Notes 529

Case 20-1: Southwest Utility 529

Case 20-2: Store Image Study 530

21 Multidimensional Scaling and Conjoint Analysis 533

Learning Objectives 533

Multidimensional Scaling 533

Attribute‐Based Approaches 534

Summary of MDS 543

Conjoint Analysis 544

Summary of Conjoint Analysis 551

Questions and Problems 552

End Notes 553

Case 21-1: Nester’s Foods 554

Case 21-2: The Electric Truck Case 555

22 Presenting the Results 556

Learning Objectives 556

Guidelines for Successful Presentations 556

Written Report 562

Oral Presentation 566

Relationship with the Client 569

Summary 570

Questions and Problems 570

End Notes 570

Part V Applications of Marketing Intelligence

23 Marketing-Mix Measures 571

Learning Objectives 571

New-Product Research 572

Pricing Research 582

Distribution Research 585

Promotion Research 591

Total Quality Management 601

Summary 606

Questions and Problems 607

End Notes 609

Case 23-1: National Chemical Corporation 610

Case 23-2: Hokey Pokey is Born in India 611

24 Brand and Customer Metrics 613

Learning Objectives 613

Competitive Advantage 613

Brand Equity 616

Customer Satisfaction 622

Contemporary Applications of Marketing Intelligence 628

Maximizing Customer Profitability 630

Summary 633

Questions and Problems 633

End Notes 633

25 New Age Strategies 635

Learning Objectives 635

Database Marketing 636

Relationship Marketing 645

E-Commerce 649

Mobile Marketing 652

Social Marketing 654

Experiential Marketing 658

Word-of-Mouth Marketing 659

Internet of Things 662

Bots and Artificial Intelligence 664

Blockchain 666

Summary 668

Questions and Problems 669

End Notes 669

Appendix A 673

A-1. Standard Normal Cumulative Probability in Right‐Hand Tail for

Positive Values of z; Areas are formed by Symmetry 673

A-2. χ ² Critical Points 674

A-3. F Critical Points 676

A-4. Cut‐Off Points for the Student’s t‐Distribution 681

A-5. Procedures for Conducting Univariate and Multivariate Analysis in SPSS 682

A-6. Output of Select Tables in SPSS 686

Glossary 699

Index 717