part 1 Marketing Research and the Research Process 1 part 5 Data Analysis and Interpretation 349 2, Determine Research Design 57

Transcription

1 B R I E F C O N T E N T S part 1 Marketing Research and the Research Process 1 part 1 Marketing Research: It's Everywhere! 2 2 Alternative Approaches to Marketing Intelligence 18 3 The Research Process and Problem Formulation 29 Cases for Part , Determine Research Design 57 4 Research Design, Exploratory Research, and Qualitative Data 58 5 Descriptive Research 84 6 Causal Designs 99 Cases for Part part 3 Design Data-Collection Methods and Forms Data Collection: Secondary Data 142 Appendix 7: Secondary Data Data Collection: Primary Data Questionnaires and Data-Collection Forms Attitude Measurement 232 Appendix 10: Psychological Measurement 251 Cases for Part part 4 Sample Design for Data Collection and Sample Size Sampling Procedures Determining Sample Size Field Procedures for Collecting the Data 328 Cases for Part part 5 Data Analysis and Interpretation Preprocessing the Data, and Doing Cross-Tabs 350 Appendix 14: Chi-Square and Related Indices for Cross-Tabs Data Analysis-Basic Questions 390 Appendix 15: Quick Stats Review Are My Groups the Same or Different? 413 Appendix 16: Analysis of Variance Are These Variables Related? 441 Appendix 17: Conjoint Analysis Multivariate Data Analysis 477 Appendix 18: More Multivariate Statistical Techniques 537 Cases for Part part 6 The Research Report The Research Report 558 Epilogue 573 Appendix A: Cumulative Probabilities for the Standard Normal Distribution 576 Appendix B: Critical Values of x Appendix C: Critical Values of* 579 Appendix D: Percentage Points of the F Distribution, y. = Glossary 584 Subject Index 594 Author Index 602

2 part 1 Marketing Research and the Research Process 1 1 MARKETING RESEARCH: IT'S EVERYWHERE! 2 Role of Marketing Research 3 Who Does Marketing Research? 7 Organization of Marketing Research 11 Employment Opportunities in Marketing Research 13 Summary 15 Questions 16 Applications and Problems 16 2 ALTERNATIVE APPROACHES TO MARKETING INTELLIGENCE 18 Marketing Information Systems and Decision Support Systems 19 Components of MISs and DSSs 20 Using the Data, Model, and Interface 24 Comparing Marketing Information Technologies and Marketing Research Projects 24 Data Mining 25 Summary 28 Questions 28 Applications and Problems 28 3 THE RESEARCH PROCESS AND PROBLEM FORMULATION 29 Marketing Research-Sequence of Steps 29 Problem Formulation 34 The Decision Maker and the Environment 35 Translating Decision Problem to Research Problem 37 The Research Proposal 38 Is Marketing Research Justified? 42 Choosing and Using a Research Supplier 44 Summary 46 Questions 46 Applications and Problems 46 Cases for Part 1 Case 1.1 Big Brothers of Fairfax County 48 Case 1.2 Using Loyalty Data at Flowers 4U 48 Case 1.3 E-Food and the Online Grocery Competition (A) 49 Case 1.4 Choosing a Brand Name 50 Case 1.5 Moving Consumers from Awareness to Loyalty 51 Case 1.6 Qualitative Data from Open-Ended Survey Items: A Service Quality Example 52 Case 1.7 Extending a Travel Brand 54 part 2 Determine Research Design 57 RESEARCH DESIGN, EXPLORATORY RESEARCH, AND QUALITATIVE DATA 58 Plan of Action 58 Types of Research Design 58

3 Exploratory Research 60 Relationship Between Exploratory Research and Qualitative Data 61 Some Basic Types of Exploratory Research 61 Standard Qualitative Marketing Research Methods 63 Summary 81 Questions 81 Applications and Problems 82 DESCRIPTIVE RESEARCH 84 When to Use Descriptive Research 84 Longitudinal Analysis 86 Cross-Sectional Analysis 93 Summary 96 Questions 96 Applications and Problems 96 CAUSAL DESIGNS 99 Concept of Causality 99 Role of the Evidence 103 Laboratory and Field Experiments 105 Internal and External Validity 107 Experimental Design 107 Specific Designs 111 Experimentation in Marketing Research 119 Problems of Experimentation 119 Types of Test Markets 120 Summary 123 Questions 124 Applications and Problems 124 Cases for Part 2 Case 2.1 Riverside County Humane Society (A) 127 Case 2.2 HotStuff Computer Software (A) 127 Case 2.3 Advertising Agency's Databank 129 Case 2.4 Bakhill Foods 130 Case 2.5 Internet Advertising and Your Brain (A) 132 Case 2.6 Customer Relationship Management 133 Case 2.7 Ethnography in Practice: The Case of ESPN Zone, Chicago 135 Case 2.8 Brand Association Maps 138 part 3 Design Data-Collection Methods and Forms DATA COLLECTION: SECONDARY DATA 142 Using Secondary Data 142 Types of Secondary Data 148 Standardized Marketing Information Services 156 Summary 171 Questions 171 Applications and Problems 171 Appendix: Secondary Data 173

4 8 DATA COLLECTION: PRIMARY DATA 1 77 Types of Primary Data 177 Basic Means of Obtaining Primary Data 186 Communication Methods 188 Questionnaires Classified by Method of Administration 191 Structured vs. Unstructured and Disguised vs. Undisguised Observation 201 Summary 202 Questions 202 Applications and Problems QUESTIONNAIRES AND DATA-COLLECTION FORMS 204 Questionnaire Design 204 Observational Forms 224 Summary 228 Questions 229 Applications and Problems ATTITUDE MEASUREMENT 232 Scales of Measurement 233 Scaling of Psychological Attributes 235 Which Scale to Use 247 Summary 248 Questions 248 Applications and Problems 248 Appendix: Psychological Measurement 251 Variations in Measured Scores 253 Classification and Assessment of Error 254 Direct Assessment of Validity 256 Indirect Assessment Through Reliability 258 Summary 260 Questions 261 Applications and Problems 261 Cases for Part 3 Case 3.1 E-Food and the Online Grocery Competition (B) 263 Case 3.2 Premium Pizza Inc. 264 Case 3.3 CTM Productions (A) 268 Case 3.4 Comparing Ads Against a Databank 270 Case 3.5 Measuring Magazines 271 Case 3.6 Secondary Data on Health from CDC 273 Case 3.7 Critiquing Questionnaires 274 part 4 Sample Design for Data Collection and Sample Size J SAMPLING PROCEDURES 282 Required Steps 283 Types of Sampling Plans 285 Nonprobability Samples 286 Probability Samples 287 Summary 308 Questions 309 Applications and Problems 309

5 12 DETERMINING SAMPLE SIZE 312 Basic Considerations 312 Sample Size Determination When Estimating Means 313 Sample Size Determination When Estimating Proportions 319 Population Size and Sample Size 321 Other Probability Sampling Plans 321 Using Anticipated Cross Tabs to Determine Sample Size 322 Summary 325 Questions 325 Applications and Problems FIELD PROCEDURES FOR COLLECTING THE DATA 328 Impact of Nonsampling Errors 328 Types of Nonsampling Errors 329 Total Error Is Key 340 Summary 341 Questions 342 Applications and Problems 342 Cases for Part 4 Case 4.1 Riverside County Humane Society (B) 344 Case 4.2 Sampling Lead-Users for New Products 344 Case 4.3 Case 4.4 Sampling from Your Loyalty Database 345 International Differences in the Cost of Data 345 Case 4.5 Online Samples 346 Case 4.6 Sampling Gambling 347 part 5 Data Analysis and Interpretation PREPROCESSING THE DATA, AND DOING CROSS-TABS 350 Editing 350 Coding 351 Tabulation 352 Goodness-of-Fit Chi-Square Test on One Variable 359 Kolmogorov-Smirnov Test 362 Contingent Relationships in Cross-Tabs 364 Presenting Tabular Data 374 Summary 375 Questions 375 Applications and Problems 376 Appendix: Chi-Square and Related Indices for Cross-Tabs 378 Hypotheses and Statistics to Test Them 378 Log Linear Models 382 Nonparametric Measures of Association 385 Summary 388 Questions 388 Applications and Problems 388

6 15 DATA ANALYSIS-BASIC QUESTIONS 390 Choice of Analysis Technique: An Example 390 Basic Considerations 393 Overview of Statistical Procedures 399 Summary 400 Questions 401 Applications and Problems 401 Appendix: Quick Stats Review 402 Null Hypothesis 402 Types of Errors 404 Procedure 405 Power 407 Summary 412 Questions 412 Applications and Problems ARE MY GROUPS THE SAME OR DIFFERENT? 413 Hypotheses about One Mean 413 Hypotheses about Two Means 416 Hypotheses about Two Proportions 423 Summary 426 Questions 426 Applications and Problems 426 Appendix: Analysis of Variance 428 Randomized Blocks 432 Summary 438 Questions 438 Applications and Problems ARE THESE VARIABLES RELATED? 441 Simple Regression and Correlation Analysis 441 Simple Regression 442 Correlation Coefficient 451 Multiple-Regression Analysis 454 Summary 460 Questions 460 Applications and Problems 460 Appendix: Conjoint Analysis 463 Variable Transformations 463 Dummy Variables 464 Conjoint Analysis 465 Summary 475 Questions 475 Applications and Problems MULTIVARIATE DATA ANALYSIS 477 Discriminant Analysis 477 Factor Analysis 491 Cluster Analysis 506 Multidimensional Scaling and Perceptual Mapping 524 Summary 533 Questions 533 Applications and Problems 533 Appendix: More Multivariate Statistical Techniques 537 Correspondence Analysis 537

7 Structural Equations Models 539 Neural Networks 540 Social Networks 541 Cases for Part 5 Case 5.1 CTM Productions (B) 544 Case 5.2 E-Food and the Online Grocery Competition (C) 544 Case 5.3 Internet Advertising and Your Brain (B) 545 Case 5.4 A Picture Is Worth a Megabyte of Words: Census Data and Trends in Lifestyle Purchases 546 Case 5.5 CountryCable: Customer Satisfaction Survey Data 547 Case 5.6 Teeih-Whitening Conjoint Study 549 Case 5.7 Sports Marketing and Television Programming 549 Case 5.8 Repositioning a Brand 552 Case 5.9 Conjoint-Brand & Pricing 553 Case 5.10 Segmentation Study 554 part 6 The Research Report THE RESEARCH REPORT 558 Criteria of Research Reports 558 The Oral Report 563 Graphic Presentation of the Results 566 Summary 571 Questions 571 Applications and Problems 572 Epilogue 573 Appendix A: Cumulative Probabilities for the Standard Normal Distribution 576 Appendix B: Critical Values of % Appendix C: Critical Values of t 579 Appendix D: Percentage Points of the F Distribution, a = GLOSSARY 584 SUBJECT INDEX 594 AUTHOR INDEX 602