Marketing research an applied approach 5th by malhotra

MARKETING RESEARCH AN APPLIED APPROACH FIFTH EDITION NARESH K MALHOTRA DANIEL NUNAN • DAVID F BIRKS Marketing Research An Applied Approach At Pearson, we have a simple mission: to help people make more of their lives through learning We combine innovative learning technology with trusted content and educational expertise to provide engaging and effective learning experiences that serve people wherever and whenever they are learning From classroom to boardroom, our curriculum materials, digital learning tools and testing programmes help to educate millions of people worldwide – more than any other private enterprise Every day our work helps learning flourish, and wherever learning flourishes, so people To learn more, please visit us at www.pearson.com/uk Marketing Research An Applied Approach Fifth Edition Naresh K Malhotra Daniel Nunan David F Birks Harlow, England • London • New York • Boston • San Francisco • Toronto • Sydney • Dubai • Singapore • Hong Kong Tokyo • Seoul • Taipei • New Delhi • Cape Town • São Paulo • Mexico City • Madrid • Amsterdam • Munich • Paris • Milan Pearson Education Limited Edinburgh Gate Harlow CM20 2JE United Kingdom Tel: +44 (0)1279 623623 Web: www.pearson.com/uk Original 6th edition entitled Marketing Research: An Applied Orientation published by Prentice Hall Inc., a Pearson Education company Copyright Prentice Hall Inc First edition published 2000 (print) Second edition published 2003 (print) Third edition published 2007 (print) Fourth edition published 2012 (print) Fifth edition published 2017 (print and electronic) © Pearson Education Limited 2000, 2003, 2007, 2012 (print) © Pearson Education Limited 2017 (print and electronic) The rights of Naresh K Malhotra, Daniel Nunan, David F Birks and Peter Wills to be identified as authors of this work has been asserted by them in accordance with the Copyright, Designs and Patents Act 1988 The print publication is protected by copyright Prior to any prohibited reproduction, storage in a retrieval system, distribution or transmission in any form or by any means, electronic, mechanical, recording or otherwise, permission should be obtained from the publisher or, where applicable, a licence permitting restricted copying in the United Kingdom should be obtained from the Copyright Licensing Agency Ltd, Barnard’s Inn, 86 Fetter Lane, London EC4A 1EN The ePublication is protected by copyright and must not be copied, reproduced, transferred, distributed, leased, licensed or publicly performed or used in any way except as specifically permitted in writing by the publishers, as allowed under the terms and conditions under which it was purchased, or as strictly permitted by applicable copyright law Any unauthorised distribution or use of this text may be a direct infringement of the authors’ and the publisher’s rights and those responsible may be liable in law accordingly 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 Pearson Education is not responsible for the content of third-party internet sites ISBN: 978-1-292-10312-9 (print) 978-1-292-10315-0 (PDF) 978-1-292-21132-9 (ePub) British Library Cataloguing-in-Publication Data A catalogue record for the print edition is available from the British Library Library of Congress Cataloging-in-Publication Data Names: Malhotra, Naresh K., author | Nunan, Daniel, author | Birks, David   F., author Title: Marketing research : an applied approach / Naresh K Malhotra, Daniel   Nunan, David F Birks Description: Fifth Edition | New York : Pearson, [2017] | Revised edition of   Marketing research, 2012 | Includes bibliographical references and index Identifiers: LCCN 2017007654 | ISBN 9781292103129 Subjects: LCSH: Marketing research | Marketing research—Methodology Classification: LCC HF5415.2 M29 2017 | DDC 658.8/3—dc23 LC record available at https://lccn.loc.gov/2017007654 10 19 18 17 16 15 Print edition typeset in 10/12 pt Times LT Pro by Aptara Printed in Slovakia by Neografia NOTE THAT ANY PAGE CROSS REFERENCES REFER TO THE PRINT EDITION Brief contents Prefacexiii Publisher’s acknowledgements xv About the authors xvii Introduction to marketing research Defining the marketing research problem and developing a research approach 29 Research design 59 Secondary data collection and analysis 90 Internal secondary data and analytics 121 Qualitative research: its nature and approaches 147 Qualitative research: focus group discussions 179 Qualitative research: in-depth interviewing and projective techniques207 Qualitative research: data analysis 233 10 Survey and quantitative observation techniques 267 11 Causal research design: experimentation 302 12 Measurement and scaling: fundamentals, comparative and non-comparative scaling 333 13 Questionnaire design 371 14 Sampling: design and procedures 409 15 Sampling: determining sample size 442 16 Survey fieldwork 471 17 Social media research 491 18 Mobile research 513 19 Data integrity 528 20 Frequency distribution, cross-tabulation and hypothesis testing 556 21 Analysis of variance and covariance 601 vi Marketing Research 22 Correlation and regression 632 23 Discriminant and logit analysis 673 24 Factor analysis 707 25 Cluster analysis 735 26 Multidimensional scaling and conjoint analysis 762 27 Structural equation modelling and path analysis 795 28 Communicating research findings 831 29 Business-to-business (b2b) marketing research 854 30 Research ethics 881 Glossary908 Subject index 926 Name index 952 Company index 954 Contents Prefacexiii Publisher’s acknowledgements xv About the authors xvii Introduction to marketing research Objectives2 Overview2 What does ‘marketing research’ mean? A brief history of marketing research Definition of marketing research The marketing research process A classification of marketing research 12 The global marketing research industry 15 Justifying the investment in marketing research 19 The future – addressing the marketing research skills gap 22 Summary25 Questions26 Exercises26 Notes27 Defining the marketing research problem and developing a research approach 29 Objectives30 Overview30 Importance of defining the problem 31 The marketing research brief 32 Components of the marketing research brief 33 The marketing research proposal 36 The process of defining the problem and developing a research approach 39 Environmental context of the problem 42 Discussions with decision makers 42 Interviews with industry experts 44 Initial secondary data analyses 45 Marketing decision problem and marketing research problem46 Defining the marketing research problem 49 Components of the research approach 50 Objective/theoretical framework 51 Analytical model 52 Research questions 53 Hypothesis54 Summary54 Questions55 Exercises56 Notes57 Research design 59 Objectives60 Overview60 Research design definition 61 Research design from the decision makers’ perspective62 Research design from the participants’ perspective 63 Research design classification 69 Descriptive research 73 Causal research 79 Relationships between exploratory, descriptive and causal research 80 Potential sources of error in research designs 82 Summary85 Questions86 Exercises86 Notes87 Secondary data collection and analysis 90 Objectives91 Overview91 Defining primary data, secondary data and marketing intelligence 92 Advantages and uses of secondary data 94 Disadvantages of secondary data 96 Criteria for evaluating secondary data 96 Classification of secondary data 99 Published external secondary sources 100 Databases104 Classification of online databases 104 Syndicated sources of secondary data 106 Syndicated data from households 109 viii Marketing Research Syndicated data from institutions 115 Summary117 Questions118 Exercises119 Notes119 Internal secondary data and analytics121 Objectives122 Overview122 Internal secondary data 125 Geodemographic data analyses 128 Customer relationship management 132 Big data 134 Web analytics 136 Linking different types of data 139 Summary144 Questions144 Exercises145 Notes146 Qualitative research: its nature and approaches 147 Objectives148 Overview148 Primary data: qualitative versus quantitative research 150 Rationale for using qualitative research 152 Philosophy and qualitative research 155 Ethnographic research 162 Grounded theory 168 Action research 171 Summary174 Questions176 Exercises176 Notes177 Qualitative research: focus group discussions 179 Objectives180 Overview180 Classifying qualitative research techniques 182 Focus group discussion 183 Planning and conducting focus groups 188 The moderator 193 Other variations of focus groups 194 Other types of qualitative group discussions 195 Misconceptions about focus groups 196 Online focus groups 198 Advantages of online focus groups 200 Disadvantages of online focus groups 201 Summary202 Questions203 Exercises204 Notes205   8 Qualitative research: in-depth interviewing and projective techniques207 Objectives208 Overview208 In-depth interviews 209 Projective techniques 221 Comparison between qualitative techniques 227 Summary228 Questions229 Exercises230 Notes230   9 Qualitative research: data analysis 233 Objectives234 Overview234 The qualitative researcher 235 The process of qualitative data analysis 239 Grounded theory 251 Content analysis 254 Semiotics256 Qualitative data analysis software 259 Summary262 Questions263 Exercises264 Notes264 10 Survey and quantitative observation techniques 267 Objectives268 Overview268 Survey methods 269 Online surveys 271 Telephone surveys 275 Face-to-face surveys 276 A comparative evaluation of survey methods 279 Other survey methods 288 Mixed-mode surveys 289 Observation techniques 289 Observation techniques classified by mode of administration292 A comparative evaluation of the observation techniques295 Advantages and disadvantages of observation techniques296 Summary297 Questions297 Exercises298 Notes299 Contents 11 Causal research design: experimentation302 Objectives303 Overview303 Concept of causality 304 Conditions for causality 305 Definitions and concepts 308 Definition of symbols 310 Validity in experimentation 310 Extraneous variables 311 Controlling extraneous variables 313 A classification of experimental designs 315 Pre-experimental designs 316 True experimental designs 317 Quasi-experimental designs 318 Statistical designs 320 Laboratory versus field experiments 323 Experimental versus non-experimental designs 325 Application: test marketing 326 Summary328 Questions329 Exercises330 Notes330 12 Measurement and scaling: fundamentals, comparative and non-comparative scaling 333 Objectives334 Overview334 Measurement and scaling 335 Scale characteristics and levels of measurement 336 Primary scales of measurement 337 A comparison of scaling techniques 342 Comparative scaling techniques 343 Non-comparative scaling techniques 347 Itemised rating scales 349 Itemised rating scale decisions 352 Multi-item scales 356 Scale evaluation 358 Choosing a scaling technique 363 Mathematically derived scales 364 Summary364 Questions365 Exercises366 Notes367 13 Questionnaire design 371 Objectives372 Overview372 Questionnaire definition 374 Questionnaire design process 375 Specify the information needed 378 Specify the type of interviewing method 379 ix Determine the content of individual questions 380 Overcoming the participant’s inability and unwillingness to answer 381 Choose question structure 385 Choose question wording 389 Arrange the questions in proper order 394 Identify the form and layout 396 Reproduce the questionnaire 397 Eliminate problems by pilot-testing 398 Summarising the questionnaire design process400 Designing surveys across cultures and countries 402 Summary403 Questions404 Exercises405 Notes405 14 Sampling: design and procedures 409 Objectives410 Overview410 Sample or census 412 The sampling design process 414 A classification of sampling techniques 419 Non-probability sampling techniques 420 Probability sampling techniques 425 Choosing non-probability versus probability sampling 433 Summary of sampling techniques 434 Issues in sampling across countries and cultures 436 Summary437 Questions438 Exercises439 Notes439 15 Sampling: determining sample size 442 Objectives443 Overview443 Definitions and symbols 445 The sampling distribution 446 Statistical approaches to determining sample size 447 The confidence interval approach 448 Multiple characteristics and parameters 454 Other probability sampling techniques 454 Adjusting the statistically determined sample size 455 Calculation of response rates 456 Non-response issues in sampling 457 Summary464 Questions464 Exercises465 Appendix: The normal distribution 466 Notes468 ... to research online and role play as a researcher and a marketing manager You can tackle real-life marketing situations in which you assume the role of a consultant and recommend research and marketing. .. cross-tabulation and hypothesis testing 556 21 Analysis of variance and covariance 601 vi Marketing Research 22 Correlation and regression 632 23 Discriminant and logit analysis 673 24 Factor analysis... marketing research Defining the marketing research problem and developing a research approach 29 Research design 59 Secondary data collection and analysis 90 Internal secondary data and analytics