Marketing Research / Edition 11 available in Hardcover
Marketing Research / Edition 11
- ISBN-10:
- 1118156633
- ISBN-13:
- 9781118156636
- Pub. Date:
- 10/09/2012
- Publisher:
- Wiley
Marketing Research / Edition 11
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Overview
This book offers the best approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. This highly regarded text focuses on market intelligence, strategy, theory, and application and retains its coverage of the most advanced and current marketing research methodologies. Pointing out these methodologies' limitations and strengths, the book also brings to the forefront the relevance of marketing intelligence, the power of the Internet in marketing research applications, and much more. Suitable for students in the intermediate or advanced courses.
Product Details
| ISBN-13: | 9781118156636 |
|---|---|
| Publisher: | Wiley |
| Publication date: | 10/09/2012 |
| Edition description: | Older Edition |
| Pages: | 768 |
| Product dimensions: | 8.10(w) x 10.10(h) x 1.20(d) |
About the Author
David A. Aaker, University of California;
V. Kumar, University of Houston;
George S. Day, University of Pennsylvania
Table of Contents
PART I THE NATURE AND SCOPE OF MARKETING RESEARCH
CHAPTER 1 A Decision-Making Perspective on Marketing Intelligence
Learning Objectives
An Overview of Business Intelligence
Introduction to Marketing Intelligence
Marketing Research
Role of Marketing Research in Managerial Decision Making
Factors That Influence Marketing Research Decisions
Use of Marketing Research
Ethics in Marketing Research
The Respondent's Ethics and Rights
International Marketing Research
SummaryQuestions and Problems
End Notes
Case 1-1: Preteen Market'The Right Place to Be In for Cell Phone Providers?
Case 1-2: Best Buy on a Segmentation Spree
Case 1-3: Ethical Dilemmas in Marketing Research
CHAPTER 2 Marketing Research in Practice
Learning Objectives
Information System, Decision Support Systems, and Marketing Research
Marketing Decision Support Systems
Suppliers of Information
Criteria for Selecting External Suppliers
The International Marketing Research Industry
Career Opportunities in Marketing Research
Summary
Questions and Problems
End Notes
Appendix: Marketing Research Jobs
CHAPTER 3 The Marketing Research Process
Learning Objectives
Overview of the Marketing Research Process
The Preliminary Stages of the Marketing Research Process
Planning a New HMO
The International Marketing Research Process
Summary
Questions and Problems
End Notes
Appendix: The Value of Research Information Using Bayesian Decision Theory
Case 3-1: A VideOcart Test for Bestway Stores
Case 3-2: Sperry/MacLennan Architects and
Planners
Case 3-3: Philip Morris Enters Turkey
CHAPTER 4 Research Design and Implementation
Learning Objectives
Research Approach
Research Tactics and Implementation
Budgeting and Scheduling the Research Project
Research Proposal
Designing International Marketing Research
Issues in International Research Design
Summary
Questions and Problems
End Notes
Appendix: Errors in Research Design
SECTION A: SECONDARY AND EXPLORATORY RESEARCH
CHAPTER 5 Secondary Sources of Marketing
Data
Learning Objectives
Secondary Data
Uses of Secondary Data
Benefits of Secondary Data
Limitations of Secondary Data
Internal Sources of Secondary Data
External Sources of Secondary Data
Census Data
North American Industry Classification System
Appraising Secondary Sources
Applications of Secondary Data
Sources of Secondary Data for International Marketing Research
Problems Associated with Secondary Data in International Research
Applications of Secondary Data in International Research
Summary
Questions and Problems
End Notes
Case 5-1: Barkley Foods
Case 5-2: Dell in Latin America?
Case 5-3: Eddie Bauer: Strategize with Secondary Marketing Data
CHAPTER 6 Standardized Sources of Marketing Data
Learning Objectives
Retail Store Audits
Consumer Purchase Panels
Scanner Services and Single-Source Systems
Media-Related Standardized Sources
Applications of Standardized Sources of Data
Summary
Questions and Problems
End Notes
Case 6-1: Promotion of Rocket Soups
Case 6-2: Kerry Gold Products, Ltd.
Case 6-3: Paradise Foods
CHAPTER 7 Marketing Research on the Internet
Learning Objectives
Current Trends in Web Usage
WWW Information for Marketing Decisions
The Internet and Marketing Research Today
The Internet and Marketing Research Developments
Issues and Concerns
Summary
Questions and Problems
End Notes
Case 7-1: Caring Children's Hospital
CHAPTER 8 Information Collection: Qualitative and Observational Methods
Learning Objectives
Need for Qualitative Research
Qualitative Research Methods
Observational Methods
Recent Applications of Qualitative and Observational Methods
Summary
Questions and Problems
End Notes
Appendix: Myths of Qualitative Research: It's Conventional, But Is It Wisdom?
Case 8-1: Mountain Bell Telephone Company
Case 8-2: U.S. Department of Energy (A)
Case 8-3: Acura
Case 8-4: Exploratory Research on the Lleyton Hewitt National Visa Card
Case 8-5: Hamilton Beach Conducts Primary Research in Mexico and Europe
Mini-Project
PART II DATA COLLECTION
Case 4-1: Reynolds Tobacco's Slide-Box Cigarettes
Case 4-2: California Foods Corporation
Case for Part I
Case I-1: Clover Valley Dairy Company
SECTION B: DESCRIPTIVE RESEARCH
CHAPTER 9 Information from Respondents: Issues in Data CollectionLearning Objectives
Information from Surveys
Sources of Survey Error
Methods of Data Collection
Factors Affecting the Choice of a Survey Method
Ethical Issues in Data Collection
Summary
Questions and Problems
End Notes
Case 9-1: Essex Markets (A)
Case 9-2: More Ethical Dilemmas in Marketing Research
CHAPTER 10 Information from Respondents: Survey Methods
Learning Objectives
Collecting Data
Surveys in the International Context
Summary
Questions and Problems
End Notes
Case 10-1: Roland Development Corp.
CHAPTER 11 Attitude Measurement
Learning Objectives
What Are Attitudes?
The Concept of Measurement and Scaling
Types of Attitude Rating Scales
General Guidelines for Developing a Multiple-Item Scale
Interpreting Attitude Scales
Choosing an Attitudinal Scale
Accuracy of Attitude Measurements
Scales in Cross-National Research
Summary
Questions and Problems
End Notes
Case 11-1: National Kitchens
CHAPTER 12 Designing the Questionnaire
Learning Objectives
Planning What to Measure
Formatting the Question
Question Wording: A Problem of Communication
Sequence and Layout Decisions
Questionnaire Design for International Research
Summary
Questions and Problems
End Notes
Case 12-1: Wine Horizons
Case 12-2: Smith's Clothing (A)
Case 12-3: Compact Lemon
Case 12-4: Project Data: An Urban Transportation Study
SECTION C: CAUSAL RESEARCH
CHAPTER 13 Experimentation
Learning Objectives
Descriptive versus Experimental Research
What Constitutes Causality?
Laboratory and Field Experiments
Threats to Experimental Validity
Issues in Experimental Research
Types of Experimental Designs
Guidelines for Conducting Experimental Research
Limitations of Experiments
Summary
Questions and Problems
End Notes
Case 13-1: Evaluating Experimental Designs
Case 13-2: Barrie Food Corporation
SECTION D: SAMPLING
CHAPTER 14 Sampling Fundamentals
Learning Objectives
Sample or Census
Sampling Process
Probability Sampling
Nonprobability Sampling
Shopping Center Sampling
Sampling in the International Context
Summary
Questions and Problems
End Notes
Case 14-1: Exercises in Sample Design
Case 14-2: Talbot Razor Products Company
CHAPTER 15 Sample Size and Statistical Theory
Learning Objectives
Determining the Sample Size: Ad Hoc Methods
Population Characteristics/Parameters
PART IV SPECIAL TOPICS IN DATA ANALYSIS Sample Characteristics/Statistics
Sample Reliability
Interval Estimation
Sample Size Question
Proportions
Coefficient of Variation
Stratified Sampling
Multistage Design
Sequential Sampling
Summary
Questions and Problems
End Notes
Case for Part II
Case II-1: Currency Concepts International
Part III DATA ANALYSIS
CHAPTER 16 Fundamentals of Data Analysis
Learning Objectives
Preparing the Data for Analysis
Strategy for Data Analysis
Cross-Tabulations
Factors Influencing the Choice of Statistical Technique
An Overview of Statistical Techniques
Summary
Questions and Problems
End Notes
Appendix
CHAPTER 17 Hypothesis Testing: Basic Concepts and Tests of Associations
Learning Objectives
The Logic of Hypothesis Testing
Steps in Hypothesis Testing
Basic Concepts of Hypothesis Testing
Cross-Tabulation and Chi-Square
Summary
Questions and Problems
End NotesCase 17-1: Medical Systems Associates: Measuring Patient Satisfaction
CHAPTER 18 Hypothesis Testing: Means and Proportions
Learning Objectives
Commonly Used Hypothesis Tests in Marketing ResearchRelationship between Confidence Interval and Hypothesis Testing
Analysis of Variance (ANOVA)
The Probability-Values (p-Values) Approach to Hypothesis Testing
Effect of Sample Size and Interpretation of Test Results
Summary
Questions and Problems
End Notes
Case 18-1: American Conservatory Theater
Case 18-2: Apple Appliance Stores
Cases for Part IIICase III-1: The Vancouver Symphony OrchestraCase III-2: Popular Pizzas: Identifying Consumer PreferencesCHAPTER 19 Correlation Analysis and Regression AnalysisLearning ObjectivesCorrelation AnalysisRegression AnalysisSummaryQuestions and ProblemsEnd NotesCase 19-1: The Seafood GrottoCase 19-2: Ajax Advertising AgencyCase 19-3: Election Research, Inc.CHAPTER 20 Discriminant, Factor, and Cluster AnalysisLearning ObjectivesDiscriminant AnalysisMultiple Discriminant AnalysisSummary of Discriminant AnalysisFactor and Cluster AnalysisFactor AnalysisSummary of Factor AnalysisCluster AnalysisSummary of Cluster AnalysisQuestions and ProblemsEnd NotesCase 20-1: Southwest UtilityCase 20-2: Store Image StudyCase 20-3: Behavioral ResearchCHAPTER 21 Multidimensional Scaling and Conjoint AnalysisLearning ObjectivesMultidimensional ScalingAttribute-Based ApproachesSummary of MDSConjoint AnalysisSummary of Conjoint AnalysisQuestions and ProblemsEnd NotesCase 21-1: Nester's FoodsCase 21-2: Pepsi-ColaCase 21-3: The Electric Truck CaseCase 21-4: Fargo InstrumentsCHAPTER 22 Presenting the ResultsLearning ObjectivesGuidelines for Successful PresentationsWritten ReportOral PresentationRelationship with the ClientSummaryQuestions and ProblemsEnd NotesCases for Part IVCase IV-1: Smith's Clothing (B)Case IV-2: NewfooCHAPTER 23 Marketing-Mix MeasuresLearning ObjectivesNew-Product ResearchPricing ResearchDistribution ResearchPromotion ResearchTotal Quality ManagementInformation Requirements for Total Quality ManagementSummaryQuestions and ProblemsEnd NotesCase 23-1: Brown MicrowaveCase 23-2: National Chemical CorporationCase 23-3: U.S. Department of Energy (B)Case 23-4: Hokey Pokey is Born in IndiaCHAPTER 24 Brand and Customer MetricsLearning ObjectivesCompetitive AdvantageBrand EquityCustomer SatisfactionCustomer Satisfaction Measurement ProcessContemporary Applications of Marketing IntelligenceMaximizing Customer ProfitabilitySummaryQuestions and ProblemsEnd NotesPART V APPLICATIONS OF MARKETING INTELLIGENCE
CHAPTER 25 Database Marketing, E-Commerce, Relationship Marketing, and Customer IntelligenceLearning ObjectivesDatabase MarketingE-CommerceMobile MarketingSocial MarketingExperiential MarketingRelationship MarketingRecent Developments in Relationship MarketingWord-of-Mouth MarketingCustomer IntelligenceSummaryQuestions and ProblemsEnd NotesAppendixEnd Notes for AppendixAppendix: TablesA-1. Standard Normal, Cumulative Probability in Right-Hand Tail for Positive Values of z; Areas Are Formed by SymmetryA-2. X2 Critical PointsA-3. F Critical PointsA-4. t Cut-off Points for the Student's t-DistributionA-5. Procedures for Conducting Univariate and Multivariate Analysis in SPSSA-6. Output of Select Tables in SPSSGlossary
Index