Essential of marketing research a hands on orientation 1st

Find more at http://www.downloadslide.com Malhotra 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 Essentials of Marketing Research:  A Hands-On Orientation For these Global Editions, the editorial team at Pearson has collaborated with educators across the world to address a wide range of subjects and requirements, equipping students with the best possible learning tools This Global Edition preserves the cutting-edge approach and pedagogy of the original, but also features alterations, customization and adaptation from the North American version Global edition Global edition Global edition E   ssentials of M   arketing Research  A Hands-On Orientation  Naresh K Malhotra Pearson Global Edition MALHOTRA_1292060166_mech.indd 28/04/14 7:44 PM Find more at http://www.downloadslide.com Essentials of Marketing Research A Hands-On Orientation Global Edition Naresh K Malhotra Georgia Institute of Technology Boston Columbus Indianapolis New York San Francisco  Upper Saddle River Amsterdam Cape Town Dubai London  Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City  Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo A01_MALH0163_01_GE_FM.indd 4/30/14 8:56 PM Find more at http://www.downloadslide.com Editor in Chief: Stephanie Wall Head of Learning Asset Acquisition: Laura Dent Acquisitions Editor: Mark Gaffney Senior Acquisitions Editor, Global Editions: Steven Jackson Program Manager Team Lead: Ashley Santora Program Manager: Jennifer M Collins Editorial Assistant: Daniel Petrino Director of Marketing: Maggie Moylan Executive Marketing Manager: Anne Fahlgren Project Manager Team Lead: Judy Leale Project Manager: Becca Groves Media Producer, Global Editions: M Vikram Kumar Project Editor, Global Editions: K.K Neelakantan Senior Production Manufacturing Controller, Global Editions: Trudy Kimber Procurement Specialist: Nancy Maneri Creative Director: Blair Brown Sr Art Director: Janet Slowik Interior and Cover Designer: Karen Quigley Cover Art: © carlos castilla/shutterstock Digital Production Project Manager: Lisa Rinaldi Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on the ­appropriate page within text Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies throughout the world Visit us on the World Wide Web at: www.pearsonglobaleditions.com © Pearson Education Limited 2015 The rights of Naresh K Malhotra to be identified as the author of this work have been asserted by him in accordance with the Copyright, Designs and Patents Act 1988 Authorized adaptation from the United States edition, entitled Essentials of Marketing Research: A Hands-On Orientation, 1st edition, ISBN 978-0-13-706673-5, by Naresh K Malhotra, published by Pearson Education © 2015 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 graphics published as part of the services for any purpose All such documents and related graphics are provided “as is” without warranty of any kind Microsoft and/or its respective suppliers hereby disclaim all warranties and conditions with regard to this information, including all warranties and conditions of merchantability, whether express, implied or statutory, fitness for a particular purpose, title and non-infringement In no event shall Microsoft and/or its respective suppliers be liable for any special, indirect or consequential damages or any damages whatsoever resulting from loss of use, data or profits, whether in an action of contract, negligence or other tortious action, arising out of or in connection with the use or performance of information available from the services The documents and related graphics contained herein could include technical inaccuracies or typographical errors Changes are periodically added to the information herein Microsoft and/or its respective suppliers may make improvements and/or changes in the product(s) and/or the program(s) described herein at any time Partial screen shots may be viewed in full within the software version specified Microsoft® Windows®, and Microsoft Office® are registered trademarks of the Microsoft Corporation in the U.S.A and other countries This book is not sponsored or endorsed by or affiliated with the Microsoft Corporation British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library 10 9 8 7 6 5 4 3 2 1 15 14 13 12 11 ISBN 10: 1-292-06016-6 ISBN 13: 978-1-292-06016-3 (Print) ISBN 13: 978-1-292-07514-3 (PDF) Typeset in Utopia, 9.5/13 by Integra Printed and bound by Ashford Colour Press in The United Kingdom A01_MALH0163_01_GE_FM.indd 4/30/14 8:56 PM Find more at http://www.downloadslide.com To my precious and beloved children, Ruth and Paul, with love “And all thy children shall be taught of the LORD; and great shall be the peace of thy children.” Isaiah 54:13 “For ye are all the children of God by faith in Christ Jesus.” Galatians 3:26 The Holy Bible A01_MALH0163_01_GE_FM.indd 4/30/14 8:56 PM Find more at http://www.downloadslide.com Brief Contents Foreword  16 Preface  17 About the Author   24 Part Introduction and Early Phases of Marketing Research   26 Chapter Introduction to Marketing Research   26 Chapter Defining the Marketing Research Problem and Developing an Approach  52 Part Research Design Formulation  82 Chapter Chapter Chapter Chapter Chapter Chapter Chapter Research Design, Secondary and Syndicated Data   82 Qualitative Research  118 Survey and Observation   146 Experimentation and Causal Research   178 Measurement and Scaling   204 Questionnaire and Form Design   236 Sampling Design and Procedures   268 Part Data Collection, Analysis, and Reporting  294 Chapter 10 Data Collection and Preparation   294 Chapter 11 Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation  326 Chapter 12 Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression   356 Chapter 13 Report Preparation and Presentation   386 Running Case with Real Data and Questionnaire   408 Comprehensive Critical Thinking Case   412 Comprehensive Cases with Real Data and Questionnaires   414 Index  425 A01_MALH0163_01_GE_FM.indd 4/30/14 8:56 PM Find more at http://www.downloadslide.com Contents Foreword  16 Preface  17 About the Author   24 Part Introduction and Early Phases of Marketing Research  26 Chapter Introduction to Marketing Research   26 Overview  26 Learning Objectives  27 Definition of Marketing Research   28 A Classification of Marketing Research   29 The Marketing Research Process   31 Step 1: Defining the Problem   32 Step 2: Developing an Approach to the Problem   32 Step 3: Formulating a Research Design   32 Step 4: Doing Field Work or Collecting Data   32 Step 5: Preparing and Analyzing Data   33 Step 6: Preparing and Presenting the Report   33 The Role of Marketing Research in Marketing Decision Making   33 The Decision to Conduct Marketing Research   35 The Marketing Research Industry   36 Selecting a Research Supplier   38 Careers in Marketing Research   39 The Role of Marketing Research in MIS and DSS   41 International Marketing Research   42 Marketing Research and Social Media   43 Ethics in Marketing Research   45 Summary  46     Companion Website  47      Key Terms and Concepts  47     Suggested Cases and Video Cases  48     Live Research: Conducting a Marketing Research Project   48     Acronyms  48     Review Questions  49     Applied Problems  49     Internet Exercises  49 ■  ONLINE VIDEO CASE 1.1: Burke: Learning and Growing Through Marketing Research  51 Chapter Defining the Marketing Research Problem and Developing an Approach  52 Overview  52 Learning Objectives  53 The Importance of Defining The Problem   55 The Process of Defining the Problem and Developing an Approach   55 Tasks Involved in Problem Definition   56 Discussions with Decision Makers   56 Interviews with Industry Experts   59 Secondary Data Analysis   60 Qualitative Research  61  A01_MALH0163_01_GE_FM.indd 5 4/30/14 8:56 PM Find more at http://www.downloadslide.com 6    Contents Environmental Context of The Problem   62 Past Information and Forecasts   63 Resources and Constraints   63 Objectives  63 Buyer Behavior  63 Legal Environment  64 Economic Environment  65 Marketing and Technological Skills   65 Management Decision Problem and Marketing Research Problem   65 Defining the Marketing Research Problem   67 Components of the Approach   69 Analytical Framework and Models   69 Research Questions and Hypotheses   71 Specification of Information Needed   72 International Marketing Research   74 Marketing Research and Social Media   75 Approach to the Problem   75 Ethics in Marketing Research   76 Summary  78     Companion Website  78      Key Terms and Concepts  79     Suggested Cases and Video Cases  79     Live Research: Conducting a Marketing Research Project   79     Acronyms  79     Review Questions  80     Applied Problems  80     Internet Exercises  81 ■  ONLINE VIDEO CASE 2.1: Accenture: The Accent Is in the Name   81 Part Research Design Formulation  82 Chapter 3 Research Design, Secondary and Syndicated Data   82 Overview  82 Learning Objectives  83 Research Design Definition   84 Basic Research Designs   85 Exploratory Research  85 Descriptive Research  87 Causal Research  88 Primary Versus Secondary Data   89 Advantages and Disadvantages of Secondary Data   90 Criteria for Evaluating Secondary Data   91 Specifications: Methodology Used to Collect the Data   91 Error: Accuracy of the Data   91 Currency: When the Data Were Collected   91 Objective: The Purpose for the Study   91 Nature: The Content of the Data   91 Dependability: How Dependable Are the Data?   92 Classification of Secondary Data   92 Internal Secondary Data   93 Customer Databases  93 Data Warehouse and Data Mining   94 CRM and Database Marketing   94 External Secondary Data   94 Business/Nongovernment Data  94 Government Sources  95 Census Data  95 Other Government Sources   96 The Nature of Syndicated Data   97 A01_MALH0163_01_GE_FM.indd 4/30/14 8:56 PM Find more at http://www.downloadslide.com Contents     7 A Classification of Syndicated Services   97 Syndicated Services for Consumer Data   98 Surveys  98 Periodic Surveys  98 Panel Surveys  99 Psychographics and Lifestyles Surveys   99 Advertising Evaluation Surveys   99 General Surveys  99 Uses, Advantages, and Disadvantages of Surveys   100 Purchase and Media Panels   101 Purchase Panels  101 Media Panels  101 Uses, Advantages, and Disadvantages of Purchase and Media Panels   102 Electronic Scanner Services   103 Volume-Tracking Data  103 Scanner Panel Data   103 Scanner Panels with Cable TV   103 Uses, Advantages, and Disadvantages of Scanner Data   103 Syndicated Services for Institutional Data   104 Retailer and Wholesaler Audits   104 Uses, Advantages, and Disadvantages of Audit Data   105 Industry Services  106 Uses, Advantages, and Disadvantages of Industry Services   106 Combining Information from a Variety of Sources: Single-Source Data   107 How to Conduct an Online Search for External Secondary Data   108 International Marketing Research   109 Marketing Research and Social Media   110 Ethics in Marketing Research   111 Summary  113     Companion Website  114      Key Terms and Concepts  114     Suggested Cases and Video Cases  114     Live Research: Conducting a Marketing Research Project   115     Acronyms  115     Review Questions  116     Applied Problems  116     Internet Exercises  116 ■  ONLINE VIDEO CASE 3.1: National Football League: The King of Professional Sports  117 Chapter Qualitative Research   118 Overview  118 Learning Objectives  119 Primary Data: Qualitative Versus Quantitative Research   120 A Classification of Qualitative Research Procedures   122 Focus Group Interviews   122 Characteristics  123 Planning and Conducting Focus Groups   125 Advantages and Disadvantages of Focus Groups   126 Online Focus Groups   128 Advantages and Disadvantages of Online Focus Groups   129 Depth Interviews  130 Conducting Depth Interviews   130 Advantages and Disadvantages of Depth Interviews   131 Projective Techniques  132 Word Association  133 Sentence Completion  133 Picture Response and Cartoon Test   134 Role Playing and Third-Person Techniques   134 Advantages and Disadvantages of Projective Techniques   135 A01_MALH0163_01_GE_FM.indd 4/30/14 8:56 PM Find more at http://www.downloadslide.com 8    Contents Other Methods of Qualitative Research   136 Ethnography and Netnography   136 Mystery Shopping  137 International Marketing Research   137 Marketing Research and Social Media   138 Focus Groups  138 Depth Interviews  139 Projective Techniques  139 Limitations  140 Ethics in Marketing Research   140 Summary  142     Companion Website  142      Key Terms and Concepts  143     Suggested Cases and Video Cases  143     Live Research: Conducting a Marketing Research Project   143     Acronyms  143     Review Questions  144     Applied Problems  144     Internet Exercises  145 ■  ONLINE VIDEO CASE 4.1: NIKE: Associating Athletes, Performance, and the Brand  145 Chapter Survey and Observation   146 Overview  146 Learning Objectives  147 Survey Methods  149 Survey Methods Classified by Mode of Administration   150 Telephone Methods  151 Traditional Telephone Interviews   151 Computer-Assisted Telephone Interviewing   151 Advantages and Disadvantages of Telephone Interviewing   152 Personal Methods  154 Personal In-Home Interviews   154 Advantages and Disadvantages of In-Home Interviewing   154 Mall-Intercept Personal Interviews   154 Advantages and Disadvantages of Mall Intercepts   155 Computer-Assisted Personal Interviewing   155 Advantages and Disadvantages of CAPI   156 Mail Methods  157 Mail Interviews  157 Mail Panels  157 Advantages and Disadvantages of Mail Surveys   157 Electronic Methods  159 E-mail Surveys  159 Internet Surveys  159 Advantages and Disadvantages of Electronic Methods   160 Some Other Survey Methods   161 Criteria for Selecting a Survey Method   162 Improving Survey Response Rates   164 Prior Notification  164 Incentives  164 Follow-Up  165 Other Facilitators of Response   165 Observation Methods  165 Personal Observation  165 Mechanical Observation  167 A Comparison of Survey and Observation Methods   168 Relative Advantages of Observation   169 Relative Disadvantages of Observation   169 A01_MALH0163_01_GE_FM.indd 4/30/14 8:56 PM Find more at http://www.downloadslide.com Contents     9 International Marketing Research   170 Marketing Research and Social Media   171 Surveys  171 Observation  172 Ethics in Marketing Research   173 Summary  174     Companion Website  175      Key Terms and Concepts  175     Suggested Cases and Video Cases  175     Live Research: Conducting a Marketing Research Project   175     Acronyms  176     Review Questions  176     Applied Problems  176     Internet Exercises  177 ■  ONLINE VIDEO CASE 5.1: Starbucks: Staying Local While Going Global Through Marketing Research  177 Chapter Experimentation and Causal Research   178 Overview  178 Learning Objectives  179 Concept of Causality   180 Conditions for Causality   181 Concomitant Variation  181 Time Order of Occurrence of Variables   181 Absence of Other Possible Causal Factors   181 Role of Evidence   182 What is Experimentation?   183 Definitions and Concepts   183 Independent Variables  183 Test Units  184 Dependent Variables  184 Extraneous Variables  184 Random Assignment to Experimental and Control Groups   184 Experiment  184 Experimental Design  184 Definition of Symbols   185 Validity in Experimentation   186 Internal Validity  186 External Validity  186 Controlling Extraneous Variables   187 A Classification of Experimental Designs   187 Pre-experimental Designs  188 One-Shot Case Study   188 One-Group Pretest–Posttest Design   189 Static Group Design   189 True Experimental Designs   190 Pretest–Posttest Control Group Design   190 Posttest-Only Control Group Design   191 Statistical Designs  192 Factorial Design  192 Selecting an Experimental Design   193 Experimentation on the Web   193 Experimental Versus Nonexperimental Designs   194 Limitations of Experimentation   194 Time  194 Cost  195 Administration  195 Application: Test Marketing   195 International Marketing Research   195 A01_MALH0163_01_GE_FM.indd 4/30/14 8:56 PM Find more at http://www.downloadslide.com 418     CASE 3.1   JPMorgan Chase 13 For the following type of financial transaction, please indicate who is primarily responsible, or if the responsibilities are shared (X ONE Box for Each.) Male Head of Household Female Head of Household Shared Equally Other 1n 2n 3n 4n Investment decision making 14 What is the highest level of education you have completed? (X ONE Box.) 01 n Some high school 06 n Some graduate school 02 n High school graduate 07 n Master’s degree 03 n Vocational or technical school/apprenticeship 08 n Law school graduate 04 n Some college 09 n Dental/medical school graduate 05 n College graduate 10 n Doctorate 15 What is your retirement status? (X ONE Box.) n Retired  2 n Semi-Retired  3 n Not Retired Z01_MALH0163_01_GE_CASES.indd 418 11/04/14 7:42 PM Find more at http://www.downloadslide.com CASE 3.2  Wendy’s History and Life After Dave Thomas A s of 2014, Wendy’s (www.wendys.com) is the world’s third largest quick-service hamburger company The Wendy’s system includes more than 6,500 franchise and company restaurants in the United States and twenty-seven other countries and U.S territories worldwide Wendy’s restaurants offer a standard menu featuring hamburgers and chicken breast sandwiches, prepared to order with the customer’s choice of condiments, as well as chicken nuggets, chili, baked potatoes, french fries, salads, desserts, soft drinks, and children’s meals Dave Thomas, the founder of Wendy’s, began his fast-food career in 1956 when he and Phil Clauss opened a barbecue restaurant in Knoxville, Tennessee He put his restaurant experience to use in 1969 by opening his first Wendy’s restaurant, naming it after his daughter Thomas limited the menu to cooked-to-order hamburgers, chili, and shakes, charging prices slightly higher than rivals Burger King and McDonald’s The restaurants were decorated with carpeting, wood paneling, and Tiffany-style lamps to reinforce the relatively upscale theme In the early 1970s, the company began franchising to accelerate expansion It also founded its Management Institute to train owners and managers in Wendy’s operational techniques The first non-U.S Wendy’s opened in Canada in 1975 Wendy’s went public in 1976, and by the end of that year, it boasted a collection of 500 restaurants Its first national commercial aired in 1977 Two years later, the chain added a salad bar to its menu Dave Thomas retired as chairman in 1982 and took the title of senior chairman Wendy’s launched an $8 million TV ad campaign featuring Clara Peller asking, “Where’s the beef?” in 1984, and its market share jumped to 12 percent When McDonald’s and Burger King responded with their own campaigns, Wendy’s introduction of a breakfast menu (1985); new products, such as the Big Classic burger (1986); and the SuperBar buffet (1987) could not help reverse the erosion of the company’s market share (down to percent by 1987) With his honest demeanor and humble delivery, Thomas found an audience as Wendy’s TV spokesperson in 1989 The company even attributed the rebound in earnings at the time to his appearances Wendy’s reacted to growing concern about nutrition by introducing a grilled chicken sandwich in 1990 It also appealed to budgetconscious consumers with its ninety-nine-cent Super Value Menu Wendy’s had 4,000 restaurants by 1992, the same year it added packaged salads to its menu The next year, high school dropout Thomas earned his diploma; his class voted him Most Likely to Succeed The death of Dave Thomas early in 2002 was a crushing blow to the company and a loss for the fast-food industry Wendy’s continued to perform well over the next three years, even after losing its founder, Dave Thomas In November 2004, Wendy’s decided to end its unsuccessful ad campaign featuring an everyman-type character, an “unofficial spokesman” called Mr Wendy, because the campaign drew attention away from the food This marks an ongoing dilemma SPSS Data File Excel Data File for Wendy’s: how to brand the company in the post-Thomas era The company initiated a series of ads featuring still images of Dave Thomas in late November 2005 to commemorate the chain’s thirtyfifth anniversary, but the long-term question of its identity remained During 2005, it started a campaign built around the call to action “Do What Tastes Right,” which underscores Wendy’s thirty-five-year heritage of serving great tasting, high-quality food It featured a variety of different types of ads that were matched to targeted audiences Included were advertising that promoted specific menu items as well as executions that supported the Wendy’s brand as a whole In mid-2006, Wendy’s International, Inc., created a new area of marketing to lead innovation efforts for the Wendy’s brand The expanded role of Wendy’s marketing department included the establishment of an innovation and strategy group comprised of research and development, strategic insights and innovation, and operations innovation Wendy rolled out its strategic growth plan in October 2007 and identified ten imperatives for 2008 The imperatives are focused on “Doing What’s Right for Customers.” The ten imperatives build on Wendy’s “Recipe for Success,” which is focused on revitalizing the Wendy’s brand, streamlining and improving operations, reclaiming innovation leadership, strengthening franchisee commitment, capturing new opportunities (e.g., international growth), and embracing a performance-driven culture In August 2008, Wendy’s reached out to cash-strapped consumers with a trio of high-quality, signature sandwiches priced at ninety-nine cents It introduced a ninety-nine-cent Double Stack cheeseburger and planned to promote this menu option aggressively, along with the company’s popular ninety-nine-cent Junior Bacon Cheeseburger and ninety-nine-cent Crispy Chicken Sandwich On September 29, 2008, Triarc Companies, Inc., the franchisor of the Arby’s restaurant system, completed its previously announced merger with Wendy’s International, Inc The combined company was renamed Wendy’s/Arby’s Group, Inc Triarc subsequently sold Arby’s in 2011 Shortly after its acquisition by Triarc, Wendy’s undertook systematic survey research in 2009 and 2010, interviewing 10,000 consumers The findings indicated that consumers liked the idea of fresh food with as little processing as possible and familiar ingredients These findings led to the reinvention of Wendy’s core menu Out went the traditional iceberg lettuce topped with tomatoes and onions, and in came four new salad varieties featuring eleven different greens and new ingredients like apples, pecans, and asiago cheese In 2011, Wendy’s turned its attention to french fries, switching from a mixture of potato varieties to only Russet potatoes, sliced with the skin still on, and sprinkled with sea salt In March 2012, Wendy’s introduced its new Spicy Chicken Guacamole Club that added even more flavors with a zesty ranch sauce—and yes, guacamole—to create a big, bold tasty sandwich More recently, Wendy’s beefed up its burgers, switching to a looser grind of beef that made its burgers thicker and juicier The company also refashioned its trademark square burgers 419 Z01_MALH0163_01_GE_CASES.indd 419 11/04/14 7:42 PM Find more at http://www.downloadslide.com 420     case 3.2   History and life after dave Thomas with softer edges to give them a fresher, more appealing look As of 2014, Wendy’s brand transformation was being engineered with bold restaurant designs, innovative food, and improved customer service To survive the merciless fast-food industry, Wendy’s conducted another survey Wendy’s wanted to study customer demographics and awareness of different competing fast-food chains; the satisfaction responses of consumers in terms of family orientation, comfort, price, quick service, healthy foods, cleanliness, and so on; and the patronage preferences of costumers in terms of eat-in or drive-through The following questionnaire was used by Wendy’s to obtain this information, and the data obtained can be downloaded from the website for this book Based on the data collected and analysis of this study, Wendy’s intends to improve its service and brand orientation Questions Chapter 1 Discuss the role that social media research can play in helping a fast-food restaurant such as Wendy’s formulate sound marketing strategies Chapter   Wendy’s is considering further expansion in the United States Define the management decision problem   Define an appropriate marketing research problem based on the management decision problem you have identified Chapter   Formulate an appropriate research design for investigating the marketing research problem you defined above in question for Chapter   Use the Internet to determine the market shares of the major ­national fast-food chains for the last calendar year   What type of syndicate data will be useful to Wendy’s? Chapter   Discuss the role of qualitative research in helping Wendy’s ­expand further in the United States What insights can be gained from an analysis of social media? Chapter   Wendy’s has developed a new fish sandwich with a distinctive Cajun taste It would like to determine consumer response to this new sandwich before introducing it in the marketplace If a survey is to be conducted to determine consumer preferences, which survey method should be used? Explain your choice Chapter   Discuss the role of experimentation in helping Wendy’s determine its optimal level of advertising expenditures Chapter 10 Illustrate the use of primary types of scales in measuring ­consumer preferences for fast-food restaurants 11 Illustrate the use of Likert, semantic differential, and Stapel scales in measuring consumer preferences for fast-food restaurants Chapter 12 Develop a questionnaire for assessing consumer preferences for fast-food restaurants Z01_MALH0163_01_GE_CASES.indd 420 Chapters 13 What sampling plan should be adopted for the survey you chose in question for Chapter 5? How should the sample size be determined? Chapter 10 14 How should the field workers be selected and trained to conduct the field work for the survey you chose in question for Chapter 5? 15 How should the missing values be treated for the following demographic variables: education (D5), income (D6), employment status (D7), and marital status (D8)? 16 Recode payment method (D1) by combining Debit card, Check, and Other into one category 17 Recode the number of people living at home (D3A) as follows: for adults age 18+, four or more should be combined into one category labeled 4+; for each of the three remaining age groups (under 5, 6–11, and 12–17), two or more should be combined into a single category labeled 2+ 18 Recode education (D5) by combining the lowest two categories and labeling it “completed high school or less.” 19 Recode income (D6) by combining the highest three categories and labeling it “$100,000 or more.” 20 Recode employment status (D7) by combining homemaker, ­retired, and unemployed into a single category 21 Classify respondents into light, medium, and heavy users of fast food based on a frequency distribution of S3A: In the past four weeks, approximately how many times, have you, yourself, eaten food from a fast-food restaurant? Use the following classification: 1–4 times = light, 5–8 times = medium, or more times = heavy Chapter 11 22 Run a frequency distribution for all variables except respondent ID (responid) Why is this analysis useful? 23 Cross-tabulate the fast-food consumption classification (recoded S3A; see the questions listed above for Chapter 10) with the following demographic characteristics (some recoded as specified above for Chapter 10): age (S1), gender (S2), payment method (D1), number of people living at home (D3A), education (D5), income (D6), employment (D7), marital status (D8), and region Interpret the results 24 Cross-tabulate the payment method (recoded D1) with the remaining demographic characteristics (some recoded as specified above for Chapter 10): age (S1), gender (S2), number of people living at home (D3A), education (D5), income (D6), employment (D7), marital status (D8), and region Interpret the results 25 Cross-tabulate eating there more often, less often, or about the same as a year or so ago (q8_1, q8_7, q8_26, q8_36, and q8_39) with the following demographic characteristics (some recoded as specified above for Chapter 10): age (S1), gender (S2), payment method (D1), number of people living at home (D3A), education (D5), income (D6), employment (D7), marital status (D8), and region Interpret the results Chapter 12 26 Do the ratings on the psychographic statements (q14_1, q14_2, q14_3, q14_4, q14_5, q14_6, and q14_7) differ for males and females (S2)? Formulate the null and alternative hypotheses and conduct an appropriate test 11/04/14 7:42 PM Find more at http://www.downloadslide.com History and Life After Dave Thomas   421  27 Do the respondents agree more with “I have been making an effort to look for fast-food choices that have better nutritional value than the foods I have chosen in the past” (q14_6) than they with “I consider the amount of fat in the foods my kids eat at fast-food restaurants” (q14_5)? Formulate the null and alternative hypotheses and conduct an appropriate test 28 Can each of the restaurant ratings (q9_1, q9_7, q9_26, q9_36, and q9_39) be explained in terms of the ratings on the psychographic statement (q14_1, q14_2, q14_3, q14_4, q14_5, q14_6, and q14_7) when the statements are considered simultaneously? Chapter 13 29 Write a report for Wendy’s management summarizing the results of your analyses What recommendations you have for Wendy’s management? 30 If this survey were to be conducted in Malaysia rather than the United States, how would the research process be different? 31 Should the sample size in Malaysia be the same as the sample size in the United States? Should the same sampling procedures be used in the two countries? References www.wendys.com, accessed July 19, 2013 Julie Jargon, “Wendy’s Stages a Palace Coup: Despite Fewer U.S Locations, Chain Set to Unseat Burger King as No in Sales,” Wall Street Journal (December 21, 2011): B1–B2 Note: This case was prepared for class discussion purposes only and does not represent the views of Wendy’s or its affiliates The problem scenario is hypothetical, and the name of the actual company has been disguised However, the questionnaire and the data provided are real Some questions have been deleted, while the data for other questions are not provided because of proprietary reasons Region information is not indicated in the questionnaire but is coded in the data file as: = Northeast, = Midwest, = South, and = West Online WENDY’S Commitment Study Questionnaire JULY 8, 2013 RID Thank you for participating in our survey S1 To begin, which of the following categories includes your age? (CHOOSE ONE RESPONSE ONLY.) – Under 18 18–24 25–29 30–34 35–39 40–45 46 or older Refused [TERMINATE QS1] [TERMINATE QS1] [TERMINATE QS1] S2 Are you…? (CHOOSE ONE RESPONSE ONLY.) Male Female S3 OMITTED S3A In the past four weeks, approximately how many times, have you, yourself, eaten food from a fast-food restaurant? [ACCEPT WHOLE NUMBERS ONLY; DO NOT ACCEPT RANGE.] [RANGE: 0–99] _ And Don’t Know/Refused [TERMINATE QS3A] [TERMINATE QS3A IF ZERO] [OMITTED] [OMITTED] [OMITTED] Z01_MALH0163_01_GE_CASES.indd 421 11/04/14 7:42 PM Find more at http://www.downloadslide.com 422     case 3.2   History and life after dave Thomas 3a You have indicated that you have heard of these restaurants When was the last time, if ever, that you, yourself, have eaten from each one? (PLEASE SELECT ONE TIMEFRAME FOR EACH RESTAURANT.) [FORMAT AS GRID: INCLUDE RESPONSES FROM Q1.] 1  Within the past weeks 2  More than weeks to within the past months 3  More than months ago 4 Never [OMITTED] [OMITTED] [OMITTED] [OMITTED] For each of the restaurants listed below, please indicate whether you, yourself, are eating from there more often, less often, or about the same frequency as a year or so ago [SHOW ONLY THOSE Q3a = or 2] More Often About the Same Less Often Insert brands I’d like you to rate the restaurants you, yourself, have eaten from in the past months using a 10-point scale, where “10” means you think it is perfect, and “1” means you think it is terrible Now taking into account everything that you look for in a fast-food restaurant, how would you rate each of the following? [SHOW Q3a = or 2] 10 11 12 13 Terrible (1) Perfect (10) ❍ ❍ ❍ ❍ ❍ ❍ ❍ ❍ ❍ ❍ [OMITTED] [OMITTED] [OMITTED] Sometimes it is difficult for people to make up their minds about which fast-food restaurant to go to on a given visit Think about when you go to a fast-food restaurant In general, which of the following statements best describes the extent to which you find it difficult to make up your mind about which fast-food restaurant to go to? (CHOOSE ONE RESPONSE ONLY.) 1 I always know exactly which fast-food restaurant I am going to go to 2 I usually know exactly which fast-food restaurant I am going to go to 3 I’m usually undecided about which fast-food restaurant I am going to go to 4 I’m always undecided about which fast-food restaurant I am going to go to 14 Below is a list of statements that may or may not be used to describe you in general Using the scale of Disagree completely, Disagree somewhat, Neither agree nor disagree, Agree somewhat, and Agree completely or Not applicable (N/A), please indicate how strongly you agree or disagree with each statement (CHOOSE ONE RESPONSE FOR EACH STATEMENT.) Disagree Completely Disagree Somewhat Neither Agree nor Disagree Agree Somewhat Agree Completely N/A ❍ ❍ ❍ ❍ ❍ ❍ 1  I try to stay current on the latest health and nutrition information 2  I read nutritional labels on most products I buy 3  I am making more of an effort to find out about the nutritional content of the foods I eat at fast-food restaurants 4  I consider the amount of fat in the foods I eat at fast-food restaurants 5  I consider the amount of fat in the foods my kids eat at fast-food restaurants 6  I have been making an effort to look for fast-food choices that have better nutritional value than the foods I have chosen in the past 7  I am eating at fast-food restaurants less often out of concern for the high fat content in the foods at fast-food restaurants These last few questions are for classification purposes only Z01_MALH0163_01_GE_CASES.indd 422 11/04/14 7:42 PM Find more at http://www.downloadslide.com History and Life After Dave Thomas   423  D1. Which of the following methods you most often use when purchasing from fast-food restaurants? Do you pay…? CHOOSE ONE RESPONSE ONLY.) 1  Cash 2  Credit card 3  Debit card 4  Check 5  Other D2. [OMITTED] D3. [OMITTED] D3A How many people in each of the following age groups live in your home? (PLEASE ENTER A NUMBER FOR EACH AGE RANGE ENTER “0” IF THERE IS NO ONE IN THAT RANGE IN YOUR HOUSEHOLD.) A  Adults age 18+ [RANGE: 1–15] B  Children under age [RANGE: 0–9] C  Children age 6–11 [RANGE: 0–9] D  Children age 12–17 [RANGE: 0–9] D4. [OMITTED] D5.  Which of the following best represents the last level of education that you, yourself, completed? (CHOOSE ONE RESPONSE ONLY.) 1  Some high school or less 2  Completed high school 3  Some college 4  Completed college 5  Post graduate   –  Prefer not to answer D6.  Which of the following best describes your family’s annual household income before taxes? (CHOOSE ONE RESPONSE ONLY.) 1  Under $25,000 2  $25,000 but under $50,000 3  $50,000 but under $75,000 4  $75,000 but under $100,000 5  $100,000 but under $150,000 6  $150,000 but under $200,000 7  $200,000 or more – Prefer not to answer D7.  Which of the following best describes your employment status? (CHOOSE ONE RESPONSE ONLY.) 1  Full-time 2  Part-time 3  Retired 4  Student 5  Homemaker 6  Unemployed – Prefer not to answer D8.  Are you…? 1  Single, Separated, Divorced, Widowed 0  Married/Living as Married –  Prefer not to answer Thank you for taking the time to participate in our research! Q1 Arby’s Atlanta Bread Company A&W Baja Fresh Blimpie Z01_MALH0163_01_GE_CASES.indd 423 11/04/14 7:42 PM Find more at http://www.downloadslide.com 424     case 3.2   History and life after dave Thomas (Continued) Q1 Boston Chicken/Market Burger King Captain D’s Carl’s Jr Checker’s Drive In Chick-Fil-A Chipotle Mexican Grill Church’s Del Taco Domino’s Pizza El Pollo Loco Grandy’s Green Burrito Hardee’s In-N-Out Burger Jack in the Box KFC/Kentucky Fried Chicken La Salsa Little Caesars Long John Silvers McDonald’s Panda Express Panera Bread Papa John’s Pick Up Stix Pizza Hut Popeye’s Quiznos Rally’s Rubio’s Sonic Subway Taco Bell Taco Bueno Wendy’s Whataburger [OMITTED–OTHER SPECIFY] None Z01_MALH0163_01_GE_CASES.indd 424 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 41 29 30 31 32 33 34 35 36 37 38 39 40 42 11/04/14 7:42 PM Find more at http://www.downloadslide.com Index Note: Page numbers with t indicate tables; those with f indicate figures; those with n indicate notes Name Index Abrams, Henny Ray, 81n1 Adams, Mark, 293n9 Akaah, I P., 235n8, 293n11 Bachman, Katy, 117n8 Bacon, Lynd, 179 Baker, Reg, 324n1 Barker, Raymond F., 293n4 Bauder, David, 117n8 Boal, Catherine, 50n2 Bowers, Diana K., 177n12, 237 Bowersox, Crystal, 412 Bryant, Kobe, 188 Byron, Ellen, 117n2 Christie, Gillian, 407 Clauss, Phil, 419 Costanza, Frank S., 202n4 Cravens, Karen, 295 Davis, Robert A., 235n4 Dell, Michael, 408 Direct2Dell, 44 Deshpande, Satish P., 293n11 DeWyze, Lee, 412 Dishman, Paul, 83 Dwek, Robert, 202n1 Elmer-DeWitt, Philip, 50n1 Enis, Ben M., 235n4 Essers, Loek, 145n9 Everett, Jeannine Bergers, 407 Forest, Stephanie Anderson, 81n1 Fowler, Geoffrey A., 50n1 Gago, Susana, 407 Garvey, Jennifer, 357 Gasparro, Annie, 50n3 Gibson, Andrea, 145n9 Gillin, Paul, 117n7, 235n7, 293n10 Gunther, Marc, 293n1 Henderson, Naomi R., 407 Hibberd, James, 413n Jargon, Julie, 50n3, 117n6, 421n Jobs, Steve, 27–28 Jordan, Michael, 188 Kane, Yukari I., 50n1 Kaplin, A., 407 Khalid, Khalizani, 293n11 Kilburn, David, 324n Kim, Eric B., 40–41, 50n3 Kirsche, Michelle L., 202n1 Klassen, Abbey, 354 Klump, Linda, 269 Klupp, Mary, 119 Kraft, Kenneth L., 235n8 Likert, Rensis, 219 Litzenberger, Julie, 412, 413n Lopez, Jennifer, 145n5 Lucas, George H., Jr., 235n4 Maggi, Alex, 388 Malhotra, Naresh K., 27, 145n2, 235n5, 293n2 Mangold, W Glynn, 385n Marcello, Melissa, 412–413 Maremont, Mark, 324n McClellan, Steve, 117n8 McDonald, Gael, 235n8 Miller, Jane, 293n4 Miller, Jeff, 27 Muller, Gale D., 293n4 Nassauer, Sarah, 177n2 Neal, William, 327 Neuborne, Ellen, 81n2 Nickel, Karen, 202n4 Oretskin, Nancy A., 407 Owens, C L., 407 Parasuraman, A., 235n4 Park, Sangha, 117n6 Peterson, Robin T., 354 Petrozzello, Donna, 117n8 Prigg, Mark, 50n1 Raabe, Steve, 407 Rallapalli, Kumar C., 235n8 Rapp, S., 407 Rodgers, Waymond, 407 Ross, Douglas T., 354 Roumen, M., 407 Roy, Surjya, 147 Rydholm, Joseph, 407 Sautter, Elise Truly, 407 Schechner, Sam, 117n8 Schuker, Lauren A E., 117n8 Scoy, Greg Van, 205 Sewall, Murphy A., 293n8 Shelby, White, 202n5 Shu-Fen Tseng, 235n4 Singhapakdi, Anusorn, 235n8 Small, Simon, 202n5 Smith, Greg, 235n4 Smith, Katherine Taken, 385n Spears, Britney, 145n5 Stanley, Thomas J., 293n8 Stapel, Jan, 222 Tanner, Lindsey, 407 Thomas, Dave, 419 Thomas, Jerry, 387 Viscusi, S., 177n3 Vitell, Scott J., 235n8 Walsh, John P., 235n4 Wong, Kenman L., 407 Woodruff, David, 202n4 Zalesky, Chet, 53 Company Index ABC, 112 Accenture, 81 Advertising Research Foundation (ARF), 46 AFLAC, 203 Allstate, 94 Aloft Hotels, 172 Amazon.com, 210f, 211, 358 American Airlines, 73 American Association for Public Opinion Research (AAPOR), 46 American Express national travel forecast survey, 283 platinum luxury survey, 366 American Idol, 412–413 American Marketing Association (AMA), 46, 95, 393 code of ethics, 45 Amtrak, 61–62 Anheuser-Busch, 180 AppAssure, 408 Apple, 27–28, 30, 38, 41, 74, 210f, 243, 402 iTunes, 108 Arbitron Inc., 37t, 167 Arden, Elizabeth, 131 Arizona brand jeans, 58 Ask.com, 108 Australian Market & Social Research Society (AMSRS), 46 Bank One, 414 Bank of America, 36, 414 Bausch+Lomb, 106 BBDO International, 39 Berkshire Hathaway, 210f Bing, 108 Bloglines, 108 Blogpulse, 108 Blogspot, 401 Bloomberg, 108 BMW, 70, 230 Boeing, 271 Booth Research Services, 37 Boston Chicken/Market, 424 Burger King, 139, 211–212, 419, 424 Burke, Inc., 27, 39, 51, 129, 205, 269, 295, 313–314 Camel, 403 Canadian Marketing Association (CMA), 46 Canon, 193 Captain D’s, 424 Captura Group, 171 Carl’s Jr., 277, 424 Cartier, 366 Cash for Clunkers, 65 CBS, 112 Celebrities Asia, 259 Chase Manhattan Corp., 414 Checkbox, 258 Checker’s Drive In, 424 Chemical Banking Corp., 414 ChemIndustry.com, 108 Chick-Fil-A, 424 Chipmark, 108 Chipotle Mexican Grill, 424 Christian Dior, 366 Chrysler, 248 Church’s, 424 Ciao Survey, 37 Citigroup, 414 Clinique, 136, 299 CMI, 53 CNNMoney, 108 Coca-Cola, 29, 36, 39, 97, 103, 136, 167, 170, 210f, 213, 240, 363, 412 Cole Haan, 369 Colgate Palmolive, 36, 101, 214 Communispace, 139 Continental Airlines, 388 Council of American Survey Research Organizations (CASRO), 46, 237 CreateSurvey, 258 Crest, 214 Datamonitor, 95 D&B, 40, 95, 106 Decision Analyst, Inc., 387 Delicious, 44, 108 Dell, 44, 46, 75–76, 77, 113, 127, 142, 174, 199, 226, 231, 243, 349, 379–380, 403, 408–411 Delta Airlines, 73 Del Taco, 424 Digg, 108 Disney, 111, 149 Disney, Walt, 210f, 211, 219 Domino’s Pizza, 424 Dow Jones Factiva, 109 Dunkin’ Donuts, 84, 110, 228, 267 Ebuild, 108 El Pollo Loco, 424 Encyclopedia Britannica, 95 Enstratius, 408 ESPN, 157 eSurveypro, 258 Euromonitor, 95 European Society for Opinion and Marketing Research (ESOMAR), 46 Experian, 93 Experian Simmons, 99 Facebook, 43–44, 75, 108, 110, 141 Facts ‘n Figures, Inc., 38 Farmville, 44 Federal Trade Commission, 39, 182–183 Federation Internationale de ­Football Association, 206 FedEx, 210f, 251 Field Work, Inc., 37 425 Z02_MALH0163_01_GE_INDX.indd 425 21/04/14 7:26 PM Find more at http://www.downloadslide.com 426     Index 5th avenue, 131 Findlaw.com, 108 First Chicago Corp., 414 Fisher-Price, 63 Flickr, 44, 108 Florida Department of Tourism, 275 FocusVision Network, Inc., 124 Foote, Cone & Belding, Worldwide, 40 Ford Motor, 36, 90, 100–101, 119, 129, 271, 301 Foresight Research, 248 Forrester Research, 37 Fox News, 190 FreeOnlineSurveys.com, 258 FreePollKit, 258 Futures company, 154 Future Shop, 229 Gallup, 99 Gallup and Robinson Magazine Impact Research Service (MIRS), 99 Gap, 58, 370 General Motors (GM), 36, 39, 71, 90, 140 Georgia Tech, 312 GfK, 37t, 42, 99, 107, 283 GlaxoSmithKline Consumer Healthcare, 139 Google, 39, 59, 108, 210f, 401 Google Blog Search, 108 Google Finance, 108 Grandy’s, 424 Green Burrito, 424 Greenfield Online, 37 Gucci, 366 Häagen-Dazs, 311 Hardee’s, 424 Hard Rock Café, 259 Harley-Davidson, 54–55, 60–61, 63 Harris Interactive, 99, 129, 160 Heinz, H J., 148, 165, 168–169 Herbal Essences, 284 Hewlett Packard, 243, 395 Hilfiger, Tommy, 328–330, 337, 341–342 Holiday Inn, 340 Home Depot, 92 Honda, 271 IBM, 210f, 211, 226, 408 IceRocket, 108 Impressity, 258 IMS Health Inc., 37t, 42 Information Resources Inc., 37t, 103 InfoScan, 103 In-N-Out Box, 424 Instagram, 44 INTAGE Inc., 37t, 42 Intel, 41, 325 IntelliShop, 137 InterContinental Hotels Group (IHG), 340 Ipsos SA, 37t, 99 ivillage, 44 J Walter Thompson, 39 Jack in the Box, 424 Jackson Associates, 38 JCPenney, 58, 138–139 Johnson & Johnson, 401–402 Z02_MALH0163_01_GE_INDX.indd 426 JPMorgan Chase, 36, 414–418 Jupiter Research, 37 Kantar, 37t, 39, 42 KDPaine & Partners, 312 Kellogg’s, 30–31, 214 KFC, 148, 210–212, 424 Kimberly-Clark Corporation, 30 Kiwibox, 128 Kraft Foods, 84, 97, 136–137 KRC Research, 152 Kroger, 169 Kwik Surveys, 258 Lange Uhren GmbH, 196 La Salsa, 424 Last FM, 44 Latin Facts Research, 38 Lawyers.com, 108 Lee (jeans), 58 Levi’s, 43, 58 LexisNexis Market Research Library, 95 Lexus, 310 Linkroll, 108 Lithium Technologies, 229 Little Caesars, 424 Long John Silvers, 424 L’Oreal, 343, 346 Lotus Development Corp., 40 Louis Vuitton, 366 Macy’s, 135 Mall of America, 166 M/A/R/C Research, 160–161 Marketing Research Association (MRA), 28–29, 38, 46 Marketing Research Services, Inc., 39 MarketResearch.com, 108 Market Research Society (MRS), 46 MarketTools, 258 Marriott, 355, 385, 407 MasterCard Worldwide, 286 McDonald’s, 43, 84, 195, 210, 212, 218–219, 251, 309, 400, 419, 424 Microsoft, 226 Mintel, 108 Mixx, 108 M&M/Mars, 195 Mondele–z International, 120 Moody’s, 94 MTV, 270 Multicultural Insights, 38 MySpace, 108, 110, 128, 141 Nabisco, 120, 123, 125, 126 National Football League, 31, 117 NBC, 112 Nestle, 84, 97 New England Patriots, 307 Nielsen Company, 37, 37t, 39, 42, 95, 101, 103, 104, 111, 167 Nielsen Online, 102, 108 Nieman Marcus, 87 Nike, 151, 188–189, 192–194, 198, 228 Nikon, 368 Nine West, 128 Nokia, 160–161 NPD Group, 37, 37t Old Navy, 243 Old Spice, 66 Oscar Mayer, 163 Outback, 159 Packaged Facts, 89, 95, 108 Panda Express, 424 Panera Bread Co., 84, 424 Papa John’s, 424 PepsiCo, 97, 103, 122, 213, 240, 412 Pfizer, 180 Photobucket, 108 Pick Up Stix, 424 Pizza Hut, 63, 210, 424 Planet Hollywood, 259 PlusOne Marketing, 400 Podcast Alley, 108 Podnova, 108 PollDaddy, 258 Polo Ralph Lauren, 280 Popeye’s, 424 PreTesting Group, 167 Procter & Gamble, 36, 39, 88–89, 167, 180, 196–197, 235 PUMA, 64 Qualitative Research Consultants Association (QRCA), 46 Qualtrics, 159, 258 Quiznos, 424 Rally’s, 424 Ralston-Purina, 180 Red Door, 131 Repères, 197 Rite Aid Drug Company, 180, 184, 187, 191 Rubio’s, 424 Saks Fifth Avenue, 87 Salience Insight, 312 Samsung, 40–41 Sawtooth Technologies, 38 Scott Products, 30 SDR Consulting, 38, 327 Sears, 93 Second Life, 44, 197 Seventeen magazine, 158 Shutterfly, 108 Siemens, 62 Sigg USA, 260 Signet Research, Inc., 68 Skype, 44 Smithsonian Institution, 168 Snapfish, 108 Sonic, 424 Soraa, 41 Southwest Airlines, 210f Spencer Trask Software Group, 40 Sprite, 240, 243 Standard & Poor’s, 94 Starbucks, 44–45, 84, 86, 91, 93, 99, 110, 177, 210f Starwood Hotels & Resorts, 172 Strategic Frameworking, 136–137 Subaru, 293 Subway, 211–212, 334, 424 SurveyGizmo, 258 SurveyMonkey, 159, 258 Survey Sampling International, 38, 160 SymphonyIRI, 42 Taco Bell, 424 Taco Bueno, 424 Technorati, 108 Tennis magazine, 68–69 ThomasNet, 94, 108 Thompson, J Walter, 137 TiVO, 69 TNS Global, 101, 157 Toluna Group, 37 TouchScreen Research, 156 TripAdvisor, 44 TRU, 58 20/20 Research, Inc., 38 20/20 Bulletin Board Focus Group, 129 Twitter, 44, 75, 108 Umbria, 288 United Airlines, 73, 388, 390 U.S Census Bureau, 39, 60, 89, 92, 96 U.S Postal Service (USPS), 132–134 Universal Music Group, 127–128 Verizon Wireless, 152 Verizon Information Services, 357 VisitBritain, 137 Vovici, 258 Wall Street Journal, 95 Wal-Mart, 60 Wells Fargo, 414 Wendy’s, 60, 252, 419–424 Westat Inc, 37t West Point, 328 Whataburger, 424 White Diamonds, 131 White Shoulders, 131 Wikinvest, 108 Wikipedia, 44 WorldOne, 37 Wrangler, 58 Yahoo!, 39, 108 Yoplait, 214 Young & Rubicam, 39 YouTube, 44, 108, 128 YP, 95 Yum! Brands, Inc., 148 Zoomerang, 159, 258 Subject Index Acquiescence bias, 250 Acronyms for cross-tabulation (TABULATE), 351 for data collection (VESTS), 320 for data preparation (DATA PREP), 320–321 for depth interviews (DEPTH), 144 for environmental context of the problem (PROBLEM), 79–80 for experiment (EXPT), 201 for focus groups (FOCUS GROUPS), 143 for frequencies (FREQUENCIES), 351 21/04/14 7:26 PM Find more at http://www.downloadslide.com Index   427  for graph guidelines in reports (GRAPHS), 405 for marketing research (RESEARCH), 48 for presentation guidelines (PRESENTATION), 405–406 for projective techniques (PROJECTIVE), 144 for question order (ORDER), 265 for question wording (WORDS), 264 for questionnaires (QUESTIONNAIRE), 264 for report writing guidelines (REPORT), 405 for research design components (R DESIGNS), 115 for sampling design process (SAMPLE), 291 for scales of different types (SCALES), 233 for scales, primary types (FOUR), 233 for secondary data evaluation (SECOND), 115 for survey methods by mode of administration (METHODS), 176 for syndicated data (SYNDICATED), 115–116 for t tests (T TEST), 382 for table guidelines in reports (TABLES), 405 for training of field workers (TRAIN), 320 Activities, interests, and opinions (AIOs), 99 Adjusted R2, 373 Administration as limitation of experimentation, 195 Advertising evaluation surveys, 99 Advertising Research Foundation, 393 Alternative hypothesis, 336, 337 Analytical framework, 70 Analytical model, 70 Approach to the problem See under Marketing research problem Area sampling, 284 Artifacts, demand, 198 Audits, 104 physical, 104 problem, 57–58 retailer, 104–105 uses, advantages, and disadvantages of, 105 wholesaler, 104–105 Baby Boomers, 366 Bar charts in reports, 397 Basic information, 252 Beta coefficient, 372–373 Beta weight, 372 Bias acquiescence, 250 interviewer, 162, 169 nonresponse, 158 observation, 168 Binary scales, 228 Bivariate correlation, 371 Bivariate cross-tabulation, 342 Bivariate regression, 372 Z02_MALH0163_01_GE_INDX.indd 427 Blogs, 75, 108, 129 participant, 139 Branching questions, 253 Broad statement of the problem, 67 Business/nongovernment data, 94–95 Business Periodicals Index, 95 Buyer behavior in environmental context, 63–64 Cable TV, scanner panels with, 103 Callbacks in e-mail surveys, 160 Cartoon test, 134 Casewise deletion in treating missing responses, 308 Causality, 178, 180–183 conditions for, 181–183 absence of other causal factors, 181–182 concomitant variation, 181 role of evidence, 182 time order of occurrence of variables, 181 defined, 180 Causal research, 88, 146 versus descriptive research, 88f Census Census 2010, 238–239, 244 data in, 95–96 defined, 238, 270 Central location interviews, 161t Chat rooms, 59 Cheating, 299 China, environmental approach in, 170 Chi-square distribution, 344 Chi-square statistic, 344–346 CI Resource Index, 95 Classification information, 252 Clients, 55 assisting, 399 Cluster sampling, 283–284 Codebook, 304, 305 Coding in data preparation, 303–306 Coefficient of multiple determination, 373 Cold mail surveys, 157 costs of, 158 response rate to, 158 Comparative scaling, 213, 213f, 214–216 constant sum scaling, 215–216 paired comparison scaling, 214 rank-order scaling, 215 Completely automated telephone surveys (CATS), 161t Computer-assisted personal interviews (CAPI), 146, 155–156, 162, 242 Computer-assisted telephone interviews (CATI), 146, 151, 152, 153, 242 advantages and disadvantages of, 156 Conclusions in report, 392 Conclusive research, 86 classification of, 146 differences between exploratory research and, 86t Concomitant variation in causality, 181 Consistency checks in data collection, 308 Constant sum scaling, 215–216 Constraints in environmental context, 63 Consumer data, syndicated services for, 98–104, 98f Consumer surveys, 97 Contingency coefficient, 345–346 Contingency tables in cross-tabulation, 342 Continuous rating scale, 217–218 Control groups, random assignment to, 184 Convenience sampling, 277 Correlation, 371–372 Correlation coefficient, 371 Costs as limitation of experimentation, 195 Cramer’s V, 345, 346 Cross-sectional designs, 87–88, 87f Cross-tabulation, 341–346 bivariate, 342 defined, 341 in practice, 345–346 statistics associated with, 344–345 Currency as criteria in evaluating secondary data, 91 Customer databases, 93 Customer relationship management (CRM), 92, 94 Customized services, 36–37, 36f Data analysis of, 32f, 33, 38, 326–385 business/nongovernment, 94–95 collection of, 32, 32f, 294–301 external, 92 external secondary, 94–96 internal, 92 internal secondary, 92–94 preparation of, 32f, 33, 301–320 primary, 60, 89 scanner, 103 secondary, 60 statistically adjusting, 309–310 volume tracking scanner, 103 Data analysis, 326–355 cross-tabulation in, 341–346 in Excel See also Excel frequency distribution in, 328–334 hypothesis testing in, 335–341, 356–385 in reports, 392 selecting strategy for, 310 in SPSS See also SPSS Database marketing, 92, 94 Data cleaning in data collection, 307–309 Data collection See also Field workers ethics and, 313–314 in Excel, 315, 318–319 in hypothesis testing, 338 in international marketing research, 310–311 nature of, 296 process of, 296–298 social media and, 311–312 software applications and, 314–319 in SPSS, 314–317 validation of, 300 Data entry in Excel, 307 in SPSS, 307 Data file, developing, 306 Data mining, 94 Data preparation process, 301–310 coding in, 303–306 data cleaning in, 307–309 editing in, 302–303 questionnaire checking in, 301–302 selecting data analysis strategy in, 310 statistically adjusting the data in, 309–310 transcribing in, 306–307 Data warehouses, 94 Debriefing, 198 Decision makers, discussion with, 56–59 Decision support systems (DDS), 41 role of marketing research in, 41, 41f Defining the problem See Problem definition Demand artifacts, 198 Demographics, 95 Dependability as criteria in evaluating secondary data, 92 Dependent variables in experimentation, 184 Depth interviews, 118, 130–132, 135, 136 advantages and disadvantages of, 131–132 conducting, 130–131 defined, 130 ethics and, 140 social media and, 139 Descriptive research, 87f, 87–89, 110 versus causal research, 88f objectives of, 146 Dichotomous questions, 247 Differences, hypothesis testing related to, 358–371 Direct approach in qualitative research procedures, 122 Double-barreled questions, 243 Double income no kids (DINKs) lifestyle, 99 Drop-off surveys, 161t Dual statements, balancing, 251 Economic environment, in environmental context, 65 Editing in data preparation, 302–303 Electronic scanner services, 97, 103–104 uses, advantages, and disadvantages of, 103–104 Electronic surveys, 159–161 advantages and disadvantages of, 160 Elements, 272 E-mail surveys, 146, 159 Emotions, keyboard characters for, 128 21/04/14 7:26 PM Find more at http://www.downloadslide.com 428     Index Environmental approach in China, 170 Environmental context of the problem buyer behavior in, 63–64 economic environment in, 65 legal environment in, 64 marketing and technological skills in, 65 objectives in, 63 past information and forecasts in, 63 resources and constraints, 63 Errors as criteria in evaluating secondary data, 91 in marketing research problem, 67, 67f measurement, 225 nonsampling, 271 random, 225 response, 241 sampling, 271 systematic, 225 Ethics, 45, 45f data collection and, 313–314 data preparation and, 314 defining the problem and developing approach, 76–77 depth interviews and, 140–141 experimentation and, 198 focus groups and, 140 measurement and scaling and, 229–230 observations and, 173 qualitative research and, 140–141 questionnaires and, 261 in report preparation and presentation, 402–403 research design and, 111–112 in sampling design, 288 secondary and syndicated data and, 111–112 surveys and, 173 Ethnography, 136, 172 Evidence, role of, in causality, 182 Excel bivariate and multiple regression, 379 correlation, 378–379 cross-tabulations, 349 data analysis in, 347–349 data collection in, 314–315, 318–319 data entry in, 306–307 frequencies, 348–349 hypothesis testing in, 374, 377–379 one-sample t test, 377 paired-samples t test, 378 two-independent-samples t test, 377–378 Executive summary in reports, 391 Experimental designs, 184 pre-experimental designs, 187 one-group pretest-posttest design, 189 one-shot case study, 188 static group design, 189 statistical designs, 187, 192–193 factorial design, 192, 192f true experimental designs, 187, 190–191 Z02_MALH0163_01_GE_INDX.indd 428 posttest-only control group design, 191 pretest-posttest control group design, 190–191 Experimental groups, random assignment to, 184 Experimentation, 88, 183–199 controlling extraneous variables in, 187 dependent variables in, 184 ethics in, 198 experimental design in, 184, 187–188 selecting, 193 experimental versus nonexperimental designs, 194 experiments in, 184 extraneous variables in, 184 field, 183 independent variables in, 183 international marketing research and, 195–196 on the Internet, 193–194 laboratory, 183 limitations of, 194–195 administration, 195 costs, 195 time, 194 pre-experimental designs in, 188–190 one-group pretest-posttest design, 189 one-shot case study, 188 static group design, 189 random assignment to experimental and control groups, 184 social media and, 197 statistical designs, 192–193 factorial design, 192 symbols in, 185 test marketing and, 195 test units in, 184 true experimental designs, 190–191 posttest-only control group design, 191 pretest-posttest control group design, 190–191 validity in, 186–187 external, 186–187 internal, 186 Exploratory research, 85–87, 89, 110 differences between conclusive research and, 86t open-ended questions in, 46 qualitative research in, 118 secondary data analysis in, 146 External data, 92 External secondary data, 94–96 business/nongovernment data as, 94–95 government sources of, 95–96 External suppliers, 36, 36f, 37t External validity in experimentation, 186–187 Extraneous variables in experimentation, 184 Factorial design, 192, 192f Fax interviews, 161t Fax surveys, 157 F distribution, 365 Field experiments, 183 in international marketing research, 195 Field services, 37, 37f Field work, 32, 32f See also Data collection Field workers, 294 evaluation of, 300–301 quality control of, 299 selection of, 297 supervision of, 299–300 training of, 297–298 Firmographics, 95 Fixed alternative questions, 149 Fixed response questions, 149 Flowcharts in reports, 397 Focus groups, 61, 118, 120, 122–127, 135–136 advantages and disadvantages of, 126–128 characteristics of, 123–125, 123t ethics and, 140 moderator’s outline for, 126 online, 128–130 advantages and disadvantages of, 129–130 physical setting for, 124, 124f planning and conducting, 125–126, 125f role of moderator in, 125 social media and, 138–139 video recording of, 124 Follow-up in improving survey response rates, 165 Forecasts in environmental context, 63 Frequency distribution, 328–334 mean in, 332, 334 measures of location in, 332–333 measures of variability in, 333–334 median in, 332–334 mode in, 332, 334 range in, 333 standard deviation in, 333–334 statistics associated with, 331–334 variance in, 333 Frugging, 173 F statistic, 365 F test, 364–365 Full-service suppliers, 36, 36f Funnel approach, 253 General surveys, 99 Generation X, 366 Generation Y, 358 Government sources of secondary data, 95–96 Graphical models, 70 Graphs, guidelines for, in report preparation and presentation, 395–397 Histograms in reports, 397 Humanistic inquiry, 166 Hypothesis, 71, 71f alternative, 336 formulating, 336–337 null, 336 qualitative research in generating, 118 Hypothesis testing, 335–341, 356–385 based on the t statistic, 360–362 choosing level of significance in, 337–338 classification of procedures in, 340–341 comparing the probability and making the decision in, 338–339 correlation in, 371–372 data collection in, 338 determining the probability in, 338 in excel, 374, 377–379 formulating the hypothesis in, 336–337 marketing research conclusion in, 340 mean in, 362–367 one-sample test in, 362–363 paired-sample test in, 368–370 proportions in, 363, 367–368 regression analysis in, 372–374 related to differences, 358–371 selecting appropriate test in, 337 in SPSS, 374, 375–376 See also SPSS two-independent-samples test in, 363–368 Identification information, 252 Incentives, in improving survey response rates, 164–165 Independent samples, 363 Independent variables in experimentation, 183 Indirect approach in qualitative research procedures, 122 Industry experts, interviews with, 59 Industry services, 106–107 uses, advantages, and disadvantages of, 106–107 Information basic, 252 classification, 252 identification, 252 sensitive, 245 type of, obtained in questionnaire, 252 In-home personal surveys, 162 In-office interviews, 161t Institutional data, syndicated services for, 104–107, 105f industry services, 106–107 retailer and wholesaler audits, 104–106 Internal secondary data, 92–94 Internal suppliers, 36, 36f Internal validity in experimentation, 186 International marketing research, 42–43 data collection in, 310–311 data preparation in, 310–311 experimentation and, 195–196 field experiments in, 195 framework for, 42, 42f measurement and scaling and, 227–228 observations and, 170 qualitative research and, 137–138 questionnaire and form design in, 258 21/04/14 7:26 PM Find more at http://www.downloadslide.com Index   429  report preparation and presentation in, 399–400 research design in, 109 sampling in, 286 secondary and syndicated data in, 109–110 surveys and, 170 Internet, experimentation on the, 193–194 Internet sampling, 285 Internet services, 37, 37f Internet surveys, 146, 159–160 Interval scales, 206, 208ft, 209t, 211–212, 334, 358 Interviewer bias, 162, 169 Interviews central location, 161t computer-assisted personal (CAPI) 146, 155–156, 162, 242 computer-assisted telephone (CATI) 146, 151–153, 156, 242 depth, 118, 130–132, 135–136 e-mail, 159 in-home, 154 with industry experts, 59 Internet, 159 mail, 146, 151, 157–158 mail panels, 157–158 mall-intercept, 146, 148, 153–154, 162 traditional telephone, 151–153 Itemized rating scales, 219–224 Likert scale, 219–221 semantic differential scale, 221–222 Stapel scale, 222–223 Judgmental sampling, 277–278 Kiosk-based computer interviewing, 161t “KISS ’em” principle, 398 Laboratory experiments, 183 Leaders in report tables, 394 Leading questions, 250–251 Legal environment in environmental context, 64 Letter of authorization in reports, 391 Letter of transmittal in reports, 390 Level of significance, 337 License plate studies in shopping mail research, 166 Lifestyle, 99 Likert scale, 219–221, 228–229, 251 Limitations of reports, 392 Limited-service suppliers, 36f, 37 Line charts in reports, 396 Location, measures of, in frequency distribution, 332 Longitudinal designs, 87, 87f Mall-intercept interviews, 146, 148, 154–155, 162 advantages and disadvantages of, 155 popularity of, 148 Mail interviews, 146, 151 Mail panels, 146 Mail surveys, 157–159 advantages and disadvantages of, 157–158 Z02_MALH0163_01_GE_INDX.indd 429 cost of, 158 mail interviews, 157 mail panels, 157 response rate to, 158 Management decision problem, marketing research problem and, 65–66, 66t Maps in reports, 395 Marketing and technological skills, 65 in environmental context, 65 Marketing decision making, role of marketing research in, 33–35, 34f Marketing information system (MIS), role of marketing research in, 41, 41f Marketing research careers in, 39–40 classification of, 29–30, 30f classification of data in, 121f decision to conduct, 35 defined, 28–29, 29f ethics in (See Ethics) international (See International marketing research) Internet in, 28 in marketing decision making, 33–35, 34f in MIS and DSS, 41, 41f overview of, 28–29 selecting supplier in, 38–39 social media and (See Social Media) guidelines on field work, 296–298, 300 on supervision of field workers, 299 Marketing research industry, 36–38, 36f customized services in, 36–37 external suppliers in, 36 field services in, 37 full-service suppliers in, 36 Internet/social media services in, 37 limited-service suppliers in, 37 qualitative services in, 38 syndicated services in, 37 technical and analytical services in, 38 Marketing research problem, 28, 52–69 broad statement of, 67 components of approach to, 69–73 analytical framework and models, 69–70 research questions and hypotheses, 71f, 71–72 specific components, 67 specification of information needed, 72–73, 72f defining, 32, 56, 67–68, 68f environmental context of the problem, 62–65 buyer behavior in, 63–64 economic environment in, 65 legal environment in, 64 marketing and technological skills, 65 objectives in, 63 past information and forecasts in, 63 resources and constraints, 63 errors made in, 67 ethics and, 76–77 importance of, 55 in international marketing research, 74 management decision problem and, 65–66, 66t overview of, 52–53 process of, 55–56 social media and, 75 specific components of, 67 tasks involved in, 56–57 discussions with decision makers, 56–59, 57f, 58t interviews with industry experts, 59 qualitative research, 61–62 secondary data analysis, 60 Marketing research process, 31–33, 32f, 53f, 83f, 119f, 147f, 179f, 205f, 237f, 269f, 295f, 327f, 357f, 387f data preparation and analysis in, 32f, 33 developing an approach, 32, 32f field work or data collection in, 32, 32f problem definition in, 32, 32f report preparation and presentation in, 32f, 33 research design in, 32, 32f Market testing, 195 Mean(s) in frequency distribution, 332, 334 in hypothesis testing, 362–367 in one-sample test, 362–363 in paired-samples test, 368–370 in two-independent-samples test, 364–367 Measurement See also Scaling defined, 206 ethics and, 229–230 international marketing research and, 227–228 primary scales of, 207–212, 207f, 208ft interval scale, 211–212 nominal scale, 208–209 ordinal scale, 209–210, 211 ratio scale, 212 scaling as extension of, 207 social media and, 229 Measurement error, 225 Mechanical observations, 146, 167–168 Median, in frequency distribution, 332–334 Media panels, 101–102 uses, advantages, and disadvantages of, 102 Message boards, 129 Millennials, 358 Missing responses in data collection, 308 Mode in frequency distribution, 332, 334 Moderator for focus groups, 125, 128–129 Multi-item scales, 225 Multiple-choice questions, 246–247 Multiple regression, 372 multiple regression model, 372–373 Mystery shopping, 137 Nature, as criteria in evaluating secondary data, 91–92 Netnography, 136 Neutral value, substituting, in treating missing responses, 308 Nominal scales, 206, 208–209, 208ft, 209t Noncomparative scaling, 213, 213f, 216–224, 217ft continuous rating scale, 217–218 itemized rating scales, 219–224 Likert, 219–221 semantic differential, 221–222 Stapel, 222–223 variations in, 223–224, 224f Nonexperimental designs, experimental designs versus, 194 Nonprobability sampling, 275–276, 276f, 277–280 convenience sampling, 277 judgmental sampling, 277–278 versus probability sampling, 285 quota sampling, 278–279 snowball sampling, 279–280 Nonresponse bias, 158 Nonsampling errors, 271 Normal distribution, 337 North American Industry Classification System (NAICS), 96, 106 Null hypothesis, 336–337 Objective evidence, 69–70 Objectives in environmental context, 63 in evaluating secondary data, 91 Observational forms, 258 Observation bias, 168 Observations, 87, 146, 165–168 advantages of, 169 comparison of surveys and, 168–169 defined, 165 disadvantages of, 169 ethics and, 173 international marketing research and, 170 mechanical, 146, 167–168 personal, 146, 165–166 relative advantages of, 166t social media and, 172 Omnibus panels, 99, 261 One-group pretest-posttest design, 189 One-sample test, 362–363 mean in, 362–363 proportion in, 363 One-shot case study, 188 One-tailed test, 336, 339–340 Online communities, 129 Online focus groups, 128–130 advantages and disadvantages of, 129–130 Online media sites, 129 Online search, conducting, for external secondary data, 108–109 21/04/14 7:26 PM Find more at http://www.downloadslide.com 430     Index On-site cameras, 167 Open-ended questions, 246 Opening questions, 251–252 Oral presentation and dissemination of reports, 398 Ordinal scales, 206, 208ft, 209–211, 334 Paired comparison scaling, 214 Paired samples, 368 Paired-samples test, 368–370 means in, 368–370 proportions in, 370 Paired-samples t test, 368–370 Pairwise deletion in treating missing responses, 308 Panels, 87–88, 99 Parametric tests, 358–359 Participant blogs, focus groups and, 139 Past information in environmental context, 63 Perception Analyzer, 218 Periodic surveys, 98 Personal in-home interviews, 146, 154 advantages and disadvantages of, 154 Personal observations, 146, 165–166 Personal surveys, 154 computer-assisted personal interviewing, 155–156 mall-intercept personal interviews, advantages and disadvantages of, 155 personal in-home interviews, 154 advantages and disadvantages of, 154 Phi coefficient, 345–346 Physical audits, 104–105 Pictographs in reports, 396–397 Picture response technique, 134, 136 Pie charts in reports, 396–397 Piggbacking, 261 Podcasts, 108 Point-of-purchase (POP), 180, 182, 184 Population defined, 270 target, 272 Posttest-only control group design, 191 Power of a test, 338 Pre-experimental designs, 187 one-group pretest-posttest design, 189 one-shot case study, 188 static group design, 189 Prepaid incentive in improving survey response rates, 164 Pretesting the questionnaires, 255–256 Pretest-posttest control group design, 190–191 Primary data, 60, 89 versus secondary data, 89–90, 90t Primary scales of measurement, 207–212, 207f, 208ft interval scale, 211–212 nominal scale, 208–209 ordinal scale, 209–210, 211 ratio scale, 212 Z02_MALH0163_01_GE_INDX.indd 430 Prior notification, in improving survey response rates, 164 Privacy concerns of Facebook, 141 Probability comparing, in hypothesis testing, 338–339 determining, in hypothesis testing, 338 Probability sampling cluster sampling, 283–284 versus nonprobability sampling, 285 simple random sampling, 280–281, 288 stratified sampling, 282–283 systematic sampling, 281–282, 288–289 Probing, 298 Problem audit, 57–58 Problem definition See Marketing research problem Problem definition and approach to the problem in, 74 Problem-identification research, 29–31 Problems approach to, in reports, 392 definition of, in reports, 392 Problem-solving research, 30–31 Product moment correlation, 371 Projective techniques, 118, 122, 132–136 advantages and disadvantages of, 135–136 cartoon test, 134 defined, 132 picture response, 134, 136 role playing, 134–135 sentence completion, 133–134, 140 social media and, 139–140 third-person techniques, 135–136 word association, 133 Promised incentives in improving survey response rates, 164 Proportions in hypothesis testing, 363, 367–368 in one-sample test, 363 in paired-samples test, 370 in two-independent-samples test, 367–368 Psychographics, 93 Psychographics and lifestyles surveys, 99 Purchase panels, 101–102 uses, advantages, and disadvantages of, 102 p value, 338 Qualitative research, 61–62, 118–142 classification of, 122f defined, 118 depth interviews in, 130–132, 135, 136 advantages and disadvantages of, 131–132 conducting, 130–131 defined, 130 ethics and, 140 social media and, 139 direct approach in, 122 ethics in, 140–141 ethnography in, 136 in exploratory research, 118 focus groups in, 122–127, 135–136 advantages and disadvantages of, 126–128 characteristics of, 123–125, 123t ethics and, 140 moderator’s outline for, 126 physical setting for, 124, 124f planning and conducting, 125–126, 125f role of moderator in, 125 social media and, 138–139 video recording of, 124 in generating hypotheses, 118 indirect approach in, 122 in international marketing research, 137–138 mystery shopping, 137 netnography in, 136 online focus groups in, 128–130 advantages and disadvantages of, 129–130 projective techniques in, 122, 132–136 advantages and disadvantages of, 135–136 cartoon test, 134 defined, 132 picture response, 134, 136 role playing, 134–135 sentence completion, 133–134, 140 social media and, 139–140 third-person techniques, 135–136 word association, 133 versus quantitative research, 118, 120–121, 121t respondents’ anonymity in, 173 Qualitative research classification, 122 Qualitative services, 36f, 38 Quantitative research defined, 120 versus qualitative research, 118, 120–121, 121t Questionnaire arranging questions in proper order, 251–254, 254t checking, in data preparation, 301–302 checklist for, 256–257t choosing form and layout, 254–255 deciding on question structure, 245–248 defined, 240 determining content of individual questions, 243 determining question wording, 248–251 ethics and, 261 in international marketing research, 258 objectives of, 240–241 overcoming respondent’s inability to answer, 244 overcoming respondent’s unwillingness to answer, 244–245 pretesting, 255–256 reproduction of, 255 social media and, 259 software for design of, 257–258 specifying information needed and interviewing method, 241–242 Questions branching, 253 fixed alternative, 149 fixed response, 149 leading, 250–251 in questionnaires arranging in proper order, 251–254, 254t deciding on structure of, 245–248 determining content of individual, 243 determining wording, 248–251 dichotomous, 247 double-barred, 243 multiple-choice, 246–247 open-ended questions, 246 opening questions, 251–252 overcoming respondent’s inability to answer, 244 overcoming respondent’s unwillingness to answer, 244–245 structured, 246–248 unstructured, 246 research, 71, 71f structured, 246–247, 303–304, 306 unstructured, 246, 304 Quota sampling, 278–279 Random assignment to experimental and control groups, 184 Random error, 225 Randomization, 187 Range, in frequency distribution, 333 Rank-order scaling, 215 Ratio scale, 208ft, 209t, 212, 334, 358 Really simple syndication (RSS), 108 Recoding, in data collection, 309 Recommendations in report, 392 Regression analysis, 372–374 multiple regression model in, 372–373 significance testing in, 373–374 strength of association in, 373 Reliability, 226 relationship between validity and, 226–227 Report(s) approach to the problem in, 392 conclusions and recommendations in, 392 data analysis in, 392 defined, 388 executive summary in, 391 letter of authorization in, 391 letter of transmittal in, 390 limitations and caveats in, 392 problem definition in, 392 research design in, 392 results in, 392 table of contents in, 391 title page in, 390 Report preparation and presentation, 32f, 33, 386–403 guidelines for graphs in, 395–397 guidelines for tables in, 394–395 importance of, 288–289 in international marketing research, 399–400 21/04/14 7:26 PM Find more at http://www.downloadslide.com Index   431  oral presentation and dissemination, 398 process of, 289–290 report format in, 390–393 report writing in, 393–394 research follow-up, 399 social media and, 400–402 software applications in, 403 Reproduction of questionnaires, 255 Request for proposal (RFP), 39 Research design, 32, 32f, 84–114 basic, 85–89 causal research, 88 conclusive research, 86, 86f descriptive research, 87–88, 87f exploratory research, 85–87, 86f classification of, 86f defined, 84–85 ethics in, 111–112 formulating, 32 in international marketing research, 109 marketing research and social media and, 110–111 overview of, 82 secondary data in, 60, 89–96 advantages and disadvantages of, 90 analysis of, 60 classification of, 92–93, 93f criteria for evaluating, 91–92 currency, 91 dependability, 92 error, 91 nature, 91–92 objective, 91 specifications, 91 external, 94–96 conducting online search for, 108–109 internal, 93–94 versus primary data, 89–90, 90t single-source research in, 107 steps in, 85f syndicated data in, 97–107, 97f syndicated services for institutional data, 104–107, 105f Research follow-up, report preparation and presentation and, 399 Research project, evaluation of, 399 Research questions, 71, 71f Research supplier, selecting, 38–39 Resources in environmental context, 63 Respondents, welfare of, 141 Response errors, 241 Response rate defined, 300 in telephone interviewing, 152 Retailer audits, 104–105 Role playing, 134, 135 Sample budget and time limits and, 270 defined, 270 Sample control, in telephone interviewing, 152 Sample size defined, 274 determining, 274, 274t Sampling area, 284 cluster, 283–284 Z02_MALH0163_01_GE_INDX.indd 431 convenience, 277 in international marketing research, 286 judgmental, 277–278 quota, 278–279 simple random, 49–281, 286, 288 snowball, 279–280 stratified, 282–283 systematic, 281, 288–289 Sampling control, 299 Sampling design process, 271–275 defining target population in, 272 determining the sampling frame, 272–273 determining sample size, 274, 274t ethics in, 288 executing, 275 selecting sampling technique, 273–274 social media and, 287–288 Sampling errors, 271 Sampling frame defined, 272 determining, in sampling design, 272–273 Sampling techniques choosing nonprobability versus probability sampling, 285 Internet sampling, 285 nonprobability sampling, 275–276, 276f, 277–280 probability sampling, 276, 280–284 selecting, 273–274 Sampling unit, 272 Sawtooth Software, 258 Scales, commonly used in marketing, 224t Scales in structured questions, 247–248 Scaling See also Measurement choosing technique in, 227 comparative, 213, 213f, 214–216 defined, 207 ethics and, 229–230 evaluation of, 225–227 relationship between reliability and validity, 226–227 reliability in, 226 validity in, 226 as extension of measurement, 207 international marketing research and, 227–228 itemized rating scales in, 219–224 Likert, 219–221 semantic differential, 221–222 Stapel, 222–223 multi-item scales, 225 noncomparative, 213, 213f, 216–224, 217ft variations in, 223–224, 224f social media and, 229 ScanKey, 107 Scanner data, 103 Scanner panel data, 103 Scanner panels with cable TV, 103 SCANTRACK, 103 Schematic pictures in reports, 397 Secondary data, 60, 89–96, 118 advantages and disadvantages of, 90 analysis of, 60 classification of, 92–93, 93f conducting online search for external, 108–109 criteria for evaluating, 91–92 currency, 91 dependability, 92 error, 91 nature, 91–92 objective, 91 specifications, 91 in exploratory research, 146 external, 94–96 internal, 93–94 versus primary data, 89–90, 90t Semantic differential scale, 221–222 Sensitive information, 245 in questionnaires, 245 Sentence completion, 133–134, 140 Shopping mail research, license plate studies in, 166 Short Message Service (SMS), 228 Significance testing in regression analysis, 373–374 Simple correlation, 371 Simple random sampling, 280–281, 286, 288 Single-source research, 107 Snowball sampling, 279–280 Social-bookmarking sites, 108 Social desirability, 154 Social media data collection and, 311–313 data preparation and, 311–313 defining the problem, 75–76 depth interviews and, 139 developing an approach, 75–76 experimentation and, 197 focus groups and, 138–139 marketing research and, 43–44 marketing research problem definition and, 75 measurement and scaling and, 229 observations and, 172 projective techniques and, 139–140 questionnaire and, 259 report preparation and presentation and, 400–402 research design and, 110–111 sampling design and, 287–288 secondary and syndicated data, 110–111 surveys and, 171–172 Social networks, 138 Social Sciences Citation Index, 95 Software applications for data collection and preparation, 314–319 for frequency and crosstabulation, 347–349 for hypothesis testing, correlation and regression, 374–379 for report preparation and presentation, 403 Software for questionnaire design, 257–258 Specifications as criteria in evaluating secondary data, 91 Specific components of the problem, 67 SPSS bivariate and multiple regression, 376 correlation, 376 cross-tabulations, 348 data analysis in, 347–348 data collection in, 314–317 data entry in, 306–307 frequencies, 347 hypothesis testing in, 374–376 one-sample t test, 375 paired-samples t test, 376 two-independent-samplest test, 375–376 SSI Web, 258 Standard deviation, in frequency distribution, 333 Standard error, 359 Standard Industrial Classification (SIC), 96 Standardization in data collection, 309 Static group design, 189 Statistical designs, 187, 192–193 factorial design, 192, 192f Statistics associated with cross-tabulation, 344–345 associated with frequency distribution, 331–334 Strategic Business Insights, 99 Stratification variables, 282 Stratified sampling, 282–283 Strength of association in regression analysis, 373 Structured data collection, 149 Structured questions coding, 303–304, 306 dichotomous questions, 247 multiple-choice questions, 246–247 scales, 247–248 Stubs in report tables, 394 Sugging, 173 SurveyPro 29, 258 Surveys, 87, 98–99, 146, 149–165 advertising evaluation, 99 classification of, 150–151, 150f comparison of observations and, 168–169 criteria for selecting method, 162–163 defined, 149 electronic methods, 159–161 advantages and disadvantages of, 160 e-mail surveys, 159 Internet surveys, 159–160 ethics and, 173 fixed alternative questions in, 149 general, 99 improving response rates, 164–165, 164f follow-up, 165 incentives, 164–165 personalization, 165 prior notification, 164 international marketing research and, 170 mail methods, 157–159 advantages and disadvantages of, 157–158 cost of, 158 mail interviews, 157 mail panels, 157 response rate to, 158 other methods in, 161t panel, 99 periodic, 98 21/04/14 7:26 PM Find more at http://www.downloadslide.com 432     Index Surveys (Continued) personal methods, 154 computer-assisted personal interviewing (CAPI), 155–156 mall-intercept personal interviews, 154–155 mall-intercept personal interviews, advantages and disadvantages of, 155 personal in-home interviews, 154 advantages and disadvantages of, 154 psychographics and lifestyles, 99 relative advantages of methods, 153t social media and, 171–172 structured data collection in, 149 telephone methods, 151–152 advantages and disadvantages of, 152 computer-assisted telephone interviewing (CATI), 151–153 advantages and ­ disadvantages of, 156 traditional telephone interviews, 146, 151 uses, advantages, and disadvantages of, 100 Symbols in experimentation, 185 Syndicated services, 37, 37f, 89 classification of, 97–98, 97f for consumer data, 98–104, 98f Z02_MALH0163_01_GE_INDX.indd 432 electronic scanner services, 103 purchase and media panels, 101 surveys, 98 for institutional data, 104–107, 105f industry services, 106–107 retailer and wholesaler audits, 104–107 nature of data in, 97 Systematic error, 225 Systematic sampling, 281, 288–289 Table of contents, in reports, 391 Tables, guidelines for, in report preparation and presentation, 394–395 Target population, 272 Taste testing, 214 t distribution, 359–360 Technical and analytical services, 36f, 38 Telephone surveys, 146, 151–152 advantages and disadvantages of, 152 computer-assisted telephone interviewing (CATI), 151, 152, 153 advantages and disadvantages of, 156 traditional telephone interviews, 146, 151 “Tell ’em” principle, 398 Test marketing, 195 Test markets, 195 Test statistic, 337 Test units in experimentation, 184 Theory, 70 Third-person techniques, 135–136 Time as limitation of experimentation, 194 Title page in reports, 390 Traditional telephone interviews, 146, 151 Transcribing in data collection, 306–307 True experimental designs, 187, 190–191 posttest-only control group design, 191 pretest-posttest control group design, 190–191 t statistic, 359 hypothesis testing based on, 360–362 t test, 359 Two-independent-samples test, 363–368 means in, 364–367 proportions in, 367–368 Two-tailed test, 336–337, 339 Type I error, 337 Type II error, 338 United Kingdom, spas as status symbols in, 137–138 Universal Product Code (UPC), 167, 306 Unstructured questions, 246 coding, 304 U.S.A Patriot Act, 171 Validity, 226 in experimentation, 186–187 external, 186–187 internal, 186 relationship between reliability and, 226–227 Variable respecification, 309 Variables stratification, 282 time order of occurrence of, 181 Variance in frequency distribution, 333 Vertical search engines, 108 Videoconferencing, 124 Video recording in focus groups, 124 Video transmission technology in focus groups, 124 Visual aids in reports, 398 Volume-tracking data, 103 Web 2.0, 43 Web-based news aggregators, 108 Wholesaler audits, 104–105 Wireless phone interview text-based format, 161t, 162 voice-based format, 161t, 162 Word association, 133 Yea-saying, 250 z test, 337 21/04/14 7:26 PM ... Classification of Secondary Data   92 Internal Secondary Data   93 Customer Databases  93 Data Warehouse and Data Mining   94 CRM and Database Marketing   94 External Secondary Data   94 Business/Nongovernment... international marketing research, and ethics in a pervasive way Thanks to your feedback and encouragement, Essentials of Marketing Research: A Hands- On Orientation, first edition, builds on the... actually research and make marketing research and marketing management decisions through a hands- on orientation This hands- on orientation is further reinforced by cases, Online Video Cases, Review