PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH Chapter 1 INTRODUCTION TO MARKETING RESEARCH Chapter 2 DEFINING THE MARKETING RESEARCH PROBLEM AND DEVELOPING AN APPROACH PROFESSIONAL PERSPECTIVES FOR PART 1 CASES FOR PART 1 PART II: RESEARCH DESIGN FORMULATION Chapter 3 RESEARCH DESIGN Chapter 4 EXPLORATORY RESEARCH DESIGN: SECONDARY DATA Chapter 5 EXPLORATORY RESEARCH DESIGN: QUALITATIVE RESEARCH Chapter 6 DESCRIPTIVE RESEARCH DESIGN: SURVEY AND OBSERVATION Chapter 7 CAUSAL RESEARCH DESIGN: EXPERIMENTATION Chapter 8 MEASUREMENT AND SCALING: FUNDAMENTALS AND COMPARATIVE SCALING Chapter 9 MEASUREMENT AND SCALING: NONCOMPARATIVE SCALING TECHNIQUES Chapter 10 QUESTIONNAIRE AND FORM DESIGN Chapter 11 SAMPLING: DESIGN AND PROCEDURES Chapter 12 SAMPLING: FINAL AND INITIAL SAMPLE SIZE DETERMINATION PROFESSIONAL PERSPECTIVES FOR PART 11 CASES FOR PART 11 PART III: DATA COLLECTION Chapter 13 FIELD WORK PROFESSIONAL PERSPECTIVES FOR PART III CASES FOR PART 111 PART IV: DATA PREPARATION AND ANALYSIS Chapter 14 DATA PREPARATION Chapter 15 FREQUENCY DISTRIBUTION, CROSS-TABULATION, AND HYPOTHESIS TESTING Chapter 16 ANALYSIS OF VARIANCE AND COVARIANCE Chapter 17 CORRELATION AND REGRESSION Chapter 18 DISCRIMINANT ANALYSIS Chapter 19 FACTOR ANALYSIS Chapter 20 CLUSTER ANALYSIS Chapter 21 MULTIDIMENSIONAL SCALING AND CONJOINT ANALYSIS PROFESSIONAL PERSPECTIVES FOR PART IV CASES FOR PART IV PART V: COMMUNICATING THE RESEARCH PROJECT Chapter 22 REPORT PREPARATION AND PRESENTATION PROFESSIONAL PERSPECTIVES FOR PART V CASES FOR PART V PART VI: INTERNATIONAL AND ETHICAL DIMENSIONS Chapter 23 INTERNATIONALMARKETINGRESEARCH Chapter 24 ETHICS IN MARKETING RESEARCH PROFESSIONAL PERSPECTIVES FOR PART VI CASES FOR PART VI Preface xxviii About the Author xxxv PART I:INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH CHAPTER 1 INTRODUCTION TO MARKETING RESEARCH Objectives Overview What Does Marketing Research Encompass? The Nature of Marketing Research Definition of Marketing Research A Classification of Marketing Research The Role of Marketing Research in MIS and DSS Marketing Research Suppliers and Services Selecting a Research Supplier Careers in Marketing Research Marketing Research Process The Department Store Patronage Project International Marketing Research Ethics in Marketing Research Computer Applications Summary Acronyms Exercises Questions Problems Computer Exercises Notes CHAPTER 2 DEFINING THE MARKETING RESEARCH PROBLEM AND DEVELOPING AN APPROACH Objectives Overview Importance of Defining the Problem The Process of Defining the Problem and Developing an Approach Tasks Involved Discussions with Decision Makers Interviews with Industry Experts Secondary Data Andlysis Qwalitative Research Environmental Context of the Problem Past Information and Forecasts Resources and Constraints Objectives Buyer Behavior Legdl Environment Economic Environment Marketing cmd Technologicad Skills Management Decision Problem and Marketing Research Problem Defining the Marketing Research Problem Components of the Approach Objectwe/Theoretical Framework Analytical Model Research Questions Hypotheses Relevant Characteristics International Marketing Research Ethics in Marketing Research Computer Applications Summary Acronyms Exercises Questions Problems Computer Exercises Notes PROFESSIONAL PERSPECTIVES FOR PART 1 The Profession of Marketing Research: A Strategic Assessment The Marketing Research Problem: From the DM's Desk to Study Execution Defirdng the Research Problem CASESFORPARTI Case 1.1: Life in the Fast Lane: Fast Food Chains Race to Be Number One Case 1.2: Nike Sprints Ahead of the Competition Case 1.3: Lexus: Imparting Value to Luxury or Luxury to Value? Case 1.4: Marketing Research Lights the Way for Electric Utilities Case 1.5: Quaker Oats: Marketing Its Way to Success PART II: RESEARCH DESIGN FORMULATION CHAPTER 3 RESEARCH DESIGN Objectives Overview Research Design: Definition Research Design: Classification Exploratory Research Descriptive Research Cross-SectionaI Designs Longitudinal Designs Relative Advantages and Disadvantages of Longitudinal and Cross' Sectional Designs Causal Research Relationships among Exploratory, Descriptive, and Causal Research Potential Sources of Error Random Sampling Error Nonsampling Error Budgeting and Scheduling the Project Marketing Research Proposal Intemational Marketing Research Ethics in 'Marketing Research Computer Applications Summary Acronyms Exercises Questions Problems Computer Exercises Notes CHAPTER 4 EXPLORATORY RESEARCH DESIGN: SECONDARY DATA Objectives Overview Primary versus Secondary Data Advantages and Uses of Secondary Data Disadvantages of Secondary Data Criteria for Evaluating Secondary Data Specifications: Methodlology Used to Collect the Data Error: Accuracy of the Data Currency: When the Data Were Collected Objective'.The Purpose for Which the Data Were Collected Nature: The Content of the Data Dependability: How Dependable Are the Data? Classification of Secondary Data Internal SecondaryData Database Marketing Published Extemal Secondary Sources Qeneral Business Data Qovemment Sources Computerized Databases Classification of Computerized Datdbases Directories of Databases Syndicated Sources of Secondary Data Syndicated Data from Households Surveys Diary Panels Electronic Scanner Services Syndicated Data from Institutions Retailer and Wholesaler Audits Retail Auditing for Retailing Information Industry Services Combining Information from Different Sources: Single-Source Data Applications of Secondary Data Buying Power Index Computer Mapping International Marketing Research Ethics in Marketing Research Computer Applications Summary Acronyms Exercises Questions Problems Computer Exercises Notes Appendix 4A: Published Sources of Secondary Data CHAPTER 5 EXPLORATORY RESEARCH DESIGN: QUALITATIVE RESEARCH Objectives Overview Primary Data: Qualitative versus Quantitative Research Rationale for Using Qualitative Research A Classification of Qualitative Research Procedures Focus Group Interviews Characteristics Planning and Conducting Focus Qroups Other Variations in Focus Groups Advantages and Disadvantages of Focus Groups Applications of Focus Groups Depth Interviews Characteristics Techniques Advantages and Disadvantages af Depth Interviews Applications of Depth Interviews Projective Techniques Association Techniques Completion Techniques Construction Techniques Expressive Techniques Advantages and Disadvantages of Projective Techniques Applications of Projective Techniques Intemational Marketing Research Ethics in Marketing Research Computer Applications Summary Acronyms Exercises Questions Problems Computer Exercises Notes CHAPTER 6 DESCRIPTIVE RESEARCH DESIGN: SURVEY ANDOBSERVATION Objectives Overview Survey Methods Survey Methods Classified by Mode of Administration Telephone Methods Traditional Telephone Interviews Computer-Assisted Telephone Interviewirig Personal Methods Personal In-Home Interviews Mall-Intercept Persbnal Interviews Computer-Assisted Personal Intervieiwing (CAPl) Mail Methods Mail Interviews Mail Panels A Comparative Evaluatiori of Survey Methods Flexibility of Data Collection Diversity of Questions Use of Physical Stimuli Sample Control Control of the Data Collection Environment Control of Field Force Quantity of Data Response Rate Perceived Anonymity Socud Desirabiiity/Sensitive Infonnation Potential for Interviewer Bias Speed Cost Selection of Survey Methotd(s) Observation Methods Structured versns Unstructured Observation Disguised versus Undisguised Observation Naturol versus Contrived Observation Observation Methods Classified by Mode of Administration Personal Observation Mechanical Observation Audit Content Analysis Trace Arudysis A Comparative Evaluation of Observation Methods A Comparison of Survey and Observation Methods Relative Advantages of Observxtion Relative Disadvantages of Observation Intemational Marketing Research Selection of Survey Methods Ethics in Marketing Research Computer Applications Summary Acronyms Exercises Questions Problems Computer Exercises Notes CHAPTER 7 CAUSAL RESEARCH DESIGN: EXPERIMENTATION Objectives Overview Concept of Causality Conditions for Causality Concomitant Variation Time Order of Occurrence of Variables Absence of Other Possible Causal Factors Role of Evidence Definitions and Concepts Definition of Symbols Validity in Experimentation Internal Validity Extemal Validity Extraneous Variables History Maturation Testing Effects Instrumentation Statisticdl Regression. Selection Bias Mortality Controlling Extraneous Variables Randomization Matching Statistical Control Design Control A Classification of Experimental Designs Preexperimental Designs One-Shot Case Study One-Qroup Pretest-Posttest Design Static Qroup Design True Experimental Designs Pretest-Posttest Control Qroup Design Posttest-Only Control Qroup Design Quasi-Experimental Designs Time Series Design Multiple Time Series Design Statistical Designs Randomized Block Design Latin Square Design Factorial Design Laboratory versus Field Experiments Experimental versus Nonexperimental Designs Limitations of Experimentation Time Cost Administration Application: Test Marketing Standard Market Test Controlled Test Market Simulated Test Market Determining a Test Marketing Strategy Intemational Marketing Research Ethics in Marketing Research Computer Applications Summary Acronyms Exercises Questions Problems Computer Exercises Notes CHAPTER 8 MEASUREMENT AND SCALING: FUNDAMENTALS AND COMPARATIVE SCALING Objectives Overview Measurement and Scaling Primary Scales of Measurement Nominal Scale Ordinal Scale Interval Scale Ratio Scale A Comparison of Scaling Techniques Comparative Scaling Techniques Paired Comparison Scaling Rank Crder Scdling Constant Sum Scaling Q-Sort and Other Procedures Verbal Protocols International Marketing Research Ethics in Marketing Research Computer Applications Summary Acronyms Exercises Questions Problems Computer Exercises Notes CHAPTER 9 MEASUREMENT AND SCALING: NONCOMPARATIVE SCALING TECHNIQUES Objectives Overview Noncomparative Scaling Techniques Continuous Rating Scale Itemized Rating Scales Likert Scdle Semantic Differential Scale Stapel Scale Noncomparative Itemized Rating Scale Decisions Number of Scale Categories Balanced versus Unbotlanced Scale Odd or Even Number of Categories Forced versus Nonforced Choice Nature and Degree of Verbal Description Physical Form of the Scale Multiitem Scales Scale Evaluation Measurement Accuracy Reliability Validity Relationship between Reliability and Validity Qeneralizability Choosing a Scaling Technique Mathematically Derived Scales International Marketing Research Ethics in Marketing Research Computer Applications Summary Acronyms Exercises Questions Problems Computer Exercises Notes CHAPTER 10 QUESTIONNAIRE AND FORM DESIGN Objectives Overview Questionnaires and Observation Forms Questionnaire Definition Objectives of a Questionnaire Questionnaire Design Process Specify the Information Needed Type of Interviewing Method Individual Question Content Is the Question Necessary? Are Several Questions Needed Instead of One? Overcoming Inability to Answer Is the Respondent Informed? Can the Respondent Remember? Can the Respondent Articulate? Overcoming Unwillingness tq Answer Effort Required of the Respondents Context Legitimate Purpose Sensitive Information Increasing the Willingness of Respondents Choosing Question Structure Unstructured Questions Structured Questions Choosing Question Wording Define the Issue Use Ordinary Words Use Unambiguous Words Avoid Leading or Biasing Questions Avoid Implicit Altematives Awid Implicit Assumptions Avoid Qenerolizations and Estimates Use Positive and 'Negative Statements Determining the Order of Questibns Opening Questions Type of Information Difficult Questions Effect on Subsequent Questions Logical Order Form and Layout Reproduction of the Questionnaire Pretesting Observational Forms International Marketing Research Ethics in Marketing Research Computer Applications Summary Acronyms Exercises Questions Problems Computer Exercises Notes CHAPTER 11 SAMPLING: DESIGN AND PROCEDURES Objectives Overview Sample or Census The Sampling Design Process Define the Target Population Determirte the Scttnplirtg Frame Select a Sampling Tech.nique 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 (SRS) Systematic Sampling Stratified Sampling Cluster Sampling Other Probdbility Sampling Techniques Choosing Nonprobability versus Probability Sampling Uses of Nonprobability and Probability Sampling Intemational Marketing Research Ethics in Marketing Research Computer Applications Summary Acronyms Exercises Questions Problems Computer Exercises Notes CHAPTER 12 SAMPLING: FINAL AND INITIAL SAMPLE SIZE DETERMINATION Objectives Overview Definitions and Symbols The Sampling Distribution Statistical Approach to Determining Sample Size The Confidence Interval Approach Sample Size Determination: Means Sample Size Determmcttion: Proportions Multiple Characteristics and Parameters Other Probability Sampling Techniques , Adjusting fhe Statistically Determined Sample Size Nonresponse Issues in Sampling Improving the Response Rates Adjusting for Nonresponse International Marketing Research Ethics in Marketing Research Computer Applications Summary Acronyms Exercises Questions Problems Computer Exercises Notes Appendix 12A PROFESSIONAL PERSPECTIVES FOR PART 11 418 Focus Qroups and Qwalitative Research Computer-Assisted Personud Interviewing Using a Cash Incentive to Heighten Mail Survey Response Dicding Selection Techniques: Random Digit versus Directory An Examination of Order Bias (On Self'Administered Questionnaires) CASESFORPARTII Case 2.1: Unfreezing the Frozen Foods Industry Case 2.2: Who Is the Host with the Most? Case 2.3: Candy Is Dandy for Hershey Case 2.4: Fragrances Are Sweet, but Competition Is Bttter Case 2.5: Is Super Bowl Advertising Super Effective? Case 2.6: Taste the Arby's Difference Case 2.7: Can Independent Carriers Go the Distance? PART III:DATACOLLECTION CHAPTER13 FIELDWORK Objectives Overview The Nature of Field Work Field Work and Data Collection Process 445 Selecting Field Workers Training Field Workers Making the Initial Contact Asking the Questions Probing Recording the Answers Terminating the Interview Supervising Field Workers Quality Control and Editing Sampling Control Control of Cheating Central Office Control Validating Field Work Evaluating Field Workers Cost and Time Response Rates Quality of Interviewing Quality of Data International Marketing Research Ethics in Marketing Research Computer Applications Summary Acronyms Exercises Questions Problems Computer Exercises Notes PROFESSIONAL PERSPECTIVES FOR PART III Field Work CASESFORPARTffl Case 3.1: Qerber Outgrows Its SIogan Case 3.2: Revlon's Channels Open the Door to Innovation PART IV: DATA PREPARATION AND ANALYSIS CHAPTER14 DATAPREPARATION Objectives Overview The Data Preparation Process Questionnaire Checking Editing Treatment of Unsatisfactory Responses 474 Coding Coding Questions Codebook Coding Questionnaires Transcribing Data Cleaning Consistency Checks Treatment of Missing Responses Statistically Adjusting the Data Weighting Variable Respecification Scale Transformation Selecting a Data Analysis Strategy A Classification of Statistical Techmques International Marketing Research Ethics in Marketing Research Computer Applications Summary Acronyms Exercises Questions Problems Computer Exercises Notes CHAPTER 15 FREQUENCY DISTRIBUTION, CROSS.TABULATION, AND HYPOTHESIS TESTING Objectives Overview Frequency Distribution Statistics Associated with Frequency Distribution Measures of Location Measures of VariabiZity Measures of Shape Introduction to Hypothesis Testing A General Procedure for Hypothesis Testing Cross Tabulations Two Variables Three Variables Qeneral Comments on CrossTabulation Statistics Associated with Cross-Tabulation Chi-Square Phi Coefficient Contingency Coefficient Cramer's V Lambda Coefficient Other Statistics Cross-Tabulation in Practice Hypothesis Testing Related to Differences Parametric Tests One Sample Two Independent Samples Paired Samples Nonparametric Tests One Sample Two Independent Samples Pcdred Samples Computer Applications Summary Acronyms Exercises Questions Problems Computer Exercises Notes CHAPTER 16 ANALYSIS OF VARIANCE AND COVARIANCE Objectives Overview Relationship among Techniques One-Way Analysis of Variance Statistics Associated with One-Way Analysis of Variance Conducting One-Way Analysis of Variance Identifying the Dependent and Independent Variables Decomposing the Total Variation Measuring Effects Significance Testing Interpreting Results Illustrative Applications of One-Way Analysis of Variance Assumptions in Analysis of Variance N-Way Analysis of Variance Analysis of Covariance Issues in Interpretation Interactions Relative Importance of Factors Multiple Comparisons Repeated Measures ANOVA Nonmetric Analysis of Variance Multivariate Analysis of Variance Computer Applications Summary Acronyms Exercises Questions Problems Computer Exercises Notes CHAPTERl7 CORRELATIONANDREGRESSION Objectives Overview Product Moment Correlation Partial Correlation Nonmetric Correlation Regression Analysis Bivariate Regression Statistics Associated with Bivariate Regression Analysis Conducting Bivariate Regression Analysis Scatter Diagram Bivariate Regression Model Estimation of Parameters Standardized Regression Coefficient Significance Testing Strength and Significance of Association Prediction Accuracy Assumptions Multiple Regression Statistics Associated with Multiple Regression Conducting Multiple Regression Analysis Partiol Regression Coefficients Strength of Association Significance Testing Examination of Residudis Stepwise Regression Multicollinearity Relative Importance of Predictors Cross-Validation Regression with Dummy Variables Analysis of Variance and Covariance with Regression Computer Applications Summary Acronyms Exercises Questions Problems Computer Exercises Notes CHAPTER18 DISCRIMINANTANALYSIS Objectives Overview Basic Concept Relationship to Regression and ANOVA Discriminant Analysis Model Statistics Associated with Discriminant Analysis Conducting Discriminant Analysis Fonnulation Estimation Determination of Significance Interpretation Validation Multiple Discriminant Analysis Fonnulation Estimation Determination of Significance Interpretation Validation Stepwise Discriminant Analysis Computer Applications Summary Acronyms Exercises Questions Problems Computer Exercises Notes Appendix 18A: Estimation of Discriminant Function Coefficients CHAPTER19 FACTOR ANALYSIS Objectives Overview Basic Concept Factor Analysis Model Statistics Associated with Factor Analysis Conducting Factor Analysis Problem Fonnulation Construction of the Correlation Matrix Method of Factor Analysis Number of Factors Rotation of Factors Interpretation of Factors Fuctor Scores Selection of Surrogate Variables Model Fit Applications of Common Factor Analysis Computer Applications Summary Acronyms Exercises Questions Problems Computer Exercises Notes Appendix l9A: Fundamental Equations of Factor Analysis CHAPTER 20 CLUSTER ANALYSIS Objectives Overview Basic Concept Statistics Associated with Cluster Analysis Conducting Cluster Analysis Formulating the Problem Selecting a Distance or Similarity Measure Selecting a Clustering Procedare Deciding on the Number of Clusters Interpreting and Proflling the Clusters Assessing Reliability and Validity Applications of Nonhierarchical Clustering Clustering Variables Computer Applications Summary Acronyms Exercises Questions Problems Computer Exercises Notes CHAPTER 21 MULTIDIMENSIONAL SCALING AND CONJOINT ANALYSIS Objectives Overview Basic Concepts in Multidimensional Scaling (MDS) Statistics and Terms Associated with Multidimensional Scaling Conducting Multidimensional Scaling Fonnulating the Problem Obtaining Input Data Selecting an MDS Procedure Deciding on the Number of Dimensions Labeling the Dimensions and Interpreting the Configuration Assessing Relidbility and Validity Assumptions and Limitations of MDS Scaling Preference Data Correspondence Analysis Relationship among MDS, Factor Analysis, and Discriminant Analysis Basic Concepts in Conjoint Analysis Statistics and Terms Associated with Conjoint Analysis Conducting Conjoint Analysis Formulating the Problem Constructing the Stimuli Deciding on the Form of Input Data Selecting a Conjoint Ancdysis Procedure Interpreting the Results Assessing Reliability and Validity Assumptions and Limitations of Conjoint Analysis Hybrid Conjoint Analysis Computer Applications Summary Acronyms Exercises Questions Problems Computer Exercises Notes PROFESSIONAL PERSPECTIVES FOR PART IV The Logic of Statistical Significance Tests Balancing Confidence and Power for Decision Making An Altemative to the Mean Interpretation of t Test Results CASESFORPARTIV Case 4.1; Dangerl Celebrity in Use Case 4.2: The Demographic Discovery of the Decade Case 4.3: The Magic Wand of PepsiCo Case 4.4: Can Qleem Shine in the Toothpaste Market? Case 4.5: Matsushita Retargets the U.S.A. Case 4.6: Pampers DevelapsaRash, ARash afNew Products 759 Case 4.7: Chrysler Seeks a New Image PART V: COMMUNICATING THE RESEARCH PROJECT CHAPTER22 REPORTPREPARATIONANDPRESENTATION Objectives Overview Importance of the Report and Presentation The Report Preparation and Presentation Process 768 Report Preparation Report Format Report Writing Guidelines for Tables Quidelines for Graphs Oral Presentation Reading the Research Report Addresses the Problem Research Design Execution of the Research Procedures Numbers and Statistics Interpretations and 'Conclusions Qeneralizcibility Disclosure Research Follow-Up Assisting the CIient Evaluation of the Research Project International Marketing Research Ethics in Marketing Research Computer Applications Summary Acronyms Exercises Questions Problems Computer Exercises Notes PROFESSIONAL PERSPECTIVES FOR PART V Report Preparation and Presentation Preparing and Presenting the Marketing Research Report CASESFORPARTV Case 5.1: New Coke Fiszles Out Case 5.2: Money Can't Buy Image, but It Can Help Create It PART Vl: INTERNATIONAL AND ETHICAL DIMENSIONS CHAPTER23 INTERNATIONAL MARKETING RESEARCH Objectives Overview Marketing Research Goes International A Framework for Intemational Marketing Research 804 The Environment Marketing Environment Qovemment Environment Legal Environment Economic Environment Structural Environment Infbrmational and Technological Environment 807 Sociocultural Environment Survey Methods Telephone Interviewing and CATI In-Home Personal Interviews Mall-Intercept Interviews cnd CAPI Mail Interviews Mail Panels Measurement and Scaling Questionnaire Translation Ethics in Marketing Research Computer Applications Summary Acronyms Exercises Questions Problems Computer Exercises Notes CHAPTER24 ETHICS IN MARKETING RESEARCH Objectives Overview Importance of Ethics in Marketing Research Stakeholders in Marketing Research Public Respondent Client Researcher Guidelines for Ethical Decision Making An Ethical Framework Teleology Deontology Hybrid ObJectivism Ethics and the Marketing Research Process Intemational Marketing Research Cultural Differences Precedence of Ethicdl Standards Political and Research Integrity Concerns Computer Applications Summary Acronyms Exercises Questions Problems Computer Exercises Notes PROFESSIONAL PERSPECTIVES FOR PART VI Intematwnal Marketing Research: Challenge ofthe 1990s CASESFORPARTVI Case 6.1: Wtll KFC Fry the Competition in China? Case 6.2: Is Tylenol Strong Enough to Overcome Multiple Headaches Case 6.3: Kmart and Its Problems in Eastem Europe APPENDIX: STATISTICAL TABLES INDEXES Subject Index Name Index Company Index
以下为对购买帮助不大的评价