Essentials of Marketing Research

ISBN-10: 0324320876

ISBN-13: 9780324320879

Edition: 3rd 2007

List price: $182.95
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Description:

Don't think of yourself as a student, think of yourself as a manager. ESSENTIALS OF MARKETING RESEARCH puts you in the driver's seat with the latest information on how to harness the design, collection, analysis, and reporting of data to enhance your company's profits. This is a perfect marketing textbook for acing the class and a dependable resource for the future.
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Book details

List price: $182.95
Edition: 3rd
Copyright year: 2007
Publisher: Cengage South-Western
Publication date: 11/8/2006
Binding: Paperback
Pages: 432
Size: 8.25" wide x 10.50" long x 0.75" tall
Weight: 1.892
Language: English

Preface
Introduction
The Role of Marketing Research
Introduction
The Nature of Marketing Research
Marketing Research Defined
Applied and Basic Marketing Research
Research Snapshot: Good Fat and Bad Fat
The Scientific Method
The Marketing Concept
Customer Orientation
Long-Run Profitability
A Cross-Functional Effort
Research Snapshot: Harley-Davidson Goes Abroad
Keeping Customers and Building Relationships
Marketing Research: A Means for Implementing the Marketing Concept
The Managerial Value of Marketing Research for Strategic Decision Making
Identifying and Evaluating Opportunities
Analyzing and Selecting Target Markets
Planning and Implementing a Marketing Mix
Research Snapshot: Swifter or Swiffer?
Analyzing Marketing Performance
When Is Marketing Research Needed?
Time Constraints
Availability of Data
Nature of the Decision
Benefits versus Costs
Marketing Research in the Twenty-First Century
Communication Technologies
Research Snapshot: "Jacques" Daniels
Global Marketing Research
Summary
Key Terms and Concepts
Questions for Review and Critical Thinking
Research Activities
Krispy Kreme
Ben & Jerry's
Information Systems and Knowledge Management
Introduction
Information, Data, and Intelligence
The Characteristics of Valuable Information
Relevance
Quality
Timeliness
Completeness
Global Information Systems
Research Snapshot: RFID Technology Gets Cheaper-Marketing Knowledge Grows
Decision Support Systems
Databases and Data Warehousing
Input Management
Research Snapshot: Staying Home at Home Depot
Computerized Data Archives
Networks and Electronic Data Interchange
The Internet and Research
What Exactly Is the Internet?
Navigating the Internet
Interactive Media and Environmental Scanning
Information Technology
Intranets
Summary
Key Terms and Concepts
Questions for Review and Critical Thinking
Research Activities
Harvard Cooperative Society
Wine.com
IBM: Enterprise Resource Planning
The Marketing Research Process: An Overview
Introduction
Information Reduces Uncertainty
Types of Marketing Research
Exploratory Research
Descriptive Research
Research Snapshot: Cute, Funny or Sexy? What Makes a Mascot Tick?
Research Snapshot: Whines for Wines
Causal Research
Stages in the Research Process
Alternatives in the Research Process
Defining the Research Objectives
Research Snapshot: Nothing So Practical as Theory?
Selection of the Basic Research Method
Sampling
Gathering Data
Processing and Analyzing Data
Drawing Conclusions and Preparing a Report
The Research Program Strategy
Summary
Key Terms and Concepts
Questions for Review and Critical Thinking
Research Activities
Black Forest Motors/Mercedes-Benz
Fisher-Price Rescue Heroes
The Human Side of Marketing Research: Organizational and Ethical Issues
Who Does the Research?
Organizational Structure of Marketing Research
Marketing Research Jobs
Research Snapshot: Marketing Research Pays
Cross-Functional Teams
Research Suppliers and Contractors
Syndicated Service
Standardized Research Services
Limited Research Service Companies and Custom Research
Ethical Issues in Marketing Research
Ethical Questions Are Philosophical Questions
General Rights and Obligations of Concerned Parties
Rights and Obligations of the Research Participant
Research Snapshot: Is It Right, or Is It Wrong?
Rights and Obligations of the Researcher
Rights and Obligations of the Client Sponsor (User)
Privacy
Privacy on the Internet
A Final Note on Ethics
Summary
Key Terms and Concepts
Questions for Review and Critical Thinking
Research Activities
Global Eating
Big Brother Is Watching?
Designing Research Studies
Qualitative and Exploratory Research Tools
What Is Qualitative Research?
Describing a Qualitative Approach
Qualitative "versus" Quantitative Approaches
Research Snapshot: Surprises at P&G!
Exploratory Research
Why Conduct Exploratory Research?
Categories of Exploratory Research
Experience Surveys
Secondary Data Analysis
Case Studies
Research Snapshot: It's Like Riding a Bike!
Pilot Studies
Research Snapshot: Let the Computer Do Your Reading!
Exploratory Research in Science and in Practice
Misuses of Exploratory and Qualitative Research
Summary
Key Terms
Questions for Review and Critical Thinking
Research Activities
Disaster and Consumer Value
Goya
Edward Jones
Secondary Data Research in a Digital Age
Secondary Data Research
Advantages
Disadvantages
Typical Objectives for Secondary-Data Research Designs
Fact-Finding
Research Snapshot: New Trends-Music for Mobile Phones
Model Building
Data Mining
Research Snapshot: Mining Data from Blogs
Database Marketing and Customer Relationship Management
Sources of Secondary Data
Sources of Internal and Proprietary Data
External Data: The Distribution System
Information as a Product and Its Distribution Channels
Research Snapshot: Fandango and Nielsen Keeping an Eye on Moviegoers
Single-Source Data-Integrated Information
Sources for Global Research
Summary
Key Terms and Concepts
Questions for Review and Critical Thinking
Research Activities
Demand for Gas Guzzlers
FedEx Corporation
Survey Research: An Overview
The Nature of Surveys
Survey Objectives: Type of Information Gathered
Advantages of Surveys
Errors in Survey Research
Random Sampling Error
Systematic Error
Respondent Error
Nonresponse Error
Response Bias
Research Snapshot: My Opinion? It Depends on Your Words
Administrative Error
Data-Processing Error
Sample Selection Error
Interviewer Error
Interviewer Cheating
Rule-of-Thumb Estimates for Systematic Error
What Can Be Done to Reduce Survey Error?
Survey Research by Media
Human Interactive Media and Electronic Interactive Media
Noninteractive Media
Personal Interviews
Advantages of Personal Interviews
Disadvantages of Personal Interviews
Door-to-Door Interviews and Shopping Mall Intercepts
Research Snapshot: Matters of Taste
Global Considerations
Telephone Interviews
Characteristics of Telephone Interviews
Central Location Interviewing
Computer-Assisted Telephone Interviewing
Computerized Voice-Activated Telephone Interview
Global Considerations
Self-Administered Questionnaires
Mail Questionnaires
Response Rates
Increasing Survey Response Rate
Global Considerations
Self-Administered Questionnaires Using Other Forms of Distribution
Fax Surveys
E-Mail Surveys
Internet Surveys
Research Snapshot: Personalizing E-Mail Invitations
Kiosk Interactive Surveys
Survey Research That Mixes Modes
Selecting the Appropriate Survey Research Design
Pretesting
Ethical Issues in Survey Research
Summary
Key Terms and Concepts
Questions for Review and Critical Thinking
Research Activities
National Do Not Call Registry
Royal Bee Electric Fishing Reel
Observation
Observation in Marketing Research
What Can Be Observed?
The Nature of Observation Studies
Observation of Human Behavior
Complementary Evidence
Direct Observation
Research Snapshot: Hand Washing Overreported, Says Observational Research
Combining Direct Observation and Interviewing
Ethical Issues in the Observation of Humans
Observation of Physical Objects
Content Analysis
Mechanical Observation
Television Monitoring
Research Snapshot: Klipmart Watches Ad Viewership Online
Monitoring Website Traffic
Scanner-Based Research
Measuring Physiological Reactions
Summary
Key Terms and Concepts
Questions for Review and Critical Thinking
Mazda and Syzygy
Texas Instruments and E-Lab
Experimental Research: An Overview
The Nature of Experiments
Basic Issues in Experimental Design
Manipulation of the Independent Variable
Research Snapshot: Does Promotion Cause Intoxication?
Selection and Measurement of the Dependent Variable
Selection and Assignment of Test Units
Demand Characteristics
What Are Demand Characteristics?
Experimenter Bias and Demand Effects
Reducing Demand Characteristics
Establishing Control
Problems Controlling Extraneous Variables
Ethical Issues in Experimentation
Fundamental Questions in Experimentation
Basic versus Factorial Experimental Designs
Laboratory Experiments
Field Experiments
Research Snapshot: The Hidden in Hidden Valley Ranch
Issues of Experimental Validity
Internal Validity
External Validity
Trade-Offs Between Internal and External Validity
Classification of Experimental Designs
Symbolism for Diagramming Experimental Designs
Three Examples of Quasi-Experimental Designs
Three Alternative Experimental Designs
Using Test-Markets
Effective Uses of Test-Marketing
Research Snapshot: Test-Marketing Channels
Factors to Consider in Test-Market Selection
Summary
Key Terms and Concepts
Questions for Review and Critical Thinking
Research Activities
Examining Product Failure at No-Charge Electronics
Tooheys
Measurement
Measurement and Attitude Scaling
What Do I Measure?
Concepts
Operational Definitions
Levels of Scale Measurement
Nominal Scale
Ordinal Scale
Interval Scale
Ratio Scale
Mathematical and Statistical Analysis of Scales
Research Snapshot: Football Follies
Index Measures
Indexes and Composites
Three Criteria for Good Measurement
Reliability
Validity
Reliability versus Validity
Sensitivity
Attitudes in Marketing Research
Research Snapshot: This Hypothetical Construct Is a Four-Letter Word
Attitudes as Hypothetical Constructs
Techniques for Measuring Attitudes
Attitude Rating Scales
Simple Attitude Scales
Category Scales
Method of Summated Ratings: The Likert Scale
Semantic Differential
Numerical Scales
Stapel Scale
Constant-Sum Scale
Research Snapshot: A Measuring Stick for Website Usability
Graphic Rating Scales
Measuring Behavioral Intention
Behavioral Differential
Ranking
Paired Comparisons
Sorting
Summary
Key Terms and Concepts
Questions for Review and Critical Thinking
Research Activities
FlyAway Airways
Ha-Pah-Shu-Tse
Questionnaire Design
Questionnaire Quality and Design: Basic Considerations
What Should Be Asked?
Questionnaire Relevancy
Questionnaire Accuracy
How Should Questions Be Phrased?
Open-Ended Response versus Fixed-Alternative Questions
Types of Fixed-Alternative Questions
Phrasing Questions for Self-Administered, Telephone, and Personal Interview Surveys
The Art of Asking Questions
Avoid Complexity: Use Simple, Conversational Language
Avoid Leading and Loaded Questions
Research Snapshot: What to Do with the Clubhouse?
Avoid Ambiguity: Be as Specific as Possible
Avoid Double-Barreled Items
Avoid Making Assumptions
Research Snapshot: Who's Really Doing the Housework?
Avoid Burdensome Questions That May Tax the Respondent's Memory
What Is the Best Question Sequence?
Research Snapshot: What Citizens (Don't) Know about Climate Change
What Is the Best Layout?
Traditional Questionnaires
Internet Questionnaires
How Much Pretesting and Revising Are Necessary?
Designing Questionnaires for Global Markets
Summary
Key Terms and Concepts
Questions for Review and Critical Thinking
Research Activity
Agency for Healthcare Research and Quality
McDonald's Spanish Language Questionnaire
Sampling and Statistical Theory
Sampling Designs and Sampling Procedures
Sampling Terminology
Why Sample?
Pragmatic Reasons
Accurate and Reliable Results
Destruction of Test Units
Practical Sampling Concepts
Defining the Target Population
The Sampling Frame
Research Snapshot: George Gallup's Nation of Numbers
Sampling Units
Random Sampling and Nonsampling Errors
Random Sampling Error
Systematic Sampling Error
Less Than Perfectly Representative Samples
Probability versus Nonprobability Sampling
Nonprobability Sampling
Convenience Sampling
Judgment Sampling
Quota Sampling
Snowball Sampling
Probability Sampling
Simple Random Sampling
Systematic Sampling
Stratified Sampling
Cluster Sampling
Multistage Area Sampling
What Is the Appropriate Sample Design?
Degree of Accuracy
Resources
Time
Advance Knowledge of the Population
National versus Local Project
Research Snapshot: Reactions to Handbills in Hong Kong
Internet Sampling Is Unique
Website Visitors
Panel Samples
Recruited Ad Hoc Samples
Opt-in Lists
Summary
Key Terms and Concepts
Questions for Review and Critical Thinking
Who's Fishing?
Scientific Telephone Samples
Determination of Sample Size: A Review of Statistical Theory
Review of Basic Terminology
Descriptive and Inferential Statistics
Sample Statistics and Population Parameters
Making Data Usable
Frequency Distributions
Proportions
Measures of Central Tendency
Research Snapshot: Are Incomes Growing? It Depends What You Measure
Measures of Dispersion
The Normal Distribution
Population Distribution, Sample Distribution, and Sampling Distribution
Central-Limit Theorem
Estimation of Parameters
Point Estimates
Confidence Intervals
Sample Size
Random Error and Sample Size
Research Snapshot: Target and Wal-Mart Shoppers Really Are Different
Factors in Determining Sample Size for Questions Involving Means
Estimating Sample Size for Questions Involving Means
The Influence of Population Size on Sample Size
Factors in Determining Sample Size for Proportions
Calculating Sample Size for Sample Proportions
Determining Sample Size on the Basis of Judgment
Determining Sample Size for Stratified and Other Probability Samples
A Reminder about Statistics
Summary
Key Terms and Concepts
Questions for Review and Critical Thinking
Research Activities
Pointsec Mobile Technologies
Coastal Star Sales Corporation (A)
Analysis and Reporting
Basic Data Analysis
The Nature of Descriptive Analysis
Tabulation
Cross-Tabulation
Contingency Tables
Research Snapshot: Contingent Personalities
Percentage Cross-Tabulations
Elaboration and Refinement
How Many Cross-Tabulations?
Data Transformation
Simple Transformations
Research Snapshot: Wine Index Can Help Retailers
Calculating Rank Order
Tabular and Graphic Methods of Displaying Data
Tables
Charts and Graphs
Computer Programs for Analysis
Statistical Packages
Univariate Statistics: Stating a Hypothesis
Hypothesis Testing
The Hypothesis-Testing Procedure
An Example of Hypothesis Testing
The Chi-Square Test for Goodness of Fit
Choosing the Appropriate Technique
Number of Variables
Scale of Measurement
Type of Question to Be Answered
Summary
Key Terms and Concepts
Questions for Review and Critical Thinking
Research Activities
Body on Tap
Downy-Q Quilt
Differences Between Groups and Relationships Among Variables
Introduction
What Is the Appropriate Test of Difference?
Cross-Tabulation Tables: The x[superscript 2] Test for Goodness of Fit
What is a x[superscript 2] test?
Steps in Computing a x[superscript 2] Test Value
X[superscript 2] Tests for Two-Way Contingency Tables: Cross-Tabs
The t-Test for Comparing Means
Independent Samples t-Test
Research Snapshot: Expert "T-eeze"
Analysis of Variance (ANOVA)
What Is ANOVA?
Simple Illustration of ANOVA
Partitioning Variance in ANOVA
The F-Test
Research Snapshot: More Than One-Way
Practically Speaking
Correlation Analysis
Correlation and Causation
Coefficient of Determination
The Regression Equation
Parameter Estimate Choices
Multiple Regression Analysis
Research Snapshot: Too Much of a Good Thing!
Other Multivariate Techniques
Summary
Key Terms and Concepts
Questions for Review and Critical Thinking
Exploring the Internet
Springfield Electric Company
Center for American Enterprise: A Study of Psychological and Demographic Contributors to Consumerism
Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up
Insights from the Communications Model
Research Snapshot: Sloppy Numbers in the Crosshairs of Dow Jones Newspaper Fund's Director
The Report in Context
Report Format
Tailoring the Format to the Project
The Parts of the Report
The Oral Presentation
Research Snapshot: Noah's Law of Slide Presentations
Reports on the Internet
The Research Follow-Up
Research Snapshot: Online Reports: Easy to Get, Easy to Ignore
Summary
Key Terms and Concepts
Questions for Review and Critical Thinking
Research Activity
Annenberg Public Policy Center
Comprehensive Cases with Computerized Databases
Say It Ain't So! Is This the Real Thing?
TABH, INC., Automotive Consulting
Statistical Tables
Glossary of Frequently Used Symbols
Glossary
Endnotes
Index
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