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 |
Table of Contents provided by Syndetics. All Rights Reserved. |