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Marketing Research Kit For Dummies (For Dummies (Business & Personal Finance)) PDF

411 Pages·2010·9.83 MB·English
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spine=.81” Business & Economics/Marketing/Research Forms on DVD Your hands-on guide to getting and putting marketing data to work Open the book and find: When money is tight and everything is on the line, you need • H ow marketing research can (and to make sure you’ve done your homework. You need Marketing can’t) help you Research Kit For Dummies. Whether you’re an entrepreneur, a • Q uestions to ask when gathering small business owner, or a marketer in a large organization, data this powerful resource provides you with the hands-on tools • Strategies for analyzing results you need to identify, obtain, record, and analyze marketing data. • W hen to call in outside expertise • M ake better business decisions — get the lowdown on marketing • T he strengths and weaknesses of research and learn what it can do for you to start making better surveys business decisions today • T ips for avoiding errors in survey • S urvey your way to success — find out how different types of research surveys can (and can’t) work for you and get do’s and don’ts for the best ways to conduct them • E xamples of good (and bad) research questions • I t’s a method (not madness!) — discover how secondary data (like online sources and sites with links to multiple sources) can • G uidelines for setting up your own be used in your marketing research data analysis • A nalyze this — get the tools and information you need to collect, analyze, and report your data Bonus DVD Includes Learn to: Sample questionnaires, checklists, focus group scripts, • D esign surveys and questionnaires and research reports Go to Dummies.com® for videos, step-by-step photos, • I dentify, obtain, record, and analyze Videos of a complete focus group session and a results how-to articles, or to shop! marketing data presentation Excel-based tools and a step-by-step guide to various • I mprove existing products and services data-analysis methods See the DVD appendix for details and complete system requirements. • U se the forms, templates, checklists, and video included on the DVD $29.99 US / $35.99 CN / £21.99 UK Michael R. Hyman, PhD, is a Stan Fulton Chair and professor of marketing, ISBN 978-0-470-52068-0 the author of more than 100 published scholarly papers, and curent Michael R. Hyman, PhD member of nine journal editorial review boards. Jeremy J. Sierra PhD, Author and professor of marketing is an assistant professor of marketing with a teaching interest in sports marketing and marketing research. Hyman Jeremy J. Sierra, PhD Sierra Assistant professor of marketing Marketing Research Kit ™ Making Everything Easier! Marketing Research Kit spine=.81” Get More and Do More at Dummies.com® Start with FREE Cheat Sheets Cheat Sheets include • Checklists • Charts • Common Instructions • And Other Good Stuff! To access the Cheat Sheet created specifically for this book, go to www.dummies.com/cheatsheet/marketingresearchkit Get Smart at Dummies.com Dummies.com makes your life easier with 1,000s of answers on everything from removing wallpaper to using the latest version of Windows. Check out our • Videos • Illustrated Articles • Step-by-Step Instructions Plus, each month you can win valuable prizes by entering our Dummies.com sweepstakes. * Want a weekly dose of Dummies? Sign up for Newsletters on • Digital Photography • Microsoft Windows & Office • Personal Finance & Investing • Health & Wellness • Computing, iPods & Cell Phones • eBay • Internet • Food, Home & Garden Find out “HOW” at Dummies.com *Sweepstakes not currently available in all countries; visit Dummies.com for official rules. Marketing Research Kit FOR ‰ DUMmIES by Michael R. Hyman, PhD and Jeremy J. Sierra, PhD 01_520680-ffirs.indd i 2/23/10 8:22 PM Marketing Research Kit For Dummies® Published by Wiley Publishing, Inc. 111 River St. Hoboken, NJ 07030-5774 www.wiley.com Copyright © 2010 by Wiley Publishing, Inc., Indianapolis, Indiana Published by Wiley Publishing, Inc., Indianapolis, Indiana Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permit- ted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http:// www.wiley.com/go/permissions. Trademarks: Wiley, the Wiley Publishing logo, For Dummies, the Dummies Man logo, A Reference for the Rest of Us!, The Dummies Way, Dummies Daily, The Fun and Easy Way, Dummies.com, Making Everything Easier, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and/ or its aff liates in the United States and other countries, and may not be used without written permission. All other trademarks are the property of their respective owners. Wiley Publishing, Inc., is not associated with any product or vendor mentioned in this book. LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY: THE PUBLISHER AND THE AUTHOR MAKE NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR COMPLETENESS OF THE CONTENTS OF THIS WORK AND SPECIFICALLY DISCLAIM ALL WARRANTIES, INCLUDING WITH- OUT LIMITATION WARRANTIES OF FITNESS FOR A PARTICULAR PURPOSE. NO WARRANTY MAY BE CREATED OR EXTENDED BY SALES OR PROMOTIONAL MATERIALS. THE ADVICE AND STRATEGIES CONTAINED HEREIN MAY NOT BE SUITABLE FOR EVERY SITUATION. THIS WORK IS SOLD WITH THE UNDERSTANDING THAT THE PUBLISHER IS NOT ENGAGED IN RENDERING LEGAL, ACCOUNTING, OR OTHER PROFESSIONAL SERVICES. IF PROFESSIONAL ASSISTANCE IS REQUIRED, THE SERVICES OF A COMPETENT PROFESSIONAL PERSON SHOULD BE SOUGHT. NEITHER THE PUBLISHER NOR THE AUTHOR SHALL BE LIABLE FOR DAMAGES ARISING HEREFROM. THE FACT THAT AN ORGANIZA- TION OR WEBSITE IS REFERRED TO IN THIS WORK AS A CITATION AND/OR A POTENTIAL SOURCE OF FURTHER INFORMATION DOES NOT MEAN THAT THE AUTHOR OR THE PUBLISHER ENDORSES THE INFORMATION THE ORGANIZATION OR WEBSITE MAY PROVIDE OR RECOMMENDATIONS IT MAY MAKE. FURTHER, READERS SHOULD BE AWARE THAT INTERNET WEBSITES LISTED IN THIS WORK MAY HAVE CHANGED OR DISAPPEARED BETWEEN WHEN THIS WORK WAS WRITTEN AND WHEN IT IS READ. For general information on our other products and services, please contact our Customer Care Department within the U.S. at 877-762-2974, outside the U.S. at 317-572-3993, or fax 317-572-4002. For technical support, please visit www.wiley.com/techsupport. Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. Library of Congress Control Number: 2010922048 ISBN: 978-0-470-52068-0 Manufactured in the United States of America 10 9 8 7 6 5 4 3 2 1 01_520680-ffirs.indd i 2/23/10 8:22 PM About the Authors Michael R. Hyman, PhD, is the Stan Fulton Chair of Marketing at New Mexico State University in Las Cruces, New Mexico. He earned his undergraduate degree at the University of Maryland and his master’s and doctoral degrees at Purdue University. Back in the day, he fancied himself a Texan — he was a faculty member at the University of Houston and then later at the University of North Texas — but he has since become a loyal green-chile-eating, motorcycle- riding, non-tie-wearing New Mexican. Mike has taught marketing research at the undergraduate, masters, and doctoral levels for more years than he cares to admit (30 and counting). Although they occasionally suggest that his exams are overly challenging, students never complain that his research courses are poorly structured or lack suff cient rigor. Roughly 20 years ago, Mike toyed with the idea of leaving academia for full- time consulting. For almost three years, he consulted extensively with major hospitality industry clients. After straddling the university-consulting fence during this period, he decided — with the help of several perpetually annoy- ing colleagues — that he was best suited to university life. Although he still accepts the occasional consulting gig, he has never regretted that decision. Nonetheless, he learned more about “real world” marketing research during those three years than during all his years of schooling. Golf ng and f shing are Mike’s only “Type B” activities. When not teaching, spending time with his family, playing poker, or following the exploits of his beloved New York Yankees (a remnant of his misspent youth), he’s usually preoccupied with some writing project. His roughly 70 academic journal articles, 45 conference papers (10 which won a “best paper” award), 2 books, 15 other academic works, and 20 nonacademic works attest to this writing compulsion. He’s also a sucker for professional service requests; among other activities, he’s been talked into serving on 13 journal editorial boards, reviewing an excessive number of manuscripts and books each year, serving as a journal editor, and coordinating two different doctoral programs. Jeremy J. Sierra, PhD, is an Assistant Professor of Marketing at Texas State University — San Marcos. He teaches a wide array of marketing courses, including Marketing Research, which he has taught the past four years. Prior to joining the marketing faculty at Texas State, he taught at Northern Arizona University. He earned his MBA. and PhD from New Mexico State University and his BS in Hotel and Restaurant Management from California State Polytechnic University, Pomona. Before entering academia, Jeremy accumulated ten years of experience in the hospitality industry, where he acquired his knack for cost controls, customer relationship management, 01_520680-ffirs.indd i 2/23/10 8:22 PM and in-store design. His industry experience ranges from entrepreneurial restaurant establishments to high-end resorts (for example, Scottsdale Princess and Scottsdale Plaza Resort) and golf club environments (for example, Frenchman’s Creek Country Club in Palm Beach Gardens, Florida). Jeremy’s research interests include advertising effects, consumer behavior, marketing ethics, and services marketing. Jeremy’s research is published in the following journals: Journal of Academic Ethics; Journal of Advertising; Journal of Business and Management; Journal of Current Issues & Research in Advertising; Journal of Marketing Education; Journal of Marketing Theory and Practice; and Journal of Services Marketing. Jeremy has presented numer- ous conference proceedings, including two “best paper” awards, and has received a research grant from the Research Enhancement Program at Texas State. He is an avid golfer and an ardent Nebraska football fan, and he also is hopeful that this book will make you a better marketing researcher. Authors’ Acknowledgments Mike: To read about every person who ever inspired me, and as a result this book, would be at best a mind-numbing experience. That said, certain people were more directly and indirectly inf uential in its creation and therefore especially deserving of acknowledgment. My wife, Stacey, and sons, Aaron, Derek, and Evan, should be commended for their tolerance with my oft-uttered “Daddy would love to spend time with you now, but he’s got to work on his book.” Of course, the boys’ college funds will benef t from their patience, so I prefer to rationalize their considerateness as “enlightened self–interest.” Regardless, they are my primary motivation for awakening each morning. (Translation: They arise at 6 a.m. and make enough noise to wake the dead.) My parents, Aaron and Selma, reinforced my genetic predisposition toward workaholism with a perpetual Get-Out-of-Jail-Free card. They always forgave any personal transgression — such as forgetting to call on their anniversary — when I could attribute it to my preoccupation with a school or work-related project. In essence, they encouraged the type of self-absorption requisite to a large writing project like this book. Robin Peterson, a partner in crime and the best golf ng buddy on the planet — when he doesn’t almost f ip our cart — effectively discouraged me from dwell- ing on his many non-lucrative book-authoring efforts. Sadly, he often failed to convince me that I would benef t more from an afternoon of golf than an after- noon of writing. Now that this book is f nished, he will ensure that I renew my support of the golf ball industry. 01_520680-ffirs.indd iv 2/23/10 8:22 PM Unlike the drama junkies who inf ict discord and dysfunction on many aca- demic departments, my colleagues at New Mexico State University are truly wonderful people. No one could f nd better co-workers and friends than Pookie Sautter, Jerry Hampton, Kelly Tian, Kevin Boberg, Bruce Huhmann, Michelle Jasso, Collin Payne, Mihai Niculescu, Pat Gavin, and Virginia Espinosa. By making my life so easy, they allowed me the time and energy needed to write this book. I would be remiss if I failed to thank the many students throughout the years who enrolled in my marketing research course. They taught me more about teaching than all other sources combined and had an enormous inf uence on the quality of this book. Finally, I also would be remiss if I failed to thank my Wiley editorial team- mates for their trust and patience. When I initially panicked over the mag- nitude of this project, Mike Baker repeatedly reassured me that Jeremy and I could complete it. Natalie Harris, Jessica Smith, and Christy Pingleton ensured that the text never drifted into obtuse esoteric academese (like the last phrase). Thanks also to Jenny Swisher and the Media Development team for their help in setting up the DVD. Jeremy: For brevity, I would like to acknowledge a few essential people (although there are a host of others) that have helped me along the way. For her love, companionship, and support, I would like to thank my wife, Dian; she is the best co-pilot a guy could ask for. To my Mom who showed me per- sistence growing up, although I never asked her what it was. To my Dad who would hit countless f y balls to me and throw hours of batting practice; these were his ways of communicating that in life, your toughest competitor is yourself. To my Grandma, for her love and support throughout my life, espe- cially during my 11-year, 3-degree process. I also would like to acknowledge and thank my mentors, colleagues, students, and former professors for their insight about marketing. Finally, to the underdog, which I usually side with unless they’re playing Nebraska: You inspire and make the world a better place. Keep the upsets coming. Dedication Mike: To Aaron, father and son. Jeremy: To my wife and family, the underdog, and the loving memory of my Mom. 01_520680-ffirs.indd v 2/23/10 8:22 PM Publisher’s Acknowledgments We’re proud of this book; please send us your comments at http://dummies.custhelp.com. For other comments, please contact our Customer Care Department within the U.S. at 877-762-2974, outside the U.S. at 317-572-3993, or fax 317-572-4002. Some of the people who helped bring this book to market include the following: Acquisitions, Editorial, and Composition Services Media Development Project Coordinator: Kristie Rees Project Editor: Natalie Faye Harris Layout and Graphics: Carl Byers, Acquisitions Editor: Mike Baker Ashley Chamberlain, Yovonne Grego, Copy Editors: Jessica Smith, Christy Pingleton Mark Pinto, Christine Williams Assistant Editor: Erin Calligan Mooney Proofreaders: John Greenough, Toni Settle Editorial Program Coordinator: Joe Niesen Indexer: Potomac Indexing LLC Technical Reviewer: John Hall Media Development Producer: Jennifer Swisher Editorial Manager: Christine Meloy Beck Editorial Assistant: Jennette ElNaggar, David Lutton Art Coordinator: Alicia B. South Cover Photos: © Chris Thomaidis/Stone/Getty Cartoons: Rich Tennant (www.the5thwave.com) Publishing and Editorial for Consumer Dummies Diane Graves Steele, Vice President and Publisher, Consumer Dummies Kristin Ferguson-Wagstaffe, Product Development Director, Consumer Dummies Ensley Eikenburg, Associate Publisher, Travel Kelly Regan, Editorial Director, Travel Publishing for Technology Dummies Andy Cummings, Vice President and Publisher, Dummies Technology/General User Composition Services Debbie Stailey, Director of Composition Services 01_520680-ffirs.indd vi 2/23/10 8:22 PM Table of Contents Introduction ................................................................. 1 About This Book .............................................................................................. 1 Conventions Used in This Book ..................................................................... 2 What You’re Not to Read ................................................................................ 2 Foolish Assumptions ....................................................................................... 3 How This Book Is Organized .......................................................................... 4 Part I: Marketing Research: Learn It, Live It, Love It ......................... 4 Part II: Surveys: A Great Way to Research .......................................... 4 Part III: More Methods to Meet Your Needs ....................................... 4 Part IV: Collecting, Analyzing, and Reporting Your Data .................. 5 Part V: The Part of Tens ........................................................................ 5 Icons Used in This Book ................................................................................. 5 Where to Go from Here ................................................................................... 6 Part I: Marketing Research: Learn It, Live It, Love It ...... 7 Chapter 1: Seeing What Marketing Research Can Do for You . . . . . . .9 What Is Marketing Research? ....................................................................... 10 Comparing Marketing Research to Marketing Information Systems ...... 11 Using Research for Problem Identif cation and Problem Solving ........... 13 Looking at problem-identif cation research ..................................... 13 Becoming familiar with problem-solving research .......................... 17 The Most Appropriate Research at Each Stage of the Product Life Cycle ........................................................................... 19 Making the Big Decision to Do (Or Not to Do) Marketing Research ....... 21 When you should do marketing research......................................... 22 When you shouldn’t do marketing research .................................... 24 Chapter 2: Following the Stages of the Marketing Research Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27 Working Your Way through the Stages of Research ................................. 28 Stage 1: Identifying the problem ........................................................ 28 Stage 2: Designing the study ............................................................... 30 Stage 3: Selecting a sample ................................................................. 31 Stage 4: Gathering the data ................................................................. 33 Stage 5: Analyzing the results............................................................. 33 Stage 6: Communicating the f ndings and their implications ......... 35 Anticipating Outcomes ................................................................................. 36 02_520680-ftoc.indd vi 2/23/10 8:23 PM viii Marketing Research Kit For Dummies Chapter 3: Surveying the Types of Research You May Do . . . . . . . . . .37 Recognizing the Difference between Basic and Applied Research ......... 37 Basic: The research you probably don’t care about ....................... 38 Applied: The research you want to do .............................................. 38 Exploratory, Descriptive, and Causal Research: Picking Your Approach ............................................................................. 39 Getting started: Exploratory research .............................................. 41 Describing your market environment: Descriptive research ......... 43 Identifying relationships: Causal research ....................................... 44 Comparing Longitudinal Research and Cross-Sectional Research ......... 45 Chapter 4: Believing In Marketing Research Ethics . . . . . . . . . . . . . . .47 A Solid, To-the-Point Ethics Checklist. ........................................................ 47 Keeping in Mind a Researcher’s Obligation to Respondents ................... 48 Obtaining informed consent ............................................................... 49 Avoiding deception .............................................................................. 49 Respecting respondent privacy ......................................................... 53 Avoiding Abuse of Research Clients ........................................................... 56 Making sure proprietary stuff stays proprietary ............................. 57 Conducting unnecessary research .................................................... 58 Performing wrong or irrelevant research ......................................... 58 Ignoring errors in ongoing studies .................................................... 59 Using unwarranted shortcuts............................................................. 59 Recognizing Clients’ Obligations to Researchers ...................................... 61 Remembering Clients’ Obligations to Respondents ................................. 62 Recalling that Respondents Have Obligations, Too! ................................. 63 Chapter 5: Working with Independent Marketing Researchers . . . . .65 Making the Choice to Solicit Outside Expertise ........................................ 65 Sources of Inexpensive Research Help ....................................................... 66 College and university students ........................................................ 66 College and university research centers .......................................... 68 College and university faculty ............................................................ 69 Small local f rms ................................................................................... 70 Qualities to Look for in a Researcher ......................................................... 71 Helpful throughout the process ......................................................... 72 Proper communication and analytical skills .................................... 72 A focus on partnership........................................................................ 73 High professional standards .............................................................. 76 Part II: Surveys: A Great Way to Research ................... 77 Chapter 6: Different Types of Surveys You May Use . . . . . . . . . . . . . . .79 Conducting Face-to-Face Interviews ........................................................... 79 Examining the general face-to-face setup ......................................... 80 Performing intercept interviews ........................................................ 81 02_520680-ftoc.indd vi 2/23/10 8:23 PM

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Most books are stored in the elastic cloud where traffic is expensive. For this reason, we have a limit on daily download.