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Marketing Research Essentials Seventh Edition
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Marketing Research Essentials Seventh Edition
Carl McDaniel, Jr. University of Texas at Arlington
Roger Gates DSS Research
John Wiley & Sons, Inc
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Dedicated to the market research instructors and students who make this book a part of their professional lives
VICE PRESIDENT & EXECUTIVE PUBLISHER George Hoffman SENIOR EDITOR Franny Kelly SENIOR PRODUCTION EDITOR Trish McFadden EXECUTIVE MARKETING MANAGER Amy Scholz ASSISTANT EDITOR Maria Guarascio DESIGNER Hope Miller PHOTO EDITOR Sheena Goldstein PRODUCTION MANAGEMENT SERVICES Kate Boilard, Laserwords Maine EDITORIAL ASSISTANT Emily McGee MARKETING ASSISTANT Laura Finley MEDIA EDITOR Allie K. Morris COVER PHOTO Masterfile This book was set in Adobe Garamond by GGS Book Services PMG and printed and bound by Quebecor/Versailles. The cover was printed by Quebecor/Versailles. This book is printed on acid free paper.
Copyright © 2010 John Wiley & Sons, Inc. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, website www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774, (201)748-6011, fax (201)748-6008, website http://www.wiley.com/go/permissions. To order books or for customer service, please call 1-800-CALL WILEY (225-5945). ISBN-13 978-0470-08702-2 Printed in the United States of America 10 9 8 7 6 5 4 3 2 1
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CONTENTS IN BRIEF Preface xix 1 The Role of Marketing Research in Management Decision Making 2 2 Problem Definition, Exploratory Research, and the Research Process 40 3 Secondary Data and Databases 70 4 Qualitative Research 90 5 Traditional Survey Research 122 6 Online Marketing Research 148 7 Primary Data Collection: Observation 184 8 Primary Data Collection: Experimentation and Test Markets 214 9 The Concept of Measurement and Attitude Scales 244 10 Questionnaire Design 286 11 Basic Sampling Issues 324 12 Sample Size Determination 352 13 Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences 380 14 Bivariate Correlation and Regression 434 15 Communicating the Research Results 460 Photo Credits 000 Appendix 1-A Careers in Marketing Research ??? Appendix 1-B: Marketing research ethics ??? Appendix 2-A: A Marketing Research Proposal ??? Endnotes ??? Glossary ??? Index ???
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CONTENTS Preface xix
1 The Role of Marketing Research in Management Decision Making 2 Nature of Marketing 3 The Marketing Concept 3 Opportunistic Nature of Marketing Research 4 External Marketing Environment 5 Marketing Research and Decision Making 5 Marketing Research Defined 5 Importance of Marketing Research to Management 6 Proactive Role of Marketing Research 8 Applied Research versus Basic Research 9 Nature of Applied Research 9 Decision to Conduct Marketing Research 10 Profound Impact of the Internet on Marketing Research 12 앸 PRACTICING MARKETING RESEARCH: WHAT IS GOOD ABOUT MARKETING RESEARCH TODAY 14 Summary 15 Key & Definitions 15 Questions for Review & Critical Thinking 16 Real-Life Research 1.1: Young Consumers Searching for a Bank Still Want the Personal Touch 17 Appendix 1-A: Careers in Marketing Research 19 Positions within Supplier Organizations 21 Positions within Research Departments and Advertising Agencies 22 Research Directors and Others in Limited-Function Research Departments 23 A Career in Marketing Research at 3M 23 Appendix 1-B: Marketing research ethics 26 Ethical Theories 27 Deontology 27 Utilitarianism 27 Casuist 28 Research Supplier Ethics 28 Low-Ball Pricing 28 Allowing Subjectivity into the Research 29 Abusing Respondents 29 Selling Unnecessary Research 30 Violating Client Confidentiality 31 Black Box Branding 31 Client Ethics 32 Requesting Bids When a Supplier Has Been Predetermined 32 Requesting Bids to Obtain Free Advice and Methodology 32
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Making False Promises 32 Requesting Proposals without Authorization 32 Field Service Ethics 33 Using Professional Respondents 33 Data Collection Code of Ethics 33 Respondents’ Rights 35 Right to Choose 35 Right to Safety 35 Right to Be Informed 35 Right to Privacy 36 Ethics and Professionalism 37 Fostering Professionalism 37 Researcher Certification 38 2 Problem Definition, Exploratory Research, and the Research Process 40 Critical Importance of Correctly Defining the Problem 41 Recognize the Problem or Opportunity 42 Find Out Why the Information Is Being Sought 43 Understand the Decision-Making Environment with Exploratory Research 43 Use the Symptoms to Clarify the Problem 46 Translate the Management Problem into a Marketing Research Problem 46 Determine Whether the Information Already Exists 46 앸 PRACTICING MARKETING RESEARCH: DRIVING ACTION-PRODUCING RESEARCH 47 Determine Whether the Question Can Be Answered 48 State the Research Objectives 48 Marketing Research Process 49 Creating the Research Design 49 Choosing a Basic Method of Research 51 Selecting the Sampling Procedure 52 Collecting the Data 53 Analyzing the Data 53 Writing and Presenting the Report 53 Following Up 54 Managing the Research Process 54 The Research Request 54 Request for Proposal 55 The Marketing Research Proposal 55 What to Look for in a Marketing Research Supplier 57 앸 GLOBAL RESEARCH: TAPPING THE CHINA MARKET 59 MARKET SIZE AND SECTORS 59 ACTIVE MARKET COMPANIES 60 What Motivates Decision Makers to Use Research Information? 60 Summary 61 Key & Definitions 62 Questions for Review & Critical Thinking 63 Working the Net 64 Real-Life Research 2.1: The Food and Drug istration Finds Consumers Aren’t up to Speed on Nutritional Matters 64
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Appendix 2-A: A Marketing Research Proposal 66 Background 67 Objectives 67 Study Design 67 Areas of Questioning 67 Data Analysis 68 Personnel Involved 68 Specifications/Assumptions 68 Services 69 Cost 69 Timing 69 3 Secondary Data and Databases 70 Nature of Secondary Data 72 Advantages of Secondary Data 72 Limitations of Secondary Data 74 Internal Databases 75 Creating an Internal Database 75 Growing Importance of Internal Database Marketing 76 Data Mining 76 Battle over Privacy 78 Marketing Research Aggregators 81 앸 PRACTICING MARKETING RESEARCH 82 Information Management 82 Geographic Information Systems 83 Decision Systems 85 Summary 86 Key & Definitions 87 Questions for Review & Critical Thinking 87 Working the Net 88 Real-Life Research 3.1: Sanitized to Perfection 88
4 Qualitative Research 90 Nature of Qualitative Research 91 Qualitative Research versus Quantitative Research 92 Popularity of Qualitative Research 92 Limitations of Qualitative Research 93 The Importance of Focus Groups 94 Popularity of Focus Groups 94 Conducting Focus Groups 95 앸 PRACTICING MARKETING RESEARCH: RECRUITING TRICKS OF THE TRADE 98 앸 GLOBAL RESEARCH: PLANNING GLOBAL FOCUS GROUPS 104 TIPS FOR SOME MAJOR COUNTRIES 104 Benefits and Drawbacks of Focus Groups 105 Other Qualitative Methodologies 107 Individual Depth Interviews 107 Projective Tests 110 Future of Qualitative Research 115 Summary 115 Key & Definitions 116
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Questions for Review & Critical Thinking 117 Working the Net 118 Real-Life Research 4.1: Repositioning Scotland 118 The Process 118 Unmet Needs 119 The Rebrand 119 Well Received 120 5 Traditional Survey Research 122 Popularity of Survey Research 123 Types of Errors in Survey Research 124 Sampling Error 124 Systematic Error 125 Types of Surveys 129 Door-to-Door Interviews 129 Executive Interviews 129 앸 GLOBAL RESEARCH: CONDUCTING MARKETING RESEARCH IN CHINA Mall-Intercept Interviews 131 Telephone Interviews 131 Self-istered Questionnaires 134 Mail Surveys 135 Determination of the Survey Method 138 Sampling Precision 138 Budget 139 Requirements for Respondent Reactions 140 Quality of Data 140 Length of the Questionnaire 140 Incidence Rate 141 Structure of the Questionnaire 142 Time Available to Complete the Survey 142 Marketing Research Interviewer 142 Summary 143 Key & Definitions 144 Questions for Review & Critical Thinking 145 Real-Life Research 5.1: Dairy Management Inc. 145
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6 Online Marketing Research 148 The Online World 149 Using the Internet for Secondary Data 149 Sites of Interest to Marketing Researchers 150 Newsgroups 150 Blogs 150 Internet Search Strategies 153 Creating a Database from a Website—A Marketer’s Dream 155 Online Qualitative Research 158 The Popularity of Online Focus Groups 158 앸 PRACTICING MARKETING RESEARCH: ONLINE FOCUS GROUP BEST PRACTICES 162 Survey Research on the Internet 164 Advantages of Online Surveys 164
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Disadvantages of Online Surveys 165 Methods of Conducting Online Surveys 166 Commercial Online s 168 앸 PRACTICING MARKETING RESEARCH: FORMATTING A SURVEY FOR SUCCESS Management 171 앸 GLOBAL RESEARCH: TIMING IS EVERYTHING IN SURVEY INVITATIONS 171 Open versus Closed Recruitment 173 앸 PRACTICING MARKETING RESEARCH: PREVENTING PROFESSIONAL SURVEY TAKERS 173 Respondent Cooperation 174 Controlling the 175 Mobile Internet Research—The Next Step 176 Interactive Marketing Research Organization 178 Summary 178 Key & Definitions 180 Questions for Review & Critical Thinking 180 Working the Net 180 Real-Life Research 6.1: Grocery Shoppers Just Want to Save Money 181 Still Clipping Coupons 181 You Say Deli, I Say Bakery 182
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7 Primary Data Collection: Observation 184 Nature of Observation Research 186 Conditions for Using Observation 186 Approaches to Observation Research 186 Advantages of Observation Research 188 Disadvantages of Observation Research 188 Human Observation 189 Ethnographic Research 189 Mystery Shoppers 191 앸 GLOBAL RESEARCH: ETHNOGRAPHICS ARE AN ENRICHING PROCESS 192 앸 PRACTICING MARKETING RESEARCH: TAKING ETHNOGRAPHY ONLINE 193 EXAMPLE OF AN ONLINE ETHNOGRAPHY PROJECT 193 앸 PRACTICING MARKETING RESEARCH: ADVANCES IN MYSTERY SHOPPING 195 One-Way Mirror Observations 196 Audits 196 Machine Observation 197 Traffic Counters 197 Physiological Measurement Devices 197 Opinion and Behavior Measurement Devices 199 The Portable People Meter and Project Apollo 200 Scanner-Based Research 201 Observation Research on the Internet 204 Predictive Customer Intelligence 205 Observation Research and Virtual Shopping 207 Summary 208 Key & Definitions 209 Questions for Review & Critical Thinking 210 Working the Net 211 Real-Life Research 7.1: A Glad Trash Bag Breakthrough 211
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8 Primary Data Collection: Experimentation and Test Markets 214 What Is an Experiment? 215 Demonstrating Causation 216 Concomitant Variation 216 Appropriate Time Order of Occurrence 217 Elimination of Other Possible Causal Factors 217 Experimental Setting 217 Laboratory Experiments 217 Field Experiments 218 Experimental Validity 218 앸 PRACTICING MARKETING RESEARCH: KNOW YOUR POTENTIAL CUSTOMERS, PSYCHOLOGICALLY SPEAKING 218 Experimental Notation 219 Extraneous Variables 220 Examples of Extraneous Variables 220 Controlling Extraneous Variables 221 Experimental Design, Treatment, and Effects 222 Limitations of Experimental Research 223 High Cost of Experiments 223 Security Issues 223 Implementation Problems 223 Selected Experimental Designs 224 Pre-Experimental Designs 224 앸 GLOBAL RESEARCH: WHAT HAPPENS WHEN YOUR SELECTION BIAS IS THE INTERVIEWER’S GENDER? 225 True Experimental Designs 226 Quasi-Experiments 228 Test Markets 229 Types of Test Markets 230 Costs of Test Marketing 231 Decision to Conduct Test Marketing 231 Steps in a Test Market Study 232 앸 GLOBAL RESEARCH: BEST GLOBAL TEST MARKETS? DANES ARE QUICK, KOREANS LOVE TECH 234 앸 PRACTICING MARKETING RESEARCH: QUICK SCANS OF PRODUCTSPECIFIC TEST MARKETS 237 Other Types of Product Tests 238 Summary 238 Key & Definitions 239 Questions for Review & Critical Thinking 241 Working the Net 242 Real-Life Research 8.1: Millennium Marketing Research Simulated Test Market 242
9 The Concept of Measurement and Attitude Scales 244 The Measurement Process 246 Nominal Level of Measurement 246 Ordinal Level of Measurement 247 Interval Level of Measurement 248 Ratio Level of Measurement 249
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Evaluating the Reliability and Validity of the Measurement 249 Reliability 251 Validity 253 Reliability and Validity—A Concluding Comment 256 Scaling Defined 257 Attitude Measurement Scales 257 앸 PRACTICING MARKETING RESEARCH: WHAT MAKES A GOOD SCALE? 258 Graphic Rating Scales 258 Itemized Rating Scales 259 Traditional One-Stage Format 262 Two-Stage Format 262 Rank-Order Scales 262 Q-Sorting 262 Paired Comparisons 264 Constant Sum Scales 265 Semantic Differential Scales 265 Stapel Scales 267 Likert Scales 267 Purchase Intent Scales 270 The Net Promoter Score (NPS) 272 Scale Conversions 272 Considerations in Selecting a Scale 274 The Nature of the Construct Being Measured 274 Type of Scale 274 Balanced versus Nonbalanced Scales 274 Number of Scale Categories 275 Forced versus Nonforced Choice 275 Attitude Measures and Management Decision Making 275 Direct Questioning 276 Indirect Questioning 278 Observation 278 Choosing a Method for Identifying Determinant Attitudes 278 Summary 279 Key & Definitions 280 Questions for Review & Critical Thinking 282 Working the Net 282 Real-Life Research 9.1: Coffee Culture as a Global Phenomenon 283 10 Questionnaire Design 286 Role of a Questionnaire 287 Criteria for a Good Questionnaire 288 Does It Provide the Necessary Decision-Making Information? 288 Does It Consider the Respondent? 289 Does It Meet Editing and Coding Requirements? 289 앸 PRACTICING MARKETING RESEARCH: ARE HEAVY RESPONDERS TAKING ALL THE MARKET RESEARCH SURVEYS? 291 Questionnaire Design Process 292 Step One: Determine Survey Objectives, Resources, and Constraints 293 Step Two: Determine the Data-Collection Method 293 Step Three: Determine the Question Response Format 293
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PRACTICING MARKETING RESEARCH: USEFUL OPEN-ENDED QUESTIONS 296 Step Four: Decide on the Question Wording 300 앸 GLOBAL RESEARCH: SURVEY BIAS FROM ETHNICITY AND GENDER OF INTERVIEWERS AND RESPONDENTS 302 Step Five: Establish Questionnaire Flow and Layout 304 앸 PRACTICING MARKETING RESEARCH: SOME PROBLEMS AND POTENTIAL SOLUTIONS WITH SCREENING QUESTIONS 306 Step Six: Evaluate the Questionnaire 309 Step Seven: Obtain Approval of All Relevant Parties 310 Step Eight: Pretest and Revise 310 Step Nine: Prepare Final Questionnaire Copy 310 Step Ten: Implement the Survey 311 Field Management Companies 311 Impact of the Internet on Questionnaire Development 312 Software for Questionnaire Development 313 앸 GLOBAL RESEARCH: SURVEY CONTAMINATION FROM NATIONAL DIFFERENCES IN RESPONSE STYLES 316 Costs, Profitability, and Questionnaires 317 Summary 318 Key & Definitions 319 Questions for Review & Critical Thinking 320 Working the Net 321 Real-Life Research 10.1: Singles Dinner Club 321
11 Basic Sampling Issues 324 Concept of Sampling 326 Population 326 Sample versus Census 326 앸 PRACTICING MARKETING RESEARCH: CELL-PHONE-ONLY HOUSEHOLDS—THE NEED TO BROADEN THE POLLING SAMPLE 327 Developing a Sampling Plan 328 Step One: Define the Population of Interest 328 앸 PRACTICING MARKETING RESEARCH: DRIVER’S LICENSES AND VOTER REGISTRATION LISTS AS SAMPLING FRAMES 329 Step Two: Choose a Data-Collection Method 330 Step Three: Identify a Sampling Frame 330 Step Four: Select a Sampling Method 332 앸 PRACTICING MARKETING RESEARCH: WHY THIS ONLINE SAMPLE WAS NOT A PROBABILITY SAMPLE 334 Step Five: Determine Sample Size 335 Step Six: Develop Operational Procedures for Selecting Sample Elements 335 Step Seven: Execute the Operational Sampling Plan 336 Sampling and Nonsampling Errors 336 Probability Sampling Methods 337 Simple Random Sampling 337 Systematic Sampling 338 Stratified Sampling 339 Cluster Sampling 341
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GLOBAL RESEARCH: AREA SAMPLING FRAME USED TO TALLY LIVESTOCK POPULATION FOR DISEASE CONTROL 342 Nonprobability Sampling Methods 343 Convenience Samples 344 Judgment Samples 344 Quota Samples 344 Snowball Samples 345 앸 PRACTICING MARKETING RESEARCH: E-MAIL SURVEYS OF WEBSITE USAGE—WHEN SNOWBALLING FAILS TO SNOWBALL 346 Internet Sampling 346 Summary 348 Key & Definitions 348 Questions for Review & Critical Thinking 349 Working the Net 350 Real-Life Research 11.1: Texas Field Research 350
12 Sample Size Determination 352 Determining Sample Size for Probability Samples 353 Budget Available 353 Rule of Thumb 354 Number of Subgroups Analyzed 354 Traditional Statistical Methods 354 앸 PRACTICING MARKETING RESEARCH: FACTORS TO CONSIDER IN DETERMINING OPTIMAL SAMPLE SIZE 355 Normal Distribution 356 General Properties 356 Standard Normal Distribution 357 Population and Sample Distributions 358 Sampling Distribution of the Mean 358 Basic Concepts 359 앸 GLOBAL RESEARCH: NONRESPONSE BIAS IN A DUTCH ALCOHOL CONSUMPTION STUDY 362 Making Inferences on the Basis of a Single Sample 363 Point and Interval Estimates 363 Sampling Distribution of the Proportion 364 Determining Sample Size 365 Problems Involving Means 365 앸 PRACTICING MARKETING RESEARCH: HARRIS POLL ON “MARGIN OF ERROR” FINDS IT IS WIDELY MISUNDERSTOOD 367 Problems Involving Proportions 368 Determining Sample Size for Stratified and Cluster Samples 369 Population Size and Sample Size 369 Determining How Many Sample Units Are Needed 370 앸 PRACTICING MARKETING RESEARCH: ESTIMATING WITH PRECISION HOW MANY PHONE NUMBERS ARE NEEDED 371 Statistical Power 372 Summary 373 Key & Definitions 374 Questions for Review & Critical Thinking 375
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Working the Net 376 Real-Life Research 12.1: Sky Meals 376 SPSS Exercises for Chapter 12 377 13 Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences 380 Overview of the Data Analysis Procedure 382 Step One: Validation and Editing 382 Validation 382 앸 PRACTICING MARKETING RESEARCH: TIPS TO AVOID INTERVIEW FRAUD AT THE LEVEL OF THE DATA-COLLECTION COMPANY 383 Editing 384 Step Two: Coding 388 Coding Process 389 Automated Coding Systems 390 앸 PRACTICING MARKETING RESEARCH: TEXT ANALYTICS SOFTWARE STREAMLINES CODING OPEN-ENDED RESPONSES 391 Step Three: Data Entry 391 Intelligent Entry Systems 391 The Data Entry Process 392 Scanning 392 Step Four: Logical Cleaning of Data 393 Step Five: Tabulation and Statistical Analysis 394 One-Way Frequency Tables 396 Cross Tabulations 398 앸 PRACTICING MARKETING RESEARCH: SIX PRACTICAL TIPS FOR EASIER CROSS TABULATIONS 400 Graphic Representations of Data 401 Line Charts 401 Pie Charts 401 Bar Charts 403 앸 PRACTICING MARKETING RESEARCH: EXPERT TIPS ON MAKING BAD GRAPHICS EVERY TIME 404 Descriptive Statistics 406 Measures of Central Tendency 406 Measures of Dispersion 407 Percentages and Statistical Tests 408 Evaluating Differences and Changes 409 Statistical Significance 409 Hypothesis Testing 410 Steps in Hypothesis Testing 411 앸 PRACTICING MARKETING RESEARCH: WHY WE NEED STATISTICAL TESTS OF DIFFERENCES 411 Types of Errors in Hypothesis Testing 412 Accepting H0 versus Failing to Reject (FTR) H0 415 One-Tailed versus Two-Tailed Test 415 앸 PRACTICING MARKETING RESEARCH: WHY IN MEDICINE A TWO-TAILED TEST IS PREFERABLE TO A ONE-TAILED TEST 416 Example of Performing a Statistical Test 417 Commonly Used Statistical Hypothesis Tests 419 Independent versus Related Samples 419
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PRACTICING MARKETING RESEARCH: A SIMPLE FIELD APPLICATION OF CHI-SQUARE GOODNESS OF FIT 420 Degrees of Freedom 421 p Values and Significance Testing 421 Summary 421 Key & Definitions 423 Questions for Review & Critical Thinking 423 Working the Net 424 Real-Life Research 13.1: California Fitness, Inc. 424 SPSS Exercises for Chapter 13 425 14 Bivariate Correlation and Regression 434 Bivariate Analysis of Association 435 Bivariate Regression 436 Nature of the Relationship 436 Example of Bivariate Regression 436 앸 PRACTICING MARKETING RESEARCH: BIVARIATE REGRESSION ANALYSIS SHOWS HIGHER CANCER RATES AMONG CALIFORNIA FARM WORKERS 439 Correlation Analysis 448 Correlation for Metric Data: Pearson’s Product–Moment Correlation 448 앸 GLOBAL RESEARCH: RETHINKING THE APPLICABILITY OF PEARSON’S PRODUCT–MOMENT CORRELATION 449 앸 GLOBAL RESEARCH: PEARSON’S PRODUCT–MOMENT CORRELATION FINE-TUNES MEDICAL STATISTICS 451 Summary 452 Key & Definitions 453 Questions for Review & Critical Thinking 453 Working the Net 455 Real-Life Research 14.1: Axcis Athletic Shoes 455 SPSS Exercises for Chapter 14 456 15 Communicating the Research Results 460 The Research Report 461 Organizing the Report 462 Interpreting the Findings 463 Format of the Report 464 Formulating Recommendations 464 The Presentation 469 Making a Presentation 469 Presentations on the Internet 470 Marketing Research Supplier Management 470 What Do Clients Want? 470 Communication 471 Managing the Research Process 471 Managing a Marketing Research Department 478 Allocating the Research Department Budget 478 Prioritize Projects 479 Retaining Skilled Staff 479 Selecting the Right Marketing Research Suppliers 480
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Moving Marketing Research into a Decision-Making Role 481 Measuring Marketing Research’s Return on Investment (ROI) 482 Summary 486 Key & Definitions 487 Questions for Review & Critical Thinking 487 Working the Net 488 Real-Life Research 15.1: Maxwell Research Considers Outsourcing to Cross-Tab in India 488 Photo Credits 000
Appendix One: ??? 000
Appendix Two: ??? 000
Appendix Three: ??? 000
Endnotes 000
Glossary 000
Index 000
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PREFACE
Making Marketing Research Real The world of marketing research is fast-paced, dynamic, and always in a state of change. Understanding the complexities and rapid development of marketing research today requires an insider’s perspective. This text is co-authored by a full-time market researcher. It is the only marketing research text written by the president and CEO of a large, very successful research organization. Thus, we continue offering you Real Data, Real People, and Real Research like no one else. By keeping our fingers on the pulse of marketing research today we can offer insights into qualitative and quantitative methods unmatched by other texts.
Our Most Thorough Revision Ever! Each chapter has been thoroughly revised to reflect the latest thinking and trends in marketing research. We have consolidated Internet research into a single, new chapter. We begin by discussing traditional survey research in Chapter 5. Next, the new Chapter 6 explains how the Internet has impacted not only survey research, but virtually all aspects of marketing research. More than half of the end-of-chapter cases are new! Every chapter has new case. Some of the organizations and products include: Budget Rent A Car, the Food and Drug istration, Scottish Bureau of Tourism, Glad Trash Bags, and General Electric, to name a few. Each case concludes with critical thinking questions designed to stimulate thinking about the material in the chapter. All new opening vignettes! We offer something new with many of the seventh edition opening vignettes. Where practical, we decided to feature actual research studies by some of America’s largest marketing research firms. Some of the firms are Harris Interactive study on materialism; Luth Research study on happiness; Decision Analyst study on health and nutrition; NPD Group study on outdoor grilling; and Research International’s study on Baby Boomers. In some cases, research firms asked us to disguise both their name and the clients. But, as always, the data are real. Some opening vignettes feature well-known organizations and products. A few examples are: Bertolli Foods (think olive oil), Staples, and the Monterrey Bay Aquarium. We believe that the best learning experiences come through true experiences.
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New Content in Every Chapter That Offers Cutting-Edge Trends and Methodology New Content by Chapter: Chapter 1—The Role of Marketing Research in Management Decision Making New AMA definition of marketing research; new examples throughout. Chapter 2—Problem Definition, Exploratory Research, and the Research Process New discussion of creating action-producing research; new exhibit on benefits of a good proposal; new material on doing marketing research in China. Chapter 3—Secondary Data and Databases New discussion on behavioral targeting; new material on the Children’s Online Privacy Protection Act. Chapter 4—Qualitative Research New discussion on group moderating skills; new example of a focus group discussion guide; new material on planning global focus groups; new material on getting quality information and decision-making results from focus groups; new section on cost of focus groups versus independent depth interviews; new material on writing a focus group report; new section on the Delphi method; new material on projection techniques; new projective techniques—analogies and personification. Chapter 5—Traditional Survey Research New section on cell phone surveys. Chapter 6—Online Marketing Research New material on using the Internet for secondary data; online focus groups’ best practices; web community research; new material on web survey software; new section on gaining online survey completions; new material on formatting an online survey; new material on timing survey invitations; major new section on commercial online providers; major new section on management; new material on eliminating professional survey takers. Chapter 7—Primary Data Collection: Observation New material on ethnographic research; online ethnography; new material on mystery shopping; new section on eye-tracking; new section on GPS measurement; new material on Project Apollo; new material on “click-streams.” Chapter 8—Primary Data Collection: Experimentation and Test Markets New material on psychographics; new material on selection bias; new material on product-specific test markets. Chapter 9—The Concept of Measurement and Attitude Scales New discussion of construct validity. Introduce new two-stage scaling format; new section on the popular Net Promoter Score (NPS); new section on scale conversions.
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Chapter 10—Questionnaire Design New material on “heavy responders”; new material on survey response errors; new discussion on ethnicity and gender bias; new material on survey contamination from national differences in response styles. Chapter 11—Basic Sampling Issues New discussion of cell-phone-only households; new discussion on using driver’s licenses and voter registration lists as sampling frames; new material on sampling frames to collect global data; new discussion on when address-based telephone surveys outperform random-digit dialing; new material on snowball sampling. Chapter 12—Sample Size Determination New discussion on planning the sample size; new thoughts on determining the optimal sample size; new material on nonresponse bias; new discussion on small samples; new material on the relationship between confidence level and sample size. Chapter 13—Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences New material on fake interviews and avoiding interview fraud; new discussion on push polling; new material on practical applications of the Z test; new discussion of the T test; new examples of ANOVA. Chapter 14—Bivariate Correlation and Regression New material on avoiding bias when using least-squares regression; new discussion on Pearson’s product–moment correlation. Chapter 15—Communicating the Research Results Major rewrite on how marketing research reporting is done today; new section on the PowerPoint deck; new section on the relationship between the research report and the RFP; new section on “margin of error” misconceptions; new section on marketing research outsourcing; major new section on managing the marketing research department, including discussion of allocating the budget, prioritizing projects, and retaining good staff.
You Can Bring Internet Research Alive with Perseus WebResearcher Your students can use the same marketing research Web application as professional marketing researchers. You will have the capability of asg multiple class projects and conducting real Internet marketing research surveys. You can create, implement, and manage surveys using only a Web browser. There is nothing to or install. Perseus question logic capabilities such as branching, linking, and piping make creating simple or complex questionnaires easy. You can even set quotas for your surveys to reach your target demographics. In short, you can make Internet marketing research come alive for your students!
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Great Resources to Meet Your Teaching Needs Redesigned Instructor’s Manual We know how busy you are with teaching and research commitments, therefore we have done everything possible to facilitate your teaching marketing research with our new Instructors Manual. Each chapter offers the following: Suggested Lesson Plans. Suggestions are given on dividing up the chapter material, based on the frequency and duration of your class period. Chapter Scan. A quick synopsis highlights the core material in each chapter. Learning Objectives. The list of learning objectives found in the text is repeated here. General Chapter Outline. The main headers provide a quick snapshot of all the content areas within the chapter. List of Key . The key introduced to the students in the text are repeated here. Detailed Chapter Outline. This outline fleshes out the general outline given previously. It also indicates where ancillary materials fit into the discussion: PowerPoint slides, exhibits from the text, learning objectives, and review questions. Opening vignettes and boxed features are also included in this outline. Summary Explaining Learning Objectives. An explanation of how the learning objectives are satisfied by chapter material is the basis of the Instructor’s Manual summary. Answers to Pedagogy. Suggested answers and approaches to the critical thinking questions, the Internet activities, the cases, the cross-functional questions, and the ethical dilemmas are offered at the end of each chapter or part. Instructors can access the electronic files on the Instructor Companion Site at www.wiley.com/college/mcdaniel.
New Comprehensive PowerPoint Package For this edition, we have created a comprehensive, fully interactive PowerPoint presentation with roughly 400 slides in the package. You can tailor your visual presentation to include the material you choose to cover in class. This PowerPoint presentation gives you the ability to completely integrate your classroom lecture with a powerful visual statement of chapter material. Keep students engaged and stimulate classroom discussion! The entire collection of slides will be available for from our website at www.wiley.com/college/mcdaniel.
New Classroom-Tested Comprehensive Test Bank Our test bank is comprehensive and thoroughly classroom-tested. The questions range from definitions of key to basic problem-solving questions to creative-thinking problems. This new and improved test bank includes approximately 60 questions per chapter consisting of multiple-choice, true/false, and essay questions. Regardless of the type and level of knowledge you wish to test, we have the right questions for your students. A computerized
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version of this newly created test bank is also available on the book’s companion Web site so that you can customize your quizzes and exams. Instructors can access the electronic files on the Instructor Companion Site at www.wiley.com/college/mcdaniel.
New Personal Response System (PRS) Our personal response system questions for each chapter of this textbook are designed to spark discussion and debate in the Marketing Research classroom. For more information on PRS, please your local Wiley representative.
Focus Group Video and Lecture Launches Additional Real Research is offered through a focus group video conducted by another one of our research partners, Jerry Thomas, president of Decision Analyst (www.decisionanalyst .com). Decision Analyst, Incorporated is a large international marketing research firm. The focus group subject is online dating and ties in with the online dating data case. We also offer several interviews featuring Jerry Thomas and your author, Carl McDaniel, discussing key topics in marketing research. For more information on this 45-minute video, available on DVD, please your local Wiley representative.
Acknowledgments This book could not have been written and published without the generous expert assistance of many people. We would like to thank Joshua Been for his excellent assistance in preparing the material on geographic information systems (GIS); Richard Leviton for his extensive assistance in a number of areas and experienced input on editorial issues; Jerry Thomas for providing the focus group research; and Craig Stevens, Senior Vice President, e-Rewards Market Research for providing material on online s. We also thank Web Quizzes and SPSS exercises, Aron Levin of Northern Kentucky University for preparing the Test Bank, Carolyn Predmore of Manhattan University for preparing the PRS questions, David Ashley of Johns Hopkins University for the Interactive Power Points, and Barbara Oates and Craig Hollingshead, both of Texas A&M University Kingsville, for preparing the Instructor’s Resource Guide. Our deepest gratitude goes to the team at John Wiley and Sons for continuing the trend of excellence established by this text. Special thanks to Jayme Heffler, Jennifer Conklin, and Ame Esterline, and to Ellinor Wagner for the photo research, and Sarah Wolfman-Robichaud, our production editor. Finally, we’d like to thank the following reviewers for their valuable comments throughout the revision process: Paul Boughton, Saint Louis University Haim Mano, University of Missouri, St. Louis Carolyn E. Predmore, Manhattan College Louis A. Tucci, The College of New Jersey Michael Tsiros, University of Miami Robert Watson, Quinnipiac University
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Marketing Research Essentials Seventh Edition
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Marketing Research Essentials Seventh Edition
Carl McDaniel, Jr. University of Texas at Arlington
Roger Gates DSS Research
John Wiley & Sons, Inc
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Dedicated to the market research instructors and students who make this book a part of their professional lives
VICE PRESIDENT & EXECUTIVE PUBLISHER George Hoffman SENIOR EDITOR Franny Kelly SENIOR PRODUCTION EDITOR Trish McFadden EXECUTIVE MARKETING MANAGER Amy Scholz ASSISTANT EDITOR Maria Guarascio DESIGNER Hope Miller PHOTO EDITOR Sheena Goldstein PRODUCTION MANAGEMENT SERVICES Kate Boilard, Laserwords Maine EDITORIAL ASSISTANT Emily McGee MARKETING ASSISTANT Laura Finley MEDIA EDITOR Allie K. Morris COVER PHOTO Masterfile This book was set in Adobe Garamond by GGS Book Services PMG and printed and bound by Quebecor/Versailles. The cover was printed by Quebecor/Versailles. This book is printed on acid free paper.
Copyright © 2010 John Wiley & Sons, Inc. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, website www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774, (201)748-6011, fax (201)748-6008, website http://www.wiley.com/go/permissions. To order books or for customer service, please call 1-800-CALL WILEY (225-5945). ISBN-13 978-0470-08702-2 Printed in the United States of America 10 9 8 7 6 5 4 3 2 1
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CONTENTS IN BRIEF Preface xix 1 The Role of Marketing Research in Management Decision Making 2 2 Problem Definition, Exploratory Research, and the Research Process 40 3 Secondary Data and Databases 70 4 Qualitative Research 90 5 Traditional Survey Research 122 6 Online Marketing Research 148 7 Primary Data Collection: Observation 184 8 Primary Data Collection: Experimentation and Test Markets 214 9 The Concept of Measurement and Attitude Scales 244 10 Questionnaire Design 286 11 Basic Sampling Issues 324 12 Sample Size Determination 352 13 Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences 380 14 Bivariate Correlation and Regression 434 15 Communicating the Research Results 460 Photo Credits 000 Appendix 1-A Careers in Marketing Research ??? Appendix 1-B: Marketing research ethics ??? Appendix 2-A: A Marketing Research Proposal ??? Endnotes ??? Glossary ??? Index ???
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1 The Role of Marketing Research in Management Decision Making 2 Nature of Marketing 3 The Marketing Concept 3 Opportunistic Nature of Marketing Research 4 External Marketing Environment 5 Marketing Research and Decision Making 5 Marketing Research Defined 5 Importance of Marketing Research to Management 6 Proactive Role of Marketing Research 8 Applied Research versus Basic Research 9 Nature of Applied Research 9 Decision to Conduct Marketing Research 10 Profound Impact of the Internet on Marketing Research 12 앸 PRACTICING MARKETING RESEARCH: WHAT IS GOOD ABOUT MARKETING RESEARCH TODAY 14 Summary 15 Key & Definitions 15 Questions for Review & Critical Thinking 16 Real-Life Research 1.1: Young Consumers Searching for a Bank Still Want the Personal Touch 17 Appendix 1-A: Careers in Marketing Research 19 Positions within Supplier Organizations 21 Positions within Research Departments and Advertising Agencies 22 Research Directors and Others in Limited-Function Research Departments 23 A Career in Marketing Research at 3M 23 Appendix 1-B: Marketing research ethics 26 Ethical Theories 27 Deontology 27 Utilitarianism 27 Casuist 28 Research Supplier Ethics 28 Low-Ball Pricing 28 Allowing Subjectivity into the Research 29 Abusing Respondents 29 Selling Unnecessary Research 30 Violating Client Confidentiality 31 Black Box Branding 31 Client Ethics 32 Requesting Bids When a Supplier Has Been Predetermined 32 Requesting Bids to Obtain Free Advice and Methodology 32
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Making False Promises 32 Requesting Proposals without Authorization 32 Field Service Ethics 33 Using Professional Respondents 33 Data Collection Code of Ethics 33 Respondents’ Rights 35 Right to Choose 35 Right to Safety 35 Right to Be Informed 35 Right to Privacy 36 Ethics and Professionalism 37 Fostering Professionalism 37 Researcher Certification 38 2 Problem Definition, Exploratory Research, and the Research Process 40 Critical Importance of Correctly Defining the Problem 41 Recognize the Problem or Opportunity 42 Find Out Why the Information Is Being Sought 43 Understand the Decision-Making Environment with Exploratory Research 43 Use the Symptoms to Clarify the Problem 46 Translate the Management Problem into a Marketing Research Problem 46 Determine Whether the Information Already Exists 46 앸 PRACTICING MARKETING RESEARCH: DRIVING ACTION-PRODUCING RESEARCH 47 Determine Whether the Question Can Be Answered 48 State the Research Objectives 48 Marketing Research Process 49 Creating the Research Design 49 Choosing a Basic Method of Research 51 Selecting the Sampling Procedure 52 Collecting the Data 53 Analyzing the Data 53 Writing and Presenting the Report 53 Following Up 54 Managing the Research Process 54 The Research Request 54 Request for Proposal 55 The Marketing Research Proposal 55 What to Look for in a Marketing Research Supplier 57 앸 GLOBAL RESEARCH: TAPPING THE CHINA MARKET 59 MARKET SIZE AND SECTORS 59 ACTIVE MARKET COMPANIES 60 What Motivates Decision Makers to Use Research Information? 60 Summary 61 Key & Definitions 62 Questions for Review & Critical Thinking 63 Working the Net 64 Real-Life Research 2.1: The Food and Drug istration Finds Consumers Aren’t up to Speed on Nutritional Matters 64
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Appendix 2-A: A Marketing Research Proposal 66 Background 67 Objectives 67 Study Design 67 Areas of Questioning 67 Data Analysis 68 Personnel Involved 68 Specifications/Assumptions 68 Services 69 Cost 69 Timing 69 3 Secondary Data and Databases 70 Nature of Secondary Data 72 Advantages of Secondary Data 72 Limitations of Secondary Data 74 Internal Databases 75 Creating an Internal Database 75 Growing Importance of Internal Database Marketing 76 Data Mining 76 Battle over Privacy 78 Marketing Research Aggregators 81 앸 PRACTICING MARKETING RESEARCH 82 Information Management 82 Geographic Information Systems 83 Decision Systems 85 Summary 86 Key & Definitions 87 Questions for Review & Critical Thinking 87 Working the Net 88 Real-Life Research 3.1: Sanitized to Perfection 88
4 Qualitative Research 90 Nature of Qualitative Research 91 Qualitative Research versus Quantitative Research 92 Popularity of Qualitative Research 92 Limitations of Qualitative Research 93 The Importance of Focus Groups 94 Popularity of Focus Groups 94 Conducting Focus Groups 95 앸 PRACTICING MARKETING RESEARCH: RECRUITING TRICKS OF THE TRADE 98 앸 GLOBAL RESEARCH: PLANNING GLOBAL FOCUS GROUPS 104 TIPS FOR SOME MAJOR COUNTRIES 104 Benefits and Drawbacks of Focus Groups 105 Other Qualitative Methodologies 107 Individual Depth Interviews 107 Projective Tests 110 Future of Qualitative Research 115 Summary 115 Key & Definitions 116
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Questions for Review & Critical Thinking 117 Working the Net 118 Real-Life Research 4.1: Repositioning Scotland 118 The Process 118 Unmet Needs 119 The Rebrand 119 Well Received 120 5 Traditional Survey Research 122 Popularity of Survey Research 123 Types of Errors in Survey Research 124 Sampling Error 124 Systematic Error 125 Types of Surveys 129 Door-to-Door Interviews 129 Executive Interviews 129 앸 GLOBAL RESEARCH: CONDUCTING MARKETING RESEARCH IN CHINA Mall-Intercept Interviews 131 Telephone Interviews 131 Self-istered Questionnaires 134 Mail Surveys 135 Determination of the Survey Method 138 Sampling Precision 138 Budget 139 Requirements for Respondent Reactions 140 Quality of Data 140 Length of the Questionnaire 140 Incidence Rate 141 Structure of the Questionnaire 142 Time Available to Complete the Survey 142 Marketing Research Interviewer 142 Summary 143 Key & Definitions 144 Questions for Review & Critical Thinking 145 Real-Life Research 5.1: Dairy Management Inc. 145
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6 Online Marketing Research 148 The Online World 149 Using the Internet for Secondary Data 149 Sites of Interest to Marketing Researchers 150 Newsgroups 150 Blogs 150 Internet Search Strategies 153 Creating a Database from a Website—A Marketer’s Dream 155 Online Qualitative Research 158 The Popularity of Online Focus Groups 158 앸 PRACTICING MARKETING RESEARCH: ONLINE FOCUS GROUP BEST PRACTICES 162 Survey Research on the Internet 164 Advantages of Online Surveys 164
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Disadvantages of Online Surveys 165 Methods of Conducting Online Surveys 166 Commercial Online s 168 앸 PRACTICING MARKETING RESEARCH: FORMATTING A SURVEY FOR SUCCESS Management 171 앸 GLOBAL RESEARCH: TIMING IS EVERYTHING IN SURVEY INVITATIONS 171 Open versus Closed Recruitment 173 앸 PRACTICING MARKETING RESEARCH: PREVENTING PROFESSIONAL SURVEY TAKERS 173 Respondent Cooperation 174 Controlling the 175 Mobile Internet Research—The Next Step 176 Interactive Marketing Research Organization 178 Summary 178 Key & Definitions 180 Questions for Review & Critical Thinking 180 Working the Net 180 Real-Life Research 6.1: Grocery Shoppers Just Want to Save Money 181 Still Clipping Coupons 181 You Say Deli, I Say Bakery 182
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7 Primary Data Collection: Observation 184 Nature of Observation Research 186 Conditions for Using Observation 186 Approaches to Observation Research 186 Advantages of Observation Research 188 Disadvantages of Observation Research 188 Human Observation 189 Ethnographic Research 189 Mystery Shoppers 191 앸 GLOBAL RESEARCH: ETHNOGRAPHICS ARE AN ENRICHING PROCESS 192 앸 PRACTICING MARKETING RESEARCH: TAKING ETHNOGRAPHY ONLINE 193 EXAMPLE OF AN ONLINE ETHNOGRAPHY PROJECT 193 앸 PRACTICING MARKETING RESEARCH: ADVANCES IN MYSTERY SHOPPING 195 One-Way Mirror Observations 196 Audits 196 Machine Observation 197 Traffic Counters 197 Physiological Measurement Devices 197 Opinion and Behavior Measurement Devices 199 The Portable People Meter and Project Apollo 200 Scanner-Based Research 201 Observation Research on the Internet 204 Predictive Customer Intelligence 205 Observation Research and Virtual Shopping 207 Summary 208 Key & Definitions 209 Questions for Review & Critical Thinking 210 Working the Net 211 Real-Life Research 7.1: A Glad Trash Bag Breakthrough 211
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8 Primary Data Collection: Experimentation and Test Markets 214 What Is an Experiment? 215 Demonstrating Causation 216 Concomitant Variation 216 Appropriate Time Order of Occurrence 217 Elimination of Other Possible Causal Factors 217 Experimental Setting 217 Laboratory Experiments 217 Field Experiments 218 Experimental Validity 218 앸 PRACTICING MARKETING RESEARCH: KNOW YOUR POTENTIAL CUSTOMERS, PSYCHOLOGICALLY SPEAKING 218 Experimental Notation 219 Extraneous Variables 220 Examples of Extraneous Variables 220 Controlling Extraneous Variables 221 Experimental Design, Treatment, and Effects 222 Limitations of Experimental Research 223 High Cost of Experiments 223 Security Issues 223 Implementation Problems 223 Selected Experimental Designs 224 Pre-Experimental Designs 224 앸 GLOBAL RESEARCH: WHAT HAPPENS WHEN YOUR SELECTION BIAS IS THE INTERVIEWER’S GENDER? 225 True Experimental Designs 226 Quasi-Experiments 228 Test Markets 229 Types of Test Markets 230 Costs of Test Marketing 231 Decision to Conduct Test Marketing 231 Steps in a Test Market Study 232 앸 GLOBAL RESEARCH: BEST GLOBAL TEST MARKETS? DANES ARE QUICK, KOREANS LOVE TECH 234 앸 PRACTICING MARKETING RESEARCH: QUICK SCANS OF PRODUCTSPECIFIC TEST MARKETS 237 Other Types of Product Tests 238 Summary 238 Key & Definitions 239 Questions for Review & Critical Thinking 241 Working the Net 242 Real-Life Research 8.1: Millennium Marketing Research Simulated Test Market 242
9 The Concept of Measurement and Attitude Scales 244 The Measurement Process 246 Nominal Level of Measurement 246 Ordinal Level of Measurement 247 Interval Level of Measurement 248 Ratio Level of Measurement 249
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Evaluating the Reliability and Validity of the Measurement 249 Reliability 251 Validity 253 Reliability and Validity—A Concluding Comment 256 Scaling Defined 257 Attitude Measurement Scales 257 앸 PRACTICING MARKETING RESEARCH: WHAT MAKES A GOOD SCALE? 258 Graphic Rating Scales 258 Itemized Rating Scales 259 Traditional One-Stage Format 262 Two-Stage Format 262 Rank-Order Scales 262 Q-Sorting 262 Paired Comparisons 264 Constant Sum Scales 265 Semantic Differential Scales 265 Stapel Scales 267 Likert Scales 267 Purchase Intent Scales 270 The Net Promoter Score (NPS) 272 Scale Conversions 272 Considerations in Selecting a Scale 274 The Nature of the Construct Being Measured 274 Type of Scale 274 Balanced versus Nonbalanced Scales 274 Number of Scale Categories 275 Forced versus Nonforced Choice 275 Attitude Measures and Management Decision Making 275 Direct Questioning 276 Indirect Questioning 278 Observation 278 Choosing a Method for Identifying Determinant Attitudes 278 Summary 279 Key & Definitions 280 Questions for Review & Critical Thinking 282 Working the Net 282 Real-Life Research 9.1: Coffee Culture as a Global Phenomenon 283 10 Questionnaire Design 286 Role of a Questionnaire 287 Criteria for a Good Questionnaire 288 Does It Provide the Necessary Decision-Making Information? 288 Does It Consider the Respondent? 289 Does It Meet Editing and Coding Requirements? 289 앸 PRACTICING MARKETING RESEARCH: ARE HEAVY RESPONDERS TAKING ALL THE MARKET RESEARCH SURVEYS? 291 Questionnaire Design Process 292 Step One: Determine Survey Objectives, Resources, and Constraints 293 Step Two: Determine the Data-Collection Method 293 Step Three: Determine the Question Response Format 293
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PRACTICING MARKETING RESEARCH: USEFUL OPEN-ENDED QUESTIONS 296 Step Four: Decide on the Question Wording 300 앸 GLOBAL RESEARCH: SURVEY BIAS FROM ETHNICITY AND GENDER OF INTERVIEWERS AND RESPONDENTS 302 Step Five: Establish Questionnaire Flow and Layout 304 앸 PRACTICING MARKETING RESEARCH: SOME PROBLEMS AND POTENTIAL SOLUTIONS WITH SCREENING QUESTIONS 306 Step Six: Evaluate the Questionnaire 309 Step Seven: Obtain Approval of All Relevant Parties 310 Step Eight: Pretest and Revise 310 Step Nine: Prepare Final Questionnaire Copy 310 Step Ten: Implement the Survey 311 Field Management Companies 311 Impact of the Internet on Questionnaire Development 312 Software for Questionnaire Development 313 앸 GLOBAL RESEARCH: SURVEY CONTAMINATION FROM NATIONAL DIFFERENCES IN RESPONSE STYLES 316 Costs, Profitability, and Questionnaires 317 Summary 318 Key & Definitions 319 Questions for Review & Critical Thinking 320 Working the Net 321 Real-Life Research 10.1: Singles Dinner Club 321
11 Basic Sampling Issues 324 Concept of Sampling 326 Population 326 Sample versus Census 326 앸 PRACTICING MARKETING RESEARCH: CELL-PHONE-ONLY HOUSEHOLDS—THE NEED TO BROADEN THE POLLING SAMPLE 327 Developing a Sampling Plan 328 Step One: Define the Population of Interest 328 앸 PRACTICING MARKETING RESEARCH: DRIVER’S LICENSES AND VOTER REGISTRATION LISTS AS SAMPLING FRAMES 329 Step Two: Choose a Data-Collection Method 330 Step Three: Identify a Sampling Frame 330 Step Four: Select a Sampling Method 332 앸 PRACTICING MARKETING RESEARCH: WHY THIS ONLINE SAMPLE WAS NOT A PROBABILITY SAMPLE 334 Step Five: Determine Sample Size 335 Step Six: Develop Operational Procedures for Selecting Sample Elements 335 Step Seven: Execute the Operational Sampling Plan 336 Sampling and Nonsampling Errors 336 Probability Sampling Methods 337 Simple Random Sampling 337 Systematic Sampling 338 Stratified Sampling 339 Cluster Sampling 341
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GLOBAL RESEARCH: AREA SAMPLING FRAME USED TO TALLY LIVESTOCK POPULATION FOR DISEASE CONTROL 342 Nonprobability Sampling Methods 343 Convenience Samples 344 Judgment Samples 344 Quota Samples 344 Snowball Samples 345 앸 PRACTICING MARKETING RESEARCH: E-MAIL SURVEYS OF WEBSITE USAGE—WHEN SNOWBALLING FAILS TO SNOWBALL 346 Internet Sampling 346 Summary 348 Key & Definitions 348 Questions for Review & Critical Thinking 349 Working the Net 350 Real-Life Research 11.1: Texas Field Research 350
12 Sample Size Determination 352 Determining Sample Size for Probability Samples 353 Budget Available 353 Rule of Thumb 354 Number of Subgroups Analyzed 354 Traditional Statistical Methods 354 앸 PRACTICING MARKETING RESEARCH: FACTORS TO CONSIDER IN DETERMINING OPTIMAL SAMPLE SIZE 355 Normal Distribution 356 General Properties 356 Standard Normal Distribution 357 Population and Sample Distributions 358 Sampling Distribution of the Mean 358 Basic Concepts 359 앸 GLOBAL RESEARCH: NONRESPONSE BIAS IN A DUTCH ALCOHOL CONSUMPTION STUDY 362 Making Inferences on the Basis of a Single Sample 363 Point and Interval Estimates 363 Sampling Distribution of the Proportion 364 Determining Sample Size 365 Problems Involving Means 365 앸 PRACTICING MARKETING RESEARCH: HARRIS POLL ON “MARGIN OF ERROR” FINDS IT IS WIDELY MISUNDERSTOOD 367 Problems Involving Proportions 368 Determining Sample Size for Stratified and Cluster Samples 369 Population Size and Sample Size 369 Determining How Many Sample Units Are Needed 370 앸 PRACTICING MARKETING RESEARCH: ESTIMATING WITH PRECISION HOW MANY PHONE NUMBERS ARE NEEDED 371 Statistical Power 372 Summary 373 Key & Definitions 374 Questions for Review & Critical Thinking 375
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Working the Net 376 Real-Life Research 12.1: Sky Meals 376 SPSS Exercises for Chapter 12 377 13 Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences 380 Overview of the Data Analysis Procedure 382 Step One: Validation and Editing 382 Validation 382 앸 PRACTICING MARKETING RESEARCH: TIPS TO AVOID INTERVIEW FRAUD AT THE LEVEL OF THE DATA-COLLECTION COMPANY 383 Editing 384 Step Two: Coding 388 Coding Process 389 Automated Coding Systems 390 앸 PRACTICING MARKETING RESEARCH: TEXT ANALYTICS SOFTWARE STREAMLINES CODING OPEN-ENDED RESPONSES 391 Step Three: Data Entry 391 Intelligent Entry Systems 391 The Data Entry Process 392 Scanning 392 Step Four: Logical Cleaning of Data 393 Step Five: Tabulation and Statistical Analysis 394 One-Way Frequency Tables 396 Cross Tabulations 398 앸 PRACTICING MARKETING RESEARCH: SIX PRACTICAL TIPS FOR EASIER CROSS TABULATIONS 400 Graphic Representations of Data 401 Line Charts 401 Pie Charts 401 Bar Charts 403 앸 PRACTICING MARKETING RESEARCH: EXPERT TIPS ON MAKING BAD GRAPHICS EVERY TIME 404 Descriptive Statistics 406 Measures of Central Tendency 406 Measures of Dispersion 407 Percentages and Statistical Tests 408 Evaluating Differences and Changes 409 Statistical Significance 409 Hypothesis Testing 410 Steps in Hypothesis Testing 411 앸 PRACTICING MARKETING RESEARCH: WHY WE NEED STATISTICAL TESTS OF DIFFERENCES 411 Types of Errors in Hypothesis Testing 412 Accepting H0 versus Failing to Reject (FTR) H0 415 One-Tailed versus Two-Tailed Test 415 앸 PRACTICING MARKETING RESEARCH: WHY IN MEDICINE A TWO-TAILED TEST IS PREFERABLE TO A ONE-TAILED TEST 416 Example of Performing a Statistical Test 417 Commonly Used Statistical Hypothesis Tests 419 Independent versus Related Samples 419
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PRACTICING MARKETING RESEARCH: A SIMPLE FIELD APPLICATION OF CHI-SQUARE GOODNESS OF FIT 420 Degrees of Freedom 421 p Values and Significance Testing 421 Summary 421 Key & Definitions 423 Questions for Review & Critical Thinking 423 Working the Net 424 Real-Life Research 13.1: California Fitness, Inc. 424 SPSS Exercises for Chapter 13 425 14 Bivariate Correlation and Regression 434 Bivariate Analysis of Association 435 Bivariate Regression 436 Nature of the Relationship 436 Example of Bivariate Regression 436 앸 PRACTICING MARKETING RESEARCH: BIVARIATE REGRESSION ANALYSIS SHOWS HIGHER CANCER RATES AMONG CALIFORNIA FARM WORKERS 439 Correlation Analysis 448 Correlation for Metric Data: Pearson’s Product–Moment Correlation 448 앸 GLOBAL RESEARCH: RETHINKING THE APPLICABILITY OF PEARSON’S PRODUCT–MOMENT CORRELATION 449 앸 GLOBAL RESEARCH: PEARSON’S PRODUCT–MOMENT CORRELATION FINE-TUNES MEDICAL STATISTICS 451 Summary 452 Key & Definitions 453 Questions for Review & Critical Thinking 453 Working the Net 455 Real-Life Research 14.1: Axcis Athletic Shoes 455 SPSS Exercises for Chapter 14 456 15 Communicating the Research Results 460 The Research Report 461 Organizing the Report 462 Interpreting the Findings 463 Format of the Report 464 Formulating Recommendations 464 The Presentation 469 Making a Presentation 469 Presentations on the Internet 470 Marketing Research Supplier Management 470 What Do Clients Want? 470 Communication 471 Managing the Research Process 471 Managing a Marketing Research Department 478 Allocating the Research Department Budget 478 Prioritize Projects 479 Retaining Skilled Staff 479 Selecting the Right Marketing Research Suppliers 480
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Moving Marketing Research into a Decision-Making Role 481 Measuring Marketing Research’s Return on Investment (ROI) 482 Summary 486 Key & Definitions 487 Questions for Review & Critical Thinking 487 Working the Net 488 Real-Life Research 15.1: Maxwell Research Considers Outsourcing to Cross-Tab in India 488 Photo Credits 000
Appendix One: ??? 000
Appendix Two: ??? 000
Appendix Three: ??? 000
Endnotes 000
Glossary 000
Index 000
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PREFACE
Making Marketing Research Real The world of marketing research is fast-paced, dynamic, and always in a state of change. Understanding the complexities and rapid development of marketing research today requires an insider’s perspective. This text is co-authored by a full-time market researcher. It is the only marketing research text written by the president and CEO of a large, very successful research organization. Thus, we continue offering you Real Data, Real People, and Real Research like no one else. By keeping our fingers on the pulse of marketing research today we can offer insights into qualitative and quantitative methods unmatched by other texts.
Our Most Thorough Revision Ever! Each chapter has been thoroughly revised to reflect the latest thinking and trends in marketing research. We have consolidated Internet research into a single, new chapter. We begin by discussing traditional survey research in Chapter 5. Next, the new Chapter 6 explains how the Internet has impacted not only survey research, but virtually all aspects of marketing research. More than half of the end-of-chapter cases are new! Every chapter has new case. Some of the organizations and products include: Budget Rent A Car, the Food and Drug istration, Scottish Bureau of Tourism, Glad Trash Bags, and General Electric, to name a few. Each case concludes with critical thinking questions designed to stimulate thinking about the material in the chapter. All new opening vignettes! We offer something new with many of the seventh edition opening vignettes. Where practical, we decided to feature actual research studies by some of America’s largest marketing research firms. Some of the firms are Harris Interactive study on materialism; Luth Research study on happiness; Decision Analyst study on health and nutrition; NPD Group study on outdoor grilling; and Research International’s study on Baby Boomers. In some cases, research firms asked us to disguise both their name and the clients. But, as always, the data are real. Some opening vignettes feature well-known organizations and products. A few examples are: Bertolli Foods (think olive oil), Staples, and the Monterrey Bay Aquarium. We believe that the best learning experiences come through true experiences.
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New Content in Every Chapter That Offers Cutting-Edge Trends and Methodology New Content by Chapter: Chapter 1—The Role of Marketing Research in Management Decision Making New AMA definition of marketing research; new examples throughout. Chapter 2—Problem Definition, Exploratory Research, and the Research Process New discussion of creating action-producing research; new exhibit on benefits of a good proposal; new material on doing marketing research in China. Chapter 3—Secondary Data and Databases New discussion on behavioral targeting; new material on the Children’s Online Privacy Protection Act. Chapter 4—Qualitative Research New discussion on group moderating skills; new example of a focus group discussion guide; new material on planning global focus groups; new material on getting quality information and decision-making results from focus groups; new section on cost of focus groups versus independent depth interviews; new material on writing a focus group report; new section on the Delphi method; new material on projection techniques; new projective techniques—analogies and personification. Chapter 5—Traditional Survey Research New section on cell phone surveys. Chapter 6—Online Marketing Research New material on using the Internet for secondary data; online focus groups’ best practices; web community research; new material on web survey software; new section on gaining online survey completions; new material on formatting an online survey; new material on timing survey invitations; major new section on commercial online providers; major new section on management; new material on eliminating professional survey takers. Chapter 7—Primary Data Collection: Observation New material on ethnographic research; online ethnography; new material on mystery shopping; new section on eye-tracking; new section on GPS measurement; new material on Project Apollo; new material on “click-streams.” Chapter 8—Primary Data Collection: Experimentation and Test Markets New material on psychographics; new material on selection bias; new material on product-specific test markets. Chapter 9—The Concept of Measurement and Attitude Scales New discussion of construct validity. Introduce new two-stage scaling format; new section on the popular Net Promoter Score (NPS); new section on scale conversions.
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Chapter 10—Questionnaire Design New material on “heavy responders”; new material on survey response errors; new discussion on ethnicity and gender bias; new material on survey contamination from national differences in response styles. Chapter 11—Basic Sampling Issues New discussion of cell-phone-only households; new discussion on using driver’s licenses and voter registration lists as sampling frames; new material on sampling frames to collect global data; new discussion on when address-based telephone surveys outperform random-digit dialing; new material on snowball sampling. Chapter 12—Sample Size Determination New discussion on planning the sample size; new thoughts on determining the optimal sample size; new material on nonresponse bias; new discussion on small samples; new material on the relationship between confidence level and sample size. Chapter 13—Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences New material on fake interviews and avoiding interview fraud; new discussion on push polling; new material on practical applications of the Z test; new discussion of the T test; new examples of ANOVA. Chapter 14—Bivariate Correlation and Regression New material on avoiding bias when using least-squares regression; new discussion on Pearson’s product–moment correlation. Chapter 15—Communicating the Research Results Major rewrite on how marketing research reporting is done today; new section on the PowerPoint deck; new section on the relationship between the research report and the RFP; new section on “margin of error” misconceptions; new section on marketing research outsourcing; major new section on managing the marketing research department, including discussion of allocating the budget, prioritizing projects, and retaining good staff.
You Can Bring Internet Research Alive with Perseus WebResearcher Your students can use the same marketing research Web application as professional marketing researchers. You will have the capability of asg multiple class projects and conducting real Internet marketing research surveys. You can create, implement, and manage surveys using only a Web browser. There is nothing to or install. Perseus question logic capabilities such as branching, linking, and piping make creating simple or complex questionnaires easy. You can even set quotas for your surveys to reach your target demographics. In short, you can make Internet marketing research come alive for your students!
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Great Resources to Meet Your Teaching Needs Redesigned Instructor’s Manual We know how busy you are with teaching and research commitments, therefore we have done everything possible to facilitate your teaching marketing research with our new Instructors Manual. Each chapter offers the following: Suggested Lesson Plans. Suggestions are given on dividing up the chapter material, based on the frequency and duration of your class period. Chapter Scan. A quick synopsis highlights the core material in each chapter. Learning Objectives. The list of learning objectives found in the text is repeated here. General Chapter Outline. The main headers provide a quick snapshot of all the content areas within the chapter. List of Key . The key introduced to the students in the text are repeated here. Detailed Chapter Outline. This outline fleshes out the general outline given previously. It also indicates where ancillary materials fit into the discussion: PowerPoint slides, exhibits from the text, learning objectives, and review questions. Opening vignettes and boxed features are also included in this outline. Summary Explaining Learning Objectives. An explanation of how the learning objectives are satisfied by chapter material is the basis of the Instructor’s Manual summary. Answers to Pedagogy. Suggested answers and approaches to the critical thinking questions, the Internet activities, the cases, the cross-functional questions, and the ethical dilemmas are offered at the end of each chapter or part. Instructors can access the electronic files on the Instructor Companion Site at www.wiley.com/college/mcdaniel.
New Comprehensive PowerPoint Package For this edition, we have created a comprehensive, fully interactive PowerPoint presentation with roughly 400 slides in the package. You can tailor your visual presentation to include the material you choose to cover in class. This PowerPoint presentation gives you the ability to completely integrate your classroom lecture with a powerful visual statement of chapter material. Keep students engaged and stimulate classroom discussion! The entire collection of slides will be available for from our website at www.wiley.com/college/mcdaniel.
New Classroom-Tested Comprehensive Test Bank Our test bank is comprehensive and thoroughly classroom-tested. The questions range from definitions of key to basic problem-solving questions to creative-thinking problems. This new and improved test bank includes approximately 60 questions per chapter consisting of multiple-choice, true/false, and essay questions. Regardless of the type and level of knowledge you wish to test, we have the right questions for your students. A computerized
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version of this newly created test bank is also available on the book’s companion Web site so that you can customize your quizzes and exams. Instructors can access the electronic files on the Instructor Companion Site at www.wiley.com/college/mcdaniel.
New Personal Response System (PRS) Our personal response system questions for each chapter of this textbook are designed to spark discussion and debate in the Marketing Research classroom. For more information on PRS, please your local Wiley representative.
Focus Group Video and Lecture Launches Additional Real Research is offered through a focus group video conducted by another one of our research partners, Jerry Thomas, president of Decision Analyst (www.decisionanalyst .com). Decision Analyst, Incorporated is a large international marketing research firm. The focus group subject is online dating and ties in with the online dating data case. We also offer several interviews featuring Jerry Thomas and your author, Carl McDaniel, discussing key topics in marketing research. For more information on this 45-minute video, available on DVD, please your local Wiley representative.
Acknowledgments This book could not have been written and published without the generous expert assistance of many people. We would like to thank Joshua Been for his excellent assistance in preparing the material on geographic information systems (GIS); Richard Leviton for his extensive assistance in a number of areas and experienced input on editorial issues; Jerry Thomas for providing the focus group research; and Craig Stevens, Senior Vice President, e-Rewards Market Research for providing material on online s. We also thank Web Quizzes and SPSS exercises, Aron Levin of Northern Kentucky University for preparing the Test Bank, Carolyn Predmore of Manhattan University for preparing the PRS questions, David Ashley of Johns Hopkins University for the Interactive Power Points, and Barbara Oates and Craig Hollingshead, both of Texas A&M University Kingsville, for preparing the Instructor’s Resource Guide. Our deepest gratitude goes to the team at John Wiley and Sons for continuing the trend of excellence established by this text. Special thanks to Jayme Heffler, Jennifer Conklin, and Ame Esterline, and to Ellinor Wagner for the photo research, and Sarah Wolfman-Robichaud, our production editor. Finally, we’d like to thank the following reviewers for their valuable comments throughout the revision process: Paul Boughton, Saint Louis University Haim Mano, University of Missouri, St. Louis Carolyn E. Predmore, Manhattan College Louis A. Tucci, The College of New Jersey Michael Tsiros, University of Miami Robert Watson, Quinnipiac University
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