Exploring marketing research PDF
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eleventh eDItIOn explOrIng Marketing Research Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. eleventh eDItIOn explOrIng Marketing Research Barry J. Babin William G. Zikmund Louisiana Tech University Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. This is an electronic version of the print textbook. Due to electronic rights restrictions, some third party content may be suppressed. Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. The publisher reserves the right to remove content from this title at any time if subsequent rights restrictions require it. For valuable information on pricing, previous editions, changes to current editions, and alternate formats, please visit www.cengage.com/highered to search by ISBN#, author, title, or keyword for materials in your areas of interest. Important Notice: Media content referenced within the product description or the product text may not be available in the eBook version. Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Exploring Marketing Research, 11th Edition © 2016, 2010 Cengage Learning Barry J. Babin, William G. Zikmund WCN: 02-200-202 Vice President, General Manager, Social Science & ALL RIGHTS RESERVED. No part of this work covered by the copyright herein Qualitative Business: Erin Joyner may be reproduced, transmitted, stored, or used in any form or by any means Product Director: Jason Fremder graphic, electronic, or mechanical, including but not limited to photocopying, recording, scanning, digitizing, taping, Web distribution, information networks, Senior Product Manager: Michael Roche or information storage and retrieval systems, except as permitted under Senior Content Developer: Elizabeth Lowry Section 107 or 108 of the 1976 United States Copyright Act, without the prior Senior Content Developer: John Rich written permission of the publisher. Product Assistant: Jamie Mack For product information and technology assistance, contact us at Marketing Manager: Jeff Tousignant Cengage Learning Customer & Sales Support, 1-800-354-9706 Marketing Coordinator: Christopher P. Walz For permission to use material from this text or product, Manufacturing Planner: Ron Montgomery submit all requests online at www.cengage.com/permissions Art and Cover Direction, Production Further permissions questions can be emailed to [email protected] Management and Composition: Lumina Datamatics, Inc. Cover Image: © Dimitri Otis/Photographer’s Library of Congress Control Number: 2015931012 Choice RF/Getty Images ISBN: 978-1-305-26380-2 Intellectual Property Analyst: Diane L. Garrity Cengage Learning Project Manager: Betsy Hathaway 20 Channel Center Street Boston, MA 02210 USA Cengage Learning is a leading provider of customized learning solutions with employees residing in nearly 40 different countries and sales in more than 125 countries around the world. Find your local representative at www.cengage.com Cengage Learning products are represented in Canada by Nelson Education, Ltd. To learn more about Cengage Learning Solutions, visit www.cengage.com Purchase any of our products at your local college store or at our preferred online store www.cengagebrain.com Printed in the United States of America Print Number: 01 Print Year: 2015 Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. First, to my wonderful family and second, to my colleagues and students who continue to be a source of inspiration. Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. BrieF contents Preface, xix Part one Introduction, 1 1 The Role of Marketing Research, 2 2 Harnessing Big Data into Better Decisions, 25 3 The Marketing Research Process, 49 4 The Human Side of Marketing Research: Organizational and Ethical Issues, 75 Part two Designing Research Studies, 107 5 Qualitative Research Tools, 108 6 Secondary Data Research in a Digital Age, 142 7 Survey Research, 166 8 Observation, 207 9 Conducting Marketing Experiments, 233 Part three Measurement, 267 10 Measurement and Attitude Scaling, 268 11 Questionnaire Design, 303 Part four Sampling and Statistical Theory, 335 12 Sampling Designs and Sampling Procedures, 336 13 Big Data Basics: Describing Samples and Populations, 361 Part five Basic Data Analytics, 391 14 Basic Data Analysis, 392 15 Testing for Differences between Groups and for Predictive Relationships, 412 16 Communicating Research Results, 443 Part six Marketing Analytics Tools, 465 17 Beyond the Basics in Basic Data Analysis, 466 18 Advanced Topics in Linear Analytics, 489 19 Testing Hypotheses with GLM Procedures, 510 20 Introducing Multivariate Data Analysis, 528 21 Multivariate Data Analysis: Analytics with Interdependence Techniques, 549 22 Primer on Structural Equations Modeling, 569 Part seven Comprehensive Cases with Computerized Databases, 585 Comprehensive Cases, 586 Appendix: Statistical Tables, 1 Endnotes, 597 Index, 609 vii Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
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