Marketing Research PDF
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MARKETING RESEARCH AN APPLIED APPROACH FIFTH EDITION NARESH K. MALHOTRA DANIEL NUNAN (cid:127) DAVID F. BIRKS Marketing research an applied approach At Pearson, we have a simple mission: to help people make more of their lives through learning. We combine innovative learning technology with trusted content and educational expertise to provide engaging and effective learning experiences that serve people wherever and whenever they are learning. From classroom to boardroom, our curriculum materials, digital learning tools and testing programmes help to educate millions of people worldwide – more than any other private enterprise. Every day our work helps learning flourish, and wherever learning flourishes, so do people. To learn more, please visit us at www.pearson.com/uk Marketing research an applied approach FiFth edition Naresh K. Malhotra DaNiel NuNaN DaviD F. BirKs Harlow, England • London • New York • Boston • San Francisco • Toronto • Sydney • Dubai • Singapore • Hong Kong Tokyo • Seoul • Taipei • New Delhi • Cape Town • São Paulo • Mexico City • Madrid • Amsterdam • Munich • Paris • Milan Pearson Education Limited Edinburgh Gate Harlow CM20 2JE United Kingdom Tel: +44 (0)1279 623623 Web: www.pearson.com/uk Original 6th edition entitled Marketing Research: An Applied Orientation published by Prentice Hall Inc., a Pearson Education company Copyright Prentice Hall Inc. First edition published 2000 (print) Second edition published 2003 (print) Third edition published 2007 (print) Fourth edition published 2012 (print) Fifth edition published 2017 (print and electronic) © Pearson Education Limited 2000, 2003, 2007, 2012 (print) © Pearson Education Limited 2017 (print and electronic) The rights of Naresh K. Malhotra, Daniel Nunan, David F. Birks and Peter Wills to be identified as authors of this work has been asserted by them in accordance with the Copyright, Designs and Patents Act 1988. The print publication is protected by copyright. Prior to any prohibited reproduction, storage in a retrieval system, distribution or transmission in any form or by any means, electronic, mechanical, recording or otherwise, permission should be obtained from the publisher or, where applicable, a licence permitting restricted copying in the United Kingdom should be obtained from the Copyright Licensing Agency Ltd, Barnard’s Inn, 86 Fetter Lane, London EC4A 1EN. The ePublication is protected by copyright and must not be copied, reproduced, transferred, distributed, leased, licensed or publicly performed or used in any way except as specifically permitted in writing by the publishers, as allowed under the terms and conditions under which it was purchased, or as strictly permitted by applicable copyright law. Any unauthorised distribution or use of this text may be a direct infringement of the authors’ and the publisher’s rights and those responsible may be liable in law accordingly. All trademarks used herein are the property of their respective owners. The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners. Pearson Education is not responsible for the content of third-party internet sites. ISBN: 978-1-292-10312-9 (print) 978-1-292-10315-0 (PDF) 978-1-292-21132-9 (ePub) British Library Cataloguing-in-Publication Data A catalogue record for the print edition is available from the British Library Library of Congress Cataloging-in-Publication Data Names: Malhotra, Naresh K., author. | Nunan, Daniel, author. | Birks, David F., author. Title: Marketing research : an applied approach / Naresh K. Malhotra, Daniel Nunan, David F. Birks. Description: Fifth Edition. | New York : Pearson, [2017] | Revised edition of Marketing research, 2012. | Includes bibliographical references and index. Identifiers: LCCN 2017007654 | ISBN 9781292103129 Subjects: LCSH: Marketing research. | Marketing research—Methodology Classification: LCC HF5415.2 .M29 2017 | DDC 658.8/3—dc23 LC record available at https://lccn.loc.gov/2017007654 10 9 8 7 6 5 4 3 2 1 19 18 17 16 15 Print edition typeset in 10/12 pt Times LT Pro by Aptara Printed in Slovakia by Neografia NOTE THAT ANY PAGE CROSS REFERENCES REFER TO THE PRINT EDITION Brief contents Preface xiii Publisher’s acknowledgements xv About the authors xvii 1. Introduction to marketing research 1 2. Defining the marketing research problem and developing a research approach 29 3. Research design 59 4. Secondary data collection and analysis 90 5. Internal secondary data and analytics 121 6. Qualitative research: its nature and approaches 147 7. Qualitative research: focus group discussions 179 8. Qualitative research: in-depth interviewing and projective techniques 207 9. Qualitative research: data analysis 233 10. Survey and quantitative observation techniques 267 11. Causal research design: experimentation 302 12. Measurement and scaling: fundamentals, comparative and non-comparative scaling 333 13. Questionnaire design 371 14. Sampling: design and procedures 409 15. Sampling: determining sample size 442 16. Survey fieldwork 471 17. Social media research 491 18. Mobile research 513 19. Data integrity 528 20. Frequency distribution, cross-tabulation and hypothesis testing 556 21. Analysis of variance and covariance 601 vi Marketing Research 22. Correlation and regression 632 23. Discriminant and logit analysis 673 24. Factor analysis 707 25. Cluster analysis 735 26. Multidimensional scaling and conjoint analysis 762 27. Structural equation modelling and path analysis 795 28. Communicating research findings 831 29. Business-to-business (b2b) marketing research 854 30. Research ethics 881 Glossary 908 Subject index 926 Name index 952 Company index 954 Contents Preface xiii Analytical model 52 Publisher’s acknowledgements xv Research questions 53 About the authors xvii Hypothesis 54 Summary 54 Questions 55 1 Introduction to marketing research 1 Exercises 56 Objectives 2 Notes 57 Overview 2 What does ‘marketing research’ mean? 3 3 Research design 59 A brief history of marketing research 6 Definition of marketing research 6 Objectives 60 The marketing research process 9 Overview 60 A classification of marketing research 12 Research design definition 61 The global marketing research industry 15 Research design from the decision makers’ Justifying the investment in marketing research 19 perspective 62 The future – addressing the marketing research Research design from the participants’ perspective 63 skills gap 22 Research design classification 69 Summary 25 Descriptive research 73 Questions 26 Causal research 79 Exercises 26 Relationships between exploratory, descriptive Notes 27 and causal research 80 Potential sources of error in research designs 82 Summary 85 2 Defining the marketing Questions 86 research problem and developing Exercises 86 a research approach 29 Notes 87 Objectives 30 Overview 30 4 Secondary data collection Importance of defining the problem 31 and analysis 90 The marketing research brief 32 Components of the marketing research brief 33 Objectives 91 The marketing research proposal 36 Overview 91 The process of defining the problem and Defining primary data, secondary data developing a research approach 39 and marketing intelligence 92 Environmental context of the problem 42 Advantages and uses of secondary data 94 Discussions with decision makers 42 Disadvantages of secondary data 96 Interviews with industry experts 44 Criteria for evaluating secondary data 96 Initial secondary data analyses 45 Classification of secondary data 99 Marketing decision problem and marketing Published external secondary sources 100 research problem 46 Databases 104 Defining the marketing research problem 49 Classification of online databases 104 Components of the research approach 50 Syndicated sources of secondary data 106 Objective/theoretical framework 51 Syndicated data from households 109 viii Marketing Research Syndicated data from institutions 115 Questions 203 Summary 117 Exercises 204 Questions 118 Notes 205 Exercises 119 Notes 119 8 Qualitative research: in-depth interviewing and projective 5 Internal secondary data and techniques 207 analytics 121 Objectives 208 Objectives 122 Overview 208 Overview 122 In-depth interviews 209 Internal secondary data 125 Projective techniques 221 Geodemographic data analyses 128 Comparison between qualitative techniques 227 Customer relationship management 132 Summary 228 Big data 134 Questions 229 Web analytics 136 Exercises 230 Linking different types of data 139 Notes 230 Summary 144 Questions 144 9 Qualitative research: data analysis 233 Exercises 145 Objectives 234 Notes 146 Overview 234 The qualitative researcher 235 6 Qualitative research: The process of qualitative data analysis 239 its nature and approaches 147 Grounded theory 251 Content analysis 254 Objectives 148 Semiotics 256 Overview 148 Qualitative data analysis software 259 Primary data: qualitative versus Summary 262 quantitative research 150 Questions 263 Rationale for using qualitative research 152 Exercises 264 Philosophy and qualitative research 155 Notes 264 Ethnographic research 162 Grounded theory 168 10 Survey and quantitative Action research 171 observation techniques 267 Summary 174 Questions 176 Objectives 268 Exercises 176 Overview 268 Notes 177 Survey methods 269 Online surveys 271 Telephone surveys 275 7 Qualitative research: Face-to-face surveys 276 focus group discussions 179 A comparative evaluation of survey methods 279 Objectives 180 Other survey methods 288 Overview 180 Mixed-mode surveys 289 Classifying qualitative research techniques 182 Observation techniques 289 Focus group discussion 183 Observation techniques classified by mode Planning and conducting focus groups 188 of administration 292 The moderator 193 A comparative evaluation of the Other variations of focus groups 194 observation techniques 295 Other types of qualitative group discussions 195 Advantages and disadvantages Misconceptions about focus groups 196 of observation techniques 296 Online focus groups 198 Summary 297 Advantages of online focus groups 200 Questions 297 Disadvantages of online focus groups 201 Exercises 298 Summary 202 Notes 299 Contents ix 11 Causal research design: Determine the content of individual questions 380 experimentation 302 Overcoming the participant’s inability and unwillingness to answer 381 Objectives 303 Choose question structure 385 Overview 303 Choose question wording 389 Concept of causality 304 Arrange the questions in proper order 394 Conditions for causality 305 Identify the form and layout 396 Definitions and concepts 308 Reproduce the questionnaire 397 Definition of symbols 310 Eliminate problems by pilot-testing 398 Validity in experimentation 310 Summarising the questionnaire design Extraneous variables 311 process 400 Controlling extraneous variables 313 Designing surveys across cultures and countries 402 A classification of experimental designs 315 Summary 403 Pre-experimental designs 316 Questions 404 True experimental designs 317 Exercises 405 Quasi-experimental designs 318 Notes 405 Statistical designs 320 Laboratory versus field experiments 323 Experimental versus non-experimental designs 325 14 Sampling: design and procedures 409 Application: test marketing 326 Objectives 410 Summary 328 Overview 410 Questions 329 Sample or census 412 Exercises 330 The sampling design process 414 Notes 330 A classification of sampling techniques 419 Non-probability sampling techniques 420 12 Measurement and scaling: Probability sampling techniques 425 fundamentals, comparative Choosing non-probability versus and non-comparative scaling 333 probability sampling 433 Summary of sampling techniques 434 Objectives 334 Issues in sampling across countries and cultures 436 Overview 334 Summary 437 Measurement and scaling 335 Questions 438 Scale characteristics and levels of measurement 336 Exercises 439 Primary scales of measurement 337 Notes 439 A comparison of scaling techniques 342 Comparative scaling techniques 343 15 Sampling: determining Non-comparative scaling techniques 347 sample size 442 Itemised rating scales 349 Itemised rating scale decisions 352 Objectives 443 Multi-item scales 356 Overview 443 Scale evaluation 358 Definitions and symbols 445 Choosing a scaling technique 363 The sampling distribution 446 Mathematically derived scales 364 Statistical approaches to determining Summary 364 sample size 447 Questions 365 The confidence interval approach 448 Exercises 366 Multiple characteristics and parameters 454 Notes 367 Other probability sampling techniques 454 Adjusting the statistically determined 13 Questionnaire design 371 sample size 455 Calculation of response rates 456 Objectives 372 Non-response issues in sampling 457 Overview 372 Summary 464 Questionnaire definition 374 Questions 464 Questionnaire design process 375 Exercises 465 Specify the information needed 378 Appendix: The normal distribution 466 Specify the type of interviewing method 379 Notes 468
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