Marketing Research

by Malhotra, Naresh K.; Birks, David F.

• ISBN13: 9780273695301
• ISBN10: 0273695304
• Edition: 2nd
• Format: Paperback
• Copyright: 2005-11-30
• Publisher: Ft Pr

Table of Contents

Preface	xiii
Guided tour of the book	xx
Publisher's acknowledgements	xxii
About the authors	xxiii
Introduction to marketing research	1	(28)
Objectives	1	(1)
Overview	2	(21)
What does marketing research encompass?	2	(4)
Definition of marketing research	6	(1)
A classification of marketing research	7	(2)
The role of marketing research in MkIS and DSS	9	(2)
Marketing research suppliers and services	11	(3)
The marketing research process	14	(5)
The limitations of marketing research	19	(3)
Supporting decision-makers in pan-European banking	22	(1)
International marketing research	23	(1)
Ethics in marketing research	24	(1)
Internet and computer applications	25	(1)
Summary	26	(1)
Questions	27	(1)
Notes	27	(2)
Defining the marketing research problem and developing a research approach	29	(27)
Objectives	29	(1)
Overview	30	(19)
Importance of defining the problem	31	(1)
The marketing research brief	32	(3)
The marketing research proposal	35	(2)
The process of defining the problem and developing a research approach	37	(4)
Marketing decision problem and marketing research problem	41	(2)
Defining the marketing research problem	43	(1)
Components of the research approach	44	(5)
International marketing research	49	(2)
Ethics in marketing research	51	(1)
Internet and computer applications	52	(1)
Summary	53	(1)
Questions	54	(1)
Notes	54	(2)
Research design	56	(27)
Objectives	56	(1)
Overview	57	(20)
Research design definition	58	(1)
Research design from the decision-maker's perspective	59	(1)
Research design from respondents' perspectives	60	(2)
Research design classification	62	(3)
Descriptive research	65	(4)
Causal research	69	(1)
Relationships between exploratory, descriptive and causal research	70	(4)
Potential sources of error in research designs	74	(3)
International marketing research	77	(1)
Ethics in marketing research	78	(1)
Internet and computer applications	79	(1)
Summary	80	(1)
Questions	80	(1)
Notes	81	(2)
Secondary data collection and analysis	83	(25)
Objectives	83	(1)
Overview	84	(19)
Defining primary data, secondary data and marketing intelligence	85	(1)
Advantages and uses of secondary data	86	(1)
Disadvantages of secondary data	87	(1)
Criteria for evaluating secondary data	87	(3)
Classification of secondary data	90	(1)
Published external secondary sources	91	(3)
Computerised databases	94	(2)
Syndicated sources of secondary data	96	(2)
Syndicated data from households	98	(3)
Syndicated data from institutions	101	(2)
International marketing research	103	(1)
Ethics in marketing research	104	(1)
Internet and computer applications	104	(2)
Summary	106	(1)
Questions	106	(1)
Notes	107	(1)
Internal secondary data and the use of databases	108	(22)
Objectives	108	(1)
Overview	109	(15)
Internal secondary data	109	(2)
Scanning devices	111	(1)
Relating customer data to scanning systems	112	(2)
Geodemographic data	114	(3)
Linking different types of data	117	(2)
Stages of development in using databases and survey data to build profiles of consumers and model marketing decisions	119	(1)
The datawarehouse	120	(1)
Data mining	121	(2)
Databases and marketing research	123	(1)
International marketing research	124	(1)
Ethics in marketing research	125	(1)
Internet and computer applications	126	(1)
Summary	127	(1)
Questions	128	(1)
Notes	129	(1)
Qualitative research: its nature and approaches	130	(26)
Objectives	130	(1)
Overview	131	(20)
Primary data: qualitative versus quantitative research	132	(2)
Rationale for using qualitative research	134	(2)
Philosophy and qualitative research	136	(6)
Ethnographic research	142	(3)
Grounded theory	145	(3)
Action research	148	(3)
Ethics in marketing research	151	(1)
Internet and computer applications	152	(1)
Summary	153	(1)
Questions	154	(1)
Notes	154	(2)
Qualitative research: focus group discussions	156	(22)
Objectives	156	(1)
Overview	157	(13)
Classifying qualitative research techniques	158	(2)
Focus group discussions	160	(3)
Planning and conducting focus groups	163	(5)
The moderator	168	(1)
Other variations of focus groups	169	(1)
Other types of qualitative group discussions	169	(1)
International marketing research	170	(3)
Ethics in marketing research	173	(1)
Internet and computer applications	174	(1)
Summary	175	(1)
Questions	176	(1)
Notes	177	(1)
Qualitative research: depth interviewing and projective techniques	178	(23)
Objectives	178	(1)
Overview	179	(14)
Depth interviews	179	(8)
Projective techniques	187	(5)
Comparison between qualitative techniques	192	(1)
International marketing research	193	(2)
Ethics in marketing research	195	(2)
Internet and computer applications	197	(1)
Summary	198	(1)
Questions	198	(1)
Notes	199	(2)
Qualitative research: data analysis	201	(22)
Objectives	201	(1)
Overview	202	(17)
The qualitative researcher	202	(4)
The process of qualitative data analysis	206	(9)
Using computers in qualitative research and analysis	215	(4)
International marketing research	219	(1)
Ethics in marketing research	219	(1)
Summary	220	(1)
Questions	221	(1)
Notes	222	(1)
Survey and quantitative observation techniques	223	(35)
Objectives	223	(1)
Overview	224	(25)
Survey techniques	224	(2)
Telephone surveys	226	(2)
Personal interviews	228	(2)
Mail interviews	230	(3)
A comparative evaluation of survey techniques	233	(8)
Selection of survey method(s)	241	(1)
Observation techniques	242	(2)
Observation techniques classified by mode of administration	244	(2)
A comparable evaluation of observation techniques	246	(2)
Advantages and disadvantages of observation techniques	248	(1)
International marketing research	249	(1)
Ethics in marketing research	250	(2)
Internet and computer applications	252	(2)
Summary	254	(1)
Questions	255	(1)
Notes	256	(2)
Causal research design: experimentation	258	(32)
Objectives	258	(1)
Overview	259	(24)
Concept of causality	259	(1)
Conditions for causality	260	(2)
Definitions and concepts	262	(1)
Definitions of symbols	263	(1)
Validity in experimentation	264	(1)
Extraneous variables	265	(2)
Controlling extraneous variables	267	(1)
A classification of experimental designs	268	(1)
Pre-experimental designs	269	(1)
True experimental designs	270	(2)
Quasi-experimental designs	272	(2)
Statistical designs	274	(4)
Laboratory versus field experiments	278	(2)
Characteristics and limitations of experimental designs	280	(1)
Experimental design application: test marketing	281	(2)
International marketing research	283	(2)
Ethics in marketing research	285	(1)
Internet and computer applications	286	(1)
Summary	287	(1)
Questions	287	(1)
Notes	288	(2)
Measurement and scaling: fundamentals, comparative, and non-comparative scaling	290	(34)
Objectives	290	(1)
Overview	291	(26)
Measurement and scaling	292	(1)
Primary scales of measurement	293	(4)
A comparison of scaling techniques	297	(1)
Comparative scaling techniques	298	(5)
Non-comparative scaling techniques	303	(1)
Itemised rating scales	304	(3)
Itemised rating scale decisions	307	(4)
The development and evaluation of scales	311	(5)
Choosing a scaling technique	316	(1)
Mathematically derived scales	316	(1)
International marketing research	317	(1)
Ethics in marketing research	318	(1)
Internet and computer applications	318	(1)
Summary	319	(1)
Questions	320	(1)
Notes	321	(3)
Questionnaire design	324	(31)
Objectives	324	(1)
Overview	325	(23)
Questionnaire definition	326	(1)
Questionnaire design process	326	(3)
Specify the information needed	329	(1)
Specify the type of interviewing method	330	(1)
Determine the content of individual questions	331	(1)
Overcoming the respondent's inability and unwillingness to answer	332	(3)
Choose question structure	335	(3)
Choose question wording	338	(4)
Arrange the questions in proper order	342	(2)
Identify the form and layout	344	(1)
Reproduce the questionnaire	344	(1)
Eliminate problems by pilot-testing	345	(1)
Summarising the questionnaire design process	346	(2)
International marketing research	348	(1)
Ethics in marketing research	349	(1)
Internet and computer applications	350	(2)
Summary	352	(1)
Questions	352	(1)
Notes	353	(2)
Sampling: design and procedures	355	(26)
Objectives	355	(1)
Overview	356	(20)
Sample or census	357	(1)
The sampling design process	358	(4)
A classification of sampling techniques	362	(1)
Non-probability sampling techniques	363	(4)
Probability sampling techniques	367	(6)
Choosing non-probability versus probability sampling	373	(1)
Summary of sampling techniques	374	(2)
International marketing research	376	(1)
Ethics in marketing research	377	(1)
Internet and computer applications	377	(1)
Summary	378	(1)
Questions	379	(1)
Notes	380	(1)
Sampling: final and initial sample size determination	381	(24)
Objectives	381	(1)
Overview	382	(16)
Definitions and symbols	383	(1)
The sampling distribution	384	(1)
Statistical approaches to determining sample size	385	(6)
Multiple characteristics and parameters	391	(1)
Other probability sampling techniques	392	(1)
Adjusting the statistically determined sample size	392	(1)
Non-response issues in sampling	393	(5)
International marketing research	398	(1)
Ethics in marketing research	398	(1)
Internet and computer applications	399	(1)
Summary	399	(1)
Questions	400	(1)
Appendix: The normal distribution	401	(2)
Notes	403	(2)
Survey fieldwork	405	(15)
Objectives	405	(1)
Overview	406	(9)
The nature of survey fieldwork	406	(1)
Survey fieldwork and the data collection process	407	(1)
Selecting survey fieldworkers	407	(2)
Training survey fieldworkers	409	(4)
Supervising survey fieldworkers	413	(1)
Validating survey fieldwork	414	(1)
Evaluating survey fieldworkers	414	(1)
International marketing research	415	(1)
Ethics in marketing research	416	(1)
Internet and computer applications	416	(1)
Summary	417	(1)
Questions	418	(1)
Notes	418	(2)
Data preparation	420	(25)
Objectives	420	(1)
Overview	421	(17)
The data preparation process	422	(1)
Checking the questionnaire	422	(1)
Editing	423	(1)
Coding	424	(5)
Transcribing	429	(1)
Cleaning the data	430	(2)
Statistically adjusting the data	432	(3)
Selecting a data analysis strategy	435	(3)
International marketing research	438	(2)
Ethics in marketing research	440	(1)
Internet and computer applications	441	(1)
Summary	442	(1)
Questions	443	(1)
Notes	443	(2)
Frequency distribution, cross-tabulation and hypothesis testing	445	(39)
Objectives	445	(1)
Overview	446	(34)
Frequency distribution	447	(2)
Statistics associated with frequency distribution	449	(3)
A general procedure for hypothesis testing	452	(5)
Cross-tabulations	457	(6)
Statistics associated with cross-tabulation	463	(5)
Hypothesis testing related to differences	468	(1)
Parametric tests	469	(6)
Non-parametric tests	475	(5)
Internet and computer applications	480	(1)
Summary	481	(1)
Questions	482	(1)
Notes	483	(1)
Analysis of variance and covariance	484	(26)
Objectives	484	(1)
Overview	485	(21)
Relationship among techniques	485	(2)
One-way analysis of variance	487	(1)
Conducting one-way analysis of variance	488	(7)
N-way analysis of variance	495	(4)
Analysis of covariance	499	(1)
Issues in interpretation	500	(3)
Repeated measures ANOVA	503	(1)
Non-metric analysis of variance	504	(1)
Multivariate analysis of variance	505	(1)
Internet and computer applications	506	(1)
Summary	507	(1)
Questions	507	(1)
Notes	508	(2)
Correlation and regression	510	(36)
Objectives	510	(1)
Overview	511	(31)
Product moment correlation	512	(4)
Partial correlation	516	(2)
Non-metric correlation	518	(1)
Regression analysis	519	(1)
Bivariate regression	519	(1)
Conducting bivariate regression analysis	520	(8)
Multiple regression	528	(1)
Conducting multiple regression analysis	529	(8)
Stepwise regression	537	(1)
Multicollinearity	538	(1)
Relative importance of predictors	539	(1)
Cross-validation	540	(1)
Regression with dummy variables	540	(1)
Analysis of variance and covariance with regression	541	(1)
Internet and computer applications	542	(1)
Summary	543	(1)
Questions	543	(1)
Notes	544	(2)
Discriminant analysis	546	(25)
Objectives	546	(1)
Overview	547	(20)
Basic concept	548	(1)
Relationship to regression and ANOVA	548	(1)
Discriminant analysis model	549	(1)
Conducting discriminant analysis	550	(8)
Conducting multiple discriminant analysis	558	(7)
Stepwise discriminant analysis	565	(2)
Internet and computer applications	567	(1)
Summary	567	(1)
Questions	568	(1)
Appendix: Estimation of discriminant function coefficients	569	(1)
Notes	570	(1)
Factor analysis	571	(24)
Objectives	571	(1)
Overview	572	(18)
Basic concept	572	(1)
Factor analysis model	573	(2)
Conducting factor analysis	575	(11)
Applications of common factor analysis	586	(4)
Internet and computer applications	590	(1)
Summary	590	(1)
Questions	591	(1)
Appendix: Fundamental equations of factor analysis	591	(2)
Notes	593	(2)
Cluster analysis	595	(20)
Objectives	595	(1)
Overview	596	(15)
Basic concept	597	(2)
Conducting cluster analysis	599	(9)
Applications of non-hierarchical clustering	608	(3)
Clustering variables	611	(4)
Internet and computer applications	612	(1)
Summary	612	(1)
Questions	613	(1)
Notes	613	(2)
Multidimensional scaling and conjoint analysis	615	(28)
Objectives	615	(1)
Overview	616	(23)
Basic concepts in multidimensional scaling (MDS)	617	(1)
Conducting multidimensional scaling	618	(6)
Assumptions and limitations of MDS	624	(1)
Scaling preference data	625	(1)
Correspondence analysis	626	(1)
Relationship among MDS, factor analysis and discriminant analysis	627	(1)
Basic concepts in conjoint analysis	627	(1)
Conducting conjoint analysis	628	(10)
Assumptions and limitations of conjoint analysis	638	(1)
Hybrid conjoint analysis	638	(1)
Internet and computer applications	639	(1)
Summary	639	(1)
Questions	640	(1)
Notes	641	(2)
Report preparation and presentation	643	(19)
Objectives	643	(1)
Overview	644	(13)
Importance of the report and presentation	645	(1)
Preparation and presentation process	645	(1)
Report preparation	646	(9)
Oral presentation	655	(1)
Research follow-up	656	(1)
International marketing research	657	(1)
Ethics in marketing research	657	(1)
Internet and computer applications	658	(1)
Summary	659	(1)
Questions	660	(1)
Notes	661	(1)
International marketing research	662	(22)
Objectives	662	(1)
Overview	663	(17)
What is international marketing research?	666	(1)
A framework for international marketing research	666	(5)
Secondary data	671	(2)
Qualitative techniques	673	(2)
Survey methods	675	(2)
Measurement and scaling	677	(2)
Questionnaire translation	679	(1)
Ethics in marketing research	680	(1)
Internet and computer applications	680	(1)
Summary	681	(1)
Questions	682	(1)
Notes	682	(2)
Business-to-business (b2b) marketing research	684	(28)
Objectives	684	(1)
Overview	685	(21)
What is b2b marketing?	687	(1)
Introducing the distinction between b2b and consumer marketing	688	(1)
Bases for the distinction of b2b marketing research	689	(2)
Implications of the differences between business and consumer purchases for the marketing researcher	691	(13)
The growth of competitive intelligence	704	(2)
International marketing research	706	(1)
Ethics in marketing research	707	(1)
Internet and computer applications	708	(1)
Summary	709	(1)
Questions	710	(1)
Notes	711	(1)
Appendix: Statistical tables	712	(11)
Glossary	723	(15)
Subject index	738	(13)
Name index	751	(1)
Company index	752