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Louisiana State University
University of West Florida
Prentice HallBoston Columbus Indianapolis New York San Francisco Upper Saddle River
erdam Cape Town D u b a i L o n d o n Madrid Milan Munich Paris Montreal TorontoDelhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo
Contents
Preface xvii
Chapter 1 Introducing Marketing Research 2The Relationship of Marketing Research to Marketing 4
The Importance of Philosophies and the Philosophy We Call "The MarketingConcept" 6
The "Right Marketing Strategy" 8
Defining Marketing Research? 9
What Is the Purpose of Marketing Research? 10
What Are the Uses of Marketing Research? 12
Identifying Market Opportunities and Problems 12
Generate, Refine, and Evaluate Potential Marketing Actions 13
Monitor Marketing Performance 13
Improve Marketing as a Process 13
Classifying Marketing Research Studies 13
The Marketing Information System (MIS) 15
Components of an MIS 15
Becoming Familiar with This Book 17
Summary 17 • Key Terms 18 • Review Questions/Applications 18
Case 1.1 Marketing Research and the Movie Industry:
Starlight Films 19
Case 1.2 Your integrated Case: Advanced Automobile Concepts 20
Chapter 2 Explaining the Marketing Research Process 22The Marketing Research Process 24
The Process: 11 Steps 24
Step-by-Step Process: Some Words of Caution 25
Introducing " Where We Are" 25
Step 1: Establish the Need for Marketing Research 25
Company Policy Regarding the Use of Marketing Research 26
When Is Marketing Research Not Needed? 27
Step 2: Define the Problem 29
Step 3: Establish Research Objectives 30
Step 4: Determine Research Design 30
Step 5: Identify Information Types and Sources 31
Step 6: Determine Methods of Accessing Data 32
Step 7: Design Data-Collection Forms 34
Step 8: Determine Sample Plan and Size 34
Step 9: Collect Data 34
Step 10: Analyze Data 35
Step 11: Prepare and Present the Final Research Report 36
Some Final Comments on the Marketing Research Process 36
Summary 36 • Key Terms 37 • Review Questions/Applications 37
Case 2,1 Is there a Hybrid Automobile in Your Future? 38
Case 2.2 Your Integrated Case: Advanced Automobile Concepts 39
Vi CONTENTS
Chapter 3 Describing Characteristics of the Marketing ResearchIndustry 40The Marketing Research Industry 42
Evolution of the Industry 42Tracking Revenues in the Marketing Research Industry Today 43"The Honomichl Top 50" 43Classifying Firms in the Marketing Research Industry 47Internal Suppliers 47
External Suppliers 50
Challenges Facing the Marketing Research Industry 55
Issues with the Economy 55The Lifeblood of the Industry—Consumer Cooperation 55Marketing Research No Longer Represents the "Voice of the Consumer" 56Marketing Research is Parochial 57Marketing Research Operates in a "Silo" 57Marketing Research is Too Tool-Oriented 58Marketing Researchers Should Speed Up Marketing Research by Using InformationTechnology 58Other Criticisms of Marketing Research 59
Certification and Education: Means to Improving the Industry 59
Ethics and Marketing Research 62Your Ethical Views Are Shaped by Your Philosophy: Deontology or Teleology 64
Ethical Behavior in Marketing Research is a Worldwide Issue 65
Summary 72 • Key Terms 73 • Review Questions/Applications 73
Case 3.1 ABR Marketing Research 74
Case 3.2 Your Integrated Case: Advanced Automobile Concepts 76
Appendix A Careers in Marketing Research 77
Chapter 4 Defining the Problem and Determining ResearchObjectives 82What Is "The Problem" and the "Research Objective"? 84
Problem 84The Research Objective 84
Establishing the Need for Marketing Research 86
When Is Marketing Research Not Needed? 86
The Importance of Properly Defining The Problem 87
A Process for Defining the Problem and the Research Objectives 88
Sources of Problems 88
Two Sources of Problems 88
Recognizing the Problem 90Systems Needed to Recognize Sources of Problems 90The Role of Symptoms in Problem Recognition 91
Problem Definition 91
The Role of the Researcher in Problem Definition 92Conduct a Situation Analysis 95Validate the Symptoms of the Problem 95Determine the Probable Cause(s) of the Symptom 96Specification of the Decision 96Specify Decision Alternatives That May Alleviate the Symptom 96
CONTENTS V i i
Consequences of the Alternatives 98Identify the Manager's Assumptions About the Consequences of the Alternatives 98Assess the Adequacy of Information on Hand to Specify Research Objectives 99
Research Objectives 100Defining Research Objectives 100Completing the Process 104
Action Standards 104
Impediments to Problem Definition 105Failure to Change Behavior for Problem-Definition Situations 105Differences between Managers and Researchers 107
Formulate the Marketing Research Proposal 107
Problem Statement 107
Research Objectives 107
Detail the Proposed Research Method 108
Timetable and Proposed Budget 108
Summary 108 • Key Terms 109 • Review Questions/Applications 109
Case 4.1 The Civic Agency initiatives Project 110
Case 4.2 Your Integrated Case: Advanced Automobile Concepts 112
Chapter 5 Understanding Research Design 114Research Design 117
The Significance of Research Design 117
Three Types of Research Designs 117
Research Design: A Caution 118Exploratory Research 118Uses of Exploratory Research 119Methods of Conducting Exploratory Research 120
/ Descriptive Research 123
Causal Research 129
Experiments 130Experimental Design 131How Valid Are Experiments? 133
Types of Experiments 135
Test Marketing 137
Types of Test Markets 137
Consumer Versus Industrial Test Markets 139
"Lead Country" Test Markets 140
Selecting Test Market Cities 140
Pros and Cons of Test Marketing 141
Summary 142 • Key Terms 142 • Review Questions/Applications 143
Case 5.1 Quality Research Associates 144
Case 5.2 Your Integrated Case: Advanced Automobile Concepts 145
Chapter 6 Using Secondary Data and Online InformationDatabases 146Secondary Data 148
Primary Versus Secondary Data 148Uses of Secondary Data 148
Classification of Secondary Data 150
Internal Secondary Data 150
v i i i CONTENTS
Internal Databases 150
External Secondary Data 152
Advantages of Secondary Data 154
Secondary Data Are Obtained Quickly 154
Secondary Data Are Inexpensive Relative to Primary Data 154
Secondary Data Are Usually Available 155
Secondary Data Enhance Primary Data 155
Secondary Data May Achieve the Research Objective 155
Disadvantages of Secondary Data 155
Incompatible Reporting Units 155
Measurement Units Do Not Match 157
Class Definitions Are Not Usable 157
Data Are Outdated 157
Evaluating Secondary Data 157
What Was the Purpose of the Study? 158
Who Collected the Information? 158
What Information Was Collected? 159
How Was the Information Obtained? 160
How Consistent Is the Information with Other Information? 160
Locating Secondary Data Sources 161
Search Strategies Used for Searching Online Information Databases 164
Boolean Logic 164
Field Searching 164
Proximity Operators 165
Truncation 165
Nesting 165
Limiting 165
Key Sources of Secondary Data for Marketers 166
The Census of the Population 166
Census 2010 168
The American Community Survey 168
Other Government Publications 168
North American Industry Classification System (NAICS) 168
Survey of Buying Power 170
Lifestyle Market Analyst 171
Summary 171 • Key Terms 172 • Review Questions/Applications 173
Case 6.1 Apple Supermarkets, Inc. 174
Case 6.2 Your integrated Case: Advanced Automobile Concepts 175
Chapter 7 Comprehending Standardized InformationSources 176What Is Standardized Information? 178
Advantages and Disadvantages of Standardized Information 179
Syndicated Data 179
Standardized Services 180
Applications of Standardized Information 180
Measuring Consumer Attitudes and Opinion Polls 180
Defining Market Segments 181
Conducting Market Tracking 191
Monitoring Media Usage and Promotion Effectiveness 193
CONTENTS IX
Single-Source Data 197
Summary 199 • Key Terms 200 • Review Questions/Applications 200
Case 7.1 Entertainment Research 201
Case 7.2 Premier Products, Inc. 203
Case 7.3 Your Integrated Case: Advanced Automobile Concepts 205
Chapter 8 Utilizing Exploratory and Qualitative ResearchTechniques 206Quantitative, Qualitative, and Pluralistic Research 209
Observation Techniques 211
Appropriate Conditions for the Use of Observation 214
Advantages of Observational Data 214
Limitations of Observational Data 215
Focus Groups 215
How Focus Groups Work 216
Online Focus Groups 218
Advantages and Disadvantages of Focus Groups 218
When to Use Focus Groups 219
Some Objectives of Focus Groups 220
Operational Consideration 220
Other Qualitative Research Techniques 223
Depth Interviews 223
Protocol Analysis 224
Projective Techniques 224
Ethnographic Research 229
Physiological Measurement 231
Other Qualitative Research Techniques 232
Summary 233 • Key Terms 234 • Review Questions/Applications 234
Case 8.1 The College Experience 235
Case 8.2 Your integrated Case: Advanced Automobile
Concepts 237
Chapter 9 Evaluating Survey Data-Collection Methods 238Advantages of Surveys 241
Surveys Provide for Standardization 241
Surveys are Easy to Administer 241
Surveys Get" Beneath the Surface" 242
Surveys are Easy To Analyze 242
Surveys Reveal Subgroup Differences 242
Understanding New Survey Data-Collection Methods 243
Four Alternative Modes of Data Collection 243
Person-Administered Surveys (With No or Minimal Computer Assistance) 245
Computer-Administered Surveys 247
Self-Administered Surveys (Without Computer Assistance) 248
Mixed-Mode Surveys 249
Comparisons of the Four Data-Collection Modes 251
Descriptions of Data-Collection Methods 252
Person-Administered Interviews 253
Computer-Administered Interviews 258
Self-Administered Surveys 261
CONTENTS
Choice of Survey Method 264
How Much Time Is There for Data Collection? 265
How Much Money Is There for Data Collection? 266
What Type of Respondent Interaction Is Required? 266
What Is the Incidence Rate? 266
Are There Cultural and/or Infrastructure Considerations? 267
Summary 267 • Key Terms 268 • Review Questions/Applications 268
Case 9.1 Steward Research, !nc. 269
Case 9.2 Wlachu Picchu National Park Survey 270
Case 9.3 Your integrated Case: Advanced Automobile Concepts 271
Chapter 10 Understanding Measurement in MarketingResearch 272Basic Question-Response Formats 274
Open-Ended Response Format Questions 274
Categorical Response Format Questions 275
Scaled-Response Questions 275
Considerations in Choosing a Question-Response
Format 276
Nature of the Property Being Measured 276
Previous Research Studies 276
Ability of the Respondent 276
Scale Level Desired 276
Basic Concepts in Measurement 277
Scale Characteristics 278
Description 278
Order 278
Distance 279
Origin 279
Levels of Measurement Scales 279
Nominal Scales 279
Ordinal Scales 280
Interval Scales 280
Ratio Scales 282
Why the Measurement Level of a Scale Is Important 283
Workhorse Scales Used in Marketing Research 285
The Intensity Continuum Underlying Workhorse Scales 285
The Likert Scale 286
The Lifestyle Inventory 287
The Semantic Differential Scale 288
Other Synthetic Scaled-Response Question Formats 290
Issues in the Use of Synthetic Scaled-Response Formats 290
What Scale to Use When 292
Reliability and Validity of Measurements 293
Summary 296 • Key Terms 296 • Review Questions/
Applications 297
Case 10.1 Metro Toyota 298
Case 10.2 Extreme Exposure Rock Climbing Center Faces The Krag 299
Case 10.3 Your integrated Case: Advanced Automobile Concepts 300
CONTENTS Xi
Chapter 11 Developing Questions and Designingthe Questionnaire 302The Functions of a Questionnaire 304
The Questionnaire Design Process 304
Developing Questions 306
Four "Do's" of Question Wording 308
Four "Do Not's" of Question Wording 309
Questionnaire Organization 315
The Introduction 316
Question Flow 318
Computer-Assisted Questionnaire Design 322
Questionnaire Creation 322
Data Collection and Creation of Data Files 322
Data Analysis and Graphs 323
How to Use Qualtrics 323
Coding the Questionnaire 326
Performing the Pretest of the Questionnaire 328
Summary 330 • Key Terms 330 • Review Questions/Applications 331
Case 11.1 Park Place Psychiatric Hospital 332
Case 11.2 The SteakStop Restaurant: What is Wrong wi th These
Questions? 333
Case 11.3 Your integrated Case: Advanced Automobile
Concepts 334
Chapter 12 Determining How to Select the Sample 336Basic Concepts in Samples and Sampling 338
i Population 338
Census 339
Sample and Sample Unit 340
Sample Frame and Sample Frame Error 340
Sampling Error 341
Reasons for Taking a Sample 342
Probability Versus Nonprobability Sampling Methods 342Probability Sampling Methods 343
Nonprobability Sampling Methods 354
Online Sampling Techniques 362
Random Online Intercept Sampling 362
Invitation Online Sampling 362
Online Panel Sampling 362
Other Online Sampling Approaches 363
Developing A Sample Plan 363
Step 1: Define the Population 363
Step 2: Obtain a Listing of the Population (Sample Frame) 364
Step 3: Design the Sample Plan (Size and Method) 364
Step 4: Draw the Sample 365
Step 5: Validate the Sample 365
Step 6: Resample If Necessary 366
Summary 366 • Key Terms 366 • Review Questions/Applications 366
Case 12.1 Peaceful Valley Subdivision: Trouble in Suburbia 368
xii CONTENTS
Case 12.2 How to Become involved in Politics Using a Sampling Design 369
Case 12.3 Your Integrated Case: Advanced Automobile Concepts 371
Chapter 13 Determining the Size of a Sample 372Sample Size Axioms 375
The Confidence Interval Method of Determining Sample Size 376
Sample Size and Accuracy 376p and q: The Concept of Variability 378The Concept of a Confidence Interval 379
How Population Size (/V) Affects Sample Size 382
The Sample Size Formula 383
Determining Sample Size via the Confidence Interval Formula 383
Practical Considerations in Sample Size Determination 386
How to Estimate Variability in the Population 386How to Determine the Amount of Acceptable Sample Error 387How to Decide on the Level of Confidence 387
How to Balance Sample Size with the Cost of Data Collection 388
Other Methods of Sample Size Determination 389
Arbitrary "Percent Rule of Thumb" Sample Size 390Conventional Sample Size Specification 390Statistical Analysis Requirements Sample Size Specification 390
Cost Basis of Sample Size Specification 391
Two Special Sample Size Determination Situations 392Sampling from Small Populations 392Sample Size Using Nonprobability Sampling 394
Summary 395 • Key Terms 395 • Review Questions/Applications 395
Case 13.1 Peaceful Lake Subdivision Revisited: Sample Size 398
Case 13.2 Target: Deciding on the Number of Telephone Numbers 398
Case 13.3 Your integrated Case: Advanced Automobile Concepts 399
Chapter 14 Dealing with Field Work and Data Quality Issues 400Data Collection and Nonsampling Error 403
Possible Errors in Field Data Collection 403
Intentional Fieldworker Errors 403Unintentional Fieldworker Errors 405Intentional Respondent Errors 407
Unintentional Respondent Errors 409
Field Data-Collection Quality Controls 410
Control of Intentional Fieldworker Error 410Control of Unintentional Fieldworker Error 412Control of Intentional Respondent Error 412Control of Unintentional Respondent Error 413
Final Comment on the Control of Data-Collection Errors with Traditional Surveys 414
Nonresponse Error 414
Refusals to Participate in the Survey 415Break-Offs During the Interview 416Refusals to Answer Specific Questions (Item Omission) 416What is a Completed Interview? 417Measuring Nonresponse Error in Surveys 418Reducing Nonresponse Error 421Adjusting Results to Reduce the Effects of Nonresponse Error 421
CONTENTS Xi i i
Preliminary Questionnaire Screening 423
What to Look for in Questionnaire Inspection 423
Summary 425 • Key Terms 425 • Review Questions/Applications 426
Case 14.1 Cass Corridor Food Co-Op 427
Case 14.2 Big West Research: CATl or Online Panel? 428
Case 14.3 Your Integrated Case: Advanced Automobile
Concepts 428
Chapter 15 Using Basic Descriptive Analysis 430Coding Data and the Data Code Book 433
Types of Statistical Analyses Used in Marketing Research 435
Descriptive Analysis 435
Inferential Analysis 437
Differences Analysis 437
Associative Analysis 437
Predictive Analysis 437
Understanding Data Via Descriptive Analysis 438The Advanced Automobile Concepts SPSS Data Set 438
Measures of Central Tendency: Summarizing the "Typical" Respondent 438
Measures of Variability: Visualizing the Diversity of Respondents 440
When to Use a Particular Descriptive Measure 444
The Advanced Automobile Concepts Survey: Obtaining Descriptive
Statistics with SPSS 449Obtaining a Frequency Distribution and the Mode with SPSS 449
Finding the Median with SPSS 451
Finding the Mean, Range, and Standard Deviation with SPSS 452
Reporting Descriptive Statistics to Clients 456
Summary 456 • Key Terms 456 • Review Questions/Applications 457
Case 15.1 SafeScope Case Study: Market Research to Validate a
New Business 457
Case 15.2 The Hobbit's Choice Restaurant Survey Descriptive
Analysis 460
Case 15.3 Your integrated Case: Advanced Automobile Concepts
Descriptive Analysis 463
Chapter 16 Performing Population Estimates andHypothesis Tests 466Sample Statistics and Population Parameters 468
The Concepts of inference and Statistical Inference 468
Parameter Estimation 470
Sample Statistic 471
Standard Error 471
Confidence Intervals 474
How to Interpret an Estimated Population Mean or Percentage Range 476
The Advanced Automobile Concepts Survey: How to Obtain a
Confidence Interval for a Percentage with SPSS 477
The Advanced Automobile Concepts Survey: How to Obtain and Use
A Confidence Interval for a Mean with SPSS 478
Reporting Confidence Intervals to Clients 480
x i v CONTENTS
Hypothesis Tests 480
Test of the Hypothesized Population Parameter Value 483
Directional Hypotheses 487
How to Interpret Hypothesis Testing 487
Advanced Automobile Concepts: How to Use SPSS to Test a Hypothesisfor a Percentage 488
Advanced Automobile Concepts: How to Use SPSS to Test a Hypothesisfor a Mean 488
Reporting Hypothesis Tests to Clients 490
Summary 496 • Key Terms 496 • Review Questions/Applications 496
Case 16.1 The Pets, Pets, and Pets Team Project (Part 1) 497
Case 16.2 The Hobbit's Choice Restaurant Survey Inferential Analysis 499
Case 16.3 Your Integrated Case: The Advanced Automobile Concepts
Survey Generalization Analysis 499
Chapter 17 Implementing Basic Differences Tests 502Why Differences Are Important 504
Small Sample Sizes: The Use of a t test or a z test and How SPSSEliminates the Worry 507
Testing for Significant Differences Between Two Groups 508
Differences Between Percentages with Two Groups (Independent Samples) 508
Using SPSS for Differences Between Percentages of Two Groups 513
Differences Between Means with Two Groups (Independent Samples) 513
Advanced Automobile Concepts: How to Perform an Independent Samples
Significance of Differences between Means Test with SPSS 515
Testing for Significant Differences in Means Among More Than Two
Groups: Analysis of Variance 517
Basic Logic in Analysis of Variance 519
How to Determine Statistically Significant Differences Among Group Means 521
Advanced Automobile Concepts: How to Run Analysis of Variance
with SPSS 521
Interpreting ANOVA (Analysis of Variance) 522
/7-WayANOVA 523
Reporting Group Differences Tests to Clients 523
Differences Between Two Means Within the Same Sample (Paired
Sample) 523
The Advanced Automobile Concepts Survey: How to Perform a Paired
Samples Significance of Differences Between Means Test with SPSS 525
Summary 526 • Key Terms 527 • Review Questions/Applications 527
Case 17.1 The Pets, Pets, and Pets Team Project (Part il) 528
Case 17.2 The Hobbit's Choice Restaurant Survey Differences Analysis 529
Case 17.3 Your Integrated Case: The Advanced Automobile Concepts
Survey Differences Analysis 530
Chapter 18 Making Use of Associations Tests 532Types of Relationships Between Two Variables 534
Nonmonotonic Relationships 535
Monotonic Relationships 536
Linear Relationships 536
Curvilinear Relationships 537
CONTENTS XV
Characterizing Relationships Between Variables 537Presence 537
Direction (or Pattern) 537
Strength of Association 538
Cross-Tabulations 539Cross-Tabulation Analysis 539
Types of Frequencies and Percentages in a Cross-Tabulation Table 539
Chi-Square Analysis 541
Observed and Expected Frequencies 541
The Computed x2 Value 542
The Chi-Square Distribution 544
How to Interpret a Chi-Square Result 545
Advanced Automobile Concepts: Analyzing Cross-Tabulations for Significant
Associations by Performing Chi-Square Analysis with SPSS 547
Reporting Cross-Tabulation Findings to Clients 549
Correlation Coefficients and Covariation 551Rules of Thumb for Correlation Strength 552
The Correlation Sign: The Direction of the Relationship 553
Graphing Covariation Using Scatter Diagrams 553
The Pearson Product Moment Correlation Coefficient 554
Advanced Automobile Concepts: How to Obtain Pearson Product
Moment Correlation(s) with SPSS 557
Special Considerations in Linear Correlation Procedures 559
Reporting Correlation Findings to Clients 560
Summary 561 • Key Terms 561 • Review Questions/Applications 561
Case 18.1 The Pets, Pets, and Pets Team Project (Part ii!) 563
; Case 18.2 The Hobbit's Choice Restaurant Survey Associative Analysis 565
Case 18.3 Friendly Market versus Circle K 565
Case 18.4 Your integrated Case: The Advanced Automobile Concepts
Survey Associative Analysis 567
Chapter 19 Understanding Regression Analysis Basics 568Understanding Prediction 570
Two Approaches to Prediction 570
How to Determine the "Goodness" of Your Predictions 571
Bivariate Linear Regression Analysis 572Basic Concepts in Bivariate Regression Analysis 573
A Step-by-Step Method to Evaluating Regression Findings 575
Advanced Automobile Concepts: How to Run and Interpret Bivariate
Regression Analysis with SPSS 577
How to Improve a Regression Analysis Finding 583
Multiple Regression Analysis 583An Underlying Conceptual Model 583
Multiple Regression Analysis Described 586
Advanced Automobile Concepts: How to Run and Interpret Multiple
Regression Analysis with SPSS 588
Special Uses of Multiple Regression Analysis 591
Stepwise Multiple Regression 594
How to do Stepwise Multiple Regression with SPSS 594
Three Warnings Regarding Multiple Regression Analysis 596
XVI CONTENTS
Reporting Regression Findings to Clients 598
Reporting Regression Used as a Screening Device 598
Reporting Regression Used as a Predictive Tool 599
Summary 601 • Key Terms 602 • Review Questions/Applications 602
Case 19.1 The Pets, Pets, and Pets Team Project (Part iV) 603
Case 19.2 The Hobbit's Choice Restaurant Survey Predictive Analysis 605
Case 19.3 Your integrated Case: Advanced Automobile Concepts
Segmentation Analysis 605
Chapter 20 Preparing the Research Report and Presentation 608
The Importance of the Marketing Research Report 611
Improving the Efficiency of Report Writing 611
Organizing the Written Report 612
Front Matter 614
Title Page 614
Letter of Authorization 616
Letter/Memo of Transmittal 616
Table of Contents 616
List of Illustrations 616
Abstract/Executive Summary 616
Body 617
Introduction 619
Method 619
Method or Methodology? 619
Results 620
Limitations 621
Conclusions and Recommendations 621
End Matter 621
Guidelines and Principles for the Written Report 622Form and Format 622
Visuals 622
Style 622
Using Visuals: Tables and Figures 625
Tables 625
Pie Charts 625
Bar Charts 628
Line Graphs 628
Producing an Accurate and Ethical Visual 630
Presenting Your Research Orally 632
Summary 633 • Key Terms 633 • Review Questions/Applications 634
Case 20.1 Your integrated Case: Advanced Automobile Concepts:
Using iReportWriter Assistant 634Case 20.2 Your Integrated Case: Advanced Automobiie Concepts:Making a PowerPoint® Presentation 635
Endnotes 636Credits 655Name Index 656Subject Index 661
