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• Cover
• Preface
• Objectives of this Text
• New to This Edition
• Features of the Book
• Organization of the Text
• Supplements to the Text
• Acknowledgments
• 1 A Decision-Making Perspective on Marketing Intelligence
• 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
• 2 Marketing Research in Practice
• 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
• Appendix
• 3 The Marketing Research Process
• 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
• 4 Research Design and Implementation
• 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
• Appendix
• Cases for Part I
• 5 Secondary Sources of Marketing Data
• 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
• 6 Standardized Sources of Marketing Data
• 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
• 7 Marketing Research on the Internet1
• 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
• 8 Information Collection: Qualitative and Observational Methods
• Need for Qualitative Research
• Qualitative Research Methods
• Observational Methods
• Recent Applications of Qualitative and Observational Methods
• Summary
• Questions and Problems
• Appendix
• 9 Information from Respondents: Issues in Data Collection
• 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
• 10 Information from Respondents: Survey Methods
• Collecting Data
• Surveys in the International Context
• Summary
• Questions and Problems
• 11 Attitude Measurement
• 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
• 12 Designing the Questionnaire
• 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
• 13 Experimentation
• 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
• 14 Sampling Fundamentals
• Sample or Census
• Sampling Process
• Probability Sampling
• Nonprobability Sampling
• Shopping Center Sampling
• Sampling in the International Context
• Summary
• Questions and Problems
• 15 Sample Size and Statistical Theory
• 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
• Cases for Part II Data Collection
• Appendix A
• 16 Fundamentals of Data Analysis
• 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
• Appendix
• 17 Hypothesis Testing: Basic Concepts and Tests of Associations
• The Logic of Hypothesis Testing
• Steps in Hypothesis Testing
• Basic Concepts of Hypothesis Testing
• Cross‐Tabulation and Chi‐Square
• Summary
• Questions and Problems
• 18 Hypothesis Testing: Means and Proportions
• 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
• 19 Correlation Analysis and Regression Analysis
• Correlation Analysis
• Regression Analysis
• Summary
• Questions and Problems
• 20 Discriminant, Factor, and Cluster Analysis
• 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
• 21 Multidimensional Scaling and Conjoint Analysis
• Multidimensional Scaling
• Attribute‐Based Approaches
• Summary of MDS
• Conjoint Analysis
• Summary of Conjoint Analysis
• Questions and Problems
• 22 Presenting the Results
• Guidelines for Successful Presentations
• Written Report
• Oral Presentation
• Relationship with the Client
• Summary
• Questions and Problems
• 23 Marketing-Mix Measures
• New-Product Research
• Pricing Research
• Distribution Research
• Promotion Research
• Total Quality Management
• Summary
• Questions and Problems
• 24 Brand and Customer Metrics
• Competitive Advantage
• Assessing Competitive Advantage
• Customer Satisfaction
• Contemporary Applications of Marketing Intelligence
• Summary
• Questions and Problems
• 25 New Age Strategies
• 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
• Appendix A
• A‐1 Standard Normal, Cumulative Probability in Right‐Hand Tail for Positive Values of z; Areas are Formed by Symmetry
• A‐2 χ Critical Points
• A‐3 F Critical Points
• A‐4 Cut‐Off Points for the Student’s t‐Distribution
• A‐5 Procedures for Conducting Univariate and Multivariate Analysis in SPSS
• A‐6 Output of Select Tables in SPSS
• Glossary
• Index
• Marketing Research Process Illustrations
• End User License Agreement