Professional Documents
Culture Documents
Market Research
Market Research
Research
Eighth Edition
International Student Version
Carl McDaniel, Jr.
University of Texas
at Arlington
Roger Gates
DSS Research
Preface
xxv
B
M
H
B
H
H
Discussion Questions 18
Summary 18
Key Terms & Definitions 19
Questions for Review & Critical Thinking 20
Courtyard by Marriott 21
Real-Life Research 1.1:1 Want My Satellite Radio 21
Real-Life Research 1.2: Young Consumers Searching for a
Bank Still Want the Personal Touch 22
28
viii I Contents
Consumer and Industrial Corporate Marketing Research
Departments 30
Research Suppliers 30
3
FROM THE FRONT LINE: WHY I CHOSE A CAREER IN MARKETING RESEARCH AND
THE BIGGEST SURPRISE I HAVE FACED IN DOING RESEARCH 32
36
41
52
H Summary 54
B3 Key Terms & Definitions 55
0 Questions for Review & Critical Thinking 55
H Working the NET 56
Real-Life Research 2.1: Coke Juices Up a Market Test
Real-Life Research 2.2: Budget Rent a Car Drives
a Message Home 58
56
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Contents
3
74
86
Hi Summary 89
H Key Terms & Definitions 90
B Questions for Review & Critical Thinking 91
H Working the Net 92
11 Real-Life Research 3.1: I'll Eat Frozen Pizza But I Don't
Have to Like It! 92
Real-Life Research 3.2: Cessna Aircraft 93
Appendix 3-A: A Marketing Research Proposal 94
Background 95
Objectives 95
Study Design 95
Areas of Questioning 95
Data Analysis 96 /
Personnel Involved 96
Specifications/Assumptions 96
Services 97
Cost 97
Timing 97
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Contents
3
101
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ICE CREAM
105
PRACTICING MARKETING RESEARCH: DATABASE DESIGN AND
IMPLEMENTATION
106
112
113
147
160
Contents
I Summary 160
I Key Terms & Definitions 161
I Questions for Review & Critical Thinking 162
I Working the Net 163
I Real-Life Research 5.1: Repositioning Scotland
I Real-Life Research 5.2: Fossil Watch, Inc. 165
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Contents
3
3
Panel Management
219
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212
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228
Summary 229
Key Terms & Definitions 230
Questions for Review & Critical Thinking 230
Woking the Net 231
Real-Life Research 7.1: Grocery Shoppers Just
Want to Save Money 231
H Real-Life Research 7.2: Good Things Come to
Brands That Give 233
Mystery Shoppers
3
3
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242
246
247
Contents
Physiological Measurement Devices 248
Opinion and Behavior Measurement Devices 250
The Portable People Meter and Project Apollo 251
' Scanner-Based Research 252
Observation Research on the Internet 255
Predictive Customer Intelligence 256
Observation Research and Virtual Shopping 258
H Summary 259
Key Terms & Definitions 260
H Questions for Review & Critical Thinking 261
M Working the Net 262
H Real-Life Research 8.1: A Glad Trash Bag
Breakthrough 262
IB Real-Life Research 8.2: Continental Airlines Online
Advertising 263
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Effects
277
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280
268
287
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xiv
Contents
3
3
TEST MARKETS
292
PRACTICING MARKETING RESEARCH: WHEN IN ROME . . .
293
309
FROM THE FRONT LINE: TIPS ON MAKING SURE YOU HAVE THE RIGHT LEVEL OF
SCALING
311
Validity
3
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320
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S
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B
Summary 322
Key Terms & Definitions 323
Questions for Review & Critical Thinking 324
Working the Net 325
Real-Life Research 10.1: It's TrueNot All Men or
All Women Are Alike! 325
H Real-Life Research 10.2: Measuring Customer
Satisfaction at GE 328
332
311
Contents
Link between Attitudes and Behavior 332
Enhancing Marketing Effectiveness 333
Scaling Defined 333
3 PracticiNG MARKETING RESEARCH: WHAT MAKES A
'Attitude Measurement Scales 334
Graphic Rating Scales 334
Itemized Rating Scales 335
Traditional One-Stage Format 338
Two-Stage Format 338
3
342
GOOD SCALE?
348
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355
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B
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365
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Contents
Information? 371
Does It Consider the Respondent? 371
Does It Meet Editing and Coding Requirements?
372
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382
385
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Contents
3
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MEDICAL DATA
420
PRACTICING MARKETING RESEARCH: DON'T CALL US, WE WON'T CALL YOU
EITHERNEW PROBLEMS IN TELEPHONE SAMPLING
421
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433
435
437
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449
xvii
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Contents
Normal Distribution 449
General Properties 449
Standard Normal Distribution 450
Population and Sample Distributions 452
Sampling Distribution of the Mean 452
Basic Concepts 453
3
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465
Editing
3
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476
486
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489
Contents
Step Three: Data Entry 490
Intelligent Entry Systems 490
The Data Entry Process 490
Scanning 491
Step Four: Logical Cleaning of Data 491
Step Five: Tabulation and Statistical Analysis
One-Way Frequency Tables 493
Cross Tabulations 497
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3
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528
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xx I Contents
3
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tTest
3
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AND 1 TESTANOVA
550
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570
3
3
3
B
B
B
B
Summary 586
Key Terms & Definitions 587
Questions for Review & Critical Thinking
Working the Net 589
587
Contents
El Real-Life Research 17.1: Axcis Athletic Shoes 589
S Real-Life Research 17.2: Find Any Error? 590
H SPSS Exercises for Chapter 17 591
601
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625
633
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Contents
B Real-Life Research 18.1: Satisfaction Research for Pizza Quik
B Real-Life Research 18.2: Custom Car Wash Systems 637
Appendix: United Wireless Communications Data Set 638
Research Objectives 638
Methodology 638
Description of the Data Set 638
Ethical Dilemma 641
H SPSS Exercises for Chapter 18 642
635
659
653
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B Summary 663
HO Key Terms & Definitions 663
H Questions for Review & Critical Thinking 664
Working the Net 664
H Real-Life Research 19.1: Zotech Dog Collars 664
B Real-Life Research 19.2: TouchWell Tracking Research
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Contents | xxiii
Allocating the Research Department Budget 682
Selecting the Right Marketing Research Suppliers 684
Moving Marketing Research into a Decision-Making Role 685
H Summary 689
H Key Terms & Definitions 690
B Questions for Review & Critical Thinking 690
I I Working the Net 691
13 Real-Life Research 20.1: Benson Research Deals with Growth 691
Real-Life Research 20.2: Maxwell Research Considers Outsourcing to
Cross-Tab in India 692
Photo Credits
694
Endnotes A-32
Glossary
Index 1-1
G-1
A-25
A-21
A-5