Modern marketing research: concepts, methods, and cases
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| Hauptverfasser: | , , |
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| Format: | Buch |
| Sprache: | English |
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| Ausgabe: | 2. ed., internat. ed. |
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| ISBN: | 9781133191025 1133191029 9781133191018 |
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| 245 | 1 | 0 | |a Modern marketing research |b concepts, methods, and cases |c Fred M. Feinberg, Thomas C. Kinnear, James R. Taylor |
| 250 | |a 2. ed., internat. ed. | ||
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Datensatz im Suchindex
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| adam_text | Titel: Modern marketing research
Autor: Feinberg, Fred M
Jahr: 2012
CONTENTS
PREFACE xxiii
ABOUT THE AUTHORS xxix
PART 1 The Research Process, Data Sources,
and Measurement Issues 1
1 The Purpose and Process of Marketing Research 3
Managerial Decision-Making 4
Research Methodologies for Decision-Making 5
MARKETING RESEARCH FOCUS 1.1: WHAT IS RESEARCH? 5
What Is Marketing Research? 6
MARKETING RESEARCH FOCUS 1.2: WHAT IS A MARKET? 6
Marketing Research Criteria 7
What Is Marketing? 8
Independent Variables 8
Dependent Variables 9
Connecting Variables 9
Marketing Management Decisions 10
Steps of the Decision-Making Process 1 o
MARKETING RESEARCH FOCUS 1.3: PERFORMANCE MEASURES REVEAL
AN OPPORTUNITY, NOT A PROBLEM 11
The Marketing Management Process 12
Information Needs 13
Good Planning through Marketing Research 14
The Marketing Research Industry 14
The History of Marketing Research 14
Methodological Development 15
The Marketing Research System 15
Marketing Research Institutions 16
Consumer versus Industrial Research 16
Organizational Structures 17
SPECIAL EXPERT FEATURE: INDUSTRIAL MARKETING RESEARCH
BY DANIEL J. SNIDER 19
Occupations in Marketing Research 20
Research Specialists 21
The Management-Research Relationship 22
Global Themes in Marketing Research 24
MARKETING RESEARCH FOCUS 1.4: HANDLING COMMON DIFFERENCES
BETWEEN RESEARCHERS AND MARKETERS 25
Ethical Themes in Market Research 26
Ethics of Performing Research 26
INTERNATIONAL ISSUES 1.1: GLOBAL MARKETING BLUNDERS 27
MARKETING RESEARCH FOCUS 1.5: MARKETING RESEARCH CODE
OF ETHICS 28
Ethics of Using Research 29
Overview of the Research Process 29
Establish Need for Information 29
Detail Research Objectives and Information Needs 29
Design Research and Data Sources 29
Design Data-Collection Procedure 30
Design Sample 30
Collect Data 31
Process and Code Data 31
Analyze Data 31
Presentation of Results 31
Is Research Needed? 31
Recognition of a Decision Situation 31
Defining the Decision 34
RESEARCH INNOVATIONS AND TECHNOLOGIES 1.1: CONCEPT MAPPING:
A TOOL TO AID INNOVATION, MARKETING AND BUSINESS DEVELOPMENT 34
Identifying Alternative Courses of Action 37
Evaluating Courses of Action 37
INTERNATIONAL ISSUES 1.2: COMMISSIONING INTERNATIONAL
MARKETING RESEARCH 38
Conclusive Research 39
Establish the Need for Information 39
Determine Research Objectives 41
Specify Information Needs 41
Visualize the Research Findings 42
Develop Decision Criteria 42
Determine the Cost and Value of the Research 43
Formally Propose Research 44
Proposal Guidelines 45
Errors in Marketing Research 45
Sampling Errors 46
Non-Sampling Errors 46
MARKETING RESEARCH FOCUS 1.6: TITLE IX FELLOWSHIPS UNDERMINED
BY ELECTRONIC SURVEYS 47
Types of Non-Sampling Errors 48
Summary 49
Key Terms 50
Discussion Questions 51
Further Reading 51
Note 51
Research Design and Data Sources 53
Research Design: Delineating What Data to Collect and How to
Collect Them 54
Types of Research 54
Exploratory Research: Determining the Space of Possible
Marketing Actions 54
MARKETING RESEARCH FOCUS 2.1: RESEARCH FACILITATES PRODUCT
POSITIONING 56
Conclusive Research: Narrowing Down Strategic Alternatives 57
Descriptive Research 57
Cross-Sectional Design 58
Implicit Causal Models 59
Causal Research 59
Performance-Monitoring Research: Relating Inputs to Outputs 60
Longitudinal Design and Panel-Based Research 61
Unrepresentative Sampling and Response Bias 64
Data Sources for Marketing Research Applications 64
Communication with Respondents 64
MARKETING RESEARCH FOCUS 2.2: DATA SOURCES AID MARKETING
SEGMENTATION 65
Observation of Respondents 66
Case Histories 67
Marketing Simulation 67
Experimentation 69
Secondary Data 69
Internal Data 69
External Data-Syndicated 70
Data Technology and Information Systems 72
Technology Changes 72
RESEARCH INNOVATIONS AND TECHNOLOGIES 2.1: ARE NIELSEN S
LOCAL PEOPLE METERS RACIALLY BIASED? 72
Single Sourcing 75
Marketing Intelligence Systems 76
Role of Secondary Data 78
Advantages of Secondary Data 79
Disadvantages of Secondary Data 79
Library Sources of Secondary Data 81
Government Data Sources 82
MARKETING RESEARCH FOCUS 2.3: EFFECT OF CENSUS ON ETHNIC
MARKETING 86
SPECIAL EXPERT FEATURE: THE U.S. CENSUS BUREAU: CENSUS OF
POPULATION AND HOUSING, ECONOMIC CENSUS AND INDICATORS,
HOUSEHOLD SURVEYS BY BARBARA EVERITT BRYANT AND CHRISTA D.
JONES 88
International Research Design and Data Sources 93
International Data Sources 94
International Secondary Data Sources 94
INTERNATIONAL ISSUES 2.1: SPECIFIC TECHNIQUES FOR FOREIGN MARKET
OPPORTUNITY ANALYSIS 94
INTERNATIONAL ISSUES 2.2: SOURCES OF INTERNATIONAL SECONDARY
DATA 95
Summary 96
Key Terms 97
Discussion Questions 97
Further Reading 97
Appendix 2A: Syndicated Sources of Marketing Data 98
Appendix 2B: Library Sources of Marketing Data 103
Measurement in Marketing Research 115
Basic Concepts in Measurement 116
The Measurement Process 117
MARKETING RESEARCH FOCUS 3.1: J. D. POWER S CUSTOMER
SATISFACTION TRACKING IMPACTS AUTOMOTIVE INDUSTRY 117
Definition of Measurement 118
Number System Characteristics 118
Types of Scales 119
Nominal Scale 119
Ordinal Scale 120
Interval Scale 122
Ratio Scale 124
MARKETING RESEARCH FOCUS 3.2: AN EXAMPLE COMPARING
MEASUREMENT SCALES 125
Difficulty in Measurement 126
Concepts and Constructs 126
Validity and Reliability Concepts 127
Validity and Reliability: Definition and Types 128
Estimating Validity 130
Estimating Reliability 132
Measurement Difficulties in International Marketing Research 133
INTERNATIONAL ISSUES 3.1: MEASUREMENT DIFFICULTIES IN
INTERNATIONAL MARKETING RESEARCH 133
Attitude Measurement 134
Difficulty of Measuring Attitude 134
Linking Attitudes and Behavior 135
A Model of Behavioral Response 135
MARKETING RESEARCH FOCUS 3.3: DO INTENTIONS REALLY PREDICT
BEHAVIOR? 137
Attitude-Scaling Procedures 138
Communication Techniques 138
Observation Techniques 139
Self-Reporting Techniques 139
Nominal Scale 139
Rating Scale 140
Graphic Rating Scale 140
Verbal Rating Scale 141
INTERNATIONAL ISSUES 3.2: MEASURING PLEASURE IN INTERNATIONAL
RESEARCH 142
Rank-Order Scale 148
Paired-Comparison Scale 149
Semantic Differential Scale 151
Stapel Scale 153
Examples of Scale Types 154
International Attitude Research 154
SPECIAL SECTION: NEUROMARKETING AND THE BUY BUTTON 156
Summary 158
Key Terms 158
Discussion Questions 159
Further Reading 160
Cases For Part One 161
Case 1.1: Fresh Impressions-Nutritional Labeling 161
Case 1.2: Oberon Food Company 162
Case 1.3: Field Modular Office Furniture 164
Case 1.4: United Way of America 168
Case 1.5: Ethical Dimensions in Marketing Research 171
Case 1.6: Twin Pines Golf and Country Club 173
Case 1.7: Hepworth Golden Auto 177
Case 1.8: CDW Corporation 179
PART 2 Project and Survey Design, Data Collection,
and Sampling 183
4 Causal Designs and Marketing Experiments 185
MARKETING RESEARCH FOCUS 4.1: EXPERIMENTAL FIELD STUDY REVEALS
MEDIA AND CREATIVE IMPACTS ON V8 JUICE SALES 186
The Quest for Causality 187
Necessary Conditions for Causality 188
Concomitant Variation 188
Time Occurrence of Variables 189
Elimination of Other Possible Causal Factors 189
Experimentation 189
Basic Definitions in Experimentation 190
Rigorously Defining Experiments 192
Types of Extraneous Variables 193
Three Pre-Experimental Designs 195
Three True Experimental Designs 197
Quasi-Experimentation 200
Time-Series Experiment 200
Multiple Time-Series Design 202
Equivalent Time-Sample Design 202
Nonequivalent Control Group Design 202
Managerial Aspects of Experimentation and
Quasi-Experimentation 203
Comparison with Other Procedures 203
Laboratory versus Field Environments 203
Control of Invalidity 204
Limitations of Experimentation 204
Stages in Conducting an Experiment 206
MARKETING RESEARCH FOCUS 4.2: EXPERIMENTAL METHODS APPLIED
IN A/B TESTING 206
Four Experimental Design Procedures: An Overview 208
Completely Randomized Design 208
Randomized Block Design 208
Latin Square Design 209
Factorial Design 210
Usage in Practice 212
International Marketing Experiments 213
INTERNATIONAL ISSUES 4.1: FIELD EXPERIMENTS IN INTERNATIONAL
MARKETING RESEARCH 213
Summary 214
Key Terms 214
Discussion Questions 215
Further Reading 215
Note 215
Data Collection: Exploratory and Conclusive Research 217
Qualitative Techniques for Exploratory Research 218
Qualitative Techniques 218
Depth Interviews 219
Focus Groups 220
Designing and Deploying Focus Groups 220
Group Design Issues 220
Choosing a Moderator 226
Analyzing Focus Groups 228
Variations on Focus Groups 231
Advantages of Focus Groups 231
MARKETING RESEARCH FOCUS 5.1: ONLINE FOCUS GROUPS 232
Disadvantages of Focus Groups 234
Quantitative Techniques for Conclusive Research 234
Past Behavior 235
Attitudes 235
Respondent Characteristics 235
Methods of Collecting Respondent Data 236
Communication Method 236
SPECIAL EXPERT FEATURE: THE CURRENT STATE OF ONLINE MARKET
RESEARCH: AN APPLIED PERSPECTIVE BY RAY PETTIT 239
Observation Method 250
Collecting Data from Children 252
MARKETING RESEARCH FOCUS 5.2: LEGAL AND ETHICAL ISSUES IN
COLLECTING DATA FROM CHILDREN 253
Data Collection Worldwide 254
International Exploratory Research 254
International Conclusive Research 254
INTERNATIONAL ISSUES 5.1: CULTURAL DIFFERENCES IN INTERNATIONAL
RESEARCH 256
SPECIAL EXPERT FEATURE: MODERN ONLINE DATA COLLECTION: THE
STATE-OF-THE-ART AT QUALTRICS.COM 257
Summary 260
Key Terms 260
Discussion Questions 260
Further Reading 261
Notes 261
Designing Surveys and Data Collection Instruments 263
Function and Importance of Questionnaires 264
MARKETING RESEARCH FOCUS 6.1: QUESTIONING THE RELIABILITY OF
QUESTIONNAIRES 265
Questionnaire Components 266
Questionnaire Design 267
Preliminary Considerations: Getting Started 267
Decide on Question Content: What, Exactly, Do We Need to Know? 269
Decide on Response Format 272
A CLOSER LOOK 6.1: THE RANDOMIZED RESPONSE TECHNIQUE IN
PRACTICE 273
MARKETING RESEARCH FOCUS 6.2: VERBATIMS AND PERSON WHO
ARGUMENTS 275
MARKETING RESEARCH FOCUS 6.3: CODING VERBAL DATA FROM
OPEN-ENDED QUESTIONS 275
Decide on Question Wording 279
Decide on Question Sequence 283
MARKETING RESEARCH FOCUS 6.4: METAMORPHOSIS OF A QUESTION 284
Decide on Physical Characteristics 286
Carry Out Pre-Testing and Revision, and Make the Final Draft 287
MARKETING RESEARCH FOCUS 6.5: SURVEY FORMAT AND WORDING
PROBLEM CHECKLIST 287
MARKETING RESEARCH FOCUS 6.6: REPRESENTING RESPONDENT
PREFERENCES IN SOCIAL DECISION MAKING 288
Computer-Aided Questionnaire Design 290
Observational Forms 290
International Questionnaire Design 290
SPECIAL EXPERT FEATURE: SELF-REPORTS IN MARKETING RESEARCH:
HOW THE QUESTIONS SHAPE THE ANSWERS BY NORBERT SCHWARZ
AND ANDY PEYTCHEV 291
Summary 295
Key Terms 295
Discussion Questions 296
Further Reading 296
Sampling 297
Sampling: An Introduction 298
The Benefits of Sampling 298
MARKETING RESEARCH FOCUS 7.1: CONSEQUENCES OF POOR
SAMPLING 299
Some Crucial Sampling Concepts 300
The Sampling Process: An Overview 303
Sampling Procedures 304
Non-Probability Sampling Procedures 304
Convenience Sampling 304
Judgment Sampling 305
Quota Sampling 305
MARKETING RESEARCH FOCUS 7.2: BUSINESS USES OF NON-PROBABILITY
SAMPLING 306
Probability Sampling Procedures 308
Simple Random Sampling 308
MARKETING RESEARCH FOCUS 7.3: CHOOSING REPRESENTATIVE
PROBABILITY SAMPLES 309
The Crucial Role of Statistical Reasoning in Sampling 309
Terminology and Symbols 310
A Population to Examine 311
Calculation of Sample Statistics for Continuous Variables 314
Calculation of Sample Statistics for Dichotomous Variables 316
Drawing Inferences about Population Parameters from Sample Statistics
for Continuous Variables 317
The Effect of Sample Size on Precision 319
Drawing Inferences about Population Parameters from Sample Statistics for
Dichotomous Variables 319
The Question of Population Size 3 20
An Important Warning about Non-Sampling Errors 321
The Accuracy of Probability Samples 322
The Determination of Sample Size 322
The Question of Sample Size in Statistical Theory 322
Difficulties with the Optimal Sample Size Calculation 324
Optimal Sample Size for a Proportion 325
Sample Size and Non-Sampling Error 326
Sample Size and Other Factors 327
MARKETING RESEARCH FOCUS 7.4: RESPONDENT-DRIVEN SAMPLING
METHOD REDUCES NON-RESPONSE FOR DISEASE CONTROL PURPOSES 329
Stratified Sampling 329
Purpose 3 29
Selecting the Stratified Sample 330
An Illustration 330
The Sample 330
Calculation of Statistics within Strata 332
Calculation of the Mean and Standard Error for the Whole Sample 333
Calculation of Associated Confidence Interval 334
Usefulness in Marketing Research 334
Disproportionate Stratified Sampling 335
MARKETING RESEARCH FOCUS 7.5: STRATIFIED SAMPLING 336
Cluster Sampling 337
Systematic Sampling 338
The Method 338
INTERNATIONAL ISSUES 7.1: CLUSTER SAMPLING IN INTERNATIONAL
SITUATIONS 339
The Problem of Periodicity 341
Implicit Stratification with Systematic Sampling 341
Area Sampling 342
The Basics 342
Multistage Area Samples 342
The Properties of Multistage Area Samples 343
MARKETING RESEARCH FOCUS 7.6: MULTISTAGE AREA SAMPLING 344
Equal-Probability Area Sampling 344
Unequal-Probability Area Sampling 346
Note on Sample Size for Complex Sampling Procedures 348
Managerial Summary of Sampling 348
Random-Digit Dialing 349
International Sample Selection 349
INTERNATIONAL ISSUES 7.2: CLASSIC CASE OF POOR SAMPLING IN
RUSSIAN PARLIAMENTARY ELECTIONS 350
SPECIAL EXPERT FEATURE: TOTAL SURVEY ERROR BY ANDY PEYTCHEV
AND NORBERT SCHWARZ 350
Summary 354
Key Terms 355
Discussion Questions 355
Further Reading 356
Note 356
Appendix 7A: Statistical Concepts for Marketing Research 357
Cases For Part Two 365
Case 2.1: J.D. Power and Associates and the Customer
Satisfaction Index 365
Case 2.2: Mainline Package Goods 366
Case 2.3: Kellogg s 369
Case 2.4: Adventures Unlimited Corporation 371
Case 2.5: Cosmopolitan Magazine 373
Case 2.6: The Gallup Poll in Iraq 375
Case 2.7: Delta Dairy Local Market Taste Test Survey 377
Case 2.8: Elysian Foods 379
Case 2.9: Beethoven Beats Bono? 382
PART 3 Data Analysis, Advanced Topics, and the Final
Report 387
8 Data Analysis and Statistical Methods: Univariate
and Bivariate Analyses 389
The Use of Statistical Methods in Marketing Research 390
Overall Approach to Data Analysis 390
MARKETING RESEARCH FOCUS 8.1: ESTIMATING AND INTERPRETING
UNIVARIATE METRICS FROM SAMPLES 391
Overview of Data Analysis Procedures 392
Number of Variables to Analyze 392
Description versus Inference 393
Level of Measurement 393
Overview of Univariate Data Analysis Procedures 394
Illustration Data Set: Weight, Height, Gender, Age, LikeStat for Marketing
Research Students 395
Descriptive Statistics 396
Measures of Central Tendency 396
Measures of Dispersion 398
Hypothesis Testing 400
The Concept of a Null Hypothesis 400
Possible Errors 401
Type I Error (a) 401
Type II Error {(3) 402
Steps in Hypothesis Testing 403
MARKETING RESEARCH FOCUS 8.2: DEFINING HYPOTHESES CORRECTLY
IN FIELD WORK 404
Inferential Statistics 404
Interval Data 404
z-Test 404
t-Test 407
Nominal Data 408
Bivariate Procedures 410
Overview of Bivariate Procedures 410
Descriptive Statistics for Bivariate Analysis 411
Linear Correlation Coefficient 411
Simple Regression 416
Partitioning the Sum-of-Squares 416
Fitting the Regression Line 418
The Meaning and Significance of the Coefficients 420
Measures of Regression Fit and Quality 420
Using the Regression Model to Predict 421
MARKETING RESEARCH FOCUS 8.3: BIVARIATE ANALYSIS 423
Inferential Statistics for Bivariate Analysis 424
Basic Inferential Test for Regression Coefficients 424
Inferential Test for Difference in Population Group Means 425
Differences in Proportions 426
Nominal Association: The Chi-Square Test 427
Summary 430
Key Terms 431
Discussion Questions 431
Further Reading 433
9 Multiple Regression: Modeling Multivariate
Relationships 435
Overview of Regression and Its Uses 436
What Is Regression? 436
Limits of Regression 438
Regression: Why, When, and How 439
MARKETING RESEARCH FOCUS 9.1: MULTIPLE REGRESSION ANALYSIS
REVEALS PREDICTORS OF GAPS IN EXPECTATION OF PHYSICIAN SERVICE
QUALITY 440
What Must We Know About Errors? 442
Non-Normality 442
Heteroscedasticity 444
Autocorrelation 446
Multiple Regression 448
Multicollinearity and Interpreting Multiple Regression Coefficients 449
Transformations: Working with Nonlinear Regression Relationships 449
MARKETING RESEARCH FOCUS 9.2: REGRESSION METHODS IN LITIGATION
AND PROOF OF DISCRIMINATION 452
Using and Interpreting Multiple Linear Regression 453
Interval-Scaled Dependent Variable: Multiple Linear Regression 455
Binary Dependent Variable: Binary Regression 457
Ordinal Dependent Variable: Ordinal Regression 462
Nominal Dependent Variable: Multinomial Regression 464
MARKETING RESEARCH FOCUS 9.3: GUADAGNI AND LITTLE S MULTINOMIAL
LOGIT ANALYSIS OF COFFEE PURCHASE BEHAVIOR 465
Multinomial Logit and Modeling Consumer Choice 466
Other Types of Dependent Variables: Rank-Ordered and Count 469
Using Nominal Independent Variables in Regressions 470
Summary 471
Key Terms 471
Discussion Questions 472
Further Reading 473
Note 473
10 Multivariate Methods of Marketing Research I: Factor,
Cluster, and Discriminant Analyses 475
The Uses of Multivariate Methods 476
Interdependence versus Dependence Methods 477
Distinguishing Factor and Cluster Analyses 477
Factor Analysis 479
Factor Analysis: What It Is, and What It Does 482
MARKETING RESEARCH FOCUS 10.1: FACTOR ANALYSIS OF BANKING
COMPETITION REVEALS UNDERLYING DIMENSIONS OF COMPETITIVE
SUCCESS 483
Steps in Factor Analysis 485
Factor Analysis: Application and Interpretation 486
Principal Components Method 488
How Many Factors Do I Need? 490
A CLOSER LOOK 10.1: INTRIGUING DETAILS ABOUT FACTOR LOADINGS,
EIGENVALUES, AND COMMUNALITIES 492
Varimax Rotation Method 492
Using Factor Analysis 495
A CLOSER LOOK 10.2: CHECKING EIGENVALUE AND COMMUNALITY
CALCULATIONS 496
MARKETING RESEARCH FOCUS 10.2: USING FACTOR ANALYSIS TO
UNDERSTAND COFFEE FLAVOR 498
Cluster Analysis and Latent Class Analysis 501
Visual Guides to Cluster Analysis 501
Cluster Analysis: Application and Interpretation 503
Scaling and Redundancy in Cluster Analysis 504
Running the Cluster Analysis 504
A CLOSER LOOK 10.3: DIFFERENT WAYS TO RESCALE DATA AND MEASURE
DISTANCES 505
How Many Clusters Do I Need? 505
Hierarchical versus Nonhierarchical Clustering 506
Interpreting a Hierarchical Cluster Analysis 507
Nonhierarchical Clustering: The £-Means Method 512
Clustering with Different Data Types: An Application with Latent
Classes 514
INTERNATIONAL ISSUES 10.1: INTERNATIONAL ATTITUDE MEASURES HELP
IDENTIFY SEGMENTS 516
Discriminant Analysis 518
Analysis of Variance (ANOVA) 520
Summary 5 20
Key Terms 521
Discussion Questions 521
Further Reading 522
11 Multivariate Methods of Marketing Research II: Conjoint
Analysis and Multidimensional Scaling 523
Conjoint Analysis 524
Conjoint versus Test Markets 525
Conjoint Example: A New, Brighter Light Bulb 525
Conjoint Analysis: Basic Steps, Problems, and Extensions 530
Orthogonal Designs 530
MARKETING RESEARCH FOCUS 11.1: DESIGNING YOUR OWN MOVIE
THEATER USING CONJOINT ANALYSIS AND AN ORTHOGONAL DESIGN 531
Adaptive Conjoint 535
Choice-Based Conjoint 535
Conjoint Analysis: What Is It Used for and How? 537
Conjoint Case Study: Dial Readout Scales 538
Multidimensional Scaling 544
Multidimensional Scaling: Some Preliminaries 545
Multidimensional Scaling: An Application 547
Orienting the MDS Map: Overlaying External Data 554
Types and Uses of Multidimensional Scaling in Marketing Research 555
SPECIAL EXPERT FEATURE: CHOICE-BASED CONJOINT AT GENERAL MOTORS
BY JIM CHRISTIAN, ELEANOR FEIT, AND MARK BELTRAMO, GENERAL
MOTORS CORPORATION 556
Summary 5 60
Key Terms 561
Discussion Questions 561
Further Reading 562
12 Advanced Topics, Research Frontiers, and Preparing
the Final Report 563
Heterogeneity: A Cornerstone of Marketing Practice 564
RESEARCH INNOVATIONS AND TECHNOLOGIES 12.1: MICROTARGETING AND
SURVEY PANELS-THE MICROSCOPES AND TELESCOPES OF MARKETING
RESEARCH 565
Heterogeneity: What Is It? And Why Is It Important? 567
Different Ways to Account for Heterogeneity in Marketing Research 570
Application Case Study: A Second Look at the Bathroom
Scale Conjoint Data 574
Hierarchical Models and Bayesian Estimation 576
What Does Hierarchical Mean? 576
What Does Bayesian Mean? 577
Hierarchical Bayes Model Revisited 579
Sample Selection Bias and Corrections 579
MARKETING RESEARCH FOCUS 12.1: SELECTION BIASES IN THE MEDIA,
MEDICAL RESEARCH, AND MARKETING 580
Data-Based Selection Biases 581
Participant-Based Selection Biases 582
Study-Based Selection Biases 582
Correcting for Sample Selection Bias 584
m
The Heckman Model for Selection Bias: What It Does, and
How It Is Used 585
Application Case Study: Understanding Product Recommendation Systems
via Sample Selection and Hierarchical Bayes Models 586
SPECIAL EXPERT FEATURE: CUSTOMER ANALYTICS BY ELEA MCDONNELL
FEIT, CHARLES PENSIG, AND JASON HARPER 590
Reporting Findings and Writing the Research Report 594
MARKETING RESEARCH FOCUS 12.2: MARKETING RESEARCH
PRESENTATION ENDS IN COMBAT -FILM AT 11:00 595
General Guidelines for Written Marketing Research Reports 595
Report Format 597
Presentation of Data 600
Oral Presentation 602
SPECIAL EXPERT FEATURE: DESIGNING BETTER PRODUCTS BY
COORDINATING MARKETING RESEARCH AND ENGINEERING
BY JEREMY J. MICHALEK 603
Summary 605
Key Terms 606
Discussion Questions 606
Further Reading 607
Cases For Part Three 609
Case 3.1: European Alcohol Research Foundation 609
Case 3.2: Howie s Student Cafeteria 613
Case 3.3: The Decline of Rural Hospitals and the Rise of
Urban HMOs 620
Case 3.4: The Flying Dutchman Group 622
Case 3.5: Netfore, Inc. 624
Case 3.6: Executive Express Air 627
Case 3.7: PC Mall, Inc. 635
Case 3.8: Yukei Enterprises: Mo Mo Bubbles 648
Case 3.9: Grosse Pointe Associates and the Microvan 651
APPENDIX A 657
Table A.l: Tail Areas and Critical Values for the Standard
Normal Distribution (z) 6$j
Table A.2: Tail Areas and Critical Values for the t Distribution 659
Table A.3: Tail Areas and Critical Values for the Chi-Square
Distribution 660
Table A.4: Tail Areas and Critical Values for the F Distribution 661
Table A.5: The Greek Alphabet 663
GLOSSARY 665
NAME INDEX 677
SUBJECT INDEX 679
|
| any_adam_object | 1 |
| author | Feinberg, Fred M. Kinnear, Thomas C. 1943- Taylor, James R. 1938- |
| author_GND | (DE-588)17145989X (DE-588)170432173 (DE-588)170961729 |
| author_facet | Feinberg, Fred M. Kinnear, Thomas C. 1943- Taylor, James R. 1938- |
| author_role | aut aut aut |
| author_sort | Feinberg, Fred M. |
| author_variant | f m f fm fmf t c k tc tck j r t jr jrt |
| building | Verbundindex |
| bvnumber | BV040351184 |
| classification_rvk | QP 611 |
| ctrlnum | (OCoLC)844021550 (DE-599)BVBBV040351184 |
| discipline | Wirtschaftswissenschaften |
| edition | 2. ed., internat. ed. |
| format | Book |
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| id | DE-604.BV040351184 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T00:22:14Z |
| institution | BVB |
| isbn | 9781133191025 1133191029 9781133191018 |
| language | English |
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| oclc_num | 844021550 |
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| physical | XXX, 689 S. Ill., graph. Darst. |
| publishDate | 2013 |
| publishDateSearch | 2013 |
| publishDateSort | 2013 |
| publisher | South-Western Cengage Learning |
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| spelling | Feinberg, Fred M. Verfasser (DE-588)17145989X aut Modern marketing research concepts, methods, and cases Fred M. Feinberg, Thomas C. Kinnear, James R. Taylor 2. ed., internat. ed. Singapore [u.a.] South-Western Cengage Learning 2013 XXX, 689 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Mixed media product. Contains Paperback and Online resource Marketingforschung (DE-588)4200055-5 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Marketingforschung (DE-588)4200055-5 s b DE-604 Kinnear, Thomas C. 1943- Verfasser (DE-588)170432173 aut Taylor, James R. 1938- Verfasser (DE-588)170961729 aut X:Nielsen text/html http://scans.hebis.de/HEBCGI/show.pl?29085014_toc.html X:Nielsen text/html http://scans.hebis.de/HEBCGI/show.pl?29085014_kub.html X:Nielsen text/html http://scans.hebis.de/HEBCGI/show.pl?29085014_aub.html HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025205245&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Feinberg, Fred M. Kinnear, Thomas C. 1943- Taylor, James R. 1938- Modern marketing research concepts, methods, and cases Marketingforschung (DE-588)4200055-5 gnd |
| subject_GND | (DE-588)4200055-5 (DE-588)4123623-3 |
| title | Modern marketing research concepts, methods, and cases |
| title_auth | Modern marketing research concepts, methods, and cases |
| title_exact_search | Modern marketing research concepts, methods, and cases |
| title_full | Modern marketing research concepts, methods, and cases Fred M. Feinberg, Thomas C. Kinnear, James R. Taylor |
| title_fullStr | Modern marketing research concepts, methods, and cases Fred M. Feinberg, Thomas C. Kinnear, James R. Taylor |
| title_full_unstemmed | Modern marketing research concepts, methods, and cases Fred M. Feinberg, Thomas C. Kinnear, James R. Taylor |
| title_short | Modern marketing research |
| title_sort | modern marketing research concepts methods and cases |
| title_sub | concepts, methods, and cases |
| topic | Marketingforschung (DE-588)4200055-5 gnd |
| topic_facet | Marketingforschung Lehrbuch |
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