Exploring marketing research:
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| Main Authors: | , |
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| Format: | Book |
| Language: | English |
| Published: |
Mason, Ohio
Thomson, South-Western
2007
|
| Edition: | 9. ed., internat. student ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XXI, 698 S. Ill., graph. Darst. |
| ISBN: | 0324320884 |
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| 100 | 1 | |a Zikmund, William G. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Exploring marketing research |c William G. Zikmund ; Barry J. Babin |
| 250 | |a 9. ed., internat. student ed. | ||
| 264 | 1 | |a Mason, Ohio |b Thomson, South-Western |c 2007 | |
| 300 | |a XXI, 698 S. |b Ill., graph. Darst. | ||
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CDNŤk
NTS
PARTI
INTRDDUCTIDN
Preface,
xv
Chapter I The Role of Marketing Research,
2
Introduction,
з
The Nature of Marketing Research,
4
Marketing Research Defined,
5
Applied and Basic Marketing Research,
6
Research Snapshot Good Fat and Bad Fat,
6
Tlie
Scientific Method,
7
The Marketing Concept,
7
Customer Orientation,
8
Ltmg-Run Profitability,
9
A Cross-Functional Effort,
9
Keeping Customers and Building Relationships,
10
Marketing Research: A Means for Implementing
the Marketing Concept,
I
1
Research Snapshot Harley-Davidson Goes Abroad,
11
The Managerial Value of Marketing Research for Strategic
Decision Making,
12
Identifying and Evaluating Opportunities,
13
Analyzing and Selecting Target Markets,
13
Planning and Implementing a Marketing Mix,
14
Research Snapshot Business Class Success?,
15
Research Snapshot Disney Distribution,
16
Analyzing Marketing Performance,
18
When is Marketing Research Needed?,
19
Time Constraints,
19
Research Snapshot Swifter or Swiffer?,
19
Availability of Data,
20
Sature
of the Decision,
20
Benefits versus Costs,
20
Marketing Research in the Twenty-First Century,
21
Communication Technologies,
2
1
Global Marketing Research,
21
Research Snapshot Jacques Daniels,
22
Summary,
22
Key Terms and Concepts,
23
Questions for Review and Critical Thinking,
24
Research Activities,
24
Video Case
1.1
Krispy
Kreme,
24
Video Case
1.2
Ben
&
Jerry s,
25
Chapter
2
Information
Systems and Knowledge
Management, 2G
Introduction,
27
Information, Data, and Intelligence,
27
The Characteristics of Valuable Information,
27
Relevance,
28
Quality,
28
Timeliness,
29
Completeness,
29
Knowledge Management,
29
Global Information Systems,
30
Research Snapshot RFID Technology Gets
Cheaper—Marketing Knowledge Grows,
30
Decision Support Systems,
31
Databases and Data Warehousing,
32
Input Management,
32
Research Snapshot Are Marketers
Clairvoyant?,
32
Computerized Data Archives,
35
Research Snapshot Staying Home at
Home Depot,
35
Research Snapshot We Are Resetting Our Clocks to Real
Time,
36
Setworks and Electronic Data Interchange,
38
The Internet and Research,
38
What Exactly is the Internet?,
39
How is the Internet Useful in Research?,
39
Navigating the Internet,
40
Contents
Interactive Media
and Environmental Scanning,
40
Information
Technology,
41
Intranets, 42
Internet!, 42
Summary,
43
Key
Terms and Concepts,
44
Questions for
Review
and Critical Thinking,
44
Research Activities,
44
Case
2.1
Harvara
Cooperative Society,
45
Video Case
2.2
Wine.com,
45
Video Case
2.5
IBM: Enterprise Resource Planning,
46
Chapter
3
The Marketing Research Process,
47
Introduction,
48
Decision Making,
48
Certainty,
49
Uncertainty,
49
Ambiguity,
49
Types of Marketing Research,
50
Exploratory Research,
51
Descriptive Research,
51
Research Snapshot Cute, Funny, or Sexy? What Makes a
Mascot Tick?,
52
Causal Research,
53
Research Snapshot Whines for Wines,
53
Uncertainty Influences theType of Research,
57
Stages in the Research Process,
58
Alternatives in the Research Process,
59
Defining the Research Objectives,
59
Research Snapshot Nothing So Practical as Theory?,
63
Planning the Research Design,
64
Sampling,
65
Research Snapshot Rolling Rock,
66
Gathering Data,
67
Processing and Analyzing Data,
67
Drawing Conclusions and Preparing a Report,
68
The Research Program Strategy,
68
Summary,
69
Key Terms and Concepts,
69
Questions for Review and Critical Thinking,
70
Research Activities,
70
Video Case
3.1
Black Forest Motors/Mercedes-Benz,
γι
Video Case
3.2
Fisher-Price Rescue Heroes,
71
Chapter
4
The Human Side of Marketing Research:
Organizational and Ethical Issues,
72
Who Does the Research?,
73
Organizational Structure of Marketing Research,
74
Marketing Research Jobs,
75
Tlie
Director
o/Marketing
Research as a Manager,
76
Sources of Conflict between Marketing Management and
Marketing Research,
77
Research Snapshot Marketing Research Pays,
78
Reducing the Conflict between Management and Researchers,
80
Research Snapshot Seat-of-the-Pants Marketing,
80
Cross-Functional Teams,
82
Research Suppliers and Contractors,
83
Syndicated Service,
83
Standardized Research Services,
83
Limited Research Seri ice Companies and Custom Research,
84
Research Snapshot Finding
Häagen-Dazs in
China,
84
Ethical Issues in Marketing Research,
85
Ethical Questions Are Philosophical Questions,
86
General Rights and Obligations of Concerned Parties,
86
Rights and Obligations of the Research Participant,
87
Research Snapshot
Kidstuff
can be Complicated!,
90
Rights and Obligations of the Researcher,
91
Research Snapshot Is it Right, or Is it Wrong?,
92
Research Snapshot Power Selling: An Ethical Dilemma?,
94
Rights and Obligations of the Client Sponsor (User),
97
Privacy,
98
Privacy on the Internet,
98
A Final Note on Ethics,
98
Summary,
99
Key Terms and Concepts,
100
Questions for Review and Critical Thinking,
100
Research Activities,
101
Case
4.1
Global Eating,
101
Case
Ą.2
Big Brother is Watching?,
101
PART
2
BEGINNING STAGES DF THE RESEARCH PROCESS
Chapter
5
Problem Definition: Jump-Starting
the Research Process,
103
The Nature of Marketing Problems,
104
Importance of Starting tvith a Good Problem Definition,
104
Problem Complexity,
104
Research Snapshot Good Answers, Bad Questions?,
105
The Problem-Definition Process,
107
Problems Mean Gaps,
107
The Problem-Definition Process Steps,
108
Understand the Business Decision,
108
Research Snapshot Gaming and Planning: How to get It
Right,
108
Research Snapshot Opportunity Is a Fleeting Thing,
111
Identifying the Relevant Issues from the Symptoms, 1
12
Writing Managerial Decision Statements and Corresponding
Research Objectives,
112
Determine the Unit of Analysis,
114
Determine Relevant Variables, It
4
Write Research Objectives and Questions,
117
Research Snapshot Pricing Turbulence,
117
Contents
vii
Clarity in Research Questions and Hypotheses,
118
How Much Time Should Be Spent on Problem
Definition?,
119
The Research Proposal,
119
The Proposal as a Planning Tool,
119
Tlie
Proposal as a Contract,
121
Anticipating Outcomes,
123
Summary,
124
Key Terms and Concepts,
125
Questions for Review and Critical Thinking,
125
Research Activities,
126
Case
5.1
E-ZPass.126
Case
5.2
Cane s Goes International,
127
Case
5.3
Mario Lagasto s Italian Restaurant,
127
Video Case
5.4
Burton Snowboards,
127
Chapter
Б
Qualitative Research Tools, IZ3
What is Qualitative Research?,
129
Describing
Qualitative
Research,
129
Qualitative versus Quantitative Research,
130
Research Snapshot Surprises at P&G!,
131
Research Snapshot Listening—Here s johnny!,
132
Qualitative Research Orientations,
135
Phenomenology,
136
Research Snapshot When Will I Ever Learn? ,
136
Ethnography,
137
Grounded Theory,
138
Case Studies,
138
Research Snapshot It s Like Riding a Bike!,
139
Common Techniques Used in Qualitative Research,
140
What is a Focus Group Interview?,
141
Research Snapshot Overworked and Overpaid? Ethical
Issues in Choosing Focus Group Respondents,
144
Depth Intervieifs,
149
Conversations,
150
Free-Association/Sentence Completion Method,
151
Research Snapshot Let the Computer do Your Reading!,
152
Exploratory Research in Science and in Practice,
153
Misuses of Exploratory and Qualitative Research
, 153
Summary,
155
Key Terms,
156
Questions for Review and Critical Thinking,
156
Research Activities,
157
Case
6.1.
Disaster and Consumer Value,
157
Video Case
6.2
Upjohn s Rogaine,
157
Video Case
6.3
Goya,
158
Video Case
6.4
Edward Jones,
158
Chapter
7
Secondary Data Research
in a Digital Age,
159
Secondary Data Research,
160
Advantages,
160
Disadvantages,
160
Typical Objectives for Secondary-Data Research Designs,
163
Fact-Finding,
163
Research Snapshot New Trends—Music for
Mobile Phones,
164
Model Building,
165
Data Mining,
168
Datahase
Marketing and Customer Relationship
Management,
169
Research Snapshot Mining Data from Blogs,
169
Sources of Secondary Data,
170
Sources of Internal and Proprietary Data,
170
External Data:
Tlie
Distribution System,
171
Information as a Product and Its Distribution Channels,
171
Research Snapshot
Pulte
Homes Builds on Its Customer
Data,
171
Research Snapshot Associations See Half-Empty
Beer Stein,
176
Research Snapshot Fandango and Nielsen Keeping an Eye
on Moviegoers,
177
Single-Source Data-Integrated Information,
178
Sources for Global Research,
178
Research Snapshot Around the World of Data,
179
Summary,
180
Key Terms and Concepts,
181
Questions for Review and Critical Thinking,
181
Research Activities,
182
Case
7.1
Demand for Gas Guzzlers,
182
Video Case
7.2
FedEx Corporation,
182
PART3
RESEARCH DESIGNS FDR COLLECTING PRIMARY DATA
Chapter
8
Survey Research:
Ån
Overview.
185
The Nature of Surveys,
186
Survey Objectives .Type of Information Gathered,
186
Advantages of Surveys,
187
Errors in Survey Research,
187
Research Snapshot Measuring Demand for HDTV,
187
Random Sampling Error,
188
Systematic Error,
188
Respondent Error,
189
Sonrcsponsc Error,
Î89
Research Snapshot Overestimating Patient Satisfaction,
189
Response Bias,
190
Research Snapshot My Opinion? It Depends on
Your Words,
191
Administrative Error,
193
Data-Processing Error,
193
Contents
Sampie
Selection Error,
194
Interviexi er Error,
í
94
Interviewer Cheating,
194
Rule-of-Thumb Estimates for Systematic Error,
194
What Can Be Done to Reduce Survey Error?,
195
Classifying Survey Research Methods,
195
Research Snapshot The Mere-Measurement Effect,
195
Structured and Disguised Questions,
196
Temporal Classification,
196
Total Quality Management and Customer
Satisfaction Surveys,
198
WhM Is Quality?,
198
Internal and External Customers,
199
Implementing Total Quality Management,
í
99
Research Snapshot Fairfax Library s Survey for
Satisfaction,
199
Summary,
203
Key Terms and Concepts,
203
Questions for Review and Critical Thinking,
204
Research Activities,
204
Case
8.1
SAT and ACT Writing Tests,
205
Case
8.2
Turner s Department Store,
205
Video Case
8.3
The Walker Information Group,
206
Chapter
9
Survey Research: Basic Methods
of Communication with Respondents,
207
Media Used to Communicate with Respondents,
208
Human Interactive Media and Electronic Interactive Media,
208
Nonintetactwe Media,
208
Personal Interviews,
209
Advantages of Personal Interviews,
209
Research Snapshot M:Metrics Finds Consumers on the Web
and on the Phone,
209
Research Snapshot General Social Survey Goes
Face-to-Face,
210
Disadvantages of Personal Interviews,
211
Door-to-Door Internal s and Shopping Mall Intercepts,
212
Research Snapshot Matters of Taste,
213
Global Considerations,
214
Telephone Interviews,
214
Characteristics of Telephone Interviews,
214
Central Location Interviewing,
211
Computer-Assisted Telephone Interviewing,
217
Research Snapshot Automating Phone Surveys
of Teens,
217
Computerized Voice-Activated Telephone Interview,
218
Global Considerations,
218
Self-Administered Questionnaires,
218
Mail Questionnaires,
219
Response Rates,
220
Inaeasing Response Rates for Mail Surveys,
221
Global Considerations,
224
Self-Administered Questionnaires Using Other Forms
of Distribution,
224
Fax Surveys,
225
E-Mail Surveys,
225
Internet Surveys,
226
Research Snapshot Personalizing E-mail Invitations,
227
Kiosk Interactive Surveys,
230
Survey Research Timt Mixes Modes,
230
Selecting the Appropriate Survey Research Design,
230
Pretesting,
232
Ethical Issues in Survey Research,
232
Summary,
232
Key Terms and Concepts,
233
Questions for Review and Critical Thinking,
233
Research Activities,
234
Case
9.1
National Do Not Call Registry,
234
Case
9.2
Royal Bee Electric Fishing Reel,
235
Chapter ID Observation,
23Б
Observation in Marketing Research,
237
What Can Be Observed?,
231
The Nature of Observation Studies,
238
Observation of Human Behavior,
238
Research Snapshot This Trend Brought to You by DDB
SignBank,
238
Complementary Evidence,
239
Direct Observation,
240
Research Snapshot Hand Washing Overreported, Says
Observational Research,
241
Combining Direct Observation and Interviewing,
242
Ethical Issues in the Observation of Humans,
242
Observation of Physical Objects,
243
Content Analysis,
244
Mechanical Observation,
244
Television Monitoring,
244
Research Snapshot
Mobiltrak
Reads Radios,
245
Monitoring Website Traffic,
246
Scanner-Based Research,
247
Research Snapshot
Klipmart
Watches Ad Viewership
Online,
247
Research Snapshot IRI Scanner Data Link Sales
to Laws,
248
Measuring Physiological Reactions,
249
Summary,
250
Key Terms and Concepts,
251
Questions for Review and Critical Thinking,
251
Case
10.1
Mazda and Syzygy,
252
Case
10.2
Texas Instruments and E-Lab,
252
Case
10.3
Tulsa s Central Business District (A),
253
Chapter It Experimental Research:
An Overview,
255
The Nature of Experiments,
256
An Illustration: Does Color Cause Preference?,
256
Independent Variables,
257
Experimental Outcome
, 258
Independent Variable Main Effects and Interaction,
258
Contents
Basic
Issues
in
Experimental
Design, 259
Manipulation of the Independent
Variable, 259
Research Snapshot Does Promotion Cause
Intoxication?,
260
Selection and Measurement of the Dependent Variable,
261
Selection and Assignment of Test Units,
262
Demand Characteristics,
265
Wliat are Demand Characteristics?
, 265
Experimenter Bias and Demand Effects,
265
Hawthorne Effect,
266
Reducing Demand Characteristics,
266
Establishing Control,
268
Problems Controlling Extraneous Variables,
268
Ethical Issues in Experimentation,
268
Fundamental Questions in Experimentation,
269
Bask versus Factorial Experimental Designs,
269
Laboratory Experiments,
269
Field Experiments,
270
Between-Subjects Designs,
271
Research Snapshot The Hidden in Hidden Valley Ranch,
271
Issues of Experimental Validity,
272
Internal Validity,
272
Research Snapshot Celling Experiments,
273
External Validity,
275
Trade-Offs Between Internal and External Validity,
275
Classification of Experimental Designs,
276
Symbolism for Diagramming Experimental Designs,
276
Tiiree Examples of Quasi-Experimental Designs,
276
Tliree Alternative Experimental Designs,
277
Time Series Designs,
279
Complex Experimental Designs,
280
Summary,
281
Key Terms and Concepts,
28г
Questions for Review and Critical Thinking,
282
Research Activities
, 282
Case
11.1
Examining Product Failure at No-Charge Electronics,
282
Case
11.2
Tooheys,
283
Chapter
12
Test-Markets and Experimental
Design,
284
Using Test-Markets,
285
Effective Uses ofTest-marketing,
285
Advantages ofTest-marketing,
287
Research Snapshot Test-marketing Channels,
287
Disadvantages ofTest-marketing,
288
Research Snapshot The Fast-Food Tests Race On!,
288
Research Snapshot Testing all the Circuits is Costly at
Circuit City,
289
Wlien Not to Test-market,
290
Selecting a Test-Market,
291
U.S. Test-market Cities,
291
International Test-markets,
292
Factors to Consider in Test-market Selection,
293
Estimating Sales Volume: Some Problems,
294
Overatteution,
295
Unrealistic Store Conditions,
295
Reading the Competitive Environment Incorrectly,
295
Incorrect Volume Forecasts,
295
Time Lapse,
295
Projecting Test-Market Results,
296
Consumer Surveys,
296
Straight Trend Projections,
296
Ratio of Test Product Sales to Total Company Sales,
296
Market Penetration
χ
Repeat-Purchase Rate,
296
Alternative Test-Market Methods,
297
Standard and Control Methods,
297
High-Technology Systems Using Scanner Data,
298
Simulated Test-markets,
298
Virtual-Reality Simulations,
299
Research Snapshot Testing in a Virtual World,
299
Complex Experimental Designs,
300
Completely Randomized Design,
300
Randomized-block Design,
301
Factorial Designs,
301
Research Snapshot A Lethal Interaction,
303
Litin
Square Design,
304
Summary,
305
Key Terms and Concepts,
305
Questions for Review and Critical Thinking,
305
Research Activities,
306
Case
12.1
Bueno
Chiles
Rellenos,
306
PARTA
MEASUREMENT CDNCEPTS
Chapter
13
Measurement,
ЗОВ
What Do I Measure?,
309
Concepts,
311
Operational Definitions,
311
Research Snapshot Measuring Yahoo! Impact,
312
Levels of Scale Measurement,
313
Nominal Scale,
313
Ordinal Scale,
315
Interval Scale,
315
Ratio Scale,
3
í
6
Mathematical and Statistical Analysis of Scales,
316
Research Snapshot Football Follies,
317
Index Measures,
319
Indexes and Composites,
319
Computing Scale Values,
320
Contents
Three Criteria for Good Measurement,
321
Reliability,
321
Research Snapshot Recoding Made Easy,
321
Validity,
323
Reliability versus Validity,
324
Sensitivity,
324
Summary,
325
Key Terms and Concepts,
325
Questions for Review and Critical Thinking,
326
Research Activities,
326
Case
13.1
FlyAway Airways,
32/
Chapter
14
Attitude Measurement,
329
Attitudes in Marketing Research,
330
Attitudes as Hypothetical
Construas,
330
Importance of Measuring Attitudes,
330
Techniques for Measuring Attitudes,
331
Research Snapshot This Hypothetical Construct Is a
Four-Letter Word,
331
Attitude Rating Scales,
332
Simple Attitude Scales,
332
Category Scales,
332
Method of
Summated
Ratings:
Tlie
Likért
Scale,
333
Research Snapshot Attitudes of the Rich,
333
Semantic Differential, 33S
Numerical Scales,
337
Stapel
Scale,
331
Constant-Sum Scale,
337
Graphic Rating Scales,
338
Research Snapshot A Measuring Stick for Website
Usability,
338
Tkurstone Interval Scale,
340
Research Snapshot How Much Is a Healthy
Home Worth?,
340
Measuring Behavioral Intention,
341
Behavioral Differential,
342
Ranking,
342
Paired Comparisons,
342
Sorting,
343
Randomized Response Questions,
343
Other Methods of Attitude Measurement,
344
Selecting a Measurement Scale: Some Practical
Decisions,
345
Ranking, Sorting, Rating, or Choice Technique?,
345
Monadic or Comparative Scale?,
345
Wiat
Type oj Category Labels, If Any?,
346
How Many Scale Categories or Response Positions?,
346
Balanced or Unbalanced Rating Scale?,
346
Research Snapshot Skip the
Pâté,
We re Ordering
Thai Food,
346
Use a Scale Tiiat Forces a Choke among Predetermined
Options?,
347
Single Measure or an Index Measure?,
347
Summary;
348
Key Terms and Concepts
, 348
Questions for Review and Critical Thinking,
349
Research Activities,
349
Case
14.1
Roeder-lohnson
Corporation,
350
Case
14.2
Ha-Pah-Shu-Tse,
350
Case
14.3
Attitudes toward Technology and Lifestyle,
351
Chapter IS
üuestionnaire Qesign, 352
Questionnaire Quality and Design:
Basic Considerations,
353
What Should Be Asked?,
353
Questionnaire Relevancy,
353
Questionnaire Accuracy,
354
How Should Questions Be Phrased?,
354
Open-Ended Response versus Fixed-Alternative
Questions,
354
Research Snapshot Corporate Reputations: Consumers Put
Johnson
&
Johnson on Top,
356
Types of Fixed-Alternative Questions,
351
Phrasing Questions for Self-Administered, Telephone, and Personal
Interview Surveys,
358
The Art of Asking Questions,
359
Avoid Complexity: Use Simple, Conversational Language,
359
Avoid Leading and Loaded Questions,
359
Research Snapshot What to Do with the Clubhouse?,
360
Avoid Ambiguity: Be as Specific as Possible,
362
Avoid Double-Barreled hems,
362
Avoid Making Assumptions,
363
Avoid Burdensome Questions That May Tax the Respondent s
Memory,
363
Research Snapshot Who s Really Doing the
Housework?,
364
What Is the Best Question Sequence?,
365
Research Snapshot What Citizens (Don t) Know about
Climate Change,
366
What Is the Best Layout?,
368
Traditional Questionnaires,
368
Internet Questionnaires,
313
How Much Pretesting and Revising Are Necessary?,
377
Research Snapshot Pretesting the
САН
PS Hospital
Survey,
378
Designing Questionnaires for Global Markets,
379
Summary,
380
Key Terms and Concepts,
380
Questions for Review and Critical Thinking,
381
Research Activity,
382
Case
15.1
Agency for Healthcare Research and Quality,
382
Case
15.2
Canterbury Travels,
387
Case
15.3
McDonald s Spanish Language Questionnaire,
389
Case
15.4 Schönbrunn
Palace in Vienna,
390
Appendix 15A Question Wording and Measurement Scales
for Commonly Researched Topics,
391
Questions About Advertising,
391
Questions About Ownership and Product Usage,
393
Questions About Goods and Services,
394
Questions About Demographics,
398
Contents
PARTS
SAMPLING AND FIELDWDRK
Chapter IB Sampling Designs and Sampling
Procedures,
402
Sampling Terminology,
403
Why Sample?,
403
Pragmatic Reasons,
403
Accurate and Reliable Results,
404
Destruction o/Test Units,
405
Research Snapshot William s Census Was Ahead
of Its Time,
405
Practical Sampling Concepts,
406
Defining the Target Population,
406
Tlie
Sampling Frame,
407
Research Snapshot George Gallup s Nation
of Numbers,
407
Sampling Units,
409
Random Sampling and
Nonsampling
Errors,
409
Random Sampling Error,
4ÍO
Systematic Sampling Error,
410
Less than Perfectly Representative Samples,
410
Probability versus Nonprobability Sampling,
411
Nonprobability Sampling,
411
Convenience Sampling,
411
Judgment Sampling,
412
Quota Sampling,
412
Research Snapshot American Kennel Club Tries to Keep Pet
Owners Out of the Doghouse,
413
Snowball Sampling,
414
Probability Sampling,
414
Simple Random Sampling,
414
Systematic Sampling,
415
Stratified Sampling,
415
Proportional versus
Disproportional
Sampling,
416
Cluster Sampling,
417
Multistage Area Sampling,
418
Research Snapshot Who s at Home? Different Ways
to Select Respondents,
418
What Is the Appropriate Sample Design?,
420
Degree of Accuracy,
421
Resources,
421
Time,
422
Advance Knowledge of the
Population, 422
National versus Local Project,
422
Research Snapshot Reactions to Handbills
in Hong Kong,
422
Internet Sampling Is Unique,
423
Website Visitors,
423
Panel Samples,
423
Recruited Ad Hoc Samples,
424
Opt-in Lists,
424
Summary,
425
Key Terms and Concepts,
425
Questions for Review and Critical Thinking,
426
Case
16.1
Who s Fishing?,
427
Case
16.2
Scientific Telephone Samples,
427
Case
16.3
Action Federal Savings and Loan
Corporation,
428
Chapter
17
Determination of Sample Size:
A Review of Statistical Theory,
429
Review of Basic Terminology,
430
Descriptive and Inferential Statistics,
430
Sample Statistics and Population Parameters,
430
Making Data Usable,
430
Frequency Distributions,
431
Proportions,
431
Measures of Central Tendency,
432
Research Snapshot The Well-Chosen Average,
433
Measures of Dispersion
, 434
Research Snapshot Are Incomes Growing?
It Depends What You Measure,
435
The Normal Distribution,
438
Population Distribution, Sample Distribution, and Sampling
Distribution,
441
Central-Limit Theorem,
443
Estimation of Parameters,
445
Point Estimates,
446
Confidence Intervals,
447
Research Snapshot Measuring Viewership
...
with
Confidence,
447
Sample Size,
449
Random Error and Sample Size,
449
Factors in Determining Sample Size for Questions Involving
Means,
450
Research Snapshot Target and Wal-Mart Shoppers Really
Are Different,
450
Estimating Sample Size for Questions Involving Means,
451
Tlie
Influence of Population Size on Sample
Siže,
452
Factors in Determining Sample Size for Proportions,
452
Research Snapshot
Slone
Survey Finds That Most of Us
Use Medications,
453
Calculating Sample Size for Sample Proportions,
454
Determining Sample Size on the Eiasis of Judgment,
455
Determining Sample Size tor Stratified and Other Probability
Samples,
456
A Reminder about Statistics,
456
Summary,
457
Key Terms and Concepts,
457
Questions for Review and Critical Thinking,
458
Research Activities,
458
Case
17.1
Pointsec Mobile Technologies,
459
Case
17.2
Coastal Star Sales Corporation (A),
459
Contents
Chapter
18 Fieldwork. 4BD
The Nature
oř
Fieldwork,
461
Who Conducts the Fieldwork?,
461
Research Snapshot Interviewing for Horizon Research
Services,
461
In-House Training for Inexperienced Interviewers,
462
Making Initial Contact and Securing the Interview,
462
Asking the Questions,
464
Research Snapshot Questioning and Probing on an
Electronic Bulletin Board,
464
Probing when o Response Is Given,
465
Research Snapshot Probing for Deeper Meaning at Olson
Zaltman Associates,
465
Recording the Responses,
466
Terminating the
Intervint ,
467
Principles of Good Interviewing,
467
77ie Basics,
461
Required Practices,
469
Research Snapshot Interviewers at Work: Jerusalem
and Canberra,
469
Fieldwork Management,
470
Briefing Session for Experienced Interviewers,
471
Training to Avoid Procedural Errors in Sample Selection,
471
Supervision of Fieldworkers,
472
Research Snapshot Total Quality Management
for Interviewing,
472
Sampling Verification,
473
Interviewer Cheating,
473
Verification by Reinterviewing,
474
Summary,
474
Key Terms and Concepts,
475
Questions for Review and Critical Thinking,
475
Research Activity,
475
Case
18.1
Thomas and Dorothy Leavey Library,
476
Case
18.2
Margaret Murphy O Hara,
476
PARTS
DATA ANALYSIS AND PRESENTATION
Chapter
19
Editing and Coding: Transforming Raw
Data into Information,
478
Stages of Data Analysis,
479
Editing,
480
Field Editing,
480
¡п
-House
Editing,
481
Editing for Consistency,
481
Research Snapshot Do you Have Integrity?,
481
Editing for Completeness,
483
Editing Questions Answered Out of Order,
484
Facilitating the Coding Process,
484
Pitfalls of Editing,
484
Pretesting Edit,
485
Coding,
485
Coding Qualitative Responses,
485
Тік
Data File,
488
Code Construction,
488
Preceding Fixed-Alternative Questions,
489
Research Snapshot I Ain t Missing You,
489
More on Coding Open-Ended Questions,
490
Devising the Coding Scheme,
492
Code Book,
494
Editing and Coding Combined,
494
Computerized Survey Data Processing,
494
Research Snapshot
Verbastat,
494
Error Checking,
495
Summary,
496
Key Terms and Concepts,
496
Questions for Review and Critical Thinking,
496
Research Activity,
497
Case
19.1
U.S. Department of the Interior Heritage
Conservation and Recreation Service,
497
Case
19.2
Shampoo
9-10, 498
Chapter
20
Basic Data Analysis: Descriptive
Statistics,
501
The Nature of Descriptive Analysis,
502
Tabulation,
503
Cross-Tabulation,
504
Contingency Tables,
504
Percentage Cross-Tabulations,
506
Research Snapshot Contingent Personalities,
506
Elaboration and Refinement,
507
How Many Cross-Tabulations?,
507
Quadrant Analysis,
508
Data Transformation,
509
Simple Transformations,
509
Problems with Data Transformations,
509
Index Numbers,
511
Calculating Rank Order,
512
Research Snapshot Wine Index Can Help Retailers,
512
Tabular and Graphic Methods of Displaying Data,
513
Computer Programs for Analysis,
514
Statistical Packages,
514
Computer Graphics and Computer Mapping,
516
Contents
xiii
Interpretation,
517
Summary,
518
Key Terms and Concepts,
519
Questions for Review and Critical Thinking,
519
Research Activities,
520
Case
20.1
Body on Tap,
520
Case
20.2
Downy-Q Quilt,
521
Chapter
21 ünivariate
Statistical Analysis,
523
Hypothesis Testing,
524
Tlie
Hypothesis-Testing Procedure,
524
Research Snapshot F-22 Target Tests,
525
An Example of Hypothesis Testing,
527
Type I and Type II Errors,
530
Choosing the Appropriate Statistical Technique,
531
Type of Question to Be Answered,
531
Number ofVariables,
531
Research Snapshot The Law and Type I and
Type II Errors,
531
Level of Scale of Measurement,
532
Parametric versus Nonparametric Hypothesis Tests,
532
Research Snapshot Living in a Statistical Web,
532
The f-Distribution,
533
Calculating a Confidence Interval Estimate Using
the t-Distribution,
535
Univariate Hypothesis Test Using the t-Distribution,
536
The Chi-Square Test for Goodness-of-Fit,
537
Research Snapshot Art for Girls and Boys,
539
Hypothesis Test of a Proportion,
540
Additional Applications of Hypothesis Testing,
541
Research Snapshot More than One-Way,
561
Practically Speaking,
562
Summary,
541
Key Terms and Concepts,
542
Questions for Review and Critical Thinking,
542
Research Activities,
543
Case
21.1
Quality Motors,
544
Case
21.2
Coastal Star Sales Corporation (B),
544
Chapter
22
Bivariate Statistical Analysis:
Differences Between Two Variables,
545
What Is the Appropriate Test of Difference?,
546
Cross-Tabulation Tables: The
χ2
Test for Goodness-
of-Fit,
546
The
ŕ-Test
for Comparing Two Means,
550
Independent Samples t-Test,
550
Research Snapshot
Chi-Training,
550
Research Snapshot Expert T-eeze ,
553
Paired-Samples t-Test,
555
The Z-Test for Comparing Two Proportions,
556
Analysis of Variance (ANOVA),
557
What hANOVA?,
557
Simple Illustration of ANOVA,
558
Partitioning Variance in ANOVA,
559
The
ΐ
-Test,
560
Summary,
563
Key Terms and Concepts,
563
Questions for Review and Critical Thinking,
564
Research Activities,
566
Case
22.1
Old School versus New School Sports Fans,
566
Appendix 22A Manual Calculation of an F-Statistic,
568
Appendix 22B ANOVA for Complex Experimental
Designs,
571
Factorial Designs,
572
ANOVA for a Factorial Experiment,
572
Partitioning the Sum of Squares for a Two-Way
ANOVA,
573
Chapter
23
Bivariate Statistical Analysis:
Measures of Association,
575
The Basics,
576
Simple Correlation Coefficient,
577
An Example,
578
Correlation, Covariance, and Causation,
578
Coefficient of Determination,
579
Correlation Matrix,
580
Research Snapshot What Makes Attractiveness?,
581
Regression Analysis,
582
77ie Regression Equation,
582
Parameter Estimate Choices,
582
Visual Estimation of a Simple Regression Model,
584
Ordinary Least-Squares Method of Regression
Analysis (OLS),
585
Research Snapshot Size and Weight,
590
Summary,
591
Key Terms and Concepts,
591
Questions for Review and Critical Thinking,
592
Research Activities,
593
Case
23.1
International Operations at CarCare Inc.,
593
Appendix 23A Arithmetic Behind OLS,
594
Chapter
24
Introducing Multivariate Statistical
Analysis, 5SS
The Nature of Multivariate Analysis,
597
Wiiat Is Multivariate Data Analysis?,
597
The
Variate
in Multivariate,
597
Classifying Multivariate Techniques,
598
Dependence Techniques,
598
Interdependence Techniques,
598
Influence of Measurement Scales,
598
Analysis of Dependence,
600
Multiple Regression Analysis,
600
Research Snapshot Too Much of a Good Thing!,
602
ANOVA
(п
-way) and
MÁNOVA,
605
Discriminant Analysis,
605
Research Snapshot How to Get
MÁNOVA
Results?,
606
Contents
Analysis of Interdependence,
608
Factor Analysis,
608
Cluster Analysis,
612
Multidimensional Scaling,
614
Summary,
615
Key Terms and Concepts,
616
Questions for Review and Critical Thinking,
616
Research Activities,
617
Case
24.1
The Utah jazz,
619
Case
24.2
How Do We Keep Them?,
621
Appendix 24A Getting Factor Results with
SAS
or SPSS,
622
Chapter
25
Communicating Research Results:
Research Report, Oral Presentation, and Research
Follow-Up,
Б23
Insights from the Communications Model,
624
Research Snapshot Sloppy Numbers in the Crosshairs
of Dow Jones Newspaper Fund s Director,
625
The Report in Context,
626
Report Format,
626
Tailoring the Format to the Project,
627
T?ie Parts of the Report,
628
Research Snapshot Research
ROI,
630
Research Snapshot Dr. Zemel s Valuable Data,
631
Effective Use of Graphic Aids,
632
Tables,
633
Charts,
633
The Oral Presentation,
639
Research Snapshot Noah s Law of Slide Presentations,
640
The Research Follow-Up,
642
Reports on the Internet,
642
Research Snapshot Online Reports: Easy to Get, Easy
to Ignore,
642
Summary,
643
Key Terms and Concepts,
643
Questions for Review and Critical Thinking,
644
Research Activity,
644
Case
25.1 Annenberg
Public Policy Center,
645
A Final Note on Marketing Research,
647
PART
7
COMPREHENSIVE CASES WITH CDMPUTERIZED DATABASES
Case
1:
Running the Numbers: Does It Pay?,
649
Case
2:
Employees
Federai
Credit Union,
650
Case
3:
University Van Pool,
654
Case
4:
Values and the Automobile Market,
657
Case
5:
Say It Ain t So! Is this the Real Thing?,
659
Case
6:
TABH, INC., Automotive Consulting,
661
Case
7:
Survey on Americans and Dietary Supplements,
662
Appendix: Statistical Tables,
665
Glossary of Frequently Used Symbols,
673
Glossary,
674
Endnotes, 685
Index,
693
|
| any_adam_object | 1 |
| author | Zikmund, William G. Babin, Barry J. |
| author_facet | Zikmund, William G. Babin, Barry J. |
| author_role | aut aut |
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| building | Verbundindex |
| bvnumber | BV035733458 |
| callnumber-first | H - Social Science |
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| callnumber-raw | HF5415.2.Z54 2002 |
| callnumber-search | HF5415.2.Z54 2002 |
| callnumber-sort | HF 45415.2 Z54 42002 |
| callnumber-subject | HF - Commerce |
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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 | 9. ed., internat. student ed. |
| format | Book |
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| id | DE-604.BV035733458 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T21:53:15Z |
| institution | BVB |
| isbn | 0324320884 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-018010005 |
| oclc_num | 181067654 |
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| owner | DE-473 DE-BY-UBG |
| owner_facet | DE-473 DE-BY-UBG |
| physical | XXI, 698 S. Ill., graph. Darst. |
| publishDate | 2007 |
| publishDateSearch | 2007 |
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| publisher | Thomson, South-Western |
| record_format | marc |
| spelling | Zikmund, William G. Verfasser aut Exploring marketing research William G. Zikmund ; Barry J. Babin 9. ed., internat. student ed. Mason, Ohio Thomson, South-Western 2007 XXI, 698 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing research Marketing research Computer network resources Marketingforschung (DE-588)4200055-5 gnd rswk-swf Marktforschung (DE-588)4037630-8 gnd rswk-swf Marketingforschung (DE-588)4200055-5 s DE-604 Marktforschung (DE-588)4037630-8 s 1\p DE-604 Babin, Barry 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=018010005&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 | Zikmund, William G. Babin, Barry J. Exploring marketing research Marketing research Marketing research Computer network resources Marketingforschung (DE-588)4200055-5 gnd Marktforschung (DE-588)4037630-8 gnd |
| subject_GND | (DE-588)4200055-5 (DE-588)4037630-8 |
| title | Exploring marketing research |
| title_auth | Exploring marketing research |
| title_exact_search | Exploring marketing research |
| title_full | Exploring marketing research William G. Zikmund ; Barry J. Babin |
| title_fullStr | Exploring marketing research William G. Zikmund ; Barry J. Babin |
| title_full_unstemmed | Exploring marketing research William G. Zikmund ; Barry J. Babin |
| title_short | Exploring marketing research |
| title_sort | exploring marketing research |
| topic | Marketing research Marketing research Computer network resources Marketingforschung (DE-588)4200055-5 gnd Marktforschung (DE-588)4037630-8 gnd |
| topic_facet | Marketing research Marketing research Computer network resources Marketingforschung Marktforschung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018010005&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT zikmundwilliamg exploringmarketingresearch AT babinbarryj exploringmarketingresearch |