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Marketing Research GBV
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Foreword 21 Chapter 2 Defining the Marketing, Preface 23 Research Problem and. Acknowledgments 29 Developing an Approach 66, Author Biography 32 Objectives 66. Overview 67, PART I Introduction and Early Phases Importance of Defining the Problem 68. of Marketing Research 33 The Process of Defining the Problem and. Chapter 1 Introduction to Marketing Developing an Approach 69. Research 34 Tasks Involved 69, Objectives 34 Discussions with Decision Makers 69. Interviews with Industry Experts 72, Overview 35, Secondary Data Analysis 73.
Definition of Marketing Research 39, Qualitative Research 73. A Classification of Marketing, Environmental Context of the. Research 39, Problem 74, The Marketing Research Process 41 Past Information and Forecasts 75. Step 1 Problem Definition 41 Resources and Constraints 76. Step 2 Development of an Approach to the Objectives 76. Problem 41 Buyer Behavior 77, Step 3 Research Design Formulation 42. Legal Environment 78, Step 4 Fieldwork or Data Collection 42.
Economic Environment 78, Step 5 Data Preparation and Analysis 42. Marketing and Technological Skills 78, Step 6 Report Preparation and. Environmental Context and Problem Definition 78, Presentation 42. Management Decision Problem and, The Role of Marketing Research in. Marketing Decision Making 43 Marketing Research Problem 79. Defining the Marketing Research, Marketing Research and Competitive.
Intelligence 45 Problem 80, The Decision to Conduct Marketing Components of the Approach 83. Research 46, Objective Theoretical Framework 83, Analytical Model 83. The Marketing Research Industry 46, Research Questions 84. Selecting a Research Supplier 50, Hypotheses 85, Careers in Marketing Research 51 Specification of Information Needed 87. The Role of Marketing Research in MIS International Marketing Research 87. and DSS 53 Ethics in Marketing Research 89, The Department Store Patronage SPSS Windows 91.
Project 54 Summary 91 Key Terms and, International Marketing Research 55. Concepts 92 Suggested Cases Video, Cases and HBS Cases 93 Live Research. Ethics in Marketing Research 57, Conducting a Marketing Research Project 94. SPSS Windows and SAS 59, Acronym 94 Exercises 94, Summary 60 Key Terms and Internet and Computer Exercises 95. Concepts 61 a Suggested Cases Video, Activities 95 Dell Running Case 95.
Cases and HBS Cases 61 Live Research, VIDEO CASE 2 1 Accenture The Accent. Conducting a Marketing Research, Is in the Name 96. Project 61 Acronym 61, Exercises 62 Internet and Computer. Exercises 62 Activities 62 Dell PART II Research Design. Running Case 62 Formulation 99, VIDEO CASE 1 1 Burke Learning. and Growing Through Marketing, Chapter 3 Research Design 100.
Research 63 Objectives 100, 10 CONTENTS, Overview 101 General Business Data 140. Research Design Definition 102 Government Sources 142. Research Design Classification 102 Computerized Databases 143. Classification of Computerized Databases 143, Exploratory Research 104. Directories of Databases 145, Descriptive Research 106. Syndicated Sources of Secondary, Cross Sectional Designs 108. Longitudinal Designs 110 Data 145, Relative Advantages and Disadvantages Syndicated Data from Households 145.
of Longitudinal and Cross Sectional Surveys 145, Designs 111 Purchase and Media Panels 150. Causal Research 113 Electronic Scanner Services 153. Relationships Among Exploratory Syndicated Data from Institutions 154. Descriptive and Causal Research 114 Retailer and Wholesaler Audits 154. Potential Sources of Error 117 Industry Services 156. Random Sampling Error 117 Combining Information from Different. Nonsampling Error 117 Sources Single Source Data 156. Budgeting and Scheduling the Project 119 Computer Mapping 157. Marketing Research Proposal 120 Buying Power Index 158. International Marketing Research 121 International Marketing Research 158. Ethics in Marketing Research 122 Ethics in Marketing Research 160. Summary 124 Key Terms and SPSS Windows 162, Concepts 124 Suggested Cases Video Summary 162 Key Terms and. Cases and HBS Cases 125 Live Research Concepts 163 Suggested Cases Video. Conducting a Marketing Research Project 125 Cases and HBS Cases 163 Live Research. Acronym 125 Exercises 126 Internet Conducting a Marketing Research Project 164. and Computer Exercises 126 Acronym 164 Exercises 164. Activities 126 Dell Running Case 127 Internet and Computer Exercises 165. Activities 165 Dell Running Case 165, M VIDEO CASE 3 1 National Football. League The King of Professional VIDEO CASE 4 1 The Mayo Clinic. Sports 128 Staying Healthy w i t h Marketing, Research 166. Chapter 4 Exploratory Research Design Chapter 5 Exploratory Research Design. Secondary Data 130 Qualitative Research 168, Objectives 130 Objectives 168.
Overview 131 Overview 169, Primary Versus Secondary Data 132 Primary Data Qualitative Versus. Advantages and Uses of Secondary Quantitative Research 170. Data 133 Rationale for Using Qualitative, Research 172. Disadvantages of Secondary Data 133, A Classification of Qualitative Research. Criteria for Evaluating Secondary, Data 133 Procedures 172. Specifications Methodology Used to Collect Focus Group Interviews 173. the Data 134 Characteristics 174, Error Accuracy of the Data 135 Planning and Conducting Focus Groups 175.
Currency When the Data Were Collected 135 Other Variations in Focus Groups 180. Objective The Purpose for Which the Data Were Advantages of Focus Groups 181. Collected 135 Disadvantages of Focus Groups 181, Nature The Content of the Data 136 Applications of Focus Groups 182. Dependability How Dependable Are the Online Focus Group Interviews 182. Data 136 Advantages of Online Focus Groups 183, Classification of Secondary Data 137 Disadvantages of Online Focus Groups 183. Uses of Online Focus Groups 184, Internal Secondary Data 138. Depth Interviews 185, Database Marketing 138, Characteristics 185. Published External Secondary, Techniques 186, Sources 140.
CONTENTS 11, Advantages and Disadvantages of Depth Observation Methods 230. Interviews 188 Structured Versus Unstructured, Applications of Depth Interviews 188 Observation 230. Projective Techniques 189 Disguised Versus Undisguised. Association Techniques 190 Observation 230, Completion Techniques 191 Natural Versus Contrived Observation 230. Construction Techniques 192 Observation Methods Classified by Mode. Expressive Techniques 193 of Administration 230, Advantages and Disadvantages of Projective Personal Observation 231. Techniques 194 Mechanical Observation 231, Applications of Projective Techniques 195 Audit 233.
Analysis of Qualitative Data 196 Content Analysis 233. Software Packages 197 Trace Analysis 235, International Marketing Research 198 A Comparative Evaluation of Observation. Ethics in Marketing Research 199 Methods 236, Summary 202 Key Terms and A Comparison of Survey and Observation. Concepts 202 Suggested Cases Video Methods 237, Cases and HBS Cases 203 Live Research. Relative Advantages of Observation 237, Conducting a Marketing Research. Relative Disadvantages of Observation 237, Project 203 Acronyms 203.
Ethnographic Research 238, Exercises 204 Internet and Computer. Exercises 204 Activities 204 Other Methods 238, Dell Running Case 205 International Marketing Research 238. VIDEO CASE 5 1 N i k e Associating Selection of Survey Methods 240. Athletes Performance Ethics in Marketing Research 241. and the Brand 206 Summary 242 Key Terms and, Concepts 243 Suggested Cases Video. Chapter 6 Descriptive Research Design Cases and HBS Cases 244 Live Research. Survey and Observation 208 Conducting a Marketing Research. Objectives 208 Project 244 Acronyms 244, Exercises 244 Internet and Computer. Overview 209, Exercises 245 Activities 245, Survey Methods 211.
Dell Running Case 245, Survey Methods Classified by Mode of VIDEO CASE 6 1 Starbucks Staying. Administration 212 Local While Going Global Through. Telephone Methods 212 Marketing Research 246, Traditional Telephone Interviews 212. Chapter 7 Causal Research Design, Computer Assisted Telephone. Interviewing 212, Experimentation 248, Objectives 248. Personal Methods 214, Personal In Home Interviews 214 Overview 249.
Mall Intercept Personal Interviews 215 Concept of Causality 250. Computer Assisted Personal Interviewing Conditions for Causality 250. Concomitant Variation 251, Mail Methods 217 Time Order of Occurrence of Variables 252. Mail Interviews 217 Absence of Other Possible Causal Factors 252. Mail Panels 218 Role of Evidence 252, Electronic Methods 218 Definitions and Concepts 253. E Mail Interviews 218, Definition of Symbols 254, Internet Interviews 219. Validity in Experimentation 254, A Comparative Evaluation of Survey. Internal Validity 254, Methods 221, External Validity 255.
Task Factors 221, Extraneous Variables 255, Situational Factors 226. History 255, Respondent Factors 227, Maturation 255. Some Other Survey Methods 228, Testing Effects 256. Selection of Survey Methods 229 Instrumentation 256. 12 CONTENTS, Statistical Regression 256 Overview 281. Selection Bias 256 Measurement and Scaling 282, Mortality 257 Scale Characteristics and Levels.
Controlling Extraneous Variables 257 of Measurement 282. Randomization 257 Description 283, Matching 257 Order 283. Statistical Control 257 Distance 283, Design Control 258 Origin 283. A Classification of Experimental Primary Scales of Measurement 284. Designs 258 Nominal Scale 284, Preexperimental Designs 259 Ordinal Scale 286. One Shot Case Study 259 Interval Scale 286, One Group Pretest Posttest Design 259. Ratio Scale 288, Static Group Design 260, A Comparison of Scaling Techniques 289.
True Experimental Designs 260, Comparative Scaling Techniques 289. Pretest Posttest Control Group, Design 260 Paired Comparison Scaling 289. Rank Order Scaling 291, Posttest Only Control Group Design 261. Constant Sum Scaling 292, Quasi Experimental Designs 262. Q Sort and Other Procedures 294, Time Series Design 262.
International Marketing Research 294, Multiple Time Series Design 263. Ethics in Marketing Research 295, Statistical Designs 263. SPSS Windows 297, Randomized Block Design 265, Summary 298 Key Terms and. Latin Square Design 265, Concepts 299 Suggested Cases Video. Factorial Design 266, Cases and HBS Cases 299 Live Research.
Laboratory Versus Field Conducting a Marketing Research. Experiments 267 Project 299 Acronyms 299, Experimental Versus Nonexperimental Exercises 300 Internet and Computer. Designs 268 Exercises 300 a Activities 300, Limitations of Experimentation 269 Dell Running Case 301. Time 269 VIDEO CASE 8 1 Procter Gamble, Cost 269 Using Marketing Research to Build. Brands 302, Administration 269, Application Test Marketing 269. Chapter 9 Measurement and Scaling, Standard Test Market 269.
Noncomparative Scaling, Controlled Test Market 271. Techniques 304, Simulated Test Market 271 Objectives 304. Electronic Virtual and Web Enabled Test Overview 305. Markets 271 Noncomparative Scaling Techniques 305, International Marketing Research 272 Continuous Rating Scale 306. Ethics in Marketing Research 272 Itemized Rating Scales 308. Summary 274 Key Terms and Likert Scale 308, Concepts 275 Suggested Cases Video Semantic Differential Scale 310. Cases and HBS Cases 275 Live Research Stapel Scale 311. Conducting a Marketing Research, B Noncomparative Itemized Rating Scale.
Project 276 Acronym 276, Decisions 312, Exercises 276 Internet and Computer. Exercises 277 Activities 277 Number of Scale Categories 312. Dell Running Case 277 Balanced Versus Unbalanced Scales 312. VIDEO CASE 7 1 AFLAC M a r k e t i n g Odd or Even Number of Categories 313. Research Quacks Like a Duck 278 Forced Versus Nonforced Scales 313. Nature and Degree of Verbal Description 313, Chapter 8 Measurement and Scaling Physical Form or Configuration 313. Fundamentals and Comparative Multi Item Scales 316. Scaling 280 Scale Evaluation 317, Objectives 280 Measurement Accuracy 318. CONTENTS 13, Reliability 318 Avoid Leading or Biasing Questions 348. Validity 320 Avoid Implicit Alternatives 348, Relationship Between Reliability Avoid Implicit Assumptions 348.
and Validity 321 Avoid Generalizations and Estimates 349. Generalizability 321 Dual Statements Positive and Negative 349. Choosing a Scaling Technique 322 Determining the Order of Questions 349. Mathematically Derived Scales 322 Opening Questions 349. International Marketing Research 322 Type of Information 350. Ethics in Marketing Research 323 Difficult Questions 350. SPSS Windows 325, Effect on Subsequent Questions 350. Summary 326 Key Terms and, Logical Order 351, Concepts 327 Suggested Cases Video. Form and Layout 352, Cases and HBS Cases 327 Live Research. Reproduction of the Questionnaire 353, Conducting a Marketing Research. Pretesting 354, Project 327 Acronym 328, Exercises 328 Internet and Computer Computer and Internet Questionnaire.
Exercises 328 Activities 329 Construction 356, Dell Running Case 329 Observational Forms 358. International Marketing Research 358, VIDEO CASE 9 1 eGO Reinventing. Ethics in Marketing Research 359, Wheels 330, SPSS Windows 361. Marketing Research An Applied Orientation Global Edition Sixth Edition Naresh K Malhotra Georgia Institute of Technology Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Contents Foreword 21 Preface 23 Acknowledgments 29

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