Marketing research: an applied approach
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Harlow ; Munich [u.a.]
Financial Times/Prentice Hall
2000
|
| Ausgabe: | Europ. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVI, 736 S. Ill., graph. Darst. 1 CD-ROM (12 cm) |
| ISBN: | 0139229647 |
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| 245 | 1 | 0 | |a Marketing research |b an applied approach |c Naresh Malhotra ; David Birks |
| 250 | |a Europ. ed. | ||
| 264 | 1 | |a Harlow ; Munich [u.a.] |b Financial Times/Prentice Hall |c 2000 | |
| 300 | |a XVI, 736 S. |b Ill., graph. Darst. |e 1 CD-ROM (12 cm) | ||
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Datensatz im Suchindex
| _version_ | 1804138589771005952 |
|---|---|
| adam_text | Contents
Preface
xi
About the Authors
xv»
Parti
INTRODUCTION AND EARLY PHASES OF
MARKETING RESEARCH
1
Introduction to marketing research
2
Objectives
2
Overview
2
What does marketing research encompass?
3
Definition of marketing research
7
A classification of marketing research
8
The role of marketing research in MkIS and DSS
/ /
Marketing research suppliers and services
/2
The marketing research process
/5
The limitations of marketing research
2 ƒ
International marketing research
25
Ethics in marketing research
26
Internet and computer applications
27
Summary
2 7
Questions and problems
28
Notes
29
2
Defining the marketing research problem
and developing a research approach
30
Objectives
30
Overview
30
Importance of defining the problem
32
The marketing research brief
33
The marketing research proposal
36
The process of defining the problem and developing a
research approach
38
Tasks involved
39
Management decision problem and marketing research
problem
43
Defining the marketing research problem
44
Components of the approach
46
International marketing research
52
Ethics in marketing research
54
Internet and computer applications
55
Summary
56
Questions and problems
57
Notes
57
Professional perspectives for Part I
59
I
.
I Decision-making at
Heineken
59
1.2
The acid test
61
1
.3
The Marketing Research Problem: From the DM s
Desk to Study Excecution
64
1
.4
Researching the way into adland Europe
66
Partii
RESEARCH DESIGN FORMULATION
3
Research design
70
Objectives
70
Overview
70
Research design definition
72
Research design from the marketers perspective
73
Research design from respondents perspectives
74
Research design classification
75
Exploratory research
77
Descriptive research
79
Causal research
84
Relationships among exploratory, descriptive and
causal research
85
Potential sources of error in research designs
87
International marketing research
9
1
Ethics in marketing research
92
Internet and computer applications
92
Summary
93
Questions and problems
93
Nates
94
4
Secondar/ data
collection and analysis
96
Objectives
96
Overview
96
Primary versus secondary data
98
Advantages and uses of secondary data
99
Disadvantages of secondary data
/ 00
Criteria for evaluating secondary data
/ 00
Classification of secondary data
103
Internal secondary data
104
Published external secondary sources
/06
Computerised databases
/10
Syndicated sources of secondary data 11
2
Syndicated data from households
113
Syndicated data from institutions
/18
Contents
Combining information from different sources:
single-source data
/ / 9
International marketing research 11
9
Ethics in marketing research
120
Internet and computer applications
121
Summary
122
Questions and problems
123
Notes
124
5
The use of databases and geodemographic
information systems in secondary data
collection and analyses
125
Objectives
125
Overview
125
The use of the database 1
2 7
Scanning devices
129
Customer loyalty schemes
130
Geodemographic information systems
136
Linking different types of data
/ 43
Stages of development in using databases and survey
data to build profiles of consumers and model
marketing decisions
144
The datawarehouse
146
International marketing research 1
48
Ethics in marketing research 1
49
Internet and computer applications 1
5
1
Summary 1
5
1
Questions and problems
153
Notes
154
6
Qualitative research: focus group
interviews
155
Objectives
155
Overview
155
Primary data: qualitative versus quantitative
research
/ 56
Rationale for using qualitative research
159
A classification of qualitative research procedures
160
Focus group interviews
/ 6 /
Problems associated with the US approach
/ 65
Other types of qualitative group discussions
/ 71
International marketing research 1
72
Ethics in marketing research 1
73
Internet and computer applications 1
74
Summary 1
75
Questions and problems 1
76
Notes
/76
7
Qualitative data collection and analysis
Objectives 1
78
Overview 1
78
178
Depth interviews
180
Projective
techniques
184
Analysing qualitative data
/ 94
International marketing research 1
98
Ethics in marketing research 1
99
Internet and computer applications
200
Summary
203
Questions and problems
204
Notes
205
8
Survey and quantitative observation
methods
207
Objectives
207
Overview
207
Survey methods
209
Survey methods classified by mode of
administration
2 / 0
Telephone methods
2 / /
Personal methods
213
Mail methods
215
A comparative evaluation of survey methods
2 / 8
Selection of survey method(s)
225
Observation methods
225
Observation methods classified by mode of
administration
227
A comparative evaluation of observation methods
230
A comparison of survey and observation
methods
23
1
International marketing research
232
Ethics in marketing research
234
Internet and computer applications
236
Summary
236
Questions and problems
237
Notes
238
9
Causal research design: experimentation
240
Objectives
240
Overview
240
Concept of causality
24
1
Conditions for causality
242
Definitions and concepts
245
Definition of symbols
246
Validity in experimentation
247
Extraneous variables
248
Controlling extraneous variables
250
A classification of experimental designs
252
Pre-experimental designs
252
True experimental designs
254
Quasi-experimental designs
256
Statistical designs
257
Laboratory versus field experiments
262
VI
Contents
Experimental
versus
non-experimental designs
263
Limitations of experimentation
263
Application: test marketing
264
Determining a test marketing strategy
266
International marketing research
267
Ethics in marketing research
268
Internet and computer applications
2 70
Summary
271
Questions and problems
271
Notes
272
1
0
Measurement and scaling: fundamentals and
comparative scaling
274
Objectives
274
Overview
2 74
Measurement and scaling
2 75
Primary scales of measurement
2 76
A comparison of scaling techniques
281
Comparative scaling techniques
282
Verbal protocols
287
International marketing research
288
Ethics in marketing research
288
Internet and computer applications
289
Summary
289
Questions and problems
290
Notes
291
11 Measurement and scaling: non-comparative
scaling techniques
293
Objectives
293
Overview
293
Non-comparative scaling techniques
294
Itemised rating scales
296
Non-comparative itemised rating scale decisions
299
Multi-item scales
303
Scale evaluation
304
Choosing a scaling technique
309
Mathematically derived scales
309
International marketing research
310
Ethics in marketing research
311
Internet and computer applications
311
Summary
312
Questions and problems
312
Notes
313
12
Questionnaire design
315
Objectives
315
Overview
315
Questionnaires
316
Questionnaire design process
318
Specify the information needed
320
Type of interviewing method
32
1
Individual question content
32 /
Overcoming inability to answer
322
Overcoming unwillingness to answer
324
Choosing question structure
325
Choosing question wording
328
Determining the order of questions
332
Form and layout
334
Reproduction of the questionnaire
335
Pilot-testing
336
International marketing research
339
Ethics in marketing research
340
Internet and computer applications
34
1
Summary
341
Questions and problems
342
Notes
343
13
Sampling: design and procedures
345
Objectives
345
Overview
345
Sample or census
346
The sampling design process
348
A classification of sampling techniques
352
Non-probability sampling techniques
353
Probability sampling techniques
357
Choosing non-probability versus probability
sampling
365
Uses of non-probability and probability sampling
365
International marketing research
366
Ethics in marketing research
367
Internet and computer applications
367
Summary
368
Questions and problems
369
Notes
370
1
4
Sampling: final and initial sample size
determination
371
Objectives
371
Overview
371
Definitions and symbols
373
The sampling distribution
373
Statistical approach to determining sample size
375
The confidence interval approach
375
Multiple characteristics and parameters
38/
Other probability sampling techniques
38!
Adjusting the statistically determined sample size
382
Non-response issues in sampling
383
International marketing research
388
Ethics in marketing research
389
Internet and computer applications
390
Summary
390
VII
Contents
Questions
and problems
391
Notes
392
Appendix 14A: The normal distribution
393
Professional perspectives for Part II
395
2.
I How on-line retrieval is devaluing research
395
2.2
Today the nation; tomorrow the globe
396
2.3
Ringing home
398
2.4
CATI
sans frontières
400
2.5
On-line market research surveys on the
Internet
402
2.6
The new management tool that s no
mystery
406
2.7
Out of the mouths of babes
408
Part III
DATA COLLECTION, PREPARATION
AND ANALYSIS
15
Fieldwork
412
Objectives
412
Overview
412
The nature of fieldwork
413
Fieldwork and data collection process
414
Selecting fieldworkers
414
Training fieldworkers
4
1
5
Supervising fieldworkers
4
1
9
Validating fieldwork
420
Evaluating fieldworkers
420
International marketing research
42
1
Ethics in marketing research
42
1
Internet and computer applications
422
Summary
423
Questions and problems
423
Notes
424
1
6
Data preparation
425
Objectives
425
Overview
425
The data preparation process
427
Questionnaire checking
427
Editing
428
Coding
429
Transcribing
433
Data cleaning
435
Statistically adjusting the data
436
Selecting a data analysis strategy
440
A classification of statistical techniques
442
International
marksting
research
443
Ethics in marketing research
445
Internet and computer applications
446
Summary
447
Questions
and problems
447
Notes
448
1
7
Frequency distribution, cross-tabulation and
hypothesis testing
449
Objectives
449
Overview
449
Frequency distribution
45
1
Statistics associated with frequency distribution
453
Introduction to hypothesis testing
457
A general procedure for hypothesis testing
457
Cross-tabulations
462
Statistics associated with cross-tabulation
469
Cross-tabulation in practice
473
Hypothesis testing related to differences
473
Parametric tests
474
Non-parametric tests
480
Internet and computer applications
485
Summary
486
Questions and problems
487
Notes
487
1
8
Analysis of variance and covariance
489
Objectives
489
Overview
489
Relationship among techniques
490
One-way analysis of variance
492
Statistics associated with one-way analysis of
variance
492
Conducting one-way analysis of variance
493
Illustrative applications of one-way analysis of
variance
496
Assumptions in analysis of variance
498
N-way analysis of variance
499
Analysis of covariance
502
Issues in interpretation
503
Repeated measures ANOVA
506
Non-metric analysis of variance
507
Multivariate analysis of variance
508
Internet and computer applications
509
Summary
5
1
0
Questions and problems
5
11
Notes
5//
19
Correlation and regression
513
Objectives
513
Overview
513
Product moment correlation
5 / 4
Partial correlation
518
Non-metric correlation
520
VIII
Contents
Regression
analysis
52
1
Bivariate
regression
52
1
Statistics associated with bivariate regression
analysis
522
Conducting bivariate regression analysis
522
Bivariate regression model
524
Multiple regression
530
Statistics associated with multiple regression
532
Conducting multiple regression analysis
532
Stepwise regression
540
Multicollinearity
541
Relative importance of predictors
542
Cross-validation
543
Regression with dummy variables
543
Analysis of variance and covariance with
regression
544
Internet and computer applications
545
Summary
546
Questions and problems
547
Notes
548
20
Discriminant analysis
550
Objectives
550
Overview
550
Basic concept
55
1
Relationship to regression and ANOVA
552
Discriminant analysis model
553
Statistics associated with discriminant analysis
553
Conducting discriminant analysis
554
Multiple discriminant analysis
564
Stepwise discriminant analysis
570
Internet and computer applications
572
Summary
572
Questions and problems
573
Notes
574
Appendix 20A: Estimation of discriminant function
coefficients
574
21
Factor analysis
576
Objectives
576
Overview
576
Basic concept
577
Factor analysis model
579
Statistics associated with factor analysis
579
Conducting factor analysis
580
Applications of common factor analysis
59 /
Internet and computer applications
594
Summary
595
Questions and problems
596
Notes
596
Appendix
2
1 A: Fundamental equations of factor
analysis
597
22
Cluster analysis
599
Objectives
599
Overview
599
Basic concept
601
Statistics associated with cluster analysis
603
Conducting cluster analysis
603
Applications of non-hierarchical clustering
613
Clustering variables
615
Internet and computer applications
616
Summary
6
1
7
Questions and problems
6
1
7
Notes
618
23
Multidimensional scaling and conjoint
analysis
6
í
9
Objectives
619
Overview
6 / 9
Basic concepts in multidimensional scaling (MDS)
62 /
Statistics and terms associated with multidimensional
scaling
622
Conducting multidimensional scaling
622
Assumptions and limitations of MDS
629
Scaling preference data
630
Correspondence analysis
63 /
Relationship among MDS, factor analysis and
discriminant analysis
63
1
Basic concepts in conjoint analysis
632
Statistics and terms associated with conjoint
analysis
633
Conducting conjoint analysis
633
Assumptions and limitations of conjoint analysis
642
Hybrid conjoint analysis
643
Internet and computer applications
644
Summary
644
Questions and problems
645
Notes
646
Professional perspectives for Part III
648
3.
1 Cross-Tabulation
648
3.2
Data Analysis: multivarite techniques
65
1
3.3
Good news from the mining industry
656
Part IV
COMMUNICATION AND INTERNATIONAL
DIMENSIONS OF MARKETING RESEARCH
24
Report preparation and presentation
660
Objectives
660
Overview
660
Importance of the report and presentation
662
Preparation and presentation process
662
IX
Contents
Report
preparation
663
Report
writing
666
Oral presentation
672
Reading the research report
673
Research follow-up
674
International marketing research
6 75
Ethics in marketing research
676
Internet and computer applications
6 76
Summary
677
Questions and problems
678
Notes
679
25
International marketing research
680
Objectives
680
Overview
680
What is international marketing research?
682
A framework for international marketing research
Secondary data
687
Qualitative techniques
688
Survey methods
690
Measurement and scaling
693
Questionnaire translation
694
Ethics in marketing research
695
Internet and computer applications
696
Summary
696
Questions and problems
697
Notes
698
Professional perspectives for Part IV
699
4.1
Preparing and presenting the Marketing Research
Report
699
4.2
Paperless presentation is a big step nearer...
705
Appendix: Statistical tables
Indexes
683
Subject index
7 / 6
Names index
728
Company index
729
705
|
| any_adam_object | 1 |
| author | Malhotra, Naresh K. Birks, David F. |
| author_GND | (DE-588)139970096 |
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| dewey-ones | 658 - General management |
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| dewey-search | 658.83 |
| dewey-sort | 3658.83 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | Europ. ed. |
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| id | DE-604.BV035292590 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T21:30:36Z |
| institution | BVB |
| isbn | 0139229647 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-017097613 |
| oclc_num | 43460126 |
| open_access_boolean | |
| owner | DE-355 DE-BY-UBR DE-188 |
| owner_facet | DE-355 DE-BY-UBR DE-188 |
| physical | XVI, 736 S. Ill., graph. Darst. 1 CD-ROM (12 cm) |
| publishDate | 2000 |
| publishDateSearch | 2000 |
| publishDateSort | 2000 |
| publisher | Financial Times/Prentice Hall |
| record_format | marc |
| spelling | Malhotra, Naresh K. Verfasser (DE-588)139970096 aut Marketing research an applied approach Naresh Malhotra ; David Birks Europ. ed. Harlow ; Munich [u.a.] Financial Times/Prentice Hall 2000 XVI, 736 S. Ill., graph. Darst. 1 CD-ROM (12 cm) txt rdacontent n rdamedia nc rdacarrier Marktonderzoek gtt Marketing research Marketingforschung (DE-588)4200055-5 gnd rswk-swf Forschungsmethode (DE-588)4155046-8 gnd rswk-swf Marktforschung (DE-588)4037630-8 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s Marktforschung (DE-588)4037630-8 s DE-604 Marketingforschung (DE-588)4200055-5 s DE-188 Forschungsmethode (DE-588)4155046-8 s 1\p DE-604 Birks, David F. Verfasser aut Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017097613&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Malhotra, Naresh K. Birks, David F. Marketing research an applied approach Marktonderzoek gtt Marketing research Marketingforschung (DE-588)4200055-5 gnd Forschungsmethode (DE-588)4155046-8 gnd Marktforschung (DE-588)4037630-8 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4200055-5 (DE-588)4155046-8 (DE-588)4037630-8 (DE-588)4037589-4 |
| title | Marketing research an applied approach |
| title_auth | Marketing research an applied approach |
| title_exact_search | Marketing research an applied approach |
| title_full | Marketing research an applied approach Naresh Malhotra ; David Birks |
| title_fullStr | Marketing research an applied approach Naresh Malhotra ; David Birks |
| title_full_unstemmed | Marketing research an applied approach Naresh Malhotra ; David Birks |
| title_short | Marketing research |
| title_sort | marketing research an applied approach |
| title_sub | an applied approach |
| topic | Marktonderzoek gtt Marketing research Marketingforschung (DE-588)4200055-5 gnd Forschungsmethode (DE-588)4155046-8 gnd Marktforschung (DE-588)4037630-8 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marktonderzoek Marketing research Marketingforschung Forschungsmethode Marktforschung Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017097613&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT malhotranareshk marketingresearchanappliedapproach AT birksdavidf marketingresearchanappliedapproach |