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