Marketing Research: Text and CasesTeach your students the most effective research strategies--including Internet surveys! Over the last few years changes in the marketing research process have been dramatic and far-reaching with the emergence of the Internet and other technologies. Marketing Research: Text and Cases, Second Edition, the completely updated edition of the classic Haworth textbook not only takes students step-by-step through cutting-edge design, conducting, and interpreting of market research, but is now updated to include Internet surveying. The topic of marketing research is comprehensively examined, including strategic and tactical decisions, choosing the proper research design, and successfully presenting results. The book provides clear explanations of complex issues and includes helpful charts, graphs, figures, sample questionnaires, and case studies which make important points easier to grasp. The practice cases (including an SPSS 11.0 data disk) offer engaging real-world problems that test the student's research and analysis skills. Marketing Research: Text and Cases, Second Edition includes the updated and improved instructor's manual, test bank, and PowerPoint slides. A brand-new section details procedures on how to successfully perform and effectively use Internet surveys, and includes a list of online survey providers, bulk email providers, and sample emails to use with online surveys. Stressing a practical, "hands on" project approach to learning, this guide not only prepares students for real-world experiences, but allows practitioners who are preparing market analysis reports needing background material to guide them through the process. Marketing Research: Text and Cases, Second Edition offers all the course-planning extras you need, including:
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Contents
Introduction to Marketing Research | |
MARKETING RESEARCH AND DECISION MAKING | 1 |
STRATEGIC VERSUS TACTICAL INFORMATION NEEDS | 4 |
THE NATURE OF MARKETING RESEARCH | 5 |
STEPS IN A MARKETING RESEARCH PROJECT | 11 |
MARKETING INFORMATION SYSTEMS | 26 |
Research Designs for Management Decision Making | 29 |
EXPLORATORY RESEARCH | 32 |
TYPES OF INTERVIEWS | 197 |
THE INTERVIEWING RELATIONSHIP | 199 |
THE INTERVIEWING SITUATION | 200 |
THE ACTUAL INTERVIEW | 202 |
FIELDING A RESEARCH PROJECT | 206 |
ERRORS IN DATA COLLECTION | 212 |
TYPES OF NONSAMPLING ERRORS | 213 |
SUMMARY | 217 |
DESCRIPTIVE RESEARCH | 41 |
CAUSAL RESEARCH | 48 |
EXPERIMENTATION | 51 |
EXPLORATORY DESCRIPTIVE OR CAUSAL OBSERVATION | 65 |
DANGERS OF DEFINING DESIGN BY TECHNIQUE | 66 |
SUMMARY | 67 |
DISCUSSION QUESTIONS | 68 |
Secondary Data | 69 |
ADVANTAGES OF SECONDARY DATA | 70 |
DISADVANTAGES OF SECONDARY DATA | 71 |
SUMMARY | 85 |
DISCUSSION QUESTIONS | 86 |
Primary Data Collection | 87 |
SOURCES OF PRIMARY DATA | 88 |
METHODS OF COLLECTING PRIMARY DATA | 92 |
COMMUNICATION METHODS | 94 |
SURVEY METHODS | 105 |
OBSERVATION METHODS | 117 |
SUMMARY | 118 |
DISCUSSION QUESTIONS | 119 |
Measurement | 121 |
THE PROCESS OF MEASUREMENT | 123 |
WHAT IS TO BE MEASURED? | 130 |
WHO IS TO BE MEASURED? | 132 |
HOW TO MEASURE WHAT NEEDS TO BE MEASURED | 133 |
ASSESSING RELIABILITY AND VALIDITY OF OUR MEASURES | 135 |
MEASURING PSYCHOLOGlCAL VARIABLES | 141 |
SUMMARY | 153 |
DISCUSSION QUESTIONS | 154 |
Designing the DataGathering Instrument | 155 |
GOALS OF A QUESTIONNAIRE | 157 |
CLASSIFICATION OF QUESTIONS | 160 |
DESIGNING A QUESTIONNAIRE | 163 |
SUMMARY | 171 |
DISCUSSION QUESTIONS | 172 |
Sampling Methods and Sample Size | 173 |
WHY SAMPLING? | 174 |
SAMPLING ERROR SAMPLE BIAS AND NONSAMPLING ERROR | 175 |
SAMPLING DECISION MODEL | 176 |
NONSTATISTICAL DETERMINATION OF SAMPLE SIZE | 190 |
WHAT IS A SIGNIFICANT STATISTICALLY SIGNIFICANT DIFFERENCE? | 193 |
SUMMARY | 194 |
Fielding the DataGathering Instrument | 195 |
GUIDELINES FOR INTERVIEWERS | 196 |
DISCUSSION QUESTIONS | 218 |
Analyzing and Interpreting Data for Decisions | 219 |
FROM DATA TO DECISIONS | 220 |
DATA SUMMARY METHODS | 224 |
CROSSTABULATION | 230 |
ADVANCED ANALYTICAL TECHNIQUES | 239 |
SUMMARY | 240 |
DISCUSSION QUESTIONS | 241 |
Advanced Data Analysis | 243 |
HYPOTHESIS TESTING | 245 |
MEASURES OF ASSOCIATION | 253 |
SUMMARY | 262 |
The Research Report | 263 |
REPORT FORMAT | 264 |
GUIDELINES FOR THE WRITTEN REPORT | 293 |
ORAL REPORTS | 300 |
SUMMARY | 303 |
CASES | 305 |
Lone Pine Kennel Club | 307 |
Select Hotels of North America | 309 |
River Pines School A | 313 |
River Pines School B | 317 |
Gary Branch CPA | 323 |
Juan Carlos Mexican Restaurant | 331 |
Usedcarscom | 339 |
Welcome Home Church | 349 |
The Learning Source | 355 |
Madison County Country Club | 361 |
Piasco Inc | 367 |
St Johns School | 373 |
The Webmasters | 379 |
House of Topiary | 385 |
Professional Home Inspection | 389 |
Europska Databanka | 399 |
Northside Chiropractic Services | 411 |
Internet versus Mail Surveys | 417 |
Louisiana Purchase Gardens and Zoo | 423 |
Macs Sausage Company | 431 |
The OnLine Marketplace | 437 |
Victorian Rose Gift and Flower Shop | 443 |
Notes | 449 |
Index | 455 |
Other editions - View all
Marketing Research: Text and Cases W. Bruce Wrenn,Bruce Wrenn,David L. Loudon,Robert E. Stevens Limited preview - 2002 |
Marketing Research: Text and Cases, Volume 1 W. Bruce Wrenn,Bruce Wrenn,David L. Loudon,Robert E. Stevens No preview available - 2002 |
Marketing Research: Text and Cases Bruce Wrenn,Robert E. Stevens,David L. Loudon No preview available - 2007 |
Common terms and phrases
advertising analysis analyze answer asked attitudes Bank behavior brand causal research Chapter chiropractic cholesterol cluster sampling conducted consumers cross-tabulations customers data collection decision maker demographic descriptive research determine develop Discussion Questions egg substitutes error evaluate example experimental exploratory research FIGURE firm focus group Haworth Press hypotheses identify important income interest Internet Internet surveys interval intervally scaled mail surveys marketing research measure method methodology nonprobability sample null hypothesis observation percentage plastic extrusion population primary data primary financial institution Published purchase questionnaire relationship research design research objectives research project research questions respondents River Pines sampling error sampling frame scale secondary data selected specific SPSS statistical Step stratified sample Table target techniques telephone test markets tion Topiary types validity variables Victorian Rose Yes1 No2