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MarketingResearchEighth EditionInternational Student Version
Carl McDaniel, Jr.University of Texas
at Arlington
Roger GatesDSS Research
John Wiley & Sons, Inc
Preface xxv
1 Introduction to Marketing Research 2Nature of Marketing 4
The Marketing Concept 4Opportunistic Nature of Marketing Research 4External Marketing Environment 5Let's Meet Some New Market Researchers 6
Marketing Research and Decision Making 6Marketing Research Defined 7Importance of Marketing Research to Management 7Proactive Role of Marketing Research 9Applied Research versus Basic Research 10Nature of Applied Research 10Decision to Conduct Marketing Research 11
Profound Impact of the Internet on Marketing Research 13Development of Marketing Research 15
Inception: Pre-1900 15Early Growth: 1900-1920 16Adolescent Years: 1920-1950 16Mature Years: 1950-Present 17
3 PRACTICING MARKETING RESEARCH: WHAT IS GOOD ABOUT MARKETING
RESEARCH TODAY 17
B Discussion Questions 18M Summary 18H Key Terms & Definitions 19B Questions for Review & Critical Thinking 20H Courtyard by Marriott 21H Real-Life Research 1.1:1 Want My Satellite Radio 21• Real-Life Research 1.2: Young Consumers Searching for a
Bank Still Want the Personal Touch 22
2 Ethical Decision Making in the Marketing Research Industry 24Evolving Structure of the Marketing Research Industry 26
Primary Information Users (Client Organizations)Consumer and Industrial Goods and Services Producers 26
3 GLOBAL RESEARCH: SOUTHEAST ASIA 28
Federal, State, and Local Governments 29Media Companies 29Retailers and Wholesalers 29Marketing Research Suppliers 29Marketing Research Supplier Service Firms 30
viii I Contents
Consumer and Industrial Corporate Marketing ResearchDepartments 30Research Suppliers 303 FROM THE FRONT LINE: WHY I CHOSE A CAREER IN MARKETING RESEARCH AND
THE BIGGEST SURPRISE I HAVE FACED IN DOING RESEARCH 32
Custom Research Firms 34Syndicated Service Firms 34Limited Function Research Firms 35Marketing Research Supplier Service Firms 35
Using Marketing Research—A Corporate Perspective 36External Clients 37Internal Clients 38
The State of the Marketing Research Industry 403 PRACTICING MARKETING RESEARCH: LOOK FOR THE DANGER SIGNALS WHEN
EVALUATING RESEARCH SUPPLIERS 41
Marketing Research Ethics 42Ethical Theories 42Research Supplier Ethics 43Black Box Branding 46Client Ethics 47Field Service Ethics 48Data-Collection Code of Ethics 48Respondents' Rights 50Ethics and Professionalism 51
3 GLOBAL RESEARCH: SAFE HARBOR IN A PRIVACY STORM 52
H Summary 54B3 Key Terms & Definitions 550 Questions for Review & Critical Thinking 55H Working the NET 56• Real-Life Research 2.1: Coke Juices Up a Market Test 56• Real-Life Research 2.2: Budget Rent a Car Drives
a Message Home 58
3 Steps in the Research Process 64Critical Importance of Correctly Defining the Problem 66
Recognize the Problem or Opportunity 67Find Out Why the Information is Being Sought 67Understand the Decision-Making Environment withExploratory Research 68
3 PRACTICING MARKETING RESEARCH: GETTING IT RIGHT THE
FIRST TIME 69
Use the Symptoms to Clarify the Problem 713 PRACTICING MARKETING RESEARCH: DRIVING ACTION-PRODUCING
RESEARCH 72
Translate the Management Problem into a MarketingResearch Problem 72Determine Whether the Information Already Exists 73Determine Whether the Question Can Be Answered 73
Contents ix
3 PRACTICING MARKETING RESEARCH: IMPORTANCE OF TOP MANAGEMENT'S
DEFINITION OF THE MANAGEMENT PROBLEM 74
State the Research Objectives 743 FROM THE FRONT LINE: GET YOUR OBJECTIVES IN ORDER BEFORE
You START 75
Marketing Research Process 76Creating the Research Design 76Choosing a Basic Method of Research 78Selecting the Sampling Procedure 79Collecting the Data 79Analyzing the Data 79Writing and Presenting the Report 80Following Up 80
Managing the Research Process 81The Research Request 81Request for Proposal 81
3 PRACTICING MARKETING RESEARCH: INTERNAL CLIENTS ARE NOT
ALWAYS EASY TO DEAL WITH 82
The Marketing Research Proposal 83What to Look for in a Marketing ResearchSupplier 85
3 GLOBAL RESEARCH: TAPPING THE CHINA MARKET 86
What Motivates Decision Makers to UseResearch Information? 88
3 PRACTICING MARKETING RESEARCH: THE CLIENT AND THE MARKETING
RESEARCHER—A FABLE 88
Hi Summary 89H Key Terms & Definitions 90B Questions for Review & Critical Thinking 91H Working the Net 9211 Real-Life Research 3.1: I'll Eat Frozen Pizza But I Don't
Have to Like It! 92• Real-Life Research 3.2: Cessna Aircraft 93Appendix 3-A: A Marketing Research Proposal 94
Background 95Objectives 95Study Design 95Areas of Questioning 95Data Analysis 96 /Personnel Involved 96Specifications/Assumptions 96Services 97Cost 97Timing 97
4 Using Secondary Data 98Nature of Secondary Data 100
Advantages of Secondary Data 100
Contents
3 PRACTICING MARKETING RESEARCH 101
Limitations of Secondary Data 102Internal Databases 104
Creating an Internal Database 104Growing Importance of Internal Database Marketing 104
3 PRACTICING MARKETING RESEARCH: LOOKING FOR INTELLIGENCE IN
ICE CREAM 105
3 PRACTICING MARKETING RESEARCH: DATABASE DESIGN AND
IMPLEMENTATION 106
Data Mining 107Battle over Privacy 109Marketing Research Aggregators 112
3 PRACTICING MARKETING RESEARCH 113
Information Management 113Geographic Information Systems 114Decision Support Systems 116
• Summary 117• Key Terms & Definitions 118• Questions for Review & Critical Thinking 118• Working the Net 118• Real-Life Research 4.1: Michelle's Store for Runners 119• Real-Life Research 4.2: Sanitized to Perfection 120Appendix 4-A: How to Efficently Search on Google 123
5 Focus Groups, Depth Interviews, and Other Non-quantitativeResearch Methods 130Nature of Qualitative Research 132
Qualitative Research versus Quantitative Research 132Popularity of Qualitative Research 132Limitations of Qualitative Research 133
The Importance of Focus Groups 134Popularity of Focus Groups 134Conducting Focus Groups 135
3 PRACTICING MARKETING RESEARCH: RECRUITING TRICKS OF THE TRADE 138
3 PRACTICING MARKETING RESEARCH: THE VOICE AT THE HEAD OF
THE TABLE 140
3 PRACTICING MARKETING RESEARCH: DR. MURRAY SIMON OFFERS SEVERAL
GUIDELINES TO CONSIDER IN DEVELOPING A DISCUSSION GUIDE 144
3 PRACTICING MARKETING RESEARCH 146
3 GLOBAL RESEARCH: PLANNING GLOBAL FOCUS GROUPS 146
Benefits and Drawbacks of Focus Groups 1473 PRACTICING MARKETING RESEARCH: GETTING GREAT INFORMATION
AND RESULTS FROM FOCUS GROUPS 149
3 FROM THE FRONT LINE: SECRETS OF CONDUCTING GOOD FOCUS
GROUPS AND/OR IN-DEPTH INTERVIEWS 150
Other Qualitative Methodologies 151Individual Depth Interviews 151
3 PRACTICING MARKETING RESEARCH: MASTERING THE QUALITATIVE
REPORT 154
Projective Tests 155Future of Qualitative Research 160
Contents xi
I Summary 160I Key Terms & Definitions 161I Questions for Review & Critical Thinking 162I Working the Net 163I Real-Life Research 5.1: Repositioning Scotland 163I Real-Life Research 5.2: Fossil Watch, Inc. 165
6 Methods of Survey Research 168Popularity of Survey Research 170Types of Errors in Survey Research 170
Sampling Error 171Systematic Error 171
Types of Surveys 176Door-to-Door Interviews 176Executive Interviews 176
3 GLOBAL RESEARCH: CONDUCTING MARKETING RESEARCH
IN CHINA 177
Mall-Intercept Interviews 178Telephone Interviews 178Self-Administered Questionnaires 181
3 PRACTICING MARKETING RESEARCH: WHAT WOULD
You Do? 182Mail Surveys 183
Determination of the Survey Method 186Sampling Precision 186Budget 187Requirements for Respondent Reactions 188Quality of Data 188,Length of the Questionnaire 188Incidence Rate 189Structure of the Questionnaire 190Time Available to Complete the Survey 190
Marketing Research Interviewer 190H Summary 191H Key Terms & Definitions 192• Questions for Review & Critical Thinking 193• Real-Life Research 6.1: Dairy Management Inc. 193• I Real-Life Research 6.2: Paramount Parks Where the Theme Is Fun 194
7 Using the Internet for Marketing Research 196The Online World 198Using the Internet for Secondary Data 198
Sites of Interest to Marketing Researchers 198Newsgroups 198Blogs 201
Internet Search Strategies 202Creating a Database from a Web Site—A Marketer's Dream 205
Online Qualitative Research 206The Popularity of Online Focus Groups 206
xii Contents
3 PRACTICING MARKETING RESEARCH: ONLINE FOCUS GROUP
BEST PRACTICES 210
3 FROM THE FRONT LINE: EIGHT TIPS FOR CONDUCTING
SUCCESSFUL BULLETIN BOARD FOCUS GROUPS 212
Survey Research on the Internet 214Advantages of Online Surveys 214Disadvantages of Online Surveys 215Methods of Conducting Online Surveys 216
Commercial Online Panels 2173 PRACTICING MARKETING RESEARCH: FORMATTING
A SURVEY FOR SUCCESS 219
Panel Management 2203 GLOBAL RESEARCH: TIMING IS EVERYTHING IN SURVEY
INVITATIONS 221
Open versus Closed Recruitment 2223 PRACTICING MARKETING RESEARCH: PREVENTING
PROFESSIONAL SURVEY TAKERS 223
Respondent Cooperation 223Controlling the Panel 224Mobile Internet Research—The Next Step 225Interactive Marketing Research Organization 228
3 FROM THE FRONT LINE: WHY ISN'T ALL DATA COLLECTION
MOVING TO THE INTERNET? 228
• Summary 229• Key Terms & Definitions 230• Questions for Review & Critical Thinking 230• Woking the Net 231M Real-Life Research 7.1: Grocery Shoppers Just
Want to Save Money 231H Real-Life Research 7.2: Good Things Come to
Brands That Give 233
8 Ethnography, Scanner-based Research, and OtherObservation Techniques 234Nature of Observation Research 236
Conditions for Using Observation 236Approaches to Observation Research 236Advantages of Observation Research 238Disadvantages of Observation Research 238
Human Observation 239Ethnographic Research 239
3 GLOBAL RESEARCH: ETHNOGRAPHICS ARE AN ENRICHING PROCESS 242
Mystery Shoppers 2423 PRACTICING MARKETING RESEARCH: TAKING ETHNOGRAPHY ONLINE 243
3 PRACTICING MARKETING RESEARCH: ADVANCES IN MYSTERY SHOPPING 245
One-Way Mirror Observations 246Audits 246
3 PRACTICING MARKETING RESEARCH: UNDERCOVER WITH A HOTEL SPY 247
Machine Observation 248Traffic Counters 248
Contents xiii
Physiological Measurement Devices 248Opinion and Behavior Measurement Devices 250The Portable People Meter and Project Apollo 251
' Scanner-Based Research 252Observation Research on the Internet 255
Predictive Customer Intelligence 256Observation Research and Virtual Shopping 258H Summary 259• Key Terms & Definitions 260H Questions for Review & Critical Thinking 261M Working the Net 262H Real-Life Research 8.1: A Glad Trash Bag
Breakthrough 262IB Real-Life Research 8.2: Continental Airlines Online
Advertising 263
9 Primary Data Collection: Experimentation and Test Markets 268What Is an Experiment? 270Demonstrating Causation 270
Concomitant Variation 270Appropriate Time Order of Occurrence 271Elimination of Other Possible Causal Factors 271
Experimental Setting 271Laboratory Experiments 272Field Experiments 272
Experimental Validity 2723 PRACTICING MARKETING RESEARCH: KNOW YOUR POTENTIAL CUSTOMERS,
PSYCHOLOGICALLY SPEAKING 273
Experimental Notation 273Extraneous Variables 274
Examples of Extraneous Variables 274Controlling Extraneous Variables 276
Experimental Design, Treatment, and Effects 276Limitations of Experimental Research 277
High Cost of Experiments 277Security Issues 278Implementation Problems 278
Selected Experimental Designs 278Pre-Experimental Designs 279
3 GLOBAL RESEARCH: WHAT HAPPENS WHEN YOUR SELECTION BIAS IS THE
INTERVIEWER'S GENDER? 280
True Experimental Designs 280Quasi-Experiments 282
Test Markets 283Types of Test Markets 284
3 GLOBAL RESEARCH: WHAT'S SO ATTRACTIVE ABOUT
CALGARY'S DEMOGRAPHICS? 285
Costs of Test Marketing 286Decision to Conduct Test Marketing 287Steps in a Test Market Study 287
xiv Contents
3 GLOBAL RESEARCH: BEST GLOBAL TEST MARKETS?
DANES ARE QUICK, KOREANS LOVE TECH 289
3 PRACTICING MARKETING RESEARCH: QUICK SCANS OF PRODUCT-SPECIFIC
TEST MARKETS 292
3 PRACTICING MARKETING RESEARCH: WHEN IN ROME . . . 293
. Other Types of Product Tests 295• Summary 295El Key Terms & Definitions 296E3 Questions for Review & Critical Thinking 29803 Working the Net 29913 Real-Life Research 9.1: Millennium Marketing Research Simulated Test
Market 299IS Real-Life Research 9.2: Healthco 300
10 The Importance of Proper Measurement 302Measurement Process 304Step One: Identify the Concept of Interest 305Step Two: Develop a Construct 305Step Three: Define the Concept Constitutively 305Step Four: Define the Concept Operationally 305Step Five: Develop a Measurement Scale 307
Nominal Level of Measurement 307Ordinal Level of Measurement 307
3 GLOBAL RESEARCH: CONSTRUCT EQUIVALENCE PROBLEMS OFTEN
OCCUR IN GLOBAL MARKETING RESEARCH 309
Interval Level of Measurement 310Ratio Level of Measurement 310
3 FROM THE FRONT LINE: TIPS ON MAKING SURE YOU HAVE THE RIGHT LEVEL OF
SCALING 311
Step Six: Evaluate the Reliability and Validity of the Measurement 311Reliability 313
3 PRACTICING MARKETING RESEARCH: TRUTH ABOUT WHAT
RESPONDENTS SAY 314
Validity 3163 PRACTICING MARKETING RESEARCH: THE ANONYMITY GRADIENT 317
Reliability and Validity—A Concluding Comment 3203 PRACTICING MARKETING RESEARCH: TIPS FOR MANAGERS ON PUTTING
MEASUREMENT TO WORK 321
B Summary 322M Key Terms & Definitions 323S Questions for Review & Critical Thinking 324B Working the Net 325B Real-Life Research 10.1: It's True—Not All Men or
All Women Are Alike! 325H Real-Life Research 10.2: Measuring Customer
Satisfaction at GE 328
11 Attitude Measurement 330Attitudes, Behavior, and Marketing Effectiveness 332
Contents xv
Link between Attitudes and Behavior 332Enhancing Marketing Effectiveness 333
Scaling Defined 3333 PracticiNG MARKETING RESEARCH: WHAT MAKES A GOOD SCALE? 334'Attitude Measurement Scales 334
Graphic Rating Scales 334Itemized Rating Scales 335Traditional One-Stage Format 338Two-Stage Format 338
3 PRACTICING MARKETING RESEARCH: BE CAREFUL WHEN
AVERAGING SCALE DATA 338
Rank-Order Scales 339Q-Sorting 340Paired Comparisons 341Constant Sum Scales 342Semantic Differential Scales 342
3 GLOBAL RESEARCH: BE CAUTIOUS IN INTERPRETING SCALES
USED IN GLOBAL RESEARCH 344
Stapel Scales 344Likert Scales 345Purchase Intent Scales 348
3 PRACTICING MARKETING RESEARCH 348
The Net Promoter Score (NPS) 351Scale Conversions 352
Considerations in Selecting-a Scale 353The Nature of the Construct Being Measured 353Type of Scale 354Balanced versus Nonbalanced Scale 354Number of Scale Categories 354Forced versus Nonforced Choice 355
3 PRACTICING MARKETING RESEARCH: SCALE BALANCE 355
Attitude Measures and Management Decision Making 357Direct Questioning 357
3 PRACTICING MARKETING RESEARCH: WHAT IS THE SCALE
REALLY TELLING YOU? 358
Indirect Questioning 360Observation 360Choosing a Method for Identifying DeterminantAttitudes 361
3 Summary 361• Key Terms & Definitions 362M Questions for Review & Critical Thinking 363H Working the Net 364M Real-Life Research 11.1: Coffee Culture as a
Global Phenomenon 364B Real-Life Research 11.2: Frigidaire Refrigerators 365
12 Questionnaire Design 368Role of a Questionnaire 370Criteria for a Good Questionnaire 371
Does It Provide the Necessary Decision-Making
xvi Contents
Information? 371Does It Consider the Respondent? 371Does It Meet Editing and Coding Requirements? 372
3 PRACTICING MARKETING RESEARCH: ARE HEAVY RESPONDERS TAKING ALL THE
MARKET RESEARCH SURVEYS? 373
3 PRACTICING MARKETING RESEARCH: TIPS FOR MAXIMIZING USER RESPONSE IN
ONLINE SURVEYS 374
Questionnaire Design Process 375Step One: Determine Survey Objectives, Resources,and Constraints 375Step Two: Determine the Data-Collection Method 376Step Three: Determine the Question Response Format 377
3 PRACTICING MARKETING RESEARCH: USEFUL OPEN-ENDED QUESTIONS 379
3 PRACTICING MARKETING RESEARCH: WHEN RESPONDENTS DISTORT THEIR OWN
DATA: SURVEY RESPONSE ERRORS 382
Step Four: Decide on the Question Wording 3853 GLOBAL RESEARCH: SURVEY BIAS FROM ETHNICITY AND GENDER OF INTERVIEWERS
AND RESPONDENTS 386
Step Five: Establish Questionnaire Flow and Layout 3883 PRACTICING MARKETING RESEARCH: SOME PROBLEMS AND POTENTIAL SOLUTIONS
WITH SCREENING QUESTIONS 390
Step Six: Evaluate the Questionnaire 393Step Seven: Obtain Approval of All Relevant Parties 394Step Eight: Pretest and Revise 394
3 PRACTICING MARKETING RESEARCH: TIPS FOR WRITING A
• GOOD QUESTIONNAIRE 395
Step Nine: Prepare Final Questionnaire Copy 396Step Ten: Implement the Survey 396Field Management Companies 398
Impact of the Internet on Questionnaire Development 3983 FROM THE FRONT LINE: SIX SECRETS OF GOOD QUESTIONNAIRE DESIGN 399
Software for Questionnaire Development 4003 GLOBAL RESEARCH: SURVEY CONTAMINATION FROM NATIONAL DIFFERENCES IN
RESPONSE STYLES 403
Costs, Profitability, and Questionnaires 403B Summary 405• Key Terms & Definitions 406M Questions for Review & Critical Thinking 407• Working the Net 408El Real-Life Research 12.1: Understanding Buyer Behavior 408• Real-Life Research 12.2: Singles Dinner Club 410
13 Basic Sampling Issues 412Concept of Sampling 414
Population 414Sample versus Census 414
3 PRACTICING MARKETING RESEARCH: CELL PHONE-ONLY HOUSEHOLDS—THE NEED
TO BROADEN THE POLLING SAMPLE 415
Developing a Sampling Plan 416Step One: Define the Population of Interest 416
Contents xvii
3 PRACTICING MARKETING RESEARCH: DRIVER'S LICENSES AND VOTER REGISTRATION
LISTS AS SAMPLING FRAMES 417
Step Two: Choose a Data-Collection Method 418' Step Three: Identify a Sampling Frame 418
3 GLOBAL RESEARCH: SAMPLING FRAME EXPERIMENTATION TO COLLECT RELIABLE
MEDICAL DATA 420
3 PRACTICING MARKETING RESEARCH: DON'T CALL US, WE WON'T CALL YOU
EITHER—NEW PROBLEMS IN TELEPHONE SAMPLING 421
Step Four: Select a Sampling Method 4233 PRACTICING MARKETING RESEARCH: WHY THIS ONLINE SAMPLE WAS NOT A
PROBABILITY SAMPLE 424
3 PRACTICING MARKETING RESEARCH: WHEN ADDRESS-BASED TELEPHONE SURVEYS
OUTPERFORM RANDOM-DIGIT DIALING 425
Step Five: Determine Sample Size 425Step Six: Develop Operational Procedures for Selecting SampleElements 426Step Seven: Execute the Operational Sampling Plan 426
Sampling and Nonsampling Errors 4263 FROM THE FRONT LINE: SECRETS OF SAMPLE MANAGEMENT 428
Probability Sampling Methods 429Simple Random Sampling 429Systematic Sampling 429Stratified Sampling 430Cluster Sampling 432
3 GLOBAL RESEARCH: AREA SAMPLING FRAME USED TO TALLY LIVESTOCK
POPULATION FOR DISEASE CONTROL 433
Nonprobability Sampling Methods 435Convenience Samples 435Judgment Samples 436Quota Samples 436Snowball Samples 436
3 PRACTICING MARKETING RESEARCH: E-MAIL SURVEYS OF WEB SITE USAGE—WHEN
SNOWBALLING FAILS TO SNOWBALL 437
Internet Sampling 438• Summary 439• Key Terms & Definitions 440IB Questions for Review & Critical Thinking 441B Working the Net 442• Real-Life Research 13.1: The Research Group 442M Real-Life Research 13.2: New Mexico National Bank 443
14 Sample Size Determination 444Determining Sample Size for Probability Samples 446
Budget Available 446Rule of Thumb 446Number of Subgroups Analyzed 446
3 PRACTICING MARKETING RESEARCH: SAMPLE SIZE PLANNING—TECHNICAL
SUGGESTIONS FROM A STATISTICIAN 447
3 PRACTICING MARKETING RESEARCH: FACTORS TO CONSIDER IN DETERMINING
OPTIMAL SAMPLE SIZE 448
Traditional Statistical Methods 449
xviii Contents
Normal Distribution 449General Properties 449Standard Normal Distribution 450
Population and Sample Distributions 452Sampling Distribution of the Mean 452
Basic Concepts 4533 GLOBAL RESEARCH: NONRESPONSE BIAS IN A DUTCH ALCOHOL CONSUMPTION
STUDY 455
Making Inferences on the Basis of a Single Sample 456Point and Interval Estimates 457Sampling Distribution of the Proportion 457
3 GLOBAL RESEARCH: WHEN YOUR EFFECTIVE SAMPLE SIZE CAN BE AS SMALL AS
ONLY 5 458
Determining Sample Size 459Problems Involving Means 459
3 PRACTICING MARKETING RESEARCH: HARRIS POLL ON "MARGIN OF ERROR" FINDS
IT IS WIDELY MISUNDERSTOOD 461
Problems Involving Proportions 462Determining Sample Size for Stratified and Cluster Samples 463Population Size and Sample Size 463
3 PRACTICING MARKETING RESEARCH: CONFIDENCE LEVEL AND SAMPLE SIZE—
WHAT'S THE IDEAL RELATIONSHIP? 464
Determining How Many Sample Units Are Needed 4653 PRACTICING MARKETING RESEARCH: ESTIMATING WITH PRECISION HOW MANY
PHONE NUMBERS ARE NEEDED 466
Statistical Power 467B Summary 468• Key Terms & Definitions 470H Questions for Review & Critical Thinking 470• Working the Net 471• Real-Life Research 14.1: Millennium Telecom 471B Real-Life Research 14.2: HealthLife 472H SPSS Exercises for Chapter 14 473
15 Data Processing and Fundamental Data Analysis 476Overview of the Data Analysis Procedure 478Step One: Validation and Editing 478
Validation 4783 GLOBAL RESEARCH: EMPIRICAL LESSONS FROM GERMANY ON FAKED SURVEY
INTERVIEWS 4793 GLOBAL RESEARCH: PSYCHOLOGISTS STUDY THE MOTIVATIONS OF INTERVIEW
FALSIFIERS IN AFRICA 480
Editing 4813 PRACTICING MARKETING RESEARCH: TIPS TO AVOID INTERVIEW FRAUD AT THE LEVEL
OF THE DATA-COLLECTION COMPANY 482Step Two: Coding 4863 PRACTICING MARKETING RESEARCH: PUSH POLLING: WHEN INTERVIEW DATA
ACCURACY IS SKEWED BY POLITICS 487Coding Process 488Automated Coding Systems 489
Contents xix
Step Three: Data Entry 490Intelligent Entry Systems 490The Data Entry Process 490Scanning 491
Step Four: Logical Cleaning of Data 491Step Five: Tabulation and Statistical Analysis 493
One-Way Frequency Tables 493Cross Tabulations 497
3 PRACTICING MARKETING RESEARCH: SIX PRACTICAL TIPS FOR EASIER CROSS
TABULATIONS 498
3 FROM THE FRONT LINE: SECRETS OF DEVELOPING A GOOD
SET OF TABLES 499
Graphic Representations of Data 500Line Charts 501Pie Charts 501Bar Charts 502
3 PRACTICING MARKETING RESEARCH: EXPERT TIPS ON MAKING
BAD GRAPHICS EVERY TIME 503
Descriptive Statistics 505Measures of Central Tendency 505Measures of Dispersion 506Percentages and Statistical Tests 508
M Summary 508H Key Terms & Definitions 509• Questions for Review & Critical Thinking 510• Working the Net 512B Real-Life Research 15.1: Taco Bueno 512H Real-Life Research 15.2: Tan Fans 513• I SPSS Exercises for Chapter 15 514
16 Statistical Testing of Differences and Relationships 518Evaluating Differences and Changes 520Statistical Significance 520Hypothesis Testing 521
Steps in Hypothesis Testing 5213 PRACTICING MARKETING RESEARCH: WHY WE NEED STATISTICAL TESTS OF
DIFFERENCES 522
Types of Errors in Hypothesis Testing 5243 PRACTICING MARKETING RESEARCH: WHY IN MEDICINE A TWO-TAILED TEST IS
PREFERABLE TO A ONE-TAILED TEST 526
Accepting Ho versus Failing to Reject (FTR) Ho 527One-Tailed versus Two-Tailed Test 527Example of Performing a Statistical Test 527
3 FROM THE FRONT LINE: TIPS ON SIGNIFICANCE TESTING 528
Commonly Used Statistical Hypothesis Tests 531Independent versus Related Samples 531Degrees of Freedom 531
Goodness of Fit 532Chi-Square Test 532
xx I Contents
3 PRACTICING MARKETING RESEARCH: A SIMPLE FIELD APPLICATION
OF CHI-SQUARE GOODNESS OF FIT 534
Hypotheses about One Mean 538ZTest 538
3 PRACTICING MARKETING RESEARCH: TAKING THE ZTEST INTO THE CLASSROOM
AND COURTROOM—Two PRACTICAL USES 539
tTest 5403 PRACTICING MARKETING RESEARCH: t TESTS AND THE EXCEPTIONAL,
OR EXCEPTIONALLY POOR, SALESPERSON 541
Hypotheses about Two Means 545Hypotheses about Proportions 546
Proportion in One Sample 546Two Proportions in Independent Samples 547
Analysis of Variance (ANOVA) 5483 PRACTICING MARKETING RESEARCH: 12 COINS, 3 SHOPS, 2 MICROBIOLOGISTS,
AND 1 TEST—ANOVA 550p Values and Significance Testing 553H Summary 554B Key Terms & Definitions 554B Questions for Review & Critical Thinking 555B Working the Net 558fl Real-Life Research 16.1: I Can't Believe It's Yogurt 558• Real-Life Research 16.2: New Mexico Power 559B SPSS Exercises for Chapter 16 560
17 Bivariate Correlation and Regression 564Bivariate Analysis of Association 566Bivariate Regression 566
Nature of the Relationship 566Example of Bivariate Regression 567
3 PRACTICING MARKETING RESEARCH: BIVARIATE REGRESSION ANALYSIS SHOWS
HIGHER CANCER RATES AMONG CALIFORNIA FARM WORKERS 569
3 PRACTICING MARKETING RESEARCH: WHEN LEAST-SQUARES REGRESSION CAN BIAS
THE DATA—FOUR ALTERNATIVES 570
Correlation Analysis 580Correlation for Metric Data: Pearson's Product-Moment Correlation 580
3 PRACTICING MARKETING RESEARCH: A NOVEL APPLICATION:
USING THE PEARSON PRODUCT-MOMENT CORRELATION TO
STUDY SAYINGS IN THE GOSPEL OF THOMAS 581
3 GLOBAL RESEARCH: RETHINKING THE APPLICABILITY OF PEARSON'S
PRODUCT-MOMENT CORRELATION 582
3 GLOBAL RESEARCH: PEARSON'S PRODUCT-MOMENT CORRELATION FINE-TUNES
MEDICAL STATISTICS 584
3 PRACTICING MARKETING RESEARCH: WHEN BIVARIATE AND MULTIVARIATE
CORRELATION COMBINED GIVE THE BEST PICTURE 585
B Summary 586B Key Terms & Definitions 587B Questions for Review & Critical Thinking 587B Working the Net 589
Contents xxi
El Real-Life Research 17.1: Axcis Athletic Shoes 589S Real-Life Research 17.2: Find Any Error? 590H SPSS Exercises for Chapter 17 591
18 Multivariate Data Analysis 594Multivariate Analysis Procedures 596Multivariate Software 597Multiple Regression Analysis 597
Applications of Multiple RegressionAnalysis 598Multiple Regression Analysis Measures 598Dummy Variables 599Potential Use and Interpretation Problems 600
3 PRACTICING MARKETING RESEARCH: TOURISM MARKETING STRATEGY AND HOW
MULTIVARIATE ANALYSIS CAN DRIVE IT 601
Example of Multiple Regression Analysis 602Multiple Discriminant Analysis 606
Applications of Multiple Discriminant Analysis 607Example of Multiple Discriminant Analysis 607
Cluster Analysis 610Procedures for Clustering 611
3 GLOBAL RESEARCH: WHO IS USING ALL THOSE INTERNET-CONNECTED
MOBILE PHONES? CLUSTER ANALYSIS REVEALS THEIR
DEMOGRAPHICS 612
Example of Cluster Analysis 6133 GLOBAL RESEARCH: CLUSTER ANALYSIS IDENTIFIES EXERCISE MOTIVATIONAL
FACTORS IN BRITISH TEENAGERS 615
Factor Analysis 616 ,Factor Scores 617Factor Loadings 618
3 FROM THE FRONT LINE: SECRETS TO FINDING THE RIGHT NUMBER
OF FACTORS 619
Naming Factors 620Number of Factors to Retain 620Example of Factor Analysis 620
Perceptual Mapping 621Example of Perceptual Mapping 622
3 PRACTICING MARKETING RESEARCH: HOW PERCEPTUAL MAPPING HELPED
MARKETERS TAILOR A CHRISTMAS THEME 623
Conjoint Analysis 624Example of Conjoint Analysis 625
3 GLOBAL RESEARCH: BRITISH PHYSICIANS FAVOR CONJOINT ANALYSIS IN
HEALTHCARE RESEARCH 625
3 GLOBAL RESEARCH: HOW CONJOINT ANALYSIS HIGHLIGHTED PUBLIC ATTITUDES
ABOUT WIND FARMS 630
Limitations of Conjoint Analysis 631MB Summary 631B Key Terms & Definitions 632E3 Questions for Review & Critical Thinking 633M Working the Net 635
xxii Contents
B Real-Life Research 18.1: Satisfaction Research for Pizza Quik 635B Real-Life Research 18.2: Custom Car Wash Systems 637
Appendix: United Wireless Communications Data Set 638Research Objectives 638Methodology 638Description of the Data Set 638Ethical Dilemma 641
H SPSS Exercises for Chapter 18 642
19 The Research Report 646The Research Report 648
Organizing the Report 648Interpreting the Findings 649
3 PRACTICING MARKETING RESEARCH: THE IMPORTANCE OF CONSISTENCY IN REPORT
WRITING—THE STYLE SHEET 650
3 FROM THE FRONT LINE: HOW TO WRITE A GOOD REPORT 652
Format of the Report 653Formulating Recommendations 653
3 PRACTICING MARKETING RESEARCH: COLLEGE STUDENTS LEARN BETTER IN
POWERPOINT-DRIVEN CLASSES 654
3 PRACTICING MARKETING RESEARCH: SIX FASHION TRENDS AND FOUR COGNITIVE
SCIENCE TIPS FOR POWERPOINT 655
The Presentation 656Making a'Presentation 659
3 PRACTICING MARKETING RESEARCH: TOO MANY EXTRA GRAPHICS CAN SKEW
DECISION MAKING IN VIEWERS 660
Presentations on the Internet 6613 PRACTICING MARKETING RESEARCH: PRESENTING
MORE CONFIDENTLY 662
B Summary 663HO Key Terms & Definitions 663H Questions for Review & Critical Thinking 664• Working the Net 664H Real-Life Research 19.1: Zotech Dog Collars 664B Real-Life Research 19.2: TouchWell Tracking Research 665
20 Planning, Organizing, and Controlling the Research Function 670Marketing Research Supplier Management 672
What Do Clients Want? 672Communication 672Managing the Research Process 673
3 PRACTICING MARKETING RESEARCH: DOING HIGH-QUALITY WORK—
ON TIME 674
3 PRACTICING MARKETING RESEARCH: MANAGING A MARKETING
RESEARCH FIRM FOR PROFITABILITY 677
Client Profitability Management 679Staff Management and Development 680
3 FROM THE FRONT LINE: TIPS FOR MANAGING DIFFICULT CLIENTS 681
Managing a Marketing Research Department 682
Contents | xxiii
Allocating the Research Department Budget 682Selecting the Right Marketing Research Suppliers 684Moving Marketing Research into a Decision-Making Role 685
H Summary 689H Key Terms & Definitions 690B Questions for Review & Critical Thinking 690I I Working the Net 69113 Real-Life Research 20.1: Benson Research Deals with Growth 691• Real-Life Research 20.2: Maxwell Research Considers Outsourcing to
Cross-Tab in India 692
Photo Credits 694
Appendix One: Comprehensive Cases A-1A Biff Targets an Online Dating Service for College Students A-2B Freddy Favors Fast Food and Convenience for College Students A-5C Superior Online Student Travel—A Cut Above A-9D Rockingham National Bank Visa Card Survey A-13
Appendix Two: Considerations in Creating a Marketing Plan A-21
Appendix Three: Statistical Tables A-25
Endnotes A-32 ,
Glossary G-1
Index 1-1