Marketing resarch and applied orientation 7e global edition by 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 • Videos available online and video cases in the text provide insights from a marketing research perspective Malhotra_07_1292265639_Final.indd An Applied Orientation SEVENTH EDITION Naresh K Malhotra Malhotra • Real Research, Active Research, Experiential Research, and Project Research boxes help students develop marketing research skills through a practical and hands-on approach Marketing Research SEVENTH EDITION • UPDATED—Relevant chapters contain special sections on SPSS Windows and SAS Enterprise Guide that illustrate the programs as well as the steps required to run them Marketing Research • NEW—Separate sections entitled Marketing Research and Social Media and Mobile Marketing Research cover domains that are becoming increasingly important in the field An Applied Orientation Written from the perspective of a user of marketing research, the seventh edition of Marketing Research: An Applied Orientation adopts a unique applied and managerial approach to illustrate the interaction between marketing research decisions and marketing management decisions Organized around a six-step marketing research framework, the book’s wideranging coverage analyzes the latest trends in international marketing research, social media, mobile marketing research, ethics, and computers and the Internet With a practical focus, it also examines a variety of marketing companies and marketing research organizations The book’s hands-on, do-it-yourself orientation incorporates the following features and coverage: GLOBAL EDITION G LO B A L EDITION GLOBAL EDITION 12/12/18 5:28 PM www.ebookslides.com Digital Resources for Students Your new textbook provides 12-month access to digital resources that includes downloads of data files and additional material for use in conjunction with your textbook Follow the instructions below to register for the Companion Website for Naresh K Malhotra, Marketing Research: An Applied Orientation, Seventh Edition, Global Edition Go to www.pearsonglobaleditions.com Enter the title of your textbook or browse by author name Click Companion Website Click Register and follow the on-screen instructions to create a login name and password ISSMMO-STONK-BEACH-VALUE-FRACK-OOSSE Use the login name and password you created during registration to start using the online resources that accompany your textbook IMPORTANT: This access code can only be used once This subscription is valid for 12 months upon activation and is not transferable If the access code has already been revealed it may no longer be valid For technical support go to https://support.pearson.com/getsupport Malhotra_07_1292265639_IFC_Final.indd 08/01/19 1:09 PM www.ebookslides.com SEVENTH EDITION GLOBAL EDITION MARKETING RESEARCH An Applied Orientation Naresh K Malhotra Georgia Institute of Technology Harlow, England • London • New York • Boston • San Francisco • Toronto • Sydney • Dubai • Singapore • Hong Kong Tokyo • Seoul • Taipei • New Delhi • Cape Town • Sao Paulo • Mexico City • Madrid • Amsterdam • Munich • Paris • Milan A01_MALH5636_07_GE_FM.indd 27/11/18 2:34 PM Vice President, Business, Economics, and UK Courseware: Donna Battista Director of Portfolio Management: Stephanie Wall Editorial Assistant: Luis Gonzalez Vice President, Product Marketing: Roxanne McCarley Senior Product Marketer: Becky Brown Product Marketing Assistant: Marianela Silvestri Manager of Field Marketing, Business Publishing: Adam Goldstein Field Marketing Manager: Nicole Price Vice President, Production and Digital Studio, Arts and Business: Etain O’Dea Director of Production, Business: Jeff Holcomb Managing Producer, Business: Melissa Feimer Content Producer: Michelle Zeng Content Producer, Global Edition: Isha Sachdeva Associate Acquisitions Editor, Global Edition: Ishita Sinha Senior Project Editor, Global Edition: Daniel Luiz Manager, Media Production, Global Edition: Gargi Banerjee Manufacturing Controller, Production, Global Edition: Kay Holman Operations Specialist: Carol Melville Design Lead: Kathryn Foot Manager, Learning Tools: Brian Surette Content Developer, Learning Tools: Sarah Peterson Managing Producer, Digital Studio and GLP, Media Production and Development: Ashley Santora Managing Producer, Digital Studio: Diane Lombardo Digital Studio Producer: Monique Lawrence Digital Studio Producer: Alana Coles Project Manager: Cenveo® Publisher Services Interior Design: Cenveo Publisher Services Cover Design: Lumina Datamatics, Inc Cover Art: Dancing Fish/Shutterstock Pearson Education Limited KAO Two KAO Park Harlow CM17 9NA United Kingdom and Associated Companies throughout the world Visit us on the World Wide Web at: www.pearsonglobaleditions.com © Pearson Education Limited, 2020 The rights of Naresh K Malhotra to be identified as the author of this work have been asserted by him in accordance with the Copyright, Designs and Patents Act 1988 Authorized adaptation from the United States edition, entitled Marketing Research: An Applied Orientation, 7th Edition, ISBN 978-0-13-473484-2, by Naresh K Malhotra, published by Pearson Education © 2019 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 For information regarding permissions, request forms, and the appropriate contacts within the Pearson Education Global Rights and Permissions department, please visit www.pearsoned.com/permissions This eBook is a standalone product and may or may not include all assets that were part of the print version It also does not provide access to other Pearson digital products like MyLab and Mastering The publisher reserves the right to remove any material in this eBook at any time British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library ISBN 10: 1-292-26563-9 ISBN 13: 978-1-292-26563-6 eBook ISBN 13: 978-1-292-26591-9 Typeset in Times LT Pro-Roman by Cenveo® Publisher Services www.ebookslides.com To the memory of my father, Mr H N Malhotra and To my mother, Mrs Satya Malhotra and To my wife Veena and children Ruth and Paul The love, encouragement, and support of my parents, wife, and children have been exemplary “The greatest of these is love.” I Corinthians 13:13 “But God showed how much He loved us by having Christ die for us, even though we were sinful.” Romans 5:8 The Holy Bible A01_MALH5636_07_GE_FM.indd 12/11/18 9:56 AM www.ebookslides.com This page intentionally left blank www.ebookslides.com BRIEF CONTENTS PART Introduction and Early Phases of Marketing Research  27 Chapter Introduction to Marketing Research  28 Chapter Defining the Marketing Research Problem and Developing an Approach  57 PART Research Design Formulation  89 Chapter Chapter Chapter Chapter Chapter Chapter Chapter Chapter 10 Chapter 11 Chapter 12 PART Data Collection, Preparation, Analysis, and Reporting  415 Research Design  90 Exploratory Research Design: Secondary and Syndicated Data  118 Exploratory Research Design: Qualitative Research  150 Descriptive Research Design: Survey and Observation  190 Causal Research Design: Experimentation  234 Measurement and Scaling: Fundamentals and Comparative Scaling 266 Measurement and Scaling: Noncomparative Scaling Techniques  288 Questionnaire and Form Design  316 Sampling: Design and Procedures  353 Sampling: Final and Initial Sample Size Determination  387 Chapter 13 Fieldwork 416 Chapter 14 Data Preparation  433 Chapter 15 Frequency Distribution, Cross-Tabulation, and Hypothesis Testing  463 Chapter 16 Analysis of Variance and Covariance  508 Chapter 17 Correlation and Regression  537 Chapter 18 Discriminant and Logit Analysis  574 Chapter 19 Factor Analysis  606 Chapter 20 Cluster Analysis  632 Chapter 21 Multidimensional Scaling and Conjoint Analysis  658 Chapter 22 Structural Equation Modeling and Path Analysis  690 Chapter 23 Report Preparation and Presentation  725 CASES Running Case with Real Data Case 1.1 HP: Using Marketing Research to Gain a Competitive Edge  752 Comprehensive Critical Thinking Cases Case 2.1 Baskin-Robbins: Can It Bask in the Good ‘Ole Days?  757 Case 2.2 Kid Stuff? Determining the Best Positioning Strategy for Akron Children’s Hospital  760 A01_MALH5636_07_GE_FM.indd 12/11/18 9:56 AM www.ebookslides.com BRIEF CONTENTS Data Analysis Cases with Real Data Case 3.1 AT&T Wireless: Ma Bell Becomes Ma Again  762 Case 3.2 IBM: A Top Provider of Computer Hardware, Software, and Services  766 Case 3.3 Kimberly-Clark: Competing Through Innovation  774 Comprehensive Cases with Real Data Case 4.1 JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions 781 Case 4.2 Wendy’s: History and Life After Dave Thomas  787 Comprehensive Harvard Business School Cases Case 5.1 The Harvard Graduate Student Housing Survey (9-505-059)  793 Case 5.2 BizRate.Com (9-501-024)  793 Case 5.3 Cola Wars Continue: Coke and Pepsi in the Twenty-First Century (9-702-442)   793 Case 5.4 TiVo in 2002 (9-502-062)  793 Case 5.5 Compaq Computer: Intel Inside? (9-599-061)  793 Case 5.6 The New Beetle (9-501-023)  793     A01_MALH5636_07_GE_FM.indd 12/11/18 9:56 AM CONTENTS Foreword 19 Preface 21 Acknowledgments 24 About the Author  25 Commendation 26 PART 1  Introduction and Early Phases of Marketing Research  27 Introduction to Marketing Research  28 Objectives 28 Overview 29 Definition of Marketing Research  31 A Classification of Marketing Research  32 The Marketing Research Process  34 Step 1: Problem Definition  34 Step 2: Development of an Approach to the Problem 34 Step 3: Research Design Formulation  35 Step 4: Fieldwork or Data Collection  35 Step 5: Data Preparation and Analysis  35 Step 6: Report Preparation and Presentation  35 The Role of Marketing Research in Marketing Decision Making  36 Marketing Research and Competitive Intelligence 38 The Decision to Conduct Marketing Research 38 The Marketing Research Industry  39 Selecting a Research Supplier  41 Employability in Marketing Research  42 The Department Store Patronage Project  44 International Marketing Research  44 Marketing Research and Social Media  46 Mobile Marketing Research  47 Ethics in Marketing Research  48 SPSS Windows and SAS Enterprise Guide  50 HP Running Case 50 • Summary 51   Key Terms and Concepts  51  •  Suggested Cases, HBS Cases, and Video Cases  51   Live Research: Conducting a Marketing Research Project 52 • Acronyms 52   Exercises 52 • Internet and Computer Exercises 53 • Activities 53 Video Case 1.1  Burke: Learning and Growing Through Marketing Research  54 A01_MALH5636_07_GE_FM.indd Defining the Marketing Research Problem and Developing an Approach  57 Objectives 57 Overview 58 Importance of Defining the Problem  59 The Process of Defining the Problem and Developing an Approach  60 Tasks Involved  60 Discussions with Decision Makers  60 Interviews with Industry Experts  63 Secondary Data Analysis  64 Qualitative Research  65 Environmental Context of the Problem  66 Past Information and Forecasts  66 Resources and Constraints  67 Objectives 68 Buyer Behavior  68 Legal Environment  69 Economic Environment  69 Marketing and Technological Skills  69 Management Decision Problem and Marketing Research Problem  70 Defining the Marketing Research Problem  71 Components of the Approach  73 Objective/Theoretical Framework  73 Analytical Model  74 Research Questions  75 Hypotheses 76 Specification of Information Needed  78 International Marketing Research  79 Marketing Research and Social Media  80 Approach to the Problem  81 Mobile Marketing Research  82 Ethics in Marketing Research  82 HP Running Case 83 • Summary 83  Key Terms and Concepts  84  •  Suggested Cases, HBS Cases, and Video Cases  84  Live Research: Conducting a Marketing Research Project 85 • Acronyms 85  Exercises 85 • Internet and Computer Exercises 86 • Activities 86 Video Case 2.1  Accenture: The Accent Is in the Name  87 12/11/18 4:38 PM CONTENTS PART 2  Research Design Formulation  89 Research Design  90 Classification of Secondary Data  125 Internal Secondary Data  126 Objectives 90 Customer Databases  126 Data Warehouse and Data Mining  126 CRM and Database Marketing  127 Overview 91 Research Design: Definition  92 External Secondary Data  128 Research Design: Classification  92 Business/Nongovernment Data  128 Government Sources  128 Exploratory Research  94 Descriptive Research  96 Syndicated Sources of Secondary Data  130 Cross-Sectional Designs  97 Longitudinal Designs  98 Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs 99 Syndicated Data from Households  131 Surveys 131 Purchase and Media Panels  134 Electronic Scanner Services  135 Causal Research  101 Syndicated Data from Institutions  137 Retailer and Wholesaler Audits  137 Industry Services  138 Relationships Among Exploratory, Descriptive, and Causal Research  103 Combining Information from Different Sources: Single-Source Data  139 Potential Sources of Error  104 Random Sampling Error  104 Nonsampling Error  104 Big Data  140 Budgeting and Scheduling the Project  107 International Marketing Research  140 Marketing Research Proposal  107 Marketing Research and Social Media  142 International Marketing Research  108 Mobile Marketing Research  143 Marketing Research and Social Media  109 Ethics in Marketing Research  144 Mobile Marketing Research  111 HP Running Case 144 • Summary 145 Key Terms and Concepts  145  •  Suggested Cases, HBS Cases, and Video Cases  145 Live Research: Conducting a Marketing Research Project 146 • Acronyms 146 Exercises 146 • Internet and Computer Exercises 147 • Activities 147 Ethics in Marketing Research  111 HP Running Case 112 • Summary 112  Key Terms and Concepts  113  •  Suggested Cases, HBS Cases and Video Cases  113  Live Research: Conducting a Marketing Research Project 113 • Acronyms 114 •  Exercises 114 • Internet and Computer Exercises 114 • Activities 114 Video Case 3.1  National Football League: The King of Professional Sports  116 Exploratory Research Design: Secondary and Syndicated Data  118 Objectives 118 Overview 119 Primary Versus Secondary Data  120 Advantages and Uses of Secondary Data  121 Disadvantages of Secondary Data  121 Criteria for Evaluating Secondary Data  121 Specifications: Methodology Used to Collect the Data 122 Error: Accuracy of the Data  123 Currency: When the Data Were Collected  123 Objective: The Purpose for Which the Data Were Collected 123 Nature: The Content of the Data  123 Dependability: How Dependable Are the Data? 124 A01_MALH5636_07_GE_FM.indd Video Case 4.1  The Mayo Clinic: Staying Healthy with Marketing Research  148 Exploratory Research Design: Qualitative Research  150 Objectives 150 Overview 151 Primary Data: Qualitative Versus Quantitative Research 152 Rationale for Using Qualitative Research  154 A Classification of Qualitative Research Procedures 155 Focus Group Interviews  155 Characteristics 156 Planning and Conducting Focus Groups  157 Other Variations in Focus Groups  161 Advantages of Focus Groups  162 Disadvantages of Focus Groups  163 Applications of Focus Groups  163 Online Focus Group Interviews  164 Advantages of Online Focus Groups  164 12/11/18 9:56 AM www.ebookslides.com 874 INDEX Product moment correlation (r), 273, 539–542 Product research, 33, 48 Profile analysis, 293, 294 Program evaluation and review technique (PERT), 107, 108 Projective techniques, 170–177 advantages of, 175 applications of, 175–176 association techniques, 170–171 completion techniques, 171–173 considerations for international marketing research, 179 construction techniques, 173–174 disadvantages of, 175 expressive techniques, 174–175 vs focus groups and depth interviews, 176 using social media, 181 Project manager, 43 Promotional research, 33 Proportionate sampling, 370 Proportions, for two independent samples, 490–491 Protocol analysis, 338 Protocol interview, 170 Psychogalvanometers, 214, 219 Psychographics, 126, 132 The Punctuality League 2016 study, 168 Pupilometers, 214 Purchase intent, 259 Purchase panels, 132, 134, 135 Purified scales, 301 p value, 475 Q QR See Quick response Q-sort scaling, 279 Qualitative data, analyzing software packages used in, 178 steps in, 177–178 Qualitative research, 65–66 See also Focus groups analysis of data, 177–178 case example of, 188–189 defined, 153 depth interviews, 166–170, 181 ethics in, 183 focus groups interviews, 155–166 international marketing research, 179 mobile marketing research (MMR), 182–183 online focus groups, 164–165 procedures, classification of, 155 projective techniques, 170–177, 181 vs quantitative research, 152–154 in research design formulation, 55 and social media, 179–181 using, rationale for, 154 Qualitative services, 41 Qualtrics question library, 281, 301 Quantitative descriptive data ethnographic research, 220 international marketing research, 221– 223 mystery shopping, 221 Quantitative research defined, 153 vs qualitative research, 152–154 Z09_MALH5636_07_GE_IDX.indd 874 Quantity of data, 206 Quasi-experimental designs, 244, 245, 251 multiple time series design, 249–250 time series design, 249 Questioning error, 106 Questionnaire, 318–319 case example, 351–352 checking, 436 computer and Internet construction, 340–341 data file of, developing, 438–442 defined, 319 design, 55, 122 checklist, 339–340 process, 319–320 editing, 436–437 ethics in, 345–346 form and layout of, 336–337 importance of, 319 inability to answer, overcoming, 323–325 information needed, specifying, 320 international, 342–343 interviewing method, 321–322 mobile marketing research (MMR), 344–345 objectives of, 319 observational forms, 318–319 pretesting, 338 question content, 322–323 question structure, 327–330 reproduction of, 337–338 in social media, 344 unsatisfactory responses, treatment of, 436–437 unwillingness to answer, overcoming, 325–326 Question order, determining difficult questions, 334 effect on subsequent questions, 334 flowchart for, 335 information type, 334 logical order, 335 opening questions, 333–334 Questions, coding of, 437–438, 441 Questions and flexibility, 204 Question wording choosing, 330–333 defining the issue, 330 dual statements, 333 generalizations and estimates, avoiding, 332–333 implicit alternatives, avoiding, 332 implicit assumptions, avoiding, 332 leading or biasing questions, avoiding, 331–332 ordinary words used, 330–331 unambiguous words used, 331 Quick response (QR), 380 Quick-Track, 31 Quota sampling, 364–365 R R (random assignment of test units or groups), 240 Random digit dialing (rdd), 205 Random digit directory designs, 205–206 Random-effects model, 519 Random error, 302 Random error term, 667 Randomization, 243 Randomized block design, 250, 252 Random sampling error, 104 Range, 470 Rank order scaling, 277–278 Ratio scale, 270, 273–274 Reading research report address the problem, 738 disclosure, 739 execution of the research procedures, 739 generalizability, 739 interpretation and conclusions, 739 number and statistics, 739 research design, 738 Recording error, 106 Recursive model, 694 Refusals, 417 Regression bivariate, 545–554 coefficients, 546, 555, 564 dummy variable, 676–677 ethics in marketing research investigated by using, 566 logistic, 595, 597–599 multiple, 554–557 standardized regression coefficient, 546, 564 statistical, 242–243 stepwise, 561–562, 564 Regression analysis, 545 analysis of variance and covariance with, 565–566 with dummy variables, 564–565 ethics in, 566 in international marketing research, 566 software used in, 566 Relative importance weights, 672 Relative noncentrality index (RNI), 700 Reliability (REL), 302–303 alternative-forms, 303 internal consistency, 303–304 in measurement model, 701–702, 713–715 test-retest, 303 vs validity, 305 Reminder invitations, Internet sampling, 378 Repeated measures analysis of variance (ANOVA), 528–529 Report and presentation, 35, 55–56, 728 brevity, 740 ethics in, 49, 743–744 graphs, guidelines for, 733–736 importance of, 727 in international marketing research, 741 mobile marketing research, 743 oral presentation, 737–738 process, 727–728 reading research report, 738–739 report distribution, 737 report format, 728–731 report preparation, 728 report writing, 731–732 research follow-up, 740 social media, 742 software used for, 744–745 specified in research proposal, 108 tables, guidelines for, 732–733 24/11/18 5:09 PM www.ebookslides.com INDEX 875 Report distribution, 737 Report format approach to the problem, 730 conclusions and recommendations, 731 data analysis, 730 executive summary, 730 letter of authorization, 730 letter of transmittal, 729 limitations and caveats, 731 problem definition, 730 research design, 730 results, 730 table of contents, 730 title page, 729 Report writing easy to follow, 732 objective, 732 presentable and professional appearance, 732 readers, 731–732 reinforce text with tables and graphs, 732 terse, 732 Request for application (RFA), 42 Request for information (RFI), 42 Request for proposal (RFP), 42 Research analyst, 43 Research design basic, comparison of, 94 budgeting and scheduling used in, 107 case example of, 116–117 classification of, 92–94 definition of, 92 errors in, potential sources of, 104–107 formulation, 35 ethical issues in, 49 qualitative research, 55 questionnaire design, 55 sampling design, 55 survey methods, 55 international marketing research, 108–109 Internet used for implementing, 109–110 marketing research proposal, 107–108 relationships among, 103–104 for report format, 730 Research director, 42, 43 Research follow-up assisting the client, 740 evaluation of the research project, 740 Research Now, 47 Research questions (RQs), 59, 75–76 Residuals defined, 559 examination of, 559–561 in factor analysis, 610, 619 probability plots, 559–561 in SEM, 696 standardized, 703 Respondent control, 209–210 Respondent-moderator group, 162 Respondent screening, 30 Respondent selection error, 106 Response bias, 100, 101 Response error, 105 Response-inducement prodecures, 207 Response latency, 214 Response rate, 206–207 increasing with monetary incentives/ rewards, 207 Z09_MALH5636_07_GE_IDX.indd 875 and nonresponse bias, 207 panel surveys, 131 Responsiveness (RESP), 711, 713, 715–716 RNI See Relative noncentrality index Role playing, 174 Root mean square error of approximation (RMSEA), 700, 709, 713, 715 Root mean square residual (RMSR), 700 Round charts, 734 RQs See Research questions R-square, 661, 667 Runs test, 493 S Sample vs census, 356 characteristics (statistics), 356 Sample control, 204–205, 423 Sample covariance matrix, 694 Sample size defined, 359 determining confidence interval approach to, 392–393 definitions and symbols used in, 389–390 ethical concerns in, 408 for international marketing research, 406 for means, 393–395, 412 nonresponse, adjusting for, 404–406 for proportions, 393, 395–398 in sampling design process, 359–360 statistically, 391–392, 399–400 for estimating multiple parameters, 398–399 in marketing research studies, 359 for SEM, 698–699 in simple random sampling, 398 Sample statistics, symbols for, 390 Sample survey research designs, 97 Sampling, nonresponse issues in adjusting for, 404–406 imputation, 406 replacement, 404 subjective estimates, 405 subsampling of nonrespondents, 404 substitution, 404 trend analysis, 405–406 weighting, 406 calculating, 400–401 improving, 401–404 not-at-homes, 403–404 refusals, 401–403 Sampling design, 55 Sampling design process ethics in, 381 international, 378–379 mobile marketing research (MMR), 380–381 sampling frame, determining, 358 sampling process, executing, 360–361 steps in, 355, 360 target population, defining, 357–358 Sampling distribution explained, 390–391 normal, 390, 411–412 probabilities corresponding to known values, 411–412 values corresponding to known probabilities, 412 Sampling error of a percentage, 388–389 Sampling frame, 205, 358 Sampling frame error, 106 Sampling techniques classification of, 361–362 mobile marketing research (MMR), 407–408 online sampling, 377–378 selecting, 358–359 with social media, 407 strengths and weaknesses of, 373 Sampling unit, 357 Sampling with/without replacement, 358 SAS analysis of covariance, 532 analysis of variance and covariance, 530–531 big data approach, 140 binomial tests, generating, 500 bivariate regression, 568–569 CALIS procedure, 721–722 chi-square tests, generating, 500 cluster analysis, 653–654 common factor analysis, 627 computerized demonstration movies, 455 conjoint analysis, 686–687 consistency checks, 444 correlation, 568 cross-tabulation task, 500–501 discriminant analysis, 601 discriminant functions, determining significance of, 584 Document Builder, 745 frequency tables, generating, 500 guide for, 50 instructions for running, 457–458 Kruskal-Wallis one-way analysis of variance, 532 k-sample median test, 532 logit analysis, 601 MANOVA, 532 multidimensional scaling program, 685–686 multiple regression, 568 nonhierarchical (k-Means) cluster analysis, 654 nonmetric analysis of variance, 532 nonparametric one-way ANOVA task, 532 nonparametric tests, 502 nonparametric two independent samples, 502 n-way analysis of covariance, 532 one-sample test, 501 one-way ANOVA, 532 One-Way Frequencies, 500 one-way test of distribution, 502 Overall Evaluation variable, 457 paired samples t test, 501 parametric tests, 501 principal components analysis, 626–627 Recoded Income variable, 457–458 regression analysis, 568 repeated measures ANOVA, 532 screen captures with notes, 455 24/11/18 5:09 PM www.ebookslides.com 876 INDEX SAS (continued ) structural equation modeling, 721 test for normality, 502 three-group discriminant analysis, 601 t test, 501 two-group discriminant analysis, 601 two-independent-samples t test, 501 SAS Enterprise Guide, 50 SAS Visual Analytics, 737 Satisfaction with service (SAT), 715–716 Scales See also Multi-item scales; Noncomparative scales; Primary scales of measurement balanced, 296–297 characteristics of, 268–269 commonly used in marketing, 299 comparative, 274–275 continuous rating, 290–291 description, 268 distance between descriptors, 269 dollar metric, 276 forced rating, 297 graphic rating, 290 interval, 270, 272–273 itemized rating, 292–295 Likert, 292–293 mathematically derived, 306 of measurement, primary, 269–274 metric, 275 monadic, 275, 290 multidimensional, 276 nominal, 269–271 noncomparative, 275, 290–295 order of, 268–269 ordinal, 270, 271–272 origin of, 269 purified, 301 vs questionnaires, 329 semantic differential, 294–295 7-point rating, 293, 294 smiling face, 297, 299 in social media, 281 Stapel, 295 summated, 293 techniques, 274–280 thermometer, 297, 299 unipolar rating, 295 validity of, 304 Scale transformations, 447–448 Scaling constant sum, 278–279 defined, 268 in international marketing research, 280, 306–307 metric, 275 multidimensional, 276 nonmetric, 274 Q-sort, 279 rank order, 277–278 in social media, 281 Scaling techniques choosing, 306 classification of, 274–275 comparative vs noncomparative, 274–275 constant sum scaling, 278–279 ethics in, 282–283, 309–310 Guttman scaling, 280 international, 280, 306–307 Z09_MALH5636_07_GE_IDX.indd 876 in mobile marketing research (MMR), 281–282 paired comparison scaling, 275–277 Q-sort scaling, 279 rank order scaling, 277–278 scalogram analysis, 280 Scalogram analysis, 280 Scanner data, 135–137 Scanner panels, 132, 136, 137 Scattergram, 546, 547–548 Schedule, 319 Scheffe’s test, 528 Schematic figures, 735 Schwarz’s Bayesian Information Criterion (BIC), 640 Scientific scrutiny, advantage of focus groups, 162 Scree plot, 610, 615, 616 SEC filings, 130 Secondary data, 64–65, 103, 109 See also Syndicated data advantages and uses of, 121 case example of, 148–149 classification of, 125–126 computerized databases, 128–130 defined, 120 disadvantages of, 121 ethics in marketing research, 144 evaluating, 121–125 accuracy of, 123 content/nature of, 123–124 currency of, 123 dependability of, 124 objectives of, 123 specifications for, 122 information from different sources, combining, 139 (See also Singlesource data) internal, 125, 126–128 international marketing research, 140–141 mobile marketing research, 143–144 vs primary data, 120–121 published external secondary sources classification of, 125–126 general business data, 128 government sources, 128–130 social media, 142–143 Second-order factor model, 694 assess measurement model reliability and validity, 712–714 assess structural model validity, 714–715 conclusions and recommendations of, 715–716 define individual constructs, 710–712 of IUIPC, 707 specify measurement model, 712 specify structural model of, 714 Security, advantage of focus groups, 162 Selection bias (SB), 243 Self-reference criteria (SRC), 79 SEM See Structural equation modeling (SEM) Semantic differential scales, 275, 294–295 SEM measurement model absolute fit indices, 700 for banking application, 714 chi-square, 700 discriminant, 702 draw conclusions and make recommendations, 706 fit measures, 696, 699–701 incremental fit indices, 701 lack of validity, diagnosing problems, 703 parsimony fit indices, 701 reliability of, 701–702 sample size requirements, 698–699 specifying, 697–698 validity, convergent, 713 SEM structural model vs competing models, 705 diagnostics, 705–706 draw conclusions and make recommendations, 706 fit, 705 hypothesized relationships, testing, 705 specifying, 703–704 validity of, assessing, 704–706 Senior analyst, 43 Senior project manager, 43 Sensitive information in questionnaires, 326 Sentence completion, 172, 181 Sequential sampling, 373 Sequential threshold method, 640 Serendipity, advantage of focus groups, 162 Service excellence, 726 Service quality (SQ) dimensions of, 711 models of, 714–715 second-order, 711 7-point rating scales, 293, 294 Seven Cs, 63 Shape, measures of, 471 Short message service (SMS), 182, 282 Show and tell focus groups, 152 Significance of the interaction effect, 521 Significance of the main effect, 521 Significance of the overall effect, 521 Significance testing, 558–559, 616 Sign test, 496 Similarity/distance coefficient matrix, 636 Similarity judgments in, 276, 661 Simple correlation coefficient, 539 Simple random numbers statistical table, 795–797 Simple random sampling (SRS), 367–368, 374 Simple two-stage cluster sampling, 371 Simulated test market, 257 Single cross-sectional design, 97 Single linkage, 638 Single-source data, 139 Single-stage area sampling, 371 Six Ws, 96–97 Skewness, 471, 482 Smiling face scales, 297, 299 Smoking, 372 Snowballing, advantage of focus groups, 162 Snowball sampling, 365–366 Social desirability, 209 Social issues businesses should solve, 91–92 24/11/18 5:09 PM www.ebookslides.com INDEX 877 Social media comparative scaling techniques, 281 data preparation, 452–453 defining/approaching the problem, 80–81 for depth interviews, 181 experimentation in, 258–259 firms offering, 41 fieldwork in, 426–427 focus groups, 180–181 introduction to, 46–47 large scale online sampling, 407 limitations of, for qualitative research, 181 and marketing research, 46 noncomparative scales in, 307–308 observation, 225–226 for projective techniques, 181 questionnaires and surveys in, 344 report preparation, 407 in research design, 109–110 sample size, 407 sampling in, 379–380 source of secondary data, 142–143 surveys, 223–225 Social media services, 41 Social Sciences Citation Index, 128 Software coding, 178 for creating surveys, 202, 281 packages for qualitative data analysis, 178 for questionnaire design, 340–341 statistical, 684 Solomon four-group design, 244, 248 Spatial maps, 661, 666–667 Spearman’s rho (rs), 544–545 Specialization, advantage of focus groups, 162 Specification search, 703 Specific components, 72 Speed, advantage of focus groups, 162 S&P Global Ratings, 139 Split ballot technique, 329 Split-half reliability, 303, 616 Spontaneity, advantage of focus groups, 162 SPSS, 50 AMOS, 720–721 analysis of variance and covariance, 530–532 bivariate regression, 567–568 clustering of variables, 653 common factor analysis, 626 computerized demonstration movies, 455, 457–458 conjoint analysis, 685 consistency checks, 444 correlation, 567 cross-tabulation, 499 data entry, 455–456 data file development, 439–440 Decision Time, 50 descriptives, 499 discriminant analysis, 600 discriminant functions, determining significance of, 582–583 explore, 498 Z09_MALH5636_07_GE_IDX.indd 877 frequencies, 498 general linear model, 531 guide, 50 hierarchical cluster analysis, 652–653 K-Means clustering method, 652, 653 Kruskal-Wallis one-way analysis of variance, 532 k-sample median test, 532 leave-one-out cross-validation option, 586 logit analysis, 600–601 MANOVA, 531 Missing Values Analysis, 456 multidimensional scaling program, 684–685 multiple regression, 569 nonmetric analysis of variance, 532 nonparametric tests, 500 one-sample test, 499 one-way ANOVA, 531 for out-of-range values, 444, 455 Overall Evaluation (Overall) variable, 456 paired samples t test, 499 parametric tests, 499 principal components analysis, 626 Recoded Income variable, 456 repeated measures ANOVA, 531 report preparation, 745 reporting procedures, 745 screen captures with notes, 455 structural equation modeling, 720–721 Text Smart, 456 three-group discriminant analysis with, 600 t tests one sample, 501 paired samples, 501 two independent samples, 501 two-group discriminant analysis with Resort Visit, 600 two-independent-samples t test, 499 TwoStep cluster analysis, 652 SQ See service quality Squared correlation index, 661, 667 Squared multiple correlations, 694, 703, 713 SSbetween (SSX), 512 SSwithin (SSerror), 512 SSy, 512 Stakeholders in marketing research, 48 Standard deviation, 273, 470 Standard error, 390, 546 Standard error of estimate, 546 Standard Industrial Classification (SIC) See North American Industrial Classification System (NAICS) Standardization, 448, 549–550 Standardized discriminant function coefficients, 578 Standardized regression coefficient, 546, 564 Standardized residuals, 703 Standardized root mean residual (SRMR), 700, 715 Standard Rate and Data Service, 128 Stapel scales, 275, 295 Static group, 246, 251 Statistic, defined, 389 Statistical approaches, 665 Statistical control, 244 Statistical design, 244, 245 Statistical experimental designs, 244, 245 advantages of, 250 factorial design, 253–254 Latin square design, 252–253 randomized block design, 250 Statistical hypotheses, 77 Statistical inference, 390 Statistical regression (SR), 242–243 Statistical significance, predictor variables, 563 Statistical tables area under normal curve, 798 chi-sqaure distribution, 799–800 F distribution, 804–806 simple random numbers, 795–797 t distribution, 801–803 Statisticians, 43 Statistics, 355 Steady State Topography (SST), 214 Stepwise discriminant analysis, 581, 594 Stepwise regression, 561–562, 564 Stepwise solution, 561 Stimulation, advantage of focus groups, 162 Story completion, 172 Stratification variables, 369 Stratified sampling, 369–370, 374 Stratum chart, 735 Stress, 661, 665 Structural equation modeling (SEM), 690–716 See also SEM measurement model; SEM structural model application of (See First-order factor model; Second-order factor model) basic concept of, 692 conducting, 697 in department store patronage project, 716 diagnosing problems, 703 exogenous vs endogenous constructs, 695–696 foundations of, 694–697 individual constructs, defining, 697 in international marketing research, 718–719 measurement model specification, 697–699 model fit, 699–701 vs other multivariate techniques, 707–708 path analysis and, 716–719 reliability and validity of model, 701–702 software for, 719–721 statistics associated with, 693–694 structural model, 703–706 theory, model, and path diagram, 694–695 Structural error, 694 Structural model, 694 Structural relationship, 694 Structure, advantage of focus groups, 162 Structure correlations, 578 Structured data collection, 193 Structured observation, 211–212 Structured questions dichotomous questions, 328–329 multiple-choice questions, 328 vs scales, 329 24/11/18 5:09 PM www.ebookslides.com 878 INDEX Stubs, 733 Student-Newman-Keuls, 528 Subjective estimates, 405 Substitution, 404 Sugging, 228 Summated scale, 293 Sum of squared errors, 546 Surrogate information error, 105 Surrogate variables, 618–619 Survey methods, 55 See also Observation methods advantages/disadvantages of, 193 case study on, 413–414 classified by mode of administration, 194 comparative evaluation of, 202–210 respondent factors, 208–210 situational factors, 207–208 table of, 203 task factors, 204–207 compared to observation methods, 219–220 electronic interviewing, 200–202 ethics in, 228 ethnographic research, 220 international marketing research, 222–223 for international marketing research, 222 mail interviewing, 198–200 mystery shopping, 221 other, 210 personal interviewing, 194, 196–198 respondent factors, 208–210 low incidence rate, 209 perceived anonymity, 209 respondent control, 209–210 social desirability/sensitive information, 209 selection of, 210–211 situational factors, 207–208 cost, 208 data collection environment, control of, 207 field force, control of, 207–208 interviewer bias, 208 potential for interviewer bias, 208 speed, 208 task factors, 202, 203, 204–207 diversity of questions and flexibility, 204 physical stimuli, use of, 204 quantity of data, 206 sample control, 204–206 telephone interviewing, 194–196 Survey of current business, 128 Surveys advantages and disadvantages of, 133–134 advertising evaluation, 133 experience, 63 general, 133 industry services, 138–139 lead-user, 63 marketing research, 30 mobile marketing research (MMR), 47–48 pilot, 65 psychographics and lifestyles, 132 syndicated panel, 131–132 uses of, 133 Symbolic analysis, 167–168 Z09_MALH5636_07_GE_IDX.indd 878 Symbols, used in marketing research, 240 Symmetric lambda, 484–485 Syndicated data, 130 classification of, 130–131 electronic scanner services, 135–137 from households, 131–137 industry services, 138–139 from institutions, 137–138 purchase and media panels, 134–135 retailer and wholesale audits, 137–138 surveys, 131–134 Syndicated panel surveys, 131–132 Syndicated services, 41 Syndicated sources, 130 Synergism, advantage of focus groups, 162 Systematic error, 302 Systematic sampling, 368, 374 T Table of contents, 730 Tables, guidelines for arrangement of data items, 733 basis of measurement, 733 data sources, 733 explanations and comments, 733 leaders, rulings, and spaces, 733 title and number, 732–733 Taiwanese tourism sector, 276 TalkBack events, 726 Tangibility (TANG), 711, 713, 714–715 Target population, 357, 358 Task factors, 204–207 Taste testing, 276–277 Tau b, 485 Tau c, 485 t distribution, 487, 801–803 Technical and analytical services, 41 Technology acceptance model (TAM), 708 See also First-order factor model Telephone interviewing, 193 computer-assisted telephone interviewing, 194–196, 321 international, 221–222 traditional telephone interviews, 194 Telescoping, 324 Telesessions, 162 Tell ’Em principle, 738 10 S’s, 162 Territorial map, 591, 592 Testing effects, experimentation, 242 Test marketing controlled, 256 electronic, virtual, and Web-enabled, 258 selected by cluster analysis, 635 simulated, 257 standard, 254–256 Test-retest reliability, 303 Test statistics, 474 Test units, 239 Test words, 170–171 Text-based managers, 178 Thematic Apperception Test (TAT), 173 Theory, 73–74 Thermometer scales, 297, 299 Third-person technique, 175 Three-group discriminant analysis, 589–590 Thurstone case V procedure, 276, 277 Time, limitation of experimentation, 256 Time series design, 245, 249, 251 Title page, 729 Total correlation matrix, 578 Total error, 104 Tourism destinations, 509 Trace analysis, 217, 218 Trade-off model, 680 Trade promotion, factors supporting, 620–621 Transitivity of preference, 276 Transport for London (TfL), 289 Treatment effect, 241 Treatment in ANOVA, 511 Treatments (independent variables), 239 Tree graph, 635 Trend analysis, 405–406 True experimental designs, 244, 245, 251 posttest-only control group design, 247–248 pretest-posttest control group design, 247 True panels, 99, 131 True score model, 302 Trust (TRU) in IUIPC, 691 t statistic, 486–487, 546 t test, 486–491 one sample, 487–491 two independent samples, 488–491 paired, 491–492, 495, 496 Tucker Lewis Index (TLI), 700, 701 Tukey’s alternate procedure, 528 Turnover table, 100 Turnstiles, 213, 218 Two-group discriminant analysis, 576, 578, 582–583 Two-phase sampling, 373 Two-sample median test, 494 TwoStep clustering, 652, 653 Two-tailed test, 473 Two-way focus group, 161–162 Type I error (a), 474 Type II error (b), 474 U Unaided recall, 245 Unbalanced scale, 296–297 Unfolding, 661, 668 Unidimensionality, 694 Unipolar rating scales, 295 Univariate techniques, 449, 450 Universal product code (UPC), 136, 213 Unstructured observation, 212 Unstructured questions, 327 Unwillingness error, 106 Usability research, 102 U.S Department of Commerce, 129 U.S Department of Labor, Bureau of Labor Statistics, 129 U statistic, 578 V Validation sample, 579–581 Validity in experimental designs, 240–241 external, 241, 251 internal validity, 241, 251 invalidity, sources of, 251 threats to, 241, 251 Validity of scales, 304 vs reliability, 305 24/11/18 5:09 PM www.ebookslides.com INDEX 879 Variability, measures of, 469–471 Variable respecification, 446–447 Variance, 470 Variance methods, 639 Varimax procedure, 617 Verbal models, 74, 75 Vice president of marketing research, 43 Voice personality, for telephone interviews, 422 Voice pitch analysis, 214 Volume tracking data, 132, 136 W Wall Street Journal, 128 Wall Street Journal Index, 130 Ward’s procedure, 639–640 Weighting, 406, 445–446 Whopper Freakout, 181 Wilcoxon matched-pairs signed-ranks test, 486, 495, 496 Wilks’ (l), 578 Wireless carriers, 762 Within-people variation, 528 Word association, 65, 170–171, 175 Word processors, 178 Word retrievers, 178 World Factbook (CIA), 129, 141 X X (exposure), 240 Xeroxing, 306–307 Y Yea-saying (acquiescence bias), 331–332 Youth smoking, 372 Z Zaltman’s Metaphor Elicitation Technique, 173 z test, 488 z values, 391 Company/Product Index A ABC, 144, 192 A B Volvo, 682 Accenture, 87–88 Adidas Group, 223, 268 Advertising Research Foundation, 738 Aflac Incorporated, 57, 264–265 Agency for International Development, 140 Aim, 240 Air Transport Association (ATA), 175 Akron Children’s Hospital, 760–761 AkzoNobel, 681, 682 Alaska Airlines, 168 Alfa Romeo, 682 Allstate, 126 Alphabet, 267 Alternative for Germany (AfD), 355 Amazon.com, 267, 378 Ambrielle, 180 AMD, 431 American Airlines, 124–125, 168, 651 American Chicle Youth Poll, 333 American Family Life Assurance Company See Aflac Z09_MALH5636_07_GE_IDX.indd 879 The American Lawyer, 336–337 American Marketing Assocation, 31–32, 128, 381, 744 Andersen Consulting, 87–88 Anheuser-Busch, 236 Apple, 267, 271, 278, 619 Arizona jeans, 62 Arthur Andersen, 87 Ashford.com, 138 Association of Asia Pacific Airlines (AAPA), 566 AT&T, 197, 762–765 Audi, 670 Avon Products, Inc., 538 B The Ball Group, 354–355 Baltimore Research, 234 Bank of America, 95 Baskin-Robbins, 351, 757–759 Battleground, 192 BBDO Worldwide, 216, 651 Bear-Sterns Companies Inc., 781 Bell & Howell, 192 Berkshire Hathaway, 267 Best Buy, 523–524, 623–624 Bicycling, 388–389 BMW, 309, 682 Boeing Commercial Airplanes (BCA), 356, 406 Boston Market, 119–120 Bureau of Labor Statistics, 375–376 Burger King, 181, 787–788 Burke, Inc., 19, 28, 54–56, 150, 164, 435, 658, 690 Business Week, 497 Business Week/Interbrand, 278 BuzzBack Market Research, 154 C Cambiar Consulting, 26 Camel, 744 Campbell’s, 133 Canon, 192, 254 Captura Group, 224–225 CARMA, 427, 453 Carnival Corporation, 443 Caterpillar, 127 Cathay Pacific, 566 CBS, 144, 192 Celebrities Asia, 343 Census Bureau, 67 Center for Marketing & Opinion Research, 228 Centers for Disease Control and Prevention (CDC), 421–422 Cerberus Capital Management, L.P., 538 Chrysler, 127, 669 Cigna, 369–370 CI Resource Index, 128 Citrosuco Paulista, 79 Clausthaler, 554 Clinique, 177, 422 Cluetec GmbH of Germany, 227 CMI, 288 CNN, 192 CNN Money, 124–125 Coach, 274 Coca-Cola, 63, 64, 79–80, 112, 275, 277, 278, 296, 322–323, 554, 659–660, 668, 734 Colgate, 275 Colgate-Palmolive, 497, 683, 774 Colombian Coffee Federation, 92 Confirmit, 427 Consumer Reports, 762 Cossette Communication Group, 174 The Council for Marketing and Opinion Research, 228 Council for Marketing and Opinion Research (CMOR), 417 Covington and Burling, 228 CreateSurvey, 202, 418 Creative Research Systems, 398 Crest, 275 CSM, 192 C Space, 181, 281 CustomerSat.com, 193 D Decision Analyst, Inc., 725 Dell Computers, 81–82, 519, 575, 680, 752 Del Monte International, 497 Delta Air Lines, 168, 175, 196, 220, 232, 406 Department of Agriculture, 140 Department of Commerce, 140 Department of State, 140 Department of Tourism and Convention Administration, 509–510 Dialsmith, 291 Diet Coke, 296 Dillard’s, 271, 273, 275 Don’t Count Us Out, 122 DoubleClick, 214 Dow Chemical, 173 Dun & Bradstreet, 70, 127, 128, 138 The Dunkin’ Brands Group, Inc., 351–352 Dunkin’ Donuts, 351–352, 757 DuPont, 172–173 E EBSCO database, 128, 130 EDGAR Database of Corporate Information, 130 Edmunds, 166 e-FocusGroups, 166 EgeBank, 509 eGo Vehicles, 314–315 EgyptAir Holding Company, 29–30 Electrolux, 141 Emerge Marketing, 67 Encyclopedia Britannica, 128 Entrepreneur magazine, 757 Estée Lauder, 152, 330 E-Tabs Enterprise, 745 Expedia, 217 Experian, 126 Export-Import Bank of the United States, 140 F Facebook, 47, 80, 81, 109–110, 110–111, 179, 225, 258–259, 267, 363 Federal Aviation Administration, 125 24/11/18 5:09 PM www.ebookslides.com 880 INDEX Federal Communications Commission (FCC), 752 Federal Express, 168, 333 Federal Reserve Bank of St Louis, 123 Federal Trade Commission (FTC), 239 Fédération Internationale de Football Association (FIFA), 273 FedStats, 129 FedWorld, 129 Finesse, 276 Fisher-Price, 67–68 Flickr, 181 FocusVision Network, Inc, 156 Food and Drug Administration (FDA), 181 Ford Motor Company, 112, 137, 152, 280 Forrester, 128 Fortune, 139, 267 Fossil, 682 Fox News, 248 French National Institute of Statistics and Economic Studies (INSEE), 381 Frito-Lay, 77, 236 Fuji Heavy Industries (FHI), 413 The Futures Company, 133 G Gallup, 102, 125, 192, 405, 428, 744 Gap, 62 Gatorade, 163, 282 General Electric, 267 General Mills, 136, 633 General Motors (GM), 181, 426, 492 Georgia Tech, 426–427 GfK, 108–109, 132, 137, 196, 369–370 GlaxoSmithKline Consumer Healthcare, 181 Global Airline Performance (GAP) study, 329 Global Home Products LLC, 215 Gold Group, 344 Good Morning America, 314 Google, 42, 180, 214, 278, 716, 742 Grady Maguire, 123 Groups Plus, Inc., 728 G&R Research and Consulting, 133 H Häagen-Dazs, 451, 633 Hallmark, 195 Hard Rock Café, 343 Harley-Davidson, 58–59, 70 Harris Poll, 30, 98, 133, 191–192, 195, 201, 378 Hawaiian Airlines, 168 Head & Shoulders, 276 Henley Center, 426 Herbal Essences, 376 HP, 599, 752–753 Holiday Inn, 94 Home Depot, 125, 351 Home Shopping Budapest, 544 Honda, 152, 220, 669–670 Hoovers, 128 House of Mao, 343 Hugg, 344 I IBD, 192 IBM, 142, 752, 766–773 Z09_MALH5636_07_GE_IDX.indd 880 ICI America’s Agricultural Products, 681 ICR, 192 IDC, 128 Infiniti, 682 Infogroup, 128 InHabitat, 344 Insights Association, 118, 228, 417, 424, 463, 537 Instagram, 181, 363 Intel Corporation, 431–432 InterActive Research of Atlanta, 199 InterContinental Hotels Group (IHG), 94 Ipsos Group SA, 200, 574, 740 J Jacksonville Symphony Orchestra, 400 Jaguar, 669 JCPenney, 62, 180, 271, 272, 273, 275, 293 J D Power & Associates, 137, 380 Jhirmack, 276 Johnson & Johnson, 37, 742–743, 774 Join the Dots, 182 Joy, 240 JPMorgan Chase & Co., 607, 781–786 Just The Facts, Inc., 176 K Kaiser Permanente, 98 Kantar TNS, 62, 132, 134, 200, 416, 426, 433, 554, 738 Kao Corp., 683 KDPaine & Partners, 426–427, 452–453 Kellogg’s, 34, 135, 154, 163, 240, 259, 275, 308 Kimberly-Clark (KC), 774–780 Kmart Corporation, 235 Kohl’s, 271, 272 Kool-Aid, 161 Kraft Foods, 232, 281 Kraft Heinz Company, 79, 161, 163 L Lange Uhren GmbH, 257 Lee, 62 Leger Analytics, 353 Lenovo, 563 LeSportsac, Inc., 235, 239 Lever Brothers’, 683 Levi Strauss & Co, 62, 280, 524 Lexus, 279, 448, 682 LinkedIn, 179 Lion Corp., 683 Lipton, 220 Lithium Technologies, 307 L’Oréal, 48, 485 Lufthansa German Airlines, 168 M Macy’s, 271, 272, 274 Major League Baseball (MLB), 72–73, 360–361 Mall of Georgia, 160–161 The M/A/R/C Group, 403, 418 Marketing Research and Intelligence Association of Canada, 345 Marketing Sciences, 427 Market xCel, 227 Marriott International, Inc., 36, 232, 749–751 Mars, 256–257 Marshalls, 271 The Mayo Clinic, 148–149 Mazda, 129 McCann Erickson Worldwide, 216 McDonald’s, 45, 61–62, 109, 173, 291, 787–788 McKinsey & Co., 120 Mercedes-Benz, 351, 669–670 Metaphase Design Group, 215 MetLife, 508 MFour, 743 Microsoft, 102, 267, 278, 304, 369, 745 Milk Processor Education Program, 68–69 Mint Museum of Art, 199 MMR Research Worldwide, 143–144, 308 Mondelez International, 281 Moody’s, 128 Motor Carriers Directory, 127 MSN Autos, 369 MySpace, 109–110 MySurvey, 202 N National Cattlemen’s Beef Association (NCBA), 220 National Football League (NFL), 34, 116–117, 173 National Highway and Transportation Safety Agency, 314 National Hockey League (NHL), 707 National Institute on Drug Abuse, 372 National Transportation Safety Board, 125 NBC, 122, 144, 192 Neiman Marcus, 271, 273 New Balance, 268 New England Patriots (NFL), 116, 442 New York City Transit (NYCT), 293 New York Times Index, 130 New York Yankees, 360–361 Nielsen Company, 30, 98, 119, 122, 129, 135, 136, 138, 139, 211, 213, 232, 250, 258–259, 403, 633, 742 Nike, 121, 188–189, 260, 268, 323 Nikon, 650 Nine West, 154 Nissan, 166, 280 Nivea, 385–386 Nordstrom, 271, 648 NPD Group, 62, 134, 139 O Ofcom, 363 Ogilvy & Mather Worldwide, 216 Old Navy, 323 The Olinger Group, 606 Olympic Games, 468 ORC International, 131 Organization for Economic Cooperation and Development, 141 Outback, 200 P Pepperidge Farm, 173 PepsiCo, 232, 236, 275, 277, 659–660, 734 10/12/18 1:59 PM www.ebookslides.com INDEX 881 Perrier, 554 Pert, 276 Peterbilt, 127 Pew Research, 192 Pfizer, 236, 333 Philadelphia Eagles (NFL), 116 Philips, 82 PhotoBucket, 181 Pittsburgh Steelers, 116 Planet Hollywood, 343 PlayStation 4, 169 Point of Purchase Advertising International (POPAI), 236 Politics Now, 192 Pollfish, 380, 381, 407, 743 Polo Ralph Lauren, 366 Pop Tarts, 154 Porsche, 669–670 PortiCo Research, 220 PriceWaterhouseCoopers (PWC), 397 Princess Cruises, 443–444 Printronix, 660 Procter & Gamble (P&G), 65–66, 128, 171, 211, 220, 236, 286–287, 529, 621, 736, 774–780 Promontory Financial Group, 767 Publicis North America, 264 Q Qualitative Research Consultants Association, 153 Quester, 266 QuestionPro, 345 R Ralston-Purina, 236 Rasmussen, 192 RCA Products, 524 RC Cola, 275 Reebok, 223, 492 Renault, 682 Repères, 258 RetailMeNot, 240 Rite Aid Drug Co., 236, 239, 254 RJ Reynolds, 744 Rockport, 299 RTi Research, 90 S Saatchi & Saatchi Worldwide, 216, 544, 741 Saks Fifth Avenue, 271 Samsung, 336 Sandelman, 31 SAP Ariba, 193–194 Satmetrix, 30 Schlesinger Associates, 190 SecondaryData.com, 128 Second Life, 225, 258 Secure Technology Alliance, 167 SE Surveys, 197 Shop!, 236 Shutterfly, 181 Sigg USA, 344 Singapore International Airlines, 566 Small Business Administration, 140 Smart Card Alliance See Secure Technology Alliance Z09_MALH5636_07_GE_IDX.indd 881 Smarte Carte, Inc., 67 Smile Internet Bank, 599 SmugMug, 181 Snapfish, 181 Social Sciences Citation Index, 128 Sony, 43, 169–170, 201–202 Southwest Airlines, 267 S&P, 128, 139 Specialty Coffee Association of America, 92 SSRS Research, 125 Starbucks, 46–47, 91–92, 232–233, 267, 351 Starwood Hotels & Resorts, 225–226 Statista, 123 Stop & Shop, 351 Subaru of America, 413–414 Sun Microsystems, 81 SurveyMonkey, 202 SurveyPro, 202 Survey Research Center, 421 Survey Sampling International (SSI) Inc., 378, 387 T Taco Bell, 102 TallyGenicom, 660 Target, 133, 271 Technicolor SA, 524 Tennis magazine, 594 Tesco, 427 Thai Airways International, 566 The New Yorker, 164–165 The Survey System, 202 ThomasNet, 128 Threadless, 407 3M Canada, 110–111 Tide, 211, 240 Timberland, 587 Time magazine, 314, 497 TimeOut, 99 Time Warner, 197, 762 TIPP, 192 T-Mobile, 395 Today Show, 314 Toyota, 278, 669–670, 741 Trade-Off Research Services, 660 Tropicana, 181 The Truth campaign, 372 20/20 Research, 164, 166 Twitter, 47, 81, 142, 179–180, 363, 742 U Unilever, 80, 135 United Airlines, 168, 272 United Nations, 141 United Way, 116 University of Colorado, 468 University of Georgia, 632 Univision, 129 USA Today, 192 U.S Brand Management, 188 U.S Bureau of the Census, 121, 123, 356 U.S Department of Commerce, 123 U.S Department of Labor, Bureau of Labor Statistics, 120 U.S Fish and Wildlife Service (USFWS), 354–355 U.S News & World Report, 148, 760 V Vail Cascade Resort, 398 Vidal Sassoon, 276 Visa, 112, 140, 170, 173 Volkswagen, 624–625, 669–670 W Wall Street Journal, 138, 192, 282 Wall Street Journal Index, 128, 130 Wal-Mart, 44, 64, 75, 76, 126, 133, 245, 246, 247, 248, 252, 256, 271, 273, 274, 292, 293, 294, 295, 351, 490, 716, 739 Walt Disney Company, 110, 217, 267, 292 Washington Post, 192 WearEver Company, 215 Web Online Surveys, 202 Wells Fargo Bank, 104, 398 Wendy’s, 472, 621, 787–793 WhatsApp, 363 Whirlpool, 152 World Vision, 317–319 Wrangler, 62 WTVJ-TV, 122 X Xerox Corporation, 306–307 Y Yahoo!, 370 YCharts, 123 YouGov, 326 Young & Rubicam, 197, 216 YouTube, 363 YP, 128 Z Zogby, 192 Zoomerang, 202 Zorrel International, 99 Name Index A Almy, David W., 463 Andersen, Jack, 660 B Baker, Scott, 190 Barstys, Joe, 413–414 Blythe, Bruce, 280 Brophy, Drew, 344 Browne, Joe, 116–117 Burke, Alberta, 54–56 Bush, George H W., 183 Bush, George W., 184, 192 C Chadwick, Simon, 26 Chakrapani, Chuck, 353 Clauss, Phil, 787 Clinton, Bill, 184 Clinton, Hillary, 184, 405, 408 Colleton, Beth, 117 Cooke, Lynnette, 433 24/11/18 5:09 PM www.ebookslides.com 882 INDEX D Davis, Marsha, 757–758 Dichter, Ernest, 153 Dobelhoff, Dave, 316 Donnelly, Ted, 234 Dukakis, Michael, 183 Kimmel, Ken, 757–759 Kroll, Bob, 497 L Politz, Alfred, 153 Polonsky, Leonara, 286 Powell, Aaron, 760–761 R Edwards, Trevor, 188 la Forgia, John, 148 Laszlo, Joseph, 201 Le Manh, Pierre, 574 Likert, Rensis, 292 Lorch, Jackie, 387 F M S E Finn, Jack, 625 G Getz, Patricia M., 376 Goldfarb, Jaime, 444 Gore, Al, 184, 192 Greenbaum, Thomas, 728 Gupta, Kunal, 658 H Hamman, Jim, 314 Haring, Keith, 344 Hatch, Denny, 309 Hewlett, William, 752 Hoskins, Tom, 266 J Jones, Damon, 435 Jones, Janet, 760–761 Jordan, Michael, 188 K Kallfelz, Andrew, 314 Kerry, John, 184 Kevorkian, Ginny, 537 Z09_MALH5636_07_GE_IDX.indd 882 Mangoff, Alex, 690 Marcus, Neil, 508 Marriott, Alice, 36, 749 Marriott, J Willard, 36 Marriott, John, 749 Mayo, Charles, 148–149 Mayo, William, 148–149 McCain, John, 184 Miller, Bob, 741 Miller, Jeff, 19, 28 N Nash, Kendall, 150 Norton, Mark, 760–761 O Obama, Barack, 184, 192, 405 Olinger, Jude, 606 P Packard, David, 752 Paul, Gerry, 215 Payne, Stanley, 319 Pearson, Karl, 539 Peller, Clara, 787 Reddy, Pretti, 416 Romney, Mitt, 184 Ronaldo, 188 Rothstein, David, 90 Schultz, Howard, 232 Stapel, Jan, 295 Stengel, Jim, 286 Stone, Rob, 118 T Thomas, Dave, 787 Thomas, Jerry, 725 Trump, Donald, 184, 191–192, 405, 408 Tsuruta, Tatehiro, 192 W Weber, Alan, 127 Weyforth, Frank, 127 Wheatly, Zack, 757–758 Womack, Dan, 57 Woods, Tiger, 188 Wurst, Dr John C., 632 Wyrick, Debbi, 54 Y Yang, Thomas, 232 Z Zalesky, Chet, 288 24/11/18 5:09 PM www.ebookslides.com This page intentionally left blank www.ebookslides.com This page intentionally left blank www.ebookslides.com This page intentionally left blank www.ebookslides.com This page intentionally left blank www.ebookslides.com This page intentionally left blank www.ebookslides.com This page intentionally left blank 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Research: An Applied Orientation, Seventh Edition such an important and essential companion to the researcher and marketer alike Marketing Research is both science and art and this edition provides... Editor, Global Edition: Ishita Sinha Senior Project Editor, Global Edition: Daniel Luiz Manager, Media Production, Global Edition: Gargi Banerjee Manufacturing Controller, Production, Global Edition: ... of marketing research by featuring a variety of marketing companies and marketing research organizations Several features make the book distinctive It has a unique applied and managerial orientation,