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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
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