Marketing research essential 8th mcdaniel

www.downloadslide.com www.downloadslide.com ffirs.indd ii 01/06/12 8:32 AM www.downloadslide.com Marketing Research Essentials Eighth Edition ffirs.indd i 01/06/12 8:32 AM www.downloadslide.com ffirs.indd ii 01/06/12 8:32 AM www.downloadslide.com Marketing Research Essentials Eighth Edition Carl McDaniel, Jr University of Texas at Arlington Roger Gates DSS Research ffirs.indd iii 01/06/12 8:32 AM www.downloadslide.com VICE PRESIDENT & EXECUTIVE PUBLISHER SENIOR ACQUISITIONS EDITOR PROJECT EDITOR EDITORIAL ASSISTANT ASSOCIATE DIRECTOR OF MARKETING MARKETING MANAGER SENIOR MARKETING ASSISTANT DESIGN DIRECTOR SENIOR DESIGNER SENIOR PRODUCTION EDITOR PRODUCTION MANAGEMENT SERVICES SENIOR PHOTO EDITOR SENIOR PRODUCT DESIGNER COVER PHOTOS George Hoffman Franny Kelly Brian Baker Melissa Solarz Amy Scholz Kelly Simmons Ashley Tomeck Harry Nolan Madelyn Lesure Sujin Hong Furino Production Sheena Goldstein Allison Morris Globe: © Angela Waye/iStockphoto Title Panel: © Shirley Kaiser/iStockphoto This book was set in Adobe Garamond by MPS Limited, and printed and bound by RRD Von Hoffmann The cover was printed by RRD Von Hoffmann This book is printed on acid free paper Founded in 1807, John Wiley & Sons, lnc has been a valued source of knowledge and understanding for more than 200 years, helping people around the world meet their needs and fulfill their aspirations Our company is built on a foundation of principles that include reposnibility to the communities we serve and where we live and work In 2008, we launched a Corporate Citizenship Initiative, a global effort to address the environment, social, economic, and ethical challenges we face in our business Among the issues we are addressing are carbon impact, papter specifications and procurement, ethical conduct within our business and among our vendors, and community and charitable support For more information, please visit our website: www.wiley.com/go/citizenship Copyright © 2013, 2009, 2007, 2005 John Wiley & Sons, Inc 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, scanning, or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc 222 Rosewood Drive, Danvers, MA 01923, website www.copyright.com Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774, (201) 748-6011, fax (201) 748-6008, website www.wiley.com/go/permissions Evaluation copies are provided to qualified academics and professionals for review purposes only, for use in their courses during the next academic year These copies are licensed and may not be sold or transferred to a third party Upon completion of the review period, please return the evaluation copy to Wiley Return instructions and a free of charge return mailing label are available at www.wiley.com/go/ returnlabel If you have choosen to adopt this textbook for use in your course, please accept this book as your complimentary desk copy Outside of the United States, please contact your local representative ISBN: 978-1-118-24932-1 Printed in the United States of America 10 ffirs.indd iv 01/06/12 8:32 AM www.downloadslide.com CONTENTS IN BRIEF Preface xxi The Role of Marketing Research in Management Decision Making Problem Definition, Exploratory Research, and the Research Process 34 Secondary Data and Databases 61 Qualitative Research Traditional Survey Research Online Marketing Research 128 Primary Data Collection: Observation Primary Data Collection: Experimentation and Test Markets The Concept of Measurement and Attitude Scales 79 106 153 178 206 10 Questionnaire Design 243 11 Basic Sampling Issues 277 12 Sample Size Determination 300 13 Data Processing, Data Analysis, and Statistical Testing 14 More Powerful Statistical Methods 15 Communicating Results and Managing Marketing Research 325 364 393 Endnotes 421 Index 437 ftoc.indd v 07/05/12 1:45 PM www.downloadslide.com ftoc.indd vi 07/05/12 1:45 PM www.downloadslide.com CONTENTS Preface ftoc.indd vii xxi The Role of Marketing Research in Management Decision Making The Nature of Marketing The Marketing Concept The Opportunistic Nature of Marketing Research External Marketing Environment Marketing Research and Decision Making Marketing Research Defined The Importance of Marketing Research to Management Understanding the Ever-Changing Marketplace Social Media and User-Generated Content The Proactive Role of Marketing Research Applied Research versus Basic Research Nature of Applied Research The Decision to Conduct Marketing Research Summary 11 Key Terms & Definitions 11 Questions for Review & Critical Thinking 12 Real-Life Research 1.1: Give Me a Coupon That I Can Use Online! 13 Appendix 1-A: Careers in Marketing Research 15 Positions within Supplier Organizations 17 Positions within Research Departments and Advertising Agencies 18 Research Directors and Others in Limited-Function Research Departments 19 The Rewards of Marketing Research 19 Appendix 1-B: Marketing Research Ethics 21 Ethical Theories 22 Deontology 22 Utilitarianism 22 Casuist 23 Research Supplier Ethics 23 Low-Ball Pricing 23 Allowing Subjectivity in Research 24 Abusing Respondents 24 Selling Unnecessary Research 25 Violating Client Confidentiality 26 07/05/12 1:45 PM www.downloadslide.com viii Contents Black Box Branding 26 Client Ethics 27 Requesting Bids When a Supplier Has Been Predetermined 27 Requesting Bids to Obtain Free Advice and Methodology 27 Making False Promises 27 Requesting Proposals without Authorization 27 Field Service Ethics 28 Using Professional Respondents 28 Data Collection Code of Ethics 28 Respondents’ Rights 30 Right to Choose 30 Right to Safety 30 Right to Be Informed 30 Right to Privacy 31 Ethics and Professionalism 32 Fostering Professionalism 32 Researcher Certification 33 ftoc.indd viii Problem Definition, Exploratory Research, and the Research Process 34 Critical Importance of Correctly Defining the Problem 35 Recognize the Problem or Opportunity 36 Find Out Why the Information Is Being Sought 36 Understand the Decision-Making Environment with Exploratory Research 37 Use the Symptoms to Clarify the Problem 39 Translate the Management Problem into a Marketing Research Problem 39 Determine Whether the Information Already Exists 40 Determine Whether the Question Can Be Answered 40 Practicing Marketing Research: Importance of Top Management’s Definition of the Management Problem 41 State the Research Objectives 41 The Marketing Research Process 42 Creating the Research Design 42 Choosing a Basic Method of Research 44 Selecting the Sampling Procedure 45 Collecting the Data 45 Analyzing the Data 45 Writing and Presenting the Report 46 Following Up 46 07/05/12 1:45 PM www.downloadslide.com 438 INDEX Cannibalization rate, 193 Capita, 165 Captive outsourcing, 409 Career opportunities, 16–20 advertising agencies and, 18–19 limited-function research departments and, 19 research departments and, 18–19 research directors and, 19 supplier organizations and, 17–18 Cartoon tests, 99 Case analysis, 38 Case Backhoe, 240–242 Casuist ethical theory, 23 Categories, measurement scales and, 235 Causal research, 43–44, 179–180 Causation, regression analysis and, 372 Cell phone interviewing, 114–115 Cell phones, teenagers and, 125–127 Census, 278–279 Center for International Earth Science Network, 130 Centers for Disease Control/National Center for Health Statistics, 130 Central limit theorem, 302–303 Central tendency measures, 343–344 Certification, researcher, 33 Cessna Aircraft, 55–56 Chance variation, 108 Children’s Online Privacy Protection Act (COPPA), 29, 72 ChoicePoint, 71 Clarity in wording, 255–257 Classification, data mining and, 384 Classification factors, stratified sampling and, 289 Clickz.com, 130 Client confidentiality, 26 Client ethics, 27–28 Client profitability management, 409–411 Client-side research compensation, 19–20 Closed-ended questions, 253–255 Closed online panel recruitment, 145–147 Cluster analysis, 375–376 Cluster sampling, 290–292, 313 Clustering, data mining and, 384 Coca-Cola, 151–152 Code entering, 332 Code setting, 332 Coding process, 331–332 Coefficient of correlation R, 367 Coefficient of determination, 370 Coefficients, scaling of, 372 Colgate-Palmolive Company, 200 Collinearity, 371–372 bindex.indd 438 Commercial online panels, 144–149 closed online panel recruitment, 145–147 open online panel recruitment, 145–147 panel control and, 148 panel management and, 145–146 respondent cooperation and, 147 Communication, market research suppliers and, 50–51, 405 Comparative scales, 225 Compensation, 19–20 Competitive response, test marketing and, 200 Computer-assisted telephone interviews (CATI), 115–116 Computer-simulated shopping, 173–174 comScore, 172 Concept of interest, measurement and, 208 Conclusion statement, hypothesis testing and, 350 Conclusions, research reports and, 397 Concomitant variation, 43, 180 Concurrent validity, 220 Confidence interval, 309 Confidence level, 309 Confidentiality client, 26 market research suppliers and, 50–51 outsourcing and, 410 Confounding variables, 185 Conjoint analysis, 379–383 considering features conjointly, 380–381 estimating utilities and, 381–382 example of, 379–380 simulating buyer choice and, 382–383 Consolidating responses, coding process and, 331–332 Constitutive definition, 208 Construct equivalence, 209–210, 212 Constructs, measurement and, 208 Consumer drawings, 100–101 Consumer orientation, Consumer Vision System, 44 Contamination, experimentation and, 188 Content validity, 218–219 Contrived situations, observation research and, 155 Control groups, 187 Controlled test markets, 194 Convenience samples, 292–293 Convergent validity, 220 Correlation analysis, 367–368 example of, 367–368 metric data and, 367 Cost management, 407–409 Cost-plus projects, 405 Costs See also Budgets benefits versus, 10 experimentation and, 188 07/05/12 8:58 AM www.downloadslide.com Index probability samples and, 301 questionnaires and, 271–272 test marketing and, 195 Council for Marketing and Opinion Research (CMOR), 111 Council of American Survey Research Organizations (CASRO) guidelines, 28, 31, 33 Counterbiasing statements, 258 Coupons, 13 Cover Girl brand, 2–3 Criterion-related validity, 219–220 Cronbach alpha technique, 217 Cross-assignment, 406 Cross tabulations, 337–340 Cross-training, 406 Cultural issues, outsourcing and, 410 Custom Research Incorporated (CRI), 409–411 Customer abandonment, data mining and, 67–68 Customer acquisition, data mining and, 67 Customer care research, 95 Customer relationship marketing, 66 Customer retention, 5–6, 67 Customer satisfaction, Cyber Census, 177 D Data analysis automated coding systems and, 332 coding process and, 331–332 cross tabulations and, 337–340 data entry and, 333–334 descriptive statistics and, 343–345 editing and, 327 error checking routines and, 335–336 evaluating differences and changes, 345–346 graphic representation and, 340–342 hypothesis testing and, 348–352 logical cleaning of data and, 334–336 market research process and, 45–46 one-way frequency tables and, 336–337 statistical significance and, 346 validation and, 326–327 Data cleaning, 334–336 Data collection ethics and, 28–30 market research process and, 45 questionnaires and, 246–255 sampling and, 281 Data entry intelligent entry systems and, 333 paper surveys and, 333–334 scanning and, 334 bindex.indd 439 439 Data mining, 383–384 commercial software and, 385 potential uses of, 67–68 pre-processing and, 383–384 privacy concerns and ethics, 384 results validation and, 384 Data quality management, 406–407 Data quality requirements, survey research and, 121 Database marketing, 66–67 Databases See Internal databases Decision-making role, marketing research department and, 415–416 Decision rule, hypothesis testing and, 349 Decision support systems, 73–74 Degree of price sensitivity, 222 Deliberate falsification, survey research and, 111 Deliverable quality, outsourcing and, 410 Delivery Sequence File (U.S Postal Service), 283 Delphi method, 96 Demographic factors, stratified sampling and, 289 Demographic questions, 260 Deontology, 22 Dependent variables, 43 Descriptive function, Descriptive statistics, 343–345 mean, 343 measures of central tendency, 343–344 measures of dispersion, 344–345 median, 343 mode, 343 percentages and statistical tests, 345 Descriptive studies, 43 Design control, extraneous factors and, 185 Diagnostic function, Dichotomous questions, 253–254 Differences and changes, evaluation of, 345–346 Differential advantage, 397 Digital Marketing Services, 135 Direct observation, 155–156 Direct Resource, 265 Director of Operations, 18 Discriminant validity, 220–221 Discussion guide, focus groups and, 86–87 Disguised observation, 155 Dish Network, 36 Dispersion measures, 344–345 Disproportional allocation, 290 Diversity, 412 Document scanning, 334 Domain knowledge, outsourcing and, 410 07/05/12 8:58 AM www.downloadslide.com 440 INDEX Domino’s Pizza, Door-to-door interviews, 112–113 Double-barreled questions, 257 DoubleClick, 68 DSS Research, 143 Dummy variables, 370–371 DuPont, 101 E Easy Analytic Software, Inc./The Right Site, 130 EconData.net, 130 Editing, data analysis and, 327 Electrodermal response, 166 Electroencephalograph (EEG) machines, 165–166 Electronic test markets, 194 Elimination of other possible causal factors, 180 Embarrassing questions, 258 Employee liability, outsourcing and, 410 England, focus groups in, 91 Entrepreneurial attitude, 412 Equivalence, 217 Equivalent form reliability, 216–217 Error checking routines, data analysis and, 335–336 Error types, hypothesis testing and, 350–351 Ethics, 22–33 See also Respondents’ rights bid requests and, 27 black box branding and, 26 casuist ethical theory, 23 client confidentiality and, 26 client ethics, 27–28 data collection and, 28–30 deontology and, 22 ethical theories, 22–23 false promises and, 27 field service ethics, 28 low-ball pricing and, 23–24 professional respondents and, 28 professionalism and, 32–33 research supplier ethics, 23–26 researcher certification and, 33 respondent abuse and, 24–25 respondents’ rights and, 30–32 selling unnecessary research and, 25 subjectivity in research and, 24 unauthorized proposal requests and, 27–28 utilitarianism and, 22–23 Ethnographic research, 157–162 advantages of, 157–158 conducting, 158–160 focus groups and, 160 online, 161–162 bindex.indd 440 Evaluative research, Executive interviews, 113 Executive summary, research reports and, 395–396, 400 EXelate Media, 68–69 Expectation management, 408 Experience surveys, 37 Experiment research, 44–45 Experimental designs, 187, 189–193 after-only with control group design, 190–191 before and after with control group design, 190 examples of, 191 interrupted time-series designs, 192 multiple time-series designs, 192–193 one group pretest-posttest design, 189–190 one-shot case study design, 189 pre-experimental designs, 189–190 quasi-experiments, 191–193 true experimental designs, 190–191 Experimental effect, 187 Experimental settings field experiments, 182 laboratory experiments, 181 Experimentation, 411 appropriate time order of occurrence and, 180 concept of, 179 concomitant variation and, 180 controlling extraneous variables and, 185–187 costs and, 188 demonstrating causation and, 179–180 elimination of other possible causal factors and, 180 experimental designs and, 187, 189–193 experimental effect and, 187 experimental notation and, 183 experimental setting and, 180–182 experimental validity and, 182–183 extraneous variables and, 183–187 history and, 184 implementation problems and, 188–189 instrument variation and, 184 limitations of, 187–189 maturation and, 184 mortality and, 184–185 regression to the mean and, 185 security issues and, 188 selection bias and, 184 testing effects and, 185 top-box measurement tool and, 186 treatment variables and, 187 Exploratory research case analysis and, 38 completion of, 38–39 decision-making environment and, 37–39 07/05/12 8:58 AM www.downloadslide.com Index experience surveys and, 37 focus groups and, 38 intranets and, 38 pilot studies and, 37 secondary data analysis and, 37–38 Express Paid Surveys, 72 External validity, 183 Extraneous variables, experimentation and, 183–187 Eye tracking, 166–167 F Face validity, 218 Facebook, 6–7, 69, 172 Facebook Questions, 270–271 Facial action coding service (FACS), 167–168 Factor analysis, 376–379 factor loadings and, 378–379 factor scores and, 377–378 naming factors and, 379 number of factors to retain and, 379 Factor loadings, 378–379 Factor scores, 378–379 Fair Credit Reporting Act (FCRA), 72 False promises, 27 Farmers Group Insurance, 68 FedEx, 68 Field experiments, 182 Field management companies, 265–266 Field service ethics, 28 Field work directors, 18 Financial books, opening, 412 Financial Services Modernization Act, 71 Findings, research reports and, 396 Finite population correction factor, 314 Focus groups, 38, 82–93 See also Online focus groups advantages of, 91–92 client’s role and, 88 conducting of, 83–89 costs of, 95 disadvantages of, 92–93 discussion guide and, 86–87 ethnographic research and, 160 facilities and, 83–84 global focus groups, 90–91 instant analysis and, 89 length and, 88 marketing professionals as respondents, 89–90 moderators and, 85–86 online, 135–139 panel trends and, 89 participants and, 84–85 bindex.indd 441 441 popularity of, 83 report and, 89 response time and, 88 sample screening questions and, 85 settings for, 83–84 steps in, 83 video transmissions and, 89 Forced choice, measurement scales and, 235 Forgetfulness, respondent, 257 Frame error, survey research and, 109 France, focus groups in, 90–91 FreeDemographics, 130 Frequency distribution, hypotheses about, 350 Frito-Lay, 292 Functional organizations, 405–406 G Gallup Poll, 314 Galvanic skin response, 166 Gender and age recognition systems, 168 General Electric, 99 General Mills, 198, 200 General questions, 260 Generation Y, 36 Germany, focus groups in, 90 Get Cash for Surveys, 72 GfK Research Center for Excellence, 285 Global focus groups, 90–91 Goal orientation, Gramm-Leach-Bliley Act, 71 Graphic rating scales, 222–223 Graphic representation, data, 340–342 bar charts, 341–342 line charts, 340 pie charts, 340–341 Graphics, research reports and, 401–403 Greenfield Online, 132 Grey Advertising, 100 Group dynamics, 82 H Halo effect, 228 Harris Black International, 135 Harris InfoSource, 130 Harris Interactive, 132, 143 Harris Poll, 314 Health Insurance Portability and Accountability Act, 71–72 HealthLife, 321–322 07/05/12 8:58 AM www.downloadslide.com 442 INDEX Hermeneutic research, 95–96 Hill, Dan, 168 History, experimentation and, 184 Hiving, 177 Home Depot, Hoovers, 130 Hotel spy, 164 Human observation, 155, 157–165 ethnographic research, 157–162 mystery shoppers, 162–163 one-way mirror observations, 163–165 Hypothesis, 41 Hypothesis testing, 348–352 accepting H0 vs failing to reject H0, 351 calculating value of test statistic and, 349–350 choosing test statistic and, 349 developing decision rule and, 349 error types and, 350–351 hypothesis of the status quo, 349 independent vs related samples, 352 one-tailed vs two-tailed test, 351–352 research hypothesis of interest, 349 stating conclusion and, 350 stating the hypothesis and, 349 statistical tests and their users, 350 steps in, 348–350 type I error and, 350–351 type II error and, 351 I Iceberg principle, 39 Identity theft, 71 Implementation problems, experimentation and, 188–189 In-situ narrations, 139 Incidence rates survey research and, 122 time management and, 407 Independence assumption, sampling and, 313 Independent samples, 352 Independent variables, 43 Indicants, 222 Indirect observation, 155–156 Individual depth interviews, 93–96 advantages of, 93–94 applications of, 94 costs of, 95 customer care research and, 95 disadvantages of, 94 online, 139 using Delphi method and, 96 using hermeneutics and, 95–96 bindex.indd 442 Infiniti, 246––249 Infopoll, 144 Information management, 73–74 Information purpose, problem definition and, 36–37 Information Resources, 194 Infrastructure, outsourcing and, 410 Inner Response, Incorporated, 166 Inquisite, 144, 267 Instant analysis, focus groups and, 89 Instructions, questionnaire, 260–261 Instrument variation, experimentation and, 184 Intelligent entry systems, 333 Interactive testing effects, 185 Internal consistency reliability, 217 Internal databases, 66–72 behavioral targeting and, 68–69 creation of, 66 data mining and, 67–68 growing importance of, 66–67 marketing research aggregators and, 72 neural networks and, 67 privacy and, 69–72 Internal validity, 182 International Restaurant Concepts, 199 Internet See also Online focus groups; Online marketing research; Online survey research blogs and, 132 commercial online panels, 144–149 creating database from, 134–135 data collection ethics and, 28–30 focus groups and, 135–139 individual depth interviewing and, 139 marketing researcher sites of interest, 129 mobile Internet research, 148–149 newsgroups and, 129–131 observation research on, 171–173 online qualitative research, 135–139 online respondent pools, 285 population on, 129 presentations on, 404 questionnaire development and, 267 research report dissemination and, 46 sampling and, 294–296 search strategies and, 132–135 secondary data and, 129–132 survey research and, 140–144, 281 tracking on, 69–72 Web page evaluation and, 132–134 Internet Public Library, 130 Interrupted time-series designs, 192 Interval estimates, 309 Interval scales, 213 07/05/12 8:58 AM www.downloadslide.com Index Interview length, 407 Interviewer error, survey research and, 110 Intranets, exploratory research and, 38 Itemized rating scales, 223–225 J Japan, focus groups in, 90 Job losses, outsourcing and, 410 Judgment samples, 293 K Kellogg, 110 Kimberly-Clark, 44, 173–174 Kiosk-based computer interviewing, 116–117 Kiwi Brands, 24 KR-20 technique, 217 Kraft Foods, L Laboratory experiments, 181 Laddering, 246–249 Lead country strategy, 200 Levels of confidence, sampling and, 284 Leverage, 408 Lexus, Lifestyle data, 194 Likert scales, 229–232 Limited-function research departments, 19 Line charts, 340 LinkedIn, Listing responses, coding process and, 331 Logical cleaning of data, 334–336 Longitudinal studies, 117 Lotame, 69 Low-ball pricing, 23–24 M Machine observation, 165–171 electroencephalograph machines and, 165–166 eye tracking and, 166–167 facial action coding service and, 167–168 galvanic skin response and, 166 gender and age recognition systems, 168 human observation versus, 155 People Reader, 169 physiological measurement devices, 165–169 portable people meter and, 170 Symphony IRI Consumer Network, 170–171 bindex.indd 443 443 television audience measurement and, 170 traffic counters, 165 Magnetic resonance imaging (MRI) machines, 165–166 Mail panels, 117 Mail surveys, 117–119, 281 Main testing effects, 185 Mall-intercept interviews, 113–114 Mall surveys, 327 Management importance of top management input, 41 management decision problems, 39 management objectives, 9–10 statistical significance and, 346–348 Manipulation, 187 Mark-up tools, 140 Market basket analysis, 68 Market research process data analysis and, 45–46 data collection and, 45 follow up and, 46 report writing and presentation and, 46 research method choice and, 44–45 sampling procedure selection and, 45 Marketing concept, Marketing mix, Marketing research aggregators, 72 careers in, 16–20 consumer orientation and, costs and, 10 customer retention and, 5–6 customer satisfaction and, decision to conduct and, 8–10 definition of, descriptive function and, diagnostic function and, external marketing environment and, goal orientation and, importance to management of, 4–6 management agreement and, 9–10 marketing concept and, objectives, 39 opportunistic nature of, 2–3 opportunity and, pre-existing information and, 10 predictive function and, proactive role of, problems, 39 process of, 42–46 resources and, 8–9 return on quality and, 07/05/12 8:58 AM www.downloadslide.com 444 INDEX Marketing research (continued ) rewards of, 19–20 social media and, 6–7 systems orientation and, usefulness of, user-generated content and, 6–7 Marketing Research Association, 130 Marketing research departments, 412–416 budget allocation and, 412–413 career opportunities within, 18–19 decision-making role and, 415–416 project prioritization and, 413 skilled staff retention and, 413–414 supplier selection and, 414–415 Marketing research proposal benefits of, 50 elements of, 49–51 sample, 57–60 Marketing strategy, Matching, 184 Mathematical differences, 346 Maturation, experimentation and, 184 McCann-Erickson advertising agency, 100–101 McDonald’s, 24, 215 McInturf, Maryanne Spillane, 48 Mean, 343 Means, hypotheses about, 350 Measurement error sampling and, 286 statistical significance and, 347 survey research and, 108, 110–111 Measurement instrument bias, survey research and, 110 Measurement scales See also Attitude measurement scales balanced vs nonbalanced scales, 234–235 basic levels of measurement, 210 concept of interest identification and, 208 constitutive definition and, 208 construct development and, 208 construct equivalence problems and, 212 construct nature and, 234 construct validity and, 220–221 content validity and, 218–219 criterion-related validity and, 219–220 equivalent form reliability and, 216–217 face validity and, 218 forced vs nonforced choice and, 235 internal consistency reliability and, 217 interval level of measurement and, 213 measurement process, 207 measurement scale development, 210–213 nominal level of measurement and, 210–211 number of categories and, 235 bindex.indd 444 operational definition and, 208–210 ordinal level of measurement and, 211 ratio level of measurement and, 213 reliability and validity evaluation and, 213–221 rules concept and, 207 scale type consideration, 234 scaling and, 222 selection considerations and, 234–235 test-retest reliability and, 216 Measures of central tendency, 343–344 Measures of dispersion, 344–345 Mediamark Research/Top-Line Reports, 130 Median, 343 Method variance, measurement error and, 347 Methodology, research reports and, 396, 401 Micromarketing, 66 Microsoft, 157 Midas Inc., 104–105 Miller Brewing Company, 199 Millward Brown International, 135 Mobile Internet research, 148–149 Mobile phones, teenagers and, 125–127 Mode, 343 Modeling, data mining and, 384 Moderators, focus group, 85–86 Mortality, experimentation and, 184–185 Motherhood, 76–78 Multidimensional scales, 222 Multiple-choice questions, 254–255 Multiple-time series designs, 192–193 Mystery shoppers, 162–163 N National Consumer Panel, 170–171 Natural probes, 250–253 Natural situations, observation research and, 155 NEC Electronics, 168 Netflix, 36 Neural networks, 67 New Mexico National Bank, 299 Newsgroups, 129–131 NFO Interactive, 135 Nice-to-know syndrome, 40 Nielsen Co., 68–70 Nielsen Media Research, 170 Nominal scales, 210–211 Nonbalanced scales, 234–235 Noncomparative scales, 225 Nonforced choice, measurement scales and, 235 Nonprobability samples, 45, 282–284 Nonprobability sampling methods 07/05/12 8:58 AM www.downloadslide.com Index convenience samples, 292–293 judgment samples, 293 quota samples, 293 snowball samples, 293–294 Nonrandomness, 282 Nonresponse, sampling error and, 347 Nonresponse bias, survey research and, 111 Nonsampling errors, 108, 286 Normal distribution, sample size determination and, 302– 304 Notation, experimental, 183 O Observation research, 44 See also Human observation; Machine observation advantages of, 156 approaches to, 154–156 conditions for using, 154 direct vs indirect observation, 155–156 disadvantages of, 156–157 human observation, 157–165 human vs machine observers, 155 Internet and, 171–173 machine observation, 165–171 natural vs contrived situations and, 155 nature of, 154–157 open vs disguised observation, 155 virtual shopping and, 173–174 On-Line Communications, 265 One-group pretest-posttest design, 189–190 One-shot case study design, 189 One-shot mail surveys, 117 One-stage cluster sample, 290 One-tail tests, 351–352 One-way frequency tables, 336–337 One-way mirror observations, 163–165 Online ethnographic research, 161–162 Online focus groups, 135–139 advantages of, 135–136 client involvement and, 136–137 disadvantages of, 136–137 external stimuli and, 137 finding participants and, 138 group dynamics and, 136 moderator role and skill and, 137 nonverbal inputs and, 136 Web community research and, 138 Online marketing research commercial online panels, 144–149 focus groups and, 135–139 individual depth interviewing and, 139 bindex.indd 445 445 innovative solutions and, 139–140 Internet population and, 129 Internet search strategies and, 132–135 mobile Internet research, 148–149 qualitative research and, 135–139 secondary data and, 129–132 survey research, 140–144 Online respondent pools, 285 Online survey research, 140–144 advantages of, 140–141 costs and, 140–141 disadvantages and, 143 gaining completions and, 144 hard-to-reach groups and, 141 methods of conducting, 143–144 panel management and, 141 ready personalization and, 141 real-time reporting and, 140 response rates and, 141 Russia and, 142 survey design and Web hosting sites, 144 unrestricted Internet samples and, 143 Web survey software, 143–144 Online tracking, 171–173 Online video, 36 Open-ended questions, 249–253, 327, 331–332 Open observation, 155 Open online panel recruitment, 145–147 Operational definition, 208 Operational procedures, sampling and, 284 Opinion Paycheck, 72 Opinion Research (ORC International), 131 Opportunity, Opportunity identification, 36 Optimal allocation, 290 Ordinal scales, 211 Oscar Mayer, Outsourcing, 409–410 Owad, Tom, 69–70 P p values, 352 Paired comparison scales, 226–227 Panels See Commercial online panels Paper surveys, data entry process for, 333–334 PatientsLikeMe.com, 70 Pearson’s product-moment correlation, 367 People Reader, 169 Percentages, 345 Perseus Survey Monkey, 144 Personification, 98 07/05/12 8:58 AM www.downloadslide.com 446 INDEX Photo sorts, 99–100 Physical control of extraneous causal factors, 185 Physiological measurement devices, 165–169 Pictured Aspirations Technique (PAT), 100 Pictures, observation research and, 156 Pie charts, 340–341 Pilot studies, 37 Point estimates, 308–309 Political polls, 291 Population, sampling, 278–281 Population definition, 109 Population distribution, 304–305 Population parameter, 284–286 Population proportions, stratified sampling and, 289 Population Reference Bureau, 131 Population size, sampling and, 313–314 Population specification error, 109 Population standard deviation, 311 Portable people meter, 170 Position bias, 254–255 PowerPoint, 340, 397, 404 Pre-existing information, 39 Pre-experimental design, 189–190 Precoding, 251 Predictive dialing, 24–25, 114 Predictive function, Predictive validity, 220 Presentations, 403–404 Pretesting, questionnaires and, 263–265 PreTesting Company, 169 Preview Travel Inc., 135 Primary data, 62 PrimeCare, 356 Prioritization, project, 413 Priority management, 408 Privacy behavioral targeting and, 69–72 federal laws and, 71–72 getting paid to give up, 72 identity theft and, 71 state laws and, 72 Private virtual communities, 140 Proactive probes, 250–253 Probability samples, 45, 282–284 Probability sampling methods, 287–292 cluster sampling, 290–292 determining sample size and, 301–302 simple random sampling, 287 stratified sampling, 288–292 systematic sampling, 287–288 bindex.indd 446 Probing, questionnaires and, 250–253 Problem definition, 35–41 exploratory research and, 37–39 information purpose and, 36–37 management and, 41 management decision problem and, 39 market research problem and, 39 nice-to-know syndrome and, 40 opportunity identification and, 36 pre-existing information and, 40 question answerability and, 40 research objectives and, 41 symptoms and problems in, 39 Problem discovery, alerting clients and, 408 Processing error, survey research and, 110 Procter & Gamble, 10, 157 Professional respondents, 28 Professionalism, 32–33 Profitability, questionnaires and, 271–272 Profitability management, client, 409–411 Programmatic research, Project directors, 17 Project prioritization, 412–413 Projective tests, 97–101 analogies, 98 cartoon tests, 99 consumer drawings, 100–101 personification, 98 photo sorts, 99–100 sentence and story completion tests, 98–99 storytelling and, 101 third-person technique, 101 word association tests, 97–98 Promotional paths, 412 Prompters, 260 Proportional allocation, 289 Proportional property of the normal distribution, 303 Proportions, hypotheses about, 350 Proposal requests, unauthorized, 27–28 Psychodrama tests, 97 Purchase data, test marketing and, 200 Purchase intent scales, 232–234 Purchase propensity scores, 67 Purposeful nonrandomness, 282–283 Q Q data analysis software, 335 QFact, 265 QRCAViews, 86 Qualitative research focus groups and, 82–93 07/05/12 8:58 AM www.downloadslide.com Index individual depth interviews, 93–96 limitations of, 82 nature of, 80–82 online, 135–139 popularity of, 81 projective tests, 97–101 quantitative research compared, 80–81 sample size for, 313 Qualitative Research Consultants Association, 86 Quantitative research, 80–81 Quasi-experiments, 191–193 Question answerability, 40 Question interpretation, measurement error and, 347 Question omission, measurement error and, 347 Question order, measurement error and, 347 Question response formats, 246–255 Question wording, 255–258 clarity of, 255–257 counterbiasing statements and, 258 embarrassing questions and, 258 forgetfulness and, 257 respondent biasing and, 257 respondent’s question answering ability and, 257–258 respondent’s willingness to answer and, 258 Questionnaires See also Data analysis bias and, 110 closed-ended questions and, 253–255 constraints and, 246 costs and profitability and, 271–272 data-collection method and, 246 design process and, 245–266 dichotomous questions and, 253–254 evaluation of, 262 Facebook and, 270–271 field management companies and, 265–266 final copy preparation and, 263–265 flow and layout and, 258–261 general questions and, 260 instructions and capital letters and, 260–261 Internet impact and, 267 laddering and, 246–249 length of, 121–122, 262 model closing and, 261 model introduction/opening and, 261 multiple-choice questions and, 254–255 objectives and, 247–248 obtaining approval and, 262–263 open-ended questions and, 249–253 pretest and revise and, 263–265 probing and, 250–253 prompters and, 260 question necessity and, 262 bindex.indd 447 447 question response format and, 246–255 question wording and, 255–258 questions requiring “work” and, 260 research objectives and, 262 resources and, 246 respondent interest and, 260 role of, 244–245 sample, 328–329 scaled-response questions and, 255 screening questions and, 258–260 self-administered, 116–117 sensitive, threatening, demographic questions and, 260 software for, 267–270 structure of, 122 supervisor’s instructions and, 265 survey implementation and, 265 survey objectives and, 246 tips regarding, 263–264 Quirks, 131 Quota samples, 293 R Random-digit dialing, 114, 282 Random-digit sampling, 114 Random sampling error, 108, 286, 407 Randomization, 184, 185 Rank-order scales, 225–226 Rapleaf, 172 Ratio scales, 213 Reactive probes, 250–253 Recommendations, formulating, 397–398 Redundant information, 10 Refusal rate, survey research and, 111 Regression analysis, 368–374 applications of, 370 causation and, 372 coefficient of determination and, 370 collinearity and, 371–372 dummy variables and, 370–371 potential use and interpretation problems and, 371–374 regression coefficients and, 370 sample size and, 372–374 scaling of coefficients and, 372 SPSS output for, 374 Regression coefficients, 370 Regression of the mean, 185 Related samples, 352 Reliability data, 121 measurement and, 215–217 07/05/12 8:58 AM www.downloadslide.com 448 INDEX Reports Internet dissemination of, 46 judging quality of, 46 writing and presentation of, 46 Request for proposal (RFP), 48, 394–395 Research compensation, 19–20 Research design causal studies and, 43–44 creation of, 42–44 descriptive studies and, 32 Research directors, 18–19 Research information, motivating use of, 51 Research methods, 44–45 experiments and, 44–45 observations and, 44 surveys and, 44 Research Now, 144 Research objectives, 41 Research process management, 47–48 Research proposals benefits of, 50 elements of, 49–51 sample, 57–60 Research reports, 394–404 challenges regarding, 398 conclusions and, 397 executive summary and, 396 findings interpretation and, 396–397 format and, 397, 399–403 formulating recommendations and, 397 presentation and, 403–404 report organization and, 395–396 request for proposals and, 394–395 Research subjectivity, 24 Research suppliers, 404–412 career opportunities within, 17–18 client expectations and, 404–405 client profitability management and, 409–411 communication and, 405 cost management and, 407–409 data quality management and, 406–407 desirable qualities of, 50–51 outsourcing and, 409 research process management and, 405–412 staff management and development, 411–412 supplier firm organization and, 405–406 supplier selection, 414–415 time management and, 407 Researcher certification, 33 Resource availability, 8–9 Respondent abuse, 24–25 Respondent assumptions, measurement error and, 347 bindex.indd 448 Respondent biasing, 257 Respondent question-answering ability, 257–258 Respondent reaction requirements, survey research and, 120–121 Respondents, professional, 28 Respondents’ rights, 30–32 right to be informed, 30–31 right to choose, 30 right to privacy, 31–32 right to safety, 30 Respondent’s willingness to answer, 258 Response bias, survey research and, 111 Response times, focus groups and, 88 Reticular activation system, 165 Return on quality, Revision, questionnaires and, 263 Risk taking, 411 Role ambiguity, 209 Rolling rollout, 200 Rule utilitarianism, 22 Rules, measurement process and, 207 Russia, online marketing research in, 142 S Sales sources, test marketing and, 200 Sample design error, 108–109 Sample distribution, 304–305 Sample frame, 64 Sample size, regression analysis and, 372–374 Sample size determination, 284, 301–319 allowable sampling error and, 311 budget availability and, 301 central limit theorem and, 302–303 determining sample units and, 314–316 finite population correction factor and, 314 general properties and, 302–303 independence assumption and, 313 normal distribution and, 302–304 population distribution and, 304–305 population size and, 313–314 population standard deviation and, 311 probability samples and, 301–302 problems involving means and, 310–312 problems involving proportions and, 312–313 qualitative research and, 313 rule of thumb and, 301 sample distribution and, 304–305 sampling distribution of the mean and, 305–310 sampling distribution of the proportion and, 309–310 standard normal distribution and, 303–304 07/05/12 8:58 AM www.downloadslide.com Index stratified and cluster samples and, 313 subgroup numbers and, 301–302 traditional statistical methods and, 302 Sampling See also Nonprobability sampling methods; Probability sampling methods address-based sampling, 283 administrative error and, 286 blended sampling, 295 census versus, 278–279 concept of, 278–279 data-collection method and, 281 defining population of interest and, 279–281 Internet sampling, 294–296 method selection and, 282–284 nonprobability samples and, 282–284 nonprobability sampling methods and, 292–294 nonsampling error and, 286 online respondent pools and, 285 operational procedure development and, 284 operational sampling plan execution and, 284–286 plan development and, 279–284 population and, 278 population parameter and, 284–286 precision, survey research and, 119–120 probability samples and, 282–284 probability sampling methods, 287–292 procedure selection, 45 random sampling error and, 286 sample frame identification and, 281–282 sample size determination and, 284, 314–316 size determination, statistical power and, 316–317 Sampling distribution of the mean, 305–310 basic concepts and, 306–308 confidence interval and, 309 confidence level and, 309 making inferences on single sample, 308 point and interval estimates and, 308–309 Sampling distribution of the proportion, 309–310 Sampling error nonresponse and, 347 probability samples and, 282 self-selection and, 347 survey research and, 107–108 types of, 286 under-coverage and, 347 Sampling frame, 109, 281–282 Sawtooth CiW, 144 Scaled-response questions, 255 Scales See also Measurement scales comparative scales, 225 constant sum scales, 227 defined, 210 bindex.indd 449 449 graphic rating scales, 222–223 itemized rating scales, 223–225 Likert scales, 229–232 multidimensional scales, 222 noncomparative scales, 225 paired comparison scales, 226–227 purchase intent scales, 232–234 rank-order scales, 225–226 semantic differential scales, 227–228 Stapel scale, 228–229 traditional one-stage format, 225 two-stage format, 225 unidimensional scales, 222 Scaling, 222 Scaling of coefficients, 372 Scanner test markets, 194 Scanning technology, 334 Scraping, 70, 172–173 Screening devices, telephone interviews and, 115 Screening questions, 258–260 Secondary data advantages of, 62–64 analysis of, 37–38 availability of, 64 inaccuracy and, 64–65 insufficiency and, 65 Internet and, 129–132 limitations of, 64–65 nature of, 62–65 relevance of, 64 Security issues, experimentation and, 188 Security questions, 281 Selection bias, experimentation and, 184 Selection error, survey research and, 109–110 Selective research, Self-administered questionnaires, 116–117 Self-selection, sampling error and, 347 Senior analyst, 17 Senior executives, 18 Sensitive questions, 260 Sensory Logic, 168 Sentence and story completion tests, 98–99 Service Intelligence, 131 Set-top boxes, 170 Significance testing, 352 Simple random sampling, 287 Simulated test markets (STMs), 194 Skip interval, 287–288 Skip patterns, 327 Smith, Lee, 143 Snowball samples, 293–294 Social media, 6–7 07/05/12 8:58 AM www.downloadslide.com 450 INDEX Social networks, behavioral targeting and, 69 Social Security Administration, 131 Software, questionnaire, 267–270 South Beach Diet, Split-half technique, 217 Spontaneous probes, 250–253 SPSS for Windows, 366 SPSS mrDialer 4.0, 114 SPSS Quanquest, 144 Spurious association, 43 SSI Web, 267–269 Stability, 216 Staff management and development, 411–412 Staff retention, 413–414 Standard deviations, 304 Standard error of the mean, 305 Standard normal distribution, 303–304 Stapel scale, 228–229 Starbucks, 40, 43, 152 Statistical control, extraneous causal factors and, 187 Statistical power, 316–317 Statistical procedures See also Descriptive statistics cluster analysis, 375–376 conjoint analysis, 379–383 correlation analysis, 367–368 data mining and, 383–384 factor analysis, 376–379 regression analysis, 368–374 sample size determination and, 302 statistical software and, 366 Statistical significance, 346 Statistical software, 366 Statistical tests, 345 Statisticians, 17, 365 Stevenson, Linda M., 48 Stop ‘N Go, 367 Storytelling, 101 Stratified sampling, 288–292, 313 Subgroups, determining sample size and, 301–302 Supervisor’s instructions, questionnaires and, 265 Suppliers See Research suppliers Surrogate information error, 110 Survey research See also Online survey research budget and, 120 chance variation and, 108 choice of, 44 data quality requirements and, 121 door-to-door interviews, 112–113 errors in, 107–112 executive interviews, 113 frame error and, 109 incidence rates and, 122 bindex.indd 450 interviewer error and, 110 mail surveys, 117–119 mall-intercept interviews, 113–114 measurement error and, 110–111 measurement instrument bias and, 110 method determination and, 119–122 minimizing errors and, 112 nonresponse bias and, 111 objectives, questionnaires and, 246 online, 140–144 popularity of, 107 population specification error and, 109 processing error and, 110 questionnaire length and, 121–122 questionnaire structure and, 122 refusal rate and, 111 respondent reaction requirements and, 120–121 response bias and, 111 sample design error and, 108–109 sampling error in, 107–108 sampling precision and, 119–120 selection error and, 109–110 self-administered questionnaires, 116–117 strength and weaknesses of, 121 surrogate information error and, 110 systematic error and, 108–111 telephone interviews, 114–116 time availability and, 122 types of, 112–119 Survey Sampling International (SSI), 283, 295, 315 SurveyGold, 144 Symphony IRI Consumer Network, 170–171 Systematic error, survey research and, 108–111 Systematic sampling, 287–288 Systems orientation, T Table of contents, research reports and, 395, 399 Tabulation, data, 336–340 Tabulation programmer, 17 Taste tests, 120–121 Team organization, 406 Telephone interviews, 114–116 call center telephone interviews, 115–116 cell phone interviewing, 114–115 predictive dialing, 114 screening devices and, 115 Telephone surveys, 281 Temporal sequence, 43 Test groups, 187 Test marketing, 193–200 07/05/12 8:58 AM www.downloadslide.com Index basic approach selection and, 196 controlled test markets, 194 costs of, 195 decision to conduct and, 195–196 defining objective and, 196 detailed test procedure development and, 197 issues regarding, 193 plan execution and, 198 product-specific markets and, 199 result analysis and, 200 scanner or electronic test markets, 194 simulated test markets, 194 steps in, 196–200 test market selection and, 197–198 test market types and, 193–194 traditional or standard test markets, 193–194 Test of Effectiveness in Focus Group Moderating (TEFGM), 220 Test-retest reliability, 216 Test scoring sheets, 334 Test statistic calculating value of, 349–350 choosing appropriate, 349 Test units, 183 Testing effects, experimentation and, 185 Texas Instruments, 38 Texas Red, 205 Text-messaging posting to discussion boards, 139 TextSmart module of SPSS, 332 The Dismal Scientist, 130 Thematic Apperception Test (TAT), 97 Third-party cookies, 171 Third-person technique, 101 33across, 69 Thomas, Jerry, 161–162 Threatening questions, 260 Time availability, survey research and, 122 Time management, 406, 407 Title page, research reports and, 395, 399 Tiversa Inc., 71 Tobii Technology, 166 Top-box measurement tool, 186 Total attitude score, 230 Tracking, behavioral, 69–72 Traffic counters, 165 Transitivity postulate, 211 Treatment variables, 187 Triangulation, 159 True experimental designs, 190–191 Twitter, 6–7, 172 Two-stage cluster sample, 290 Two-tailed tests, 351–352 bindex.indd 451 451 Type I error, 316, 350–351 Type II error, 316 U Unauthorized proposal requests, 27–28 Unconscious misrepresentation, survey research and, 111 Under-coverage, sampling error and, 347 Unidimensional scales, 222 United Way, 418–419 Universe, sampling, 278 Unnecessary research, 25 Unrestricted Internet samples, survey research and, 143 Updates, client, 408 UPS, U.S Census Bureau, 113, 131 U.S Department of Agriculture/Economic Research Service, 131 USAData, 131 User-generated content, 6–7, 172–173 Utilitarianism, 22–23 Utilities, conjoint analysis and, 381 V Validity concurrent validity, 220 construct validity, 220–221 content validity, 218–219 convergent validity, 220 criterion-related validity, 219–220 data, 121 data analysis and, 326–327 discriminant validity, 220–221 experimental, 182–183 face validity, 218 measurement and, 217–221 predictive validity, 220 Valuation Resources, 131 Variables, 43 Video-editing tools, 140 Video transmissions, focus groups and, 89 Virtual communities, private, 140 Virtual shopping, 173–174 Voice over Internet protocol (VoIP), 114 Vovici, 255, 267 W Web community research, 138 Web page evaluation, 132–134 07/05/12 8:58 AM www.downloadslide.com 452 INDEX Web-scraping tools, 172–173 Web sites creating database from, 134–135 eye-tracking research and, 166–167 Web survey software, 143–144 WebSurveyor, 144, 267 Wikipedia, 131 Willingness to answer, respondent, 258 Wireless webcams, 139 Word-and-picture diaries, 139 Word association tests, 97–98 bindex.indd 452 World Fact Book, 131 WorldOpinion, 131 Y YMCA, 235 Z Zaltman, Gerald, 101 Zoomerang, 144, 255 07/05/12 8:58 AM ... 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