Marketing Research, 13ed (An Indian Adaptation)
Description
Marketing Research, 13th Edition, offers a clear and practical introduction to marketing research, with a strong focus on methodologies and the role of market research in strategic decision-making. Using a macro-micro-macro framework, it begins with a strategic overview, delves into detailed methodologies, and concludes with real-world applications. Step-by-step coverage of current practices and advanced techniques equips students with the critical thinking and decision-making skills needed in today's dynamic business environment. This edition bridges theory and practice through contextual analysis and application-based learning rooted in India's evolving market landscape.
Table of Contents
Part-I: The Nature and Scope of Marketing Research
1. A Decision-Making Perspective on Marketing Intelligence
Learning Objectives
An Overview of Business Intelligence
Introduction to Marketing Intelligence
Marketing Research
Role of Marketing Research in Managerial Decision-Making
Factors That Influence Marketing Research Decisions
Use of Marketing Research
Ethics in Marketing Research
The Respondent’s Ethics and Rights
International Marketing Research
Summary
Questions and Problems
End Notes
Case 1-1: Preteen Market—The Right Place to Be in for Cell Phone Providers?
Case 1-2: Best Buy on a Segmentation Spree
Case 1-3: Ethical Dilemmas in Marketing Research
2. Marketing Research in Practice
Learning Objectives
Information Systems, Decision Support Systems, and Marketing Research
Marketing Decision Support Systems
Suppliers of Information
Criteria for Selecting External Suppliers
Career Opportunities in Marketing Research
Summary
Questions and Problems
End Notes
3. The Marketing Research Process
Learning Objectives
Overview of the Marketing Research Process
The Preliminary Stages of the Marketing Research Process
Planning a New HMO
The International Marketing Research Process
Summary
Questions and Problems
End Notes
Case 3-1: A VideOcart Test for Bestway Stores
Case 3-2: Philip Morris Enters Turkey
4. Research Design and Implementation
Learning Objectives
Research Approach
Research Tactics and Implementation
Budgeting and Scheduling the Research Project
Research Proposal
Designing International Marketing Research
Issues in International Research Design
Summary
Questions and Problems
End Notes
Annexure 4A.1: Errors in Research Design
Case 4-1: Reynolds Tobacco’s Slide-Box Cigarettes
Case for Part I
Case I-1: Clover Valley Dairy Company
Part-II: Data Collection
Section A: Secondary and Exploratory Research
5. Secondary Sources of Marketing Data
Learning Objectives
Secondary Data
Uses of Secondary Data
Benefits of Secondary Data
Limitations of Secondary Data
Internal Sources of Secondary Data
External Sources of Secondary Data
Census Data
North American Industry Classification System
Appraising Secondary Sources
Applications of Secondary Data
Sources of Secondary Data for International Marketing Research
Problems Associated with Secondary Data in International Research
Applications of Secondary Data in International Research
Summary
Questions and Problems
End Notes
Case 5-1: Barkley Foods
Case 5-2: Dell in Latin America?
6. Standardized Sources of Marketing Data
Learning Objectives
Retail Store Audits
Consumer Purchase Panels
Scanner Services and Single-Source Systems
Media-Related Standardized Sources
Applications of Standardized Sources of Data
Summary
Questions and Problems
End Notes
Case 6-1: Promotion of Rocket Soups
Case 6-2: Kerry Gold Products, Ltd.
7. Marketing Research on the Internet
Learning Objectives
Current Trends in Web Usage
WWW Information for Marketing Decisions
The Internet and Marketing Research Today
The Internet and Marketing Research Developments
Issues and Concerns
Summary
Questions and Problems
End Notes
Case 7-1: Caring Children’s Hospital
Annexure 7A.1: Netnography as a Research Methodology
8. Information Collection: Qualitative and Observational Methods
Learning Objectives
Need for Qualitative Research
Qualitative Research Methods
Observational Methods
Recent Applications of Qualitative and Observational Methods
Summary
Questions and Problems
End Notes
Annexure 8A.1: Myths of Qualitative Research: It’s Conventional, but Is It Wisdom?
Case 8-1: Mountain Bell Telephone Company
Case 8-2: Hamilton Beach Conducts Primary Research in Mexico and Europe
Section B: Descriptive Research
9. Information from Respondents: Issues in Data Collection
Learning Objectives
Information from Surveys
Sources of Survey Error
Methods of Data Collection
Factors Affecting the Choice of a Survey Method
Ethical Issues in Data Collection
Summary
Questions and Problems
End Notes
Case 9-1: Essex Markets
Case 9-2: Ethical Issues in Data Privacy: Navigating the Challenges in India
10. Information from Respondents: Survey Methods
Learning Objectives
Collecting Data
Surveys in the International Context
Summary
Questions and Problems
End Notes
Case 10-1: Roland Development Corp
11. Attitude Measurement
Learning Objectives
Attitudes
The Concept of Measurement and Scaling
Types of Attitude Rating Scales
General Guidelines for Developing a Multiple-Item Scale
Interpreting Attitude Scales
Choosing an Attitudinal Scale
Accuracy of Attitude Measurements
Scales in Cross-National Research
Summary
Questions and Problems
End Notes
12. Designing the Questionnaire
Learning Objectives
Planning What to Measure
Formatting the Question
Question Wording: A Problem of Communication
Sequence and Layout Decisions
Questionnaire Design for International Research
Summary
Questions and Problems
End Notes
Case 12-1: Wine Horizons
Section C: Causal Research
13. Experimentation
Learning Objectives
Descriptive versus Experimental Research
What Constitutes Causality?
Laboratory and Field Experiments
Threats to Experimental Validity
Issues in Experimental Research
Types of Experimental Designs
Guidelines for Conducting Experimental Research
Limitations of Experiments
Summary
Questions and Problems
End Notes
Case 13-1: Evaluating Experimental Designs
Section D: Sampling
14. Sampling Fundamentals
Learning Objectives
Sample or Census
Sampling Process
Probability Sampling
Nonprobability Sampling
Shopping Center Sampling
Sampling in the International Context
Summary
Questions and Problems
End Notes
Case 14-1: Exercises in Sample Design
15. Sample Size and Statistical Theory
Learning Objectives
Determining the Sample Size: Ad Hoc Methods
Population Characteristics/Parameters
Sample Characteristics/Statistics
Sample Reliability
Interval Estimation
Sample Size Question
Proportions
Coefficient of Variation
Stratified Sampling
Multistage Design
Sequential Sampling
Summary
Questions and Problems
End Notes
Annexure 15A.1: Interview Guide for Indian International Travelers
Part-III: Data Analysis
16. Fundamentals of Data Analysis
Learning Objectives
Preparing the Data for Analysis
Strategy for Data Analysis
Cross-Tabulations
Factors Influencing the Choice of Statistical Technique
An Overview of Statistical Techniques
Summary
Questions and Problems
End Notes
Annexure 16A.1: Choice of a Statistical Package
17. Hypothesis Testing: Basic Concepts and Tests of Associations
Learning Objectives
The Logic of Hypothesis Testing
Steps in Hypothesis Testing
Basic Concepts of Hypothesis Testing
Cross-Tabulation and Chi-Square
Summary
Questions and Problems
End Notes
Case 17-1: Medical Systems Associates: Measuring Patient Satisfaction
Annexure 17A.1: Statistical Tool Selection Guide
18. Hypothesis Testing: Means and Proportions
Learning Objectives
Commonly Used Hypothesis Tests in Marketing Research
Relationship Between Confidence Interval and Hypothesis Testing
Analysis of Variance (ANOVA)
The Probability‐Values (p‐Values) Approach to Hypothesis Testing
Effect of Sample Size and Interpretation of Test Results
Summary
Questions and Problems
End Notes
Case 18-1: American Conservatory Theater
Case 18-2: Apple Appliance Stores
Part IV Special Topics in Data Analysis
19. Correlation Analysis and Regression Analysis
Learning Objectives
Correlation Analysis
Regression Analysis
Summary
Questions and Problems
End Notes
Case 19-1: The Seafood Grotto
Case 19-2: Election Research, Inc.
20. Discriminant, Factor, and Cluster Analysis
Learning Objectives
Discriminant Analysis
Multiple Discriminant Analysis
Summary of Discriminant Analysis
Factor and Cluster Analysis
Factor Analysis
Summary of Factor Analysis
Cluster Analysis
Summary of Cluster Analysis
Questions and Problems
End Notes
Case 20-1: Southwest Utility
Case 20-2: Store Image Study
Annexure 20A.1: Using Exploratory Factor Analysis and Cluster Analysis in Rural Tourism Segmentation
21. Multidimensional Scaling and Conjoint Analysis
Learning Objectives
Multidimensional Scaling
Attribute‐Based Approaches
Summary of MDS
Conjoint Analysis
Summary of Conjoint Analysis
Understanding Brand Positioning Through Multidimensional Scaling
Questions and Problems
End Notes
Case 21-1: The Electric Truck Case
Annexure 21A.1: Is MDS the Right Solution? Here’s How to Know
22. Presenting the Results
Learning Objectives
Guidelines for Successful Presentations
Written Report
Oral Presentation
Relationship with the Client
Summary
Questions and Problems
End Notes
Annexure 22A.1: Things to Avoid in a Project Report
Part-V: Applications of Marketing Intelligence
23. Marketing-Mix Measures
Learning Objectives
New-Product Research
Pricing Research
Distribution Research
Promotion Research
Total Quality Management
Summary
Questions and Problems
End Notes
Case 23-1: Hokey Pokey Is Born in India
24. Brand and Customer Metrics
Learning Objectives
Competitive Advantage
Brand Equity
Customer Satisfaction
Contemporary Applications of Marketing Intelligence
Maximizing Customer Profitability
Summary
Questions and Problems
End Notes
25.New Age Strategies
Learning Objectives
Database Marketing
Relationship Marketing
E-commerce
Mobile Marketing
Social Marketing
Experiential Marketing
Word-of-Mouth Marketing
Internet of Things
Bots and Artificial Intelligence
Blockchain
Summary
Questions and Problems
End Notes
Appendix A: Confirmatory Factor Analysis and Structural Equation Modeling
Learning Objectives
Basic Terminologies in CFA and SEM
Step-by-Step Guide to Conducting CFA and SEM in Jamovi
Importance of Threshold Values for Model Fit Indices
Practical Applications of CFA and SEM
Questions and Problems
References
Appendix B
B-1. Standard Normal, Cumulative Probability in Right‐Hand Tail for Positive Values of z; Areas Are Formed by Symmetry
B-2. χ 2 Critical Points
B-3. F Critical Points
B-4. Cut‐Off Points for the Student’s t‐Distribution
B-5. Procedures for Conducting Univariate and Multivariate Analysis in SPSS
B-6. Output of Select Tables in SPSS