Table Of Content

EDITION 4 Basic Marketing Research ?Integration of Social Media NARESH K. MALHOTRA Nanyang Technological University and Georgia Institute of Technology Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editorial Director:Sally Yagan Cover Designer:Wee Design Group Editorial Project Manager:Meeta Pendharkar Manager, Rights and Permissions:Hessa Albader Director of Marketing:Patrice Lumumba Jones Media Project Manager:Lisa Rinaldi Executive Marketing Manager:Anne Fahlgren Media Assistant Editor:Denise Vaughn Senior Managing Editor:Judy Leale Full-Service Project Management:Jennifer Welsch/ Production Project Manager:Kelly Warsak BookMasters, Inc. Senior Operations Supervisor:Arnold Vila Composition:Integra Software Services Operations Specialist:Cathleen Petersen Printer/Binder:R.R. Donnelley/Willard Creative Director:Blair Brown Cover Printer:Lehigh-Phoenix Color/ Senior Art Director:Janet Slowik Hagerstown Art Director:Steven Frim Text Font:10/12 Times Text Designer:Wee Design Group Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on the appropriate page within text. Microsoft®and Windows®are registered trademarks of the Microsoft Corporation in the U.S.A. and other countries. Screen shots and icons reprinted with permission from the Microsoft Corporation. This book is not sponsored or endorsed by or affiliated with the Microsoft Corporation. Copyright ©2012, 2009, 2006, 2002 by Pearson Education, Inc.,publishing as Prentice Hall. All rights reserved. Manufactured in the United States of America. This publication is protected by Copyright, and permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or likewise. To obtain permission(s) to use material from this work, please submit a written request to Pearson Education, Inc., Permissions Department, One Lake Street, Upper Saddle River, New Jersey 07458, or you may fax your request to 201-236-3290. Many of the designations by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book, and the publisher was aware of a trademark claim, the designations have been printed in initial caps or all caps. Library of Congress Cataloging-in-Publication Data Malhotra, Naresh K. Basic marketing research : integration of social media / Naresh K. Malhotra.—4th ed. p. cm. Includes bibliographical references and index. ISBN 978-0-13-254448-1 (hardcover : alk. paper) 1. Marketing research. I. Title. HF5415.2.M288 2012 658.8’3—dc23 2011019806 10 9 8 7 6 5 4 3 2 1 ISBN 10: 0-13-254448-2 ISBN 13: 978-0-13-254448-1 To my wife and best friend, Veena, with love. “A prudent wife is from the LORD.” PROVERBS 19:14 “Husbands, love your wives, even as Christ also loved the church, and gave himself for it.” EPHESIANS 5:25 This page intentionally left blank Brief Contents PART 1 Introduction and Early Phases of Marketing Research 1 Chapter 1 Introduction to Marketing Research 2 Chapter 2 Defining the Marketing Research Problem and Developing an Approach 32 PART 2 Research Design Formulation 63 Chapter 3 Research Design 64 Chapter 4 Exploratory Research Design: Secondary Data 92 Chapter 5 Exploratory Research Design: Syndicated Sources of Secondary Data 120 Chapter 6 Exploratory Research Design: Qualitative Research 146 Chapter 7 Descriptive Research Design: Survey and Observation 182 Chapter 8 Causal Research Design: Experimentation 216 Chapter 9 Measurement and Scaling: Fundamentals and Comparative Scaling 244 Chapter 10 Measurement and Scaling: Noncomparative Scaling Techniques 270 Chapter 11 Questionnaire and Form Design 296 Chapter 12 Sampling: Design and Procedures 332 Chapter 13 Sampling: Final and Initial Sample-Size Determination 364 PART 3 Data Collection, Analysis, and Reporting 389 Chapter 14 Fieldwork: Data Collection 390 Chapter 15 Data Preparation and Analysis Strategy 408 Chapter 16 Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation 436 Chapter 17 Data Analysis: Hypothesis Testing Related to Differences 472 Chapter 18 Data Analysis: Correlation and Regression 510 Chapter 19 Report Preparation and Presentation 546 Running Case With Real Data 570 Comprehensive Critical Thinking Cases 575 Comprehensive Cases with Real Data 581 Comprehensive Brief Harvard Business School Cases 597 Online Video Cases 605 Appendix of Statistical Tables 606 v Contents Foreword xxii Preface xxiii Acknowledgments xxx About the Author xxxii PART 1 Introduction and Early Phases of Marketing Research 1 Chapter 1 Introduction to Marketing Research 2 Learning Objectives 2 How Reebok Fits Shoes 3 Overview 4 Definition of Marketing Research 5 A Classification of Marketing Research 7 Marketing Research Process 8 Step 1:Defining the Problem 9 Step 2:Developing an Approach to the Problem 9 Step 3:Formulating a Research Design 9 Step 4:Doing Fieldwork or Collecting Data 9 Step 5:Preparing and Analyzing Data 10 Step 6:Preparing and Presenting the Report 10 The Role of Marketing Research in Marketing Decision Making 11 Marketing Research and Competitive Intelligence 13 The Decision to Conduct Marketing Research 13 An Overview of the Marketing Research Industry 15 Selecting a Research Supplier 18 Careers in Marketing Research 19 The Role of Marketing Research in MIS and DSS 20 Summary Illustration Using the Opening Vignette 22 Application to Contemporary Issues 23 International Marketing Research 23 Marketing Research and Social Media 24 Ethics in Marketing Research 26 SPSS Windows and Excel 28 Summary 28 • Key Terms and Concepts 29 • Suggested Cases and Video Cases 29 • Live Research:Conducting a Marketing Research Project 29 • Acronym 30 • Review Questions 30 • Applied Problems 30 • Group Discussion 31 • Hewlett-Packard Running Case 31 (cid:2) ONLINE VIDEO CASE 1.1:Burke:Learning and Growing Through Marketing Research 31 Chapter 2 Defining the Marketing Research Problem and Developing an Approach 32 Learning Objectives 32 The World’s First Sports Utility Wagon 33 Overview 34 vi CONTENTS vii The Importance of Defining the Problem 34 The Process of Defining the Problem and Developing an Approach 36 Tasks Involved in Problem Definition 37 Discussions with Decision Makers 37 Interviews with Industry Experts 40 Secondary Data Analysis 41 Qualitative and Exploratory Research 41 Environmental Context of the Problem 43 Past Information and Forecasts 43 Resource Constraints and Objectives 43 Buyer Behavior 44 Legal,Economic,Marketing,and Technological Environments 45 Management-Decision Problem and Marketing Research Problem 46 Defining the Marketing Research Problem 48 Components of the Approach 49 Analytical Framework and Models 50 Research Questions and Hypotheses 51 Specification of Information Needed 52 Summary Illustration Using the Opening Vignette 53 International Marketing Research 54 Marketing Research and Social Media 56 Approach to the Problem 56 Ethics in Marketing Research 57 Summary 58 • Key Terms and Concepts 59 • Suggested Cases and Video Cases 59 • Live Research:Conducting a Marketing Research Project 60 • Acronym 60 • Review Questions 60 • Applied Problems 61 • Group Discussion 61 • Hewlett-Packard Running Case 62 (cid:2) ONLINE VIDEO CASE 2.1:Accenture:The Accent Is in the Name 62 PART 2 Research Design Formulation 63 Chapter 3 Research Design 64 Learning Objectives 64 Marketing Research Helps Spiegel Redesign Its Product Lines 65 Overview 66 What Is a Research Design? 66 Basic Research Designs 68 Exploratory Research 70 Descriptive Research 72 Cross-Sectional Designs 73 Longitudinal Designs 74 Cross-Sectional Versus Longitudinal Designs 75 Causal Research 76 Relationships Among Exploratory,Descriptive,and Causal Research 78 Tasks Involved in Formulating a Research Design 80 Research Design and the Value of Marketing Research 81 Budgeting and Scheduling the Project 81 Marketing Research Proposal 82 Summary Illustration Using the Opening Vignette 83 International Marketing Research 84 Marketing Research and Social Media 86 Ethics in Marketing Research 87 viii CONTENTS Summary 88 • Key Terms and Concepts 89 • Suggested Cases and Video Cases 89 • Live Research:Conducting a Marketing Research Project 89 • Acronym 90 • Review Questions 90 • Applied Problems 90 • Group Discussion 90 • Hewlett-Packard Running Case 91 (cid:2) ONLINE VIDEO CASE 3.1:National Football League:The King of Professional Sports 91 Chapter 4 Exploratory Research Design: Secondary Data 92 Learning Objectives 92 Secondary Data Vindicate the Vindicator! 93 Overview 94 Primary Versus Secondary Data 95 Advantages and Uses of Secondary Data 96 Disadvantages of Secondary Data 97 Criteria for Evaluating Secondary Data 98 Specifications:Methodology Used to Collect the Data 98 Error:Accuracy of the Data 98 Currency:When the Data Were Collected 99 Objective:The Purpose for the Study 99 Nature:The Content of the Data 99 Dependability:How Dependable Are the Data? 100 Classification of Secondary Data 100 Internal Secondary Data 101 Customer Databases 101 Data Warehousing and Data Mining 102 Customer Relationship Management and Database Marketing 102 External Secondary Data 103 Business/Nongovernmental Data 104 Guides 105 Indices and Bibliographies 104 Directories 105 Business/Nongovernmental Statistical Data 105 Government Sources 105 Census Data 105 Other Government Sources 106 How to Conduct an Online Search for External Secondary Data 107 Combining Internal and External Secondary Data 108 Geo-Demographic Coding 109 Geo-Visual Databases 109 Summary Illustration Using the Opening Vignette 110 International Marketing Research 111 Marketing Research and Social Media 113 Ethics in Marketing Research 114 Summary 116 • Key Terms and Concepts 117 • Suggested Cases and Video Cases 117 • Live Research:Conducting a Marketing Research Project 117 • Acronym 117 • Review Questions 118 • Applied Problems 118 • Group Discussion 118 • Hewlett-Packard Running Case 118 (cid:2) ONLINE VIDEO CASE 4.1:The Mayo Clinic:Staying Healthy with Marketing Research 119 Chapter 5 Exploratory Research Design: Syndicated Sources of Secondary Data 120 Learning Objectives 120 A Casual Affair 121 Overview 122 CONTENTS ix The Nature of Syndicated Data 122 A Classification of Syndicated Services 124 Syndicated Data from Households/Consumers 125 Surveys 125 Periodic Surveys 125 Panel Surveys 126 Psychographics and Lifestyles 127 Advertising Evaluation 127 General Surveys 128 Uses of Surveys 128 Advantages and Disadvantages of Surveys 128 Purchase and Media Panels 129 Purchase Panels 130 Media Panels 130 Uses of Purchase and Media Panels 131 Advantages and Disadvantages of Purchase and Media Panels 131 Electronic Scanner Services 132 Volume-Tracking Data 132 Scanner Panel Data 133 Scanner Panels with Cable TV 133 Uses of Scanner Data 134 Advantages and Disadvantages of Scanner Data 134 Syndicated Data from Institutions 134 Retailer and Wholesaler Audits 134 Uses of Audit Data 135 Advantages and Disadvantages of Audit Data 135 Industrial Firms/Organizations 136 Uses of Industry Services 136 Advantages and Disadvantages of Industry Services 136 Combining Information from a Variety of Sources:Single-Source Data 137 Summary Illustration Using the Opening Vignette 137 International Marketing Research 138 Marketing Research and Social Media 139 Ethics in Marketing Research 141 Summary 142 • Key Terms and Concepts 143 • Suggested Cases and Video Cases 143 • Live Research:Conducting a Marketing Research Project 143 • Acronym 144 • Review Questions 144 • Applied Problems 144 • Group Discussion 144 • Hewlett-Packard Running Case 145 (cid:2) ONLINE VIDEO CASE 5.1:eGO:Reinventing Wheels 145 Chapter 6 Exploratory Research Design: Qualitative Research 146 Learning Objectives 146 Gillette Supports Equal Rights for Women:A Close Shave 147 Overview 148 Primary Data:Qualitative Versus Quantitative Research 149 A Classification of Qualitative Research Procedures 151 Focus-Group Interviews 152 Conducting a Focus Group 152 Designing the Environment 153 Recruiting and Selecting Focus-Group Participants 153 Selecting a Moderator 154 Preparing the Discussion Guide 154 Conducting the Group Interview 155 Preparing the Focus-Group Report 155 Advantages and Disadvantages of Focus Groups 157 Online Focus Groups 158 Advantages of Online Focus Groups 159 Disadvantages of Online Focus Groups 159