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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 | |