Basic Marketing Research

Name: Basic Marketing Research
Availability: OutOfStock
ISBN: 9780030072772

ISBN-10: 0030072778

ISBN-13: 9780030072772

Edition: Teachers Edition, Instructors Manual, etc.

Authors: Gilbert A. Churchill

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Book details

List price: $23.00
Publisher: Harcourt College Publishers
Binding: Paperback
Language: English

Preface	p. v
Introduction to Marketing Research and Problem Definition	p. 2
Role of Marketing Research	p. 4
Case in Marketing Research	p. 5
Role of Marketing Research in Marketing Management	p. 7
Who Does Marketing Research?	p. 12
Organization of Marketing Research	p. 16
Marketing Research--On the Job at Quaker Oats	p. 17
Job Opportunities in Marketing Research	p. 19
Marketing Research Job Titles and Responsibilities	p. 19
Back to the Case	p. 22
Summary	p. 23
Gathering Marketing Intelligence	p. 28
Case in Marketing Research	p. 29
Fundamental Difference	p. 30
Marketing Information Systems	p. 31
Sales Analysis and Sales Expense and Margin Reports in a Consumer Food Products Company	p. 32
Decision Support Systems	p. 34
A Controversy Over the Use of Automobile License Data	p. 36
DSS versus MIS	p. 42
The Future of DSS versus Traditional Marketing Research	p. 42
Experience at Clorox in Using the Metaphor Dialog System	p. 43
Back to the Case	p. 44
Summary	p. 44
Process of Marketing Research	p. 50
Case in Marketing Research	p. 51
Major Thrusts of Marketing Research at the Gillette Company	p. 53
Sequence of Steps in Marketing Research	p. 53
Back to the Case	p. 60
Summary	p. 61
Marketing Research Ethics	p. 63
Problem Formulation	p. 78
Case in Marketing Research	p. 79
Problem Formulation	p. 80
Managers as Active Participants in the Research Process	p. 82
Translating the Decision Problem into a Research Problem	p. 87
Decision Trees	p. 91
The Research Proposal	p. 92
When Is Marketing Research Justified?	p. 94
Choosing and Using a Research Supplier	p. 96
How Clients and Marketing Research Firms Should Not Work Together	p. 99
Back to the Case	p. 99
Summary	p. 100
Research Project	p. 105
Cases to Part One	p. 106
Research Design	p. 110
Types of Research Design and Exploratory Research	p. 112
Case in Marketing Research	p. 113
Research Design as a Plan of Action	p. 114
Types of Research Design	p. 114
Exploratory Research	p. 118
Use of Experience Survey to Gain Insight into a Declining Sales Situation	p. 122
Global Focus Groups	p. 124
Back to the Case	p. 129
Summary	p. 163
Descriptive and Causal Research Designs	p. 136
Case in Marketing Research	p. 137
Descriptive Research Designs	p. 138
Comparison of Responses of the Market Facts Mail Panel and Randomly Selected Telephone Samples	p. 147
Causal Research Designs	p. 148
Research Conducted by Wendy's for the "Big Classic" Hamburger	p. 155
Use of an Electronic Test Market by Ocean Spray	p. 160
Back to Case	p. 162
Summary	p. 163
Research Project	p. 172
Cases to Part Two	p. 173
Data Collection Methods	p. 188
Secondary Data	p. 190
Case in Marketing Research	p. 191
Advantages of Secondary Data	p. 192
Disadvantages of Secondary Data	p. 194
Inconsistencies in the Information Collected in Country Censuses	p. 195
Using the Source to Evaluate the Accuracy of Secondary Data	p. 197
Types of Secondary Data: Internal and External	p. 198
Targeting: It's in the Cards	p. 201
Back to the Case	p. 20
Summary	p. 209
Standardized Marketing Information Services	p. 232
Case in Marketing Research	p. 233
Profiling Customers	p. 234
Measuring Product Sales and Market Share	p. 237
Use of Geodemographic Data	p. 239
Measuring Advertising Exposure and Effectiveness	p. 244
Grousing about People Meters	p. 247
Customized Measurements	p. 251
Back to the Case	p. 253
Summary	p. 254
Collecting Primary Data	p. 258
Case in Marketing Research	p. 259
Types of Primary Data	p. 260
Life-Style Descriptions of Seven Most Common Shopper Types	p. 263
Obtaining Primary Data	p. 268
Back to the Case	p. 272
Summary	p. 273
Collecting Information by Questionnaire	p. 278
Case in Marketing Research	p. 279
Communication Methods	p. 280
Methods of Administering Questionnaires	p. 287
Map of Worldwide Telephone Ownership	p. 290
Among Those Participating in a Survey in a Year, the Percentage of People Participating in Various Types	p. 296
Back to the Case	p. 301
Summary	p. 301
Collecting Information by Observation	p. 308
Case in Marketing Research	p. 309
Methods of Observation	p. 310
Video Ratings and Passive People Meters	p. 319
Back to the Case	p. 320
Summary	p. 321
Research Project	p. 326
Cases to Part Three	p. 327
Data Collection Forms	p. 338
Designing the Questionnaire or Observation form	p. 340
Case in Marketing Research	p. 341
Questionnaire Design	p. 342
How Cultural Differences Affect Marketing Research in Different Countries	p. 346
How the Order in Which the Alternatives Are Listed Affects the Distribution of Replies	p. 357
A Rogues' Gallery of Problem Words	p. 360
Contents of and Sample Cover Letter for a Mail Questionnaire	p. 368
Observation Forms	p. 371
Back to the Case	p. 378
Summary	p. 378
Measurement Basics	p. 388
Case in Marketing Research	p. 389
Scales of Measurement	p. 390
Scaling of Psychological Attributes	p. 393
Introduction to Psychological Measurement	p. 394
Measuring the Construct "Discretionary Income"	p. 396
Variations in Measured Scores	p. 399
Impact of Culture on Response Styles	p. 400
Classification and Assessment of Error	p. 402
Developing Measures	p. 408
Back to the Case	p. 411
Summary	p. 411
Measuring Attitudes, Perceptions, and Preferences	p. 418
Case in Marketing Research	p. 419
Attitude-Scaling Procedures	p. 421
Opinions in Various Countries about Advertising in Different Media	p. 421
Self-Report Attitude Scales	p. 423
Other Ratings Scales	p. 428
Most Important Considerations When Shopping for Selected Appliances	p. 429
Determining Which Scale to Use	p. 432
Perceptual Scaling	p. 433
Conjoint Analysis	p. 439
Use of Conjoint Analysis and Perceptual Mapping in Combination	p. 441
Back to the Case	p. 444
Summary	p. 445
Research Project	p. 453
Cases to Part Four	p. 459
Sampling and Data Collection	p. 472
Types of Samples and Simple Random Sampling	p. 474
Case in Marketing Research	p. 475
Required Steps in Sampling	p. 476
Types of Sampling Plans	p. 479
Nonprobability Samples	p. 480
The Problem of Representativeness of Convenience Samples	p. 482
The Ad Is Slick, Clever, Expensive--But Is Anybody Reading It?	p. 484
Probability Samples	p. 486
Simple Random Sampling	p. 487
Back to the Case	p. 500
Summary	p. 501
Stratified and Cluster Suppling	p. 508
Case in Marketing Research	p. 509
Stratified Sample	p. 510
Disproportionate Statutied Sampling Scheme Used by Nielsen	p. 517
Stratified versus Quota Sample	p. 518
Cluster Sample	p. 518
Summary Comments on Probability Sampling	p. 523
Back to the Case	p. 525
Summary	p. 526
Sample Size	p. 532
Case in Marketing Research	p. 533
Basic Considerations in Determining Sample Size	p. 534
Sample Size Determination When Estimating Means	p. 535
Guidelines for Estimating Variance for Data Obtained Using Rating Scales	p. 541
Sample Size Determination When Estimating Proportions	p. 543
Population Size and Sample Size	p. 545
Other Probability Sampling Plans	p. 548
Sample Size Determination Using Anticipated Cross Classifications	p. 549
Determining Sample Size Using Historic Evidence	p. 551
Back to the Case	p. 552
Summary	p. 553
Collecting the Data: Field Procedures and Nonsampling Errors	p. 560
Case in Marketing Research	p. 561
Impact and Importance of Nonsampling Errors	p. 562
Types of Nonsampling Errors	p. 563
Nonsampling Errors Can Have Disastrous Consequences	p. 564
Trends in Refusal Rates and Reasons Given for Refusing to Participate	p. 575
Even the Census Bureau Must Contend with Interviewer Cheating	p. 585
Total Error Is Key	p. 586
Back to the Case	p. 589
Summary	p. 590
Research Project	p. 598
Cases to Part Five	p. 601
Data Analysis	p. 624
Data Analysis: Preliminary Steps	p. 626
Case in Marketing Research	p. 627
Editing	p. 628
Coding	p. 630
Tabulation	p. 632
The Disappearance of the Middle Class: Fact or Fancy?	p. 655
Presenting Tabular Data	p. 657
Back to the Case	p. 658
Summary	p. 659
Hypothesis Testing	p. 672
Data Analysis: Examining Differences	p. 684
Case in Marketing Research	p. 685
Goodness of Fit	p. 686
Kolmogorov-Smirnov Test	p. 688
Hypotheses about One Mean	p. 690
Testing Hypotheses about a Single Mean	p. 692
Hypotheses about Two Means	p. 694
Testing Hypotheses about the Differences in Two Means	p. 698
Hypotheses about Two Proportions	p. 701
Back to the Case	p. 703
Summary	p. 705
Analysis of Variance	p. 712
Data Analysis: Investigating Associations	p. 718
Case in Marketing Research	p. 719
Simple Regression and Correlation Analysis	p. 721
The Importance of Theory in Marketing Research	p. 722
Multiple-Regression Analysis	p. 733
Walkup's Laws of Statistics	p. 734
Summary Comments on Data Analysis	p. 742
Life on the Mississippi--742 Years from Now	p. 743
Back to the Case	p. 743
Summary	p. 745
Nonparametric Measures of Association	p. 752
Research Project	p. 761
Cases to Part Six	p. 765
Research Reports	p. 796
The Written Research Report	p. 798
Case in Marketing Research	p. 799
Research Report Criteria	p. 800
Writing Criteria	p. 801
How to Write Your Way Out of a Job	p. 803
Some Suggestions When Choosing Words for Marketing Research Report	p. 804
Form of Report	p. 806
Back to the Case	p. 815
Summary	p. 815
The Oral Research Report	p. 820
Case in Marketing Research	p. 821
Preparing the Oral Report	p. 822
Ten Tips for Preparing Effective Presentation Visuals	p. 823
Delivering the Oral Report	p. 823
Graphic Presentation of the Results	p. 823
Putting Slide Graphics to Use	p. 834
Back to the Case	p. 834
Summary	p. 835
Epilogue	p. 839
Research Project	p. 842
Appendix	p. 844
Index	p. 851
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