[eBook] [PDF] Essentials of Marketing Research, 5th Edition By Hair, Ortinau, Harrison

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Cover Title Copyright Dedication Author the Authors Preface Connect Instructor Library Brief Contents Contents Part 1 The Role and Value of Marketing Research Information 1 Marketing Resear... ch for Managerial Decision Making Geofencing The Growing Complexity of Marketing Research MARKETING RESEARCH DASHBOARD: CONDUCTING INTERNATIONAL MARKETING RESEARCH The Role and Value of Marketing Research Marketing Research and Marketing Mix Variables Marketing Theory MARKETING RESEARCH DASHBOARD: PRICING EXPERIMENTS The Marketing Research Industry Types of Marketing Research Firms Changing Skills for a Changing Industry Ethics in Marketing Research Practices Ethical Questions in General Business Practices Conducting Research Not Meeting Professional Standards Abuse of Respondents Unethical Activities of the Client/ Research User MARKETING RESEARCH DASHBOARD: RESEARCH AND DATA PRIVACY: THE CHALLENGE Unethical Activities by the Respondent Marketing Research Codes of Ethics CONTINUING CASE STUDY: THE SANTA FE GRILL MEXICAN RESTAURANT Emerging Trends Marketing Research in Action: Continuing Case: The Santa Fe Grill Summary Key Terms and Concepts Review Questions Discussion Questions Appendix A 2 The Marketing Research Process and Proposals Solving Marketing Problems Using a Systematic Process Value of the Research Process Changing View of the Marketing Research Process Determining the Need for Information Research MARKETING RESEARCH DASHBOARD: DECISION MAKERS AND RESEARCHERS Overview of the Research Process Transforming Data into Knowledge Interrelatedness of the Steps and the Research Process Determine the Research Problem Step 1: Identify and Clarify Information Needs Step 2: Define the Research Questions Step 3: Specify Research Objectives and Confirm the Information Value Select the Research Design Step 4: Determine the Research Design and Data Sources MARKETING RESEARCH DASHBOARD: BIG DATA AND MARKETING ANALYTICS HELP FORD MOTOR COMPANY Step 5: Develop the Sampling Design and Sample Size Step 6: Examine Measurement Issues and Scales Step 7: Design and Pretest the Questionnaire Execute the Research Design Step 8: Collect and Prepare Data Step 9: Analyze Data Step 10: Interpret Data to Create Knowledge Communicate the Results Step 11: Prepare and Present the Final Report Develop a Research Proposal Marketing Research in Action: What Does a Research Proposal Look Like? Summary Key Terms and Concepts Review Questions Discussion Questions Part 2 Designing the Marketing Research Project 3 Secondary Data, Literature Reviews, and Hypotheses Will Brick-and-Mortar Stores Eventually Turn into Product Showrooms? Value of Secondary Data and Literature Reviews Nature, Scope, and Role of Secondary Data Conducting a Literature Review Evaluating Secondary Data Sources Secondary Data and the Marketing Research Process Internal and External Sources of Secondary Data Internal Sources of Secondary Data External Sources of Secondary Data CONTINUING CASE STUDY: THE SANTA FE GRILL MEXICAN RESTAURANT USING SECONDARY DATA MARKETING RESEARCH DASHBOARD: USING SECONDARY DATA SOURCES TO IMPROVE CUSTOMER UNDERSTANDING Synthesizing Secondary Research for the Literature Review Developing a Conceptual Model Variables, Constructs, and Relationships Developing Hypotheses and Drawing Conceptual Models CONTINUING CASE STUDY: THE SANTA FE GRILL MEXICAN RESTAURANT DEVELOPING RESEARCH QUESTIONS AND HYPOTHESES Hypothesis Testing Marketing Research in Action: The Santa Fe Grill Mexican Restaurant Summary Key Terms and Concepts Review Questions Discussion Questions 4 Exploratory and Observational Research Designs and Data Collection Approaches Customer Territoriality in “Third Places” Value of Qualitative Research Overview of Research Designs Overview of Qualitative and Quantitative Research Methods Quantitative Research Methods Qualitative Research Methods Qualitative Data Collection Methods In-Depth Interviews Focus Group Interviews Phase 1: Planning the Focus Group Study Phase 2: Conducting the Focus Group Discussions Phase 3: Analyzing and Reporting the Results Advantages of Focus Group Interviews Purposed Communities/Private Community Other Qualitative Data Collection Methods Ethnography Case Study Projective Techniques CONTINUING CASE: THE SANTA FE GRILL Observation Methods Unique Characteristics of Observation Methods Types of Observation Methods Selecting the Observation Method Benefits and Limitations of Observation Methods Social Media Monitoring and the Listening Platform Netnography Emerging Qualitative Data Collection Methods Marketing Research in Action: Reaching Hispanics Through Qualitative Research Summary Key Terms and Concepts Review Questions Discussion Questions 5 Descriptive and Causal Research Designs Magnum Hotel’s Loyalty Program Value of Descriptive and Causal Survey Research Designs Descriptive Research Designs and Surveys Types of Errors in Surveys Sampling Errors Nonsampling Errors Types of Survey Methods Person-Administered Surveys Telephone-Administered Surveys Self-Administered Surveys Selecting the Appropriate Survey Method Situational Characteristics Task Characteristics Respondent Characteristics Causal Research Designs The Nature of Experimentation Validity Concerns with Experimental Research MARKETING RESEARCH DASHBOARD: RETAILERS USE EXPERIMENTS TO TEST DISCOUNT STRATEGY Comparing Laboratory and Field Experiments Test Marketing Marketing Research in Action: Riders Fits New Database into Brand Launch Summary Key Terms and Concepts Review Questions Discussion Questions Part 3 Gathering and Collecting Accurate Data 6 Sampling: Theory and Methods Mobile Device Interactions Explode Value of Sampling in Marketing Research Sampling as a Part of the Research Process The Basics of Sampling Theory Population Sampling Frame Factors Underlying Sampling Theory Tools Used to Assess the Quality of Samples MARKETING RESEARCH IN ACTION CONTINUING CASE STUDY: THE SANTA FE GRILL Probability and Nonprobability Sampling Probability Sampling Designs MARKETING RESEARCH DASHBOARD: SELECTING A SYSTEMATIC RANDOM SAMPLE FOR THE SANTA FE GRILL MARKETING RESEARCH DASHBOARD: WHICH IS BETTER— PROPORTIONATELY OR DISPROPORTIONATELY STRATIFIED SAMPLES? Nonprobability Sampling Designs Determining the Appropriate Sampling Design Determining Sample Sizes Probability Sample Sizes CONTINUING CASE STUDY: THE SANTA FE GRILL Sampling from a Small Population Nonprobability Sample Sizes Other Sample Size Determination Approaches MARKETING RESEARCH DASHBOARD: USING SPSS OR PSPP TO SELECT A RANDOM SAMPLE MARKETING RESEARCH DASHBOARD: SAMPLING AND ONLINE SURVEYS Steps in Developing a Sampling Plan Marketing Research in Action: Developing a Sampling Plan for a New Menu Initiative Survey Summary Key Terms and Concepts Review Questions Discussion Questions 7 Measurement and Scaling Santa Fe Grill Mexican Restaurant: Predicting Customer Loyalty Value of Measurement in Information Research Overview of the Measurement Process What Is a Construct? Construct Development Categorical Types of Information MARKETING RESEARCH DASHBOARD: UNDERSTANDING THE DIMENSIONS OF BANK SERVICE QUALITY Properties of Measurement Scales Scale Measurement Nominal Scales Ordinal Scales Interval Scales Ratio Scales Evaluating Measurement Scales Scale Reliability Validity Developing Measurement Scales Criteria for Scale Development Adapting Established Scales Scales to Measure Attitudes and Behaviors Likert Scale Semantic Differential Scale Behavioral Intention Scale Comparative and Noncomparative Rating Scales Other Measurement Scale Issues Single-Item and Multiple-Item Scales Clear Wording Misleading Scaling Formats Marketing Research in Action: What Can You Learn from a Customer Loyalty Index? Summary Key Terms and Concepts Review Questions Discussion Questions 8 Designing the Questionnaire Can Surveys Be Used to Develop University Residence Life Plans? Value of Questionnaires in Marketing Research Pilot Studies and Pretests Questionnaire Design Step 1: Confirm Research Objectives and Information Requirements Step 2: Select Appropriate Data Collection Method Step 3: Develop Questions and Scaling MARKETING RESEARCH DASHBOARD: “FRAMING” YOUR QUESTIONS CAN INTRODUCE BIAS! Step 4: Determine Layout and Evaluate Questionnaire MARKETING RESEARCH DASHBOARD: ONLINE SMART QUESTIONNAIRES ARE REVOLUTIONIZING SURVEYS Step 5: Obtain Initial Client Approval Step 6: Pretest, Revise, and Finalize the Questionnaire Step 7: Implement the Survey The Role of a Cover Letter and Introductory Section MARKETING RESEARCH DASHBOARD: COVER LETTER USED WITH THE AMERICAN BANK SURVEY Other Considerations in Collecting Data Supervisor Instructions Interviewer Instructions Screening Questions Quotas Call or Contact Records Marketing Research in Action: Designing a Questionnaire to Survey Santa Fe Grill Customers Summary Key Terms and Concepts Review Questions Discussion Questions Part 4 Data Preparation, Analysis, and Reporting the Results 9 Qualitative Data Analysis The New Era of Advanced Technology: How Companies Are Capitalizing on Qualitative Data Nature of Qualitative Data Analysis Qualitative Versus Quantitative Analyses The Process of Analyzing Qualitative Data Managing the Data Collection Effort Step 1: Data Reduction Step 2: Data Display Step 3: Conclusion Drawing/ Verification Writing the Report Analysis of the Data/Findings Conclusions and Recommendations CONTINUING CASE: SANTA FE GRILL: USING QUALITATIVE RESEARCH Marketing Research in Action: A Qualitative Approach to Understanding Product Dissatisfaction Summary Key Terms and Concepts Review Questions Discussion Questions Appendix A Advertising’s Second Audience: Employee Reactions to Organizational Communications 10 Preparing Data for Quantitative Analysis Scanner Data Improves Understanding of Purchase Behavior Value of Preparing Data for Analysis Validation Editing and Coding Asking the Proper Questions Accurate Recording of Answers Correct Screening Questions Responses to Open-Ended Questions The Coding Process MARKETING RESEARCH DASHBOARD: DEALING WITH DATA FROM DATA WAREHOUSES Data Entry Error Detection Missing Data MARKETING RESEARCH DASHBOARD THE PSPP SOFTWARE Organizing Data Data Tabulation One-Way Tabulation Descriptive Statistics Graphical Illustration of Data Marketing Research in Action: Deli Depot Summary Key Terms and Concepts Review Questions Discussion Questions 11 Basic Data Analysis for Quantitative Research marketing Analytics Facilitates Smarter Decisions Value of Statistical Analysis Measures of Central Tendency MARKETING RESEARCH DASHBOARD: SPLITTING THE DATABASE INTO SANTA FE’S AND JOSE’S CUSTOMERS Data Analysis Applications— Measures of Central Tendency Measures of Dispersion Data Analysis Applications— Measures of Dispersion Preparation of Charts How to Develop Hypotheses MARKETING RESEARCH DASHBOARD: STEPS IN HYPOTHESIS DEVELOPMENT AND TESTING Analyzing Relationships of Sample Data Sample Statistics and Population Parameters Choosing the Appropriate Statistical Technique Univariate Statistical Tests Data Analysis Application— Univariate Hypothesis Test Bivariate Statistical Tests Cross-Tabulation MARKETING RESEARCH DASHBOARD: SELECTING THE SANTA FE GRILL CUSTOMERS FOR ANALYSIS Chi-Square Analysis Calculating the Chi-Square Value Data Analysis Application— Chi-Square Comparing Means: Independent Versus Related Samples Using the t-Test to Compare Two Means Data Analysis Application— Independent Samples t-Test Data Analysis Application—Paired Samples t-Test Analysis of Variance (ANOVA) Data Analysis Application—ANOVA n-Way ANOVA Data Analysis Application—n-Way ANOVA Perceptual Mapping Perceptual Mapping Applications in Marketing Research CONTINUING CASE STUDY: THE SANTA FE GRILL Marketing Research in Action: Examining Restaurant Image Positions—Remington’s Steak House Summary Key Terms and Concepts Review Questions Discussion Questions 12 Examining Relationships in Quantitative Research Marketing Analytics Helps Rebuild Procter & Gamble as a Global Powerhouse Examining Relationships Between Variables Covariation and Variable Relationships Correlation Analysis Pearson Correlation Coefficient Data Analysis Application—Pearson Correlation Substantive Significance of the Correlation Coefficient Influence of Measurement Scales on Correlation Analysis Data Analysis Application—Spearman Rank Order Correlation Data Analysis Application—Median Rankings What Is Regression Analysis? Fundamentals of Regression Analysis Developing and Estimating the Regression Coefficients Data Analysis Application—Bivariate Regression Significance Multiple Regression Analysis Statistical Significance Substantive Significance Multiple Regression Assumptions Data Analysis Application—Multiple Regression Multiple Regression—Food and Service Independent Variables What Is Structural Modeling? An Example of Structural Modeling Marketing Research in Action: The Role of Employees in Developing a Customer Satisfaction Program Summary Key Terms and Concepts Review Questions Discussion Questions 13 Communicating Marketing Research Findings It Takes More than Numbers to Communicate Value of Communicating Research Findings Marketing Research Reports MARKETING RESEARCH DASHBOARD: CRITICAL THINKING AND MARKETING RESEARCH Format of the Marketing Research Report Title Page Table of Contents Executive Summary Introduction Research Methods and Procedures Data Analysis and Findings MARKETING RESEARCH DASHBOARD: CLASSROOM ADVERTISING OPINION SURVEY Conclusions and Recommendations Limitations Appendixes Common Problems in Preparing the Marketing Research Report The Critical Nature of Presentations Guidelines for Preparing Oral Presentations Guidelines for Preparing the Visual Presentation Marketing Research in Action: Who Are the Early Adopters of Technology? Summary Key Terms and Concepts Review Questions Discussion Questions Glossary Endnotes Name Index Subject Index [Show More]

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