Marketing Research : An Applied Orientation

by Malhotra, Naresh K; SPSS, SPSS

• ISBN13: 9780132221177
• ISBN10: 0132221179
• Edition: 5th
• Format: Hardcover
• Copyright: 2010-01-01
• Publisher: Pearson College Div

Summary

For graduate and upper-level undergraduate courses in Marketing Research and Marketing Data Analysis. Marketing Research: An Applied Orientation, 5eallows students to actuallyexperiencethe interaction between marketing research and marketing decision-making.

Table of Contents

Foreword	xviii
Preface	xix
Acknowledgments	xxvii
Part I Introduction and Early Phases of Marketing Research	1	(74)
Introduction to Marketing Research	2	(32)
Objectives	2	(1)
Overview	3	(4)
Definition of Marketing Research	7	(1)
A Classification of Marketing Research	8	(2)
The Marketing Research Process	10	(2)
Step 1: Problem Definition	10	(1)
Step 2: Development of an Approach to the Problem	10	(1)
Step 3: Research Design Formulation	10	(1)
Step 4: Fieldwork or Data Collection	11	(1)
Step 5: Data Preparation and Analysis	11	(1)
Step 6: Report Preparation and Presentation	11	(1)
The Role of Marketing Research in Marketing Decision Making	12	(3)
Marketing Research and Competitive Intelligence	15	(1)
The Decision to Conduct Marketing Research	16	(1)
The Marketing Research Industry	17	(4)
Selecting a Research Supplier	21	(1)
Careers in Marketing Research	22	(2)
The Role of Marketing Research in MIS and DSS	24	(1)
The Department Store Patronage Project	25	(1)
International Marketing Research	26	(1)
Ethics in Marketing Research	27	(2)
SPSS Windows	29	(1)
Summary	30	(1)
Key Terms and Concepts	31	(1)
Suggested Cases, Video Cases, and HBS Cases	31	(1)
Live Research: Conducting a Marketing Research Project	32	(1)
Acronyms	32	(1)
Exercises	32	(1)
Internet and Computer Exercises	32	(1)
Activities	33	(1)
Defining the Marketing Research Problem and Developing an Approach	34	(41)
Objectives	34	(1)
Overview	35	(2)
Importance of Defining the Problem	37	(1)
The Process of Defining the Problem and Developing an Approach	37	(1)
Tasks Involved	38	(5)
Discussions with Decision Makers	38	(2)
Interviews with Industry Experts	40	(2)
Secondary Data Analysis	42	(1)
Qualitative Research	42	(1)
Environmental Context of the Problem	43	(5)
Past Information and Forecasts	43	(2)
Resources and Constraints	45	(1)
Objectives	45	(1)
Buyer Behavior	45	(2)
Legal Environment	47	(1)
Economic Environment	47	(1)
Marketing and Technological Skills	47	(1)
Management Decision Problem and Marketing Research Problem	48	(1)
Defining the Marketing Research Problem	49	(2)
Components of the Approach	51	(6)
Objective/Theoretical Framework	51	(1)
Analytical Model	52	(1)
Research Questions	53	(1)
Hypotheses	53	(3)
Specification of Information Needed	56	(1)
International Marketing Research	57	(1)
Ethics in Marketing Research	58	(2)
SPSS Windows	60	(1)
Summary	61	(1)
Key Terms and Concepts	61	(1)
Suggested Cases, Video Cases, and HBS Cases	61	(1)
Live Research: Conducting a Marketing Research Project	62	(1)
Acronyms	62	(1)
Exercises	62	(1)
Internet and Computer Exercises	63	(1)
Activities	63	(2)
Cases for Part I
Life in the Fast Lane: Fast-Food Chains Race to Be Number One	65	(2)
Nike Sprints Ahead of the Competition, Yet Has a Long Way to Run	67	(1)
Lexus: Imparting Value to Luxury and Luxury to Value	68	(3)
Video Cases for Part I
Burke: Learning and Growing Through Marketing Research	71	(2)
Accenture: The Accent Is in the Name	73	(2)
Part II Research Design Formulation	75	(334)
Research Design	76	(28)
Objectives	76	(1)
Overview	77	(1)
Research Design: Definition	78	(1)
Research Design: Classification	79	(1)
Exploratory Research	80	(2)
Descriptive Research	82	(7)
Cross-Sectional Designs	84	(2)
Longitudinal Designs	86	(1)
Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs	87	(2)
Causal Research	89	(1)
Relationships Among Exploratory, Descriptive, and Causal Research	90	(3)
Potential Sources of Error	93	(3)
Random Sampling Error	93	(1)
Nonsampling Error	93	(3)
Budgeting and Scheduling the Project	96	(1)
Marketing Research Proposal	96	(1)
International Marketing Research	97	(2)
Ethics in Marketing Research	99	(1)
Summary	100	(1)
Key Terms and Concepts	101	(1)
Suggested Cases, Video Cases, and HBS Cases	101	(1)
Live Research: Conducting a Marketing Research Project	102	(1)
Acronyms	102	(1)
Exercises	102	(1)
Internet and Computer Exercises	102	(1)
Activities	103	(1)
Exploratory Research Design: Secondary Data	104	(36)
Objective	104	(1)
Overview	105	(1)
Primary versus Secondary Data	106	(1)
Advantages and Uses of Secondary Data	107	(1)
Disadvantages of Secondary Data	107	(1)
Criteria for Evaluating Secondary Data	108	(4)
Specifications: Methodology Used to Collect the Data	108	(1)
Error: Accuracy of the Data	109	(1)
Currency: When the Data Were Collected	109	(1)
Objective: The Purpose for Which the Data Were Collected	110	(1)
Nature: The Content of the Data	110	(1)
Dependability: How Dependable Are the Data?	110	(2)
Classification of Secondary Data	112	(1)
Internal Secondary Data	112	(2)
Database Marketing	113	(1)
Published External Secondary Sources	114	(3)
General Business Data	115	(1)
Government Sources	116	(1)
Computerized Databases	117	(2)
Classification of Computerized Databases	117	(2)
Directories of Databases	119	(1)
Syndicated Sources of Secondary Data	119	(2)
Syndicated Data from Households	121	(7)
Surveys	121	(2)
Purchase and Media Panels	123	(3)
Electronic Scanner Services	126	(2)
Syndicated Data from Institutions	128	(2)
Retailer and Wholesaler Audits	128	(1)
Industry Services	129	(1)
Combining Information from Different Sources: Single-Source Data	130	(2)
Computer Mapping	130	(1)
Buying Power Index	131	(1)
International Marketing Research	132	(1)
Ethics in Marketing Research	133	(3)
SPSS Windows	136	(1)
Summary	136	(1)
Key Terms and Concepts	136	(1)
Suggested Cases, Video Cases, and HBS Cases	137	(1)
Live Research: Conducting a Marketing Research Project	137	(1)
Acronyms	137	(1)
Exercises	138	(1)
Internet and Computer Exercises	138	(1)
Activities	138	(2)
Exploratory Research Design: Qualitative Research	140	(40)
Objectives	140	(1)
Overview	141	(2)
Primary Data: Qualitative Versus Quantitative Research	143	(1)
Rationale for Using Qualitative Research	144	(1)
A Classification of Qualitative Research Procedures	145	(1)
Focus Group Interviews	145	(13)
Characteristics	146	(1)
Planning and Conducting Focus Groups	147	(6)
Other Variations in Focus Groups	153	(1)
Advantages and Disadvantages of Focus Groups	154	(1)
Applications of Focus Groups	155	(1)
Online Focus Group Interviews	155	(1)
Advantages of Online Focus Groups	156	(1)
Disadvantages of Online Focus Groups	156	(1)
Uses of Online Focus Groups	157	(1)
Depth Interviews	158	(5)
Characteristics	158	(1)
Techniques	159	(2)
Advantages and Disadvantages of Depth Interviews	161	(1)
Applications of Depth Interviews	162	(1)
Projective Techniques	163	(7)
Association Techniques	163	(1)
Completion Techniques	164	(1)
Construction Techniques	165	(1)
Expressive Techniques	166	(2)
Advantages and Disadvantages of Projective Techniques	168	(1)
Applications of Projective Techniques	168	(2)
Analysis of Qualitative Data	170	(2)
Software Packages	171	(1)
International Marketing Research	172	(1)
Ethics in Marketing Research	173	(3)
Summary	176	(1)
Key Terms and Concepts	176	(1)
Suggested Cases, Video Cases, and HBS Cases	176	(1)
Live Research: Conducting a Marketing Research Project	177	(1)
Acronyms	177	(1)
Exercises	178	(1)
Internet and Computer Exercises	178	(1)
Activities	178	(2)
Descriptive Research Design: Survey and Observation	180	(38)
Objectives	180	(1)
Overview	181	(2)
Survey Methods	183	(1)
Survey Methods Classified by Mode of Administration	184	(1)
Telephone Methods	184	(2)
Traditional Telephone Interviews	184	(1)
Computer-Assisted Telephone Interviewing	185	(1)
Personal Methods	186	(3)
Personal In-Home Interviews	186	(1)
Mall-Intercept Personal Interviews	187	(1)
Computer-Assisted Personal Interviewing (CAPI)	188	(1)
Mail Methods	189	(3)
Mail Interviews	189	(2)
Mail Panels	191	(1)
Electronic Methods	192	(2)
E-Mail Interviews	192	(1)
Internet Interviews	192	(2)
A Comparative Evaluation of Survey Methods	194	(6)
Flexibility of Data Collection	194	(1)
Diversity of Questions	194	(2)
Use of Physical Stimuli	196	(1)
Sample Control	196	(2)
Control of the Data Collection Environment	198	(1)
Control of Field Force	198	(1)
Quantity of Data	198	(1)
Response Rate	198	(1)
Perceived Anonymity	199	(1)
Social Desirability/Sensitive Information	199	(1)
Potential for Interviewer Bias	200	(1)
Speed	200	(1)
Cost	200	(1)
Selection of Survey Methods	200	(2)
Observation Methods	202	(1)
Structured versus Unstructured Observation	202	(1)
Disguised versus Undisguised Observation	202	(1)
Natural versus Contrived Observation	202	(1)
Observation Methods Classified by Mode of Administration	203	(5)
Personal Observation	203	(1)
Mechanical Observation	203	(2)
Audit	205	(1)
Content Analysis	205	(1)
Trace Analysis	206	(2)
A Comparative Evaluation of Observation Methods	208	(1)
A Comparison of Survey and Observation Methods	209	(1)
Relative Advantages of Observation	209	(1)
Relative Disadvantages of Observation	209	(1)
Ethnographic Research	210	(1)
Other Methods	211	(1)
International Marketing Research	211	(2)
Selection of Survey Methods	212	(1)
Ethics in Marketing Research	213	(2)
Summary	215	(1)
Key Terms and Concepts	215	(1)
Suggested Cases, Video Cases, and HBS Cases	215	(1)
Live Research: Conducting a Marketing Research Project	216	(1)
Acronyms	216	(1)
Exercises	217	(1)
Internet and Computer Exercises	217	(1)
Activities	217	(1)
Causal Research Design: Experimentation	218	(32)
Objectives	218	(1)
Overview	219	(1)
Concept of Causality	220	(1)
Conditions for Causality	221	(2)
Concomitant Variation	221	(1)
Time Order of Occurrence of Variables	222	(1)
Absence of Other Possible Causal Factors	222	(1)
Role of Evidence	223	(1)
Definitions and Concepts	223	(1)
Definition of Symbols	224	(1)
Validity in Experimentation	225	(1)
Internal Validity	225	(1)
External Validity	225	(1)
Extraneous Variables	226	(2)
History	226	(1)
Maturation	226	(1)
Testing Effects	226	(1)
Instrumentation	227	(1)
Statistical Regression	227	(1)
Selection Bias	227	(1)
Mortality	227	(1)
Controlling Extraneous Variables	228	(1)
Randomization	228	(1)
Matching	228	(1)
Statistical Control	228	(1)
Design Control	228	(1)
A Classification of Experimental Designs	229	(1)
Preexperimental Designs	230	(1)
One-Shot Case Study	230	(1)
One-Group Pretest-Posttest Design	230	(1)
Static Group Design	231	(1)
True Experimental Designs	231	(2)
Pretest-Posttest Control Group Design	231	(1)
Posttest-Only Control Group Design	232	(1)
Quasi-Experimental Designs	233	(3)
Time Series Design	234	(1)
Multiple Time Series Design	234	(2)
Statistical Designs	236	(2)
Randomized Block Design	236	(1)
Latin Square Design	237	(1)
Factorial Design	237	(1)
Laboratory versus Field Experiments	238	(2)
Experimental versus Nonexperimental Designs	240	(1)
Limitations of Experimentation	240	(1)
Time	240	(1)
Cost	241	(1)
Administration	241	(1)
Application: Test Marketing	241	(2)
Standard Test Market	241	(2)
Controlled Test Market	243	(1)
Simulated Test Market	243	(1)
International Marketing Research	243	(1)
Ethics in Marketing Research	244	(2)
Summary	246	(1)
Key Terms and Concepts	247	(1)
Suggested Cases, Video Cases, and HBS Cases	247	(1)
Live Research: Conducting a Marketing Research Project	247	(1)
Acronyms	248	(1)
Exercises	248	(1)
Internet and Computer Exercises	249	(1)
Activities	249	(1)
Measurement and Scaling: Fundamentals and Comparative Scaling	250	(20)
Objectives	250	(1)
Overview	251	(1)
Measurement and Scaling	252	(1)
Primary Scales of Measurement	252	(5)
Nominal Scale	252	(2)
Ordinal Scale	254	(1)
Interval Scale	255	(1)
Ratio Scale	256	(1)
A Comparison of Scaling Techniques	257	(1)
Comparative Scaling Techniques	258	(5)
Paired Comparison Scaling	258	(2)
Rank Order Scaling	260	(1)
Constant Sum Scaling	261	(1)
Q-Sort and Other Procedures	262	(1)
International Marketing Research	263	(1)
Ethics in Marketing Research	264	(2)
SPSS Windows	266	(1)
Summary	267	(1)
Key Terms and Concepts	267	(1)
Suggested Cases, Video Cases, and HBS Cases	267	(1)
Live Research: Conducting a Marketing Research Project	268	(1)
Acronyms	268	(1)
Exercises	268	(1)
Internel and Computer Exercises	269	(1)
Activities	269	(1)
Measurement and Scaling: Noncomparative Scaling Techniques	270	(26)
Objectives	270	(1)
Overview	271	(1)
Noncomparative Scaling Techniques	272	(2)
Continuous Rating Scale	272	(2)
Itemized Rating Scales	274	(4)
Likert Scale	274	(2)
Semantic Differential Scale	276	(1)
Stapel Scale	277	(1)
Noncomparative Itemized Rating Scale Decisions	278	(4)
Number of Scale Catgories	278	(1)
Balanced versus Unbalanced Scales	279	(1)
Odd or Even Number of Categories	279	(1)
Forced versus Nonforced Scales	279	(1)
Nature and Degree of Verbal Description	279	(1)
Physical Form or Configuration	280	(2)
Multi-Item Scale	282	(1)
Scale Evaluation	283	(5)
Measurement Accuracy	283	(1)
Reliability	284	(2)
Validity	286	(1)
Relationship Between Reliability and Validity	287	(1)
Generalizability	287	(1)
Choosing a Scaling Technique	288	(1)
Mathematically Derived Scales	288	(1)
International Marketing Research	288	(1)
Ethics in Marketing Research	289	(2)
SPSS Windows	291	(1)
Summary	292	(1)
Key Terms and Concepts	293	(1)
Suggested Cases, Video Cases, and HBS Cases	293	(1)
Live Research: Conducting a Marketing Research Project	293	(1)
Acronyms	294	(1)
Exercises	294	(1)
Internet and Computer Exercises	294	(1)
Activities	295	(1)
Questionnaire and Form Design	296	(36)
Objectives	296	(1)
Overview	297	(2)
Questionnaires and Observation Forms	299	(1)
Questionnaire Definition	299	(1)
Objectives of a Questionnaire	299	(1)
Questionnaire Design Process	300	(1)
Specify the Information Needed	300	(1)
Type of Interviewing Method	301	(1)
Individual Question Content	302	(2)
Is the Question Necessary?	302	(1)
Are Several Questions Needed Instead of One?	303	(1)
Overcoming Inability to Answer	304	(1)
Is the Respondent Informed?	304	(1)
Can the Respondent Remember?	304	(1)
Can the Respondent Articulate?	305	(1)
Overcoming Unwillingness to Answer	305	(2)
Effort Required of the Respondents	305	(1)
Context	306	(1)
Legitimate Purpose	306	(1)
Sensitive Information	306	(1)
Increasing the Willingness of Respondents	306	(1)
Choosing Question Structure	307	(4)
Unstructured Questions	307	(1)
Structured Questions	308	(3)
Choosing Question Wording	311	(3)
Define the Issue	311	(1)
Use Ordinary Words	311	(1)
Use Unambiguous Words	312	(1)
Avoid Leading or Biasing Questions	312	(1)
Avoid Implicit Alternatives	313	(1)
Avoid Implicit Assumptions	313	(1)
Avoid Generalizations and Estimates	313	(1)
Dual Statements: Positive and Negative	314	(1)
Determining the Order of Questions	314	(3)
Opening Questions	314	(1)
Type of Information	315	(1)
Difficult Questions	315	(1)
Effect on Subsequent Questions	315	(1)
Logical Order	316	(1)
Form and Layout	317	(1)
Reproduction of the Questionnaire	318	(1)
Pretesting	319	(3)
Observational Forms	322	(1)
International Marketing Research	323	(1)
Ethics in Marketing Research	324	(3)
SPSS Windows	327	(1)
Summary	327	(1)
Key Terms and Concepts	327	(1)
Suggested Cases, Video Cases, and HBS Cases	328	(1)
Live Research: Conducting a Marketing Research Project	328	(1)
Acronyms	328	(1)
Exercises	329	(1)
Internet and Computer Exercises	330	(1)
Activities	331	(1)
Sampling: Design and Procedures	332	(32)
Objectives	332	(1)
Overview	333	(2)
Sample or Census	335	(1)
The Sampling Design Process	336	(4)
Define the Target Population	336	(1)
Determine the Sampling Frame	337	(1)
Select a Sampling Technique	337	(1)
Determine the Sample Size	338	(1)
Execute the Sampling Process	339	(1)
A Classification of Sampling Techniques	340	(1)
Nonprobability Sampling Techniques	341	(5)
Convenience Sampling	341	(2)
Judgmental Sampling	343	(1)
Quota Sampling	344	(1)
Snowball Sampling	345	(1)
Probability Sampling Techniques	346	(8)
Simple Random Sampling	346	(1)
Systematic Sampling	347	(1)
Stratified Sampling	348	(2)
Cluster Sampling	350	(4)
Other Probability Sampling Techniques	354	(1)
Choosing Nonprobability Versus Probability Sampling	354	(2)
Uses of Nonprobability and Probability Sampling	356	(1)
Internet Sampling	356	(2)
Issues in Online Sampling	356	(1)
Online Sampling Techniques	357	(1)
International Marketing Research	358	(1)
Ethics in Marketing Research	359	(1)
Summary	360	(1)
Key Terms and Concepts	361	(1)
Suggested Cases, Video Cases, and HBS Cases	361	(1)
Live Research: Conducting a Marketing Research Project	362	(1)
Acronyms	362	(1)
Exercises	362	(1)
Internet and Computer Exercises	363	(1)
Activities	363	(1)
Sampling: Final and Initial Sample Size Determination	364	(45)
Objectives	364	(1)
Overview	365	(1)
Definitions and Symbols	366	(1)
The Sampling Distribution	367	(2)
Statistical Approach to Determining Sample Size	369	(1)
The Confidence Interval Approach	369	(6)
Sample Size Determination: Means	370	(2)
Sample Size Determination: Proportions	372	(3)
Multiple Characteristics and Parameters	375	(1)
Other Probability Sampling Techniques	376	(1)
Adjusting the Statistically Determined Sample Size	376	(1)
Nonresponse Issues in Sampling	377	(6)
Improving the Response Rates	378	(3)
Adjusting for Nonresponse	381	(2)
International Marketing Research	383	(1)
Ethics in Marketing Research	383	(2)
SPSS Windows	385	(1)
Summary	386	(1)
Key Terms and Concepts	386	(1)
Suggested Cases, Video Cases, and HBS Cases	386	(1)
Live Research: Conducting a Marketing Research Project	387	(1)
Acronyms	387	(1)
Exercises	387	(1)
Internet and Computer Exercises	388	(1)
Activities	388	(1)
Appendix 12A	388	(3)
Cases for Part II
The Forecast Is Sunny for the Weather Channel	391	(1)
Who Is the Host with the Most?	392	(3)
Candy Is Dandy for Hershey	395	(2)
Fragrances Are Sweet, But Competition Is Bitter	397	(4)
Is Super Bowl Advertising Super Effective?	401	(2)
Video Cases for Part II
Starbucks: Staying Local While Going Global Through Marketing Research	403	(1)
Nike: Associating Athletes, Performance, and the Brand	404	(1)
Intel: Building Blocks Inside Out	405	(2)
Nivea: Marketing Research Leads to Consistency in Marketing	407	(2)
PART III DATA COLLECTION, PREPARATION, ANALYSIS, AND REPORTING	409	(362)
Fieldwork	410	(16)
Objectives	410	(1)
Overview	411	(1)
The Nature of Fieldwork	412	(1)
Fieldwork/Data-Collection Process	412	(1)
Selection of Field Workers	413	(1)
Training of Field Workers	414	(3)
Making the Initial Contact	414	(1)
Asking the Questions	414	(1)
Probing	415	(1)
Recording the Answers	415	(1)
Terminating the Interview	416	(1)
Supervision of Field Workers	417	(1)
Quality Control and Editing	417	(1)
Sampling Control	417	(1)
Control of Cheating	418	(1)
Central Office Control	418	(1)
Validation of Fieldwork	418	(1)
Evaluation of Field Workers	418	(2)
Cost and Time	418	(1)
Response Rates	418	(1)
Quality of Interviewing	418	(1)
Quality of Data	419	(1)
International Marketing Research	420	(1)
Ethics in Marketing Research	421	(2)
SPSS Windows	423	(1)
Summary	423	(1)
Key Terms and Concepts	424	(1)
Suggested Cases, Video Cases, and HBS Cases	424	(1)
Live Research: Conducting a Marketing Research Project	424	(1)
Acronyms	424	(1)
Exercises	425	(1)
Internet and Computer Exercises	425	(1)
Activities	425	(1)
Data Preparation	426	(28)
Objectives	426	(1)
Overview	427	(1)
The Data-Preparation Process	428	(1)
Questionnaire Checking	429	(1)
Editing	429	(2)
Treatment of Unsatisfactory Responses	430	(1)
Coding	431	(4)
Coding Questions	431	(2)
Codebook	433	(2)
Transcribing	435	(1)
Data Cleaning	436	(2)
Consistency Checks	436	(1)
Treatment of Missing Responses	437	(1)
Statistically Adjusting the Data	438	(2)
Weighting	438	(1)
Variable Respecification	439	(1)
Scale Transformation	439	(1)
Selecting a Data Analysis Strategy	440	(1)
A Classification of Statistical Techniques	441	(2)
International Marketing Research	443	(1)
Ethics in Marketing Research	444	(2)
Statistical Software	446	(1)
SPSS Windows	447	(4)
Summary	451	(1)
Key Terms and Concepts	451	(1)
Suggested Cases, Video Cases, and HBS Cases	452	(1)
Live Research: Conducting a Marketing Research Project	452	(1)
Acronyms	452	(1)
Exercises	452	(1)
Internet and Computer Exercises	453	(1)
Activities	453	(1)
Frequency Distribution, Cross-Tabulation, and Hypothesis Testing	454	(48)
Objectives	454	(1)
Overview	455	(2)
Frequency Distribution	457	(3)
Statistics Associated with Frequency Distribution	460	(3)
Measures of Location	460	(1)
Measures of Variability	461	(1)
Measures of Shape	462	(1)
Introduction to Hypothesis Testing	463	(1)
A General Procedure for Hypothesis Testing	464	(4)
Step 1: Formulate the Hypotheses	464	(1)
Step 2: Select an Appropriate Test	465	(1)
Step 3: Choose Level of Significance, a	465	(1)
Step 4: Collect Data and Calculate Test Statistic	466	(1)
Step 5: Determine the Probability (Critical Value)	467	(1)
Steps 6 and 7: Compare the Probability (Critical Value) and Make the Decision	467	(1)
Step 8: Marketing Research Conclusion	468	(1)
Cross-Tabulations	468	(5)
Two Variables	469	(1)
Three Variables	470	(3)
General Comments on Cross-Tabulation	473	(1)
Statistics Associated with Cross-Tabulation	473	(4)
Chi-Square	474	(1)
Phi Coefficient	475	(1)
Contingency Coefficient	476	(1)
Cramer's V	476	(1)
Lambda Coefficient	476	(1)
Other Statistics	477	(1)
Cross-Tabulation in Practice	477	(1)
Hypothesis Testing Related to Differences	478	(1)
Parametric Tests	479	(6)
One Sample	479	(1)
Two Independent Samples	480	(3)
Paired Samples	483	(2)
Nonparametric Tests	485	(6)
One Sample	485	(1)
Two Independent Samples	486	(2)
Paired Samples	488	(3)
Statistical Software	491	(2)
SPSS Windows	493	(3)
Summary	496	(1)
Key Terms and Concepts	496	(1)
Suggested Cases, Video Cases, and HBS Cases	497	(1)
Live Research: Conducting a Marketing Research Project	497	(1)
Acronyms	498	(1)
Exercises	498	(1)
Internet and Computer Exercises	499	(1)
Activities	500	(2)
Analysis of Variance and Covariance	502	(32)
Objectives	502	(1)
Overview	503	(2)
Relationship Among Techniques	505	(1)
One-Way Analysis of Variance	506	(1)
Statistics Associated with One-Way Analysis of Variance	507	(1)
Conducting One-Way Analysis of Variance	507	(3)
Identify the Dependent and Independent Variables	507	(1)
Decompose the Total Variation	508	(1)
Measure the Effects	509	(1)
Test the Significance	509	(1)
Interpret the Results	510	(1)
Illustrative Data	510	(1)
Illustrative Applications of One-Way Analysis of Variance	511	(3)
Assumptions in Analysis of Variance	514	(1)
N-Way Analysis of Variance	515	(1)
Illustrative Application of N-Way Analysis of Variance	516	(3)
Analysis of Covariance	519	(1)
Issues in Interpretation	520	(3)
Interactions	520	(1)
Relative Importance of Factors	521	(1)
Multiple Comparisons	522	(1)
Repeated Measures ANOVA	523	(2)
Nonmetric Analysis of Variance	525	(1)
Multivariate Analysis of Variance	525	(2)
Statistical Software	527	(1)
SPSS Windows	528	(1)
Summary	529	(1)
Key Terms and Concepts	530	(1)
Suggested Cases, Video Cases, and HBS Cases	530	(1)
Live Research: Conducting a Marketing Research Project	531	(1)
Acronyms	531	(1)
Exercises	531	(1)
Internet and Computer Exercises	532	(1)
Activities	533	(1)
Correlation and Regression	534	(40)
Objectives	534	(1)
Overview	535	(1)
Product Moment Correlation	536	(4)
Partial Correlation	540	(2)
Nonmetric Correlation	542	(1)
Regression Analysis	542	(1)
Bivariate Regression	543	(1)
Statistics Associated with Bivariate Regression Analysis	543	(1)
Conducting Bivariate Regression Analysis	544	(8)
Plot the Scatter Diagram	544	(2)
Formulate the Bivariate Regression Model	546	(1)
Estimate the Parameters	546	(1)
Estimate Standardized Regression Coefficient	547	(1)
Test for Significance	548	(1)
Determine the Strength and Significance of Association	549	(2)
Check Prediction Accuracy	551	(1)
Assumptions	552	(1)
Multiple Regression	552	(1)
Statistics Associated with Multiple Regression	553	(1)
Conducting Multiple Regression Analysis	554	(6)
Partial Regression Coefficients	554	(1)
Strength of Association	555	(1)
Significance Testing	556	(1)
Examination of Residuals	557	(3)
Stepwise Regression	560	(1)
Multicollinearity	561	(1)
Relative Importance of Predictors	562	(1)
Cross-Validation	563	(1)
Regression with Dummy Variables	564	(1)
Analysis of Variance and Covariance with Regression	564	(2)
Statistical Software	566	(2)
SPSS Windows	568	(1)
Summary	569	(1)
Key Terms and Concepts	570	(1)
Suggested Cases, Video Cases, and HBS Cases	570	(1)
Live Research: Conducting a Marketing Research Project	571	(1)
Acronyms	571	(1)
Exercises	571	(1)
Internet and Computer Exercises	572	(1)
Activities	573	(1)
Discriminant and Logit Analysis	574	(34)
Objectives	574	(1)
Overview	575	(1)
Basic Concept of Discriminant Analysis	576	(1)
Relationship of Discriminant Analysis to Regression and ANOVA	577	(1)
Discriminant Analysis Model	577	(1)
Statistics Associated with Discriminant Analysis	578	(1)
Conducting Discriminant Analysis	579	(9)
Formulate the Problem	580	(1)
Estimate the Discriminant Function Coefficients	580	(4)
Determine the Significance of Discriminant Function	584	(1)
Interpret the Results	584	(2)
Assess Validity of Discriminant Analysis	586	(2)
Multiple Discriminant Analysis	588	(5)
Formulate the Problem	588	(1)
Estimate the Discriminant Function Coefficients	588	(3)
Determine the Significance of the Discriminant Function	591	(1)
Interpret the Results	591	(2)
Assess Validity of Discriminant Analysis	593	(2)
Stepwise Discriminant Analysis	595	(1)
The Logit Model	595	(7)
Estimating the Binary Logit Model	596	(1)
Model Fit	597	(1)
Significance Testing	597	(1)
Interpretation of the Coefficients	597	(1)
An Illustrative Application of Logistic Regression	598	(4)
Statistical Software	602	(1)
SPSS Windows	602	(2)
Summary	604	(1)
Key Terms and Concepts	605	(1)
Suggested Cases, Video Cases, and HBS Cases	605	(1)
Live Research: Conducting a Marketing Research Project	605	(1)
Acronyms	606	(1)
Exercises	606	(1)
Internet and Computer Exercises	606	(1)
Activities	607	(1)
Factor Analysis	608	(26)
Objectives	608	(1)
Overview	609	(1)
Basic Concept	609	(2)
Factor Analysis Model	611	(1)
Statistics Associated with Factor Analysis	612	(1)
Conducting Factor Analysis	612	(11)
Formulate the Problem	613	(1)
Construct the Correlation Matrix	613	(3)
Determine the Method of Factor Analysis	616	(1)
Determine the Number of Factors	617	(1)
Rotate Factors	618	(1)
Interpret Factors	619	(1)
Calculate Factor Scores	620	(1)
Select Surrogate Variables	620	(1)
Determine the Model Fit	621	(2)
Applications of Common Factor Analysis	623	(5)
Statistical Software	628	(1)
SPSS Windows	629	(1)
Summary	630	(1)
Key Terms and Concepts	630	(1)
Suggested Cases, Video Cases, and HBS Cases	631	(1)
Live Research: Conducting a Marketing Research Project	631	(1)
Acronyms	631	(1)
Exercises	631	(1)
Internet and Computer Exercises	632	(1)
Activities	633	(1)
Cluster Analysis	634	(26)
Objectives	634	(1)
Overview	635	(1)
Basic Concept	636	(2)
Statistics Associated with Cluster Analysis	638	(1)
Conducting Cluster Analysis	638	(10)
Formulate the Problem	639	(1)
Select a Distance or Similarity Measure	639	(1)
Select a Clustering Procedure	640	(3)
Decide on the Number of Clusters	643	(3)
Interpret and Profile the Clusters	646	(1)
Assess Reliability and Validity	647	(1)
Applications of Nonhierarchical Clustering	648	(2)
Applications of TwoStep Clustering	650	(3)
Clustering Variables	653	(2)
Statistical Software	655	(1)
SPSS Windows	655	(2)
Summary	657	(1)
Key Terms and Concepts	657	(1)
Suggested Cases, Video Cases, and HBS Cases	658	(1)
Live Research: Conducting a Marketing Research Project	658	(1)
Acronyms	658	(1)
Exercises	658	(1)
Internet and Computer Exercises	659	(1)
Activities	659	(1)
Multidimensional Scaling and Conjoint Analysis	660	(34)
Objectives	660	(1)
Overview	661	(2)
Basic Concepts in Multidimensional Scaling	663	(1)
Statistics and Terms Associated with MDS	664
Conducting Multidimensional Scaling	661	(10)
Formulate the Problem	664	(1)
Obtain Input Data	665	(2)
Select an MDS Procedure	667	(1)
Decide on the Number of Dimensions	667	(2)
Label the Dimensions and Interpret the Configuration	669	(1)
Assess Reliability and Validity	670	(1)
Assumptions and Limitations of MDS	671	(1)
Scaling Preference Data	671	(2)
Correspondence Analysis	673	(1)
Relationship Among MDS, Factor Analysis, and Discriminant Analysis	674	(1)
Basic Concepts in Conjoint Analysis	674	(1)
Statistics and Terms Associated with Conjoint Analysis	675	(1)
Conducting Conjoint Analysis	675	(9)
Formulate the Problem	676	(1)
Construct the Stimuli	677	(1)
Decide on the Form of Input Data	678	(1)
Select a Conjoint Analysis Procedure	679	(3)
Interpret the Results	682	(1)
Assessing Reliability and Validity	683	(1)
Assumptions and Limitations of Conjoint Analysis	684	(1)
Hybrid Conjoint Analysis	684	(5)
Statistical Software	689	(1)
SPSS Windows	690	(1)
Summary	691	(1)
Key Terms and Concepts	691	(1)
Suggested Cases, Video Cases, and HBS Cases	692	(1)
Live Research: Conducting a Marketing Research Project	692	(1)
Acronyms	692	(1)
Exercises	692	(1)
Internet and Computer Exercises	693	(1)
Activities	693	(1)
Report Preparation and Presentation	694	(24)
Objectives	694	(1)
Overview	695	(1)
Importance of the Report and Presentation	696	(1)
The Report Preparation and Presentation Process	696	(2)
Report Preparation	698	(1)
Report Format	698	(3)
Title Page	699	(1)
Letter of Transmittal	699	(1)
Letter of Authorization	699	(1)
Table of Contents	699	(1)
Executive Summary	699	(1)
Problem Definition	699	(1)
Approach to the Problem	700	(1)
Research Design	700	(1)
Data Analysis	700	(1)
Results	700	(1)
Limitations and Caveats	700	(1)
Conclusions and Recommendations	700	(1)
Report Writing	701	(1)
Readers	701	(1)
Easy to Follow	701	(1)
Presentable and Professional Appearance	702	(1)
Objective	702	(1)
Reinforce Text with Tables and Graphs	702	(1)
Terse	702	(1)
Guidelines for Tables	702	(1)
Title and Number	702	(1)
Arrangement of Data Items	702	(1)
Basis of Measurement	703	(1)
Leaders, Rulings, and Spaces	703	(1)
Explanations and Comments: Headings, Stubs, and Footnotes	703	(1)
Sources of the Data	703	(1)
Guidelines for Graphs	703	(3)
Geographic and Other Maps	703	(1)
Round or Pie Charts	704	(1)
Line Charts	704	(1)
Pictographs	704	(1)
Histograms and Bar Charts	704	(1)
Schematic Figures and Flowcharts	705	(1)
Report Distribution	706	(2)
Oral Presentation	708	(1)
Reading the Research Report	709	(2)
Addresses the Problem	709	(1)
Research Design	709	(1)
Execution of the Research Procedures	710	(1)
Numbers and Statistics	710	(1)
Interpretation and Conclusions	710	(1)
Generalizability	710	(1)
Disclosure	710	(1)
Research Follow-Up	711	(1)
Assisting the Client	711	(1)
Evaluation of the Research Project	711	(1)
International Marketing Research	712	(1)
Ethics in Marketing Research	713	(1)
Statistical Software	714	(1)
SPSS Windows	714	(1)
Summary	715	(1)
Key Terms and Concepts	715	(1)
Suggested Cases, Video Cases, and HBS Cases	715	(1)
Live Research: Conducting a Marketing Research Project	715	(1)
Acronyms	716	(1)
Exercises	716	(1)
Internet and Computer Exercises	717	(1)
Activities	717	(1)
International Marketing Research	718	(53)
Objectives	718	(1)
Overview	719	(2)
Marketing Research Goes International	721	(1)
A Framework for International Marketing Research	722	(4)
The Environment	723	(1)
Marketing Environment	723	(1)
Government Environment	724	(1)
Legal Environment	724	(1)
Economic Environment	724	(1)
Structural Environment	725	(1)
Informational and Technological Environment	725	(1)
Sociocultural Environment	725	(1)
Survey Methods	726	(4)
Telephone Interviewing and CATI	727	(1)
In-Home Personal Interviews	727	(1)
Mall Intercept and CAPI	728	(1)
Mail Interviews	728	(1)
Mail and Scanner Panels	729	(1)
Electronic Surveys	729	(1)
Measurement and Scaling	730	(2)
Questionnaire Translation	732	(2)
Ethics in Marketing Research	734	(1)
Statistical Software	735	(1)
Summary	735	(1)
Key Terms and Concepts	735	(1)
Suggested Cases, Video Cases, and HBS Cases	735	(1)
Live Research: Conducting a Marketing Research Project	736	(1)
Acronyms	736	(1)
Exercises	736	(1)
Internet and Computer Exercises	737	(1)
Activities	737	(2)
Cases for Part III
Is Celebrity Advertising Worth Celebrating?	739	(2)
The Demographic Discovery of the New Millennium	741	(3)
Matsushita Retargets the U.S.A.	744	(1)
Pampers Curing Its Rash of Market Share	745	(3)
DaimlerChrysler Seeks a New Image	748	(2)
Cingular Wireless: A Singular Focus	750	(5)
IBM: The World's Top Provider of Computer Hardware, Software, and Services	755	(7)
Kimberly-Clark: Competing Through Innovation	762	(7)
Video Case for Part III
The Mayo Clinic: Staying Healthy with Marketing Research	769	(2)
PART IV COMPREHENSIVE CASES AND COMPREHENSIVE VIDEO CASES	771
Experiential Research Case: Dell Direct	773	(6)
Cases for Part IV	779	(1)
Wachovia: ``Watch Ovah Ya'' Finances	779	(6)
Wendy's: History and Life After Dave Thomas	785	(6)
Astec: Continuing to Grow	791	(8)
Is Marketing Research the Cure for Norton Healthcare Kosair Children's Hospital's Ailments?	799	(8)
Video Cases for Part IV	807	(1)
Subaru: ``Mr. Survey'' Monitors Customer Satisfaction	807	(1)
Procter & Gamble: Using Marketing Research to Build Brands	808	(3)
Comprehensive Harvard Business School Cases	811	(1)
The Harvard Graduate Student Housing Survey (9-505-059)	811	(1)
BizRate.Com (9-501-024)	811	(1)
Cola Wars Continue: Coke and Pepsi in the Twenty-First Century (9-702-442)	811	(1)
TiVo in 2002 (9-502-062)	811	(1)
Compaq Computer: Intel Inside? (9-599-061)	811	(1)
The New Beetle (9-501-023)	811
Appendix: Statistical Tables	1	(1)
Notes	1	(1)
Index	1	(1)
Photo Credits	1