Marketing Research,9780273695301

Marketing Research

by ;
Edition: 2nd
ISBN13: 9780273695301
ISBN10: 0273695304
Format: Paperback
Pub. Date: 2005-11-30
Publisher(s): Ft Pr
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Table of Contents

Preface xiii
Guided tour of the book xx
Publisher's acknowledgements xxii
About the authors xxiii
Introduction to marketing research
1(28)
Objectives
1(1)
Overview
2(21)
What does marketing research encompass?
2(4)
Definition of marketing research
6(1)
A classification of marketing research
7(2)
The role of marketing research in MkIS and DSS
9(2)
Marketing research suppliers and services
11(3)
The marketing research process
14(5)
The limitations of marketing research
19(3)
Supporting decision-makers in pan-European banking
22(1)
International marketing research
23(1)
Ethics in marketing research
24(1)
Internet and computer applications
25(1)
Summary
26(1)
Questions
27(1)
Notes
27(2)
Defining the marketing research problem and developing a research approach
29(27)
Objectives
29(1)
Overview
30(19)
Importance of defining the problem
31(1)
The marketing research brief
32(3)
The marketing research proposal
35(2)
The process of defining the problem and developing a research approach
37(4)
Marketing decision problem and marketing research problem
41(2)
Defining the marketing research problem
43(1)
Components of the research approach
44(5)
International marketing research
49(2)
Ethics in marketing research
51(1)
Internet and computer applications
52(1)
Summary
53(1)
Questions
54(1)
Notes
54(2)
Research design
56(27)
Objectives
56(1)
Overview
57(20)
Research design definition
58(1)
Research design from the decision-maker's perspective
59(1)
Research design from respondents' perspectives
60(2)
Research design classification
62(3)
Descriptive research
65(4)
Causal research
69(1)
Relationships between exploratory, descriptive and causal research
70(4)
Potential sources of error in research designs
74(3)
International marketing research
77(1)
Ethics in marketing research
78(1)
Internet and computer applications
79(1)
Summary
80(1)
Questions
80(1)
Notes
81(2)
Secondary data collection and analysis
83(25)
Objectives
83(1)
Overview
84(19)
Defining primary data, secondary data and marketing intelligence
85(1)
Advantages and uses of secondary data
86(1)
Disadvantages of secondary data
87(1)
Criteria for evaluating secondary data
87(3)
Classification of secondary data
90(1)
Published external secondary sources
91(3)
Computerised databases
94(2)
Syndicated sources of secondary data
96(2)
Syndicated data from households
98(3)
Syndicated data from institutions
101(2)
International marketing research
103(1)
Ethics in marketing research
104(1)
Internet and computer applications
104(2)
Summary
106(1)
Questions
106(1)
Notes
107(1)
Internal secondary data and the use of databases
108(22)
Objectives
108(1)
Overview
109(15)
Internal secondary data
109(2)
Scanning devices
111(1)
Relating customer data to scanning systems
112(2)
Geodemographic data
114(3)
Linking different types of data
117(2)
Stages of development in using databases and survey data to build profiles of consumers and model marketing decisions
119(1)
The datawarehouse
120(1)
Data mining
121(2)
Databases and marketing research
123(1)
International marketing research
124(1)
Ethics in marketing research
125(1)
Internet and computer applications
126(1)
Summary
127(1)
Questions
128(1)
Notes
129(1)
Qualitative research: its nature and approaches
130(26)
Objectives
130(1)
Overview
131(20)
Primary data: qualitative versus quantitative research
132(2)
Rationale for using qualitative research
134(2)
Philosophy and qualitative research
136(6)
Ethnographic research
142(3)
Grounded theory
145(3)
Action research
148(3)
Ethics in marketing research
151(1)
Internet and computer applications
152(1)
Summary
153(1)
Questions
154(1)
Notes
154(2)
Qualitative research: focus group discussions
156(22)
Objectives
156(1)
Overview
157(13)
Classifying qualitative research techniques
158(2)
Focus group discussions
160(3)
Planning and conducting focus groups
163(5)
The moderator
168(1)
Other variations of focus groups
169(1)
Other types of qualitative group discussions
169(1)
International marketing research
170(3)
Ethics in marketing research
173(1)
Internet and computer applications
174(1)
Summary
175(1)
Questions
176(1)
Notes
177(1)
Qualitative research: depth interviewing and projective techniques
178(23)
Objectives
178(1)
Overview
179(14)
Depth interviews
179(8)
Projective techniques
187(5)
Comparison between qualitative techniques
192(1)
International marketing research
193(2)
Ethics in marketing research
195(2)
Internet and computer applications
197(1)
Summary
198(1)
Questions
198(1)
Notes
199(2)
Qualitative research: data analysis
201(22)
Objectives
201(1)
Overview
202(17)
The qualitative researcher
202(4)
The process of qualitative data analysis
206(9)
Using computers in qualitative research and analysis
215(4)
International marketing research
219(1)
Ethics in marketing research
219(1)
Summary
220(1)
Questions
221(1)
Notes
222(1)
Survey and quantitative observation techniques
223(35)
Objectives
223(1)
Overview
224(25)
Survey techniques
224(2)
Telephone surveys
226(2)
Personal interviews
228(2)
Mail interviews
230(3)
A comparative evaluation of survey techniques
233(8)
Selection of survey method(s)
241(1)
Observation techniques
242(2)
Observation techniques classified by mode of administration
244(2)
A comparable evaluation of observation techniques
246(2)
Advantages and disadvantages of observation techniques
248(1)
International marketing research
249(1)
Ethics in marketing research
250(2)
Internet and computer applications
252(2)
Summary
254(1)
Questions
255(1)
Notes
256(2)
Causal research design: experimentation
258(32)
Objectives
258(1)
Overview
259(24)
Concept of causality
259(1)
Conditions for causality
260(2)
Definitions and concepts
262(1)
Definitions of symbols
263(1)
Validity in experimentation
264(1)
Extraneous variables
265(2)
Controlling extraneous variables
267(1)
A classification of experimental designs
268(1)
Pre-experimental designs
269(1)
True experimental designs
270(2)
Quasi-experimental designs
272(2)
Statistical designs
274(4)
Laboratory versus field experiments
278(2)
Characteristics and limitations of experimental designs
280(1)
Experimental design application: test marketing
281(2)
International marketing research
283(2)
Ethics in marketing research
285(1)
Internet and computer applications
286(1)
Summary
287(1)
Questions
287(1)
Notes
288(2)
Measurement and scaling: fundamentals, comparative, and non-comparative scaling
290(34)
Objectives
290(1)
Overview
291(26)
Measurement and scaling
292(1)
Primary scales of measurement
293(4)
A comparison of scaling techniques
297(1)
Comparative scaling techniques
298(5)
Non-comparative scaling techniques
303(1)
Itemised rating scales
304(3)
Itemised rating scale decisions
307(4)
The development and evaluation of scales
311(5)
Choosing a scaling technique
316(1)
Mathematically derived scales
316(1)
International marketing research
317(1)
Ethics in marketing research
318(1)
Internet and computer applications
318(1)
Summary
319(1)
Questions
320(1)
Notes
321(3)
Questionnaire design
324(31)
Objectives
324(1)
Overview
325(23)
Questionnaire definition
326(1)
Questionnaire design process
326(3)
Specify the information needed
329(1)
Specify the type of interviewing method
330(1)
Determine the content of individual questions
331(1)
Overcoming the respondent's inability and unwillingness to answer
332(3)
Choose question structure
335(3)
Choose question wording
338(4)
Arrange the questions in proper order
342(2)
Identify the form and layout
344(1)
Reproduce the questionnaire
344(1)
Eliminate problems by pilot-testing
345(1)
Summarising the questionnaire design process
346(2)
International marketing research
348(1)
Ethics in marketing research
349(1)
Internet and computer applications
350(2)
Summary
352(1)
Questions
352(1)
Notes
353(2)
Sampling: design and procedures
355(26)
Objectives
355(1)
Overview
356(20)
Sample or census
357(1)
The sampling design process
358(4)
A classification of sampling techniques
362(1)
Non-probability sampling techniques
363(4)
Probability sampling techniques
367(6)
Choosing non-probability versus probability sampling
373(1)
Summary of sampling techniques
374(2)
International marketing research
376(1)
Ethics in marketing research
377(1)
Internet and computer applications
377(1)
Summary
378(1)
Questions
379(1)
Notes
380(1)
Sampling: final and initial sample size determination
381(24)
Objectives
381(1)
Overview
382(16)
Definitions and symbols
383(1)
The sampling distribution
384(1)
Statistical approaches to determining sample size
385(6)
Multiple characteristics and parameters
391(1)
Other probability sampling techniques
392(1)
Adjusting the statistically determined sample size
392(1)
Non-response issues in sampling
393(5)
International marketing research
398(1)
Ethics in marketing research
398(1)
Internet and computer applications
399(1)
Summary
399(1)
Questions
400(1)
Appendix: The normal distribution
401(2)
Notes
403(2)
Survey fieldwork
405(15)
Objectives
405(1)
Overview
406(9)
The nature of survey fieldwork
406(1)
Survey fieldwork and the data collection process
407(1)
Selecting survey fieldworkers
407(2)
Training survey fieldworkers
409(4)
Supervising survey fieldworkers
413(1)
Validating survey fieldwork
414(1)
Evaluating survey fieldworkers
414(1)
International marketing research
415(1)
Ethics in marketing research
416(1)
Internet and computer applications
416(1)
Summary
417(1)
Questions
418(1)
Notes
418(2)
Data preparation
420(25)
Objectives
420(1)
Overview
421(17)
The data preparation process
422(1)
Checking the questionnaire
422(1)
Editing
423(1)
Coding
424(5)
Transcribing
429(1)
Cleaning the data
430(2)
Statistically adjusting the data
432(3)
Selecting a data analysis strategy
435(3)
International marketing research
438(2)
Ethics in marketing research
440(1)
Internet and computer applications
441(1)
Summary
442(1)
Questions
443(1)
Notes
443(2)
Frequency distribution, cross-tabulation and hypothesis testing
445(39)
Objectives
445(1)
Overview
446(34)
Frequency distribution
447(2)
Statistics associated with frequency distribution
449(3)
A general procedure for hypothesis testing
452(5)
Cross-tabulations
457(6)
Statistics associated with cross-tabulation
463(5)
Hypothesis testing related to differences
468(1)
Parametric tests
469(6)
Non-parametric tests
475(5)
Internet and computer applications
480(1)
Summary
481(1)
Questions
482(1)
Notes
483(1)
Analysis of variance and covariance
484(26)
Objectives
484(1)
Overview
485(21)
Relationship among techniques
485(2)
One-way analysis of variance
487(1)
Conducting one-way analysis of variance
488(7)
N-way analysis of variance
495(4)
Analysis of covariance
499(1)
Issues in interpretation
500(3)
Repeated measures ANOVA
503(1)
Non-metric analysis of variance
504(1)
Multivariate analysis of variance
505(1)
Internet and computer applications
506(1)
Summary
507(1)
Questions
507(1)
Notes
508(2)
Correlation and regression
510(36)
Objectives
510(1)
Overview
511(31)
Product moment correlation
512(4)
Partial correlation
516(2)
Non-metric correlation
518(1)
Regression analysis
519(1)
Bivariate regression
519(1)
Conducting bivariate regression analysis
520(8)
Multiple regression
528(1)
Conducting multiple regression analysis
529(8)
Stepwise regression
537(1)
Multicollinearity
538(1)
Relative importance of predictors
539(1)
Cross-validation
540(1)
Regression with dummy variables
540(1)
Analysis of variance and covariance with regression
541(1)
Internet and computer applications
542(1)
Summary
543(1)
Questions
543(1)
Notes
544(2)
Discriminant analysis
546(25)
Objectives
546(1)
Overview
547(20)
Basic concept
548(1)
Relationship to regression and ANOVA
548(1)
Discriminant analysis model
549(1)
Conducting discriminant analysis
550(8)
Conducting multiple discriminant analysis
558(7)
Stepwise discriminant analysis
565(2)
Internet and computer applications
567(1)
Summary
567(1)
Questions
568(1)
Appendix: Estimation of discriminant function coefficients
569(1)
Notes
570(1)
Factor analysis
571(24)
Objectives
571(1)
Overview
572(18)
Basic concept
572(1)
Factor analysis model
573(2)
Conducting factor analysis
575(11)
Applications of common factor analysis
586(4)
Internet and computer applications
590(1)
Summary
590(1)
Questions
591(1)
Appendix: Fundamental equations of factor analysis
591(2)
Notes
593(2)
Cluster analysis
595(20)
Objectives
595(1)
Overview
596(15)
Basic concept
597(2)
Conducting cluster analysis
599(9)
Applications of non-hierarchical clustering
608(3)
Clustering variables
611(4)
Internet and computer applications
612(1)
Summary
612(1)
Questions
613(1)
Notes
613(2)
Multidimensional scaling and conjoint analysis
615(28)
Objectives
615(1)
Overview
616(23)
Basic concepts in multidimensional scaling (MDS)
617(1)
Conducting multidimensional scaling
618(6)
Assumptions and limitations of MDS
624(1)
Scaling preference data
625(1)
Correspondence analysis
626(1)
Relationship among MDS, factor analysis and discriminant analysis
627(1)
Basic concepts in conjoint analysis
627(1)
Conducting conjoint analysis
628(10)
Assumptions and limitations of conjoint analysis
638(1)
Hybrid conjoint analysis
638(1)
Internet and computer applications
639(1)
Summary
639(1)
Questions
640(1)
Notes
641(2)
Report preparation and presentation
643(19)
Objectives
643(1)
Overview
644(13)
Importance of the report and presentation
645(1)
Preparation and presentation process
645(1)
Report preparation
646(9)
Oral presentation
655(1)
Research follow-up
656(1)
International marketing research
657(1)
Ethics in marketing research
657(1)
Internet and computer applications
658(1)
Summary
659(1)
Questions
660(1)
Notes
661(1)
International marketing research
662(22)
Objectives
662(1)
Overview
663(17)
What is international marketing research?
666(1)
A framework for international marketing research
666(5)
Secondary data
671(2)
Qualitative techniques
673(2)
Survey methods
675(2)
Measurement and scaling
677(2)
Questionnaire translation
679(1)
Ethics in marketing research
680(1)
Internet and computer applications
680(1)
Summary
681(1)
Questions
682(1)
Notes
682(2)
Business-to-business (b2b) marketing research
684(28)
Objectives
684(1)
Overview
685(21)
What is b2b marketing?
687(1)
Introducing the distinction between b2b and consumer marketing
688(1)
Bases for the distinction of b2b marketing research
689(2)
Implications of the differences between business and consumer purchases for the marketing researcher
691(13)
The growth of competitive intelligence
704(2)
International marketing research
706(1)
Ethics in marketing research
707(1)
Internet and computer applications
708(1)
Summary
709(1)
Questions
710(1)
Notes
711(1)
Appendix: Statistical tables 712(11)
Glossary 723(15)
Subject index 738(13)
Name index 751(1)
Company index 752

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