Marketing Research

ISBN-13: 9781119586494 / Angielski / Miękka / 2019 / 584 str.

Jr. Carl McDaniel;Roger Gates

Spis treści

Preface vii1 The Role of Marketing Research in Management Decision Making 1Nature of Marketing 1The Marketing Concept 2Opportunistic Nature of Marketing Research 2External Marketing Environment 2Marketing Research and Decision Making 3Marketing Research Defined 3Importance of Marketing Research to Management 3Understanding the Ever-Changing Marketplace 4Social Media and User-Generated Content 4Proactive Role of Marketing Research 5Applied Research versus Basic Research 6Decision to Conduct Marketing Research 6Development of Marketing Research 8Inception: Pre-1900 8Early Growth: 1900-1920 9Adolescent Years: 1920-1950 9Mature Years: 1950-2000 10The Connected World: 2000-2010 10Big Data and Data Analytics: 2010-Present 12Summary 14Key Terms 14Questions for Review & Critical Thinking 14Real-Life Research 1.1: Acxiom--The Data Giant 15Real-Life Research 1.2: Can Anyone Be a Market Researcher? 152 The Marketing Intelligence Universe and Research Ethics 17Rapidly Changing Structure of the Marketing Research Industry 17Organizations Involved in Marketing Intelligence 18Consumer and Industrial Goods and Services Producers 18Governments and Universities 20Media Companies 20Custom Research Firms 20Syndicated Service Firms 21Digital Companies 22Competitive Intelligence 22Limited-Function Research Firms 22Online and Mobile Tracking Firms 22Big Data Analytic Firms 23Specialized Service Suppliers 23Consumer and Industrial Corporate Marketing Research Departments 24Research Suppliers 25Consumer Watch 25Consumer Buy 27Using Marketing Research--A Corporate Perspective 27External Clients 28Internal Clients 28Marketing Research Ethics 30Ethical Theories 30Research Supplier Ethics 31Client Ethics 34Field Service Ethics 36Respondents' Rights 37Ethics and Professionalism 38Summary 41Key Terms 41Questions for Review & Critical Thinking 41Working the Net 42Real-Life Research 2.1: Hey, No One Is Perfect 42Real-Life Research 2.2: Coke Juices Up a Market Test 433 Problem Definition, Exploratory Research, and the Research Process 44Critical Importance of Correctly Defining the Problem 44Recognize the Problem or Opportunity 45Find Out Why the Information Is Being Sought 46Understand the Decision-Making Environment with Exploratory Research 46Use the Symptoms to Clarify the Problem 49Translate the Management Problem into a Marketing Research Problem 49Determine Whether the Information Already Exists 50Determine Whether the Question Can Be Answered 50State the Research Objectives 51Research Objectives As Hypotheses 51Marketing Research Process 51Creating the Research Design 51Choosing a Basic Method of Research 54Selecting the Sampling Procedure 55Collecting the Data 55Analyzing the Data 55Writing and Presenting the Report 55Following Up 56Managing the Research Process 56The Research Request 56Request for Proposal 57The Marketing Research Proposal 58What to Look for in a Marketing Research Supplier 59What Motivates Decision Makers to Use Research Information? 60Summary 61Key Terms 62Questions for Review & Critical Thinking 62Working the Net 63Real-Life Research 3.1: Let's Go Out to Eat! 634 Secondary Data, Big Data, and Data Analytics 70Nature of Secondary Data 70Advantages of Secondary Data 71Limitations of Secondary Data 72Internal Databases 74Creating an Internal Database 74Data Mining 74Behavioral Targeting 75Big Data Analytics 76Defining Relationships 76The Big Data Breakthrough 77Making Big Data Actionable 79Data Visualization 79Battle over Privacy 80Decision Support Systems 83Summary 84Key Terms 84Questions for Review and Critical Thinking 85Working the Net 85Real-Life Research 4.1: The Interesting and Curious World of Nate Silver 85Real-Life Research 4.2: United Upgrades Airline Safety 865 Qualitative Research 88Nature of Qualitative Research 88Qualitative Research versus Quantitative Research 89Popularity of Qualitative Research 89Limitations of Qualitative Research 90Focus Groups 91Popularity of Focus Groups 91Conducting Focus Groups 92Focus Group Trends 98Benefits and Drawbacks of Focus Groups 100Other Qualitative Methodologies 101Individual Depth Interviews 101Projective Tests 105Future of Qualitative Research 110Summary 110Key Terms 111Questions for Review & Critical Thinking 111Working the Net 112Real-Life Research 5.1: A Sound Approach for the Sound 1126 Traditional Survey Research 115Popularity of Survey Research 115Types of Errors in Survey Research 116Sampling Error 116Systematic Error 117Types of Surveys 122Door-to-Door Interviews 122Executive Interviews 123Mall-Intercept Interviews 124Telephone Interviews 124Self-Administered Questionnaires 127Mail Surveys 127Determination of the Survey Method 129Sampling Precision 129Budget 130Requirements for Respondent Reactions 131Quality of Data 131Length of the Questionnaire 132Incidence Rate 132Structure of the Questionnaire 133Time Available to Complete the Survey 133Summary 133Key Terms 134Questions for Review & Critical Thinking 134Real-Life Research 6.1: Retail Categories Are Starting to Blur 1357 Online Marketing Research: The Growth of Mobile and Social Media Research 136The Online World 137Using the Internet for Secondary Data 137Online Qualitative Research 137Online Bulletin Boards 137Webcam Focus Groups 138Using the Web to Find Focus Group Participants 140Online Individual Depth Interviews (IDIs) 140Online Survey Research 141Advantages of Online Surveys 141Disadvantages of Online Surveys 142Tools for Conducting Online Surveys 143Commercial Online Panels 145Panel Recruitment 145Open Recruitment 145Closed Recruitment 146Respondent Participation 147Panel Management 147Mobile Internet Research--The Future Is Now 148Advantages of Mobile 148A Few Bumps at the Beginning 149Designing a Mobile Survey 149Social Media Marketing Research 150Conducting Surveys 150Summary 151Key Terms 152Questions for Review & Critical Thinking 152Working the Net 152Real-Life Research 7.1: Procter & Gamble Uses Its Online Community to Help Develop Scents for a New Product Line 1528 Primary Data Collection: Observation 154Nature of Observation Research 154Conditions for Using Observation 155Approaches to Observation Research 155Advantages of Observation Research 157Disadvantages of Observation Research 158Human Observation 158Ethnographic Research 158Mobile Ethnography 162Mystery Shoppers 162One-Way Mirror Observations 163Machine Observation 164Neuromarketing 164Facial Action Coding Services (FACS) 168Gender and Age Recognition Systems 169In-Store Tracking 169Television Audience Measurement and Tracking 170Symphony IRI Consumer Network 170Tracking 171Magazines Now Track Online Readers 172Social Media Tracking 172Virtual Reality Research 175Summary 176Key Terms 177Questions for Review & Critical Thinking 177Working the Net 178Real-Life Research 8.1: Bausch & Lomb Fine-Tune the Details 1789 Primary Data Collection: Experimentation and Test Markets 180What Is an Experiment? 181Demonstrating Causation 181Concomitant Variation 182Appropriate Time Order of Occurrence 182Elimination of Other Possible Causal Factors 182Experimental Setting 183Laboratory Experiments 183Field Experiments 183Experimental Validity 184Experimental Notation 185Extraneous Variables 185Examples of Extraneous Variables 185Controlling Extraneous Variables 187Experimental Design, Treatment, and Effects 188Limitations of Experimental Research 189High Cost 189Security Issues 189Implementation Problems 190Selected Experimental Designs 190Preexperimental Designs 190True Experimental Designs 192Quasi-Experiments 193Test Markets 195Types of Test Markets 197Costs of Test Marketing 199Decision to Conduct Test Marketing 199Steps in a Test Market Study 200Other Types of Product Tests 204Summary 205Key Terms 205Questions for Review & Critical Thinking 206Working the Net 207Real-Life Research 9.1: Coyote Beer 207Real-Life Research 9.2: Alcon 20810 The Concept of Measurement 209Measurement Process 209Step One: Identify the Concept of Interest 210Step Two: Develop a Construct 211Step Three: Define the Concept Constitutively 211Step Four: Define the Concept Operationally 211Step Five: Develop a Measurement Scale 213Nominal Level of Measurement 214Ordinal Level of Measurement 214Interval Level of Measurement 215Ratio Level of Measurement 215Step Six: Evaluate the Reliability and Validity of the Measurement 216Reliability 219Validity 221Reliability and Validity--A Concluding Comment 225Summary 226Key Terms 226Questions for Review & Critical Thinking 226Working the Net 227Real-Life Research 10.1: Beer Drinkers' Tastes Change With the Season 22711 Using Measurement Scales to Build Marketing Effectiveness 228Attitudes, Behavior, and Marketing Effectiveness 228Link between Attitudes and Behavior 229Enhancing Marketing Effectiveness 230Attitude Measurement Scales 231Graphic Rating Scales 231Itemized Rating Scales 232Traditional One-Stage Format 235Two-Stage Format 235Rank-Order Scales 235Paired Comparisons 236Constant Sum Scales 237Semantic Differential Scales 237Stapel Scales 239Likert Scales 240Purchase-Intent Scales 242Scale Conversions 244Net Promoter Score (NPS) 245Considerations in Selecting a Scale 246The Nature of the Construct Being Measured 246Type of Scale 246Balanced versus Nonbalanced Scale 247Number of Scale Categories 247Forced versus Nonforced Choice 248Attitude Measures and Management Decision Making 250Direct Questioning 250Indirect Questioning 252Observation 252Choosing a Method for Identifying Determinant Attitudes 253Summary 253Key Terms 254Questions for Review & Critical Thinking 254Working the Net 254Real-Life Research 11.1: When 8.5 Is Less Than 6.2 25512 Questionnaire Design 257Role of a Questionnaire 257Criteria for a Good Questionnaire 258Does It Provide the Necessary Decision-Making Information? 258Does It Consider the Respondent? 259Does It Meet Editing and Coding Requirements? 259Does It Solicit Information in an Unbiased Manner: Questionnaire Design Process 260Step One: Determine Survey Objectives, Resources, and Constraints 261Step Two: Determine the Data-Collection Method 262Step Three: Determine the Question Response Format 262Step Four: Decide on the Question Wording 269Step Five: Establish Questionnaire Flow and Layout 273Model Introduction/Opening 275Model Closing 276Step Six: Evaluate the Questionnaire 276Step Seven: Obtain Approval of All Relevant Parties 278Step Eight: Pretest and Revise 278Step Nine: Prepare Final Questionnaire Copy 278Step Ten: Implement the Survey 279Field Management Companies 279Impact of the Internet and Mobile Phones on Questionnaire Development 280Adapting to Mobile Device Questionnaires 283Costs, Profitability, and Questionnaires 285Summary 287Key Terms 287Questions for Review & Critical Thinking 287Working the Net 288Real-Life Research 12.1: Understanding the Internet of Things 288Real-Life Research 12.2: Sonic Goes Mobile 28913 Basic Sampling Issues 290Concept of Sampling 290Population 291Sample versus Census 291Developing a Sampling Plan 292Step One: Define the Population of Interest 292Step Two: Choose a Data-Collection Method 293Step Three: Identify a Sampling Frame 296Step Four: Select a Sampling Method 296Step Five: Determine Sample Size 298Step Six: Develop Operational Procedures for Selecting Sample Elements 298Step Seven: Execute the Operational Sampling Plan 299Sampling and Nonsampling Errors 299Probability Sampling Methods 300Simple Random Sampling 301Systematic Sampling 301Stratified Sampling 302Cluster Sampling 304Nonprobability Sampling Methods 305Convenience Samples 305Judgment Samples 306Quota Samples 306Snowball Samples 306Internet Sampling 307Summary 308Key Terms 308Questions for Review & Critical Thinking 309Working the Net 309Real-Life Research 13.1: The Research Group 310Real-Life Research 13.2: Florida National Bank 31014 Sample Size Determination 311Determining Sample Size for Probability Samples 312Budget Available 312Rule of Thumb 314Number of Subgroups Analyzed 314Traditional Statistical Methods 315Normal Distribution 315General Properties 315Standard Normal Distribution 316Population and Sample Distributions 318Sampling Distribution of the Mean 318Basic Concepts 319Making Inferences on the Basis of a Single Sample 322Point and Interval Estimates 322Sampling Distribution of the Proportion 323Determining Sample Size 324Problems Involving Means 324Problems Involving Proportions 326Determining Sample Size for Stratified and Cluster Samples 327Sample Size for Qualitative Research 327Population Size and Sample Size 327Determining How Many Sample Units Are Needed 329Statistical Power 330Summary 331Key Terms 332Questions for Review & Critical Thinking 332Working the Net 332Real-Life Research 14.1: Sky Kitchens 333Real-Life Research 14.2: Building a Village 33315 Data Processing and Basic Data Analysis 337Overview of Data Analysis Procedure 338Step One: Validation and Editing of Paper Surveys 338Validation 338Editing 341Step Two: Coding 346Coding Process 346Automated Coding Systems and Text Processing 348Step Three: Data Capture 350Intelligent Capture Systems 350The Data Capture Process 351Scanning 351Step Four: Logical Cleaning of Data 352Step Five: Tabulation and Statistical Analysis 352One-Way Frequency Tables 353Cross Tabulations 355Death of Crosstabs? 356Graphic Representations of Data 358Line Charts 359Pie Charts 359Bar Charts 360Descriptive Statistics 362Measures of Central Tendency 362Measures of Dispersion 364Percentages and Statistical Tests 365Summary 365Key Terms 366Questions for Review & Critical Thinking 366Working the Net 368Real-Life Research 15.1: Waffle World 368Real-Life Research 15.2: Tico Taco 36916 Statistical Testing of Differences and Relationships 373Evaluating Differences and Changes 374Statistical Significance 374Hypothesis Testing 377Steps in Hypothesis Testing 377Types of Errors in Hypothesis Testing 382Accepting H0 versus Failing to Reject (FTR) H0 384One-Tailed versus Two-Tailed Test 384Example of Performing a Statistical Test 384Commonly Used Statistical Hypothesis Tests 388Independent versus Related Samples 388Degrees of Freedom 389Goodness of Fit 389Chi-Square Test 389Hypotheses about One Mean 396Z Test 396t Test 397Hypotheses about Two Means 400Hypotheses about Proportions 402Proportion in One Sample 402Two Proportions in Independent Samples 403Analysis of Variance (ANOVA) 405P Values and Significance Testing 407Summary 408Key Terms 409Questions for Review & Critical Thinking 409Working the Net 411Real-Life Research 16.1: Analyzing Global Bazaar Segmentation Results 411Real-Life Research 16.2: Texas New Mexico Power 41217 Bivariate Correlation and Regression 416Bivariate Analysis of Association 416Bivariate Regression 417Nature of the Relationship 417Example of Bivariate Regression 419Correlation for Metric Data: Pearson's Product-Moment Correlation 431Summary 437Key Terms 437Questions for Review & Critical Thinking 437Working the Net 439Real-Life Research 17.1: Road Runner 439Real-Life Research 17.2: Lambda Social Hotspot 43918 Multivariate Data Analysis 443Multivariate Analysis Procedures 443Multivariate Software 445Multiple Regression Analysis 446Applications of Multiple Regression Analysis 447Multiple Regression Analysis Measures 447Dummy Variables 448Potential Use and Interpretation Problems 449Multiple Discriminant Analysis 450Applications of Multiple Discriminant Analysis 451Cluster Analysis 451Procedures for Clustering 451Factor Analysis 454Factor Scores 455Factor Loadings 456Naming Factors 457Number of Factors to Retain 457Conjoint Analysis 457Example of Conjoint Analysis 457Considering Features Conjointly 459Estimating Utilities 459Simulating Buyer Choice 461Limitations of Conjoint Analysis 462Big Data and Hadoop 462Predictive Analytics 463Using Predictive Analytics 465Privacy Concerns and Ethics 467Commercial Predictive Modeling Software and Applications 468Summary 468Key Terms 469Questions for Review & Critical Thinking 469Working the Net 471Real-Life Research 18.1: Satisfaction Research for Pizza Quik 471Real-Life Research 18.2: Acme Car Wash Systems 47219 Communicating the Research Results 477The Research Report 477Organizing the Report 479Interpreting the Findings 480Format of the Report 482Formulating Recommendations 483The Presentation 484Making a Presentation 487Presentations by Internet 492Summary 493Key Terms 493Questions for Review & Critical Thinking 494Working the Net 494Real-Life Research 19.1: Francie Dog Collars 494Real-Life Research 19.2: TouchWell Storefront Concept and Naming Research 49520 Managing Marketing Research 501Marketing Research Supplier Management 502What Do Clients Want? 502Consolidating the Number of Acceptable Suppliers 504Communication 504The Key Role of the Project Manager 505Managing the Research Process 505Organizing the Supplier Firm 505Data Quality Management 507Time Management 508Cost Management 509Client Profitability Management 511Staff Management and Development 512Managing a Marketing Research Department 514Allocating the Research Department Budget 514Prioritizing Projects 515Retaining Skilled Staff 515Selecting the Right Marketing Research Suppliers 517Moving Marketing Research into a Decision-Making Role 519Measuring Marketing Research's Return on Investment 524Summary 525Key Terms 525Questions for Review & Critical Thinking 525Working the Net 526Real-Life Research 20.1: Greg Harris Research Deals with Growth 526Real-Life Research 20.2: Johnny Jets Drive-Ins 526Appendix A 529[Appendix B and C will be available in online at www.wiley.com/college/mcdaniel]Appendix B 537Appendix C 541Endnotes 565Glossary 575QSR Survey 583Index 587