| Preface |
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xiii | |
| Publisher's acknowledgements |
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xv | |
| About the authors |
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xvii | |
| 1 Introduction to marketing research |
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1 | (28) |
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2 | (1) |
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2 | (1) |
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What does 'marketing research' mean? |
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3 | (3) |
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A brief history of marketing research |
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6 | (1) |
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Definition of marketing research |
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6 | (3) |
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The marketing research process |
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9 | (3) |
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A classification of marketing research |
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12 | (3) |
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The global marketing research industry |
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15 | (4) |
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Justifying the investment in marketing research |
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19 | (3) |
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The future - addressing the marketing research skills gap |
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22 | (3) |
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25 | (1) |
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26 | (1) |
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26 | (1) |
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27 | (2) |
| 2 Defining the marketing research problem and developing a research approach |
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29 | (30) |
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30 | (1) |
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30 | (1) |
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Importance of defining the problem |
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31 | (1) |
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The marketing research brief |
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32 | (1) |
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Components of the marketing research brief |
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33 | (3) |
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The marketing research proposal |
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36 | (3) |
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The process of defining the problem and developing a research approach |
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39 | (3) |
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Environmental context of the problem |
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42 | (1) |
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Discussions with decision makers |
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42 | (2) |
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Interviews with industry experts |
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44 | (1) |
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Initial secondary data analyses |
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45 | (1) |
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Marketing decision problem and marketing research problem |
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46 | (3) |
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Defining the marketing research problem |
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49 | (1) |
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Components of the research approach |
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50 | (1) |
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Objective/theoretical framework |
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51 | (1) |
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52 | (1) |
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53 | (1) |
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54 | (1) |
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54 | (1) |
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55 | (1) |
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56 | (1) |
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57 | (2) |
| 3 Research design |
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59 | (31) |
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60 | (1) |
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60 | (1) |
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Research design definition |
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61 | (1) |
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Research design from the decision makers' perspective |
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62 | (1) |
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Research design from the participants' perspective |
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63 | (6) |
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Research design classification |
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69 | (4) |
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73 | (6) |
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79 | (1) |
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Relationships between exploratory, descriptive and causal research |
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80 | (2) |
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Potential sources of error in research designs |
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82 | (3) |
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85 | (1) |
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86 | (1) |
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86 | (1) |
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87 | (3) |
| 4 Secondary data collection and analysis |
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90 | (31) |
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91 | (1) |
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91 | (1) |
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Defining primary data, secondary data and marketing intelligence |
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92 | (2) |
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Advantages and uses of secondary data |
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94 | (2) |
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Disadvantages of secondary data |
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96 | (1) |
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Criteria for evaluating secondary data |
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96 | (3) |
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Classification of secondary data |
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99 | (1) |
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Published external secondary sources |
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100 | (4) |
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104 | (1) |
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Classification of online databases |
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104 | (2) |
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Syndicated sources of secondary data |
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106 | (3) |
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Syndicated data from households |
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109 | (6) |
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Syndicated data from institutions |
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115 | (2) |
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117 | (1) |
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118 | (1) |
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119 | (1) |
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119 | (2) |
| 5 Internal secondary data and analytics |
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121 | (26) |
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122 | (1) |
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122 | (3) |
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125 | (3) |
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Geodemographic data analyses |
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128 | (4) |
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Customer relationship management |
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132 | (2) |
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134 | (2) |
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136 | (3) |
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Linking different types of data |
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139 | (5) |
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144 | (1) |
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144 | (1) |
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145 | (1) |
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146 | (1) |
| 6 Qualitative research: its nature and approaches |
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147 | (32) |
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148 | (1) |
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148 | (2) |
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Primary data: qualitative versus quantitative research |
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150 | (2) |
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Rationale for using qualitative research |
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152 | (3) |
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Philosophy and qualitative research |
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155 | (7) |
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162 | (6) |
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168 | (3) |
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171 | (3) |
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174 | (2) |
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176 | (1) |
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176 | (1) |
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177 | (2) |
| 7 Qualitative research: focus group discussions |
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179 | (28) |
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180 | (1) |
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180 | (2) |
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Classifying qualitative research techniques |
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182 | (1) |
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183 | (5) |
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Planning and conducting focus groups |
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188 | (5) |
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193 | (1) |
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Other variations of focus groups |
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194 | (1) |
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Other types of qualitative group discussions |
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195 | (1) |
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Misconceptions about focus groups |
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196 | (2) |
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198 | (2) |
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Advantages of online focus groups |
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200 | (1) |
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Disadvantages of online focus groups |
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201 | (1) |
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202 | (1) |
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203 | (1) |
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204 | (1) |
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205 | (2) |
| 8 Qualitative research: in-depth interviewing and projective techniques |
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207 | (26) |
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208 | (1) |
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208 | (1) |
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209 | (12) |
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221 | (6) |
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Comparison between qualitative techniques |
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227 | (1) |
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228 | (1) |
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229 | (1) |
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230 | (1) |
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230 | (3) |
| 9 Qualitative research: data analysis |
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233 | (34) |
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234 | (1) |
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234 | (1) |
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The qualitative researcher |
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235 | (4) |
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The process of qualitative data analysis |
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239 | (12) |
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251 | (3) |
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254 | (2) |
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256 | (3) |
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Qualitative data analysis software |
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259 | (3) |
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262 | (1) |
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263 | (1) |
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264 | (1) |
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264 | (3) |
| 10 Survey and quantitative observation techniques |
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267 | (35) |
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268 | (1) |
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268 | (1) |
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269 | (2) |
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271 | (4) |
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275 | (1) |
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276 | (3) |
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A comparative evaluation of survey methods |
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279 | (9) |
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288 | (1) |
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289 | (1) |
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289 | (3) |
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Observation techniques classified by mode of administration |
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292 | (3) |
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A comparative evaluation of the observation techniques |
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295 | (1) |
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Advantages and disadvantages of observation techniques |
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296 | (1) |
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297 | (1) |
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297 | (1) |
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298 | (1) |
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299 | (3) |
| 11 Causal research design: experimentation |
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302 | (31) |
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303 | (1) |
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303 | (1) |
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304 | (1) |
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305 | (3) |
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308 | (2) |
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310 | (1) |
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Validity in experimentation |
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310 | (1) |
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311 | (2) |
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Controlling extraneous variables |
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313 | (2) |
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A classification of experimental designs |
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315 | (1) |
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316 | (1) |
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True experimental designs |
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317 | (1) |
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Quasi-experimental designs |
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318 | (2) |
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320 | (3) |
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Laboratory versus field experiments |
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323 | (2) |
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Experimental versus non-experimental designs |
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325 | (1) |
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Application: test marketing |
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326 | (2) |
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328 | (1) |
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329 | (1) |
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330 | (1) |
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330 | (3) |
| 12 Measurement and scaling: fundamentals, comparative and non-comparative scaling |
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333 | (38) |
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334 | (1) |
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334 | (1) |
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335 | (1) |
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Scale characteristics and levels of measurement |
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336 | (1) |
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Primary scales of measurement |
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337 | (5) |
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A comparison of scaling techniques |
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342 | (1) |
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Comparative scaling techniques |
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343 | (4) |
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Non-comparative scaling techniques |
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347 | (2) |
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349 | (3) |
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Itemised rating scale decisions |
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352 | (4) |
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356 | (2) |
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358 | (5) |
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Choosing a scaling technique |
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363 | (1) |
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Mathematically derived scales |
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364 | (1) |
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364 | (1) |
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365 | (1) |
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366 | (1) |
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367 | (4) |
| 13 Questionnaire design |
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371 | (38) |
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372 | (1) |
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372 | (2) |
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374 | (1) |
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Questionnaire design process |
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375 | (3) |
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Specify the information needed |
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378 | (1) |
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Specify the type of interviewing method |
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379 | (1) |
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Determine the content of individual questions |
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380 | (1) |
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Overcoming the participant's inability and unwillingness to answer |
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381 | (4) |
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Choose question structure |
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385 | (4) |
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389 | (5) |
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Arrange the questions in proper order |
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394 | (2) |
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Identify the form and layout |
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396 | (1) |
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Reproduce the questionnaire |
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397 | (1) |
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Eliminate problems by pilot-testing |
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398 | (2) |
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Summarising the questionnaire design process |
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400 | (2) |
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Designing surveys across cultures and countries |
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402 | (1) |
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403 | (1) |
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404 | (1) |
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405 | (1) |
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405 | (4) |
| 14 Sampling: design and procedures |
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409 | (33) |
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410 | (1) |
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410 | (2) |
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412 | (2) |
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The sampling design process |
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414 | (5) |
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A classification of sampling techniques |
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419 | (1) |
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Non-probability sampling techniques |
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420 | (5) |
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Probability sampling techniques |
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425 | (8) |
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Choosing non-probability versus probability sampling |
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433 | (1) |
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Summary of sampling techniques |
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434 | (2) |
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Issues in sampling across countries and cultures |
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436 | (1) |
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437 | (1) |
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438 | (1) |
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439 | (1) |
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439 | (3) |
| 15 Sampling: determining sample size |
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442 | (29) |
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443 | (1) |
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443 | (2) |
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445 | (1) |
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The sampling distribution |
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446 | (1) |
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Statistical approaches to determining sample size |
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447 | (1) |
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The confidence interval approach |
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448 | (6) |
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Multiple characteristics and parameters |
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454 | (1) |
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Other probability sampling techniques |
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454 | (1) |
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Adjusting the statistically determined sample size |
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455 | (1) |
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Calculation of response rates |
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456 | (1) |
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Non-response issues in sampling |
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457 | (7) |
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464 | (1) |
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464 | (1) |
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465 | (1) |
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Appendix: The normal distribution |
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466 | (2) |
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468 | (3) |
| 16 Survey fieldwork |
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471 | (20) |
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472 | (1) |
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472 | (2) |
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The nature of survey fieldwork |
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474 | (1) |
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Survey fieldwork and the data-collection process |
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475 | (1) |
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Selecting survey fieldworkers |
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475 | (1) |
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Training survey fieldworkers |
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476 | (3) |
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479 | (2) |
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Supervising survey fieldworkers |
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481 | (1) |
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Evaluating survey fieldworkers |
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482 | (1) |
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Fieldwork and online research |
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483 | (2) |
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Fieldwork across countries and cultures |
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485 | (2) |
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487 | (1) |
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487 | (1) |
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488 | (1) |
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489 | (2) |
| 17 Social media research |
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491 | (22) |
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492 | (1) |
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492 | (1) |
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What do we mean by 'social media'? |
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492 | (2) |
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The emergence of social media research |
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494 | (1) |
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Approaches to social media research |
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495 | (2) |
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Accessing social media data |
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497 | (2) |
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Social media research methods |
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499 | (9) |
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Research with image and video data |
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508 | (1) |
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Limitations of social media research |
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509 | (1) |
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510 | (1) |
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510 | (1) |
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511 | (1) |
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511 | (2) |
| 18 Mobile research |
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513 | (15) |
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514 | (1) |
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514 | (1) |
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514 | (2) |
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Approaches to mobile research |
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516 | (2) |
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Guidelines specific to mobile marketing research |
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518 | (4) |
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Key challenges in mobile research |
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522 | (3) |
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525 | (1) |
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526 | (1) |
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526 | (1) |
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526 | (2) |
| 19 Data integrity |
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528 | (28) |
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529 | (1) |
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529 | (1) |
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The data integrity process |
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530 | (1) |
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Checking the questionnaire |
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531 | (1) |
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532 | (1) |
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533 | (6) |
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539 | (2) |
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541 | (2) |
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Statistically adjusting the data |
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543 | (2) |
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Selecting a data analysis strategy |
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545 | (3) |
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Data integrity across countries and cultures |
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548 | (1) |
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Practice data analysis with SPSS |
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549 | (3) |
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552 | (1) |
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552 | (1) |
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553 | (1) |
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554 | (2) |
| 20 Frequency distribution, cross- tabulation and hypothesis testing |
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556 | (45) |
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557 | (1) |
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557 | (3) |
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560 | (2) |
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Statistics associated with frequency distribution |
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562 | (3) |
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A general procedure for hypothesis testing |
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565 | (5) |
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570 | (6) |
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Statistics associated with cross-tabulation |
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576 | (4) |
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Hypothesis testing related to differences |
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580 | (2) |
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582 | (6) |
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588 | (5) |
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Practice data analysis with SPSS |
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593 | (3) |
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596 | (1) |
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596 | (1) |
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597 | (1) |
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598 | (3) |
| 21 Analysis of variance and covariance |
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601 | (31) |
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602 | (1) |
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602 | (2) |
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Relationship among techniques |
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604 | (1) |
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605 | (1) |
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Statistics associated with one-way ANOVA |
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606 | (1) |
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606 | (4) |
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Illustrative applications of one-way ANOVA |
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610 | (4) |
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614 | (5) |
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Analysis of covariance (ANCOVA) |
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619 | (1) |
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620 | (2) |
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622 | (2) |
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624 | (1) |
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624 | (1) |
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Practice data analysis with SPSS |
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625 | (1) |
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626 | (1) |
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627 | (1) |
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627 | (3) |
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630 | (2) |
| 22 Correlation and regression |
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632 | (41) |
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633 | (1) |
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633 | (1) |
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Product moment correlation |
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634 | (4) |
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638 | (2) |
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640 | (1) |
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641 | (1) |
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641 | (1) |
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Statistics associated with bivariate regression analysis |
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642 | (1) |
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Conducting bivariate regression analysis |
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642 | (9) |
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651 | (1) |
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Statistics associated with multiple regression |
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652 | (1) |
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Conducting multiple regression analysis |
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653 | (8) |
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661 | (1) |
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Relative importance of predictors |
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662 | (1) |
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662 | (1) |
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Regression with dummy variables |
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663 | (1) |
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Analysis of variance and covariance with regression |
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664 | (1) |
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Practice data analysis with SPSS |
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665 | (1) |
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666 | (1) |
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667 | (1) |
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667 | (3) |
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670 | (3) |
| 23 Discriminant and logit analysis |
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673 | (34) |
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674 | (1) |
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674 | (1) |
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Basic concept of discriminant analysis |
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675 | (1) |
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Relationship of discriminant and logit analysis to ANOVA and regression |
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676 | (1) |
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Discriminant analysis model |
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676 | (1) |
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Statistics associated with discriminant analysis |
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677 | (1) |
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Conducting discriminant analysis |
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678 | (10) |
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Conducting multiple discriminant analysis |
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688 | (8) |
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Stepwise discriminant analysis |
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696 | (1) |
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696 | (1) |
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Conducting binary logit analysis |
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696 | (6) |
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Practice data analysis with SPSS |
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702 | (1) |
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703 | (1) |
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704 | (1) |
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705 | (1) |
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705 | (2) |
| 24 Factor analysis |
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707 | (28) |
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708 | (1) |
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708 | (1) |
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709 | (1) |
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710 | (1) |
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Statistics associated with factor analysis |
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711 | (1) |
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Conducting factor analysis |
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712 | (12) |
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Applications of common factor analysis |
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|
724 | (5) |
|
Practice data analysis with SPSS |
|
|
729 | (1) |
|
|
|
730 | (1) |
|
|
|
731 | (1) |
|
|
|
731 | (2) |
|
|
|
733 | (2) |
| 25 Cluster analysis |
|
735 | (27) |
|
|
|
736 | (1) |
|
|
|
736 | (1) |
|
|
|
737 | (2) |
|
Statistics associated with cluster analysis |
|
|
739 | (1) |
|
Conducting cluster analysis |
|
|
739 | (11) |
|
Applications of non-hierarchical clustering |
|
|
750 | (2) |
|
Applications of TwoStep clustering |
|
|
752 | (2) |
|
|
|
754 | (3) |
|
Practice data analysis with SPSS |
|
|
757 | (1) |
|
|
|
758 | (1) |
|
|
|
759 | (1) |
|
|
|
759 | (1) |
|
|
|
760 | (2) |
| 26 Multidimensional scaling and conjoint analysis |
|
762 | (33) |
|
|
|
763 | (1) |
|
|
|
763 | (2) |
|
|
|
765 | (1) |
|
Statistics and terms associated with MDS |
|
|
765 | (1) |
|
|
|
766 | (7) |
|
Assumptions and limitations of MDS |
|
|
773 | (1) |
|
|
|
773 | (2) |
|
|
|
775 | (1) |
|
Relationship among MDS, factor analysis and discriminant analysis |
|
|
776 | (1) |
|
Basic concepts in conjoint analysis |
|
|
776 | (1) |
|
Statistics and terms associated with conjoint analysis |
|
|
777 | (1) |
|
Conducting conjoint analysis |
|
|
778 | (8) |
|
Assumptions and limitations of conjoint analysis |
|
|
786 | (1) |
|
|
|
786 | (2) |
|
Practice data analysis with SPSS |
|
|
788 | (1) |
|
|
|
789 | (1) |
|
|
|
790 | (1) |
|
|
|
790 | (1) |
|
|
|
791 | (4) |
| 27 Structural equation modelling and path analysis |
|
795 | (36) |
|
|
|
796 | (1) |
|
|
|
796 | (1) |
|
|
|
797 | (1) |
|
Statistics and terms associated with SEM |
|
|
798 | (2) |
|
|
|
800 | (2) |
|
|
|
802 | (11) |
|
|
|
813 | (1) |
|
Relationship of SEM to other multivariate techniques |
|
|
814 | (1) |
|
Application of SEM: first-order factor model |
|
|
814 | (3) |
|
Application of SEM: second-order factor model |
|
|
817 | (6) |
|
|
|
823 | (3) |
|
|
|
826 | (1) |
|
|
|
826 | (2) |
|
|
|
828 | (1) |
|
|
|
828 | (1) |
|
|
|
829 | (2) |
| 28 Communicating research findings |
|
831 | (23) |
|
|
|
832 | (1) |
|
|
|
832 | (1) |
|
Why does communication of research findings matter? |
|
|
833 | (2) |
|
Importance of the report and presentation |
|
|
835 | (1) |
|
Preparation and presentation process |
|
|
836 | (1) |
|
|
|
837 | (5) |
|
|
|
842 | (3) |
|
|
|
845 | (1) |
|
|
|
845 | (2) |
|
|
|
847 | (1) |
|
|
|
847 | (2) |
|
|
|
849 | (1) |
|
|
|
850 | (1) |
|
|
|
851 | (1) |
|
|
|
852 | (1) |
|
|
|
852 | (2) |
| 29 Business-to-business (b2b) marketing research |
|
854 | (27) |
|
|
|
855 | (1) |
|
|
|
855 | (1) |
|
What is b2b marketing and why is it important? |
|
|
856 | (1) |
|
The distinction between b2b and consumer marketing |
|
|
857 | (1) |
|
Concepts underlying b2b marketing research |
|
|
858 | (2) |
|
Implications of the differences between business and consumer purchases for researchers |
|
|
860 | (13) |
|
The growth of competitive intelligence |
|
|
873 | (3) |
|
The future of b2b marketing research |
|
|
876 | (1) |
|
|
|
877 | (1) |
|
|
|
877 | (1) |
|
|
|
878 | (1) |
|
|
|
878 | (3) |
| 30 Research ethics |
|
881 | (27) |
|
|
|
882 | (1) |
|
|
|
882 | (2) |
|
Ethics in marketing research |
|
|
884 | (1) |
|
Professional ethics codes |
|
|
884 | (4) |
|
Ethics in the research process |
|
|
888 | (2) |
|
Ethics in data collection |
|
|
890 | (6) |
|
|
|
896 | (2) |
|
Ethical communication of research findings |
|
|
898 | (1) |
|
Key issues in research ethics: informed consent |
|
|
898 | (2) |
|
Key issues in research ethics: maintaining respondent trust |
|
|
900 | (1) |
|
Key issues in research ethics: anonymity and privacy |
|
|
901 | (4) |
|
Key issues in research ethics: sugging and frugging |
|
|
905 | (1) |
|
|
|
905 | (1) |
|
|
|
906 | (1) |
|
|
|
906 | (1) |
|
|
|
906 | (2) |
| Glossary |
|
908 | (18) |
| Subject index |
|
926 | (26) |
| Name index |
|
952 | (2) |
| Company index |
|
954 | |
