Marketing Research

763 Pages·2018·18.121 MB·English

by  Kumar, V., Leone, R. P., Aaker, D. A., & Day, G. S.

Marketing Research

Marketing Research
THIRTEENTH
EDITION
V. Kumar
Regents Professor
Richard and Susan Lenny Distinguished Chair & Professor in Marketing,
Executive Director, Center for Excellence in Brand and Customer
Management, and Director of the Ph.D. Program in Marketing,
Georgia State University, Atlanta, Georgia;
Chang Jiang Scholar, Huazhong University of Science and Technology,
Wuhan, China;
Fellow, Hagler Institute for Advanced Study, TAMU, College Station, Texas;
Senior Fellow, Indian School of Business, India
Robert P. Leone
J. Vaughn and Evelyne H. Wilson Chair and
Professor of Marketing
Neeley School of Business, Texas Christian University
David A. Aaker
E. T. Grether Professor Emeritus of Marketing and Public Policy
University of California, Berkeley
George S. Day
Geoffrey T. Boisi Professor of Marketing, and
Co-Director of the Mack Institute for Innovation Management,
Wharton School, University of Pennsylvania
VP AND EDITORIAL DIRECTOR Michael McDonald
EXECUTIVE EDITOR Lise Johnson
EDITORIAL MANAGER Judy Howarth
CONTENT MANAGEMENT DIRECTOR Lisa Wojcik
CONTENT MANAGER Nichole Urban
SENIOR CONTENT SPECIALIST Nicole Repasky
PRODUCTION EDITOR Bharathy Surya Prakash
PHOTO RESEARCHER Simon Eckley
This book was set in 10/12 Times LTStd Roman by SPi Global and printed and bound by Quad Graphics.
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ISBN: 978-1-119-49758-5 (PBK)
ISBN: 978-1-119-49757-8 (EVALC)
Library of Congress Cataloging-in-Publication Data
Names: Kumar, V., author. | Aaker, David A. Marketing research.
Title: Marketing research / V. Kumar, Regents Professor, Richard and Susan
Lenny Distinguished Chair & Professor in Marketing, Director of the
Marketing Ph.D. Program, and Executive Director, Center for Excellence in
Brand and Customer Management, Georgia State University; Chang Jiang
Scholar, Huazhong University of Science and Technology, Wuhan, China;
Fellow, Hagler Institute for Advanced Study, TAMU, College Station, Texas;
Senior Fellow, Indian School of Business, Hyderabad, India and 4 others.
Description: Thirteenth Edition. | Hoboken : Wiley, [2018] | Revised edition
of Marketing research, [2016] | Includes bibliographical references and
index. |
Identifiers: LCCN 2018030669 (print) | LCCN 2018031708 (ebook) | ISBN
9781119497554 (Adobe PDF) | ISBN 9781119497493 (ePub) | ISBN 9781119497585
(pbk.) | ISBN 9781119222019
Subjects: LCSH: Marketing research.
Classification: LCC HF5415.2 (ebook) | LCC HF5415.2 .K8625 2018 (print) | DDC
658.8/3—dc23
LC record available at https://lccn.loc.gov/2018030669
The inside back cover will contain printing identification and country of origin if omitted from this page. In addition, if
the ISBN on the back cover differs from the ISBN on this page, the one on the back cover is correct.
Dedicated with love
To my parents, Patta and Viswanathan
my family—Aparna, Anita, Rohan, Ryan, Devin, Prita, and Matt
my sister Shanti, and her family, Prasad, Amritha and Deepa, my uncle, Kannan
and, my in-laws, Dr. Lalitha and Ramamurthy
To my wife, Teresa and
my daughters—Amy and Casey
To my wife, Kay
To my wife, Alice

Preface
The transformation in marketing research practiced in organizations the world over is telling.
Across a multitude of data sources and technology, marketers are absorbing the developments at
a rapid pace. This warrants a need to be constantly up-to-date with the knowledge and capabilities
to channel these developments to achieve marketing and financial success. The nature and type
of data being collected now also include not only store scanner data, but also consumer home
shopping panels and data from social media. The rapid expansion of social media outlets such as
blogs, forums, and user networks has increasingly taken a more primary role among marketers.
With respect to word-of-mouth, product information is routinely shared between and across users
and nonusers that has the potential to create new customers. Now more than ever companies have
the ability to collect a wide range of customer information pertaining to attitudes, behaviors, and
demographics. An expansion in data storage and retrieval techniques (ranging from small data-
bases to huge data farms), coupled with declining data storage costs, has propelled the growth
of marketing research by leaps and bounds over the past decades. These developments have
enabled companies to invest in data now more than ever. In recent years, technological develop-
ments such as Internet of Things, artificial intelligence, and blockchain continue to dictate the
course of business practices. The promise of customer-level interactions for firms adopting such
technological developments is astounding. Alongside this promise comes the issue of privacy. In
these formative years of new technological developments, consumers and firms are trying to find
a middle ground with respect to data exchange and data privacy. Balancing such new develop-
ments with traditional know-how in marketing research is the new challenge for marketers. This
new edition of Marketing Research brings to the forefront the relevance of marketing intelligence
amidst these changes.
If we can compare marketing to a long train with multiple compartments, then marketing
research would justly claim the dual roles of the engine that powers the train and the links that
connect the individual compartments to form a cohesive functional unit. In other words, market-
ing research is pervasive—the brain and the brawn of any marketing organization. Having said
this, we realize that marketing research is a complex subject and therefore has to be introduced
to the student one compartment at a time before the entire train can be visualized. We also realize
the danger in this approach. The student can get overly excited or, even worse, overwhelmed by
the individual units so that he or she fails to see the proverbial “big picture”—the overarching
framework, the subtle but essential interactions between units, and the ultimate purpose, namely,
how marketing research can help organizations achieve their goals.
This revised edition takes a “macro–micro–macro” approach toward communicating the
intricacies of marketing research and its usefulness to the marketing organization. The first two
chapters provide an overview of the marketing research process that illustrates the “big picture.”
The chapters that follow then discuss in detail the individual components. The chapters have
benefitted significantly from updated business examples and industry statistics. While main-
taining the strengths of previous editions, this edition focuses on the recent trends in marketing
intelligence. Specific importance has been given to the concepts such as Customer Lifetime
Value, Share of Wallet, Brand Equity, Mobile Marketing, and the increasing role of Social Media
vii
viii Preface
Marketing. Throughout the book, examples of companies using technology developments such
as bots and big data have been introduced to inform the student about how fundamental topics
in marketing research have been applied in the new technology-focused environment. Topics
of less interest and relevance to the practice of marketing and marketing research have been
eliminated.
We begin with a macro-level treatment of what marketing research is, where it fits within
an organization, and how it helps in managerial decision making. Here, we also discuss the
marketing research industry, with a brief treatment of both suppliers and users.
The body of the text takes a micro-level approach, detailing each and every step of the market-
ing research process. In describing the marketing research process, a decision-oriented perspec-
tive has been adopted to help students, who are future managers and researchers, make better
decisions. Detailed discussions of the process, with numerous examples from the industry, char-
acterize this micro phase.
Finally, we wrap up with a macro-level treatment of the applications of marketing research.
Here we address the traditional 4P research, as well as contemporary issues such as brand equity,
customer satisfaction research, and emerging issues that continue to fascinate marketers, such as
e-commerce, direct marketing, database marketing, and relationship marketing, while taking care
to incorporate some of the latest research and developments in these fields.
Objectives of this Text
Our overall objectives in writing this text continue to be the following:
1. To emphasize the role of marketing research in today’s world and to focus on the tech-
niques and steps that show how a company can gather marketing intelligence and use this
information to generate insights that can be used in strategic decision making.
2. To communicate in an interesting and informative manner the essence of marketing
research to “future managers” and “future researchers.” Both groups need to know when
marketing research can and should be used, what research alternatives exist, how to recog-
nize effective and ineffective research, and how to interpret and apply the results.
3. To illustrate the usefulness of the Internet, online marketing research, and other advances
in technology in collecting data and show real-world applications.
4. To emphasize the current developments in marketing research, such as the distinction
between domestic and international market research, the emphasis on customer value man-
agement, and the influence of social media.
5. To use examples, applications, and illustrations throughout the book, in an effort to tie
the material to the real world and thus provide interest and better understanding to the
student.
6. To discuss the fastest growing applications of marketing research, e-commerce, direct mar-
keting, database marketing research, customer relationship management, and social net-
working and their impact on businesses.
7. To provide a clear and comprehensive treatment of data analysis topics. Each chapter
includes simple numerical examples to help students get a hands-on feel for the material.
8. To provide a thorough coverage of the most advanced and current marketing research meth-
odologies, pointing out their limitations as well as their potential for enhancing research
results.