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Tables of Contents for Marketing Research
Chapter/Section Title
Page #
Page Count
Preface and guided tour
xiii
Publisher's acknowledgements
xx
About the authors
xxi
Introduction to marketing research
1
28
Objectives
1
1
Overview
2
1
What does marketing research encompass?
2
4
Definition of marketing research
6
1
A classification of marketing research
7
2
The role of marketing research in MkIS and DSS
9
2
Marketing research suppliers and services
11
3
The marketing research process
14
5
The limitations of marketing research
19
3
Supporting decision-makers in pan-European banking
22
7
International marketing research
23
1
Ethics in marketing research
24
1
Internet and computer applications
25
1
Summary
26
1
Questions
27
1
Notes
27
2
Defining the marketing research problem and developing a research approach
29
27
Objectives
29
1
Overview
30
1
Importance of defining the problem
31
1
The marketing research brief
32
3
The marketing research proposal
35
2
The process of defining the problem and developing a research approach
37
4
Marketing decision problem and marketing research problem
41
2
Defining the marketing research problem
43
1
Components of the research approach
44
12
International marketing research
49
2
Ethics in marketing research
51
1
Internet and computer applications
52
1
Summary
53
1
Questions
54
1
Notes
54
2
Research design
56
27
Objectives
56
1
Overview
57
1
Research design definition
58
1
Research design from the decision-maker's perspective
59
1
Research design from respondents' perspectives
60
2
Research design classification
62
3
Descriptive research
65
4
Causal research
69
1
Relationships between exploratory, descriptive and causal research
70
4
Potential sources of error in research designs
74
9
International marketing research
77
1
Ethics in marketing research
78
1
Internet and computer applications
79
1
Summary
80
1
Questions
80
1
Notes
81
2
Secondary data collection and analysis
83
25
Objectives
83
1
Overview
84
1
Defining primary data, secondary data and marketing intelligence
85
1
Advantages and uses of secondary data
86
1
Disadvantages of secondary data
87
1
Criteria for evaluating secondary data
87
3
Classification of secondary data
90
1
Published external secondary sources
91
3
Computerised databases
94
2
Syndicated sources of secondary data
96
2
Syndicated data from households
98
3
Syndicated data from institutions
101
7
International marketing research
103
1
Ethics in marketing research
104
1
Internet and computer applications
104
2
Summary
106
1
Questions
106
1
Notes
107
1
Internal secondary data and the use of databases
108
22
Objectives
108
1
Overview
109
1
Internal secondary data
109
2
Scanning devices
111
1
Relating customer data to scanning systems
112
2
Geodemographic data
114
3
Linking different types of data
117
2
Stages of development in using databases and survey data to build profiles of consumers and model marketing decisions
119
1
The datawarehouse
120
1
Data mining
121
2
Databases and marketing research
123
7
International marketing research
124
1
Ethics in marketing research
125
1
Internet and computer applications
126
1
Summary
127
1
Questions
128
1
Notes
129
1
Qualitative research: its nature and approaches
130
26
Objectives
130
1
Overview
131
1
Primary data: qualitative versus quantitative research
132
2
Rationale for using qualitative research
134
2
Philosophy and qualitative research
136
6
Ethnographic research
142
3
Grounded theory
145
3
Action research
148
8
Ethics in marketing research
151
1
Internet and computer applications
152
1
Summary
153
1
Questions
154
1
Notes
154
2
Qualitative research: focus group discussions
156
22
Objectives
156
1
Overview
157
1
Classifying qualitative research techniques
158
2
Focus group discussions
160
3
Planning and conducting focus groups
163
5
The moderator
168
1
Other variations of focus groups
169
1
Other types of qualitative group discussions
169
9
International marketing research
170
3
Ethics in marketing research
173
1
Internet and computer applications
174
1
Summary
175
1
Questions
176
1
Notes
177
1
Qualitative research: depth interviewing and projective techniques
178
23
Objectives
178
1
Overview
179
1
Depth interviews
179
8
Projective techniques
187
5
Comparison between qualitative techniques
192
9
International marketing research
193
2
Ethics in marketing research
195
2
Internet and computer applications
197
1
Summary
198
1
Questions
198
1
Notes
199
2
Qualitative research: data analysis
201
22
Objectives
201
1
Overview
202
1
The qualitative researcher
202
4
The process of qualitative data analysis
206
9
Using computers in qualitative research and analysis
215
8
International marketing research
219
1
Ethics in marketing research
219
1
Summary
220
1
Questions
221
1
Notes
222
1
Survey and quantitative observation techniques
223
35
Objectives
223
1
Overview
224
1
Survey techniques
224
2
Telephone surveys
226
2
Personal interviews
228
2
Mail interviews
230
3
A comparative evaluation of survey techniques
233
8
Selection of survey method(s)
241
1
Observation techniques
242
2
Observation techniques classified by mode of administration
244
2
A comparable evaluation of observation techniques
246
2
Advantages and disadvantages of observation techniques
248
10
International marketing research
249
1
Ethics in marketing research
250
2
Internet and computer applications
252
2
Summary
254
1
Questions
255
1
Notes
256
2
Causal research design: experimentation
258
32
Objectives
258
1
Overview
259
1
Concept of causality
259
1
Conditions for causality
260
2
Definitions and concepts
262
1
Definitions of symbols
263
1
Validity in experimentation
264
1
Extraneous variables
265
2
Controlling extraneous variables
267
1
A classification of experimental designs
268
1
Pre-experimental designs
269
1
True experimental designs
270
2
Quasi-experimental designs
272
2
Statistical designs
274
4
Laboratory versus field experiments
278
2
Characteristics and limitations of experimental designs
280
1
Experimental design application: test marketing
281
9
International marketing research
283
2
Ethics in marketing research
285
1
Internet and computer applications
286
1
Summary
287
1
Questions
287
1
Notes
288
2
Measurement and scaling: fundamentals, comparative and non-comparative scaling
290
34
Objectives
290
1
Overview
291
1
Measurement and scaling
292
1
Primary scales of measurement
293
4
A comparison of scaling techniques
297
1
Comparative scaling techniques
298
5
Non-comparative scaling techniques
303
1
Itemised rating scales
304
3
Itemised rating scale decisions
307
4
The development and evaluation of scales
311
5
Choosing a scaling technique
316
1
Mathematically derived scales
316
8
International marketing research
317
1
Ethics in marketing research
318
1
Internet and computer applications
318
1
Summary
319
1
Questions
320
1
Notes
321
3
Questionnaire design
324
31
Objectives
324
1
Overview
325
1
Questionnaire definition
326
1
Questionnaire design process
326
3
Specify the information needed
329
1
Specify the type of interviewing method
330
1
Determine the content of individual questions
331
1
Overcoming the respondent's inability and unwillingness to answer
332
3
Choose question structure
335
3
Choose question wording
338
4
Arrange the questions in proper order
342
2
Identify the form and layout
344
1
Reproduce the questionnaire
344
1
Eliminate problems by pilot-testing
345
1
Summarising the questionnaire design process
346
9
International marketing research
348
1
Ethics in marketing research
349
1
Internet and computer applications
350
2
Summary
352
1
Questions
352
1
Notes
353
2
Sampling: design and procedures
355
26
Objectives
355
1
Overview
356
1
Sample or census
357
1
The sampling design process
358
4
A classification of sampling techniques
362
1
Non-probability sampling techniques
363
4
Probability sampling techniques
367
6
Choosing non-probability versus probability sampling
373
1
Summary of sampling techniques
374
7
International marketing research
376
1
Ethics in marketing research
377
1
Internet and computer applications
377
1
Summary
378
1
Questions
379
1
Notes
380
1
Sampling: final and initial sample size determination
381
24
Objectives
381
1
Overview
382
1
Definitions and symbols
383
1
The sampling distribution
384
1
Statistical approaches to determining sample size
385
6
Multiple characteristics and parameters
391
1
Other probability sampling techniques
392
1
Adjusting the statistically determined sample size
392
1
Non-response issues in sampling
393
12
International marketing research
398
1
Ethics in marketing research
398
1
Internet and computer applications
399
1
Summary
399
1
Questions
400
1
Appendix: The normal distribution
401
2
Notes
403
2
Survey fieldwork
405
15
Objectives
405
1
Overview
406
1
The nature of survey fieldwork
406
1
Survey fieldwork and the data collection process
407
1
Selecting survey fieldworkers
407
2
Training survey fieldworkers
409
4
Supervising survey fieldworkers
413
1
Validating survey fieldwork
414
1
Evaluating survey fieldworkers
414
6
International marketing research
415
1
Ethics in marketing research
416
1
Internet and computer applications
416
1
Summary
417
1
Questions
418
1
Notes
418
2
Data preparation
420
25
Objectives
420
1
Overview
421
1
The data preparation process
422
1
Checking the questionnaire
422
1
Editing
423
1
Coding
424
5
Transcribing
429
1
Cleaning the data
430
2
Statistically adjusting the data
432
3
Selecting a data analysis strategy
435
10
International marketing research
438
2
Ethics in marketing research
440
1
Internet and computer applications
441
1
Summary
442
1
Questions
443
1
Notes
443
2
Frequency distribution, cross-tabulation and hypothesis testing
445
39
Objectives
445
1
Overview
446
1
Frequency distribution
447
2
Statistics associated with frequency distribution
449
3
A general procedure for hypothesis testing
452
5
Cross-tabulations
457
6
Statistics associated with cross-tabulation
463
5
Hypothesis testing related to differences
468
1
Parametric tests
469
6
Non-parametric tests
475
9
Internet and computer applications
480
1
Summary
481
1
Questions
482
1
Notes
483
1
Analysis of variance and covariance
484
26
Objectives
484
1
Overview
485
1
Relationship among techniques
485
2
One-way analysis of variance
487
1
Conducting one-way analysis of variance
488
7
N-way analysis of variance
495
4
Analysis of covariance
499
1
Issues in interpretation
500
3
Repeated measures ANOVA
503
1
Non-metric analysis of variance
504
1
Multivariate analysis of variance
505
5
Internet and computer applications
506
1
Summary
507
1
Questions
507
1
Notes
508
2
Correlation and regression
510
36
Objectives
510
1
Overview
511
1
Product moment correlation
512
4
Partial correlation
516
2
Non-metric correlation
518
1
Regression analysis
519
1
Bivariate regression
519
1
Conducting bivariate regression analysis
520
8
Multiple regression
528
1
Conducting multiple regression analysis
529
8
Stepwise regression
537
1
Multicollinearity
538
1
Relative importance of predictors
539
1
Cross-validation
540
1
Regression with dummy variables
540
1
Analysis of variance and covariance with regression
541
5
Internet and computer applications
542
1
Summary
543
1
Questions
543
1
Notes
544
2
Discriminant analysis
546
25
Objectives
546
1
Overview
547
1
Basic concept
548
1
Relationship to regression and ANOVA
548
1
Discriminant analysis model
549
1
Conducting discriminant analysis
550
8
Conducting multiple discriminant analysis
558
7
Stepwise discriminant analysis
565
6
Internet and computer applications
567
1
Summary
567
1
Questions
568
1
Appendix: Estimation of discriminant function coefficients
569
1
Notes
570
1
Factor analysis
571
24
Objectives
571
1
Overview
572
1
Basic concept
572
1
Factor analysis model
573
2
Conducting factor analysis
575
11
Applications of common factor analysis
586
9
Internet and computer applications
590
1
Summary
590
1
Questions
591
1
Appendix: Fundamental equations of factor analysis
591
2
Notes
593
2
Cluster analysis
595
20
Objectives
595
1
Overview
596
1
Basic concept
597
2
Conducting cluster analysis
599
9
Applications of non-hierarchical clustering
608
3
Clustering variables
611
4
Internet and computer applications
612
1
Summary
612
1
Questions
613
1
Notes
613
2
Multidimensional scaling and conjoint analysis
615
28
Objectives
615
1
Overview
616
1
Basic concepts in multidimensional scaling (MDS)
617
1
Conducting multidimensional scaling
618
6
Assumptions and limitations of MDS
624
1
Scaling preference data
625
1
Correspondence analysis
626
1
Relationship among MDS, factor analysis and discriminant analysis
627
1
Basic concepts in conjoint analysis
627
1
Conducting conjoint analysis
628
10
Assumptions and limitations of conjoint analysis
638
1
Hybrid conjoint analysis
638
5
Internet and computer applications
639
1
Summary
639
1
Questions
640
1
Notes
641
2
Report preparation and presentation
643
19
Objectives
643
1
Overview
644
1
Importance of the report and presentation
645
1
Preparation and presentation process
645
1
Report preparation
646
9
Oral presentation
655
1
Research follow-up
656
1
International marketing research
657
5
Ethics in marketing research
657
1
Internet and computer applications
658
1
Summary
659
1
Questions
660
1
Notes
661
1
International marketing research
662
23
Objectives
662
1
Overview
663
1
What is international marketing research?
664
2
A framework for international marketing research
666
5
Secondary data
671
2
Qualitative techniques
673
2
Survey methods
675
2
Measurement and scaling
677
2
Questionnaire translation
679
6
Ethics in marketing research
680
1
Internet and computer applications
680
1
Summary
681
1
Questions
682
1
Notes
682
3
PROFESSIONAL PERSPECTIVES
685
60
Be creative to innovate: market research can be an enemy of innovation
687
2
Research is not a substitute for talent and skills
689
1
Can marketing research help to create purchasers?
690
4
Online market research surveys on the Internet
694
4
Online methodological meditations
698
2
Net vs. phone: the great debate
700
2
Net reporting comes of age
702
2
Mission impossible
704
3
How online retrieval is devaluing research
707
2
Ringing home
709
2
The new management tool that's no mystery
711
2
The field-good factor
713
5
Decision-making at Heineken
718
2
Quality research
720
3
Researching marketing competencies with Action Research
723
3
Out of the mouths of babes
726
2
The acid test
728
3
SUMMO 2000: outdoor research on the move
731
5
The role of marketing research in the international strategies of German trade fair companies
736
3
Prospects for the use of the Internet for the marketing research industry
739
6
Appendix: Statistical tables
745
11
Glossary
756
15
Subject index
771
13
Name index
784
1
Company index
785