Basic marketing research: using Microsoft Excel data analysis
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| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Upper Saddle River, NJ
Pearson/Prentice Hall
2008
|
| Edition: | 2. ed., internat. ed. |
| Series: | Pearson education
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XXIX, 510 S. Ill., graph. Darst., Kt. |
| ISBN: | 9780132059589 0132059584 9780131354210 0131354213 |
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MARC
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| 100 | 1 | |a Burns, Alvin C. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Basic marketing research |b using Microsoft Excel data analysis |c Alvin C. Burns ; Ronald F. Bush |
| 250 | |a 2. ed., internat. ed. | ||
| 264 | 1 | |a Upper Saddle River, NJ |b Pearson/Prentice Hall |c 2008 | |
| 300 | |a XXIX, 510 S. |b Ill., graph. Darst., Kt. | ||
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Record in the Search Index
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|---|---|
| adam_text | * *^ ! * * . 1 * . 6.550.22 C SECOND EDITION ALVIN C. BURNS RONALD F.
BUSH PREFACE XXI CHAPTER1: INTRODUCING MARKETING RESEARCH 2 WHAT SS
MARKETING? 4 THE RIGHT PHILOSOPHY : THE MARKETING CONCEPT 6 THE RIGHT
MARKETING STRATEGY 7 WHAT SS MARKETING RESEARCH? 8 WHAT IS THE PURPOSE
OF MARKETING RESEARCH? 9 WHAT ARE THE USES OF MARKETANG RESEARCH? 10
IDENTIFYING MARKET OPPORTUNITIES AND PROBLEMS 10 GENERATE, REFINE, AND
EVALUATE POTENTIAL MARKETING ACTIONS 11 MONITOR MARKETING PERFORMANCE 12
IMPROVE MARKETING AS A PROCESS 13 CLASSIFYING MARKETING RESEARCH STUDIES
13 VI CONTENTS THE MARKETING INFORMATION SYSTEM 15 COMPONENTS OF AN MIS
15 INTERNAL REPORTS SYSTEM 15 MARKETING INTELLIGENCE SYSTEM 15 MARKETING
DECISION SUPPORT SYSTEM (DSS) 16 MARKETING RESEARCH SYSTEM 16 HOT TOPICS
IN MARKETING RESEARCH 17 ONLINE MARKETING RESEARCH 17 GROWING
CONSUMER/RESPONDENT RESENTMENT 18 GLOBALIZATION 19 SUMMARY 19 , KEY
TERMS 20 REVIEW QUESTIONS 20 APPLICATION QUESTIONS 20 INTERACTIVE
LEARNING 21 CASE 1.1 STARLIGHT FILMS 21 CASE 1.2 YOUR INTEGRATED CASE 22
CHAPTER2: UNDERSTANDING THE MARKETING RESEARCH INDUSTRY 24 THE MARKETING
RESEARCH INDUSTRY 26 EVOLUTION OF THE INDUSTRY 26 THE BEGINNINGS 26
GROWTH OF THE NEED 26 THE MARKETING RESEARCH INDUSTRY TODAY 27 WORLD
REVENUES 27 THE HONOMICHL TOP 50 28 REVENUES OF THE U.S. FIRMS 28
COMPETITION IN THE INDUSTRY IS VERY KEEN 28 CLASSIFYING FIRMS IN THE
MARKETING RESEARCH INDUSTRY 28 INTERNAL SUPPLIERS 28 HOW DO INTERNAL
SUPPLIERS ORGANIZE THE RESEARCH FUNCTION? 28 ORGANIZING THE FORMAL
DEPARTMENT OF INTERNAL SUPPLIERS 28 ORGANIZING WHEN THERE IS NO FORMAL
DEPARTMENT 30 EXTERNAL SUPPLIERS 31 HOW DO EXTERNAL SUPPLIERS ORGANIZE?
31 CLASSIFYING EXTERNAL SUPPLIER FIRMS 31 FULL-SERVICE SUPPLIER FIRMS 31
SYNDICATED DATA SERVICE FIRMS 32 STANDARDIZED SERVICE FIRMS 32
CUSTOMIZED SERVICE FIRMS 32 ONLINE RESEARCH SERVICES FIRMS 32
LIMITED-SERVICE SUPPLIER FIRMS 33 CONTENTS VII CHALLENGES TO THE
MARKETING RESEARCH INDUSTRY 35 MARKETING RESEARCHERS SHOULD FOCUS ON
DIAGNOSING PROBLEMS 36 MARKETING RESEARCHERS SHOULD SPEED UP MARKETING
RESEARCH BY USING IT 36 MARKETING RESEARCHERS SHOULD TAKE AN INTEGRALIVE
APPROACH 37 MARKETING RESEARCHERS SHOULD EXPAND THEIR STRATEGIC IMPACT
37 OTHER CRITICISMS 37 IMPROVEMENTS: CERTIFICATION, AUDITING, AND
EDUCATION 38 CERTIFICATION 38 AUDITING 38 EDUCATION 41 ETHICS AND
MARKETING RESEARCH 42 YOUR ETHICAL VIEWS ARE SHAPED BY YOUR PHILOSOPHY:
DEONTOLOGY OR TELEOLOGY 42 ETHICAL BEHAVIOR IN MARKETING RESEARCH 43
CODES OF ETHICS 45 SUGGING AND FRUGGING 45 RESEARCH INTEGRITY 45
TREATING OTHERS FAIRLY 46 RESPONDENTS 47 RESPONDENT FAIRNESS 47 SUMMARY
49 KEY TERMS 50 REVIEW QUESTIONS 51 APPLICATION QUESTIONS 52 INTERACTIVE
LEARNING 52 CASE 2.1 CONDUCTING AN E-MAIL SURVEY 53 CASE 2.2 YOUR
INTEGRATED CASE 54 APPENDIX A 55 MARKETING RESEARCH AND SPAM SURVEYS 55
APPENDIX B 57 CAREERS IN MARKETING RESEARCH 57 FI ^I ^JI^ CHAPTER3:
STEPS IN THE MARKETING RESEARCH PROCESS INCLUDING DEFINING THE PROBLEM
AND RESEARCH OBJECTIVES 60 THE MARKETING RESEARCH PROCESS 62 AN 11-STEP
PROCESS 62 CAVEATS TO A STEP-BY-STEP PROCESS 63 WHY 11 STEPS? 63 V NOT
ALL STUDIES USE ALL 11STEPS 64 FEW STUDIES FOLLOW THE STEPS IN ORDER 64
VIII CONTENTS STEP 1: ESTABLISH THE NEED FOR MARKETING RESEARCH 64 STEP
2: DEFINE THE PROBLEM 64 STEP 3: ESTABLISH RESEARCH OBJECTIVES 65 STEP
4: DETERMINE RESEARCH DESIGN 65 STEP 5: IDENTIFY INFORMATION TYPES AND
SOURCES 65 STEP 6: DETERMINE METHODS OF ACCESSING DATA 66 STEP 7: DESIGN
DATA COLLECTION FORMS 66 STEP 8: DETERMINE SAMPLE PLAN AND SIZE 66 STEP
9: COLLECT DATA 67 STEP 10: ANALYZE DATA 68 STEP 11: PREPARE AND PRESENT
THE FINAL RESEARCH REPORT 68 ESTABLISHING THE NEED FOR MARKETING
RESEARCH 69 WHEN IS MARKETING RESEARCH NOT NEEDED? 69 THE INFORMATION IS
ALREADY AVAILABLE 69 V THE TIMING IS WRONG TO CONDUCT MARKETING RESEARCH
69 FUNDS ARE NOT AVAILABLE FOR MARKETING RESEARCH 70 COSTS OUTWEIGH THE
VALUE OF MARKETING RESEARCH 70 THE IMPACT OF ONLINE RESEARCH AND
DETERMINING THE NEED TO CONDUCT MARKETING RESEARCH 70 DEFINE THE PROBLEM
71 THE IMPORTANCE OF PROPERLY DEFINING THE PROBLEM 71 HOW CAN WE BEAT
BURGER KING? 71 HOW CAN WE WIN A TASTE TEST? 71 TWO SOURCES OF PROBLEMS
72 RECOGNIZING THE PROBLEM 73 THE ROLE OF SYMPTOMS IN PROBLEM
RECOGNITION 73 TYPES OF PROBLEMS 74 THE ROLE OF THE RESEARCHER IN
PROBLEM DEFINITION 74 IMPEDIMENTS TO PROBLEM DEFINITION 75 FAILURE TO
CHANGE BEHAVIOR FOR PROBLEM DEFINITION SITUATIONS 75 DIFFERENCES BETWEEN
MANAGERS AND RESEARCHERS 75 THE ROLE OF ITBS AND RFPS 76 A PROCESS FOR
DEFINING THE PROBLEM AND ESTABLISHING THE RESEARCH OBJECTIVES 77 ASSESS
THE BACKGROUND AND THE MANAGER S SITUATION 78 CLARIFY THE SYMPTOMS OF
THE PROBLEM 78 PINPOINT SUSPECTED CAUSES OF THE SYMPTOM 78 UNIVERSITY
ESTATES: AN EXAMPLE OF THE PROBLEM DEFINITION PROCESS 79 SPECIFY
POSSIBLE SOLUTIONS THAT MAY ALLEVIATE THE SYMPTOM 80 BACK TO UNIVERSITY
ESTATES 80 SPECULATE ON ANTICIPATED CONSEQUENCES OF THE SOLUTIONS 80
BACK TO UNIVERSITY ESTATES 81 IDENTIFY THE MANAGER S ASSUMPTIONS ABOUT
THE CONSEQUENCES OF THE SOLUTIONS 81 CONTENTS IX THE ROLE OF HYPOTHESES
IN DEFINING THE PROBLEM 81 BACK TO UNIVERSITY ESTATES 82 ASSESS THE
ADEQUACY OF INFORMATION ON HAND TO SPECIFY RESEARCH OBJECTIVES 82 BACK
TO UNIVERSITY ESTATES 82 THE ROLE OF THE ACTION STANDARDS 83 FORMULATE
THE MARKETING RESEARCH PROPOSAL 85 PROBLEM STATEMENT 86 RESEARCH
OBJECTIVES 86 THE ROLE OF CONSTRUCTS 86 DETAIL THE PROPOSED RESEARCH
METHOD 87 PUTTING IT ALL TOGETHER USING THE INTEGRATED CASE FOR THIS
TEXTBOOK 88 SUMMARY 95 * ; KEY TERMS 97 REVIEW QUESTIONS 97 APPLICATION
QUESTIONS 98 INTERACTIVE LEARNING 98 CASE 3.1 WASHINGTON SUITES 99 CASE
3.2 AJ RESEARCH 99 *. I CHAPTER4: RESEARCH DESIGN 100 RESEARCH DESIGN
103 THE SIGNIFICANCE OF RESEARCH DESIGN 103 THREE TYPES OF RESEARCH
DESIGNS 103 RESEARCH DESIGN: A CAUTION 104 EXPLORATORY RESEARCH 104 USES
OF EXPLORATORY RESEARCH 105 GAIN BACKGROUND INFORMATION 105 DEFINE TERMS
105 CLARIFY PROBLEMS AND HYPOTHESES 105 ESTABLISH RESEARCH PRIORITIES
106 METHODS OF CONDUCTING EXPLORATORY RESEARCH 106 SECONDARY DATA
ANALYSIS 106 EXPERIENCE SURVEYS 107 CASE ANALYSIS 107 FOCUS GROUPS 107
PROJECTIVE TECHNIQUES 111 DESCRIPTIVE RESEARCH 112 CLASSIFICATION OF
DESCRIPTIVE RESEARCH STUDIES 112 CAUSAL RESEARCH 116 CONTENTS
EXPERIMENTS 117 EXPERIMENTAL DESIGN 118 AFTER-ONLY DESIGN 119 ONE-GROUP,
BEFORE-AFTER DESIGN 119 BEFORE-AFTER WITH CONTROL GROUP 120 HOW VALID
ARE EXPERIMENTS? 121 TYPES OF EXPERIMENTS 122 TEST MARKETING 124 TYPES
OF TEST MARKETS 124 CONSUMER VERSUS INDUSTRIAL TEST MARKETS 126 LEAD
COUNTRY TEST MARKETS 126 SELECTING TEST-MARKET CITIES 127 PROSAND CONS
OF TEST MARKETING 128 SUMMARY 129 KEY TERMS 130 REVIEW QUESTIONS 131
APPLICATION QUESTIONS 131 INTERACTIVE LEARNING 132 CASE 4.1 QUALITY
RESEARCH ASSOCIATES 132 CASE 4.2 YOUR INTEGRATED CASE 133 CHAPTERS:
ACCESSING SECONDARY DATA AND ONLINE INFORMATION DATABASES 134 SECONDARY
DATA 137 PRIMARY VERSUS SECONDARY DATA 137 USES OF SECONDARY DATA 137
CLASSIFICATION OF SECONDARY DATA 139 INTERNAL SECONDARY DATA 139
INTERNAL DATABASES 139 EXTERNAL SECONDARY DATA 140 PUBLISHED SOURCES 140
SYNDICATED SERVICES DATA 143 EXTERNAL DATABASES 143 ADVANTAGES OF
SECONDARY DATA 144 SECONDARY DATA CAN BE OBTAINED QUICKLY 144 SECONDARY
DATA ARE INEXPENSIVE RELATIVE TO PRIMARY DATA 144 SECONDARY DATA ARE
USUALLY AVAILABLE 144 SECONDARY DATA ENHANCE PRIMARY DATA 144 SECONDARY
DATA MAY ACHIEVE THE RESEARCH OBJECTIVE 145 CONTENTS XI DISADVANTAGES OF
SECONDARY DATA 145 INCOMPATIBLE REPORTING UNITS 145 MEASUREMENT UNITS DO
NOT MATCH 146 CLASS DEFINITIONS ARE NOT USABLE 147 DATA ARE OUTDATED 147
EVALUATING SECONDARY DATA 147 WHAT WAS THE PURPOSE OF THE STUDY? 148 WHO
COLLECTED THE INFORMATION? 148 WHAT INFORMATION WAS COLLECTED? 149 HOW
WAS THE INFORMATION OBTAINED? 149 HOW CONSISTENT IS THE INFORMATION WITH
OTHER INFORMATION? 149 LOCATING SECONDARY DATA SOURCES 150 SEARCH
STRATEGIES USED FOR SEARCHING ONLINE INFORMATION DATABASES 153 BOOLEAN
LOGIC 154 FIELD SEARCHING 154 PROXIMITY OPERATORS 155 TRUNCATION 155
NESTING 155 LIMITING 155 * KEY SOURCES OF SECONDARY DATA FOR MARKETERS
156 CENSUS 2000: CENSUS OF THE POPULATION 156 OTHER GOVERNMENT
PUBLICATIONS 159 NORTH AMERICAN INDUSTRY CLASSIFICATION SYSTEM (NAICS)
159 SURVEY OF BUYING POWER 161 HOW TO CALCULATE THE BUYING POWER INDEX
(BPI) 161 DEMOGRAPHICS USA 162 THE LIFESTYLE MARKET ANALYST 163 SUMMARY
163 KEY TERMS 165 REVIEW QUESTIONS 166 APPLICATION QUESTIONS 166
INTERACTIVE LEARNING 167 CASE 5.1 PURE-AQUA SYSTEMS 167 CASE 5.2 APPLE
SUPERMARKETS, INC. 168 T~ CHAPTER6: STANDARDIZED INFORMATION SOURCES 170
WHAT 8S STANDARDIZED INFORMATION? 173 XII CONTENTS ADVANTAGES AND
DISADVANTAGES OF STANDARDIZED INFORMATION 173 SYNDICATED DATA 173
STANDARDIZED SERVICES 174 APPLICATION AREAS OF STANDARDIZED INFORMATION
175 MEASURING CONSUMER ATTITUDES AND OPINION POLLS 175 DEFINING MARKET
SEGMENTS 176 PROVIDING INFORMATION ON MEMBERS OF THE INDUSTRIAL MARKET
176 PROVIDING INFORMATION ON MEMBERS OF THE CONSUMER MARKET 177
CONDUCTING MARKET TRACKING 178 MARKETJRACKING AT THE RETAIL LEVEL 180
MARKET TRACKING AT THE HOUSEHOLD LEVEL 183 TURNING MARKET TRACKING
INFORMATION INTO INTELLIGENCE 184 MONITORING MEDIA USAGE AND PROMOTION
EFFECTIVENESS 185 TRACKING DOWNLOADED MUSIC, VIDEOS, AND RECORDED BOOKS
185 TELEVISION 185 * RADIO 186 PRINT 187 MULTIMEDIA 188 SINGLE-SOURCE
DATA 189 SUMMARY 190 KEY TERMS 191 REVIEW QUESTIONS 192 APPLICATION
QUESTIONS 192 INTERACTIVE LEARNING 193 CASE 6.1 PREMIER PRODUCTS, INC.
193 CASE 6.2 MAGGIE J S DOG TREATS 194 CHAPTER7: DECIDING ON YOUR SURVEY
DATA COLLECTION METHOD 196 FOUR ALTERNATIVE DATA COLLECTION MODES 199
PERSON-ADMINISTERED SURVEYS (WITHOUT COMPUTER ASSISTANCE) 199 ADVANTAGES
OF PERSON-ADMINISTERED SURVEYS 199 DISADVANTAGES OF PERSON-ADMINISTERED
SURVEYS 200 COMPUTER-ADMINISTERED SURVEYS 201 ADVANTAGES OF
COMPUTER-ADMINISTERED SURVEYS 202 DISADVANTAGES OF COMPUTER-ADMINISTERED
SURVEYS 204 SELF-ADMINISTERED SURVEYS 205 ADVANTAGES OF
SELF-ADMINISTERED SURVEYS 205 DISADVANTAGES OF SELF-ADMINISTERED SURVEYS
205 CONTENTS XIII MIXED-MODE SURVEYS 206 ADVANTAGE OF MIXED-MODE SURVEYS
206 DISADVANTAGES OF MIXED-MODE SURVEYS 206 DESCRIPTIONS OF DATA
COLLECTION MODES 208 PERSON-ADMINISTERED INTERVIEWS 208 IN-HOME
INTERVIEWS 208 MALL-INTERCEPT INTERVIEWS 210 IN-OFFICE INTERVIEWS 211 {
TELEPHONE INTERVIEWS 211 COMPUTER-ADMINISTERED INTERVIEWS 214
COMPUTER-ASSISTED TELEPHONE INTERVIEWS (CATI) 214 FULLY COMPUTERIZED
INTERVIEWS (NOT ONLINE) 216 ONLINE AND OTHER INTERNET-BASED INTERVIEWS
216 SELF-ADMINISTERED SURVEYS 218 GROUP SELF-ADMINISTERED SURVEYS 218
DROP-OFF SURVEYS 218 .. MAIL SURVEYS 219 CHOICE OF THE SURVEY METHOD 220
THE SURVEY DATA COLLECTION TIME HORIZON 221 - *, THE SURVEY DATA
COLLECTION BUDGET 223 INCIDENCE RATE 223 CULTURAL/INFRASTRUCTURE
CONSIDERATIONS 223 TYPE OF RESPONDENT INTERACTION REQUIRED 224 SPECIAL
INNOVATIVE METHODS FOR SPECIAL SITUATIONS 224 SUMMARY 225 KEY TERMS 226
REVIEW QUESTIONS 226 APPLICATION QUESTIONS 227 INTERACTIVE LEARNING 228
CASE 7.1 STEWARD RESEARCH, INC. 228 CASE 7.2 YOUR INTEGRATED CASE 229
CHAPTERS: USING MEASUREMENT SCALES I YOUR SURVEY 230 QUESTION-RESPONSE
FORMAT OPTIONS 232 OPEN-ENDED RESPONSE FORMAT QUESTIONS 232 CATEGORICAL
RESPONSE FORMAT QUESTIONS 234 METRIC RESPONSE FORMAT QUESTIONS 235 XIV
CONTENTS BASIC MEASUREMENT CONCEPTS 235 OPEN-ENDED MEASUREMENT 237
CATEGORICAL MEASUREMENT 237 METRIC MEASUREMENT 238 WHY THE LEVEL OF A
SCALE IS IMPORTANT 241 COMMONLY USED SYNTHETIC METRIC SCALES 243
SYMMETRIC SYNTHETIC SCALES 244 NONSYMMETRIC SYNTHETIC SCALES 250 WHETHER
TO USE A SYMMETRIC OR A NONSYMMETRIC SCALE 254 CHOOSING WHICH SCALE TO
USE 255 SUMMARY 257 KEY TERMS 257 *- REVIEW QUESTIONS 258 APPLICATION
QUESTIONS 259 INTERACTIVE LEARNING 260 CASE 8.1 METRO TOYOTA OF
KALAMAZOO 260 _ , CASE 8.2 EXTREME EXPOSURE ROCK CLIMBING CENTER FACES
THE KRAG 261 CHAPTER9: DESIGNING YOUR QUESTIONNAIRE 262 WHAT SS A
QUESTIONNAIRE AND WHAT STEPS ARE TAKEN TO DEVELOP IT? 264 DEVELOPING
QUESTIONS 266 FOUR DO S OF QUESTION WORDING 268 THE QUESTION SHOULD BE
FOCUSED ON A SINGLE ISSUE OR TOPIC 268 THE QUESTION SHOULD BE BRIEF 268
THE QUESTION SHOULD BE A GRAMMATICALLY SIMPLE SENTENCE IF POSSIBLE 269
THE QUESTION SHOULD BE CRYSTAL CLEAR 269 FOUR DO NOTS OF QUESTION
WORDING 269 THE QUESTION SHOULD NOT LEAD THE RESPONDENT TO A
PARTICULAR ANSWER 269 THE QUESTION SHOULD NOT HAVE LOADED WORDING OR
PHRASING 270 THE QUESTION SHOULD NOT BE DOUBLE-BARRELED 270 THE
QUESTION SHOULD NOT USE WORDS THAT OVERSTATE THE CONDITION 271
QUESTIONNAIRE ORGANIZATION 272 THE INTRODUCTION 273 QUESTION FLOW 276
PRECEDING THE QUESTIONNAIRE 2S2 CONTENTS XV COMPUTER-ASSISTED
QUESTIONNAIRE DESIGN 284 QUESTIONNAIRE CREATION 284 DATA COLLECTION AND
CREATION OF DATA FILES 284 DATA ANALYSIS AND GRAPHS 285 PERFORMING THE
PRETEST OF THE QUESTIONNAIRE 285 SUMMARY 286 KEY TERMS 286 REVIEW
QUESTIONS 287 APPLICATION QUESTIONS 287 INTERACTIVE LEARNING 288 CASE
9.1 MOE S WRAPS & SUBS 289 CASE 9.2 YOUR INTEGRATED CASE 289 CHAPTER10:
DETERMINING SAMPLE SIZE AND THE SAMPLING METHOD 290 BASIC CONCEPTS IN
SAMPLES AND SAMPLING 292 DETERMINING SIZE OF A SAMPLE 293 THE ACCURACY
OF A SAMPLE 293 HOW TO CALCULATE SAMPLE SIZE 294 VARIABILITY: P TIMES Q
295 LEVEL OF CONFIDENCE: Z 296 DESIRED ACCURACY: E 296 MOW TO SELECT A
REPRESENTATIVE SAMPLE 300 PROBABILITY SAMPLING METHODS 300 SIMPLE RANDOM
SAMPLING 301 SYSTEMATIC SAMPLING 303 CLUSTER SAMPLING 304 STRATIFIED
SAMPLING 304 NONPROBABILITY SAMPLING METHODS 307 CONVENIENCE SAMPLES 309
JUDGMENT SAMPLES 309 REFERRAL SAMPLES 310 QUOTA SAMPLES 310 ONLINE
SAMPLING TECHNIQUES 311 SUMMARY 312 KEY TERMS 313 REVIEW QUESTIONS 313
APPLICATION QUESTIONS 314 INTERACTIVE LEARNING 316 XVI CONTENTS CASE
10.1 PEACEFUL VALLEY: TROUBLE IN SUBURBIA 316 CASE 10.2 YOUR INTEGRATED
CASE 316 CHAPTER 11: COLLECTING DATA AND SUMMARIZING WHAT YOU FOUND IN
YOUR SAMPLE 318 ERRORS ENCOUNTERED IN THE DATA COLLECTION STAGE 321 DATA
COLLECTION ERRORS WITH ONLINE SURVEYS 321 MULTIPLE SUBMISSIONS 321 BOGUS
RESPONDENTS AND RESPONSES 322 POPULATION MISREPRESENTATION 322 TYPES OF
NONRESPONSE 323 ; REFUSALS TO PARTICIPATE IN THE SURVEY 323 BREAK-OFFS
DURING THE INTERVIEW 323 REFUSALS TO ANSWER SPECIFIC QUESTIONS (ITEM
OMISSION) 324 COMPLETED INTERVIEW 324 CODING DATA AND THE DATA CODE BOOK
325 TYPES OF DATA ANALYSES USED IN MARKETING RESEARCH 329 SUMMARIZING
THE SAMPLE DATA 331 GENERALIZING THE FINDINGS 332 SEEKING MEANINGFUL
DIFFERENCES 332 IDENTIFYING RELATIONSHIPS 332 SUMMARIZING YOUR SAMPLE
FINDINGS 334 SUMMARIZING CATEGORICAL VARIABLES 334 SUMMARIZING METRIC
VARIABLES 337 THE SIX-STEP APPROACH TO DATA ANALYSIS AND PRESENTATION
342 SUMMARY 344 KEY TERMS 345 REVIEW QUESTIONS 345 APPLICATION QUESTIONS
346 INTERACTIVE LEARNING 347 CASE 11.1 IHOP IMPROVEMENT SURVEY 348 CASE
11.2 YOUR INTEGRATED CASE 349 -*--.*.*) »* ,» CHAPTER12: GENERALIZING
YOUR SAMPLE FINDINGS TO THE POPULATION 350 THE CONCEPT OF GENERALIZATION
352 CONTENTS XVII GENERALIZING A SAMPLE S FINDINGS: ESTIMATING THE
POPULATION VALUE 354 HOW TO ESTIMATE A POPULATION PERCENTAGE
(CATEGORICAL DATA) 354 CALCULATING A CONFIDENCE INTERVAL 354
INTERPRETING A 95% CONFIDENCE INTERVAL 357 HOW TO ESTIMATE A POPULATION
AVERAGE (METRIC DATA) 361 CALCULATING A CONFIDENCE INTERVAL FOR AN
AVERAGE 361 INTERPRETING A CONFIDENCE INTERVAL FOR AN AVERAGE 363 USING
THE SIX-STEP APPROACH TO CONFIDENCE INTERVALS ANALYSIS 364 TESTING
HYPOTHESES ABOUT PERCENTS OR AVERAGES 367 TESTING A HYPOTHESIS ABOUT A
PERCENTAGE 369 WHAT SIGNIFICANCE LEVEL TO USE AND WHY 371 HOW DO WE KNOW
THAT WE HAVE MADE THE CORRECT DECISION? 371 TESTING A DIRECTIONAL
HYPOTHESIS 372 IS IT T OR Z? AND WHY YOU DO NOT NEED TO WORRY ABOUT IT
374 TESTING A HYPOTHESIS ABOUT AN AVERAGE 374 INTERPRETING YOUR
HYPOTHESIS TEST 378 ; USING THE SIX-STEP APPROACH TO TEST A HYPOTHESIS
379 ; SUMMARY 380 KEY TERMS 381 REVIEW QUESTIONS 381 APPLICATION
QUESTIONS 382 INTERACTIVE LEARNING 383 CASE 12.1 THE AUTO ONLINE SURVEY
383 CASE 12.2 YOUR INTEGRATED CASE 385 CHAPTER13: COMPARING TO FIND
DIFFERENCES IN YOUR DATA 388 WHY DIFFERENCES ARE IMPORTANT 390 TESTING
FOR SIGNIFICANT DIFFERENCES BETWEEN TWO GROUPS 392 DIFFERENCES BETWEEN
PERCENTAGES FOR TWO GROUPS 392 DIFFERENCES BETWEEN AVERAGES FOR TWO
GROUPS 397 THE SIX-STEP PROCESS FOR ANALYZING DIFFERENCES BETWEEN TWO
GROUPS 402 TESTING FOR SIGNIFICANT DIFFERENCES BETWEEN MORE THAN TWO
GROUP AVERAGES 405 WHY ANALYSIS OF VARIANCE IS PREFERRED OVER MULTIPLE
TWO-GROUP AVERAGES ANALYSES 406 THE SIX-STEP PROCESS FOR ANALYZING
DIFFERENCES AMONG THREE OR MORE GROUPS 411 XVIII CONTENTS TESTING FOR
SIGNIFICANT DIFFERENCES BETWEEN THE AVERAGES OF TWO VARIABLES 413 THE
SIX-STEP PROCESS FOR ANALYZING DIFFERENCES BETWEEN TWO VARIABLES 415
SUMMARY 417 KEY TERMS 417 REVIEW QUESTIONS 417 APPLICATION QUESTIONS 418
INTERACTIVE LEARNING 419 CASE 13.1 THE DAILY ADVOCATE LOST SUBSCRIBERS
SURVEY 419 CASE 13.2 YOUR INTEGRATED CASE 420 CHAPTER14: DETERMINING
RELATIONSHIPS AMONG YOUR VARIABLES 422 WHAT IS A RELATIONSHIP BETWEEN
TWO VARIABLES? 425 BOOLEAN RELATIONSHIPS AND CROSS-TABULATION ANALYSIS
425 BOOLEAN RELATIONSHIPS 425 CHARACTERIZING A BOOLEAN RELATIONSHIP WITH
A GRAPH 426 CROSS-TABULATION ANALYSIS 427 TYPES OF FREQUENCIES AND
PERCENTAGES IN A CROSS-TABULATION TABLE 428 CHI-SQUARE ANALYSIS OF A
CROSS-TABULATION TABLE 429 HOW TO INTERPRET A SIGNIFICANT
CROSS-TABULATION FINDING ,431 THE SIX-STEP APPROACH TO ANALYZING
CATEGORICAL VARIABLES WITH CROSS- TABULATION 434 LINEAR RELATIONSHIPS
AND CORRELATION ANALYSIS 435 CORRELATION COEFFICIENTS AND COVARIATION
437 STATISTICAL SIGNIFICANCE OF A CORRELATION 439 RULES OF THUMB FOR
CORRELATION STRENGTH 439 THE PEARSON PRODUCT MOMENT CORRELATION
COEFFICIENT 440 THE SIX-STEP APPROACH TO ANALYZING A POSSIBLE LINEAR
RELATIONSHIP BETWEEN TWO METRIC VARIABLES 443 LINEAR RELATIONSHIPS AND
REGRESSION ANALYSIS 444 COMPUTING THE INTERCEPT AND SLOPE FOR BIVARIATE
REGRESSION 445 TESTING FOR STATISTICAL SIGNIFICANCE OF THE INTERCEPT AND
THE SLOPE 446 MAKING A PREDICTION WITH BIVARIATE REGRESSION ANALYSIS 446
I MULTIPLE REGRESSION 449 WORKING WITH MULTIPLE REGRESSION 449 USING
DUMMY INDEPENDENT VARIABLES 451 THREE USES OF MULTIPLE REGRESSION 451
CONTENTS XIX THE SIX-STEP PROCESS FOR REGRESSION ANALYSIS 456 FINAL
COMMENTS ON MULTIPLE REGRESSION ANALYSIS 457 SUMMARY 458 KEY TERMS 458
REVIEW QUESTIONS 459 APPLICATION QUESTIONS 460 INTERACTIVE LEARNING 463
CASE 14.1 FRIENDLY MARKET VERSUS CIRCLE K 463 CASE 14.2 YOUR INTEGRATED
CASE 464 CHAPTER15: PREPARING AND PRESENTING THE RESEARCH RESULTS 466
THE IMPORTANCE OF THE MARKETING RESEARCH REPORT 467 ORGANIZING THE
WRITTEN REPORT 468 FRONT MATTER 469 TITLE PAGE 469 LETTER OF
AUTHORIZATION 470 LETTER/MEMO OF TRANSMITTAL 470 TABLE OF CONTENTS 471
LIST OF ILLUSTRATIONS 472 ABSTRACT/EXECUTIVE SUMMARY 472 BODY 472
INTRODUCTION 472 METHODOLOGY 473 RESULTS 473 LIMITATIONS 474 CONCLUSIONS
AND RECOMMENDATIONS 474 END MATTER 474 FOLLOWING GUIDELINES AND
PRINCIPLES FOR THE WRITTEN REPORT 475 FORM AND FORMAT 475 , HEADINGS AND
SUBHEADINGS 475 VISUALS 475 STYLE 475 USING VISUALS: TABLES AND FIGURES
478 TABLES 479 PIE CHARTS 479 BAR CHARTS 481 ETHICAL VISUALS 483 XX
CONTENTS PRESENTING YOUR RESEARCH ORALLY 483 SUMMARY 484 KEY TERMS 485
REVIEW QUESTIONS 486 APPLICATION QUESTIONS 486 INTERACTIVE LEARNING 487
CASE 15.1 YOUR INTEGRATED CASE 487 CASE 15.2 YOUR INTEGRATED CASE 487
CASE 15.3 YOUR INTEGRATED CASE 488 ENDNOTES 489 CREDITS 499 INDEXES 501
NAME 501 SUBJECT 502
|
| any_adam_object | 1 |
| author | Burns, Alvin C. Bush, Ronald F. |
| author_facet | Burns, Alvin C. Bush, Ronald F. |
| author_role | aut aut |
| author_sort | Burns, Alvin C. |
| author_variant | a c b ac acb r f b rf rfb |
| building | Verbundindex |
| bvnumber | BV025504594 |
| classification_rvk | QP 611 |
| ctrlnum | (OCoLC)632997281 (DE-599)BVBBV025504594 |
| discipline | Wirtschaftswissenschaften |
| edition | 2. ed., internat. ed. |
| format | Book |
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| id | DE-604.BV025504594 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T22:35:29Z |
| institution | BVB |
| isbn | 9780132059589 0132059584 9780131354210 0131354213 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-020115653 |
| oclc_num | 632997281 |
| open_access_boolean | |
| owner | DE-11 |
| owner_facet | DE-11 |
| physical | XXIX, 510 S. Ill., graph. Darst., Kt. |
| publishDate | 2008 |
| publishDateSearch | 2008 |
| publishDateSort | 2008 |
| publisher | Pearson/Prentice Hall |
| record_format | marc |
| series2 | Pearson education |
| spelling | Burns, Alvin C. Verfasser aut Basic marketing research using Microsoft Excel data analysis Alvin C. Burns ; Ronald F. Bush 2. ed., internat. ed. Upper Saddle River, NJ Pearson/Prentice Hall 2008 XXIX, 510 S. Ill., graph. Darst., Kt. txt rdacontent n rdamedia nc rdacarrier Pearson education Excel 2002 (DE-588)4640989-0 gnd rswk-swf Datenanalyse (DE-588)4123037-1 gnd rswk-swf Marketingforschung (DE-588)4200055-5 gnd rswk-swf Marketingforschung (DE-588)4200055-5 s Excel 2002 (DE-588)4640989-0 s Datenanalyse (DE-588)4123037-1 s 1\p DE-604 Bush, Ronald F. Verfasser aut GBV Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020115653&sequence=000001&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 | Burns, Alvin C. Bush, Ronald F. Basic marketing research using Microsoft Excel data analysis Excel 2002 (DE-588)4640989-0 gnd Datenanalyse (DE-588)4123037-1 gnd Marketingforschung (DE-588)4200055-5 gnd |
| subject_GND | (DE-588)4640989-0 (DE-588)4123037-1 (DE-588)4200055-5 |
| title | Basic marketing research using Microsoft Excel data analysis |
| title_auth | Basic marketing research using Microsoft Excel data analysis |
| title_exact_search | Basic marketing research using Microsoft Excel data analysis |
| title_full | Basic marketing research using Microsoft Excel data analysis Alvin C. Burns ; Ronald F. Bush |
| title_fullStr | Basic marketing research using Microsoft Excel data analysis Alvin C. Burns ; Ronald F. Bush |
| title_full_unstemmed | Basic marketing research using Microsoft Excel data analysis Alvin C. Burns ; Ronald F. Bush |
| title_short | Basic marketing research |
| title_sort | basic marketing research using microsoft excel data analysis |
| title_sub | using Microsoft Excel data analysis |
| topic | Excel 2002 (DE-588)4640989-0 gnd Datenanalyse (DE-588)4123037-1 gnd Marketingforschung (DE-588)4200055-5 gnd |
| topic_facet | Excel 2002 Datenanalyse Marketingforschung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020115653&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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