Marketing research: an applied orientation
Gespeichert in:
| 1. Verfasser: | |
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| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Harlow, England
Pearson
[2020]
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| Ausgabe: | Seventh edition, global edition |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references (pages 781-823) and index |
| Beschreibung: | 882 Seiten Illustrationen, Diagramme |
| ISBN: | 9781292265636 1292265639 |
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MARC
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| adam_text | BRIEF CONTENTS PART 1 PART 2 Introduction and Early Phases of Marketing Research Chapter 1 Introduction to Marketing Research Chapter 2 Defining the Marketing Research Problem and Developing an Approach 57 Research Design Formulation 28 89 Chapter 3 Research Design Chapter 4 Exploratory Research Design: Secondary and Syndicated Data Chapter 5 Exploratory Research Design: Qualitative Research Chapter 6 Descriptive Research Design: Survey and Observation Chapter 7 Causal Research Design: Experimentation Chapter 8 Measurement and Scaling: Fundamentals and Comparative Scaling 266 Chapter 9 Measurement and Scaling: Noncomparative Scaling Techniques Chapter 10 PART 3 27 90 Questionnaire and Form Design 118 150 190 234 288 316 Chapter 11 Sampling: Design and Procedures Chapter 12 Sampling: Final and Initial Sample Size Determination 353 Data Collection, Preparation, Analysis, and Reporting 387 415 Chapter 13 Fieldwork 416 Chapter 14 Data Preparation Chapter 15 Frequency Distribution, Cross-Tabulation, and Hypothesis Testing Chapter 16 Analysis of Variance and Covariance Chapter 17 Correlation and Regression Chapter 18 Discriminant and Logit Analysis Chapter 19 Factor Analysis Chapter 20 Cluster Analysis 433 463 508 537 574 606 632 Chapter 21 Multidimensional Scaling and Conjoint Analysis 658 Chapter 22 Structural Equation Modeling and Path Analysis 690 Chapter 23 Report Preparation and Presentation 725 CASES Running Case with Real Data Case 1.1 HP: Using Marketing Research to Gain a Competitive Edge 752 Comprehensive Critical Thinking Cases Case 2.1 Baskin-Robbins: Can It Bask in
the Good Ole Days? 757 Case 2.2 Kid Stuff? Determining the Best Positioning Strategy for Akron Children s Hospital 760 5
6 BRIEF CONTENTS Data Analysis Cases with Real Data Case 3.1 AT T Wireless: Ma Bell Becomes Ma Again 762 Case 3.2 IBM: A Top Provider of Computer Hardware, Software, and Services 766 Case 3.3 Kimberly-Clark: Competing Through Innovation 774 Comprehensive Cases with Real Data Case 4.1 JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions 781 Case 4.2 Wendy s: History and Life After Dave Thomas 787 Comprehensive Harvard Business School Cases Case 5.1 The Harvard Graduate Student Housing Survey (9-505-059) 793 Case 5.2 BizRate.Com (9-501-024) Case 5.3 Cola Wars Continue: Coke and Pepsi in the Twenty-First Century (9-702-442) 793 Case 5.4 TiVo in 2002 (9-502-062) 793 793 Case 5.5 Compaq Computer: Intel Inside? (9-599-061) Case 5.6 The New Beetle (9-501-023) 793 793
CONTENTS Foreword 19 Preface 21 Acknowledgments 24 About the Author 25 Commendation 26 PART 1 Introduction and Early Phases of Marketing Research Introduction to Marketing Research Objectives Overview 2 28 28 29 Definition of Marketing Research The Marketing Research Process 34 Tasks Involved The Decision to Conduct Marketing Research 38 41 International Marketing Research 42 Mobile Marketing Research Ethics in Marketing Research 44 44 Marketing Research and Social Media 46 47 48 SPSS Windows and SAS Enterprise Guide 50 HP Running Case 50 · Summary 51 Key Terms and Concepts 51 · Suggested Cases, HBS Cases, and Video Cases 51 Live Research: Conducting a Marketing Research Project 52 · Acronyms 52 Exercises 52 · Internet and Computer Exercises 53 · Activities 53 Video Case 1.1 Burke: Learning and Growing Through Marketing Research 54 66 Past Information and Forecasts 66 Resources and Constraints 67 Objectives 68 Buyer Behavior 68 Legal Environment 69 Economic Environment 69 Marketing and Technological Skills 69 Management Decision Problem and Marketing Research Problem 70 Defining the Marketing Research Problem 71 39 Employability in Marketing Research 60 Environmental Context of the Problem 35 Marketing Research and Competitive Intelligence 38 The Department Store Patronage Project 59 Discussions with Decision Makers 60 Interviews with Industry Experts 63 Secondary Data Analysis 64 Qualitative Research 65 The Role of Marketing Research in Marketing Decision Making 36 Selecting a Research Supplier Objectives 57 Overview 58 The Process of Defining the Problem and Developing an
Approach 60 32 Step 1 : Problem Definition 34 Step 2: Development of an Approach to the Problem 34 Step 3: Research Design Formulation 35 Step 4: Fieldwork or Data Collection 35 Step 5: Data Preparation and Analysis 35 Step 6: Report Preparation and Presentation The Marketing Research Industry Defining the Marketing Research Problem and Developing an Approach 57 Importance of Defining the Problem 31 A Classification of Marketing Research 27 Components of the Approach 73 Objective/Theoretical Framework 73 Analytical Model 74 Research Questions 75 Hypotheses 76 Specification of Information Needed 78 International Marketing Research 79 Marketing Research and Social Media Approach to the Problem 80 81 Mobile Marketing Research Ethics in Marketing Research 82 82 HP Running Case 83 · Summary 83 Key Terms and Concepts 84 · Suggested Cases, HBS Cases, and Video Cases 84 Live Research: Conducting a Marketing Research Project 85 · Acronyms 85 Exercises 85 · Internet and Computer Exercises 86 · Activities 86 Video Case 2.1 the Name 87 Accenture: The Accent Is in 7
CONTENTS 8 PART 2 3 Research Design Formulation 89 Research Design 90 Objectives Overview Classification of Secondary Data Internal Secondary Data 90 Customer Databases 91 Exploratory Research 94 Descriptive Research 96 Cross-Sectional Designs Longitudinal Designs CRM and Database Marketing 92 Research Design: Classification External Secondary Data 92 Government Sources Causal Research 98 Surveys Random Sampling Error Big Data 104 107 Mobile Marketing Research 112 Key Terms and Concepts · 109 HP Running Case · Research Project 113 · Exercises 114 · Internet and Computer Exercises 114 · Activities Video Case 3.1 National Football League: The King of Professional Sports 116 118 120 121 121 121 Specifications: Methodology Used to Collect the Data 122 Error: Accuracy of the Data 123 Currency: When the Data Were Collected 123 Objective: The Purpose for Which the Data Were Collected 123 Nature: The Content of the Data 123 Dependability: How Dependable Are the Data? 124 145 146 · Acronyms 146 146 · Internet and Computer Exercises 147 · Activities 147 5 Exploratory Research Design: Qualitative Research 150 Objectives 150 151 Primary Data: Qualitative Versus Quantitative Research 152 119 Criteria for Evaluating Secondary Data 145 Suggested Exercises Overview 118 Advantages and Uses of Secondary Data · Video Case 4.1 The Mayo Clinic: Staying Healthy with Marketing Research 148 114 Exploratory Research Design: Secondary and Syndicated Data Summary 145 Live Research: Conducting a Marketing Suggested Disadvantages of Secondary Data « 142 144 Cases, HBS Cases, and Video Cases 112 Live
Research: Conducting a Marketing Research Primary Versus Secondary Data 144 Key Terms and Concepts Cases, HBS Cases and Video Cases 114 140 143 Ethics in Marketing Research 111 113 140 Mobile Marketing Research 108 Summary Acronyms 138 Marketing Research and Social Media 111 Ethics in Marketing Research 137 137 International Marketing Research 107 Marketing Research and Social Media Overview 135 Industry Services 104 International Marketing Research Objectives 134 Electronic Scanner Services Combining Information from Different Sources Single-Source Data 139 Budgeting and Scheduling the Project 4 131 Purchase and Media Panels Retailer and Wholesaler Audits 104 Marketing Research Proposal 130 131 Syndicated Data from Institutions Potential Sources of Error · 128 128 Syndicated Data from Households 101 HP Running Case 128 Syndicated Sources of Secondary Data 97 Relationships Among Exploratory, Descriptive, and Causal Research 103 Nonsampling Error 126 127 Business/Nongovernment Data Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs 99 113 126 Data Warehouse and Data Mining Research Design: Definition Project 125 126 Rationale for Using Qualitative Research 154 A Classification of Qualitative Research Procedures 155 Focus Group Interviews Characteristics 155 156 Planning and Conducting Focus Groups Other Variations in Focus Groups Advantages of Focus Groups 162 Disadvantages of Focus Groups Applications of Focus Groups Online Focus Group Interviews 161 163 163 164 Advantages of Online Focus Groups 164 157
9 CONTENTS Disadvantages of Online Focus Groups Uses of Online Focus Groups 165 Depth Interviews 164 166 170 Association Techniques 170 Completion Techniques 171 Construction Techniques 173 Expressive Techniques 174 Advantages and Disadvantages of Projective Techniques 175 Applications of Projective Techniques 175 Analysis of Qualitative Data Software Packages 177 178 International Marketing Research 179 Marketing Research and Social Media 179 Focus Groups 180 Depth Interviews 181 Projective Techniques 181 Limitations 181 Mobile Marketing Research Ethics in Marketing Research 200 Email Interviews 200 Internet Interviews 200 Characteristics 166 Techniques 167 Advantages and Disadvantages of Depth Interviews 168 Applications of Depth Interviews 169 Projective Techniques Electronic Methods A Comparative Evaluation of Survey Methods 202 Task Factors 204 Situational Factors 207 Respondent Factors 208 Some Other Survey Methods 210 Selection of Survey Methods 210 Observation Methods 211 Structured Versus Unstructured Observation 211 Disguised Versus Undisguised Observation 212 Natural Versus Contrived Observation 212 Observation Methods Classified by Mode of Administration 212 Personal Observation 212 Mechanical Observation 213 Audit 215 Content Analysis 215 Trace Analysis 217 A Comparative Evaluation of Observation Methods 218 182 183 HP Running Case 184 » Summary 184 Key Terms and Concepts 184 · Suggested Cases, HBS Cases, and Video Cases 185 Live Research: Conducting a Marketing Research Project 185 · Acronyms 185 Exercises 186 · Internet and Computer Exercises 186 · Activities
187 Video Case 5.1 Nike: Associating Athletes, Performance, and the Brand 188 A Comparison of Survey and Observation Methods 219 Relative Advantages of Observation 219 Relative Disadvantages of Observation 219 Ethnographic Research Other Methods 220 221 International Marketing Research Selection of Survey Methods Marketing Research and Social Media Objectives Overview 190 191 Survey Methods 193 Survey Methods Classified by Mode of Administration 194 Telephone Methods 194 Traditional Telephone Interviews 194 Computer-Assisted Telephone Interviewing (CATI) 194 Personal Methods 196 Personal In-Home Interviews 196 Mall-Intercept Personal Interviews 196 Computer-Assisted Personal Interviewing (CAPI) 197 Mail Methods 198 Mail Interviews 198 Mail Panels 200 223 Surveys 223 Observation 225 Mobile Marketing Research Descriptive Research Design: Survey and Observation 190 221 222 226 MMR and Survey Research 226 MMR and Observation Research 227 Ethics in Marketing Research 228 HP Running Case 229 · Summary 229 Key Terms and Concepts 229 · Suggested Cases, HBS Cases, and Video Cases 230 Live Research: Conducting a Marketing Research Project 230 · Acronyms 230 Exercises 231 · Internet and Computer Exercises 231 · Activities 231 Video Case 6.1 Starbucks: Staying Local While Going Global Through Marketing Research 232 Causal Research Design: Experimentation 234 Objectives Overview 234 235 Concept of Causality 236
10 CONTENTS Live Research: Conducting a Marketing Research Project 262 · Acronyms 262 Exercises 262 · Internet and Computer Exercises 263 · Activities 263 Conditions for Causality 236 Concomitant Variation 237 Time Order of Occurrence of Variables 238 Absence of Other Possible Causal Factors 238 Role of Evidence 238 Definitions and Concepts Definition of Symbols Video Case 7.1 Aflac: Marketing Research Quacks Like a Duck 264 239 240 Validity in Experimentation Internal Validity 241 External Validity 241 8 240 Objectives Overview Extraneous Variables 241 History 241 Maturation 242 Testing Effects 242 Instrumentation 242 Statistical Regression 242 Selection Bias 243 Mortality 243 266 267 Measurement and Scaling 268 Scale Characteristics and Levels of Measurement 268 Description 268 Order 268 Distance 269 Origin 269 Controlling Extraneous Variables Randomization 243 Matching 243 Statistical Control 244 Design Control 244 243 Primary Scales of Measurement Nominal Scale 269 Ordinal Scale 271 Interval Scale 272 Ratio Scale 273 A Classification of Experimental Designs Preexperimental Designs 245 One-Shot Case Study 245 One-Group Pretest-Posttest Design Static Group Design 246 244 Quasi-Experimental Designs Time Series Design 249 Multiple Time Series Design International Marketing Research Mobile Marketing Research 254 Experimental Versus Nonexperimental Designs 255 Mobile Marketing Research Ethics in Marketing Research Video Case 8.1 Procter Gamble: Using Marketing Research to Build Brands 286 256 9 256 256 Marketing Research and Social Media 282 HP Running Case 283 * Summary 283
Key Terms and Concepts 283 · Suggested Cases, HBS Cases, and Video Cases 284 Live Research: Conducting a Marketing Research Project 284 · Acronyms 284 Exercises 285 · Internet and Computer Exercises 285 · Activities 285 250 International Marketing Research 281 281 Ethics in Marketing Research 249 Application: Test Marketing 280 Marketing Research and Social Media 249 Limitations of Experimentation Time 256 Cost 256 Administration 256 274 Comparative Scaling Techniques 275 Paired Comparison Scaling 275 Rank Order Scaling 277 Constant Sum Scaling 278 Q-Sort and Other Procedures 279 246 Laboratory Versus Field Experiments 269 A Comparison of Scaling Techniques True Experimental Designs 247 Pretest-Posttest Control Group Design 247 Posttest-Only Control Group Design 247 Statistical Designs 250 Randomized Block Design Latin Square Design 252 Factorial Design 253 Measurement and Scaling: Fundamentals and Comparative Scaling 266 Measurement and Scaling: Noncomparative Scaling Techniques Objectives Overview 258 259 259 HP Running Case 260 · Summary 260 Key Terms and Concepts 261 · Suggested Cases, HBS Cases, and Video Cases 261 288 289 Noncomparative Scaling Techniques Continuous Rating Scale 290 Itemized Rating Scales 292 Likert Scale 292 Semantic Differential Scale 294 Stapel Scale 295 290 288
CONTENTS Noncomparative Itemized Rating Scale Decisions 296 Sensitive Information 326 Increasing the Willingness of Respondents 326 Number of Scale Categories 296 Balanced Versus Unbalanced Scales 296 Odd or Even Number of Categories 297 Forced Versus Nonforced Scales 297 Nature and Degree of Verbal Description 297 Physical Form or Configuration 297 Multi-Item Scales Scale Evaluation Choosing Question Structure Choosing Question Wording Measurement Accuracy 301 Reliability 302 Validity 304 Relationship Between Reliability and Validity 305 Generallzabillty 305 Determining the Order of Questions 306 306 Marketing Research and Social Media Mobile Marketing Research Opening Questions 333 Type of Information 334 Difficult Questions 334 Effect on Subsequent Questions Logical Order 335 306 International Marketing Research 307 308 Ethics in Marketing Research Form and Layout 309 Overview 341 International Marketing Research Ethics in Marketing Research 316 318 Questionnaire Definition 319 Objectives of a Questionnaire 319 319 Video Case 10.1 Dunkin Donuts: Dunking the Competition 351 320 Type of Interviewing Method 321 Individual Question Content 322 Is the Question Necessary? 322 Are Several Questions Needed Instead of One? 322 Overcoming Inability to Answer Effort Required of the Respondents Context 325 325 A A I I Sampling: Design and Procedures 353 Objectives Overview 323 353 354 Sample or Census Is the Respondent Informed? 323 Can the Respondent Remember? 324 Can the Respondent Articulate? 325 Overcoming Unwillingness to Answer 344 345 HP Running Case 346 · Summary 346 Key
Terms and Concepts 347 · Suggested Cases, H8S Cases, and Video Cases 347 Live Research: Conducting a Marketing Research Project 348 · Acronyms 348 Exercises 348 · Internet and Computer Exercises 349 · Activities 350 317 Specify the Information Needed 355 The Sampling Design Process 325 325 344 344 MMR and Questionnaire Design Questionnaire Design Process 342 Marketing Research and Social Media Mobile Marketing Research Questionnaires and Observation Forms 337 338 Observational Forms 316 Legitimate Purpose 336 Computer and Internet Questionnaire Construction 340 eGO: Reinventing Questionnaire and Form Design Objectives Pretesting 333 334 Reproduction of the Questionnaire HP Running Case 310 · Summary 310 Key Terms and Concepts 311 · Suggested Cases, HBS Cases, and Video Cases 311 Live Research: Conducting a Marketing Research Project 311 * Acronyms 312 Exercises 312 · Internet and Computer Exercises 312 · Activities 313 Video Case 9.1 Wheels 314 330 Define the Issue 330 Use Ordinary Words 330 Use Unambiguous Words 331 Avoid Leading or Biasing Questions 331 Avoid Implicit Alternatives 332 Avoid Implicit Assumptions 332 Avoid Generalizations and Estimates 332 Dual Statements: Positive and Negative 333 300 Mathematically Derived Scales 327 Unstructured Questions 327 Structured Questions 328 301 Choosing a Scaling Technique 11 357 Define the Target Population 357 Determine the Sampling Frame 358 Select a Sampling Technique 358 Determine the Sample Size 359 Execute the Sampling Process 360
CONTENTS 12 A Classification of Sampling Techniques Nonprobability Sampling Techniques 361 362 Convenience Sampling 363 Judgmental Sampling 363 Quota Sampling 364 Snowball Sampling 365 387 388 Definitions and Symbols 389 The Sampling Distribution 366 390 Statistical Approach to Determining Sample Size 391 Simple Random Sampling 367 Systematic Sampling 368 Stratified Sampling 369 Cluster Sampling 371 Other Probability Sampling Techniques The Confidence Interval Approach 373 392 Sample Size Determination: Means 393 Sample Size Determination: Proportions 395 Multiple Characteristics and Parameters 398 Choosing Nonprobability Versus Probability Sampling 375 Other Probability Sampling Techniques Uses of Nonprobability and Probability Sampling 376 Adjusting the Statistically Determined Sample Size 399 Internet Sampling Calculation of Response Rates 376 Issues In Online Sampling 376 Online Sampling Techniques 377 International Marketing Research Mobile Marketing Research 378 379 International Marketing Research Mobile Marketing Research Video Case 11.1 Nivea: Marketing Research Leads to Consistency in Marketing 385 Overview 416 417 Video Case 12.1 Subaru: Mr. Survey Monitors Customer Satisfaction 413 415 Validation of Fieldwork 418 Fieldwork/Data Collection Process Selection of Fieldworkers Training of Fieldworkers 408 HP Running Case 408 · Summary 409 Key Terms and Concepts 409 · Suggested Cases, HBS Cases, and Video Cases 409 Live Research: Conducting a Marketing Research Project 410 · Acronym 410 Exercises 410 » Internet and Computer Exercises 411 · Activities 411 Appendix
12A 411 Sampling Control 423 Control of Cheating 423 Central Office Control 423 416 The Nature of Fieldwork 407 407 Ethics In Marketing Research Data Collection, Preparation, Analysis, and Reporting Objectives 406 Marketing Research and Social Media 381 HP Running Case 381 · Summary 382 Key Terms and Concepts 382 · Suggested Cases, HBS Cases, and Video Cases 382 Live Research: Conducting a Marketing Research Project 383 * Acronyms 383 Exercises 383 · Internet and Computer Exercises 384 · Activities 384 Fieldwork 401 Improving the Response Rates 401 Adjusting for Nonresponse 404 380 Ethics in Marketing Research 399 400 Nonresponse Issues in Sampling Marketing Research and Social Media 3 Objectives Overview Probability Sampling Techniques PART 3 2 Sampling: Final and Initial Sample Size Determination 387 419 420 Making the Initial Contact 420 Asking the Questions 420 Probing 420 Recording the Answers 421 Terminating the Interview 421 Supervision of Fieldworkers 423 Quality Control and Editing 423 418 423 Evaluation of Fieldworkers Cost and Time 424 Response Rates 424 Quality of Interviewing Quality of Data 424 423 424 International Marketing Research 425 Marketing Research and Social Media Mobile Marketing Research 427 Ethics in Marketing Research HP Running Case 428 · 426 428 Summary 429
CONTENTS Key Terms and Concepts 429 · Suggested Cases, HBS Cases, and Video Cases 429 Live Research: Conducting a Marketing Research Project 429 · Acronyms 430 Exercises 430 · Internet and Computer Exercises 430 · Activities 430 Video Case 13.1 Inside Out 431 Data Preparation Objectives Intel: Building Blocks 433 Overview 434 Questionnaire Checking 436 Objectives 463 Overview 464 465 Introduction to Hypothesis Testing 436 436 437 Formulate the Hypotheses 472 Select an Appropriate Test 474 Choose Level of Significance, а 474 Collect Data and Calculate Test Statistic 475 Step 5: Determine the Probability (Critical Value) 475 Steps 6 and 7: Compare the Probability (Critical Value) and Make the Decision 475 Step 8: Marketing Research Conclusion 476 442 Data Cleaning 444 Consistency Checks 444 Treatment of Missing Responses Statistically Adjusting the Data 444 445 Weighting 445 Variable Respecification 446 Scale Transformation 447 448 A Classification of Statistical Techniques International Marketing Research 449 450 Marketing Research and Social Media 452 Data Collection 452 Text Coding and Categorization 452 Text Mining and Visualization 452 Mobile Marketing Research Ethics in Marketing Research Statistical Software 453 453 454 SPSS and SAS Computerized Demonstration Movies 455 SPSS and SAS Screen Captures with Notes 455 SPSS Windows 455 Creating a Variable Called Overall Evaluation 456 Recoding to Create New Variable Called Recoded Income 456 SAS Enterprise Guide 1: 2: 3: 4: Cross-Tabulations Selecting a Data Analysis Strategy 472 A General Procedure for Hypothesis Testing
472 Step Step Step Step Coding Questions 437 Developing a Data File 438 Transcribing Frequency Distribution, Cross-Tabulation, and Hypothesis Testing 463 Measures of Location 468 Measures of Variability 469 Measures of Shape 471 435 Treatment of Unsatisfactory Responses Coding 5 461 Statistics Associated with Frequency Distribution 468 The Data-Preparation Process Editing Conducting a Marketing Research Project Acronyms 461 · Exercises 461 Internet and Computer Exercises 462 Activities 462 Frequency Distribution 433 13 456 Creating a Variable Called Overall Evaluation 457 Recoding to Create New Variable Called Recoded Income 457 HP Running Case 459 · Summary 460 Key Terms and Concepts 460 · Suggested Cases and Video Cases 460 · Live Research: 476 Two Variables 477 Three Variables 478 General Comments on Cross-Tabulation 481 Statistics Associated with CrossTabulation 481 Chi-Square 482 Phi Coefficient 483 Contingency Coefficient 484 Cramer s V 484 Lambda Coefficient 484 Other Statistics 485 Cross-Tabulation in Practice 485 Hypothesis Testing Related to Differences Parametric Tests 486 486 One Sample 487 Two Independent Samples Paired Samples 491 Nonparametric Tests 493 One Sample 493 Two Independent Samples Paired Samples 495 Statistical Software 488 494 497 SPSS and SAS Computerized Demonstration Movies 498 SPSS and SAS Screen Captures with Notes 498
CONTENTS SPSS Windows 498 Frequency Distribution 498 Cross-Tabulation 499 Flypothesis Testing 499 Key Terms and Concepts 534 · Suggested Cases and Video Cases 534 · Live Research: Conducting a Marketing Research Project 534 Acronyms 534 · Exercises 534 Internet and Computer Exercises 535 Activities 536 SAS Enterprise Guide 500 Frequency Distribution 500 Cross-Tabulation 500 Hypothesis Testing 501 HP Running Case 503 · Summary 503 Key Terms and Concepts 504 · Suggested Cases and Video Cases 504 · Live Research: Conducting a Marketing Research Project 504 Acronyms 505 · Exercises 505 Internet and Computer Exercises 50Ó Activities 507 7 Correlation and Regression 537 Objectives Overview 537 538 Product Moment Correlation Partial Correlation 542 Nonmetric Correlation Regression Analysis Objectives Overview 508 Relationship Among Techniques One-Way Analysis of Variance 511 511 Statistics Associated with One-Way Analysis of Variance 512 Conducting One-Way Analysis of Variance Identify the Dependent and Independent Variables 513 Decompose the Total Variation 513 Measure the Effects 514 Test the Significance 515 Interpret the Results 515 512 515 Illustrative Applications of One-Way Analysis of Variance 516 Assumptions in Analysis of Variance N-Way Analysis of Variance 519 520 Illustrative Application of N-Way Analysis of Variance 522 Analysis of Covariance 524 Repeated Measures ANOVA 528 529 529 531 532 · Statistics Associated with Multiple Regression 555 Conducting Multiple Regression Analysis Partial Regression Coefficients 555 Strength of Association 557 Significance Testing 558
Examination of Residuals 559 Stepwise Regression Multicollinearity Summary 555 561 563 563 564 564 Analysis of Variance and Covariance with Regression 565 Statistical Software 530 SPSS and SAS Computerized Demonstration Movies 530 SPSS and SAS Screen Captures with Notes 531 533 554 Regression with Dummy Variables 527 Multivariate Analysis of Variance HP Running Case Multiple Regression Cross-Validation Nonmetric Analysis of Variance SAS Enterprise Guide Conducting Bivariate Regression Analysis 546 Plot the Scatter Diagram 547 Formulate the Bivariate Regression Model 548 Estimate the Parameters 548 Estimate Standardized Regression Coefficient 549 Test for Significance 550 Determine the Strength and Significance of Association 551 Check Prediction Accuracy 553 Assumptions 553 Relative Importance of Predictors Issues in Interpretation 525 Interactions 525 Relative Importance of Factors Multiple Comparisons 527 SPSS Windows 545 Statistics Associated with Bivariate Regression Analysis 545 509 Illustrative Data 544 545 Bivariate Regression Analysis of Variance and Covariance 508 539 533 Statistical Software 566 SPSS and SAS Computerized Demonstration Movies 566 SPSS and SAS Screen Captures with Notes 567 SPSS Windows 567 SAS Enterprise Guide HP Running Case 569 568 · Summary 570 Key Terms and Concepts 570 · Suggested Cases and Video Cases 570 · Live Research: Conducting a Marketing Research Project 571
CONTENTS Acronyms 571 · Exercises 571 Internet and Computer Exercises 572 Activities 573 Acronyms 604 · Exercises 604 Internet and Computer Exercises 605 Activities 605 Discriminant and Logit Analysis 574 Objectives 9 574 Overview 575 576 Relationship of Discriminant and Logit Analysis to ANOVA and Regression 576 Discriminant Analysis Model 577 Statistics Associated with Discriminant Analysis 577 Conducting Discriminant Analysis 579 Formulate the Problem 579 Estimate the Discriminant Function Coefficients 581 Determine the Significance of Discriminant Function 581 Interpret the Results 584 Assess Validity of Discriminant Analysis 586 Multiple Discriminant Analysis 588 Formulate the Problem 588 Estimate the Discriminant Function Coefficients 588 Determine the Significance of the Discriminant Function 588 Interpret the Results 588 Assess Validity of Discriminant Analysis 591 Stepwise Discriminant Analysis The Logit Model 594 594 Conducting Binary Logit Analysis 595 Formulate the Problem 595 Estimating the Binary Logit Model 596 Model Fit 596 Significance Testing 596 Interpretation of the Coefficients and Validation 596 An Illustrative Application of Logistic Regression 597 Statistical Software 600 SPSS and SAS Computerized Demonstration Movies 600 SPSS and SAS Screen Captures with Notes 600 SPSS Windows Factor Analysis Objectives Overview 600 Discriminant Analysis Logit Model 600 600 SAS Enterprise Guide 601 Discriminant Analysis Logit Model 601 601 HP Running Case 602 · Summary 602 Key Terms and Concepts 603 · Suggested Cases and Video Cases 603 · Live Research: Conducting a
Marketing Research Project 604 606 606 607 Basic Concept Basic Concept of Discriminant Analysis 15 608 Factor Analysis Model 609 Statistics Associated with Factor Analysis Conducting Factor Analysis 610 Formulate the Problem 611 Construct the Correlation Matrix 611 Determine the Method of Factor Analysis Determine the Number of Factors 615 Rotate Factors 616 Interpret Factors 617 Calculate Factor Scores 618 Select Surrogate Variables 618 Determine the Model Fit 619 Applications of Common Factor Analysis Statistical Software 609 615 621 626 SPSS and SAS Computerized Demonstration Movies 626 SPSS and SAS Screen Captures with Notes 626 SPSS Windows 626 SAS Enterprise Guide 626 HP Running Case 627 · Summary 628 Key Terms and Concepts 628 · Suggested Cases and Video Cases 628 · Live Research: Conducting a Marketing Research Project 629 Acronyms 629 · Exercises 629 Internet and Computer Exercises 630 Activities 631 Cluster Analysis 632 Objectives 632 Overview 633 Basic Concept 634 Statistics Associated with Cluster Analysis 635 Conducting Cluster Analysis 636 Formulate the Problem 636 Select a Distance or Similarity Measure 637 Select a Clustering Procedure 638 Decide on the Number of Clusters 642 Interpret and Profile the Clusters 644 Assess Reliability and Validity 645 Applications of Nonhierarchical Clustering 646 Applications of TwoStep Clustering Clustering Variables 650 648
16 CONTENTS Statistical Software 652 SPSS and SAS Computerized Demonstration Movies 652 SPSS and SAS Screen Captures with Notes 652 SPSS Windows 652 SAS Enterprise Guide 653 HP Running Case 654 · Summary 654 Key Terms and Concepts 655 · Suggested Cases and Video Cases 655 · Live Research: Conducting a Marketing Research Project 655 Acronyms 656 · Exercises 656 Internet and Computer Exercises 656 Activities 657 21 Objectives Structural Equation Modeling and Path Analysis 690 Objectives Overview 690 691 Basic Concept 692 Statistics Associated with SEM Foundations of SEM Multidimensional Scaling and Conjoint Analysis 658 Overview Key Terms and Concepts 687 · Suggested Cases and Video Cases 688 · Live Research: Conducting a Marketing Research Project 688 Acronyms 688 · Exercises 688 Internet and Computer Exercises 689 Activities 689 Theory, Model, and Path Diagram 694 Exogenous Versus Endogenous Constructs 695 Dependence and Correlational Relationships 696 Model Fit 696 Model Identification 696 658 659 Basic Concepts in Multidimensional Scaling (MDS) 661 Statistics and Terms Associated with MDS 693 694 661 Conducting SEM 697 662 Define the Individual Constructs 697 Formulate the Problem 662 Obtain Input Data 662 Select an MDS Procedure 664 Decide on the Number of Dimensions 665 Label the Dimensions and Interpret the Configuration 666 Assess Reliability and Validity 667 Specify the Measurement Model 697 Conducting Multidimensional Scaling Assumptions and Limitations of MDS Scaling Preference Data 668 Relationship Among MDS, Factor Analysis, and Discriminant Analysis 671 Basic
Concepts in Conjoint Analysis 671 Statistics and Terms Associated with Conjoint Analysis 672 672 Formulate the Problem 672 Construct the Stimuli 673 Decide on the Form of Input Data 675 Select a Conjoint Analysis Procedure 675 Interpret the Results 678 Assessing Reliability and Validity 678 Assumptions and Limitations of Conjoint Analysis 680 Hybrid Conjoint Analysis Statistical Software 681 684 SPSS and SAS Computerized Demonstration Movies 684 SPSS and SAS Screen Captures with Notes 684 SPSS Windows 684 SAS Enterprise Guide HP Running Case 687 685 · Assess Measurement Model Fit 699 Assess Measurement Model Reliability and Validity 701 Lack of Validity: Diagnosing Problems 703 703 Assess Structural Model Validity 670 Conducting Conjoint Analysis 698 Assess Measurement Model Reliability and Validity 699 Specify the Structural Model 668 Correspondence Analysis Sample Size Requirements Summary 687 704 Assessing Fit 705 Comparison with Competing Models 705 Testing Hypothesized Relationships 705 Structural Model Diagnostics 705 Draw Conclusions and Make Recommendations 706 Higher-Order Confirmatory Factor Analysis 706 Relationship of SEM to Other Multivariate Techniques 707 Application of SEM: First-Order Factor Model 708 Define the Individual Constructs 708 Specify the Measurement Model 709 Assess Measurement Model Reliability and Validity 709 Specify the Structural Model 710 Assess Structural Model Validity 710 Conclusions and Recommendations 710 Application of SEM: Second-Order Factor Model 710 Define the Individual Constructs 710 Specify the Measurement Model 712
CONTENTS Assess Measurement Model Reliability and Validity 712 Specify the Structural Model 714 Assess Structural Model Validity 714 Draw Conclusions and Make Recommendations 715 Path Analysis Reinforce Text with Tables and Graphs Terse 732 Guidelines for Tables 716 Illustrative Example of Path Analysis Statistical Software 717 719 Lisrel 719 SPSS and SAS Computerized Demonstration Movies 720 SPSS and SAS Screen Captures with Notes 720 SPSS Windows 720 SAS Enterprise Guide 721 HP Running Case 722 · Summary 722 Key Terms and Concepts 723 · Suggested Cases and Video Cases 723 » Live Research: Conducting a Marketing Research Project 723 Acronyms 723 · Exercises 724 Internet and Computer Exercises 724 Activities 724 23 Objectives Overview 725 Importance of the Report and Presentation 727 The Report Preparation and Presentation Process 727 Report Preparation Report Format Report Writing Guidelines for Graphs 733 Geographic and Other Maps 734 Round or Pie Charts 734 Line Charts 734 Pictographs 735 Histograms and Bar Charts 735 Schematic Figures and Flowcharts 735 Data Visualization and Big Data Visualizing Big Data SAS Visual Analytics Report Distribution Oral Presentation 736 736 737 737 737 Research Follow-Up 738 728 International Marketing Research 740 741 Marketing Research and Social Media Mobile Marketing Research Ethics in Marketing Research Statistical Software SPSS Windows 742 743 743 744 745 SAS Enterprise Guide 745 HP Running Case 746 · Summary 746 Key Terms and Concepts 746 · Suggested Cases, HBS Cases, and Video Cases 746 Live Research: Conducting a Marketing
Research Project 747 · Acronyms 747 Exercises 747 · Internet and Computer Exercises 748 · Activities 748 731 731 Readers 731 Easy to Follow 732 Presentable and Professional Appearance Objective 732 739 740 Assisting the Client 740 Evaluation of the Research Project 728 Title Page 729 Letter of Transmittal 729 Letter of Authorization 730 Table of Contents 730 Executive Summary 730 Problem Definition 730 Approach to the Problem 730 Research Design 730 Data Analysis 730 Results 730 Limitations and Caveats 731 Conclusions and Recommendations 732 Address the Problem 738 Research Design 738 Execution of the Research Procedures Numbers and Statistics 739 Interpretation and Conclusions 739 Generalizability 739 Disclosure 739 726 732 Title and Number 732 Arrangement of Data Items 733 Basis of Measurement 733 Leaders, Rulings, and Spaces 733 Explanations and Comments: Headings, Stubs, and Footnotes 733 Sources of the Data 733 Reading the Research Report Report Preparation and Presentation 725 17 732 Video Case 23.1 Marriott: Marketing Research Leads to Expanded Offerings 749
18 CONTENTS CASES RUNNING CASE WITH REAL DATA Case 1.1 HP: Using Marketing Research to Gain a Competitive Edge 752 COMPREHENSIVE CRITICAL THINKING CASES Case 4.2 Wendy s: History and Life After Dave Thomas 787 COMPREHENSIVE HARVARD BUSINESS SCHOOL CASES Case 2.1 Baskin-Robbins: Can It Bask in the Good Ole Days? 757 Case 5.1 The Harvard Graduate Student Housing Survey (9-505-059) 793 Case 5.2 BizRate.Com (9-501-024) 793 Case 2.2 Kid Stuff? Determining the Best Positioning Strategy for Akron Children s Hospital 760 Case 5.3 Cola Wars Continue: Coke and Pepsi in the Twenty-First Century (9-702-442) 793 DATA ANALYSIS CASES WITH REAL DATA Case 5.4 TiVo in 2002 (9-502-062) 793 Case 5.5 Compaq Computer: Intel Inside? (9-599-061) Case 3.1 AT T Wireless: Ma Bell Becomes Ma Again 762 Case 3.2 IBM: A Top Provider of Computer Hardware, Software, and Services 766 Case 3.3 Kimberly-Clark: Competing Through Innovation 774 COMPREHENSIVE CASES WITH REAL DATA Case 4.1 JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions 781 Case 5.6 The New Beetle (9-501-023) Appendix: Statistical Tables Notes 807 Glossary 850 Index 865 795 793 793
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| author | Malhotra, Naresh K. |
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| bvnumber | BV045954348 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.2 |
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| callnumber-subject | HF - Commerce |
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| dewey-full | 658.8/3 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/3 |
| dewey-search | 658.8/3 |
| dewey-sort | 3658.8 13 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | Seventh edition, global edition |
| format | Book |
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| id | DE-604.BV045954348 |
| illustrated | Illustrated |
| indexdate | 2024-08-06T09:56:03Z |
| institution | BVB |
| isbn | 9781292265636 1292265639 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-031336368 |
| oclc_num | 1105219394 |
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| physical | 882 Seiten Illustrationen, Diagramme |
| publishDate | 2020 |
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| publisher | Pearson |
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| spellingShingle | Malhotra, Naresh K. Marketing research an applied orientation Marketingforschung (DE-588)4200055-5 gnd Marketing (DE-588)4037589-4 gnd Marktforschung (DE-588)4037630-8 gnd |
| subject_GND | (DE-588)4200055-5 (DE-588)4037589-4 (DE-588)4037630-8 |
| title | Marketing research an applied orientation |
| title_auth | Marketing research an applied orientation |
| title_exact_search | Marketing research an applied orientation |
| title_full | Marketing research an applied orientation Naresh K. Malhotra, Georgia Institute of Technology |
| title_fullStr | Marketing research an applied orientation Naresh K. Malhotra, Georgia Institute of Technology |
| title_full_unstemmed | Marketing research an applied orientation Naresh K. Malhotra, Georgia Institute of Technology |
| title_short | Marketing research |
| title_sort | marketing research an applied orientation |
| title_sub | an applied orientation |
| topic | Marketingforschung (DE-588)4200055-5 gnd Marketing (DE-588)4037589-4 gnd Marktforschung (DE-588)4037630-8 gnd |
| topic_facet | Marketingforschung Marketing Marktforschung |
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| work_keys_str_mv | AT malhotranareshk marketingresearchanappliedorientation |
Inhaltsverzeichnis
THWS Schweinfurt Zentralbibliothek Lesesaal
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2000 QP 611 M249(7) |
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| Exemplar 1 | ausleihbar Verfügbar Bestellen |