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Ebook details:
عنوان: Marketing Research: An Applied Orientation (7th Edition) (What's New in Marketing)
نویسنده: Naresh K. Malhotra
ناشر: Pearson; 7 edition (January 13, 2018)
زبان: English
شابک: 013473484X, 978-0134734842
حجم: 328 Mb
فرمت: Image pdf with ocr

Title Page Copyright Page Dedication Brief Contents Contents Foreword Preface Acknowledgments About the Author Commendation Part 1: Introduction and Early Phases of Marketing Research Chapter 1: Introduction to Marketing Research Objectives Overview Definition of Marketing Research A Classification of Marketing Research The Marketing Research Process Step 1: Problem Definition Step 2: Development of an Approach to the Problem Step 3: Research Design Formulation Step 4: Fieldwork or Data Collection Step 5: Data Preparation and Analysis Step 6: Report Preparation and Presentation The Role of Marketing Research in Marketing Decision Making Marketing Research and Competitive Intelligence The Decision to Conduct Marketing Research The Marketing Research Industry Selecting a Research Supplier Employability in Marketing Research The Department Store Patronage Project International Marketing Research Marketing Research and Social Media Mobile Marketing Research Ethics in Marketing Research SPSS Windows and SAS Enterprise Guide HP Running Case Summary Key Terms and Concepts Suggested Cases, HBS Cases, and Video Cases Live Research: Conducting a Marketing Research Project Acronyms Exercises Internet and Computer Exercises Activities Video Case 1.1: Burke: Learning and Growing Through Marketing Research Chapter 2: Defining the Marketing Research Problem and Developing an Approach Objectives Overview Importance of Defining the Problem The Process of Defining the Problem and Developing an Approach Tasks Involved Discussions with Decision Makers Interviews with Industry Experts Secondary Data Analysis Qualitative Research Environmental Context of the Problem Past Information and Forecasts Resources and Constraints Objectives Buyer Behavior Legal Environment Economic Environment Marketing and Technological Skills Management Decision Problem and Marketing Research Problem Defining the Marketing Research Problem Components of the Approach Objective/Theoretical Framework Analytical Model Research Questions Hypotheses Specification of Information Needed International Marketing Research Marketing Research and Social Media Approach to the Problem Mobile Marketing Research Ethics in Marketing Research HP Running Case Summary Key Terms and Concepts Suggested Cases, HBS Cases, and Video Cases Live Research: Conducting a Marketing Research Project Acronyms Exercises Internet and Computer Exercises Activities Video Case 2.1: Accenture: The Accent Is in the Name Part 2: Research Design Formulation Chapter 3: Research Design Objectives Overview Research Design: Definition Research Design: Classification Exploratory Research Descriptive Research Cross-Sectional Designs Longitudinal Designs Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs Causal Research Relationships Among Exploratory, Descriptive, and Causal Research Potential Sources of Error Random Sampling Error Nonsampling Error Budgeting and Scheduling the Project Marketing Research Proposal International Marketing Research Marketing Research and Social Media Mobile Marketing Research Ethics in Marketing Research HP Running Case Summary Key Terms and Concepts Suggested Cases, HBS Cases and Video Cases Live Research: Conducting a Marketing Research Project Acronyms Exercises Internet and Computer Exercises Activities Video Case 3.1: National Football League: The King of Professional Sports Chapter 4: Exploratory Research Design: Secondary and Syndicated Data Objectives Overview Primary Versus Secondary Data Advantages and Uses of Secondary Data Disadvantages of Secondary Data Criteria for Evaluating Secondary Data Specifications: Methodology Used to Collect the Data Error: Accuracy of the Data Currency: When the Data Were Collected Objective: The Purpose for Which the Data Were Collected Nature: The Content of the Data Dependability: How Dependable Are the Data? Classification of Secondary Data Internal Secondary Data Customer Databases Data Warehouse and Data Mining CRM and Database Marketing External Secondary Data Business/Nongovernment Data Government Sources Syndicated Sources of Secondary Data Syndicated Data from Households Surveys Purchase and Media Panels Electronic Scanner Services Syndicated Data from Institutions Retailer and Wholesaler Audits Industry Services Combining Information from Different Sources: Single-Source Data Big Data International Marketing Research Marketing Research and Social Media Mobile Marketing Research Ethics in Marketing Research HP Running Case Summary Key Terms and Concepts Suggested Cases, HBS Cases, and Video Cases Live Research: Conducting a Marketing Research Project Acronyms Exercises Internet and Computer Exercises Activities Video Case 4.1: The Mayo Clinic: Staying Healthy with Marketing Research Chapter 5: Exploratory Research Design: Qualitative Research Objectives Overview Primary Data: Qualitative Versus Quantitative Research Rationale for Using Qualitative Research A Classification of Qualitative Research Procedures Focus Group Interviews Characteristics Planning and Conducting Focus Groups Other Variations in Focus Groups Advantages of Focus Groups Disadvantages of Focus Groups Applications of Focus Groups Online Focus Group Interviews Advantages of Online Focus Groups Disadvantages of Online Focus Groups Uses of Online Focus Groups Depth Interviews Characteristics Techniques Advantages and Disadvantages of Depth Interviews Applications of Depth Interviews Projective Techniques Association Techniques Completion Techniques Construction Techniques Expressive Techniques Advantages and Disadvantages of Projective Techniques Applications of Projective Techniques Analysis of Qualitative Data Software Packages International Marketing Research Marketing Research and Social Media Focus Groups Depth Interviews Projective Techniques Limitations Mobile Marketing Research Ethics in Marketing Research HP Running Case Summary Key Terms and Concepts Suggested Cases, HBS Cases, and Video Cases Live Research: Conducting a Marketing Research Project Acronyms Exercises Internet and Computer Exercises Activities Video Case 5.1: Nike: Associating Athletes, Performance, and the Brand Chapter 6: Descriptive Research Design: Survey and Observation Objectives Overview Survey Methods Survey Methods Classified by Mode of Administration Telephone Methods Traditional Telephone Interviews Computer-Assisted Telephone Interviewing (CATI) Personal Methods Personal In-Home Interviews Mall-Intercept Personal Interviews Computer-Assisted Personal Interviewing (CAPI) Mail Methods Mail Interviews Mail Panels Electronic Methods Email Interviews Internet Interviews A Comparative Evaluation of Survey Methods Task Factors Situational Factors Respondent Factors Some Other Survey Methods Selection of Survey Methods Observation Methods Structured Versus Unstructured Observation Disguised Versus Undisguised Observation Natural Versus Contrived Observation Observation Methods Classified by Mode of Administration Personal Observation Mechanical Observation Audit Content Analysis Trace Analysis A Comparative Evaluation of Observation Methods A Comparison of Survey and Observation Methods Relative Advantages of Observation Relative Disadvantages of Observation Ethnographic Research Other Methods International Marketing Research Selection of Survey Methods Marketing Research and Social Media Surveys Observation Mobile Marketing Research MMR and Survey Research MMR and Observation Research Ethics in Marketing Research HP Running Case Summary Key Terms and Concepts Suggested Cases, HBS Cases, and Video Cases Live Research: Conducting a Marketing Research Project Acronyms Exercises Internet and Computer Exercises Activities Video Case 6.1: Starbucks: Staying Local While Going Global Through Marketing Research Chapter 7: Causal Research Design: Experimentation Objectives Overview Concept of Causality Conditions for Causality Concomitant Variation Time Order of Occurrence of Variables Absence of Other Possible Causal Factors Role of Evidence Definitions and Concepts Definition of Symbols Validity in Experimentation Internal Validity External Validity Extraneous Variables History Maturation Testing Effects Instrumentation Statistical Regression Selection Bias Mortality Controlling Extraneous Variables Randomization Matching Statistical Control Design Control A Classification of Experimental Designs Preexperimental Designs One-Shot Case Study One-Group Pretest-Posttest Design Static Group Design True Experimental Designs Pretest-Posttest Control Group Design Posttest-Only Control Group Design Quasi-Experimental Designs Time Series Design Multiple Time Series Design Statistical Designs Randomized Block Design Latin Square Design Factorial Design Laboratory Versus Field Experiments Experimental Versus Nonexperimental Designs Limitations of Experimentation Time Cost Administration Application: Test Marketing International Marketing Research Marketing Research and Social Media Mobile Marketing Research Ethics in Marketing Research HP Running Case Summary Key Terms and Concepts Suggested Cases, HBS Cases, and Video Cases Live Research: Conducting a Marketing Research Project Acronyms Exercises Internet and Computer Exercises Activities Video Case 7.1: Aflac: Marketing Research Quacks Like a Duck Chapter 8: Measurement and Scaling: Fundamentals and Comparative Scaling Objectives Overview Measurement and Scaling Scale Characteristics and Levels of Measurement Description Order Distance Origin Primary Scales of Measurement Nominal Scale Ordinal Scale Interval Scale Ratio Scale A Comparison of Scaling Techniques Comparative Scaling Techniques Paired Comparison Scaling Rank Order Scaling Constant Sum Scaling Q-Sort and Other Procedures International Marketing Research Marketing Research and Social Media Mobile Marketing Research Ethics in Marketing Research HP Running Case Summary Key Terms and Concepts Suggested Cases, HBS Cases, and Video Cases Live Research: Conducting a Marketing Research Project Acronyms Exercises Internet and Computer Exercises Activities Video Case 8.1: Procter & Gamble: Using Marketing Research to Build Brands Chapter 9: Measurement and Scaling: Noncomparative Scaling Techniques Objectives Overview Noncomparative Scaling Techniques Continuous Rating Scale Itemized Rating Scales Likert Scale Semantic Differential Scale Stapel Scale Noncomparative Itemized Rating Scale Decisions Number of Scale Categories Balanced Versus Unbalanced Scales Odd or Even Number of Categories Forced Versus Nonforced Scales Nature and Degree of Verbal Description Physical Form or Configuration Multi-Item Scales Scale Evaluation Measurement Accuracy Reliability Validity Relationship Between Reliability and Validity Generalizability Choosing a Scaling Technique Mathematically Derived Scales International Marketing Research Marketing Research and Social Media Mobile Marketing Research Ethics in Marketing Research HP Running Case Summary Key Terms and Concepts Suggested Cases, HBS Cases, and Video Cases Live Research: Conducting a Marketing Research Project Acronyms Exercises Internet and Computer Exercises Activities Video Case 9.1: eGO: Reinventing Wheels Chapter 10: Questionnaire and Form Design Objectives Overview Questionnaires and Observation Forms Questionnaire Definition Objectives of a Questionnaire Questionnaire Design Process Specify the Information Needed Type of Interviewing Method Individual Question Content Is the Question Necessary? Are Several Questions Needed Instead of One? Overcoming Inability to Answer Is the Respondent Informed? Can the Respondent Remember? Can the Respondent Articulate? Overcoming Unwillingness to Answer Effort Required of the Respondents Context Legitimate Purpose Sensitive Information Increasing the Willingness of Respondents Choosing Question Structure Unstructured Questions Structured Questions Choosing Question Wording Define the Issue Use Ordinary Words Use Unambiguous Words Avoid Leading or Biasing Questions Avoid Implicit Alternatives Avoid Implicit Assumptions Avoid Generalizations and Estimates Dual Statements: Positive and Negative Determining the Order of Questions Opening Questions Type of Information Difficult Questions Effect on Subsequent Questions Logical Order Form and Layout Reproduction of the Questionnaire Pretesting Computer and Internet Questionnaire Construction Observational Forms International Marketing Research Marketing Research and Social Media Mobile Marketing Research MMR and Questionnaire Design Ethics in Marketing Research HP Running Case Summary Key Terms and Concepts Suggested Cases, HBS Cases, and Video Cases Live Research: Conducting a Marketing Research Project Acronyms Exercises Internet and Computer Exercises Activities Video Case 10.1: Dunkin’ Donuts: Dunking the Competition Chapter 11: Sampling: Design and Procedures Objectives Overview Sample or Census The Sampling Design Process Define the Target Population Determine the Sampling Frame Select a Sampling Technique Determine the Sample Size Execute the Sampling Process A Classification of Sampling Techniques Nonprobability Sampling Techniques Convenience Sampling Judgmental Sampling Quota Sampling Snowball Sampling Probability Sampling Techniques Simple Random Sampling Systematic Sampling Stratified Sampling Cluster Sampling Other Probability Sampling Techniques Choosing Nonprobability Versus Probability Sampling Uses of Nonprobability and Probability Sampling Internet Sampling Issues in Online Sampling Online Sampling Techniques International Marketing Research Marketing Research and Social Media Mobile Marketing Research Ethics in Marketing Research HP Running Case Summary Key Terms and Concepts Suggested Cases, HBS Cases, and Video Cases Live Research: Conducting a Marketing Research Project Acronyms Exercises Internet and Computer Exercises Activities Video Case 11.1: Nivea: Marketing Research Leads to Consistency in Marketing Chapter 12: Sampling: Final and Initial Sample Size Determination Objectives Overview Definitions and Symbols The Sampling Distribution Statistical Approach to Determining Sample Size The Confidence Interval Approach Sample Size Determination: Means Sample Size Determination: Proportions Multiple Characteristics and Parameters Other Probability Sampling Techniques Adjusting the Statistically Determined Sample Size Calculation of Response Rates Nonresponse Issues in Sampling Improving the Response Rates Adjusting for Nonresponse International Marketing Research Marketing Research and Social Media Mobile Marketing Research Ethics in Marketing Research HP Running Case Summary Key Terms and Concepts Suggested Cases, HBS Cases, and Video Cases Live Research: Conducting a Marketing Research Project Acronym Exercises Internet and Computer Exercises Activities Appendix 12A Video Case 12.1: Subaru: “Mr. Survey” Monitors Customer Satisfaction Part 3: Data Collection, Preparation, Analysis, and Reporting Chapter 13: Fieldwork Objectives Overview The Nature of Fieldwork Fieldwork/Data Collection Process Selection of Fieldworkers Training of Fieldworkers Making the Initial Contact Asking the Questions Probing Recording the Answers Terminating the Interview Supervision of Fieldworkers Quality Control and Editing Sampling Control Control of Cheating Central Office Control Validation of Fieldwork Evaluation of Fieldworkers Cost and Time Response Rates Quality of Interviewing Quality of Data International Marketing Research Marketing Research and Social Media Mobile Marketing Research Ethics in Marketing Research HP Running Case Summary Key Terms and Concepts Suggested Cases, HBS Cases, and Video Cases Live Research: Conducting a Marketing Research Project Acronyms Exercises Internet and Computer Exercises Activities Video Case 13.1: Intel: Building Blocks Inside Out Chapter 14: Data Preparation Objectives Overview The Data-Preparation Process Questionnaire Checking Editing Treatment of Unsatisfactory Responses Coding Coding Questions Developing a Data File Transcribing Data Cleaning Consistency Checks Treatment of Missing Responses Statistically Adjusting the Data Weighting Variable Respecification Scale Transformation Selecting a Data Analysis Strategy A Classification of Statistical Techniques International Marketing Research Marketing Research and Social Media Data Collection Text Coding and Categorization Text Mining and Visualization Mobile Marketing Research Ethics in Marketing Research Statistical Software SPSS and SAS Computerized Demonstration Movies SPSS and SAS Screen Captures with Notes SPSS Windows Creating a Variable Called Overall Evaluation Recoding to Create New Variable Called Recoded Income SAS Enterprise Guide Creating a Variable Called Overall Evaluation Recoding to Create New Variable Called Recoded Income HP Running Case Summary Key Terms and Concepts Suggested Cases and Video Cases Live Research: Conducting a Marketing Research Project Acronyms Exercises Internet and Computer Exercises Activities Chapter 15: Frequency Distribution, Cross-Tabulation, and Hypothesis Testing Objectives Overview Frequency Distribution Statistics Associated with Frequency Distribution Measures of Location Measures of Variability Measures of Shape Introduction to Hypothesis Testing A General Procedure for Hypothesis Testing Step 1: Formulate the Hypotheses Step 2: Select an Appropriate Test Step 3: Choose Level of Significance, α Step 4: Collect Data and Calculate Test Statistic Step 5: Determine the Probability (Critical Value) Steps 6 and 7: Compare the Probability (Critical Value) and Make the De Step 8: Marketing Research Conclusion Cross-Tabulations Two Variables Three Variables General Comments on Cross-Tabulation Statistics Associated with Cross-Tabulation Chi-Square Phi Coefficient Contingency Coefficient Cramer’s V Lambda Coefficient Other Statistics Cross-Tabulation in Practice Hypothesis Testing Related to Differences Parametric Tests One Sample Two Independent Samples Paired Samples Nonparametric Tests One Sample Two Independent Samples Paired Samples Statistical Software SPSS and SAS Computerized Demonstration Movies SPSS and SAS Screen Captures with Notes SPSS Windows Frequency Distribution Cross-Tabulation Hypothesis Testing SAS Enterprise Guide Frequency Distribution Cross-Tabulation Hypothesis Testing HP Running Case Summary Key Terms and Concepts Suggested Cases and Video Cases Live Research: Conducting a Marketing Research Project Acronyms Exercises Internet and Computer Exercises Activities Chapter 16: Analysis of Variance and Covariance Objectives Overview Relationship Among Techniques One-Way Analysis of Variance Statistics Associated with One-Way Analysis of Variance Conducting One-Way Analysis of Variance Identify the Dependent and Independent Variables Decompose the Total Variation Measure the Effects Test the Significance Interpret the Results Illustrative Data Illustrative Applications of One-Way Analysis of Variance Assumptions in Analysis of Variance N-Way Analysis of Variance Illustrative Application of N-Way Analysis of Variance Analysis of Covariance Issues in Interpretation Interactions Relative Importance of Factors Multiple Comparisons Repeated Measures ANOVA Nonmetric Analysis of Variance Multivariate Analysis of Variance Statistical Software SPSS and SAS Computerized Demonstration Movies SPSS and SAS Screen Captures with Notes SPSS Windows SAS Enterprise Guide HP Running Case Summary Key Terms and Concepts Suggested Cases and Video Cases Live Research: Conducting a Marketing Research Project Acronyms Exercises Internet and Computer Exercises Activities Chapter 17: Correlation and Regression Objectives Overview Product Moment Correlation Partial Correlation Nonmetric Correlation Regression Analysis Bivariate Regression Statistics Associated with Bivariate Regression Analysis Conducting Bivariate Regression Analysis Plot the Scatter Diagram Formulate the Bivariate Regression Model Estimate the Parameters Estimate Standardized Regression Coefficient Test for Significance Determine the Strength and Significance of Association Check Prediction Accuracy Assumptions Multiple Regression Statistics Associated with Multiple Regression Conducting Multiple Regression Analysis Partial Regression Coefficients Strength of Association Significance Testing Examination of Residuals Stepwise Regression Multicollinearity Relative Importance of Predictors Cross-Validation Regression with Dummy Variables Analysis of Variance and Covariance with Regression Statistical Software SPSS and SAS Computerized Demonstration Movies SPSS and SAS Screen Captures with Notes SPSS Windows SAS Enterprise Guide HP Running Case Summary Key Terms and Concepts Suggested Cases and Video Cases Live Research: Conducting a Marketing Research Project Acronyms Exercises Internet and Computer Exercises Activities Chapter 18: Discriminant and Logit Analysis Objectives Overview Basic Concept of Discriminant Analysis Relationship of Discriminant and Logit Analysis to ANOVA and Regression Discriminant Analysis Model Statistics Associated with Discriminant Analysis Conducting Discriminant Analysis Formulate the Problem Estimate the Discriminant Function Coefficients Determine the Significance of Discriminant Function Interpret the Results Assess Validity of Discriminant Analysis Multiple Discriminant Analysis Formulate the Problem Estimate the Discriminant Function Coefficients Determine the Significance of the Discriminant Function Interpret the Results Assess Validity of Discriminant Analysis Stepwise Discriminant Analysis The Logit Model Conducting Binary Logit Analysis Formulate the Problem Estimating the Binary Logit Model Model Fit Significance Testing Interpretation of the Coefficients and Validation An Illustrative Application of Logistic Regression Statistical Software SPSS and SAS Computerized Demonstration Movies SPSS and SAS Screen Captures with Notes SPSS Windows Discriminant Analysis Logit Model SAS Enterprise Guide Discriminant Analysis Logit Model HP Running Case Summary Key Terms and Concepts Suggested Cases and Video Cases Live Research: Conducting a Marketing Research Project Acronyms Exercises Internet and Computer Exercises Activities Chapter 19: Factor Analysis Objectives Overview Basic Concept Factor Analysis Model Statistics Associated with Factor Analysis Conducting Factor Analysis Formulate the Problem Construct the Correlation Matrix Determine the Method of Factor Analysis Determine the Number of Factors Rotate Factors Interpret Factors Calculate Factor Scores Select Surrogate Variables Determine the Model Fit Applications of Common Factor Analysis Statistical Software SPSS and SAS Computerized Demonstration Movies SPSS and SAS Screen Captures with Notes SPSS Windows SAS Enterprise Guide HP Running Case Summary Key Terms and Concepts Suggested Cases and Video Cases Live Research: Conducting a Marketing Research Project Acronyms Exercises Internet and Computer Exercises Activities Chapter 20: Cluster Analysis Objectives Overview Basic Concept Statistics Associated with Cluster Analysis Conducting Cluster Analysis Formulate the Problem Select a Distance or Similarity Measure Select a Clustering Procedure Decide on the Number of Clusters Interpret and Profile the Clusters Assess Reliability and Validity Applications of Nonhierarchical Clustering Applications of TwoStep Clustering Clustering Variables Statistical Software SPSS and SAS Computerized Demonstration Movies SPSS and SAS Screen Captures with Notes SPSS Windows SAS Enterprise Guide HP Running Case Summary Key Terms and Concepts Suggested Cases and Video Cases Live Research: Conducting a Marketing Research Project Acronyms Exercises Internet and Computer Exercises Activities Chapter 21: Multidimensional Scaling and Conjoint Analysis Objectives Overview Basic Concepts in Multidimensional Scaling (MDS) Statistics and Terms Associated with MDS Conducting Multidimensional Scaling Formulate the Problem Obtain Input Data Select an MDS Procedure Decide on the Number of Dimensions Label the Dimensions and Interpret the Configuration Assess Reliability and Validity Assumptions and Limitations of MDS Scaling Preference Data Correspondence Analysis Relationship Among MDS, Factor Analysis, and Discriminant Analysis Basic Concepts in Conjoint Analysis Statistics and Terms Associated with Conjoint Analysis Conducting Conjoint Analysis Formulate the Problem Construct the Stimuli Decide on the Form of Input Data Select a Conjoint Analysis Procedure Interpret the Results Assessing Reliability and Validity Assumptions and Limitations of Conjoint Analysis Hybrid Conjoint Analysis Statistical Software SPSS and SAS Computerized Demonstration Movies SPSS and SAS Screen Captures with Notes SPSS Windows SAS Enterprise Guide HP Running Case Summary Key Terms and Concepts Suggested Cases and Video Cases Live Research: Conducting a Marketing Research Project Acronyms Exercises Internet and Computer Exercises Activities Chapter 22: Structural Equation Modeling and Path Analysis Objectives Overview Basic Concept Statistics Associated with SEM Foundations of SEM Theory, Model, and Path Diagram Exogenous Versus Endogenous Constructs Dependence and Correlational Relationships Model Fit Model Identification Conducting SEM Define the Individual Constructs Specify the Measurement Model Sample Size Requirements Assess Measurement Model Reliability and Validity Assess Measurement Model Fit Assess Measurement Model Reliability and Validity Lack of Validity: Diagnosing Problems Specify the Structural Model Assess Structural Model Validity Assessing Fit Comparison with Competing Models Testing Hypothesized Relationships Structural Model Diagnostics Draw Conclusions and Make Recommendations Higher-Order Confirmatory Factor Analysis Relationship of SEM to Other Multivariate Techniques Application of SEM: First-Order Factor Model Define the Individual Constructs Specify the Measurement Model Assess Measurement Model Reliability and Validity Specify the Structural Model Assess Structural Model Validity Conclusions and Recommendations Application of SEM: Second-Order Factor Model Define the Individual Constructs Specify the Measurement Model Assess Measurement Model Reliability and Validity Specify the Structural Model Assess Structural Model Validity Draw Conclusions and Make Recommendations Path Analysis Illustrative Example of Path Analysis Statistical Software Lisrel SPSS and SAS Computerized Demonstration Movies SPSS and SAS Screen Captures with Notes SPSS Windows SAS Enterprise Guide HP Running Case Summary Key Terms and Concepts Suggested Cases and Video Cases Live Research: Conducting a Marketing Research Project Acronyms Exercises Internet and Computer Exercises Activities Chapter 23: Report Preparation and Presentation Objectives Overview Importance of the Report and Presentation The Report Preparation and Presentation Process Report Preparation Report Format Title Page Letter of Transmittal Letter of Authorization Table of Contents Executive Summary Problem Definition Approach to the Problem Research Design Data Analysis Results Limitations and Caveats Conclusions and Recommendations Report Writing Readers Easy to Follow Presentable and Professional Appearance Objective Reinforce Text with Tables and Graphs Terse Guidelines for Tables Title and Number Arrangement of Data Items Basis of Measurement Leaders, Rulings, and Spaces Explanations and Comments: Headings, Stubs, and Footnotes Sources of the Data Guidelines for Graphs Geographic and Other Maps Round or Pie Charts Line Charts Pictographs Histograms and Bar Charts Schematic Figures and Flowcharts Data Visualization and Big Data Visualizing Big Data SAS Visual Analytics Report Distribution Oral Presentation Reading the Research Report Address the Problem Research Design Execution of the Research Procedures Numbers and Statistics Interpretation and Conclusions Generalizability Disclosure Research Follow-Up Assisting the Client Evaluation of the Research Project International Marketing Research Marketing Research and Social Media Mobile Marketing Research Ethics in Marketing Research Statistical Software SPSS Windows SAS Enterprise Guide HP Running Case Summary Key Terms and Concepts Suggested Cases, HBS Cases, and Video Cases Live Research: Conducting a Marketing Research Project Acronyms Exercises Internet and Computer Exercises Activities Video Case 23.1: Marriott: Marketing Research Leads to Expanded Offerings Running Case with Real Data Case 1.1: HP: Using Marketing Research to Gain a Competitive Edge Comprehensive Critical Thinking Cases Case 2.1: Baskin-Robbins: Can It Bask in the Good ‘Ole Days? Case 2.2: Kid Stuff? Determining the Best Positioning Strategy for Akron Children’s Hospital Data Analysis Cases with Real Data Case 3.1: AT&T Wireless: Ma Bell Becomes Ma Again Case 3.2: IBM: A Top Provider of Computer Hardware, Software, and Services Case 3.3: Kimberly-Clark: Competing Through Innovation Comprehensive Cases with Real Data Case 4.1: JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions Case 4.2: Wendy’s: History and Life After Dave Thomas Comprehensive Harvard Business School Cases Case 5.1: The Harvard Graduate Student Housing Survey (9-505-059) Case 5.2: BizRate.Com (9-501-024) Case 5.3: Cola Wars Continue: Coke and Pepsi in the Twenty-First Century (9-702-442) Case 5.4: TiVo in 2002 (9-502-062) Case 5.5: Compaq Computer: Intel Inside? (9-599-061) Case 5.6: The New Beetle (9-501-023) Appendix: Statistical Tables Notes Glossary Index

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