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ISBN 10: 0170279772
ISBN 13: 9780170279772
Author: Steve D’Alessandro, Ben Lowe, Hume Winzar
Marketing Research 4th Asia-Pacific edition continues to equip students with the knowledge and skills required to successfully undertake marketing research. Combining a solid theoretical foundation with a practical, step-by-step approach, the marketing research process is explored through a learning model that is constantly reinforced throughout the text. Using a raft of contemporary local and international examples, data sets and case studies to explain traditional marketing research methods, Marketing Research also examines new theories and techniques. To reflect emerging industry practices, each stage of research reporting is detailed, as well as a range of presentation methodologies. This edition of Marketing Research continues to integrate Qualtrics, a robust and easy-to-use online survey tool that provides students with a platform for designing, distributing and evaluating survey results, to strengthen its ‘learning by doing’ approach. For analysing data, the text covers both SPSS and EXCEL outputs. This text is indispensable for students studying marketing research in any business or marketing course.
Marketing Research Asia Pacific Edition 4th Table of contents:
PART ONE: Introduction to the Research Process
Chapter 01: The Role of Marketing Research and the Research Process
The Nature of Marketing Research
Marketing Research Defined
Basic Research and Applied Research
The Managerial Value of Marketing Research for Strategic Decision-Making
Identifying and Evaluating Opportunities
Analysing and Selecting Target Markets
Planning and Implementing a Marketing Mix
Analysing Marketing Performance
When Is Marketing Research Needed
Time Constraints
Availability of Data
Nature of the Decision
Benefits Versus Costs
Business Trends in Marketing Research
Global Marketing Research
Growth of the Internet and Social Media
Stages in the Research Process
Alternatives in the Research Process
Discovering and Defining the Problem
Uncertainty Influences the Type of Research
Planning the Research Design
Descriptive Research
Causal Research
Sampling
Gathering Data
Processing and Analysing Data
Drawing Conclusions and Preparing a Report
The Research Program Strategy
Summary
Key Terms and Concepts
Questions for Review and Critical Thinking
Ongoing Project
Coursemate Online Study Tools
Written Case Study 1.1 Buying New Zealand Made Online in China
Written Case Study 1.2 The Quit Campaign in Australia and Singapore
PART TWO: Defining the Problem
Chapter 02: Problem Definition and the Research Process
The Nature of Marketing Problems
The Importance of Proper Problem Definition
The Process of Defining the Problem
Ascertain the Decision-Makers’ Objectives
Understand the Background of the Problem
Isolate and Identify the Problem, Not the Symptoms
Determine the Unit of Analysis
Determine the Relevant Variables
State the Research Questions and Research Objectives
Clarity in Research Questions and Hypotheses
Decision-Oriented Research Objectives
How Much Time Should Be Spent Defining the Problem
The Research Proposal
Anticipating Outcomes
Summary
Key Terms and Concepts
Questions for Review and Critical Thinking
Ongoing Project
Coursemate Online Study Tools
Written Case Study 2.1 Drinkwise: Changing Australia’s Drinking Culture
Written Case Study 2.2 A Tender for Market Research Services by the Australian Communications and Me
Ongoing Case Study: Mobile Phone Switching and Bill Shock
PART THREE: Planning the Research Design
Chapter 03: Qualitative Research
What Is Qualitative Research
Uses of Qualitative Research
Diagnosing a Situation
Screening Alternatives
Discovering New Ideas
Qualitative Versus Quantitative Research
Qualitative Research Orientations
Phenomenology
Ethnography
Grounded Theory
Case Studies
Analysing Qualitative Responses
Common Techniques Used in Qualitative Research
Focus Group Interviews
Depth Interviews
Projective Techniques
Modern Technology and Qualitative Research
A Warning About Qualitative Research
Summary
Key Terms and Concepts
Questions for Review and Critical Thinking
Ongoing Project
Coursemate Online Study Tools
Written Case Study 3.1 Up, Up and Away. Airborne Focus Groups with Air New Zealand
Written Case Study 3.2 Getting a Grip: Focus Groups and Beaurepaires Tyres
Ongoing Case Study
Chapter 04: Secondary Research with Big Data
Secondary Data Research
Advantages
Disadvantages
Typical Objectives for Secondary Data Research Designs
Fact-Finding
Model Building
Data Mining
Database Marketing and Customer Relationship Management
Sources of Secondary Data
Internal and Proprietary Data Sources
External Data: The Distribution System
Information as a Product and Its Distribution Channels
Single-Source Data-Integrated Information
Sources for Global Research
Summary
Key Terms and Concepts
Questions for Review and Critical Thinking
Ongoing Project
Coursemate Online Study Tools
Written Case Study 4.1 Twitter: Truth or Dare
Written Case Study 4.2 The Electric Car in Australia
Ongoing Case Study
Chapter 05: Survey Research
The Nature of Surveys
Survey Objectives: Type of Information Gathered
Advantages of Surveys
Errors in Survey Research
Random Sampling Error
Systematic Error
Respondent Error
Nonresponse Error
Response Bias
Administrative Error
Rule-of-Thumb Estimates for Systematic Error
What Can Be Done to Reduce Survey Error?
Classifying Survey Research Methods
Structured and Disguised Questions
Temporal Classification
Different Ways That Marketing Researchers Conduct Surveys
Human Interactive Media and Electronic Interactive Media
Noninteractive Media
Using Interviews to Communicate with Respondents
Personal Interviews
Telephone Interviews
Self-Administered Questionnaires
Mail Questionnaires
Self-Administered Questionnaires That Use Other Forms of Distribution
Email Surveys
Internet Surveys
Kiosk Interactive Surveys
Survey Research That Mixes Modes
Selecting the Appropriate Survey Research Design
Pretesting
Ethical Issues in Survey Research
Summary
Key Terms and Concepts
Questions for Review and Critical Thinking
Ongoing Project
Coursemate Online Study Tools
Written Case Study 5.1 Google Consumer Surveys
Written Case Study 5.2 Pedal Power in Auckland
Ongoing Case Study
Chapter 06: Observation
What Is Observation
When Is Observation Scientific
What Can Be Observed
The Nature of Observation Studies
Observation of Human Behaviour
Complementary Evidence
Direct Observation
Errors Associated with Direct Observation
Scientifically Contrived Observation
Combining Direct Observation and Interviewing
Ethical Issues in the Observation of Humans
Observation of Physical Objects
Content Analysis
Mechanical Observation
Television Monitoring
Monitoring Website Traffic
Scanner-Based Research
Measuring Physiological Reactions
Summary
Key Terms and Concepts
Questions for Review and Critical Thinking
Ongoing Project
Coursemate Online Study Tools
Written Case Study 6.1 The Pepsi / Coke Challenge and Neuroscience
Written Case Study 6.2 Mazda and Syzygy
Ongoing Case Study
Chapter 07: Experimental Research and Test Marketing
The Nature of Experiments
Step 1: Field and Laboratory Experiments
Step 2: Decide on the Choice of Independent and Dependent Variable(s)
Step 3: Select and Assign Test Units
Step 4: Address Issues of Validity in Experiments
Step 5: Select and Implement an Experimental Design
Step 6: Address Ethical Issues in Experimentation
Test Marketing: an Application of Eld Experiments
Step 1: Decide Whether to Test Market or Not
Step 2: Work Out the Functions of Test Market
Step 3: Decide on the Type of Test Market
Step 4: Decide on the Length of the Test Market
Step 5: Decide Where to Conduct the Test Market
Step 6: Estimate and Project Test Market Results
Projecting Test Market Results
Consumer Surveys
Straight Trend Projections
Ratio of Test Product Sales to Total Company Sales
Market Penetration X Repeat-Purchase Rate
Summary
Key Terms and Concepts
Questions for Review and Critical Thinking
Ongoing Project
Written Case Study 7.1 Test Marketing Guinness in Perth, Western Australia
Written Case Study 7.2 Kellogg Australia Revamps Nutri-Grain
Ongoing Case Study
Chapter 08: Measurement
The Measurement Process
Step 1: Determine What Is to Be Measured
Concepts
Step 2: Determine How It Is to Be Measured
Step 3: Apply a Rule of Measurement
Types of Scales
Mathematical and Statistical Analysis of Scales
Step 4: Determine If the Measure Consists of a Number of Measures
Computing Scale Values
Step 5: Determine the Type of Attitude and Scale to Be Used to Measure It
Normative vs Ipsative Scales
Attitudes as Hypothetical Constructs
Measuring Attitudes Is Important to Managers
The Attitude-measuring Process
Method of Summated Ratings: the Likert Scale
Semantic Differential
Numerical Scales
Stapel Scale
Constant-Sum Scale
Graphic Rating Scales
Measuring Behavioural Intention
Behavioural Differential
Ranking
Sorting
Randomised Response Questions
Other Methods of Attitude Measurement
Selecting a Measurement Scale: Some Practical Decisions
Attitudes and Intentions
Multi-Attribute Attitude Score
Best–Worst Scaling
Sample Balanced Incomplete Block (BIB) Designs
Pricing
The Net Promoter Score
Step 6: Evaluate the Measure
Reliability
Validity
Reliability Versus Validity
Sensitivity
Practicality
Summary
Key Terms and Concepts
Questions for Review and Critical Thinking
Ongoing Project
Coursemate Online Study Tools
Written Case Study 8.1 Measuring Australia’s Social Progress
Written Case Study 8.2 New Zealand Consumer Confidence Edges Up in 2015
Ongoing Case Study
Appendix 8A: Conjoint Analysis: Measuring Consumer Utility
Background to Conjoint Analysis
Ratings-Based Conjoint
Advantages of Ratings-Based Conjoint
Disadvantages of Ratings-Based Conjoint
Choice-Based Conjoint
Advantages of Choice-Based Conjoint
Disadvantages of Choice-Based Conjoint
Conjoint Analysis Using Best–Worst Scaling
Advantages of Best–Worst Conjoint
Disadvantages of Best–Worst Conjoint
Final Comments on Conjoint Analysis
Chapter 09: Questionnaire Design
Step 1: Specify What Information Will Be Sought
Step 2: Determine the Type of Questionnaire and Survey Research Method
Step 3: Determine the Content of Individual Questions
Asking Sensitive Questions
Step 4: Determine the Form of Response to Each Question
Types of Closed-response Questions
Step 5: Determine the Wording of Each Question
Avoid Complexity: Use Simple, Conversational Language
Avoid Leading and Loaded Questions
Avoid Ambiguity: Be as Specific as Possible
Avoid Double-barrelled Items
Avoid Making Assumptions
Avoid Burdensome Questions That May Tax the Respondent’s Memory
Step 6: Determine Question Sequence
Provide Good Survey Flow
Step 7: Determine Physical Characteristics of the Questionnaire
Traditional Questionnaires
Internet Questionnaires
Step 8: Re-Examine and Revise Steps 1–7 If Necessary
Step 9: Pretest the Questionnaire
Designing Questionnaires for Global Markets
Summary
Key Terms and Concepts
Questions for Review and Critical Thinking
Ongoing Project
Coursemate Online Study Tools
Ongoing Case Study
Written Case Study 9.1 May the Force Be with You! the Worldwide Growth of Jedi Knights as a Religion
Written Case Study 9.2 Marketing Strategies in China
PART FOUR: Planning the Sample
Chapter 10: Sampling: Sample Design and Sample Size
Sampling Terminology
Why Sample?
Cost and Time
Accurate and Reliable Results
Destruction of Test Units
Practical Sampling Concepts
Defining the Target Population
The Sampling Frame
Sampling Units
Less Than Perfectly Representative Samples
Probability Versus Nonprobability Sampling
Probability Sampling
Simple Random Sampling
Systematic Sampling
Stratified Sampling
Proportional Versus Disproportional Sampling
Cluster Sampling
Nonprobability Sampling
Convenience Sampling
Judgement Sampling
Quota Sampling
Sampling Rare or Hidden Populations
What Is the Appropriate Sample Design?
Degree of Accuracy
Resources
Time
Advance Knowledge of the Population
National Versus Local Project
Mobile Devices and the Internet Change Everything
Website Visitors
Panel Samples
Recruited Ad Hoc Samples
Opt-In Lists
Sample Size
Random Error and Sample Size
Systematic Error and Sample Size
Factors in Determining Sample Size for Questions Involving Means
The Influence of Population Size on Sample Size
Determining Sample Size on the Basis of Judgement
Summary
Key Terms and Concepts
Questions for Review and Critical Thinking
Ongoing Project
Coursemate Online Study Tools
Written Case Study 10.1 The Victorian Population Health Survey 2014
Written Case Study 10.2 The Australian Taxation Office
PART FIVE: Collecting the Data
Chapter 11: Editing and Coding: Transforming Raw Data into Information
Stages of Data Analysis
Before the Survey
During the Survey
After the Survey Responses
After the Survey
Coding
Code Construction
Multiple-Response Questions
Coding Open-Ended Questions
Coding and Analysis of Qualitative Research Data
Qualitative Data Sources
Coding Qualitative Data
Coding Strategies
Software for Qualitative Research
Text-Mining Software
Data-Base Management Software
Summary
Key Terms and Concepts
Questions for Review and Critical Thinking
Ongoing Project
Coursemate Online Study Tools
Written Case Study 11.1 Questionnaire Editing
PART SIX: Analysing the Data
Chapter 12: Univariate Statistical Analysis: a Recap of Inferential Statistics
Descriptive and Inferential Statistics
Sample Statistics and Population Parameters
Making Data Usable
Frequency Distributions
Measures of Central Tendency
Measures of Dispersion
The Normal Distribution
Why Do I Need to Know About the Standardised Normal Distribution?
Population Distribution, Sample Distribution and Sampling Distribution
Central-Limit Theorem
Estimation of Parameters
Point Estimates
Confidence Intervals
Determining Sample Size
Stating a Hypothesis
What Is a Hypothesis?
Null and Alternative Hypotheses
Hypothesis Testing
The Hypothesis-Testing Procedure
An Example of Hypothesis Testing
Type I and Type II Errors
Choosing the Appropriate Statistical Technique
Type of Question to Be Answered
Number of Variables
Scale of Measurement
Parametric Versus Nonparametric Hypothesis Tests
Some Practical Univariate Tests
The t-Distribution
Calculating a Confidence Interval Estimate Using the t-distribution
Univariate Hypothesis Test Using the t-distribution
Conducting a One-Sample t-Test in SPSS
Conducting a One-Sample t-Test in Excel
The Chi-Square Test for Goodness of Fit
Conducting a Chi-Square Test in SPSS
Conducting a Chi-Square Test in Excel
A Reminder About Statistics
Summary
Key Terms and Concepts
Questions for Review and Critical Thinking
Ongoing Project
Coursemate Online Study Tools
Written Case Study 12.1 Attitudes Towards Water Conservation in a Drought-stricken Area of Australia
Written Case Study 12.2 Gambling in Your Community: What Do the Locals Think
Written Case Study 12.3 Victoria’s Legal Outsourcing System and Customer Satisfaction
Ongoing Case Study
Chapter 13: Bivariate Statistical Analysis: Tests of Differences
What Is the Appropriate Test of Difference
The Independent Samples t-Test for Differences of Means
Conducting an Independent Samples t-Test in SPSS
Conducting an Independent Samples t-Test in Excel
Paired-Samples t-Test
Conducting a Paired Samples t-Test in SPSS
Conducting a Paired-Samples t-Test in Excel
Analysis of Variance (ANOVA)
The F-Test
Calculating the F-Ratio
Conducting an ANOVA in SPSS
Conducting an ANOVA in Excel
Nonparametric Statistics for Tests of Differences
Statistical and Practical Significance for Tests of Differences
Summary
Key Terms and Concepts
Contents
Questions for Review and Critical Thinking
Ongoing Project
Coursemate Online Study Tools
Written Case Study 13.1 Do Social Marketing Initiatives Work? the Not So Dark Side of Marketing
Written Case Study 13.2 Gambling in Your Community: How Do Perceptions Vary by Different Consumers
Ongoing Case Study
Chapter 14: Bivariate Statistical Analysis: Tests of Association
The Basics
Pearson’s Correlation Coefficient
An Example
Coefficient of Determination
Correlation Matrix
Running a Correlation in SPSS
Running a Correlation in Excel
Nonparametric Correlation
Regression Analysis
Least-Squares Method of Regression Analysis
Drawing a Regression Line
Tests of Statistical Significance
Running a Regression in SPSS
Running a Regression in Excel
Cross-Tabulations: The Chi-Square Test for Goodness of Fit
Cross-Tabulation and Chi-Square Tests in SPSS
Cross-Tabulation and Chi-Square Tests in Excel
Statistical and Practical Significance for Tests of Association
Summary
Key Terms and Concepts
Questions for Review and Critical Thinking
Ongoing Project
Written Case Study 14.1 Neighbourhood Renewal and the Use of Marketing Research
Written Case Study 14.2 How Innovative Is a New Product and Why
Written Case Study 14.3 Food Labelling and Country of Origin
Ongoing Case Study
Chapter 15: Multivariate Statistical Analysis
The Nature of Multivariate Analysis
Classifying Multivariate Techniques
The Analysis of Dependence
The Analysis of Interdependence
Influence of Measurement Scales
Analysis of Dependence
N-Way Cross-Tabulation
Partial Correlation Analysis
N-Way Univariate Analysis of Variance (ANOVA)
Multiple Regression Analysis
Binary Logistic Regression
Analysis of Interdependence
Exploratory Factor Analysis
Cluster Analysis
Multidimensional Scaling
Summary
Key Terms and Concepts
Questions for Review and Critical Thinking
Ongoing Project
Coursemate Online Study Tools
Written Case Study 15.1 Coastal Star Sales Corporation
PART SEVEN: Formulating Conclusions and Writing the Final Report
Chapter 16: Communicating Research Results: Research Report, Oral Presentation and Research Follow U
Insights from the Communications Model
The Report in Context
Report Format
Body of the Research Report
Summary
Body of a Formal Descriptive Research Report
Two-Stage Research Report – Exploratory Followed by Descriptive
Additional Parts of the Report
Templates and Styles
Presenting Qualitative Research
Deriving Themes
Qualitative Presentation Styles
Checklist for Reporting Qualitative Research
Graphic Aids
Tables
Statistical Output
Charts
Maximise the ‘Data to Ink’ Ratio
The Oral Presentation
Learn by Example and Practice
Audio-Visual Aids
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Tags: Steve D’Alessandro, Ben Lowe, Hume Winzar, Marketing Research, Asia Pacific