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Titel och upphov Marketing research : an applied orientation
Utgivning, distribution etc. Pearson/Prentice Hall , Upper Saddle River, NJ ; 2007 : c2007
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SAB klassifikationskod
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Fysisk beskrivning 1 v. (various pagings) : ill., map : 29 cm. + + 1 CD-ROM (4 3/4 in.)
Anmärkning: Allmän "SPSS student version 14.0"--CD-ROM
Anmärkning: Bibliografi etc. Includes bibliographical references and index
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Elektronisk adress och åtkomst (URI) http://www.loc.gov/catdir/toc/ecip0611/2006010250.html
ISBN 9780132221177 0132279460 0132279460 0132221179 0132221179 9780132221177
Antal i kö:
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*650 4$aMarknadsundersökning
*650 4$aMarketing research
*650 4$aMarketing research
*650 4$aMethodology
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This text presents a look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of market research users, it reflects current trends in international marketing, ethics, and the continuing integration of technology.
Foreword p. xviii Preface p. xix Acknowledgments p. xxvii Introduction and Early Phases of Marketing Research p. 1 Introduction to Marketing Research p. 2 Objectives p. 2 Overview p. 3 Definition of Marketing Research p. 7 A Classification of Marketing Research p. 8 The Marketing Research Process p. 10 The Role of Marketing Research in Marketing Decision Making p. 12 Marketing Research and Competitive Intelligence p. 15 The Decision to Conduct Marketing Research p. 16 The Marketing Research Industry p. 17 Selecting a Research Supplier p. 21 Careers in Marketing Research p. 22 The Role of Marketing Research in MIS and DSS p. 24 The Department Store Patronage Project p. 25 International Marketing Research p. 26 Ethics in Marketing Research p. 27 SPSS Windows p. 29 Summary p. 30 Key Terms and Concepts p. 31 Suggested Cases, Video Cases, and HBS Cases p. 31 Live Research: Conducting a Marketing Research Project p. 32 Acronyms p. 32 Exercises p. 32 Internet and Computer Exercises p. 32 Activities p. 33 Defining the Marketing Research Problem and Developing an Approach p. 34 Objectives p. 34 Overview p. 35 Importance of Defining the Problem p. 37 The Process of Defining the Problem and Developing an Approach p. 37 Tasks Involved p. 38 Environmental Context of the Problem p. 43 Management Decision Problem and Marketing Research Problem p. 48 Defining the Marketing Research Problem p. 49 Components of the Approach p. 51 International Marketing Research p. 57 Ethics in Marketing Research p. 58 SPSS Windows p. 60 Summary p. 61 Key Terms and Concepts p. 61 Suggested Cases, Video Cases, and HBS Cases p. 61 Live Research: Conducting a Marketing Research Project p. 62 Acronyms p. 62 Exercises p. 62 Internet and Computer Exercises p. 63 Activities p. 63 Cases for Part I Life in the Fast Lane: Fast-Food Chains Race to Be Number One p. 65 Nike Sprints Ahead of the Competition, Yet Has a Long Way to Run p. 67 Lexus: Imparting Value to Luxury and Luxury to Value p. 68 Video Cases for Part I Burke: Learning and Growing Through Marketing Research p. 71 Accenture: The Accent Is in the Name p. 73 Research Design Formulation p. 75 Research Design p. 76 Objectives p. 76 Overview p. 77 Research Design: Definition p. 78 Research Design: Classification p. 79 Exploratory Research p. 80 Descriptive Research p. 82 Causal Research p. 89 Relationships Among Exploratory, Descriptive, and Causal Research p. 90 Potential Sources of Error p. 93 Budgeting and Scheduling the Project p. 96 Marketing Research Proposal p. 96 International Marketing Research p. 97 Ethics in Marketing Research p. 99 Summary p. 100 Key Terms and Concepts p. 101 Suggested Cases, Video Cases, and HBS Cases p. 101 Live Research: Conducting a Marketing Research Project p. 102 Acronyms p. 102 Exercises p. 102 Internet and Computer Exercises p. 102 Activities p. 103 Exploratory Research Design: Secondary Data p. 104 Objectives p. 104 Overview p. 105 Primary versus Secondary Data p. 106 Advantages and Uses of Secondary Data p. 107 Disadvantages of Secondary Data p. 107 Criteria for Evaluating Secondary Data p. 108 Classification of Secondary Data p. 112 Internal Secondary Data p. 112 Published External Secondary Sources p. 114 Computerized Databases p. 117 Syndicated Sources of Secondary Data p. 119 Syndicated Data from Households p. 121 Syndicated Data from Institutions p. 128 Combining Information from Different Sources: Single-Source Data p. 130 International Marketing Research p. 132 Ethics in Marketing Research p. 133 SPSS Windows p. 136 Summary p. 136 Key Terms and Concepts p. 136 Suggested Cases, Video Cases, and HBS Cases p. 137 Live Research: Conducting a Marketing Research Project p. 137 Acronyms p. 137 Exercises p. 138 Internet and Computer Exercises p. 138 Activities p. 138 Exploratory Research Design: Qualitative Research p. 140 Objectives p. 140 Overview p. 141 Primary Data: Qualitative Versus Quantitative Research p. 143 Rationale for Using Qualitative Research p. 144 A Classification of Qualitative Research Procedures p. 145 Focus Group Interviews p. 145 Depth Interviews p. 158 Projective Techniques p. 163 Analysis of Qualitative Data p. 170 International Marketing Research p. 172 Ethics in Marketing Research p. 173 Summary p. 176 Key Terms and Concepts p. 176 Suggested Cases, Video Cases, and HBS Cases p. 176 Live Research: Conducting a Marketing Research Project p. 177 Acronyms p. 177 Exercises p. 178 Internet and Computer Exercises p. 178 Activities p. 178 Descriptive Research Design: Survey and Observation p. 180 Objectives p. 180 Overview p. 181 Survey Methods p. 183 Survey Methods Classified by Mode of Administration p. 184 Telephone Methods p. 184 Personal Methods p. 186 Mail Methods p. 189 Electronic Methods p. 192 A Comparative Evaluation of Survey Methods p. 194 Selection of Survey Methods p. 200 Observation Methods p. 202 Observation Methods Classified by Mode of Administration p. 203 A Comparative Evaluation of Observation Methods p. 208 A Comparison of Survey and Observation Methods p. 209 Ethnographic Research p. 210 Other Methods p. 211 International Marketing Research p. 211 Ethics in Marketing Research p. 213 Summary p. 215 Key Terms and Concepts p. 215 Suggested Cases, Video Cases, and HBS Cases p. 215 Live Research: Conducting a Marketing Research Project p. 216 Acronyms p. 216 Exercises p. 217 Internet and Computer Exercises p. 217 Activities p. 217 Causal Research Design: Experimentation p. 218 Objectives p. 218 Overview p. 219 Concept of Causality p. 220 Conditions for Causality p. 221 Definitions and Concepts p. 223 Definition of Symbols p. 224 Validity in Experimentation p. 225 Extraneous Variables p. 226 Controlling Extraneous Variables p. 228 A Classification of Experimental Designs p. 229 Preexperimental Designs p. 230 True Experimental Designs p. 231 Quasi-Experimental Designs p. 233 Statistical Designs p. 236 Laboratory versus Field Experiments p. 238 Experimental versus Nonexperimental Designs p. 240 Limitations of Experimentation p. 240 Application: Test Marketing p. 241 International Marketing Research p. 243 Ethics in Marketing Research p. 244 Summary p. 246 Key Terms and Concepts p. 247 Suggested Cases, Video Cases, and HBS Cases p. 247 Live Research: Conducting a Marketing Research Project p. 247 Acronyms p. 248 Exercises p. 248 Internet and Computer Exercises p. 249 Activities p. 249 Measurement and Scaling: Fundamentals and Comparative Scaling p. 250 Objectives p. 250 Overview p. 251 Measurement and Scaling p. 252 Primary Scales of Measurement p. 252 A Comparison of Scaling Techniques p. 257 Comparative Scaling Techniques p. 258 International Marketing Research p. 263 Ethics in Marketing Research p. 264 SPSS Windows p. 266 Summary p. 267 Key Terms and Concepts p. 267 Suggested Cases, Video Cases, and HBS Cases p. 267 Live Research: Conducting a Marketing Research Project p. 268 Acronyms p. 268 Exercises p. 268 Internet and Computer Exercises p. 269 Activities p. 269 Measurement and Scaling: Noncomparative Scaling Techniques p. 270 Objectives p. 270 Overview p. 271 Noncomparative Scaling Techniques p. 272 Itemized Rating Scales p. 274 Noncomparative Itemized Rating Scale Decisions p. 278 Multi-Item Scales p. 282 Scale Evaluation p. 283 Choosing a Scaling Technique p. 288 Mathematically Derived Scales p. 288 International Marketing Research p. 288 Ethics in Marketing Research p. 289 SPSS Windows p. 291 Summary p. 292 Key Terms and Concepts p. 293 Suggested Cases, Video Cases, and HBS Cases p. 293 Live Research: Conducting a Marketing Research Project p. 293 Acronyms p. 294 Exercises p. 294 Internet and Computer Exercises p. 294 Activities p. 295 Questionnaire and Form Design p. 296 Objectives p. 296 Overview p. 297 Questionnaires and Observation Forms p. 299 Questionnaire Design Process p. 300 Specify the Information Needed p. 300 Type of Interviewing Method p. 301 Individual Question Content p. 302 Overcoming Inability to Answer p. 304 Overcoming Unwillingness to Answer p. 305 Choosing Question Structure p. 307 Choosing Question Wording p. 311 Determining the Order of Questions p. 314 Form and Layout p. 317 Reproduction of the Questionnaire p. 318 Pretesting p. 319 Observational Forms p. 322 International Marketing Research p. 323 Ethics in Marketing Research p. 324 SPSS Windows p. 327 Summary p. 327 Key Terms and Concepts p. 327 Suggested Cases, Video Cases, and HBS Cases p. 328 Live Research: Conducting a Marketing Research Project p. 328 Acronyms p. 328 Exercises p. 329 Internet and Computer Exercises p. 330 Activities p. 331 Sampling: Design and Procedures p. 332 Objectives p. 332 Overview p. 333 Sample or Census p. 335 The Sampling Design Process p. 336 A Classification of Sampling Techniques p. 340 Nonprobability Sampling Techniques p. 341 Probability Sampling Techniques p. 346 Choosing Nonprobability Versus Probability Sampling p. 354 Uses of Nonprobability and Probability Sampling p. 356 Internet Sampling p. 356 International Marketing Research p. 358 Ethics in Marketing Research p. 359 Summary p. 360 Key Terms and Concepts p. 361 Suggested Cases, Video Cases, and HBS Cases p. 361 Live Research: Conducting a Marketing Research Project p. 362 Acronyms p. 362 Exercises p. 362 Internet and Computer Exercises p. 363 Activities p. 363 Sampling: Final and Initial Sample Size Determination p. 364 Objectives p. 364 Overview p. 365 Definitions and Symbols p. 366 The Sampling Distribution p. 367 Statistical Approach to Determining Sample Size p. 369 The Confidence Interval Approach p. 369 Multiple Characteristics and Parameters p. 375 Other Probability Sampling Techniques p. 376 Adjusting the Statistically Determined Sample Size p. 376 Nonresponse Issues in Sampling p. 377 International Marketing Research p. 383 Ethics in Marketing Research p. 383 SPSS Windows p. 385 Summary p. 386 Key Terms and Concepts p. 386 Suggested Cases, Video Cases, and HBS Cases p. 386 Live Research: Conducting a Marketing Research Project p. 387 Acronyms p. 387 Exercises p. 387 Internet and Computer Exercises p. 388 Activities p. 388 Appendix 12A p. 388 Cases for Part II The Forecast Is Sunny for the Weather Channel p. 391 Who Is the Host with the Most? p. 392 Candy Is Dandy for Hershey p. 395 Fragrances Are Sweet, But Competition Is Bitter p. 397 Is Super Bowl Advertising Super Effective? p. 401 Video Cases for Part II Starbucks: Staying Local While Going Global Through Marketing Research p. 403 Nike: Associating Athletes, Performance, and the Brand p. 404 Intel: Building Blocks Inside Out p. 405 Nivea: Marketing Research Leads to Consistency in Marketing p. 407 Data Collection, Preparation, Analysis, and Reporting p. 409 Fieldwork p. 410 Objectives p. 410 Overview p. 411 The Nature of Fieldwork p. 412 Fieldwork/Data-Collection Process p. 412 Selection of Field Workers p. 413 Training of Field Workers p. 414 Supervision of Field Workers p. 417 Validation of Fieldwork p. 418 Evaluation of Field Workers p. 418 International Marketing Research p. 420 Ethics in Marketing Research p. 421 SPSS Windows p. 423 Summary p. 423 Key Terms and Concepts p. 424 Suggested Cases, Video Cases, and HBS Cases p. 424 Live Research: Conducting a Marketing Research Project p. 424 Acronyms p. 424 Exercises p. 425 Internet and Computer Exercises p. 425 Activities p. 425 Data Preparation p. 426 Objectives p. 426 Overview p. 427 The Data-Preparation Process p. 428 Questionnaire Checking p. 429 Editing p. 429 Coding p. 431 Transcribing p. 435 Data Cleaning p. 436 Statistically Adjusting the Data p. 438 Selecting a Data Analysis Strategy p. 440 A Classification of Statistical Techniques p. 441 International Marketing Research p. 443 Ethics in Marketing Research p. 444 Statistical Software p. 446 SPSS Windows p. 447 Summary p. 451 Key Terms and Concepts p. 451 Suggested Cases, Video Cases, and HBS Cases p. 452 Live Research: Conducting a Marketing Research Project p. 452 Acronyms p. 452 Exercises p. 452 Internet and Computer Exercises p. 453 Activities p. 453 Frequency Distribution, Cross-Tabulation, and Hypothesis Testing p. 454 Objectives p. 454 Overview p. 455 Frequency Distribution p. 457 Statistics Associated with Frequency Distribution p. 460 Introduction to Hypothesis Testing p. 463 A General Procedure for Hypothesis Testing p. 464 Cross-Tabulations p. 468 Statistics Associated with Cross-Tabulation p. 473 Cross-Tabulation in Practice p. 477 Hypothesis Testing Related to Differences p. 478 Parametric Tests p. 479 Nonparametric Tests p. 485 Statistical Software p. 491 SPSS Windows p. 493 Summary p. 496 Key Terms and Concepts p. 496 Suggested Cases, Video Cases, and HBS Cases p. 497 Live Research: Conducting a Marketing Research Project p. 497 Acronyms p. 498 Exercises p. 498 Internet and Computer Exercises p. 499 Activities p. 500 Analysis of Variance and Covariance p. 502 Objectives p. 502 Overview p. 503 Relationship Among Techniques p. 505 One-Way Analysis of Variance p. 506 Statistics Associated with One-Way Analysis of Variance p. 507 Conducting One-Way Analysis of Variance p. 507 Illustrative Data p. 510 Illustrative Applications of One-Way Analysis of Variance p. 511 Assumptions in Analysis of Variance p. 514 N-Way Analysis of Variance p. 515 Illustrative Application of N-Way Analysis of Variance p. 516 Analysis of Covariance p. 519 Issues in Interpretation p. 520 Repeated Measures ANOVA p. 523 Nonmetric Analysis of Variance p. 525 Multivariate Analysis of Variance p. 525 Statistical Software p. 527 SPSS Windows p. 528 Summary p. 529 Key Terms and Concepts p. 530 Suggested Cases, Video Cases, and HBS Cases p. 530 Live Research: Conducting a Marketing Research Project p. 531 Acronyms p. 531 Exercises p. 531 Internet and Computer Exercises p. 532 Activities p. 533 Correlation and Regression p. 534 Objectives p. 534 Overview p. 535 Product Moment Correlation p. 536 Partial Correlation p. 540 Nonmetric Correlation p. 542 Regression Analysis p. 542 Bivariate Regression p. 543 Statistics Associated with Bivariate Regression Analysis p. 543 Conducting Bivariate Regression Analysis p. 544 Multiple Regression p. 552 Statistics Associated with Multiple Regression p. 553 Conducting Multiple Regression Analysis p. 554 Stepwise Regression p. 560 Multicollinearity p. 561 Relative Importance of Predictors p. 562 Cross-Validation p. 563 Regression with Dummy Variables p. 564 Analysis of Variance and Covariance with Regression p. 564 Statistical Software p. 566 SPSS Windows p. 568 Summary p. 569 Key Terms and Concepts p. 570 Suggested Cases, Video Cases, and HBS Cases p. 570 Live Research: Conducting a Marketing Research Project p. 571 Acronyms p. 571 Exercises p. 571 Internet and Computer Exercises p. 572 Activities p. 573 Discriminant and Logit Analysis p. 574 Objectives p. 574 Overview p. 575 Basic Concept of Discriminant Analysis p. 576 Relationship of Discriminant Analysis to Regression and ANOVA p. 577 Discriminant Analysis Model p. 577 Statistics Associated with Discriminant Analysis p. 578 Conducting Discriminant Analysis p. 579 Multiple Discriminant Analysis p. 588 Assess Validity of Discriminant Analysis p. 593 Stepwise Discriminant Analysis p. 595 The Logit Model p. 595 Statistical Software p. 602 SPSS Windows p. 602 Summary p. 604 Key Terms and Concepts p. 605 Suggested Cases, Video Cases, and HBS Cases p. 605 Live Research: Conducting a Marketing Research Project p. 605 Acronyms p. 606 Exercises p. 606 Internet and Computer Exercises p. 606 Activities p. 607 Factor Analysis p. 608 Objectives p. 608 Overview p. 609 Basic Concept p. 609 Factor Analysis Model p. 611 Statistics Associated with Factor Analysis p. 612 Conducting Factor Analysis p. 612 Applications of Common Factor Analysis p. 623 Statistical Software p. 628 SPSS Windows p. 629 Summary p. 630 Key Terms and Concepts p. 630 Suggested Cases, Video Cases, and HBS Cases p. 631 Live Research: Conducting a Marketing Research Project p. 631 Acronyms p. 631 Exercises p. 631 Internet and Computer Exercises p. 632 Activities p. 633 Cluster Analysis p. 634 Objectives p. 634 Overview p. 635 Basic Concept p. 636 Statistics Associated with Cluster Analysis p. 638 Conducting Cluster Analysis p. 638 Applications of Nonhierarchical Clustering p. 648 Applications of TwoStep Clustering p. 650 Clustering Variables p. 653 Statistical Software p. 655 SPSS Windows p. 655 Summary p. 657 Key Terms and Concepts p. 657 Suggested Cases, Video Cases, and HBS Cases p. 658 Live Research: Conducting a Marketing Research Project p. 658 Acronyms p. 658 Exercises p. 658 Internet and Computer Exercises p. 659 Activities p. 659 Multidimensional Scaling and Conjoint Analysis p. 660 Objectives p. 660 Overview p. 661 Basic Concepts in Multidimensional Scaling p. 663 Statistics and Terms Associated with MDS p. 664 Conducting Multidimensional Scaling p. 664 Assumptions and Limitations of MDS p. 671 Scaling Preference Data p. 671 Correspondence Analysis p. 673 Relationship Among MDS, Factor Analysis, and Discriminant Analysis p. 674 Basic Concepts in Conjoint Analysis p. 674 Statistics and Terms Associated with Conjoint Analysis p. 675 Conducting Conjoint Analysis p. 675 Assumptions and Limitations of Conjoint Analysis p. 684 Hybrid Conjoint Analysis p. 684 Statistical Software p. 689 SPSS Windows p. 690 Summary p. 691 Key Terms and Concepts p. 691 Suggested Cases, Video Cases, and HBS Cases p. 692 Live Research: Conducting a Marketing Research Project p. 692 Acronyms p. 692 Exercises p. 692 Internet and Computer Exercises p. 693 Activities p. 693 Report Preparation and Presentation p. 694 Objectives p. 694 Overview p. 695 Importance of the Report and Presentation p. 696 The Report Preparation and Presentation Process p. 696 Report Preparation p. 698 Report Format p. 698 Report Writing p. 701 Guidelines for Tables p. 702 Guidelines for Graphs p. 703 Report Distribution p. 706 Oral Presentation p. 708 Reading the Research Report p. 709 Research Follow-Up p. 711 International Marketing Research p. 712 Ethics in Marketing Research p. 713 Statistical Software p. 714 SPSS Windows p. 714 Summary p. 715 Key Terms and Concepts p. 715 Suggested Cases, Video Cases, and HBS Cases p. 715 Live Research: Conducting a Marketing Research Project p. 715 Acronyms p. 716 Exercises p. 716 Internet and Computer Exercises p. 717 Activities p. 717 International Marketing Research p. 718 Objectives p. 718 Overview p. 719 Marketing Research Goes International p. 721 A Framework for International Marketing Research p. 722 Survey Methods p. 726 Measurement and Scaling p. 730 Questionnaire Translation p. 732 Ethics in Marketing Research p. 734 Statistical Software p. 735 Summary p. 735 Key Terms and Concepts p. 735 Suggested Cases, Video Cases, and HBS Cases p. 735 Live Research: Conducting a Marketing Research Project p. 736 Acronyms p. 736 Exercises p. 736 Internet and Computer Exercises p. 737 Activities p. 737 Cases for Part III Is Celebrity Advertising Worth Celebrating? p. 739 The Demographic Discovery of the New Millennium p. 741 Matsushita Retargets the U.S.A. p. 744 Pampers Curing Its Rash of Market Share p. 745 DaimlerChrysler Seeks a New Image p. 748 Cingular Wireless: A Singular Focus p. 750 IBM: The World's Top Provider of Computer Hardware, Software, and Services p. 755 Kimberly-Clark: Competing Through Innovation p. 762 Video Case for Part III The Mayo Clinic: Staying Healthy with Marketing Research p. 769 Comprehensive Cases and Comprehensive Video Cases p. 771 Experiential Research Case: Dell Direct p. 773 Cases for Part IV p. 779 Wachovia: "Watch Ovah Ya" Finances p. 779 Wendy's: History and Life After Dave Thomas p. 785 Astec: Continuing to Grow p. 791 Is Marketing Research the Cure for Norton Healthcare Kosair Children's Hospital's Ailments? p. 799 Video Cases for Part IV p. 807 Subaru: "Mr. Survey" Monitors Customer Satisfaction p. 807 Procter & Gamble: Using Marketing Research to Build Brands p. 808 Comprehensive Harvard Business School Cases p. 811 The Harvard Graduate Student Housing Survey (9-505-059) p. 811 BizRate.Com (9-501-024) p. 811 Cola Wars Continue: Coke and Pepsi in the Twenty-First Century (9-702-442) p. 811 TiVo in 2002 (9-502-062) p. 811 Compaq Computer: Intel Inside? (9-599-061) p. 811 The New Beetle (9-501-023) p. 811 Statistical Tables p. A1 Notes p. N1 Index p. I1 Photo Credits p. C1