Marketing Research Reprint

Marketing Research Reprint

by Melvin Crask, Richard J. Fox, Fox

Hardcover(REPRINT)

$52.50

Product Details

ISBN-13: 9780139110252
Publisher: Prentice Hall Professional Technical Reference
Publication date: 07/28/1994
Edition description: REPRINT
Pages: 608
Product dimensions: 7.52(w) x 9.25(h) x (d)

Table of Contents

Preface xi
Challenge to the Student xvi
PART I The Nature and Scope of Marketing Research 1(146)
An Introduction to the Role of Marketing Research and the Research Process
2(30)
The Marketing Concept and the Evolution of Marketing Research
6(4)
The Marketing Team
10(1)
The Marketing Research Industry
11(4)
Syndicated Services
12(1)
Custom Services
12(1)
Standardized Services
12(2)
Careers in Marketing Research
14(1)
The Steps in the Research Process
15(3)
Formulate the Problem
15(1)
Specify the Research Design
15(1)
Develop the Data Collection Procedure
16(1)
Design the Sampling Procedure
16(1)
Collect the Data
16(1)
Process and Analyze the Data
16(1)
Present the Results
16(2)
Ethical Conflicts in Marketing Research
18(2)
Ethical Conflicts Between the Marketing Manager and the Marketing Researcher
18(1)
Ethical Conflicts Between the Client and the Supplier
18(1)
Ethical Conflicts Between the Researcher and the Respondent
19(1)
The Need for a Code of Ethics
20(2)
International Issues
21(1)
Summary
22(3)
The Nimslo Three-Dimensional Photography System
23(2)
Key Terms
25(1)
Review Questions
25(1)
Discussion Questions
25(7)
Organizing a Marketing Research Department
27(1)
Purchasing a Baseball Team
28(4)
Exploratory Research
32(26)
What Is Exploratory Research?
34(1)
Commonly Used Exploratory Research Techniques
34(12)
Experience Surveys and Case Studies
34(2)
Focus Groups
36(5)
Depth Interviews
41(1)
Projective Techniques
42(4)
Research Applications of Exploratory Research
46(4)
Exploratory Research for Understanding a Problem
46(2)
Exploratory Research for Screening Alternatives
48(1)
Exploratory Research for Discovering New Ideas
49(1)
International Issues
50(1)
Summary
50(2)
Nimslo's Use Of Exploratory Research
51(1)
Key Terms
52(1)
Review Questions
52(1)
Discussion Questions
53(5)
Union Federal Bank
54(1)
Ralston Purina
54(4)
Experimental Research
58(38)
Cause and Effect
60(2)
Experimental Variables
62(2)
Avoiding Experimental Research Pitfalls
64(16)
Methods of Avoiding Experimental Error
65(2)
Common Experimental Errors
67(7)
Methods for Reducing Random Error
74(6)
Measuring Interaction
80(1)
The Importance of Experimental Validity
81(5)
International Issues
85(1)
Summary
86(2)
Experimental Research At Nimslo
87(1)
Key Terms
88(1)
Review Questions
89(1)
Discussion Questions
89(7)
O'Boises Potato Chips
91(1)
Tone Soap
92(4)
Secondary Data Sources
96(24)
Internal and External Secondary Data
98(1)
Advantages of Secondary Data
99(1)
Cost
99(1)
Completeness
99(1)
Timeliness
99(1)
Potential Drawbacks of Secondary Data
100(1)
Data Bias
100(1)
Data Accuracy
101(1)
Usefulness of the Data
101(1)
Using Secondary Data for Environmental Scanning
101(1)
Key Sources for Environmental Scanning
102(7)
Sources of Economic Conditions Data
102(1)
Sources of Industry Data
103(1)
Sources of Consumer Market Data
103(4)
Sources of Competitor Data
107(2)
Secondary Data Search Procedure
109(3)
Guides to the Literature
109(1)
Indexes
110(2)
Computerization of Secondary Data
112(2)
International Issues
113(1)
Summary
114(1)
Nimslo's Use Of Secondary Data
114(1)
Key Terms
115(1)
Review Questions
115(2)
Discussion Questions
117(3)
Smith's Car Detailing and Polishing
117(1)
Athena Carpets
118(2)
Syndicated Data
120(27)
Consumer Attitudes
122(2)
Syndicated Media Usage Data
124(5)
Audience Size
124(1)
Audience Composition
124(3)
Commercial Tracking Services
127(2)
Market Performance Data
129(2)
ScanTrack
130(1)
Nielsen Retail Index
130(1)
InfoScan
131(1)
Services for Specialized Markets
131(1)
Household Purchases
131(5)
Consumer Diary Panels
131(3)
Scanner Panels
134(2)
Trends in Syndicated Data
136(5)
Computerization of Syndicated Data
137(1)
Passive Audience Measurement
137(2)
Single-Source Data
139(1)
International Issues
140(1)
Summary
141(2)
Syndicated Data For The Nimslo Camera
142(1)
Key Terms
143(1)
Review Questions
143(1)
Discussion Questions
144(3)
Frito-Lay Light Line
144(1)
Ben and Jerry's
145(2)
PART II The Process of Collecting Primary Data 147(118)
Primary Data-Collection Alternatives and Data-Quality Issues
148(26)
Deciding If Primary Research Is Warranted
150(1)
Is the Information Actionable?
150(1)
Is the Information Worth the Cost?
150(1)
Issues in Designing a Primary Research Project
151(1)
Primary Data-Collection Alternatives
151(10)
Observation Techniques
151(2)
Types of Observations
153(3)
Direct Questioning Techniques
156(5)
Data-Quality Issues
161(5)
Controlling Sampling Error
161(1)
Controlling Nonsampling Error
162(2)
The Importance of Controlling Total Survey Error
164(1)
International Issues
165(1)
Summary
166(1)
Nimslo's Use Of The Observation Technique
166(1)
Key Terms
167(1)
Review Questions
167(1)
Discussion Questions
168(6)
The People-Meter Controversy
169(1)
Bigtop Supermarket
170(4)
Sampling Issues
174(20)
Defining the Target Population
176(2)
A Census or a Sample?
178(3)
Limitations of a Census
179(1)
Limitations of Sampling
180(1)
What Sampling Method Will Be Used?
181(4)
Probability Sampling Methods
181(3)
Nonprobability Sampling Methods
184(1)
How Large Does the Sample Need to Be?
185(2)
Determined by Precision Requirements
186(1)
Determined by Company Tradition
186(1)
Determined by Subsample Requirements
186(1)
Determined by Cost Limitations
186(1)
International Issues
187(1)
Summary
187(2)
Sampling Issues For Nimslo
188(1)
key Terms
189(1)
Review Questions
189(1)
Discussion Questions
190(4)
Peachtree Surveys, Ltd.
191(1)
First Bank
191(3)
Questionnaire Design, Project Execution, and the Presentation of Results
194(32)
Designing the Survey Instrument
196(14)
Determining the Necessary Information
196(1)
Deciding on the Question Sequence
197(2)
Writing the Individual Questions
199(2)
Developing Measurement Scales
201(8)
Constructing the Survey Instrument
209(1)
Pretesting the Survey
210(1)
Executing the Research Project
210(4)
Estimating the Cost of the Project
211(1)
Preparing the Project Proposal
212(1)
Fielding the Project
212(2)
Presentation of Results
214(4)
The Research Report
214(2)
The Oral Presentation
216(1)
International Issues
216(2)
Summary
218(1)
Nimslo's Use Of Survey Data
218(1)
Key Terms
219(1)
Review Questions
219(1)
Discussion Questions
220(6)
Marlow's Menswear
221(1)
Lipton Instant Iced Tea
222(4)
Data Analysis
226(39)
Data Preparation
228(5)
Editing
228(1)
Coding
228(1)
Data Entry
229(1)
Tabulation
229(1)
Cross-Tabulation
230(3)
Data Analysis
233(23)
Measures of Central Tendency
233(1)
Measures of Dispersion
233(4)
Computing Confidence Intervals
237(5)
Comparisons Involving Sample Mean(s)
242(2)
Comparisons Involving Sample Proportion(s)
244(2)
Relationships among Measurements
246(5)
Regression Analysis
251(2)
Analysis of Variance
253(3)
International Issues
256(1)
Summary
256(4)
Nimslo's Use Of Linear Regression Analysis To Forecast Sales Volume
258(2)
Key Terms
260(1)
Review Questions
260(1)
Discussion Questions
261(4)
An Evaluation of Alternative In-Store Promotions
262(2)
Pitfalls of Correlation Analysis
264(1)
PART III Using Research to Bring a New Brand to Market 265(198)
Using Marketing Research to Help Generate Ideas and Evaluate Concepts
266(30)
Stimulating Creativity and Generating Ideas
270(6)
Attribute Analysis
270(1)
Need Assessment
271(3)
Relationships Analysis
274(1)
Scenario Analysis
274(1)
Group Creativity
275(1)
From Ideas to Concepts
276(3)
Internal Screening
276(1)
Concepts
276(3)
Testing Concepts
279(6)
Multiple Concepts
279(1)
In-Depth Concept Evaluation
280(2)
Bases I
282(3)
Macro Assessor
285(1)
Summary
285(2)
Concept Testing At Nimslo
286(1)
Key Terms
287(1)
Review Questions
287(1)
Discussion Questions
287(9)
The Kellogg Company
288(1)
People's National Bank
289(7)
Product Testing
296(36)
The Product-Testing Process
298(3)
Central-Location Product Testing
301(9)
Discrimination Testing
301(3)
Screening Alternatives
304(2)
Preference Testing
306(4)
Home-Use Tests
310(9)
Paired Comparison Home-Use Tests
311(5)
Single-Product Home-Use Tests
316(2)
Protomonadic Home-Use Tests
318(1)
Critical Issues in Designing Home-Use Tests
319(2)
Sample Composition
320(1)
Impact of External Factors
320(1)
Order Effect
321(1)
Multiple-Product Tests
321(1)
Summary
322(2)
Product-Testing The Nimslo Camera
323(1)
Key Terms
324(1)
Review Questions
324(1)
Discussion Questions
325(7)
Tasty Snacks's Flavorfills
326(3)
White Castle System, Inc.
329(3)
Segmentation and Positioning
332(48)
Bases for Segmentation
335(12)
Geographic Segmentation
335(1)
Demographic Segmentation
336(1)
Geodemographic Segmentation
336(4)
Psychographic Segmentation
340(2)
Behavioral Segmentation
342(1)
Benefit Segmentation
343(1)
Occasions-of-Use Segmentation
343(4)
Analytical Methods Used in Segmentation
347(5)
Factor Analysis
347(1)
Cluster Analysis
348(2)
Conjoint Analysis
350(2)
Positioning
352(7)
Positioning Approaches
353(6)
Repositioning
359(1)
Analytical Methods Used in Positioning
359(5)
Nonmetric Multidimensional Scaling
360(2)
Factor Analysis
362(1)
Correspondence Analysis
363(1)
Summary
364(3)
Nimslo's Segmentation And Positioning Strategies
366(1)
Key Terms
367(1)
Review Questions
367(1)
Discussion Questions
368(12)
Segmenting the Hispanic Market
368(4)
Hallmark Photo Albums
372(8)
The Name, the Package, and the Price
380(32)
Selecting a Name
382(4)
Qualities of a Good Name
382(4)
The Umbrella Brand Name Strategy
386(1)
Changing a Name
387(1)
Selecting a Package
388(7)
Developing a Company/Brand Logo
389(1)
Criteria for Selecting a Package
389(6)
Setting a Price
395(1)
Researching a Price
396(6)
Summary
402(2)
Researching The Price For Nimslo Photofinishing
403(1)
Key Terms
404(1)
Review Questions
404(1)
Discussion Questions
405(7)
Nature's Way Products
406(2)
Ramada Inn
408(4)
Simulated Test Markets and Test Marketing
412(51)
Overview of Simulated Test Markets
414(2)
Benefits of Simulated Test Markets
415(1)
Limitations of Simulated Test Markets
415(1)
Types of Simulated Test Market Systems
416(10)
Assessor
417(6)
Laboratory Test Market (LTM)
423(1)
Litmus
424(1)
Bases
425(1)
Comp
426(1)
Summary of Simulated Test Market Systems
426(1)
Validity of Predictions
426(3)
Test Marketing
429(8)
The Value of a Test Market
431(1)
Problems Associated with Conducting a Test Market
432(1)
Are Test Markets Always Necessary?
433(1)
Types of Test Markets
434(1)
Choosing a Test Market
435(2)
Research in the Test Market
437(2)
Monitoring Sales
437(1)
Diagnostic Research
438(1)
Usage Over Time
439(1)
Projecting Test Market Results
439(2)
Projections Based on Population
439(1)
Projection Based on Population and Category Development
440(1)
Projections Based on Test Market Share
440(1)
Summary
441(2)
Nimslo's Test Market
442(1)
Key Terms
443(1)
Review Questions
443(1)
Discussion Questions
443(15)
Nimslo In-Market Advertising Test
445(2)
Test Market of the Discover Card
447(11)
Appendix To Chapter 14: Assessor Preference and Trial-Repeat Models
458(1)
Preference Model
458(2)
Preexposure Probabilities of Purchase
458(1)
Postexposure Probabilities of Purchase
459(1)
Trial-Repeat Model
460(3)
Trial
460(1)
Repeat
460(3)
PART IV Using Research to Market a Brand 463
Advertising Research
464(40)
Basic Advertising Decisions
466(6)
Choosing the Media
466(1)
Measuring Audience Size and Composition
466(5)
Comparing Campaigns
471(1)
Media Models
472(1)
Developing Advertising Copy
472(1)
Evaluating Advertising Copy
473(18)
Intrusiveness
474(6)
Persuasion
480(2)
Measuring Persuasion and Intrusiveness of TV Copy Simultaneously
482(3)
Reliability and Validity
485(4)
Physiological Measures
489(2)
Summary
491(1)
Testing Nimslo's Introductory Television Commercial
492(1)
Key Terms
492(1)
Review Questions
493(1)
Discussion Questions
493(11)
Nimslo Television Commercial Test
494(3)
Sun Bank of Florida
497(7)
Sales Promotions
504(28)
Types of Consumer Promotions
508(5)
Consumer Promotions for Increasing Short-Run Sales
510(2)
Consumer Promotions for Long-Term Objectives
512(1)
Researching Consumer Promotions
513(7)
Pretesting Consumer Promotions
514(1)
Consumer Promotion Evaluation
515(5)
Trade Promotions Research
520(2)
Pretesting Trade Promotions
521(1)
Measuring Effectiveness
522(1)
Summary
522(2)
Promoting The Nimslo Camera To The Consumer
523(1)
Key Terms
524(1)
Review Questions
524(1)
Discussion Questions
525(7)
Brack Rowe Chevrolet
526(1)
Evaluating Promotion Effectiveness
527(5)
Sales Analysis and Sales Forecasting
532(34)
Sales Analysis
534(3)
Using Consumer Panel Data
535(1)
Product Movement Data
536(1)
Sales Forecasting
537(3)
Factors Influencing Market Potential
537(2)
Quantifying the Impact
539(1)
Factors Influencing Market Share
540(1)
Sales Forecasting Methods
540(11)
Judgmental Methods
541(1)
Extrapolation Methods
542(7)
Causal Models
549(2)
Selecting a Forecasting Technique
551(1)
Summary
552(3)
Sales Forecasting At Nimslo
553(2)
Key Terms
555(1)
Review Questions
555(1)
Discussion Questions
556(10)
Fairway, Inc.
557(3)
Gallo & Sons, Inc.
560(6)
Market Monitoring
566(56)
Monitoring Competition
568(4)
Defining the Competition
569(2)
Using Research to Define Market Structure
571(1)
Identifying Competitive Strengths and Weaknesses
572(1)
Forecasting Future Competitive Strategies
572(1)
Monitoring Consumers
572(8)
Tracking Awareness, Attitudes, and Usage
573(4)
Tracking Satisfaction/Dissatisfaction
577(2)
Tracking Corporate Image
579(1)
Monitoring the Trade
580(7)
Reasons for the Increased Power of the Trade
580(1)
Evidence of the Supermarket's Power
581(2)
Researching the Trade
583(4)
Monitoring the Environment
587(4)
Opinion Polls
587(3)
Ad Hoc Opinion Studies
590(1)
Summary
591(2)
The Nimslo Epilogue
592(1)
Key Terms
593(1)
Review Questions
594(1)
Discussion Questions
594(28)
Tracking Consumer Reaction to the Sears Discover Card
595(16)
NFL Properties
611(11)
Marketing Research for Legal Evidence
622
Guidelines for Conducting Marketing Research for Legal Evidence
624(3)
Hire an Independent Research Supplier to Collect and Analyze the Data.
624(1)
Keep the Study Simple and Focused.
625(1)
Provide a Detailed Description and Justification of the Study Design.
625(1)
Pay Particular Attention to Sampling.
626(1)
Let the Data Form the Conclusions.
626(1)
Allow Plenty of Time to Conduct the Research.
626(1)
Seek Advice from the Company's Legal Staff.
627(1)
Common Situations Where Marketing Research Is Used for Legal Evidence
627(10)
Antitrust Evidence
627(1)
Trademark Infringement Evidence
628(1)
Unfair Competition Evidence
629(1)
Advertising Claims Evidence
630(7)
Summary
637(1)
Key Terms
637(1)
Review Questions
638(1)
Discussion Questions
638
Triumph Cigarettes
639(1)
Sprite vs. 7UP
640
Glossary G-1
Tables A-1
Index I-1

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