Basic Marketing Research: Application to Contemporary Issues with SPSS-Student Edition / Edition 1

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Written from the perspective of users of marketing research, this easy to read and understand book presents concepts and principles at a basic level. It is practical, applied, and managerial, and focuses on important contemporary issues—in total quality management, international marketing, technology, ethics, and the Internet. A four-part organization outlines a six-step framework for conducting market research. Part I provides an introduction to marketing research and discusses problem definition; Part II covers research and design; Part III presents field work and data preparation; and Part IV looks at data analysis and communicating the research. For all professionals who are either users or providers of marketing research.
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Product Details

  • ISBN-13: 9780133768565
  • Publisher: Pearson
  • Publication date: 12/28/2001
  • Edition description: BK&CD-ROM
  • Edition number: 1
  • Pages: 685
  • Product dimensions: 8.12 (w) x 10.04 (h) x 1.28 (d)

Table of Contents

Pt. I Introduction and Early Phases of Marketing Research 1
1 Introduction to Marketing Research 2
2 Defining the Marketing Research Problem and Developing an Approach 34
Pt. II Research Design Formulation 79
3 Research Design 80
4 Exploratory Research Design: Secondary Data 108
5 Exploratory Research Design: Syndicated Sources of Secondary Data 136
6 Exploratory Research Design: Qualitative Research 164
7 Descriptive Research Design: Survey and Observation 192
8 Causal Research Design: Experimentation 222
9 Measurement and Scaling: Fundamentals and Comparative Scaling 252
10 Measurement and Scaling: Noncomparative Scaling Techniques 278
11 Questionnaire and Form Design 306
12 Sampling: Design and Procedures 342
13 Sampling: Final and Initial Sample Size Determination 374
Pt. III Data Collection, Analysis, and Reporting 427
14 Field Work 428
15 Data Preparation and Analysis Strategy 448
16 Frequency Distribution, Hypothesis Testing, and Cross-Tabulation 470
17 Hypothesis Testing Related to Differences 502
18 Correlation and Regression 532
19 Report Preparation and Presentation 566
Pt. IV Comprehensive Cases 609
Appendix 649
Photo Credits 661
Subject Index 665
Company and Product Index 681
Name Index 685
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The response to my graduate text, Marketing Research: An Applied Orientation, has been truly gratifying, with more than 144 universities adopting the book in the United States. The book has been translated into Spanish, Portuguese, and Hungarian, and an International Edition, a European Edition, and an Australian and New Zealand Edition have also been published. Basic Marketing Research: Applications to Contemporary Issues builds on this success and carries it to the undergraduate level.


The book is suitable for use in a basic marketing research course at the undergraduate level. Basic marketing research concepts and principles are presented so that they are easy to read and understand. An abundance of diagrams, tables, pictures, illustrations, and examples help to explain the concepts. Other features designed for undergraduate students include an opening vignette that is referred to throughout the chapter, acronyms at the end of each chapter summarizing the key concepts, extensive assignment material (questions, problems, and Internet and computer exercises), and activities (role playing, field work, and group discussion).


The book has four parts, based on a six-step framework for conducting marketing research. Part One provides an introduction to marketing research and discusses problem definition, the first and most important step. It also describes the nature and scope of research undertaken to develop an approach to the problem, the second step in the marketing research process.

Part Two covers research design, the third step, and describes in detail exploratory, descriptive, and causalresearch designs. The types of information commonly obtained in marketing research are described, as well as the appropriate scales for obtaining such information. Guidelines for designing questionnaires are presented, and the procedures, techniques, and statistical considerations involved in sampling are explained.

Part Three presents a practical and managerially oriented discussion of field work, the fourth step in the marketing research process. It also covers data preparation and analysis, the fifth step. Basic statistical techniques are discussed in detail, with emphasis on procedures, results, and managerial implications. Four statistical packages—SPSS, SAS, MINITAB, and EXCEL—are featured. While four statistical packages are featured, SPSS gets special emphasis. A student version of SPSS is enclosed along with SPSS files for all the data sets used in this book. Communicating the research by preparing and presenting a formal report constitutes the sixth step in the marketing research process, which is also discussed in Part Three. Finally, Part Four contains comprehensive cases and video cases.

Key Features of the Text

The book has several important or unique features in terms of its content and its pedagogy.


  1. A chapter is devoted to problem definition and developing an approach. These important steps in the marketing research process are discussed thoroughly and extensively (Chapter 2).
  2. A chapter covers secondary data analysis. In addition to the traditional sources, computerized databases are also covered extensively. Use of the Internet for secondary data analysis is discussed in detail (Chapter 4).
  3. A chapter is devoted to syndicate services. The types of data available from syndicate firms and the applications of such data are described in detail (Chapter 5).
  4. A whole chapter is dedicated to qualitative research. Focus groups, depth interviews, and projective techniques are discussed in detail with emphasis on the applications of these procedures. Use of the Internet for qualitative research is discussed in detail (Chapter 6).
  5. One chapter presents survey and observation methods (Chapter 7), while another discusses experimentation (Chapter 8). Thus, descriptive and causal designs are covered in detail with due emphasis on the Internet.
  6. Two chapters are devoted to scaling techniques. One chapter is devoted to the fundamentals and comparative scaling techniques (Chapter 9). The other chapter covers noncomparative techniques and the basic procedures for assessing their reliability and validity (Chapter 10).
  7. A chapter discusses questionnaire design. A step-by-step procedure and several guidelines are provided for constructing questionnaires (Chapter 11).
  8. Two chapters cover sampling techniques. One chapter discusses the qualitative issues involved in sampling and the various nonprobability and probability sampling techniques (Chapter 12). The other chapter explains statistical issues, as well as final and initial sample size determination (Chapter 13).
  9. A chapter presents field work. We give several guidelines on interviewer training, interviewing, and supervision of field workers (Chapter 14). Four chapters have been devoted to the analysis of marketing research data covering all the basic techniques. Chapters are devoted to:
    • Data preparation (Chapter 15)
    • Frequency distribution, cross-tabulation, and hypothesis testing (Chapter 16)
    • Testing hypotheses related to differences, including the various t-tests and analysis of variance (Chapter 17)
    • Correlation and regression analysis (Chapter 18)

    • The data set used to explain each technique is provided in the beginning of the chapter. Data analysis is illustrated for four statistical packages: SPSS, SAS, MINITAB, and EXCEL. A student version of SPSS and SPSS files for all the datasets we have used are included with the book. A separate section on SPSS appears in the relevant chapters.
  10. A chapter covers report preparation and presentation (Chapter 19).


  1. The book has a highly applied and managerial orientation. We illustrate in a pervasive manner how marketing researchers apply the various concepts and techniques and how managers implement the findings in order to improve marketing practice. The emphasis on applied marketing research is reinforced by featuring Elrick & Lavidge (E&L) in a significant way in each chapter. (The focus on E&L should not be interpreted as an endorsement for E&L over other marketing research firms—I have no business relationship with E&L and have not provided them with any consulting services. The primary intent is to show how a well-established marketing research firm practices the concepts discussed in each chapter.)
  2. Several real-life examples are presented in each chapter. These examples describe in some detail how marketing research addresses specific managerial problems and the decisions that were based on these efforts. Often, information available from published sources has been supplemented to make these examples more illustrative.
  3. Each part of the book contains short cases. The conciseness of the cases allows you to use them in examinations. Some long cases are also provided, including some cases with statistical data. These cases are current to sustain student interest.
  4. Each part of the book contains video cases drawn from the Prentice Hall video library. These video cases have been rewritten from the marketing research perspective. The accompanying questions are all marketing research questions. The videotapes are available to instructors who adopt the book.
  5. A contemporary focus has been achieved by integrating the coverage of total quality management, international marketing research, technology, and ethics in marketing research throughout the text.
  6. Each chapter also contains a section entitled "Internet Applications:" The text discusses how the Internet connects to each step of the marketing research process. Each chapter also contains "Internet and Computer Exercises," which present opportunities to apply these concepts in real-life settings.
  7. Each chapter opens with a set of questions to arouse student curiosity and to give the student a sense of the chapter's structure. Each chapter also contains an opening vignette, used as a running example throughout the chapter.
  8. Each chapter but the first opens with a diagram that gives the focus of that chapter, its relationship to the previous chapter(s), and its relationship to the marketing research process. Also included is a diagram that provides an overview of the chapter, showing the major topics and linking them to figures and tables.
  9. Data analysis procedures are illustrated with respect to SPSS, SAS, MINITAB, and EXCEL, along with other popular computer programs. This book serves well as a text for whatever statistical package the instructor is using. However, special emphasis is given to SPSS and SPSS files are provided for all the datasets used in the book and the statistical outputs in the chapters.
  10. Each chapter contains one or more helpful acronyms that summarize the important concepts. Acronyms are the most popular mnemonic technique college students use. Theoretical and empirical evidence supporting the effectiveness of mnemonic techniques and their usefulness as pedagogical tools is discussed in my paper in the Journal of the Academy of Marketing Science (Spring 1991): 141-150.
  11. Extensive "Exercises" and "Activities," which include Questions, Problems, Internet and Computer Exercises, Role Playing, Field Work, and Group Discussion, appear at the conclusion of each chapter. This section provides ample opportunities for testing the concepts covered in the chapter.

Instructional Support

The book is supported by a rich set of supplements, detailed below.

  1. This site contains the following:
    • The entire Instructors' Manual (password-protected)
    • Test Item File (password-protected)
    • Power Point Slides containing a chapter outline and all the figures and tables (password-protected)
    • Data for Cases 3.1 (Ford Taurus), 3.2 (Marriott), 3.3 (Microsoft), 4.1 (DuPont), and 4.2 (Gucci). These data can be downloaded with ease as either text files or SPSS files. SPSS data files are also provided for the data used to illustrate the statistical concepts in Chapters 16, 17, and 18, as well as for the relevant Internet and Computer Exercises in these chapters.
    • Links to other useful Web sites.

    To obtain the user id and password to the Web site, please contact your local Prentice Hall representative or contact me.

    The Web site is being enhanced continually.

  2. Instructor's Manual. Written by the author, the entire Instructor's Manual is very closely tied to the text. Each chapter contains transparency masters, chapter objectives, author's notes, chapter outlines, teaching suggestions, and answers to all end-of-chapter exercises and activities (questions, problems, Internet and computer exercises, role playing, field work, and group discussion). In addition, solutions are provided to all the cases, including those that involve data analysis. Solutions are also provided to all the video cases. The disk enclosed with the Instuctor's Manual contains the following:
    • SPSS and text files containing data for Cases 3.1 (Ford Taurus), 3.2 (Marriott), 3.3 (Microsoft), 4.1 (DuPont), and 4.2 (Gucci).
    • SPSS data files for Tables 16.1, 17.1, 17.6, and 18.1.
    • SPSS data files for Internet and Computer Exercises in Chapters 16, 17, and 18.
    • SPSS output files for all the analyses presented in Chapters 16, 17, and 18.
  3. Test Item File. Written by Andrew Yap, this valuable test item file contains a wide variety of tests for each chapter, which allows you to create your own exams.
  4. Video Cases. A set of videotapes containing these cases is available to adopters. The solutions to these cases are provided in the Instructor's Manual and are also available on the Web site. Professor Martha McEnally (UNC-Greensboro) originally wrote these video cases, which I have rewritten from a marketing research perspective.
  5. PowerPoint slides. These slides contain all the figures and all the tables for each chapter of the book.
  6. A student version of SPSS and SPSS files for all the datasets used in the book.
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