Essentials of Marketing Research

A Essentials of Marketing Research Third Edition Joseph F. Hair, Jr. Kennesaw State University Mary Wolfinbarger Celsi California State University-Long Beach David J. Ortinau University of South Florida Robert P. Bush Louisiana State University at Alexandria Me Grauu Hill McGraw-Hill Irwin

Brief Contents Part 1 The Role and Value of Marketing Research Information 1 1 Marketing Research for Managerial Decision Making 2 2 The Marketing Research Process and Proposals 24 Part 2 Designing the Marketing Research Project 47 3 Secondary Data, Literature Reviews, and Hypotheses 48 4 Exploratory and Observational Research Designs and Data Collection Approaches 74 5 Descriptive and Causal Research Designs 106 Part 3 Gathering and Collecting Accurate Data 133 6 Sampling: Theory and Methods 134 7 Measurement and Scaling 156 8 Designing the Questionnaire 186 Part 4 Data Preparation, Analysis, and Reporting the Results 213 9 Qualitative Data Analysis 214 10 Preparing Data for Quantitative Analysis 240 11 Basic Data Analysis for Quantitative Research 266 12 Examining Relationships in Quantitative Research 310 13 Communicating Marketing Research Findings 340 Glossary 370 Endnotes 386 Name Index 390 Subject Index 392

Contents Part 1 The Role and Value of Marketing Research Information 1 Marketing Research for Managerial Decision Making An Explosion of Data Collection Techniques The Growing Complexity of Marketing Research DASHBOARD: CONDUCTING INTERNATIONAL The Role and Value of Marketing Research Marketing Research and Marketing Mix Variables Marketing Theory DASHBOARD: THE PERFECT PRICING EXPERIMENT? The Marketing Research Industry Types of Marketing Research Firms Changing Skills for a Changing Industry Ethics in Marketing Research Practices Ethical Questions in General Business Practices Conducting Research Not Meeting Professional Standards Abuse of Respondents Unethical Activities of the Client/Research User Unethical Activities by the Respondent DASHBOARD Research and Data Privacy: The Challenge Marketing Research Codes of Ethics Emerging Trends CONTINUING CASE STUDY- THE SANTA FE GRILL MEXICAN RESTAURANT 1 2 3 Continuing Case: The Santa Fe Grill Appendix A 18 20 20 21 21 22 2 The Marketing Research Process and Proposals 24 SOLVING MARKETING PROBLEMS 4 USING A SYSTEMATIC PROCESS 25 Value of the Research Process 26 6 Changing View of the Marketing Research Process 26 7 Determining the Need for Information 9 Research 27 DASHBOARD: DECISION MAKERS 9 AND RESEARCHERS 28 10 Management Decision Makers... 28 10 Marketing Researchers... 28 Overview of the Research Process 29 11 Transforming Data into Knowledge 30 11 Interrelatedness of the Steps and the Research Process ' 31 12 Phase I: Determine the Research Problem 31 Step 1: Identify and Clarify 13 Information Needs, 32 13 Step 2: Define the Research Questions 34 Step 3: Specify Research Objectives 15 and Confirm the Information Value 36 15 Phase II: Select the Research Design 36 15 Step 4: Determine the Research Design and Data Sources 36 15 DASHBOARD: 16 MEASURING EFFECTIVENESS OF 16 ONLINE ADVERTISING FORMATS 37 Step 5: Develop the Sampling Design and Sample Size 38 17 Step 6: Examine Measurement 18 Issues and Scales 38

XIV Contents Part 2 Step 7: Design and Pretest the Questionnaire Phase III: Execute the Research Design Step 8: Collect and Prepare Data Step 9: Analyze Data Step 10: Interpret Data to Create Knowledge Phase IV: Communicate the Results Step 11: Prepare and Present the Final Report Develop a Research Proposal What Does a Research Proposal Look Like? Designing the Marketing Research Project 3 Secondary Data, Literature Reviews, and Hypotheses Will Brick-and-Mortar Stores Eventually Turn into Product Showrooms? Value of Secondary Data and Literature Reviews Nature, Scope, and Role of Secondary Data ' Conducting a Literature Review Evaluating Secondary Data Sources Secondary Data and the Marketing Research Process Internal and External Sources of Secondary Data Internal Sources of Secondary Data External Sources of Secondary Data CONTINUING CASE STUDY- THE SANTA FE GRILL MEXICAN RESTAURANT USING SECONDARY DATA DASHBOARD: TRIANGULATING SECONDARY DATA SOURCES Synthesizing Secondary Research for the Literature Review Developing a Conceptual Model Variables, Constructs, and Relationships 39 39 39 39 40 40 41 41 42 42 44 45 45 46 A~I HI 48 49 50 50 51 51 53 54 54 54 58 62 63 63 63 Developing Hypotheses and Drawing Conceptual Models CONTINUING CASE STUDY THE SANTA FE GRILL MEXICAN RESTAURANT: DEVELOPING RESEARCH QUESTIONS AND HYPOTHESES Hypothesis Testing The Santa Fe Grill Mexican Restaurant 4 Exploratory and Observational Research Designs and Data Collection Approaches The Culture Codes Value of Qualitative Research Overview of Research Designs Overview of Qualitative and Quantitative Research Methods Quantitative Research Methods Qualitative Research Methods Qualitative Data Collection Methods In-Depth Interviews Focus Group Interviews Phase 1: Planning the Focus Group Study Phase 2: Conducting the Focus Group Discussions Phase 3: Analyzing and Reporting the Results Advantages of Focus Group Interviews Purposed Communities/Marketing Research Online Communities Other Qualitative Data Collection Methods Ethnography Case Study Protective Techniques CONTINUING CASE: THE SANTA FE GRILL Observation Methods Unique Characteristics of Observation Methods Types of Observation Methods 64 67 67 69 69 70 71 71 71 74 75 76 76 77 77 78 80 81 82 84 86 88 89 89 90 91 91 91 92 93 94 94

Contents xv Selecting the Observation Method 96 Benefits and Limitations of Observation Methods 96 Social Media Monitoring and the Listening Platform Netnography Reaching Hispanics through Qualitative Research 97 98 99 99 101 102 103 103 5 Descriptive and Causal Research Designs 106 Magnum Hotel's Loyalty Program 107 Value of Descriptive and Causal Survey Research ( Designs 108 Descriptive Research Designs and Surveys 108 Types of Errors in Surveys 109 Sampling Errors 109 Nonsampling Errors 110 Types of Survey Methods 110 Person-Administered Surveys 111 Telephone-Administered Surveys 112 Self-Administered Surveys 115 Selecting the Appropriate Survey Method 118 Situational Characteristics 118 Task Characteristics 119 Respondent Characteristics 120 Causal Research Designs 122 The Nature of Experimentation 123 Validity Concerns with Experimental Research 125 DASHBOARD: USING ELECTRIC SHOCK TO IMPROVE CUSTOMER SERVICE " 125 Comparing Laboratory and Field Experiments 126 Test Marketing 126 Marketing Research Dashboard 128 Riders Fits New Database into Brand Launch 128 130 131 131 132 Part 3 Gathering and Collecting Accurate Data 133 6 Sampling: Theory and Methods Mobile Web Interactions Explode Value of Sampling in Marketing Research Sampling as a Part of the Research Process The Basics of Sampling Theory Population Sampling Frame 134 135 136 136 137 137 138 11Q Tools Used to Assess the Quality of Samples 139 IN ACTION: CONTINUING CASE STUDY THE SANTA FE GRILL 139 Probability and Nonprobability Sampling 140 Probability Sampling Designs 140 DASHBOARD: SELECTING A SYSTEMATIC RANDOM SAMPLE FOR THE SANTA FE GRILL 142 DASHBOARD: WHICH IS BETTER-PROPORTIONATELY OR DISPROPORTIONATELY STRATIFIED SAMPLES? 144 Nonprobability Sampling Designs 145 Determining the Appropriate Sampling Design 146 Determining Sample Sizes 147 Probability Sample Sizes 147 Continuing Case Study The Santa Fe Grill 148 Sampling from a Small Population 149 Nonprobability Sample Sizes 149 Other Sample Size Determination Approaches 149 DASHBOARD: USING SPSS TO SELECT A RANDOM SAMPLE 150 DASHBOARD: SAMPLING AND ONLINE SURVEYS 150 Steps in Developing a Sampling Plan 151 153

XVI Contents Developing a Sampling Plan for a New Menu Initiative Survey 7 Measurement and Scaling Santa Fe Grill Mexican Restaurant: Predicting Customer Loyalty Value of Measurement In Information Research Overview of the Measurement Process What Is a Construct? Construct Development Scale Measurement DASHBOARD: UNDERSTANDING THE DIMENSIONS OF BANK SERVICE QUALITY Nominal Scales Ordinal Scales Interval Scales Ratio Scales Evaluating Measurement Scales Scale Reliability Validity Developing Scale Measurements Criteria for Scale Development Adapting Established Scales Scales to Measure Attitudes And Behaviors Likert Scale Semantic Differential Scale Behavioral Intention Scale Comparative and Noncomparative Rating Scales Other Scale Measurement Issues Single-Item and Multiple-Item Scales Clear Wording What Can You Learn from a Customer Loyalty Index? 8 Designing the Questionnaire Can Surveys Be Used to Develop University Residence Life Plans? Value of Questionnaires in 153 Marketing Research 188 154 Questionnaire Design 188 155 Step 1: Confirm Research Objectives 189 155 Step 2: Select Appropriate Data 155 Collection Method 189 Step 3: Develop Questions 156 and Scaling 190 ' 157 DASHBOARD: "FRAMING" YOUR QUESTIONS CAN INTRODUCE BIAS! 193 158 Step 4: Determine Layout 158 and Evaluate Questionnaire 194 159 159 DASHBOARD: SMART 161 QUESTIONNAIRES ARE REVOLUTIONIZING SURVEYS 199 Step 5: Obtain Initial Client Approval 201 161 162 162 163 164 165 165 166 167 167 170 171 171 172 174 175 178 178 179 180 182 183 183 184 186 187 Part 4 Step 6: Pretest, Revise, and Finalize the Questionnaire Step 7: Implement the Survey The Role of a Cover Letter Other Considerations in Collecting Data Supervisor Instructions Interviewer Instructions Screening Questions Quotas Call or Contact Records IN ACTION DESIGNING A QUESTIONNAIRE TO SURVEY SANTA FE GRILL CUSTOMERS Data Preparation, Analysis, and Reporting the Results 9 Qualitative Data Analysis The Impact of Wireless Communication on Social Behavior Nature of Qualitative Data Analysis Qualitative versus Quantitative Analysis The Process of Analyzing Qualitative Data Managing the Data Collection Effort 203 203 204 205 206 211 212 212 212 213 214 215 216 216 217 217

Contents XVII Step 1: Data Reduction Step 2: Data Display Step 3: Conclusion Drawing/ Verification Writing the Report Analysis of the Data/Findings Conclusions and Recommendations CONTINUING CASE STUDY- SANTA FE GRILL: USING QUALITATIVE RESEARCH A Qualitative Approach to Understanding Product Dissatisfaction Appendix A Advertising's Second Audience: Employee Reactions to Organizational Communications 10 Preparing Data for Quantitative Analysis Scanner Data Improves Understanding of Purchase Behavior Value of Preparing Data for Analysis Validation Editing and Coding Asking the Proper Questions Accurate Recording of Answers Correct Screening Questions Responses to Open-Ended Questions The Coding Process DASHBOARD: DEALING WITH DATA FROM DATA WAREHOUSES Data Entry Error Detection Missing Data Organizing Data Data Tabulation One-Way Tabulation Descriptive Statistics Graphical Illustration of Data Deli Depot 218 225 225' 229 230 231 232 233 233 234 235 236 236 237 237 240 241 242. 243 245 245 245 246 249 249 251 252 252 253 254 254 255 257 257 260 260 264 264 264 265 11 Basic Data Analysis for Quantitative Research Data Analysis Facilitates Smarter Decisions Value of Statistical Analysis Measures of Central Tendency DASHBOARD: SPLITTING THE DATABASE INTO SANTA FE'S AND JOSE'S CUSTOMERS SPSS Applications Measures of Central Tendency Measures of Dispersion SPSS Applications Measures of Dispersion Preparation of Charts How to Develop Hypotheses DASHBOARD: STEPS IN HYPOTHESIS DEVELOPMENT AND TESTING Analyzing Relationships of Sample Data Sample Statistics and Population Parameters Choosing the Appropriate Statistical Technique Univariate Statistical Tests SPSS Application Univariate Hypothesis Test Bivariate Statistical Tests Cross-Tabulation DASHBOARD: SELECTING THE SANTA FE GRILL CUSTOMERS FOR ANALYSIS r. Chi-Square Analysis Calculating the Chi-Square Value SPSS Application Chi-Square Comparing Means: Independent Versus Related Samples Using the t-test to Compare Two Means SPSS Application Independent Samples t-test SPSS Application Paired Samples t-test Analysis of Variance (ANOVA) SPSS Application ANOVA n-wsy ANOVA SPSS Application n-way ANOVA Perceptual Mapping Perceptual Mapping Applications in Marketing Research 266 267 268 268 270 270 271 272 275 275 276 277 277 277 279 280 281 281 281 284 284 285 287 288 288 290 290 291 294 295 298 298

xviii Contents CONTINUING CASE STUDY: THE SANTA FE GRILL 299 IN ACTION: EXAMINING RESTAURANT IMAGE POSITIONS REMINGTON'S STEAK HOUSE 300 307 307 308 308 12 Examining Relationships in Quantitative Research 310 Data Mining Helps Rebuild Procter & Gamble as a Global Powerhouse 311 Examining Relationships Between Variables 312 Covariation and Variable Relationships 313 Correlation Analysis 316 Pearson Correlation Coefficient 317 SPSS Application Pearson Correlation 317 Substantive Significance of the Correlation Coefficient 319 Influence of Measurement Scales on Correlation Analysis 320 SPSS Application Spearman Rank Order Correlation 320 What Is Regression Analysis? 321 Fundamentals of Regression Analysis 322 Developing and Estimating the Regression Coefficients 324 SPSS Application Bivariate Regression 324 Significance 326 Multiple Regression Analysis 327 Statistical Significance 328 Substantive Significance. 328 Multiple Regression Assumptions 329 SPSS Application Multiple Regression 330 IN ACTION: THE ROLE OF EMPLOYEES IN DEVELOPING A CUSTOMER SATISFACTION PROGRAM 334 337 337 338 338 13 Communicating Marketing Research Findings 340 It Takes More than Numbers to Communicate 341 Value of Communicating Research Findings 342 Marketing Research Reports 342 DASHBOARD: CRITICAL THINKING AND MARKETING RESEARCH 345 Confirmation Bias 345 Claiming Causal Relationships between Variables That Aren't Really There 345 Wrong Construct 345 Methodological Biases 345 Format of the Marketing Research Report 345 Title Page 346 Table of Contents 346 Executive 346 Introduction 347 Research Methods and Procedures 348 Data Analysis and Findings 349 Conclusions and Recommendations 360 Limitations 362 Appendixes 362 Common Problems in Preparing the Marketing Research Report 362 The Critical Nature of Presentations 363 Guidelines for Preparing Oral Presentations 363 Guidelines for Preparing the Visual Presentation 364 IN ACTION WHO ARE THE EARLY ADOPTERS OF TECHNOLOGY? 365 368 369 369 369 Glossary 370 Endnotes 386 Name Index 390 Subject Index 392