Table Of Content

ESSENTIALS of MARKETING RESEARCH Putting Research Into Practice This page intentionally left blank FOR INFORMATION: Copyright  2014 by SAGE Publications, Inc. SAGE Publications, Inc. All rights reserved. No part of this book may be reproduced 2455 Teller Road or utilized in any form or by any means, electronic or Thousand Oaks, California 91320 mechanical, including photocopying, recording, or by any information storage and retrieval system, without E-mail: [email protected] permission in writing from the publisher. SAGE Publications Ltd. 1 Oliver’s Yard 55 City Road London EC1Y 1SP United Kingdom Printed in the United States of America SAGE Publications India Pvt. Ltd. B 1/I 1 Mohan Cooperative Industrial Area Library of Congress Cataloging-in-Publication Data Mathura Road, New Delhi 110 044 India Clow, Kenneth E. SAGE Publications Asia-Paciic Pte. Ltd. Essentials of marketing research : putting research into 3 Church Street practice / Kenneth E. Clow, Karen E. James. #10-04 Samsung Hub p. cm. Singapore 049483 Includes bibliographical references and index. ISBN 978-1-4129-9130-8 (pbk.) 1. Marketing research. I. James, Karen E. II. Title. HF5415.2.C56 2014 658.8′3—dc23 2012037172 Acquisitions Editor: Patricia Quinlin Associate Editor: Maggie Stanley This book is printed on acid-free paper. Editorial Assistant: Katie Guarino Production Editor: Libby Larson Copy Editor: Melinda Masson Typesetter: C&M Digitals (P) Ltd. Proofreader: Dennis W. Webb Indexer: Judy Hunt Cover Designer: Karen Hovespian Marketing Manager: Liz Thornton Permissions Editor: Adele Hutchinson 12 13 14 15 16 10 9 8 7 6 5 4 3 2 1 Brief Contents Preface xvii SECTION 1: INTRODUCTION TO MARKETING RESEARCH 1 1. The Role of Marketing Research 2 2. The Marketing Research Process 25 SECTION 2: TYPES OF MARKETING RESEARCH 61 3. Secondary Data and Research 62 4. Qualitative Research 95 5. Observation Research 127 6. Survey Research 161 7. Experimental Research 192 SECTION 3: SAMPLING AND MEASUREMENT 223 8. Sampling Procedures 224 9. Measurement Methods 253 10. Marketing Scales 284 11. Questionnaire Design 322 SECTION 4: ANALYZING AND REPORTING MARKETING RESEARCH 357 12. Fundamental Data Analysis 358 13. Analysis of Differences and Regression Analysis 396 14. Research Reports and Presentations 432 Appendix: Careers in Marketing Research 464 Notes 468 Photo Credits 481 Index 482 About the Authors 497 Detailed Contents Preface xvii SECTION 1: INTRODUCTION TO MARKETING RESEARCH 1 1. The Role of Marketing Research 2 Learning Objectives 2 Introduction 2 Marketing Research 4 Functions of Marketing Research 5 Applied Versus Basic Research 6 The Philosophy of Science 7 The Scientific Method 7 Marketing Research and Decision Making 8 Segmentation and Targeting 8 Product Development 9 Marketing Communications and Media Selection 9 Market and Competitive Analyses 9 Pricing and Forecasting 9 Site Selection and Distribution 10 Brief History of Marketing Research 10 The Marketing Research Industry Today 11 Conducting Research In-House Versus Outsourcing 11 Full-Service and Boutique Market Research Firms 14 Sample Aggregators 14 Emerging Trends in Marketing Research 15 Telecommunications Technology 16 Economics 17 Competition 17 Overview of the Text 18 Global Concerns 18 Statistics Review 19 Dealing With Data 19 Summary 19 Glossary of Key Terms 21 Critical Thinking Exercises 22 Continuing Case Study: Lakeside Grill 23 Marketing Research Portfolio 23 Student Study Site 24 2. The Marketing Research Process 25 Learning Objectives 25 Introduction 25 Types of Research Design 27 Exploratory Research 27 Descriptive Research 28 Causal Research 29 Overview of the Marketing Research Process 30 Research Purpose 31 Research Design 34 Sample Selection 36 Data Collection 37 Data Analysis 38 Research Report 39 Preparing the Research Proposal 40 Qualitative and Quantitative Research 41 Qualitative Research 41 Quantitative Research 43 Social Media: An Illustration of the Marketing Research Process 44 Ethical Considerations in Designing Research Studies 45 Ethics and the RFP 46 Ethics and the Research Proposal 46 Ethics and the Research Process 47 Ethics and Respondents 49 Global Concerns 50 Statistics Review 50 Dealing With Data 52 Summary 53 Glossary of Key Terms 55 Critical Thinking Exercises 56 Continuing Case Study: Lakeside Grill 58 Marketing Research Portfolio 59 Student Study Site 59 SECTION 2: TYPES OF MARKETING RESEARCH 61 3. Secondary Data and Research 62 Learning Objectives 62 Introduction 62 It All Begins With Secondary Data 63 Advantages of Secondary Data 64 Disadvantages of Secondary Data 65 Evaluating the Accuracy of Secondary Data 65 Key Uses of Secondary Data 70 Sources of Secondary Data 74 Internal Sources of Secondary Data 74 Open Access Sources of Secondary Data 76 Published Sources of Secondary Data 80 Syndicated Sources of Secondary Data 81 Global Concerns 86 Statistics Review 87 Dealing With Data 89 Summary 89 Glossary of Key Terms 91 Critical Thinking Exercises 92 Continuing Case Study: Lakeside Grill 93 Marketing Research Portfolio 94 Student Study Site 94 4. Qualitative Research 95 Learning Objectives 95 Introduction 95 The Role of Qualitative Research 96 Focus Groups 97 Develop Study Parameters 98 Compose Interview Questions 99 Select Participants 100 The Focus Group Session 102 Debriefing 103 Written Report 104 Disadvantages of Focus Groups 105 Online Qualitative Research 105 Online Focus Groups 106 Discussion Boards, Online Communities, and Chat Rooms 107 In-Depth Interviews 108 Projective Techniques 111 Sentence Completion 111 Cartoon Tests 112 Picture or Photo Sorts 112 Word Association 113 Storytelling 114 Third-Person Technique 114 ZMET (Zaltman Metaphor Elicitation Technique) 115 Global Concerns 115 Statistics Review 116 Dealing With Data 118 Summary 119 Glossary of Key Terms 121 Critical Thinking Exercises 122 Continuing Case Study: Lakeside Grill 123 Marketing Research Portfolio 125 Student Study Site 126 5. Observation Research 127 Learning Objectives 127 Introduction 127 Observation Research Conditions 128 Dimensions of Observation Research 129 Natural Versus Contrived 129 Open Versus Disguised 131 Direct Versus Indirect 132 Unstructured Versus Structured 132 Human Versus Mechanical 133 Overview of Observation Research 134 Human Observation 135 In-Person Observation 135 Camera/One-Way Mirror Observation 137 Mystery Shoppers 137 Ethnographic Research 139 Online Observation 140 Social Media Monitoring 142 Text Mining 143 Web Tracking 144 Link Analysis 145 Mechanical Observation 146 Market Basket Analysis 146 Radio and Television Monitoring 147 Eye Tracking 148 Cognitive Neuroscience 149 Physiological Measures 150 Global Concerns 150 Statistics Review 151 Dealing With Data 154 Summary 155 Glossary of Key Terms 156 Critical Thinking Exercises 157 Continuing Case Study: Lakeside Grill 158 Marketing Research Portfolio 160 Student Study Site 160 6. Survey Research 161 Learning Objectives 161 Introduction 161 Why Use Survey Research 162 Survey Research Time Frame 163 Types of Errors in Survey Research 164 Sample Design Error 165 Respondent Error 166 Measurement Error 168 Data Collection Alternatives 169