Essentials of marketing research:
Gespeichert in:
| Beteiligte Personen: | , , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
New York [u.a.]
Wiley
2002
|
| Ausgabe: | 2. ed. |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=012963880&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | XIX, 553 S. Ill., graph. Darst. |
| ISBN: | 047141235X |
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Datensatz im Suchindex
| _version_ | 1819366846492573696 |
|---|---|
| adam_text | PREFACE xv
Part 1 Introduction j C H A P T E R 1 THE ROLE OF MARKETING RESEARCH 1
! 2 INFORMATION SYSTEMS AND KNOWLEDGE MANAGEMENT 23
| 3 THE MARKETING RESEARCH PROCESS: AN OVERVIEW 42
4 THE HUMAN SIDE OF MARKETING RESEARCH:
ORGANIZATIONAL AND ETHICAL ISSUES 68
Part 2 Designing Research Studies CHAPTER 5 EXPLORATORY RESEARCH AND QUALITATIVE ANALYSIS 87
6 SECONDARY DATA RESEARCH IN A DIGITAL AGE 112
7 SURVEY RESEARCH 140
8 OBSERVATION 180
9 EXPERIMENTAL RESEARCH 199
Part 3 Measurement CHAPTER 1O MEASUREMENT AND ATTITUDE SCALING 225
1 1 QUESTIONNAIRE DESIGN 249
Part 4 Sampling and Statistical Theory CHAPTER 1~2 SAMPLING DESIGNS AND SAMPLING PROCEDURES 290
1 3 DETERMINATION OF SAMPLE SIZE: A REVIEW
OF STATISTICAL THEORY 314
Part 5 Analysis and Reporting CHAPTER 14 BASIC DATA ANALYSIS 346
1 5 DIFFERENCES BETWEEN GROUPS AND RELATIONSHIPS
AMONG VARIABLES 379
1 6 COMMUNICATING RESEARCH RESULTS: RESEARCH REPORT, ORAL
PRESENTATION, AND RESEARCH FOLLOW UP 400
Part 6 Comprehensive Cases with Computerized Databases 409
APPENDLX: STATISTICAL TABLES 419
GLOSSARY OF FREQUENTLY USED SYMBOLS 427
GLOSSARY OF TERMS 429
ENDNOTES 439
CREDITS 447
INDEX 449
BriefContents | vii
Preface xv
PART 1 I*
CHAPTER 1
THE ROLE OF MARKETING RESEARCH 1
The Nature of Marketing Research 2
Marketing Research Defined 3
Basic Research and Applied Research 4
The Marketing Concept 4
Consumer Orientation 4
Long Run Profitability 5
A Cross Functional Perspective 6
Keeping Customers and Building Relationships 6
Marketing Research: A Means for Implementing the Marketing
Concept 6
The Managerial Value of Marketing Research for
Strategic Decision Making 9
Identifying and Evaluating Opportunities 9
Analyzing and Selecting Target Markets 10
Planning and Implementing a Marketing Mix 10
Analyzing Marketing Performance 12
When Is Marketing Research Needed? 15
Time Constraints 15
Availability of Data 16
Nature of the Decision 16
Benefits versus Costs 16
Marketing Research in the 21st Century 17
Global Marketing Research 17
Growth of the Internet 17
Summary 18
Key Terms and Concepts 19
Questions for Review and Critical Thinking 19
Exploring the Internet: What Is Ahead? 20
• video case i.l PolaroidI Zone 21
• Video Case 1.2 WBRU 22
¦ Video case 1.3 Ben Jerry s 22
C H APTE R 2
GLOBAL INFORMATION SYSTEMS AND THE
INTERNET 23
Data versus Information 24
The Characteristics of Valuable Information 24
Relevance 24
rmoDucTioti
Quality 24
Timeliness 24
Completeness 24
Global Information Systems 25
Decision Support Systems 26
Databases and Data Warehousing 26
Software 27
Input Management 28
Computerized Data Archives 31
Networks and Electronic Data Interchange 33
What Is the Internet? 34
Navigating the Internet 35
Interactive Media and Environmental Scanning 37
Information Technology 37
Intranets 38
Summary 38
Key Terms and Concepts 39
Questions for Review and Critical Thinking 39
Exploring the Internet 40
¦Case 2.1 Harvard Cooperative Society 41
CHAPTER 3
THE MARKETING RESEARCH PROCESS: AN
OVERVIEW 42
Information Reduces Uncertainty 43
Types of Marketing Research 43
Exploratory Research 43
Descriptive Research 43
Causal Research 45
Uncertainty Influences the Type of Research 46
Stages in the Research Process 46
Alternatives in the Research Process 46
Defining the Problem 48
Exploratory Research Techniques 53
Planning the Research Design 55
Sampling 58
Data Gathering 59
Data Processing and Analysis 60
Conclusions and Report Preparation 60
The Research Proposal 61
The Research Program Strategy 61
Summary 63
Key Terms and Concepts 63
Questions for Review and Critical Thinking 63
Exploring the Internet 64
¦ Video Case 3.1 Fisher Price Rescue Heroes 65
» Case 3.2 The SMool 66
CHAPTER 4
THE HUMAN SIDE OF MARKETING
RESEARCH: ORGANIZATIONAL
AND ETHICAL ISSUES 68
The Mission of the Research Department 69
Degree of Marketing Research Sophistication 69
Stage of Intuitive Decision Making 70
Stage of Sophistication 70
PART 2 DESIGNIN
CHAPTER 5
EXPLORATORY RESEARCH AND QUALITATIVE
ANALYSIS 87
Exploratory Research: What It Is and What It
Is Not 88
Why Conduct Exploratory Research? 88
Diagnosing a Situation 88
Screening Alternatives 89
Discovering New Ideas 89
Categories of Exploratory Research 90
Experience Surveys 90
Secondary Data Analysis 90
Case Studies 91
Pilot Studies 92
Focus Group Interviews 93
Projective Techniques 99
Depth Interviews 102
A Warning about Exploratory Research 104
Summary 105
Key Terms and Concepts 106
Questions for Review and Critical Thinking 106
Exploring the Internet 107
¦ Case 5.1 Hamilton Power Tools Corporation 108
m video case 5.2 Trading Cards Focus Group 111
CHAPTER 6
SECONDARY DATA RESEARCH IN A DIGITAL
AGE 112
Secondary Data Research 113
Stage of Development 70
Organizational Structure of Marketing Research 71
Marketing Research as a Staff Function 71
Cross Functional Teams 72
Research Suppliers and Contractors 74
Ethical Issues in Marketing Research 75
Ethical Questions Are Philosophical Questions 75
General Rights and Obligations of Concerned Parties 76
Rights and Obligations of the Respondent 77
Rights and Obligations of the Researcher 79
Rights and Obligations of the Client Sponsor (User) 81
A Final Note on Ethics 83
Summary 83
Key Terms and Concepts 84
Questions for Review and Critical Thinking 84
Exploring the Internet 85
¦ Case 4.1 Push Polling 86
G RESEARCH STUDIES
Advantages 113
Disadvantages 113
Typical Objectives for Secondary Data Research
Designs 116
Fact Finding 116
Model Building 118
Data Mining 122
Database Marketing and Customer Relationship
Management 124
Sources of Secondary Data 125
Internal and Proprietary Data Sources 125
External Data: The Distribution System 125
Information as a Product and Its Distribution Channels 127
Single Source Data: Integrated Information 132
Sources for Global Research 133
Summary 135
Key Terms and Concepts 136
Questions for Review and Critical Thinking 136
Exploring the Internet 137
¦ Video Case 6.1 Furniture.com 138
¦ Case 6.2 Black and Tan Advertising, Inc. 139
¦ Video Case 6.3 The Census Bureau: Census 2000 139
CHAPTER 7
SURVEY RESEARCH 140
The Nature of Surveys 141
Errors in Survey Research 141
Random Sampling Error 142
Systematic Error 142
Respondent Error 143
Nonresponse Error 143
Response Bias 145
Administrative Error 147
Data Processing Error 148
Sample Selection Error 148
Interviewer Error 148
Interviewer Cheating 149
Classifying Survey Research by Method of
Communication 149
Using Interviews to Communicate with
Respondents 149
Personal Interviews 149
Advantages of Personal Interviews 149
Disadvantages of Personal Interviews 151
Door to Door Interviews and Shopping Mall Intercepts 152
Global Considerations 153
Telephone Interviews 153
Characteristics of Telephone Interviews 154
Central Location Interviewing 156
Computer Assisted Telephone Interviewing 157
Computerized Voice Activated Telephone Interviews 157
Global Considerations 157
Self Administered Questionnaires 157
Mail Questionnaires 158
Response Rates 160
Increasing Response Rates for Mail Surveys 160
Global Considerations 163
Self Administered Questionnaires That Use Other
Forms of Distribution 163
Fax Surveys 164
E Mail Surveys 164
Internet Surveys 166
Kiosk Interactive Surveys 170
Survey Research That Mixes Modes 170
Selecting the Appropriate Survey Research
Design 170
Pretesting 171
Ethical Issues in Survey Research 173
Summary 173
Key Terms and Concepts 174
Questions for Review and Critical Thinking 175
Exploring the Internet 176
WebSurveyor 176
• Video Case 7.1 Burke Inc. 178
¦ Case 7.2 Royal Bee Electric Fishing Reel 178
CHAPTER 8
OBSERVATION 181
When Is Observation Scientific? 181
What Can Be Observed? 181
The Nature of Observation Studies 182
Observation of Human Behavior 182
Complementary Evidence 183
Direct Observation 184
Errors Associated with Direct Observation 185
Scientifically Contrived Observation 185
Ethical Issues in the Observation of Humans 186
Observation of Physical Objects 187
Content Analysis 189
Mechanical Observation 190
Television Monitoring 190
Monitoring Web Site Traffic 191
Scanner Based Research 191
Measuring Physiological Reactions 192
Summary 194
Key Terms and Concepts 195
Questions for Review and Critical Thinking 195
Exploring the Internet 196
¦ case 8.1 Pretesting Company 197
CHAPTER 9
EXPERIMENTAL RESEARCH 199
The Nature of Experiments 200
Basic Issues in Experimental Design 201
Manipulation of the Independent Variable 201
Selection and Measurement of the Dependent Variable 2C
Selection and Assignment of Test Units 203
Control over Extraneous Variables 204
Ethical Issues in Experimentation 207
Field and Laboratory Experiments 207
Issues of Experimental Validity 208
Internal Validity 209
External Validity 211
Trade Offs between Internal and External Validity 212
Classification of Experimental Designs 212
Symbolism for Diagramming Experimental Designs 212
Three Examples of Quasi Experimental Designs 213
Three Better Experimental Designs 214
Test Marketing 217
Functions of Test Marketing 217
Factors to Consider in Test Market Selection 218
Summary 221
Key Terms and Concepts 222
Questions for Review and Critical Thinking 222
Exploring the Internet 223
¦ Case 9.1 The I.G.A. Grocery Store 224
¦ Case 9.2 Sandra Brown, D.D.S. 224
PART 3 M
CHAPTER 1O
MEASUREMENT AND ATTITUDE SCALING 225
What Is To Be Measured? 226
Concepts 227
Operational Definitions 227
Rules of Measurement 228
Types of Scales 228
Nominal Scale 229
Ordinal Scale 229
Interval Scale 230
Ratio Scale 230
Mathematical and Statistical Analysis of Scales 230
Index Measures 231
Three Criteria for Good Measurement 231
Reliability 231
Validity 231
Reliability versus Validity 232
Sensitivity 233
Attitudes: Definition and Components 233
Attitudes as Hypothetical Constructs 234
The Attitude Measuring Process 234
Physiological Measures of Attitudes 234
Attitude Rating Scales 235
Simple Attitude Scales 235
Category Scales 235
Method of Summated Ratings: The Likert Scale 235
Semantic Differential 237
Numerical Scales 238
Stapel Scale 239
Constant Sum Scale 240
Graphic Rating Scales 241
Measuring Behavioral Intention 242
Behavioral Differential 243
Ranking 243
Paired Comparisons 244
Sorting 244
Summary 245
Key Terms and Concepts 246
Questions for Review and Critical Thinking 246
Exploring the Internet 247
¦ Case 10.1 Ha Pah Shu Tse 248
PART 4 SAMPUHGANO
CHAPTER 12
SAMPLING DESIGNS AND SAMPLING
PROCEDURES 290
Sampling Terminology 291
EASUHEMENT
CHAPTER II
QUESTIONNAIRE DESIGN 249
A Survey Is Only as Good as the Questions
It Asks 250
Questionnaire Design: An Overview of the Major
Decisions 250
What Should Be Asked? 250
How Should Questions Be Phrased? 251
Open Ended Response versus Fixed Alternative
Questions 251
Types of Fixed Alternative Questions 253
Phrasing Questions for Self Administered, Telephone, and
Personal Interview Surveys 255
The Art of Asking Questions 255
Avoid Complexity: Use Simple, Conversational Language 255
Avoid Leading and Loaded Questions 256
Avoid Ambiguity: Be as Specific as Possible 259
Avoid Double Barreled Items 260
A void Making Assumptions 261
Avoid Burdensome Questions That May Tax the Respondent s
Memory 261
What Is the Best Question Sequence? 262
Order Bias 262
What Is the Best Layout? 264
Traditional Questionnaires 264
Internet Questionnaires 271
How Much Pretesting and Revising Are
Necessary? 276
Designing Questionnaires for Global Markets 278
Summary 278
Key Terms and Concepts 279
Questions for Review and Critical Thinking 280
Exploring the Internet 282
WebSurveyor Activities 282
¦ Case 11.1 Canterbury Travels 283
¦ case 1 1.2 GTEAirfone 285
¦ Case 1 1.3 McDonald s Spanish Language
Questionnaire 289
t STATISTICAL TffiORY
Why Sample? 291
Practical Sampling Concepts 291
Defining the Target Population 291
The Sampling Frame 293
Sampling Frames for International Marketing Research 295
Sampling Units 295
Random Sampling Error and Nonsampling Error 296
Less Than Perfectly Representative Samples 296
Probability versus Nonprobability Sampling 297
Nonprobability Sampling 298
Convenience Sampling 298
Judgment Sampling 299
Quota Sampling 300
Snowball Sampling 301
Probability Sampling 301
Simple Random Sampling 301
Systematic Sampling 302
Stratified Sampling 302
Cluster Sampling 303
Multistage Area Sampling 304
Internet Sampling Is Unique 306
Web Site Visitors 306
Panel Samples 307
Recruited Ad Hoc Samples 308
Opt in Lists 308
What Is the Appropriate Sample Design? 309
Degree of Accuracy 309
Resources 309
Time 309
Advance Knowledge of the Population 309
National versus Local Project 310
Need for Statistical Analysis 310
Summary 310
Key Terms and Concepts 311
Questions for Review and Critical Thinking 311
Exploring the Internet 312
¦ Case 12.1 Action Federal Savings and Loan
Corporation 313
¦ Case 12.2 The Internal Revenue Service 313
nwrs Mum
C H A PTE R I 4
BASIC DATA ANALYSIS 346
The Nature of Descriptive Analysis 347
Tabulation 347
Percentages 347
Measures of Central Tendency 348
Cross Tabulation 348
Contingency Tables 349
Percentage Cross Tabulations 350
Elaboration and Refinement 351
How Many Cross Tabulations? 352
Data Transformation 352
CHAPTER 13
DETERMINATION OF SAMPLE SIZE:
A REVIEW OF STATISTICAL THEORY 314
Reviewing Basic Terminology 315
Descriptive and Inferential Statistics 315
Sample Statistics and Population Parameters 315
Making Data Usable 315
Frequency Distributions 315
Proportions 318
Measures of Central Tendency 318
Measures of Dispersion 319
The Normal Distribution 322
Population Distribution, Sample Distribution, and
Sampling Distribution 326
Central Limit Theorem 329
Estimation of Parameters 331
Point Estimates 332
Confidence Intervals 332
Sample Size 335
Random Error and Sample Size 335
Factors in Determining Sample Size for Questions Involving
Means 336
Estimating Sample Size for Questions Involving Means 337
Factors in Determining Sample Size for Proportions 337
Calculating Sample Size for Sample Proportions 339
Determining Sample Size on the Basis of Judgment 339
Determining Sample Size for Stratified and Other Probability
Samples 341
A Reminder about Statistics 341
Summary 341
Key Terms and Concepts 342
Questions for Review and Critical Thinking 342
Exploring the Internet 343
¦ Case 13.1 Coastal Star Sales Corporation (A) 344
• Case 13.2 The New York Times/CSS News Poll 345
Calculating Rank Order 352
Tabular and Graphic Methods of Displaying Data 353
Tables 354
Chan s and Graphs 355
Computer Programs for Analysis 357
Univariate Statistics: Stating a Hypothesis 361
What Is a Hypothesis? 361
Null and Alternative Hypotheses 361
Hypothesis Testing 361
The Hypothesis Testing Procedure 361
An Example of Hypothesis Testing 362
The Chi Square Test for Goodness of Fit 365
Choosing the Appropriate Technique 367
Number of Variables 367
Scale of Measurement 367
Type of Question to Be Answered 368
Summary 369
Key Terms and Concepts 370
Questions for Review and Critical Thinking 370
Exploring the Internet 373
WebSurveyor Activities 373
¦ Case 14.1 Quality Motors 375
¦ Case 14.2 Coastal Star Sales Corporation (B) 375
¦ Case 14.3 Downy Q Quilt 376
¦ Case 14.4 American Pharmaceutical Industries 378
CHAPTER 15
DIFFERENCES BETWEEN GROUPS AND
RELATIONSHIPS AMONG VARIABLES 379
Differences between Groups 380
Cross Tabulation Tables: The Chi Suare Test for Goodness
of Fit 380
Difference between Two Groups When Comparing Means 383
Difference between Two Groups When Comparing
Proportions 383
Difference among Three or More Groups When Comparing
Means 383
Relationships among Variables 384
Correlation Analysis 385
Correlation and Causation 386
Coefficient of Determination 386
Correlation Matrix 386
PART6 COMPREHENSIVE CASES 1
¦ Case 1 Values and the Automobile Market 409
Appendix: Statistical Tables 419
Glossary of Frequently Used Symbols 427
Glossary of Terms 429
Endnotes 439
Credits 447
Index 449
Bivahate Linear Regression 387
Drawing a Regression Line 390
Multiple Regression Analysis 391
Summary 393
Key Terms and Concepts 394
Questions for Review and Critical Thinking 394
Exploring the Internet 395
¦ Case 15.1 Springfield Electric Company 396
¦ Case 1 5.2 Center for American Enterprise: A Study of
Psychological and Demographic Contributors to
Consumerism 397
CHAPTER 16
COMMUNICATING RESEARCH RESULTS:
RESEARCH REPORT, ORAL PRESENTATION,
AND RESEARCH FOLLOW UP 400
Insights from the Communications Model 401
The Report in Context 401
Report Format 401
Tailoring the Format to the Project 402
The Parts of the Report 403
The Oral Presentation 404
Reports on the Internet 407
The Research Follow Up 407
Summary 407
Key Terms and Concepts 408
Questions for Review and Critical Thinking 408
Exploring the Internet 408
HTH COMPUTERIZED DATABASES
¦ Case 2 Employees Federal Credit Union 413
|
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| author | Kumar, V. 1957- Aaker, David A. 1938- Day, George S. 1937- |
| author_GND | (DE-588)131395319 (DE-588)123018641 (DE-588)120168537 |
| author_facet | Kumar, V. 1957- Aaker, David A. 1938- Day, George S. 1937- |
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| author_sort | Kumar, V. 1957- |
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| dewey-ones | 658 - General management |
| dewey-raw | 658.8/3 |
| dewey-search | 658.8/3 |
| dewey-sort | 3658.8 13 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 2. ed. |
| format | Book |
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| genre | (DE-588)4151278-9 Einführung gnd-content |
| genre_facet | Einführung |
| id | DE-604.BV019634873 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T12:02:19Z |
| institution | BVB |
| isbn | 047141235X |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-012963880 |
| oclc_num | 47100757 |
| open_access_boolean | |
| owner | DE-1051 |
| owner_facet | DE-1051 |
| physical | XIX, 553 S. Ill., graph. Darst. |
| publishDate | 2002 |
| publishDateSearch | 2002 |
| publishDateSort | 2002 |
| publisher | Wiley |
| record_format | marc |
| spellingShingle | Kumar, V. 1957- Aaker, David A. 1938- Day, George S. 1937- Essentials of marketing research Marketing gtt Marktonderzoek gtt Marketing research Marketingforschung (DE-588)4200055-5 gnd Marktforschung (DE-588)4037630-8 gnd |
| subject_GND | (DE-588)4200055-5 (DE-588)4037630-8 (DE-588)4151278-9 |
| title | Essentials of marketing research |
| title_auth | Essentials of marketing research |
| title_exact_search | Essentials of marketing research |
| title_full | Essentials of marketing research V. Kumar ; David A. Aaker ; George S. Day |
| title_fullStr | Essentials of marketing research V. Kumar ; David A. Aaker ; George S. Day |
| title_full_unstemmed | Essentials of marketing research V. Kumar ; David A. Aaker ; George S. Day |
| title_short | Essentials of marketing research |
| title_sort | essentials of marketing research |
| topic | Marketing gtt Marktonderzoek gtt Marketing research Marketingforschung (DE-588)4200055-5 gnd Marktforschung (DE-588)4037630-8 gnd |
| topic_facet | Marketing Marktonderzoek Marketing research Marketingforschung Marktforschung Einführung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=012963880&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT kumarv essentialsofmarketingresearch AT aakerdavida essentialsofmarketingresearch AT daygeorges essentialsofmarketingresearch |