当代市场研究 英文版 第3版PDF电子书下载

Contents in Brief 2

Index 1-1 2

Endnotes E-1 2

Glossary G-1 2

PART I An Introduction to Market Research 2

Contents 2

PART I An Introduction to Market Research 2

1 The Role of Marketing Research in Management Decision Making 4

1 The Role of Marketing Research in Management Decision Making 4

THE NATURE OF MARKETING 6

The Marketing Concept 6

Researching the Marketing Mix 7

The External Marketing Environment 7

The Importance of Marketing Research to Management 8

THE ROLE OF MARKETING RESEARCH IN DECISION MAKING 8

Marketing Research Defined 8

The Proactive Role of Marketing Research 12

APROFESIONAL RESEARCHER'SPERSPECTIVE 13

Applied Research versus Basic Research 16

DECIDING WHETHER TO CONDUCT MARKET RESEARCH 17

THE HISTORY AND FUTURE OF MARKETING RESEARCH 19

The Development of Market Research 19

Marketing Research Today and in the Future 22

A PREVIEW OF THE TEXT 22

SUMMARY 23

CASE 1.1 Creating New Products at Toyota, Hitachi, and Panasonic 24

CASE 1.2 The New American 25

APPENDIX A A Career in Marketing Research 27

A PROFESSIONAL RESEARCHER'S PERSPECTIVE 33

2 The Marketing Research Process 35

2 The Market Research Process 35

THE RESEARCH PROCESS 37

Problem/Opportunity Identification and Formulation 37

Creating the Research Design 41

Choosing a Basic Method of Research 44

Selecting the Sampling Procedure 45

Collecting the Data 45

AnalyZing the Data 45

Preparing and Writing the Report 46

Follow-up 46

MANAGEMENT OF MARKETING RESEARCH 46

The Research Request 46

Manager-Researcher Conflict 47

A PROFESSIONAL RESEARCHER'S PERSPECTIVE 48

GLOBAL MARKETING RESEARCH 50

SUMMARY 50

CASE 2.1 Chevrolet Tries to Determine "Are We Almost There?" 52

CASE 2.2 Pizza Heaven 53

3 Who Does Marketing Research? 54

3 Who Does Marketing Research? 54

THE EVOLVING STRUCTURE OF THE MARKETING RESEARCH INDUSTRY 56

Level 1. Primary Information Users (Corporate Marketing Research Departments) 57

A PROFESSIONAL RESEARCHER'S PERSPECTIVE 58

Level 2. Information Users (Ad Agencies) 59

Level 3. Research Designers and Suppliers 60

Levcl 4. Data Collectors 60

CORPORATE MARKETING RESEARCH DEPARTMENTS 61

A PROFESSIONAL RESEARCHER'S PERSPECTIVE 63

How Corporate Marketing Research Departments Work 63

THE MARKETING RESEARCH INDUSTRY 64

Level 3. The Big Marketing Research Companies 64

A PROFESSIONAL RESEARCHER'S PERSPECTIVE 66

Level 3. Custom Research Firms 67

GLOBAL MARKETING RESEARCH 68

Level 3. Syndicated Service Firms 68

A PROFESSIONAL RESEARCHER'S PERSPECTIVE 70

Level 4. Field Service Firms 70

Specialized Service and Support Firms 72

Ad Agency Research Department 73

THE GROWING ROLE OF STRATEGIC PARTNERING AND GLOBAL RESEARCH 74

OTHER ORGANIZATIONS AND INDIVIDUALS 74

Globa1 Marketing Research Trends 76

SUMMARY 76

GLOBAL MARKETING RESEARCH 77

CASE 3.1 Anchor Marketing Research 79

CASE 3.2 American Express Creates a New Product-The Optima True Grace Card 81

4 Ethics in Marketing Research 82

4 Ethics in Marketing Research 82

DEVELOPING A PHILOSOPHY OF ETHICS 84

Ethics Defined 84

Levels of Moral Development 85

Conventional Morality 85

Postconventional Morality 86

Approaches to the Development of a Philosophy of Ethics 86

MAKING ETHICAL DECISIONS 87

A Code of Ethics 88

RESEARCH SUPPLIER ETHICS 88

Low-Ball Pricing 88

Underpaying Field Services 89

Lack of Objectivity 89

Abuse of ResPondents 90

Selling Unnecessary Research 91

Violating Client Confidentiality 91

A PROFESSIONAL RESEARCHER'S PERSPECTIVE 92

RESEARCH CLIENT ETHICS 94

Issuing Bid Requests When a Supplier Has Been Predetermined 94

Obtaining Free Advice and Methodology via Bid Requests 94

Making False Promises 94

Unauthorized Request for Proposals 94

FIELD SERVICE ETHICS 95

Overreporting Hours Worked 95

Falsifying Data 95

Lack of Data Validation 96

Use of Professional Respondents 96

RESPONDENT RIGHTS 96

The Right to Safety 97

The Right to Choose 97

The Right to Be Informed 98

The Right to Privacy 98

Contemporary Marketing Research Ethics 101

GLOBAL MARKETING RESEARCH 101

Indications of a Lack of Professionalism 104

Ethics and Professionalism 104

RAISING THE LEVEL OF PROFESSIONALISM IN MARKETING RESEARCH 104

The Efforts of CASRO 105

PROACTIVE EFFORTS TO ENHANCE THE LEVEL OFPROFESSIONALISM IN THE MARKET RESEARCH INDUSTRY 105

A PROFESSIONAL RESEARCHER'S PERSPECTIVE 106

The Creation of CMOR 108

Actions and Publications of ARF 109

A Need for Researcher Certification 109

SUMMARY 111

CASE 4.1 Century Cigarettes 112

CASE 4.2 The Exxon Valdez Research 113

APPENDIX A Philosophies of Ethical Behavior with Marketing Research Applications 114

ETHICAL DILEMMAPART I 118

PART V Creating A Research Design 120

PART II Creating a Research Design 120

J.D. Power's Syndicated Research 120

5 Published Secondary Data, Computerized Databases, and Decision Support Systems 122

5 Published Secondary Data,Computerized Databases, and Decision Support Systems 122

Creating an Internal Database 124

THE NATURE OF SECONDARY DATA 124

MARKETING RESEARCH IN PRACTICE 125

Keys to a Successful Internal Database 125

The Growing Importance of Internal Database Marketing 126

APROFESSIONAL RESEARCHER'S PERSPECTIVE 127

External 131

ADVANTAGES OF SECONDARY DATA 131

Intetnal 131

PUBLISHED SECONDARY DATA 131

Lack of Availability 133

Lack of Relevance 133

Inaccurate Data 133

LIMITATIONS OF SECONDARY DATA 133

Insufficient Data 134

THE NEW AGE OF SECONDARY INFORMATION--ON-LINE 135

DATABASES 135

Types of Databases 135

How to Search 136

On-Line Vendors 136

Marketing-Oriented Databases 137

Advantages of On-Line Databases 137

Disadvantages of On-Line Databases 138

Surfing the Internet 138

MARKETING RESEARCH IN PRACTICE 140

Computerized Database Packages 141

GEOGRAPHIC INFORMATION SYSTEMS 141

DECISION SUPPORT SYSTEMS 141

Information Management 144

Evolution of Computer-based Information Systems 144

Decision Support Systems in Practice 145

A PROFESSIONAL RESEARCHER'S PERSPECTIVE 147

Pros and Cons of MIS versus DSS 147

The Move toward DSS 147

Problems in Implementing a Decision Support System 150

SUMMARY 150

CASE 5.1 Blockbuster Video 152

CASE 5.2 American Gardener 153

APPENDIX A Published Secondary Data 155

APPENDIX B Key Databases of Interest to Marketers 167

6 Qualitafive Research 172

6 Qualitative Research 172

Qualitative Research Defined 174

THE NATURE OF QUALITATIVE RESEARCH 174

The Qualitative versus Quantitative Controversy 174

The Popularity of Qualitative Research 175

A PROFESSIONAL RESEARCHER'SPERSPECTIVE 176

Limitations of Qualitative Research 177

The Popularity of Focus Groups 178

Focus Groups Defined 178

THE GROWING ROLE OF FOCUS GR0UPS 178

TYPES OF FOCUS GROUPS 179

Exploratory Groups 179

Clinical Focus Groups 180

Experiencing Focus Groups 180

CONDUCTING FOCUS GROUPS 181

Preparing for a Focus Group 182

Selecting the Moderator 184

A Discussion Guide Is Essential 185

Preparing the Focus Group Report 190

Advantages and Disadvantages of Focus Groups 191

A PROFESSIONAL RESEARCHER'S PERSPECTIVE 192

TRENDS IN FOCUS GROUPS 194

Depth Interviews 198

OTHER QUALITATIVE RESEARCH METHODOLOGIES 198

GLOBAL MARKETING RESEARCH 200

PROJECTIVE TECHNIQUES 201

Use of Projective Tests 201

Types of Projective Tests 201

THE FUTURE OF QUALITATIVE RESEARCH 204

SUMMARY 206

CASE 6.1 Bickel Brewer--Attorneys-at-Law 207

CASE 6.2 Pillsbury Cake Mixes 209

APPENDIX A Selected Excerpts from a Focus Group Conducted with College Students 210

GLOBAL MARKETING RESEARCH 214

7 Primary Data Collection: Survey Research 214

7 Primary Data Collection: Survey Research 214

REASONS FOR THE POPULARITY OF SURVEYS 216

MARKETING RESEARCH IN PRACTICE 217

TYPES OF ERRORS IN SURVEY RESEARCH 217

Sampling Error 217

Systematic Error 218

MARKETING RESEARCH IN PRACTICE 220

Measurement Error 221

TYPES OF SURVEYS 225

Door-to-Door Interviewing 226

Mall Intercept 228

Executive Interviewing 229

Telephone Interviewing 230

Central Location Telephone Interviews 231

Computer-assisted Telephone Interviewing (CATI) 232

GLOBAL MARKETING RESEARCH 233

IVR Automated Telephone Surveys 234

Direct Computer Interview 234

MARETING RESEARCH IN PRACTICE 235

Self-administered Interview 235

Mail Surveys 236

FACTORS DETERMINING CHOICE OF PARTICULAR SURVEY METHODS 239

Sampling Precision Required 240

Budget Available 240

The Need to Expose the Respondent to Various Stimuli 241

Quality of Data Required 241

Length of Questionnaire 242

Necessity of Having Respondent Perform Certain Specialized Tasks 243

Incidence Rate 243

MARKETING RESEARCH IN PRACTICE 245

THE MARKETING RESEARCH INTERVIEWER 246

Degree of Structure of the Questionnaire 246

SURVEY RESEARCH IN THE INTERNATIONAL MARKET 247

European Marketing Research 247

Asian Marketing Research 247

Marketing Research in the Independent Federation of States (Formerly USSR) 248

GLOBAL MARKETING RESEARCH 249

Conducting International Survey Research 251

Language and Comprehension 252

Resolving the Problems 252

SUMMARY 253

CASE 7.1 Your Personal Consultant Inc.: A Consultant on a Disk 255

CASE 7.2 J. c Penney 256

8 Primary Data collection: Observation 259

8 Primary Data Collection: Observation 259

THE NATURE OF OBSERVATION RESEARCH 261

Observation Research Defined 261

Conditions for Using Observation 261

Approaches to Observation Research 261

Advantages Of Observation Research 264

MARKETING RESEARCH IN PRACTICE 264

Disadvantages of Observation Research 265

HUMAN OBSERVATION 265

Mystery Shoppers 265

One-Way Mirror Observations 266

Shopper Patterms 267

Content Analysis 268

Humanistic Inquiry 268

A. C. Nielsen Retail Index 269

Audits 269

MACHINE OBSERVATION 271

The Importance of Audits to the Japanese 271

GLOBAL MARKETING RESEARCH 272

Traffic Counters 272

Physiological Measurement 272

MARKETING RESEARCH IN PRACTICE 273

GLOBAL MARKETING RESEARCH 274

Opinion and Behavior Measurement 276

Scanner-based Research 279

A PROFESSIONAL RESEARCHER'S PERSPECTIVE 280

Retailers Also Are Conducting Scanning Research 289

A PROFESSIONAL RESEARCHER'S PERSPECTIVE 290

SUMMARY 291

CASE 8.1 Black Decker Quantum Power Tools 292

CASE 8.2 Sara Lee 293

9 Primary Data Collection: Experimentation 299

9 Primary Data Collection: Experimentation 299

DEMONSTRATING CAUSATION 301

WHAT IS AN EXPERIMENT? 301

Appropriate Time Order of Occurrence 302

Concomiant Variation 302

Elimination of Other Possible Causal Factors 303

THE EXPERIMENTAL SETTING-LABORATORY OR FIELD 303

MARKETING RESEARCH IN PRACTICE 304

EXPERIMENTAL VALIDITY 305

Internal and External Validity 305

Experimental Notation 305

Extraneous Variables: Threats to Experimental Validity 306

EXPERIMENTATION: SUMMARY OF BASIC ISSUES 308

Experimental Design and Treatment 308

Experimental Effects 309

The Contro1 of Other (Extraneous) Causal Factors 309

WHY ARE EXPERIMENTS NOT USED MORE OFTEN? 310

The High Cost of Experiments 310

Deciding Whether to Conduct a Test Market 310

Security Issues 311

Implementation Problems 311

SELECTED EXPERIMENTAL DESIGNS 311

Three Preexperimental Designs 312

Three True Experimental Designs 314

Quasi-Experiments 316

Test Markets Defined 317

Test Market Usage and Objectives 318

Costs of Test Marketing 319

Steps in a Test Market Study 321

MARKETING RESEARCH IN PRACTICE 325

OTHER ALTERNATIVES TO TEST MARKETING 326

A PROFESSIONAL RESEARCHER'S PERSPECTIVE 327

SUMMARY 328

CASE 9.1 Market Analyst and Promotional Specialists, Inc. 330

CASE 9.2 Laboratory Tests Markets 331

ETHICAL DILEMMA PART Ⅱ 334

PART VI Data Acquisition 336

Mission Bell Field Services 336

PART III Data Acquisition 336

10 Understanding Measurement 338

10 Undersfanding Measurement 338

THE CONCEPT OF MEASUREMENT 341

The Measurement Process 342

GLOBAL MARKETING RESEARCH 345

STEP SIX: EVALUATE THE RELIABILITY AND VALIDITY OF THE MEASUREMENT 349

Sources of Measurement Differences 349

Reliability 351

A PROFESSIONAL RESEARCHER'S PERSPECTIVE 352

Validity 355

Reliability and Validity-A Concluding Comment 358

SUMMARY 359

CASE 10.1 Traveling Asians 361

CASE 10.2 Evaluating Service Quality 362

11 Attitude Measurement 364

11 Attitude Measurement 364

THE NATURE OF ATTITUDES 365

Attitudes and Behavior 366

Components of Attitudes 366

Changing Attitudes 368

Examining the Link Between Measurements of Beliefs and Feelings and Actual Behavior 369

ATTITUDE SCALES 369

Scaling Defined 370

Graphic Rating Scales 371

Itemized Rating Scales 371

Rank-Order Scale 372

Q-Sorting 373

A PROFESSIONAL RESEARCHER'S PERSPECTIVE 376

Paired Comparisons 376

Constant Sum Scales 376

The Semantic Differential 378

GLOBAL MARKETING RESEARCH 379

Stapel Scale 380

Likert Scales 380

Purchase Intent Scales 383

GLOBAL MARKETING RESEARCH 386

Some Basic Considerations When Selecting a Scale 386

SUMMARY 388

CASE 11.1 Diamond Interstate Bank Tower 390

CASE 11.2 Frigidaire Refrigerators 394

12 Questionnaire Design 397

12 Questionnaire Design 397

THE ROLE OF AQUESTIONNAIRE 399