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Basic Marketing Research: Using Microsoft® Excel Data Analysis

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

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Copyright, ii
Preface, xxi
Acknowledgments, xxvi
1. Introducing Marketing Research, 2
Apple’s iTunes is World’s Digital Jukebox, 2
What Is Marketing?, 4
What Is Marketing Research?, 7
What Is the Purpose of Marketing Research?, 8
What Are the Uses of Marketing Research?, 9
Classifying Marketing Research Studies, 11
The Marketing Information System, 13
Hot Topics in Marketing Research, 15
Summary, 17
Key Terms, 18
Review Questions, 18
Application Questions, 19
Interactive Learning, 19
Case 1.1 Apple Polishes Off the Pirates, 20
Case 1.2 Your Integrated Case, 20
2. Understanding the Marketing Research Industry, 22
Casro, 22
The Marketing Research Industry, 24
Challenges to the Marketing Research Industry, 38
Ethics and Marketing Research, 45
Summary, 51
Key Terms, 52
Review Questions, 52
Application Questions, 53
Interactive Learning, 54
Case 2.1 Conducting an E-Mail Survey, 54
Case 2.2 Your Integrated Case, 56
Appendix A: Marketing Research and Spam Surveys, 57
Appendix B: Careers in Marketing Research, 59
3. Steps in the Marketing Research Process Including Defining the Problem and Research Objectives, 62
The Carroll College Project: Steps in the Marketing Research Process, 62
The Marketing Research Process, 64
Establishing the Need for Marketing Research, 70
Define the Problem, 72
A Process for Defining the Problem and Establishing the Research Objectives, 78
Formulate the Marketing Research Proposal, 85
Putting it All Together Using the Integrated Case for This Textbook, 88
Integrated Case: College Life E-Zine, 88
Summary, 95
Key Terms, 96
Review Questions, 96
Application Questions, 97
Interactive Learning, 98
Case 3.1 Washington Suites, 98
Case 3.2 AJResearch, 98
4. Research Design, 100
Designing Marketing Research at Ask Jeeves, 100
Research Design, 102
Three Types of Research Designs, 104
Experiments, 115
Test Marketing, 122
Summary, 127
Key Terms, 128
Review Questions, 129
Application Questions, 129
Interactive Learning, 130
Case 4.1 Quality Research Associates, 130
Case 4.2 Your Integrated Case, 131
5. Accessing Secondary Data and Online Information Databases, 132
Secondary Data Add Value to Primary Data, 132
Secondary Data, 134
Classification of Secondary Data, 136
Advantages of Secondary Data, 140
Disadvantages of Secondary Data, 142
Evaluating Secondary Data, 143
Locating Secondary Data Sources, 147
Key Sources of Secondary Data for Marketers, 153
Summary, 160
Key Terms, 162
Review Questions, 162
Application Questions, 163
Interactive Learning, 163
Case 5.1 Pure-Aqua Systems, 163
Case 5.2 Your Integrated Case, 164
6. Standardized Information Sources, 166
Donofrio’s Coffee Uses a Standardized Service to Locate Coffee Shops, 166
What Is Standardized Information?, 168
Advantages and Disadvantages of Standardized Information, 169
Application Areas of Standardized Information, 170
Single-Source Data, 184
Summary, 185
Key Terms, 186
Review Questions, 186
Application Questions, 187
Interactive Learning, 188
Case 6.1 Premier Products, Inc., 188
Case 6.2 Maggie J’s Dog Treats, 189
7. Deciding On Your Survey Data Collection Method, 190
Cavi from Opinionone, 190
Four Alternative Data Collection Modes, 193
Descriptions of Data Collection Modes, 200
Choice of the Survey Method, 212
Special Innovative Methods for Special Situations, 215
Summary, 216
Key Terms, 217
Review Questions, 217
Application Questions, 218
Interactive Learning, 219
Case 7.1 Steward Research, Inc., 219
Case 7.2 Your Integrated Case, 220
8. Using Measurement Scales in Your Survey, 222
Have Scale, Will Travel, 222
Basic Measurement Concepts, 227
Why the Level of a Scale Is Important, 233
Commonly Used Synthetic Metric Scales, 235
Choosing Which Scale to Use, 247
Summary, 249
Key Terms, 249
Review Questions, 250
Application Questions, 251
Interactive Learning, 252
Case 8.1 Metro Toyota of Kalamazoo, 252
Case 8.2 Extreme Exposure Rock Climbing Center Faces the Krag, 253
9. Designing Your Questionnaire, 254
The Picker Institute Uses Focused Questions About Specific Behaviors, 254
What Is a Questionnaire and What Steps Are Taken to Develop It?, 256
Developing Questions, 258
Questionnaire Organization, 264
Integrated Case: College Life E-Zine, 270
Precoding the Questionnaire, 274
Computer-Assisted Questionnaire Design, 276
Performing the Pretest of the Questionnaire, 277
Summary, 278
Key Terms, 278
Review Questions, 279
Application Questions, 279
Interactive Learning, 280
Case 9.1 Moe’s Wraps & Subs, 281
Case 9.2 Your Integrated Case, 281
10. Determining Sample Size and the Sampling Method, 282
How Large Did You Say the Sample Has To Be?, 282
Basic Concepts in Samples and Sampling, 284
Determining Size of a Sample, 285
How to Select a Representative Sample, 292
Online Sampling Techniques, 303
Summary, 304
Key Terms, 305
Review Questions, 305
Application Questions, 306
Interactive Learning, 308
Case 10.1 Peaceful Valley: Trouble in Suburbia, 308
Case 10.2 Your Integrated Case, 308
11. Collecting Data and Summarizing What You Found in Your Sample, 310
Are You a Typical College Student?, 310
Errors Encountered in the Data Collection Stage, 313
Coding Data and the Data Code Book, 317
Types of Data Analyses Used in Marketing Research, 321
Summarizing Your Sample Findings, 325
The Six-Step Approach to Data Analysis and Presentation, 334
Summary, 336
Key Terms, 337
Review Questions, 337
Application Questions, 338
Interactive Learning, 339
Case 11.1 IHOP Improvement Survey, 340
Case 11.2 Your Integrated Case, 341
12. Generalizing Your Sample Findings to the Population, 342
Delicious Korean Dogs, 342
The Concept of Generalization, 344
Generalizing a Sample’s Findings: Estimating the Population Value, 346
Testing Hypotheses About Percents or Averages, 359
Summary, 372
Key Terms, 373
Review Questions, 373
Application Questions, 374
Interactive Learning, 375
Case 12.1 The Auto Online Survey, 375
Case 12.2 Your Integrated Case, 377
13. Comparing to Find Differences in Your Data, 380
Yes, These People Do Have Grey Poupon, 380
Why Differences are Important, 383
Testing for Significant Differences Between Two Groups, 384
Testing for Significant Differences Between More Than Two Group Averages, 396
Testing for Significant Differences Between the Averages of Two Variables, 405
Summary, 409
Key Terms, 409
Review Questions, 409
Application Questions, 410
Interactive Learning, 411
Case 13.1 The Daily Advocate Lost Subscribers Survey, 411
Case 13.2 Your Integrated Case, 412
14. Determining Relationships Among Your Variables, 414
A Powerful Analysis Tool in Your Marketing Research Survival Kit, 414
What Is a Relationship Between Two Variables?, 417
Boolean Relationships and Cross-Tabulation Analysis, 417
Linear Relationships and Correlation Analysis, 427
Linear Relationships and Regression Analysis, 436
Multiple Regression, 441
Summary, 450
Key Terms, 450
Review Questions, 451
Application Questions, 452
Interactive Learning, 455
Case 14.1 Friendly Market Versus Circle K, 455
Case 14.2 Your Integrated Case, 456
15. Preparing and Presenting The Research Results, 458
Moving Beyond the Traditional Research Report: Burke’s Digital Dashboard, 458
The Importance of the Marketing Research Report, 460
Organizing the Written Report, 460
Following Guidelines and Principles for the Written Report, 468
Using Visuals: Tables and Figures, 471
Ethical Visuals, 476
Presenting Your Research Orally, 476
Summary, 477
Key Terms, 478
Review Questions, 478
Application Questions, 478
Interactive Learning, 479
Case 15.1 Your Integrated Case, 479
Case 15.2 Your Integrated Case, 480
Case 15.3 Your Integrated Case, 480
Endnotes, 481
Chapter 1, 481
Chapter 2, 481
Chapter 3, 483
Chapter 4, 484
Chapter 5, 485
Chapter 6, 485
Chapter 7, 486
Chapter 8, 487
Chapter 9, 488
Chapter 10, 488
Chapter 11, 489
Chapter 12, 489
Chapter 13, 489
Chapter 14, 490
Chapter 15, 490
Credits, 491
Chapter 1, 491
Chapter 2, 491
Chapter 3, 491
Chapter 4, 491
Chapter 5, 491
Chapter 6, 491
Chapter 7, 491
Chapter 8, 491
Chapter 9, 491
Chapter 10, 491
Chapter 11, 491
Chapter 12, 491
Chapter 13, 491
Chapter 14, 491
Chapter 15, 491
Single PC License Agreement and Limited Warranty, 518
Name Index, I-1-1
Subject Index, I-2-1

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