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ISBN 10: 1337100153
ISBN 13: 978-1337100151
Author: Tom Brown, Tracy Suter, Gilbert Churchill
BASIC MARKETING RESEARCH is written from a student’s perspective by authors who have devoted countless hours working with undergraduate students, like you, on live research projects. For a marketing text to be effective, you must be able to understand it. You can trust the authors to deliver a rigorous, yet understandable, treatment of marketing research in this 9th Edition. You examine the two dominant approaches to gathering marketing information, learn how to merge these approaches and work with data from multiple sources. You review the information-gathering function from the perspectives of researchers who gather information and marketing managers who use it. This presentation is packed with the features that make it a best-seller, from study tools to updated content to an easy-to-read writing style.
Basic Marketing Research 9th Table of contents:
Part 1. Introduction to Marketing Research and Problem Definition
Chapter 1. The Role of Marketing Research
1-1. The Problem: Marketers Need Information
1-2. Who Does Marketing Research?
1-2a. Companies That Produce or Sell Products and Services
1-2b. Advertising Agencies
1-2c. Marketing Research Companies
1-3. Job Opportunities in Marketing Research
1-3a. Types of Jobs in Marketing Research
1-4. Why Study Marketing Research?
Summary
Key Term
Review Questions
Chapter 2. The Research Process and Ethical Concerns
2-1. The Marketing Research Process
2-1a. Problem Definition (Chapters 3 and 4)
2-1b. Data Capture: Existing Data (Chapters 5, 6, and 7)
2-1c. Data Capture: Primary Data (Chapters 8, 9, 10, 11, 12, 13, 14, and 15)
2-1d. Data Analysis (Chapters 16, 17, and 18)
2-1e. Information Reporting (Chapters 19 and 20)
2-1f. The Goal: Minimize Total Error
2-2. Marketing Research Ethics
2-3. Three Methods of Ethical Reasoning
2-4. Research to Avoid
Summary
Key Terms
Review Questions
Chapter 3. Problem Formulation
3-1. Problems versus Opportunities
3-2. The Problem Formulation Process
3-2a. Step One: Meet with the Client
3-2b. Step Two: Clarify the Problem/Opportunity
3-2c. Step Three: State the Manager’s Decision Problem
3-2d. Step Four: Develop Possible Research Problems
3-2e. Step Five: Select Research Problem(s) to Be Addressed
3-2f. Step Six: Prepare the Research Request Agreement
3-3. The Research Proposal
3-3a. Problem Definition and Background
3-3b. Research Design and Data Sources
3-3c. Sampling Plan
3-3d. Data Collection Forms
3-3e. Analysis
3-3f. Time Schedule
3-3g. Personnel Requirements and Cost Estimate
3-3h. Appendices
3-4. Choosing a Research Supplier
Summary
Key Terms
Review Questions
Chapter 4. Exploratory Research
4-1. Literature Search
4-2. Depth Interviews
4-3. Focus Groups
Characteristics of Focus Groups
4-4. Data Mining
4-5. Case Analyses
Ethnography
4-6. Projective Methods
Word Association
Summary
Key Terms
Review Questions
Part 2. Working with Existing Information to Solve Problems
Chapter 5. Decision Support Systems: Introduction
5-1. Secondary Data
5-1a. Advantages and Disadvantages of Secondary Data
5-1b. Types of Internal Secondary Data
5-2. The Systems Approach
5-2a. The Evolution and Design of Information Systems
5-2b. Customer Relationship Management
5-3. Components of Decision Support Systems
5-3a. The Data System
5-3b. The Model System
5-3c. The Dialog System
5-4. Knowledge Management
5-4a. Limitations of the Systems Approach
5-4b. Intelligence Gathering in the Organization of the Future
Summary
Key Terms
Review Questions
Chapter 6. Decision Support Systems: Working with “Big Data”
6-1. The Four Vs: Volume, Velocity, Variety, and Veracity
6-2. The Fifth V: Value
Improving Customer Retention Rates
6-3. Marketplace Sources of “Big Data”
6-3a. Structured Data
6-3b. Unstructured Data
6-4. Big Data Analysis
Descriptive Analysis
6-5. Key Challenges of “Big Data” Integration
Access to and Retrieval of Data
Summary
Key Terms
Review Questions
Chapter 7. Using External Secondary Data
7-1. External Secondary Data From Published Sources
7-2. Standardized Marketing Information—Profiling Customers
7-3. Standardized Marketing Information—Measuring Product Sales and Market Share
7-3a. Diary Panels
7-3b. Scanners
7-4. Standardized Marketing Information—Measuring Advertising Exposure and Effectiveness
7-4a. Television and Radio
7-4b. Print Media
7-4c. Internet
7-4d. Cross-Platform Services
7-4e. Striving Toward Nirvana: Single-Source Data
Summary
Key Terms
Review Questions
Part 3. Collecting Primary Data to Solve Problems
Chapter 8. Conducting Causal Research
8-1. Three Approaches to Generating New Data
8-2. Causal Research
8-2a. Establishing Causality
8-2b. Experiments as Causal Research
8-3. Field Experiments in Marketing: A/B Testing
8-4. Field Experiments in Marketing: Market Testing
8-4a. Key Issues in Market Testing
8-4b. Types of Test Markets
Summary
Key Terms
Review Questions
Chapter 9. Collecting Descriptive Primary Data
9-1. Descriptive Research Designs
9-1a. Two Types of Descriptive Studies
9-2. Types of Primary Data
9-2a. Behavior
9-2b. Demographic/Socioeconomic Characteristics
9-2c. Personality/Lifestyle Characteristics
9-2d. Attitudes
9-2e. Awareness/Knowledge
9-2f. Intentions
9-2g. Motivation
Summary
Key Terms
Review Questions
Chapter 10. Collecting Data by Observation
10-1. Observation Research
Examples of Observation Research
10-1a. Structured versus Unstructured Observation
10-1b. Disguised versus Undisguised Observation
10-1c. Natural versus Contrived Setting for Observation
10-1d. Human versus Mechanical Observation
Summary
Key Terms
Review Questions
Chapter 11. Collecting Data by Communication
11-1. Structured versus Unstructured Communication
11-1a. Advantages and Disadvantages of High Structure
11-2. Disguised versus Undisguised Communication
11-2a. The Ethics of Disguise
11-3. Methods of Administering Questionnaires
11-3a. Personal Interviews
11-3b. Telephone Interviews
11-3c. Paper-Based Surveys
11-3d. Online Surveys
11-3e. Comparing Methods of Administering Questionnaires
Summary
Key Terms
Review Questions
Chapter 12. Asking Good Questions
12-1. Scales of Measurement
12-1a. Nominal Scale
12-1b. Ordinal Scale
12-1c. Interval Scale
12-1d. Ratio Scale
12.2. Measuring Attitudes and Other Unobservable Concepts
12-2a. Itemized-Ratings Scale
12-2b. Graphic-Ratings Scales
12-2c. Comparative-Ratings Scale
12-3. Other Considerations in Designing Scales
12-3a. Number of Items in a Scale
12-3b. Number of Scale Positions
12-3c. Including a “Don’t Know” or “Not Applicable” Response Category
12-4. Establishing the Validity and Reliability of Measures
12-4a. Reliability
Summary
Key Terms
Review Questions
Appendix 12A. Interpreting Rating Scales: Raw Scores versus Norms
Chapter 13. Designing the Data Collection Form for Communication Data
13-1. Step 1: Specify What Information Will Be Sought
13-2. Step 2: Determine the Method of Administration
13-3. Step 3: Determine Content of Individual Questions
13-4. Step 4: Determine the Form of Response to Each Question
13-4a. Open-Ended Questions
13-4b. Closed-Ended Questions
13-5. Step 5: Determine the Wording of Each Question
13-5a. Use Simple Words
13-5b. Avoid Ambiguous Words and Questions
13-5c. Avoid Leading Questions
13-5d. Avoid Unstated Alternatives
13-5e. Avoid Assumed Consequences
13-5f. Avoid Generalizations and Estimates
13-5g. Avoid Double-Barreled Questions
13-6. Step 6: Prepare Dummy Tables
13-7. Step 7: Determine Question Sequence
13-7a. Use Simple and Interesting Opening Questions
13-7b. Use the Funnel Approach
13-7c. Design Branching Questions with Care
13-7d. Ask for Classification Information Last
13-7e. Place Difficult or Sensitive Questions Late in the Questionnaire
13-8. Step 8: Determine Appearance of the Questionnaire
13-9. Step 9: Develop a Recruiting Message or Script
13-10. Step 10: Reexamine Steps 1, 2, 3, 4, 5, 6, 7, 8, and 9, Pretest Questionnaire, and Revise If Necessary
Summary
Key Terms
Review Questions
Chapter 14. Developing the Sampling Plan
14-1. Defining the Target Population
14-1a. Parameters versus Statistics
14-2. Identifying the Sampling Frame
14-3. Selecting a Sampling Procedure
14-3a. Nonprobability Samples
14-3b. Probability Samples
14-4. Determining How Big a Sample You Need
14-4a. Basic Considerations in Determining Sample Size
14-4b. Multiple Estimates in a Single Project
14-4c. Population Size and Sample Size
14-4d. Other Approaches to Determining Sample Size
Summary
Key Term
Review Questions
Appendix 14A. Basics of the Sampling Distribution
Appendix 14B. Calculating Sample Size
Chapter 15. Data Collection: Types of Error and Response Rate Calculation
15-1. Types of Error
15-1a. Sampling Error
15-1b. Noncoverage Error
15-1c. Nonresponse Error
15-1d. Response Error
15-1e. Recording Errors
15-1f. Office Errors
15-1g. Total Error Is the Key
15-2. Calculating Response Rates
15-2a. Online and Mail Surveys (No Eligibility Requirement)
15-2b. Telephone Interviews (No Eligibility Requirement)
15-2c. Online Surveys and Telephone Interviews (with Eligibility Requirements)
15-2d. Other Methods of Data Collection
15-3. Improving Response Rates
15-3a. Survey Length
15-3b. Guarantee of Confidentiality or Anonymity
15-3c. Interviewer Characteristics and Training
15-3d. Personalization
15-3e. Response Incentives
15-3f. Follow-Up Surveys and Reminders
Summary
Key Terms
Review Questions
Part 4. Analyzing Data
Chapter 16. Data Preparation for Analysis
16-1. Editing Data
16-2. Coding Data
16-2a. Coding Closed-Ended Items
16-2b. Coding Open-Ended Items
16-3. Aggregating Data
16-3a. Building the Data File
16-3b. Building a Codebook
16-4. Cleaning the Data
16-5. Handling Missing Data
16-6. Avery Fitness Center Project
Summary
Key Terms
Review Questions
Endnote
Chapter 17. Analysis and Interpretation: Individual Variables Independently
17-1. Basic Univariate Statistics: Categorical Measures
17-1a. Frequency Analysis
17-1b. Other Uses for Frequencies
17-1c. Confidence Intervals for Proportions
17-2. Basic Univariate Statistics: Continuous Measures
17-2a. Descriptive Statistics
17-2b. Converting Continuous Measures to Categorical Measures
17-2c. Confidence Intervals for Means
17-3. Hypothesis Testing
17-3a. Null and Alternative Hypotheses
17-3b. Hypothesis Testing in Practice
17-3c. Issues in Interpreting Statistical Significance
17-4. Testing Hypotheses about Individual Variables
17-4a. Testing Statistical Significance with Categorical Variables
17-4b. Testing Statistical Significance with Continuous Variables
Summary
Key Terms
Review Questions
Chapter 18. Analysis and Interpretation: Multiple Variables Simultaneously
18-1. Cross Tabulation
18-1a. Presenting Cross-Tab Results: Banner Tables
18-2. Independent Samples T-Test for Means
18-3. Paired Sample T-Test for Means
18-4. Pearson Product-Moment Correlation Coefficient
18-4a. Caution in the Interpretation of Correlations
18-5. Regression Analysis
Summary
Key Term
Review Questions
Endnote
Part 5. Reporting the Results
Chapter 19. The Oral Research Presentation
19-1. The Oral Research Presentation
19-1a. Preparing the Oral Report
19-1b. Delivering the Oral Report
19-2. Graphic Presentation of Results
19-2a. Pie Chart
19-2b. Line Chart
19-2c. Stratum Chart
19-2d. Bar Chart
19-2e. Other Charts
Summary
Key Terms
Review Questions
Appendix 19A. Oral Research Presentation, Avery Fitness Center
Chapter 20. The Written Research Report
20-1. The Written Research Report
20-1a. Research Report Writing Standards
20-1b. Research Report Outline
Summary
Key Terms
Review Questions
Appendix 20A. Written Research Report, Avery Fitness Center
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