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