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Marketing Research, Fifth Edition

by Alvin C. Burns - Louisiana State University; Ronald F. Bush - University of West Florida

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Copyright, ii
Preface to the Fifth Edition, xxi
1. Introduction to Marketing Research, 2
Marketing Research Is Part of Marketing, 4
What Is Marketing Research?, 7
What Is the Purpose of Marketing Research?, 8
What Are the Uses of Marketing Research?, 10
Classifying Marketing Research Studies, 12
The Marketing Information System, 13
Hot Topics in Marketing Research, 15
The Organization of this Textbook: What to Expect in Future Chapters, 17
Summary, 17
Key Terms, 18
Review Questions/Applications, 19
Case 1.1. Apple Polishes off the Pirates[32], 20
Case 1.2. Gym City[33], 20
2. The Marketing Research Process, 22
The Marketing Research Process, 23
Some Final Comments on the Marketing Research Process, 36
Summary, 36
Key Terms, 36
Review Questions/Applications, 37
Case 2.1. NV MY MPG[7], 37
Case 2.2. Your Integrated Case: The Hobbit’s Choice: A Restaurant, 38
3. The Marketing Research Industry, 40
The Marketing Research Industry, 42
Challenges to the Marketing Research Industry, 53
Ethics and Marketing Research, 62
Summary, 70
Key Terms, 71
Review Questions/Applications, 72
Case 3.1. ABR Marketing Research, 73
Case 3.2. Creating Thieves in the Name of Research!, 75
Appendix A. Marketing Research and Spam Surveys, 77
Can Spam Act, 77
Opt-Out vs. Opt-In Standards[69], 78
What Does the CASRO Code of Ethics Say about Online Survey Research and Spamming?, 78
Appendix B. Careers in Marketing Research, 80
What Is the Outlook for the Industry?, 81
What Are the Salaries?, 81
What Kinds of Jobs Are There?, 82
What Are the Requirements?, 82
Are You Interested in a Master’s Degree in Marketing Research?, 83
4. Defining the Problem and Determining Research Objectives, 84
Establishing the Need for Marketing Research, 86
Define the Problem, 86
A Process for Defining the Problem and Establishing the Research Objectives, 94
Formulate the Marketing Research Proposal, 100
Putting It All Together Using the Integrated Case for This Textbook, 103
Summary, 109
Key Terms, 110
Review Questions/Applications, 111
Case 4.1. AJ Research, 112
Case 4.2. Your Integrated Case: The Hobbit’s Choice Restaurant, 112
5. Research Design, 114
Research Design, 116
Three Types of Research Designs, 116
Experiments, 127
Test Marketing, 133
Summary, 138
Key Terms, 140
Review Questions/Applications, 140
Case 5.1. Quality Research Associates, 141
Case 5.2. Your Integrated Case: The Hobbit’s Choice: Research Design, 142
6. Using Secondary Data and Online Information Databases, 144
Secondary Data, 146
Classification of Secondary Data, 148
Advantages of Secondary Data, 151
Disadvantages of Secondary Data, 153
Evaluating Secondary Data, 154
Locating Secondary Data Sources, 158
Key Sources of Secondary Data for Marketers, 164
Summary, 170
Key Terms, 172
Review Questions/Applications, 172
Case 6.1. Pure-Aqua Systems, 173
Case 6.2. Your Integrated Case: The Hobbit’s Choice: A Restaurant, 174
7. Standardized Information Sources, 176
What Is Standardized Information?, 178
Advantages and Disadvantages of Standardized Information, 178
Application Areas of Standardized Information, 179
Single-Source Data, 194
Summary, 194
Key Terms, 195
Review Questions/Applications, 196
Case 7.1. Premier Products, Inc, 197
Case 7.2. Maggie J’s Dog Treats, 198
8. Observation, Focus Groups, and Other Qualitative Methods, 200
Quantitative, Qualitative, and Pluralistic Research, 202
Focus Groups, 208
Other Qualitative Research Techniques, 221
Summary, 226
Key Terms, 228
Review Questions/Applications, 228
Case 8.1. Backroads Adventure Experience, 229
Case 8.2. Your Integrated Case: The Hobbit’s Choice Restaurant, 230
9. Survey Data-Collection Methods, 232
Advantages of Surveys, 235
Four Alternative Types of Data Collection, 236
Descriptions of Data-Collection Modes, 243
Choice of the Survey Method, 258
Summary, 261
Key Terms, 262
Review Questions/Applications, 263
Case 9.1. Steward Research, Inc, 264
Case 9.2. Machu Picchu National Park Survey, 265
Case 9.3. Your Integrated Case: The Hobbit’s Choice Restaurant, 266
10. Measurement in Marketing Research, 268
Basic Question–Response Formats, 270
Considerations in Choosing a Question–Response Format, 272
Basic Concepts in Measurement, 273
Scale Characteristics, 274
Levels of Measurement Scales, 275
Why the Level of a Measurement Scale Is Important, 279
Workhorse Scales Used in Marketing Research, 279
What Scale to Use When, 287
Reliability and Validity of Measurements, 290
Summary, 291
Key Terms, 292
Review Questions/Applications, 292
Case 10.1. Metro Toyota of Kalamazoo, 294
Case 10.2. Extreme Exposure Rock Climbing Center Faces The Krag, 296
11. Designing the Questionnaire, 298
The Functions of a Questionnaire, 300
The Questionnaire Development Process, 300
Developing Questions, 302
Questionnaire Organization, 308
Computer-Assisted Questionnaire Design, 316
Coding the Questionnaire, 319
Performing the Pretest of the Questionnaire, 321
Summary, 322
Key Terms, 322
Review Questions/Applications, 323
Case 11.1. Moe’s Wraps & Subs, 324
Case 11.2. Park Place Psychiatric Hospital, 325
Case 11.3. Your Integrated Case: The Hobbit’s Choice Restaurant, 326
12. Determining How to Select the Sample, 328
Basic Concepts in Samples and Sampling, 330
Reasons for Taking a Sample, 332
Probability versus Nonprobability Sampling Methods, 332
Pictures Say a Thousand Words: A Graphical Presentation of Sample Methods, 348
Online Sampling Techniques, 352
Developing a Sample Plan, 354
Summary, 357
Key Terms, 357
Review Questions/Applications, 358
Case 12.1. Peaceful Valley: Trouble in Suburbia, 360
Case 12.2. The Cobalt Group: Online Survey for MyCarTools, 360
Case 12.3. Your Integrated Case: The Hobbit’s Choice Restaurant, 361
13. Determining the Size of a Sample, 362
Sample Size Axioms, 365
The Confidence Interval Method of Determining Sample Size, 366
The Sample-Size Formula, 372
Practical Considerations in Sample-Size Determination, 376
Other Methods of Sample-Size Determination, 380
Two Special Sample-Size Determination Situations, 384
Summary, 385
Key Terms, 386
Review Questions/Applications, 386
Case 13.1. Peaceful Lake Subdivision Sample Size Revisited, 389
Case 13.2. The Cobalt Group: Online Survey for MyCarTools, Part II, 389
14. Data Collection in the Field, Nonresponse Error, and Questionnaire Screening, 390
Nonsampling Error in Marketing Research, 392
Possible Errors in Field Data Collection, 392
Field-Data-Collection Quality Controls, 400
Data Collection Errors with Online Surveys, 404
Nonresponse Error, 404
Reducing Nonresponse Error, 408
Adjusting Results to Reduce the Effects of Nonresponse Error, 412
Preliminary Questionnaire Screening, 413
Summary, 415
Key Terms, 416
Review Questions/Applications, 416
Case 14.1. Affiliated Grocers, Inc., 418
Case 14.2. Pacific States Research: CATI or Online Panel?, 418
15. Basic Data Analysis: Descriptive Statistics, 420
Coding Data and the Data Code Book, 422
Types of Statistical Analyses Used in Marketing Research, 424
Understanding Data Via Descriptive Analysis, 427
When to Use a Particular Descriptive Measure, 436
Reporting Descriptive Statistics to Clients, 445
Summary, 446
Key Terms, 446
Review Questions/Applications, 446
16. Generalizing a Sample’s Findings to Its Population and Testing Hypotheses about Percents and Means, 452
Sample Statistics and Population Parameters, 454
The Concepts of Inference and Statistical Inference, 454
Parameter Estimation, 456
Hypothesis Tests, 467
How to Use SPSS to Test a Hypothesis for a Percent, 475
How to Use SPSS to Test a Hypothesis for a Mean, 475
Summary, 477
Key Terms, 478
Review Questions/Applications, 478
Case 16.1. Don’t You Just Hate It When . . . ? (Part I), 479
Case 16.2. Auto Online Survey (Part II), 481
Case 16.3. Your Integrated Case: The Hobbit’s Choice Restaurant Survey Inferential Analysis, 482
17. Testing for Differences between Two Groups or among More Than Two Groups, 484
Why Differences Are Important, 487
Small Sample Sizes: The Use of a t Test or a z Test and How SPSS Eliminates the Worry, 490
Testing for Significant Differences between Two Groups, 492
Differences between Two Means within the Same Sample (Paired Sample), 502
Online Surveys and Databases—A “Significance” Challenge to Marketing Researchers, 505
Testing for Significant Differences in Means among More Than Two Groups: Analysis of Variance, 506
Summary, 512
Key Terms, 513
Review Questions/Applications, 513
Case 17.1. Don’t You Just Hate It When . . . ? (Part II), 515
Case 17.2. Washington Street Bistro Importance-Performance Survey, 516
Case 17.3. Your Integrated Case: The Hobbit’s Choice Restaurant Survey Differences Analysis, 518
18. Determining and Interpreting Associations Among Variables, 520
Types of Relationships between Two Variables, 522
Characterizing Relationships between Variables, 526
Cross-Tabulations, 527
Chi-Square Analysis, 531
Correlation Coefficients and Covariation, 541
The Pearson Product Moment Correlation Coefficient, 544
Concluding Comments on Associative Analyses, 550
Summary, 551
Key Terms, 551
Review Questions/Applications, 551
Case 18.1. Don’t You Just Hate It When . . . ? (Part III), 553
Case 18.2. Friendly Market versus Circle K, 555
Case 18.3. Your Integrated Case: The Hobbit’s Choice Restaurant Survey Associative Analysis, 557
19. Regression Analysis in Marketing Research, 558
Understanding Prediction, 560
Bivariate Linear Regression Analysis, 562
Multiple Regression Analysis, 573
Stepwise Multiple Regression Analysis, 585
Three Warnings Regarding Multiple Regression Analysis, 586
Summary, 588
Key Terms, 589
Review Questions/Applications, 589
Case 19.1. Don’t You Just Hate It When . . . ? (Part IV), 591
Case 19.2. Sales Training Associates, Inc, 593
Case 19.3. The Hobbit’s Choice Restaurant Survey Predictive Analysis, 594
20. The Marketing Research Report: Preparation and Presentation, 596
The Importance of the Marketing Research Report, 598
Improving the Efficiency of Report Writing, 598
Organizing the Written Report, 600
Guidelines and Principles for the Written Report, 610
Using Visuals: Tables and Figures, 613
Producing an Accurate and Ethical Visual, 619
Presenting Your Research Orally, 621
Summary, 622
Key Terms, 622
Review Questions/Applications, 623
Case 20.1. Don’t You Hate it When . . . ? (Part V), 623
Case 20.2. The Hobbit’s Choice: Making a PowerPoint Presentation, 625
Endnotes, 627
Chapter 1, 627
Chapter 2, 628
Chapter 3, 628
Chapter 4, 630
Chapter 5, 631
Chapter 6, 632
Chapter 7, 632
Chapter 8, 633
Chapter 9, 634
Chapter 10, 636
Chapter 11, 637
Chapter 12, 638
Chapter 13, 639
Chapter 14, 640
Chapter 15, 642
Chapter 16, 642
Chapter 17, 643
Chapter 18, 643
Chapter 19, 644
Chapter 20, 644
Credits, 647
Chapter 1, 647
Chapter 2, 647
Chapter 3, 647
Chapter 4, 647
Chapter 5, 647
Chapter 6, 647
Chapter 7, 647
Chapter 8, 648
Chapter 9, 648
Chapter 10, 648
Chapter 11, 648
Chapter 12, 648
Chapter 13, 648
Chapter 14, 648
Chapter 15, 648
Chapter 16, 648
Chapter 17, 648
Chapter 18, 648
Chapter 19, 648
Chapter 20, 648
This License Agreement Is Your Proof of License, 666
Name Index, I-1-1
Subject Index, I-2-1

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