TY  - BOOK
AU  - McDaniel,Carl
AU  - Gates,Roger H.
TI  - Marketing research
SN  - 9781118808849
U1  - 658.83 23
PY  - 2015///]
CY  - Hoboken, NJ
PB  - Wiley
KW  - Marketing research
KW  - fast
N1  - "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; 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
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