Marketing research: in a digital information environment
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston, Mass. [u.a.]
McGraw-Hill Education
2009
|
| Ausgabe: | 4. ed., internat. student ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXIV, 690 S. Ill., graph. Darst. |
| ISBN: | 9780071101073 0071101071 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
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| 001 | BV035303648 | ||
| 003 | DE-604 | ||
| 005 | 20090915 | ||
| 007 | t | ||
| 008 | 090210s2009 xxuad|| |||| 00||| eng d | ||
| 020 | |a 9780071101073 |9 978-0-07-110107-3 | ||
| 020 | |a 0071101071 |9 0-07-110107-1 | ||
| 035 | |a (OCoLC)247442010 | ||
| 035 | |a (DE-599)BVBBV035303648 | ||
| 040 | |a DE-604 |b ger |e rakwb | ||
| 041 | 0 | |a eng | |
| 044 | |a xxu |c US | ||
| 049 | |a DE-1050 |a DE-945 |a DE-473 | ||
| 050 | 0 | |a HF5415.2 | |
| 082 | 0 | |a 658.8/3 |2 22 | |
| 084 | |a QP 611 |0 (DE-625)141908: |2 rvk | ||
| 100 | 1 | |a Hair, Joseph F. |d 1944- |e Verfasser |0 (DE-588)135615828 |4 aut | |
| 245 | 1 | 0 | |a Marketing research |b in a digital information environment |c Joseph F. Hair, Jr. ; Robert P. Bush ; David J. Ortinau |
| 250 | |a 4. ed., internat. student ed. | ||
| 264 | 1 | |a Boston, Mass. [u.a.] |b McGraw-Hill Education |c 2009 | |
| 300 | |a XXIV, 690 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 7 | |a Informationstechnik |2 stw | |
| 650 | 7 | |a Marktforschung |2 stw | |
| 650 | 7 | |a Theorie |2 stw | |
| 650 | 4 | |a Marketing research | |
| 650 | 0 | 7 | |a Marktforschung |0 (DE-588)4037630-8 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Marktforschung |0 (DE-588)4037630-8 |D s |
| 689 | 0 | |5 DE-604 | |
| 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 Bamberg |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017108472&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-017108472 | ||
Datensatz im Suchindex
| _version_ | 1804138604969066496 |
|---|---|
| adam_text | b
rief
contents
part
I
The Role
and Value
of
Marketing Research
1
chapter
1
Marketing Research
and Managerial Decision Making
2
chapter
2
Overview of the Research Process and Research Proposals
34
chapter
3
Information-Driven Technology and the Research Process
64
chapter
4
Market Intelligence and Database Research
82
part ¿_
Designing Marketing Research Projects 111
chapter
5
Secondary Research: Designs, Searches, and Sources
112
chapter
6
Exploratory Research Using Qualitative and Observation
Methods
150
chapter
7
Analyzing and Reporting Qualitative Research
204
chapter
8
Descriptive Research Designs Using Surveys
230
chapter
9
Causal Research Designs and Test Markets
272
xiv
Brief
Contents
XV
part
О
Designing and Conducting Surveys
309
chapter
10
Sampling: Theories, Designs, and Plans
310
chapter
11
Overview of Measurement: Construct Development and Scaling
332
chapter
12
Advanced Measurement Designs for Survey Research
366
chapter
13
Questionnaire Design: Concepts and Issues
402
4
part
Data Preparation, Analysis, and Reporting Results
451
chapter
14
Preparing Survey Data for Analysis
452
chapter
15
Data Analysis: Testing for Significant Differences
480
chapter
16
Data Analysis: Testing for Associations
516
chapter
17
Overview of Multivariate Analysis Methods
558
chapter
18
Preparing and Presenting Marketing Research Reports
598
Glossary
627
End notes
651
Name Index
663
Subject Index
665
contents
part
I
The Role and
Value
of
Marketing
Research
1
chapter
1
Marketing Research
and Managerial
Decision Making
2
MARKETING RESEARCH AND DECISION
MAKING:
SAAB CARS USA
3
Value
of
Marketing Research Information
4
Relationship
Marketing
and the
Marketing
Research
Process
4
Relationship
Marketing
and Customer
Relationship
Management
5
Marketing Planning
and Decision Making
7
Marketing Situation
Analysis
8
Market Analysis
8
Market Segmentation
8
Competitive Analysis
9
Marketing Strategy Design
9
Target Marketing
9
Positioning
9
New-Product Planning
10
Marketing Program Development
10
Product Portfolio Analysis
11
Distribution Decisions
11
Pricing Decisions
13
Integrated Marketing Communications
14
Marketing Program Implementation and
Control
15
Marketing Program Control
16
Information Analysis
16
The Marketing Research Industry
16
Types of Marketing Research Firms
17
A CLOSER LOOK AT RESEARCH-IN THE
FIELD: YAHOO! AND AC NIELSEN: A MARKETING
RESEARCH MARRIAGE THROUGH
TECHNOLOGY
18
Changing Skills for a Changing Industry
19
Ethics in Marketing Research Practices
20
Unethical Activities by the Client/Research
User
20
Unethical Activities by the Research Provider
or Research Company
20
Unethical Activities by the Respondent
21
Marketing Research Codes of Ethics
21
Emerging Trends and Organization of This
Book
24
Continuing Case: The Santa Fe Grill Mexican
Restaurant
25
MARKETING RESEARCH IN ACTION: CONTINUING
CASE: THE SANTA FE GRILL
26
Summary of Learning Objectives
28
Key Terms and Concepts
29
Review Questions
29
Discussion Questions
29
Appendix
1Л:
Careers in Marketing Research
with a Look at Federal Express
31
chapter
2
Overview of the Research Process and
Research Proposals
34
SOLVING MARKETING PROBLEMS USING A
SYSTEMATIC PROCESS
35
Value of the Research Process
36
Changing View of the Marketing Research
Process
36
Determining the Need for Information
Research
38
A CLOSER LOOK AT RESEARCH-IN THE HELD:
MANAGEMENT DECISION MAKERS AND
MARKETING RESEARCHERS
39
Overview of the Research Process
42
Transforming Data into Knowledge
42
Interrelatedness of the Steps and the
Research Process
44
Phase I: Determine the Research
Problem
45
Step
1:
Identify and Clarify Information
Needs
45
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
CAN I GET A NEW COKE PLEASE?
46
xvi
Contents XVII
Step
2:
Define the Research Problem and
Questions
48
A CLOSER LOOK AT RESEARCH-SMALL BUSINESS
IMPLICATIONS: FORD FOUNDATION
50
Step
3:
Specify Research Objectives and
Confirm the Information Value
50
Phase II: Select the Research Design
51
Step
4:
Determine the Research Design and
Data Sources
51
Step
5:
Develop the Sampling Plan and
Sample Size
52
Step
6:
Examine Measurement Issues and
Scales
53
Step
7:
Design and Pretest the
Questionnaire
54
Phase III: Execute the Research Design
54
Step
8:
Collect and Prepare Data
54
Step
9:
Analyze Data
56
Step
10:
Interpret Data to Create
Knowledge
56
Phase IV: Communicate the Research
Results
56
Step
11:
Prepare and Present the Final
Report
56
Develop a Research Proposal
56
MARKETING RESEARCH IN ACTION: WHAT DOES A
RESEARCH PROPOSAL LOOK LIKE? EXCELSIOR
HOTEL PREFERRED GUEST CARD RESEARCH
PROPOSAL
58
Summary of Learning Objectives
61
Key Terms and Concepts
62
Review Questions
62
Discussion Questions
62
chapter
3
Information-Driven Technology and the
Research Process
64
GOOGLE FOR KNOWLEDGE
65
Value of New Technology in Marketing Research
Practices
66
Technology and the Marketing Research
Process
66
Research Problems, Objectives, and
Technological Approaches
66
Portals as Problem Detectors and Opportunity
Assessors
67
Influence of Technology on Research Designs and
Data Sources
68
Benefits of Transactional and Analytical
Customer Data
68
Technology and Data Enhancement:
Biometrics and
Smartcards
69
Technology and Primary Data Collection
70
Nontraditional
Technology-Driven Data
Collection Methods
73
Social Networking as a Marketing Research
Tool
73
Social Networks and Focus Group
Interviews
74
A CLOSER LOOK AT RESEARCH-USING
TECHNOLOGY: ONLINE OPTIONS FOR FOCUS
GROUP RESEARCH
75
Technology-Driven Data Analysis in Marketing
Research
76
Disseminating Marketing Research Results
through Research Portals
77
MARKETING RESEARCH IN ACTION:
CONTINUING CASE: THE SANTA FE GRILL AND
TECHNOLOGY
79
Summary of Learning Objectives
80
Key Terms and Concepts
81
Review Questions
81
Discussion Questions
81
chapter
4
Market Intelligence and Database
Research
82
CONSUMER DATABASES ENHANCE CUSTOMER
RETENTION
83
Value of Market Intelligence and Database
Information
84
Databases and Market Intelligence
84
Transforming Marketing Research into Market
Intelligence
85
A CLOSER LOOK AT RESEARCH-IN THE
ПЕШ:
MARKETING INTELLIGENCE IN THE FINANCIAL
SERVICES INDUSTRY
86
Strategic Use of Customer Information
86
Information Based on a Transactional
Focus
87
Companywide Approach to Using Database
Information
87
Technology Support of Market Intelligence
87
Marketing Databases
88
Purposes of a Customer Database
89
XViii
Contents
Marketing Research and Data Enhancement 90
Effective
Development
of Enhanced
Databases
91
Dynamics
of Database Development
92
Rules of Thumb in Database Development
93
Database Technology
93
Data Warehousing
96
Marketing-Related Data and Data
Warehousing
97
Data Mining: Transforming Data into
Knowledge
98
The Data Mining Process
98
Database Modeling
100
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
DATABASE AMERICA INTRODUCES
SALESLEADS™-FIRST WEB-BASED LEAD-
GENERATING SERVICE FOR CONSUMERS AND
SMALL BUSINESSES
101
Scoring Models
102
Lifetime Value Models
103
MARKETING RESEARCH IN ACTION: THE FUNCTION
OF DATABASES WITHIN THE FINANCIAL SERVICES
INDUSTRY: LEADING WITH DATA
105
Summary of Learning Objectives
109
Key Terms and Concepts
109
Review Questions
110
Discussion Questions
110
2
part
Designing Marketing Research
Projects 111
chapter
5
Secondary Research: Designs, Searches,
and Sources
112
SECONDARY RESEARCH GOES GLOBAL
113
Value of Secondary Research
114
Nature and Scope of Secondary Research
114
Rote of Secondary Data in Marketing
Research
116
Secondary Data and Customer Relationship
Management
116
Secondary Data and the Marketing Research
Process
117
Secondary Research Designs
118
Literature Reviews
118
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
GOOGLE AND EBAY FORM NEW CLICK-TO-CALL
ALLIANCE
119
Electronic Searches: Popular Sources
121
Scholarly Research
123
Online Electronic Searches for Secondary Data
124
Advantages and Limitations of Using Secondary
Data
129
Advantages of Secondary Data
129
Limitations of Secondary Data
130
Internal and External Sources of Secondary
Data
131
Internal Secondary Data Sources
131
External Secondary Data Sources
133
North American Industry Classification System
(NAICS)
134
Government Documents
136
Secondary Sources of Business
Information
137
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
SECONDARY DATA AND THE MARKET
INTELLIGENCE PROCESS: PLACING A VALUE ON
CUSTOMER INFORMATION
138
Continuing Case: Using Secondary Data for
the Santa Fe Grill
139
Syndicated Sources of Secondary Data
140
Characteristics of Syndicated Data
Sources
140
Consumer Panels
140
Store Audits
142
The Internet as a Growing Source of Secondary
Data
143
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
CUSTOMIZED DATA
145
MARKETING RESEARCH IN ACTION: CONTINUING
CASE: SANTA FE GRILL CONSIDERING
EXPANSION
146
Summary of Learning Objectives
147
Key Terms and Concepts
148
Review Questions
148
Discussion Questions
149
chapter
6
Exploratory Research Using Qualitative
and Observation Methods
150
CULTURE CODES BRING INSIGHTS TO CHRYSLER S
JEEP
Ш
Value of Exploratory Research
152
Contents XIX
Observation and Questioning as Methods of
Collecting Primary Data
152
Overview of Qualitative and Quantitative Research
Methods
153
Quantitative Research Methods
154
Qualitative Research Methods
154
When to Use Qualitative Research Methods in
Exploratory Designs
155
Advantages and Disadvantages of Qualitative
Research Methods
156
Questioning Techniques in Qualitative
Research
158
In-Depth Interviews
158
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
INSIGHTS INTO BUSINESS CUSTOMERS HOTEL
NEEDS AND WANTS
160
Focus Group Interviews
161
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
DIMENSIONS OF SERVICE QUALITY
165
Conducting Focus Group Interviews
165
A CLOSER LOOK AT RESEARCH-SMALL
BUSINESS IMPLICATIONS: MODERATOR S GUIDE
FOR VAIL PERFORMING ARTS PROGRAM FOCUS
GROUP INTERVIEW SESSIONS
173
Impact of New Technologies on Focus Group
Research
179
GLOBAL INSIGHTS: UNDERSTANDING FOCUS
GROUP RESEARCH ABROAD
180
Other Qualitative Research Methods
182
GLOBAL INSIGHTS: CUSTOM DOORS, INC, ENTERS
THE JAPANESE COMMERCIAL MARKET
183
Continuing Case: Santa Fe Grill Mexican
Restaurant
189
Overview of Observation Methods
189
Appropriate Conditions for Using Observation
Techniques
190
Unique Characteristics of Observation
Techniques
191
Selecting the Appropriate Observation
Method
195
Benefits and Limitations of Observation
Methods
196
ETHICS: MINIMIZING BIAS IN RESEARCH DESIGNS:
SUBJECTS UNAWARENESS CAN RAISE MANY
QUESTIONS
197
MARKETING RESEARCH IN ACTION: CONTENT
ANALYSIS: THE FUTURE OF FOR-PROFIT HIGHER
EDUCATION
198
Summary of Learning Objectives
199
Key Terms and Concepts
200
Review Questions
201
Discussion Questions
201
chapter
7
Analyzing and Reporting Qualitative
Research
204
WIRELESS COMMUNICATION S IMPACT ON
SOCIAL BEHAVIOR
205
Nature of Qualitative Data Analysis
206
Qualitative versus Quantitative Analysis
206
The Process of Analyzing Qualitative Data
208
Managing the Data Collection Effort
208
Step
1:
Data Reduction
208
Step
2:
Data Display
215
Step
3:
Conclusion Drawing/
Verification
217
Writing the Report
222
Introduction
222
Analysis of the Data/Findings
223
Conclusions and Recommendations:
Marketing Implications
223
Continuing Case: Using Qualitative Research
for the Santa Fe Grill
224
MARKETING RESEARCH IN ACTION: ANALYZING
QUALITATIVE DATA: HOTEL TRAVELERS CHEERS
AND JEERS AT THEIR EXPERIENCES
225
Summary of Learning Objectives
227
Key Terms and Concepts
228
Review Questions
228
Discussion Questions
228
chapter
8
Descriptive Research Designs Using
Surveys
230
MALES LIKE MALL SHOPPING: INSIGHTS TO
THEIR SHOPPING INTERESTS
231
Value of Descriptive Survey Research
Designs
232
Descriptive Designs and Surveys in
Quantitative
Research
232
Overview of Constructs, Variables, and
Relationships
233
Overview of Survey Research Methods
235
Advantages of Survey Methods
235
Disadvantages of Survey Methods
236
XX
Contents
Types of Errors in Survey Research
237
Sampling Error
237
Nonsampling
Errors
237
Types of Survey Methods
244
Person-Administered Surveys
244
Telephone-Administered Surveys
246
ETHICS-USING TECHNOLOGY: SUGGING IS A
FEDERAL OFFENSE
248
Self-Administered Surveys
252
Online Survey Methods
255
A CLOSER LOOK AT RESEARCH-USING
TECHNOLOGY: VIRTUAL REALITY IN MARKETING
RESEARCH
259
Selecting the Appropriate Survey Method
260
Situational Characteristics
261
Task Characteristics
263
Respondent Characteristics
264
MARKETING RESEARCH IN ACTION: CONTINUING
CASE: SANTA FE GRILL MEXICAN RESTAURANT:
DEVELOPING RESEARCH QUESTIONS, FORMING
HYPOTHESES, AND SELECTING A SURVEY
METHOD
267
Summary of Learning Objectives
268
Key Terms and Concepts
269
Review Questions
270
Discussion Questions
270
chapter
9
Causal Research Designs and Test
Markets
272
TEST MARKETING TO GAUGE NEW-PRODUCT
ACCEPTANCE: LEE APPAREL COMPANY
273
Value of Experimentation and Test Marketing
274
Overview of Causal Research Designs
274
The Nature of Experimentation
275
A CLOSER LOOK AT RESEARCH-USING
TECHNOLOGY: BEHAVIORSCAN: A DEVICE USED
FOR TESTING NEW PRODUCTS AND MARKETING
PROGRAMS
276
How Variables Are Used in
Experimentat
Designs
277
The Rote of Theory in Experimental
Designs
279
Laboratory and Field Experiments
280
Validity and Reliability Concerns with
Experimental Designs
280
internal Validity
281
External Validity
282
Construct Validity
283
Reliability of Experimental Research
Designs
285
Improving the Internal and External Validity of
Experimental Designs
285
Types of Experimental Research Designs
286
Pre-experimental Designs
287
True Experimental Designs
288
Quasi-experimental Designs
291
Field Experiments
293
Factorial Designs
293
Latin Square Designs
294
Considerations in Using Field Experiments
295
Validity Concerns
295
Test Marketing
296
Traditional Test Markets
296
Controlled Test Markets
297
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
GOOD TEST MARKET RESULTS DO NOT GUARANTEE
NEW-PRODUCT SUCCESS: COORS GIVES THE COLD
SHOULDER TO WINE COOLERS
298
Electronic Test Markets
298
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
STARBUCKS HAS UPSCALE CONCEPT
PERCOLATING
299
Simulated Test Markets
299
Web-Based TV Test Markets
300
Virtual Test Markets
301
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
GOODYEAR STEPS OUT OF ITS OWN STORES
302
Other Issues in Test Marketing
302
MARKETING RESEARCH IN ACTION: RIDERS FITS
NEW DATABASE INTO BRAND LAUNCH: THE
INITIAL LAUNCH
304
Summary of Learning Objectives
306
Key Terms and Concepts
307
Review Questions
307
Discussion Questions
308
part
О
Designing and Conducting
Surveys
309
chapter
10
Sampling: Theories, Designs, and
Plans
310
Contents XXI
TECHNOLOGY
AND SAMPLING PROCEDURES-CAN
THE TWO EVER CO-EXIST?
311
The Value of Sampling Methods in Marketing
Research
312
Types of Probability Sampling Designs
313
Simple Random Sampling
313
Systematic Random Sampling
314
Stratified Random Sampling
316
Cluster Sampling
317
ETHICS-SAMPLING METHODS: U.S. CENSUS
BUREAU MISLEADS CONGRESS
319
Types of Nonprobability Sampling Designs
322
Convenience Sampling
322
Judgment Sampling
322
Quota Sampling
323
Snowball Sampling
323
Determining the Appropriate Sampling Design
324
Research Objectives
325
Degree of Accuracy
325
Resources
325
Time Frame
325
Knowledge of the Target Population
325
Scope of the Research
325
A CLOSER LOOK AT RESEARCH-USING
TECHNOLOGY: THE INTERNET PROVIDES
VALUABLE INTELLIGENCE INFORMATION
326
Statistical Analysis
326
Steps in Developing a Sampling Plan
326
Step
1:
Define the Target Population
327
Step
2:
Select the Data Collection
Method
327
Step
3:
Identify the Sampling Frame(s)
Needed
327
Step
4:
Select the Appropriate Sampling
Method
328
Step
5:
Determine Necessary Sample Sizes
and Overall Contact Rates
328
Step
6:
Create an Operating Plan for Selecting
Sampling Units
328
Step
7:
Execute the Operational Plan
328
MARKETING RESEARCH IN ACTION: CONTINUING
CASE: SANTA FE GRILL: DEVELOPING A
SAMPLING PLAN FOR A NEW MENU INITIATIVE
SURVEY
329
Summary of Learning Objectives
330
Key Terms and Concepts
330
Review Questions
331
Discussion Questions
331
chapter
11
Overview of Measurement: Construct
Development and Scaling
332
SANTA FE GRILL MEXICAN RESTAURANT:
PREDICTING CUSTOMER LOYALTY
333
Value of Measurement in Information
Research
334
Overview of the Measurement Process
334
Construct Development
335
Abstractness of the Construct
336
Determining Dimensionality of the
Construct
336
Assessing Construct Validity
337
Construct Operationalization
338
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
PROBLEM IN CONSTRUCT DEVELOPMENT
339
Basic Concepts of Scale Measurement
340
Types of Data Collected in Research
Practices
340
The Nature of Scale Measurement
342
Properties of Scale Measurements
342
Basic Levels of Scales
344
Developing and Refining Measurement
Scales
348
Criteria for Scale Development
349
A CLOSER LOOK AT RESEARCH-USING
TECHNOLOGY: MACRO CONSULTING, INC
358
MARKETING RESEARCH IN ACTION: PART
1:
WHAT
YOU CAN LEARN FROM A CUSTOMER LOYALTY
INDEX
359
Summary of Learning Objectives
362
Key Terms and Concepts
363
Review Questions
363
Discussion Questions
364
chapter
12
Advanced Measurement Designs for
Survey Research
366
ATTITUDE AND IMAGE MEASUREMENTS IN
MARKETING RESEARCH
367
Value of Attitude Measurement
368
Nature of Attitudes and Marketplace
Behaviors
368
Components of Attitudes
369
Measuring Attitudes and Behaviors
370
Ukert Scale
370
Semantic Differential Scale
372
XXII Contente
Behavior Intention
Scale
377
Strengths and Weaknesses of Attitude and
Behavior Intention Scales
378
Other Types of Comparative and
Noncompar¬
ative
Scales
379
A CLOSER LOOK AT RESEARCH-SMALL
BUSINESS IMPLICATIONS: INSTANT
ON-SITE
CUSTOMER SATISFACTION FEEDBACK
380
Comments on Single-Item and Multiple-Item
Scales
384
Measurement Design Issues
384
MARKETING RESEARCH IN ACTION: PART
2:
SCALE
MEASUREMENTS USED IN CREATING A CUSTOMER
LOYALTY INDEX
387
Summary of Learning Objectives
389
Key Terms and Concepts
390
Review Questions
390
Discussion Questions
391
Appendix 12.A: Trilogy and Affect Global
Approaches
392
chapter
13
Questionnaire Design: Concepts and
Issues
402
CAN SURVEYS BE USED TO DEVELOP UNIVERSITY
RESIDENCE LIFE PLANS?
403
Value of Questionnaires in Marketing
Research
404
Questionnaire Design
405
Theoretical Components of a
Questionnaire
405
Description versus Prediction
409
A CLOSER LOOK AT RESEARCH-USING
TECHNOLOGY: COMPUTERIZED
QUESTIONNAIRES
410
Accuracy versus Precision
410
Value of a Good Survey Instrument
410
Flowerpot Approach to Questionnaire Design
411
impact of the Flowerpot Approach on
Questionnaire Development
415
Developing a Flowerpot-Designed
Questionnaire
416
Developing Cover Letters
426
The Role of a Cover Letter
426
Guidelines for Developing Cover Letters
426
A CLOSER LOOK AT RESEARCH-IN THE FIELD;
COVER LETTER
432
ETHICS: TELEPHONE SURVEY GOES SOUR
434
Other Documents Associated with Survey
Instrument Designs
434
Supervisor Instructions
435
Interviewer Instructions
436
Screening Forms
436
Quota Sheets
438
Rating Cards
438
Call Record Sheets
439
MARKETING RESEARCH IN ACTION: CONTINUING
CASE: DESIGNING A QUESTIONNAIRE TO ASSESS
THE DINING HABITS AND PATTERNS OF THE
SANTA FE GRILLS CUSTOMERS
442
Summary of Learning Objectives
448
Key Terms and Concepts
449
Review Questions
449
Discussion Questions
450
4
part
Data Preparation, Analysis, and
Reporting Results
451
chapter
14
Preparing Survey Data for Analysis
452
WAL-MART AND SCANNER TECHNOLOGY
453
Value of Preparing Data for Analysis
454
Data Validation
455
Editing and Coding
456
Asking the Proper Questions
456
Accurate Recording of Answers
456
Correct Screening Questions
456
Responses to Open-Ended Questions
456
The Coding Process
461
Data Entry
464
Error Detection
466
Data Tabulation
467
A CLOSER LOOK AT RESEARCH-IN THE FIELD:
DATA COLLECTION SHOULD NOT BE MANUAL
LABOR
468
One-Way Tabulation
468
Descriptive Statistics
471
Graphical Illustration of Data
471
MARKETING RESEARCH IN ACTION: EXAMINING
DATA:
DEU
DEPOT
474
Summary of Learning Objectives
478
Key Terns and
Concepte
478
Contents XXIII
Review
Questions
478
Discussion Questions
479
chapter
15
Data
Analysis: Testing for Significant
Differences
480
STATISTICAL SOFTWARE MAKES DATA ANALYSIS
EASY
481
Value of Testing for Differences in
Data
482
Analyzing the Santa Fe Grill Database
482
Analyzing Groups
482
Select Cases Analysis
483
Measures of Central Tendency
483
Mean
483
Mode
484
Median
484
SPSS Applications—Measures of Central
Tendency
484
Measures of Dispersion
486
Range
486
Standard Deviation
487
SPSS Applications—Measures of
Dispersion
487
Analyzing Relationships in Sample Data
488
Sample Statistics and Population
Parameters
489
Univariate Statistical Tests
489
SPSS Application—Univariate Hypothesis
Test
490
Bivariate Statistical Tests
490
Comparing Means: Independent versus
Related Samples
497
Using the
ř-Test
to Compare Two
Means
497
SPSS Application—Independent Samples
ř-Test
498
SPSS Application—Paired Samples
ř-Test
498
Analysis of Variance (ANOVA)
499
Perceptual Mapping
504
Perceptual Mapping Applications in Marketing
Research
504
Continuing Case: The Santa Fe Grill
505
MARKETING RESEARCH IN ACTION: EXAMINING
RESTAURANT IMAGE
POSITONS:
REMINGTON S
STEAK HOUSE
506
Summary of Learning Objectives
513
Key Terms and Concepts
513
Review Questions
513
Discussion Questions
514
chapter
16
Data Analysis: Testing for
Associations
516
DATA MINING HELPS REBUILD PROCTER
&
GAMBLE AS A GLOBAL POWERHOUSE
517
Examining Relationships between
Variables
518
Covariation and Variable Relationships
519
Correlation Analysis
521
Pearson Correlation Coefficient
Assumptions
523
SPSS Application—Pearson
Correlation
523
Substantive Significance of the Correlation
Coefficient
524
Influence of Measurement Scales on Correlation
Analysis
525
SPSS Application—Spearman Rank Order
Correlation
526
SPSS Application—Calculating Median
Rankings
526
Regression Analysis
527
Fundamentals of Regression Analysis
528
Developing and Estimating the Regression
Coefficients
530
SPSS Application—Bivariate Regression
532
Significance
535
Multiple Regression Analysis
535
Statistical Significance
536
Substantive Significance
537
SPSS Application-Multiple Regression
537
MultkoUinearity and Multiple Regression
Analyste
539
SPSS Application—Multicollinearity
540
Dummy Variables and Multiple Regression
543
SPSS Application—Use of Dummy Variables in
Regression
543
MARKETING RESEARCH IN ACTION: CUSTOMER
SATISFACTION SURVEY: THE ROLE OF EMPLOYEES
IN DEVELOPING A CUSTOMER SATISFACTION
PROGRAM
545
Summary of Learning Objectives
Key Terms and Concepts
548
Review Questions
549
548
XXIV Contents
Discussion Questions
549
Appendix 16.A: Formutas
for Calculating
Correlation and Regression Issues
551
Appendix 16.B: Examining Residuals
553
chapter
17
Overview of Multivariate Analysis
Methods
558
MULTIVARIATE METHODS IMPACT OUR LIVES
EVERYDAY
559
Value of Multivariate Techniques in Data
Analysis
560
A CLOSER LOOK AT RESEARCH-SMALL
BUSINESS IMPLICATIONS: XLSTAT
561
Classification of Multivariate
Methods
561
Dependence and Interdependence
Methods
562
Influence of Measurement
Scales
562
GLOBAL INSIGHTS: ANALYSIS FROM
GLOBAL RESEARCH MAY YIELD INTERESTING
FINDINGS
563
Interdependence Methods
563
Factor Analysis
563
Cluster Analysis
572
Dependence Methods
579
Discriminant Analysis
579
A CLOSER LOOK AT RESEARCH-USING
TECHNOLOGY: DISCRIMINANT
ANALYSIS-SPSS
580
Conjoint Analysis
587
MARKETING RESEARCH IN ACTION: CLUSTER AND
DISCRIMINANT ANALYSIS: DVD RECORDERS
REMAIN POPULAR
591
Summary of Learning Objectives
596
Key Terms and Concepts
596
Review Questions
597
Discussion Questions
597
chapter
18
Preparing and Presenting Marketing
Research Reports
598
IT TAKES MORE THAN NUMBERS TO
COMMUNICATE
599
Value of Preparing the Marketing Research
Report
600
Marketing Research Reports
600
Format of the Marketing Research Report
603
Title Page
603
Table of Contents
603
Executive Summary
603
Introduction
605
Research Methods and Procedures
605
Data Analysis and Findings
605
Conclusions and Recommendations
618
Limitations
618
Appendices
619
Problems in Preparing the Marketing Research
Report
619
The Critical Nature of Presentations
620
Guidelines for Preparing the Visual
Presentation
620
MARKETING RESEARCH IN ACTION: REPORTING
RESEARCH FINDINGS: WRITING THE MARKETING
RESEARCH REPORT FOR A FOCUS GROUP
INTERVIEW
621
Summary of Learning Objectives
625
Key Terms and Concepts
625
Review Questions
625
Discussion Questions
626
Glossary
627
Endnotes 651
Name Index
663
Subject Index
665
|
| any_adam_object | 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. |
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| building | Verbundindex |
| bvnumber | BV035303648 |
| callnumber-first | H - Social Science |
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| dewey-full | 658.8/3 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/3 |
| dewey-search | 658.8/3 |
| dewey-sort | 3658.8 13 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 4. ed., internat. student ed. |
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| id | DE-604.BV035303648 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T21:30:50Z |
| institution | BVB |
| isbn | 9780071101073 0071101071 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-017108472 |
| oclc_num | 247442010 |
| open_access_boolean | |
| owner | DE-1050 DE-945 DE-473 DE-BY-UBG |
| owner_facet | DE-1050 DE-945 DE-473 DE-BY-UBG |
| physical | XXIV, 690 S. Ill., graph. Darst. |
| publishDate | 2009 |
| publishDateSearch | 2009 |
| publishDateSort | 2009 |
| publisher | McGraw-Hill Education |
| record_format | marc |
| spelling | Hair, Joseph F. 1944- Verfasser (DE-588)135615828 aut Marketing research in a digital information environment Joseph F. Hair, Jr. ; Robert P. Bush ; David J. Ortinau 4. ed., internat. student ed. Boston, Mass. [u.a.] McGraw-Hill Education 2009 XXIV, 690 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Informationstechnik stw Marktforschung stw Theorie stw Marketing research Marktforschung (DE-588)4037630-8 gnd rswk-swf Marktforschung (DE-588)4037630-8 s DE-604 Bush, Robert P. Verfasser aut Ortinau, David J. Verfasser aut Digitalisierung UB Bamberg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017108472&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 in a digital information environment Informationstechnik stw Marktforschung stw Theorie stw Marketing research Marktforschung (DE-588)4037630-8 gnd |
| subject_GND | (DE-588)4037630-8 |
| title | Marketing research in a digital information environment |
| title_auth | Marketing research in a digital information environment |
| title_exact_search | Marketing research in a digital information environment |
| title_full | Marketing research in a digital information environment Joseph F. Hair, Jr. ; Robert P. Bush ; David J. Ortinau |
| title_fullStr | Marketing research in a digital information environment Joseph F. Hair, Jr. ; Robert P. Bush ; David J. Ortinau |
| title_full_unstemmed | Marketing research in a digital information environment Joseph F. Hair, Jr. ; Robert P. Bush ; David J. Ortinau |
| title_short | Marketing research |
| title_sort | marketing research in a digital information environment |
| title_sub | in a digital information environment |
| topic | Informationstechnik stw Marktforschung stw Theorie stw Marketing research Marktforschung (DE-588)4037630-8 gnd |
| topic_facet | Informationstechnik Marktforschung Theorie Marketing research |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017108472&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT hairjosephf marketingresearchinadigitalinformationenvironment AT bushrobertp marketingresearchinadigitalinformationenvironment AT ortinaudavidj marketingresearchinadigitalinformationenvironment |