595289436

Marketing Research
An Applied Orientation
Global Edition
Sixth Edition
Naresh K. Malhotra
Georgia Institute of Technology
Boston Columbus
Amsterdam
Delhi
Cape Town
Mexico City
Indianapolis
Dubai
New York
London
Sao Paulo Sydney
Madrid
San Francisco
Milan
Hong Kong
Munich
Seoul
Upper Saddle River

Paris Montreal
Singapore
Toronto
Taipei Tokyo
Contents
Chapter 2
Foreword 21
Preface 23
Acknowledgments 29
Author Biography 32
Defining the Marketing

Research Problem and
Developing an Approach 66
Objectives
Overview
PART I
Introduction and Early Phases

of Marketing Research 33
Chapter 1
Importance of Defining the Problem
Overview
Tasks Involved
34
39
A Classification of Marketing
Research 39
Environmental Context of the

Problem
The Marketing Research Process
41
Management Decision Problem and
The Role of Marketing Research in

Marketing Decision Making 43
Marketing Research Problem

Problem
46
50
51
The Role of Marketing Research in MIS

and DSS 53
International Marketing Research

Ethics in Marketing Research 89
SPSS Windows 91
The Department Store Patronage

Project
Ethics in Marketing Research

SPSS Windows and SAS
55
57
59
Summary 60 Key Terms and

Concepts 61 a Suggested Cases, Video
Cases, and HBS Cases 61 Live Research:
Conducting a Marketing Research
Project 61 Acronym 61
Exercises 62 Internet and Computer
Exercises 62 Activities 62 Dell
Running Case 62
VIDEO CASE 1.1 Burke: Learning
and Growing Through Marketing
Research 63
87

Concepts 92 Suggested Cases, Video
Conducting a Marketing Research Project 94
Acronym 94 Exercises 94
Internet and Computer Exercises 95
Activities 95 Dell Running Case 95
54
83
Objective/Theoretical Framework 83
Analytical Model 83
Research Questions 84
Hypotheses 85
Specification of Information Needed 87
46
Careers in Marketing Research
80
Components of the Approach
The Decision to Conduct Marketing
Selecting a Research Supplier
79
Defining the Marketing Research
Marketing Research and Competitive

Intelligence 45
The Marketing Research Industry
74
Past Information and Forecasts 75

Resources and Constraints 76
Objectives 76
Buyer Behavior 77
Legal Environment 78
Economic Environment 78
Marketing and Technological Skills 78
Environmental Context and Problem Definition 78
Step 1: Problem Definition 41

Step 2: Development of an Approach to the
Problem 41
Step 3: Research Design Formulation 42
Step 4: Fieldwork or Data Collection 42
Step 5: Data Preparation and Analysis 42
Step 6: Report Preparation and
Presentation 42 ,
Research
69
Discussions with Decision Makers 69

Interviews with Industry Experts 72
Secondary Data Analysis 73
Qualitative Research 73
35
Definition of Marketing Research
68
The Process of Defining the Problem and

Developing an Approach 69
Introduction to Marketing
Research 34
Objectives
66
67
VIDEO CASE 2.1 Accenture: The Accent

Is in the Name 96
PART II
Research Design
Formulation 99
Chapter 3
Research Design
Objectives 100
100
10
CONTENTS
Overview
General Business Data
101
Research Design: Definition
Research Design: Classification

Exploratory Research
Computerized Databases 143

Classification of Computerized Databases 143
Directories of Databases 145
102
104
Descriptive Research 106

Cross-Sectional Designs 108
Longitudinal Designs 110
Relative Advantages and Disadvantages
of Longitudinal and Cross-Sectional
Designs 111
Causal Research
Syndicated Sources of Secondary

Data 145
Syndicated Data from Households
113
Electronic Scanner Services 153
Descriptive, and Causal Research
Syndicated Data from Institutions

Retailer and Wholesaler Audits 154
114
Combining Information from Different

Sources: Single-Source Data 156
Computer Mapping 157
Buying Power Index 158
International Marketing Research 158
SPSS Windows 162
Budgeting and Scheduling the Project 119

Marketing Research Proposal 120
Acronym 125 Exercises 126 Internet
and Computer Exercises 126
M VIDEO CASE 3.1 National Football
League: The King of Professional
Sports 128
Exploratory Research Design:

Secondary Data 130
Primary Versus Secondary Data
132
133
Disadvantages of Secondary Data
133
Criteria for Evaluating Secondary

Data 133
Specifications: Methodology Used to Collect
the Data 134
Error: Accuracy of the Data 135
Currency: When the Data Were Collected 135
Objective: The Purpose for Which the Data Were
Collected 135
Nature: The Content of the Data 136
Dependability: How Dependable Are the
Data?
136
Classification of Secondary Data

Internal Secondary Data
Database Marketing
138
138
Published External Secondary

Sources
140
Chapter 5
Exploratory Research Design:

Qualitative Research 168
Overview
131
Advantages and Uses of Secondary

Data
VIDEO CASE 4.1 The Mayo Clinic:

Staying Healthy w i t h Marketing
Research 166
Objectives
130
Overview
154
Industry Services 156
Potential Sources of Error 117

Random Sampling Error 117
Nonsampling Error 117
Objectives
145
Surveys 145
Purchase and Media Panels 150
Relationships Among Exploratory,
Chapter 4
140
Government Sources 142
102
137
168
169
Primary Data: Qualitative Versus

Quantitative Research 170
Rationale for Using Qualitative
Research 172
A Classification of Qualitative Research
Procedures 172
Focus Group Interviews
Characteristics
173
174
Planning and Conducting Focus Groups 175

Other Variations in Focus Groups 180
Advantages of Focus Groups 181
Disadvantages of Focus Groups 181
Applications of Focus Groups 182
Online Focus Group Interviews 182
Advantages of Online Focus Groups 183
Disadvantages of Online Focus Groups 183
Uses of Online Focus Groups 184
Depth Interviews 185
Characteristics 185
Techniques 186
11
CONTENTS
Advantages and Disadvantages of Depth
Interviews 188
Applications of Depth Interviews
Observation Methods
188
189
Disguised Versus Undisguised
Association Techniques
190
Observation
Completion Techniques
191
Projective Techniques
Construction Techniques
Expressive Techniques
230
Natural Versus Contrived Observation
of Administration
193
230
Advantages and Disadvantages of Projective

Techniques 194
Personal Observation
Applications of Projective Techniques
Audit
Software Packages
230
Observation Methods Classified by Mode
192
Analysis of Qualitative Data
231
Mechanical Observation
195
196
231
233
Content Analysis
Trace Analysis
197
233
235

A Comparative Evaluation of Observation
Summary
202
Key Terms and
Concepts
202
Suggested Cases, Video
A Comparison of Survey and Observation

Methods 237
Cases, and HBS Cases
203
Methods
Live Research:
Project
203
Acronyms
203
204
Internet and Computer
Exercises
204
Activities
Ethnographic Research
Other Methods
204
208
209
Survey Methods
211
Survey Methods Classified by Mode of

Administration 212
Telephone Methods
212
Traditional Telephone Interviews
212
Computer-Assisted Telephone
Interviewing 212
Personal Methods
Personal In-Home Interviews
215
Computer-Assisted Personal Interviewing
217
Internet Interviews
218
252
Definitions and Concepts
218
Definition of Symbols
219
221
221
Respondent Factors
Time Order of Occurrence of Variables
Role of Evidence
A Comparative Evaluation of Survey
Situational Factors
250
251
252
Absence of Other Possible Causal Factors
218
E-Mail Interviews
250
Conditions for Causality
217
Electronic Methods
Task Factors
249
Concomitant Variation
Mail Interviews
Mail Panels
248
Concept of Causality
216
Mail Methods
Methods
Causal Research Design:

Experimentation 248
Overview
214
Mall-Intercept Personal Interviews

(CAPI)
Chapter 7
Objectives
214
238
240

Project 244 Acronyms 244
Exercises 245 Activities 245
Dell Running Case 245
VIDEO CASE 6.1 Starbucks: Staying
Local While Going Global Through
Marketing Research 246
Descriptive Research Design:

Survey and Observation 208
Overview
238
Selection of Survey Methods
VIDEO CASE 5.1 N i k e : Associating
237
238
205
Athletes, Performance,
and the Brand 206
Objectives
237
Relative Disadvantages of Observation
Exercises
Dell Running Case
236
Relative Advantages of Observation
Chapter 6
230
Structured Versus Unstructured

Observation 230
Validity in Experimentation
Internal Validity
254
External Validity
255
Extraneous Variables
226
History
227
255
Maturation
Some Other Survey Methods
228
Selection of Survey Methods
229
255
Testing Effects
Instrumentation
256
256
253
254
255
254
252
12
CONTENTS
Statistical Regression
Selection Bias
Mortality
Overview
256
256
257
Randomization
257
of Measurement
257
Description
257
Order
Statistical Control
Design Control
257
258
Origin
Nominal Scale
One-Shot Case Study
259
Static Group Design
Ratio Scale
260
260
Comparative Scaling Techniques
Pretest-Posttest Control Group

Design 260
Paired Comparison Scaling
Posttest-Only Control Group Design
Quasi-Experimental Designs
Multiple Time Series Design
261
Latin Square Design
265
265
266
267
Experimental Versus Nonexperimental

268
Time
269
Cost
269
Administration
292
294

SPSS Windows 297
Exercises 300 a Activities 300
VIDEO CASE 8.1 Procter & Gamble:
Using Marketing Research to Build
Brands 302
263
Limitations of Experimentation
289
Q-Sort and Other Procedures
Laboratory Versus Field
Designs
269
269
Chapter 9
Controlled Test Market
271
Measurement and Scaling:

Noncomparative Scaling
Techniques 304
Simulated Test Market
271
Objectives
Application: Test Marketing

Standard Test Market
269
269
Overview
Electronic, Virtual, and Web-Enabled Test

Markets
304
305
Noncomparative Scaling Techniques
271

272
272
Continuous Rating Scale

Itemized Rating Scales
274
Key Terms and
Likert Scale
Concepts
275
Semantic Differential Scale
275
Live Research:

Project
276
Acronym
276
Exercises
276
Exercises
277
Activities
Dell Running Case
308
310
311
Noncomparative Itemized Rating Scale

Decisions 312
Number of Scale Categories
277
277
VIDEO CASE 7.1 AFLAC: M a r k e t i n g
Research Quacks Like a Duck
Stapel Scale
278
312
Balanced Versus Unbalanced Scales
312
Odd or Even Number of Categories
313
Forced Versus Nonforced Scales
313
Nature and Degree of Verbal Description
Chapter 8
Measurement and Scaling:

Fundamentals and Comparative
Scaling 280
Objectives
280
305
306
308
Summary
289
289
291
Constant Sum Scaling
262
263
Randomized Block Design
Factorial Design
Rank Order Scaling
262
Statistical Designs
286
288
A Comparison of Scaling Techniques
True Experimental Designs
Time Series Design
286
Interval Scale
259
284
284
Ordinal Scale
259
One-Group Pretest-Posttest Design
Experiments
283
283
Primary Scales of Measurement
258
Preexperimental Designs
282
283
283
Distance
A Classification of Experimental
Designs
282
Scale Characteristics and Levels
Controlling Extraneous Variables

Matching
281
Measurement and Scaling
Physical Form or Configuration
Multi-Item Scales
Scale Evaluation
316
317
Measurement Accuracy
318
313
313
13
CONTENTS
Avoid Leading or Biasing Questions 348

Avoid Implicit Alternatives 348
Avoid Implicit Assumptions 348
Avoid Generalizations and Estimates 349
Dual Statements: Positive and Negative 349
Reliability 318
Validity 320
Relationship Between Reliability
and Validity 321
Generalizability 321
Choosing a Scaling Technique 322
Mathematically Derived Scales 322
SPSS Windows 325
Determining the Order of Questions

Form and Layout

Pretesting
Overview
Computer and Internet Questionnaire

Acronyms 363 Exercises 363
332
333
Questionnaires and Observation

Forms
334
VIDEO CASE 10.1 Dunkin' Donuts:

Dunking the Competition 366
Questionnaire Definition 335

Objectives of a Questionnaire 335
Questionnaire Design Process
335
Specify the Information Needed

Type of Interviewing Method
Individual Question Content
336
337
338
Is the Question Necessary? 338

Are Several Questions Needed Instead of
One? 339
Overcoming Inability to Answer
339
Is the Respondent Informed? 340

Can the Respondent Remember? 340
Can the Respondent Articulate? 341
Overcoming Unwillingness to
Answer
Effort Required of the Respondents 341

Context 342
Legitimate Purpose 342
Sensitive Information 342
Increasing the Willingness of
Respondents 342
343
Unstructured Questions 343

Structured Questions 344
Choosing Question Wording
Define the Issue 346

Use Ordinary Words 347
Use Unambiguous Words 347
Chapter 11
Sampling: Design and

Procedures 368
Objectives 368
Overview 369
Sample or Census
370
The Sampling Design Process
372
Define the Target Population 372

Determine the Sampling Frame 373
Select a Sampling Technique 373
Determine the Sample Size 374
Execute the Sampling Process 375
A Classification of Sampling
341
Choosing Question Structure
353
354
Construction 356
Observational Forms 358
SPSS Windows 361
Questionnaire and Form

Design 332
Objectives
352
Reproduction of the Questionnaire
VIDEO CASE 9.1 eGO: Reinventing

Wheels 330
Chapter 10
349
Opening Questions 349

Type of Information 350
Difficult Questions 350
Effect on Subsequent Questions 350
Logical Order 351
Techniques
376
Nonprobability Sampling
Techniques
377
Convenience Sampling 377

Judgmental Sampling 379
Quota Sampling 380
Snowball Sampling 381
Probability Sampling Techniques
346
382
Simple Random Sampling 382

Systematic Sampling 383
Stratified Sampling 384
Cluster Sampling 385
Other Probability Sampling Techniques 387
14
CONTENTS
Choosing Nonprobability Versus
Probability Sampling 390
Uses of Nonprobability and Probability
Sampling 391
Internet Sampling 391
Issues in Online Sampling 391
Online Sampling Techniques 392
VIDEO CASE 11.1 Motorola:
Projecting the Moto Lifestyle 400
Chapter 12 Sampling: Final and Initial

Sample Size Determination 402
Objectives
Overview
402
Chapter 13 Fieldwork 432

Objectives
Overview
432
433
The Nature of Fieldwork
434
Fieldwork/Data-Collection Process
Selection of Fieldworkers
404
The Sampling Distribution
405
Statistical Approach to Determining

Sample Size 407
The Confidence Interval Approach 407
Sample Size Determination: Means 408
Sample Size Determination: Proportions 410
Multiple Characteristics and
Parameters 413
Other Probability Sampling
Techniques 414
Adjusting the Statistically Determined
Sample Size 414
Calculation of Response Rates
Nonresponse Issues in Sampling
415
416
Improving the Response Rates 416

Adjusting for Nonresponse 419
SPSS Windows 423
Activities 426 Appendix 12A 426
VIDEO CASE 12.1 Subaru: "Mr.
Survey" Monitors Customer
Satisfaction 429
434
434
Training of Fieldworkers
436
Making the Initial Contact 436

Asking the Questions 436
Probing 436
Recording the Answers 437
Terminating the Interview
437
Supervision of Fieldworkers
Quality Control and Editing
Sampling Control 439
Control of Cheating 439
Central Office Control
439
439
439
Validation of Fieldwork
439
Evaluation of Fieldworkers
403
Definitions and Symbols
PART III Data Collection, Preparation,

Analysis, and Reporting 431
439
Cost and Time 440

Response Rates 440
Quality of Interviewing 440
Quality of Data 440
SPSS Windows 444
VIDEO CASE 13.1 Intel: Building
Blocks Inside Out 448
Chapter 14 Data Preparation 450

Objectives
Overview
450
451
The Data-Preparation Process

Questionnaire Checking
Editing
452
452
453
Treatment of Unsatisfactory Responses 454

Coding 454
Coding Questions
454
Developing a Data File 456

Transcribing
459
Data Cleaning 461

Consistency Checks 461
Treatment of Missing Responses 461
15
CONTENTS
Statistically Adjusting the Data

Weighting
Cross-Tabulations
462
462
Two Variables
Variable Respecification
Scale Transformation
Three Variables
463
495
General Comments on Cross-Tabulation
464
Selecting a Data Analysis Strategy
465
Cross-Tabulation
Chi-Square
466
Phi Coefficient
468
498
499
500
Contingency Coefficient
Statistical Software
468
471
Lambda Coefficient
SPSS and SAS Screen Captures with Notes
Other Statistics
471
Differences
SAS Learning Edition
One Sample
Paired Samples
One Sample
Recoding to Create New Variable Called
Paired Samples
Summary
475
Key Terms and
Concepts
476
Acronym
Exercises
477
Exercises
478
Dell Running Case
Chapter 15
515
SPSS and SAS Computerized Demonstration

Movies 516
Live Research:
SPSS and SAS Screen Captures with
477
Notes

"Activities
510
512
509
510
Two Independent Samples
473
477
505
508
Nonparametric Tests
473
477
504
504
Two Independent Samples
473
Creating a Variable Called Overall
Project
502
503
Parametric Tests
Recoding to Create New Variable Called

Recoded Income
All
502
Hypothesis Testing Related to
471
Recoded Income
501
Cross-Tabulation in Practice
Creating a Variable Called Overall

Evaluation 471
Evaluation
501
Cramer's V 501

Movies 471
SPSS Windows
498
Statistics Associated with
A Classification of Statistical
Techniques
493
494
478
516
SPSS Windows
479
516
518
Frequency Distribution, CrossTabulation, and Hypothesis

Testing 480
Summary
520
Key Terms and
Concepts
522
Objectives
Project
Overview
480
481
Frequency Distribution
523
Live Research:
484
523
Acronyms
524
Exercises
524
Exercises
525
Activities
Dell Running Case
526
527
Statistics Associated with Frequency

Distribution
486
Measures of Location
Measures of Variability
Measures of Shape
Chapter 16
486
487
Analysis of Variance and

Covariance 528
Objectives
488
Introduction to Hypothesis Testing
489
Overview
528
529
A General Procedure for Hypothesis
Relationship Among Techniques
Testing
One-Way Analysis of Variance
489
531
532
Step 1: Formulate the Hypotheses
489
Statistics Associated with One-Way
Step 2: Select an Appropriate Test
491
Analysis of Variance
Step 3: Choose Level of Significance, a
491
Step 4: Collect Data and Calculate Test

Statistic 492
Conducting One-Way Analysis of

Variance
Step 5: Determine the Probability (or Critical

Value) 492
533
533
Identify the Dependent and Independent

Variables
533
Decompose the Total Variation
Steps 6 and 7: Compare the Probability

(or Critical Value) and Make
the Decision 492
Test the Significance
535
Step 8: Marketing Research Conclusion
Interpret the Results
536
493
Measure the Effects
535
533
16
CONTENTS
Illustrative Data
536
Statistics Associated with Multiple

Regression 578
Conducting Multiple Regression
Analysis 579
Illustrative Applications of One-Way

Analysis of Variance 537
Assumptions in Analysis of Variance
/V-Way Analysis of Variance
540
Partial Regression Coefficients
540
Strength of Association
Illustrative Application of /V-Way Analysis

of Variance
Significance Testing
542
545
Issues in Interpretation
545
Interactions
Stepwise Regression
Multicollinearity
545
Relative Importance of Factors

Multiple Comparisons
Relative Importance of Predictors
547
548
Regression
551
552

Notes
552
553
555
Key Terms and
Concepts
556

556
Exercises
Internet and Computer Exercises

Activities
558
594
Key Terms and
Concepts
596
556
Project
558
559
597
Correlation and Regression

Objectives
Overview
560
560
561
597
Exercises
598
Partial Correlation
Regression Analysis
562
566
Nonmetric Correlation
568
568
Bivariate Regression
568
Statistics Associated with Bivariate

Regression Analysis 569
Conducting Bivariate Regression
Analysis 569
Plot the Scatter Diagram
569
Formulate the Bivariate Regression

Model
Chapter 18
571
Estimate the Parameters
572
Activities
Overview
600
601
Basic Concept of Discriminant

Analysis 602
Relationship of Discriminant and Logit
Analysis to ANOVA and Regression 603
Discriminant Analysis Model
Conducting Discriminant Analysis

Formulate the Problem
Association
Determine the Significance of the Discriminant
Check Prediction Accuracy

Assumptions
610
Assess Validity of Discriminant

Analysis 612
576
613
Estimate the Discriminant Function
577
Multiple Regression
609
Multiple Discriminant Analysis
574
577
605
605
Estimate the Discriminant Function

Coefficients 607
Coefficient
573
603
Statistics Associated with Discriminant

Analysis 604
Determine the Strength and Significance of
599
599
Function
Test for Significance
597
Estimate Standardized Regression

573
Live Research:
Discriminant and Logit

Analysis 600
Objectives
Product Moment Correlation
Acronym
Exercises
Dell Running Case
Chapter 17
596
557
Dell Running Case
593
Summary
Live Research:
Conducting a Marketing Research Project

556
592
Summary
Acronyms
592
SPSS Windows
553
591

Movies 592
589

Movies 552
SPSS Windows
589
Analysis of Variance and Covariance with
550
Multivariate Analysis of Variance
587
588
Regression with Dummy Variables
548
Nonmetric Analysis of Variance
582
585
586
Cross-Validation
Repeated Measures ANOVA
Notes
581
Examination of Residuals
Analysis of Covariance
579
580
Coefficients
614
613
CONTENTS
Determine the Significance of the Discriminant
Function 614
Assess Validity of Discriminant Analysis 617
The Logit Model
620
620
Conducting Binary Logit Analysis 620

Formulate the Problem 621
Estimating the Binary Logit Model 621
Model Fit 622
Chapter 20
Significance Testing 622

Interpretation of the Coefficients and
Validation 622
Overview
Conducting Cluster Analysis 664

Select a Distance or Similarity Measure 665
Select a Clustering Procedure 666
Decide on the Number of Clusters 670
Interpret and Profile the Clusters 672
Assess Reliability and Validity 673
627
Applications of Nonhierarchical
Clustering
Clustering Variables
SPSS and SAS Screen Captures with Notes 681

SPSS Windows
635
637
Analysis 638
Conducting Factor Analysis 638
Construct the Correlation Matrix 640
Determine the Method of Factor
Analysis 643
Determine the Number of Factors 643
Rotate Factors 644
Interpret Factors 645
Calculate Factor Scores 646
Select Surrogate Variables 646
Determine the Model Fit 647
Applications of Common Factor
Analysis 649
Statistical Software 654
Movies 654
Notes 654
682

Exercises 685 Problems 686
Statistics Associated with Factor
655
681
636
Factor Analysis Model
679

Movies 681
634
SPSS Windows
674
Applications of TwoStep Clustering 676
Factor Analysis 634
Basic Concept
662
Statistics Associated with Cluster

Overview
661
Analysis 663
SAS Learning Edition 627
Objectives
660
Basic Concept

Movies 626
Notes 627
Chapter 19
Cluster Analysis 660

Objectives
An Illustrative Application of Logistic

Regression 623
SPSS Windows
655

Interpret the Results 614

Stepwise Discriminant Analysis
17
Chapter 21
Multidimensional Scaling
and Conjoint Analysis 688
Objectives
Overview
688
689
Basic Concepts in Multidimensional

Scaling (MDS) 691
Statistics and Terms Associated with
MDS 691
Conducting Multidimensional
Scaling 692
Obtain Input Data 692
Select an MDS Procedure 694
Decide on the Number of Dimensions 695
18
CONTENTS
Label the Dimensions and Interpret the
Configuration 696
Assess Reliability and Validity
Assess Measurement Model Reliability

and Validity
697
Assumptions and Limitations of

MDS
Assess Measurement Model Reliability and

Validity 733
698
Scaling Preference Data
Lack of Validity: Diagnosing
698
Correspondence Analysis
Problems
700
735
Relationship Among MDS, Factor Analysis,
Specify the Structural Model
and Discriminant Analysis
Assess Structural Model Validity
701
Basic Concepts in Conjoint Analysis
Conjoint Analysis
701
702
Structural Model Diagnostics
702
702
Recommendations
738
Analysis
738
705
Relationship of SEM to Other Multivariate
708
Techniques
Assessing Reliability and Validity
Application of SEM: First-Order Factor

Model
711
Hybrid Conjoint Analysis
,739
708
Assumptions and Limitations of Conjoint
737
Higher-Order Confirmatory Factor

705
Select a Conjoint Analysis Procedure
Analysis
711
714
740
Define the Individual Constructs
740
Specify the Measurement Model
740

Validity 741

Movies 715
742
Notes
Conclusions and Recommendations
715
SPSS Windows
737
737
Draw Conclusions and Make
703
Decide on the Form of Input Data
736
Comparison with Competing Models

Testing Hypothesized Relationships
Conducting Conjoint Analysis
Construct the Stimuli
735
Assessing Fit 737
Statistics and Terms Associated with
715
742
742
Application of SEM: Second-Order Factor
716
Model
742
Summary
717
Key Terms and
742
Concepts
718
743
719
Live Research:

Acronyms
Exercises
720
720
Activities
Chapter 22
731
Assess Measurement Model Fit 731
720
721
720
Validity
Dell Running Case
Overview
721
746
Draw Conclusions and Make

Recommendations
Path Analysis
747
748
Illustrative Example of Path Analysis
722
723
Basic Concept
745
Structural Equation Modeling

and Path Analysis 722
Objectives
743
LISREL
724
Statistics Associated with SEM

Foundations of SEM
751
SPSS Windows
725
752
726
Theory, Model, and Path Diagram
726
Exogenous Versus Endogenous

Constructs 727
753
Summary
754
Key Terms and
Concepts
756
756
Live Research:
Dependence and Correlational

Relationships 728
Acronym
756
Exercises
Model Fit 728

Model Identification
Activities
728
Chapter 23
757
757
Dell Running Case
729
Report Preparation and

Presentation 758
729
Objectives
729
Sample Size Requirements
730
Overview
758
759
756
756
Conducting SEM
749
751
757
CONTENTS
Importance of the Report and

Presentation 760
The Report Preparation and Presentation
SPSS Windows
Process
SASS Enterprise Guide
760
Report Preparation
Report Format
761
Report Writing
761
Chapter 24
764
764
Terse 765
765
Title and Number ,766

Arrangement of Data Items 766
Basis of Measurement 766
Leaders, Rulings, and Spaces 766
Explanations and Comments: Headings, Stubs,
and Footnotes 766
Sources of the Data 766
766
Geographic and Other Maps 767

Round or Pie Charts 767
Line Charts 767
Pictographs 767
Histograms and Bar Charts 767
Schematic Figures and Flowcharts
Report Distribution
Oral Presentation
768
769
771
Reading the Research Report
777
VIDEO CASE 23.1 Marriott: Marketing
International Marketing
Research 784
Objectives
Guidelines for Graphs
776
776
Research Leads to Expanded

Offerings 781
Readers 765
Easy to Follow 765
Presentable and Professional
Appearance 765
Objective 765
Reinforce Text with Tables and Graphs 765
Guidelines for Tables
775

Exercises 779 Problems 780
Activities 780 Dell Running
Case 780
Title Page 762

Letter of Transmittal 763
Letter of Authorization 763
Table of Contents 763
Executive Summary 763
Problem Definition 763
Approach to the Problem 763
Research Design 763
Data Analysis 763
Results 763
Limitations and Caveats 764
Conclusions and Recommendations
19
772
Address the Problem 772

Research Design 772
Execution of the Research Procedures 772
Numbers and Statistics 772
Interpretation and Conclusions 773
Generalizability 773
Disclosure 773
Research Follow-Up 773
Assisting the Client 773
785
Marketing Research Goes

International
787
A Framework for International Marketing

Research 788
The Environment 788
Marketing Environment 788
Government Environment 789
Legal Environment 790
Economic Environment 790
Structural Environment 790
Informational and Technological
Environment 790
Sociocultural Environment 790
Survey Methods 792
Telephone Interviewing and CATI 792
In-Home Personal Interviews 793
Mall Intercept and CAPI 793
Mail Interviews 794
Mail and Scanner Panels 794
Electronic Surveys 794
Measurement and Scaling 795
Questionnaire Translation 797
Cases, and HBS Cases 801 Live
Research: Conducting a Marketing Research
VIDEO CASE 24.1 Nivea: Marketing
Research Leads to Consistency

in Marketing 804
Evaluation of the Research Project 774

Overview
784
774
20
CONTENTS
RUNNING CASE WITH REAL DATA

CASE 1.1 Dell Direct
806
COMPREHENSIVE CRITICAL THINKING CASES

CASE 2.1 Hong Kong: Staying Ahead
of the Competition in the Wealth
Management Business 812
CASE 2.2 Baskin-Robbins: Can It Bask in the
Good'Ole Days? 815
CASE 2.3 Kid Stuff? Determining the Best
Positioning Strategy for Akron
Children's Hospital 818
COMPREHENSIVE HARVARD BUSINESS SCHOOL CASES

CASE 5.1: The Harvard Graduate Student
Housing Survey (9-505-059) 853
CASE 5.2: BizRate.Com (9-501-024)
CASE 3.1 AT&T Wireless: Ma Bell Becomes

Ma Again 820
CASE 3.2 IBM: The World's Top Provider
of Computer Hardware, Software,
825
CASE 3.3 Kimberly-Clark: Competing

Through Innovation 833
COMPREHENSIVE CASES WITH REAL DATA
CASE 4.1 JPMorgan Chase: Chasing Growth
Through Mergers and
Acquisitions 840
853
CASE 5.3: Cola Wars Continue: Coke and

Pepsi in the Twenty-First Century
(9-702-442)
853
CASE 5.4: TiVo in 2002 (9-502-062)
853
CASE 5.5: Compaq Computer: Intel Inside?

(9-599-061)
DATA ANALYSIS CASES WITH REAL DATA
and Services
CASE 4.2 Wendy's: History and Life After

Dave Thomas 846
853
CASE 5.6: The New Beetle (9-501-023)
Appendix: Statistical Tables 854

Notes 866
Photo Credits 907
Index 909
853

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Marketing Research

Sao Paulo Sydney

Upper Saddle River

Defining the Marketing

Introduction and Early Phases

Importance of Defining the Problem

Environmental Context of the

The Marketing Research Process

Management Decision Problem and

The Role of Marketing Research in

Marketing Research Problem

The Role of Marketing Research in MIS

International Marketing Research

The Department Store Patronage

Ethics in Marketing Research

Summary 60 Key Terms and

Summary 91 Key Terms and

International Marketing Research

Careers in Marketing Research

Components of the Approach

The Decision to Conduct Marketing

Selecting a Research Supplier

Defining the Marketing Research

Marketing Research and Competitive

The Marketing Research Industry

Past Information and Forecasts 75

Step 1: Problem Definition 41

Discussions with Decision Makers 69

Definition of Marketing Research

The Process of Defining the Problem and

VIDEO CASE 2.1 Accenture: The Accent

General Business Data

Research Design: Definition

Research Design: Classification

Computerized Databases 143

Descriptive Research 106

Syndicated Sources of Secondary

Electronic Scanner Services 153

Descriptive, and Causal Research

Syndicated Data from Institutions

Combining Information from Different

Budgeting and Scheduling the Project 119

Exploratory Research Design:

Primary Versus Secondary Data

Disadvantages of Secondary Data

Criteria for Evaluating Secondary

Classification of Secondary Data

Published External Secondary

Exploratory Research Design:

Advantages and Uses of Secondary

VIDEO CASE 4.1 The Mayo Clinic:

Industry Services 156

Potential Sources of Error 117

Relationships Among Exploratory,

Government Sources 142

Primary Data: Qualitative Versus

Planning and Conducting Focus Groups 175

Disguised Versus Undisguised

Natural Versus Contrived Observation

Advantages and Disadvantages of Projective

Applications of Projective Techniques

Observation Methods Classified by Mode

Analysis of Qualitative Data

International Marketing Research 198