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Summary
The Marketing Research Guide: Second Edition contains the accessible writing, comprehensive coverage of major topics, and helpful supplementary materials that are why this book chosen in 1997 for Choice Magazine's 34th annual Outstanding Academic Books (OAB) list. The newest edition includes Internet sources of data, Internet surveys, and an added advanced statistical analysis chapter. Step-by-step instructions take practitioners through the entire marketing research process. Worksheets, sample proposals, questionnaires, and a copy of a final report foster complete understanding of the tools and techniques of marketing research. The Marketing Research Guide: Second Edition provides practical information on Internet sources of data and Internet surveys; advanced statistical analysis; decision-making information, planning, and forecasting; test marketing; developing valid and reliable measurement instruments; data-collecting methods; designing a questionnaire; determining sampling frame and selecting sampling method; data-summary methods and research reports; mail survey design and mailing procedures; and full product testing techniques and procedures.
Table of Contents
| Preface | p. xiii |
| Acknowledgments | p. xv |
| Introduction to Marketing Research | p. 1 |
| The Marketing Decision Environment | p. 1 |
| Marketing Research | p. 1 |
| Marketing Research and Decision Making | p. 2 |
| Strategic versus Tactical Information Needs | p. 6 |
| Research for Strategic Decisions | p. 6 |
| Steps in a Marketing Research Project | p. 7 |
| Applications of Marketing Research | p. 17 |
| Marketing Information Systems | p. 20 |
| Summary | p. 20 |
| Worksheet | p. 21 |
| Research Designs for Management Decisions | p. 25 |
| The Decision-Making Perspective of Research | p. 25 |
| The Research Design Decision Process | p. 25 |
| Types of Research Designs | p. 26 |
| Summary | p. 42 |
| Worksheet | p. 44 |
| Experimentation | p. 49 |
| What Is Experimentation? | p. 49 |
| Terminology | p. 50 |
| Validity and Experimentation | p. 52 |
| Field versus Laboratory Experiments | p. 54 |
| Experimental Design Symbols | p. 54 |
| Ethics and Experimentation | p. 55 |
| Experimental Research Designs | p. 56 |
| Limitations of Causal Research | p. 60 |
| Ex Post Facto Research | p. 60 |
| Test Marketing | p. 62 |
| Summary | p. 66 |
| Worksheet | p. 68 |
| Measurement | p. 73 |
| What Is to Be Measured? | p. 73 |
| Who Is to Be Measured? | p. 75 |
| How to Measure What Needs to Be Measured | p. 76 |
| Improving the Measurement Process | p. 82 |
| Developing Valid and Reliable Measurement Instruments | p. 84 |
| Summary | p. 85 |
| Worksheet | p. 87 |
| Introduction to Data Collection | p. 89 |
| Sources of Data | p. 89 |
| Types of Data | p. 90 |
| Secondary Data Sources | p. 90 |
| Secondary Data Sources on the World Wide Web | p. 92 |
| Your Local Library | p. 95 |
| Uses of Secondary Data | p. 97 |
| Primary Data | p. 99 |
| Types of Primary Data | p. 100 |
| Methods of Collecting Primary Data | p. 103 |
| Procedures of the Communication Method | p. 103 |
| Personal Interviewing | p. 103 |
| Telephone Interviewing | p. 115 |
| Mail Surveying | p. 120 |
| Strengths and Weaknesses of Communication Methods | p. 121 |
| Procedures of the Observation Method | p. 124 |
| Summary | p. 125 |
| Worksheet | p. 128 |
| Designing the Data-Gathering Instrument | p. 133 |
| Goals of a Questionnaire | p. 133 |
| Classification of Questions | p. 135 |
| Steps in Designing a Questionnaire | p. 139 |
| Summary | p. 150 |
| Worksheet | p. 151 |
| Fielding the Data-Gathering Instrument | p. 155 |
| Planning | p. 155 |
| Guidelines for Interviewers | p. 156 |
| Interviewing Relationship | p. 159 |
| Interviewing Situation | p. 160 |
| The Actual Interview | p. 162 |
| General Rules of Fielding a Research Project | p. 166 |
| Errors in Data Collection | p. 171 |
| Types of Nonsampling Errors | p. 174 |
| Summary | p. 177 |
| Worksheet | p. 178 |
| Sampling Methods and Sample Size | p. 181 |
| What Is Sampling? | p. 181 |
| Sampling Decision Model | p. 183 |
| What Is a "Significant" Statistically Significant Difference? | p. 193 |
| Summary | p. 193 |
| Worksheet | p. 194 |
| Analyzing and Interpreting Data for Decisions | p. 197 |
| From Data to Decisions | p. 198 |
| Data Summary Methods | p. 203 |
| Cross-Tabulation | p. 210 |
| Advanced Analytical Techniques | p. 219 |
| Summary | p. 220 |
| Worksheet | p. 222 |
| Advanced Data Analysis | p. 225 |
| Marketing Research and Statistical Analysis | p. 225 |
| Hypothesis Testing | p. 227 |
| Measures of Association | p. 236 |
| Summary | p. 246 |
| Worksheet | p. 247 |
| The Research Report | p. 249 |
| Types of Written Reports | p. 249 |
| Report Format | p. 250 |
| Oral Reports | p. 254 |
| Presenting Statistical Data | p. 255 |
| Summary | p. 258 |
| Worksheet | p. 259 |
| Industrial and International Market Research | p. 263 |
| Industrial Market Research | p. 263 |
| Approaching the Industrial Market Research Project | p. 267 |
| International Market Research | p. 274 |
| Survey Data-Gathering Methodology Decisions | p. 280 |
| Types of Interviews | p. 280 |
| The Importance of Relevant Market Information | p. 285 |
| Mail Surveys | p. 287 |
| Advantages and Limitations | p. 288 |
| Design | p. 290 |
| Mailing Lists and Sampling | p. 290 |
| Questionnaire Design | p. 292 |
| Incentives | p. 294 |
| The Accompanying Letter | p. 294 |
| Mailing Procedures | p. 295 |
| Concept/Product Testing | p. 299 |
| Concept Testing | p. 299 |
| Developmental Testing | p. 301 |
| Fit of Product/Concept | p. 302 |
| Testing Techniques | p. 306 |
| Testing Procedures | p. 316 |
| Other Considerations | p. 320 |
| Summary | p. 339 |
| Sample Research Proposals | p. 341 |
| Sample 1 | p. 341 |
| Sample 2 | p. 349 |
| Sources of Secondary Data | p. 357 |
| Consumer Data Sources | p. 357 |
| Company Data Sources | p. 358 |
| Market Data Sources | p. 360 |
| Cost Data Sources | p. 365 |
| Computerized Databases | p. 365 |
| General Advice | p. 366 |
| Sample Questionnaires | p. 367 |
| Mail Questionnaire | p. 367 |
| Personal Interviewing Guide | p. 373 |
| Telephone Questionnaire | p. 375 |
| Statistical Sampling Concepts | p. 383 |
| The Statistical Side of Sampling | p. 383 |
| Sample Final Report | p. 391 |
| Pilot Study of Financial Institution | p. 391 |
| Retail Banking Survey | p. 409 |
| Index | p. 417 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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