By Naresh K. Malhotra
Descripción: For courses in Marketing Research at two- and four-year colleges and universities
An engaging, do-it-yourself approach to marketing research
Essentials of Marketing Research: A Hands-On Orientation presents a concise overview of marketing research via a do-it-yourself approach that engages students. Building on the foundation of his successful previous titles–
Basic Marketing Research: Integration of Social Media and
Marketing Research: An Applied Orientation–author Naresh Malhotra covers concepts at an elementary level, deemphasizing statistics and formulas. Sensitive to the needs of today’s undergraduates, Malhotra integrates online and social media content, and provides current, contemporary examples that ground course material in the real world.
Contenido: Overview
Learning Objectives
Definition of Marketing Research
A Classification of Marketing Research
The Marketing Research Process
Step 1: Defining the Problem
Step 2: Developing an Approach to the Problem
Step 3: Formulating a Research Design
Step 4: Doing Field Work or Collecting Data
Step 5: Preparing and Analyzing Data
Step 6: Preparing and Presenting the Report
The Role of Marketing Research in Marketing Decision Making
The Decision to Conduct Marketing Research
The Marketing Research Industry
Selecting a Research Supplier
Careers in Marketing Research
The Role of Marketing Research in MIS and DSS
International Marketing Research
Marketing Research and Social Media
Ethics in Marketing Research
Summary
Companion Website
Key Terms and Concepts
Suggested Cases and Video Cases
Live Research: Conducting a Marketing Research Project
Acronyms
Review Questions
Applied Problems
Internet Exercises
Online Video Case 1.1: Burke: Learning and Growing Through Marketing Research
Chapter 2: Defining the Marketing Research Problem and Developing an Approach
Overview
Learning Objectives
The Importance of Defining The Problem
The Process of Defining the Problem and Developing an Approach
Tasks Involved in Problem Definition
Discussions with Decision Makers
Interviews with Industry Experts
Secondary Data Analysis
Qualitative Research
Environmental Context of The Problem
Past Information and Forecasts
Resources and Constraints
Objectives
Buyer Behavior
Legal Environment
Economic Environment
Marketing and Technological Skills
Management Decision Problem and Marketing Research Problem
Defining the Marketing Research Problem
Components of the Approach
Analytical Framework and Models
Research Questions and Hypotheses
Specification of Information Needed
International Marketing Research
Marketing Research and Social Media
Approach to the Problem
Ethics in Marketing Research
Summary
Companion Website
Key Terms and Concepts
Suggested Cases and Video Cases
Live Research: Conducting a Marketing Research Project
Acronyms
Review Questions
Applied Problems
Internet Exercises
Online Video Case 2.1: Accenture: The Accent is in the Name
Part 2: Research Design Formulation
Chapter 3: Research Design, Secondary and Syndicated Data
Overview
Learning Objectives
Research Design Definition
Basic Research Designs
Exploratory Research
Descriptive Research
Causal Research
Primary Versus Secondary Data
Advantages and Disadvantages of Secondary Data
Criteria for Evaluating Secondary Data
Specifications: Methodology Used to Collect the Data
Error: Accuracy of the Data
Currency: When the Data Were Collected
Objective: The Purpose for the Study
Nature: The Content of the Data
Dependability: How Dependable Are the Data?
Classification of Secondary Data
Internal Secondary Data
Customer Databases
Data Warehouse and Data Mining
CRM and Database Marketing
External Secondary Data
Business/Nongovernment Data
Government Sources
The Nature of Syndicated Data
A Classification of Syndicated Services
Syndicated Services for Consumer Data
Surveys
Purchase and Media Panels
Electronic Scanner Services
Syndicated Services for Institutional Data
Retailer and Wholesaler Audits
Industry Services
Combining Information from a Variety of Sources: Single-Source Data
How to Conduct an Online Search for External Secondary Data
International Marketing Research
Marketing Research and Social Media
Ethics in Marketing Research
Summary
Companion Website
Key Terms and Concepts
Suggested Cases and Video Cases
Live Research: Conducting a Marketing Research Project
Acronyms
Review Questions
Applied Problems
Internet Exercises
Online Video Case 3.1: National Football League: The King of Professional Sports
Chapter 4: Qualitative Research
Overview
Learning Objectives
Primary Data: Qualitative Versus Quantitative Research
A Classification of Qualitative Research Procedures
Focus Group Interviews
Characteristics
Planning and Conducting Focus Groups
Advantages and Disadvantages of Focus Groups
Online Focus Groups
Advantages and Disadvantages of Online Focus Groups
Depth Interviews
Conducting Depth Interviews
Advantages and Disadvantages of Depth Interviews
Projective Techniques
Word Association
Sentence Completion
Picture Response and Cartoon Test
Role Playing and Third-Person Techniques
Advantages and Disadvantages of Projective Techniques
Other Methods of Qualitative Research
Ethnography and Netnography
Mystery Shopping
International Marketing Research
Marketing Research and Social Media
Focus Groups
Depth Interviews
Projective Techniques
Limitations
Ethics in Marketing Research
Summary
Companion Website
Key Terms and Concepts
Suggested Cases and Video Cases
Live Research: Conducting a Marketing Research Project
Acronyms
Review Questions
Applied Problems
Internet Exercises
Online Video Case 4.1: Nike: Associating Athletes, Performance, and the Brand
Chapter 5: Survey and Observation
Overview
Learning Objectives
Survey Methods
Survey Methods Classified by Mode of Administration
Telephone Methods
Traditional Telephone Interviews
Computer-Assisted Telephone Interviewing
Advantages and Disadvantages of Telephone Interviewing
Personal Methods
Personal In-Home Interviews
Advantages and Disadvantages of In-Home Interviewing
Mall-Intercept Personal Interviews
Advantages and Disadvantages of Mall Intercepts
Computer-Assisted Personal Interviewing
Advantages and Disadvantages of CAPI
Mail Methods
Mail Interviews
Mail Panels
Advantages and Disadvantages of Mail Surveys
Electronic Methods
E-mail Surveys
Internet Surveys
Advantages and Disadvantages of Electronic Methods
Some Other Survey Methods
Criteria for Selecting a Survey Method
Improving Survey Response Rates
Prior Notification
Incentives
Follow-Up
Other Facilitators of Response
Observation Methods
Personal Observation
Mechanical Observation
A Comparison of Survey and Observation Methods
Relative Advantages of Observation
Relative Disadvantages of Observation
International Marketing Research
Marketing Research and Social Media
Surveys
Observation
Ethics in Marketing Research
Summary
Companion Website
Key Terms and Concepts
Suggested Cases and Video Cases
Live Research: Conducting a Marketing Research Project
Acronyms
Review Questions
Applied Problems
Internet Exercises
Online Video Case 5.1: Starbucks: Staying Local While Going Global Through Marketing Research
Chapter 6: Experimentation and Causal Research
Overview
Learning Objectives
Concept of Causality
Conditions for Causality
Concomitant Variation
Time Order of Occurrence of Variables
Absence of Other Possible Causal Factors
Role of Evidence
What is Experimentation?
Definitions and Concepts
Independent Variables
Test Units
Dependent Variables
Extraneous Variables
Random Assignment to Experimental and Control Groups
Experiment
Experimental Design
Definition of Symbols
Validity in Experimentation
Internal Validity
External Validity
Controlling Extraneous Variables
A Classification of Experimental Designs
Pre-experimental Designs
One-Shot Case Study
One-Group Pretest–Posttest Design
Static Group Design
True Experimental Designs
Pretest–Posttest Control Group Design
Posttest-Only Control Group Design
Statistical Designs
Factorial Design
Selecting an Experimental Design
Experimentation on the Web
Experimental Versus Nonexperimental Designs
Limitations of Experimentation
Cost
Administration
Application: Test Marketing
International Marketing Research
Marketing Research and Social Media
Ethics in Marketing Research
Summary
Companion Website
Key Terms and Concepts
Suggested Cases and Video Cases
Live Research: Conducting a Marketing Research Project
Acronyms
Review Questions
Applied Problems
Internet Exercises
Online Video Case 6.1: AFLAC: Marketing Research Quacks a Duck
Chapter 7: Measurement and Scaling
Overview
Learning Objectives
Measurement and Scaling
Primary Scales of Measurement
Nominal Scale
Ordinal Scale
Interval Scale
Ratio Scale
Comparative and Noncomparative Scaling Techniques
Comparative Scaling Techniques
Paired Comparison Scaling
Rank-Order Scaling
Constant Sum Scaling
Noncomparative Scaling Techniques
Continuous Rating Scale
Itemized Rating Scales
Multi-Item Scales
Scale Evaluation
Reliability
Validity
Relationship Between Reliability and Validity
Choosing a Scaling Technique
International Marketing Research
Marketing Research and Social Media
Ethics In Marketing Research
Summary
Companion Website
Key Terms and Concepts
Suggested Cases and Video Cases
Live Research: Conducting a Marketing Research Project
Acronyms
Review Questions
Applied Problems
Internet Exercises
Online Video Case 7.1: Procter & Gamble: Using Marketing Research to Build Brands
Chapter 8: Questionnaire and Form Design
Overview
Learning Objectives
Questionnaires and Observational Forms
Questionnaire Definition
Objectives of a Questionnaire
Questionnaire Design Process
Specify the Information Needed and the Interviewing Method
Determine the Content of Individual Questions
Determine the Content of Individual Questions
Is the Question Necessary?
Are Several Questions Needed Instead of One?
Overcome the Respondent’s Inability to Answer
Is the Respondent Informed?
Can the Respondent Articulate His or Her Responses?
Overcome the Respondent’s Unwillingness to Answer
Effort Required of the Respondent
Sensitive Information
Decide on the Question Structure
Unstructured Questions
Structured Questions
Determine the Question Wording
Define the Issue
Use Ordinary Words
Use Unambiguous Words
Avoid Leading or Biasing Questions
Balance Dual Statements: Positive and Negative
Arrange the Questions in Proper Order
Opening Questions
Type of Information
Difficult Questions
Effect on Subsequent Questions
Logical Order
Choose the Form and Layout
Reproduction of the Questionnaire
Pretest the Questionnaire
Software for Questionnaire Design
Free/Low-Cost Survey Sites
Observational Forms
International Marketing Research
Marketing Research and Social Media
Ethics in Marketing Research
Summary
Companion Website
Key Terms and Concepts
Suggested Cases and Video Cases
Live Research: Conducting a Marketing Research Project
Acronyms
Review Questions
Applied Problems
Internet Exercises
Online Video Case 8.1: Dunkin•f Donuts: Dunking the Competition
Chapter 9: Sampling Design and Procedures
Overview
Learning Objectives
Sample or Census
The Sampling Design Process
Define the Target Population
Determine the Sampling Frame
Select a Sampling Technique
Determine the Sample Size
Execute the Sampling Process
A Classification of Sampling Techniques
Nonprobability Sampling Techniques
Convenience Sampling
Judgmental Sampling
Quota Sampling
Snowball Sampling
Probability Sampling Techniques
Simple Random Sampling
Systematic Sampling
Stratified Sampling
Cluster Sampling
Choosing Nonprobability Versus Probability Sampling
Internet Sampling
International Marketing Research
Marketing Research and Social Media
Ethics in Marketing Research
Summary
Companion Website
Key Terms and Concepts
Suggested Cases and Video Cases
Live Research: Conducting a Marketing Research Project
Acronyms
Review Questions
Applied Problems
Internet Exercises
Online Video Case 9.1: Subaru: "Mr. Survey" Monitors Customer Satisfaction
Part 3: Data Collection, Analysis, and Reporting
Chapter 10: Data Collection and Preparation
Overview
Learning Objectives
The Nature of Field Work or Data Collection
Field Work/Data Collection Process
Selection of Field Workers
Training of Field Workers
Supervision of Field Workers
Validation of Field Work
Evaluation of Field Workers
The Data Preparation Process
Questionnaire Checking
Editing
Coding
Coding Structured Questions
Coding Unstructured Questions
Codebook
Transcribing
Developing a Data File
Data Cleaning
Consistency Checks
Treatment of Missing Responses
Statistically Adjusting the Data
Variable Respecification
Recoding
Selecting a Data Analysis Strategy
International Marketing Research
Marketing Research and Social Media
Ethics in Marketing Research
Software Applications
SPSS and Excel Computerized Demonstration Movies
SPSS and Excel Screen Captures with Notes
SPSS Windows
Detailed Steps: Overview
Detailed Steps: Data Entry
Detailed Steps: Variable Respecification
Detailed Steps: Variable Recoding
Excel
Detailed Steps: Overview
Detailed Steps: Data Entry
Detailed Steps: Variable Respecification
Detailed Steps: Variable Recoding
Summary
Companion Website
Key Terms and Concepts
Suggested Cases and Video Cases
Live Research: Conducting a Marketing Research Project
Acronyms
Review Questions
Applied Problems
Internet Exercises
Online Video Case 10.1: Intel: Building Blocks Inside Out
Chapter 11: Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation
Overview
Learning Objectives
Frequency Distribution
Statistics Associated with Frequency Distribution
Measures of Location
Mean
Mode
Median
Measures of Variability
Range
Variance and Standard Deviation
Introduction to Hypothesis Testing
A General Procedure for Hypothesis Testing
Step 1: Formulating the Hypothesis
Step 2: Selecting an Appropriate Test
Step 3: Choosing Level of Significance
Step 4: Data Collection
Step 5: Determining the Probability
Steps 6 and 7: Comparing the Probability and Making the Decision
Step 8: Marketing Research Conclusion
A Classification of Hypothesis-Testing Procedures
Cross-Tabulation
Statistics Associated with Cross-Tabulation
Chi-Square
Phi Coefficient
Contingency Coefficient
Cramer's V
Cross-Tabulation in Practice
Software Applications
SPSS and Excel Computerized Demonstration Movies
SPSS and Excel Screen Captures with Notes
SPSS Windows
Detailed Steps: Overview
Detailed Steps: Frequencies
Detailed Steps: Cross-Tabulations
Excel
Detailed Steps: Overview
Detailed Steps: Frequencies
Detailed Steps: Cross-Tabulations
Summary
Companion Website
Key Terms and Concepts
Suggested Cases and Video Cases
Live Research: Conducting a Marketing Research Project
Acronyms
Review Questions
Applied Problems
Online Video Case 11.1: Marriott: Marketing Research Leads to Expanded Offerings
Chapter 12: Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression
Overview
Learning Objectives
Hypotheses Testing Related to Differences
The t Distribution
Hypothesis Testing Based on the t Statistic
One-Sample Test
Mean
Proportion
Two-Independent-Samples Test
Means
Proportions
Paired-Samples Test
Means
Proportions
Correlation
Regression Analysis
Multiple Regression Model
Strength of Association
Significance Testing
Software Applications
SPSS and Excel Computerized Demonstration Movies
SPSS and Excel Screen Captures with Notes
SPSS Windows
Detailed Steps: Overview
Detailed Steps: One-Sample t Test
Detailed Steps: Two-Independent-Samples t Test
Detailed Steps: Paired-Samples t Test
Detailed Steps: Correlation
Detailed Steps: Bivariate and Multiple Regression
Excel
Detailed Steps: Overview
Detailed Steps: One-Sample t Test
Detailed Steps: Two-Independent-Samples t Test
Detailed Steps: Paired-Samples t Test
Detailed Steps: Correlation
Detailed Steps: Bivariate and Multiple Regression
Summary
Companion Website
Key Terms and Concepts
Suggested Cases and Video Cases
Live Research: Conducting a Marketing Research Project
Acronym
Review Questions
Applied Problems
Online Video Case 12.1: Marriott: Marketing Research Leads to Expanded Offerings
Chapter 13: Report Preparation and Presentation
Overview
Learning Objectives
Importance of the Report and Presentation
The Report Preparation and Presentation Process
Report Preparation
Report Format
Title Page
Letter of Transmittal
Letter of Authorization
Table of Contents
Executive Summary
Problem Definition
Approach to the Problem
Research Design
Data Analysis
Results
Limitations and Caveats
Conclusions and Recommendations
Report Writing
Guidelines for Tables
Title and Number
Arrangement of Data Items
Basis of Measurement
Leaders, Rulings, Spaces
Explanations and Comments: Headings, Stubs, and Footnotes
Sources of the Data
Guidelines for Graphs
Geographic and Other Maps
Pie Charts
Line Charts
Pictographs
Histograms and Bar Charts
Schematic Figures and Flowcharts
Oral Presentation and Dissemination
Research Follow-Up
Assisting the Client
Evaluating the Research Project
International Marketing Research
Marketing Research and Social Media
Ethics in Marketing Research
Software Applications
Summary
Companion Website
Key Terms and Concepts
Suggested Cases and Video Cases
Live Research: Conducting a Marketing Research Project
Acronyms
Review Questions
Applied Problems
Internet Exercises
Online Video Case 13.1: Marriott: Marketing Research Leads to Expanded Offerings
Running Case with Real Data and Questionnaire
Case 1.1 Dell Direct
Comprehensive Critical Thinking Case
Case 2.1 American Idol: A Big Hit for Marketing Research?
Comprehensive Cases with Real Data and Questionnaires
Case 3.1 JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions
Case 3.2 Wendy's: History and Life After Dave Thomas
Index
Material: