McDaniel, Carl Jr 1941- creator author Gates, Roger H. 1942- author text bibliography nju 2015 Tenth edition. monographic eng

print

xxi, 552 pages : illustrations (some color) ; 26 cm Machine generated contents note: Nature of Marketing -- The Marketing Concept -- Opportunistic Nature of Marketing Research -- External Marketing Environment -- Marketing Research and Decision Making -- Marketing Research Defined -- Importance of Marketing Research to Management -- Understanding the Ever-Changing Marketplace -- Social Media and User-Generated Content -- Proactive Role of Marketing Research -- Applied Research versus Basic Research -- Nature of Applied Research -- Decision to Conduct Marketing Research -- Development of Marketing Research -- Inception: Pre-1900 -- Early Growth: 1900-1920 -- Adolescent Years: 1920-1950 -- Mature Years: 1950-2000 -- The Connected World: 2000-2010 -- ERA of Big Data: 2010-Present -- Summary -- Key Terms -- Questions For Review & Critical Thinking -- Real-Life Research 1.1: Give Me a Coupon That I Can Use Online! -- Real-Life Research 1.2: Can Anyone Be a Market Researcher? -- Evolving Structure of the Marketing Research Industry -- Organizations Involved in Marketing Research -- Consumer and Industrial Goods and Services Producers -- Governments and Universities -- Media Companies -- Custom Research Firms -- Syndicated Service Firms -- Limited-Function Research Firms -- Online and Mobile Tracking Firms -- Big Data Analytic Firms -- Specialized Service Suppliers -- Consumer and Industrial Corporate Marketing Research Departments -- Research Suppliers -- Consumer Watch -- Consumer Buy -- Using Marketing Research-A Corporate Perspective -- External Clients -- Internal Clients -- The State of the Marketing Research Industry -- Marketing Research Ethics -- Ethical Theories -- Research Supplier Ethics -- Client Ethics -- Field Service Ethics -- Respondents' Rights -- Ethics and Professionalism -- Summary -- Key Terms -- Questions For Review & Critical Thinking -- Working the Net -- Real-Life Research 2.1: Respondent Recruiters- Clean Up Your Act -- Real-Life Research 2.2: Coke Juices up a Market Test -- Critical Importance of Correctly Defining the Problem -- Recognize the Problem or Opportunity -- Find Out Why the Information Is Being Sought -- Understand the Decision-Making Environment with Exploratory Research -- Use the Symptoms to Clarify the Problem -- Translate the Management Problem into a Marketing Research Problem -- Determine Whether the Information Already Exists -- Determine Whether the Question Can Be Answered -- State the Research Objectives -- Research Objectives As Hypotheses -- Marketing Research Process -- Creating the Research Design -- Choosing a Basic Method of Research -- Selecting the Sampling Procedure -- Collecting the Data -- Analyzing the Data -- Writing and Presenting the Report -- Following Up -- Managing the Research Process -- The Research Request -- Request for Proposal -- The Marketing Research Proposal -- What to Look for in a Marketing Research Supplier -- What Motivates Decision Makers to Use Research Information? -- Summary -- Key Terms -- Questions For Review & Critical Thinking -- Working the Net -- Real-Life Research 3.1: Let's Go Out to Eat! -- Appendix 3A: A Marketing Research Proposal -- Background -- Objectives -- Study Design -- Areas of Questioning -- Data Analysis -- Personnel Involved -- Specifications/Assumptions -- Services -- Cost -- Timing -- Nature of Secondary Data -- Advantages of Secondary Data -- Limitations of Secondary Data -- Internal Databases -- Creating an Internal Database -- Data Mining -- Behavioral Targeting -- Big Data Analytics -- Defining Relationships -- The Big Data Breakthrough -- Making Big Data Actionable -- Data Visualization -- Battle over Privacy -- Geographic Information Systems -- Decision Support Systems -- Summary -- Key Terms & Definitions -- Questions For Review & Critical Thinking -- Working the Net -- Real-Life Research 4.1: The Interesting and Curious World of Nate Silver -- Nature of Qualitative Research -- Qualitative Research versus Quantitative Research -- Popularity of Qualitative Research -- Limitations of Qualitative Research -- Focus Groups -- Popularity of Focus Groups -- Conducting Focus Groups -- Focus Group Trends -- Benefits and Drawbacks of Focus Groups -- Other Qualitative Methodologies -- Individual Depth Interviews -- Projective Tests -- Future of Qualitative Research -- Summary -- Key Terms -- Questions for Review & Critical Thinking -- Working the Net -- Real-Life Research 5.1: McDonald's Listening Tour -- Popularity of Survey Research -- Types of Errors in Survey Research -- Sampling Error -- Systematic Error -- Types of Surveys -- Door-to-Door Interviews -- Executive Interviews -- Mall-Intercept Interviews -- Telephone Interviews -- Self-Administered Questionnaires -- Mail Surveys -- Determination of the Survey Method -- Sampling Precision -- Budget -- Requirements for Respondent Reactions -- Quality of Data -- Length of the Questionnaire -- Incidence Rate -- Structure of the Questionnaire -- Time Available to Complete the Survey -- Summary -- Key Terms -- Questions for Review & Critical Thinking -- Real-Life Research 6.1: Pitney Bowes Places a Premium on Satisfaction -- The Online World -- Using the Internet for Secondary Data -- Sites of Interest to Marketing Researchers -- Newsgroups -- Blogs -- Online Qualitative Research -- Webcam Online Focus Groups -- Improving Virtual Focus Groups with Telepresence -- Using Channel M2 to Conduct Online Focus Groups -- Using the Web to Find Focus Group Participants -- Online Individual Depth Interviews (IDI) -- Marketing Research Online Communities (MROC) -- Online Survey Research -- Advantages of Online Surveys -- Disadvantages of Online Surveys -- Methods of Conducting Online Surveys -- Commercial Online Panels -- Panel Recruitment -- Respondent Participation -- Panel Management -- Mobile Internet Research- The Future Is Now -- Advantages of Mobile -- A Few Bumps at the Beginning -- Designing a Mobile Survey -- Social Media Marketing Research -- Conduction a Facebook Focus Group -- Conducting Surveys -- Summary -- Key Terms -- Questions For Review & Critical Thinking -- Working the Net -- Real-Life Research 7.1: Procter & Gamble Uses Its Online Community to Help Develop Scents for a New Product Line -- Nature of Observation Research -- Conditions for Using Observation -- Approaches to Observation Research -- Advantages of Observation Research -- Disadvantages of Observation Research -- Human Observation -- Ethnographic Research -- Mystery Shoppers -- One-Way Mirror Observations -- Machine Observation -- Neuromarketing -- Facial Action Coding Services (FACS) -- Gender and Age Recognition Systems -- In-Store Tracking -- Television Audience Measurement and Tracking -- TiVo Targeting -- Cablevision Targeting -- Symphony IRI Consumer Network -- Tracking -- Your E-Reader Is Reading You -- Social Media Tracking -- Observation Research and Virtual Shopping -- Summary -- Key Terms -- Questions for Review & Critical Thinking -- Working the Net -- Real-Life Research 8.1: Eating Well and Doing Good -- What Is an Experiment? -- Demonstrating Causation -- Concomitant Variation -- Appropriate Time Order of Occurrence -- Elimination of Other Possible Causal Factors -- Experimental Setting -- Laboratory Experiments -- Field Experiments -- Experimental Validity -- Experimental Notation -- Extraneous Variables -- Examples of Extraneous Variables -- Controlling Extraneous Variables -- Experimental Design, Treatment, and Effects -- Limitations of Experimental Research -- High Cost of Experiments -- Security Issues -- Implementation Problems -- Selected Experimental Designs -- Pre-Experimental Designs -- True Experimental Designs -- Quasi-Experiments -- Test Markets -- Types of Test Markets -- Costs of Test Marketing -- Decision to Conduct Test Marketing -- Steps in a Test Market Study -- Other Types of Product Tests -- Summary -- Key Terms -- Questions For Review & Critical Thinking -- Working the Net -- Real-Life Research 9.1: Texas Red Soft Drinks -- Real-Life Research 9.2: Alcon -- Measurement Process -- Step One: Identify the Concept of Interest -- Step Two: Develop a Construct -- Step Three: Define the Concept Constitutively -- Step Four: Define the Concept Operationally -- Step Five: Develop a Measurement Scale -- Nominal Level of Measurement -- Ordinal Level of Measurement -- Interval Level of Measurement -- Ratio Level of Measurement -- Step Six: Evaluate the Reliability and Validity of the Measurement -- Reliability -- Validity -- Reliability and Validity-A Concluding Comment -- Summary -- Key Terms -- Questions for Review & Critical Thinking -- Working the Net -- Real-Life Research 10.1: Profiles on Women Shoppers -- Attitudes, Behavior, and Marketing Effectiveness -- Link between Attitudes and Behavior -- Enhancing Marketing Effectiveness -- Scaling Defined -- Attitude Measurement Scales -- Graphic Rating Scales -- Itemized Rating Scales -- Traditional One-Stage Format -- Two-Stage Format -- Rank-Order Scales -- Paired Comparisons -- Constant Sum Scales -- Semantic Differential Scales -- Stapel Scales -- Likert Scales -- Purchase-Intent Scales -- Scale Conversions -- Net Promoter Score (NPS) -- Considerations in Selecting a Scale -- The Nature of the Construct Being Measured -- Type of Scale -- Balanced versus Nonbalanced Scale -- Number of Scale Categories -- Forced versus Nonforced Choice -- Attitude Measures and Management Decision Making -- Direct Questioning -- Indirect Questioning -- Observation -- Choosing a Method for Identifying Determinant Attitudes -- Summary -- Key Terms -- Questions For Review & Critical Thinking -- Working the Net -- Real-Life Research 11.1: Improving the Long-Term Prognosis of Pharmaceutical Brands -- Role of a Questionnaire -- Criteria for a Good Questionnaire -- Does It Provide the Necessary Decision-Making Information? -- Does It Consider the Respondent? -- Does It Meet Editing and Coding Requirements? -- Does It Solicit Information In An Unbiased Manner: Questionnaire Design Process -- Contents note continued: Step One: Determine Survey Objectives, Resources, and Constraints -- Step Two: Determine the Data-Collection Method -- Step Three: Determine the Question Response Format -- Step Four: Decide on the Question Wording -- Step Five: Establish Questionnaire Flow and Layout -- Model Introduction/Opening -- Model Closing -- Step Six: Evaluate the Questionnaire -- Step Seven: Obtain Approval of All Relevant Parties -- Step Eight: Pretest and Revise -- Step Nine: Prepare Final Questionnaire Copy -- Step Ten: Implement the Survey -- Field Management Companies -- Impact of the Internet on Questionnaire Development -- Adapting to Mobile Device Questionnaires -- Costs, Profitability, and Questionnaires -- Summary -- Key Terms -- Questions for Review & Critical Thinking -- Working the Net -- Real-Life Research 12.1: Understanding Buyer Behavior -- Real-Life Research 12.2: Sonic Goes Mobile -- Concept of Sampling -- Population -- Sample versus Census -- Developing a Sampling Plan -- Step One: Define the Population of Interest -- Step Two: Choose a Data-Collection Method -- Step Three: Identify a Sampling Frame -- Step Four: Select a Sampling Method -- Step Five: Determine Sample Size -- Step Six: Develop Operational Procedures for Selecting Sample Elements -- Step Seven: Execute the Operational Sampling Plan -- Sampling and Nonsampling Errors -- Probability Sampling Methods -- Simple Random Sampling -- Systematic Sampling -- Stratified Sampling -- Cluster Sampling -- Nonprobability Sampling Methods -- Convenience Samples -- Judgment Samples -- Quota Samples -- Snowball Samples -- Internet Sampling -- Summary -- Key Terms -- Questions for Review & Critical Thinking -- Working the Net -- Real-Life Research 13.1: The Research Group -- Real-Life Research 13.2: Community Bank -- Determining Sample Size for Probability Samples -- Budget Available -- Rule of Thumb -- Number of Subgroups Analyzed -- Traditional Statistical Methods -- Normal Distribution -- General Properties -- Standard Normal Distribution -- Population and Sample Distributions -- Sampling Distribution of the Mean -- Basic Concepts -- Making Inferences on the Basis of a Single Sample -- Point and Interval Estimates -- Sampling Distribution of the Proportion -- Determining Sample Size -- Problems Involving Means -- Problems Involving Proportions -- Determining Sample Size for Stratified and Cluster Samples -- Sample Size for Qualitative Research -- Population Size and Sample Size -- Determining How Many Sample Units Are Needed -- Statistical Power -- Summary -- Key Terms -- Questions For Review & Critical Thinking -- Working the Net -- Real-Life Research 14.1: Concomm -- Real-Life Research 14.2: Building a Village -- SPSS Jump Start For Chi-Square Text -- Overview of the Data Analysis Procedure -- Step One: Validation and Editing -- Validation -- Editing -- Step Two: Coding -- Coding Process -- Automated Coding Systems and Text Processing -- Step Three: Data Entry -- Intelligent Entry Systems -- The Data Entry Process -- Scanning -- Step Four: Logical Cleaning of Data -- Step Five: Tabulation and Statistical Analysis -- One-Way Frequency Tables -- Cross Tabulations -- Graphic Representations of Data -- Line Charts -- Pie Charts -- Bar Charts -- Descriptive Statistics -- Measures of Central Tendency -- Measures of Dispersion -- Percentages and Statistical Tests -- Summary -- Key Terms -- Questions For Review & Critical Thinking -- Working the Net -- Real-Life Research 15.1: Waffle World -- Real-Life Research 15.2: Tico Taco -- SPSS Exercises for Chapter 15 -- Evaluating Differences and Changes -- Statistical Significance -- Hypothesis Testing -- Steps in Hypothesis Testing -- Types of Errors in Hypothesis Testing -- Accepting Ho versus Failing to Reject (FTR) H0 -- One-Tailed versus Two-Tailed Test -- Example of Performing a Statistical Test -- Commonly Used Statistical Hypothesis Tests -- Independent versus Related Samples -- Degrees of Freedom -- Goodness of Fit -- Chi-Square Test -- Hypotheses about One Mean -- Z Test -- t Test -- Hypotheses about Two Means -- Hypotheses about Proportions -- Proportion in One Sample -- Two Proportions in Independent Samples -- Analysis of Variance (ANOVA) -- P Values and Significance Testing -- Summary -- Key Terms -- Questions For Review & Critical Thinking -- Working the Net -- Real-Life Research 16.1: Analyzing Global Bazaar Segmentation Results -- Real-Life Research 16.2: AT &T Wireless -- SPSS Exercises For Chapter 16 -- Bivariate Analysis of Association -- Bivariate Regression -- Nature of the Relationship -- Example of Bivariate Regression -- Correlation for Metric Data: Pearson's Product-Moment Correlation -- Summary -- Key Terms -- Questions For Review & Critical Thinking -- Working the Net -- Real-Life Research 17.1: Axcis Athletic Shoes -- Real-Life Research 17.2: Lambda Social Hotspot -- SPSS Exercises For Chapter 17 -- Multivariate Analysis Procedures -- Multivariate Software -- Multiple Regression Analysis -- Applications of Multiple Regression Analysis -- Multiple Regression Analysis Measures -- Dummy Variables -- Potential Use and Interpretation Problems -- Multiple Discriminant Analysis -- Applications of Multiple Discriminant Analysis -- Cluster Analysis -- Procedures for Clustering -- Factor Analysis -- Factor Scores -- Factor Loadings -- Naming Factors -- Number of Factors to Retain -- Conjoint Analysis -- Example of Conjoint Analysis -- Considering Features Conjointly -- Estimating Utilities -- Simulating Buyer Choice -- Limitations of Conjoint Analysis -- Big Data and Hadoop -- Predictive Analytics -- Using Predictive Analytics -- Privacy Concerns and Ethics -- Commercial Predictive Modeling Software and Applications -- Summary -- Key Terms -- Questions for Review & Critical Thinking -- Working the Net -- Real-Life Research 18.1: Satisfaction Research for Pizza Quik -- Real-Life Research 18.2: Gibson's Uses Predictive Analytics -- Appendix: Role of Marketing Research in the Organization and Ethical Issues -- SPSS Exercises For Chapter 18 -- The Research Report -- Organizing the Report -- Interpreting the Findings -- Format of the Report -- Formulating Recommendations -- The Presentation -- Making a Presentation -- Presentations by Internet -- Summary -- Key Terms -- Questions For Review & Critical Thinking -- Working the Net -- Real-Life Research 19.1: The United Way -- Real-Life Research 19.2: TouchWell Storefront Concept and Naming Research -- Marketing Research Supplier Management -- What Do Clients Want? -- Consolidating the Number of Acceptable Suppliers -- Communication -- The Key Role of the Project Manager -- Managing the Research Process -- Organizing the Supplier Firm -- Data Quality Management -- Time Management -- Cost Management -- Client Profitability Management -- Staff Management and Development -- Managing a Marketing Research Department -- Allocating the Research Department Budget -- Prioritizing Projects -- Retaining Skilled Staff -- Selecting the Right Marketing Research Suppliers -- Moving Marketing Research into a Decision-Making Role -- Measuring Marketing Research's Return on Investment (ROI) -- Summary -- Key Terms -- Questions for Review & Critical Thinking -- Working the Net -- Real-Life Research 20.1: Walther Research Deals with Managing Project Managers -- Real-Life Research 20.2: Johnny Jets Drive-Ins -- A.Biff Targets an Online Dating Service for College Students -- B.Freddy Favors Fast Food and Convenience for College Students -- C.Superior Online Student Travel-A Cut Above -- D.Rockingham National Bank Visa Card Survey. Carl McDaniel, Jr., Professor Emeritus, University of Texas at Arlington, Roger Gates, DSS Research. "Book Companion Site Registration Code. Redeem code to get access to study tools for Marketing Research 10e" in a closed envelope tipped in. "Includes new, exclusive nationwide survey data set on quick service restaurants--Cover. Includes bibliographical references (E-1-E-20) and index. Marketing research Marketing research 658.83 M.C.M 9781118808849 1118808843 2015371017 DLC 150508 20260712133653.0 a15709591 eng