Verfügbarkeit: Marketing research

Marketing research:

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Bibliographische Detailangaben
1. Verfasser:	Shiu, Eric (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	London [u.a.] McGraw-Hill Higher Education 2009
Schlagworte:	Marketing research Marktforschung
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	XXVI, 774 S. Ill., graph. Darst. 27 cm
ISBN:	9780077117061 0077117069

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adam_text	Brief Table of Contents Preface Guided Tour Technology to enhance learning and teaching Acknowledgments About the Author PART1 Introduction to Marketing Research 1 Defining Marketing Research 2 The Marketing Research Process 3 Marketing Research and Technology PART 2 Research Methods 4 Secondary Research 5 Qualitative Research Methods: An Overview and Focus Group 6 Qualitative Research Methods: In-Depth Interviews and Projective Techniques 7 Quantitative Research Methods: Survey 8 Quantitative Research Methods: Experimental Design and Test Marketing Design 9 Qualitative and Quantitative Observation Techniques PART 3 Designs for Accurate Data 10 Questionnaire Design 11 Construct Development and Scale Measurement 12 Attitude Scale Design 13 Sampling Theory and Sample Size 14 Sampling Techniques and Sampling Plan PART 4 Data Preparation, Analysis and Reporting 15 Data Preparation 16 Basic Data Analysis and Hypothesis Testing Techniques 17 Bivariate Correlation and Regression Analysis Techniques 18 Multivariate Analysis: An Overview and Dependence Techniques 19 Multivariate Analysis: Interdependence Techniques and Structural Equation Modelling 20 Report Preparation and Presentation Appendix 1 Appendix 2 Appendix 3 Appendix 4 Appendix S Appendix 6 Glossary Bibliography Index XVI xix xxi XXIV XV 7 3 41 76 135 137 168 204 223 271 309 325 327 376 417 447 468 491 493 522 548 578 628 667 691 693 703 713 716 718 722 746 756 Detailed Table of Contents Preface xvi Marketing research Codes of Ethics 30 Guided Tour xix Emerging Trends 33 Technology to Enhance Learning Marketing Research In Action: and Teaching xxi Case 7: Red Bull 35 Acknowledgments xxiv Case 2: Continuing Case Study: Jimmy About the Author XV Spice s Restaurant 36 Summary of Learning Objectives 38 Part 1 Introduction to Marketing Research 7 Key Terms and Concepts 39 1 Defining Marketing Research 3 Review Questions 40 USING MARKETING RESEARCH FOR Discussion Questions 40 EFFECTIVELY REACHING AND MANAGING CUSTOMERS - ADIDAS S 2 The Marketing Research Process 41 FIFA WORLD CUP MARKETING USING THE RESEARCH PROCESS TO ADDRESS RESEARCH PROJECT IN FRANCE 3 MARKETING PROBLEMS - RE-LAUNCHING Definition and Usefulness of THE REXONA BRAND IN THE FRENCH Marketing Research 5 DEODORANT MARKET 41 Marketing Research and Marketing 6 Value of the Marketing Research Framework of Marketing Planning Process 44 and Research Activities 8 Changing View of the Marketing Situation Analysis 9 Research Process 44 Market Analysis 77 Determining the Need for Market Segmentation 12 Marketing Research 46 Competitive Analysis 12 Phases of the Marketing Research Programme Design 13 Process 50 Target Marketing 13 Transforming Raw Data into Positioning 13 Information 57 New Product Planning 14 Interrelatedness of the Steps Programme Development 14 and the Research Process 53 Product Portfolio Analysis 15 Phase 1: Determine the Research Distribution Decisions 16 Problem 54 Pricing Decisions 18 Step 1 : Identify and Clarify Integrated Marketing Management s Information Communication Decisions 19 Needs 54 Programme Tracking 20 Step 2: Specify the Research Programme Control 20 Questions and Define the Critical Information Analysis 21 Research Problem 58 The Marketing Research Industry 21 Step 3: Confirm Research Types of Marketing Research Firms 24 Objectives and Assess the Value Changing Skills for a Changing ofinformation 60 Industry 27 Phase II: Select the Appropriate Ethics in Marketing Research Research Design 67 Practices 27 Step 4: Determine the Research Unethical Activities by the Design and Data Sources 61 Research User 28 Step 5: Determine the Sampling Unethical Activities by the Plan and Sample Size 63 Research Provider 28 Step 6: Assess Measurement Unethical Activities by the Issues and Scales 64 Respondent 29 Step 7: Pretest the Questionnaire 65 DETAILED TABLE OF CONTENTS Phase III: Execute the Research Design 65 Step 8: Collect and Prepare Data 65 Step 9: Analyse Data 67 Step 10: Transform Data Structures into Information 67 Phase IV: Communicate the Research Results 67 Step 11 : Prepare and Present the Final Report to Management 67 Develop a Marketing Research Proposal 67 Marketing Research In Action: The JP Hotel Preferred Guest Card Marketing Research Proposal 69 Summary of Learning Objectives 71 Key Terms and Concepts 73 Review Questions 74 Discussion Questions 74 3 Marketing Research and Technology 76 TECHNOLOGY-ENABLED MARKET INTELLIGENCE ALLOWS AIRMILES TO COMPETE BETTER IN THE AIR 77 Introduction 77 Technology-Enabled Market Intelligence 78 Transforming Marketing Research into Technology-Enabled Market Intelligence 79 Strategic Use of Customer Information 80 Information Based on a Transactional Focus 81 Enterprise-wide Approach to the Use of Information 81 Deployment of Appropriate Technology 82 Data Collection in a Technology- Enabled Market Intelligence Environment 82 Technology-Enabled Business Intelligence 82 Approaches for Gathering BIP Data 83 Technology-Enabled Data- Management Process 83 Internet-Generated Customer Data 83 Data Warehousing 85 Types of Customer Data in Data Warehouse 86 Marketing Research Database 87 Purposes of a Marketing Research Database 89 Data Enhancement 90 Effective Development of Enhanced Databases 91 The Dynamics of Database Development 92 Rules of Thumb in Database Development 93 Database Technology 94 Data Mining 97 Data Mining Process 98 Database Modelling 700 Scoring Models 707 Lifetime Value Models 703 The Marketing Decision Support System 705 A Marketing Decision Support System Diagram 707 Information Requirements 708 Environmental Information 708 Distribution Partners 709 Business Intelligence 777 Transactional Data 7 77 Information Processing and the MDS 7 75 Statistical Software Systems 7 75 Managerial Function Software Systems 7 75 MDSS Models and Output 7 76 A MDSS Sales Analysis Output Example 7 78 Geographic Information Systems 7 78 Applications 727 MDSS and Queries as an Output Resource 727 Other Emerging Technological Trends 722 Web 2.0 722 Facebook 722 Second Life 723 Other Marketing Research Uses 724 Marketing Research in Action: Case V. Marketing Research Databases in the European Banking Industry 725 Case 2: Baltic Sea Region Geographic Information System 127 Summary of Learning Objectives 129 Key Terms and Concepts 131 Review Questions 131 Discussion Questions 132 Part 2 Research Methods 135 4 Secondary Research 137 KNOW YOUR CUSTOMER: MAKING THE MOST OF AN INFORMATION - RICH ENVIRONMENT 737 Customer-Generated Media - An Emerging Form of Secondary Data 738 The Nature and Scope of Secondary Data 740 DETAILED TABLE OF CONTENTS IX The Role of Secondary Data in Marketing Research 747 Secondary data and Customer- Centric Organizations 747 Secondary Data Research Tasks and the Marketing Research Process 742 Use and Evaluation of Secondary Data Sources 743 Traditional Internal Sources of Secondary Data 744 Types of Internal Secondary Data 744 Using and Extracting External Sources of Secondary Data 746 Planning for the External Secondary Data Search 746 Key Sources of External Secondary Data 747 International Standard Industrial Classification of All Economic Activities (ISIC) 748 Government Documents 757 Secondary Sources of Business Data 753 Statistical Sources of Secondary Data 755 Newspapers and Commercial Periodicals 755 Syndicated Sources of Secondary Data 755 Characteristics of Syndicated Data Sources 756 Consumer Panels 756 Store Audits 158 The Internet as a Growing Source of Secondary Data 759 The Future for Secondary Data Sources 767 Marketing Research in Action: Case 1: Secondary Research for Spain s Supermarket Chain Sector - the Role of Geodemographic Segmentation in Retail Location Strategy 163 Case 2: jimmy Spice s Restaurant Anticipating Expansion 165 Summary ď Learning Objectives 165 Key Terms and Concepts 167 Review Questions 167 Discussion Questions 167 5 Qualitative Research Methods: An Overview and Focus Group USING FOCUS GROUPS AND IN-DEPTH INTERVIEWS TO UNDERSTAND COMPUTER GAMERS The Value of Qualitative Research An Overview of Qualitative and Quantitative Research Methods Quantitative Research Methods 768 769 769 770 777 When to Use Quantitative Research Methods 772 Qualitative Research Methods 772 When to Use Qualitative Research Methods 773 Advantages and Disadvantages of Qualitative Research Methods 774 Focus Group Method 775 Nature of Focus Group Method 775 Uses of Focus Group Research 776 Conducting Focus Groups 779 Phase 1: Planning the Focus Group Study 779 Phase 2: Conducting the Focus Group Discussions 785 Phase 3: Analysing and Reporting the Results 790 Reporting Focus Group Results 792 Format of the Report 792 Advantages of Focus Groups 793 New Ideas, Thoughts and Feelings 793 Underlying Reasons for Behaviour 793 Client Participation 793 Breadth of Topics Covered 794 Special Market Segments 794 Disadvantages of Focus Groups 794 Low Generalizabi lity of Results 794 Questions of Data Reliability 794 Subjectivity of Interpretations 795 High Cost Per Participant 795 Online Focus Groups 796 Offline versus Offline Focus Group Research 797 Marketing Research In Action: Using Focus Group And In-Depth Interview Methods For Kids Market Research In Ukraine 199 Summary of Learning Objectives 200 Key Terms and Concepts 202 Review Questions 202 Discussion Questions 203 6 Qualitative Research Methods: In-Depth Interviews and Projective Techniques 204 MAKING FULL USE OF IN-DEPTH INTERVIEWS 205 In-Depth Interviews 205 Skills Required for Conducting an In-Depth Interview 207 Advantages of In-Depth Interviews 208 Disadvantages of In-Depth Interviews 208 Steps in Conducting an in-Depth Interview 208 DETAILED TABLE OF CONTENTS Special Types of In-Depth Interview Method 270 Executive Interview 270 Experience Interview 270 Protocol Interview 270 Articulative Interview 277 Projective Techniques 272 Marketing Research In Action: Using Projective Techniques For e-Business Research In Ireland And New Zealand 2 7 б Summary of Learning Objectives 220 Key Terms and Concepts 221 Review Questions 221 Discussion Questions 222 7 Quantitative Research Methods: Survey 223 THE SONY ERICSSON MOBILE PHONE MARKET STUDY 223 Value of Survey Method 225 Interrelatedness of Descriptive Research Design and Survey Method 225 Overview of Survey Method 226 Advantages of the Survey Method 226 Disadvantages of the Survey Method 227 Types of Error in the Survey Method 228 Sampling Error 228 Non-Sampling Error 229 Respondent Error 230 Measurement and Design Error 232 Faulty Problem Definition Error 234 Researcher s Administrative Error 234 Types of Survey Method 237 Person-Administered Survey 238 Telephone-Administered Surveys 240 Self-Administered Survey 246 Online Survey 250 Factors of Selecting the Appropriate Type for Survey Method 255 Situational Factors 256 Task Factors 257 Respondent Factors 258 Marketing Research In Action: Case 7: The Finnish Sulake Company s Surveys On The Global Teen Market 263 Case 2: Determining The Appropriate Type Of Survey Method For The JP Hotel Preferred Guest Card Research Project 264 Summary of Learning Objectives 267 Key Terms and Concepts 268 Review Questions 269 Discussion Questions 269 8 Quantitative Research Methods: Experimental Design and Test Marketing Design 277 WEETOS MULTIGRAIN STARS: USING TEST MARKETING TO GAUGE NEW PRODUCT ACCEPTANCE 272 Value of Experimentation and Test Marketing 273 The Nature of Experimentation 273 Types of Variables Used in Experimental Designs 274 The Role of Theory in Experimental Designs 277 Validity Concerns with Experimental Designs 278 Reliability of Experimental Research Designs 284 Improving the Internal and External Validity of Experimental Designs 285 Types of Experimental Research Designs 286 Pre-experimental Designs 286 True Experimental Designs 288 Quasi-Experimental Designs 290 Field Experiment 292 Factorial Design 293 Latin Square Design 294 Considerations in Using Field Experiments 295 Validity Consensus 295 Test Marketing 296 Traditional Test Markets 296 Controlled Test Markets 298 Electronic Test Markets 299 Simulated Test Markets 299 Web-based TV Test Markets 300 Virtual Test Markets 307 Other Issues in Test Marketing 303 Marketing Research In Action: From Computer Gaming Technology To The Building of Virtual Test Store - Introducing The Shelf Aware Package Developed In Oslo, Norway 304 Summary of Learning Objectives 306 Key Terms and Concepts 307 Review Questions 307 Discussion Questions 308 9 Qualitative and Quantitative Observation Techniques 309 SPSL - EUROPE S LARGEST COMPANY SPECIALIZING IN RETAIL OBSERVATION RESEARCH 309 Overview of Observation Techniques 370 DETAILED TABLE OF CONTENTS Xl Appropriate Conditions for Using Observation Techniques Information Condition Type-of-Data Condition Time-Frame Condition Setting Condition Unique Characteristics of Observation Techniques Directness of Observation Subjects Awareness of Being Observed Structure of Observation Type of Observing Mechanism Techniques Used in Measuring Physiological Action and Reaction Selecting an Appropriate Observation Technique Strengths and Weaknesses of Observation Techniques Marketing Research In Action: Thomas Pink Truly In The Pink Summary of Learning Objectives Key Terms and Concepts Review Questions Discussion Questions Part 3 Designs for Accurate Data 10 Questionnaire Design GETTING PROSPECTIVE RESPONDENTS TO ANSWER OUR QUESTIONS Value of Questionnaires in Marketing Research Theoretical Principles of Questionnaire Design Theoretical Components of a Questionnaire Description Versus Prediction Accuracy Versus Precision The Value of a Good Survey Instrument 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 Factors for Developing Good Cover Letters Other Documents Associated with Questionnaire Design Supervisor Instructions Interviewer Instructions Screening Forms 362 377 Quota Forms 364 377 Rating Cards 364 372 Call Record Sheets 366 372 Marketing Research In Action: 372 Continuing Case Study Designing A Questionnaire To Assess The Dining 372 Out Habits And Patterns Of 373 Jimmy Spice s Restaurant Customers 368 Summary of Learning Objectives 373 314 Key Terms and Concepts 374 314 Review Questions 375 315 Discussion Questions 375 318 11 Construct Development and Scale Measurement 379 CUSTOMER LOYALTY CONSTRUCT, STORE LOCATION AND SALES POTENTIAL OF 376 320 BURGER KING CORPORATION 377 Value of Measurement within 322 Information Research 378 323 Overview of the Measurement 323 Process 378 323 Construct Development 379 324 Abstractness of the Construct 380 Determining Dimensionality of the Construct 381 325 Assessing Construct Validity 382 327 Construct Operationalization 383 Basic Concepts of Scale 328 Measurement 385 Types of Data Collected in 328 Research Practices 385 The Nature of Scale 329 Measurement 388 Properties of Scale 329 Measurements 388 333 Assignment 389 333 Levels of Scales 390 Nominal Scales 391 334 Ordinal Scales 392 True Class Interval Scales 393 335 Hybrid Ordinally-lnterval Scales 394 340 Ratio Scales 397 Development and Refinement of 340 Scaling Measurements 398 350 Some Criteria for Scale 350 Development 399 Marketing Research In Action: 350 Customer Loyalty Index - Part 1 409 Summary of Learning Objectives 411 359 Key Terms and Concepts 414 359 Review Questions 414 360 Discussion Questions 415 DETAILED TABLE OF CONTENTS 12 Attitude Scale Design 477 ATTEMPTS FROM BOTH SIDES OF THE ATLANTIC TO DEFINE AND MEASURE THE ATTITUDE SCALE OF CONSUMER ENGAGEMENT 477 Value of Attitude Measurement in Information Research 479 The Nature of Attitudes and Marketplace Behaviours 479 Components of Attitudes 479 Scales to Measure Attitudes 427 Likért Scale 427 Semantic Differential Scale 423 Behaviour Intention Scale 428 Strengths and Weaknesses of Attitude Scale Measurements 430 Other Types of Comparative and Non-Comparative Scale Formats 432 Comments on Single-Item and Multiple-Item Scales 437 Recap of Key Measurement Design Issues 438 Marketing Research In Action: Customer Loyalty Index - Part 2 441 Summary of Learning Objectives 442 Key Terms and Concepts 444 Review Questions 445 Discussion Questions 445 13 Sampling Theory and Sample Size 447 SAMPLING DESIGN OF THE EXPENDITURE AND FOOD SURVEY IN THE UK 447 Value of Sampling in Marketing Research 448 Sampling as a Part of the Research Process 449 Overview: The Basics of Sampling Theory 450 Basic Sampling Terminology 450 The Main Factors Underlying Sampling Theory 452 Central Limit Theorum 454 Theoretical Tools Used to Assess the Quality of Samples 454 Statistical Precision 456 Estimated Standard Error 457 Confidence Interval 457 Random Sampling and Sample Sizes 459 Sample Size and Small Finite Populations 460 Non-Probability Sampling and Sample Size 462 Final Versus Initial Sample Size 463 Marketing Research In Action: Sampling And Non-Sampling Errors in The Expenditure And Food Survey 464 Summary of Learning Objectives 465 Key Terms and Concepts 466 Review Questions 467 Discussion Questions 467 14 Sampling Techniques and Sampling Plan 468 TOUGH RESEARCH LIFE! IMPLEMENTING A MULTI-COUNTRY QUOTA SAMPLING SURVEY IN FRANCE, GERMANY AND SPAIN IN A WEEKEND S TIME 468 The Value of Sampling Techniques in Marketing Research 469 Types of Probability Sampling Designs 477 Simple Random Sampling 477 Systematic Random Sampling 472 Stratified Random Sampling 474 Cluster Sampling 477 Types of Non-Probability Sampling Designs 480 Convenience Sampling 480 Judgement Sampling 487 Quota Sampling 487 Snowball Sampling 482 Determining the Appropriate Sampling Design 483 Research Objectives 483 Degree of Accuracy 484 Resources 484 Time Frame 484 Knowledge of the Target Population 484 Scope of the Research 484 Statistical Analysis Needs 484 Steps in Developing a Sampling Plan 484 Step 1 : Define the Target Population 485 Step 2: Select the Data Collection Method 485 Step 3: Identify the Sampling Frame(s) Needed 486 Step 4: Select the Appropriate Sampling Technique 486 Step 5: Determine Necessary Sample Sizes and Overall Contact Rates 486 Step 6: Create and Operating Plan for Selecting Sampling Units 486 Step 7: Execute the Operational Plan 486 Marketing Research In Action: Developing A Sampling Plan For DETAILED TABLE OF CONTENTS ХШ A New Menu Initiative Survey For Jimmy Spice s Restaurant Summary of Learning Objectives Key Terms and Concepts Review Questions Discussion Questions Part 4 Data Preparation, Analysis and Reporting 15 Data Preparation SCANNER TECHNOLOGY AND DATA PREPARATION Value of Preparing the Collected Data Data Validation Data Editing Recording of Responses to Forced-Choice Questions Recording of Responses to Open-Ended Questions Data Coding Coding of Forced-Choice Questions Coding of Open-Ended Questions Data Entry Error Detection Data Tabulation One-Way Tabulation Cross-Tabulation Descriptive Statistics Graphical Illustration of Data Marketing Research in Action: Data Analysis Case: Delicatessen Delight Summary of Learning Objectives Key Terms and Concepts Review Questions Discussion Questions 16 Basic Data Analysis and Hypothesis Testing Techniques 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 487 Central Tendency 537 488 Measures of Dispersion 532 488 Range 532 489 Standard Deviation 533 489 SPSS Applications - Measures of Dispersion 534 Hypothesis Testing 535 491 Independent Versus Related 493 Samples 535 Developing Hypotheses 535 493 Statistical Significance 537 Analysing Relationships of Sample 494 Data 538 494 Sample Statistics and Population 496 Parameters 538 Univariate Tests of Significance 539 496 SPSS Application - Univariate Hypothesis Test 540 496 Bivariate Hypothesis Tests 541 502 Using the ŕ-Test to Compare Two Means 541 502 SPSS Application - Independent Samples t-Test 541 502 SPSS Appication - Paired Samples 505 t-Test 542 507 Marketing Research In Action: 509 Best Western 544 5Ю Summary of Learning Objectives 545 512 Key Terms and Concepts 546 513 Review Questions 546 515 Discussion Questions 546 516 17 Bivariate Correlation and Regression 520 Analysis Techniques 548 521 COMPANIES ARE NOT ANALYSING THEIR 521 CUSTOMER DATA 549 521 Relationships between Variables 549 Using Covariation to Describe Variable Relationships 550 522 Measuring the Relationship 554 Pearson Correlation Analysis 556 523 SPSS Application - Pearson Correlation Analysis 556 523 Coefficient of Determination 558 524 Spearman Correlation Analysis 558 524 SPSS Application - Spearman 526 Correlation Analysis 558 526 Chi-Square Analysis 560 Substantive Significance versus 528 Statistical Significance 563 529 Bivariate Regression Analysis 564 529 Fundamentals of Regression Analysis 565 530 Regression Coefficients 567 530 Regression Errors 567 XIV DETAILED TABLE OF CONTENTS SPSS Application - Bivariate Regression 569 Significance 577 Marketing Research In Action: Qualkote Manufacturing s Customer Satisfaction Study 573 Summary of Learning Objectives 575 Key Terms and Concepts 576 Review Questions 576 Discussion Questions 576 18 Multivariate Analysis: An Overview and Dependence Techniques 578 MULTIVARIATE METHODS IMPACT OUR LIVES EVERY DAY 579 Value of Multivariate Analysis 579 Classification of Multivariate Techniques 587 Dependence and Interdependence Techniques 587 Influence of Measurement Scales 582 Dependence Techniques with Metric Dependent Variables 583 Multiple Regression Analysis 583 Statistical Significance 584 Substantive Significance 585 SPSS Application - Multiple Regression 585 The Use of Dummy Variables in Multiple Regression 588 SPSS Application - Use of Dummy Variables in Regression 588 Multicollinearity and Multiple Regression Analysis 590 Analysis of Variance (ANOVA) 592 η -Way ANOVA 594 SPSS Application - ANOVA 594 Multivariate Analysis of Variance (MÁNOVA) 597 Conjoint Analysis 597 Key Terms and Issues Involved in Conjoint Analysis 597 Collecting Preference Evaluation from Repondents 598 Estimation of Part-Worths 598 An Illustrative Example of Conjoint Anlaysis 599 Calculation of Utilities 599 Market Simulations 607 Determination of Optimal Product Design Strategy 607 Dependence Techniques with Non-Metric Dependent Variables 603 Discriminant Analysis 603 Logistic Regression 670 Poisson Regression 676 Major Assumptions of Poisson Regression 676 Application of Poisson Regression 677 Overdispersion Problem 677 An Illustrative Example of Poisson Regression 677 Marketing Research In Action: Examining Restaurant Image Positions For LBD In France 621 Summary of Learning Objectives 625 Key Terms and Concepts 626 Review Questions 626 Discussion Questions 627 19 Multivariate Analysts: Interdependence Techniques and Structural Equation Modelling 628 UNCOVER THE TRUE SCENE OF THE FOREST FROM THE MOUNTAIN OF TREES 629 Interdependence Techniques 629 Factor Analysis 630 Cluster Analysis 638 Perceptual Mapping 647 Structural Equation Modelling 648 Application of Structural Equation Modelling 650 An Illustrative Example of Structural Equation Modelling 652 Results 654 Marketing Research In Action: Case 1: Cluster Analysis Of Spanish Retail Landscape 658 Case 2: Combining Cluster Analysis And Discriminant Analysis To Study European Consumer Adoption of DVD Recorders 660 Summary of Learning Objectives 665 Key Terms and Concepts 665 Review Questions 666 Discussion Questions 666 20 Report Preparation and Presentation 667 HOW WOULD YOU SCORE ON YOUR RESEARCH PRESENTATION? 667 Value of Report Preparation and Presentation 668 Objectives of the Marketing Research Report 668 Effective Communication of the Findings 668 Accurate Interpretation of the Findings 669 DETAILED TABLE OF CONTENTS XV Establishment of Credibility of the Research Project 670 Use as a Future Reference Document 677 Format of the Marketing Research Report 677 Title Page 677 Table of Contents 672 Executive Summary 672 Introduction 672 Research Design 673 Data Analysis and Findings 673 Conclusions and Recommendations 674 Limitations 675 Appendixes 676 Common Problem Areas in Preparing the Marketing Research Report 677 The Critical Nature of Presentations 678 Presenting Marketing Research Results 678 General Guidelines for Preparing the Visual Presentation 678 Using Computer Software to Develop Presentations 679 Marketing Research In Action: Mobile Phone Consumer Research In Switzerland: Writing A Research Report And Preparing A Powerpoint Slide Presentation 683 Summary of Learning Objectives 688 Key Terms and Concepts 689 Review Questions 689 Discussion Questions 690 Appendix 1 Appendix 2 Appendix 3 Appendix 4 Appendix 5 Appendix 6 Glossary Bibliography Index 697 693 703 713 776 778 722 746 756
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title_exact_search	Marketing research
title_full	Marketing research Eric Shiu ...
title_fullStr	Marketing research Eric Shiu ...
title_full_unstemmed	Marketing research Eric Shiu ...
title_short	Marketing research
title_sort	marketing research
topic	Marketing research Marktforschung (DE-588)4037630-8 gnd
topic_facet	Marketing research Marktforschung
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017691632&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT shiueric marketingresearch

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