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page i
Essentials of Marketing
Research
Fifth Edition
Joseph F. Hair, Jr.

University of South Alabama
David J. Ortinau
University of South Florida
Dana E. Harrison
East Tennessee State University
page ii
ESSENTIALS OF MARKETING RESEARCH
Published by McGraw-Hill Education, 2 Penn Plaza, New York, NY

10121. Copyright © 2021 by McGraw-Hill Education. All rights
reserved. Printed in the United States of America. No part of this
publication may be reproduced or distributed in any form or by any
means, or stored in a database or retrieval system, without the prior
written consent of McGraw-Hill Education, including, but not limited
to, in any network or other electronic storage or transmission, or
broadcast for distance learning.
Some ancillaries, including electronic and print components, may not

be available to customers outside the United States.
This book is printed on acid-free paper.
1 2 3 4 5 6 7 8 9 LWI 24 23 22 21 20 19
ISBN 978-1-260-57578-1
MHID 1-260-57578-0
Cover Image: ©Shutterstock/Pressmaster
All credits appearing on page or at the end of the book are
considered to be an extension of the copyright page.
The Internet addresses listed in the text were accurate at the time of
publication. The inclusion of a website does not indicate an
endorsement by the authors or McGraw-Hill Education, and McGraw-
Hill Education does not guarantee the accuracy of the information
presented at these sites.
mheducation.com/highered
page iii
Dedication
To my wife Dale, our son Joe

III, wife Kerrie, and
grandsons Joe IV and
Declan.
—Joseph F. Hair Jr., Mobile,
Alabama
To my late mom Lois and my
sister and brothers and their
families.
—David J. Ortinau,
Lakewood Ranch FL
To my husband John and
our children Mason and
Faith.
—Dana E. Harrison, Johnson
City, TN
page iv
About the Authors
Joseph F. Hair , Jr. is Professor of Marketing and the

Cleverdon Chair of Business at the University of South
Alabama, and Director of the DBA degree program in the
Mitchell College of Business. He formerly held the
Copeland Endowed Chair of Entrepreneurship at Louisiana
State University. In 2018, Dr. Hair was recognized by
Clarivate Analytics as being in the top 1 percent globally of
all Business and Economics professors. He was selected
for the award based on citations of his research and
scholarly accomplishments, which for his career exceed
160,000. He has published more than 60 books, including
market leaders Multivariate Data Analysis, 8th edition,
Cengage Learning, UK, 2019, which has been cited more
than 125,000 times; Marketing Research, 5th edition,
McGraw-Hill/Irwin, 2017; MKTG/Marketing Principles, 13th
edition, Cengage Learning, 2020, used at over 500
universities globally; A Primer in Partial Least Squared
Structural Equation Modeling (PLS-SEM), 2nd edition,
Sage, 2017; and Essentials of Business Research Methods,
4th edition, Routledge, 2020. In addition to publishing
numerous referred manuscripts in academic journals such
as Journal of Marketing Research, Journal of Academy of
Marketing Science, Journal of Business/Chicago, Journal of
Advertising Research, and Journal of Retailing, he has
presented executive education and management training
programs for numerous companies, has been retained as
consultant and expert witness for a wide variety of firms,
and is frequently an invited speaker on research methods
and multivariate analysis. He is a Distinguished Fellow of
the Academy of Marketing Science and the Society for
Marketing Advances (SMA) and has served as president of
the Academy of Marketing Sciences, the SMA, the
Southern Marketing Association, the Association for
Healthcare Research, the Southwestern Marketing
Association, and the American Institute for Decision
Sciences, Southeast Section. Professor Hair was
recognized by the Academy of Marketing Science with its
Outstanding Marketing Teaching Excellence Award, and
the Louisiana State University Entrepreneurship Institute
under his leadership was recognized nationally by
Entrepreneurship Magazine as one of the top 12 programs
in the United States.
David J. Ortinau is Professor of Marketing at the

University of South Florida (USF). His Ph.D. in Marketing is
from Louisiana State University. He began his teaching
career at Illinois State University and after completing his
degree moved to USF in Tampa. Dr. Ortinau continues to
be recognized for both outstanding research and
excellence in teaching at the undergraduate, graduate,
and doctorate levels. His research interests range from
research methodologies and scale measurement
development, attitude formation, and perceptual
differences in retailing and services marketing
environments to interactive electronic marketing
technologies and their impact on information research
problems. He consults for a variety of corporations and
small businesses, with specialties in customer satisfaction,
service quality, service value, retail loyalty, and imagery.
Dr. Ortinau has presented numerous papers at national
and international academic conferences. He continues to
make scholarly contributions in such prestigious
publications as the Journal of the Academy of Marketing
Science, Journal of Retailing, Journal of Business Research,
Journal of Marketing Theory and Practice, Journal page v
of Healthcare Marketing, Journal of Services
Marketing, Journal of Marketing Education, and others. He
is a co-author of marketing research textbooks titled
Marketing Research: In a Digital Information Environment,
4th edition (2009), as well as guest co-editor of several
JBR Special Issues on Retailing. He is an editorial board
member for JAMS, JBR, JGSMS, and JMTP as well as an ad
hoc reviewer for several other journals. He has multiple
“Outstanding Editorial Reviewer” Awards from JAMS, JBR,
and JMTP and recently served as the JBR co-associate
editor of Marketing and is a member of JMTP Senior
Advisory Board. Professor Ortinau remains an active leader
in the Marketing Discipline. He has held many leadership
positions in the Society for Marketing Advances (SMA),
including President; he is Founder and Chairman of Board
of the SMA Foundation and is a 2001 Distinguished SMA
Fellow. He has been chair of the SMA Doctoral
Consortiums in New Orleans, Orlando, and Atlanta. Dr.
Ortinau has been an active member of the Academy of
Marketing Science (AMS) since the early 1980s, serving
AMS in a wide variety of positions such as 2004 AMS
Conference Program co-chair, AMS Doctoral Colloquium,
Meet the Journal Editorial Reviewers, and special sessions
on Research Methods as well as How to Publish Journal
Articles. He was the recipient of the 2016 AMS Harold W.
Berkman Distinguished Service Award, served as the
Program Co-chair of the 2016 AMS World Marketing
Congress in Paris, France, and was elected a member of
the AMS Board of Governors.
Dana E. Harrison is a Stanley P. Williams Faculty Fellow,
and an Assistant Professor of Marketing at East Tennessee
State University. Prior to her work in academia, Dr.
Harrison spent many years assisting software companies in
the areas of marketing and sales management. Her
scholarly research has been published in journals such as
the Journal of Business Research, Brazilian Journal of
Marketing, and the Journal of Marketing Channels. Her
research focuses on the intersection between customer
relationship management, sales management, data quality
and governance, and marketing analytics methods. Her
research pursuits were recognized in 2017 when she was a
co-recipient of the Harold and Muriel Berkman Charitable
Foundation Research Grant. She frequently serves as an
ad-hoc reviewer for journals such as the Journal of
Business Research and the Journal of Marketing Education.
Dr. Harrison continues to be an active member of
prominent marketing organizations. She has presented
and led panel discussions at conferences such as the
Academy of Marketing Science, American Marketing
Association, INFORMS Society for Marketing Science, and
the Society for Marketing Advances regarding topics such
social network analysis, sales management, the impact of
analytics techniques and technology on marketing
education and practice, the emergence of Blockchain in
marketing, and information governance. Furthermore, she
has offered certificate programs on marketing analytics
and currently serves as the Director of Data Privacy for the
Academy of Marketing Science.
page vi
Preface
We have prepared this edition with great optimism and

excitement. We live in a global, highly competitive, rapidly
changing world that increasingly is influenced by
information technology, social media, artificial intelligence,
visualization software, and many other recent
developments. The earlier editions of our text Essentials of
Marketing Research became a premier source for new and
essential marketing research knowledge. Many of you, our
customers, provided feedback on previous editions of this
book as well as our longer text, Marketing Research. Some
of you like to do applied research projects while others
emphasize case studies or exercises at the end of the
chapters. Others have requested additional coverage of
both qualitative and quantitative methods. Students and
professors alike are concerned about the price of
textbooks. This fifth edition of Essentials of Marketing
Research was written to meet the needs of you, our
customers. The text is concise, highly readable, and value-
priced, yet it delivers the basic knowledge needed for an
introductory text. We provide you and your students with
an exciting, up-to-date text, and an extensive supplement
package. In the following section, we summarize what you
will find when you examine, and we hope, adopt, the fifth
edition of Essentials.
Innovative Features of This Book

First, in the last few years, data collection has migrated
quickly to online approaches, and by 2019 represented
more than 60 percent of all data collection methods. The
movement to online methods of data collection has
necessitated the addition of considerable new material on
this topic. The chapters on sampling, measurement and
scaling, questionnaire design, and preparation for data
analysis all required new guidelines on how to deal with
online related issues. Social media monitoring and
marketing research online communities are expanding
research methods and are addressed in our chapter on
qualitative and observational research.
Second, to enhance student analytical skills we added
additional variables on social media activities to the
continuing case on the Santa Fe Grill and Jose’s
Southwestern Café. Also, there is now a separate data set
based on a survey of the employees of the Santa Fe Grill.
Findings of the Santa Fe Grill customer and employee data
sets are related and can be compared qualitatively to
obtain additional insights. The competitor data for the
continuing case enables students to make comparisons of
customer experiences in each of the two restaurants and
to apply their research findings in devising the most
effective marketing strategies for the Santa Fe Grill. We
also added a new data set in Chapter 13 on
communicating marketing research findings. The data set
reflects the attitudes and opinions of students in our
classes about advertising and types of media. Adopters
may wish to replicate or extend this survey with their own
students and make comparisons. The exercises for the
continuing case demonstrate practical considerations in
sampling, qualitative and observational design,
questionnaire design, data analysis and interpretation, and
report preparation, to mention a few issues. page vii
Social media monitoring and marketing
research online communities are expanding research
methods and are addressed in our chapter on qualitative
and observational research.
Third, we have updated Marketing Research
Dashboards in each chapter to include new features that
focus on timely, thought-provoking issues in marketing
research. Examples of topics covered include ethics;
privacy and online data collection, particularly clickstream
analysis; the role of Twitter and Linked-In in marketing
research; and improving students’ critical thinking skills.
Fourth, other texts include little coverage of the task of
conducting a literature review to find background
information on the research problem. Our text has a
chapter that includes substantial material on literature
reviews, including guidelines on how to conduct a
literature review and the sources to search. Because
students rely so heavily on the Internet, the emphasis is
on using Google, Yahoo!, Bing, and other search engines
to execute the background research. In our effort to make
the book more concise, we integrated secondary sources
of information with digital media searches. This material is
in Chapter 3.
Fifth, our text is the only one that includes a separate
chapter on qualitative data analysis. Other texts discuss
qualitative data collection, such as focus groups and in-
depth interviews, but then say little about what to do with
this kind of data. In contrast, we dedicate an entire
chapter to the topic that includes interesting new
examples and provides an overview of the seminal work in
this area by Miles and Huberman, thus enabling professors
to provide a more balanced approach in their classes. We
also explain important tasks such as coding qualitative
data, identifying themes and patterns, and the emerging
role of secondary data. An important practical feature in
Chapter 9 of the fifth edition is a sample report on a
qualitative research project to help students better
understand the differences between quantitative and
qualitative reports. We also have an engaging, small-scale
qualitative research assignment on product dissatisfaction
as a new MRIA at the end of the chapter to help students
more fully understand how to analyze qualitative research.
We think you and your students will find this assignment
to be an engaging introduction to qualitative analysis.
Sixth, as part of the “applied” emphasis of our text,
Essentials has two pedagogical features that are very
helpful to students’ practical understanding of the issues.
One is the boxed material mentioned above entitled the
Marketing Research Dashboard that summarizes an
applied research example and poses questions for
discussion. Then at the end of every chapter, we feature a
Marketing Research in Action (MRIA) exercise that enables
students to apply what was covered in the chapter to a
real-world situation.
Seventh, as noted above, our text has an excellent
continuing case study throughout the book that enables
the professor to illustrate applied concepts using a realistic
example. Our continuing case study, the Santa Fe Grill
Mexican Restaurant, is a fun example students can relate
to given the popularity of Mexican restaurant business
themes. As mentioned above, there is a companion data
set for the employees of the Santa Fe Grill so students can
complete a competitive analysis, including application of
importance-performance concepts, and also relate the
employee findings to the customer perceptions. Because it
is a continuing case, professors do not have to familiarize
students with a new case in every chapter, but instead can
build on what has been covered earlier. The Santa Fe Grill
case is doubly engaging because the story/setting is about
two college student entrepreneurs who start their own
business, a goal of many students. Finally, when the
continuing case is used in later chapters on quantitative
data analysis, a data set is provided that can be used with
statistical software to teach data analysis and
interpretation skills. Thus, students can truly see how
marketing research information can be used to improve
decision making.
page viii
Eighth, in this edition we now feature three statistical

software packages. In addition to SPSS and SmartPLS, we
include explanations on how to apply PSPP, a virtual clone
of SPSS that is available free to users at
https://www.gnu.org/software/pspp/. Thus, all students
can now benefit from the ability to apply user-friendly
statistical software to explore marketing research problems
and issues.
Ninth, in addition to the Santa Fe Grill case, there are
five other data sets that can be easily used to apply
statistical software. The data sets can be used to assign
research projects or as additional exercises throughout the
book. These databases cover a wide variety of topics that
all students can identify with and offer an excellent
approach to enhance teaching of concepts. An overview of
these cases is provided below:
Deli Depot is an expanded version of the Deli Depot

case included in previous editions. An overview of this
case is provided as part of the MRIA (Marketing
Research in Action) feature in Chapter 10. The sample
size is 200.
Remington’s Steak House is introduced as the MRIA in
Chapter 11. Remington’s Steak House competes with
Outback and Longhorn. The focus of the case is
analyzing data to identify restaurant images and
prepare perceptual maps to facilitate strategy
development. The sample size is 200.
QualKote is a business-to-business application of
marketing research based on an employee survey. It is
introduced as the MRIA in Chapter 12. The case
examines the implementation of a quality improvement
program and its impact on customer satisfaction. The
sample size is 57.
Consumer Electronics is based on the rapid growth of
the digital recorder/player market and focuses on the
concept of innovators and early adopters. The case
overview and variables as well as some data analysis
examples are provided in the MRIA for Chapter 13. The
sample size is 200.
Advertising and Media Opinions is designed to develop
an understanding of students’ beliefs and attitudes
about marketing, advertising, media, types of ads and
their effectiveness, and so on. Professors can adapt the
questionnaire to easily collect comparable data from
their students. The data set is introduced in Chapter 13
and used to present the findings in a sample marketing
research report. The sample size is 259.
Tenth, the text’s coverage of quantitative data analysis

is more extensive and much easier to understand than
other books’. Specific step-by-step instructions are
included on how to use SPSS, PSPP, and SmartPLS to
execute data analysis for many statistical techniques. This
enables instructors to spend much less time teaching
students how to use the software the first time. It also
saves time later by providing a handy reference for
students when they forget how to use the software, which
they often do. For instructors who want to cover more
advanced statistical techniques, our book is the only one
that includes this topic. In the fifth edition, we have added
additional material on topics such as common methods
bias, selecting the appropriate scaling method, and a table
providing guidelines to select the appropriate statistical
technique. Finally, we include an overview of the
increasingly popular variance based approach to structural
modeling (PLS) and much more extensive coverage of how
to interpret data analysis findings.
Eleventh, as noted earlier, online marketing research
techniques are rapidly changing the face of marketing, and
the authors have experience with and a strong interest in
the issues associated with online data collection. For the
most part, other texts’ material covering online research is
an “add-on” that does not fully integrate online research
considerations and their impact. In contrast, our text has
extensive new coverage of these issues that is
comprehensive and timely because it was written recently
when many of these trends are now evident and
information is available to document them.
page ix
Pedagogy
Many marketing research texts are readable. But a more
important question is, “Can students comprehend what
they are reading?” This book offers a wealth of
pedagogical features, all aimed at answering the question
positively. Below is a list of the major pedagogical
elements available in the fifth edition:
Learning Objectives. Each chapter begins with clear
Learning Objectives that students can use to assess
their expectations for and understanding of the chapter
in view of the nature and importance of the chapter
material.
Real-World Chapter Openers. Each chapter opens
with an interesting, relevant example of a real-world
business situation that illustrates the focus and
significance of the chapter material. For example,
Chapter 1 illustrates the emerging role of social
networking sites such as Twitter in enhancing
marketing research activities.
Marketing Research Dashboards. The text includes
boxed features in all chapters that act like a dashboard
for the student to understand emerging issues in
marketing research decision making.
Key Terms and Concepts. These are boldfaced in
the text and defined in the page margins. They also
are listed at the end of the chapters along with page
numbers to make reviewing easier, and they are
included in the comprehensive marketing research
Glossary at the end of the book.
Ethics. Ethical issues are treated in the first chapter to
provide students with a basic understanding of ethical
challenges in marketing research. Coverage of
increasingly important ethical issues has been updated
and expanded from the second edition, and includes
online data collection ethical issues.
Chapter Summaries. The detailed chapter
Summaries are organized by the Learning Objectives
presented at the beginning of the chapters. This
approach to organizing summaries helps students
remember the key facts, concepts, and issues. The
Summaries serve as an excellent study guide to
prepare for in-class exercises and for exams.
Questions for Review and Discussion. The Review
and Discussion Questions are carefully designed to
enhance the self-learning process and to encourage
application of the concepts learned in the chapter to
real business decision-making situations. There are two
or three questions in each chapter directly related to
the Internet and designed to provide students with
opportunities to enhance their digital data gathering
and interpretative skills.
Marketing Research in Action. The short MRIA
cases that conclude each of the chapters provide
students with additional insights into how key concepts
in each chapter can be applied to real-world situations.
These cases serve as in-class discussion tools or
applied case exercises. Several of them introduce the
data sets found on the book’s website.
Santa Fe Grill. The book’s continuing case study on
the Santa Fe Grill uses a single research situation to
illustrate various aspects of the marketing research
process. The Santa Fe Grill continuing case, including
competitor Jose’s Southwestern Café, is a specially
designed business scenario embedded throughout the
book for the purpose of questioning and illustrating
chapter topics. The case is introduced in Chapter 1,
and in each subsequent chapter, it builds on the
concepts previously learned. More than 30 class-tested
examples are included as well as an SPSS and Excel
formatted database covering a customer survey of the
two restaurants. In earlier editions, we added customer
survey information for competitor Jose’s Southwestern
Café, as well as employee survey results for the Santa
Fe Grill, to further demonstrate and enhance critical
thinking and analytical skills.
page x
FOR INSTRUCTORS
You’re in the driver’s seat.
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grading too.
They’ll thank you for it.

Adaptive study resources like SmartBook® 2.0 help your students be
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2.0 at www.mheducation.com/highered/connect/smartbook
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Solutions for your challenges.
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page xi
FOR STUDENTS
Effective, efficient studying.
Connect helps you be more productive with your study time and get
better grades using tools like SmartBook 2.0, which highlights key
concepts and creates a personalized study plan. Connect sets you up
for success, so you walk into class with confidence and walk out with
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Study anytime, anywhere.

Download the free ReadAnywhere app and access your online eBook
or SmartBook 2.0 assignments when it’s convenient, even if you’re
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page xii
Instructor Library
The Connect Instructor Library is your repository for additional
resources to improve student engagement in and out of class. You
can select and use any asset that enhances your lecture.
Instructor’s Resources. Specially prepared Instructor’s Manual

and Test Bank and PowerPoint slide presentations provide an
easy transition for instructors teaching with the book the first
time.
Data Sets. Seven data sets in SPSS and PSPP format are
available in the Connect Library, which can be used to assign
research projects or with exercises throughout the book. (The
concepts covered in each of the data sets are summarized earlier
in this Preface.)
SmartPLS Student Version. Through an arrangement with
SmartPLS (www.smartpls.de), we provide instructions on how
to obtain a free student version of this powerful new software for
executing structural modeling, multiple regression, mediation,
and many other interesting types of analyses. Specific
instructions on how to obtain and use the software are available
in the Connect Library.
SPSS Student Version. This powerful software tool enables
students to analyze up to 50 variables and 1,500 observations.
SPSS data sets are available that can be used in conjunction with
data analysis procedures included in the text. Licensing
information is available from IBM at
www.ibm.com/analytics/spss-statistics-software.
Acknowledgments
The authors took the lead in preparing the fifth edition, but many
other people must be given credit for their significant contributions
in bringing our vision to reality. First, it is with a heavy heart that we
say goodbye to two long-term friends, colleagues, and coauthors.
This past year, Mary Celsi and Bob Bush passed away. We will always
remember and respect their contribution to previous editions of this
book, as well as to this new edition to which they were unable to
contribute. We also welcome a new young coauthor, Dana Harrison,
who provided many new and timely insights about the developing
field of marketing research.
We also thank our colleagues in academia and industry for their
helpful insights over many years on numerous research topics: David
Andrus, Kansas State University; Barry Babin, University of
Mississippi; Joseph K. Ballanger, Stephen F. Austin State University;
Ali Besharat, University of South Florida; Kevin Bittle, Johnson and
Wales University; Mike Brady, Florida State University; John R.
Brooks Jr., Houston Baptist University; Mary L. Carsky, University of
Hartford; Gabriel Perez Cifuentes, University of the Andes; Vicki
Crittenden, Babson College; Diane Edmondson, Middle Tennessee
State University; Keith Ferguson, State University; Frank Franzak,
Virginia Commonwealth University; Susan Geringer, California State
University, Fresno; Anne Gottfried, University of Texas, Arlington;
Timothy Graeff, Middle Tennessee State University; Harry Harmon,
Central Missouri State University; Lucas Hopkins, Florida State
University; Gail Hudson, Arkansas State University; Beverly Jones,
Kettering University; Karen Kolzow-Bowman, Morgan State
University; Michel Laroche, Concordia University; Bryan Lukas,
University of Manchester; Vaidotas Lukosius, Tennessee State
University; Lucy Matthews, Middle Tennessee State University; Peter
McGoldrick, University of Manchester; Martin Meyers, University of
Wisconsin, Stevens Point; Arthur Money, Henley Management
College; Vanessa Gail Perry, George Washington page xiii
University; Ossi Pesamaa, Jonkoping University; Emily
J. Plant, University of Montana; Michael Polonsky, Deakin University;
Charlie Ragland, Indiana University; Molly Rapert, University of
Arkansas; Mimi Richard, University of West Georgia; John Rigney,
Golden State University; John Riggs, Stetson University; Christian
Ringle, University of Technology, Hamburg; Jeff Risher, Kennesaw
State University; Wendy Ritz Florida State University; Jean Romeo,
Boston College; Lawrence E. Ross, Florida Southern University;
Phillip Samouel, Kingston University; Carl Saxby, University of
Southern Indiana; Marko Sarstedt, Otto-von-Guericke-University,
Magdeburg; Donna Smith, Ryerson University; Marc Sollosy, Marshall
University; Bruce Stern, Portland State University; Goran Svensson,
University of Oslo; Armen Taschian, Kennesaw State University;
Drew Thoeni, University of North Florida; Gail Tom, California State
University, Sacramento; John Tsalikis, Florida International
University; Steve Vitucci, University of Central Texas; Tuo Wang,
Kent State University; David Williams, Dalton State University;
Our sincere thank goes also to the helpful reviewers who made
suggestions and shared their ideas for the fifth edition:
Alice F. Collins Lee Ann Kahlor Shikhar Sarin

Georgia Gwinnett University of Texas at Boise State
College Austin University
Monica Fine
Coastal Carolina
University
Finally, we would like to thank our editors and advisors at McGraw-

Hill Education. Thanks go to Laura Hurst Spell, associate portfolio
manager; Nicole Young marketing manager; and Jenilynn McAtee,
project manager.
Joseph F. Hair, Jr.

David J. Ortinau
Dana E. Harrison
page xiv
Brief Contents
Part 1 The Role and Value of

Marketing Research
Information 1
1 Marketing Research for Managerial Decision Making
2
2 The Marketing Research Process and Proposals
26
Part 2 Designing the Marketing
Research Project 49
3 Secondary Data, Literature Reviews, and
Hypotheses 50
4 Exploratory and Observational Research Designs
and Data Collection Approaches 76
5 Descriptive and Causal Research Designs 112
Part 3 Gathering and Collecting

Accurate Data 141
6 Sampling: Theory and Methods 142
7 Measurement and Scaling 166

8 Designing the Questionnaire 200
Part 4 Data Preparation, Analysis, and

Reporting the Results 233
9 Qualitative Data Analysis 234
10 Preparing Data for Quantitative Analysis 258
11 Basic Data Analysis for Quantitative Research 284
12 Examining Relationships in Quantitative Research

330
13 Communicating Marketing Research Findings
368
Glossary 395
Endnotes 413
Name Index 419
Subject Index 420
page xv
Contents
Part 1 The Role and Value of

Marketing Research
Information 1
1 Marketing Research for Managerial Decision
Making 2
Geofencing 3
The Growing Complexity of Marketing Research 4
MARKETING RESEARCH DASHBOARD: CONDUCTING
INTERNATIONAL MARKETING RESEARCH 4
The Role and Value of Marketing Research 6
Marketing Research and Marketing Mix Variables 7
Marketing Theory 10
MARKETING RESEARCH DASHBOARD: PRICING
EXPERIMENTS 11
The Marketing Research Industry 11
Types of Marketing Research Firms 11
Changing Skills for a Changing Industry 12
Ethics in Marketing Research Practices 13
Ethical Questions in General Business Practices 14
Conducting Research Not Meeting Professional
Standards 14
Abuse of Respondents 15
Unethical Activities of the Client/ Research User 16
MARKETING RESEARCH DASHBOARD: RESEARCH
AND DATA PRIVACY: THE CHALLENGE 17
Unethical Activities by the Respondent 18
Marketing Research Codes of Ethics 18
CONTINUING CASE STUDY: THE SANTA FE GRILL
MEXICAN RESTAURANT 19
Emerging Trends 19
Marketing Research in Action: Continuing Case: The
Santa Fe Grill 20
Summary 22
Key Terms and Concepts 22
Review Questions 23
Discussion Questions 23
Appendix A 24
2 The Marketing Research Process and Proposals

Solving Marketing Problems Using a Systematic 26
Process 27
Value of the Research Process 28
Changing View of the Marketing Research Process 28
Determining the Need for Information Research 29
MARKETING RESEARCH DASHBOARD: DECISION
MAKERS AND RESEARCHERS 30
Overview of the Research Process 32
Transforming Data into Knowledge 32
Interrelatedness of the Steps and the Research
Process 33
Determine the Research Problem 34
Step 1: Identify and Clarify Information Needs 34
Step 2: Define the Research Questions 37
Step 3: Specify Research Objectives and Confirm
the Information Value 38
Select the Research Design 38
Step 4: Determine the Research Design and Data
Sources 38
MARKETING RESEARCH DASHBOARD: BIG DATA AND
MARKETING ANALYTICS HELP FORD MOTOR
COMPANY 39
Step 5: Develop the Sampling Design and Sample
Size 40
Step 6: Examine Measurement Issues and Scales
Step 7: Design and Pretest the Questionnaire 41
41
page xvi
Execute the Research Design 41

Step 8: Collect and Prepare Data 41
Step 9: Analyze Data 42
Step 10: Interpret Data to Create Knowledge 42
Communicate the Results 42
Step 11: Prepare and Present the Final Report 42
Develop a Research Proposal 43
Marketing Research in Action: What Does a Research
Proposal Look Like? 44
Summary 46
Review Questions 47
Part 2 Designing the Marketing

Research Project 49
3 Secondary Data, Literature Reviews, and
Hypotheses 50
Will Brick-and-Mortar Stores Eventually Turn into
Product Showrooms? 51
Value of Secondary Data and Literature Reviews 52
Nature, Scope, and Role of Secondary Data 52
Conducting a Literature Review 53
Evaluating Secondary Data Sources 54
Secondary Data and the Marketing Research
Process 55
Internal and External Sources of Secondary Data 55
Internal Sources of Secondary Data 55
External Sources of Secondary Data 57
MEXICAN RESTAURANT USING SECONDARY DATA 61
MARKETING RESEARCH DASHBOARD: USING
SECONDARY DATA SOURCES TO IMPROVE
CUSTOMER UNDERSTANDING 64
Synthesizing Secondary Research for the Literature
Review 65
Developing a Conceptual Model 65
Variables, Constructs, and Relationships 66
Developing Hypotheses and Drawing Conceptual
Models 67
MEXICAN RESTAURANT DEVELOPING RESEARCH
QUESTIONS AND HYPOTHESES 70
Hypothesis Testing 70
Marketing Research in Action: The Santa Fe Grill
Mexican Restaurant 72
Summary 73
Review Questions 74
4 Exploratory and Observational Research

Designs and Data Collection Approaches 76
Customer Territoriality in “Third Places” 77
Value of Qualitative Research 78
Overview of Research Designs 79
Overview of Qualitative and Quantitative Research
Methods 79
Quantitative Research Methods 79
Qualitative Research Methods 80
Qualitative Data Collection Methods 83
In-Depth Interviews 83
Focus Group Interviews 86
Phase 1: Planning the Focus Group Study 87
Phase 2: Conducting the Focus Group Discussions
Phase 3: Analyzing and Reporting the Results 89
Advantages of Focus Group Interviews 91 91
Purposed Communities/Private Community 91
Other Qualitative Data Collection Methods 93
Ethnography 93
Case Study 93
Projective Techniques 94
CONTINUING CASE: THE SANTA FE GRILL 95
Observation Methods 95
Unique Characteristics of Observation Methods 96
Types of Observation Methods 96
Selecting the Observation Method 98
Benefits and Limitations of Observation Methods
Social Media Monitoring and the Listening 99
Platform 99
Netnography 102
page xvii
Emerging Qualitative Data Collection Methods 103

Marketing Research in Action: Reaching Hispanics
Through Qualitative Research 105
Summary 107
Review Questions 109
5 Descriptive and Causal Research Designs 112

Magnum Hotel’s Loyalty Program 113
Value of Descriptive and Causal Survey Research
Designs 114
Descriptive Research Designs and Surveys 114
Types of Errors in Surveys 115
Sampling Errors 115
Nonsampling Errors 116
Types of Survey Methods 117
Person-Administered Surveys 117
Telephone-Administered Surveys 119
Self-Administered Surveys 121
Selecting the Appropriate Survey Method 124
Situational Characteristics 124
Task Characteristics 126
Respondent Characteristics 127
Causal Research Designs 129
The Nature of Experimentation 130
Validity Concerns with Experimental Research 131
MARKETING RESEARCH DASHBOARD: RETAILERS
USE EXPERIMENTS TO TEST DISCOUNT STRATEGY
Comparing Laboratory and Field Experiments 132
Test Marketing 134 133
Marketing Research in Action: Riders Fits New
Database into Brand Launch 135
Summary 137
Part 3 Gathering and Collecting

Accurate Data 141
6 Sampling: Theory and Methods 142
Mobile Device Interactions Explode 143
Value of Sampling in Marketing Research 144
Sampling as a Part of the Research Process 144
The Basics of Sampling Theory 145
Population 145
Sampling Frame 146
Factors Underlying Sampling Theory 146
Tools Used to Assess the Quality of Samples 147
MARKETING RESEARCH IN ACTION CONTINUING
CASE STUDY: THE SANTA FE GRILL 147
Probability and Nonprobability Sampling 148
Probability Sampling Designs 148
MARKETING RESEARCH DASHBOARD: SELECTING A
SYSTEMATIC RANDOM SAMPLE FOR THE SANTA FE
GRILL 150
MARKETING RESEARCH DASHBOARD: WHICH IS
BETTER— PROPORTIONATELY OR
DISPROPORTIONATELY STRATIFIED SAMPLES? 153
Nonprobability Sampling Designs 154
Determining the Appropriate Sampling Design 156
Determining Sample Sizes 157
Probability Sample Sizes 157
CONTINUING CASE STUDY: THE SANTA FE GRILL 158
Sampling from a Small Population 159
Nonprobability Sample Sizes 159
Other Sample Size Determination Approaches 159
MARKETING RESEARCH DASHBOARD: USING SPSS
OR PSPP TO SELECT A RANDOM SAMPLE 160
MARKETING RESEARCH DASHBOARD: SAMPLING
AND ONLINE SURVEYS 160
Steps in Developing a Sampling Plan 161
Marketing Research in Action: Developing a Sampling
Plan for a New Menu Initiative Survey 163
Summary 164
7 Measurement and Scaling 166

Santa Fe Grill Mexican Restaurant: Predicting
Customer Loyalty 167
Value of Measurement in Information Research 168
page xviii
Overview of the Measurement Process 168

What Is a Construct? 169
Construct Development 169
Categorical Types of Information 170
MARKETING RESEARCH DASHBOARD:
UNDERSTANDING THE DIMENSIONS OF BANK
SERVICE QUALITY 172
Properties of Measurement Scales 172
Scale Measurement 173
Nominal Scales 174
Ordinal Scales 174
Interval Scales 175
Ratio Scales 176
Evaluating Measurement Scales 177
Scale Reliability 177
Validity 178
Developing Measurement Scales 179
Criteria for Scale Development 180
Adapting Established Scales 183
Scales to Measure Attitudes and Behaviors 184
Likert Scale 184
Semantic Differential Scale 185
Behavioral Intention Scale 186
Comparative and Noncomparative Rating Scales 188
Other Measurement Scale Issues 191
Single-Item and Multiple-Item Scales 191
Clear Wording 191
Misleading Scaling Formats 192
Marketing Research in Action: What Can You Learn
from a Customer Loyalty Index? 195
Summary 197
8 Designing the Questionnaire 200

Can Surveys Be Used to Develop University Residence
Life Plans? 201
Value of Questionnaires in Marketing Research 202
Pilot Studies and Pretests 202
Questionnaire Design 203
Step 1: Confirm Research Objectives and
Information Requirements 204
Step 2: Select Appropriate Data Collection Method
Step 3: Develop Questions and Scaling 205 204
MARKETING RESEARCH DASHBOARD: “FRAMING”
YOUR QUESTIONS CAN INTRODUCE BIAS! 209
Step 4: Determine Layout and Evaluate
Questionnaire 213
MARKETING RESEARCH DASHBOARD: ONLINE
SMART QUESTIONNAIRES ARE REVOLUTIONIZING
SURVEYS 215
Step 5: Obtain Initial Client Approval 218
Step 6: Pretest, Revise, and Finalize the
Questionnaire 219
Step 7: Implement the Survey 219
The Role of a Cover Letter and Introductory Section
MARKETING RESEARCH DASHBOARD: COVER 220
LETTER USED WITH THE AMERICAN BANK SURVEY
Other Considerations in Collecting Data 222 221
Supervisor Instructions 222
Interviewer Instructions 222
Screening Questions 222
Quotas 222
Call or Contact Records 223
Marketing Research in Action: Designing a
Questionnaire to Survey Santa Fe Grill Customers 225
Summary 230
Part 4 Data Preparation, Analysis, and

Reporting the Results 233
9 Qualitative Data Analysis 234
The New Era of Advanced Technology: How
Companies Are Capitalizing on Qualitative Data 235
Nature of Qualitative Data Analysis 236
Qualitative Versus Quantitative Analyses 236
The Process of Analyzing Qualitative Data 237
Managing the Data Collection Effort 237
Step 1: Data Reduction 238
Step 2: Data Display 244
Step 3: Conclusion Drawing/ Verification 246
Writing the Report 248
Analysis of the Data/Findings 249
Conclusions and Recommendations 249
page xix
CONTINUING CASE: SANTA FE GRILL: USING

QUALITATIVE RESEARCH 250
Marketing Research in Action: A Qualitative Approach
to Understanding Product Dissatisfaction 251
Summary 252
Appendix A 255
Advertising’s Second Audience: Employee Reactions to
Organizational Communications 255
10 Preparing Data for Quantitative Analysis 258

Scanner Data Improves Understanding of Purchase
Behavior 259
Value of Preparing Data for Analysis 260
Validation 261
Editing and Coding 263
Asking the Proper Questions 263
Accurate Recording of Answers 263
Correct Screening Questions 264
Responses to Open-Ended Questions 267
The Coding Process 268
MARKETING RESEARCH DASHBOARD: DEALING
WITH DATA FROM DATA WAREHOUSES 270
Data Entry 271
Error Detection 271
Missing Data 272
MARKETING RESEARCH DASHBOARD THE PSPP
SOFTWARE 273
Organizing Data 273
Data Tabulation 273
One-Way Tabulation 274
Descriptive Statistics 276
Graphical Illustration of Data 276
Marketing Research in Action: Deli Depot 279
Summary 282
11 Basic Data Analysis for Quantitative Research

284
MARKETING Analytics Facilitates Smarter Decisions
Value of Statistical Analysis 286 285
Measures of Central Tendency 286
MARKETING RESEARCH DASHBOARD: SPLITTING
THE DATABASE INTO SANTA FE’S AND JOSE’S
CUSTOMERS 288
Data Analysis Applications— Measures of Central
Tendency 288
Measures of Dispersion 289
Data Analysis Applications— Measures of
Dispersion 291
Preparation of Charts 292
How to Develop Hypotheses 293
MARKETING RESEARCH DASHBOARD: STEPS IN
HYPOTHESIS DEVELOPMENT AND TESTING 294
Analyzing Relationships of Sample Data 295
Sample Statistics and Population Parameters 295
Choosing the Appropriate Statistical Technique
Univariate Statistical Tests 298 295
Data Analysis Application— Univariate Hypothesis
Test 299
Bivariate Statistical Tests 300
Cross-Tabulation 300
MARKETING RESEARCH DASHBOARD: SELECTING
THE SANTA FE GRILL CUSTOMERS FOR ANALYSIS
Chi-Square Analysis 302 300
Calculating the Chi-Square Value 303
Data Analysis Application— Chi-Square 304
Comparing Means: Independent Versus Related
Samples 306
Using the t-Test to Compare Two Means 307
Data Analysis Application— Independent Samples
t-Test 307
Data Analysis Application—Paired Samples t-Test
Analysis of Variance (ANOVA) 309 308
Data Analysis Application—ANOVA 310
n-Way ANOVA 313
Data Analysis Application—n-Way ANOVA 314
Perceptual Mapping 317
Perceptual Mapping Applications in Marketing
Research 318
CONTINUING CASE STUDY: THE SANTA FE GRILL 318
page xx
Marketing Research in Action: Examining Restaurant

Image Positions—Remington’s Steak House 319
Summary 326
12 Examining Relationships in Quantitative

Research 330
MARKETING Analytics Helps Rebuild Procter & Gamble
as a Global Powerhouse 331
Examining Relationships Between Variables 332
Covariation and Variable Relationships 333
Correlation Analysis 336
Pearson Correlation Coefficient 337
Data Analysis Application—Pearson Correlation
Substantive Significance of the Correlation 337
Coefficient 338
Influence of Measurement Scales on Correlation
Analysis 340
Data Analysis Application—Spearman Rank Order
Correlation 340
Data Analysis Application—Median Rankings 341
What Is Regression Analysis? 341
Fundamentals of Regression Analysis 342
Developing and Estimating the Regression
Coefficients 344
Data Analysis Application—Bivariate Regression
Significance 346 344
Multiple Regression Analysis 347
Statistical Significance 347
Substantive Significance 348
Multiple Regression Assumptions 348
Data Analysis Application—Multiple Regression 349
Multiple Regression—Food and Service
Independent Variables 352
What Is Structural Modeling? 354
An Example of Structural Modeling 357
Marketing Research in Action: The Role of Employees
in Developing a Customer Satisfaction Program 361
Summary 364
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CHAPTER V.
THE NAVAL BRIGADE LANDS.
W HEN I went on deck the following morning, I found that the

steam-pinnace had towed the Flying-fish to an anchorage in
the roadstead not many cable lengths from the Rattler. I at once
observed the strong resemblance she bore to the Snapping Turtle,
and I no longer felt surprise at the mistake Mr. Osborne had made at
Santiago de Cuba.
Mr. Thompson was standing by the taffrail narrowly observing her
through a telescope.
“I should like to see a race between her and the Snapping Turtle,
sir,” I said to him. “I’m not surprised the Yankee skipper was so keen
on it, for they’re wonderfully alike in build and rig.”
“Indeed they are,” answered the lieutenant; “one might almost call
them twin-vessels. The main difference is that the American’s masts
rake more.”
“It’s a curious thing about the cargo having been all taken out of
the Flying-fish, sir; and by all accounts it’s a valuable one.”
The gunnery lieutenant turned and looked at me keenly.
“You young rascal,” he said, “you’re trying to pump me; but you do
it in such a clumsy way that I can’t help seeing through you.”
I felt rather confused.
“Well, sir,” I said, “I do hope that I may be allowed to go on the
expedition up country if it is true that a force is to be landed.”
“It will be no secret in an hour’s time, Darcy, so I may as well tell
you that to-morrow morning a naval brigade is to be landed in order
to hunt down the mutineers and rebels; and I think there is a very fair
chance of your being able to go. The captain, I believe, has
permission from the captain-general to take any steps he may think
necessary to bring the delinquents to justice.”
I begged the gunnery lieutenant, who had always shown me great
kindness, to try to get me appointed to the expedition, and he
promised to use his influence in that direction. I then ran off to the
sick-bay to see my friend Charlie and tell him the news, which I felt
sure he had not as yet heard. I found him much better; and the
surgeon, who was just leaving the sick-bay as I entered, told me that
I need have no fear as to his recovery.
This was very good news; but I found that I had been forestalled
as news-carrier by Dr. Grant, and that Charlie was as well informed
on the subject of the expedition as I was myself.
“It’s jolly hard lines that I can’t go, old chap,” he said to me; “but
the surgeon says I must be on the broad of my back and nurse this
wretched old head of mine for some time to come. Pleasant
prospect, eh?”
“I’m very sorry indeed,” I answered; “and you must try to console
yourself with the fact that you’ve still a head screwed tight and fast
on your shoulders. Poor Lobb had his taken off by a round-shot.”
“Oh, I’m as grateful as anything, of course, Jack; not only on my
own account, but because as an out-and-out patriot I have the best
interests of my country at heart. What an irreparable loss it would
have been to Great Britain if my brains had bespattered the battle-
field! National mourning for a fortnight, eh, and messages to my
bereaved relatives from the Queen and the other members of the
royal family, to say nothing of minute guns, half-mast flags, and a
tomb near Nelson’s in the crypt of St. Paul’s? By Jove! it makes me
quite excited to think of it.”
“Has Grant ordered you any soothing draught?” I asked, hunting
about with pretended anxiety amongst a whole brigade of medicine-
bottles that stood upon a table at my elbow.
“Yes; Mother Gimcrack’s soothing syrup!” said my chum with a
laugh. “Good for teething babes; and do you know, Jack”—this very
solemnly—“I lost two or three of my front teeth in that nasty
somersault I took yesterday. My beauty is gone for ever and ever!”
I had noticed the disfigurement my friend referred to, but had not
alluded to it for fear of hurting his feelings.
“There is always a silver lining to the cloud,” continued Charlie
more cheerfully. “That rascal of a gunroom steward won’t be able to
palm off on me any longer his wofully tough salt horse and brickbat
biscuit. No; he’ll have to feed me on a special diet of Brand’s beef
jelly, Benger’s food, turtle soup, and jams of all sorts, varied
occasionally by oysters (real natives of course), tipsy cake, and fruit
jellies. Not a bad idea, eh? I’ll give you a tuck-in now and again,
Jack, as you’re a good chum to me!”
“Thanks, awfully!” I said; “but I’m certain the steward would rather
go to the expense of buying you a new set of teeth from a London
dentist, than feed you up on all the delicacies of the season for the
rest of the commission. Now I’m certain you oughtn’t to talk any
more, Charlie, so I’m going to make myself scarce; and you must try
to sleep till dinner-time, when I shall come and see you again.”
Half an hour later the Rattler was a scene of great excitement, for
orders had gone forth that immediate preparations were to be made
for landing a powerful naval brigade. I was very quickly caught up in
the whirl of excitement, for Ned Burton, the coxswain of my boat,
came hurrying to me to say that he had received orders from the first
lieutenant to get the second cutter in readiness to assist in landing
men, stores, and ammunition.
“It’s to be a picked force, sir,” said the seaman in conclusion, “and
I’m glad to say that we’re both detailed for service.”
“I’m delighted to hear it,” I answered, “for I was half afraid that
midshipmen would be excluded. When do we land, Ned?”
“I think in the evening, sir, so as to be ready for a start in the
morning. We can’t take no field-guns, more’s the pity, for they say
the country is a sight too hilly for anything but mountain guns.”
“How about the commissariat, ammunition, tents, and so forth?” I
asked; “we shall require transport animals of some kind.”
“I believe the Spanish Government is going to let us have a lot of
mules that are accustomed to that sort of work,” said my coxswain.
“Oh, we shall pig it out somehow, I dare say,” I exclaimed with a
laugh, “and it would be rather fun to rough it a bit.”
That evening we occupied the fort in force. The dead had been
buried at an early hour in the morning, and so there was little or no
trace of the struggle that had taken place so recently, except in the
fort itself, where the dismounted and spiked guns told their own tale.
In all we numbered one hundred officers and men, well supplied with
all that was necessary for a short campaign. At the time of my story,
machine-guns had not been invented, and that underhand weapon
of warfare, the torpedo, was unknown. A few of the former would
have been extremely serviceable to our brigade on this occasion; but
still we were extremely well armed in accordance with the ideas of
that day, each man being supplied with a breech-loading rifle, a
cutlass which could be used as a sword-bayonet if necessary, and a
revolver. An ammunition-pouch, a blanket, a water-bottle, and a pair
of leggings for each man completed the equipment, nothing being
showy, but everything extremely serviceable.
As before, Mr. Thompson was appointed to command the brigade,
as he had had a great deal of experience in shore-going expeditions
in a previous commission on the west coast of Africa. Two
lieutenants, the captain of marines, Dr. Grant, four sub-lieutenants,
the gunner, Fitzgerald, and myself made up the list of officers; and
about seventy picked blue-jackets and twenty marines composed the
rank-and-file. No commanding officer could have wished for finer
men. Not only was their physique splendid, but they were tried,
trustworthy fellows who had all seen service on previous occasions,
and could be relied on to do their duty in the direst emergency.
Tenacious bull-dogs! that’s what they were. It would be impossible
to describe them better in a couple of words.
CHAPTER VI.
“COLD PIG” AND “SLING THE MONKEY.”
I WAS effectually roused from my slumbers on the following

morning by the shrill bugle-calls which the drummer seemed to
take a delight in blowing as near the gunroom tent as possible. On
murderous thoughts intent, and clad in very scanty apparel,
Fitzgerald and I made a desperate sortie, one carrying a huge bath-
sponge saturated with water, and the other a well-knotted towel.
“What a lark!” exclaimed Fitzgerald, capering about with delight;
“cold pig for the drummer, and a lambasting afterwards to warm him
up and prevent any possibility of his catching cold whilst so far away
from his mammy’s protecting care!”
Dawn had scarcely broken, and it was almost dark outside the tent
and rather unpleasantly chilly. The bugle-calls had ceased, but we
thought we distinguished the drummer some yards away just upon
the point of raising his instrument of torture to his lips again.
“I’ll put a stopper on his little game,” said Fitzgerald hastily to me.
“Ready! present! fire!” and he hurled the heavy sponge with
admirable aim straight at the dusky little figure; whilst I darted
forward with a sort of Red Indian war-whoop, waving the knotted
towel over my head.
The sponge landed with a splosh full upon the head of the
individual it was intended for, and the latter staggered and gave a
shout of dismay and disgust as the highly-unpleasant projectile came
into contact with him.
“Good shot!” I cried exultingly. The next moment I recoiled in
horror, and Fitzgerald turned deadly pale, for we recognized in our
unlucky victim the short but sturdy Mr. Triggs, the gunner, who, being
a very early riser, had taken it into his head to emerge from his tent
and endeavour to make out the Rattler through a pair of night-
glasses. How would he take our explanation that we had mistaken
him for the drummer-boy tooting on a bugle?
Before we had time to think or apologize for our mistake, the
sponge was sent hurtling back through the air by the muscular arm
of Mr. Triggs. I was relieved to see that it was aimed at the real
delinquent, Fitzgerald, and not at me.
“O you mischievous middies!” shouted the gunner, running
towards us; “you’re always up to some tomfoolery or other!”
Fitzgerald saw the sponge flying towards him, and tried to dodge
it, but as ill luck would have it trod with his bare foot upon a sharp
stone. The pain was so great that it brought him to the ground; but in
trying to save himself he threw out his arms and they unfortunately
encountered me, and I felt myself seized in a grip which there was
no shaking off. In a moment we were both sprawling upon the
ground, arms and legs inextricably mixed up in a sort of “limb hotch-
potch.”
The gunner, chuckling with delight at our misadventure, now came
running up, his hair and face dripping from the effects of his lately-
inflicted “cold pig.”
“If I don’t pay you youngsters out, my name ain’t Timothy Triggs!”
he exclaimed; “and ’tis a grand opportunity I’ve got,” and so saying
he snatched the knotted towel out of my hand, and began
belabouring us both with it with remarkable muscular energy.
“Stop, stop, stop!” I yelled; “we mistook you for the drummer, and
are awfully sorry, Mr. Triggs!”
Whack, whack, whack! The blows fell with wonderful regularity and
with marvellous impartiality, first on Fitzgerald and then on me.
All this time the gunner was chuckling with suppressed laughter,
for he was thoroughly enjoying the joke, being at heart a most good-
natured man.
“You can just imagine you’re playing ‘sling the monkey,’” he
exclaimed; “’tis a right good game and no mistake!”
Fitzgerald and I, however, had by this time managed to
disentangle our arms and legs, and we were on our feet again in a
moment. We did not at all appreciate this novel kind of “sling the
monkey.”
“Is that the enemy coming over the hill?” I exclaimed in an alarmed
voice, and pointing away to the rising ground which, beyond the
confines of the fort, rose steep and dark against the primrose-tinted
sky.
Mr. Triggs promptly turned his head to look, and in an instant I had
snatched the towel from his hand.
“Cut and run, Fitz!” I cried; “I thought I’d gammon him,” and so
saying I fled precipitately in the direction of the gunroom tent, my
brother-middy hobbling after me as fast as his wounded foot would
allow.
Mr. Triggs, however, did not attempt to give chase, feeling, I
suppose, that his skylarking days—now that he was on the shady
side of fifty—were over. So the worthy warrant-officer contented
himself with keeping up a hot and strong running fire of anathemas
upon us as long as we remained in sight.
“The bath-sponge, Fitz, the bath-sponge!” I gasped out, as I ran
panting into the tent and flung myself upon the ground, which formed
the only flooring.
“By Jove! I forgot all about it,” said my hobbling messmate; “I hope
old Triggs won’t appropriate it.”
At that moment the real drummer-boy passed our tent whistling a
merry air.
I promptly stopped him.
“Do you mind seeing, like a good fellow, if there’s a bath-sponge
lying just over there by that tent?” I said.
“All right, sir, I’ll have a look,” answered the drummer-boy, good-
naturedly, and off he went.
In a minute or two he returned with it.
“Here you are, sir. Been playing Aunt Sally with it, I suppose?”
“No, Uncle Triggs,” I said laughingly. “You’ve had an awfully
narrow escape, bugler, only you don’t know it. I should strongly
advise you not to come near the gunroom tent in the early morning,
for Mr. Fitzgerald there always gets a violent attack of homicidal
mania about that time.”
An hour later the tents were struck and we had started on our
march up country to the tune of “Rule Britannia,” played with
tremendous energy by our fife-and-drum band.
Little did I anticipate what was before me—such adventures as
even in my wildest dreams had not occurred to my mind.
CHAPTER VII.
NED AND THE MULE-DRIVER.
W E had two sets of native auxiliaries. One consisted of a fine lot

of Spanish baggage-mules, strong hardy beasts, thoroughly
acclimatized, and remarkably sure-footed; and the other a little bevy
of guides, interpreters, and spies, without whose aid we could have
accomplished little or nothing, for we were entirely ignorant of the
country we were about to traverse, and our knowledge of Spanish
was confined to about a dozen words or so.
The spies, some of whom were negroes and the others half-
castes, assured us that they had tracked the mutineers for some
distance, and were well acquainted with the route they had taken,
which was a beaten track leading straight into the interior. These
swarthy fellows also asserted that a body of insurgents had
accompanied the lawless crew of the Flying-fish in their retreat. We
questioned them as to any knowledge they might have acquired with
regard to the whereabouts of the valuable cargo which it was the
object of our expedition to recover. About that they declared that they
knew nothing whatever, although they confessed to having heard
rumours that large bodies of men were passing and repassing
between the shores of the creek and the spurs of the inland hills
during the whole of the day before the Rattler’s arrival upon the
scene.
“’Tis a good thing we’ve no field-guns and limber-waggons with
us,” said Ned Burton to me as we marched along; “they’d have
delayed us terribly, and prevented our making forced marches.”
“You think we’ll soon come up with them then?” said I. “For my
own part I hope the fun won’t be over too soon. If we returned
victorious in a couple of days, the fellows left on board would be sure
to jeer at us, and say we had only gone for a sort of picnic into the
mountains.”
“Ah, ’twill take more than a couple of days even under the most
favourable circumstances,” answered Ned. “I take it these merchant-
service fellows haven’t got marching-legs, so to speak, and are
perhaps encumbered with wounded men, but still they’ve got a pretty
fair start, you see, and that ain’t a thing to be sneezed at.”
“The difficulty will be to find where they have hidden away the
booty,” I said; “no doubt the insurgents have put them up to a wrinkle
or two, knowing every inch of the country as they do.”
“Doesn’t the Rattler look jolly?” exclaimed an enthusiastic voice at
my elbow.
I turned and beheld Fitzgerald, who still had a slight limp as a
legacy from the morning’s fracas.
“Poor old ‘hop-and-go-one,’ what’s he trying to say?” I asked in a
jocose tone, and clapping him on the shoulder rather harder than
was altogether necessary.
“‘Do you bite your thumb at me, sir?’” demanded Fitzgerald,
tapping his sword-hilt with his left hand, and trying hard but very
unsuccessfully not to laugh.
“‘I do bite my thumb, sir,’” I answered promptly, and trying to put on
a swashbuckler air; “but I need not say that I should infinitely prefer
to bite yours or even Mr. Triggs’s.”
“Then old ‘hop-and-go-one’ and old ‘hop-o’-my thumb’ would be
sworn chums for ever and ever,” laughed Fitzgerald; “but at this
moment I don’t want to fall out with you, honour bright! I want you to
look back at that magnificent view, and the dear old Rattler in the
middle of it. I never saw a more lovely picture!”
Fitz was an artist of no mean capacity, and I strongly suspected
that he had at that moment a paint-box and brushes in his pocket.
Hand-cameras would have enchanted him, but they had not then
been invented.
It certainly was a lovely view, and I felt grateful to my brother-
middy for calling my attention to it.
We had been winding gradually along the summit of a low range of
hills, on the outermost spur of which was situated the fort we had just
evacuated. The gradient was upwards, though in no place steep,
and we had now reached a somewhat extensive plateau covered
with short springy sward. From this point of vantage we had a full
and extensive view of the winding tortuous creek; the hills, clad with
palm groves, which enclosed it; and the broad blue sea beyond,
glittering in the sunshine, and here and there barred with purple
cloud-shadows. For the primrose streaks of colour in the sky had
melted away as if by magic, and the glorious sun had recalled a
sleeping world to life. In the roadstead our beautiful frigate lay calmly
and serenely at anchor, her guns frowning from the portholes, and
her shapely hull and taut spars and rigging reflected with
extraordinary fidelity in the waters which appeared to sleep in the
warm rays of the sun. Astern lay the Flying-fish, which, though a
well-built vessel, lacked the trim appearance and impressiveness of
the British man-of-war. Above, the blue vault of heaven stretched
away into limitless infinity, its tint of deepest azure only broken here
and there by a few sluggishly-moving clouds and the white wings of
innumerable sea-gulls.
As we gazed admiringly at our floating home we saw the proud
white ensign slowly ascend to her gaff, drooping listlessly in the
stagnant air; and the distant strains of “God save the Queen” came
faintly to our ears through the still, clear atmosphere of a Cuban
early morning.
“Eight bells!” I cried. “If we were on board the old hooker, Fitz, we
should be just sitting down to eat salt-junk and swill gunroom catlap.”
“Instead of which we’re out upon the war-path,” said Fitzgerald,
“and, like Fenimore Cooper’s Indian braves, are dying to scalp the
enemy.”
A halt was called just at this moment on account of a stampede
amongst some of the baggage-mules.
The gunnery lieutenant, who was very anxious to push on and find
traces of the enemy, was exceedingly angry at this unlooked-for
delay.
“Mr. Darcy,” he sang out to me, “ascertain at once the cause of
that stampede among the mules; and if it was due in any way to the
cruelty of the Spanish drivers, have the delinquents brought before
me, and I’ll give them a lesson they won’t forget in a hurry.”
I touched my cap and ran off to the rear to make inquiries,
expecting endless difficulties in having to conduct an investigation
with native mule-drivers who were most probably as ignorant of the
English language as I was of Spanish.
Meanwhile about a dozen of the mules were careering about wildly
in the neighbouring ravines, pursued by their shouting and
screaming owners. Some of the frightened animals had already rid
themselves of their burdens, and the ground was strewn with bags of
biscuit, preserved provisions, and cases of ammunition.
The worthy Mr. Triggs proved to be a friend in need to me, for on
reaching the spot where the main body of the baggage-animals was
collected, I found him firmly holding a swarthy Cuban by the scruff of
the neck and administering to another portion of his body some
hearty kicks.
“This is the rascal that caused all the mischief with the mules, Mr.
Darcy,” he exclaimed in rather breathless tones as I ran up. “The
cruel brute broke several sticks over the back of a poor mule that
had gone dead lame, and the wretched animal was in such pain and
so frightened that it broke away, and seems to have infected a lot of
the others with its terror.”
I promptly seized the culprit by one arm.
“You come along with me,” I said; “our chief is going to have you
tried by a drumhead court-martial, and perhaps shot, according to
the regulations of war.”
I do not know if the wretch understood what I was saying, but he
commenced to struggle and shout defiantly in his native tongue.
Mr. Triggs, however, seized him by the other arm in an iron grip,
and, in spite of his writhings and kickings, we hurried him forward to
the spot where the gunnery lieutenant was standing awaiting events.
The gunner related to his superior in a few words how he had
caught the culprit in the very act of brutally ill-treating a helpless
lame mule.
“Is there an interpreter there?” demanded Mr. Thompson.
A respectable-looking elderly Spaniard stepped forward and took
off his sombrero with a sweeping bow.
“Be good enough to tell this fellow that he is a heartless cowardly
brute,” said the lieutenant sternly, and pointing to the still defiant-
looking mule-driver; “ask him what he means by such conduct.”
The Spaniard interpreted the officer’s words, but the culprit
obstinately and sullenly refused to answer a word.
“Where is the stick with which he belaboured the poor mule?”
demanded the gunnery lieutenant.
“Here it is, sir,” said Ned Burton, coming up at that moment with a
long, business-like cane in his hand.
“We’ll now give him a taste of what the poor mule felt,” said the
lieutenant. “A couple of you smart blue-jackets tie the fellow up to
that stump of a tree.”
The culprit resisted with all his strength, and attempted to bite,
scratch, and kick; but the two brawny seamen made short work of
his struggles, and soon had him securely lashed to the tree.
“One dozen,” said Mr. Thompson, nodding to Ned Burton
significantly.
My coxswain touched his cap, grinned, and rolled up his sleeve in
a workmanlike manner.
“Trust me to polish him off!” I heard him mutter to himself; “I can’t
abide them furriners that wreaks their bad temper on dumb animals
that can’t ’it you back agin—smother me if I can!”
As soon as the fellow’s flogging was over, he was turned out of the
camp and told that his services were no longer required. Then, the
scattered mules having been secured again, we once more set out
on our march towards the interior.
The sun had now attained to a considerable altitude in the
heavens, and as there was an absence of wind, even upon the
heights, the heat and glare became intense. Not a single grumble
was heard, however, the men being much too gay and light-hearted
to care whether they were baked like salamanders or not. Our spirits
were kept up by the novelty and excitement of active service on
shore and the assurances of the guides that ere long we should
reach the outskirts of a forest, which it would be necessary to
traverse, and where plenty of shade would shield us from the sun’s
overpowering rays.
“Give me old Father Sol and an open country,” observed Ned
Burton to me, “in preference to jungle and the shade of trees. I’d
sooner chance a sunstroke than the ambush of a skulking enemy!”
“You think they may lie in wait for us,” I said. “If they do we shall
give them a drubbing.”
“I wouldn’t put it past them,” said my coxswain. “These Cubans, I
believe, are as wily as sarpents; and as to drubbing them and their
mutinous pals, it’s just a question of whether they’ve the sperrit to
meet us in the open or not. If they have, well, we shall just eat ’em
up. Trust the Rattler boys for an out-and-out shindy, Mr. Darcy.”
I was on the point of replying to my coxswain, when my attention
was entirely absorbed by the sudden apparition of a large and
compact cloud of horsemen emerging from behind some steep
scarped rocks immediately in front, and some four or five hundred
yards distant from the head of our column. They appeared to be
about to charge us.
“Cavalry, as I’m a living sinner!” exclaimed Ned, slipping a
cartridge into his rifle. “I’m jiggered if that don’t beat everything!”
It was certainly strange to find that the enemy had already secured
some mounted allies. It looked as if we should find this expedition no
child’s play—in fact, a great deal more like catching a Tartar.
“Prepare for cavalry!” thundered the gunnery lieutenant. “Keep
steady, men, and we’ll soon send them to the right about.”
The horsemen were evidently provided with carbines, for as they
wheeled up into position they fired a wild volley at us, and then
dashed forward at full gallop straight in our direction.
CHAPTER VIII.
“PREPARE FOR CAVALRY!”
T HE Rattler’s officers had reason to be proud of their little brigade

of seamen and marines. In this sudden emergency they were
calm, cool, and self-reliant. Their discipline and the celerity of their
movements were beyond praise. It was a severe test, and they came
out of it with flying colours.
As the enemy’s irregular cavalry came thundering down towards
us over the broken ground, we formed square, and, with loaded rifles
and fixed bayonets, stood ready to receive them. There was no time
to get the baggage-animals and native drivers into the centre of the
square, and so they were forced to remain huddled together in the
rear—a squad of marines being told off to guard them to the best of
their ability.
The horsemen seemed nothing daunted by our steadiness and
military formation, but swept on at a gallop. Two of their steeds,
however, stumbled badly on the rough ground and threw their riders,
after which they rushed away in the direction from which they had
come like mad creatures.
I was all excitement at the idea of this unexpected brush with the
enemy, and drew my loaded revolver from my belt. Ned Burton was
standing up just in front of me in the square, looking the essence of
determination and tenacious valour. The outer ranks were kneeling.
The rays of the tropical sun flashed on the serried lines of bayonets
and glinted on the less polished rifle barrels.
On came the cavalry with desperate bravery. Even on that rocky
ground they raised a cloud of dust. The horsemen had slung their
carbines and drawn their sabres, the blades of which flashed
ominously over their heads like the gleams of sheet lightning.
“Give the swabs a volley,” muttered Ned Burton, “and we’ll empty
some of their saddles for ’em.”
At that very moment the order to fire was given.
Little tongues of flame and puffs of grey smoke darted from the
muzzles of the rifles defending one side of the square, and the crash
of a volley of musketry rang out into the air with almost deafening
effect. Amid it all I seemed to hear distinctly the thunder of the
chargers’ hoofs.
“Give them another volley!” shouted the gunnery lieutenant; and
darting about, hither and thither, amid the blinding, choking smoke,
we juniors repeated his order.
It was too late.
They were dashing horsemen these irregular cavaliers of the
enemy, for our steady, well-directed fire did not check them or smash
up their formation as we had expected. Though many of their
saddles had been emptied, a cheer of defiance arose from their
ranks as they dashed on into the curtain of smoke which enveloped
us, and which the sluggish air seemed powerless to disperse. When
they were almost upon us, their wings wheeled to right and left and
hurled themselves upon the two side faces of the square, while the
centre squadron dashed in upon the ranks where Ned Burton and I
were standing awaiting the onset.
“No more cartridges; it’s steel to steel!” said my coxswain grimly,
as he gripped his rifle firmly and prepared for the shock.
In another moment it came. Through the slowly-dispersing
vaporous smoke I saw the towering forms of the snorting chargers
and the fierce-looking, swarthy faces of their riders. Shouts of
defiance and rage arose on all sides, together with the angry clash of
steel as sabre and bayonet contended for the mastery, though these
sounds were almost drowned in the sharp stinging reports of the
revolvers brought into use at close quarters by the officers.
One naturally hesitates to speak of one’s own acts on an occasion
of this sort for fear of being thought egotistical; but being bound to
describe what actually occurred, I cannot avoid stating that I saved
my coxswain’s life on the occasion of this cavalry charge, and I am
very thankful that I had it in my power to do him that service.
It was a simple matter. Just at the point where Ned was standing
and forming part of the hedge of steel, the full brunt of the cavalry
charge seemed to fall, and for a few seconds I really almost feared
that the face of the square would be driven in. Certainly there was a
little disorder for a moment, and a swaying motion in the ranks which
told its own tale. However, it was only for a moment; for it is just at
these critical times that the tenacity of the British bull-dog comes into
play.
Amidst the hurly-burly of the mêlée I caught sight of Ned Burton
hard pressed by two horsemen. He seemed to have been brought to
his knees almost under the hoofs of one of the horses, while the two
horsemen were bending forward in their saddles and aiming terrific
blows at his head with their sabres. Ned was endeavouring to the
best of his ability to protect himself, but there was no doubt that he
was in great jeopardy.
My revolver was fortunately still loaded with three cartridges, and I
immediately took steady aim at the horseman nearest to Ned. No
bullet ever went truer, for it pierced the man’s heart, and he fell from
the saddle without even a groan and lay dead at my coxswain’s feet.
His steed, recognizing that there was no longer a restraining hand on
the bridle, took to his heels, and, with distended nostrils and wildly
tossed mane, galloped away from the battle-field.
Almost at the moment that I had accomplished this feat, the
charger of the other horseman was shot dead by one of our seamen,
and his rider was thrown to the ground with some violence. I instantly
rushed forward, seized the man, and demanded his surrender. Not
liking the look of my revolver, the barrel of which was within a couple
of inches of his temples, the fellow sullenly acquiesced, and I had
him disarmed and sent into the square under an escort. Ned had
nearly been crushed by the falling horse, but had fortunately
escaped with a few bruises.
The square remained unbroken. On three of its faces the
squadrons of horsemen had dashed like little whirlwinds, but in no
case had an entrance been forced. A fierce hand-to-hand struggle
had taken place for a few moments, but on every side our men were
triumphant. The cavalry charge was fairly repulsed, and as the
horsemen beat a hasty retreat they were terribly harassed by the
withering fire of our riflemen. We had not gone unscathed, however,
for one of our sub-lieutenants and a marine had been killed, and we
had one man seriously and three slightly wounded. In the volley from
their carbines the enemy had wasted their ammunition sadly, for not
a single shot took effect, all the casualties having occurred during
the hand-to-hand struggle. The enemy, we found, had suffered
severely, having lost eleven men killed outright and seven horses,
whilst we found upon the field eighteen wounded men, of whom five
or six were mortally injured. We had also secured half a dozen
prisoners, all of whom were Cuban insurgents. Needless to say, we
questioned these fellows closely; but they obstinately kept their lips
sealed and would divulge no secrets, though we tried to impress
upon them how foolish they were to league themselves with such
disreputable scoundrels as the mutineers of the Flying-fish.
The spot where this skirmish took place was not more than four
miles distant from the creek where we had landed, although any
view of the latter was shut out by an intervening ridge. We could see
the distant blue ocean stretching away to the horizon line, and dotted
here and there with the sails of passing vessels, but the Rattler and
the Flying-fish were invisible.
We at once told off a party to convey the wounded back to the
shores of the creek, that they might be taken on board the frigate as
quickly as possible. Mr. Triggs was placed in charge of this
detachment, which included the prisoners, and had orders to rejoin
the main body as expeditiously as he could, so that there might be
no delay.
A fatigue party was also told off to bury the dead—a mournful duty
which brings forcibly to one’s mind the horrors of warring with one’s
fellow-creatures.
Fitzgerald and I felt this most acutely, for we had lost a very dear
messmate, and it was part of our sad task to assist to lay him in his
narrow grave in this foreign land far from his home and kindred.
“It will break his mother’s heart,” said a mournful voice near us, as
we began to fill up the poor fellow’s last resting-place with the sand
which we had dug out.
I turned and saw that it was Dr. Grant who had spoken.
“You know her?” I said interrogatively.
The surgeon nodded assent. Then he quoted,—
“We laid him in the sleep that comes to all,

And left him to his rest and his renown.”

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Essentials of Marketing Research 5th

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ESSENTIALS OF MARKETING RESEARCH

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To my wife Dale, our son Joe

About the Authors

Joseph F. Hair , Jr. is Professor of Marketing and the

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Joseph F. Hair, Jr.

Part 1 The Role and Value of

Part 3 Gathering and Collecting

7 Measurement and Scaling 166

Part 4 Data Preparation, Analysis, and

10 Preparing Data for Quantitative Analysis 258

11 Basic Data Analysis for Quantitative Research 284

12 Examining Relationships in Quantitative Research

Part 1 The Role and Value of

2 The Marketing Research Process and Proposals

Execute the Research Design 41

Part 2 Designing the Marketing

4 Exploratory and Observational Research

Emerging Qualitative Data Collection Methods 103

5 Descriptive and Causal Research Designs 112

Part 3 Gathering and Collecting

7 Measurement and Scaling 166

Overview of the Measurement Process 168

8 Designing the Questionnaire 200

Part 4 Data Preparation, Analysis, and

CONTINUING CASE: SANTA FE GRILL: USING

10 Preparing Data for Quantitative Analysis 258

11 Basic Data Analysis for Quantitative Research

Marketing Research in Action: Examining Restaurant

12 Examining Relationships in Quantitative