(BQ) Part 1 book Essentials of marketing research - A hands on orientation has contents: Introduction to marketing research; defining the marketing research problem and developing an approach; research design, secondary and syndicated data; qualitative research; survey and observation; experimentation and causal research; measurement and scaling.
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 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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 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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 224 Part 2 | Research Design Formulation Figure 7.6 Rating Scale Configurations A variety of scale configurations may be employed to measure the comfort of Nike shoes Some examples include: Nike shoes are: (1) Place an “X” on one of the blank spaces Very Uncomfortable (2) Circle the number Very Uncomfortable Very Comfortable Very Comfortable (3) Place an “X” on one of the blank spaces Very Uncomfortable Uncomfortable Neither Uncomfortable nor Comfortable Comfortable Very Comfortable (4) Place an “X” on one of the blank spaces Very Uncomfortable Somewhat Neither Somewhat Uncomfortable Uncomfortable Comfortable Comfortable nor Uncomfortable Comfortable Very Comfortable (5) Circle the number –3 –2 Very Uncomfortable –1 Neither Comfortable nor Uncomfortable Very Comfortable Table 7.4 Some Commonly Used Scales in Marketing Construct Scale Descriptors Attitude Very Bad, Bad, Neither Bad nor Good, Good, Very Good Importance Not at All Important, Not Important, Neutral, Important, Very Important Satisfaction Very Dissatisfied, Dissatisfied, Neither Dissatisfied nor Satisfied, Satisfied, Very Satisfied Purchase Frequency Never, Rarely, Sometimes, Often, Very Often R e s e a rc h R e c i p e The three itemized rating scales can take different forms The number of categories varies typically from five to ten but you can use more or less than this range The number of categories can be odd or even The scale form or configuration can vary widely You can use different types of itemized rating scales in a single questionnaire M07_MALH0163_01_GE_C07.indd 224 4/30/14 5:51 PM Find more at http://www.downloadslide.com Chapter 7 | Measurement and Scaling i 225 iResearch Rockport: Competing for Dress Shoes Visit www.rockport.com and search the Internet, including social media as well as your library’s online databases, to obtain information on consumers’ preferences for dress shoes Develop an itemized scale to measure consumers’ preferences for dress shoes As the marketing manager for Rockport, how would you use information on consumers’ preferences for dress shoes to increase your market share? Multi-Item Scales Itemized rating scales discussed earlier form the basic components of multi-item rating scales As the name implies, multi-item scales consist of multiple items that need to be evaluated in order to obtain a given measurement This was illustrated by the Likert scale measuring attitudes toward McDonald’s that consisted of seven items Likewise, the semantic differential and Stapel scales illustrated earlier in the context of McDonald’s are also multi-item scales consisting of five and two items, respectively The development of multi-item rating scales requires considerable technical expertise The opinion leadership scale, given in the Research in Practice feature in the next section on Scale Evaluation, is another example of a multi-item scale Scale Evaluation measurement error A multi-item scale should be evaluated for accuracy and applicability As shown in Figure 7.7, this involves an assessment of reliability and validity of the scale Both reliability and validity can be understood in terms of measurement, systematic, and random errors Measurement error is the variation in the information sought by the researcher and the information generated by the measurement process employed There are two sources of measurement error: systematic error and random error Systematic error affects the measurement in a constant way It represents stable factors that affect the observed score in the same way each time the measurement is made Examples of systematic error are mechanical factors such as poor printing, overcrowding of items in the questionnaire, and poor design Random error, on the other hand, is not constant It represents transient factors that affect the observed score in different ways each time the measurement is made Examples of random error are personal factors such as health, emotions, and fatigue The distinction between systematic and random error is crucial to our understanding of reliability and validity M07_MALH0163_01_GE_C07.indd 225 systematic error Error that affects the measurement in a constant way; stable factors that affect the observed score in the same way each time the measurement is made random error Measurement error that arises from random changes or differences in respondents or measurement situations Figure 7.7 Scale Evaluation Reliability The variation in the information sought by the researcher and the information generated by the measurement process employed Scale Evaluation Validity 4/30/14 5:51 PM Find more at http://www.downloadslide.com 226 Part 2 | Research Design Formulation reliability The extent to which a scale produces consistent results if repeated measurements are made on the characteristic Reliability Reliability refers to the extent to which a scale produces consistent results if repeated measurements are made Systematic sources of error not have an adverse impact on reliability because they affect measurement in a constant way and not lead to inconsistency In contrast, random error produces inconsistency, leading to lower reliability Reliability can be defined as the extent to which a measure is free from random error If there is no random error, the measure is perfectly reliable Reliability is assessed by determining the association between scores obtained from different administrations of the scale If the association is high, the scale yields consistent results and is therefore reliable r Research in Practice Dell Measures Opinion Leadership to Stay a Leader Opinion leaders are those whose opinions influence other people Their opinions are especially important in the adoption of computer-related products and services In a survey of recent purchasers of Dell PCs and notebook computers, opinion leadership was measured using the following 7-point Likert-type scales (1 = disagree completely, = agree completely) Opinion Leadership When it comes to computer-related products, my friends are very likely to ask my opinion I am often used as a source of advice about computer-related products by friends and neighbors I often tell my friends what I think about computer-related products It has been found that this scale has good reliability Early adopters of computer-related products tend to be younger males who are opinion leaders, seek novel information, and have a lot of computer experience Information technology companies like Dell, Microsoft, IBM, and others need to ensure positive reactions from early product adopters and should focus marketing efforts on these individuals when introducing new products.5 Validity validity The extent to which differences in observed scale scores reflect true differences among objects on the characteristic being measured rather than systematic or random error The validity of a scale may be defined as the extent to which differences in observed scale scores reflect true differences among objects on the characteristic being measured, rather than systematic or random error Perfect validity requires that there be no measurement error, that is, no systematic error and no random error Validity can be assessed by determining whether a scale performs as expected in relation to other selected variables These variables may include demographic and psychographic characteristics, attitudinal and behavioral measures, or scores obtained from other scales For example, a researcher may develop short forms of standard personality scales The original scales and the short versions would be administered simultaneously to a group of respondents and the results compared to assess validity Relationship Between Reliability and Validity The relationship between reliability and validity can be understood in terms of measurement error If a measure is perfectly valid, it is also perfectly reliable In this case, there is no measurement error Thus, there is no systematic error and no random error Thus, perfect validity implies perfect reliability If a measure is unreliable, it cannot be perfectly valid because, at a minimum, random M07_MALH0163_01_GE_C07.indd 226 4/30/14 5:51 PM Find more at http://www.downloadslide.com Chapter 7 | Measurement and Scaling 227 error is present Systematic error may also be present Thus, unreliability implies invalidity If a measure is perfectly reliable, it may or may not be perfectly valid because systematic error may still be present, although random error is zero While lack of reliability constitutes negative evidence for validity, reliability does not in itself imply validity Reliability is a necessary but not sufficient condition for validity R e s e a rc h R e c i pe The distinction between systematic and random error is crucial to understanding reliability and validity Reliability is the extent to which the measure is free from random error You can assess reliability by determining the association between scores obtained from different administrations of the scale If the association is high, the scale is reliable Validity is the extent to which the measure is free from both random and systematic errors You can assess validity by determining whether a scale performs as expected in relation to other selected variables While lack of reliability constitutes negative evidence for validity, reliability does not in itself imply validity Choosing A Scaling Technique In addition to theoretical considerations and evaluation of reliability and validity, certain practical factors should be considered in selecting scaling techniques for a particular marketing research problem These factors include the level of information (nominal, ordinal, interval, or ratio) desired, the capabilities of the respondents, context, time, cost, and scales used in the past For example, if a certain type of scale has been used to measure a variable in the past, let’s say, a 10-point Likert-type scale to measure customer satisfaction, the same scale might have to be used again to allow a comparison of the findings with past results or industry norms (e.g., the American Customer Satisfaction Index) As a general rule, using the scaling technique that will yield the highest level of information feasible in a given situation will permit the use of the greatest variety of statistical analyses Also, regardless of the type of scale used, whenever feasible, several scale items should be used to measure the characteristic of interest This provides more accurate measurement than a single-item scale In many situations, it is desirable to use more than one scaling technique R e s e a rc h R e c i pe Whenever feasible, use several scale items to measure the characteristic of interest This provides more accurate measurement than a single-item scale In many situations, it is desirable to use more than one scaling technique International Marketing Research In the four primary scales, the level of measurement increases from nominal to ordinal to interval to ratio scale This increase in measurement level is obtained at the cost of complexity From the viewpoint of the respondents, nominal scales are the simplest to use, whereas the ratio scales M07_MALH0163_01_GE_C07.indd 227 4/30/14 5:51 PM Find more at http://www.downloadslide.com 228 Part 2 | Research Design Formulation are the most complex Respondents in many developed countries, because of higher education and consumer sophistication levels, are quite used to providing responses on interval and ratio scales It has been argued that respondents in many developing countries experience difficulty in expressing the gradation required by interval and ratio scales Therefore, preferences can be measured best by using ordinal scales In particular, the use of binary scales (e.g., preferred/not preferred), the simplest type of ordinal scale, has been recommended For example, while measuring preferences for athletic shoes in the United States, Nike could ask consumers to rate their preferences for wearing athletic shoes on specified occasions using a 7-point interval scale However, consumers in rural West Africa could be shown a pair of athletic shoes and simply asked whether or not they would prefer to wear the athletic shoes for a specific occasion (e.g., when shopping, exercising, working, relaxing on a holiday, etc.) The advantage of selecting the primary scales to match the profile of the target respondents is well illustrated by the Dunkin’ Donuts survey of Italians r Research in Practice Dunkin’ Donuts Goes Italian In 2011 to 2013, Italy was facing a big debt problem and Italians were going through a difficult economic period Dunkin’ Donuts sponsored a survey to determine how the tough economic environment had affected the lifestyles of Italians The questionnaire included a series of lifestyles statements, and the respondents were asked to express their (dis)agreement using Likert-type scales These scales were used because they had been effective in previous lifestyle research in Italy The findings indicated that Italians had become increasingly value-conscious and were hunting for coupons and special offers, they had become very concerned about their privacy, and mobile phone usage in general and Short Message Service (SMS) usage in particular had increased significantly As a result, Dunkin’ Donuts launched an SMS-based marketing campaign Customers were able to get coupons for Dunkin’ Donuts by using their mobile handsets to respond to advertisements displayed on store notice boards and billboards and aired on the radio By sending a short message to the published numbers, users received an immediate reply featuring a coupon or a special offer redeemable at local outlets This two-month mobile interactive campaign resulted in a percent increase in sales in Italy for Dunkin’ Donuts.6 Special attention should be devoted to determining equivalent verbal descriptors in different languages and cultures The end points of the scale are particularly prone to different interpretations In some cultures, the number may be interpreted by the respondents as best, while in others it may be interpreted as worst, regardless of how it is scaled by the researcher It is important that the researcher employs the scale end points and the verbal descriptors in a manner that is consistent with the culture R e s e a rc h R e c i p e Respondents in many developing countries may be unable to express the gradation required by interval and ratio scales Therefore, measure preferences by using ordinal scales The use of binary scales (e.g., preferred/not preferred), the simplest type of ordinal scale, is recommended It is important that you employ the scale end points and the verbal descriptors in a manner that is consistent with the culture M07_MALH0163_01_GE_C07.indd 228 4/30/14 5:51 PM Find more at http://www.downloadslide.com Chapter 7 | Measurement and Scaling 229 Marketing Research and Social Media All the primary scales and all the comparative and noncomparative scales that we have discussed in this chapter can be implemented easily in social media Even continuous scales can be used efficiently given the computerized nature of measurement No additional requirements are imposed by social media The principles underlying scaling and measurement and the comparative scaling techniques also remain the same An analysis of social media content can shed light on the level of measurement that is appropriate in a given project It can also provide guidance on the type of scaling techniques (comparative or noncomparative) to use It is quite feasible to employ more than one scaling method to measure a given construct or variable to obtain evidence on validity The use of rating scales in social media can yield rich dividends, as exemplified by Future Shop of Canada r Research in Practice Future Shop Has Social Media in Its Future Future Shop is Canada’s largest consumer electronics retailer The company is using social media conversations not only to learn about its customers, but also to support and sell products The company was initially built on the high-touch model in which sales associates were taught to be valued customer advisers Recently, the company has duplicated this real-world experience online Visitors to the Future Shop website (www.futureshop.ca) are greeted by a video image of a sales associate who offers to help guide their experience Customers can ask questions of the avatar and get answers from a growing database of advice that is contributed by other customers and sales associates Future Shop has co-developed a rating system with Lithium Technologies, a leading provider of Social CRM solutions (www.lithium.com) that obtains feedback from customers on each other’s comments and on the quality of information given by sales associates The ratings are obtained using Likert-type scales Likert scales are chosen for their simplicity and ease of administration online Customer contributors can earn discounts and status in the community, while sales associates can earn cash Since implementing this system, the website traffic has increased dramatically So has the effectiveness of Future Shop’s in-store selling “We actually see people walking in [the store] with printouts and asking for specific experts they’ve met online,” said the company.7 Finally, some specific measures have been developed to evaluate social media sites based on information that is available to the public The more commonly used measures include longevity, output (frequency, quantity), inbound links, Technorati, Bloglines or Blogpulse rankings, number of friends or followers, number of comments, and media citations R e s e a rc h R e c i pe An analysis of social media content can shed light on the level of measurement (nominal, ordinal, interval, or ratio) that is appropriate in a given project It can also provide guidance on the type of scaling techniques (comparative or noncomparative) to use You can employ more than one scaling method to measure a given variable to obtain evidence on validity Ethics In Marketing Research The researcher has the ethical responsibility to use scales that have reasonable reliability and validity The findings generated by scales that are unreliable or invalid are questionable at best and raise serious ethical issues The researcher should not bias the scales to slant the findings in any M07_MALH0163_01_GE_C07.indd 229 4/30/14 5:51 PM Find more at http://www.downloadslide.com 230 Part 2 | Research Design Formulation particular direction This is easy to by either biasing the wording of the statements (Likert-type scales), the scale descriptors, or other aspects of the scales Consider the use of scale descriptors The descriptors used to frame a scale can be chosen to bias results in a desired direction, for example, to generate a positive view of the client’s brand or a negative view of a competitor’s brand To project the client’s brand favorably, respondents are asked to indicate their opinion of the brand on several attributes using 7-point scales anchored by the descriptors extremely bad to good In such a case, respondents are reluctant to rate the product as extremely bad In fact, respondents who believe the product to be only mediocre will end up responding favorably Try this yourself How would you rate BMW automobiles on the following attributes? Reliability: Extremely bad Good Performance: Extremely bad Good Quality: Extremely bad Good Prestige: Extremely bad Good Did you find yourself rating BMW cars positively? Using this same technique, it is possible to negatively bias evaluations of competitors’ brands, for example, Mercedes, by providing a mildly negative descriptor against a strong positive descriptor, as in the following How would you rate Mercedes automobiles on the following attributes? Reliability: Somewhat bad Extremely good Performance: Somewhat bad Extremely good Quality: Somewhat bad Extremely good Prestige: Somewhat bad Extremely good The researcher has a responsibility to both the client and the respondents to ensure the applicability and usefulness of the scale, as we see in the following example r Research in Practice Scaling Ethical Dilemmas In a study designed to measure ethical judgments of marketing researchers, scale items from a previously developed and tested scale were used After a pretest was conducted on a convenience sample of sixty-five marketing professionals, however, it became apparent that some original scale items were worded in a way that did not reflect current usage Therefore, these items were updated For example, an item that was genderspecific, such as, “He pointed out that . . . ” was altered to read “The project manager pointed out that . . . . ” In the original scale, subjects were requested to show their approval or disapproval of the stated action (item) of a marketing research director with regard to specific scenarios Realizing that a binary or dichotomous scale would be too restrictive, approval or disapproval was indicated by having respondents supply interval-level data via 5-point scales with descriptive anchors of = Disapprove, = Disapprove somewhat, = Neither approve nor disapprove, = Approve somewhat, and = Approve In this way, scaling dilemmas were resolved.8 R e s e a rc h R e c i p e The researcher has the ethical responsibility to use scales that have reasonable reliability and validity You should not deliberately bias the scales to slant the findings in any particular direction M07_MALH0163_01_GE_C07.indd 230 4/30/14 5:51 PM Find more at http://www.downloadslide.com Chapter 7 | Measurement and Scaling 231 Dell Running Case Review the Dell case, Case 1.1, and questionnaire given toward the end of the book 1. What primary scales of measurement have been employed in the Dell questionnaire? Illustrate each type 2. Illustrate the use of rank-order and constant sum scales in a customer perception survey by Dell 3. Design Likert, semantic differential, and Stapel scales to measure consumers’ preferences for Dell computers 4. Develop Likert-type scales to measure preferences for Dell and two other competing brands in social media Summary Measurement is the assignment of numbers or other symbols to characteristics of objects according to set rules Scaling involves the generation of a continuum upon which measured objects are located The four primary scales of measurement are nominal, ordinal, interval, and ratio Of these, the nominal scale is the most basic in that the numbers are used only for identifying or classifying objects In the ordinal scale, the next higher-level scale, the numbers indicate the relative position of the objects but not the magnitude of differences between them The interval scale permits a comparison of the differences between the objects Because it has an arbitrary point, however, it is not meaningful to calculate ratios of scale values on an interval scale The highest level of measurement is represented by the ratio scale in which the point is fixed The researcher can compute ratios of scale values using this scale The ratio scale incorporates all the properties of the lowerlevel scales Scaling techniques can be classified as comparative or noncomparative Comparative scaling involves a direct comparison of stimulus objects Comparative scales include paired comparisons, rank order, and constant sum The data obtained by these procedures have only ordinal properties In noncomparative scaling, each object is scaled independently of the other objects in the stimulus set The resulting data are generally assumed to be interval or ratio scaled Noncomparative rating scales can be either continuous or itemized The itemized rating scales are further classified as Likert, semantic differential, or Stapel scales Several variations of the original itemized scales are commonly used in marketing research Multi-item scales consist of a number of rating scale items These scales should be evaluated in terms of reliability and validity Reliability is the extent to which the measure is free from random error Validity is the extent to which the measure is free from both random and systematic errors The choice of particular scaling techniques in a given situation should be based on theoretical and practical considerations As a general rule, the scaling technique used should be the one that will yield the highest level of information feasible Also, multiple measures should be obtained Respondents in many developed countries, because of higher education and consumer sophistication levels, are quite used to providing responses on interval and ratio scales In developing countries, however, preferences can be measured best by using ordinal scales Special attention should be devoted to determining equivalent verbal descriptors in different languages and cultures All of the comparative and noncomparative scaling techniques discussed in this chapter can be implemented easily in social media Ethical considerations require that the appropriate type of scales be used in order to get the data needed to answer the research questions and test the hypotheses The researcher has a responsibility to both the client and respondents to ensure the applicability and usefulness of the scales M07_MALH0163_01_GE_C07.indd 231 4/30/14 5:51 PM Find more at http://www.downloadslide.com 232 Part 2 | Research Design Formulation Companion Website This textbook includes numerous student resources that can be found at www.pearsonglobaleditions.com/malhotra At this Companion website, you’ll find: ● Student Resource Manual ● Demo movies of statistical procedures using SPSS and Microsoft Excel ● Screen captures of statistical procedures using SPSS and Microsoft Excel ● Data files for all datasets in SPSS and Microsoft Excel ● Additional figures and tables ● Videos and write-ups for all video cases ● Other valuable resources Key Terms and Concepts Measurement Scaling Nominal scale Ordinal scale Interval scale Ratio scale Comparative scales Noncomparative scales Paired comparison scaling Rank-order scaling Constant sum scaling Continuous rating scales Itemized rating scale Likert scale Semantic differential scale Stapel scale Measurement error Systematic error Random error Reliability Validity Suggested Cases and Video Cases Running Case with Real Data and Questionnaire 1.1 Dell Comprehensive Critical Thinking Cases 2.1 American Idol Comprehensive Cases with Real Data and Questionnaires 3.1 JPMorgan Chase 3.2 Wendy’s Online Video Cases 7.1 P&G 8.1 Dunkin’ Donuts 9.1 Subaru 13.1 Marriott ive Research: Conducting A Marketing Research L Project As a class, discuss the level of measurement (nominal, ordinal, interval, or ratio) that is appropriate for the key variables Discuss which, if any, of the comparative techniques are appropriate M07_MALH0163_01_GE_C07.indd 232 4/30/14 5:51 PM Find more at http://www.downloadslide.com Chapter 7 | Measurement and Scaling 233 Continuous measures are generally more difficult to implement As a class, discuss the type of itemized rating scales (Likert, semantic differential, or Stapel) that are appropriate for the key variables Consider the practical constraints, especially time, cost, and capabilities of the respondents and scales used in the past Acronyms The four primary types of scales may be described by the acronym FOUR: F igurative: nominal scale O rdinal scale U nconstrained point: interval scale R atio scale The different comparative and noncomparative scales may be represented by the acronym SCALES: S emantic differential scale C onstant sum scale A rranged in order: rank-order scale L ikert scale E ngaged: paired comparison scale S tapel scale Review Questions 7-1 7-2 7-3 7-4 7-5 7-6 7-7 7-8 7-9 7-10 7-11 7-12 7-13 7-14 7-15 7-16 What is measurement? What are the primary scales of measurement? Describe the differences between a nominal and an ordinal scale What are the implications of having an arbitrary point in an interval scale? What are the advantages of a ratio scale over an interval scale? Are these advantages significant? Can the primary scales of measurement be implemented in social media? Explain your reasoning What is a comparative rating scale? What is a paired comparison? What are some advantages of rank-order scaling over paired comparison scaling? Describe the constant sum scale How is it different from the other comparative rating scales? What is a semantic differential scale? For what purposes is this scale used? Describe the Stapel scale Briefly explain itemized rating scales and how they differ from the continuous rating scale Discuss the use of social media in implementing itemized rating scales Briefly explain the two types of measurement errors What is reliability? M07_MALH0163_01_GE_C07.indd 233 4/30/14 5:51 PM Find more at http://www.downloadslide.com 234 Part 2 | Research Design Formulation 7-17 What is validity? 7-18 What is the relationship between reliability and validity? 7-19 How would you select a particular scaling technique? Applied Problems 7-20 Identify the type of scale (nominal, ordinal, interval, or ratio) being used in each of the following Explain your reasoning a I like to solve crossword puzzles Disagree Agree 1 2 3 4 b How old are you? c Please rank the following activities in terms of your preference by assigning ranks to i ii iii iv v Reading magazines Watching television Dating Shopping Eating out d What is your Social Security number? e On an average weekday, how much time you spend doing your homework and class assignments? i Less than 15 minutes ii 15 to 30 minutes iii 31 to 60 minutes iv 61 to 120 minutes v More than 120 minutes f How much money did you spend last month on entertainment? 7-21 Develop a Likert, semantic differential, and Stapel scale for measuring store loyalty 7-22 Develop a multi-item scale to measure students’ attitudes toward internationalization of the management curriculum How would you assess the reliability and validity of this scale? 7-23 Develop a Likert scale for measuring the attitude of students toward the Internet as a source of general information Administer your scale to a small sample of ten students and improve it How would you implement this scale in social media? 7-24 The following scale was used in a recent study to measure attitude toward new technology Please tell me how much you agree or disagree with the following statements as they describe how you view new technology Use a scale of to 5, where = strongly disagree and = strongly agree I’m a person who avoids new technology I’m a technology buff who keeps up with the latest equipment I take a wait-and-see approach to new technology until it is proven I’m the kind of person friends turn to for advice on buying new technology a How would you score this scale to measure attitude toward new technology? b Develop an equivalent semantic differential scale to measure attitude toward new technology c Develop an equivalent Stapel scale to measure attitude toward new technology d Which scale form is most suited for a telephone survey? M07_MALH0163_01_GE_C07.indd 234 4/30/14 5:51 PM Find more at http://www.downloadslide.com Chapter 7 | Measurement and Scaling 235 Internet Exercises 7-25 Visit the website www.gartner.com What type of scaling are they using in their surveys ranking vendor performances? Why did you choose this answer? 7-26 Surf the internet to find examples of surveys using semantic differential scales Write a report describing the context in which these scales are being used 7-27 Search the Internet including social media to identify the top five selling automobile brands during the last calendar year Rank-order these brands according to sales 7-28 Design Stapel scales to measure customer perception of Pepsi soft drinks in terms of appearance and taste 7-29 Design semantic differential scales to measure the perception of FedEx overnight delivery service and compare it to that offered by UPS Relevant information may be obtained by visiting the websites of these two companies (www.fedex.com, www.ups.com) 7-30 Visit the websites of two marketing research firms conducting surveys Analyze one survey of each firm to evaluate the itemized rating scales being used 7-31 Surf the Internet including social media to find two examples each of Likert, semantic differential, and Stapel scales Write a report describing the context in which these scales are being used Notes www.fifa.com, accessed June 21, 2013 Fortune magazine website, http://money.cnn.com/magazines/fortune/, accessed March 19, 2013 www.mcdonalds.com, accessed March 5, 2013; and www.perceptionanalyzer.com, accessed March 5, 2013 Jamie Madsen, “Seven Simple Ways to Increase Employee Satisfaction,” www.jobscience.com/company/7simple-ways-increase-employee-satisfaction/, accessed November 8, 2013 John P Walsh and Shu-Fen Tseng, “The Effects of Job Characteristics on Active Effort at Work,” Work & Occupations 25(1) (February 1998): 74–96; George H Lucas, Jr., A Parasuraman, Robert A Davis, and Ben M Enis, “An Empirical Study of Salesforce Turnover,” Journal of Marketing, 51 (July 1987): 34–59 Naresh K Malhotra, Marketing Research: An Applied Orientation, Sixth Edition (Upper Saddle River, NJ: Pearson Education, 2010) Based on PlusOne, “How SMS Is Building Business,” www.plusone.com.au/smsstudies.php, accessed March 3, 2013 Paul Gillin, Secrets of Social Media Marketing (Fresno, CA: Quill Driver Books, 2009) Gael McDonald, “Cross-Cultural Methodological Issues in Ethical Research,” Journal of Business Ethics, 27(1/2) (September 2000): 89–104; I P Akaah, “Differences in Research Ethics Judgments Between Male and Female Marketing Professionals,” Journal of Business Ethics, (1989): 375–381 See also Anusorn Singhapakdi, Scott J Vitell, Kumar C Rallapalli, and Kenneth L Kraft, “The Perceived Role of Ethics and Social Responsibility: A Scale Development,” Journal of Business Ethics, 15(11) (November 1996): 1131–1140 Online Video Case 7.1 PROCTER & GAMBLE: Using Marketing Research to Build Brands Visit www.pearsonglobaleditions.com/malhotra to read the video case and view the accompanying video Procter & Gamble: Using Marketing Research to Build Brands presents P&G’s strong culture of understanding its consumers by conducting marketing research and innovating to meet their needs and desires The case can be used to illustrate the use of the primary type of scales in measuring consumer preferences for toothpaste and diaper brands Specific marketing research questions on this and the previous chapters are posed in the video case M07_MALH0163_01_GE_C07.indd 235 4/30/14 5:51 PM Find more at http://www.downloadslide.com Chapter 7 | Measurement and Scaling 235a Online Video Case 7.1 Procter & Gamble: Using Marketing Research to Build Brands As of 2014, Procter & Gamble (www.pg.com) delivered products to nearly 4.6 billion consumers in more than 180 countries around the world Its portfolio of brands included fifty leadership brands that are some of the world’s most well-known household names Its revenues amounted to $84.17 billion in the fiscal year of 2013 The company began operations in the United States in 1837 and has continued to expand its global operations The stated purpose of the company is to “provide products and services of superior quality and value that improve the lives of the world’s consumers.” Over time, Procter & Gamble (P&G) has proven to be an innovator in creating brands and understanding consumers by making extensive use of marketing research Building brands has been a cornerstone of P&G’s success The marketers at P&G use marketing research to determine a brand’s equity and then make sure everyone understands it, because it drives every decision made about the brand P&G always thinks about the consumer and why a particular product is relevant to him/her P&G always asks “What is in this for the consumer?” This strategy has served the company well It believes in catering to the consumer With that in mind, P&G has spent a tremendous amount of money, effort, and innovation on marketing research A focus group talking about a product is simply not enough; the marketers at P&G dig deeper to try to really understand consumers’ behaviors Leonara Polonsky, the marketing director at P&G, describes the intensity with which P&G pursues its marketing research efforts Some of these efforts include shopping with consumers and spending several hours in consumers’ homes In fact, Polonsky describes her own experience at spending time at consumers’ homes in Caracas, making coffee with them and trying to understand how these consumers think about coffee This marketing research initiative is an innovative approach that puts the consumer at the center of everything P&G does P&G now thinks much more holistically about the consumer’s entire experience related to its brands, so it pays much more attention, for example, to the in-store experience P&G’s basic marketing principles have not changed, but its methods of targeting and identifying consumers have changed to meet the increasingly complicated consumer base In the early days, P&G would mass market through television and other sources, because this was the most effective strategy at the time P&G has changed its key strategy from mass marketing to consumer targeting According to Jim Stengel, P&G’s Global Marketing director, targeting is the future of brand marketing and brand building, because the better a company understands its market the better its marketing will be One of the areas that P&G constantly researches is the consumers’ in-store experience, viewing it as another way of connecting with consumers and making their experience better One of the ways it does this is by partnering with retailers to develop in-store experiences to please consumers, which has become more difficult because consumers have less time and higher expectations P&G realizes that it is no longer possible to shout at consumers It has to talk to them when they want to listen, and it is the consumers who choose the time and the place for this communication That time and place, today, is increasingly becoming the Internet An excellent example is Pampers’ Web site, where caregivers can get helpful parenting information The Pampers Web site is P&G’s way of connecting with consumers on their terms All parents want information about babies, and Pampers provides this information The Pampers Web site is not about selling diapers, but about helping parents understand their babies and answer questions about them In the process, P&G also collects valuable marketing research information Sometimes new-product plans result from Internet marketing research P&G has discovered that Internet research offers a more representative feel for consumer reactions, and P&G is C07_Video_Cases.indd 29/04/14 9:38 PM Find more at http://www.downloadslide.com 235b Part 2 | Research Design Formulation leveraging the Internet and social media to understand consumers This was the case when P&G decided to launch Crest White Strips not on television, but on the Internet The Crest White Strips product launch was one of the most successful product launches in history The Pampers brand also presents an example of understanding brand equity; the brand has recently been redefined from one about absorption to one about baby development Focus groups and surveys revealed that parents are very emotionally involved in the development of their babies This simple but deep change from a functional equity to a broad emotional one has resulted in a whole different look for Pampers diapers (a whole different look in the advertising, a different media plan, and a totally new product plan) P&G is always conducting marketing research to discover new ways to reach out to consumers, sometimes by developing new products and introducing new product categories P&G invented disposable diapers, home dry-cleaning, and the very popular cleaning tool the Swiffer, which was designed after extensive marketing research P&G’s marketing has been innovative over the years, and one would expect the same from it in the future Conclusion The case presents P&G’s strong culture of understanding its consumers by conducting marketing research and innovating to meet their needs and desires P&G, with its long and rich legacy, has continuously evolved newer ways to connect with its consumers and gain insights into their behavior P&G has been adept at adopting newer technologies, such as the Internet, and leveraging marketing research to enhance its understanding of consumers P&G is constantly using marketing research to solve the problems of today and to build brands that will continue to be leaders tomorrow Questions Discuss the role that marketing research can play in helping P&G build its various brands P&G is considering increasing its market share Define the management decision problem Define an appropriate marketing research problem based on the management decision problem you have identified Formulate an appropriate research design to address the marketing research problem you have defined Use the Internet to determine the market shares of the major toothpaste brands for the last calendar year What type of syndicated data will be useful in addressing the marketing research problem? Discuss the role of qualitative research in helping P&G to increase its share of the toothpaste market P&G has developed a new toothpaste that provides tooth and gum protection for twentyfour hours after each brushing It would like to determine consumers’ responses to this new toothpaste before introducing it in the marketplace If a survey is to be conducted to determine consumer preferences, which survey method should be used and why? What role can causal research play in helping P&G increase its market share? 10 Illustrate the use of the primary type of scales in measuring consumer preferences for toothpaste brands 11 If marketing research to determine consumer preferences for toothpaste brands were to be conducted in Latin America, how would the research process be different? 12 Illustrate the use of the primary type of scales in measuring consumer preferences for diaper brands in social media 13 Discuss the ethical issues involved in researching consumer preferences for toothpaste brands C07_Video_Cases.indd 29/04/14 9:38 PM Find more at http://www.downloadslide.com Chapter 7 | Measurement and Scaling 235c References www.pg.com, accessed August 20, 2013 Chris Isidore, “P&G to Buy Gillette for $57B,” http://money.cnn.com/2005/01/28/news/fortune500/ pg_gillette, accessed August 3, 2013 Jack Neff, “Humble Try: P&G’s Stengel Studies Tactics of Other Advertisers—and Moms—in Bid to Boost Marketing Muscle,” Advertising Age (February 18, 2002): C07_Video_Cases.indd 29/04/14 9:38 PM ... Secondary Data 10 8 International Marketing Research 10 9 Marketing Research and Social Media 11 0 Ethics in Marketing Research 11 1 Summary 11 3 Companion Website 11 4 Key Terms and... is available from the British Library 10 9 8 7 6 5 4 3 2 1 15 14 13 12 11 ISBN 10 : 1- 2 9 2-0 6 01 6-6 ISBN 13 : 97 8 -1 -2 9 2-0 6 01 6-3 (Print) ISBN 13 : 97 8 -1 -2 9 2-0 7 51 4-3 (PDF) Typeset in Utopia, 9.5 /13 ... Advantages, and Disadvantages of Scanner Data 10 3 Syndicated Services for Institutional Data 10 4 Retailer and Wholesaler Audits 10 4 Uses, Advantages, and Disadvantages of Audit Data 10 5