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Bibliographic Details
Main Authors:	Kumar, V. 1957- (Author), Aaker, David A. 1938- (Author), Day, George S. 1937- (Author)
Format:	Book
Language:	English
Published:	New York [u.a.] Wiley 2002
Edition:	2. ed.
Subjects:	Marketing Marktonderzoek Marketing research Marketingforschung Marktforschung Einführung
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
Physical Description:	XIX, 553 S. Ill., graph. Darst.
ISBN:	047141235X

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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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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
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