Marketing research an applied approach 3rd malhotra david birks

Marketing research an applied approach 3rd malhotra david birks Marketing research an applied approach 3rd malhotra david birks Marketing research an applied approach 3rd malhotra david birks Marketing research an applied approach 3rd malhotra david birks Marketing research an applied approach 3rd malhotra david birks

Find more at www.downloadslide.com Get ready to take the plunge… Naresh K Malhotra The third European edition of Marketing Research: An Applied Approach retains the classic strengths of its past editions as well as developing many exciting new features This established and respected textbook: • Remains the most applied, comprehensive and authoritative commentary on the subject • • • Balances quantitative and qualitative approaches to the subject • Runs a brand new case study throughout each chapter, based on the work of the Marketing Research agency Sports Marketing Surveys Project highlights include Formula 1, Rugby League, the Flora London Marathon and Beach Volleyball • Features an all-new suite of extensive real-world video case material, along with many other enhanced online resources, on the book’s companion website at www.pearsoned.co.uk/birks Boasts an all-new, visually stunning four-colour design Includes a CD of the very latest versions of the popular and user-friendly software applications SNAP and XSight, for both quantitative and qualitative researchers David F Birks Third European Edition Marketing Research An Applied Approach Third European Edition Stay ahead of the competition and reach the finish line first… Naresh K Malhotra Dr Naresh K Malhotra is Regents’ Professor, DuPree College of Management, Georgia Institute of Technology In addition to teaching marketing research he has consulted for business, non-profit and government organisations in the United States and around the world David F Birks Suitable for use at undergraduate, postgraduate and MBA levels, this highly successful European textbook, enhanced by a CD, video material and valuable online resources, is an essential part of your future success in Marketing Research Dr David F Birks is Senior Lecturer in Marketing in the School of Management, University of Southampton He is the Programme Director for their Marketing Analytics degrees David teaches quantitative and qualitative marketing research and consumer metrics He has conducted research on behalf of a wide range of business, non-profit and social ventures in the UK and Europe Marketing Research Dive below the surface… An Applied Approach Marketing Research is a very creative area In an industry undergoing enormous changes, great opportunities are being created for Marketing Researchers who can use their skills to solve the challenges of today’s dynamic business environment This book will help you understand those challenges, build your talents and develop your own original insights ISBN 0-273-70689-6 780273 706892 An imprint of 0273706896_COVER.indd Additional student support at www.pearsoned.co.uk/birks www.pearson-books.com 3/10/06 09:42:27 MARE_A01.QXD 2/14/08 4:48 PM Page i Find more at www.downloadslide.com SNAP and XSight can help you improve your marks! Your purchase of the third European edition of Malhotra and Birks, Marketing Research: An Applied Approach, includes a CD-ROM containing valuable Snap and XSight software demos Snap and XSight work at the cutting edge of marketing research practice and set industry standards Using these demos will dramitically enhance your understanding of quantitative and qualitative design and analysis issues in marketing research Conventional qualitative data analysis software was designed for and used mainly by academic researchers XSight was designed for marketing researchers by marketing researchers who understood the particular problems faced by their profession Created by QSR International, a qualitative research software company with years of experience in developing solutions to a wide array of research problems, XSight is seen as a breakthrough tool for every qualitative marketing researcher It will enable you to explore unstructured qualitative data gathered via focus groups, interviews or open ended surveys much more easily This will allow you much more time to devote to the real art of qualitative research – interpretation With XSight you will be able to compile, compare and make logical connections in qualitative data almost instantaneously It can help you identify even the most subtle data patterns You will find direct references and a case to illustrate the use of XSight in Chapter (Qualitative research: data analysis) Using SNAP and XSight DON’T THROW IT AWAY! What are Snap and XSight and how will they help you? Snap is a user-friendly program for marketing research, enabling you to design surveys, create and publish questionnaires, and collect and analyse the replies This powerful survey software is an industry standard that has been helping researchers and educators in more than 50 countries for 25 years Snap consists of a core product, Snap Professional, and specialist modules that may be added to extend its capabilities to surveys via the Internet, Personal Digital Assistants (PDAs), tablets, kiosks, scanning and telephone interviewing You will find direct references to the use of Snap in Chapter 10 (Survey and quantitative observation techniques), Chapter 13 (Questionnaire design), Chapter 17 (Data preparation) and Chapter 18 (Frequency distribution, cross-tabulation and hypothesis testing) XSight is a user-friendly program for qualitative data analysis software, customised for marketing researchers With the enclosed free trial version of Snap, simply install it on your personal computer at a time that’s convenient You’ll then be able to design a ‘mini-survey’ of up to questions and up to 25 respondents You’ll also be able to see examples of much larger surveys designed with Snap There is no time limit to the use of Snap With XSight, we advise you to work through the tutorials before using your software First, simply install XSight on your personal computer at a time that’s convenient The tutorials can then be accessed from within the software You’ll need to open XSight and click on the ‘Help’ menu From there, click on ‘XSight Tutorials’ Once you are familiar with how XSight works, you’re ready to get started The software we’ve provided you with lets you enjoy the full suite of XSight features for a period of 90 days Once you have experienced the benefits of using Snap and XSight, they will become integral to your work in the design, data collection and analysis of quantitative and qualitative data Working without them may become inconceivable To use the CD: Put the CD in your machine Select the options to install Snap; or install XSight Follow the on-screen instructions XSight only: when prompted, input the password printed on the CD MARE_A01.QXD 2/14/08 4:49 PM Page ii Find more at www.downloadslide.com We work with leading authors to develop the strongest educational materials in marketing, bringing cutting-edge thinking and best learning practice to a global market Under a range of well-known imprints, including Financial Times Prentice Hall, we craft high quality print and electronic publications which help readers to understand and apply their content, whether studying or at work To find out more about the complete range of our publishing please visit us on the World Wide Web at: www.pearsoned.co.uk Visit the Marketing Research: An Applied Approach, Third European edition Companion Website at www.pearsoned.co.uk/malhotra_euro to find valuable student learning material including: l l l l l Annotated links to relevant sites on the web Online glossary Flashcards to test your knowledge of key terms and definitions Introduction to the valuable Snap/XSight software on the CD that accompanies this book Foreword by the Managing Director of Sports Marketing Surveys, who has provided many of the case studies throughout the book MARE_A01.QXD 2/14/08 4:49 PM Page iii Find more at www.downloadslide.com Third Edition Marketing Research An Applied Approach Naresh K Malhotra David F Birks MARE_A01.QXD 2/14/08 4:49 PM Page iv Find more at www.downloadslide.com Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies around the world Visit us on the World Wide Web at: www.pearsoned.co.uk Original 3rd entitled Marketing Research: An Applied Orientation published by Prentice Hall, Inc., a Pearson Education company Copyright © 1999 Prentice Hall Inc This edition first published 2006 Third edition published 2007 © Pearson Education Limited 2000, 2003, 2006, 2007 Authorised for sale only in Europe, the Middle East and Africa The rights of Naresh Malhotra and David Birks to be identified as authors of this work have been asserted by them in accordance with the Copyright, Designs and Patents Act 1988 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 licence permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd, Saffron House, 6–10 Kirby Street, London, EC1N 8TS ISBN: 978-0-273-70689-2 British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging-in-Publication Data A catalog record for this book is available from the Library of Congress 10 09 08 Typeset in 10/12.5 pt Minion by 30 Printed and bound by Rotolito Lombarda S.p.A., Milan, Italy The publisher’s policy is to use paper manufactured from sustainable forests MARE_A01.QXD 2/14/08 4:49 PM Page v Find more at www.downloadslide.com Brief contents Preface Publisher’s acknowledgements Guided tour About the authors 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 xiii xvii xviii xxi Introduction to marketing research Defining the marketing research problem and developng a research approach 32 Research design 62 Secondary data collection and analysis 92 Internal secondary data and the use of databases 122 Qualitative research: its nature and approaches 148 Qualitative research: focus group discussions 179 Qualitative research: depth interviewing and projective techniques 205 Qualitative research: data analysis 231 Survey and quantitative observation techniques 264 Causal research design: experimentation 301 Measurement and scaling: fundamentals, comparative and non-comparative scaling 334 Questionnaire design 369 Sampling: design and procedures 403 Sampling: final and initial sample size determination 431 Survey fieldwork 459 Data preparation 474 Frequency distribution, cross-tabulation and hypothesis testing 502 Analysis of variance and covariance 544 Identifying relationships 573 Discriminant analysis 617 Factor analysis 645 Cluster anaylsis 670 Multidimensional scaling and conjoint analysis 692 Report preparation and presentation 722 International marketing research 742 Business-to-business (b2b) marketing research 766 Appendix: Statistical tables Glossary Indexes 795 806 821 MARE_A01.QXD 2/14/08 4:49 PM Page vi Find more at www.downloadslide.com To the memory of Harry Birks MARE_A01.QXD 2/14/08 4:49 PM Page vii Find more at www.downloadslide.com Contents Preface Publisher’s acknowledgements Guided tour About the authors Introduction to marketing research Objectives Overview What does market research encompass? Definition of marketing research The marketing research process A classification of marketing research The global marketing research industry The limitations of marketing research The future – the growing demand for managerial skills in marketing researchers Supporting decision-makers in sports marketing International marketing research Ethics in marketing research Internet and computer applications Summary Questions Exercises Notes xiii xvii xviii xxi 1 2 11 13 17 21 24 24 25 27 28 29 30 30 Defining the marketing research problem and developing a research approach 32 Objectives 32 Overview 33 Importance of defining the problem 34 The marketing research brief 35 The marketing research proposal 38 The process of defining the problem and developing a research approach 42 Marketing decision problem and marketing research problem 46 Defining the marketing research problem 47 Components of the research approach 49 International marketing research 55 Ethics in marketing research 57 Internet and computer applications 58 Summary 59 Questions 60 Exercises 60 Notes 61 Research design Objectives Overview Research design definition 62 62 63 64 Research design from the decision-makers’ perspective Research design from the respondents’ perspective Research design classification Descriptive research Causal research Relationships between exploratory, descriptive and causal research Potential sources of error in research designs International marketing research Ethics in marketing research Internet and computer applications Summary Questions Exercises Notes 65 66 69 73 79 79 83 86 87 88 88 89 90 90 Secondary data collection and analysis 92 Objectives 92 Overview 93 Defining primary data, secondary data and marketing intelligence 94 Advantages and uses of secondary data 96 Disadvantages of secondary data 96 Criteria for evaluating secondary data 97 Classification of secondary data 100 Published external secondary sources 101 Computerised databases 104 Classification of computerised databases 104 Syndicated sources of secondary data 106 Syndicated data from households 108 Syndicated data from institutions 114 International marketing research 115 Ethics in marketing research 116 Internet and computer applications 117 Summary 118 Questions 119 Exercises 119 Notes 120 Internal secondary data and the use of databases Objectives Overview Internal secondary data Scanning devices Relating customer data to scanning systems Geodemographic data Linking different types of data Stages of development in using databases and survey data to build portfolios of customers and model marketing decisions 122 122 123 124 126 126 129 134 135 vii MARE_A01.QXD 2/14/08 4:49 PM Page viii Find more at www.downloadslide.com Contents The datawarehouse Data mining Databases and marketing research International marketing research Ethics in marketing research Internet and computer applications Summary Questions Exercises Notes Qualitative research: its nature and approaches Objectives Overview Primary data: qualitative versus quantitative research Rationale for using qualitative research Philosophy and qualitative research Ethnographic research Grounded theory Action research Ethics in marketing research Internet and computer applications Summary Questions Exercises Notes Qualitative research: focus group discussions Objectives Overview Classifying qualitative research techniques Focus group discussions Planning and conducting focus groups The moderator Other variations of focus groups Other types of qualitative group discussions Misconceptions about focus groups International marketing research Ethics in marketing research Internet and computer applications Summary Questions Exercises Notes Qualitative research: in-depth interviewing and projective techniques Objectives Overview In-depth interviews Projective techniques Comparison between qualitative techniques International marketing research Ethics in marketing research Internet and computer applications viii 136 138 139 141 142 143 144 145 146 147 148 148 149 152 153 155 161 166 169 172 173 175 176 177 177 179 179 180 181 182 188 193 194 195 196 198 200 201 202 203 203 204 205 205 206 207 217 222 223 224 226 Summary Questions Exercises Notes Qualitative research: data analysis Objectives Overview The qualitative researcher The process of qualitative data analysis Grounded theory Content analysis Semiotics Using computers in qualitative research and analysis International marketing research Ethics in marketing research Summary Questions Exercises Notes 10 Survey and quantitative observation techniques Objectives Overview Survey techniques Telephone interviews Personal interviews Mail interviews Electronic interviews A comparative evaluation of survey techniques Selection of survey method(s) Observation techniques Observation techniques classified by mode of administration A comparative evaluation of observation techniques Advantages and disadvantages of observation techniques International marketing research Ethics in marketing research Internet and computer applications Summary Questions Exercises Notes 11 Causal research design: experimentation Objectives Overview Concept of causality Conditions for causality Definitions and concepts Definition of symbols Validity in experimentation Extraneous variables 227 228 229 229 231 231 232 233 236 248 251 252 254 258 259 260 261 261 262 264 264 265 265 267 269 272 273 275 283 283 285 288 289 290 292 294 296 297 298 298 301 301 302 302 303 306 307 307 308 MARE_A01.QXD 2/14/08 4:49 PM Page ix Find more at www.downloadslide.com Contents Controlling extraneous variables A classification of experimental designs Pre-experimental designs True experimental designs Quasi-experimental designs Statistical designs Laboratory versus field experiments Experimental versus non-experimental designs Application: test marketing International marketing research Ethics in marketing research Internet and computer applications Summary Questions Exercises Notes 12 Measurement and scaling: fundamentals, comparative and non-comparative scaling Objectives Overview Measurement and scaling Primary scales of measurement A comparison of scaling techniques Comparative scaling techniques Non-comparative scaling techniques Itemised rating scales Itemised rating scale decisions The development and evaluation of scales Choosing a scaling technique Mathematically derived scales International marketing research Ethics in marketing research Internet and computer applications Summary Questions Exercises Notes 13 Questionnaire design Objectives Overview Questionnaire definition Questionnaire design process Specify the information needed Specify the type of interviewing method Determine the content of individual questions Overcome the respondent’s inability and unwillingness to answer Choose question structure Choose question wording Use unambiguous words Arrange the questions in proper order Identify the form and layout Reproduce the questionnaire 310 312 313 315 317 319 322 323 324 326 327 329 329 330 331 331 334 334 335 336 336 341 342 347 348 351 355 360 360 361 362 362 363 364 365 365 369 369 370 371 372 374 375 377 378 381 384 385 387 390 390 Eliminate problems by pilot-testing Summarising the questionnaire design process International marketing research Ethics in marketing research Internet and computer applications Summary Questions Exercises Notes 14 Sampling: design and procedures Objectives Overview Sample or census The sampling design process A classification of sampling techniques Non-probability sampling techniques Probability sampling techniques Choosing non-probability versus probability sampling Summary of sampling techniques International marketing research Ethics in marketing research Internet and computer applications Summary Questions Exercises Notes 15 Sampling: final and initial sample size determination Objectives Overview Definitions and symbols The sampling distribution Statistical approaches to determining sample size The confidence interval approach Multiple characteristics and parameters Other probability sampling techniques Adjusting the statistically determined sample size Non-response issues in sampling International marketing research Ethics in marketing research Internet and computer applications Summary Questions Exercises Appendix: The normal distribution Notes 16 Survey fieldwork Objectives Overview The nature of survey fieldwork Survey fieldwork and the data collection process Selecting survey fieldworkers 391 392 394 396 397 398 399 400 400 403 403 404 405 406 410 411 415 421 422 424 425 425 427 428 428 429 431 431 432 433 434 436 436 442 442 443 443 450 451 452 452 453 454 455 457 459 459 460 461 461 461 ix MARE_Z03.QXD 7/11/06 13:49 Page 828 Find more at www.downloadslide.com Subject index one-shot case studies 313 one-tailed tests 512–14 online databases 105, 118 online focus groups 180, 188, 201–2 online panels 76, 78, 118, 273 online research methods 27–8, 173–4, 266, 295, 426, 757–8, 762 open-ended questions 381–2, 395–8, 498 coding of 484–5 opening questions 388 operational equivalence 759 operational data 124 operationalisation 155 opinion polls 268, 280, 432–3, 451 optical scanning 485–6, 497 optimising partitioning method of clustering 678 oral presentations 11, 733–4 order bias 382 ordinal interaction 562, 568 ordinal scales 338–41, 363 orthogonal arrays 706 orthogonal rotation 656 Orthopedics Global Industry Guide 101–2 outliers 507 out-of-range data values 486–7 over-sampling 413 paired comparative scaling techniques 342–3 paired samples 493, 531–2, 535, 538 pairwise analysis 705–8, 717 pairwise deletion 488 pan-cultural analysis 495 panels 76–8, 107, 110–14, 118, 272–3, 276–82, 291–2 pan-European research, dos and don’ts of 41 pantry audits 287 paradigms 4, 11, 49, 156 parallel threshold method of clustering 678 parallel translation 761, 763 parameters 433, 585 parametric and non-parametric tests 525–39 part correlation coefficient 580, 602 participant observation 161, 175, 248 participant validation 247 participants in research 149, 170 investigators as 159 potential harm to 173 see also focus groups: participants in partitioning of a population 417 part-worth functions 705, 713 passwords 425, 790 828 pattern recognition 138 pauses, use of 464 people meters 286 Peperami 220–1 perception data, gathering of 696–8 personal alarms 646 personal construct psychology 213 personal digital assistants (PDAs) 294–5 personal interviews 269–71, 275–82, 377, 786 personal observation 286–9 personal people meters (PPMs) 110 personalisation of letters to respondents 446 personification technique 220 perspiration 286–7 Peru 757 phi (␾) coefficient 523, 539 philosophy of qualitative research 155–61 photographs, use of 239 physiological reactions of customers 287 picture response technique 219–20 piggybacking 396 pilot-testing 391–2, 395, 412 principal axis factoring 665 pocket PCs 294 point-of-purchase data 164 point-of-purchase buying decisions 302, 305 point-of-sale systems 134 political pressures 19 pooled within-group correlation matrix 621 population definition error 84 populations 405–7 Portugal 45, 272 position bias 382 positive statements 387 positivism 155–61, 175, 192, 213 postcodes 133, 143 Pot Noodle 252–3 power of statistical tests 513 PowerPoint software 734, 787 precision 415–18, 433 pre-coding of responses 381, 390, 484 predicted values (in regression) 582, 585, 589 predictive analysis and predictive models 128, 137–40, 144 predictive validity 359 predictor variables 611 predictors, relative importance of 601–2 pre-experimental designs 312–14 preference, transitivity of 343 preference data 695, 698, 717 internal and external analysis of 702–3 scaling of 702–3 presentations of research findings 11, 733–4 pretest-posttest control groups designs 313–16, 412 pre-testing of questionnaires 412 pricing research 13, 695 primary data 45, 86, 266 definition of 94 in qualitative and in quantitative research 152–3 primary research primary scales of measurement 336–41 principal components analysis 601, 652–4, 664–5, 704 prior notification to respondents 446 privacy, invasion of 173, 293, 396 probability sampling 408–11, 414–22, 425 probing 186–8, 209, 212, 225, 237, 281–2, 463–4 problem audits 43–4, 55, 59 problem components 48 problem definition 8, 11–13, 28, 33–5, 39, 42–8, 55–9, 726–7 problem-solving research 11–13, 28 product moment correlation co-efficient (r) 574–7, 611 product research 13 production blocking 195 professinal buyers 775–6 professional appearance of research reports 729 profile analysis 350 profiles of customers and markets 127, 132–6, 139, 145 profits of marketing research agencies 38 projective techniques 182, 184, 186, 200, 202, 206, 217–28, 238 advantages and disadvantages of 221–2 applications of 221–2 definition of 217 promotions research 13 proof-checking 397 proportionate and disproportionate sampling 418 proportions, differences between 530 protocol analysis 392 protocols, verbal 346–7, 364 psycho-galvanometers 286–9 psychographics 108, 134 psychological characteristics of customers 134–5, 139 MARE_Z03.QXD 7/11/06 13:49 Page 829 Find more at www.downloadslide.com Subject index public records, review of 786 Pulse 252–3 Punjabi language 744 pupilometers 286–7 purchase panels 111 Q-sort scaling 346, 362 qualitative data analysis 232, 256–60 computer-assisted 257–8 process of 236–48, 260 stages in 232, 236–7 qualitative learning by researchers 235–6 qualitative research 9–10, 50, 56, 65, 71–2, 109, 149–76, 226, 228, 744 American and European styles of 156–7, 753 comparison between techniques 222–4 definition of 152 direct and indirect approaches to 181–2, 202 ethical issues for 172–3, 182, 224–5 on international markets 753–5 nature of 153 philosophy of 155–61 rationale for use of 153–5 using the Internet 173–4 see also ethnographic research; focus groups; in-depth interviews; projective techniques qualitative researchers 233–6 quality control in fieldwork 467 ‘quality individuals’ 227 quality of interviewing and data 469 quantitative research 9–10, 65, 175, 232, 251, 259 definition of 152 observation techniques as 265, 283 QuarkXpress software 397 quasi-experimental designs 312, 317–19 ‘question purposes’ 373 questioning, context of 223 questioning error 85 questionnaires 10, 279, 370–99 as exchanges of values between researchers and respondents 371–2 checking of 477 content of questions 377–8 definition of 371–2 design process for 372–4, 392–4, 398–9 diversity of questions in 276–7 electronic 275 excessive length of 396 form and layout of 390 modes of administration 267 objectives of 371, 398 ordering of questions in 387–90 physical production of 390–1 pilot-testing of 391–2 respondents’ inability or unwillingness to answer 378–81 returned to the field 478 specification of information needed 374–5 specification of interviewing method 375–7 structured 265–6 trade-offs involved in 372–4 translation of 760–1 verification of 498 wording of questions 384–5 questions, structured and unstructured 381–3, 395, 478, 484 ‘quirks’ website 118 Quo Vadis project 26 quota sampling 411–14, 424, 426 quotas 278 R symbol in marketing research 307 R-squared (R2) in MDS 695 Racetrack project 24, 53–4, 217–19, 339–40, 375–8, 388, 407, 436, 448, 475–6, 479–84, 487, 492, 503–5, 760 radio advertising on 163 audiences for 288 sports coverage on 109 random-effects model of ANOVA 555 random error 357 random numbers, table of 795–6 random sampling 83, 85, 88, 225, 406, 415–19, 423, 426, 781–2 randomisation 311, 319–20, 380–1 range of data 509 rank-order scaling 344–5 rapport, building of 282, 756 rating scales 350–4 continuous 348, 362–3 development and evaluation of 355–60 itemised 348–54, 363 multi-item 355–6 physical form of 354 ratio scales 341, 363 ‘real time’ communication 202 reality, contrasting views of 158–9 rebates 618, 662–3 recall, aided 379 recommendations in research reports 727–8 recording error 85 recording of respondents’ answers 465–7 reduction of data 673 referrals 414, 424 reflexivity 10, 67, 207, 225–6 refusals to participate 444–6 regression analysis 310, 547, 574, 581, 603 assumptions involved in 590 bivariate 582–90, 611 multiple 590–601, 611 in relation to discriminant analysis and ANOVA 619–20 stepwise 599–602, 611 regression coefficients 582 partial 592–3, 611 standardised 582, 586 regression lines 584 relative importance weights 705 relevance of research findings 65 reliability of data 97 of measurement 159 of scales 357–9, 364 repeated-measures ANOVA 564–5, 568 repertory grid technique 206, 213–15, 227 repetition of questions or replies 464 replacement of non-respondents 448 reporting bias 297 reports on research 10–11, 40, 723–33 importance of 724 oral presentation of 11, 733–4 preparation of 724–33 writing of 728–9 representativeness 296, 412–17, 781–2 Reputation Excellence survey research briefs 34–9, 42–3, 59 research design 9, 39–42, 64–89, 97, 727 classification of 69–73 components of 64 from the decision-makers’ perspective 65–6 definition of 64 ethical issues in 87, 89 evolution of 160 flexibility in 162–3 for international studies 86 from the respondents’ perspective 66–9 selection of 79 sources of error in 83–5 and theory 159–60 research proposals 34, 38–42, 59 ownership of 58 research questions 53–5, 59 Research World (magazine) 13 researcher-participants 159 residuals, 829 MARE_Z03.QXD 7/11/06 13:49 Page 830 Find more at www.downloadslide.com Subject index in factor analysis 648 plotting of 596–7, 611 respecification of variables 489–90 respondent inability and respondent unwillingness 779 respondent selection error 85 response bias 385 response error 84, 85, 89, 384 response latency 287 response rates 83, 89, 265, 268–9, 279–80, 283, 293, 295 achieved by different fieldworkers 468 improvement of 44–8 results presented in research reports 727 retail audits 114–15 ridge regression 601 rigour in data analysis 257 role-playing 220–1 rotation of factors in factor analysis 655–6, 665 Royal Statistical Society 280 rugby league, study of 151, 184–5, 243 runs test 533–4 Russia 269, 326–7, 361, 743, 745 sample size 85, 408–9, 418, 432, 514 adjustment for incidence rate and completion rate 443, 452 apportionment of overall total 442 for estimation of a mean 437–9, 452 for estimation of a proportion 440–1, 452 for estimation of several parameters 442 statistical approaches to determination of 436 sampling 257, 405–27 adjustment for non-response 448 in business research 781–3 classification of techniques 410–11 design process 404–10, 424 execution of process 409 non-probability techniques 408–15, 421–2, 782 non-response 443–50 probability techniques 408–11, 414–22, 425, 437–42 proportionate and disproportionate 418–19 relative strengths and weaknesses of techniques 422–3 selection of techniques 408 sequential 420–1 stratified 417–19, 423, 442 systematic 416–17, 423, 442, 782 two-phase 421 830 validation of 410 with and without replacement 408 sampling control 277–8, 467 sampling distributions 434 sampling efficiency 415 sampling error 83, 85, 88–9, 409, 415, 417, 425 compared with non-sampling error 406 of a percentage 432 sampling frame error 84 sampling frames 275, 277, 407–11, 415, 420, 424, 426, 452, 774, 782–3 sampling intervals 416 sampling theory 225 sampling units 406 São Paulo 55 SAS software package 329, 497, 538, 566–7, 610, 640, 664, 688, 716 Saudi Arabia 86, 424, 745 Save the Children 180 scalar equivalence 759 scale categories, number of 351–2 scale transformation 490–1 scaling, concept of 335–6 scaling techniques choice of 360, 364 comparative 335, 342–7 comparision of 341–2 constant-sum 345–6 magnitude estimation 346 mathematically-derived 360–1 non-comparative 335, 347–8 paired comparative 342–3 Q-sort 346 rank order 344–5 validity of 358–9, 364 see also rating scales scanned data 107, 112–15, 125–6, 145, 288, 485–6, 497–8 scanning of blood flows to the brain 287 scatter diagrams (scattergrams) 582–5, 611 Scheffé’s test 564 schematic figures in research reports 732 scientific approaches to research 51, 155 Scottish Epilepsy Association 413 scree plots 648, 654–5 screening of respondents 407–10, 426 of responses to questionnaires 477 search engines 58, 117 secondary data 42, 45–6, 49, 58–9, 81–119, 123 secondary data advantages and uses of 96 classification of 100 criteria for evaluation of 97–100 definition of 94 disadvantages of 96 ethical issues for 116–17, 119 internal 124–5 on international markets 115–17, 118–19, 752–3, 763 sources of 9–10, 101–7 segmentation 13, 123, 126, 134, 139–41, 686, 752 of markets 672, 694, 705 selection bias 310 semantic differential scales 350, 361 semiotics 232, 252–4, 260 limitations of 254 semi-structured interviews 82, 173, 176, 212, 227 sensitive information 154, 167–8, 174, 197, 227, 266, 281, 80, 396 sentence completion 218–19 sequential sampling 420–1 serendipity 187 shadow teams 95 shame on the part of respondents 165 shapes of distributions 510–11 shopping centres 600–1 sign test 526, 536 significance levels 513–14 significance testing 550–1, 556–7, 578, 586–9, 595, 602 similarity/distance coefficient matrix 673 similarity judgements 695 simple random sampling (SRS) 415–19, 423, 426, 442, 781–2 limitations of 416 simulations 426 simultaneous use of different research techniques 80–1 Singapore 395 single linkage method of clustering 676 skewness 510–11 skip patterns 389, 398, 452 Small Area Statistics (SAS) 103 ‘smiling face’ rating scales 354 SNAP software package 397, 479, 497–8, 538, 664, 688 snowball sampling 187, 411, 414–15, 424 soaps and detergents 56, 206, 218, 226 Social Trends 103 socially-acceptable responses 280, 288 Society of Competitive Professionals 786 socio-cultural environment 750–1 sociology 157 soft drinks market 693 MARE_Z03.QXD 7/11/06 13:49 Page 831 Find more at www.downloadslide.com Subject index software packages 247, 255–60, 295–6 for data analysis 497–8 for questionnaire design 483 Solomon four-group design 316 ‘sophisticated singles’ 132 South Korea 395, 558–60 Spain 25, 45 spatial maps 695, 699–705 Spearman’s rho (␳) 581 special-purpose databases 105 spectator studies 40 Sphinxsurvey software 497 split-half reliability 358, 654–5 ‘sponsorship impact’ 52 spontaneity of responses 187, 198 sports car owners 190 Sports Council 420 sports goods 86 spreadsheets 244–5, 482–3 SPSS software package 128, 139, 144, 258, 329, 497–8, 537, 566–7, 609–10, 627, 629, 640, 664, 687–8, 716 spurious relationships 519, 579–80, 611 SSbetween, SSwithin, SSx and SSy statistics 548, 550 SSreg statistic 596 stacked bar charts 733 standard deviation 510 dishonest estimation of 451 of a mean 409 standard errors 416, 434–6, 582, 589–90, 611 standard test markets 325–6 standardisation of coefficients 602, 621 of data 586 of scales 490–1 of variables 593 standardised services 16 Stapel scales 350–1 statements, positive and negative 387 static group designs 314 statistical adjustment of data 488–91, 498–9 statistical analysis packages 497 statistical control of experiments 311 statistical data, published 102–4 statistical designs 312, 319–22 statistical inference 434 Statistical Office of the European Communities (SOEC) 104 statistical techniques classification of 493 properties of 491 selection of 513 statistics of samples 433 stepwise discriminant analysis 622, 638–9 stepwise regression 599–602, 611 stimuli 235, 277, 286–7, 398 in conjoint analysis 706–8, 714 story completion 218–19 strategic marketing 127, 129 stratification variables 417 stratified sampling 417–19, 423, 442 street interviews 172, 271, 277–82, 292, 412, 414, 464, 756–7 stress for survey respondents 293 stress measure 695, 699 structural environment 749–50 structural equation modelling (SEM) 604–11 structural models 609 structure correlations 621 structured and unstructured questions 381–3, 395, 478, 484 structured data collection 265–6 structured observation 283 Student–Newman–Keuls test 564 Student’s t 526; see also t statistic and test subconscious feelings 154, 221 subjective estimates of non-response bias 449 subjectivity in research 167 submission letters with research reports 726 subpopulations 418 subsampling of non-respondents 448 substitution for non-respondents 448–9 subtext 253 ‘sugging’ 293, 465, 468 sums of squares 567, 582; see also under SS The Sun 226 supermarkets 10, 55 supervision of fieldwork 467–8, 471 suppressed association 520 Surf 56, 226 surrogate information error 84 surrogate variables 657–8, 665 survey techniques 265–6, 274, 296–7 comparative evaluation of 275–83 selection of 292 unethical use of 292–4 see also mail surveys; web surveys surveys, use of 10, 64, 82, 107–10, 133, 136, 224–5 Sweden 14, 25, 102, 132, 269, 291, 757 Switzerland 110, 324 Sydney Olympics 412 Sylheti language 744 symbols, definition of 307 symbols for population and sample variables 433–4 symmetric distributions 511 symmetric lamda 524 syndicated data 16, 106–15, 118–19 ahout industrial firms 115 from households 108–14 from institutions 114–15 synergy 187 systematic error 357 systematic sampling 416–17, 423, 442, 782 t distribution, table of 800–2 t statistic and test 493, 525–7, 538–9, 546–7, 578, 582 tables in research reports 729–31 taboos 747, 754 tacit knowledge 771 tape-recording 392 target groups for research 37 target markets 5–6, 40, 56, 127, 134, 235–6 target populations 159, 406–11, 414, 420, 424–5 target respondents 374, 384, 444 tau b and tau c statistics 524 teamwork in data analysis 257 technological environment 749 telemarketing 26, 293 telephone directories 277, 756, 782 telephone research 27, 35, 195, 269, 280–2, 290–2 international 755–6 see also computer-assisted telephone interviewing telescoping 378, 778–9 television advertising on 108, 180, 326 audience research 99, 110–11 reception of 558–9 sports coverage on 109 users and non-users of 630–1 see also cable television tender documents 35–6 Tennis magazine 48–9, 417 Terminator 235 terse language in research reports 729 test markets and test marketing 324–6, 673 test-retest reliability 357, 714 test statistics 513–14 testing effects 309 Thailand 395, 672 ‘thank you’ pamphlets 465 thematic apperception test (TAT) 219 thematic maps 129 theoretical sampling 160, 250, 257, 260 theory 831 MARE_Z03.QXD 7/11/06 13:49 Page 832 Find more at www.downloadslide.com Subject index application of 50–3 challenges to 249 definitions of 49, 155, 166 development and evolution of 155, 249–50 incompleteness of 51 need for 355 and research design 8–9, 159–60, 234 ‘thermometer’ scales 354 third-person technique 220 time, orientation to 56 time intervals between tests 357 time order of occurrence of variables 304–5 time-series designs 317–19 The Times 98 title pages of research reports 726 tomato ketchup 55 topic guides 188, 208, 245 total correlation matrix 621 ‘total field of information’ tourism 545–6, 762 trace analysis 288–9 trade promotions 658–60 training of fieldworkers 462–6, 471 transaction data 100, 125, 128, 135 transcription of data 485–6 transcripts 193, 240, 259–60 transformation of data 597 transition questions 189 transitivity of preference 343 translation 395 back translation and parallel translation 761, 763 of questionnaires 760–1 of transcripts 259–60 travel 520, 607; see also tourism treatments in ANOVA 546 trend analysis to adjust for nonresponse 449 triangulation 247 true experimental designs 312, 315–17 true score model 356 Tukey’s alternate procedure 564 two-tailed tests 513 two-way mirrors 186, 198–200 832 Type I error and Type II error 513 U statistic 621; see also Wilks’ ␭ unconscious mind 233–4 under-sampling 413 unfolding in MDS 695 United Nations 102–3 United States 14, 26, 28, 156, 279, 290–3, 424, 755; see also American products; American style of research units of measurement 99 univariate statistical techniques 493 universal product code (UPC) data 485 university libraries 106 unsatisfactory responses to questionnaires 478, 496 unwillingness error 85 user-friendliness of computer software 258 vacuum cleaners 19 validation of fieldwork 468–71 of samples 410 see also cross-validation; participant validation validation samples in discriminant analysis 622 validity of data 97 in experimentation 307–8 327, 330 of measurement 159 of scales 358–9, 364 values 159, 233, 236, 259–60 variability, measures of 509–10 variable respecification 489–90 variables measurable and unmeasurable 605 observed and unobserved 606–7, 611 variance 509–10 variance methods of clustering 677 variation within and between groups 548, 550 varimax procedure 656, 665 verbal description of scales, nature and degree of 353–4, 364 verbal models 51–2, 59 verbal protocols 346–7, 364 verbatim reporting 381, 425, 484, 497 verification of data 10, 247–8, 486, 498 of survey respondents 296 video camera analysis 10 video games 20–1 video recording 186, 200, 221, 225 viewing laboratories 198–9 virtual communities 173, 176 virtual interviews 226 ‘vision’ of markets visual aids 733 visual data 239 voice pitch analysis 287 volume-tracking data 113 Walcheren hospital 498 Ward’s procedure 677–81, 688 web publishng of research findings 737–8 web surveys 265, 273, 788–92 webcams 226 websites 48, 329, 452 weighting 408, 410, 449–50, 488–9 wholesale audits 114–15 ‘why’ questions 464 Wilcoxon test 493, 526, 535–6, 539 Wilks’ ␭ 621, 627 word association 217–18, 221–2 word-processing packages 397 wording of questions 384–5 workshops 196 World Wide Web 117; see also under websites X symbol in marketing research 307 Xsight software 232, 255–6 z statistic and test 435, 493, 514–15, 528, 530, 538 Zaltman metaphor elicitation technique 215–16, 227 zero points on scales 340–1, 363 MARE_Z04.QXD 7/11/06 13:49 Page 833 Find more at www.downloadslide.com Name index Allison, John 265 Anderson, Kate 754 Armes, Tim 98 Attfield, John 279 Authers, Alex 193 Balaa, Hana 745 Beattie, Trevor 20 Berelson, B 251–2 Bevolo, Marco 150 Birks, David 18 Birks, James 18 Brandes, Dieter 168 Brenner, Marc 37 Bretschneider, Rudolf 749 Brown, Colin 294 Connell, Stephen 788–9 Cooper, Peter 157 Derrida, J 254 Dibb, S 769 Dyson, James 19 Emery, Anita 108 Evans, Malcolm 258–9 Fawcus, Jem 20 Featherstone, Shirley 294 Field, Richard 775 Ford, David 769–73 Forrest, Chris 238 Forsyth, John 23 Friedman, Larry 109 Gamba, Philip 715 Glaser, B 166, 248 Goffman, E 239 Goldfarb, Jamie 486 Goodyear, Mary 744–5 Gordon, Wendy 18 Grant, Andrew 25 Guttman, J 212 Necchi, Richard 757 O’Konis, Chris 265 Hackbarth, Knut 324 Harristhal, Johan 477 Hashemi, Sahar 17 Helton, Alicia 787 Henchoz, Richard 22–3 Holderness, David 762 Holsheimer, Marcel 144 Hourston, Neil 20–1 Iavrakas, Paul 445 James, Meril 25 Jowell, Roger 293–4 Kelly, George Kirby, Robert 760 Kirkby, Robin 95 Kohl, Helmut 76 Kroll, Bob 537 Lewin, Kurt 169 Likert, Rensis 348 Liljeberg, Eric 21 Littler, D 769 Lynch, David 20–1 McGown, Stuart 274 McNeill, Ruth 774 McPhee, Neil 776 Manoussakis, Dimitris 268–9 March, Wendy 151 Mendoza, David 762 Metcalf, Peter 162 Miller, Bob 736 Miln, David 37 Murray, Anne 150 Pearson, Karl 575 Penn, David 50 Price, Kevin 164 Quartz, Steve 287 Redding, Phillip 734 Roddick, Anita 18 Rowland, Greg 252 Schumacher, Michael 53–4, 503 Spichiger-Carlsson, Peter 324 Stapel, Jan 350 Stollan, Martin 751 Strauss, A 166, 248 Stuart, Christina 734 Terhanian, George 426 Valentine, Virginia 258–9 van der Herberg, Bert L.J van Nieuwkasteele, Marjolein 758 Walton, Mark 758 Walton, Paul 193 Ward, Greg 139 Webster, Frederick 770, 773 Whiting, Mark 728 Wilson, D.F 770 Wilson, Simon 22 Wimmer, Frank 21–2 Wind, Y 773 Wübbenhorst, Klaus 25 Zaltman, Jerry 215 833 MARE_Z05.QXD 7/11/06 13:50 Page 834 Find more at www.downloadslide.com Company index ABN AMRO 132 A.C Nielsen 3, 111, 114, 118, 191–2, 286 Aldi 168 Alfa Romeo 715 Allied Domecq 63, 723–4 Amazon 138 Anheuser-Busch 302 Arbitron 447 Ariba 266 Asda 126 AT&T 215 Audi 404 EVO Research and Consulting 186 Experian 131–2 BASES 319, 326 Bass 325 Blue Trail 175 BMW 404, 715 The Body Shop 18 Boots the Chemist 693–4 Bose Corporation 284–5 Häagen Dazs 495 Harris Interactive 404 Heinz 55 Hewlett-Packard 95, 743 Hindustani Lever Limited (HLL) 746 Hitachi 778–9 Homebase 123–4 Hotwired 288 Canon 274 CAPIBUS Europe 291 Capital Radio 163 Cheeseborough Ponds 326 CIGNA Retirement and Investment Services 418 Citrosuco Paulista 55 Clausthaler 591 Coca-Cola 95, 117, 168, 342, 377, 591 Coffee Republic 17 Colgate 537 Continental Research 71 Cooperative Bank 779 Credit Suisse 138–9 CustomerSat.com 266 Dalgety Animal Feeds 415 Datamonitor 101 Dell 769 DIRECTV 618 Domino’s Pizza 363 Dunn & Bradstreet 115 Dyson 19 Ebay 207 Eckerd 302 EgeBank 545 Electrolux 162 Ericsson 162, 767–8 Euromonitor 102, 118 834 Ferrari 53, 339, 341 Firefish 20 Flora 24 Ford 736 Fred Olsen 130–1 Future Publishing 71 Gallup 75, 268 General Electric 95 GfK Group 113, 326, 329, 738, 749 IBM 95, 772, 782 ICI 715–16 ID Magasin 10 Insight Research Group 776 Intel 95, 151, 769 Interpolis 144 IPSOS 291 Kaufhof 559 Kellogg’s 12–13 Land Rover 761 Lange Uhren 327 Lidl 221 New Solutions 193 News International 226 Nike 328 Nordea Bank 3–4 Ocean Spray 344 L’Oréal 150 Parfümerie Douglas 133 Pegram Walters International 63, 154 Pepsi Cola 154, 302 Perrier 591 Pfizer 302 Philips 3–4, 150, 758 Phillip Morris 22 Pillsbury 74–5 PlayStation 20–1, 213 Point of Purchasing International 302 Polaroid 687 Premier Automotive Group 22 Princess Cruises 486 Procter & Gamble 95, 215, 218, 302, 326–7 QSR International 255–6 Quæstor 210–11 QualiQuant 226 Ralston-Purina 302 Red Bull 175 Reed Elselvier 781 Renault 54, 144, 312–16, 320–2, 339, 348–9, 377–8, 483, 551–4, 715, 780 Research International 268, 469 Research Services Limited 291 Roper Audits and Surveys Worldwide 116 Royal Ahold 2–5, MacLaren 339 MARE 149 Markedsconsult Mars 326–7 Mercedes 404 Mercury Asset Management 125 Microsoft 95 Millward Brown 109 Mintel 118 MORI 75, 255–6, 133 Motorola 95 Saatchi & Saatchi 581, 736 Sainsbury’s 126 Sauber 340–1 SevenHR 784 Sports Marketing Surveys 2, 24, 39–41, 52–4, 73–8, 109, 150–1, 184–5, 217–19, 243, 269–70, 313–16, 320–1, 339–41, 375–7, 407, 475–6, 503–5, 760 Staropramen 325 National Opinion Polls (NOP) 133 Nestlé 743 Taylor Nelson 27, 108, 118, 133, 139, 738 MARE_Z05.QXD 7/11/06 13:50 Page 835 Find more at www.downloadslide.com Company index TBWA 20 Techneos 294 Tesco 126 Texas Instruments 786–7 TFG 95 TNS 78, 109, 268, 271, 758 Toyota 736 TrustMark CFI 140 Unilever 56, 745–6 United Airlines 723 Williams 340 Xerox 361 The Value Engineers 193 Visa 45 Volvo 715 Yankelovich and Partners 591 835 MARE_Z05.QXD 7/11/06 13:50 Page 836 Find more at www.downloadslide.com MARE_Z05.QXD 7/11/06 13:50 Page 837 Find more at www.downloadslide.com MARE_Z05.QXD 7/11/06 13:50 Page 838 Find more at www.downloadslide.com MARE_Z05.QXD 7/11/06 13:50 Page 839 Find more at www.downloadslide.com MARE_Z05.QXD 7/11/06 13:50 Page 840 Find more at www.downloadslide.com MARE_Z05.QXD 7/11/06 13:50 Page 841 Find more at www.downloadslide.com MARE_Z05.QXD 7/11/06 13:50 Page 842 Find more at www.downloadslide.com Licensing Agreement This book comes with a CD software package By opening this package, you are agreeing to be bound by the following: The software contained on this CD is, in many cases, copyrighted, and all rights are reserved by the individual licensing agreements associated with each piece of software contained on the CD THIS SOFTWARE IS PROVIDED FREE OF CHARGE, AS IS, AND WITHOUT WARRANTY OF ANY KIND, EITHER EXPRESSED OR IMPLIED, INCLUDING, BUT NOT LIMITED TO, THE IMPLIED WARRANTIES OF MECHANTABILITY AND FITNESS FOR A PARTICULAR PURPOSE Neither the book publisher nor its dealers and its distributors assumes any liability for any alleged or actual damages arising for the use of this software ... planning, marketing and research He has Masters degrees in Marketing Management and in Social Statistics and a PhD in Marketing Information Systems David has continued to practise marketing research. .. Introduction to marketing research Defining the marketing research problem and developng a research approach 32 Research design 62 Secondary data collection and analysis 92 Internal secondary data and the... decision problem and marketing research problem 46 Defining the marketing research problem 47 Components of the research approach 49 International marketing research 55 Ethics in marketing research 57