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Basic Marketing Research: Using Microsoft® Excel Data Analysis, Second Edition

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Basic Marketing Research: Using Microsoft® Excel Data Analysis, Second Edition

by Alvin C. Burns; Ronald F. Bush

Publisher: Prentice Hall

Copyright Year: 2008

Publishing Date: 2007/12/13

eText ISBN-10: 0-13-205999-1

eText ISBN-13: 978-0-13-205999-2

Print ISBN-10: 0-13-205958-4

Print ISBN-13: 978-0-13-205958-9

Course: Marketing Research

Pages: 544

eTextbook $53.08

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Table of Contents | Description

Instructor Resources | Student Resources

ABOUT THIS TITLE - TABLE OF CONTENTS

Chapter 1. Introducing Marketing Research, 2

What Is Marketing?, 4

The “Right Philosophy”: The Marketing Concept, 6

The “Right Marketing Strategy”, 7

What Is Marketing Research?, 8

What Is the Purpose of Marketing Research?, 9

What Are the Uses of Marketing Research?, 10

Identifying Market Opportunities and Problems, 10

Generate, Refine, and Evaluate Potential Marketing Actions, 11

Monitor Marketing Performance, 11

Improve Marketing as a Process, 12

Classifying Marketing Research Studies, 13

The Marketing Information System, 13

Components of an MIS, 15

Internal Reports System, 15

Marketing Intelligence System, 15

Marketing Decision Support System (DSS), 16

Marketing Research System, 16

Hot Topics in Marketing Research, 17

Online Marketing Research, 17

Growing Consumer/Respondent Resentment, 18

Globalization, 19

Review Questions, 20

Application Questions, 20

Interactive Learning, 21

Case 1.1 Starlight Films, 21

Case 1.2 Your Integrated Case, 22

Chapter 2. Understanding the Marketing Research Industry, 24

The Marketing Research Industry, 26

Evolution of the Industry, 26

The Beginnings, 26

Growth of the Need, 26

The Marketing Research Industry Today, 27

World Revenues, 27

The Honomichl Top 50, 28

Revenues of the U.S. Firms, 28

Competition in the Industry Is Very Keen, 28

Classifying Firms in the Marketing Research Industry, 28

Internal Suppliers, 28

How Do Internal Suppliers Organize the Research Function?, 28

Organizing the Formal Department of Internal Suppliers, 28

Organizing When There Is No Formal Department, 30

External Suppliers, 31

How Do External Suppliers Organize?, 31

Classifying External Supplier Firms, 31

Full-Service Supplier Firms, 31

Syndicated Data Service Firms, 32

Standardized Service Firms, 32

Customized Service Firms, 32

Online Research Services Firms, 32

Limited-Service Supplier Firms, 33

Challenges to the Marketing Research Industry, 35

Marketing Researchers Should Focus on Diagnosing Problems, 36

Marketing Researchers Should Speed Up Marketing Research by Using IT, 36

Marketing Researchers Should Take an Integrative Approach, 37

Marketing Researchers Should Expand Their Strategic Impact, 37

Other Criticisms, 37

Improvements: Certification, Auditing, and Education, 38

Certification, 38

Ethics and Marketing Research, 42

Your Ethical Views Are Shaped by Your Philosophy: Deontology or Teleology, 42

Ethical Behavior in Marketing Research, 43

Codes of Ethics, 45

Sugging and Frugging, 45

Research Integrity, 45

Treating Others Fairly, 46

Respondents, 47

Respondent Fairness, 47

Review Questions, 51

Application Questions, 52

Interactive Learning, 52

Case 2.1 Conducting an E-Mail Survey, 53

Case 2.2 Your Integrated Case, 54

Marketing Research and Spam Surveys, 55

Careers in Marketing Research, 57

Chapter 3. Steps in the Marketing Research Process Including Defining the Problem and Research Objectives, 60

The Marketing Research Process, 62

An 11-Step Process, 62

Caveats to a Step-by-Step Process, 63

Why 11 Steps?, 63

Not All Studies Use All 11 Steps, 64

Few Studies Follow the Steps in Order, 64

Step 1: Establish the Need for Marketing Research, 64

Step 2: Define the Problem, 64

Step 3: Establish Research Objectives, 65

Step 4: Determine Research Design, 65

Step 5: Identify Information Types and Sources, 65

Step 6: Determine Methods of Accessing Data, 66

Step 7: Design Data Collection Forms, 66

Step 8: Determine Sample Plan and Size, 66

Step 9: Collect Data, 67

Step 10: Analyze Data, 68

Step 11: Prepare and Present the Final Research Report, 68

Establishing the Need for Marketing Research, 69

When Is Marketing Research Not Needed?, 69

The Information Is Already Available, 69

The Timing Is Wrong to Conduct Marketing Research, 69

Funds Are Not Available for Marketing Research, 70

Costs Outweigh the Value of Marketing Research, 70

The Impact of Online Research and Determining the Need to Conduct Marketing Research, 70

Define the Problem, 71

The Importance of Properly Defining the Problem, 71

How Can We Beat Burger King?, 71

How Can We Win a Taste Test?, 71

Two Sources of Problems, 72

Recognizing the Problem, 73

The Role of Symptoms in Problem Recognition, 73

Types of Problems, 74

The Role of the Researcher in Problem Definition, 74

Impediments to Problem Definition, 75

Failure to Change Behavior for Problem Definition Situations, 75

Differences Between Managers and Researchers, 75

The Role of ITBs and RFPs, 76

A Process for Defining the Problem and Establishing the Research Objectives, 77

Assess the Background and the Manager’s Situation, 78

Clarify the Symptoms of the Problem, 78

Pinpoint Suspected Causes of the Symptom, 78

University Estates: An Example of the Problem Definition Process, 79

Specify Possible Solutions That May Alleviate the Symptom, 80

Back to University Estates, 80

Speculate on Anticipated Consequences of the Solutions, 80

Back to University Estates, 81

Identify the Manager’s Assumptions About the Consequences of the Solutions, 81

The Role of Hypotheses in Defining the Problem, 81

Back to University Estates, 82

Assess the Adequacy of Information on Hand to Specify Research Objectives, 82

Back to University Estates, 82

The Role of the Action Standards, 83

Formulate the Marketing Research Proposal, 85

Problem Statement, 86

Research Objectives, 86

The Role of Constructs, 86

Detail the Proposed Research Method, 87

Putting It All Together Using the Integrated Case for This Textbook, 88

Review Questions, 97

Application Questions, 98

Interactive Learning, 98

Case 3.1 Washington Suites, 99

Case 3.2 AJ Research, 99

Chapter 4. Research Design, 100

Research Design, 103

The Significance of Research Design, 103

Three Types of Research Designs, 103

Research Design: A Caution, 104

Exploratory Research, 104

Uses of Exploratory Research, 105

Gain Background Information, 105

Define Terms, 105

Clarify Problems and Hypotheses, 105

Establish Research Priorities, 106

Methods of Conducting Exploratory Research, 106

Secondary Data Analysis, 106

Experience Surveys, 107

Case Analysis, 107

Focus Groups, 107

Projective Techniques, 111

Descriptive Research, 112

Classification of Descriptive Research Studies, 112

Causal Research, 116

Experiments, 117

Experimental Design, 118

After-Only Design, 119

One-Group, Before-After Design, 119

Before-After with Control Group, 120

How Valid Are Experiments?, 121

Types of Experiments, 122

Test Marketing, 124

Types of Test Markets, 124

Consumer Versus Industrial Test Markets, 126

“Lead Country” Test Markets, 126

Selecting Test-Market Cities, 127

Pros and Cons of Test Marketing, 128

Review Questions, 131

Application Questions, 131

Interactive Learning, 132

Case 4.1 Quality Research Associates, 132

Case 4.2 Your Integrated Case, 133

Chapter 5. Accessing Secondary Data and Online Information Databases, 134

Secondary Data, 137

Primary Versus Secondary Data, 137

Uses of Secondary Data, 137

Classification of Secondary Data, 139

Internal Secondary Data, 139

Internal Databases, 139

External Secondary Data, 140

Published Sources, 140

Syndicated Services Data, 143

External Databases, 143

Advantages of Secondary Data, 144

Secondary Data Can Be Obtained Quickly, 144

Secondary Data Are Inexpensive Relative to Primary Data, 144

Secondary Data Are Usually Available, 144

Secondary Data Enhance Primary Data, 144

Secondary Data May Achieve the Research Objective, 145

Disadvantages of Secondary Data, 145

Incompatible Reporting Units, 145

Measurement Units Do Not Match, 146

Class Definitions Are Not Usable, 147

Data Are Outdated, 147

Evaluating Secondary Data, 147

What Was the Purpose of the Study?, 148

Who Collected the Information?, 148

What Information Was Collected?, 149

How Was the Information Obtained?, 149

How Consistent Is the Information with Other Information?, 149

Locating Secondary Data Sources, 150

Search Strategies Used for Searching Online Information Databases, 153

Boolean Logic, 154

Field Searching, 154

Proximity Operators, 155

Truncation, 155

Key Sources of Secondary Data for Marketers, 156

Census 2000: Census of the Population, 156

Other Government Publications, 159

North American Industry Classification System (NAICS), 159

“Survey of Buying Power”, 161

How to Calculate the Buying Power Index (BPI), 161

Demographics USA, 162

The Lifestyle Market Analyst, 163

Review Questions, 166

Application Questions, 166

Interactive Learning, 167

Case 5.1 Pure-Aqua Systems, 167

Case 5.2 Apple Supermarkets, Inc., 168

Chapter 6. Standardized Information Sources, 170

What Is Standardized Information?, 173

Advantages and Disadvantages of Standardized Information, 173

Syndicated Data, 173

Standardized Services, 174

Application Areas of Standardized Information, 175

Measuring Consumer Attitudes and Opinion Polls, 175

Defining Market Segments, 176

Providing Information on Members of the Industrial Market, 176

Providing Information on Members of the Consumer Market, 177

Conducting Market Tracking, 178

Market Tracking at the Retail Level, 180

Market Tracking at the Household Level, 183

Turning Market Tracking Information into Intelligence, 184

Monitoring Media Usage and Promotion Effectiveness, 185

Tracking Downloaded Music, Videos, and Recorded Books, 185

Television, 185

Multimedia, 188

Single-Source Data, 189

Review Questions, 192

Application Questions, 192

Interactive Learning, 193

Case 6.1 Premier Products, Inc., 193

Case 6.2 Maggie J’s Dog Treats, 194

Chapter 7. Deciding on your Survey Data Collection Method, 196

Four Alternative Data Collection Modes, 199

Person-Administered Surveys (Without Computer Assistance), 199

Advantages of Person-Administered Surveys, 199

Disadvantages of Person-Administered Surveys, 200

Computer-Administered Surveys, 201

Advantages of Computer-Administered Surveys, 202

Disadvantages of Computer-Administered Surveys, 204

Self-Administered Surveys, 205

Advantages of Self-Administered Surveys, 205

Disadvantages of Self-Administered Surveys, 205

Mixed-Mode Surveys, 206

Advantage of Mixed-Mode Surveys, 206

Disadvantages of Mixed-Mode Surveys, 206

Descriptions of Data Collection Modes, 208

Person-Administered Interviews, 208

In-Home Interviews, 208

Mall-Intercept Interviews, 210

In-Office Interviews, 211

Telephone Interviews, 211

Computer-Administered Interviews, 214

Computer-Assisted Telephone Interviews (CATI), 214

Fully Computerized Interviews (Not Online), 216

Online and Other Internet-Based Interviews, 216

Self-Administered Surveys, 218

Group Self-Administered Surveys, 218

Drop-Off Surveys, 218

Mail Surveys, 219

Choice of the Survey Method, 220

The Survey Data Collection Time Horizon, 221

The Survey Data Collection Budget, 223

Incidence Rate, 223

Cultural/Infrastructure Considerations, 223

Type of Respondent Interaction Required, 224

Special Innovative Methods for Special Situations, 224

Review Questions, 226

Application Questions, 227

Interactive Learning, 228

Case 7.1 Steward Research, Inc., 228

Case 7.2 Your Integrated Case, 229

Chapter 8. Using Measurement Scales in your Survey, 230

Question-Response Format Options, 232

Open-Ended Response Format Questions, 232

Categorical Response Format Questions, 234

Metric Response Format Questions, 235

Basic Measurement Concepts, 235

Open-Ended Measurement, 237

Categorical Measurement, 237

Metric Measurement, 238

Why the Level of a Scale Is Important, 241

Commonly Used Synthetic Metric Scales, 243

Symmetric Synthetic Scales, 244

Nonsymmetric Synthetic Scales, 250

Whether to Use a Symmetric or a Nonsymmetric Scale, 254

Choosing Which Scale to Use, 255

Review Questions, 258

Application Questions, 259

Interactive Learning, 260

Case 8.1 Metro Toyota of Kalamazoo, 260

Case 8.2 Extreme Exposure Rock Climbing Center Faces the Krag, 261

Chapter 9. Designing your Questionnaire, 262

What Is a Questionnaire and What Steps Are Taken to Develop It?, 264

Developing Questions, 266

Four “Do’s” of Question Wording, 268

The Question Should Be Focused on a Single Issue or Topic, 268

The Question Should Be Brief, 268

The Question Should Be a Grammatically Simple Sentence If Possible, 269

The Question Should Be Crystal Clear, 269

Four “Do Nots” of Question Wording, 269

The Question Should Not “Lead” the Respondent to a Particular Answer, 269

The Question Should Not Have “Loaded” Wording or Phrasing, 270

The Question Should Not Be “Double-Barreled”, 270

The Question Should Not Use Words That Overstate the Condition, 271

Questionnaire Organization, 272

The Introduction, 273

Question Flow, 276

Precoding the Questionnaire, 282

Computer-Assisted Questionnaire Design, 284

Questionnaire Creation, 284

Data Collection and Creation of Data Files, 284

Data Analysis and Graphs, 285

Performing the Pretest of the Questionnaire, 285

Review Questions, 287

Application Questions, 287

Interactive Learning, 288

Case 9.1 Moe’s Wraps & Subs, 289

Case 9.2 Your Integrated Case, 289

Chapter 10. Determining Sample Size and the Sampling Method, 290

Basic Concepts in Samples and Sampling, 292

Determining Size of a Sample, 293

The Accuracy of a Sample, 293

How to Calculate Sample Size, 294

Variability: p times q, 295

Level of Confidence: z, 296

Desired Accuracy: e, 296

How to Select a Representative Sample, 300

Probability Sampling Methods, 300

Simple Random Sampling, 301

Systematic Sampling, 303

Cluster Sampling, 304

Stratified Sampling, 304

Nonprobability Sampling Methods, 307

Convenience Samples, 309

Judgment Samples, 309

Referral Samples, 310

Quota Samples, 310

Online Sampling Techniques, 311

Review Questions, 313

Application Questions, 314

Interactive Learning, 316

Case 10.1 Peaceful Valley: Trouble in Suburbia, 316

Case 10.2 Your Integrated Case, 316

Chapter 11. Collecting Data and Summarizing What you Found in your Sample, 318

Errors Encountered in the Data Collection Stage, 321

Data Collection Errors with Online Surveys, 321

Multiple Submissions, 321

Bogus Respondents and Responses, 322

Population Misrepresentation, 322

Types of Nonresponse, 323

Refusals to Participate in the Survey, 323

Break-Offs During the Interview, 323

Refusals to Answer Specific Questions (Item Omission), 324

Completed Interview, 324

Coding Data and the Data Code Book, 325

Types of Data Analyses Used in Marketing Research, 329

Summarizing the Sample Data, 331

Generalizing the Findings, 332

Seeking Meaningful Differences, 332

Identifying Relationships, 332

Summarizing Your Sample Findings, 334

Summarizing Categorical Variables, 334

Summarizing Metric Variables, 337

The Six-Step Approach to Data Analysis and Presentation, 342

Review Questions, 345

Application Questions, 346

Interactive Learning, 347

Case 11.1 IHOP Improvement Survey, 348

Case 11.2 Your Integrated Case, 349

Chapter 12. Generalizing your Sample Findings to the Population, 350

The Concept of Generalization, 352

Generalizing a Sample’s Findings: Estimating the Population Value, 354

How to Estimate a Population Percentage (Categorical Data), 354

Calculating a Confidence Interval, 354

Interpreting a 95% Confidence Interval, 357

How to Estimate a Population Average (Metric Data), 361

Calculating a Confidence Interval for an Average, 361

Interpreting a Confidence Interval for an Average, 363

Using the Six-Step Approach to Confidence Intervals Analysis, 364

Testing Hypotheses About Percents or Averages, 367

Testing a Hypothesis About a Percentage, 369

What Significance Level to Use and Why, 371

How Do We Know That We Have Made the Correct Decision?, 371

Testing a Directional Hypothesis, 372

Is It t or z? And Why You Do Not Need to Worry About It, 374

Testing a Hypothesis About an Average, 374

Interpreting Your Hypothesis Test, 378

Using the Six-Step Approach to Test a Hypothesis, 379

Review Questions, 381

Application Questions, 382

Interactive Learning, 383

Case 12.1 The Auto Online Survey, 383

Case 12.2 Your Integrated Case, 385

Chapter 13. Comparing to Find Differences in your Data, 388

Why Differences Are Important, 390

Testing for Significant Differences Between Two Groups, 392

Differences Between Percentages for Two Groups, 392

Differences Between Averages for Two Groups, 397

The Six-Step Process for Analyzing Differences Between Two Groups, 402

Testing for Significant Differences Between More Than Two Group Averages, 405

Why Analysis of Variance Is Preferred over Multiple Two-Group Averages Analyses, 406

The Six-Step Process for Analyzing Differences Among Three or More Groups, 411

Testing for Significant Differences Between the Averages of Two Variables, 413

The Six-Step Process for Analyzing Differences Between Two Variables, 415

Review Questions, 417

Application Questions, 418

Interactive Learning, 419

Case 13.1 The Daily Advocate Lost Subscribers Survey, 419

Case 13.2 Your Integrated Case, 420

Chapter 14. Determining Relationships Among your Variables, 422

What Is a Relationship Between Two Variables?, 425

Boolean Relationships and Cross-Tabulation Analysis, 425

Boolean Relationships, 425

Characterizing a Boolean Relationship with a Graph, 426

Cross-Tabulation Analysis, 427

Types of Frequencies and Percentages in a Cross-Tabulation Table, 428

Chi-Square Analysis of a Cross-Tabulation Table, 429

How to Interpret a Significant Cross-Tabulation Finding, 431

The Six-Step Approach to Analyzing Categorical Variables with Cross- Tabulation, 434

Linear Relationships and Correlation Analysis, 435

Correlation Coefficients and Covariation, 437

Statistical Significance of a Correlation, 439

Rules of Thumb for Correlation Strength, 439

The Pearson Product Moment Correlation Coefficient, 440

The Six-Step Approach to Analyzing a Possible Linear Relationship Between Two Metric Variables, 443

Linear Relationships and Regression Analysis, 444

Computing the Intercept and Slope for Bivariate Regression, 445

Testing for Statistical Significance of the Intercept and the Slope, 446

Making a Prediction with Bivariate Regression Analysis, 446

Multiple Regression, 449

Working with Multiple Regression, 449

Using “Dummy” Independent Variables, 451

Three Uses of Multiple Regression, 451

The Six-Step Process for Regression Analysis, 456

Final Comments on Multiple Regression Analysis, 457

Review Questions, 459

Application Questions, 460

Interactive Learning, 463

Case 14.1 Friendly Market Versus Circle K, 463

Case 14.2 Your Integrated Case, 464

Chapter 15. Preparing and Presenting the Research Results, 466

The Importance of the Marketing Research Report, 467

Organizing the Written Report, 468

Front Matter, 469

Title Page, 469

Letter of Authorization, 470

Letter/Memo of Transmittal, 470

Table of Contents, 471

List of Illustrations, 472

Abstract/Executive Summary, 472

Introduction, 472

Methodology, 473

Limitations, 474

Conclusions and Recommendations, 474

End Matter, 474

Following Guidelines and Principles for the Written Report, 475

Form and Format, 475

Headings and Subheadings, 475

Using Visuals: Tables and Figures, 478

Pie Charts, 479

Bar Charts, 481

Ethical Visuals, 483

Presenting Your Research Orally, 483

Review Questions, 486

Application Questions, 486

Interactive Learning, 487

Case 15.1 Your Integrated Case, 487

Case 15.2 Your Integrated Case, 487

Case 15.3 Your Integrated Case, 488

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ABOUT THIS TITLE - DESCRIPTION

For undergraduate Marketing Research courses. Basic Marketing Research, 2e, utilizes Excel™ add-in software for data analysis, an integrated case, and experiential learning exercises to present a concise introduction to fundamentals of market research, offering resources students can use in their future careers.

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