Marketing research essentials:
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Hoboken, NJ
Wiley
2006
|
| Edition: | 5. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Literaturverz. S. [EN-1] - EN-6 |
| Physical Description: | Getr. Zählung Ill. 1 CD-ROM (12 cm) |
| Format: | SPSS student version 13.0 for Windows |
| ISBN: | 0471684767 |
Staff View
MARC
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| 245 | 1 | 0 | |a Marketing research essentials |c Carl McDaniel ; Roger Gates |
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Record in the Search Index
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|---|---|
| adam_text | CONTENTS IN BRIEF
1 The Role of Marketing Research in Management Decision
Making 2
2 Problem Definition and the Research Process 22
3 Secondary Data and Databases 50
4 Qualitative Research 76
5 Survey Research: The Profound Impact of the Internet 114
6 Primary Data Collection: Observation 152
7 Primary Data Collection: Experimentation 180
8 The Concept of Measurement 214
9 Questionnaire Design 256
10 Basic Sampling Issues 294
11 Sample Size Determination 323
12 Data Processing and Fundamental Data Analysis 354
13 Bivariate Correlation and Regression 402
14 Communicating the Research Results 426
15 Managing Marketing Research and Research Ethics 450
Appendix 1: Comprehensive Cases A 1
Appendix 2: Statistical Tables A 17
CONTENTS
Preface xx
1 The Role of Marketing Research in
Management Decision Making 2
Nature of Marketing 4
The Marketing Concept 4
Opportunistic Nature of Marketing
Research 4
External Marketing Environment 5
Marketing Research and Decision Making 5
Marketing Research Defined 5
Importance of Marketing Research to
Management 6
3 In Practice: The Guru Speaks on Improving
Customer Satisfaction 8
Proactive Role of Marketing Research 9
3 Global Research 10
Applied Research versus Basic Research 10
Nature of Applied Research 10
Decision to Conduct Marketing Research 11
Profound Impact of the Internet on Marketing
Research 13
Visual Summary 17
¦ Key Terms Definitions 19
H Questions for Review Critical Thinking 19
¦ Real Life Research 1.2: Courtyard by
Marriott 20
2 Problem Definition and the Research
Process 22
Critical Importance of Correctly Defining the
Problem 24
Recognize the Problem or Opportunity 24
Find Out Why the Information Is Being
Sought 25
m In Practice: Getting It Right the First Time 26
Understand the Decision Making
Environment 25
Use the Symptoms to Clarify the
Problem 28
Translate the Management Problem into a
Marketing Research Problem 29
Determine Whether the Information Already
Exists 29
3 In Practice: Importance of Top Management s
Definition of the Management Problem 30
Determine Whether the Question Can Be
Answered 29
State the Research Objectives 30
Marketing Research Process 32
Creating the Research Design 33
Choosing a Basic Method of Research 35
3 In Practice: Where Is the Quality Control in
the Research Design? 36
Selecting the Sampling Procedure 36
Collecting the Data 37
Analyzing the Data 37
Writing and Presenting the Report 37
Following Up 39
What Motivates Decision Makers to Use
Research Information? 39
Visual Summary 41
¦ Key Terms Definitions 43
¦ Questions for Review Critical
Thinking 44
¦ Working the Net 44
¦ Real Life Research 2.1: Satellite Radio Takes
Off 44
¦ Role of Marketing Research in the
Organization and Ethnical Issues 46
3 Secondary Data and Databases 50
Nature of Secondary Data 52
Advantages of Secondary Data 52
Limitations of Secondary Data 53
Internal Databases 55
Creating an Internal Database 55
Growing Importance of Internal Database
Marketing 55
3 In Practice: Looking for Intelligence in Ice
Cream 56
Creating a Database from a Web Site—
A Marketer s Dream 57
3 In Practice: Database Design and
Implementation 58
Data Mining 59
3 In Practice: Marketing Researchers Play a Key
Role in Data Mining 61
Battle over Privarv (S)
Finding Secondary Data on the Internet 63
URLs 63
Search Engines 63
Sites of Interest to Marketing
Researchers 63
Newsgroups 64
Federal Government Data 64
Databases on CD ROM 65
Marketing Research Aggregators 66
Information Management 66
Geographic Information Systems 67
Decision Support Systems 68
Visual Summary 71
H Key Terms Definitions 73
I Questions for Review Critical Thinking 73
¦ Working the Net 73
¦ Real Life Research 3.2: A Convenience Store
for Rose and Bob 75
4 Qualitative Research 76
Nature of Qualitative Research 78
Qualitative Research versus Quantitative
Research 78
Popularity of Qualitative Research 78
Limitations of Qualitative Research 80
Growing Role of Focus Groups 81
Popularity of Focus Groups 81
3 In Practice: Qualitative Exploration Can
Derail Good Research—If It Is Not Done
Right 82
Conducting Focus Groups 83
3 In Practice: Recruiting Tricks of the
Trade 87
Benefits and Drawbacks of Focus Groups 93
Online Focus Groups 95
3 Global Research: Tips for Conducting Focus
Groups in China 96
Other Trends in Focus Group
Research 101
3 In Practice: Online Focus Group
FAQS 102
Other Qualitative Methodologies 104
Depth Interviews 104
Projective Tests 105
Future of Qualitative Research 109
Visual Summary 111
¦ Key Terms Definitions 111
¦ Questions for Review Critical
Thinking 111
¦ Working the Net 112
¦ Real Life Research 4.1: Fossil Watch,
Inc. 112
Contents | v
5 Survey Research: The Profound Impact of the
Internet 114
Popularity of Survey Research 116
Types of Errors in Survey Research 116
Sampling Error 116
Systematic Error 116
Types of Surveys 122
Door to Door Interviews 122
Executive Interviews 122
Mall Intercept Interviews 123
Telephone Interviews 124
Self Administered Questionnaires 127
Mail Surveys 128
Survey Research on the Internet 131
Advantages of Online Surveys 132
Disadvantages of Online Surveys 133
£2 Global Research: Globalization of Business
Has Put New Demands on the Marketing
Research Industry 135
Methods of Conducting Online Surveys 134
Internet Samples 137
Decision Analyst s Online Household
Panels 139
Creating Online Questionnaires 141
Interactive Marketing Research
Organization 142
Determination of the Survey Method 142
Sampling Precision 143
Budget 143
Requirements for Respondent Reactions 143
Quality of Data 143
Length of the Questionnaire 144
Incidence Rate 145
Structure of the Questionnaire 145
Time Available to Complete the Survey 145
Visual Summary 146
¦ Key Terms Definitions 148
¦ Questions for Review Critical Thinking 149
¦ Working the Net 150
H Real Life Research 5.1: Dairy Management
Inc. 150
6 Primary Data Collection: Observation 152
Nature of Observation Research 154
Conditions for Using Observation 155
Approaches to Observation Research 155
Advantages of Observation Research 157
Disadvantages of Observation Research 157
Human Observation 157
Ethnographic Research 157
Mystery Shoppers 158
3 In Practice: Undercover With a Hotel
Spy 161
One Way Mirror Observations 162
3 Global Research: ESOMAR Guidelines for
Mystery Shopping 163
Audits 164
Machine Observation 164
Traffic Counters 165
Physiological Measurement Devices 165
3 Global Research: Observation Research Is
Used Sparingly in Many Countries 166
3 In Practice: How Eye Tracking Works 167
Opinion and Behavior Measurement
Devices 168
3 In Practice: Real Time Marketing Is on the
Way 170
Scanner Based Research 170
Observation Research on the Internet 173
Predictive Customer Intelligence 174
Vividence Corporation 175
Conversation Trackers 175
Visual Summary 176
¦ Key Terms Definitions 177
H Questions for Review Critical
Thinking 177
¦ Working the Net 178
¦ Real Life Research 6.1: Food Lion and Others
Capitalize on Loyalty 178
7 Primary Data Collection: Experimentation 180
What Is an Experiment? 182
Demonstrating Causation 182
Concomitant Variation 183
Appropriate Time Order of Occurrence 183
Elimination of Other Possible Causal
Factors 183
Experimental Setting 184
Laboratory Experiments 184
Field Experiments 184
Experimental Validity 184
3 In Practice: Difference Between Internal and
External Validity 185
Experimental Notation 185
Extraneous Variables 186
Examples of Extraneous Variables 186
Controlling Extraneous Variables 188
Experimental Design, Treatment, and
Effects 188
Limitations of Experimental Research 189
High Cost of Experiments 189
Security Issues 189
Implementation Problems 190
Selected Experimental Designs 190
Pre Experimental Designs 190
True Experimental Designs 192
Quasi Experiments 195
Test Markets 196
Costs of Test Marketing 197
Decision to Conduct Test Marketing 198
3 In Practice 199
Steps in a Test Market Study 199
3 Global Research: 203
Simulated Test Markets 204
Visual Summary 206
¦ Key Terms Definitions 209
¦ Questions for Review Critical
Thinking 210
¦ Real Life Research 7.1: An Oat a Day 211
¦ Role of Marketing Research in the
Organization and Ethical Issues 212
8 The Concept of Measurement 214
Measurement Process 217
Nominal Level of Measurement 218
3 Global Research: Construct Equivalence
Problems Often Occur in Global Marketing
Research 218
Ordinal Level of Measurement 219
Interval Level of Measurement 220
Ratio Level of Measurement 220
Step Six: Evaluating the Reliability and Validity of
the Measurement 220
Reliability 222
Validity 224
Scaling Defined 228
Attitude Measurement Scales 229
Graphic Rating Scales 229
Itemized Rating Scales 230
Rank Order Scales 232
Q Sorting 233
Paired Comparisons 234
3 In Practice 235
Constant Sum Scales 236
Semantic Differential Scales 236
Stapel Scales 238
Likert Scales 238
Purchase Intend Scales 241
Consideration in Selecting a Scale 243
The Nature of the Construct Being
Measured 243
Type of Scale 245
Balanced versus Nonbalanced Scale 244
Number of Scale Categories 244
Forced versus Nonforced Choice 245
Attitude Measures and Management Decision
Making 245
Direct Questioning 247
Indirect Questioning 248
Observation 248
Choosing a Methods for Identifying
Determinant Attitudes 248
Reliability and Validity—A Concluding
Comment 228
Visual Summary 249
¦ Key Terms Definitions 251
I Questions for Review Critical Thinking 252
¦ Working the Net 253
¦ Real Life Research 8.1: Case Backhoe Goes
Global 253
9 Questionnaire Design 256
Role of a Questionnaire 258
¦ In Practice: Critical Role of Objectives in
Survey Research 259
Criteria for a Good Questionnaire 259
Does It Provide the Necessary Decision
Making Information? 260
Does It Consider the Respondent? 260
Does It Meet Editing and Coding
Requirements? 260
Questionnaire Design Process 262
Step One: Determine Survey Objectives,
Resources, and Constraints 262
Step Two: Determine the Data Collection
Method 263
Step Three: Determine the Question
Response Format 264
3 In Practice: This Is Not a Leading Question, Is
It? 265
Step Four: Decide on the Question
Wording 270
Step Five: Establish Questionnaire Flow and
Layout 273
3 In Practice: Some Problems and
Potential Solutions With Screening
Questions 275
Step Six: Evaluate the Questionnaire 278
Step Seven: Obtain Approval of All Relevant
Parties 279
Step Eight: Pretest and Revise 279
3 In Practice: Tips for Writing a Good
Questionnaire 280
Step Nine: Prepare Final Questionnaire
Copy 281
Step Ten: Implement the Survey 281
Field Management Companies 283
Contents | vii
Impact of the Internet on Questionnaire
Development 283
Software for Questionnaire Development 283
3 Global Research: Consistency Is the Key in
Global Research 285
Costs, Profitability, and Questionnaires 285
Visual Summary 288
¦ Key Terms Definitions 291
¦ Questions for Review Critical Thinking 292
¦ Working the Net 292
¦ Real Life Research 9.1: Bonbright State
University Retention Task Force 293
10 Basic Sampling Issues 294
Concept of Sampling 296
Population 296
Sample versus Census 297
3 In Practice: Why the Result of a Sample Can
Be More Accurate Than the Result of a
Census 297
Developing a Sampling Plan 298
Step One: Define the Population of
Interest 298
Step Two: Choose a Data Collection
Method 300
Step Three: Identify a Sampling Frame 300
Step Four: Select a Sampling Method 302
3 In Practice: Examples of Frame Errors 304
Step Five: Determine Sample Size 304
Step Six: Develop Operational Procedures for
Selecting Sample Elements 304
3 In Practice: Random Error or Bias In
Florida? 306
Step Seven: Execute the Operational
Sampling Plan 306
Sampling and Nonsampling Errors 306
Probability Sampling Methods 307
Simple Random Sampling 307
Systematic Sampling 308
Stratified Sampling 308
Cluster Sampling 311
Nonprobability Sampling Methods 312
Convenience Samples 313
Judgment Samples 314
3 In Practice: SSI Provides Useful Convenience
Samples 313
Quota Samples 314
Snowball Samples 315
Internet Sampling 315
Visual Summary 317
¦ Key Terms Definitions 318
¦ Questions for Review Critical Thinking °^2
¦ Working the Net 320
¦ Real Life Research 10.1 320
Sample Size Determination 323
Determining Sample Size for Probability
Samples 324
Budget Available 324
Rule of Thumb 324
Number of Subgroups Analyzed 324
3 In Practice: How Big Is Enough? 325
§2 In Practice: Sample Costs Versus the Costs of
an Invalid Survey 326
Traditional Statistical Methods 325
Normal Distribution 326
General Properties 326
Standard Normal Distribution 328
Population and Sample Distributions 329
Sampling Distribution of the Mean 329
Basic Concepts 330
Making Inferences on the Basis of a Single
Sample 330
3 In Practice: The Sweeps Problem 331
Point and Interval Estimates 333
Sampling Distribution of the Proportion 334
Determining Sample Size 335
Problems Involving Means 335
Problems Involving Proportions 337
Determining Sample Size for Stratified and
Cluster Samples 338
Population Size and Sample Size 338
Determining How Many Sample Units Are
Needed 340
Statistical Power 340
Visual Summary 342
¦ Key Terms Definitions 344
¦ Questions for Review Critical Thinking 344
¦ Working the Net 345
¦ Real Life Research 11.1: Millennium
Telecom 345
H Role of Marketing Research in the
Organization and Ethical Issues 347
¦ SPSS Exercises for Chapter 11 349
Data Processing, Fundamental Data Analysis,
and the Statistical Testing of Differences 352
An Overview of the Data Analysis Procedure 354
Step One: Validation and Editing 354
Validation 354
Editing 355
Step Two: Coding 355
3 In Practice: Data Entry Made Easy 359
Step Three: Data Entry 362
The Data Entry Process 362
Scanning 363
Step Four: Machine Cleaning of Data 363
Step Five: Tabulation and Statistical Analysis 365
One Way Frequency Tables 365
Crosstabulations 367
3 In Practice: Doing Frequency and
Crosstabulation Tables in Excel 369
Graphic Representations of Data 370
Line Charts 370
Pie Charts 371
Bar Charts 371
Descriptive Statistics 373
Measures of Central Tendency 373
Measures of Dispersion 374
Percentages and Statistical Tests 375
Evaluating Differences and Changes 376
Statistical Significance 377
Hypothesis Testing 377
Steps in Hypothesis Testing 378
Types of Errors in Hypothesis Testing 380
Accepting Ho versus Failing to Reject (FTR)
Ho 382
One Tailed versus Two Tailed Test 382
Example of Performing a Statistical Test 382
3 In Practice: Statisticians Might Not Always
Indicate the Truth in Stats 383
3 In Practice: What Is Meant by Statistically
Significant? 386
Commonly Used Statistical Hypothesis Tests 387
Independent versus Related Samples 387
Degrees of Freedom 387
p Values and Significance Testing 388
Statistics on the Internet 388
Visual Summary 391
¦ Key Terms Definitions 392
¦ Questions for Review Critical Thinking 393
¦ Working the Net 394
¦ Real Life Research 12.1 394
¦ SSPS Exercises for Chapter 12 395
13 Bivariate Correlation and Regression 402
Bivariate Analysis of Association 404
Bivariate Regression 404
Nature of the Relationship 404
Example of Bivariate Regression 405
3 Global Research: Chinese Opt For Slow Lane
When Buying Cars 407
Correlation Analysis 415
Correlation for Metric Data: Pearson s
Product Moment Correlation 415
Correlation for Ordinal Data: Spearman Rank
Order Correlation 415
3 In Practice: Beware of False Relationships! 417
3 In Practice: Using The Right Measure of
Correlation 418
Visual Summary 419
¦ Key Terms Definitions 420
¦ Questions for Review Critical Thinking 420
¦ Working the Net 422
¦ Real Life Research 13.1: Road Runner 422
¦ SSPS Exercises for Chapter 13 423
14 Communicating the Research Results 426
The Research Report 428
Organizing the Report 428
Interpreting the Findings 429
3 In Practice: Make Your Point 430
3 In Practice: Model Outline for Research
Reports 431
Format of the Report 432
Formulating Recommendations 433
The Presentation 435
Presentation Materials 435
Making a Presentation 437
3 In Practice: Presenting More Confidently 438
Presentations on the Internet 438
Effective Use of Research Information 439
Role of Trust 440
3 In Practice 441
Visual Summary 442
¦ Key Terms Definitions 444
¦ Questions for Review Critical Thinking 444
¦ Working the Net 445
¦ Real Life Research 14.2: TouchWell Tracking
Research 445
15 Managing Marketing Research and Research
Ethics 450
Marketing Research Supplier Management 452
What Do Clients Want? 452
Communication 452
Managing the Research Process 453
3 In Practice: Doing High Quality Work—
on Time 454
3 In Practice: Managing a Marketing Researc
Firm for Profitability 456
Client Profitability Management 456
Staff Management and
Development 457
Managing a Marketing Research
Department 459
Selecting the Right Marketing Research
Suppliers 459
3 Global Issues: Global Versus U.S. Research
Management 460
Moving Marketing Research into a Decisio
Making Role 461
Marketing Research Ethics 462
Research Supplier Ethics 462
3 In Practice: Fixing Respondent
Cooperation 465
Client Ethics 466
Field Service Ethics 467
Data Collection Code of Ethics 468
Respondents Rights 469
Ethics and Professionalism 470
3 Global Research: Safe Harbor in a Privacy
Storm 471
Visual Summary 475
¦ Key Terms Definitions 476
¦ Questions for Review Critical
Thinking 476
¦ Working the Net 476
¦ Real Life Research 15.1: Monkey See
Monkey Do 476
¦ Real Life Research 15.2: XYZ Acura 477
Appendices 1 and 2: can be
located on the Wiley web sil
at www.wiley.com/college/
mcdaniel.
Glossary G 1
Endnotes EN 1
Photo Credits PC 1
Index 1 1
4.
|
| adam_txt |
CONTENTS IN BRIEF
1 The Role of Marketing Research in Management Decision
Making 2
2 Problem Definition and the Research Process 22
3 Secondary Data and Databases 50
4 Qualitative Research 76
5 Survey Research: The Profound Impact of the Internet 114
6 Primary Data Collection: Observation 152
7 Primary Data Collection: Experimentation 180
8 The Concept of Measurement 214
9 Questionnaire Design 256
10 Basic Sampling Issues 294
11 Sample Size Determination 323
12 Data Processing and Fundamental Data Analysis 354
13 Bivariate Correlation and Regression 402
14 Communicating the Research Results 426
15 Managing Marketing Research and Research Ethics 450
Appendix 1: Comprehensive Cases A 1
Appendix 2: Statistical Tables A 17
CONTENTS
Preface xx
1 The Role of Marketing Research in
Management Decision Making 2
Nature of Marketing 4
The Marketing Concept 4
Opportunistic Nature of Marketing
Research 4
External Marketing Environment 5
Marketing Research and Decision Making 5
Marketing Research Defined 5
Importance of Marketing Research to
Management 6
3 In Practice: The Guru Speaks on Improving
Customer Satisfaction 8
Proactive Role of Marketing Research 9
3 Global Research 10
Applied Research versus Basic Research 10
Nature of Applied Research 10
Decision to Conduct Marketing Research 11
Profound Impact of the Internet on Marketing
Research 13
Visual Summary 17
¦ Key Terms Definitions 19
H Questions for Review Critical Thinking 19
¦ Real Life Research 1.2: Courtyard by
Marriott 20
2 Problem Definition and the Research
Process 22
Critical Importance of Correctly Defining the
Problem 24
Recognize the Problem or Opportunity 24
Find Out Why the Information Is Being
Sought 25
m In Practice: Getting It Right the First Time 26
Understand the Decision Making
Environment 25
Use the Symptoms to Clarify the
Problem 28
Translate the Management Problem into a
Marketing Research Problem 29
Determine Whether the Information Already
Exists 29
3 In Practice: Importance of Top Management's
Definition of the Management Problem 30
Determine Whether the Question Can Be
Answered 29
State the Research Objectives 30
Marketing Research Process 32
Creating the Research Design 33
Choosing a Basic Method of Research 35
3 In Practice: Where Is the Quality Control in
the Research Design? 36
Selecting the Sampling Procedure 36
Collecting the Data 37
Analyzing the Data 37
Writing and Presenting the Report 37
Following Up 39
What Motivates Decision Makers to Use
Research Information? 39
Visual Summary 41
¦ Key Terms Definitions 43
¦ Questions for Review Critical
Thinking 44
¦ Working the Net 44
¦ Real Life Research 2.1: Satellite Radio Takes
Off 44
¦ Role of Marketing Research in the
Organization and Ethnical Issues 46
3 Secondary Data and Databases 50
Nature of Secondary Data 52
Advantages of Secondary Data 52
Limitations of Secondary Data 53
Internal Databases 55
Creating an Internal Database 55
Growing Importance of Internal Database
Marketing 55
3 In Practice: Looking for Intelligence in Ice
Cream 56
Creating a Database from a Web Site—
A Marketer's Dream 57
3 In Practice: Database Design and
Implementation 58
Data Mining 59
3 In Practice: Marketing Researchers Play a Key
Role in Data Mining 61
Battle over Privarv (S)
Finding Secondary Data on the Internet 63
URLs 63
Search Engines 63
Sites of Interest to Marketing
Researchers 63
Newsgroups 64
Federal Government Data 64
Databases on CD ROM 65
Marketing Research Aggregators 66
Information Management 66
Geographic Information Systems 67
Decision Support Systems 68
Visual Summary 71
H Key Terms Definitions 73
I Questions for Review Critical Thinking 73
¦ Working the Net 73
¦ Real Life Research 3.2: A Convenience Store
for Rose and Bob 75
4 Qualitative Research 76
Nature of Qualitative Research 78
Qualitative Research versus Quantitative
Research 78
Popularity of Qualitative Research 78
Limitations of Qualitative Research 80
Growing Role of Focus Groups 81
Popularity of Focus Groups 81
3 In Practice: Qualitative Exploration Can
Derail Good Research—If It Is Not Done
Right 82
Conducting Focus Groups 83
3 In Practice: Recruiting Tricks of the
Trade 87
Benefits and Drawbacks of Focus Groups 93
Online Focus Groups 95
3 Global Research: Tips for Conducting Focus
Groups in China 96
Other Trends in Focus Group
Research 101
3 In Practice: Online Focus Group
FAQS 102
Other Qualitative Methodologies 104
Depth Interviews 104
Projective Tests 105
Future of Qualitative Research 109
Visual Summary 111
¦ Key Terms Definitions 111
¦ Questions for Review Critical
Thinking 111
¦ Working the Net 112
¦ Real Life Research 4.1: Fossil Watch,
Inc. 112
Contents | v
5 Survey Research: The Profound Impact of the
Internet 114
Popularity of Survey Research 116
Types of Errors in Survey Research 116
Sampling Error 116
Systematic Error 116
Types of Surveys 122
Door to Door Interviews 122
Executive Interviews 122
Mall Intercept Interviews 123
Telephone Interviews 124
Self Administered Questionnaires 127
Mail Surveys 128
Survey Research on the Internet 131
Advantages of Online Surveys 132
Disadvantages of Online Surveys 133
£2 Global Research: Globalization of Business
Has Put New Demands on the Marketing
Research Industry 135
Methods of Conducting Online Surveys 134
Internet Samples 137
Decision Analyst's Online Household
Panels 139
Creating Online Questionnaires 141
Interactive Marketing Research
Organization 142
Determination of the Survey Method 142
Sampling Precision 143
Budget 143
Requirements for Respondent Reactions 143
Quality of Data 143
Length of the Questionnaire 144
Incidence Rate 145
Structure of the Questionnaire 145
Time Available to Complete the Survey 145
Visual Summary 146
¦ Key Terms Definitions 148
¦ Questions for Review Critical Thinking 149
¦ Working the Net 150
H Real Life Research 5.1: Dairy Management
Inc. 150
6 Primary Data Collection: Observation 152
Nature of Observation Research 154
Conditions for Using Observation 155
Approaches to Observation Research 155
Advantages of Observation Research 157
Disadvantages of Observation Research 157
Human Observation 157
Ethnographic Research 157
Mystery Shoppers 158
3 In Practice: Undercover With a Hotel
Spy 161
One Way Mirror Observations 162
3 Global Research: ESOMAR Guidelines for
Mystery Shopping 163
Audits 164
Machine Observation 164
Traffic Counters 165
Physiological Measurement Devices 165
3 Global Research: Observation Research Is
Used Sparingly in Many Countries 166
3 In Practice: "How Eye Tracking Works" 167
Opinion and Behavior Measurement
Devices 168
3 In Practice: Real Time Marketing Is on the
Way 170
Scanner Based Research 170
Observation Research on the Internet 173
Predictive Customer Intelligence 174
Vividence Corporation 175
Conversation Trackers 175
Visual Summary 176
¦ Key Terms Definitions 177
H Questions for Review Critical
Thinking 177
¦ Working the Net 178
¦ Real Life Research 6.1: Food Lion and Others
Capitalize on Loyalty 178
7 Primary Data Collection: Experimentation 180
What Is an Experiment? 182
Demonstrating Causation 182
Concomitant Variation 183
Appropriate Time Order of Occurrence 183
Elimination of Other Possible Causal
Factors 183
Experimental Setting 184
Laboratory Experiments 184
Field Experiments 184
Experimental Validity 184
3 In Practice: Difference Between Internal and
External Validity 185
Experimental Notation 185
Extraneous Variables 186
Examples of Extraneous Variables 186
Controlling Extraneous Variables 188
Experimental Design, Treatment, and
Effects 188
Limitations of Experimental Research 189
High Cost of Experiments 189
Security Issues 189
Implementation Problems 190
Selected Experimental Designs 190
Pre Experimental Designs 190
True Experimental Designs 192
Quasi Experiments 195
Test Markets 196
Costs of Test Marketing 197
Decision to Conduct Test Marketing 198
3 In Practice 199
Steps in a Test Market Study 199
3 Global Research: 203
Simulated Test Markets 204
Visual Summary 206
¦ Key Terms Definitions 209
¦ Questions for Review Critical
Thinking 210
¦ Real Life Research 7.1: An Oat a Day 211
¦ Role of Marketing Research in the
Organization and Ethical Issues 212
8 The Concept of Measurement 214
Measurement Process 217
Nominal Level of Measurement 218
3 Global Research: Construct Equivalence
Problems Often Occur in Global Marketing
Research 218
Ordinal Level of Measurement 219
Interval Level of Measurement 220
Ratio Level of Measurement 220
Step Six: Evaluating the Reliability and Validity of
the Measurement 220
Reliability 222
Validity 224
Scaling Defined 228
Attitude Measurement Scales 229
Graphic Rating Scales 229
Itemized Rating Scales 230
Rank Order Scales 232
Q Sorting 233
Paired Comparisons 234
3 In Practice 235
Constant Sum Scales 236
Semantic Differential Scales 236
Stapel Scales 238
Likert Scales 238
Purchase Intend Scales 241
Consideration in Selecting a Scale 243
The Nature of the Construct Being
Measured 243
Type of Scale 245
Balanced versus Nonbalanced Scale 244
Number of Scale Categories 244
Forced versus Nonforced Choice 245
Attitude Measures and Management Decision
Making 245
Direct Questioning 247
Indirect Questioning 248
Observation 248
Choosing a Methods for Identifying
Determinant Attitudes 248
Reliability and Validity—A Concluding
Comment 228
Visual Summary 249
¦ Key Terms Definitions 251
I Questions for Review Critical Thinking 252
¦ Working the Net 253
¦ Real Life Research 8.1: Case Backhoe Goes
Global 253
9 Questionnaire Design 256
Role of a Questionnaire 258
¦ In Practice: Critical Role of Objectives in
Survey Research 259
Criteria for a Good Questionnaire 259
Does It Provide the Necessary Decision
Making Information? 260
Does It Consider the Respondent? 260
Does It Meet Editing and Coding
Requirements? 260
Questionnaire Design Process 262
Step One: Determine Survey Objectives,
Resources, and Constraints 262
Step Two: Determine the Data Collection
Method 263
Step Three: Determine the Question
Response Format 264
3 In Practice: This Is Not a Leading Question, Is
It? 265
Step Four: Decide on the Question
Wording 270
Step Five: Establish Questionnaire Flow and
Layout 273
3 In Practice: Some Problems and
Potential Solutions With Screening
Questions 275
Step Six: Evaluate the Questionnaire 278
Step Seven: Obtain Approval of All Relevant
Parties 279
Step Eight: Pretest and Revise 279
3 In Practice: Tips for Writing a Good
Questionnaire 280
Step Nine: Prepare Final Questionnaire
Copy 281
Step Ten: Implement the Survey 281
Field Management Companies 283
Contents | vii
Impact of the Internet on Questionnaire
Development 283
Software for Questionnaire Development 283
3 Global Research: Consistency Is the Key in
Global Research 285
Costs, Profitability, and Questionnaires 285
Visual Summary 288
¦ Key Terms Definitions 291
¦ Questions for Review Critical Thinking 292
¦ Working the Net 292
¦ Real Life Research 9.1: Bonbright State
University Retention Task Force 293
10 Basic Sampling Issues 294
Concept of Sampling 296
Population 296
Sample versus Census 297
3 In Practice: Why the Result of a Sample Can
Be More Accurate Than the Result of a
Census 297
Developing a Sampling Plan 298
Step One: Define the Population of
Interest 298
Step Two: Choose a Data Collection
Method 300
Step Three: Identify a Sampling Frame 300
Step Four: Select a Sampling Method 302
3 In Practice: Examples of Frame Errors 304
Step Five: Determine Sample Size 304
Step Six: Develop Operational Procedures for
Selecting Sample Elements 304
3 In Practice: Random Error or Bias In
Florida? 306
Step Seven: Execute the Operational
Sampling Plan 306
Sampling and Nonsampling Errors 306
Probability Sampling Methods 307
Simple Random Sampling 307
Systematic Sampling 308
Stratified Sampling 308
Cluster Sampling 311
Nonprobability Sampling Methods 312
Convenience Samples 313
Judgment Samples 314
3 In Practice: SSI Provides Useful Convenience
Samples 313
Quota Samples 314
Snowball Samples 315
Internet Sampling 315
Visual Summary 317
¦ Key Terms Definitions 318
¦ Questions for Review Critical Thinking °^2
¦ Working the Net 320
¦ Real Life Research 10.1 320
Sample Size Determination 323
Determining Sample Size for Probability
Samples 324
Budget Available 324
Rule of Thumb 324
Number of Subgroups Analyzed 324
3 In Practice: How Big Is Enough? 325
§2 In Practice: Sample Costs Versus the Costs of
an Invalid Survey 326
Traditional Statistical Methods 325
Normal Distribution 326
General Properties 326
Standard Normal Distribution 328
Population and Sample Distributions 329
Sampling Distribution of the Mean 329
Basic Concepts 330
Making Inferences on the Basis of a Single
Sample 330
3 In Practice: The Sweeps Problem 331
Point and Interval Estimates 333
Sampling Distribution of the Proportion 334
Determining Sample Size 335
Problems Involving Means 335
Problems Involving Proportions 337
Determining Sample Size for Stratified and
Cluster Samples 338
Population Size and Sample Size 338
Determining How Many Sample Units Are
Needed 340
Statistical Power 340
Visual Summary 342
¦ Key Terms Definitions 344
¦ Questions for Review Critical Thinking 344
¦ Working the Net 345
¦ Real Life Research 11.1: Millennium
Telecom 345
H Role of Marketing Research in the
Organization and Ethical Issues 347
¦ SPSS Exercises for Chapter 11 349
Data Processing, Fundamental Data Analysis,
and the Statistical Testing of Differences 352
An Overview of the Data Analysis Procedure 354
Step One: Validation and Editing 354
Validation 354
Editing 355
Step Two: Coding 355
3 In Practice: Data Entry Made Easy 359
Step Three: Data Entry 362
The Data Entry Process 362
Scanning 363
Step Four: Machine Cleaning of Data 363
Step Five: Tabulation and Statistical Analysis 365
One Way Frequency Tables 365
Crosstabulations 367
3 In Practice: Doing Frequency and
Crosstabulation Tables in Excel 369
Graphic Representations of Data 370
Line Charts 370
Pie Charts 371
Bar Charts 371
Descriptive Statistics 373
Measures of Central Tendency 373
Measures of Dispersion 374
Percentages and Statistical Tests 375
Evaluating Differences and Changes 376
Statistical Significance 377
Hypothesis Testing 377
Steps in Hypothesis Testing 378
Types of Errors in Hypothesis Testing 380
Accepting Ho versus Failing to Reject (FTR)
Ho 382
One Tailed versus Two Tailed Test 382
Example of Performing a Statistical Test 382
3 In Practice: Statisticians Might Not Always
Indicate the Truth in Stats 383
3 In Practice: What Is Meant by Statistically
Significant? 386
Commonly Used Statistical Hypothesis Tests 387
Independent versus Related Samples 387
Degrees of Freedom 387
p Values and Significance Testing 388
Statistics on the Internet 388
Visual Summary 391
¦ Key Terms Definitions 392
¦ Questions for Review Critical Thinking 393
¦ Working the Net 394
¦ Real Life Research 12.1 394
¦ SSPS Exercises for Chapter 12 395
13 Bivariate Correlation and Regression 402
Bivariate Analysis of Association 404
Bivariate Regression 404
Nature of the Relationship 404
Example of Bivariate Regression 405
3 Global Research: Chinese Opt For Slow Lane
When Buying Cars 407
Correlation Analysis 415
Correlation for Metric Data: Pearson's
Product Moment Correlation 415
Correlation for Ordinal Data: Spearman Rank
Order Correlation 415
3 In Practice: Beware of False Relationships! 417
3 In Practice: Using The Right Measure of
Correlation 418
Visual Summary 419
¦ Key Terms Definitions 420
¦ Questions for Review Critical Thinking 420
¦ Working the Net 422
¦ Real Life Research 13.1: Road Runner 422
¦ SSPS Exercises for Chapter 13 423
14 Communicating the Research Results 426
The Research Report 428
Organizing the Report 428
Interpreting the Findings 429
3 In Practice: Make Your Point 430
3 In Practice: Model Outline for Research
Reports 431
Format of the Report 432
Formulating Recommendations 433
The Presentation 435
Presentation Materials 435
Making a Presentation 437
3 In Practice: Presenting More Confidently 438
Presentations on the Internet 438
Effective Use of Research Information 439
Role of Trust 440
3 In Practice 441
Visual Summary 442
¦ Key Terms Definitions 444
¦ Questions for Review Critical Thinking 444
¦ Working the Net 445
¦ Real Life Research 14.2: TouchWell Tracking
Research 445
15 Managing Marketing Research and Research
Ethics 450
Marketing Research Supplier Management 452
What Do Clients Want? 452
Communication 452
Managing the Research Process 453
3 In Practice: Doing High Quality Work—
on Time 454
3 In Practice: Managing a Marketing Researc
Firm for Profitability 456
Client Profitability Management 456
Staff Management and
Development 457
Managing a Marketing Research
Department 459
Selecting the Right Marketing Research
Suppliers 459
3 Global Issues: Global Versus U.S. Research
Management 460
Moving Marketing Research into a Decisio
Making Role 461
Marketing Research Ethics 462
Research Supplier Ethics 462
3 In Practice: Fixing Respondent
Cooperation 465
Client Ethics 466
Field Service Ethics 467
Data Collection Code of Ethics 468
Respondents' Rights 469
Ethics and Professionalism 470
3 Global Research: Safe Harbor in a Privacy
Storm 471
Visual Summary 475
¦ Key Terms Definitions 476
¦ Questions for Review Critical
Thinking 476
¦ Working the Net 476
¦ Real Life Research 15.1: Monkey See
Monkey Do 476
¦ Real Life Research 15.2: XYZ Acura 477
Appendices 1 and 2: can be
located on the Wiley web sil
at www.wiley.com/college/
mcdaniel.
Glossary G 1
Endnotes EN 1
Photo Credits PC 1
Index 1 1
4. |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | McDaniel, Carl D. 1941- Gates, Roger |
| author_GND | (DE-588)128647450 |
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| callnumber-subject | HF - Commerce |
| classification_rvk | QP 611 |
| ctrlnum | (OCoLC)254632542 (DE-599)BVBBV020861205 |
| dewey-full | 658.83 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.83 |
| dewey-search | 658.83 |
| dewey-sort | 3658.83 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 5. ed. |
| format | Book |
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| illustrated | Illustrated |
| index_date | 2024-07-02T13:23:05Z |
| indexdate | 2024-07-09T20:26:53Z |
| institution | BVB |
| isbn | 0471684767 |
| language | English |
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| spelling | McDaniel, Carl D. 1941- Verfasser (DE-588)128647450 aut Marketing research essentials Carl McDaniel ; Roger Gates 5. ed. Hoboken, NJ Wiley 2006 Getr. Zählung Ill. 1 CD-ROM (12 cm) txt rdacontent n rdamedia nc rdacarrier Literaturverz. S. [EN-1] - EN-6 SPSS student version 13.0 for Windows Marketing research Marktforschung (DE-588)4037630-8 gnd rswk-swf (DE-588)4151278-9 Einführung gnd-content Marktforschung (DE-588)4037630-8 s DE-604 Gates, Roger Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014182758&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | Marketing research essentials |
| title_auth | Marketing research essentials |
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| title_full | Marketing research essentials Carl McDaniel ; Roger Gates |
| title_fullStr | Marketing research essentials Carl McDaniel ; Roger Gates |
| title_full_unstemmed | Marketing research essentials Carl McDaniel ; Roger Gates |
| title_short | Marketing research essentials |
| title_sort | marketing research essentials |
| topic | Marketing research Marktforschung (DE-588)4037630-8 gnd |
| topic_facet | Marketing research Marktforschung Einführung |
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