• •^ ! *• 6.550.22 C second edition Alvin C. Burns .1*. Ronald F. Bush Preface xxi CHAPTER1: INTRODUCING MARKETING RESEARCH 2 What Ss Marketing? 4 The "Right Philosophy": The Marketing Concept 6 The "Right Marketing Strategy" 7 What Ss Marketing Research? 8 What Is the Purpose of Marketing Research? 9 What Are the Uses of Marketang Research? 10 Identifying Market Opportunities and Problems 10 Generate, Refine, and Evaluate Potential Marketing Actions 11 Monitor Marketing Performance 12 Improve Marketing as a Process 13 Classifying Marketing Research Studies 13 VI Contents The Marketing information System 15 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 Summary 19 , Key Terms 20 Review Questions 20 Application Questions 20 Interactive Learning 21 Case 1.1 Starlight Films 21 Case 1.2 Your Integrated Case 22 CHAPTER2: 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 Contents VII 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 Integralive Approach 37 Marketing Researchers Should Expand Their Strategic Impact 37 Other Criticisms 37 Improvements: Certification, Auditing, and Education 38 Certification 38 Auditing 38 Education 41 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 Summary 49 Key Terms 50 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 Appendix A 55 Marketing Research and Spam Surveys 55 Appendix B 57 Careers in Marketing Research 57 fi'^i'^Ji^ CHAPTER3: 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 >V Not All Studies Use All 11Steps 64 Few Studies Follow the Steps in Order 64 VIII Contents 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 v 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 Contents IX 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 Summary 95 *; Key Terms 97 Review Questions 97 Application Questions 98 Interactive Learning 98 Case 3.1 Washington Suites 99 Case 3.2 AJ Research 99 *. i CHAPTER4: 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 Contents 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 Prosand Cons of Test Marketing 128 Summary 129 Key Terms 130 Review Questions 131 Application Questions 131 Interactive Learning 132 Case 4.1 Quality Research Associates 132 Case 4.2 Your Integrated Case 133 CHAPTERS: 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 Contents XI 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 Nesting 155 Limiting 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 Summary 163 > Key Terms 165 Review Questions 166 Application Questions 166 Interactive Learning 167 Case 5.1 Pure-Aqua Systems 167 Case 5.2 Apple Supermarkets, Inc. 168 T~<l CHAPTER6: STANDARDIZED INFORMATION SOURCES 170 What 8s Standardized Information? 173 XII Contents 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 MarketJracking 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 •> Radio 186 Print 187 Multimedia 188 Single-Source Data 189 Summary 190 Key Terms 191 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 CHAPTER7: 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 Contents XIII 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 Summary 225 Key Terms 226 Review Questions 226 Application Questions 227 Interactive Learning 228 Case 7.1 Steward Research, Inc. 228 Case 7.2 Your Integrated Case 229 CHAPTERS: USING MEASUREMENT SCALES I YOUR SURVEY 230 Question-Response Format Options 232 Open-Ended Response Format Questions 232 Categorical Response Format Questions 234 Metric Response Format Questions 235
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