Essentials of Marketing Research

Name: Essentials of Marketing Research
Price: 7.34 USD
Availability: InStock
ISBN: 9780030243561

ISBN-10: 0030243564

ISBN-13: 9780030243561

Edition: 1999

Authors: William G. Zikmund

List price: $199.95

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The organisation of Essentials of Marketing Research follows the logic of the marketing research process. The book begins by discussing the scope of marketing research, & provides an overview of problem definition & the marketing research process.

Book details

List price: $199.95
Copyright year: 1999
Publisher: Harcourt College Publishers
Publication date: 7/13/1998
Binding: Hardcover
Pages: 448
Size: 8.19" wide x 10.31" long x 0.84" tall
Weight: 2.178
Language: English

William G. Zikmund, Ph.D., was a professor of marketing at Oklahoma State University until his death in 2002. He received his bachelor of science degree in marketing from the University of Colorado, a master of science degree from Southern Illinois University, and a Ph.D. in business administration with a concentration in marketing from the University of Colorado. Professor Zikmund worked in marketing research for Conway/Millikin Company and Remington Arms Company before beginning his academic career, and he had extensive consulting experience with business and not-for-profit organizations. Professor Zikmund published dozens of articles and papers in a diverse group of scholarly journals,…

Preface	p. xv
Introduction
The Role of Marketing Research	p. 1
The Nature of Marketing Research	p. 2
The Marketing Concept	p. 4
The Managerial Value of Marketing Research for Strategic Decision Making	p. 9
When Is Marketing Research Needed?	p. 15
Marketing Research in the 21st Century	p. 17
Global Information Systems and the Internet	p. 23
Data versus Information	p. 24
The Characteristics of Valuable Information	p. 24
Global Information Systems	p. 25
Decision Support Systems	p. 26
What Is the Internet?	p. 34
The Marketing Research Process: an Overview	p. 42
Information Reduces Uncertainty	p. 43
Types of Marketing Research	p. 43
Stages in the Research Process	p. 46
The Research Proposal	p. 61
The Research Program Strategy	p. 61
The Human Side of Marketing Research: Organizational and Ethical Issues	p. 68
The Mission of the Research Department	p. 69
Degree of Marketing Research Sophistication	p. 69
Organizational Structure of Marketing Research	p. 71
Research Suppliers and Contractors	p. 74
Ethical Issues in Marketing Research	p. 75
Designing Research Studies
Exploratory Research and Qualitative Analysis	p. 87
Exploratory Research: What It Is and What It Is Not	p. 88
Why Conduct Exploratory Research?	p. 88
Categories of Exploratory Research	p. 90
Experience Surveys	p. 90
Secondary Data Analysis	p. 90
Case Studies	p. 91
Pilot Studies	p. 92
A Warning about Exploratory Research	p. 104
Secondary Data Research in a Digital Age	p. 112
Secondary Data Research	p. 113
Typical Objectives for Secondary Data Research Designs	p. 116
Sources of Secondary Data	p. 125
Single-Source Data: Integrated Information	p. 132
Sources for Global Research	p. 133
Survey Research	p. 140
The Nature of Surveys	p. 141
Errors in Survey Research	p. 141
Respondent Error	p. 143
Administrative Error	p. 147
Classifying Survey Research by Method of Communication	p. 149
Using Interviews to Communicate with Respondents	p. 149
Personal Interviews	p. 149
Telephone Interviews	p. 153
Self-Administered Questionnaires	p. 157
Self-Administered Questionnaires That Use Other Forms of Distribution	p. 163
Selecting the Appropriate Survey Research Design	p. 170
Pretesting	p. 171
Ethical Issues in Survey Research	p. 173
Observation	p. 181
When Is Observation Scientific?	p. 181
What Can Be Observed?	p. 181
The Nature of Observation Studies	p. 182
Observation of Human Behavior	p. 182
Direct Observation	p. 184
Ethical Issues in the Observation of Humans	p. 186
Observation of Physical Objects	p. 187
Content Analysis	p. 189
Mechanical Observation	p. 190
Experimental Research	p. 199
The Nature of Experiments	p. 200
Basic Issues in Experimental Design	p. 201
Ethical Issues in Experimentation	p. 207
Field and Laboratory Experiments	p. 207
Issues of Experimental Validity	p. 208
Classification of Experimental Designs	p. 212
Test Marketing	p. 217
Measurement
Measurement and Attitude Scaling	p. 225
What Is To Be Measured?	p. 226
Rules of Measurement	p. 228
Types of Scales	p. 228
Index Measures	p. 231
Three Criteria for Good Measurement	p. 231
Attitudes: Definition and Components	p. 233
The Attitude-Measuring Process	p. 234
Physiological Measures of Attitudes	p. 234
Attitude Rating Scales	p. 235
Measuring Behavioral Intention	p. 242
Ranking	p. 243
Sorting	p. 244
Questionnaire Design	p. 249
A Survey Is Only as Good as the Questions It Asks	p. 250
Questionnaire Design: An Overview of the Major Decisions	p. 250
What Should Be Asked?	p. 250
How Should Questions Be Phrased?	p. 251
The Art of Asking Questions	p. 255
What Is the Best Question Sequence?	p. 262
What Is the Best Layout?	p. 264
How Much Pretesting and Revising Are Necessary?	p. 276
Designing Questionnaires for Global Markets	p. 278
Sampling and Statistical Theory
Sampling Designs and Sampling Procedures	p. 290
Sampling Terminology	p. 291
Why Sample?	p. 291
Practical Sampling Concepts	p. 291
Random Sampling Error and Nonsampling Error	p. 296
Probability versus Nonprobability Sampling	p. 297
Nonprobability Sampling	p. 298
Probability Sampling	p. 301
Internet Sampling Is Unique	p. 306
What Is the Appropriate Sample Design?	p. 309
Determination of Sample Size: A Review of Statistical Theory	p. 314
Reviewing Basic Terminology	p. 315
Making Data Usable	p. 315
The Normal Distribution	p. 322
Population Distribution, Sample Distribution, and Sampling Distribution	p. 326
Central-Limit Theorem	p. 329
Estimation of Parameters	p. 331
Sample Size	p. 335
A Reminder about Statistics	p. 341
Analysis and Reporting
Basic Data Analysis	p. 346
The Nature of Descriptive Analysis	p. 347
Tabulation	p. 347
Cross-Tabulation	p. 348
Data Transformation	p. 352
Calculating Rank Order	p. 352
Tabular and Graphic Methods of Displaying Data	p. 353
Computer Programs for Analysis	p. 357
Univariate Statistics: Stating a Hypothesis	p. 361
Hypothesis Testing	p. 361
The Chi-Square Test for Goodness of Fit	p. 365
Choosing the Appropriate Technique	p. 367
Differences Between Groups and Relationships Among Variables	p. 379
Differences between Groups	p. 380
Relationships among Variables	p. 384
Multiple Regression Analysis	p. 391
Communicating Research Results: Research Report, Oral Presentation, and Research Follow-up	p. 400
Insights from the Communications Model	p. 401
The Report in Context	p. 401
Report Format	p. 401
The Oral Presentation	p. 404
Reports on the Internet	p. 407
The Research Follow-Up	p. 407
Comprehensive Cases with Computerized Databases
Statistical Tables	p. 419
Glossary of Frequently Used Symbols	p. 427
Glossary of Terms	p. 429
Endnotes	p. 439
Credits	p. 447
Index	p. 449
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