Marketing research / David A. Aaker, V. Kumar, George S. Day.

Format:

Book

Author/Creator:

Aaker, David A.

Contributor:

Kumar, V., 1957-

Day, George S.

Language:

English

Subjects (All):

Marketing research.

Physical Description:

xvi, 751 pages : illustrations ; 27 cm

Edition:

Seventh edition.

Place of Publication:

New York : Wiley, [2001]

Summary:

This book takes a "macro-micro-macro" approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. As with previous editions, this one provides thorough coverage of the most advanced and current marketing research methodologies, point out their limitations, as well their potential for enhancing research results.

Contents:

Part I The Nature and Scope of Marketing Research

Chapter 1 A Decision-Making Perspective on Marketing Research 1

Learning Objectives 1

Role of Marketing Research in Managerial Decision Making 3

Factors that Influence Marketing Research Decisions 11

Ethics in Marketing Research 13

The Respondent's Ethics and Rights 17

International Marketing Research 17

Case 1-1 Ethical Dilemmas in Marketing Research 20

Chapter 2 Marketing Research in Practice 22

Learning Objectives 22

Information Systems, Decision Support Systems, and Marketing Research 23

Marketing Decision Support Systems 26

Suppliers of Information 30

Criteria for Selecting External Suppliers 35

The International Marketing Research Industry 36

Career Opportunities in Marketing Research 36

Appendix Marketing Research Jobs 39

Chapter 3 The Marketing Research Process 40

Learning Objectives 40

Overview of the Marketing Research Process 40

The Preliminary Stages of the Marketing Research Process 42

Planning a New HMO 52

The International Marketing Research Process 55

Appendix The Value of Research Information Using Bayesian Decision Theory 61

Case 3-1 A VideOcart Test for Bestway Stores 63

Case 3-2 Sperry/MacLennan Architects and Planners 64

Case 3-3 Phillips Electronics NV 67

Case 3-4 Philip Morris Enters Turkey 68

Chapter 4 Research Design and Implementation 70

Learning Objectives 70

Research Approach 70

Research Tactics and Implementation 79

Budgeting and Scheduling the Research Project 80

Research Proposal 82

Designing International Marketing Research 85

Issues in International Research Design 87

Appendix Errors in Research Design 90

Case 4-1 Reynolds Tobacco's Slide-Box Cigarettes 91

Case 4-2 California Foods Corporation 95

Case I-1 Clover Valley Dairy Company 99

Part II Data Collection

Section A Secondary and Exploratory Research

Chapter 5 Secondary Sources of Marketing Data 102

Learning Objectives 102

Secondary Data 102

Uses of Secondary Data 103

Benefits of Secondary Data 104

Limitations of Secondary Data 104

Internal Sources of Secondary Data 105

External Sources of Secondary Data 107

Census Data 114

Standard Industrial Classification System 116

Appraising Secondary Sources 117

Applications of Secondary Data 118

Sources of Secondary Data for International Marketing Research 122

Problems Associated with Secondary Data in International Research 122

Applications of Secondary Data in International Research 123

Case 5-1 Barkley Foods 126

Case 5-2 Dell in Latin America? 127

Chapter 6 Standardized Sources of Marketing Data 128

Learning Objectives 128

Retail Store Audits 129

Consumer Purchase Panels 130

Scanner Services and Single-Source Systems 133

Media-Related Standardized Sources 141

Applications of Standardized Sources of Data 143

Case 6-1 Promotion of Rocket Soups 147

Case 6-2 Kerry Gold Products, Ltd. 151

Case 6-3 Paradise Foods 151

Chapter 7 Marketing Research on the Internet 156

Learning Objectives 156

What Is the Internet? 157

Characteristics of the Internet 159

WWW Information for Marketing Decisions 160

The Internet and Marketing Research Today 163

The Internet and Marketing Research Developments 176

Appendix The Components of the Internet 178

Case 7-1 Caring Children's Hospital 182

Chapter 8 Information Collection: Qualitative and Observational Methods 184

Learning Objectives 184

Need for Qualitative Research 184

Qualitative Research Methods 185

Observational Methods 203

Recent Applications of Qualitative and Observational Methods 207

Appendix Myths of Qualitative Research: It's Conventional, But Is it Wisdom? 211

Case 8-1 Mountain Bell Telephone Company 213

Case 8-2 U.S. Department of Energy (A) 215

Case 8-3 Acura 216

Section B Descriptive Research

Chapter 9 Information from Respondents: Issues in Data Collection 217

Learning Objectives 217

Information from Surveys 217

Sources of Survey Error 218

Methods of Data Collection 223

Factors Affecting the Choice of a Survey Method 225

Ethical Issues in Data Collection 228

Case 9-1 Essex Markets (A) 231

Case 9-2 More Ethical Dilemmas in Marketing Research 232

Chapter 10 Information from Respondents: Survey Methods 233

Learning Objectives 233

Collecting Data 233

Surveys in the International Context 258

Case 10-1 Project DATA: An Urban Transportation Study 263

Case 10-2 Roland Development Corp. 269

Chapter 11 Attitude Measurement 272

Learning Objectives 272

What Are Attitudes? 273

The Concept of Measurement and Scaling 274

Types of Attitude Rating Scales 277

General Guidelines for Developing a Multi-Item Scale 289

Interpreting Attitude Scales 290

Choosing an Attitudinal Scale 292

Accuracy of Attitude Measurements 293

Scales in Cross-National Research 296

Case 11-1 Wine Horizons 299

Case 11-2 National Kitchens 301

Chapter 12 Designing the Questionnaire 303

Learning Objectives 303

Planning What to Measure 303

Formatting the Question 305

Question Wording: A Problem of Communication 311

Sequence and Layout Decisions 316

Questionnaire Design for International Research 321

Case 12-1 Essex Markets (B) 328

Case 12-2 Smith's Clothing (A) 328

Case 12-3 Compact Lemon 329

Section C Causal Research

Chapter 13 Experimentation 331

Learning Objectives 331

Descriptive versus Experimental Research 332

What Constitutes Causality? 334

Issues in Experimental Research 335

Types of Experimental Designs 337

Laboratory and Field Experiments 352

Threats to Experimental Validity 352

Guidelines for Conducting Experimental Research 354

Limitations of Experiments 356

Case 13-1 Evaluating Experimental Designs 361

Case 13-2 Barrie Food Corporation 362

Section D Sampling

Chapter 14 Sampling Fundamentals 363

Learning Objectives 363

Sample or Census 363

Sampling Process 365

Probability Sampling 371

Nonprobability Sampling 378

Shopping Center Sampling 383

Sampling in the International Context 385

Case 14-1 Exercises in Sample Design 390

Case 14-2 Talbot Razor Products Company 390

Chapter 15 Sample Size and Statistical Theory 392

Learning Objectives 392

Determining the Sample Size: Ad Hoc Methods 392

Population Characteristics/Parameters 394

Sample Characteristics/Statistics 395

Sample Reliability 396

Interval Estimation 398

Sample Size Question 399

Proportions 401

Coefficient of Variation 402

Stratified Sampling 403

Multistage Design 405

Sequential Sampling 406

Case II-1 Pacific Gas & Electric (A) 409

Case II-2 Currency Concepts International 416

Part III Data Analysis

Chapter 16 Fundamentals of Data Analysis 422

Learning Objectives 422

Preparing the Data for Analysis 423

Strategy for Data Analysis 427

Cross-Tabulations 431

Factors Influencing the Choice of Statistical Technique 433

An Overview of Statistical Techniques 435

Chapter 17 Hypothesis Testing: Basic Concepts and Tests of Associations 443

Learning Objectives 443

The Logic of Hypothesis Testing 444

Steps in Hypothesis Testing 445

Basic Concepts of Hypothesis Testing 446

Cross-Tabulation and Chi-Square 449

Case 17-1 Medical Systems Associates: Measuring Patient Satisfaction 460

Chapter 18 Hypothesis Testing: Means and Proportions 462

Learning Objectives 462

Commonly Used Hypothesis Tests in Marketing Research 463

The Probability-Values (p Values) Approach to Hypothesis Testing 471

Effect of Sample Size and Interpretation of Test Results 472

Relationship between Confidence Interval and Hypothesis Testing 473

Analysis of Variance (ANOVA) 474

Case 18-1 American Conservatory Theater 484

Case 18-2 Apple Appliance Stores 485

Case III-1 The Vancouver Symphony Orchestra 488

Case III-2 Pacific Gas & Electric

(B) 494

Case III-3 Ralston Development Company 496

Part IV Special Topics in Data Analysis

Chapter 19 Correlation Analysis and Regression Analysis 500

Learning Objectives 500

Correlation Analysis 501

Regression Analysis 505

Case 19-1 The Seafood Grotto 529

Case 19-2 Ajax Advertising Agency 530

Case 19-3 Election Research, Inc. 531

Chapter 20 Discriminant and Canonical Analysis 532

Learning Objectives 532

Discriminant Analysis 532

Multiple Discriminant Analysis 541

Summary of Discriminant Analysis 544

Canonical Correlation Analysis 545

Case 20-1 Southwest Utility 551

Chapter 21 Factor and Cluster Analysis 553

Learning Objectives 553

Factor Analysis 554

Summary of Factor Analysis 565

Cluster Analysis 566

Summary of Cluster Analysis 576

Case 21-1 Store Image Study 578

Case 21-2 Behavioral Research 580

Chapter 22 Multidimensional Scaling and Conjoint Analysis 583

Learning Objectives 583

Multidimensional Scaling 583

Attribute-based Approaches 584

Summary of MDS 593

Conjoint Analysis 594

Case 22-1 Nester's Foods 604

Case 22-2 Pepsi-Cola 605

Case 22-3 The Electric Truck Case 608

Case 22-4 Fargo Instruments 608

Chapter 23 Presenting the Results 610

Learning Objectives 610

Guidelines for Successful Presentations 610

Written Presentation 615

Oral Presentation 619

Relationship with the Client 622

Case IV-1 Smith's Clothing (B) 623

Case IV-2 Newfood 623

Part V Applications

Chapter 24 Traditional Applications of Marketing Research: Product, Price, Distribution, and Promotion 627

Learning Objectives 627

New Product Research 628

Pricing Research 639

Distribution Research 640

Promotion Research 647

Case 24-1 Brown Microwave 660

Case 24-2 National Chemical Corporation 661

Case 24-3 U.S. Department of Energy (B) 662

Case 24-4 Levi Strauss & Co. 662

Chapter 25 Contemporary Applications of Marketing Research: Competitive Advantage, Brand Equity, Customer Satisfaction, and Total Quality Management 665

Learning Objectives 665

Competitive Advantage 666

Brand Equity 668

Customer Satisfaction 673

Total Quality Management 679

Chapter 26 Emerging Applications of Marketing Research: Database Marketing, E-Commerce, and Relationship Marketing 689

Learning Objectives 689

Database Marketing 690

E-Commerce 700

Relationship Marketing 704

Appendix Forecasting 708

A-1. Standard Normal Cumulative Probability in Right-Hand Tail for Positive Values of z, Areas are Formed by Symmetry 711

A-2. x[superscript 2] Critical Points 712

A-5. Procedures for Conducting Univariate and Multivariate Analysis in SPSS 718.

Notes:

Includes bibliographical references and index.

ISBN:

0471363405

OCLC:

43706612

Online:

Table of Contents