PART I THE NATURE AND SCOPE OF MARKETING RESEARCH CHAPTER 1 A Decision-Making Perspective on Marketing Intelligence, 1 Learning Objectives, 1 An Overview of Business Intelligence, 1 Introduction to Marketing Intelligence, 3 Marketing Research, 6 Role of Marketing Research in Managerial Decision Making, 9 Factors That Influence Marketing Research Decisions, 17 Use of Marketing Research, 18 Ethics in Marketing Research, 19 The Respondent?s Ethics and Rights, 20 International Marketing Research, 22 Summary, 24 Questions and Problems, 24 End Notes, 24 Case 1-1: Preteen Market?The Right Place to Be In for Cell Phone Providers?, 26 Case 1-2: Best Buy on a Segmentation Spree, 26 Case 1-3: Ethical Dilemmas in Marketing Research, 28 CHAPTER 2 Marketing Research in Practice, 29 Learning Objectives, 29 Information System, Decision Support Systems, and Marketing Research, 30 Marketing Decision Support Systems, 32 Suppliers of Information, 36 Criteria for Selecting External Suppliers, 41 The International Marketing Research Industry, 41 Career Opportunities in Marketing Research, 42 Summary, 43 Questions and Problems, 43 End Notes, 44 Appendix: Marketing Research Jobs, 44 CHAPTER 3 The Marketing Research Process, 45 Learning Objectives, 45 Overview of the Marketing Research Process, 45 The Preliminary Stages of the Marketing Research Process, 47 Planning a New HMO, 56 The International Marketing Research Process, 59 Summary, 62 Questions and Problems, 62 End Notes, 63 Appendix: The Value of Research Information Using Bayesian Decision Theory, 63 Case 3-1: A VideOcart Test for Bestway Stores, 66 Case 3-2: Sperry/MacLennan Architects and Planners, 67 Case 3-3: Philip Morris Enters Turkey, 70 CHAPTER 4 Research Design and Implementation, 72 Learning Objectives, 72 Research Approach, 74 Research Tactics and Implementation, 80 Budgeting and Scheduling the Research Project, 82 Research Proposal, 83 Designing International Marketing Research, 86 Issues in International Research Design, 87 Summary, 89 Questions and Problems, 90 End Notes, 90 Appendix: Errors in Research Design, 90 SECTION A: SECONDARY AND EXPLORATORY RESEARCH CHAPTER 5 Secondary Sources of Marketing Data, 102 Learning Objectives, 102 Secondary Data, 102 Uses of Secondary Data, 103 Benefits of Secondary Data, 104 Limitations of Secondary Data, 104 Internal Sources of Secondary Data, 105 External Sources of Secondary Data, 107 Census Data, 112 North American Industry Classification System, 114 Appraising Secondary Sources, 115 Applications of Secondary Data, 116 Sources of Secondary Data for International Marketing Research, 119 Problems Associated with Secondary Data in International Research, 120 Applications of Secondary Data in International Research, 120 Summary, 121 Questions and Problems, 122 End Notes, 122 Case 5-1: Barkley Foods, 123 Case 5-2: Dell in Latin America?, 124 Case 5-3: Eddie Bauer: Strategize with Secondary Marketing Data, 124 CHAPTER 6 Standardized Sources of Marketing Data, 126 Learning Objectives, 126 Retail Store Audits, 127 Consumer Purchase Panels, 127 Scanner Services and Single-Source Systems, 131 Media-Related Standardized Sources, 137 Applications of Standardized Sources of Data, 140 Summary, 141 Questions and Problems, 141 End Notes, 142 Case 6-1: Promotion of Rocket Soups, 143 Case 6-2: Kerry Gold Products, Ltd., 144 Case 6-3: Paradise Foods, 144 CHAPTER 7 Marketing Research on the Internet, 152 Learning Objectives, 152 Current Trends in Web Usage, 152 WWW Information for Marketing Decisions, 154 The Internet and Marketing Research Today, 158 The Internet and Marketing Research Developments, 168 Issues and Concerns, 171 Summary, 174 Questions and Problems, 174 End Notes, 175 Case 7-1: Caring Children?s Hospital, 176 CHAPTER 8 Information Collection: Qualitative and Observational Methods, 177 Learning Objectives, 177 Need for Qualitative Research, 177 Qualitative Research Methods, 178 Observational Methods, 197 Recent Applications of Qualitative and Observational Methods, 202 Summary, 204 Questions and Problems, 204 End Notes, 205 Appendix: Myths of Qualitative Research: It?s Conventional, But Is It Wisdom?, 207 Case 8-1: Mountain Bell Telephone Company, 209 Case 8-2: U.S. Department of Energy (A), 211 Case 8-3: Acura, 211 Case 8-4: Exploratory Research on the Lleyton Hewitt National Visa Card, 212 Case 8-5: Hamilton Beach Conducts Primary Research in Mexico and Europe, 213 Mini-Project, 214 PART II DATA COLLECTION Case 4-1: Reynolds Tobacco?s Slide-Box Cigarettes, 92 Case 4-2: California Foods Corporation, 96 Case for Part I, 99 Case I-1: Clover Valley Dairy Company, 99 SECTION B: DESCRIPTIVE RESEARCH CHAPTER 9 Information from Respondents: Issues in Data Collection, 215 Learning Objectives, 215 Information from Surveys, 215 Sources of Survey Error, 216 Methods of Data Collection, 221 Factors Affecting the Choice of a Survey Method, 221 Ethical Issues in Data Collection, 225 Summary, 227 Questions and Problems, 227 End Notes, 228 Case 9-1: Essex Markets (A), 229 Case 9-2: More Ethical Dilemmas in Marketing Research, 229 CHAPTER 10 Information from Respondents: Survey Methods, 231 Learning Objectives, 231 Collecting Data, 231 Surveys in the International Context, 251 Summary, 254 Questions and Problems, 255 End Notes, 256 Case 10-1: Roland Development Corp., 257 CHAPTER 11 Attitude Measurement, 260 Learning Objectives, 260 What Are Attitudes?, 261 The Concept of Measurement and Scaling, 262 Types of Attitude Rating Scales, 265 General Guidelines for Developing a Multiple-Item Scale, 276 Interpreting Attitude Scales, 277 Choosing an Attitudinal Scale, 278 Accuracy of Attitude Measurements, 280 Scales in Cross-National Research, 283 Summary, 283 Questions and Problems, 284 End Notes, 285 Case 11-1: National Kitchens, 286 CHAPTER 12 Designing the Questionnaire, 288 Learning Objectives, 288 Planning What to Measure, 289 Formatting the Question, 291 Question Wording: A Problem of Communication, 296 Sequence and Layout Decisions, 300 Questionnaire Design for International Research, 306 Summary, 308 Questions and Problems, 309 End Notes, 312 Case 12-1: Wine Horizons, 313 Case 12-2: Smith?s Clothing (A), 315 Case 12-3: Compact Lemon, 316 Case 12-4: Project Data: An Urban Transportation Study, 316 SECTION C: CAUSAL RESEARCH CHAPTER 13 Experimentation, 323 Learning Objectives, 323 Descriptive versus Experimental Research, 324 What Constitutes Causality?, 325 Laboratory and Field Experiments, 327 Threats to Experimental Validity, 327 Issues in Experimental Research, 330 Types of Experimental Designs, 332 Guidelines for Conducting Experimental Research, 345 Limitations of Experiments, 346 Summary, 348 Questions and Problems, 349 End Notes, 350 Case 13-1: Evaluating Experimental Designs, 350 Case 13-2: Barrie Food Corporation, 351 SECTION D: SAMPLING CHAPTER 14 Sampling Fundamentals, 353 Learning Objectives, 353 Sample or Census, 353 Sampling Process, 354 Probability Sampling, 360 Nonprobability Sampling, 366 Shopping Center Sampling, 370 Sampling in the International Context, 372 Summary, 374 Questions and Problems, 375 End Notes, 376 Case 14-1: Exercises in Sample Design, 377 Case 14-2: Talbot Razor Products Company, 378 CHAPTER 15 Sample Size and Statistical Theory, 380 Learning Objectives, 380 Determining the Sample Size: Ad Hoc Methods, 380 Population Characteristics/Parameters, 382 PART IV SPECIAL TOPICS IN DATA ANALYSIS Sample Characteristics/Statistics, 383 Sample Reliability, 384 Interval Estimation, 386 Sample Size Question, 387 Proportions, 389 Coefficient of Variation, 390 Stratified Sampling, 392 Multistage Design, 393 Sequential Sampling, 393 Summary, 394 Questions and Problems, 394 End Notes, 396 Case for Part II, 397 Case II-1: Currency Concepts International, 397 Part III DATA ANALYSIS CHAPTER 16 Fundamentals of Data Analysis, 403 Learning Objectives, 403 Preparing the Data for Analysis, 404 Strategy for Data Analysis, 408 Cross-Tabulations, 411 Factors Influencing the Choice of Statistical Technique, 413 An Overview of Statistical Techniques, 415 Summary, 419 Questions and Problems, 419 End Notes, 420 Appendix, 421 CHAPTER 17 Hypothesis Testing: Basic Concepts and Tests of Associations, 422 Learning Objectives, 422 The Logic of Hypothesis Testing, 423 Steps in Hypothesis Testing, 424 Basic Concepts of Hypothesis Testing, 424 Cross-Tabulation and Chi-Square, 428 Summary, 436 Questions and Problems, 436 End Notes, 437 Case 17-1: Medical Systems Associates: Measuring Patient Satisfaction, 437 CHAPTER 18 Hypothesis Testing: Means and Proportions, 440 Learning Objectives, 440 Commonly Used Hypothesis Tests in Marketing Research, 440 Relationship between Confidence Interval and Hypothesis Testing, 443 Analysis of Variance (ANOVA), 445 The Probability-Values (p-Values) Approach to Hypothesis Testing, 457 Effect of Sample Size and Interpretation of Test Results, 458 Summary, 459 Questions and Problems, 459 End Notes, 460 Case 18-1: American Conservatory Theater, 461 Case 18-2: Apple Appliance Stores, 463 Cases for Part III, 464 Case III-1: The Vancouver Symphony Orchestra, 464 Case III-2: Popular Pizzas: Identifying Consumer Preferences, 471 CHAPTER 19 Correlation Analysis and Regression Analysis, 476 Learning Objectives, 476 Correlation Analysis, 477 Regression Analysis, 481 Summary, 499 Questions and Problems, 500 End Notes, 502 Case 19-1: The Seafood Grotto, 502 Case 19-2: Ajax Advertising Agency, 503 Case 19-3: Election Research, Inc., 504 CHAPTER 20 Discriminant, Factor, and Cluster Analysis, 506 Learning Objectives, 506 Discriminant Analysis, 506 Multiple Discriminant Analysis, 515 Summary of Discriminant Analysis, 518 Factor and Cluster Analysis, 518 Factor Analysis, 519 Summary of Factor Analysis, 528 Cluster Analysis, 530 Summary of Cluster Analysis, 540 Questions and Problems, 540 End Notes, 541 Case 20-1: Southwest Utility, 542 Case 20-2: Store Image Study, 543 Case 20-3: Behavioral Research, 545 CHAPTER 21 Multidimensional Scaling and Conjoint Analysis, 548 Learning Objectives, 548 Multidimensional Scaling, 548 Attribute-Based Approaches, 548 Summary of MDS, 557 Conjoint Analysis, 558 Summary of Conjoint Analysis, 565 Questions and Problems, 565 End Notes, 566 Case 21-1: Nester?s Foods, 567 Case 21-2: Pepsi-Cola, 568 Case 21-3: The Electric Truck Case, 571 Case 21-4: Fargo Instruments, 572 CHAPTER 22 Presenting the Results, 573 Learning Objectives, 573 Guidelines for Successful Presentations, 573 Written Report, 579 Oral Presentation, 583 Relationship with the Client, 586 Summary, 586 Questions and Problems, 586 End Notes, 586 Cases for Part IV, 587 Case IV-1: Smith?s Clothing (B), 587 Case IV-2: Newfood, 587 CHAPTER 23 Marketing-Mix Measures, 591 Learning Objectives, 591 New-Product Research, 592 Pricing Research, 602 Distribution Research, 603 Promotion Research, 610 Total Quality Management, 620 Information Requirements for Total Quality Management, 621 Summary, 627 Questions and Problems, 628 End Notes, 629 Case 23-1: Brown Microwave, 631 Case 23-2: National Chemical Corporation, 632 Case 23-3: U.S. Department of Energy (B), 632 Case 23-4: Hokey Pokey is Born in India, 633 CHAPTER 24 Brand and Customer Metrics, 635 Learning Objectives, 635 Competitive Advantage, 635 Brand Equity, 637 Customer Satisfaction, 643 Customer Satisfaction Measurement Process, 645 Contemporary Applications of Marketing Intelligence, 649 Maximizing Customer Profitability, 650 Summary, 653 Questions and Problems, 653 End Notes, 654 PART V APPLICATIONS OF MARKETING INTELLIGENCE CHAPTER 25 Database Marketing, E-Commerce, Relationship Marketing, and Customer Intelligence, 655 Learning Objectives, 655 Database Marketing, 656 E-Commerce, 665 Mobile Marketing, 669 Social Marketing, 672 Experiential Marketing, 676 Relationship Marketing, 677 Recent Developments in Relationship Marketing, 678 Word-of-Mouth Marketing, 683 Customer Intelligence, 685 Summary, 689 Questions and Problems, 689 End Notes, 690 Appendix, 690 End Notes for Appendix, 693 Appendix: Tables, 000 A-1. Standard Normal, Cumulative Probability in Right-Hand Tail for Positive Values of z; Areas Are Formed by Symmetry, 000 A-2. X2 Critical Points, 000 A-3. F Critical Points, 000 A-4. t Cut-off Points for the Student?s t-Distribution, 000 A-5. Procedures for Conducting Univariate and Multivariate Analysis in SPSS, 000 A-6. Output of Select Tables in SPSS, 000 Glossary, 694 Index, 000
