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David A. Aaker, V. Kumar, Robert Leone, George S. Day
Marketing Research, 11th Edition prepares marketing students to make data driven business decisions. With a focus on market intelligence, strategy, theory and application, the authors introduce the latest developments in the field of marketing research and discuss their impact on marketing research applications—all in a macro-micro-macro framework to help students understand the big picture.
This revised edition, while building on the online marketing research content, tracks recent developments in areas such as relationship marketing, social media, and mobile marketing and explores how these advancements are moving to the forefront of business strategies.
Table of Contents
PART I THE NATURE AND SCOPE OF MARKETING RESEARCH
CHAPTER 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
CHAPTER 2 Marketing Research in Practice
Learning Objectives
Information System, Decision Support Systems, and Marketing Research
Marketing Decision Support Systems
Suppliers of Information
Criteria for Selecting External Suppliers
The International Marketing Research Industry
Career Opportunities in Marketing Research
Summary
Questions and Problems
End Notes
Appendix: Marketing Research Jobs
CHAPTER 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
Appendix: The Value of Research Information Using Bayesian Decision Theory
Case 3-1: A VideOcart Test for Bestway Stores
Case 3-2: Sperry/MacLennan Architects and
Planners
Case 3-3: Philip Morris Enters Turkey
CHAPTER 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
Appendix: Errors in Research Design
SECTION A: SECONDARY AND EXPLORATORY RESEARCH
CHAPTER 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?
Case 5-3: Eddie Bauer: Strategize with Secondary Marketing Data
CHAPTER 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.
Case 6-3: Paradise Foods
CHAPTER 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
CHAPTER 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
Appendix: Myths of Qualitative Research: It?s Conventional, But Is It Wisdom?
Case 8-1: Mountain Bell Telephone Company
Case 8-2: U.S. Department of Energy (A)
Case 8-3: Acura
Case 8-4: Exploratory Research on the Lleyton Hewitt National Visa Card
Case 8-5: Hamilton Beach Conducts Primary Research in Mexico and Europe
Mini-Project
PART II DATA COLLECTION
Case 4-1: Reynolds Tobacco?s Slide-Box Cigarettes
Case 4-2: California Foods Corporation
Case for Part I
Case I-1: Clover Valley Dairy Company
SECTION B: DESCRIPTIVE RESEARCH
CHAPTER 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 (A)
Case 9-2: More Ethical Dilemmas in Marketing Research
CHAPTER 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.
CHAPTER 11 Attitude Measurement
Learning Objectives
What Are 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
Case 11-1: National Kitchens
CHAPTER 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
Case 12-2: Smith?s Clothing (A)
Case 12-3: Compact Lemon
Case 12-4: Project Data: An Urban Transportation Study
SECTION C: CAUSAL RESEARCH
CHAPTER 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
Case 13-2: Barrie Food Corporation
SECTION D: SAMPLING
CHAPTER 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
Case 14-2: Talbot Razor Products Company
CHAPTER 15 Sample Size and Statistical Theory
Learning Objectives
Determining the Sample Size: Ad Hoc Methods
Population Characteristics/Parameters
Sample Reliability
Interval Estimation
Sample Size Question
Proportions
Coefficient of Variation
Stratified Sampling
Multistage Design
Sequential Sampling
Summary
Questions and Problems
End Notes
Case for Part II
Case II-1: Currency Concepts International
Part III DATA ANALYSIS
CHAPTER 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
Appendix
CHAPTER 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
CHAPTER 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
Cases for Part III
Case III-1: The Vancouver Symphony Orchestra
Case III-2: Popular Pizzas: Identifying Consumer Preferences
PART IV SPECIAL TOPICS IN DATA ANALYSIS Sample Characteristics/Statistics
CHAPTER 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: Ajax Advertising Agency
Case 19-3: Election Research, Inc.
CHAPTER 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
Case 20-3: Behavioral Research
CHAPTER 21 Multidimensional Scaling and Conjoint Analysis
Learning Objectives
Multidimensional Scaling
Attribute-Based Approaches
Summary of MDS
Conjoint Analysis
Summary of Conjoint Analysis
Questions and Problems
End Notes
Case 21-1: Nester?s Foods
Case 21-2: Pepsi-Cola
Case 21-3: The Electric Truck Case
Case 21-4: Fargo Instruments
CHAPTER 22 Presenting the Results
Learning Objectives
Guidelines for Successful Presentations
Written Report
Oral Presentation
Relationship with the Client
Summary
Questions and Problems
End Notes
Cases for Part IV
Case IV-1: Smith's Clothing (B)
Case IV-2: Newfoo
CHAPTER 23 Marketing-Mix Measures
Learning Objectives
New-Product Research
Pricing Research
Distribution Research
Promotion Research
Total Quality Management
Information Requirements for Total Quality Management
Summary
Questions and Problems
End Notes
Case 23-1: Brown Microwave
Case 23-2: National Chemical Corporation
Case 23-3: U.S. Department of Energy (B)
Case 23-4: Hokey Pokey is Born in India
CHAPTER 24 Brand and Customer Metrics
Learning Objectives
Competitive Advantage
Brand Equity
Customer Satisfaction
Customer Satisfaction Measurement Process
Contemporary Applications of Marketing Intelligence
Maximizing Customer Profitability
Summary
Questions and Problems
End Notes
PART V APPLICATIONS OF MARKETING INTELLIGENCE
CHAPTER 25 Database Marketing, E-Commerce, Relationship Marketing, and Customer Intelligence
Learning Objectives
Database Marketing
E-Commerce
Mobile Marketing
Social Marketing
Experiential Marketing
Relationship Marketing
Recent Developments in Relationship Marketing
Word-of-Mouth Marketing
Customer Intelligence
Summary
Questions and Problems
End Notes
Appendix
End Notes for Appendix
Appendix: Tables
A-1. Standard Normal, Cumulative Probability in Right-Hand Tail for Positive Values of z; Areas Are Formed by Symmetry
A-2. X2 Critical Points
A-3. F Critical Points
A-4. t 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
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