Holdings: Modern marketing research

Modern marketing research: concepts, methods, and cases

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Main Authors:	Feinberg, Fred M. (Author), Kinnear, Thomas C. 1943- (Author), Taylor, James R. 1938- (Author)
Format:	Book
Language:	English
Published:	Singapore [u.a.] South-Western Cengage Learning 2013
Edition:	2. ed., internat. ed.
Subjects:	Marketingforschung Lehrbuch
Online Access:	http://scans.hebis.de/HEBCGI/show.pl?29085014_toc.html http://scans.hebis.de/HEBCGI/show.pl?29085014_kub.html http://scans.hebis.de/HEBCGI/show.pl?29085014_aub.html Inhaltsverzeichnis
Item Description:	Mixed media product. Contains Paperback and Online resource
Physical Description:	XXX, 689 S. Ill., graph. Darst.
ISBN:	9781133191025 1133191029 9781133191018

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adam_text	Titel: Modern marketing research Autor: Feinberg, Fred M Jahr: 2012 CONTENTS PREFACE xxiii ABOUT THE AUTHORS xxix PART 1 The Research Process, Data Sources, and Measurement Issues 1 1 The Purpose and Process of Marketing Research 3 Managerial Decision-Making 4 Research Methodologies for Decision-Making 5 MARKETING RESEARCH FOCUS 1.1: WHAT IS RESEARCH? 5 What Is Marketing Research? 6 MARKETING RESEARCH FOCUS 1.2: WHAT IS A MARKET? 6 Marketing Research Criteria 7 What Is Marketing? 8 Independent Variables 8 Dependent Variables 9 Connecting Variables 9 Marketing Management Decisions 10 Steps of the Decision-Making Process 1 o MARKETING RESEARCH FOCUS 1.3: PERFORMANCE MEASURES REVEAL AN OPPORTUNITY, NOT A PROBLEM 11 The Marketing Management Process 12 Information Needs 13 Good Planning through Marketing Research 14 The Marketing Research Industry 14 The History of Marketing Research 14 Methodological Development 15 The Marketing Research System 15 Marketing Research Institutions 16 Consumer versus Industrial Research 16 Organizational Structures 17 SPECIAL EXPERT FEATURE: INDUSTRIAL MARKETING RESEARCH BY DANIEL J. SNIDER 19 Occupations in Marketing Research 20 Research Specialists 21 The Management-Research Relationship 22 Global Themes in Marketing Research 24 MARKETING RESEARCH FOCUS 1.4: HANDLING COMMON DIFFERENCES BETWEEN RESEARCHERS AND MARKETERS 25 Ethical Themes in Market Research 26 Ethics of Performing Research 26 INTERNATIONAL ISSUES 1.1: GLOBAL MARKETING BLUNDERS 27 MARKETING RESEARCH FOCUS 1.5: MARKETING RESEARCH CODE OF ETHICS 28 Ethics of Using Research 29 Overview of the Research Process 29 Establish Need for Information 29 Detail Research Objectives and Information Needs 29 Design Research and Data Sources 29 Design Data-Collection Procedure 30 Design Sample 30 Collect Data 31 Process and Code Data 31 Analyze Data 31 Presentation of Results 31 Is Research Needed? 31 Recognition of a Decision Situation 31 Defining the Decision 34 RESEARCH INNOVATIONS AND TECHNOLOGIES 1.1: CONCEPT MAPPING: A TOOL TO AID INNOVATION, MARKETING AND BUSINESS DEVELOPMENT 34 Identifying Alternative Courses of Action 37 Evaluating Courses of Action 37 INTERNATIONAL ISSUES 1.2: COMMISSIONING INTERNATIONAL MARKETING RESEARCH 38 Conclusive Research 39 Establish the Need for Information 39 Determine Research Objectives 41 Specify Information Needs 41 Visualize the Research Findings 42 Develop Decision Criteria 42 Determine the Cost and Value of the Research 43 Formally Propose Research 44 Proposal Guidelines 45 Errors in Marketing Research 45 Sampling Errors 46 Non-Sampling Errors 46 MARKETING RESEARCH FOCUS 1.6: TITLE IX FELLOWSHIPS UNDERMINED BY ELECTRONIC SURVEYS 47 Types of Non-Sampling Errors 48 Summary 49 Key Terms 50 Discussion Questions 51 Further Reading 51 Note 51 Research Design and Data Sources 53 Research Design: Delineating What Data to Collect and How to Collect Them 54 Types of Research 54 Exploratory Research: Determining the Space of Possible Marketing Actions 54 MARKETING RESEARCH FOCUS 2.1: RESEARCH FACILITATES PRODUCT POSITIONING 56 Conclusive Research: Narrowing Down Strategic Alternatives 57 Descriptive Research 57 Cross-Sectional Design 58 Implicit Causal Models 59 Causal Research 59 Performance-Monitoring Research: Relating Inputs to Outputs 60 Longitudinal Design and Panel-Based Research 61 Unrepresentative Sampling and Response Bias 64 Data Sources for Marketing Research Applications 64 Communication with Respondents 64 MARKETING RESEARCH FOCUS 2.2: DATA SOURCES AID MARKETING SEGMENTATION 65 Observation of Respondents 66 Case Histories 67 Marketing Simulation 67 Experimentation 69 Secondary Data 69 Internal Data 69 External Data-Syndicated 70 Data Technology and Information Systems 72 Technology Changes 72 RESEARCH INNOVATIONS AND TECHNOLOGIES 2.1: ARE NIELSEN S LOCAL PEOPLE METERS RACIALLY BIASED? 72 Single Sourcing 75 Marketing Intelligence Systems 76 Role of Secondary Data 78 Advantages of Secondary Data 79 Disadvantages of Secondary Data 79 Library Sources of Secondary Data 81 Government Data Sources 82 MARKETING RESEARCH FOCUS 2.3: EFFECT OF CENSUS ON ETHNIC MARKETING 86 SPECIAL EXPERT FEATURE: THE U.S. CENSUS BUREAU: CENSUS OF POPULATION AND HOUSING, ECONOMIC CENSUS AND INDICATORS, HOUSEHOLD SURVEYS BY BARBARA EVERITT BRYANT AND CHRISTA D. JONES 88 International Research Design and Data Sources 93 International Data Sources 94 International Secondary Data Sources 94 INTERNATIONAL ISSUES 2.1: SPECIFIC TECHNIQUES FOR FOREIGN MARKET OPPORTUNITY ANALYSIS 94 INTERNATIONAL ISSUES 2.2: SOURCES OF INTERNATIONAL SECONDARY DATA 95 Summary 96 Key Terms 97 Discussion Questions 97 Further Reading 97 Appendix 2A: Syndicated Sources of Marketing Data 98 Appendix 2B: Library Sources of Marketing Data 103 Measurement in Marketing Research 115 Basic Concepts in Measurement 116 The Measurement Process 117 MARKETING RESEARCH FOCUS 3.1: J. D. POWER S CUSTOMER SATISFACTION TRACKING IMPACTS AUTOMOTIVE INDUSTRY 117 Definition of Measurement 118 Number System Characteristics 118 Types of Scales 119 Nominal Scale 119 Ordinal Scale 120 Interval Scale 122 Ratio Scale 124 MARKETING RESEARCH FOCUS 3.2: AN EXAMPLE COMPARING MEASUREMENT SCALES 125 Difficulty in Measurement 126 Concepts and Constructs 126 Validity and Reliability Concepts 127 Validity and Reliability: Definition and Types 128 Estimating Validity 130 Estimating Reliability 132 Measurement Difficulties in International Marketing Research 133 INTERNATIONAL ISSUES 3.1: MEASUREMENT DIFFICULTIES IN INTERNATIONAL MARKETING RESEARCH 133 Attitude Measurement 134 Difficulty of Measuring Attitude 134 Linking Attitudes and Behavior 135 A Model of Behavioral Response 135 MARKETING RESEARCH FOCUS 3.3: DO INTENTIONS REALLY PREDICT BEHAVIOR? 137 Attitude-Scaling Procedures 138 Communication Techniques 138 Observation Techniques 139 Self-Reporting Techniques 139 Nominal Scale 139 Rating Scale 140 Graphic Rating Scale 140 Verbal Rating Scale 141 INTERNATIONAL ISSUES 3.2: MEASURING PLEASURE IN INTERNATIONAL RESEARCH 142 Rank-Order Scale 148 Paired-Comparison Scale 149 Semantic Differential Scale 151 Stapel Scale 153 Examples of Scale Types 154 International Attitude Research 154 SPECIAL SECTION: NEUROMARKETING AND THE BUY BUTTON 156 Summary 158 Key Terms 158 Discussion Questions 159 Further Reading 160 Cases For Part One 161 Case 1.1: Fresh Impressions-Nutritional Labeling 161 Case 1.2: Oberon Food Company 162 Case 1.3: Field Modular Office Furniture 164 Case 1.4: United Way of America 168 Case 1.5: Ethical Dimensions in Marketing Research 171 Case 1.6: Twin Pines Golf and Country Club 173 Case 1.7: Hepworth Golden Auto 177 Case 1.8: CDW Corporation 179 PART 2 Project and Survey Design, Data Collection, and Sampling 183 4 Causal Designs and Marketing Experiments 185 MARKETING RESEARCH FOCUS 4.1: EXPERIMENTAL FIELD STUDY REVEALS MEDIA AND CREATIVE IMPACTS ON V8 JUICE SALES 186 The Quest for Causality 187 Necessary Conditions for Causality 188 Concomitant Variation 188 Time Occurrence of Variables 189 Elimination of Other Possible Causal Factors 189 Experimentation 189 Basic Definitions in Experimentation 190 Rigorously Defining Experiments 192 Types of Extraneous Variables 193 Three Pre-Experimental Designs 195 Three True Experimental Designs 197 Quasi-Experimentation 200 Time-Series Experiment 200 Multiple Time-Series Design 202 Equivalent Time-Sample Design 202 Nonequivalent Control Group Design 202 Managerial Aspects of Experimentation and Quasi-Experimentation 203 Comparison with Other Procedures 203 Laboratory versus Field Environments 203 Control of Invalidity 204 Limitations of Experimentation 204 Stages in Conducting an Experiment 206 MARKETING RESEARCH FOCUS 4.2: EXPERIMENTAL METHODS APPLIED IN A/B TESTING 206 Four Experimental Design Procedures: An Overview 208 Completely Randomized Design 208 Randomized Block Design 208 Latin Square Design 209 Factorial Design 210 Usage in Practice 212 International Marketing Experiments 213 INTERNATIONAL ISSUES 4.1: FIELD EXPERIMENTS IN INTERNATIONAL MARKETING RESEARCH 213 Summary 214 Key Terms 214 Discussion Questions 215 Further Reading 215 Note 215 Data Collection: Exploratory and Conclusive Research 217 Qualitative Techniques for Exploratory Research 218 Qualitative Techniques 218 Depth Interviews 219 Focus Groups 220 Designing and Deploying Focus Groups 220 Group Design Issues 220 Choosing a Moderator 226 Analyzing Focus Groups 228 Variations on Focus Groups 231 Advantages of Focus Groups 231 MARKETING RESEARCH FOCUS 5.1: ONLINE FOCUS GROUPS 232 Disadvantages of Focus Groups 234 Quantitative Techniques for Conclusive Research 234 Past Behavior 235 Attitudes 235 Respondent Characteristics 235 Methods of Collecting Respondent Data 236 Communication Method 236 SPECIAL EXPERT FEATURE: THE CURRENT STATE OF ONLINE MARKET RESEARCH: AN APPLIED PERSPECTIVE BY RAY PETTIT 239 Observation Method 250 Collecting Data from Children 252 MARKETING RESEARCH FOCUS 5.2: LEGAL AND ETHICAL ISSUES IN COLLECTING DATA FROM CHILDREN 253 Data Collection Worldwide 254 International Exploratory Research 254 International Conclusive Research 254 INTERNATIONAL ISSUES 5.1: CULTURAL DIFFERENCES IN INTERNATIONAL RESEARCH 256 SPECIAL EXPERT FEATURE: MODERN ONLINE DATA COLLECTION: THE STATE-OF-THE-ART AT QUALTRICS.COM 257 Summary 260 Key Terms 260 Discussion Questions 260 Further Reading 261 Notes 261 Designing Surveys and Data Collection Instruments 263 Function and Importance of Questionnaires 264 MARKETING RESEARCH FOCUS 6.1: QUESTIONING THE RELIABILITY OF QUESTIONNAIRES 265 Questionnaire Components 266 Questionnaire Design 267 Preliminary Considerations: Getting Started 267 Decide on Question Content: What, Exactly, Do We Need to Know? 269 Decide on Response Format 272 A CLOSER LOOK 6.1: THE RANDOMIZED RESPONSE TECHNIQUE IN PRACTICE 273 MARKETING RESEARCH FOCUS 6.2: VERBATIMS AND PERSON WHO ARGUMENTS 275 MARKETING RESEARCH FOCUS 6.3: CODING VERBAL DATA FROM OPEN-ENDED QUESTIONS 275 Decide on Question Wording 279 Decide on Question Sequence 283 MARKETING RESEARCH FOCUS 6.4: METAMORPHOSIS OF A QUESTION 284 Decide on Physical Characteristics 286 Carry Out Pre-Testing and Revision, and Make the Final Draft 287 MARKETING RESEARCH FOCUS 6.5: SURVEY FORMAT AND WORDING PROBLEM CHECKLIST 287 MARKETING RESEARCH FOCUS 6.6: REPRESENTING RESPONDENT PREFERENCES IN SOCIAL DECISION MAKING 288 Computer-Aided Questionnaire Design 290 Observational Forms 290 International Questionnaire Design 290 SPECIAL EXPERT FEATURE: SELF-REPORTS IN MARKETING RESEARCH: HOW THE QUESTIONS SHAPE THE ANSWERS BY NORBERT SCHWARZ AND ANDY PEYTCHEV 291 Summary 295 Key Terms 295 Discussion Questions 296 Further Reading 296 Sampling 297 Sampling: An Introduction 298 The Benefits of Sampling 298 MARKETING RESEARCH FOCUS 7.1: CONSEQUENCES OF POOR SAMPLING 299 Some Crucial Sampling Concepts 300 The Sampling Process: An Overview 303 Sampling Procedures 304 Non-Probability Sampling Procedures 304 Convenience Sampling 304 Judgment Sampling 305 Quota Sampling 305 MARKETING RESEARCH FOCUS 7.2: BUSINESS USES OF NON-PROBABILITY SAMPLING 306 Probability Sampling Procedures 308 Simple Random Sampling 308 MARKETING RESEARCH FOCUS 7.3: CHOOSING REPRESENTATIVE PROBABILITY SAMPLES 309 The Crucial Role of Statistical Reasoning in Sampling 309 Terminology and Symbols 310 A Population to Examine 311 Calculation of Sample Statistics for Continuous Variables 314 Calculation of Sample Statistics for Dichotomous Variables 316 Drawing Inferences about Population Parameters from Sample Statistics for Continuous Variables 317 The Effect of Sample Size on Precision 319 Drawing Inferences about Population Parameters from Sample Statistics for Dichotomous Variables 319 The Question of Population Size 3 20 An Important Warning about Non-Sampling Errors 321 The Accuracy of Probability Samples 322 The Determination of Sample Size 322 The Question of Sample Size in Statistical Theory 322 Difficulties with the Optimal Sample Size Calculation 324 Optimal Sample Size for a Proportion 325 Sample Size and Non-Sampling Error 326 Sample Size and Other Factors 327 MARKETING RESEARCH FOCUS 7.4: RESPONDENT-DRIVEN SAMPLING METHOD REDUCES NON-RESPONSE FOR DISEASE CONTROL PURPOSES 329 Stratified Sampling 329 Purpose 3 29 Selecting the Stratified Sample 330 An Illustration 330 The Sample 330 Calculation of Statistics within Strata 332 Calculation of the Mean and Standard Error for the Whole Sample 333 Calculation of Associated Confidence Interval 334 Usefulness in Marketing Research 334 Disproportionate Stratified Sampling 335 MARKETING RESEARCH FOCUS 7.5: STRATIFIED SAMPLING 336 Cluster Sampling 337 Systematic Sampling 338 The Method 338 INTERNATIONAL ISSUES 7.1: CLUSTER SAMPLING IN INTERNATIONAL SITUATIONS 339 The Problem of Periodicity 341 Implicit Stratification with Systematic Sampling 341 Area Sampling 342 The Basics 342 Multistage Area Samples 342 The Properties of Multistage Area Samples 343 MARKETING RESEARCH FOCUS 7.6: MULTISTAGE AREA SAMPLING 344 Equal-Probability Area Sampling 344 Unequal-Probability Area Sampling 346 Note on Sample Size for Complex Sampling Procedures 348 Managerial Summary of Sampling 348 Random-Digit Dialing 349 International Sample Selection 349 INTERNATIONAL ISSUES 7.2: CLASSIC CASE OF POOR SAMPLING IN RUSSIAN PARLIAMENTARY ELECTIONS 350 SPECIAL EXPERT FEATURE: TOTAL SURVEY ERROR BY ANDY PEYTCHEV AND NORBERT SCHWARZ 350 Summary 354 Key Terms 355 Discussion Questions 355 Further Reading 356 Note 356 Appendix 7A: Statistical Concepts for Marketing Research 357 Cases For Part Two 365 Case 2.1: J.D. Power and Associates and the Customer Satisfaction Index 365 Case 2.2: Mainline Package Goods 366 Case 2.3: Kellogg s 369 Case 2.4: Adventures Unlimited Corporation 371 Case 2.5: Cosmopolitan Magazine 373 Case 2.6: The Gallup Poll in Iraq 375 Case 2.7: Delta Dairy Local Market Taste Test Survey 377 Case 2.8: Elysian Foods 379 Case 2.9: Beethoven Beats Bono? 382 PART 3 Data Analysis, Advanced Topics, and the Final Report 387 8 Data Analysis and Statistical Methods: Univariate and Bivariate Analyses 389 The Use of Statistical Methods in Marketing Research 390 Overall Approach to Data Analysis 390 MARKETING RESEARCH FOCUS 8.1: ESTIMATING AND INTERPRETING UNIVARIATE METRICS FROM SAMPLES 391 Overview of Data Analysis Procedures 392 Number of Variables to Analyze 392 Description versus Inference 393 Level of Measurement 393 Overview of Univariate Data Analysis Procedures 394 Illustration Data Set: Weight, Height, Gender, Age, LikeStat for Marketing Research Students 395 Descriptive Statistics 396 Measures of Central Tendency 396 Measures of Dispersion 398 Hypothesis Testing 400 The Concept of a Null Hypothesis 400 Possible Errors 401 Type I Error (a) 401 Type II Error {(3) 402 Steps in Hypothesis Testing 403 MARKETING RESEARCH FOCUS 8.2: DEFINING HYPOTHESES CORRECTLY IN FIELD WORK 404 Inferential Statistics 404 Interval Data 404 z-Test 404 t-Test 407 Nominal Data 408 Bivariate Procedures 410 Overview of Bivariate Procedures 410 Descriptive Statistics for Bivariate Analysis 411 Linear Correlation Coefficient 411 Simple Regression 416 Partitioning the Sum-of-Squares 416 Fitting the Regression Line 418 The Meaning and Significance of the Coefficients 420 Measures of Regression Fit and Quality 420 Using the Regression Model to Predict 421 MARKETING RESEARCH FOCUS 8.3: BIVARIATE ANALYSIS 423 Inferential Statistics for Bivariate Analysis 424 Basic Inferential Test for Regression Coefficients 424 Inferential Test for Difference in Population Group Means 425 Differences in Proportions 426 Nominal Association: The Chi-Square Test 427 Summary 430 Key Terms 431 Discussion Questions 431 Further Reading 433 9 Multiple Regression: Modeling Multivariate Relationships 435 Overview of Regression and Its Uses 436 What Is Regression? 436 Limits of Regression 438 Regression: Why, When, and How 439 MARKETING RESEARCH FOCUS 9.1: MULTIPLE REGRESSION ANALYSIS REVEALS PREDICTORS OF GAPS IN EXPECTATION OF PHYSICIAN SERVICE QUALITY 440 What Must We Know About Errors? 442 Non-Normality 442 Heteroscedasticity 444 Autocorrelation 446 Multiple Regression 448 Multicollinearity and Interpreting Multiple Regression Coefficients 449 Transformations: Working with Nonlinear Regression Relationships 449 MARKETING RESEARCH FOCUS 9.2: REGRESSION METHODS IN LITIGATION AND PROOF OF DISCRIMINATION 452 Using and Interpreting Multiple Linear Regression 453 Interval-Scaled Dependent Variable: Multiple Linear Regression 455 Binary Dependent Variable: Binary Regression 457 Ordinal Dependent Variable: Ordinal Regression 462 Nominal Dependent Variable: Multinomial Regression 464 MARKETING RESEARCH FOCUS 9.3: GUADAGNI AND LITTLE S MULTINOMIAL LOGIT ANALYSIS OF COFFEE PURCHASE BEHAVIOR 465 Multinomial Logit and Modeling Consumer Choice 466 Other Types of Dependent Variables: Rank-Ordered and Count 469 Using Nominal Independent Variables in Regressions 470 Summary 471 Key Terms 471 Discussion Questions 472 Further Reading 473 Note 473 10 Multivariate Methods of Marketing Research I: Factor, Cluster, and Discriminant Analyses 475 The Uses of Multivariate Methods 476 Interdependence versus Dependence Methods 477 Distinguishing Factor and Cluster Analyses 477 Factor Analysis 479 Factor Analysis: What It Is, and What It Does 482 MARKETING RESEARCH FOCUS 10.1: FACTOR ANALYSIS OF BANKING COMPETITION REVEALS UNDERLYING DIMENSIONS OF COMPETITIVE SUCCESS 483 Steps in Factor Analysis 485 Factor Analysis: Application and Interpretation 486 Principal Components Method 488 How Many Factors Do I Need? 490 A CLOSER LOOK 10.1: INTRIGUING DETAILS ABOUT FACTOR LOADINGS, EIGENVALUES, AND COMMUNALITIES 492 Varimax Rotation Method 492 Using Factor Analysis 495 A CLOSER LOOK 10.2: CHECKING EIGENVALUE AND COMMUNALITY CALCULATIONS 496 MARKETING RESEARCH FOCUS 10.2: USING FACTOR ANALYSIS TO UNDERSTAND COFFEE FLAVOR 498 Cluster Analysis and Latent Class Analysis 501 Visual Guides to Cluster Analysis 501 Cluster Analysis: Application and Interpretation 503 Scaling and Redundancy in Cluster Analysis 504 Running the Cluster Analysis 504 A CLOSER LOOK 10.3: DIFFERENT WAYS TO RESCALE DATA AND MEASURE DISTANCES 505 How Many Clusters Do I Need? 505 Hierarchical versus Nonhierarchical Clustering 506 Interpreting a Hierarchical Cluster Analysis 507 Nonhierarchical Clustering: The £-Means Method 512 Clustering with Different Data Types: An Application with Latent Classes 514 INTERNATIONAL ISSUES 10.1: INTERNATIONAL ATTITUDE MEASURES HELP IDENTIFY SEGMENTS 516 Discriminant Analysis 518 Analysis of Variance (ANOVA) 520 Summary 5 20 Key Terms 521 Discussion Questions 521 Further Reading 522 11 Multivariate Methods of Marketing Research II: Conjoint Analysis and Multidimensional Scaling 523 Conjoint Analysis 524 Conjoint versus Test Markets 525 Conjoint Example: A New, Brighter Light Bulb 525 Conjoint Analysis: Basic Steps, Problems, and Extensions 530 Orthogonal Designs 530 MARKETING RESEARCH FOCUS 11.1: DESIGNING YOUR OWN MOVIE THEATER USING CONJOINT ANALYSIS AND AN ORTHOGONAL DESIGN 531 Adaptive Conjoint 535 Choice-Based Conjoint 535 Conjoint Analysis: What Is It Used for and How? 537 Conjoint Case Study: Dial Readout Scales 538 Multidimensional Scaling 544 Multidimensional Scaling: Some Preliminaries 545 Multidimensional Scaling: An Application 547 Orienting the MDS Map: Overlaying External Data 554 Types and Uses of Multidimensional Scaling in Marketing Research 555 SPECIAL EXPERT FEATURE: CHOICE-BASED CONJOINT AT GENERAL MOTORS BY JIM CHRISTIAN, ELEANOR FEIT, AND MARK BELTRAMO, GENERAL MOTORS CORPORATION 556 Summary 5 60 Key Terms 561 Discussion Questions 561 Further Reading 562 12 Advanced Topics, Research Frontiers, and Preparing the Final Report 563 Heterogeneity: A Cornerstone of Marketing Practice 564 RESEARCH INNOVATIONS AND TECHNOLOGIES 12.1: MICROTARGETING AND SURVEY PANELS-THE MICROSCOPES AND TELESCOPES OF MARKETING RESEARCH 565 Heterogeneity: What Is It? And Why Is It Important? 567 Different Ways to Account for Heterogeneity in Marketing Research 570 Application Case Study: A Second Look at the Bathroom Scale Conjoint Data 574 Hierarchical Models and Bayesian Estimation 576 What Does Hierarchical Mean? 576 What Does Bayesian Mean? 577 Hierarchical Bayes Model Revisited 579 Sample Selection Bias and Corrections 579 MARKETING RESEARCH FOCUS 12.1: SELECTION BIASES IN THE MEDIA, MEDICAL RESEARCH, AND MARKETING 580 Data-Based Selection Biases 581 Participant-Based Selection Biases 582 Study-Based Selection Biases 582 Correcting for Sample Selection Bias 584 m The Heckman Model for Selection Bias: What It Does, and How It Is Used 585 Application Case Study: Understanding Product Recommendation Systems via Sample Selection and Hierarchical Bayes Models 586 SPECIAL EXPERT FEATURE: CUSTOMER ANALYTICS BY ELEA MCDONNELL FEIT, CHARLES PENSIG, AND JASON HARPER 590 Reporting Findings and Writing the Research Report 594 MARKETING RESEARCH FOCUS 12.2: MARKETING RESEARCH PRESENTATION ENDS IN COMBAT -FILM AT 11:00 595 General Guidelines for Written Marketing Research Reports 595 Report Format 597 Presentation of Data 600 Oral Presentation 602 SPECIAL EXPERT FEATURE: DESIGNING BETTER PRODUCTS BY COORDINATING MARKETING RESEARCH AND ENGINEERING BY JEREMY J. MICHALEK 603 Summary 605 Key Terms 606 Discussion Questions 606 Further Reading 607 Cases For Part Three 609 Case 3.1: European Alcohol Research Foundation 609 Case 3.2: Howie s Student Cafeteria 613 Case 3.3: The Decline of Rural Hospitals and the Rise of Urban HMOs 620 Case 3.4: The Flying Dutchman Group 622 Case 3.5: Netfore, Inc. 624 Case 3.6: Executive Express Air 627 Case 3.7: PC Mall, Inc. 635 Case 3.8: Yukei Enterprises: Mo Mo Bubbles 648 Case 3.9: Grosse Pointe Associates and the Microvan 651 APPENDIX A 657 Table A.l: Tail Areas and Critical Values for the Standard Normal Distribution (z) 6$j Table A.2: Tail Areas and Critical Values for the t Distribution 659 Table A.3: Tail Areas and Critical Values for the Chi-Square Distribution 660 Table A.4: Tail Areas and Critical Values for the F Distribution 661 Table A.5: The Greek Alphabet 663 GLOSSARY 665 NAME INDEX 677 SUBJECT INDEX 679
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isbn	9781133191025 1133191029 9781133191018
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spelling	Feinberg, Fred M. Verfasser (DE-588)17145989X aut Modern marketing research concepts, methods, and cases Fred M. Feinberg, Thomas C. Kinnear, James R. Taylor 2. ed., internat. ed. Singapore [u.a.] South-Western Cengage Learning 2013 XXX, 689 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Mixed media product. Contains Paperback and Online resource Marketingforschung (DE-588)4200055-5 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Marketingforschung (DE-588)4200055-5 s b DE-604 Kinnear, Thomas C. 1943- Verfasser (DE-588)170432173 aut Taylor, James R. 1938- Verfasser (DE-588)170961729 aut X:Nielsen text/html http://scans.hebis.de/HEBCGI/show.pl?29085014_toc.html X:Nielsen text/html http://scans.hebis.de/HEBCGI/show.pl?29085014_kub.html X:Nielsen text/html http://scans.hebis.de/HEBCGI/show.pl?29085014_aub.html HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025205245&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	Feinberg, Fred M. Kinnear, Thomas C. 1943- Taylor, James R. 1938- Modern marketing research concepts, methods, and cases Marketingforschung (DE-588)4200055-5 gnd
subject_GND	(DE-588)4200055-5 (DE-588)4123623-3
title	Modern marketing research concepts, methods, and cases
title_auth	Modern marketing research concepts, methods, and cases
title_exact_search	Modern marketing research concepts, methods, and cases
title_full	Modern marketing research concepts, methods, and cases Fred M. Feinberg, Thomas C. Kinnear, James R. Taylor
title_fullStr	Modern marketing research concepts, methods, and cases Fred M. Feinberg, Thomas C. Kinnear, James R. Taylor
title_full_unstemmed	Modern marketing research concepts, methods, and cases Fred M. Feinberg, Thomas C. Kinnear, James R. Taylor
title_short	Modern marketing research
title_sort	modern marketing research concepts methods and cases
title_sub	concepts, methods, and cases
topic	Marketingforschung (DE-588)4200055-5 gnd
topic_facet	Marketingforschung Lehrbuch
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