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Contents

Part I The Nature and Scope of Marketing Research 1 A Decision-Making Perspective on Marketing Intelligence 1 Learning Objectives 1 An Overview of Business Intelligence 1 Introduction to Marketing Intelligence 4 Marketing Research 7 Role of Marketing Research in Managerial Decision-Making 9 Factors that Influence Marketing Research Decisions 17 Use of Marketing Research 19 Ethics in Marketing Research 20 The Respondent's Ethics and Rights 21 International Marketing Research 23 Summary 25 Questions and Problems 25 End Notes 26 Case 1-1: Preteen Market-The Right Place to Be In for Cell Phone Providers? 27 Case 1-2: Best Buy on a Segmentation Spree 27 Case 1-3: Ethical Dilemmas in Marketing Research 29 2 Marketing Research in Practice 30 Learning Objectives 30 Information Systems Decision Support Systems and Marketing Research 31 Marketing Decision Support Systems 34 Suppliers of Information 37 Criteria for Selecting External Suppliers 43 Career Opportunities in Marketing Research 44 Summary 45 Questions and Problems 45 End Notes 45 Appendix: Marketing Research Jobs 46 3 The Marketing Research Process 47 Learning Objectives 47 Overview of the Marketing Research Process 47 The Preliminary Stages of the Marketing Research Process 48 Planning a New HMO 60 The International Marketing Research Process 62 Summary 66 Questions and Problems 66 End Notes 67 Case 3-1: A VideOcart Test for Bestway Stores 67 Case 3-2: Philip Morris Enters Turkey 69 4 Research Design and Implementation 71 Learning Objectives 71 Research Approach 73 Research Tactics and Implementation 79 Budgeting and Scheduling the Research Project 81 Research Proposal 83 Designing International Marketing Research 84 Issues in International Research Design 86 Summary 88 Questions and Problems 89 End Notes 89 Appendix: Errors in Research Design 90 Case 4-1: Reynolds Tobacco's Slide-Box Cigarettes 91 Cases for Part I 95 Case I-1: Clover Valley Dairy Company 95 Part II Data Collection Section A: Secondary and Exploratory Research 5 Secondary Sources of Marketing Data 98 Learning Objectives 98 Secondary Data 99 Uses of Secondary Data 100 Benefits of Secondary Data 100 Limitations of Secondary Data 101 Internal Sources of Secondary Data 102 External Sources of Secondary Data 103 Census Data 109 North American Industry Classification System 111 Appraising Secondary Sources 112 Applications of Secondary Data 113 Sources of Secondary Data for International Marketing Research 117 Problems Associated with Secondary Data in International Research 117 Applications of Secondary Data in International Research 118 Summary 119 Questions and Problems 119 End Notes 120 Case 5-1: Barkley Foods 121 Case 5-2: Dell in Latin America? 122 6 Standardized Sources of Marketing Data 123 Learning Objectives 123 Retail Store Audits 124 Consumer Purchase Panels 125 Scanner Services and Single-Source Systems 128 Media-Related Standardized Sources 134 Applications of Standardized Sources of Data 136 Summary 138 Questions and Problems 138 End Notes 139 Case 6-1: Promotion of Rocket Soups 140 Case 6-2: Kerry Gold Products Ltd. 144 7 Marketing Research on the Internet 147 Learning Objectives 147 Current Trends in Web Usage 148 WWW Information for Marketing Decisions 149 The Internet and Marketing Research Today 154 The Internet and Marketing Research Developments 166 Issues and Concerns 167 Summary 169 Questions and Problems 169 End Notes 170 Case 7-1: Caring Children's hospital 172 8 Information Collection: Qualitative and Observational Methods 173 Learning Objectives 173 Need for Qualitative Research 173 Qualitative Research Methods 174 Observational Methods 194 Recent Applications of Qualitative and Observational Methods 200 Summary 201 Questions and Problems 201 End Notes 202 Appendix: Myths of Qualitative Research: It's Conventional but Is It Wisdom? 204 Case 8-1: Mountain Bell Telephone Company 205 Case 8-2: U.S. Department of Energy (A) 207 Case 8-3: Hamilton Beach Conducts Primary Research in Mexico and Europe 208 Section B: Descriptive Research 9 Information from Respondents: Issues in Data Collection 209 Learning Objectives 209 Information from Surveys 209 Sources of Survey Error 210 Methods of Data Collection 215 Factors Affecting the Choice of a Survey Method 216 Ethical Issues in Data Collection 220 Summary 222 Questions and Problems 222 End Notes 223 Case 9-1: Essex Markets 224 Case 9-2: More Ethical Dilemmas in Marketing Research 224 10 Information from Respondents: Survey Methods 226 Learning Objectives 226 Collecting Data 226 Surveys in the International Context 248 Summary 250 Questions and Problems 250 End Notes 252 Case 10-1: Roland Development Corp 253 11 Attitude Measurement 255 Learning Objectives 255 Attitudes 256 The Concept of Measurement and Scaling 257 Types of Attitude Rating Scales 260 General Guidelines for Developing a Multiple-Item Scale 271 Interpreting Attitude Scales 274 Choosing an Attitudinal Scale 275 Accuracy of Attitude Measurements 277 Scales in Cross-National Research 279 Summary 280 Questions and Problems 280 End Notes 281 Case 11-1: National Kitchens 282 12 Designing the Questionnaire 284 Learning Objectives 284 Planning What to Measure 285 Formatting the Question 287 Question Wording: A Problem of Communication 292 Sequence and Layout Decisions 297 Questionnaire Design for International Research 303 Summary 305 Questions and Problems 305 End Notes 309 Case 12-1: Wine Horizons 309 Case 12-2: Smith's Clothing (A) 312 Section C: Causal Research 13 Experimentation 313 Learning Objectives 313 Descriptive versus Experimental Research 314 What Constitutes Causality? 315 Laboratory and Field Experiments 317 Threats to Experimental Validity 318 Issues in Experimental Research 320 Types of Experimental Designs 322 Guidelines for Conducting Experimental Research 336 Limitations of Experiments 337 Summary 339 Questions and Problems 339 End Notes 341 Case 13-1: Evaluating Experimental Designs 341 Case 13-2: Barrie Food Corporation 342 Section D: Sampling 14 Sampling Fundamentals 344 Learning Objectives 344 Sample or Census 344 Sampling Process 346 Probability Sampling 352 Nonprobability Sampling 357 Shopping Center Sampling 362 Sampling in the International Context 363 Summary 365 Questions and Problems 366 End Notes 368 Case 14-1: Exercises in Sample Design 369 Case 14-2: Talbot Razor Products Company 369 15 Sample Size and Statistical Theory 372 Learning Objectives 372 Determining the Sample Size: Ad Hoc Methods 373 Population Characteristics/Parameters 374 Sample Characteristics/Statistics 375 Sample Reliability 376 Interval Estimation 378 Sample Size Question 380 Proportions 381 Coefficient of Variation 383 Stratified Sampling 383 Multistage Design 386 Sequential Sampling 386 Summary 387 Questions and Problems 387 End Notes 389 Cases for Part II 390 Case II-1: Currency Concepts International 390 Appendix A: Interview Guide for International Travelers (U.S. Citizens) 394 Part III Data Analysis 16 Fundamentals of Data Analysis 396 Learning Objectives 396 Preparing the Data for Analysis 397 Strategy for Data Analysis 401 Cross-Tabulations 405 Factors Influencing the Choice of Statistical Technique 407 An Overview of Statistical Techniques 409 Summary 414 Questions and Problems 414 End Notes 415 Appendix: Choice of a Statistical Package 415 17 Hypothesis Testing: Basic Concepts and Tests of Associations 416 Learning Objectives 416 The Logic of Hypothesis Testing 417 Steps in Hypothesis Testing 418 Basic Concepts of Hypothesis Testing 419 Cross-Tabulation and Chi-Square 422 Summary 431 Questions and Problems 431 End Notes 432 Case 17-1: Medical Systems Associates: Measuring Patient Satisfaction 433 18 Hypothesis Testing: Means and Proportions 435 Learning Objectives 435 Commonly Used Hypothesis Tests in Marketing Research 436 Relationship between Confidence Interval and Hypothesis Testing 439 Analysis of Variance (ANOVA) 440 The Probability-Values (p-Values) Approach to Hypothesis Testing 454 Effect of Sample Size and Interpretation of Test Results 455 Summary 456 Questions and Problems 456 End Notes 457 Case 18-1: American Conservatory Theater 458 Case 18-2: Apple Appliance Stores 459 Part IV Special Topics in Data Analysis 19 Correlation Analysis and Regression Analysis 461 Learning Objectives 461 Correlation Analysis 462 Regression Analysis 466 Summary 485 Questions and Problems 486 End Notes 488 Case 19-1: The Seafood Grotto 489 Case 19-2: Election Research Inc. 490 20 Discriminant Factor and Cluster Analysis 491 Learning Objectives 491 Discriminant Analysis 491 Multiple Discriminant Analysis 500 Summary of Discriminant Analysis 504 Factor and Cluster Analysis 504 Factor Analysis 505 Summary of Factor Analysis 516 Cluster Analysis 517 Summary of Cluster Analysis 527 Questions and Problems 527 End Notes 529 Case 20-1: Southwest Utility 529 Case 20-2: Store Image Study 530 21 Multidimensional Scaling and Conjoint Analysis 533 Learning Objectives 533 Multidimensional Scaling 533 Attribute-Based Approaches 534 Summary of MDS 543 Conjoint Analysis 544 Summary of Conjoint Analysis 551 Questions and Problems 552 End Notes 553 Case 21-1: Nester's Foods 554 Case 21-2: The Electric Truck Case 555 22 Presenting the Results 556 Learning Objectives 556 Guidelines for Successful Presentations 556 Written Report 562 Oral Presentation 566 Relationship with the Client 569 Summary 570 Questions and Problems 570 End Notes 570 Part V Applications of Marketing Intelligence 23 Marketing-Mix Measures 571 Learning Objectives 571 New-Product Research 572 Pricing Research 582 Distribution Research 585 Promotion Research 591 Total Quality Management 601 Summary 606 Questions and Problems 607 End Notes 609 Case 23-1: National Chemical Corporation 610 Case 23-2: Hokey Pokey is Born in India 611 24 Brand and Customer Metrics 613 Learning Objectives 613 Competitive Advantage 613 Brand Equity 616 Customer Satisfaction 622 Contemporary Applications of Marketing Intelligence 628 Maximizing Customer Profitability 630 Summary 633 Questions and Problems 633 End Notes 633 25 New Age Strategies 635 Learning Objectives 635 Database Marketing 636 Relationship Marketing 645 E-Commerce 649 Mobile Marketing 652 Social Marketing 654 Experiential Marketing 658 Word-of-Mouth Marketing 659 Internet of Things 662 Bots and Artificial Intelligence 664 Blockchain 666 Summary 668 Questions and Problems 669 End Notes 669 Appendix A 673 A-1. Standard Normal Cumulative Probability in Right-Hand Tail for Positive Values of z; Areas are formed by Symmetry 673 A-2. 2 Critical Points 674 A-3. F Critical Points 676 A-4. Cut-Off Points for the Student's t-Distribution 681 A-5. Procedures for Conducting Univariate and Multivariate Analysis in SPSS 682 A-6. Output of Select Tables in SPSS 686 Glossary 699 Index 717

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