BRIEF CONTENTS

(1)

v

B R I E F C O N T E N T S

Preface xiii

Guided tour of the book xx

Publisher’s acknowledgements xxii

About the authors xxiii

1 Introduction to marketing research

1

2 Defining the marketing research problem and developing a

research approach

29

3 Research design

56

4 Secondary data collection and analysis

83

5 Internal secondary data and the use of databases

108

6 Qualitative research: its nature and approaches

130

7 Qualitative research: focus group discussions

156

8 Qualitative research: depth interviewing and

projective techniques

178

9 Qualitative research: data analysis

201

10 Survey and quantitative observation techniques

223

11 Causal research design: experimentation

258

12 Measurement and scaling: fundamentals, comparative and

non-comparative scaling

290

13 Questionnaire design

324

14 Sampling: design and procedures

355

15 Sampling: final and initial sample size determination

381

16 Survey fieldwork

405

17 Data preparation

420

18 Frequency distribution, cross-tabulation and hypothesis testing

445

19 Analysis of variance and covariance

484

20 Correlation and regression

510

21 Discriminant analysis

546

22 Factor analysis

571

23 Cluster analysis

595

24 Multidimensional scaling and conjoint analysis

615

25 Report preparation and presentation

643

26 International marketing research

662

27 Business-to-business (b2b) marketing research

684

Appendix: Statistical tables 712

Glossary 723

Index 738

(2)

Preface xiii

Guided tour of the book xx

Publisher’s acknowledgements xxii

About the authors xxiii

1 Introduction to marketing research

1

Objectives 1

Overview 2

What does marketing research encompass? 2 Definition of marketing research 6 A classification of marketing research 7 The role of marketing research in MkIS and DSS 9 Marketing research suppliers and services 11 The marketing research process 14 The limitations of marketing research 19 Supporting decision-makers in pan-European banking 22

International marketing research 23

Ethics in marketing research 24

Internet and computer applications 25

Summary 26

Questions 27

Notes 27

2 Defining the marketing research problem and developing a research approach

29

Objectives 29

Overview 30

Importance of defining the problem 31

The marketing research brief 32

The marketing research proposal 35

The process of defining the problem and developing

a research approach 37

Marketing decision problem and marketing

research problem 41

Defining the marketing research problem 43 Components of the research approach 44

Summary 53

Questions 54

Notes 54

3 Research design

56

Objectives 56

Overview 57

Research design definition 58

Research design from the decision-maker’s

perspective 59

Research design from respondents’ perspectives 60

Research design classification 62

Descriptive research 65

Causal research 69

Relationships between exploratory, descriptive and

causal research 70

Potential sources of error in research designs 74

Summary 80

Questions 80

Notes 81

4 Secondary data collection and analysis

83

Objectives 83

Overview 84

Defining primary data, secondary data and marketing

intelligence 85

Advantages and uses of secondary data 86

Disadvantages of secondary data 87

Criteria for evaluating secondary data 87

Classification of secondary data 90

Published external secondary sources 91

Computerised databases 94

Syndicated sources of secondary data 96

Syndicated data from households 98

Syndicated data from institutions 101 International marketing research 103

Summary 106

Questions 106

Notes 107

5 Internal secondary data and the use

of databases

108

Objectives 108

Overview 109

Internal secondary data 109

Scanning devices 111

Relating customer data to scanning systems 112

Geodemographic data 114

Linking different types of data 117

Stages of development in using databases and survey data to build profiles of consumers and

model marketing decisions 119

The datawarehouse 120

vii

C O N T E N T S

(3)

Data mining 121 Databases and marketing research 123 International marketing research 124

Summary 127

Questions 128

Notes 129

6 Qualitative research: its nature and

approaches

130

Objectives 130

Overview 131

Primary data: qualitative versus quantitative research 132 Rationale for using qualitative research 134 Philosophy and qualitative research 136

Ethnographic research 142

Grounded theory 145

Action research 148

Summary 153

Questions 154

Notes 154

7 Qualitative research: focus group

discussions

156

Objectives 156

Overview 157

Classifying qualitative research techniques 158

Focus group discussions 160

Planning and conducting focus groups 163

The moderator 168

Other variations of focus groups 169 Other types of qualitative group discussions 169 International marketing research 170

Summary 175

Questions 176

Notes 177

8 Qualitative research: depth interviewing and projective techniques

178

Objectives 178

Overview 179

Depth interviews 179

Projective techniques 187

Comparison between qualitative techniques 192 International marketing research 193

Summary 198

Questions 198

Notes 199

9 Qualitative research: data analysis

201

Objectives 201

Overview 202

The qualitative researcher 202

The process of qualitative data analysis 206 Using computers in qualitative research and analysis 215 International marketing research 219

Summary 220

Questions 221

Notes 222

10 Survey and quantitative observation

techniques

223

Objectives 223

Overview 224

Survey techniques 224

Telephone surveys 226

Personal interviews 228

Mail interviews 230

A comparative evaluation of survey techniques 233

Selection of survey method(s) 241

Observation techniques 242

Observation techniques classified by mode of

administration 244

A comparable evaluation of observation techniques 246 Advantages and disadvantages of observation

techniques 248

Summary 254

Questions 255

Notes 256

11 Causal research design:

experimentation

258

Objectives 258

Overview 259

Concept of causality 259

Conditions for causality 260

Definitions and concepts 262

Definitions of symbols 263

Validity in experimentation 264

Extraneous variables 265

Controlling extraneous variables 267 A classification of experimental designs 268

Pre-experimental designs 269

True experimental designs 270

Quasi-experimental designs 272

Statistical designs 274

Laboratory versus field experiments 278 Characteristics and limitations of experimental

designs 280

Contents

viii

(4)

Experimental design application: test marketing 281 International marketing research 283

Summary 287

Questions 287

Notes 288

12 Measurement and scaling:

fundamentals, comparative and

non-comparative scaling

290

Objectives 290

Overview 291

Measurement and scaling 292

Primary scales of measurement 293

A comparison of scaling techniques 297

Comparative scaling techniques 298

Non-comparative scaling techniques 303

Itemised rating scales 304

Itemised rating scale decisions 307

The development and evaluation of scales 311

Choosing a scaling technique 316

Mathematically derived scales 316

Summary 319

Questions 320

Notes 321

13 Questionnaire design

324

Objectives 324

Overview 325

Questionnaire definition 326

Questionnaire design process 326

Specify the information needed 329

Specify the type of interviewing method 330 Determine the content of individual questions 331 Overcoming the respondent’s inability and

unwillingness to answer 332

Choose question structure 335

Choose question wording 338

Arrange the questions in proper order 342

Identify the form and layout 344

Reproduce the questionnaire 344

Eliminate problems by pilot-testing 345 Summarising the questionnaire design process 346 International marketing research 348

Summary 352

Questions 352

Notes 353

14 Sampling: design and procedures

355

Objectives 355

Overview 356

Sample or census 357

The sampling design process 358

A classification of sampling techniques 362 Non-probability sampling techniques 363

Probability sampling techniques 367

Choosing non-probability versus probability sampling 373

Summary of sampling techniques 374

Summary 378

Questions 379

Notes 380

15 Sampling: final and initial sample size

determination

381

Objectives 381

Overview 382

Definitions and symbols 383

The sampling distribution 384

Statistical approaches to determining sample size 385 Multiple characteristics and parameters 391 Other probability sampling techniques 392 Adjusting the statistically determined sample size 392

Non-response issues in sampling 393

Summary 399

Questions 400

Appendix: The normal distribution 401

Notes 403

16 Survey fieldwork

405

Objectives 405

Overview 406

The nature of survey fieldwork 406

Survey fieldwork and the data collection process 407

Selecting survey fieldworkers 407

Training survey fieldworkers 409

Supervising survey fieldworkers 413

Validating survey fieldwork 414

Evaluating survey fieldworkers 414

Summary 417

Questions 418

Notes 418

ix

(5)

17 Data preparation

420

Objectives 420

Overview 421

The data preparation process 422

Checking the questionnaire 422

Editing 423

Coding 424

Transcribing 429

Cleaning the data 430

Statistically adjusting the data 432 Selecting a data analysis strategy 435 International marketing research 438

Summary 442

Questions 443

Notes 443

18 Frequency distribution, cross-tabulation

and hypothesis testing

445

Objectives 445

Overview 446

Frequency distribution 447

Statistics associated with frequency distribution 449 A general procedure for hypothesis testing 452

Cross-tabulations 457

Statistics associated with cross-tabulation 463 Hypothesis testing related to differences 468

Parametric tests 469

Non-parametric tests 475

Summary 481

Questions 482

Notes 483

19 Analysis of variance and covariance

484

Objectives 484

Overview 485

Relationship among techniques 485

One-way analysis of variance 487

Conducting one-way analysis of variance 488

N-way analysis of variance 495

Analysis of covariance 499

Issues in interpretation 500

Repeated measures ANOVA 503

Non-metric analysis of variance 504

Multivariate analysis of variance 505 Internet and computer applications 506

Summary 507

Questions 507

Notes 508

20 Correlation and regression

510

Objectives 510

Overview 511

Product moment correlation 512

Partial correlation 516

Non-metric correlation 518

Regression analysis 519

Bivariate regression 519

Conducting bivariate regression analysis 520

Multiple regression 528

Conducting multiple regression analysis 529

Stepwise regression 537

Multicollinearity 538

Relative importance of predictors 539

Cross-validation 540

Regression with dummy variables 540

Analysis of variance and covariance with regression 541 Internet and computer applications 542

Summary 543

Questions 543

Notes 544

21 Discriminant analysis

546

Objectives 546

Overview 547

Basic concept 548

Relationship to regression and ANOVA 548

Discriminant analysis model 549

Conducting discriminant analysis 550 Conducting multiple discriminant analysis 558

Stepwise discriminant analysis 565

Summary 567

Questions 568

Appendix: Estimation of discriminant function

coefficients 569

Notes 570

22 Factor analysis

571

Objectives 571

Overview 572

Basic concept 572

Factor analysis model 573

Conducting factor analysis 575

Applications of common factor analysis 586 Internet and computer applications 590

Summary 590

Questions 591

Appendix: Fundamental equations of factor analysis 591

Notes 593

23 Cluster analysis

595

Objectives 595

Overview 596

Basic concept 597

Conducting cluster analysis 599

Applications of non-hierarchical clustering 608 Contents

x

(6)

Clustering variables 611 Internet and computer applications 612

Summary 612

Questions 613

Notes 613

24 Multidimensional scaling and conjoint

analysis

615

Objectives 615

Overview 616

Basic concepts in multidimensional scaling (MDS) 617 Conducting multidimensional scaling 618 Assumptions and limitations of MDS 624

Scaling preference data 625

Correspondence analysis 626

Relationship among MDS, factor analysis and

discriminant analysis 627

Basic concepts in conjoint analysis 627

Conducting conjoint analysis 628

Assumptions and limitations of conjoint analysis 638

Hybrid conjoint analysis 638

Summary 639

Questions 640

Notes 641

25 Report preparation and presentation

643

Objectives 643

Overview 644

Importance of the report and presentation 645 Preparation and presentation process 645

Report preparation 646

Oral presentation 655

Research follow-up 656

Summary 659

Questions 660

Notes 661

26 International marketing research

662

Objectives 662

Overview 663

What is international marketing research? 664 A framework for international marketing research 666

Secondary data 671

Qualitative techniques 673

Survey methods 675

Measurement and scaling 677

Questionnaire translation 679

Summary 681

Questions 682

Notes 682

27 Business-to-business (b2b) marketing

research

684

Objectives 684

Overview 685

What is b2b marketing? 687

Introducing the distinction between b2b and

consumer marketing 688

Bases for the distinction of b2b marketing research 689 Implications of the differences between business

and consumer purchases for the

marketing researcher 691

The growth of competitive intelligence 704 International marketing research 706

Summary 709

Questions 710

Notes 711

Appendix: Statistical tables 712

Glossary 723

Subject index 738

Name index 751

Company index 752

xi