Brief Contents Part The and Value of Marketing Research Information 1 1 Marketing Research for Managerial Decision Making 2 2 The Marketing Research Process and Proposais 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 Data 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 9 Qualitative Data Analysis 214 10 Preparing Data for Quantitative Analysis 240 11 Basic Data Analysis for Quantitative Research 266 Examining Relationships in Quantitative Research 310 13 Marketing Research Findings 340 Glossary 370 Endnotes 386 Name Index 390 Subject Index Essentials of marketing research 392 2013 digitalisiert durch: IDS Basel Bern
Contents Parti The and Value of Marketing Grill 18 Research Information Summary 20 Key Terms and Concepts 20 Marketing Research Managerial Review Questions 21 Decision Making 2 Discussion Questions 21 An Explosion of Data Collection Techniques 3 A 22 The Growing Complexity of Marketing Research 2 The Marketing Research Process DASHBOARD: and Proposais 24 CONDUCTING INTERNATIONAL SOLVING MARKETING PROBLEMS 4 USING A SYSTEMATIC PROCESS 25 The Role and Value of Marketing Value of the Research Process 26 Research 6 Changing View of the Marketing Marketing Research and Marketing Mix Research Process 26 Variables 7 Determining the Need for Information Marketing Theory 9 Research 27 DASHBOARD: THE PERFECT DASHBOARD: DECISION MAKERS PRICING EXPERIMENT? 9 RESEARCHERS 28 The Marketing Research Industry 10 Management Decision 28 Types Marketing Research 10 Marketing 28 Changing Skills for a Changing Overview Research Process 29 Industry 11 Data into Knowledge 30 Ethics in Marketing Research Practices Interrelatedness Steps and the Ethical Questions in General Business Research Process Practices 12 Phase I: Determine the Research Problem 31 Conducting Research Not Meeting Step Identify and Clarify Professional Standards 13 Information Needs 32 Abuse of Respondents 13 Step 2: Define the Research Questions 34 Unethical Activities Step 3: Specify Research Objectives User 15 and the Information Value 36 Unethical Activities by the Respondent Phase II: Select the Research Design 36 DASHBOARD Step 4: Determine the Research Research and Data Privacy: Design and Data Sources 36 The Challenge DASHBOARD: Marketing Research Codes Ethics 16 MEASURING EFFECTIVENESS OF Trends 16 ONLINE ADVERTISING FORMATS 37 CONTINUING CASE STUDY- Step 5: Develop the Sampling THE SANTA FE GRILL MEXICAN Design and Sample Size 38 RESTAURANT 17 Step 6: Measurement Marketing Research in Action 18 Issues and Scales 38
xiv I Contents Step 7: Design and Pretest the Developing Hypotheses and Drawing Questionnaire 39 Conceptual 64 Phase III: Execute the Research Design 39 CONTINUING CASE STUDY Step 8: Collect and Prepare Data 39 THE SANTA FE GRILL MEXICAN Step 9: Analyze Data 39 RESTAURANT: DEVELOPING Step Interpret Data to RESEARCH QUESTIONS Create Knowledge 40 AND HYPOTHESES 67 Phase IV: Communicate the Results 40 Hypothesis Testing 67 Step Prepare and Present Marketing Research in Action 69 the Final Report 41 The Santa Fe Grill Mexican Develop a Research Proposal 41 Restaurant 69 Marketing Research in Action 42 Summary 70 What Does a Research Proposal Key Terms and Concepts 71 Look Like? 42 Review Questions 71 Summary 44 Discussion Questions 71 Key Terms and Concepts 45 Review Questions 45 Exploratory and Observational Discussion Questions 46 Research Designs and Data Collection Approaches 74 Part 2 Designing the Marketing Research Project 47 The Culture Codes 75 Value of Qualitative Research 76 of Research Designs 76 Secondary Data, Literature Overview of Qualitative and Quantitative Reviews, and Hypotheses 48 Research Methods 77 Will Brick-and-Mortar Stores Quantitative Research Methods 77 Turn into Product Showrooms? 49 Qualitative Research Methods 78 Value of Secondary Data and Literature Qualitative Data Collection Methods 80 Reviews 50 Interviews 81 Nature, Scope, and Role of Focus Group Interviews 82 Secondary Data 50 Phase 1: Planning the Conducting a Literature Review 51 Focus Group Study 84 Evaluating Secondary Data Sources Phase 2: Conducting the Focus Secondary Data and the Group Discussions 86 Marketing Research Process 53 Phase 3: Analyzing and Reporting Internal and External Sources of the Results 88 Secondary Data 54 Advantages of Focus Group Internal Sources of Secondary Data 54 Interviews 89 External Sources of Secondary Data 54 Purposed CONTINUING CASE STUDY Research Online 89 THE SANTA FE GRILL MEXICAN Other Qualitative Data Collection RESTAURANT USING Methods 90 SECONDARY DATA 58 Ethnography 91 Case Study 91 DASHBOARD: TRIANGULATING Projective Techniques 91 SECONDARY DATA SOURCES 62 CONTINUING CASE: THE SANTA Synthesizing Secondary Research FE GRILL 92 for the Literature Review 63 Observation Methods 93 Developing a Conceptual Model 63 Unique Characteristics of Observation Variables, Constructs, and Methods 94 Relationships 63 Types of Observation Methods 94
Contents I xv Selecting the Observation Method 96 Part 3 Gathering and Collecting Benefits and Limitations of rate Data 133 Observation Methods 96 Social Media Monitoring and Sampling: Theory and Methods 134 the Listening Platform 97 Mobile Web Interactions Explode 135 Netnography 98 Value of Sampling in Marketing Marketing Research in Action 99 Research 136 Reaching Hispanics through Sampling as a Part ofthe Qualitative Research 99 Research Process 136 Summary 101 The Basics of Sampling Theory 137 Key Terms and Concepts 102 Population 137 Review Questions 103 Sampling Frame 138 Discussion Questions 103 Factors Underlying Sampling Theory 138 Tools Used to Assess the Quality 139 Research Designs 106 Hotels Loyalty 107 IN Value ot and Survey Research Designs 108 Descriptive Research Designs 108 THE SANTA FE GRILL Probability and Nonprobability Surveys 109 Probability Sampling Designs 140 Sampling Errors 109 Nonsampling Errors 110 DASHBOARD: SELECTING A Types of Survey Methods SYSTEMATIC RANDOM SAMPLE Person-Administered Surveys 111 FOR THE SANTA FE GRILL 142 Surveys Surveys DASHBOARD: IS Selecting the Appropriate Survey Method Situational Characteristics 118 OR DISPROPORTIONATELY Task Characteristics 119 STRATIFIED SAMPLES? 144 Respondent Characteristics 120 Nonprobability Sampling Designs 145 Causal Research Designs 122 Determining the Appropriate The Nature Experimentation 123 Sampling Design 146 Determining Sample Sizes 147 Experimental Research 125 Probability Sample Sizes 147 Continuing Case Study The Santa Fe Grill 148 DASHBOARD: USING ELECTRIC CUSTOMER SERVICE 125 Samplingfrom a Small Population Nonprobability Sample Sizes,, 149.,. Other Sample Determination Laboratory and Field., Approaches 149 Experiments 126 Test Marketing 126 Marketing Research Dashboard 128 DASHBOARD: USING SPSS TO into SELECT A RANDOM SAMPLE 150 Launch 128 Summary 130 DASHBOARD: SAMPLING AND Key Terms and Concepts 131 ONLINE SURVEYS 150 Review Questions 131 Steps in Developing a Sampling Plan 151 Discussion Questions 132 Marketing Research in Action 153
xvi I Contents Developing a Sampling Plan for a Value of Questionnaires in New Initiative Survey 153 Marketing Research 188 Summary 154 Questionnaire Design 188 Key Terms and Concepts 155 Step 1: Confirm Research Objectives 189 Review Questions Step 2: Appropriate Data Discussion Questions 155 Collection Method 189 Step 3: Develop Questions Measurement and Scaling 156 190 Santa Fe Grill Mexican Restaurant: Customer Loyalty 157 DASHBOARD: YOUR Value of Measurement In QUESTIONS BIAS! 193 Information Research 158 Step 4: Determine Layout Overview ofthe Measurement Process 158 and Evaluate Questionnaire 194 What Is a Construct? Construct Development 159 DASHBOARD: SMART Scale Measurement 161 QUESTIONNAIRES ARE REVOLUTIONIZING SURVEYS 199 DASHBOARD: UNDERSTANDING Step 5: Obtain Initial Client THE DIMENSIONS OF BANK Approval 201 SERVICE QUALITY 161 Step 6: Pretest, Revise, Nominal Scales 162 and Finalize Ordinal Scales 162 the Questionnaire 202 Interval Scales 163 Step 7: the Survey 202 Ratio Scales 164 The Role ofa Cover Letter 202 Evaluating Measurement Scales 165 Other Considerations in Scale 165 Data 202 Validity 166 Supervisor Instructions 202 Developing Scale Measurements 167 Interviewer Instructions 203 Criteria for Scale Development 167 Screening Questions 203 Adapting Established Scales 170 Quotas 204 Scales to Measure Attitudes Call or Contact Records 205 And Behaviors 171 Scale 171 IN A Differential Scale QUESTIONNAIRE TO SURVEY Behavioral Intention Scale SANTA FE GRILL CUSTOMERS 206 Comparative and Noncomparative Summary Rating Scales 175 Key Terms and Concepts 212 Other Scale Measurement Issues 178 Review Questions 212 and Scales 178 Discussion Questions 212 Wording 179. rart 4 Data Can You Learn rrom a Customer Loyalty Index? 180 Summary 182 9 Qualitative Data Analysis 214 Key Terms and Concepts The Impact of Wireless Review Questions 183 Communication on Social Behavior 215 Discussion Questions 184 Qualitative Data Analysis 216 Qualitative versus Quantitative Analysis Designing the Questionnaire 186 The Process of Analyzing Can Surveys Be Used to Develop Qualitative Data University Residence Life Plans? Managing the Data Collection Effort
Contents I xvii Step 1: Data Reduction 218 Basic Data Analysis for Quantitative Step 2: Data Display 225 Research 266 Step 3: Conclusion Drawingl Data Analysis Facilitates Smarter 267 Verification 225 Statistical Analysis 268 Writing the Report 229 Measures of Central Tendency 268 Analysis ofthe 230 Conclusions and Recommendations 231 DASHBOARD: SPLITTING THE CONTINUING CASE STUDY- DATABASE INTO SANTA FE'S SANTA FE GRILL: USING JOSE'S CUSTOMERS 270 QUALITATIVE RESEARCH 232 SPSS Applications-Measures of Marketing Research in Action 233 Central Tendency 270 A Qualitative Approach to Measures of Dispersion 271 Understanding Product Dissatisfaction 233 SPSS of Summary 234 Dispersion 272 Key Terms and Concepts 235 Preparation Charts 275 Review Questions 236 How to Develop Hypotheses 275 Discussion Questions 236 Appendix A 237 DASHBOARD: STEPS IN HYPOTHESIS Second Audience: DEVELOPMENT AND TESTING 276 Reactions to Organizational Analyzing Relationships of Sample Data 277 Communications 237 Sample Statistics and Population 10 for Quantitative Parameters 277 Analysis 240 Choosing the Appropriate Statistical Scanner Data Improves Understanding Technique 277 of Purchase Behavior 241 Univariate Statistical Tests 279 Value of Preparing Data for Analysis 242 SPSS Validation 243 Hypothesis Test 280 Editing and Coding 245 Bivariate Statistical Tests 281 Asking the Proper Questions 245 281 Accurate Recording of Answers 245 DASHBOARD: Correct Screening Questions 246 SELECTING THE SANTA FE GRILL Responses to Open-Ended Questions 249 CUSTOMERS FOR ANALYSIS 281 The Coding Process 249 Chi-Square Analysis 284 the Chi-Square Value 284 DASHBOARD: DEALING WITH SPSS 285 DATA FROM DATA WAREHOUSES Means: Independent Data Entry 252 Versus Related Samples 287 Error Detection 252 Using the t- Test to Compare 253 Two Means 288 Data 254 SPSS Data Tabulation 254 Samples t-test 288 One-Way Tabulation 255 SPSS Descriptive Statistics 257 Samples t-test 290 Illustration of Data 257 Analysis of Variance (ANOVA) 290 Marketing Research in Action 260 SPSS 291 Depot 260 n-way ANOVA 294 Summary 264 SPSS ANOVA 295 Key Terms and Concepts 264 Perceptual Mapping 298 Review Questions 264 Perceptual Mapping Applications Discussion Questions 265 in Marketing Research 298
xviii I Contents CONTINUING CASE STUDY: Review Questions 338 THE SANTA FE GRILL 299 Discussion Questions 338 IN ACTION: 13 Communicating Marketing EXAMINING RESTAURANT IMAGE Research Findings 340 STEAK It Takes More than to HOUSE 300 Communicate 341 Summary 307 Value of Communicating Research Key Terms and Concepts 307 Findings 342 Review Questions 308 Marketing Research Reports 342 Discussion Questions 308.... DASHBOARD: CRITICAL Examming Relationships THINKING AND MARKETING 310 Data Mining Procter & Gamble as a Global Powerhouse 311... Claimine Causal Relationships between Examming 345 Between Variables 312 Covariation and Variable Relationships 313.... 345 Analysis 316 Format Marketing Pearson Correlation 317 SPSS 317 Substantive Significance Table of Contents 346 319 Influence of Measurement Scales on,,,,,, 320 Methods and Procedura 348 349 Rank Order Correlation 320 Conclusions and 360 What Is Regression Analysis? Limitations 362 Appendixes 362 of Regression Analysis 322 Common Problems in Preparing Developing and the 362 Regression Coefficients 324 363 SPSS Application-Bivariate Guidelines for Preparing Oral Regression 324 Presentations 363 Significance 326 for Visual Multiple Regression Analysis 327 Presentation 364 Statistical Significance 328 IN ACTION Substantive Significance 328 ADOPTERS Multiple Regression Assumptions 329 OF TECHNOLOGY? 365 SPSS Summary 368 Regression 330 Key Terms and Concepts 369 IN Review Questions 369 ACTION: THE ROLE OF EMPLOYEES Discussion Questions 369 IN DEVELOPING A CUSTOMER Glossary 370 SATISFACTION PROGRAM 334 Endnotes 386 Summary 337 Name Index 390 Key Terms and Concepts 337 Index 392