Exploring marketing research:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Fort Worth [u.a.]
Dryden Press
1997
|
| Edition: | 6. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Begleitbd. u.d.T. : Instructor's manual to accompany Exploring marketing research |
| Physical Description: | XXVII, 739 S. Ill., graph. Darst. |
| ISBN: | 003018763X |
Staff View
MARC
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| 100 | 1 | |a Zikmund, William G. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Exploring marketing research |c William G. Zikmund |
| 250 | |a 6. ed. | ||
| 264 | 1 | |a Fort Worth [u.a.] |b Dryden Press |c 1997 | |
| 300 | |a XXVII, 739 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Begleitbd. u.d.T. : Instructor's manual to accompany Exploring marketing research | ||
| 650 | 7 | |a Marketing |2 larpcal | |
| 650 | 7 | |a Marktonderzoek |2 gtt | |
| 650 | 7 | |a Pesquisa de mercado |2 larpcal | |
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Record in the Search Index
| _version_ | 1804126691887415296 |
|---|---|
| adam_text | BRIEF CONTENTS
Preface vii
PART1 INTRODUCTION 1
Chapter 1 The Role of Marketing Research 1
Chapter 2 Global Information Systems and the
Internet 27
Chapter 3 The Marketing Research Process: An
Overview 49
Chapter 4 The Human Side of Marketing
Research: Organizational and Ethical
Issues 73
PART 2 BEGINNING STAGES OF THE
RESEARCH PROCESS 105
Chapter 5 Problem Definition and the Research
Proposal 105
Chapter 6 Exploratory Research and Qualitative
Analysis 125
Chapter 7 Secondary Data Research in a Digital
Age 155
PART 3 RESEARCH DESIGNS FOR
COLLECTING PRIMARY
DATA 191
Chapter 8 Survey Research: An Overview 191
Chapter 9 Survey Research: Basic Methods of
Communication with Respondents 219
Chapter 10 Observation 249
Chapter 11 Experimental Research:
An Overview 271
Chapter 12 Test Marketing and Complex
Experiments 303
PART 4 MEASUREMENT
CONCEPTS 327
Chapter 13 Measurement 327
Chapter 14 Attitude Measurement 345
Chapter 15 Questionnaire Design 367
PART 5 SAMPLING AND
FIELDWORK 413
Chapter 16 Sampling Designs and Sampling
Procedures 413
Chapter 17 Determination of Sample Size: A Review of
Statistical Theory 443
Chapter 18 Fieldwork 475
PART 6 DATA ANALYSIS AND
PRESENTATION 497
Chapter 19 Editing and Coding: Beginning to Transform
Raw Data into Information 497
Chapter 20 Basic Data Analysis: Descriptive
Statistics 521
Chapter 21 Univariate Statistical Analysis 551
Chapter 22 Bivariate Statistical Analysis: Tests of
Differences 571
Chapter 23 Bivariate Statistical Analysis: Measures of
Association 607
Chapter 24 Multivariate Statistical Analysis 631
Chapter 25 Communicating Research Results: Research
Report, Oral Presentation, and Research
Follow-Up 653
A Final Note on Marketing Research 677
PART 7 COMPREHENSIVE CASES
WITH COMPUTERIZED
DATABASES 679
PART 8 VIDEO RESEARCH
PROJECTS 701
APPENDIX A STATISTICAL TABLES 709
GLOSSARY OF FREQUENTLY USED
SYMBOLS 709
GLOSSARY OF TERMS 718
CREDITS 730
INDEX 735
XV
DETAILED CONTENTS
Preface vii
PART1 INTRODUCTION 1
Chapter 1 The Role of Marketing Research 1
The Nature of Marketing Research 3
Marketing Research Defined 4
Basic Research and Applied Research 5
The Marketing Concept 6
Consumer Orientation 6
Profit Orientation 7
Integrated Marketing Effort 7
Total Quality Management 7
Marketing Research: A Means for Implementing the
Marketing Concept 9
The Managerial Value of Marketing Research for
Strategic Decision Making 11
Identifying and Evaluating Opportunities 11
Analyzing and Selecting Target Markets 12
Planning and Implementing a Marketing Mix 12
Analyzing Marketing Performance 16
When Is Marketing Research Needed? 17
Time Constraints 17
Availability of Data 17
Nature of the Decision 18
Benefits versus Costs 18
Marketing Research Is a Global Activity 19
Summary 20
Key Terms and Concepts 20
Questions 21
Exploring the Internet 21
Case 1.1 Texas Department of Highways 22
Case 1.2 Porsche 22
Video Case 1.3 Toronto Blue Jays 23
Chapter 2 Global Information Systems and the
Internet 27
Global Information Systems in the 21st Century 28
Information versus Data 29
The Characteristics of Valuable Information 30
Relevance 30
Quality 30
Timeliness 30
Completeness 31
Decision Support Systems 31
Database Systems 32
Software 32
Input Management 33
Computerized Data Archives 35
Database Search Systems 35
Networks and Electronic Data Interchange 37
What Is the Internet? 37
How Does the Internet Work ? 39
Navigating the Internet 40
Interactive Media and Environmental Scanning 41
Intranets 41
Summary 42
Key Terms and Concepts 42
Questions 43
Exploring the Internet 43
Case 2.1 Barclays Bank Group PLC 43
Case 2.2 TML Information Services 44
Appendix 2A Accessing the Internet: Web Browsers
and Search Engines 45
Chapter 3 The Marketing Research Process:
An Overview 49
Decision Making 50
Certainty 50
Uncertainty 50
Ambiguity 50
Types of Marketing Research 50
Exploratory Research 51
Descriptive Research 51
Casual Research 52
Uncertainty Influences the Type of Research 54
Stages in the Research Process 54
Alternatives in the Research Process 55
Problem Discovery and Definition 57
Planning the Research Design 60
Data Gathering 65
Data Processing and Analysis 66
Conclusions and Report Preparation 66
The Research Program Strategy 67
The Program Strategy for Saturn 67
Summary 67
Key Terms and Concepts 68
Questions 68
Exploring the Internet 69
Case 3.1 Hudson Coffee Company 69
Video Case 3.2 The Idea 70
xvii
xviii DETAILED CONTENTS
Chapter 4 The Human Side of Marketing
Research: Organizational and
Ethical Issues 73
The Mission of the Research Department 74
Degree of Marketing Research Sophistication 75
Stage of Intuitive Decision Making 75
Stage of Sophistication 75
Stage of Development 75
Organizational Structure of Marketing
Research 76
Marketing Research as a Staff Function 76
The Director of Marketing Research as a Manager
78
Sources of Conflict between Marketing Management
and Marketing Research 80
Research That Implies Criticism 80
Money 80
Time: Emergency Research 80
Intuitive Decision Making 81
Future Decisions Based on Past Experience 82
Pseudo-Research and Organizational Politics 82
Other Areas of Conflict 84
Reducing the Conflict between Management and
Research 84
Cross-Functional Teams 86
Research Suppliers and Contractors 87
Considerations for Hiring Outside Suppliers 89
Ethical Issues in Marketing Research 90
Ethical Questions Are Philosophical Questions 90
General Rights and Obligations of Concerned
Parties 90
Rights and Obligations of the Respondent 91
Rights and Obligations of the Researcher 92
Rights and Obligations of the Client Sponsor
(User) 95
A Final Note on Ethics 97
Summary 98
Key Terms and Concepts 99
Questions 99
Exploring the Internet 100
Case 4.1 Barton Boomer s Diary 101
PART 2 BEGINNING STAGES OF
THE RESEARCH
PROCESS 105
Chapter 5 Problem Definition and the
Research Proposal 105
The Nature of Marketing Problems 106
The Importance of Proper Problem Definition 106
The Process of Defining the Problem 107
Ascertain the Decision Makers Objectives 108
Understand the Background of the Problem 109
Isolate and Identify the Problem, Not the
Symptoms 109
Determine the Unit of Analysis 110
Determine the Relevant Variables 110
State the Research Questions and Research
Objectives 111
Clarity in Research Questions and Hypotheses 111
Decision-Oriented Research Objectives 113
How Much Time Should Be Spent Defining the
Problem? 115
The Research Proposal 115
Anticipating Outcomes 119
Summary 119
Key Terms and Concepts 120
Questions 120
Exploring the Internet 121
Case 5.1 The Norlin Group 121
Case 5.2 The S lool 122
Chapter 6 Exploratory Research and
Qualitative Analysis 125
Exploratory Research: What It Is and What It Is
Not 126
Why Conduct Exploratory Research? 127
Diagnosing a Situation 127
Screening Alternatives 127
Discovering New Ideas 128
Categories of Exploratory Research 129
Experience Surveys 129
Secondary Data Analysis 130
Case Studies 131
Pilot Studies 132
Focus Group Interviews 133
Interactive Media and On-line Research 140
Projective Techniques 140
Depth Interviews 144
A Warning about Exploratory Research 145
Summary 147
Key Terms and Concepts 147
Questions 148
Exploring the Internet 148
Case 6.1 Hamilton Power Tools Corporation (A)
148
Video Case 6.2 Upjohn s Rogaine 153
Video Case 6.3 Trading Cards Focus Group 153
Chapter 7 Secondary Data Research in a
Digital Age 155
Secondary Data Research 157
Advantages 157
Disadvantages 157
Typical Objectives for Secondary Data Research
Designs 159
Fact Finding 160
Model Building 161
Sources of Secondary Data 163
Internal and Proprietary Data Sources 164
External Data: The Distribution System 164
Single-Source Data—Integrated Information 170
Sources for Global Research 171
Investigating Global Markets Using Secondary Data:
An Example 172
Summary 174
Key Terms and Concepts 174
Questions 174
Exploring the Internet 175
Case 7.1 Porter and Gentry Advertising, Inc. 176
Case 7.2 Middlemist Precision Tool Company
(A) 176
Appendix 7A Selected Sources for Secondary
Data 177
DETAILED CONTENTS xix
PART 3 RESEARCH DESIGNS
FOR COLLECTING
PRIMARY DATA 191
Chapter 8 Survey Research:
An Overview 191
The Nature of Surveys 192
Survey Objectives: Type of Information
Gathered 192
Advantages of Surveys 194
Errors in Survey Research 194
Random Sampling Error 195
Systematic Error 195
Respondent Error 196
Nonresponse Error 196
Response Bias 197
Administrative Error 202
Data Processing Error 202
Sample Selection Error 202
Interviewer Error 202
Interviewer Cheating 202
Rule-of-Thumb Estimates for Systematic Error 203
What Can Be Done to Reduce Survey Error? 204
Classifying Survey Research Methods 204
Method of Communication 204
Structured and Disguised Questions 204
Temporal Classification 205
Total Quality Management and Customer Satisfaction
Surveys 207
What Is Quality? 208
Internal and External Customers 208
Implementing Total Quality Management 208
Summary 212
Key Terms and Concepts 213
Questions 213
Exploring the Internet 214
Video Case 8.1 The Walker Group 215
Case 8.2 Turner s Department Stores 215
Chapter 9 Survey Research: Basic Methods
of Communication with
Respondents 219
Using Interviews to Communicate with
Respondents 220
Personal Interviews 220
The Advantages of Personal Interviews 220
Disadvantages of Personal Interviews 222
Door-to-Door Interviews and Shopping Mall
Intercepts 223
Telephone Interviews 225
The Characteristics of Telephone Interviews 225
xx DETAILED CONTENTS
Central Location Interviewing 227
Computer-Assisted Telephone Interviewing 227
Computerized Voice-Activated Telephone
Interviews 228
Global Considerations 228
Self-Administered Questionnaires 228
Mail Questionnaires 229
Response Rates 230
Increasing Response Rates for Mail Surveys 231
Global Considerations 237
Printed, Self-Administered Questionnaires That Use
Other Forms of Distribution 237
Computerized Self-Administered Questionnaires 237
E-Mail and Other Interactive Surveys 238
Survey Research That Mixes Modes 239
Selecting the Appropriate Survey Research
Design 240
Pretesting 240
Ethical Issues in Survey Research 241
Summary 242
Key Terms and Concepts 242
Questions 242
Exploring the Internet 244
Case 9.1 Behavioral Science Research of Coral
Gables, Florida 244
Case 9.2 Royal Bee Electric Fishing Reel 245
Case 9.3 Mazda 246
Chapter 10 Observation 249
When Is Observation Scientific? 250
What Can Be Observed? 250
The Nature of Observation Studies 251
Observation of Human Behavior 251
Complementary Evidence 254
Direct Observation 254
Errors Associated with Direct Observation 255
Scientifically Contrived Observation 256
Ethical Issues in the Observation of Humans 256
Observation of Physical Objects 256
Content Analysis 258
Mechanical Observation 259
Television Monitoring 259
Scanner-Based Research 260
Measuring Physiological Reactions 261
Summary 263
Key Terms and Concepts 264
Questions 264
Exploring the Internet 265
Case 10.1 Pretesting Company 266
Case 10.2 Tulsa s Central Business District (A) 267
Chapter 11 Experimental Research: An
Overview 271
The Nature of Experiments 272
An Illustration: A Unit Pricing Experiment 273
Basic Issues in Experimental Design 275
Manipulation of the Independent Variable 275
Selection and Measurement of the Dependent
Variable 276
Selection and Assignment of Test Units 277
Control over Extraneous Variables 278
Ethical Issues in Experimentation 282
Fundamental Questions in Experimentation 283
Basic versus Factorial Experimental Designs 283
Field and Laboratory Experiments 283
Issues of Experimental Validity 285
Internal Validity 285
External Validity 287
Trade-offs between Internal and External
Validity 288
Classification of Experimental Designs 288
Symbolism for Diagramming Experimental
Designs 288
Three Examples of Quasi-Experimental
Designs 288
Three Better Experimental Designs 290
Time Series Designs 293
Complex Experimental Designs 293
Summary 294
Key Terms and Concepts 295
Questions 296
Exploring the Internet 297
Case 11.1 The I.G.A. Grocery Store 297
Case 11.2 Sandra Brown, D.D.S. 298
Case 11.3 Family Circle 298
Case 11.4 Hamilton Power Tools (B) 301
Chapter 12 Test Marketing and Complex
Experiments 303
The Nature of Test Marketing 304
Functions of Test Marketing 305
Test Marketing: A Lengthy and Costly
Procedure 306
Loss of Secrecy 307
When Not to Test Market 307
How Long Should a Test Market Last? 308
Selecting Test Markets: A Sampling Problem 308
Factors to Consider in Test Market Selection 309
Estimating Sales Volume: Some Problems 311
Overattention 311
Unrealistic Store Conditions 311
Reading the Competitive Environment
Incorrectly 311
Incorrect Volume Forecast 312
Time Lapse 313
Projecting Test Market Results 313
Consumer Surveys 313
Straight Trend Projections 313
Ratio of Test Product Sales to Total Company
Sales 313
Market Penetration Times Repeat-Purchase
Rate 313
Standard Method versus Control Method of Test
Marketing 314
High-Technology Systems Using Scanner Data 315
Simulated Test Markets 316
Virtual-Reality Simulations 316
Complex Experimental Designs 317
Completely Randomized Design 318
Randomized Block Design 318
Factorial Designs 319
Latin Square Design 321
Summary 323
Key Terms and Concepts 323
Questions 324
Exploring the Internet 324
Case 12.1 Fortune Candy 325
Case 12.2 The Laboratory Test Market 325
DETAILED CONTENTS xxi
PART 4 MEASUREMENT
CONCEPTS 327
Chapter 13 Measurement 327
What Is to Be Measured? 328
Concepts 329
Operational Definitions 329
Rules of Measurement 330
Types of Scales 330
Nominal Scale 331
Ordinal Scale 331
Interval Scale 332
Ratio Scale 332
Mathematical and Statistical Analysis of Scales 332
Index Measures 333
Three Criteria for Good Measurement 334
Reliability 334
Validity 335
Reliability versus Validity 337
Sensitivity 338
Summary 338
Key Terms and Concepts 338
Questions 339
Exploring the Internet 339
Case 13.1 Lieberman Research Inc. 340
Case 13.2 FlyAway Airways 340
Case 13.3 Money Magazine: The Best Places to Live
in 1995 342
Chapter 14 Attitude Measurement 345
Attitudes Defined 346
Attitudes as Hypothetical Constructs 346
Measuring Attitudes Is Important to Managers 346
The Attitude-Measuring Process 347
Physiological Measures of Attitudes 347
Attitude Rating Scales 348
Simple Attitude Scaling 348
Category Scales 348
Method ofSummated Ratings: The Likert Scale 348
Semantic Differential 350
Numerical Scales 352
Stapel Scale 352
Constant-Sum Scale 353
Graphic Rating Scales 353
Thurstone Interval Scale 355
Measuring Behavioral Intention 355
Behavioral Differential 356
Ranking 357
Paired Comparisons 357
Sorting 357
xxii DETAILED CONTENTS
Randomized Response Questions 358
Other Methods of Attitude Measurement 359
Selecting a Measurement Scale: Some Practical
Decisions 360
Is a Ranking, Sorting, Rating, or Choice Technique
Best? 360
Should a Monadic or Comparative Scale Be
Used? 360
What Type of Category Labels, if Any, Will Be Used for
the Rating Scale? 361
How Many Scale Categories or Response Positions
Are Needed to Accurately Measure an
Attitude? 361
Should a Balanced or Unbalanced Rating Scale Be
Chosen? 361
Should a Scale That Forces a Choice among
Predetermined Options Be Used? 361
Should a Single Measure or an Index Measure Be
Used? 362
Summary 362
Key Terms and Concepts 363
Questions 363
Exploring the Internet 364
Case 14.1 Ha-Pah-Shu-Tse 365
Chapter 15 Questionnaire Design 367
A Survey Is Only as Good as the Questions It
Asks 368
Questionnaire Design: An Overview of the Major
Decisions 368
What Should Be Asked? 368
Questionnaire Relevancy 369
Questionnaire Accuracy 369
How Should Questions Be Phrased? 369
Open-Ended Response versus Fixed-Alternative
Questions 369
Phrasing Questions for Mail, Telephone, and
Personal Interview Surveys 373
The Art of Asking Questions 374
Avoid Complexity: Use Simple, Conversational
Language 374
Avoid Leading and Loaded Questions 375
Avoid Ambiguity: Be as Specific as Possible 377
Avoid Double-Barreled Items 3 78
Avoid Making Assumptions 3 79
Avoid Burdensome Questions That May Tax the
Respondent s Memory 379
What Is the Best Question Sequence? 381
Order Bias 381
What Is the Best Layout? 384
How Much Pretesting and Revising Are
Necessary? 386
Designing Questionnaires for Global Markets 390
Summary 390
Key Terms and Concepts 391
Questions 391
Exploring the Internet 394
Case 15.1 Canterbury Travels 394
Case 15.2 GTE Airfone 397
Case 15.3 Middlemist Precision Tool Company
(B) 400
Case 15.4 McDonald s Spanish Language
Questionnaire 400
Appendix 15 A Question Wording and Measurement
Scales for Commonly Researched Topics 401
PART 5 SAMPLING AND
FIELDWORK 413
Chapter 16 Sampling Designs and Sampling
Procedures 413
Sampling Terminology 414
Why Sample? 414
Pragmatic Reasons 414
Accurate and Reliable Results 414
Destruction of Test Units 416
Practical Sampling Concepts 416
Defining the Target Population 416
The Sampling Frame 418
Sampling Units 421
Random Sampling and Nonsampling Errors 422
Less Than Perfectly Representative Samples 423
Probability versus Nonprobability Sampling 423
Nonprobability Sampling 424
Convenience Sampling 424
Judgment Sampling 425
Quota Sampling 425
Snowball Sampling 426
Probability Sampling 426
Simple Random Sampling 427
Systematic Sampling 428
Stratified Sampling 428
Proportional versus Disproportional Strata 429
Cluster Sampling 430
Multistage Area Sampling 430
What Is the Appropriate Sample Design? 431
Degree of Accuracy 431
Resources 432
Time 434
Advance Knowledge of the Population 435
National versus Local Project 435
Need for Statistical Analysis 435
Summary 435
Key Terms and Concepts 436
Questions 436
Exploring the Internet 438
Case 16.1 A. C. Nielsen—Can You Trust TV
Ratings? 438
Case 16.2 Scientific Telephone Samples 439
Case 16.3 Action Federal Savings and Loan
Corporation 440
Case 16.4 The Internal Revenue Service 441
Chapter 17 Determination of Sample Size: A
Review of Statistical Theory 443
Reviewing Some Basic Terminology 444
Descriptive and Inferential Statistics 444
DETAILED CONTENTS xxui
Sample Statistics and Population Parameters 444
Making Data Usable 445
Frequency Distributions 445
Proportions 445
Central Tendency 446
Measures of Dispersion 448
The Normal Distribution 451
Population Distribution, Sample Distribution, and
Sampling Distribution 455
Central-Limit Theorem 457
Estimation of Parameters 459
Confidence Interval 460
Sample Size 462
Random Error and Sample Size 462
Determining Sample Size 463
Questions That Involve Means 463
Estimating the Sample Size 464
The Influence of Population Size on Sample Size 465
Proportions: Sample Size Determination Requires
Knowledge about Confidence Intervals 465
Actual Calculation of Sample Size for a Sample
Proportion 466
Determining Sample Size on the Basis of Judgment
467
Determining Sample Size for Stratified and Other
Probability Samples 468
Summary 468
A Reminder about Statistics 469
Key Terms and Concepts 469
Questions 470
Exploring the Internet 471
Case 17.1 Coastal Star Sales Corporation (A) 472
Case 17.2 The New York Times/CBS News Poll 472
Chapter 18 Fieldwork 475
The Nature of Fieldwork 476
Who Conducts the Fieldwork? 476
In-House Training for Inexperienced
Interviewers 477
Making Initial Contact and Securing the
Interview 478
Asking the Questions 479
Probing 480
Recording the Responses 481
Terminating the Interview 481
Principles of Good Interviewing 482
The Basics 483
Required Practices 483
Fieldwork Management 484
Briefing Session for Experienced Interviewers 485
Training to Avoid Procedural Errors in Sample
Selection 485
Supervision of Field-Workers 486
xxiv DETAILED CONTENTS
Sampling Verification 486
Interviewer Cheating 487
Verification by Reinterviewing 487
Summary 488
Key Terms and Concepts 488
Questions 488
Exploring the Internet 489
Case 18.1 Margaret Murphy O Hara 490
Case 18.2 Tobin s Field Services (A) 490
PART 6 DATA ANALYSIS AND
PRESENTATION 497
Chapter 19 Editing and Coding: Beginning to
Transform Raw Data into
Information 497
Stages of Data Analysis 498
Editing 498
Field Editing 499
In-House Editing 499
Editing for Consistency 499
Editing for Completeness 500
Editing Questions Answered Out of Order 501
Facilitating the Coding Process 501
Coding 502
The Data Matrix 502
Code Construction 503
Precoding Fixed-Alternative Questions 505
Coding Open-Ended Questions 507
Devising the Coding Scheme 508
Code Book 510
Production Coding 511
Recoding 513
Error Checking 513
Summary 513
Key Terms and Concepts 514
Questions 514
Exploring the Internet 515
Case 19.1 U.S. Department of the Interior—Heritage
Conservation and Recreation Service 515
Case 19.2 Shampoo 9-10 516
Chapter 20 Basic Data Analysis: Descriptive
Statistics 521
The Nature of Descriptive Analysis 522
Tabulation 522
Percentages 523
Measures of Central Tendency 523
Cross-Tabulation 525
Contingency Table 526
Percentage Cross-Tabulation 526
Elaboration and Refinement 527
How Many Cross-Tabulations? 528
Quadrant Analysis 528
Data Transformation 529
Index Numbers 530
Calculating Rank Order 530
Tabular and Graphic Methods of Displaying
Data 531
Computer Programs for Analysis 534
Computer Graphics/Computer Mapping 536
Interpretation 537
Summary 539
Key Terms and Concepts 540
Questions 540
Exploring the Internet 542
Case 20.1 Tulsa s Central Business District (B) 543
Case 20.2 Tulsa s Central Business District (C):
Investigating Computer Output 547
Case 20.3 Downy-Q Quilt 548
Chapter 21 Univariate Statistical
Analysis 551
Stating a Hypothesis 552
What Is a Hypothesis ? 552
Null and Alternative Hypotheses 552
Hypothesis Testing 552
The Hypothesis-Testing Procedure 552
An Example of Hypothesis Testing 554
Type I and Type II Errors 556
Choosing the Appropriate Statistical
Technique 557
Type of Question to Be Answered 557
Number of Variables 557
Scale of Measurement 558
Parametric versus Nonparametric Hypothesis Tests
558
The f-Distribution 558
Calculating a Confidence Interval Estimate Using the
^-Distribution 560
Univariate Hypothesis Test Using the l-Distribution
562
The Chi-Square Test for Goodness of Fit 563
Calculation of the Univariate X 563
Hypothesis Test of a Proportion 565
Additional Applications of Hypothesis Testing 566
Summary 567
Key Terms and Concepts 567
Questions 568
Exploring the Internet 569
Case 21.1 Quality Motors 569
Case 21.2 Coastal Star Sales Corporation (B) 570
Chapter 22 Bivariate Statistical Analysis: Tests
of Differences 571
What Is the Appropriate Test of Difference? 572
Cross-Tabulation Tables: Using the Chi-Square Test
for Goodness of Fit 572
The f-Test for Comparing Two Means 576
The Z-Test for Comparing Two Proportions 578
Analysis of Variance (ANOVA) 581
The F-Test 581
DETAILED CONTENTS xxv
Identifying and Partitioning the Total Amount of
Variation 582
Calculation of the F -Ratio 582
Summary 586
Key Terms and Concepts 586
Questions 587
Exploring the Internet 591
Case 22.1 Hard Rock Cafe 591
Case 22.2 Tulsa s Central Business District (D) 592
Case 22.3 Tobin s Field Services (B) 593
Case 22.4 Solo Sugar Substitute 593
Appendix 22A Nonparametric Statistics for Tests of
Differences 595
Appendix 22B ANOVA for Complex Experimental
Designs 601
Chapter 23 Bivariate Statistical Analysis:
Measures of Association 607
The Basics 608
Simple Correlation Coefficient 609
An Example 609
Correlation and Causation 610
Coefficient of Determination 611
Correlation Matrix 612
Regression Analysis 613
Least-Squares Method of Regression Analysis 613
Drawing a Regression Line 617
Test of Statistical Significance 618
Summary 620
Key Terms and Concepts 620
Questions 620
Exploring the Internet 623
Case 23.1 Springfield Electric Company 623
Case 23.2 Center for American Enterprise: A Study of
Psychological and Demographic Contributors to
Consumerism 625
Appendix 23A Nonparametric Measures of
Association 627
Chapter 24 Multivariate Statistical
Analysis 631
The Nature of Multivariate Analysis 632
Classifying Multivariate Techniques 633
The Analysis of Dependence 633
The Analysis of Interdependence 633
Influence of Measurement Scales 634
Analysis of Dependence 634
Multiple Regression Analysis 634
Discriminant Analysis 63 7
Canonical Correlation Analysis 638
Multivariate Analysis of Variance (MANOVA) 639
xxvi DETAILED CONTENTS
Analysis of Interdependence 639
Factor Analysis 640
Interpreting Factor Results 641
How Many Factors? 642
Cluster Analysis 642
Multidimensional Scaling 644
Summary 646
Key Terms and Concepts 647
Questions 647
Exploring the Internet 648
Case 24.1 The Utah Jazz 648
Case 24.2 Coastal Star Sales Corporation (C) 650
Chapter 25 Communicating Research Results:
Research Report, Oral
Presentation, and Research
Follow-Up 653
Communications Model Insights 654
The Report in Context 655
Report Format 656
Tailoring the Format to the Project 656
The Parts of the Report 658
Effective Use of Graphic Aids 661
Tables 661
Charts 663
The Oral Presentation 668
The Research Follow-Up 673
Summary 673
Key Terms and Concepts 674
Questions 674
Exploring the Internet 674
Case 25.1 American Pharmaceutical Industries 674
A Final Note on Marketing Research 677
PART 7 COMPREHENSIVE CASES
WITH COMPUTERIZED
DATABASES 679
Case 1 Sunbelt Energy Corporation 679
Case 2 Employees Federal Credit Union 683
Case 3 University Van Pool 689
Case 4 Wichita Clinic 693
Case 5 Values and the Automobile Market 697
DETAILED CONTENTS xxvii
PART 8 VIDEO RESEARCH
PROJECTS 701
Thorndike Sports Equipment 701
The United States Census 706
Colgate Mexico 707
APPENDIX A STATISTICAL TABLES 709
GLOSSARY OF FREQUENTLY USED
SYMBOLS 717
GLOSSARY OF TERMS 718
CREDITS 730
INDEX 735
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| any_adam_object | 1 |
| author | Zikmund, William G. |
| author_facet | Zikmund, William G. |
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| building | Verbundindex |
| bvnumber | BV012087529 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.2 |
| callnumber-search | HF5415.2 |
| callnumber-sort | HF 45415.2 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 611 |
| ctrlnum | (OCoLC)40443929 (DE-599)BVBBV012087529 |
| dewey-full | 658.8/3 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/3 |
| dewey-search | 658.8/3 |
| dewey-sort | 3658.8 13 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 6. ed. |
| format | Book |
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| id | DE-604.BV012087529 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:21:29Z |
| institution | BVB |
| isbn | 003018763X |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-008185180 |
| oclc_num | 40443929 |
| open_access_boolean | |
| owner | DE-20 |
| owner_facet | DE-20 |
| physical | XXVII, 739 S. Ill., graph. Darst. |
| publishDate | 1997 |
| publishDateSearch | 1997 |
| publishDateSort | 1997 |
| publisher | Dryden Press |
| record_format | marc |
| spelling | Zikmund, William G. Verfasser aut Exploring marketing research William G. Zikmund 6. ed. Fort Worth [u.a.] Dryden Press 1997 XXVII, 739 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Begleitbd. u.d.T. : Instructor's manual to accompany Exploring marketing research Marketing larpcal Marktonderzoek gtt Pesquisa de mercado larpcal Marketing research Marktforschung (DE-588)4037630-8 gnd rswk-swf Marketingforschung (DE-588)4200055-5 gnd rswk-swf Marketingforschung (DE-588)4200055-5 s DE-604 Marktforschung (DE-588)4037630-8 s 1\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008185180&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Zikmund, William G. Exploring marketing research Marketing larpcal Marktonderzoek gtt Pesquisa de mercado larpcal Marketing research Marktforschung (DE-588)4037630-8 gnd Marketingforschung (DE-588)4200055-5 gnd |
| subject_GND | (DE-588)4037630-8 (DE-588)4200055-5 |
| title | Exploring marketing research |
| title_auth | Exploring marketing research |
| title_exact_search | Exploring marketing research |
| title_full | Exploring marketing research William G. Zikmund |
| title_fullStr | Exploring marketing research William G. Zikmund |
| title_full_unstemmed | Exploring marketing research William G. Zikmund |
| title_short | Exploring marketing research |
| title_sort | exploring marketing research |
| topic | Marketing larpcal Marktonderzoek gtt Pesquisa de mercado larpcal Marketing research Marktforschung (DE-588)4037630-8 gnd Marketingforschung (DE-588)4200055-5 gnd |
| topic_facet | Marketing Marktonderzoek Pesquisa de mercado Marketing research Marktforschung Marketingforschung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008185180&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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