Table of contents for Essentials of marketing research / Joseph F. Hair, Jr. ... [et al.].

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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Contents
Part 1
The Role and Value of Marketing Research Information 0
 
Chapter 1
Marketing Research for Decision Making 0 
MARKETING RESEARCH AND DECISION MAKING
Value of Marketing Research Information
Relationship Marketing and the Marketing Research Process
Relationship Marketing and Customer Relationship Management
Marketing Planning and Decision Making
Marketing Situation Analysis
	Market Analysis
	Market Segmentation
	Competitive Analysis
Marketing Strategy Design
	Target Marketing
	Positioning
	New-Product Planning
Marketing Program Development
	Product Portfolio Analysis
	Distribution Decisions
	Pricing Decisions
	Integrated Marketing Communications
The Marketing Research Industry
	Changing Skills for a Changing Industry
Ethics in Marketing Research Practices
	Unethical Activities by the Client/Research User
	Unethical Activities by the Research Provider or Research Company
	Unethical Activities by the Respondent
	Marketing Research Code of Ethics
Emerging Trends
MARKETING RESEARCH IN ACTION: CONTINUING CASE STUDY: THE 
SANTA FE GRILL
Summary
Key Terms and Concepts
Review Questions
Discussion Questions
Appendix: Careers in Marketing Research with a Look at Federal Express
Chapter 2
The Marketing Research Process and Proposals
SOLVING MARKETING PROBLEMS USING A SYSTEMATIC PROCESS
Value of the Research Process
Changing View of the Marketing Research Process
	Determining the Need for Information Research
A CLOSER LOOK AT RESEARCH?IN THE FIELD: MANAGEMENT DECISION 
MAKERS . . . MARKET RESEARCHERS
Overview of the Research Process
	Transforming Data into Knowledge
	Interrelatedness of the Steps and the Research Process
Phase I: Determine the Research Problem
	Step 1: Identify and Clarify Information Needs
	Step 2: Define the Research Problem and Questions
	Step 3: Specify Research Objectives and Confirm the Information Value
Phase II: Select the Research Design
	Step 4: Determine the Research Design and Data Sources
	Step 5: Develop the Sampling Design and Sample Size
	Step 6: Examine Measurement Issues and Scales 
	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
MARKETING RESEARCH IN ACTION: WHAT DOES AN INFORMATION 
RESEARCH PROPOSAL LOOK LIKE? EXCELSIOR HOTEL PREFERRED GUEST 
CARD RESEARCH PROPOSAL
Summary
Key Terms and Concepts
Review Questions
Discussion Questions
Part 2
Designing the Marketing Research Project
Chapter 3
Literature Reviews and Hypotheses
GOOGLE AND eBAY FORM NEW ?CLICK-TO-CALL? ALLIANCE
Value of Literature Reviews and Hypotheses
Reasons for Conducting a Literature Review
Conducting the Review
	Popular Sources
	Scholarly Research
Developing a Conceptual Model
	Variables, Constructs, and Relationships
Relationships and Hypotheses
Continuing Case: Santa Fe Grill: Developing Research Questions and Hypotheses
Hypothesis Testing
MARKETING RESEARCH IN ACTION: THE SANTA FE GRILL
Summary
Key Terms and Concepts
Review Questions
Discussion Questions
Chapter 4
Secondary Data and Sources
MAKING THE MOST OF AN INFORMATION-RICH ENVIRONMENT
Value of Secondary Data
Nature and Scope of Secondary Data
Role of Secondary Data in Marketing Research
	Secondary Data and Customer Relationship Management
	Secondary Data Research Tasks and the Marketing Research Process
Use and Evaluation of Secondary Data Sources
Traditional Internal Sources of Secondary Data
	Types of Internal Secondary Data
Using and Extracting External Sources of Secondary Data
	North American Industry Classification System (NAICS) 
	Government Documents
	Secondary Sources of Business Information
A CLOSER LOOK AT RESEARCH?IN THE FIELD: SECONDARY DATA AND 
THE CRM PROCESS: PLACING A VALUE ON CUSTOMER INFORMATION
	Sales and Marketing Management?s Survey of Buying Power
	Editors and Publishers Market Guide
	Source Book of Demographics and Buying Power for Every Zip Code in the 
	 U.S.A.
	Statistical Sources of Information
	Commercial Publications and Newspapers
Continuing Case: Using Secondary Data with the Santa Fe Grill
Syndicated Sources of Secondary Data
	Characteristics of Syndicated Data Sources
	Consumer Panels
	Store Audits
The Internet as a Growing Source of Secondary Data
The Future of Secondary Data Sources
MARKETING RESEARCH IN ACTION: SANTA FE GRILL CONSIDERING 
EXPANSION
Summary
Key Terms and Concepts
Review Questions
Discussion Questions
Chapter 5
Exploratory Research Designs
THE CULTURE CODES
Value of Qualitative Research
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
Other Qualitative Data Collection Methods
	Ethnography
	Netnography
	Projective Techniques
Continuing Case: Santa Fe Grill
Observation
	Types of Observation Methods
A CLOSER LOOK AT RESEARCH?IN THE FIELD: STORES CALL ON THE 
SECRET SERVICE
	Selecting the Observation Method
	Benefits and Limitations of Observation Methods
MARKETING RESEARCH IN ACTION: THE FUTURE OF FOR-PROFIT HIGHER 
EDUCATION
Summary
Key Terms and Concepts
Review Questions
Discussion Questions
Chapter 6
Descriptive and Causal Research Designs
THE EXCELSIOR HOTEL PREFERRED GUEST CARD
Value of Descriptive and Causal Survey Research Designs
Descriptive Research Designs and Surveys
Types of Errors in Surveys
	Sampling Error
	Nonsampling Errors
Types of Survey Methods
	Person-Administered Surveys
	Telephone-Administered Surveys
	Self-Administered Surveys
Selecting the Appropriate Survey Method
	Situational Factors
	Task Factors
	Respondent Factors
Experiments and Test Marketing
	The Nature of Experimentation
	Validity Concerns with Experimental Research
	Comparing Laboratory and Field Experiments
	Test Marketing
MARKETING RESEARCH IN ACTION: RIDERS FITS NEW DATABASE INTO 
BRAND LAUNCH
Summary
Key Terms and Concepts
Review Questions
Discussion Questions
Part 3
Gathering and Collecting Accurate Data
Chapter 7
Sampling: Theory and Methods
THE WEB: A GROWING TREND FOR MOBILE SEARCHING
Value of Sampling in Marketing Research
	Sampling as a Part of the Research Process
The Basics of Sampling Theory
	Population
	Sampling Frame
	Factors Underlying Sampling Theory
	Tools Used to Assess the Quality of Samples
Continuing Case: The Santa Fe Grill
Probability and Nonprobability Sampling
	Probability Sampling Designs
A CLOSER LOOK AT RESEARCH?IN THE FIELD: WHICH IS BETTER, 
PROPORTIONATELY OR DISPROPORTIONATELY STRATIFIED SAMPLES?
	Nonprobability Sampling Designs
Determining the Appropriate Sampling Design
	Continuing Case: The Santa Fe Grill
Determining Sample Sizes
	Probability Sample Sizes
	Nonprobability Sample Sizes
Steps in Developing a Sampling Plan
MARKETING RESEARCH IN ACTION: DEVELOPING A SAMPLING PLAN FOR 
A NEW MENU INITIATIVE SURVEY
Summary
Key Terms and Concepts
Review Questions
Discussion Questions
Chapter 8
Measurement and Scaling
FAST FOOD, SIDE BY SIDE: RESTAURANT LOCATION AND LOYALTY
Value of Measurement in Information Research
Overview of the Measurement Process
	Construct Development
	Scale Measurement
	Nominal Scales
	Ordinal Scales
	Interval Scales
	Ratio Scales
	Evaluating Measurement Scales
Developing Scale Measurements
	Criteria for Scale Development
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
	Screening Questions
	Skip Questions
MARKETING RESEARCH IN ACTION: WHAT CAN YOU LEARN FROM A 
CUSTOMER LOYALTY INDEX?
Summary
Key Terms and Concepts
Review Questions
Discussion Questions
Chapter 9
Designing the Questionnaire
CAN SURVEYS BE USED TO DEVELOP UNIVERSITY RESIDENCE LIFE PLANS?
Value of Questionnaires in Marketing Research
Questionnaire Design
	Step 1: Confirm Research Objectives
	Step 2: Select Appropriate Data Collection Method
	Step 3: Develop Questions and Scaling
	Step 4: Determine Layout and Evaluate Questionnaire
	Step 5: Obtain Initial Client Approval
	Step 6: Pretest, Revise, and Finalize Questionnaire
	Step 7: Implement the Survey
The Role of a Cover Letter
Other Documents Used in Collecting Data
	Supervisor Instructions
	Interviewer Instructions
	Screening Forms
	Quota Sheets
	Rating Cards
	Call Record Sheets
MARKETING RESEARCH IN ACTION: DESIGNING A QUESTIONNAIRE TO 
SURVEY SANTA FE GRILL CUSTOMERS
Summary
Key Terms and Concepts
Review Questions
Discussion Questions
Part 4
Data Preparation, Analysis, and Reporting the Results
Chapter 10
Analyzing and Reporting Qualitative Research
WIRELESS COMMUNICATION?S IMPACT ON SOCIAL BEHAVIOR
Nature of Qualitative Data Analysis
Qualitative versus Quantitative Data Analysis
The Process of Analyzing Qualitative Data
	Managing the Data Collection Effort
	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: Santa Fe Grill: Using Qualitative Research
MARKETING RESEARCH IN ACTION: HOTEL TRAVELERS? CHEERS AND 
JEERS AT THEIR EXPERIENCES
Summary
Key Terms and Concepts
Review Questions
Discussion Questions
Chapter 11
Preparing Data for Quantitative Analysis
WAL-MART AND SCANNER TECHNOLOGY
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
Data Entry
	Error Detection
Data Tabulation
 One-Way Tabulation
 Descriptive Statistics
	Graphical Illustration of Data
MARKETING RESEARCH IN ACTION: DELI DEPOT
Summary
Key Terms and Concepts
Review Questions
Discussion Questions
Chapter 12
Basic Data Analysis for Quantitative Research
DATA ANALYSIS FACILITATES SMARTER DECISIONS
Value of Statistical Analysis
	Measures of Central Tendency
 SPSS Applications?Measures of Central Tendency
	Measures of Dispersion
	SPSS Applications?Measures of Dispersion
	Analyzing Relationships of Sample Data
	Sample Statistics and Population Parameters
	Univariate Statistical Tests
	SPSS Application?Univariate Hypothesis Test
	Bivariate Statistical Tests
	Cross-Tabulation
	Chi-Square Analysis
	Calculating the X2 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)
	Determining Statistical Significance in ANOVA
	n-Way ANOVA
	SPSS Application?ANOVA
Continuing Case: The Santa Fe Grill
Perceptual Mapping
	Perceptual Mapping Applications in Marketing Research
MARKETING RESEARCH IN ACTION: EXAMINING RESTAURANT IMAGE 
POSITIONS?REMINGTON?S STEAK HOUSE
Summary
Key Terms and Concepts
Review Questions
Discussion Questions
Chapter 13
Examining Relationships in Quantitative Research
DATA MINING HELPS REBUILD PROCTER & GAMBLE AS A GLOBAL 
POWERHOUSE
Examining Relationships between Variables
Covariation and Variable Relationships
Correlation Analysis
	Pearson Correlation Coefficient
	SPSS Application?Pearson Correlation
	Substantive Significance of the Correlation Coefficient
	Influence of Measurement Scales on Correlation Analysis
	SPSS Application?Calculating Median Rankings
What Is Regression Analysis?
	Fundamentals of Regression Analysis
	Developing and Estimating the Regression Coefficients
	SPSS Application?Bivariate Regression
	Significance
	Multiple Regression Analysis
	Statistical Significance
	Substantive Significance
	SPSS Application?Multiple Regression
MARKETING RESEARCH IN ACTION: THE ROLE OF EMPLOYEES IN 
DEVELOPING A CUSTOMER SATISFACTION PROGRAM
Summary
Key Terms and Concepts
Review Questions
Discussion Questions
Chapter 14
Reporting and Presenting Results
IT TAKES MORE THAN NUMBERS TO COMMUNICATE
Value of Communicating Research Findings
Marketing Research Reports
Format of the Marketing Research Report
	Title Page
	Table of Contents
	Executive Summary
	Introduction
	Research Methods and Procedures
	Data Analysis and Findings
	Conclusions and Recommendations
	Limitations
	Appendices
Common Problems in Preparing the Marketing Research Report
The Critical Nature of Presentations
	Guidelines for Preparing the Visual Presentation
MARKETING RESEARCH IN ACTION: WHO ARE THE EARLY ADOPTERS OF 
TECHNOLOGY?
Summary
Key Terms and Concepts
Review Questions
Discussion Questions
Glossary
Endnotes
Indexes

Library of Congress Subject Headings for this publication:

Marketing research.