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Tables of Contents for Basic Marketing Research With Infotrac
Chapter/Section Title
Page #
Page Count
Part 1 Introduction to Marketing Research and Problem Definition
1
86
Role of Marketing Research
2
18
The Problem: Marketers Need Information
4
5
International Missteps Caused by Environmental Differences
8
1
Who Does Marketing Research?
9
4
Producers of Products and Services
9
1
Marketing Research at Silver Dollar City, Inc.
10
1
Advertising Agencies
11
1
Marketing Research Companies
12
1
The Worlds 10 Largest Research Marketing Firms
13
1
Job Opportunities in Marketing Research
13
1
Types of Jobs in Marketing Research
13
1
Why Study Marketing Research?
14
3
Marketing Research Job Titles and Responsibilities
15
2
Summary
17
3
Gathering Marketing Intelligence
20
18
The Project Approach and the Systems Approach
22
3
Limitations of Marketing Information Systems
23
1
Networking Information Systems
24
1
Decision Support Systems
25
6
Data Systems
25
2
Marketing Information Available on the Internet
27
1
Model Systems
28
1
Too Much Marketing Intel-Ligence?
29
1
Dialog Systems
30
1
Trends in Obtaining Marketing Intelligence
31
4
Chief Information Officers and Chief Knowledge Officers
31
1
Linking Marketing Intelligence to Other Business Intelligence
32
1
Intelligence Gathering in the Organization of the Future
32
1
What is CRM?
33
2
Summary
35
3
Process of Marketing Research
38
16
Major Thrusts of Marketing Research at the Gillette Company
41
1
Sequence of Steps in Marketing Research
41
5
Formulate Problem
41
1
Determine Research Design
41
1
Determine Data Collection Method
42
1
Design Data Collection Forms
42
1
Design Sample and Collect Data
43
1
Analyze and Interpret the Data
43
1
Prepare the Research Report
44
1
Additional Comments on Marketing Research Steps
44
2
Marketing Research Ethics
46
5
Research Participants
46
2
Clients
48
1
The Research Team
49
1
Marketing Researchers' Own Perceptions of the Difficult Ethical Problems They Face
50
1
Summary
51
3
Problem Formulation
54
33
Problem Formulation
55
2
Problems versus Opportunities
56
1
The Problem Formulation Process
57
9
Step One: Meet with Client
57
1
Managers as Active Participants in the Research Process
58
1
Step Two: Clarify the Problem/Opportunity
59
3
Step Three: State the Manager's Decision Problem
62
1
Step Four: Develop Possible Research Problems
63
2
Step Five: Select Research Problem(s) to be Addressed
65
1
Step Six: Prepare Research Request Agreement
65
1
The Research Proposal
66
2
Research to Avoid
68
2
Choosing and Using a Research Supplier
70
3
Summary
73
3
Part 1 Research Project
76
1
Part 1 Cases
77
10
Big Brothers of Fairfax County
77
1
Transitional Housing, Inc. (A)
78
2
Supervisory Training at the Management Institute
80
1
Wisconsin Power & Light (A)
81
1
Telecard.com (A)
82
2
Hand-to-Hand Against Palm (A)
84
1
E-Food and the Online Grocery Competition (A)
85
2
Part 2 Research Design
87
72
Types of Research Design and Exploratory Research
88
20
Research Design as a Plan of Action
90
1
Types of Research Design
90
2
Exploratory Research
92
12
Literature Search
93
1
Experience Survey
94
1
Focus Groups
95
1
Experience of Harley-Davidson with Focus Groups
96
4
Major Differences Between Focus Groups Held in Foreign Countries and Those Held in the United States and Canada
100
1
Analysis of Selected Cases
100
3
Underlying Philosophy and Methods Used in Ethnographic Research
103
1
Summary
104
4
Descriptive and Causal Research Designs
108
51
Descriptive Research Designs
110
10
Longitudinal Analysis
112
5
Cross-Sectional Analysis
117
1
Sorting Out the Offline (Traditional) Vs. Online Decision
118
1
Comparison of Responses of the Market Facts Mail Panel and a Randomly Selected Telephone Sample
119
1
Causal Research Designs
120
14
Concept of Causality
120
1
Experimentation as Causal Research
120
3
Internal and External Validity of Experiments
123
1
Role of Experimentation in Marketing Research
124
1
Future and Problems of Experimentation
125
3
Types of Test Markets
128
1
Taco Bell's Use of Test Marketing for the Grilled Stuft Burrito
129
1
Use of an Electronic Test Market by Ocean Spray
130
1
Choosing a Test-Market Procedure
131
3
Summary
134
6
Part 2 Research Project
140
1
Part 2 Cases
141
18
Rumstad Decorating Centers (A)
141
2
Riverside County Humane Society (A)
143
1
HotStuff Computer Software
144
2
Student Computer Lab (A)
146
5
Chestnut Ridge Country Club
151
5
Hand-to-Hand Against Palm (B)
156
1
E-Food and the Online Grocery Competition (B)
157
2
Part 3 Data Collection Methods
159
120
Secondary Data
160
27
Advantages of Secondary Data
163
1
Disadvantages of Secondary Data
164
2
Problems of Fit
164
1
Problems of Accuracy
164
2
Using the Source to Evaluate the Accuracy of Secondary Data
166
1
Types of Secondary Data: Internal and External
166
9
Internal Secondary Data
167
2
Targeting: It's in the Cards
169
1
Searching for Published External Secondary Data
169
2
Some Key General Sources of External Secondary Data
171
4
Summary
175
4
Appendix 7a: Secondary Data Sources
179
8
Standardized Marketing Information Services
187
20
Profiling Customers
189
2
Measuring Product Sales and Market Share
191
7
Diary Panels
192
1
Store Audits
193
1
Scanners
194
2
An Example of the Impact of Scanners
196
2
Measuring Advertising Exposure and Effectiveness
198
7
Television and Radio
198
4
Print Media
202
1
Internet
202
1
Multimedia Services
203
2
Summary
205
2
Collecting Primary Data
207
16
Types of Primary Data
209
7
Demographic/Socioeconomic Characteristics
209
1
Psychological/Lifestyle Characteristics
209
2
Attitudes/Opinions
211
1
Lifestyle Descriptions of the Five Most Common Types of Gasoline Buyers
211
2
Awareness/Knowledge
213
1
Intentions
214
1
Motivation
215
1
Behavior
215
1
Obtaining Primary Data
216
4
Versatility
217
1
Speed and Cost
218
1
Objectivity and Accuracy
219
1
Summary
220
3
Collecting Information by Communication
223
24
Communication Methods
225
6
Structured-Undisguised Questionnaires
225
1
Unstructured-Undisguised Questionnaires
226
2
Unstructured-Disguised Questionnaires
228
2
Structured-Disguised Questionnaires
230
1
Methods of Administering Questionnaires
231
11
Sampling Control
232
6
Information Control
238
2
Administrative Control
240
1
Combining Administration Methods
241
1
Comparison of Data Collection Methods on Administrative Control
241
1
Summary
242
5
Collecting Information by Observation
247
32
Methods of Observation
249
11
Structured versus Unstructured Observation
249
2
Disguised versus Undisguised Observation
251
3
Additional Examples of Observational and Ethnographic Marketing Research
254
1
Natural versus Contrived Setting for Observation
255
1
Using Observational Techniques to Study Children As Consumers
256
1
Human versus Mechanical Observation
256
4
Summary
260
3
Part 3 Research Project
263
1
Part 3 Cases
264
15
Suchomel Chemical Company
264
2
Wisconsin Power & Light (B)
266
2
Office of Student Financial Services (A)
268
1
Premium Pizza Inc.
269
5
International Differences in the Cost of Data
274
2
Digital Euro Music
276
3
Part 4 Data Collection Forms
279
118
Designing the Questionnaire or Observation Form
280
40
Questionnaire Design
282
29
Specify What Information Will Be Sought
282
2
Determine Type of Questionnaire and Method of Administration
284
1
How Cultural Differences Affect Marketing Research in Different Countries
285
1
Determine Content of Individual Questions
286
5
Determine Form of Response to Each Question
291
5
How the Order in Which the Alternatives Are Listed Affects the Distribution of Replies
296
1
Determine Wording of Each Question
297
1
A Rogues' Gallery of Problem Words
298
4
Determine Question Sequence
302
2
Determine Physical Characteristics of Questionnaire
304
1
Contents of and Sample Cover Letter for a Mail Questionnaire
305
1
Reexamine Steps 1 through 7 and Revise If Necessary
306
1
Pretest Questionnaire and Revise If Necessary
307
4
Observation Forms
311
3
Summary
314
6
Measurement Basics
320
25
Scales of Measurement
321
5
Nominal Scale
323
1
Ordinal Scale
324
1
Interval Scale
324
1
Ratio Scale
325
1
The Measurement Problem
326
3
Variations in Measured Scores
329
3
Impact of Culture on Response Styles
330
2
Classification and Assessment of Error
332
6
The Assessment of Validity and Reliability
333
5
Developing Measures
338
3
Summary
341
4
Measuring Attitudes, Perceptions, and Preferences
345
52
Putting Hollywood to the Test
347
1
Attitude-Scaling Procedures
348
2
Observation of Behavior
348
2
Indirect Techniques
350
1
Performance of Objective Tasks
350
1
Physiological Reaction
350
1
Self-Report Attitude Scales
350
3
Summated-Ratings (Likert) Scale
351
1
Semantic-Differential Scale
351
2
Stapel Scale
353
1
Other Ratings Scales
353
4
Importance of Selected Service Quality Dimensions as Applied to Religious Services
354
1
Itemized-Ratings Scale
355
1
Comparative-Ratings Scale
356
1
Other Considerations in Designing Scales
357
4
Reverse Scaling
357
1
Number of Items in a Scale
358
1
Number of Scale Positions
358
1
Including a ``Don't Know'' Response Category
359
1
Determining Which Type of Scale to Use
359
2
Interpreting Rating Scales: Raw Scores vs. Norms
361
1
Perceptual Scaling
362
2
Conjoint Analysis
364
2
Summary
366
4
Part 4 Research Project
370
5
Part 4 Cases
375
22
Rumstad Decorating Centers (B)
375
4
School of Business (A)
379
8
Young Ideas Publishing Company (A)
387
1
CTM Productions
388
2
Caldera Industries
390
4
Calamity-Casualty Insurance Company
394
3
Part 5 Sampling and Data Collection
397
116
Sampling Basics, Nonprobability, and Simple Random Samples
398
29
Required Steps in Sampling
400
3
Changes in the Structure of Telephone Numbers
403
1
Types of Sampling Plans
403
1
Nonprobability Samples
404
5
Convenience Samples
405
1
Judgment Samples
406
1
Quota Samples
406
1
The Ad is Slick, Clever, Expensive---But is Anybody Reading It?
407
2
Probability Samples
409
1
Simple Random Sampling
409
14
Parent Population
410
1
Derived Population
410
3
Sample Mean versus Population Mean
413
10
Summary
423
4
Stratified and Cluster Sampling
427
22
Stratified Sample
429
8
Derived Population
430
1
Sampling Distribution
430
5
Proportionate and Disproportionate Stratified Samples
435
1
Disproportionate Stratified Sampling Scheme Used by Nielsen
436
1
Stratified versus Quota Samples
437
1
Cluster Sample
437
6
Systematic Sample
438
1
Area Sample
439
4
Combining Sample Types
443
2
Summary
445
4
Sample Size
449
21
Basic Considerations in Determining Sample Size
451
1
Sample Size Determination When Estimating Means
452
3
Guidelines for Estimating Variance for Data Obtained Using Rating Scales
454
1
Case of Multiple Objectives
455
1
Sample Size Determination When Estimating Proportions
456
2
Population Size and Sample Size
458
1
Other Probability Sampling Plans
459
1
Sample Size Determination Using Anticipated Cross Classifications
460
2
Determining Sample Size Using Historical Evidence
462
2
Summary
464
6
Collecting the Data: Nonsampling Errors and Response Rate Calculation
470
43
Impact and Importance of Nonsampling Errors
472
1
Types of Nonsampling Errors
473
12
Noncoverage Errors
473
2
Nonresponse Errors
475
3
Trends in Refusal Rates
478
3
Response Errors
481
2
Office Errors
483
1
Total Error is the Key
483
2
Calculating Response Rates
485
4
Mail, Email, and Fax Surveys
486
1
Telephone Surveys (No Eligibility Requirement)
486
1
Telephone Surveys (With Eligibility Requirement)
487
1
Other Methods of Data Collection
488
1
Improving Response Rates
489
5
``Foot-in-the-Door'' Technique
489
1
Interviewer Characteristics and Training
490
1
Guarantee of Confidentiality and/or Anonymity
490
1
Pre-notification
490
1
Personalization
490
1
Sponsor Disguise
491
1
Response Incentives
491
1
Survey Length
491
1
Follow-up Surveys
491
1
Are Some Techniques More Effective?
492
2
Summary
494
4
Part 5 Research Project
498
2
Part 5 Cases
500
13
St. Andrews Medical Center
500
2
Riverside County Humane Society (B)
502
1
Party Time, Inc.
503
2
Student Computer Lab (B)
505
1
First Federal Bank of Bakersfield
506
3
School of Business (B)
509
1
Rockway Publishing Company, Inc.
510
3
Part 6 Data Analysis
513
144
Data Analysis: Preliminary Steps
514
21
Editing
515
3
Field Edit
516
1
Central-Office Edit
516
2
Coding
518
9
Coding Closed-ended Items
518
1
Coding Open-ended Items
519
1
Building the Data File
520
6
Cleaning the Data
526
1
Handling Missing Data
527
2
Summary
529
6
Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing
535
37
Basic Univariate Statistics: Categorical Measures
537
7
Frequency Analysis (One-Way Tabulation)
537
3
Other Uses for Frequencies
540
3
Confidence Intervals for Proportions
543
1
Basic Univariate Statistics: Continuous Measures
544
5
Descriptive Statistics
545
1
Converting Continuous Measures to Categorical Measures
546
2
Confidence Intervals for Means
548
1
Hypothesis Testing
549
6
Null and Alternative Hypotheses
549
1
Hypothesis Testing Procedure
550
1
Typical Hypothesis-Testing Procedure
551
2
Issues in Interpreting Statistical Significance
553
2
Testing Hypotheses about Individual Variables
555
8
Chi-Square Goodness-of-Fit Test for Frequencies
555
2
Kolmogorov-Smirnov Test
557
1
Z-test for Comparing Sample Proportion against a Standard
558
1
Z-test for Comparing Sample Mean against a Standard
559
4
Summary
563
9
Data Analysis: Analyzing Multiple Variables Simultaneously
572
85
Analyses Involving Categorical Measures
574
10
Two-Way Cross Tabulations
574
3
Presenting Tabular Data
577
1
Independent Samples Z-test for Proportions
578
2
Spearman Rank-Order Correlation Coefficient
580
3
Coefficient of Concordance
583
1
Analyses Involving Categorical and Continuous Measures
584
8
Independent Samples t-test for Means
584
3
Paired Sample t-test for Means
587
1
Analysis of Variance (ANOVA)
588
4
Analyses Involving Continuous Measures
592
13
Pearson Product-moment Correlation Coefficient
592
4
Simple Regression
596
1
The Importance of Theory in Marketing Research
597
1
Walkup's Laws of Statistics
598
2
Multiple Regression
600
5
Summary
605
10
Part 6 Research Project
615
3
Part 6 Cases
618
39
Wisconsin Power & Light (C)
618
3
Young Ideas Publishing Company (B)
621
3
Office of Student Financial Services (B)
624
8
Transitional Housing, Inc. (B)
632
10
Fabhus, Inc.
642
3
Telecard.com (B)
645
5
Marty's Department Store
650
4
A Picture is Worth a Mega-Byte of Words: Census Data and Trends in Lifestyle Purchases
654
1
Joseph Machine Company
655
2
Part 7 Research Reports
657
34
The Research Report
658
33
Research Report Evaluation Criteria
660
1
Writing Criteria
661
4
Completeness
661
1
Accuracy
662
1
How to Write Your Way Out of a Job
663
1
Clarity
663
1
Some Suggestions When Choosing Words for Marketing Research Reports
664
1
Conciseness
665
1
Forms of Report
665
6
Title Page
666
1
Table of Contents
666
1
Summary
666
1
Introduction
667
1
Body
667
2
Conclusions and Recommendations
669
2
Appendix
671
1
Synopsis
671
1
The Oral Report
671
4
Preparing the Oral Report
671
2
Delivering the Oral Report
673
1
Tips for Preparing Effective Presentation Visuals
674
1
Graphic Presentation of the Results
675
9
Pie Chart
676
1
Line Chart
677
1
Stratum Chart
678
1
Bar Chart
678
1
Bar Chart Variations
678
2
Maps
680
2
Putting Graphics to Use
682
2
Summary
684
7
Epilogue
691
4
Appendix
695
8
Notes
703
16
Glossary
719
8
Index
727