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Marketing research kit for dummies:

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Hauptverfasser:	Hyman, Michael R. (VerfasserIn), Sierra Jeremy J. (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Indianapolis, Ind. Wiley 2010
Schlagworte:	Marktforschung Marketingforschung
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	XIV, 392 S. Ill., graph. Darst. 1 DVD-ROM (12 cm)
ISBN:	9780470520680

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Datensatz im Suchindex

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adam_text	Titel: Marketing research kit for dummies Autor: Hyman, Michael R. Jahr: 2010 Table of Contents ??????????????????????????????????????????????a** Introduction................................................................. 7 About This Book..............................................................................................1 Conventions Used in This Book.....................................................................2 What You re Not to Read................................................................................2 Foolish Assumptions.......................................................................................3 How This Book Is Organized..........................................................................4 Part I: Marketing Research: Learn It, Live It, Love It.........................4 Part 11: Surveys: A Great Way to Research..........................................4 Part III: More Methods to Meet Your Needs.......................................4 Part IV: Collecting, Analyzing, and Reporting Your Data..................5 Part V: The Part of Tens........................................................................5 Icons Used in This Book.................................................................................5 Where to Go from Here...................................................................................6 Part 1: Marketing Research: Learn It, Live It, Lotfe It......7 Chapter 1: Seeing What Marketing Research Can Do for You.......9 What Is Marketing Research?.......................................................................10 Comparing Marketing Research to Marketing Information Systems......11 Using Research for Problem Identification and Problem Solving...........13 Looking at problem-identification research.....................................13 Becoming familiar with problem-solving research..........................17 The Most Appropriate Research at Each Stage of the Product Life Cycle...........................................................................19 Making the Big Decision to Do (Or Not to Do) Marketing Research.......21 When you should do marketing research.........................................22 When you shouldn t do marketing research....................................24 Chapter 2: Following the Stages of the Marketing Research Process............................................27 Working Your Way through the Stages of Research.................................28 Stage 1: Identifying the problem........................................................28 Stage 2: Designing the study...............................................................30 Stage 3: Selecting a sample.................................................................31 Stage 4: Gathering the data.................................................................33 Stage 5: Analyzing the results.............................................................33 Stage 6: Communicating the findings and their implications.........35 Anticipating Outcomes.................................................................................36 (//(f Marketing Research Kit For Dummies Chapter 3: Surveying the Types of Research You May Do..........37 Recognizing the Difference between Basic and Applied Research.........37 Basic: The research you probably don t care about.......................38 Applied: The research you want to do..............................................38 Exploratory, Descriptive, and Causal Research: Picking Your Approach.............................................................................39 Getting started: Exploratory research..............................................41 Describing your market environment: Descriptive research.........43 Identifying relationships: Causal research.......................................44 Comparing Longitudinal Research and Cross-Sectional Research.........45 Chapter 4: Believing In Marketing Research Ethics...............47 A Solid, To-the-Point Ethics Checklist.........................................................47 Keeping in Mind a Researcher s Obligation to Respondents...................48 Obtaining informed consent...............................................................49 Avoiding deception..............................................................................49 Respecting respondent privacy.........................................................53 Avoiding Abuse of Research Clients...........................................................56 Making sure proprietary stuff stays proprietary.............................57 Conducting unnecessary research....................................................58 Performing wrong or irrelevant research.........................................58 Ignoring errors in ongoing studies....................................................59 Using unwarranted shortcuts.............................................................59 Recognizing Clients Obligations to Researchers......................................61 Remembering Clients Obligations to Respondents.................................62 Recalling that Respondents Have Obligations, Too!.................................63 Chapter 5: Working with Independent Marketing Researchers.....65 Making the Choice to Solicit Outside Expertise........................................65 Sources of Inexpensive Research Help.......................................................66 College and university students........................................................66 College and university research centers..........................................68 College and university faculty............................................................69 Small local firms...................................................................................70 Qualities to Look for in a Researcher.........................................................71 Helpful throughout the process.........................................................72 Proper communication and analytical skills....................................72 A focus on partnership........................................................................73 High professional standards..............................................................76 Part 11: Surveys: A Great Way to Research...................77 Chapter 6: Different Types of Surveys You May Use...............79 Conducting Face-to-Face Interviews...........................................................79 Examining the general face-to-face setup.........................................80 Performing intercept interviews........................................................81 Table of Contents /^ Conducting Telephone Surveys...................................................................82 Reviewing the contemporary methods for conducting phone interviews.........................................................83 Reviewing the pros and cons.............................................................85 Noting the problems with telephone directories............................86 Categorizing Self-Administered, Paper-and-Pencil Surveys.....................86 Mail surveys..........................................................................................89 Administered surveys.........................................................................90 Publication insert and fax surveys....................................................90 Opting for Self-Administered, Electronic Surveys.....................................91 Browser-based surveys.......................................................................91 E-mail-based surveys...........................................................................94 Interactive kiosks.................................................................................95 Internet samples..................................................................................96 Logging Behaviors with Diary Panels..........................................................97 Strengths and weaknesses of diary panels.......................................97 Questions answerable with diary panel data...................................99 A sample diary page..........................................................................100 Factors to Consider When Choosing a Data-Collection Method...........101 Understanding the Problems with Commercial Lists.............................104 Chapter 7: Recognizing Errors in Survey Research...............105 Respondent-Centric Survey Errors: Reviewing the Components..........105 Random sampling error....................................................................106 Systematic error.................................................................................106 Understanding why respondents provide inaccurate information..................................................................108 Tackling Nonresponse Error......................................................................112 Understanding the reasons people become nonrespondents.....112 Encouraging respondent cooperation............................................114 Minimizing error by boosting your response rates.......................114 Managing Administrative Error.................................................................119 Interviewer cheating..........................................................................119 Data processing errors......................................................................120 Looking at Reliability, Validity, Generalizability, and Sensitivity..........120 Recognizing the difference between reliability and validity........120 Determining reliability and validity.................................................121 Minimizing variation in responses...................................................123 Testing for reliability and validity...................................................124 Valuing study generalizability..........................................................127 Valuing measurement sensitivity.....................................................127 Chapter 8: Asking People about Their Attitudes.................129 What s an Attitude?.....................................................................................130 Recognizing and Using the Three Attitude Components.......................130 Reviewing the Classic Hierarchy-of-Effects Model..................................131 Developing Sound Attitude Measures.......................................................133 Understanding the importance of theory in measuring attitudes ....134 Identifying your conceptual and operational definitions.............135 Marketing Research Kit For Dummies Becoming Familiar with the Attitude Measurement Process................137 Strongly Recommended: The Popular Likert Scale.................................138 Constructing Likert scales................................................................139 Structuring Likert-type scales..........................................................142 Semantic Differential (SD) Scales..............................................................145 Reviewing the limitations of SD scales............................................146 Limitations of profile analysis..........................................................147 Chapter 9: Writing Good Questions.............................153 Comparing Open-Ended and Close-Ended Questions.............................154 Looking at open-ended questions....................................................154 Explaining close-ended questions...................................................155 Writing Good Questions.............................................................................157 Only write questions that address your research problem.........157 Write clear and precise questions...................................................158 Include only mutually exclusive and exhaustive responses........160 Use natural and familiar language...................................................161 Avoid leading questions....................................................................162 Ask one question at a time...............................................................163 Soften the impact of potentially objectionable questions............165 Generating Reliable and Valid Answers....................................................166 Consider memory effects..................................................................167 Don t ask respondents to make unnecessary calculations..........168 Steer clear of impossibly specific questions..................................169 Control for order bias.......................................................................170 Always provide equal comparisons................................................170 State both sides of an attitude scale in question stems Qead lines)...........................................................171 Ask questions as complete sentences............................................171 Distinguish undecided responses from neutral ones...................172 Formatting a Purchase Intent Scale..........................................................173 Designing Effective Graphic Rating Scales...............................................174 Working with Comparative Scales.............................................................178 Ranking scales....................................................................................178 Paired-comparison scales.................................................................180 Constant-sum scales..........................................................................182 Q-sort...................................................................................................183 Dollar-metric scale.............................................................................184 Chapter 10: Designing Good Questionnaires....................187 What s in a Good Questionnaire?..............................................................188 Finding qualified respondents with screeners and filter questions........................................................................188 Familiarizing yourself with skip patterns.......................................191 Organizing your questions...............................................................192 Providing clear instructions.............................................................195 Creating an effective layout..............................................................196 Table of Contents )Cl Formatting consistently to guide respondents through your questionnaire.........................................................................197 Choosing simple answer formats.....................................................200 Reviewing Guidelines for Cover Letters...................................................202 Using Browser-Based Questionnaires.......................................................205 Understanding the advantages of browser-based questionnaires................................................................................206 Visualizing browser-based questionnaires.....................................207 Reviewing some common on-screen display options...................207 Creating an Internet survey..............................................................208 Pretesting: Ensuring Your Questionnaire Is a Good One.......................209 Chapter 11: Deciding on a Sample Type........................211 Introducing Basic Sampling Terms...........................................................211 Getting Familiar with Nonprobability and Probability Samples............214 Examining the different types of nonprobability samples...........214 Describing the different types of probability samples.................216 Balancing probability samples.........................................................218 Selecting a Sample: The Eight Steps..........................................................218 Choosing either a probability or nonprobability sample.............219 Defining your target population.......................................................221 Selecting your sample frame............................................................221 Identifying sample units....................................................................222 Planning the procedure for selecting sample units.......................222 Collecting Samples for Online Research...................................................223 Chapter 12: Selecting a Sample Size...........................225 Examining the Relationship between Sample Size and Random Sampling Error..........................................................................225 Practical Criteria for Determining the Size of a Probability Sample.....226 Approaches for Determining Sample Size................................................227 Using Sample Size Formulas and Calculators..........................................229 Part 111: More Methods to Meet your Needs................233 Chapter 13: Secondary Data: What Is It and How Do You Use It?.. .235 Understanding Uses for Secondary Data..................................................235 Using secondary data for fact-finding.............................................236 Regression-type model building......................................................237 Recognizing Internal Secondary Data.......................................................238 Looking at the advantages................................................................239 Noticing the disadvantages..............................................................240 Improving Efficiency with External Secondary Data...............................240 Examining sources.............................................................................240 Noting the advantages.......................................................................242 Staying mindful of the disadvantages.............................................243 XII Marketing Research Kit For Dummies Evaluating External Secondary Data.........................................................243 Asking the right questions................................................................244 Assessing Web sites..........................................................................244 Being leery of non-U.S. secondary data..........................................245 Taking care with percentages and index numbers........................246 Chapter 14: Using In-Depth Interviews and Focus Groups.........247 Seeing How Qualitative Methods Can Help You......................................247 Conducting In-Depth Interviews................................................................250 Describing two types of in-depth interviews..................................250 Seeing how in-depth interviews should be conducted.................251 Carrying Out Focus Group Interviews......................................................253 Characterizing focus group interviews...........................................254 Reviewing the advantages of focus groups over in-depth interviews........................................................................256 Knowing what to include in a recruitment screener.....................257 Acting as a focus group moderator.................................................258 Planning and executing your focus group......................................259 Classifying online focus groups.......................................................261 Chapter 15: Projective Techniques and Observational Methods .. .265 Putting Projective Techniques to Work....................................................266 Exploring the thematic apperception test......................................266 Using word association.....................................................................274 Understanding attitudes with sentence completion.....................275 Assessing participants ideas with third-person role-playing......276 Scrutinizing Behavior with Observational Methods...............................277 Classifying observation research....................................................278 Weighing the pros and cons of observation...................................279 Explaining the types of observation................................................281 Chapter 16: Conducting Experiments and Test Marketing.........289 Discovering a Proper Approach to Experiment Basics..........................289 Establishing causal relationships....................................................290 Understanding design fundamentals...............................................290 Controlling for extraneous variation...............................................291 Understanding the differences between laboratory and field experiments....................................................................292 Examining internal validity and its threats....................................293 Simple Experiments for You to Consider.................................................294 Entrepreneur examples.....................................................................294 Professional examples.......................................................................295 Retailer examples...............................................................................296 Restaurateur examples.....................................................................296 Getting a Handle on Test Marketing..........................................................297 Traditional test markets...................................................................299 Simulated test markets......................................................................300 Controlled test markets....................................................................301 Virtual test markets...........................................................................304 Table of Contents Part IV: Collecting, Analyzing, and Reporting Hour data................................................................305 Chapter 17: Collecting and Preparing Your Data.................307 Determining Who Conducts Fieldwork.....................................................307 Using professional fieldworkers.......................................................308 Monitoring in-house fieldwork.........................................................308 Taking Care of Data Preparation and Entry.............................................311 Knowing the basic terms..................................................................311 Beginning with pre-entry preparation.............................................312 Coding your responses.....................................................................314 Creating and cleaning data files.......................................................315 Controlling missing responses.........................................................316 Chapter 18: Tools for Analyzing Your Data......................317 Working with Descriptive Analysis...........................................................318 Summarizing data with tabulation...................................................318 Measuring central tendency.............................................................321 Increasing understanding with measures of dispersion...............321 Computing deviation scores.............................................................322 Making Your Data More Useable...............................................................324 Converting with data transformation..............................................324 Knowing when to recode your data................................................324 Considering More Than One Variable: Cross-Tabulation and Banner Tables...................................................................................325 Examining the basics of cross-tabulation.......................................325 Interpreting cross-tabulation tables................................................326 Running a chi-square (x2) test on a cross-tabulation table..........332 Exploring the effect of moderator variables..................................335 Avoiding banner tables.....................................................................338 Becoming Familiar with Correlation.........................................................338 Understanding the difference between correlation and causation.................................................................................339 Associating between measures with the correlation coefficient (r^)...............................................................................339 Setting up a correlation matrix........................................................340 Chapter 19: Creating Effective Research Reports................343 Understanding the Objectives of a Research Report..............................343 Crafting Your Research Report..................................................................344 Introducing your research with the prefatory parts.....................345 Using the main body to explain your research..............................345 Presenting supplemental information in appendixes...................347 Exploring the Writing Process...................................................................347 Steps to a winning report..................................................................348 Do s and don ts of report writing.....................................................349 Preparing Your Presentation.....................................................................350 ffl{J Marketing Research Kit For Dummies Charts and Graphs: Depicting Your Data.................................................351 Cutting your info into slices: Pie charts..........................................351 Showing changes in variables with bar charts..............................353 Comparing relationships over time: Multi-line graphs.................353 Plotting many data points with scatterplots..................................354 Applying area graphs when bar charts aren t enough..................355 Depicting data with box and whisker plots....................................356 Pan V: The Part of Tens............................................357 Chapter 20: Ten Useful Research Tips for Business Operators.....359 Look to University Help First.....................................................................359 Take a Statistics or Research Class...........................................................360 View Research as an Ongoing Process.....................................................360 Avoid Research Method Myopia...............................................................361 Start Researching Only After You Know What You Want to Know.......361 Don t Ignore Opportunity Costs................................................................362 Pretest Everything.......................................................................................362 Study Your Customers Thoroughly..........................................................363 Make Incentives a Part of Your Research.................................................363 Share Research Results with Employees..................................................364 Chapter 21: Ten Statistical Methods that You (or Your Research Consultant) May Use................................365 Independent Samples T-Test......................................................................366 Paired Samples T-Test................................................................................366 One-Way Analysis of Variance (ANOVA)..................................................367 Linear Multiple Regression (LMR).............................................................367 Conjoint Analysis.........................................................................................368 Exploratory Factor Analysis (EFA)............................................................369 Multidimensional Scaling (MDS)................................................................369 Cluster Analysis...........................................................................................370 Discriminant Analysis.................................................................................371 Logistic Regression.....................................................................................371 Appendix: On the DVD........................................373 Index.......................................................................383
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spelling	Hyman, Michael R. Verfasser aut Marketing research kit for dummies by Michael R. Hyman and Jeremy J. Sierra Indianapolis, Ind. Wiley 2010 XIV, 392 S. Ill., graph. Darst. 1 DVD-ROM (12 cm) txt rdacontent n rdamedia nc rdacarrier Marktforschung (DE-588)4037630-8 gnd rswk-swf Marketingforschung (DE-588)4200055-5 gnd rswk-swf Marketingforschung (DE-588)4200055-5 s Marktforschung (DE-588)4037630-8 s DE-604 Sierra Jeremy J. Verfasser (DE-588)14116221X aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020533235&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
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title	Marketing research kit for dummies
title_auth	Marketing research kit for dummies
title_exact_search	Marketing research kit for dummies
title_full	Marketing research kit for dummies by Michael R. Hyman and Jeremy J. Sierra
title_fullStr	Marketing research kit for dummies by Michael R. Hyman and Jeremy J. Sierra
title_full_unstemmed	Marketing research kit for dummies by Michael R. Hyman and Jeremy J. Sierra
title_short	Marketing research kit for dummies
title_sort	marketing research kit for dummies
topic	Marktforschung (DE-588)4037630-8 gnd Marketingforschung (DE-588)4200055-5 gnd
topic_facet	Marktforschung Marketingforschung
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020533235&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
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