The Marketing research

SEVENTH EDITION Burns • Bush This is a special edition of an established title widely used by colleges and universities throughout the world Pearson published this exclusive edition for the benefit of students outside the United States and Canada If you purchased this book within the United States or Canada you should be aware that it has been imported without the approval of the Publisher or Author Pearson International Edition INTERNATIONAL EDITION Marketing Research SEVENTH EDITION Marketing Research The editorial team at Pearson has worked closely with educators around the globe to inform students of the ever-changing world in a broad variety of disciplines Pearson Education offers this product to the international market, which may or may not include alterations from the United States version INTERNATIONAL EDITION INTERNATIONAL EDITION Alvin C Burns • Ronald F Bush EDITION Marketing Research International Edition EDITION Marketing Research International Edition Alvin C Burns Louisiana State University Ronald F Bush University of West Florida International Edition contributions by Nilanjana Sinha NSHM Business School, Kolkata Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City São Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editor-in-Chief: Stephanie Wall Director of Editorial Services: Ashley Santora Editorial Assistant: Jacob Garber Director of Marketing: Maggie Moylan Executive Marketing Manager: Anne Fahlgren Senior Managing Editor: Judy Leale Production Project Manager: Becca Groves Publisher, International Edition: Angshuman Chakraborty Publishing Administrator and Business Analyst, International Edition: Shokhi Shah Khandelwal Senior Print and Media Editor, International Edition: Ashwitha Jayakumar Acquisitions Editor, International Edition: Sandhya Ghoshal Publishing Administrator, International Edition: Hema Mehta Project Editor, 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Research, 7th edition, ISBN 978-0-133-07467-3 by Alvin C Burns and Ronald F Bush, published by Pearson Education © 2014 All rights reserved No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the publisher or a license permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd, Saffron House, 6–10 Kirby Street, London EC1N 8TS All trademarks used herein are the property of their respective owners The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners Microsoft and/or its respective suppliers make no representations about the suitability of the information contained in the documents and related 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Al Burns, Louisiana State University Ron Bush, University of West Florida Brief Contents Preface Chapter Chapter Chapter 19 Chapter Chapter Chapter Chapter Chapter Chapter Chapter 10 Chapter 11 Chapter 12 Chapter 13 Chapter 14 Chapter 15 Chapter 16 Introduction to Marketing Research 30 The Marketing Research Industry 46 The Marketing Research Process and Defining the Problem and Research Objectives 66 Research Design 96 Secondary Data and Packaged Information 120 Qualitative Research Techniques 144 Evaluating Survey Data Collection Methods 170 Understanding Measurement, Developing Questions, and Designing the Questionnaire 202 Selecting the Sample 236 Determining the Size of a Sample 264 Dealing with Field Work and Data Quality Issues 290 Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses 314 Implementing Basic Differences Tests 352 Making Use of Associations Tests 378 Understanding Regression Analysis Basics 406 The Research Report 432 Endnotes 459 Name Index 475 Subject Index 479 Contents Preface 19 Chapter Introduction to Marketing Research Marketing Research Is Part of Marketing 30 32 The Philosophy of the Marketing Concept Guides Managers’ Decisions 33 The “Right” Marketing Strategy 34 What Is Marketing Research? 34 Is It Marketing Research or Market Research? The Function of Marketing Research 35 35 What Are the Uses of Marketing Research? 35 Identifying Market Opportunities and Problems 35 Generate, Refine, and Evaluate Potential Marketing Actions Selecting Target Markets 36 Product Research 36 Pricing Research 36 Promotion Research 36 Distribution Research 37 Monitor Marketing Performance 37 Improve Marketing as a Process 38 Marketing Research Is Sometimes Wrong 38 The Marketing Information System 36 39 Components of an MIS 39 Internal Reports System 39 Marketing Intelligence System 40 Marketing Decision Support System (DSS) Marketing Research System 41 40 Summary 42 • Key Terms 43 • Review Questions/ Applications 43 Case 1.1 Anderson Construction 44 Case 1.2 Integrated Case: Global Motors 45 Chapter The Marketing Research Industry Evolution of an Industry 46 47 Earliest Known Studies 47 Why Did the Industry Grow? 48 The 20th Century Led to a “Mature Industry” Who Conducts Marketing Research? 48 49 Internal Suppliers 49 External Suppliers 49 COntents The Industry Structure 49 Distribution by Size: Number of Employees Firm Size by Revenue 50 Types of Firms and Their Specialties 51 Industry Performance 49 53 Industry Revenues and Profits 53 Qualitative Evaluations of the Industry 54 Questions About What Constitutes Marketing Research 54 Mistreatment of Respondents 55 Marketing Research Is Too Focused on Techniques 56 Marketing Research Viewed as a Commodity 56 Other Criticisms 56 Industry Self-Improvement 57 Industry Initiatives 57 Best Practices 57 Maintaining Public Credibility of Research 57 Monitoring Industry Trends 57 Improving Ethical Conduct 57 Certification of Qualified Research Professionals Continuing Education 60 60 A Career in Marketing Research 61 Where You’ve Been and Where You’re Headed! 62 Summary 62 • Key Terms 63 • Review Questions/ Applications 63 Case 2.1 Heritage Research Associates 63 Case 2.2 Integrated Case: Global Motors 64 Chapter The Marketing Research Process and Defining the Problem and Research Objectives 66 The Marketing Research Process 68 The 11-Step Process 68 Caveats to a Step-by-Step Process 69 Why 11 Steps? 69 Not All Studies Use All 11 Steps 70 Steps Are Not Always Followed in Order 70 Introducing “Where We Are” 70 Step 1: Establish the Need for Marketing Research 70 Company Policy Regarding the Use of Marketing Research 70 When Is Marketing Research Not Needed? 71 Step 2: Define the Problem—Stating the Decision Alternatives 73 Step 3: Establish Research Objectives 73 Step 4: Determine Research Design 74 Step 5: Identify Information Types and Sources 74 Step 6: Determine Methods of Accessing Data 74 Step 7: Design Data Collection Forms 75 Step 8: Determine Sample Plan and Size 75 Step 9: Collect Data 77 Step 10: Analyze Data 77 Step 11: Prepare and Present the Final Research Report 77 Defining the Problem 77 What is “The Problem” and the “Research Objective”? The Problem 77 77 COntents The Research Objective 78 The Importance of Properly Defining the Problem 79 A Process for Defining the Problem and Research Objectives 79 Sources of Problems 79 Two Sources of Problems 79 Failure to Meet an Objective Opportunity 79 Recognizing the Problem 79 81 A Control System 81 Opportunity Identification System 81 The Role of Symptoms in Problem Recognition 81 Problem Definition—Defining Decision Alternatives 82 The Role of the Researcher in Problem Definition 82 When Management Has Defined the Problem in Terms of a Decision to Be Made 82 When Management Has Not Already Defined the Problem in Terms of a Decision to Be Made 83 Conduct a Situation Analysis 83 Validate the Symptoms of the Problem 83 Determine the Probable Cause(s) of the Symptom 83 Specification of the Decision 84 Specify Decision Alternatives That May Alleviate the Symptom 84 Consequences of the Alternatives 85 Research Objectives 86 Defining Research Objectives 86 From Whom Will We Gather Information? 87 What Construct Do We Wish to Measure? 87 What Is the Unit of Measurement? 88 Word the Information Requested of the Respondent Using the Respondent’s Frame of Reference 89 Completing the Process 89 Action Standards 89 Impediment to Problem Definition 90 Elements of the Marketing Research Proposal Ethical Issues and the Research Proposal 91 91 Summary 92 • Key Terms 93 • Review Questions/ Applications 93 Case 3.1 Golf Technologies, Inc 94 Case 3.2 Integrated Case: Global Motors 95 Chapter Research Design 96 Research Design 98 Why Is Knowledge of Research Design Important? Three Types of Research Designs 98 99 Research Design: A Caution 100 Exploratory Research 101 Uses of Exploratory Research 101 Methods of Conducting Exploratory Research 102 Descriptive Research 103 Classification of Descriptive Research Studies 103 Causal Research 107 Experiments 107 482 Subject Index Information (continued) secondary data sources, 128–130, 131 sources of, 87 types and sources, 74 Information gaps, decision alternatives and, 85–86 Information state, decision alternatives and, 85–86 Infrastructure, surveys and role of, 197 In-home surveys, 185 In-office surveys, 186–187 In situ observation, 149 Integrated case in marketing research, 95 analysis of variance, 369–371 associative analysis, 404–405 chi-square analysis, 389–390 confidence interval for mean, 338–339 descriptive statistics in, 314–316, 324–329 differences between means testing, 363–367 hypothesis testing, 343–344 inference and descriptive analysis, 349–351 measurement units, 235 multiple regression analysis, general conceptual model, 411 multiple regression analysis of, 414–416 paired sample differences, 373–375, 377 Pearson product moment correlation coefficient, 399–401 predictive analysis, 430–431 questionnaire design, 235 report preparation and presentation, 457–458 sample size, 288–289 sampling methods, 263 secondary information and, 143 segmentation analysis, 430–431 survey research and, 201 test marketing and, 119 Intensity continuum, interval scales, 207–213, 207 Intentional fieldworker errors, 293–295, 298–299 Intercept bivariate linear regression, 407–410 linear relationships, 381–382 Internal databases, 124 Internal reports system, 39–40 Internal secondary data, 123–124 Internal suppliers, in marketing research, 49 Internal validity, research design and, 111–113 Internet internet-based questionnaire, 191–192 marketing research and, 48 self-administered surveys on, 193–194 surveys on, 192–193 Interval-at-minimum scaling assumption, multiple regression analysis, 417–418 Interval scales, 205–213 Likert scale, 208–209 reporting guidelines for, 329–331 selected constructs, 212, 212 semantic differential scale, 209–211 Stapel scale, 211–213 symmetric interval, 211–213 Interview evaluation break-offs, 302 cheating concerns, 293–295 completion guidelines, 304 computer-administered surveys, 179–182 interviewer misunderstanding, 295–296 in person-administered surveys, 176–177 Introduction in reports, 441–442 Invented observation, 149 Invitations to bid (ITBs), 82–83 iPad, 103 iReportWriting Assistant, 434, 438, 443, 446, 454–455, 457–458 Jargon, avoidance of, 89 Journal of Marketing Research, 38 Judgment sample, 256 Kentucky Fried Chicken, 147 Key-informant technique, 102 Kindle e-book, 36, 103 Kinesis Survey Technologies, 75–76, 170–172 Knoll, Inc., 186–187 Knowledge Networks, 105 Krispy Kreme company, 154 Laboratory experiments, research design and, 112–113 Laddering technique, in-depth interviews, 158–159 Lead-user survey, 102 Leap Frog, 300 Learning, from consumers, 32 Least squares criterion, regression analysis, 408 Letter/memo of transmittal, in reports, 440 Letter of authorization, in reports, 439–440 Levene’s Test for Equality of Variances, 364–367 Lexis-Nexis, 40 Likelihood estimation, differences between means testing, 363 Likert scale, 208–209, 208 Limitations, in reports, 444–445 Limited-service supplier firms, marketing research by, 51–52 Linear regression, 406–407 bivariate linear regression, 407–410 Linear relationships, 381–382 correlation procedures, 401–402 Lipton Tea, 160 Loaded questions, 218–219 Longitudinal studies, descriptive research, 105–107 Magic Numbers, 104 Mail surveys, 194 Mall intercepts, 255–256 Mall-intercept surveys, 185–186 Management decision process marketing research policies and, 70–71 problem definition and, 82–83 Marcus Thomas LLC, 37 Margin of sample error, sample size and, 268–270, 274 Maritz Research, 36 Marketing defined, 32 marketing research and, 32–34 process of, 38 service-dominant logic for, 32 Marketing concept, philosophy of, 33–34 Marketing decision support system (DSS), 40–41 Marketing information systems components of, 39–42 internal reports system, 39–40 Marketing information systems (MIS) internal secondary data, 123–124 marketing research and, 39–42, 71–72 Marketing intelligence system, 40 Google alerts and, 41 Marketing News, 50 Marketing opportunity, recognition of, 79–80 Marketing research action generation, refinement and evaluation, 36–37 agencies for, 49 applications for, 35–39 arguments against, 71–73 available information in place of, 71–72 bad timing for, 71 basic principles, 34–35 career opportunities in, 62 client decision making and, 66–68 commodification of, 56 components of, 54–55 cost-benefit analysis of, 72–73 credibility in, 57 current developments in, 30–31 data acquisition methods, 74–75 data analysis, 77 data collection forms, 75–76 data collection techniques, 77 design criteria, 74 directories for, 52–53 distribution by size and number of employees, 49–50, 50 distribution research, 37 educational programs for, 61 eleven-step process for, 68–77 evolution of, 47–48 external suppliers, 49 Facebook and, 33 final report preparation and presentation, 77 focus on techniques in, 56 functions of, 35 information types and sources, 74 integrated case in, 95 internal suppliers in, 49 interval scales, 207–213 lack of funding for, 71 marketing concept philosophy and, 33 marketing information systems and, 39–42 in marketing process, 32–34 on marketing processes, 38 marketing strategy and, 34 market research vs., 35 measurement applications in, 203–205 need for, 70–71 objectives, establishment of, 73, 77–80, 86–89 opportunities and problems, identification of, 35 performance monitoring, 37 pricing research, 36 problem definition in, 73, 79–84 product failures and, 32–33 product research, 36 promotion research, 36–37 report preparation guidelines, 432–458 sample plan and size, 75 social media and, 55 Subject Index statistical analysis in, 317–319 systems for, 41–42 target market selection, 36 top 10 firms in, 50, 50 type of firms, 52 Marketing Research and Intelligence Association (MRIA), 57, 60, 76 Marketing Research Association (MRA), 35 Bluebook of, 51 Code of Ethics, 150, 195, 218–219, 256, 258, 282, 301, 373 Code of Marketing Research Standards, 60, 99–100 Code of Professional Standards, 47 Professional Researcher Certification, 46–47, 60 Marketing research industry, 46–65 case studies in, 63–65 ethical conduct in, 57–60 firm distribution by size and number of employees, 49–50 firm size by revenue, 50 growth of, 48 major types of firms, 51–52 maturation of, 48 mistreatment of respondents in, 55–56 performance evaluation, 53–56 professional researcher certification, 60 qualitative evaluation of, 54–56 revenues, market share, and growth in, 53–54 self-improvement in, 56–61 specialization in, 51–52 structure of, 49–53 top 10 marketing firms in, 50 trend monitoring in, 57 Marketing Research (journal), 38 Marketing Research Online Community (MROC), 198 Marketing research proposal elements of, 91–92 ethical issues and, 91–92 Market segmentation difference analysis, 354 packaged information services for, 137 Market-tracking studies, 107 McDonald’s, 101, 147 Mean analysis of variance, differences between means, 367–371 confidence interval computation, 337–339 in descriptive analysis, 320 determination of, 327–329 differences between means, 360–363, 372–375 parameter estimation and, 333–338 sample size determination, 276 Meaningful difference, 354 Measurement basic concepts, 204–205 case study, 234 computer-assisted questionnaire design, 228 defined, 204 design of, 202–235 interval scales, 207–213 nominal measures, 205 of nonresponse errors, 304 options and design of, 202––235 ordinal measures, 205 reliability and validity of, 214 research objectives and, 88–89 scale measures, 205–207 secondary data and unmatched units, 127 types of, 206 Measures of central tendency computation of, 324 descriptive analysis and, 319–320, 322–324, 323 Measures of variability, 320–324, 323 computation of, 324 Median in descriptive analysis, 320 determination of, 327 Media usage monitoring and promotion effectiveness, 137–138 Method/methodology, in reports, 442–443 Metropolitan statistical areas (MSAs), 121, 126–127, 142–143 Michelob Light, 384 Micropolitan statistical areas, 126–127 Middle-of-the-road patterns, raw data inspection, 308, 309 Millenials generation, marketing research online community for, 198 Minivans, marketing research on, 38 Mirametrix eye tracking software, 51 Misunderstanding interviewer misunderstanding, 295–296 respondent misunderstanding, 296–297 Mixed-mode studies marketing research and, 75 surveys, 182–184 Mixi social media, 163 Mobile data collection Coca-Cola and Nokia case study, 183–184 method comparisons, 180–182 surveys using, 170–172 Mobile devices, marketing research on, 76 Mode in descriptive analysis, 319–320 frequency distribution and, 325–326 Modeling methods, multiple regression analysis, 410–411 Moderators, for focus groups, 152, 157 Monotonic relationships, 381 Moore Research Services, 68–69 MSR Group, 37 Multicollinearity, multiple regression analysis, 413 Multiple clients, research design for data collection for, 99 Multiple regression analysis, 406–407, 410–416 applications, 417–421 disadvantages of, 422–424, 424 dummy independent variables, 417–418 integrated case, 414–416 interpretations, 418–419 screening applications, 418–420 standardized beta comparisons, 418–420 step-by-step summary, 422, 423 stepwise multiple regression, 421–422 Multiple regression equation, 412–413 Mystery shoppers, 149, 151 N W Ayer and Son, 48 Nabisco, 106–107 marketing research policies and, 70–71 Nanova, Inc, 114 483 Nay-saying patterns, raw data inspection, 308–309, 308 Neiman Marcus Direct, 72 Neurofocus (Nielsen), 165 Neuroimaging, 164–165 Neuromarketing research, 163–165 New products, test marketing of, 114 NewProductWorks studies, 33 New Vehicle Customer Study, 36 Niagara Falls Tourism Association, 284–285 Nichols-Shepard Company, 48 Nielsen Company, 37, 48, 105, 149 Neurofocus subdivision, 165 tracking studies by, 138 Nielsen Ratings service, 135, 137–138 95% confidence interval calculation of, 336–339 differences between means, 362–363 sample size, 274–275, 274 99% confidence interval, 336–338 sample size, 274–275, 274 Nissan, 36 Nokia, mobile data collection by, 183–184 Nominal measures, 205–206 Nonmonotonic relationships, 380, 393 Nonprobability sampling, 254–258, 255 convenience sampling, 254–256 purposive sampling, 256 quota sampling, 257–258 referral sampling, 256–257 sample size and, 283–284 Nonresponse bias intentional respondent errors and, 296 mail surveys, 194 raw data inspection, 308, 308 Nonresponse errors, 301–306, 302 Nonsampling error, 268–269 data collection and, 292 Nonsymmetric interval scale, 211–213 Nook e-book, 36 Normal curve distribution, 321–322 confidence intervals, 271–272 North American Industry Classification System (NCAIS), 142–143 NPolls, 104 Null hypothesis analysis of variance, 368–371 differences between means, 361–363 group differences tests, 357–360 presence, 382 Nurse Jackie (television show), 148 Objective properties, measurement of, 204 Objectives failure to meet, 79 in marketing research, 73, 77–79, 86–89 Observational research, 75 advantages of, 150 appropriate conditions for, 149–150 limitations of, 150 qualitative marketing research, 148–151 techniques, 148–149 Observed frequencies, chi-square analysis, 386–387 Omnibus panels, descriptive research, 105–106 One-step area sampling, 250 Online market research focus groups, 153 information databases, 126 484 Subject Index Online market research (continued) international comparisons, 75–76, 76 internet-based questionnaire, 191–192 logical question sequence in surveys, 226 online communities, 198 pluralistic research, 148 quality of, 290–291 sampling panels, 259 sampling techniques, 258–259 survey software for, 191–192 Online reporting software, 436 Open Doors furniture store, 142–143 Operational definitions, research objectives and, 88 Opportunities marketing research identification of, 35 problems as, 79–80 Optical centers industry, multiple regression analysis, 420 Oral presentations, 453–455 Ordinal measures, 205–206 Orientation sessions for fieldworkers, 299 Orkut, 163 Outdated data, 37 Overstated questions, 220–221 Overt observation, 149 Packaged information advantages and disadvantages, 136 applications of, 136–137 secondary data from, 133, 135–138 Paired samples, differences between means, 372–375 Panels descriptive research, 105 online panel samples, 259 Paradigm Sample, 105, 378–379 Parameter defined, 316, 331–332 hypothesized population parameter, 341–343 Parameter estimation defined, 332 population percent or mean, 333–338 PathTracker study, 109–110 Patterns, in relationships, 382–383 Peanut Labs, 241 Pearson product moment correlation coefficient, 396–401 People magazine, 41 People Meters (Nielsen), 149 Pepperidge Farm, 106–107 Percentage distribution, 321 confidence interval computation, 337–338 differences between percentages, 356–360 population mean estimation and, 338 Percentages tables, cross-tabulation, 384–386, 384–385 Performance monitoring in marketing, 37 marketing research industry, 53–56 in person-administered surveys, 176–177 secondary data, 127–128 self-administered surveys, 178–179 Performer Q, 135 Person-administered surveys, 175–177, 184–190 Photo-elicitation, global market research using, 147 Physical traces, in qualitative research, 148–149 Physiological measurement, qualitative marketing research and, 163–165 Picture test, 160–161 Pie charts, in reports, 449–450 Plagiarism in reports, 443–444 Pluralistic research, defined, 146–148 Plus-one dialing procedures, 247 Population estimation, 333–338 hypothesized population parameter, 341–343 Population sampling, 238–239 sample size, 273 small population sampling, 282–283 Post hoc testing, statistical significance, 369–371 PowerPoint presentations, 433, 457–458 Predictive analysis, 318–319 integrated case study, 430–431 Prescriptive research, 74 Presence, variable relationships, 382 Pretesting, of questionnaires, 229–231 Pricing research, 36 Primary data analysis, secondary data vs., 122 Primary information, 74 Print media, monitoring and assessment of, 137 Privacy issues, in marketing research, 55–56 Probability sampling cluster sampling, 250 samples, 242–254, 243 simple random sampling, 243–247 in statistical analysis, 356 stratified sampling, 251–254 systematic sampling, 247–250 Problems decision alternatives for, 82, 84–86 decision specification for, 84 defined, 77–78 in exploratory research, 102 impediments to definition of, 90–91 marketing research identification of, 35 possible causes of, 84 recognition of, 81–82 researcher’s role in definition of, 82–83 situation analysis and, 83 sources of, 79–81 statement of, 91 symptom causes, 83–84 symptoms validation for, 83 Procter & Gamble, 146 marketing research policies at, 70–71 Product orientation, 33 Product research, 36 Professionalization of marketing research, 48 Professional Researcher Certification (PRC) program, 47–48, 60–61 Projective techniques, qualitative marketing research, 159–162, 162 Promotion research, 36–37 Prompters, in questionnaires, 300 Properties, defined, 204 Proportionate stratified sampling, 253–254 Protocol analysis, qualitative marketing research, 158–159 Public behavior, observational research, 150 Public credibility, in marketing research, 57 Published sources, as external secondary data, 124–126 Pupilometer, neuromarketing research, 163–164 Purpose of study, secondary data and, 128 Purposive sampling, 255–258 Push polling, 57 Q scores, 135 Qualitative marketing research defined, 146 emergence of, 48 ethnographic research, 161–162 focus groups, 151–157 in-depth interviews, 157–158 marketing research industry performance, 54–56 new techniques in, 162 observation techniques, 148–151 online information about, 152 physiological measurement, 163–165 projective techniques, 159–161 protocol analysis, 158–159 techniques for, 144–169 Qualitative Research Consultants Association, 162 Qualitative research consultants (QRCs), 152 Quality control data quality, 308–313 person-administered surveys, 176–177 Qualtrics, 75 Quantitative marketing research, defined, 146 Quasi-experimental design, properties of, 110 Question creation, computer-assisted questionnaire design, 228 Questionnaires active learning concerning, 221, 227 classification questions, 226 coding, 229 computer-assisted design, 227–228 design, 214–216 development dos and don’ts, 220 double-barreled questions, 219–220 evaluation of, 216–217 global marketing research, 213 instructions and examples for, 300 intensity continuum, 207 internet-based questionnaire, 191–192 introduction in, 223–224 leading of respondents in, 218 loaded wording or phrasing, 218–219 logical question sequence, 226 marketing research and, 75 organization, 222–227 over-stated questions, 220–221 pretesting of, 229–230 question development, 216 question flow, 225 refusal to answer specific questions, 302–303 scale-response design, 207 screening questions, 224–225 self-administered surveys, 179 wording dos and don’ts, 216–223, 222 Quirk’s Marketing Review, 72 Quirk’s Researcher SourceBook, 51, 53 Quotas, mall-intercept surveys, 186 Quota sampling, 255–258 Random device method, 243–244 Random digit dialing (RDD), 247 quality issues, 290–291 Random numbers method, simple random sampling, 244–247 Subject Index Random sampling, 243–250 sample size, 266 sample size and accuracy, 267 Range defined, 321 determination of, 327–328 Rapport, person-administered surveys, 176–177 Ratio scale data, 329–331 Raw data inspection, 308, 308 Ray-Ban, 161 Real-time research, online interview as, 191 Recommendations, in reports, 445 Records, defined, 124 Referral sampling, 255–258 Refusals, in survey research, 302 Regression analysis basic concepts, 408–410, 424 basic principles, 406–432 bivariate linear regression, 407–410 improvements for, 408 multiple regression, 410–416 reports to clients, 424–427 Regression plane, 412 Relationships analytic procedures for, 383 correlation sign of, 395 curvilinear, 382 defined, 380 direction/pattern in, 382–383 linear, 381–382 monotonic, 381 nonmonotonic, 380 Reliability, of measurements, 214 Replikator packaged information service, 137–138 Reporting units, in secondary data, 126–127 Report preparation and presentation audience identification, 436, 438 bar charts, 451 body of reports, 440–441 confidence interval report to client, 340 correlation findings, 402 cross-tabulation analysis, 392–393 differences analysis, 371–372 efficiency in, 434–436 end matter, 445 flow diagrams, 451–452 focus group reports, 152, 157 front matter in report, 438–439 hypothesis testing report, 345 importance of, 434 marketing research, 77 online reporting software, 436 oral reporting, 453–455 pie charts, 449–450 regression analysis reports, 424–427 report elements, 438–445, 438 research report basics, 432–458 visuals in, 447–458 written report guidelines and principles, 445–447 Representativeness, of test market cities, 115 Requests for proposals (RFPs), 82–83 Research design, 74, 96–119 causal research, 107–113 defined, 98 descriptive research, 103–107 ethical sensitivity in, 99–100 exploratory research, 101–103 importance of, 98–99 test marketing and, 113–116 types of, 99 warnings concerning, 100 Research Innovation, 72–73 Research Now, 352–353 Research objectives action standards, 89–90 construct measurements, 87–88 defined, 86–89 frames of reference in, 89 information sources for, 87 in marketing research, 73, 77–80, 86–89 in marketing research proposal, 91 in reports, 442 research methodology and, 91 writing criteria for, 87 Research priorities, in exploratory research, 102 Research Reporter, 432–433 Respondents (surveys) attention loss of, 297 computer-administered surveys, 180–182 distraction of, 297 errors and, 292–293, 293 ethical issues with, 195 fatigue of, 297 frame of reference of, 89 guessing by, 296–297 intentional errors by, 296 interaction guidelines and, 196–197 leading of respondents, 218, 293–295 measures of central tendency and, 319–320 misunderstanding by, 296–297 mixed-mode surveys, 183–184 participation ethics, 301 sample size specification, 282 self-administered surveys, 178–179 unintentional errors by, 296–297, 300 variability measurements for, 320–322 wireless vs land-line telephone respondents, 309 wrongful methods for gaining, 100 Response rates in marketing industry research, 55–56 nonresponse errors and, 304–306 Results, in reports, 443–444 Return on investment (ROI), marketing research and, 31–32 Revenues, marketing research firm size and, 50 Reversals of scale endpoints, 209–211, 210, 300 River sampling, 259 R.J Reynolds, 115 Rockhopper Research, 30 ROI, Inc., 73 Role-playing, qualitative marketing research, 161 Row percentages table, 386 reporting guidelines, 393 Sales & Marketing Management’s Survey of Buying Power (SBP), 120–121 Sales orientation, 33 Sample plan, development of, 259, 259 Sample size arbitrary approach to, 279–280 axioms of, 267, 267 calculations, 275–276 client and researchers agreement on, 279 485 confidence intervals, 268–273 conventional approximation, 280 cost basis of, 281–282 data collection costs, 278 determination of, 75, 264–289 difference analysis, 355–356 error acceptability, 277 formula for, 273–276 level of confidence, 246, 277–278 margin of sample error and, 268–269, 269 nonprobability sampling, 283–285 percent rule of thumb, 279–280 population variability, 276–277 small populations, 282–283 statistical analysis, 280–281 Sample Source Auditors, 290–291 Sample surveys, descriptive research, 104–105 Sampling distribution, 342–343 Sampling methods applications, 241–242 basic concepts, 238–241 census, 239 cluster sampling, 250 convenience sampling, 254–258 frame and frame error, 240–241 misrepresentation of, 100 nonprobability samples, 254–258 online techniques, 258–259 population, 238–239 probability samples, 242–254 representativeness of, 255–258 sample and sample unit, 239–240 sample plan development, 259 sample plans, 75 sample statistic, 333 secondary data and, 129 selection criteria, 236–263 simple random sampling, 243–250 skewed populations, 251–254 stratified sampling, 250–254 systematic sampling, 247–248 Satisficing, online market research and, 291 Saturday Evening Post magazine, 48 Scale data association analyses, 380–382 measures in, 205–213 reporting guidelines, 329–331 variability, sample size determination, 276 Scale development, 205–206 Scaled-response questionnaire, 207 Scatter diagrams, covariation graphing, 395–396 Screening procedures, multiple regression analysis, 418–420 Screening questions, questionnaire design, 224–225 Secondary data analysis advantages of, 126 American Community Survey and, 129, 131–133, 132 applications of, 122–123, 134 disadvantages of, 126–127 evaluation of, 127–129 evolution of, 120–121 exploratory research, 102 external secondary data, 124–126 internal secondary data, 123–124 key sources of, 129–131, 131 packaged information and, 133, 135–138 486 Subject Index Secondary data analysis (continued) primary data vs., 122 synthesized learning and, 138–139 Secondary information, 74 Segmentation analysis, 420–421 integrated studies, 430–431 Seinfeld (television series), 38 Self-administered surveys, 178–179, 192–194 Self-improvement in marketing research industry, 56–61 Self-selection bias, mail surveys, 194 Semantic differential scale, 209–211, 210, 300 Sentence-completion test, 160 Service innovations, test marketing of, 114 Shared costs, of syndicated data, 136 Short time intervals, observational research, 149–150 Showtime network, 148 Sig value, analysis of variance, 368–371 Significance differences between means, 360–363 differences between percentages, 357–360 regression analysis “trimming,” 416–417 in statistical analysis, 356 Simple random sampling, 243–250 Simple regression, 407 Simulated test markets (STMs), 115 Single-issue/topic questions, 217 Situation analysis, 83 SketchPad, 138 Skewed populations, stratified sampling, 251–254 Skip interval, systematic sampling, 248–249 Skip logic, computer-assisted questionnaire design, 228 SKOPOS Insight Group, 137–138, 202–203 ChatBack system, 435–436 Slope bivariate linear regression, 407–410 linear relationships, 381–382 Small populations, sample size, 282–283 Snapple Group Inc, 114 Social media digital dashboards, 435–438 digital diaries on, 163 marketing research and, 55, 144–145 market performance monitoring of, 37 Soft marketing research, qualitative research as, 145–147 Southwest Airlines, 38 Speed, computer-assisted surveys, 177 SPSS (Statistical Package for the Social Sciences) analysis of variance, 369–371 bar chart creation, 451–452 chi-square analysis, 389–392 confidence interval for a mean, 338–339 cross-tabulation analysis, 392 data quality controls, 297, 310 datasets, 307 descriptive analysis and, 314–316, 319–329 difference analysis using, 355–356 differences between means testing, 363–367 differences between percentages, group differences, 359–360 frequency distribution and mode from, 325–326 hypothesis testing using, 343–344 as marketing research tool, 41 mean, range, and standard deviation determination, 327–329 median calculations, 327 missing data management in, 326 multiple regression analysis, 414–416 nonprobability sampling and, 283–284 paired sample differences between means, 373–375 Pearson product moment correlation coefficient, 399–401 pie chart creation, 449–450 report visuals created by, 447–452 sample size and, 273, 276 statistical analysis, 315 statistical inference applications, 331–332 stepwise multiple regression, 422 Stable difference, 354–355 Stacked bar charts, 393 Standard deviation determination of, 327–328 measures of variability and, 321–322 statistical analysis, 316 Standard error differences between means, 361–363 parameter estimation, 333–338 Standardized beta coefficient, 418–420 Standards in marketing research, 60 Standard test market, 113–114 Stapel scale, 211–213 Starbucks, 146 Statistic, defined, 316, 331–332 Statistical analysis, 314–351 Chi-square statistic, 386–392 confidence intervals, 338–340 descriptive statistics, 315–316, 319–322 green flag signals and significance, 356 hypothesis testing, 340–345 in marketing research, 48 marketing research applications, 317–319 method selection, 322–324 parameter estimation, 333–338 reports to clients on, 329–331, 339–340, 344–345 sample size specification, 280–281 SPSS tools for, 324–329 statistical inference, 331–332 types of, 317–319, 317 Statistical inference, defined, 332 Statistical significance of differences, 354 post hoc testing, 369–371 Stepwise multiple regression, 421–422 Stock-keeping units (SKUs), 37 database management and, 124 internal reports system, 39–40 Straight-line formula bivariate linear regression, 407–410 linear relationships, 381–382 Strata populations, stratified sampling, 252–254 StrategyOne, 198 Stratified sampling, 243, 250–254 Structured observation, 149 Stylistic devices, written report guidelines, 446–447 Subjective properties, 204 Sugging practices, 57 Supervision, quality control of fieldworkers and, 298 Surveys advantages of, 172–174, 173 computer-assisted, 177–182 credibility of, 57 data collection methods, 174–201 data quality in, 290–314 drop-off surveys, 193–194 in exploratory research, 102–103 framing of, 240, 240 fully automated surveys, 190–191 incident rate in, 197 in-home surveys, 185 in-office surveys, 186–187 lies about length of, 303 mail surveys, 194 mall-intercept surveys, 185–186 in marketing research, 48 marketing research and, 75 method selection criteria, 194–195 mixed-mode surveys, 182–184 nonresponse error in, 304–306 person-administered surveys, 175–177, 184–190 refusal to participate in, 302 sample surveys, 104–105 self-administered, 192–194 self-administered surveys, 178–179 telephone surveys, 187–190 Survey Sampling International, 77, 236–238, 264–265 Symmetric interval scale, 211–213 Symphony IRI Group, 37 Syndicated data, 135 advantages and disadvantages of, 136 defined, 126 research design and, 74 Systematic sampling, 247–250 Table of contents, in reports, 440–442 Tables, in reports, 440, 447–452 Talking Business, 161 Target, female customer targeting by, 125 Target markets difference analysis, 354 selection of, 36 Tata Motors, 257 Technology, impact on data collection, 174–175 Tele-depth interviews (TDIs), 158 Telephone book, systematic sampling of, 249 Telephone data collection, 290–291 Telephone surveys, 187–190 intentional errors in, 293–295 sample size, 264–265 wireless vs land line respondents, 309–310 Terminix Pest Control, 238–239, 242 Terminology, in exploratory research, 101 Test marketing integrated case in, 119 pros and cons of, 115–116 research design and, 113–116 Thematic apperception test, 160–161 Third-person techniques, field research and, 300 Timetable, in marketing research proposal, 91 Timing, critical role in market research of, 71 TNS Global, 109–110 Topologically Integrated Geographic Encoding and Referencing (TIGER) database, 121 Total Quality Management (TQM), in marketing research, 57 Toyota, 353 Subject Index Tracking studies, 138 Transitions, questionnaire design, 225 Transparency Initiative, 57 Trimming, regression analysis, 416–417 “True” experimental design, properties of, 110 test analysis of variance, 368, 368 difference analysis, 355–356 differences between means testing, 364–367 Twitter, 37, 163, 246 multiple regression analysis of, 414 Two-step area sampling, 250–251 Type I, II and III errors, statistical analysis, 79 Unintentional interviewer errors, 295–296, 299 Unstructured observation, 149 Usage studies, differences between means testing, 363 User-friendly features, computer-administered surveys, 179–182 Validation checks, 300 field data, 299 Validity of experiments internal, 111 external, 112 measurements, 214 research design and, 111–113 Variability measures of, 320–322 population estimation, 276–277 sample size, 269–270, 273–274 standard error, 333–335 Variables data coding and data code book, 306–307 measurement of, 88 relationships between, 382–383 Variance, statistical analysis, 315–316 Variance inflation factor (VIF), multiple regression analysis, 413 Visuals, in reports, 447–458 ethics of, 453 Volvo Company, 102 Warm-up questions, 225 Warner-Lambert, 155 Websites, “scraping” of, 56 Web-tele-depth interviews (Web-TDIs), 158 Weighted mean, stratified sampling, 253–254 Weight Watchers survey, 239 Wendy’s, 101 “Where We Are,” eleven-step marketing research process and, 69 White Castle, 114 Wispa candy bar, 33 Word-association tests, 160 Word-of-mouth (WOM ) influence in causal research, 108 differences between means testing, 362–363 online WOM (eWOM), 137 Written report guidelines, 445–447 Yankelovich Youth MONITOR, 185 Yea-saying patterns, raw data inspection, 308–309, 308 YouTube American Community Survey on, 132 analysis of variance, 370 487 Central limit theorem on, 271–272 chi-square analysis, 392 computer-assisted questionnaires, 228 confidence intervals, 338 consumer in-depth interviews on, 158, 162 data coding and data code book, 307 Decoda on, 52 differences between means testing, 364 errors in marketing, 38 focus groups on, 103, 152 fully automated surveys on, 190 Kinesis Survey Technologies on, 75 Likert scale, 208–209 linear regression, 408 marketing research on, 33–34 measurement scales, 205 measures of central tendency, 321–322 NewProductWorks studies on, 33 nonprobability sampling, 256 online surveys on, 191 plagiarism on, 443 proportion differences tests, 359 quantitative surveying methods, 184 questionnaire design and, 215–216 reporting guidelines, 434 sample size, 273 sampling source and frame on, 240 stratified sampling, 253–254 survey data quality and, 309 Zimbabwe, interviewer cheating in, 294 z value difference analysis, 355–356 differences between means, 362–363 sample size confidence, 274, 274 Zyman Marketing Group, 98 [...]... to produce the right strategy for the new environment To practice marketing, to implement the marketing concept, and to make the decisions necessary to create the right marketing strategy, managers need information Now you should see how marketing research is part of marketing; marketing research supplies managers with the information to help them make these decisions What Is Marketing Research? Now... the marketing concept, and marketing strategy Introduction to Marketing Research Welcome to the World of Marketing Research! Today many managers make decisions re- • To know how to define marketing research lated to marketing One manager needs • To understand the function and uses of marketing research • To see examples of marketing research for evaluating target markets, product research, pricing research, promotion research, and distribution... of these definitions is correct Our definition is shorter and illustrates the process of marketing research The AMA’s definition is longer because it elaborates on the function as well as the uses of marketing research In following sections, we will talk more about the function and uses of marketing research is it Marketing research Or Market research? Some people differentiate between marketing research. .. requires research The identification of opportunities and problems is discussed in Chapter 3 Some differentiate between marketing research and market research Marketing research is the broader of the two terms, whereas market research refers to applying marketing research to a specific market However, in practice, the two names are often used interchangeably The function of marketing research is to link the. .. Society of Marketing and Opinion Research; the MRIA, the Canadian Marketing Research and Intelligence Association; and the MRS, the United Kingdom’s Marketing Research Society We worked with individuals in these associations to obtain their reports on industry practices as well as insights from practitioners around the world Benefit: Students will be able to compare information about the practice of marketing. .. definition of marketing research: Marketing research is the function that links the consumer, customer, and public to the marketer through information—information used to identify and define marketing What are the uses of MarketIng researCh? 35 opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve the understanding of marketing as a... Advertising Research, Journal of Retailing, and Journal of Business, among others In 1993, he was named a Fellow by the Society for Marketing Advances He and his wife, Libbo, live on the Gulf of Mexico, where they can often be found playing “throw the stick” with their Scottish terrier, Maggie 29 CHAPTER 1 Learning Objectives • To know the relationship of marketing research to marketing, the marketing concept, and... to develop the “right” strategy To make the right decisions, managers must have objective, accurate, and timely information To practice marketing, to implement the marketing concept, and to make the decisions necessary to create the right marketing strategy, managers need information Now you should see how marketing research is part of marketing; marketing research supplies managers with the information... in this book the way they are treated in the industry We provide, where appropriate, excerpts from the Code of Marketing Research Standards as they are presented by the Marketing Research Association (MRA) We have long had a good relationship with the MRA, which has given us permission present excerpts from the standards We understand that a textbook cannot teach someone to be ethical Rather, an effective... removing the Ken doll’s earring and taking the Cocaine Energy Drink off the market.9 Could these failures have been avoided with better research information? MarketIng researCh Is part of MarketIng Marketing research insight 1.1 33 Social Media Marketing Cadbury Chocolates Collaborates with Consumers via Facebook In 1983 Cadbury Chocolates introduced the Wispa, a chocolate candy bar with the teaser