Eric Shiu, Joseph Hair, Robert Bush and David Ortinau

Transcription

1 , r^: j- o Eric Shiu, Joseph Hair, Robert Bush and David Ortinau Me Graw Hill McGraw-Hill Higher Education London Boston Burr Ridge, IL Dubuque, IA Madison, Wl New York San Francisco St. Louis Bangkok Bogota Caracas Kuala Lumpur Lisbon Madrid Mexico City Milan Montreal New Delhi Santiago Seoul Singapore Sydney Taipei Toronto

2 Preface Guided Tour Technology to Enhance Learning and Teaching Acknowledgments About the Author Part 1 Introduction to Marketing Research 1 Defining Marketing Research USING MARKETING RESEARCH FOR EFFECTIVELY REACHING AND MANAGING CUSTOMERS - ADIDAS'S FIFA WORLD CUP MARKETING RESEARCH PROJECT IN FRANCE Definition and Usefulness of Marketing Research Marketing.Research and Marketing Framework of Marketing Planning and Research Activities Situation Analysis Market Analysis Market Segmentation Competitive Analysis Programme Design Target Marketing Positioning New Product Planning Programme Development Product Portfolio Analysis Distribution Decisions Pricing Decisions Integrated Marketing Communication Decisions Programme Tracking Programme Control Critical Information Analysis The Marketing Research Industry Types of Marketing Research Firms Changing Skills for a Changing Industry Ethics in Marketing Research Practices Unethical Activities by the Research User Unethical Activities by the Research Provider Unethical Activities by the Respondent xvi xix xxi xxiv XV Marketing research Codes of Ethics Emerging Trends Case 1: Red Bull Case 2: Continuing Case Study: Jimmy Spice's Restaurant \ 2 The Marketing Research Process USING THE RESEARCH PROCESS TO ADDRESS MARKETING PROBLEMS - RE-LAUNCHING THE REXONA BRAND IN THE FRENCH DEODORANT MARKET Value of the Marketing Research Process Changing View of the Marketing Research Process Determining the Need for Marketing Research Phases of the Marketing Research Process Transforming Raw Data into Information Interrelatedness of the Steps and the Research Process Phase 1: Determine the Research Problem Step 1: Identify and Clarify Management's Information Needs Step 2: Specify the Research Questions and Define the Research Problem Step 3: Confirm Research Objectives and Assess the Value of Information Phase II: Select the Appropriate Research Design Step 4: Determine the Research Design and Data Sources Step 5: Determine the Sampling Plan and Sample Size Step 6: Assess Measurement Issues and Scales Step 7: Pretest the Questionnaire \ vu

3 VU1 DETAILED TABLE OF CONTENTS Phase III: Execute the Research Design Step 8: Collect and Prepare Data Step 9: Analyse Data Step 10: Transform Data Structures into Information Phase IV: Communicate the Research Results Step 11: Prepare and Present the Final Report to Management Develop a Marketing Research Proposal The JP Hotel Preferred Guest Card Marketing Research Proposal 3 Marketing Research and Technology TECHNOLOGY-ENABLED MARKET INTELLIGENCE ALLOWS AIRMILES TO COMPETE BETTER IN THE AIR Introduction Technology-Enabled Market Intelligence Transforming Marketing Research into Technology-Enabled Market Intelligence Strategic Use of Customer Information Information Based on a Transactional Focus Enterprise-wide Approach to the Use of Information Deployment of Appropriate Technology Data Collection in a Technology- Enabled Market Intelligence Environment Technology-Enabled Business Intelligence Approaches for Gathering BIP Data Technology-Enabled Data- Management Process Internet-Generated Customer Data Data Warehousing Types of Customer Data in Data Warehouse Marketing Research Database Purposes of a Marketing Research Database Data Enhancement Effective Development of Enhanced Databases f The Dynamics of Database \ Development 92 ' Rules of Thumb in Database Development Database Technology Data Mining Data Mining Process Database Modelling Scoring Models Lifetime Value Models The Marketing Decision Support System A Marketing Decision Support System Diagram Information Requirements Environmental Information Distribution Partners Business Intelligence Transactional Data Information Processing and the MDS Statistical Software Systems Managerial Function Software Systems MDSS Models and Output A MDSS Sales Analysis Output Example Geographic Information Systems Applications MDSS and Queries as an Output Resource Other Emerging Technological Trends Web 2.0 Facebook Second Life Other Marketing Research Uses Marketing Research in Action: Case 1: Marketing Research Databases in the European Banking Industry Case 2: Baltic Sea Region Geographic Information System Part 2 Research Methods 4 Secondary Research KNOW YOUR CUSTOMER: MAKING THE MOST OF AN INFORMATION - RICH ENVIRONMENT Customer-Generated Media - An Emerging Form of Secondary Data The Nature and Scope of Secondary Data

4 DETAILED TABLE OF CONTENTS IX The Role of Secondary Data in Marketing Research 747 Secondary data and Customer- Centric Organizations 747 Secondary Data Research Tasks and the Marketing Research Process 742 Use and Evaluation of Secondary Data Sources 743 Traditional Internal Sources of Secondary Data 744 Types of Internal Secondary Data 744 Using and Extracting External Sources of Secondary Data 746 Planning for the External Secondary Data Search 746 Key Sources of External Secondary Data 747 International Standard Industrial Classification of All Economic Activities (ISIC) 74S Government Documents 757 Secondary Sources of Business Data 753 Statistical Sources of Secondary Data 755 Newspapers and Commercial Periodicals 755 Syndicated Sources of Secondary Data 755 Characteristics of Syndicated Data Sources 756 Consumer Panels 756 Store Audits / 158 The Internet as a Growing Source of Secondary Data 759 The Future for Secondary Data Sources 7 Marketing Research in Action: Case 1: Secondary Research for Spain's Supermarket Chain Sector - the Role of Geodemographic Segmentation in Retail t Location Strategy 163 Case 2: jimmy Spice's Restaurant Anticipating Expansion Qualitative Research Methods: An Overview and Focus Group 768 USING FOCUS GROUPS AND IN-DEPTH INTERVIEWS TO UNDERSTAND COMPUTER GAMERS 769 The Value of Qualitative Research 769 An Overview of Qualitative and Quantitative Research Methods 770 Quantitative Research Methods 777 When to Use Quantitative Research Methods 772 Qualitative Research Methods 772 When to Use Qualitative Research Methods 773 Advantages and Disadvantages of Qualitative Research Methods 774 Focus Group Method 775 Nature of Focus Group Method 775 Uses of Focus Group Research 776 Conducting Focus Groups 779 Phase 1: Planning the Focus Group Study 779 Phase 2: Conducting the Focus Group Discussions 785 Phase 3: Analysing and Reporting the Results 790 Reporting Focus Group Results 792 Format of the Report 792 Advantages of Focus Groups 793 New Ideas, Thoughts and Feelings 793 Underlying Reasons for Behaviour 793 Client Participation 793 Breadth of Topics Covered 794 Special Market Segments 794 Disadvantages of Focus Groups 794 Low Generalizability of Results 794 Questions of Data Reliability 794 Subjectivity of Interpretations 795 High Cost Per Participant 795 Online Focus Groups 796 Offline versus Offline Focus Group Research 797 Using Focus Group And In-Depth Interview Methods For Kids' Market Research In Ukraine Qualitative Research Methods: In-Depth Interviews and Projective Techniques 204 MAKING FULL USE OF IN-DEPTH INTERVIEWS 205 In-Depth Interviews 205 Skills Required for Conducting an In-Depth Interview 207 Advantages of In-Depth Interviews 208 Disadvantages of In-Depth Interviews 208 Steps in Conducting an in-depth Interview 208

5 DETAILED TABLE OF CONTENTS Special Types of In-Depth Interview Method 270 Executive Interview 270 Experience Interview 270 Protocol Interview 270 Articulative Interview 277 Projective Techniques 272 Using Projective Techniques For e-business Research In Ireland And New Zealand Quantitative Research Methods: Survey 223 THE SONY ERICSSON MOBILE PHONE MARKET STUDY Value of Survey Method Interrelatedness of Descriptive Research Design and Survey Method Overview of Survey Method Advantages of the Survey Method Disadvantages of the Survey Method Types of Error in the Survey Method Sampling Error Non-Sampling Error Respondent Error Measurement and Design Error Faulty Problem Definition Error Researcher's Administrative Error Types of Survey Method Person-Administered Survey Telephone-Administered Surveys Self-Administered Survey Online Survey Factors of Selecting the Appropriate Type for Survey Method Situational Factors Task Factors Respondent Factors Case 1: The Finnish Sulake Company's Surveys On The Global Teen Market Case 2: Determining The Appropriate Type Of Survey Method For The JP Hotel Preferred Guest Card Research Project Quantitative Research Methods: Experimental Design and Test Marketing Design 277 WEETOS MULTIGRAIN STARS: USING TEST MARKETING TO GAUGE NEW PRODUCT ACCEPTANCE Value of Experimentation and Test Marketing 273 The Nature of Experimentation 273 Types of Variables Used in Experimental Designs 274 The Role of Theory in Experimental Designs 277 Validity Concerns with Experimental Designs 278 Reliability of Experimental Research Designs 284 Improving the Internal and External validity or bxpenmental Designs Types of Experimental Research, Designs Pre-experimental Designs True Experimental Designs Quasi-Experimental Designs Field Experiment Factorial Design Latin Square Design Considerations in Using Field Experiments Validity Consensus Test Marketing Traditional Test Markets Controlled Test Markets Electronic Test Markets Simulated Test Markets. Web-based TV Test Markets Virtual Test Markets Other Issues in Test Marketing From Computer Gaming Technology To The Building of Virtual Test Store - Introducing The Shelf Aware Package Developed In Oslo, Norway Qualitative and Quantitative Observation Techniques 309 SPSL - EUROPE'S LARGEST COMPANY SPECIALIZING IN RETAIL OBSERVATION RESEARCH 309 Overview of Observation Techniques 370

6 DETAILED TABLE OF CONTENTS XI Appropriate Conditions for Using Observation Techniques Information Condition Type-of-Data Condition Time-Frame Condition Setting Condition Unique Characteristics of Observation Techniques Directness of Observation Subjects' Awareness of Being Observed Structure of Observation Type of Observing Mechanism Techniques Used in Measuring Physiological Action and Reaction Selecting an Appropriate Observation Technique Strengths and Weaknesses of Observation Techniques Thomas Pink Truly In The Pink Part 3 Designs for Accurate Data 10 Questionnaire Design GETTING PROSPECTIVE RESPONDENTS TO ANSWER OUR QUESTIONS Value of Questionnaires in Marketing Research Theoretical Principles of Questionnaire Design Theoretical Components of a Questionnaire Description Versus Prediction Accuracy Versus Precision The Value of a Good Survey Instrument The Flowerpot Approach to Questionnaire Designs The Flowerpot Approach's Impact on Questionnaire Development Development of a Flowerpot- Designed Questionnaire Development of Cover Letters The Role of a Cover Letter Factors for Developing Good Cover Letters Other Documents Associated with Questionnaire Design Supervisor Instructions Interviewer Instructions 3^ Screening Forms Quota Forms Rating Cards Call Record Sheets Continuing Case Study Designing A Questionnaire To Assess The Dining Out Habits And Patterns Of Jimmy Spice's Restaurant Customers Construct Development and Scale Measurement 379 CUSTOMER LOYALTY CONSTRUCT, STORE LOCATION AND SALES POTENTIAL OF BURGER KING CORPORATION Value of Measurement within Information Research Overview of the Measurement Process Construct Development Abstractness of the Construct Determining Dimensionality of the Construct Assessing Construct Validity Construct Operationalization Basic Concepts of Scale Measurement, Types of Data Collected in Research Practices The Nature of Scale Measurement Properties of Scale Measurements Assignment Levels of Scales Nominal Scales Ordinal Scales True Class Interval Scales Hybrid Ordinally-lnterval Scales Ratio Scales Development and Refinement of Scaling Measurements Some Criteria for Scale Development Customer Loyalty Index - Part

7 xu DETAILED TABLE OF CONTENTS 12 Attitude Scale Design ATTEMPTS FROM BOTH SIDES OF THE ATLANTIC TO DEFINE AND MEASURE THE ATTITUDE SCALE OF 'CONSUMER ENGAGEMENT Value of Attitude Measurement in Information Research The Nature of Attitudes and Marketplace Behaviours Components of Attitudes Scales to Measure Attitudes Likert Scale Semantic Differential Scale Behaviour Intention Scale Strengths and Weaknesses of Attitude Scale Measurements Other Types of Comparative and Non-Comparative Scale Formats Comments on Single-Item and Multiple-Item Scales Recap of Key Measurement Design Issues Customer Loyalty Index - Part Sampling Theory and Sample Size 447 SAMPLING DESIGN OF THE / EXPENDITURE AND FOOD SURVEY IN THE UK 447 Value of Sampling in Marketing Research 448 Sampling as a Part of the Research Process 449 Overview: The Basics of Sampling «Theory 450 Basic Sampling Terminology 450 The Main Factors Underlying Sampling Theory 452 Central Limit Theorum 454 Theoretical Tools Used to Assess the Quality of Samples 454 Statistical Precision 456 Estimated Standard Error 457 Confidence Interval 457 Random Sampling and Sample Sizes 459 Sample Size and Small Finite Populations 460 Non-Probability Sampling and Sample Size 462 Final Versus Initial Sample Size 463 Sampling And Non-Sampling Errors in The Expenditure And Food Survey Sampling Techniques and Sampling Plan r 468 TOUGH RESEARCH LIFE! IMPLEMENTING A MULTI-COUNTRY QUOTA SAMPLING SURVEY IN FRANCE, GERMANY AND SPAIN IN A WEEKEND'S TIME 468 The Value of Sampling Techniques in Marketing Research 469 Types of Probability Sampling Designs 477 Simple Random Sampling 477 Systematic Random Sampling 472 Stratified Random Sampling 474 Cluster Sampling 477 Types of Non-Probability Sampling Designs 480 Convenience Sampling 480 Judgement Sampling 487 Quota Sampling 487 Snowball Sampling 482 Determining the Appropriate Sampling Design 483 Research Objectives 483 Degree of Accuracy 484 Resources 484 Time Frame 484 Knowledge of the Target Population 484 Scope of the Research 484 Statistical Analysis Needs 484 Steps in Developing a Sampling Plan 484 Step 1: Define the Target Population 485 Step 2: Select the Data Collection Method 485 Step 3: Identify the Sampling Frame(s) Needed 486 Step 4: Select the Appropriate Sampling Technique 486 Step 5: Determine Necessary Sample Sizes and Overall Contact Rates 486 Step 6: Create and Operating Plan for Selecting Sampling Units 486 Step 7: Execute the Operational Plan 486 Developing A Sampling Plan For

8 DETAILED TABLE OF CONTENTS Xlll A New Menu Initiative Survey For Jimmy Spices Restaurant Part 4 Data Preparation, Analysis and Reporting 15 Data Preparation SCANNER TECHNOLOGY AND DATA PREPARATION Value of Preparing the Collected Data Data Validation Data Editing Recording of Responses to Forced-Choice Questions Recording of Responses to Open-Ended Questions Data Coding Coding of Forced-Choice Questions Coding of Open-Ended Questions Data Entry Error Detection Data Tabulation One-Way Tabulation Cross-Tabulation Descriptive Statistics Graphical Illustration of Data Marketing Research in Action: Data Analysis Case: Delicatessen Delight 487, « Basic Data Analysis and Hypothesis Testing Techniques 522 STATISTICAL SOFTWARE MAKES DATA ANALYSIS EASY 523 Value of Testing for Differences in Data 523 Guidelines for Graphics 524 Bar Charts 524 Line Charts 526 Pie or Round Charts 526 SPSS Applications - How to Develop Graphics 528 Measures of Central Tendency 529 Mean 529 Mode 530 Median 530 SPSS Applications - Measures of Central Tendency 537 Measures of Dispersion 532 Range 532 Standard Deviation 533 SPSS Applications - Measures of Dispersion 534 Hypothesis Testing 535 Independent Versus Related Samples r 535 Developing Hypotheses 535 Statistical Significance 537 Analysing Relationships of Sample Data 538 Sample Statistics and Population Parameters 538 Univariate Tests of Significance 539 SPSS Application - Univariate Hypothesis Test 540 Bivariate Hypothesis Tests 547 Using the t-test to Compare Two Means 547 SPSS Application - Independent Samples t-test 541 SPSS Appication - Paired Samples t-test 542 Best Western Bivariate Correlation and Regression Analysis Techniques 548 COMPANIES ARE NOT ANALYSING THEIR CUSTOMER DATA 549 Relationships between Variables 549 Using Covariation to Describe Variable Relationships 550 Measuring the Relationship 554 Pearson Correlation Analysis 556 SPSS Application - Pearson Correlation Analysis 556 Coefficient of Determination 558 Spearman Correlation Analysis 558 SPSS Application - Spearman Correlation Analysis 558 Chi-Square Analysis 560 Substantive Significance versus Statistical Significance 563 Bivariate Regression Analysis 564 Fundamentals of Regression Analysis 565 Regression Coefficients 5 Regression Errors 5

9 XIV DETAILED TABLE OF CONTENTS SPSS Application - Bivariate Regression 569 Significance 577 Qualkote Manufacturing's Customer Satisfaction Study Multivariate Analysis: An Overview and Dependence Techniques 578 MULTIVARIATE METHODS IMPACT OUR LIVES EVERY DAY 579 Value of Multivariate Analysis 579 Classification of Multivariate Techniques 587 Dependence and Interdependence Techniques 587 Influence of Measurement Scales 582 Dependence Techniques with Metric Dependent Variables 583 Multiple Regression Analysis 583 Statistical Significance 584 Substantive Significance 585 SPSS Application - Multiple Regression 585 The Use of Dummy Variables in Multiple Regression 588 SPSS Application - Use of ' Dummy Variables in Regression 588 Multicollinearity and Multiple Regression Analysis 590 Analysis of Variance (ANOVA) 592 n-way ANOVA 594 SPSS Application - ANOVA 594 Multivariate Analysis of Variance? (MANOVA) 597 Conjoint Analysis 597 Key Terms and Issues Involved in Conjoint Analysis 597 Collecting Preference Evaluation from Repondents 598 Estimation of Part-Worths 598 An Illustrative Example of Conjoint Anlaysis 599 Calculation of Utilities 599 Market Simulations 607 Determination of Optimal Product Design Strategy 607 Dependence Techniques with Non-Metric Dependent Variables 603 Discriminant Analysis 603 Logistic Regression 0 Poisson Regression 6 v Major Assumptions of Poisson ' Regression 6 Application of Poisson Regression 7 Overdispersion Problem 7 An Illustrative Example of Poisson Regression 7 Examining Restaurant Image Positions For LBD In France Multivariate Analysis: Interdependence Techniques and Structural Equation Modelling 628 UNCOVER THE TRUE SCENE OF THE FOREST FROM THE MOUNTAIN OF TREES, 629 Interdependence Techniques 629 Factor Analysis 630 Cluster Analysis 638 Perceptual Mapping 647 Structural Equation Modelling 648 Application of Structural Equation Modelling 650 An Illustrative Example of Structural Equation Modelling 652 Results 654 Case 1: Cluster Analysis Of Spanish Retail Landscape 658 Case 2: Combining Cluster Analysis And Discriminant Analysis To Study European Consumer Adoption of DVD Recorders Report Preparation and Presentation 6 HOW WOULD YOU SCORE ON YOUR RESEARCH PRESENTATION? 6 Value of Report Preparation and Presentation 668 Objectives of the Marketing Research Report 668 Effective Communication of the Findings 668 Accurate Interpretation of the Findings 669

10 DETAILED TABLE OF CONTENTS XV Establishment of Credibility of the Research Project Use as a Future Reference Document Format of the Marketing Research Report Title Page Table of Contents Executive Summary Introduction Research Design Data Analysis and Findings Conclusions and Recommendations Limitations Appendixes Common Problem Areas in Preparing the Marketing Research Report The Critical Nature of Presentations Presenting Marketing Research Results General Guidelines for Preparing the Visual Presentation 0 ^ Using Computer Software to Develop Presentations Mobile Phone Consumer Research In Switzerland: Writing A Research Report And Preparing A Powerpoint Slide Presentation Appendix 1 Appendix 2 Appendix 3 Appendix 4 Appendix 5 Appendix 6 Glossary Bibliography Index