Verfügbarkeit: Marketing research

Marketing research: an applied orientation

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Bibliographische Detailangaben
1. Verfasser:	Malhotra, Naresh K. (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Upper Saddle River, NJ Prentice Hall 1996
Ausgabe:	2. ed.
Schlagworte:	Marketing - Recherche Marketing - Recherche - Méthodologie Marktonderzoek Marketing research Marketing research > Methodology Marketingforschung Marketing Marktforschung
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	XXXIII, 890 S. Ill., graph. Darst.
ISBN:	0131257331

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Datensatz im Suchindex

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adam_text	PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH Chapter 1 INTRODUCTION TO MARKETING RESEARCH 2 Chapter 2 DEFINING THE MARKETING RESEARCH PROBLEM AND DEVELOPING AN APPROACH 33 PROFESSIONAL PERSPECTIVES FOR PART I 68 CASES FOR PART I 73 PART II: RESEARCH DESIGN FORMULATION 83 Chapter 3 RESEARCH DESIGN 84 Chapter 4 EXPLORATORY RESEARCH DESIGN: SECONDARY DATA 114 Chapter 5 EXPLORATORY RESEARCH DESIGN: QUALITATIVE RESEARCH 161 Chapter 6 DESCRIPTIVE RESEARCH DESIGN: SURVEY AND OBSERVATION 194 Chapter 7 CAUSAL RESEARCH DESIGN: EXPERIMENTATION 232 Chapter 8 MEASUREMENT AND SCALING: FUNDAMENTALS AND COMPARATIVE SCALING 269 Chapter 9 MEASUREMENT AND SCALING: NONCOMPARATIVE SCALING TECHNIQUES 289 Chapter 10 QUESTIONNAIRE AND FORM DESIGN 317 Chapter 11 SAMPLING: DESIGN AND PROCEDURES 357 Chapter 12 SAMPLING: FINAL AND INITIAL SAMPLE SIZE DETERMINATION 387 PROFESSIONAL PERSPECTIVES FOR PART II 418 CASES FOR PART II 426 PART III: DATA COLLECTION 441 Chapter 13 FIELD WORK 442 PROFESSIONAL PERSPECTIVES FOR PART III 462 CASES FOR PART III 465 PART IV: DATA PREPARATION AND ANALYSIS 469 Chapter 14 DATA PREPARATION 470 Chapter 15 FREQUENCY DISTRIBUTION, CROSS TABULATION, AND HYPOTHESIS TESTING 500 Chapter 16 ANALYSIS OF VARIANCE AND COVARIANCE 545 Chapter 17 CORRELATION AND REGRESSION 573 Chapter 18 DISCRIMINANT ANALYSIS 616 Chapter 19 FACTOR ANALYSIS Chapter 20 CLUSTER ANALYSIS Chapter 21 MULTIDIMENSIONAL SCALING AND CONJOINT ANALYSIS PROFESSIONAL PERSPECTIVES FOR PART IV 730 CASES FOR PART IV 744 PART V: COMMUNICATING THE RESEARCH PROJECT Chapter 22 REPORT PREPARATION AND PRESENTATION PROFESSIONAL PERSPECTIVES FOR PART V 790 CASES FOR PART V 794 PART VI: INTERNATIONAL AND ETHICAL DIMENSIONS Chapter 23 INTERNATIONAL MARKETING RESEARCH Chapter 24 ETHICS IN MARKETING RESEARCH PROFESSIONAL PERSPECTIVES FOR PART VI 842 CASES FOR PART VI 844 Contents Preface xxviii About the Author xxxv CHAPTER 1 INTRODUCTION TO MARKETING RESEARCH 2 Objectives 2 Overview 3 What Does Marketing Research Encompass? 3 The Nature of Marketing Research 6 Definition of Marketing Research 8 A Classification of Marketing Research 10 The Role of Marketing Research in MIS and DSS 12 Marketing Research Suppliers and Services 13 Selecting a Research Supplier 18 Careers in Marketing Research 18 Marketing Research Process 21 The Department Store Patronage Project 23 International Marketing Research 24 Ethics in Marketing Research 26 Computer Applications 27 Summary 29 Acronyms 29 Exercises 29 Questions 29 Problems 30 Computer Exercises 30 Notes 30 CHAPTER 2 DEFINING THE MARKETING RESEARCH PROBLEM AND DEVELOPING AN APPROACH 33 Objectives 33 Overview 34 Viii Contents Importance of Defining the Problem 36 The Process of Defining the Problem and Developing an Approach 37 Tasks Involved 38 Discussions with Decision Makers 38 Interviews with Industry Experts 40 Secondary Data Analysis 41 Qualitative Research 42 Environmental Context of the Problem 43 Past Information and Forecasts 43 Resources and Constraints 44 Objectives 45 Buyer Behavior 45 Legal Environment 46 Economic Environment 46 Marketing and Technological Skills 41 Management Decision Problem and Marketing Research Problem 47 Defining the Marketing Research Problem 48 Components of the Approach 51 Objective/Theoretical Framework 51 Analytical Model 52 Research Questions 54 Hypotheses 54 Relevant Characteristics 56 International Marketing Research 57 Ethics in Marketing Research 59 Computer Applications 61 Summary 63 Acronyms 64 Exercises 64 Questions 64 Problems 64 Computer Exercises 65 Notes 65 PROFESSIONAL PERSPECTIVES FOR PART I 68 The Profession of Marketing Research: A Strategic Assessment 68 The Marketing Research Problem: From the DM s Desk to Study Execution 70 Defining the Research Problem 72 CASES FOR PART I 73 Case 1.1: Life in the Fast Lane: Fast Food Chains Race to Be Number One 13 Case 1.2: Nike Sprints Ahead of the Competition 15 Case 1.3: Lexus: Imparting Value to Luxury or Luxury to Value? 11 Case 1.4: Marketing Research Lights the Way for Electric Utilities 79 Case 1.5: Quaker Oats: Marketing Its Way to Success 80 Contents IX CHAPTER 3 RESEARCH DESIGN 84 Objectives 84 Overview 85 Research Design: Definition 86 Research Design: Classification 86 Exploratory Research 88 Descriptive Research 90 Cross Sectiontd Designs 92 Longitudinal Designs 94 Relative Advantages and Disadvantages of Longitudinal and Cross Sectional Designs 95 Causal Research 97 Relationships among Exploratory, Descriptive, and Causal Research 98 Potential Sources of Error 100 Random Sampling Error 102 Nonsampling Error 102 Budgeting and Scheduling the Project 105 Marketing Research Proposal 105 International Marketing Research 106 Ethics in Marketing Research 107 Computer Applications 108 Summary 110 Acronyms 111 Exercises 111 Questions 111 Problems 111 Computer Exercises 112 Notes 112 CHAPTER 4 EXPLORATORY RESEARCH DESIGN: SECONDARY DATA 114 Objectives 114 Overview 115 Primary versus Secondary Data 116 Advantages and Uses of Secondary Data 117 Disadvantages of Secondary Data 118 Criteria for Evaluating Secondary Data 118 Specifications: Methodology Used to Collect the Data 118 Error: Accuracy of the Data 118 Currency: When the Data Were Collected 120 Objective: The Purpose for Which the Data Were Collected 120 Nature: The Content of the Data 120 Dependability: How Dependable Are the Data? 121 Classification of Secondary Data 122 X Contents Internal Secondary Data 123 Database Marketing 123 Published External Secondary Sources 125 Qeneral Business Data 125 Qovernment Sources 126 Computerized Databases 127 Classification of Computerized Databases 128 Directories of Databases 130 Syndicated Sources of Secondary Data 130 Syndicated Data from Households 130 Surveys 130 Diary Panels 134 Electronic Scanner Services 137 Syndicated Data from Institutions 138 Retailer and Wholesaler Audits 138 Retail Auditing for Retailing Information 139 Industry Services 140 Combining Information from Different Sources: Single Source Data 140 Applications of Secondary Data 143 Buying Power Index 143 Computer Mapping 143 International Marketing Research 146 Ethics in Marketing Research 148 Computer Applications 149 Summary 151 Acronyms 152 Exercises 152 Questions 152 Problems 152 Computer Exercises 152 Notes 153 Appendix 4A: Published Sources of Secondary Data 155 CHAPTER 5 EXPLORATORY RESEARCH DESIGN: QUALITATIVE RESEARCH 161 Objectives 161 Overview 162 Primary Data: Qualitative versus Quantitative Research 163 Rationale for Using Qualitative Research 165 A Classification of Qualitative Research Procedures 165 Focus Group Interviews 166 Characteristics 166 Planning and Conducting Focus Qroups 168 Other Variations in Focus Qroups 171 Advantages and Disadvantages of Focus Qroups 172 Applications of Focus Qroups 173 Depth Interviews 174 Contents XI Characteristics 174 Techniques 175 Advantages and Disadvantages of Depth Interviews 177 Applications of Depth Interviews 177 Projective Techniques 178 Association Techniques 178 Completion Techniques 180 Construction Techniques 181 Expressive Techniques 183 Advantages and Disadvantages of Projective Techniques 184 Applications of Projective Techniques 184 International Marketing Research 185 Ethics in Marketing Research 186 Computer Applications 187 Summary 190 Acronyms 190 Exercises 191 Questions 191 Problems 191 Computer Exercises 192 Notes 192 CHAPTER 6 DESCRIPTIVE RESEARCH DESIGN: SURVEY AND OBSERVATION 194 Objectives 194 Overview 195 Survey Methods 196 Survey Methods Classified by Mode of Administration 198 Telephone Methods 198 Traditional Telephone Interviews 198 Computer Assisted Telephone Interviewing 199 Personal Methods 200 Personal In Home Interviews 200 Mall Intercept Personal Interviews 201 Computer Assisted Personal Interviewing (CAPI) 202 Mail Methods 202 Mail Interviews 202 Mail Panels 204 A Comparative Evaluation of Survey Methods 205 Flexibility of Data Collection 205 Diversity of Questions 205 Use of Physical Stimuli 205 Sample Control 207 Control of the Data Collection Environment 209 Control of Field Force 209 Quantity of Data 209 Response Rate 210 xii Contents Perceived Anonymity 210 Social Desirability/Sensitive Information 211 Potential for Interviewer Bias 211 Speed 211 Cost 211 Selection of Survey Method(s) 212 Observation Methods 213 Structured versus Unstructured Observation 213 Disguised versus Undisguised Observation 214 Natural versus Contrived Observation 214 Observation Methods Classified by Mode of Administration 214 Personal Observation 214 Mechanical Observation 215 Audit 217 Content Analysis 217 Trace Analysis 218 A Comparative Evaluation of Observation Methods 219 A Comparison of Survey and Observation Methods 221 Relative Advantages of Observation 221 Relative Disadvantages of Observation 221 International Marketing Research 222 Selection of Survey Methods 222 Ethics in Marketing Research 223 Computer Applications 225 Summary 227 Acronyms 228 Exercises 228 Questions 228 Problems 228 Computer Exercises 229 Notes 229 CHAPTER 7 CAUSAL RESEARCH DESIGN: EXPERIMENTATION 232 Objectives 232 Overview 233 Concept of Causality 234 Conditions for Causality 235 Concomitant Variation 235 Time Order of Occurrence of Variables 236 Absence of Other Possible Causal Factors 237 Role of Evidence 237 Definitions and Concepts 237 Definition of Symbols 239 Validity in Experimentation 240 Internal Validity 240 External Validity 240 Contents xiU Extraneous Variables 241 History 241 Maturation 241 Testing Effects 241 Instrumentation 242 Statistical Regression 242 Selection Bias 243 Mortality 243 Controlling Extraneous Variables 243 Randomization 243 Matching 244 Statistical Control 244 Design Control 244 A Classification of Experimental Designs 244 Preexperimental Designs 245 One Shot Cose Study 245 One Qroup Pretest Posttest Design 246 Static Qroup Design 246 True Experimental Designs 247 Pretest Posttest Control Qroup Design 247 Posttest Only Control Qroup Design 248 Quasi Experimental Designs 249 Time Series Design 249 Multiple Time Series Design 250 Statistical Designs 250 Randomized Block Design 252 Latin Square Design 252 Factorial Design 253 Laboratory versus Field Experiments 255 Experimental versus Nonexperimental Designs 256 Limitations of Experimentation 256 Time 256 Cost 256 Administration 256 Application: Test Marketing 257 Standard Market Test 257 Controlled Test Market 259 Simulated Test Market 259 Determining a Test Marketing Strategy 260 International Marketing Research 260 Ethics in Marketing Research 262 Computer Applications 263 Summary 265 Acronyms 265 Exercises 265 Questions 265 Xiv Contents Problems 266 Computer Exercises 267 Notes 267 CHAPTER 8 MEASUREMENT AND SCALING: FUNDAMENTALS AND COMPARATIVE SCALING 269 Objectives 269 Overview 270 Measurement and Scaling 271 Primary Scales of Measurement 271 Nominal Scale 272 Ordinal Scale 273 Interval Scale 274 Ratio Scale 275 A Comparison of Scaling Techniques 276 Comparative Scaling Techniques 277 Paired Comparison Scaling 277 Rank Order Scaling 279 Constant Sum Scaling 280 Q Sort and Other Procedures 281 Verbal Protocols 281 International Marketing Research 282 Ethics in Marketing Research 283 Computer Applications 284 Summary 286 Acronyms 286 Exercises 286 Questions 286 Problems 287 Computer Exercises 287 Notes 287 CHAPTER 9 MEASUREMENT AND SCALING: NONCOMPARATIVE SCALING TECHNIQUES 289 Objectives 289 Overview 290 Noncomparative Scaling Techniques 291 Continuous Rating Scale 291 Itemized Rating Scales 292 Likert Scale 292 Semantic Differential Scale 295 Stapel Scale 297 Noncomparative Itemized Rating Scale Decisions 298 Number of Scale Categories 298 Balanced versus Unbalanced Scale 299 Odd or Even Number of Categories 299 Forced versus Nonfrrced Choice 299 Nature and Degree of Verbal Description 299 Contents XV Physical Form of the Scale 300 Multiitem Scales 302 Scale Evaluation 303 Measurement Accuracy 303 Reliability 304 Validity 306 Relationship between Reliability and Validity 308 Qeneralizability 308 Choosing a Scaling Technique 308 Mathematically Derived Scales 309 International Marketing Research 309 Ethics in Marketing Research 310 Computer Applications 311 Summary 312 Acronyms 313 Exercises 313 Questions 313 Problems 313 Computer Exercises 313 Notes 314 CHAPTER 10 QUESTIONNAIRE AND FORM DESIGN 317 Objectives 317 Overview 317 Questionnaires and Observation Forms 318 Questionnaire Definition 318 Objectives of a Questionnaire 319 Questionnaire Design Process 320 Specify the Information Needed 320 Type of Interviewing Method 321 Individual Question Content 323 Is the Question Necessary? 323 Are Several Questions Needed Instead of One? 324 Overcoming Inability to Answer 325 Is the Respondent Informed? 325 Can the Respondent Remember? 325 Can the Respondent Articulate? 326 Overcoming Unwillingness to Answer 326 Effort Required of the Respondents 327 Context 327 Legitimate Purpose 327 Sensitive Information 327 Increasing the Willingness of Respondents 327 I Choosing Question Structure 328 • Unstructured Questions 328 I Structured Questions 328 Xvi Contents Choosing Question Wording 332 Define the Issue 332 Use Ordinary Words 332 Use Unambiguous Words 333 Avoid heading or Biasing Questions 334 Avoid Implicit Alternatives 334 Avoid Implicit Assumptions 335 Avoid (generalizations and Estimates 335 Use Positive and Negative Statements 335 Determining the Order of Questions 335 Opening Questions 335 Type of Information 336 Difficult Questions 336 Effect on Subsequent Questions 337 Logical Order 331 Form and Layout 338 Reproduction of the Questionnaire 339 Pretesting 341 Observational Forms 342 International Marketing Research 345 Ethics in Marketing Research 346 Computer Applications 347 Summary 350 Acronyms 351 Exercises 352 Questions 352 Problems 352 Computer Exercises 354 Notes 354 CHAPTER 11 SAMPLING: DESIGN AND PROCEDURES 357 Objectives 357 Overview 358 Sample or Census 359 The Sampling Design Process 360 Define the Target Population 360 Determine the Sampling Frame 361 Select a Sampling Technique 362 Determine the Sample Size 363 Execute the Sampling Process 363 A Classification of Sampling Techniques 364 Nonprobability Sampling Techniques 366 Convenience Sampling 366 I Judgmental Sampling 366 \| Quota Sampling 367 Snowball Sampling 369 Contents XVii Probability Sampling Techniques 369 Simple Random Sampling (SRS) 370 Systematic Sampling 370 Strati^ed Sampling 372 Cluster Sampling 374 Other Probability Sampling Techniques 376 Choosing Nonprobability versus Probability Sampling 378 Uses of Nonprobability and Probability Sampling 379 International Marketing Research 379 Ethics in Marketing Research 380 Computer Applications 381 Summary 383 Acronyms 384 Exercises 384 Questions 384 Problems 384 Computer Exercises 384 Notes 385 CHAPTER 12 SAMPLING: FINAL AND INITIAL SAMPLE SIZE DETERMINATION 387 Objectives 387 Overview 388 Definitions and Symbols 389 The Sampling Distribution 390 Statistical Approach to Determining Sample Size 392 The Confidence Interval Approach 392 Sample Size Determination: Means 393 Sample Size Determination: Proportions 396 Multiple Characteristics and Parameters 398 Other Probability Sampling Techniques 399 Adjusting the Statistically Determined Sample Size 399 Nonresponse Issues in Sampling 401 Improving the Response Rates 401 Adjusting for Nonresponse 404 International Marketing Research 407 Ethics in Marketing Research 408 Computer Applications 409 Summary 410 Acronyms 412 Exercises 412 Questions 412 Problems 412 Computer Exercises 413 \| Notes 413 i Appendix 12A 415 j XVlii Contents PROFESSIONAL PERSPECTIVES FOR PART II 418 Focus Qroups and Qualitative Research 418 Computer Assisted Personal Interviewing 419 Using a Cash Incentive to Heighten Mail Survey Response 420 Dialing Selection Techniques: Random Digit versus Directory 422 An Examination of Order Bias (On Self Administered Questionnaires) 424 CASES FOR PART II 426 Case 2.1: Unfreezing the Frozen Foods Industry 426 Case 2.2: Who Is the Host with the Most? 427 Case 2.3: Candy Is Dandy for Hershey 429 Case 2.4: Fragrances Are Sweet, but Competition Is Bitter 432 Case 2.5: Is Super Bowl Advertising Super Effective? 435 Case 2.6: Taste the Arby s Difference 436 Case 2.7: Can Independent Carriers Qo the Distance? 438 CHAPTER 13 FIELD WORK 442 Objectives 442 Overview 442 The Nature of Field Work 444 Field Work and Data Collection Process 445 Selecting Field Workers 445 Training Field Workers 447 Making the Initial Contact 441 Asking the Questions 448 Probing 448 Recording the Answers 449 Terminating the Interview 450 Supervising Field Workers 450 Quality Control and Editing 450 Sampling Control 451 Control of Cheating 451 Central Office Control 451 Validating Field Work 451 Evaluating Field Workers 452 Cost and Time 452 Response Rates 453 Quality of Interviewing 453 Quality of Data 453 International Marketing Research 454 Ethics in Marketing Research 455 Computer Applications 456 Summary 458 Contents XIX Acronyms 459 Exercises 459 Questions 459 Problems 459 Computer Exercises 460 Notes 460 PROFESSIONAL PERSPECTIVES FOR PART III 462 Field Work 462 CASES FOR PART III 465 Case 3.1: Qerber Outgrows Its Slogan 465 Case 3.2: Revlon s Channels Open the Door to Innovation 466 CHAPTER 14 DATA PREPARATION 470 Objectives 470 Overview 471 The Data Preparation Process 472 Questionnaire Checking 472 Editing 473 Treatment of Unsatisfactory Responses 474 Coding 475 Coding Questions 476 Codebook 478 Coding Questionnaires 478 Transcribing 478 Data Cleaning 480 Consistency Checks 481 Treatment of Missing Responses 481 Statistically Adjusting the Data 482 Weighting 483 Variable Respecification 484 Scale Transformation 485 Selecting a Data Analysis Strategy 486 A Classification of Statistical Techniques 489 International Marketing Research 490 Ethics in Marketing Research 492 Computer Applications 493 Summary 495 Acronyms 496 Exercises 496 Questions 496 Problems 497 Computer Exercises 497 Notes 498 XX Contents CHAPTER 15 FREQUENCY DISTRIBUTION, CROSS TABULATION, AND HYPOTHESIS TESTING 500 Objectives 500 Overview 500 Frequency Distribution 503 Statistics Associated with Frequency Distribution 506 Measures of Location 506 Measures of Variability 507 Measures of Shape 508 Introduction to Hypothesis Testing 509 A General Procedure for Hypothesis Testing 510 Cross Tabulations 515 Two Variables 516 Three Variables 517 Qeneral Comments on CrosS Tabulation 520 Statistics Associated with Cross Tabulation 521 Chi Square 521 Phi Coefficient 523 Contingency Coefficient 523 Cramer s V 524 Lambda Coefficient 524 Other Statistics 525 Cross Tabulation in Practice 525 Hypothesis Testing Related to Differences 525 Parametric Tests 526 One Sample 527 Two Independent Samples 528 Paired Samples 532 Nonparametric Tests 533 One Sample 534 Two Independent Samples 535 Paired Samples 536 Computer Applications 539 Summary 540 Acronyms 541 Exercises 541 Questions 541 Problems 542 Computer Exercises 543 Notes 543 CHAPTER 16 ANALYSIS OF VARIANCE AND COVARIANCE 545 Objectives 545 Overview 546 Relationship among Techniques 547 One Way Analysis of Variance 549 Statistics Associated with One Way Analysis of Variance 549 Contents xxi Conducting One Way Analysis of Variance 550 Identifying the Dependent and Independent Variables 550 Decomposing the Total Variation 551 Measuring Effects 552 Significance Testing 552 Interpreting Results 553 Illustrative Applications of One Way Analysis of Variance 553 Assumptions in Analysis of Variance 555 N Way Analysis of Variance 557 Analysis of Covariance 560 Issues in Interpretation 561 Interactions 561 Relative Importance of Factors 563 Multiple Comparisons 564 Repeated Measures ANOVA 564 Nonmetric Analysis of Variance 565 Multivariate Analysis of Variance 566 Computer Applications 567 Summary 567 Acronyms 569 Exercises 569 Questions 569 Problems 570 Computer Exercises 571 Notes 571 CHAPTER 17 CORRELATION AND REGRESSION 573 Objectives 573 Overview 574 Product Moment Correlation 575 Partial Correlation 579 Nonmetric Correlation 581 Regression Analysis 582 Bivariate Regression 582 Statistics Associated with Bivariate Regression Analysis 583 Conducting Bivariate Regression Analysis 584 Scatter Diagram 584 Bivariate Regression Model 586 Estimation of Parameters 586 Standardized Regression Coefficient 587 Significance Testing 588 Strength and Significance of Association 588 Prediction Accuracy 591 Assumptions 592 Multiple Regression 592 Statistics Associated with Multiple Regression 593 XXii Contents Conducting Multiple Regression Analysis 594 Partial Regression Coefficients 594 Strength of Association 596 Significance Testing 597 Examination of Residuals 598 Stepwise Regression 602 Multicollinearity 604 Relative Importance of Predictors 604 Cross Validation 605 Regression with Dummy Variables 605 Analysis of Variance and Covariance with Regression 606 Computer Applications 609 Summary 609 Acronyms 611 Exercises 611 Questions 611 Problems 612 Computer Exercises 613 Notes 613 CHAPTER 18 DISCRIMINANT ANALYSIS 616 Objectives 616 Overview 616 Basic Concept 618 Relationship to Regression and ANOVA 618 Discriminant Analysis Model 619 Statistics Associated with Discriminant Analysis 619 Conducting Discriminant Analysis 620 Formulation 620 Estimation 623 Determination of Significance 623 Interpretation 625 Validation 627 Multiple Discriminant Analysis 629 Formulation 629 Estimation 629 Determination of Significance 632 Interpretation 632 Validation 634 Stepwise Discriminant Analysis 636 Computer Applications 636 Summary 638 Acronyms 639 Exercises 639 Questions 639 Problems 639 Contents XXiH Computer Exercises 640 Notes 640 Appendix 18A: Estimation of Discriminant Function Coefficients 641 CHAPTER 19 FACTOR ANALYSIS 643 Objectives 643 Overview 643 Basic Concept 645 Factor Analysis Model 646 Statistics Associated with Factor Analysis 646 Conducting Factor Analysis 647 Problem Formulation 647 Construction of the Correlation Matrix 648 Method of Factor Analysis 649 Number of Factors 651 Rotation of Factors 653 Interpretation of Factors 654 Factor Scores 654 Selection of Surrogate Variables 655 Model Fit 655 Applications of Common Factor Analysis 658 Computer Applications 663 Summary 664 Acronyms 665 Exercises 665 Questions 665 Problems 665 Computer Exercises 666 Notes 667 Appendix 19A: Fundamental Equations of Factor Analysis 668 CHAPTER 20 CLUSTER ANALYSIS 670 Objectives 670 Overview 670 Basic Concept 672 Statistics Associated with Cluster Analysis 674 Conducting Cluster Analysis 675 Formulating the Problem 675 Selecting a Distance or Similarity Measure 676 Selecting a Clustering Procedure 677 Deciding on the Number of Clusters 682 Interpreting and Profiling the Clusters 683 Assessing Reliability and Validity 683 Applications of Nonhierarchical Clustering 685 Clustering Variables 688 Computer Applications 689 XX iv Contents Summary 690 Acronyms 691 Exercises 691 Questions 691 Problems 691 Computer Exercises 691 Notes 692 CHAPTER 21 MULTIDIMENSIONAL SCALING AND CONJOINT ANALYSIS 693 Objectives 693 Overview 694 Basic Concepts in Multidimensional Scaling (MDS) 696 Statistics and Terms Associated with Multidimensional Scaling 697 Conducting Multidimensional Scaling 697 Formulating the Problem 698 Obtaining Input Data 698 Selecting an MDS Procedure 701 Deciding on the Number of Dimensions 701 Labeling the Dimensions and Interpreting the Con/iguration 702 Assessing Reliability and Validity 704 Assumptions and Limitations of MDS 704 Scaling Preference Data 705 Correspondence Analysis 707 Relationship among MDS, Factor Analysis, and Discriminant Analysis 708 Basic Concepts in Conjoint Analysis 709 Statistics and Terms Associated with Conjoint Analysis 709 Conducting Conjoint Analysis 710 Formulating the Problem 710 Constructing the Stimuli 712 Deciding on the Form of Input Data 713 Selecting a Conjoint Analysis Procedure 714 Interpreting the Results 717 Assessing Reliability and Validity 719 Assumptions and Limitations of Conjoint Analysis 721 Hybrid Conjoint Analysis 721 Computer Applications 723 Summary 725 Acronyms 726 Exercises 726 Questions 726 Problems 726 Computer Exercises 727 Notes 727 PROFESSIONAL PERSPECTIVES FOR PART IV 730 The Logic of Statistical Significance Tests 730 Balancing Confidence and Power for Decision Making 735 Contents XXV An Alternative to the Mean 737 Interpretation of t Test Results 740 CASES FOR PART IV 744 Case 4.1: Danger! Celebrity in Use 744 Case 4.2: The Demographic Discovery of the Decade. 747 Case 4.3: The Magic Wand of PepsiCo 750 Case 4A: Can Qleem Shine in the Toothpaste Market? 754 Case 4.5: Matsushita Retargets the U.S.A. 756 Case 4.6: Pampers Develops a Rash, A Rash of New Products 759 Case 4.7: Chrysler Seeks a New Image 762 CHAPTER 22 REPORT PREPARATION AND PRESENTATION 766 Objectives 766 Overview 767 Importance of the Report and Presentation 768 The Report Preparation and Presentation Process 768 Report Preparation 769 Report Format 769 Report Writing 772 (guidelines for Tables 774 (guidelines for Qraphs 776 Oral Presentation 777 Reading the Research Report 781 Addresses the Problem 781 Research Design 781 Execution of the Research Procedures 781 Numbers and Statistics 781 Interpretations and Conclusions 782 Qeneralizability 782 Disclosure 782 Research Follow Up 782 Assisting the Client 782 Evaluation of the Research Project 783 International Marketing Research 783 Ethics in Marketing Research 784 Computer Applications 785 Summary 786 Acronyms 786 Exercises 787 Questions 787 Problems 788 Computer Exercises 788 Notes 788 XXV i Contents PROFESSIONAL PERSPECTIVES FOR PART V 790 Report Preparation and Presentation 790 Preparing and Presenting the Marketing Research Report 791 CASES FOR PART V 794 Case 5.1: New Coke Fizzles Out 794 Case 5.2: Money Can t Buy Image, but It Can Help Create It 796 CHAPTER 23 INTERNATIONAL MARKETING RESEARCH 798 Objectives 799 Overview 800 Marketing Research Goes International 802 A Framework for International Marketing Research 804 The Environment 805 Marketing Environment 806 Qovemment Environment 806 Legal Environment 807 Economic Environment 807 Structural Environment 807 Informational and Technological Environment 807 Sociocultural Environment 808 Survey Methods 809 Telephone Interviewing and CATI 809 In Home Personal Interviews 810 Mall Intercept Interviews and CAPI 811 Mail Interviews 811 Mail Panels 812 Measurement and Scaling 812 Questionnaire Translation 813 Ethics in Marketing Research 814 Computer Applications 814 Summary 816 Acronyms 817 Exercises 817 Questions 817 Problems 817 Computer Exercises 818 Notes 818 CHAPTER 24 ETHICS IN MARKETING RESEARCH 820 Objectives 820 Overview 821 Importance of Ethics in Marketing Research 822 Stakeholders in Marketing Research 823 Contents XXV ii Public 823 Respondent 824 Client 826 Researcher 827 Guidelines for Ethical Decision Making 828 An Ethical Framework 831 Teleology 833 Deontology 833 Hybrid 833 Objectivism 834 Ethics and the Marketing Research Process 835 International Marketing Research 836 Cultural Differences 836 Precedence of Ethical Standards 836 Politiccd and Research Integrity Concerns 837 Computer Applications 837 Summary 838 Acronyms 839 Exercises 839 Questions 839 Problems 839 Computer Exercises 839 Notes 840 PROFESSIONAL PERSPECTIVES FOR PART VI 842 International Marketing Research: Challenge of the 1990s 842 CASES FOR PART VI 844 Case 6.1: Will KFC Fry the Competition in China? 844 Case 6.2: Is Tylenol Strong Enough to Overcome Multiple Headaches? 845 Case 6.3: Kmart and Its Problems in Eastern Europe 848 APPENDIX: STATISTICAL TABLES 851 INDEXES 863 Subject Index 863 Name Index 881 Company Index 887
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id	DE-604.BV010742222
illustrated	Illustrated
indexdate	2024-07-09T17:58:07Z
institution	BVB
isbn	0131257331
language	English
oai_aleph_id	oai:aleph.bib-bvb.de:BVB01-007173218
oclc_num	33008141
open_access_boolean
owner	DE-355 DE-BY-UBR DE-20 DE-703 DE-188
owner_facet	DE-355 DE-BY-UBR DE-20 DE-703 DE-188
physical	XXXIII, 890 S. Ill., graph. Darst.
publishDate	1996
publishDateSearch	1996
publishDateSort	1996
publisher	Prentice Hall
record_format	marc
spelling	Malhotra, Naresh K. Verfasser (DE-588)139970096 aut Marketing research an applied orientation Naresh K. Malhotra 2. ed. Upper Saddle River, NJ Prentice Hall 1996 XXXIII, 890 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing - Recherche Marketing - Recherche - Méthodologie Marketing - Recherche - Méthodologie ram Marketing - Recherche ram Marktonderzoek gtt Marketing research Marketing research Methodology Marketingforschung (DE-588)4200055-5 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marktforschung (DE-588)4037630-8 gnd rswk-swf Marketing (DE-588)4037589-4 s Marktforschung (DE-588)4037630-8 s DE-604 Marketingforschung (DE-588)4200055-5 s DE-188 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007173218&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	Malhotra, Naresh K. Marketing research an applied orientation Marketing - Recherche Marketing - Recherche - Méthodologie Marketing - Recherche - Méthodologie ram Marketing - Recherche ram Marktonderzoek gtt Marketing research Marketing research Methodology Marketingforschung (DE-588)4200055-5 gnd Marketing (DE-588)4037589-4 gnd Marktforschung (DE-588)4037630-8 gnd
subject_GND	(DE-588)4200055-5 (DE-588)4037589-4 (DE-588)4037630-8
title	Marketing research an applied orientation
title_auth	Marketing research an applied orientation
title_exact_search	Marketing research an applied orientation
title_full	Marketing research an applied orientation Naresh K. Malhotra
title_fullStr	Marketing research an applied orientation Naresh K. Malhotra
title_full_unstemmed	Marketing research an applied orientation Naresh K. Malhotra
title_short	Marketing research
title_sort	marketing research an applied orientation
title_sub	an applied orientation
topic	Marketing - Recherche Marketing - Recherche - Méthodologie Marketing - Recherche - Méthodologie ram Marketing - Recherche ram Marktonderzoek gtt Marketing research Marketing research Methodology Marketingforschung (DE-588)4200055-5 gnd Marketing (DE-588)4037589-4 gnd Marktforschung (DE-588)4037630-8 gnd
topic_facet	Marketing - Recherche Marketing - Recherche - Méthodologie Marktonderzoek Marketing research Marketing research Methodology Marketingforschung Marketing Marktforschung
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007173218&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT malhotranareshk marketingresearchanappliedorientation

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