Marketing research: within a changing information environment
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston, Mass. [u.a.]
McGraw-Hill Education
2006
|
| Ausgabe: | 3. ed., rev. internat. ed. |
| Schriftenreihe: | McGraw-Hill/Irwin series in marketing
|
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXVII, 730 S. Ill. |
| ISBN: | 0077109368 0072830875 9780077109363 |
Internformat
MARC
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| 008 | 070522s2006 xxua||| |||| 00||| eng d | ||
| 010 | |a 2004061113 | ||
| 020 | |a 0077109368 |9 0-07-710936-8 | ||
| 020 | |a 0072830875 |9 0-07-283087-5 | ||
| 020 | |a 9780077109363 |9 978-0-07-710936-3 | ||
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| 100 | 1 | |a Hair, Joseph F. |d 1944- |e Verfasser |0 (DE-588)135615828 |4 aut | |
| 245 | 1 | 0 | |a Marketing research |b within a changing information environment |c Joseph F. Hair, Jr. ; Robert P. Bush ; David J. Ortinau |
| 250 | |a 3. ed., rev. internat. ed. | ||
| 264 | 1 | |a Boston, Mass. [u.a.] |b McGraw-Hill Education |c 2006 | |
| 300 | |a XXVII, 730 S. |b Ill. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a McGraw-Hill/Irwin series in marketing | |
| 700 | 1 | |a Bush, Robert P. |e Verfasser |4 aut | |
| 700 | 1 | |a Ortinau, David J. |e Verfasser |4 aut | |
| 856 | 4 | 2 | |m Digitalisierung UB Passau |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015642140&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-015642140 | ||
Datensatz im Suchindex
| _version_ | 1804136507915632640 |
|---|---|
| adam_text | contents
1
part
The Role and
Research Information
chapter
Marketing Research
Decision Making
MARKETING RESEARCH AND DECISION
IT S A JEEP THING, YOU WOULDN T
UNDERSTAND
Value of Marketing Research Information
Relationship Marketing and the Marketing
Research Process
Relationship Marketing and Customer
Relationship Management
Marketing Planning and Decision Making
Marketing Situation Analysis
Market Analysis
Market Segmentation
Competitive Analysis
Marketing Strategy Design
Target Marketing
Positioning
New-Product Planning
Marketing Program Development
Product Portfolio Analysis
Distribution Decisions
Pricing Decisions
Integrated Marketing Communications
Marketing Program Implementation and
Control
Marketing Program Control
Information Analysis
The Marketing Research Industry
Types of Marketing Research Firms
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
YAHOO! AND AC NIELSEN: A MARKETING RESEARCH
MARRIAGE THROUGH TECHNOLOGY
Changing Skills for a Changing Industry
Ethics in Marketing Research Practices
Unethical Activities by the Client/Research
User
Unethical Activities by the Research Provider
or Research Company
Unethical Activities by the Respondent
Marketing Research Codes of Ethics
Emerging Trends
MARKETING RESEARCH IN ACTION: CONTINUING
CASE STUDY: THE SANTA FE GRILL MEXICAN
RESTAURANT
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
Appendix 1.A: Careers in Marketing Research
with a Look at Federal Express
Appendix 1.B: Using SPSS with the Santa Fe
Grill Database
chapter
The Marketing Research Process
USING THE RESEARCH PROCESS TO ADDRESS
MARKETING PROBLEMS, QUESTIONS, AND
OPPORTUNITIES
Value of the Research Process
Changing View of the Marketing Research
Process
Determining the Need for Information
Research
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
MANAGEMENT DECISION MAKERS AND
MARKETING RESEARCHERS
Overview of the Information Research
Process
Transforming Raw Data into Information
Interrelatedness of the Steps and the
Research Process
Phase I: Determine the Information
Research Problem
Step
Needs
XVIII
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
«CAN I GET A NEW COKE, PLEASE»
Step
Define the Research Problem
Step
Assess the Value of Information
A CLOSER LOOK AT RESEARCH-SMALL BUSINESS
IMPLICATIONS: FORD FOUNDATION
Phase II: Select the Appropriate Research
Design
Step
Data Sources
Step
Sample Size
Step
Scales
Step
Phase III: Execute the Research Design
Step
Step
Step
Information
Phase IV: Communicate the Research Results
Step
to Management
Develop an Information Research Proposal
MARKETING RESEARCH IN ACTION: WHAT DOES
AN INFORMATION RESEARCH PROPOSAL LOOK
LIKE? THE JP HOTEL PREFERRED GUEST CARD
INFORMATION RESEARCH PROPOSAL
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
chapter
Information Management for Marketing
Decisions: Secondary Data Sources
KNOW YOUR CUSTOMER: MAKING THE MOST OF
AN INFORMATION-RICH ENVIRONMENT
Value of Secondary Data
The Nature and Scope of Secondary Data
The Role of Secondary Data in Marketing
Research
Secondary Data and Customer Relationship
Management
Secondary Data Research Tasks and the
Marketing Research Process
Use and Evaluation of Secondary Data
Sources
Traditional Internal Sources of Secondary
Data
Types of Internal Secondary Data
Using and Extracting External Sources of
Secondary Data
Planning for the External Secondary Data
Search
Key Sources of External Secondary Data
North American Industry Classification System
(NAICS)
Government Documents
Secondary Sources of Business
Information
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
SECONDARY DATA AND THE CRM PROCESS:
PLACING A VALUE ON CUSTOMER
INFORMATION
Syndicated Sources of Secondary Data
Characteristics of Syndicated Data
Sources
The Internet as a Growing Source of
Secondary Data
The Future of Secondary Data Sources
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
COMPUTER TECHNOLOGY AND REAL-TIME
DATA
MARKETING RESEARCH IN ACTION: CONTINUING
CASE STUDY: SANTA FE GRILL ANTICIPATING
EXPANSION
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
2
part
Technology in the Research
Process
chapter
Customer Relationship Management and
the Marketing Research Process
CUSTOMER RELATIONSHIP MANAGEMENT ALLOWS
CONTINENTAL AIRLINES TO SURVIVE 111
Value of Customer Relationship Management
Essentials of Customer Relationship
Management
Marketing Research and Customer Relationship
Management
Transforming Marketing Research into Market
Intelligence
Strategic Use of Customer Information
A CLOSER LOOK AT RESEARCH-IN THE
FIELD: CRM IN THE FINANCIAL SERVICES
INDUSTRY
Information Based on a Transactional
Focus
Enterprisewide Approach to the Use of
Information
Technology Support of the CRM
Structure
Data Collection in a CRM Environment
Accessing Customer Data over the
Internet
Marketing Research and Customer Management:
The Database Process
What Is a Database?
Purposes of a Customer Database
Marketing Research and Data Enhancement
Effective Development of Enhanced
Databases
The Dynamics of Database Development
Rules of Thumb in Database
Development
Database Technology
What Is Data Warehousing?
Marketing-Re late
Warehousing
Data Mining: Transforming Data into
Information
The Data-Mining Process
Database Modeling
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
DATABASE AMERICA INTRODUCES
SALESLEADS™-FIRST WEB-BASED LEAD-
GENERATING SERVICE FOR CONSUMERS AND
SMALL BUSINESSES
Scoring Models
Lifetime Value Models
MARKETING RESEARCH IN ACTION: THE FUNCTION
OF DATABASES WITHIN THE FINANCIAL SERVICES
INDUSTRY: LEADING WITH DATA
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
chapter
Marketing Decision Support Systems
SEARS: CONSOLIDATING DATA FOR REAL-TIME
DECISIONS
Value of the Marketing Decision Support
System
CRM and the Marketing Decision Support
System
The Marketing Decision Support System
A Marketing Decision Support System
Diagram
Information Requirements
Environmental Information
Distribution Partners
Business Intelligence
Transactional Data
Information Processing and the MDSS
Statistical Software Systems
Managerial Function Software Systems
MDSS Models and Output
An MDSS Sales Analysis Output Example
Geographic Information Systems
MDSS Queries as an Output Resource
Business Intelligence Programs
Tools and Techniques for Gathering
Data
MARKETING RESEARCH IN ACTION: GEOGRAPHIC
INFORMATION SYSTEM: USING A GIS
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
part
Designing the Marketing Research
Project
chapter
Exploratory Designs: In-Depth Interviews
and Focus Groups
USING FOCUS GROUP INTERVIEWS TO GAIN
INSIGHTS INTO BANK CUSTOMER
SATISFACTION
Value
Observation
Collecting Primary Data
An Overview of Qualitative and Quantitative
Research Methods
Quantitative Research Methods
When to Use Quantitative Research
Methods
Qualitative Research Methods
When to Use Qualitative Research Methods in
Exploratory Designs
Advantages and Disadvantages of Qualitative
Research Methods
Questioning Techniques in Qualitative
Research
In-Depth Interviews
Skills Required for Conducting In-Depth
Interviews
Advantages of In-Depth Interviews
Disadvantages of In-Depth Interviews
Steps in Conducting an In-Depth Interview
Focus Group Interviews
Nature of Focus Group Interviews
Focus Group Research Objectives
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
DIMENSIONS OF SERVICE QUALITY
Conducting Focus Group Interviews
Phase
Phase
Discussions
A CLOSER LOOK AT RESEARCH-SMALL
BUSINESS IMPLICATIONS: MODERATOR S GUIDE
FOR VAIL PERFORMING ARTS PROGRAM FOCUS
GROUP INTERVIEW SESSIONS
Phase
Results
Reporting Focus Group Results
Format of the Report
Advantages of Focus Group Interviews
New Ideas
Underlying Reasons of Behavior
Client Participation
Breadth of Topics Covered
Special Market Segments
Disadvantages of Focus Group Interviews
Low Generalizability of Results
Questions of Data Reliability
Subjectivity of Interpretations
High Cost per Participant
GLOBAL INSIGHTS: UNDERSTANDING FOCUS
GROUP RESEARCH ABROAD
Advancing Technology Moves Focus Groups into
the 21st Century
Online versus Offline Focus Group
Research
Other Qualitative Research Methods
Case Studies
Experience Interviews
Protocol Interviews
Articulative Interviews
Projective
MARKETING RESEARCH IN ACTION: DESIGNING
AND IMPLEMENTING A FOCUS GROUP INTERVIEW:
BARNETT BANK CUSTOMER SATISFACTION
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
chapter
Descriptive Research Designs: Survey
Methods and Errors
THE JP HOTEL PREFERRED GUEST CARD
STUDY
Value of Descriptive Survey Research Designs
Interrelated ness of Descriptive Research Designs
and Survey Research Methods
Overview of Survey Research Methods
Advantages of Survey Methods
Disadvantages of Survey Methods
Types of Errors in Survey Methodology
Sampling Error
Systematic Errors
Respondent Errors
Measurement and Design Error
Faulty Problem Definition Errors
Researcher s Administrative Error
Types of Survey Methods
Person-Administered Surveys
Telephone-Administered Surveys
ETHICS-USING TECHNOLOGY: SUGGING IS A
FEDERAL OFFENSE
Self-Administered Surveys
Online Survey Methods
A CLOSER LOOK AT RESEARCH-USING
TECHNOLOGY: VIRTUAL REALITY IN MARKETING
RESEARCH
Factors
Survey Method
Situational Characteristics
Task Characteristics
Respondent Characteristics
A CLOSER LOOK AT RESEARCH-SMALL BUSINESS
IMPLICATIONS: FARMERS SPEAK THEIR MIND
MARKETING RESEARCH IN ACTION: DETERMINING
AND PLANNING THE APPROPRIATE SURVEY
METHOD: THE JP HOTEL PREFERRED GUEST CARD
STUDY
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
chapter
Observation Techniques, Experiments,
and Test Markets
LEE APPAREL COMPANY: USING TEST MARKETING
TO GAUGE NEW-PRODUCT ACCEPTANCE
Value of Experimentation and Test Marketing
Overview of Observational Techniques
Appropriate Conditions for Using
Observational Techniques
Unique Characteristics of Observational
Techniques
Selecting the Appropriate Observation
Method
The Benefits and Limitations of Observational
Techniques
ETHICS-MINIMIZING BIAS IN RESEARCH
DESIGNS: SUBJECTS UNAWARENESS CAN RAISE
MANY QUESTIONS
The Nature of Experimentation
Types of Variables Used in Experimental
Designs
A CLOSER LOOK AT RESEARCH-USING
TECHNOLOGY: BEHAVIORSCAN: A DEVICE USED
FOR TESTING NEW PRODUCTS AND MARKETING
PROGRAMS
The Role of Theory in Experimental
Designs
Validity Concerns with Experimental Research
Designs
Reliability of Experimental Research
Designs
Improving the Internal and External Validity
of Experimental Designs
Types of Experimental Research Designs
Pre-experimental Designs
True Experimental Designs
Quasi-experimental Designs
Field Experiments
Factorial Designs
Latin Square Designs
Considerations in Using Field
Experiments
Validity Concerns
Test Marketing
Traditional Test Markets
Controlled Test Markets
Electronic Test Markets
Simulated Test Markets
Web-Based TV Test Markets
Virtual Test Markets
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
GOODYEAR STEPS OUT OF ITS OWN STORES
Other Issues in Test Marketing
MARKETING RESEARCH IN ACTION: RIDERS FITS
NEW DATABASE INTO BRAND LAUNCH: THE
INITIAL LAUNCH
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
4
part
Gathering and Collecting Accurate
Data
chapter
Sampling: Theory and Design
SAMPLING DESIGN DECISIONS: AMERICAN
AIRLINES
Value of Sampling in Marketing Research
Sampling as a Part of the Research
Process
Overview: The Basics of Sampling Theory
Basic Sampling Terminology
The Main Factors Underlying Sampling
Theory
Central Limit Theorem
Theoretical Tools Used to Assess the Quality
of Samples
Statistical Precision
Estimated Standard Error
Confidence Interval
Probability Sampling and Sample Sizes
Sample Size and Small Finite
Populations
Nonprobability Sampling and Sample Size
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
DANNON YOGURT ELIMINATES THE NEED FOR
COSTLY CUSTOMIZED RANDOM SAMPLING
DESIGNS
Sample Size versus Usable Observations
MARKETING RESEARCH IN ACTION: SAMPLING
DESIGN DECISIONS IN PROVIDING MEANINGFUL
PRIMARY DATA: AMERICAN AIRLINES
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
chapter
Sampling: Methods and Planning
TECHNOLOGY AND SAMPLING PROCEDURES-CAN
THE TWO EVER CO-EXIST?
The Value of Sampling Methods in Marketing
Research
Types of Probability Sampling Designs
Simple Random Sampling
Systematic Random Sampling
Stratified Random Sampling
Cluster Sampling
ETHICS-SAMPLING METHODS: U.S. CENSUS
BUREAU MISLEADS CONGRESS
Types of Nonprobability Sampling Designs
Convenience Sampling
Judgment Sampling
Quota Sampling
Snowball Sampling
Determining the Appropriate Sampling Design
Research Objectives
Degree of Accuracy
Resources
Time Frame
Knowledge of the Target Population
Scope of the Research
A CLOSER LOOK AT RESEARCH-USING
TECHNOLOGY: THE INTERNET CAN PROVIDE
INVALUABLE INTELLIGENCE INFORMATION
Statistical Analysis Needs
Steps in Developing a Sampling Plan
Step
Step
Step
Needed
Step
Method
Step
and Overall Contact Rates
Step
Selecting Sampling Units
Step
MARKETING RESEARCH IN ACTION: CONTINUING
CASE STUDY: DEVELOPING A SAMPLING PLAN
FOR A NEW MENU INITIATIVE SURVEY FOR
SANTA FE GRILL
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
chapter
Overview of Measurement: Construct
Development and Scale
Measurement
FAST FOOD, SIDE BY SIDE: A PREDICTION OF
STORE LOCATION AND LOYALTY SUCCESS
Value of Measurement within Information
Research
Overview of the Measurement Process
Construct Development
Abstractness of the Construct
Determining Dimensionality of the
Construct
Assessing Construct Validity
Construct Operationalization
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
PROBLEM IN CONSTRUCT DEVELOPMENT
Basic Concepts of Scale Measurement
Types of Data Collected in Research
Practices
The Nature of Scale Measurement
Properties of Scale Measurements
Basic Levels of Scales
Nominal Scales
Ordinal Scales
True Class Interval Scales
Hybrid Ordinally-lnterval Scales
Ratio Scales
Development and Refinement of Scaling
Measurements
Some Criteria for Scale Development
A CLOSER LOOK AT RESEARCH-USING
TECHNOLOGY: MACRO CONSULTING, INC.
MARKETING RESEARCH IN ACTION: PART
YOU CAN LEARN FROM A CUSTOMER LOYALTY
INDEX
Summary of Learning
Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
chapter
Attitude Scale Measurements Used in
Marketing Research
ATTITUDE MEASUREMENTS AND MEANINGFUL
DIAGNOSTIC MARKETING RESEARCH
INFORMATION
Value of Attitude Measurement in Information
Research
The Nature of Attitudes and Marketplace
Behaviors
Components of Attitudes
Scales to Measure Attitudes and Behaviors
Likért
Semantic Differential Scale
Behavior Intention Scale
Strengths and Weaknesses of Attitude
and Behavior Intention Scale
Measurements
A CLOSER LOOK AT RESEARCH-SMALL
BUSINESS IMPLICATIONS: INSTANT
ON-SITE
FEEDBACK
Other Types of Comparative and
Noncomparative
Comments on Single-Item and Multiple-Item
Scales
Recap of Key Measurement Design
Issues
MARKETING RESEARCH IN ACTION: PART
MEASUREMENTS USED IN CREATING A CUSTOMER
LOYALTY INDEX
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
APPENDIX 12.A: TRILOGY AND AFFECT GLOBAL
APPROACHES
chapter
Questionnaire Design and Issues
THE VALUE OF A SURVEY INSTRUMENT IN
CREATING MEANINGFUL DIAGNOSTIC
INFORMATION
Value of Questionnaires in Information
Research
Theoretical Principles of Questionnaire
Design
Theoretical Components of a Questionnaire
(or Data Collection Instruments)
Description versus Prediction
Accuracy versus Precision
The Value of a Good Survey Instrument
A CLOSER LOOK AT RESEARCH-USING
TECHNOLOGY: COMPUTERIZED
QUESTIONNAIRES
The Flowerpot Approach to Questionnaire
Designs
The Flowerpot Approach s Impact on
Questionnaire Development
Development of a Flowerpot-Designed
Questionnaire
Development of Cover Letters
The Role of a Cover Letter
Guidelines for Developing Cover
Letters
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
MARKETING RESOURCES GROUP
ETHICS-TELEPHONE SURVEY GOES SOUR
Supplemental Documents Associated with Survey
Instrument Designs
Supervisor Instructions
Interviewer Instructions
Screening Forms
Quota Sheets
Rating Cards
Call Record Sheets
MARKETING RESEARCH IN ACTION: CONTINUING
CASE STUDY: DESIGNING A QUESTIONNAIRE TO
ASSESS THE DINING HABITS AND PATTERNS OF
THE SANTA FE GRILLS CUSTOMERS
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
5
part
Data Preparation, Analysis, and
Reporting the Results
chapter
Coding, Editing, and Preparing Data for
Analysis
WAL-MART AND SCANNER TECHNOLOGY
Value of Preparing Data for Analysis
Data Validation
Data Editing and Coding
Asking the Proper Questions
Accurate Recording of Answers
Correct Screening Questions
Responses to Open-Ended
Questions
The Coding Process
Data Entry
Error Detection
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
DATA COLLECTION SHOULD NOT BE MANUAL
LABOR
Data Tabulation
One-Way Tabulation
Cross-Tabulation
Descriptive Statistics
Graphical Illustration of Data
MARKETING RESEARCH IN ACTION: DATA
ANALYSIS CASE: DELI DEPOT
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
chapter
Data Analysis: Testing for Significant
Differences
STATISTICAL SOFTWARE MAKES DATA ANALYSIS
EASY
Value of Testing for Differences in Data
Guidelines for Graphics
Bar Charts
Line Charts
Pie or Round Charts
SPSS Applications—How to Develop
Graphics
Measures of Central Tendency
Mean
Mode
Median
SPSS Applications—Measures of Central
Tendency
Measures of Dispersion
Range
Standard Deviation
SPSS Applications—Measures of Dispersion
515
Hypothesis Testing
Independent versus Related Samples
Developing Hypotheses
A CLOSER LOOK AT RESEARCH-SMALL
BUSINESS IMPLICATIONS: SPSS AND
Statistical Significance
Analyzing Relationships of Sample Data
Sample Statistics and Population
Parameters
Univariate Tests of Significance
SPSS Application —Univariate Hypothesis
Test
Bivariate Hypotheses Tests
Using the
SPSS Application —Independent Samples
f-Test
SPSS Application-Paired Samples
Analysis of Variance (ANOVA)
л
SPSS Application-ANOVA
GLOBAL INSIGHTS: BEST WESTERN
MÁNOVA
Perceptual Mapping
Perceptual Mapping Applications in Marketing
Research
MARKETING RESEARCH IN ACTION: EXAMINING
RESTAURANT IMAGE POSITIONS: REMINGTON S
STEAK HOUSE
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
Appendix
House Questionnaire
chapter
Data Analysis: Testing for
Association
DATA ANALYSIS IMPROVES MARKETING
STRATEGIES
Relationships between Variables
Using Covariation to Describe Variable
Relationships
Chi-Square Analysis
A CLOSER LOOK AT RESEARCH-SMALL
BUSINESS IMPLICATIONS: CORRELATION DOES
NOT IDENTIFY CAUSATION
Treatment and Measures of Correlation
Analysis
Pearson Correlation Coefficient
Substantive Significance of the Correlation
Coefficient
Influence of Measurement Scales on
Correlation Analysis
What Is Regression Analysis?
Fundamentals of Regression Analysis
Developing and Estimating the Regression
Coefficients
Significance
Multiple Regression Analysis
Statistical Significance
Substantive Significance
The Use of Dummy Variables in Multiple
Regression
Multicollinearity and Multiple Regression
Analysis
MARKETING RESEARCH IN ACTION: CUSTOMER
SATISFACTION FOR A MANUFACTURING
OPERATION: EMPLOYEE PERSPECTIVES
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
Appendix 16.A: Formulas for Calculating
Correlation and Regression Issues
Appendix 16.B: Examining Residuals
chapter
Data Analysis: Multivariate Techniques
for the Research Process
MULTIVARIATE METHODS IMPACT OUR LIVES
EVERYDAY
Value of Multivariate Techniques in Data
Analysis
A CLOSER LOOK AT RESEARCH-SMALL
BUSINESS IMPLICATIONS: XLSTAT
Classification of Multivariate Methods
Dependence or Interdependence
Methods?
Influence of Measurement Scales
GLOBAL INSIGHTS: ANALYSIS FROM GLOBAL
RESEARCH MAY YIELD INTERESTING
FINDINGS
Interdependence Techniques
Factor Analysis
Cluster Analysis
Analysis of Dependence
Discriminant Analysis
A CLOSER LOOK AT RESEARCH-USING
TECHNOLOGY: DISCRIMINANT ANALYSIS
SPSS
MARKETING RESEARCH IN ACTION: CLUSTER
ANALYSIS AND DISCRIMINANT: DVD RECORDERS
REPLACING VCRS
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
chapter
Preparing the Marketing Research
Report and Presentation
BACK YARD BURGERS FOCUS GROUP SUMMARY:
PRESENTING FOCUS GROUP RESULTS
Value of Preparing the Marketing Research
Report
The Written Marketing Research Report
Format of the Marketing Research Report
Title Page
Table of Contents
Executive Summary
Introduction
Research Methods and Procedures
Data Analysis and Findings
Conclusions and Recommendations
Limitations
Appendixes
Common Problems in Preparing the Marketing
Research Report
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
WHAT IS MARKETING RESEARCH?
The Critical Nature of Presentations
Presenting Marketing Research Results
General Guidelines for Preparing the Visual
Presentation
Using Computer Software to Develop
Presentations
MARKETING RESEARCH IN ACTION: WRITING THE
MARKETING RESEARCH REPORT FOR A FOCUS
GROUP INTERVIEW: JACKSON COMMUNITY
BUSINESS ENVIRONMENT
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
Appendix of European Cases
1.
2.
experiences
3.
party newsletter
4.
issues
5.
lead to purchase
behaviour?
6.
the heat?
7.
masquerading as banks
can they last
the distance?
8.
impact of changing consumer
tastes on the Monmouth
University catering
services.
9.
10.
11.
it?
12.
Tintern
ordinary.
Glossary
Endnotes 698
Name Index
Subject Index
|
| adam_txt |
contents
1
part
The Role and
Research Information
chapter
Marketing Research
Decision Making
MARKETING RESEARCH AND DECISION
IT'S A JEEP THING, YOU WOULDN'T
UNDERSTAND
Value of Marketing Research Information
Relationship Marketing and the Marketing
Research Process
Relationship Marketing and Customer
Relationship Management
Marketing Planning and Decision Making
Marketing Situation Analysis
Market Analysis
Market Segmentation
Competitive Analysis
Marketing Strategy Design
Target Marketing
Positioning
New-Product Planning
Marketing Program Development
Product Portfolio Analysis
Distribution Decisions
Pricing Decisions
Integrated Marketing Communications
Marketing Program Implementation and
Control
Marketing Program Control
Information Analysis
The Marketing Research Industry
Types of Marketing Research Firms
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
YAHOO! AND AC NIELSEN: A MARKETING RESEARCH
MARRIAGE THROUGH TECHNOLOGY
Changing Skills for a Changing Industry
Ethics in Marketing Research Practices
Unethical Activities by the Client/Research
User
Unethical Activities by the Research Provider
or Research Company
Unethical Activities by the Respondent
Marketing Research Codes of Ethics
Emerging Trends
MARKETING RESEARCH IN ACTION: CONTINUING
CASE STUDY: THE SANTA FE GRILL MEXICAN
RESTAURANT
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
Appendix 1.A: Careers in Marketing Research
with a Look at Federal Express
Appendix 1.B: Using SPSS with the Santa Fe
Grill Database
chapter
The Marketing Research Process
USING THE RESEARCH PROCESS TO ADDRESS
MARKETING PROBLEMS, QUESTIONS, AND
OPPORTUNITIES
Value of the Research Process
Changing View of the Marketing Research
Process
Determining the Need for Information
Research
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
MANAGEMENT DECISION MAKERS AND
MARKETING RESEARCHERS
Overview of the Information Research
Process
Transforming Raw Data into Information
Interrelatedness of the Steps and the
Research Process
Phase I: Determine the Information
Research Problem
Step
Needs
XVIII
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
«CAN I GET A NEW COKE, PLEASE»"
Step
Define the Research Problem
Step
Assess the Value of Information
A CLOSER LOOK AT RESEARCH-SMALL BUSINESS
IMPLICATIONS: FORD FOUNDATION
Phase II: Select the Appropriate Research
Design
Step
Data Sources
Step
Sample Size
Step
Scales
Step
Phase III: Execute the Research Design
Step
Step
Step
Information
Phase IV: Communicate the Research Results
Step
to Management
Develop an Information Research Proposal
MARKETING RESEARCH IN ACTION: WHAT DOES
AN INFORMATION RESEARCH PROPOSAL LOOK
LIKE? THE JP HOTEL PREFERRED GUEST CARD
INFORMATION RESEARCH PROPOSAL
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
chapter
Information Management for Marketing
Decisions: Secondary Data Sources
KNOW YOUR CUSTOMER: MAKING THE MOST OF
AN INFORMATION-RICH ENVIRONMENT
Value of Secondary Data
The Nature and Scope of Secondary Data
The Role of Secondary Data in Marketing
Research
Secondary Data and Customer Relationship
Management
Secondary Data Research Tasks and the
Marketing Research Process
Use and Evaluation of Secondary Data
Sources
Traditional Internal Sources of Secondary
Data
Types of Internal Secondary Data
Using and Extracting External Sources of
Secondary Data
Planning for the External Secondary Data
Search
Key Sources of External Secondary Data
North American Industry Classification System
(NAICS)
Government Documents
Secondary Sources of Business
Information
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
SECONDARY DATA AND THE CRM PROCESS:
PLACING A VALUE ON CUSTOMER
INFORMATION
Syndicated Sources of Secondary Data
Characteristics of Syndicated Data
Sources
The Internet as a Growing Source of
Secondary Data
The Future of Secondary Data Sources
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
COMPUTER TECHNOLOGY AND REAL-TIME
DATA
MARKETING RESEARCH IN ACTION: CONTINUING
CASE STUDY: SANTA FE GRILL ANTICIPATING
EXPANSION
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
2
part
Technology in the Research
Process
chapter
Customer Relationship Management and
the Marketing Research Process
CUSTOMER RELATIONSHIP MANAGEMENT ALLOWS
CONTINENTAL AIRLINES TO SURVIVE 111
Value of Customer Relationship Management
Essentials of Customer Relationship
Management
Marketing Research and Customer Relationship
Management
Transforming Marketing Research into Market
Intelligence
Strategic Use of Customer Information
A CLOSER LOOK AT RESEARCH-IN THE
FIELD: CRM IN THE FINANCIAL SERVICES
INDUSTRY
Information Based on a Transactional
Focus
Enterprisewide Approach to the Use of
Information
Technology Support of the CRM
Structure
Data Collection in a CRM Environment
Accessing Customer Data over the
Internet
Marketing Research and Customer Management:
The Database Process
What Is a Database?
Purposes of a Customer Database
Marketing Research and Data Enhancement
Effective Development of Enhanced
Databases
The Dynamics of Database Development
Rules of Thumb in Database
Development
Database Technology
What Is Data Warehousing?
Marketing-Re late
Warehousing
Data Mining: Transforming Data into
Information
The Data-Mining Process
Database Modeling
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
DATABASE AMERICA INTRODUCES
SALESLEADS™-FIRST WEB-BASED LEAD-
GENERATING SERVICE FOR CONSUMERS AND
SMALL BUSINESSES
Scoring Models
Lifetime Value Models
MARKETING RESEARCH IN ACTION: THE FUNCTION
OF DATABASES WITHIN THE FINANCIAL SERVICES
INDUSTRY: LEADING WITH DATA
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
chapter
Marketing Decision Support Systems
SEARS: CONSOLIDATING DATA FOR REAL-TIME
DECISIONS
Value of the Marketing Decision Support
System
CRM and the Marketing Decision Support
System
The Marketing Decision Support System
A Marketing Decision Support System
Diagram
Information Requirements
Environmental Information
Distribution Partners
Business Intelligence
Transactional Data
Information Processing and the MDSS
Statistical Software Systems
Managerial Function Software Systems
MDSS Models and Output
An MDSS Sales Analysis Output Example
Geographic Information Systems
MDSS Queries as an Output Resource
Business Intelligence Programs
Tools and Techniques for Gathering
Data
MARKETING RESEARCH IN ACTION: GEOGRAPHIC
INFORMATION SYSTEM: USING A GIS
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
part
Designing the Marketing Research
Project
chapter
Exploratory Designs: In-Depth Interviews
and Focus Groups
USING FOCUS GROUP INTERVIEWS TO GAIN
INSIGHTS INTO BANK CUSTOMER
SATISFACTION
Value
Observation
Collecting Primary Data
An Overview of Qualitative and Quantitative
Research Methods
Quantitative Research Methods
When to Use Quantitative Research
Methods
Qualitative Research Methods
When to Use Qualitative Research Methods in
Exploratory Designs
Advantages and Disadvantages of Qualitative
Research Methods
Questioning Techniques in Qualitative
Research
In-Depth Interviews
Skills Required for Conducting In-Depth
Interviews
Advantages of In-Depth Interviews
Disadvantages of In-Depth Interviews
Steps in Conducting an In-Depth Interview
Focus Group Interviews
Nature of Focus Group Interviews
Focus Group Research Objectives
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
DIMENSIONS OF SERVICE QUALITY
Conducting Focus Group Interviews
Phase
Phase
Discussions
A CLOSER LOOK AT RESEARCH-SMALL
BUSINESS IMPLICATIONS: MODERATOR'S GUIDE
FOR VAIL PERFORMING ARTS PROGRAM FOCUS
GROUP INTERVIEW SESSIONS
Phase
Results
Reporting Focus Group Results
Format of the Report
Advantages of Focus Group Interviews
New Ideas
Underlying Reasons of Behavior
Client Participation
Breadth of Topics Covered
Special Market Segments
Disadvantages of Focus Group Interviews
Low Generalizability of Results
Questions of Data Reliability
Subjectivity of Interpretations
High Cost per Participant
GLOBAL INSIGHTS: UNDERSTANDING FOCUS
GROUP RESEARCH ABROAD
Advancing Technology Moves Focus Groups into
the 21st Century
Online versus Offline Focus Group
Research
Other Qualitative Research Methods
Case Studies
Experience Interviews
Protocol Interviews
Articulative Interviews
Projective
MARKETING RESEARCH IN ACTION: DESIGNING
AND IMPLEMENTING A FOCUS GROUP INTERVIEW:
BARNETT BANK CUSTOMER SATISFACTION
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
chapter
Descriptive Research Designs: Survey
Methods and Errors
THE JP HOTEL PREFERRED GUEST CARD
STUDY
Value of Descriptive Survey Research Designs
Interrelated ness of Descriptive Research Designs
and Survey Research Methods
Overview of Survey Research Methods
Advantages of Survey Methods
Disadvantages of Survey Methods
Types of Errors in Survey Methodology
Sampling Error
Systematic Errors
Respondent Errors
Measurement and Design Error
Faulty Problem Definition Errors
Researcher's Administrative Error
Types of Survey Methods
Person-Administered Surveys
Telephone-Administered Surveys
ETHICS-USING TECHNOLOGY: SUGGING IS A
FEDERAL OFFENSE
Self-Administered Surveys
Online Survey Methods
A CLOSER LOOK AT RESEARCH-USING
TECHNOLOGY: VIRTUAL REALITY IN MARKETING
RESEARCH
Factors
Survey Method
Situational Characteristics
Task Characteristics
Respondent Characteristics
A CLOSER LOOK AT RESEARCH-SMALL BUSINESS
IMPLICATIONS: FARMERS SPEAK THEIR MIND
MARKETING RESEARCH IN ACTION: DETERMINING
AND PLANNING THE APPROPRIATE SURVEY
METHOD: THE JP HOTEL PREFERRED GUEST CARD
STUDY
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
chapter
Observation Techniques, Experiments,
and Test Markets
LEE APPAREL COMPANY: USING TEST MARKETING
TO GAUGE NEW-PRODUCT ACCEPTANCE
Value of Experimentation and Test Marketing
Overview of Observational Techniques
Appropriate Conditions for Using
Observational Techniques
Unique Characteristics of Observational
Techniques
Selecting the Appropriate Observation
Method
The Benefits and Limitations of Observational
Techniques
ETHICS-MINIMIZING BIAS IN RESEARCH
DESIGNS: SUBJECTS' UNAWARENESS CAN RAISE
MANY QUESTIONS
The Nature of Experimentation
Types of Variables Used in Experimental
Designs
A CLOSER LOOK AT RESEARCH-USING
TECHNOLOGY: BEHAVIORSCAN: A DEVICE USED
FOR TESTING NEW PRODUCTS AND MARKETING
PROGRAMS
The Role of Theory in Experimental
Designs
Validity Concerns with Experimental Research
Designs
Reliability of Experimental Research
Designs
Improving the Internal and External Validity
of Experimental Designs
Types of Experimental Research Designs
Pre-experimental Designs
True Experimental Designs
Quasi-experimental Designs
Field Experiments
Factorial Designs
Latin Square Designs
Considerations in Using Field
Experiments
Validity Concerns
Test Marketing
Traditional Test Markets
Controlled Test Markets
Electronic Test Markets
Simulated Test Markets
Web-Based TV Test Markets
Virtual Test Markets
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
GOODYEAR STEPS OUT OF ITS OWN STORES
Other Issues in Test Marketing
MARKETING RESEARCH IN ACTION: RIDERS FITS
NEW DATABASE INTO BRAND LAUNCH: THE
INITIAL LAUNCH
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
4
part
Gathering and Collecting Accurate
Data
chapter
Sampling: Theory and Design
SAMPLING DESIGN DECISIONS: AMERICAN
AIRLINES
Value of Sampling in Marketing Research
Sampling as a Part of the Research
Process
Overview: The Basics of Sampling Theory
Basic Sampling Terminology
The Main Factors Underlying Sampling
Theory
Central Limit Theorem
Theoretical Tools Used to Assess the Quality
of Samples
Statistical Precision
Estimated Standard Error
Confidence Interval
Probability Sampling and Sample Sizes
Sample Size and Small Finite
Populations
Nonprobability Sampling and Sample Size
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
DANNON YOGURT ELIMINATES THE NEED FOR
COSTLY CUSTOMIZED RANDOM SAMPLING
DESIGNS
Sample Size versus Usable Observations
MARKETING RESEARCH IN ACTION: SAMPLING
DESIGN DECISIONS IN PROVIDING MEANINGFUL
PRIMARY DATA: AMERICAN AIRLINES
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
chapter
Sampling: Methods and Planning
TECHNOLOGY AND SAMPLING PROCEDURES-CAN
THE TWO EVER CO-EXIST?
The Value of Sampling Methods in Marketing
Research
Types of Probability Sampling Designs
Simple Random Sampling
Systematic Random Sampling
Stratified Random Sampling
Cluster Sampling
ETHICS-SAMPLING METHODS: U.S. CENSUS
BUREAU MISLEADS CONGRESS
Types of Nonprobability Sampling Designs
Convenience Sampling
Judgment Sampling
Quota Sampling
Snowball Sampling
Determining the Appropriate Sampling Design
Research Objectives
Degree of Accuracy
Resources
Time Frame
Knowledge of the Target Population
Scope of the Research
A CLOSER LOOK AT RESEARCH-USING
TECHNOLOGY: THE INTERNET CAN PROVIDE
INVALUABLE INTELLIGENCE INFORMATION
Statistical Analysis Needs
Steps in Developing a Sampling Plan
Step
Step
Step
Needed
Step
Method
Step
and Overall Contact Rates
Step
Selecting Sampling Units
Step
MARKETING RESEARCH IN ACTION: CONTINUING
CASE STUDY: DEVELOPING A SAMPLING PLAN
FOR A NEW MENU INITIATIVE SURVEY FOR
SANTA FE GRILL
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
chapter
Overview of Measurement: Construct
Development and Scale
Measurement
FAST FOOD, SIDE BY SIDE: A PREDICTION OF
STORE LOCATION AND LOYALTY SUCCESS
Value of Measurement within Information
Research
Overview of the Measurement Process
Construct Development
Abstractness of the Construct
Determining Dimensionality of the
Construct
Assessing Construct Validity
Construct Operationalization
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
PROBLEM IN CONSTRUCT DEVELOPMENT
Basic Concepts of Scale Measurement
Types of Data Collected in Research
Practices
The Nature of Scale Measurement
Properties of Scale Measurements
Basic Levels of Scales
Nominal Scales
Ordinal Scales
True Class Interval Scales
Hybrid Ordinally-lnterval Scales
Ratio Scales
Development and Refinement of Scaling
Measurements
Some Criteria for Scale Development
A CLOSER LOOK AT RESEARCH-USING
TECHNOLOGY: MACRO CONSULTING, INC.
MARKETING RESEARCH IN ACTION: PART
YOU CAN LEARN FROM A CUSTOMER LOYALTY
INDEX
Summary of Learning
Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
chapter
Attitude Scale Measurements Used in
Marketing Research
ATTITUDE MEASUREMENTS AND MEANINGFUL
DIAGNOSTIC MARKETING RESEARCH
INFORMATION
Value of Attitude Measurement in Information
Research
The Nature of Attitudes and Marketplace
Behaviors
Components of Attitudes
Scales to Measure Attitudes and Behaviors
Likért
Semantic Differential Scale
Behavior Intention Scale
Strengths and Weaknesses of Attitude
and Behavior Intention Scale
Measurements
A CLOSER LOOK AT RESEARCH-SMALL
BUSINESS IMPLICATIONS: INSTANT
ON-SITE
FEEDBACK
Other Types of Comparative and
Noncomparative
Comments on Single-Item and Multiple-Item
Scales
Recap of Key Measurement Design
Issues
MARKETING RESEARCH IN ACTION: PART
MEASUREMENTS USED IN CREATING A CUSTOMER
LOYALTY INDEX
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
APPENDIX 12.A: TRILOGY AND AFFECT GLOBAL
APPROACHES
chapter
Questionnaire Design and Issues
THE VALUE OF A SURVEY INSTRUMENT IN
CREATING MEANINGFUL DIAGNOSTIC
INFORMATION
Value of Questionnaires in Information
Research
Theoretical Principles of Questionnaire
Design
Theoretical Components of a Questionnaire
(or Data Collection Instruments)
Description versus Prediction
Accuracy versus Precision
The Value of a Good Survey Instrument
A CLOSER LOOK AT RESEARCH-USING
TECHNOLOGY: COMPUTERIZED
QUESTIONNAIRES
The Flowerpot Approach to Questionnaire
Designs
The Flowerpot Approach's Impact on
Questionnaire Development
Development of a Flowerpot-Designed
Questionnaire
Development of Cover Letters
The Role of a Cover Letter
Guidelines for Developing Cover
Letters
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
MARKETING RESOURCES GROUP
ETHICS-TELEPHONE SURVEY GOES SOUR
Supplemental Documents Associated with Survey
Instrument Designs
Supervisor Instructions
Interviewer Instructions
Screening Forms
Quota Sheets
Rating Cards
Call Record Sheets
MARKETING RESEARCH IN ACTION: CONTINUING
CASE STUDY: DESIGNING A QUESTIONNAIRE TO
ASSESS THE DINING HABITS AND PATTERNS OF
THE SANTA FE GRILLS CUSTOMERS
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
5
part
Data Preparation, Analysis, and
Reporting the Results
chapter
Coding, Editing, and Preparing Data for
Analysis
WAL-MART AND SCANNER TECHNOLOGY
Value of Preparing Data for Analysis
Data Validation
Data Editing and Coding
Asking the Proper Questions
Accurate Recording of Answers
Correct Screening Questions
Responses to Open-Ended
Questions
The Coding Process
Data Entry
Error Detection
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
DATA COLLECTION SHOULD NOT BE MANUAL
LABOR
Data Tabulation
One-Way Tabulation
Cross-Tabulation
Descriptive Statistics
Graphical Illustration of Data
MARKETING RESEARCH IN ACTION: DATA
ANALYSIS CASE: DELI DEPOT
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
chapter
Data Analysis: Testing for Significant
Differences
STATISTICAL SOFTWARE MAKES DATA ANALYSIS
EASY
Value of Testing for Differences in Data
Guidelines for Graphics
Bar Charts
Line Charts
Pie or Round Charts
SPSS Applications—How to Develop
Graphics
Measures of Central Tendency
Mean
Mode
Median
SPSS Applications—Measures of Central
Tendency
Measures of Dispersion
Range
Standard Deviation
SPSS Applications—Measures of Dispersion
515
Hypothesis Testing
Independent versus Related Samples
Developing Hypotheses
A CLOSER LOOK AT RESEARCH-SMALL
BUSINESS IMPLICATIONS: SPSS AND
Statistical Significance
Analyzing Relationships of Sample Data
Sample Statistics and Population
Parameters
Univariate Tests of Significance
SPSS Application —Univariate Hypothesis
Test
Bivariate Hypotheses Tests
Using the
SPSS Application —Independent Samples
f-Test
SPSS Application-Paired Samples
Analysis of Variance (ANOVA)
л
SPSS Application-ANOVA
GLOBAL INSIGHTS: BEST WESTERN
MÁNOVA
Perceptual Mapping
Perceptual Mapping Applications in Marketing
Research
MARKETING RESEARCH IN ACTION: EXAMINING
RESTAURANT IMAGE POSITIONS: REMINGTON'S
STEAK HOUSE
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
Appendix
House Questionnaire
chapter
Data Analysis: Testing for
Association
DATA ANALYSIS IMPROVES MARKETING
STRATEGIES
Relationships between Variables
Using Covariation to Describe Variable
Relationships
Chi-Square Analysis
A CLOSER LOOK AT RESEARCH-SMALL
BUSINESS IMPLICATIONS: CORRELATION DOES
NOT IDENTIFY CAUSATION
Treatment and Measures of Correlation
Analysis
Pearson Correlation Coefficient
Substantive Significance of the Correlation
Coefficient
Influence of Measurement Scales on
Correlation Analysis
What Is Regression Analysis?
Fundamentals of Regression Analysis
Developing and Estimating the Regression
Coefficients
Significance
Multiple Regression Analysis
Statistical Significance
Substantive Significance
The Use of Dummy Variables in Multiple
Regression
Multicollinearity and Multiple Regression
Analysis
MARKETING RESEARCH IN ACTION: CUSTOMER
SATISFACTION FOR A MANUFACTURING
OPERATION: EMPLOYEE PERSPECTIVES
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
Appendix 16.A: Formulas for Calculating
Correlation and Regression Issues
Appendix 16.B: Examining Residuals
chapter
Data Analysis: Multivariate Techniques
for the Research Process
MULTIVARIATE METHODS IMPACT OUR LIVES
EVERYDAY
Value of Multivariate Techniques in Data
Analysis
A CLOSER LOOK AT RESEARCH-SMALL
BUSINESS IMPLICATIONS: XLSTAT
Classification of Multivariate Methods
Dependence or Interdependence
Methods?
Influence of Measurement Scales
GLOBAL INSIGHTS: ANALYSIS FROM GLOBAL
RESEARCH MAY YIELD INTERESTING
FINDINGS
Interdependence Techniques
Factor Analysis
Cluster Analysis
Analysis of Dependence
Discriminant Analysis
A CLOSER LOOK AT RESEARCH-USING
TECHNOLOGY: DISCRIMINANT ANALYSIS
SPSS
MARKETING RESEARCH IN ACTION: CLUSTER
ANALYSIS AND DISCRIMINANT: DVD RECORDERS
REPLACING VCRS
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
chapter
Preparing the Marketing Research
Report and Presentation
BACK YARD BURGERS FOCUS GROUP SUMMARY:
PRESENTING FOCUS GROUP RESULTS
Value of Preparing the Marketing Research
Report
The Written Marketing Research Report
Format of the Marketing Research Report
Title Page
Table of Contents
Executive Summary
Introduction
Research Methods and Procedures
Data Analysis and Findings
Conclusions and Recommendations
Limitations
Appendixes
Common Problems in Preparing the Marketing
Research Report
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
WHAT IS MARKETING RESEARCH?
The Critical Nature of Presentations
Presenting Marketing Research Results
General Guidelines for Preparing the Visual
Presentation
Using Computer Software to Develop
Presentations
MARKETING RESEARCH IN ACTION: WRITING THE
MARKETING RESEARCH REPORT FOR A FOCUS
GROUP INTERVIEW: JACKSON COMMUNITY
BUSINESS ENVIRONMENT
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
Appendix of European Cases
1.
2.
experiences
3.
party newsletter
4.
issues
5.
lead to purchase
behaviour?
6.
the heat?
7.
masquerading as banks
can they last
the distance?
8.
impact of changing consumer
tastes on the Monmouth
University catering
services.
9.
10.
11.
it?
12.
Tintern
ordinary.
Glossary
Endnotes 698
Name Index
Subject Index |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Hair, Joseph F. 1944- Bush, Robert P. Ortinau, David J. |
| author_GND | (DE-588)135615828 |
| author_facet | Hair, Joseph F. 1944- Bush, Robert P. Ortinau, David J. |
| author_role | aut aut aut |
| author_sort | Hair, Joseph F. 1944- |
| author_variant | j f h jf jfh r p b rp rpb d j o dj djo |
| building | Verbundindex |
| bvnumber | BV022433993 |
| classification_rvk | QP 611 |
| ctrlnum | (OCoLC)835641069 (DE-599)BVBBV022433993 |
| 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 | 3. ed., rev. internat. ed. |
| format | Book |
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| id | DE-604.BV022433993 |
| illustrated | Illustrated |
| index_date | 2024-07-02T17:30:12Z |
| indexdate | 2024-07-09T20:57:30Z |
| institution | BVB |
| isbn | 0077109368 0072830875 9780077109363 |
| language | English |
| lccn | 2004061113 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-015642140 |
| oclc_num | 835641069 |
| open_access_boolean | |
| owner | DE-739 |
| owner_facet | DE-739 |
| physical | XXVII, 730 S. Ill. |
| publishDate | 2006 |
| publishDateSearch | 2006 |
| publishDateSort | 2006 |
| publisher | McGraw-Hill Education |
| record_format | marc |
| series2 | McGraw-Hill/Irwin series in marketing |
| spelling | Hair, Joseph F. 1944- Verfasser (DE-588)135615828 aut Marketing research within a changing information environment Joseph F. Hair, Jr. ; Robert P. Bush ; David J. Ortinau 3. ed., rev. internat. ed. Boston, Mass. [u.a.] McGraw-Hill Education 2006 XXVII, 730 S. Ill. txt rdacontent n rdamedia nc rdacarrier McGraw-Hill/Irwin series in marketing Bush, Robert P. Verfasser aut Ortinau, David J. Verfasser aut Digitalisierung UB Passau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015642140&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hair, Joseph F. 1944- Bush, Robert P. Ortinau, David J. Marketing research within a changing information environment |
| title | Marketing research within a changing information environment |
| title_auth | Marketing research within a changing information environment |
| title_exact_search | Marketing research within a changing information environment |
| title_exact_search_txtP | Marketing research within a changing information environment |
| title_full | Marketing research within a changing information environment Joseph F. Hair, Jr. ; Robert P. Bush ; David J. Ortinau |
| title_fullStr | Marketing research within a changing information environment Joseph F. Hair, Jr. ; Robert P. Bush ; David J. Ortinau |
| title_full_unstemmed | Marketing research within a changing information environment Joseph F. Hair, Jr. ; Robert P. Bush ; David J. Ortinau |
| title_short | Marketing research |
| title_sort | marketing research within a changing information environment |
| title_sub | within a changing information environment |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015642140&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT hairjosephf marketingresearchwithinachanginginformationenvironment AT bushrobertp marketingresearchwithinachanginginformationenvironment AT ortinaudavidj marketingresearchwithinachanginginformationenvironment |