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Contents Part 1 The Role and Value of Marketing Research 0 Chapter 1 Marketing Research and Managerial Decision Making 0 MARKETING RESEARCH AND DECISION MAKING: SAAB CARS USA 00 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 Marketing Program Implementation and Control Marketing Program Control Information Analysis The Marketing Research Industry Types of Marketing Research Firms A CLOSER LOOK AT RESEARCH?IN THE FIELD: YAHOO! AND AC NIELSEN: A MARKETING RESEARCH MARRIAGE THROUGH TECHNOLOGY 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 Codes of Ethics Emerging Trends and Organization of This Book Continuing Case: The Santa Fe Grill Mexican Restaurant MARKETING RESEARCH IN ACTION: CONTINUING CASE: THE SANTA FE GRILL Summary of Learning Objectives Key Terms and Concepts Review Questions Discussion Questions Appendix 1.A: Careers in Marketing Research with a Look at Federal Express Chapter 2 Overview of the Research Process and Research 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 AND MARKETING 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 A CLOSER LOOK AT RESEARCH?IN THE FIELD: ?CAN I GET A NEW COKE PLEASE?? Step 2: Define the Research Problem and Questions Step 3: Specify Research Objectives and Confirm the Information Value A CLOSER LOOK AT RESEARCH?SMALL BUSINESS IMPLICATIONS: FORD FOUNDATION Phase II: Select the Research Design Step 4: Determine the Research Design and Data Sources Step 5: Develop the Sampling Plan 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 Research Results Step 11: Prepare and Present the Final Report Develop a Research Proposal MARKETING RESEARCH IN ACTION: WHAT DOES A RESEARCH PROPOSAL LOOK LIKE? EXCELSIOR HOTEL PREFERRED GUEST CARD RESEARCH PROPOSAL Summary of Learning Objectives Key Terms and Concepts Review Questions Discussion Questions Chapter 3 Information-Driven Technology and the Research Process GOOGLE FOR KNOWLEDGE Value of New Technology in Marketing Research Practices Technology and the Marketing Research Process Research Problems, Objectives, and Technological Approaches Portals as Problem Detectors and Opportunity Assessors Influence of Technology on Research Designs and Data Sources Benefits of Transactional and Analytical Customer Data Technology and Data Enhancement: Biometrics and Smartcards Technology and Primary Data Collection Nontraditional Technology?Driven Data Collection Methods Social Networking as a Marketing Research Tool Social Networks and Focus Group Interviews A CLOSER LOOK AT RESEARCH?USING TECHNOLOGY: ONLINE OPTIONS FOR FOCUS GROUP RESEARCH Technology-Driven Data Analysis in Marketing Research Disseminating Marketing Research Results through Research Portals MARKETING RESEARCH IN ACTION: CONTINUING CASE: THE SANTA FE GRILL AND TECHNOLOGY Summary of Learning Objectives Key Terms and Concepts Review Questions Discussion Questions Chapter 4 Market Intelligence and Database Research CONSUMER DATABASES ENHANCE CUSTOMER RETENTION Value of Market Intelligence and Database Information Databases and Market Intelligence Transforming Marketing Research into Market Intelligence A CLOSER LOOK AT RESEARCH?IN THE FIELD: MARKETING INTELLIGENCE IN THE FINANCIAL SERVICES INDUSTRY Strategic Use of Customer Information Information Based on a Transactional Focus Companywide Approach to Using Database Information Technology Support of Market Intelligence Marketing Databases Purposes of a Customer Database Marketing Research and Data Enhancement Effective Development of Enhanced Databases Dynamics of Database Development Rules of Thumb in Database Development Database Technology Data Warehousing Marketing-Related Data and Data Warehousing Data Mining: Transforming Data into Knowledge The Data Mining Process Database Modeling A CLOSER LOOK AT RESEARCH?IN THE FIELD: DATABASE AMERICA INTRODUCES SALESLEADSTM?FIRST WEB-BASED LEAD-GENERATING SERVICE FOR CONSUMERS AND SMALL BUSINESSES Scoring Models Lifetime Value Models MARKETING RESEARCH IN ACTION: THE FUNCTION OF DATABASES WITHIN THE FINANCIAL SERVICES INDUSTRY: LEADING WITH DATA Summary of Learning Objectives Key Terms and Concepts Review Questions Discussion Questions Part 2 Designing Marketing Research Projects Chapter 5 Secondary Research: Designs, Searches, and Sources SECONDARY RESEARCH GOES GLOBAL Value of Secondary Research Nature and Scope of Secondary Research Role of Secondary Data in Marketing Research Secondary Data and Customer Relationship Management Secondary Data and the Marketing Research Process Secondary Research Designs Literature Reviews A CLOSER LOOK AT RESEARCH?IN THE FIELD: GOOGLE AND EBAY FORM NEW ?CLICK-TO-CALL? ALLIANCE Electronic Searches: Popular Sources Scholarly Research Online Electronic Searches for Secondary Data Advantages and Limitations of Using Secondary Data Advantages of Secondary Data Limitations of Secondary Data Internal and External Sources of Secondary Data Internal Secondary Data Sources External Secondary Data Sources 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 MARKET INTELLIGENCE PROCESS: PLACING A VALUE ON CUSTOMER INFORMATION Continuing Case: Using Secondary Data for 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 A CLOSER LOOK AT RESEARCH?IN THE FIELD: CUSTOMIZED DATA MARKETING RESEARCH IN ACTION: CONTINUING CASE: SANTA FE GRILL CONSIDERING EXPANSION Summary of Learning Objectives Key Terms and Concepts Review Questions Discussion Questions Chapter 6 Exploratory Research Using Qualitative and Observation Methods CULTURE CODES BRING INSIGHTS TO CHRYSLER?S JEEP Value of Exploratory Research Observation and Questioning as Methods of Collecting Primary Data Overview of Qualitative and Quantitative Research Methods Quantitative Research Methods Qualitative Research Methods When to Use Qualitative Research Methods in Exploratory Designs Advantages and Disadvantages of Qualitative Research Methods Questioning Techniques in Qualitative Research In-Depth Interviews A CLOSER LOOK AT RESEARCH?IN THE FIELD: INSIGHTS INTO BUSINESS CUSTOMERS? HOTEL NEEDS AND WANTS Focus Group Interviews A CLOSER LOOK AT RESEARCH?IN THE FIELD: DIMENSIONS OF SERVICE QUALITY Conducting Focus Group Interviews A CLOSER LOOK AT RESEARCH?SMALL BUSINESS IMPLICATIONS: MODERATOR?S GUIDE FOR VAIL PERFORMING ARTS PROGRAM FOCUS GROUP INTERVIEW SESSIONS Impact of New Technologies on Focus Group Research GLOBAL INSIGHTS: UNDERSTANDING FOCUS GROUP RESEARCH ABROAD Other Qualitative Research Methods GLOBAL INSIGHTS: CUSTOM DOORS, INC., ENTERS THE JAPANESE COMMERCIAL MARKET Continuing Case: Santa Fe Grill Mexican Restaurant Overview of Observation Methods Appropriate Conditions for Using Observation Techniques Unique Characteristics of Observation Techniques Selecting the Appropriate Observation Method Benefits and Limitations of Observation Methods ETHICS: MINIMIZING BIAS IN RESEARCH DESIGNS: SUBJECTS? UNAWARENESS CAN RAISE MANY QUESTIONS MARKETING RESEARCH IN ACTION: CONTENT ANALYSIS: THE FUTURE OF FOR-PROFIT HIGHER EDUCATION Summary of Learning Objectives Key Terms and Concepts Review Questions Discussion Questions Chapter 7 Analyzing and Reporting Qualitative Research WIRELESS COMMUNICATION?S IMPACT ON SOCIAL BEHAVIOR Nature of Qualitative Data Analysis Qualitative versus Quantitative 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 Introduction Analysis of the Data/Findings Conclusions and Recommendations: Marketing Implications Continuing Case: Using Qualitative Research for the Santa Fe Grill MARKETING RESEARCH IN ACTION: ANALYZING QUALITATIVE DATA: HOTEL TRAVELERS? CHEERS AND JEERS AT THEIR EXPERIENCES Summary of Learning Objectives Key Terms and Concepts Review Questions Discussion Questions Chapter 8 Descriptive Research Designs Using Surveys MALES LIKE MALL SHOPPING: INSIGHTS TO THEIR SHOPPING INTERESTS Value of Descriptive Survey Research Designs Descriptive Designs and Surveys in Quantitative Research Overview of Constructs, Variables, and Relationships Overview of Survey Research Methods Advantages of Survey Methods Disadvantages of Survey Methods Types of Errors in Survey Research Sampling Error Nonsampling Errors Types of Survey Methods Person-Administered Surveys Telephone-Administered Surveys ETHICS?USING TECHNOLOGY: SUGGING IS A FEDERAL OFFENSE Self-Administered Surveys Online Survey Methods A CLOSER LOOK AT RESEARCH?USING TECHNOLOGY: VIRTUAL REALITY IN MARKETING RESEARCH Selecting the Appropriate Survey Method Situational Characteristics Task Characteristics Respondent Characteristics MARKETING RESEARCH IN ACTION: CONTINUING CASE: SANTA FE GRILL MEXICAN RESTAURANT: DEVELOPING RESEARCH QUESTIONS, FORMING HYPOTHESES, AND SELECTING A SURVEY METHOD Summary of Learning Objectives Key Terms and Concepts Review Questions Discussion Questions Chapter 9 Causal Research Designs and Test Markets TEST MARKETING TO GAUGE NEW-PRODUCT ACCEPTANCE: LEE APPAREL COMPANY Value of Experimentation and Test Marketing Overview of Causal Research Designs The Nature of Experimentation A CLOSER LOOK AT RESEARCH?USING TECHNOLOGY: BEHAVIORSCAN: A DEVICE USED FOR TESTING NEW PRODUCTS AND MARKETING PROGRAMS How Variables Are Used in Experimental Designs The Role of Theory in Experimental Designs Laboratory and Field Experiments Validity and Reliability Concerns with Experimental Designs Internal Validity External Validity Construct Validity Reliability of Experimental Research Designs Improving the Internal and External Validity of Experimental Designs Types of Experimental Research Designs Pre-experimental Designs True Experimental Designs Quasi-experimental Designs Field Experiments Factorial Designs Latin Square Designs Considerations in Using Field Experiments Validity Concerns Test Marketing Traditional Test Markets Controlled Test Markets A CLOSER LOOK AT RESEARCH?IN THE FIELD: GOOD TEST MARKET RESULTS DO NOT GUARANTEE NEW-PRODUCT SUCCESS: COORS GIVES THE COLD SHOULDER TO WINE COOLERS Electronic Test Markets A CLOSER LOOK AT RESEARCH?IN THE FIELD: STARBUCKS HAS UPSCALE CONCEPT PERCOLATING Simulated Test Markets Web-Based TV Test Markets Virtual Test Markets A CLOSER LOOK AT RESEARCH?IN THE FIELD: GOODYEAR STEPS OUT OF ITS OWN STORES Other Issues in Test Marketing MARKETING RESEARCH IN ACTION: RIDERS FITS NEW DATABASE INTO BRAND LAUNCH: THE INITIAL LAUNCH Summary of Learning Objectives Key Terms and Concepts Review Questions Discussion Questions Part 3 Designing and Conducting Surveys Chapter 10 Sampling: Theories, Designs, and Plans TECHNOLOGY AND SAMPLING PROCEDURES: CAN THE TWO EVER CO-EXIST? The Value of Sampling Methods in Marketing Research Types of Probability Sampling Designs Simple Random Sampling Systematic Random Sampling Stratified Random Sampling Cluster Sampling ETHICS?SAMPLING METHODS: U.S. CENSUS BUREAU MISLEADS CONGRESS Types of Nonprobability Sampling Designs Convenience Sampling Judgment Sampling Quota Sampling Snowball Sampling Determining the Appropriate Sampling Design Research Objectives Degree of Accuracy Resources Time Frame Knowledge of the Target Population Scope of the Research A CLOSER LOOK AT RESEARCH?USING TECHNOLOGY: THE INTERNET PROVIDES VALUABLE INTELLIGENCE INFORMATION Statistical Analysis Steps in Developing a Sampling Plan Step 1: Define the Target Population Step 2: Select the Data Collection Method Step 3: Identify the Sampling Frame(s) Needed Step 4: Select the Appropriate Sampling Method Step 5: Determine Necessary Sample Sizes and Overall Contact Rates Step 6: Create an Operating Plan for Selecting Sampling Units Step 7: Execute the Operational Plan MARKETING RESEARCH IN ACTION: CONTINUING CASE: SANTA FE GRILL: DEVELOPING A SAMPLING PLAN FOR A NEW MENU INITIATIVE SURVEY Summary of Learning Objectives Key Terms and Concepts Review Questions Discussion Questions Chapter 11 Overview of Measurement: Construct Development and Scaling SANTA FE GRILL MEXICAN RESTAURANT: PREDICTING CUSTOMER LOYALTY Value of Measurement in Information Research Overview of the Measurement Process Construct Development Abstractness of the Construct Determining Dimensionality of the Construct Assessing Construct Validity Construct Operationalization A CLOSER LOOK AT RESEARCH?IN THE FIELD: PROBLEM IN CONSTRUCT DEVELOPMENT Basic Concepts of Scale Measurement Types of Data Collected in Research Practices The Nature of Scale Measurement Properties of Scale Measurements Basic Levels of Scales Developing and Refining Measurement Scales Criteria for Scale Development A CLOSER LOOK AT RESEARCH?USING TECHNOLOGY: MACRO CONSULTING, INC. MARKETING RESEARCH IN ACTION: PART 1: WHAT YOU CAN LEARN FROM A CUSTOMER LOYALTY INDEX Summary of Learning Objectives Key Terms and Concepts Review Questions Discussion Questions Chapter 12 Advanced Measurement Designs for Survey Research ATTITUDE AND IMAGE MEASUREMENTS IN MARKETING RESEARCH Value of Attitude Measurement Nature of Attitudes and Marketplace Behaviors Components of Attitudes Measuring Attitudes and Behaviors Likert Scale Semantic Differential Scale Behavior Intention Scale Strengths and Weaknesses of Attitude and Behavior Intention Scales A CLOSER LOOK AT RESEARCH?SMALL BUSINESS IMPLICATIONS: INSTANT ON-SITE CUSTOMER SATISFACTION FEEDBACK Other Types of Comparative and Noncomparative Scales Comments on Single-Item and Multiple-Item Scales Measurement Design Issues MARKETING RESEARCH IN ACTION: PART 2: SCALE MEASUREMENTS USED IN CREATING A CUSTOMER LOYALTY INDEX Summary of Learning Objectives Key Terms and Concepts Review Questions Discussion Questions Appendix 12.A: Trilogy and Affect Global Approaches Chapter 13 Questionnaire Design: Concepts and Issues CAN SURVEYS BE USED TO DEVELOP UNIVERSITY RESIDENCE LIFE PLANS? Value of Questionnaires in Marketing Research Questionnaire Design Theoretical Components of a Questionnaire Description versus Prediction A CLOSER LOOK AT RESEARCH?USING TECHNOLOGY: COMPUTERIZED QUESTIONNAIRES Accuracy versus Precision Value of a Good Survey Instrument Flowerpot Approach to Questionnaire Design Impact of the Flowerpot Approach on Questionnaire Development Developing a Flowerpot-Designed Questionnaire Developing Cover Letters The Role of a Cover Letter Guidelines for Developing Cover Letters A CLOSER LOOK AT RESEARCH?IN THE FIELD: COVER LETTER ETHICS: TELEPHONE SURVEY GOES SOUR Other Documents Associated with Survey Instrument Designs Supervisor Instructions Interviewer Instructions Screening Forms Quota Sheets Rating Cards Call Record Sheets MARKETING RESEARCH IN ACTION: CONTINUING CASE: DESIGNING A QUESTIONNAIRE TO ASSESS THE DINING HABITS AND PATTERNS OF THE SANTA FE GRILL?S CUSTOMERS Summary of Learning Objectives Key Terms and Concepts Review Questions Discussion Questions Part 4 Data Preparation, Analysis, and Reporting Results Chapter 14 Preparing Survey Data for Analysis WAL-MART AND SCANNER TECHNOLOGY Value of Preparing Data for Analysis Data 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 A CLOSER LOOK AT RESEARCH?IN THE FIELD: DATA COLLECTION SHOULD NOT BE MANUAL LABOR One-Way Tabulation Descriptive Statistics Graphical Illustration of Data MARKETING RESEARCH IN ACTION: EXAMINING DATA: DELI DEPOT Summary of Learning Objectives Key Terms and Concepts Review Questions Discussion Questions Chapter 15 Data Analysis: Testing for Significant Differences STATISTICAL SOFTWARE MAKES DATA ANALYSIS EASY Value of Testing for Differences in Data Analyzing the Santa Fe Grill Database Analyzing Groups Select Cases Analysis Measures of Central Tendency Mean Mode Median SPSS Applications?Measures of Central Tendency Measures of Dispersion Range Standard Deviation SPSS Applications?Measures of Dispersion Analyzing Relationships in Sample Data Sample Statistics and Population Parameters Univariate Statistical Tests SPSS Application?Univariate Hypothesis Test Bivariate Statistical Tests 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) Perceptual Mapping Perceptual Mapping Applications in Marketing Research Continuing Case: The Santa Fe Grill MARKETING RESEARCH IN ACTION: EXAMINING RESTAURANT IMAGE POSITIONS: REMINGTON?S STEAK HOUSE Summary of Learning Objectives Key Terms and Concepts Review Questions Discussion Questions Chapter 16 Data Analysis: Testing for Associations DATA MINING HELPS REBUILD PROCTER & GAMBLE AS A GLOBAL POWERHOUSE Examining Relationships between Variables Covariation and Variable Relationships Correlation Analysis Pearson Correlation Coefficient Assumptions SPSS Application?Pearson Correlation Substantive Significance of the Correlation Coefficient Influence of Measurement Scales on Correlation Analysis SPSS Application?Spearman Rank Order Correlation SPSS Application?Calculating Median Rankings 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 Multicollinearity and Multiple Regression Analysis SPSS Application?Multicollinearity Dummy Variables and Multiple Regression SPSS Application?Use of Dummy Variables in Regression MARKETING RESEARCH IN ACTION: CUSTOMER SATISFACTION SURVEY: THE ROLE OF EMPLOYEES IN DEVELOPING A CUSTOMER SATISFACTION PROGRAM Summary of Learning Objectives Key Terms and Concepts Review Questions Discussion Questions Appendix 16.A: Formulas for Calculating Correlation and Regression Issues Appendix 16.B: Examining Residuals Chapter 17 Overview of Multivariate Analysis Methods MULTIVARIATE METHODS IMPACT OUR LIVES EVERY DAY Value of Multivariate Techniques in Data Analysis A CLOSER LOOK AT RESEARCH?SMALL BUSINESS IMPLICATIONS: XLSTAT Classification of Multivariate Methods Dependence and Interdependence Methods Influence of Measurement Scales GLOBAL INSIGHTS: ANALYSIS FROM GLOBAL RESEARCH MAY YIELD INTERESTING FINDINGS Interdependence Methods Factor Analysis Cluster Analysis Dependence Methods Discriminant Analysis A CLOSER LOOK AT RESEARCH?USING TECHNOLOGY: DISCRIMINANT ANALYSIS?SPSS Conjoint Analysis MARKETING RESEARCH IN ACTION: CLUSTER AND DISCRIMINANT ANALYSIS: DVD RECORDERS REMAIN POPULAR Summary of Learning Objectives Key Terms and Concepts Review Questions Discussion Questions Appendix 17.A: Electronics Products Opinion Survey Chapter 18 Preparing and Presenting Marketing Research Reports IT TAKES MORE THAN NUMBERS TO COMMUNICATE Value of Preparing the Marketing Research Report 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 Problems in Preparing the Marketing Research Report The Critical Nature of Presentations Guidelines for Preparing the Visual Presentation MARKETING RESEARCH IN ACTION: REPORTING RESEARCH FINDINGS: WRITING THE MARKETING RESEARCH REPORT FOR A FOCUS GROUP INTERVIEW Summary of Learning Objectives Key Terms and Concepts Review Questions Discussion Questions Glossary Endnotes Name Index Subject Index
Library of Congress Subject Headings for this publication:
Marketing research.