Efnisyfirlit

• Cover
• Preface
  • Objectives of this Text
  • New to This Edition
  • Features of the Book
  • Organization of the Text
  • Supplements to the Text
  • Acknowledgments
• 1 A Decision-Making Perspective on Marketing Intelligence
  • An Overview of Business Intelligence
  • Introduction to Marketing Intelligence
  • Marketing Research
  • Role of Marketing Research in Managerial Decision-Making
  • Factors that Influence Marketing Research Decisions
  • Use of Marketing Research
  • Ethics in Marketing Research
  • The Respondent’s Ethics and Rights
  • International Marketing Research
  • Summary
  • Questions and Problems
• 2 Marketing Research in Practice
  • Information Systems, Decision Support Systems, and Marketing Research
  • Marketing Decision Support Systems
  • Suppliers of Information
  • Criteria for Selecting External Suppliers
  • Career Opportunities in Marketing Research
  • Summary
  • Questions and Problems
  • Appendix
• 3 The Marketing Research Process
  • Overview of the Marketing Research Process
  • The Preliminary Stages of the Marketing Research Process
  • Planning a New HMO
  • The International Marketing Research Process
  • Summary
  • Questions and Problems
• 4 Research Design and Implementation
  • Research Approach
  • Research Tactics and Implementation
  • Budgeting and Scheduling the Research Project
  • Research Proposal
  • Designing International Marketing Research
  • Issues in International Research Design
  • Summary
  • Questions and Problems
  • Appendix
  • Cases for Part I
• 5 Secondary Sources of Marketing Data
  • Secondary Data
  • Uses of Secondary Data
  • Benefits of Secondary Data
  • Limitations of Secondary Data
  • Internal Sources of Secondary Data
  • External Sources of Secondary Data
  • Census Data
  • North American Industry Classification System
  • Appraising Secondary Sources
  • Applications of Secondary Data
  • Sources of Secondary Data for International Marketing Research
  • Problems Associated with Secondary Data in International Research
  • Applications of Secondary Data in International Research
  • Summary
  • Questions and Problems
• 6 Standardized Sources of Marketing Data
  • Retail Store Audits
  • Consumer Purchase Panels
  • Scanner Services and Single-Source Systems
  • Media-Related Standardized Sources
  • Applications of Standardized Sources of Data
  • Summary
  • Questions and Problems
• 7 Marketing Research on the Internet1
  • Current Trends in Web Usage
  • WWW Information for Marketing Decisions
  • The Internet and Marketing Research Today
  • The Internet and Marketing Research Developments
  • Issues and Concerns
  • Summary
  • Questions and Problems
• 8 Information Collection: Qualitative and Observational Methods
  • Need for Qualitative Research
  • Qualitative Research Methods
  • Observational Methods
  • Recent Applications of Qualitative and Observational Methods
  • Summary
  • Questions and Problems
  • Appendix
• 9 Information from Respondents: Issues in Data Collection
  • Information from Surveys
  • Sources of Survey Error
  • Methods of Data Collection
  • Factors Affecting the Choice of a Survey Method
  • Ethical Issues in Data Collection
  • Summary
  • Questions and Problems
• 10 Information from Respondents: Survey Methods
  • Collecting Data
  • Surveys in the International Context
  • Summary
  • Questions and Problems
• 11 Attitude Measurement
  • Attitudes
  • The Concept of Measurement and Scaling
  • Types of Attitude Rating Scales
  • General Guidelines for Developing a Multiple-Item Scale
  • Interpreting Attitude Scales
  • Choosing an Attitudinal Scale
  • Accuracy of Attitude Measurements
  • Scales in Cross-National Research
  • Summary
  • Questions and Problems
• 12 Designing the Questionnaire
  • Planning What to Measure
  • Formatting the Question
  • Question Wording: A Problem of Communication
  • Sequence and Layout Decisions
  • Questionnaire Design for International Research
  • Summary
  • Questions and Problems
• 13 Experimentation
  • Descriptive versus Experimental Research
  • What Constitutes Causality?
  • Laboratory and Field Experiments
  • Threats to Experimental Validity
  • Issues in Experimental Research
  • Types of Experimental Designs
  • Guidelines for Conducting Experimental Research
  • Limitations of Experiments
  • Summary
  • Questions and Problems
• 14 Sampling Fundamentals
  • Sample or Census
  • Sampling Process
  • Probability Sampling
  • Nonprobability Sampling
  • Shopping Center Sampling
  • Sampling in the International Context
  • Summary
  • Questions and Problems
• 15 Sample Size and Statistical Theory
  • Determining the Sample Size: Ad Hoc Methods
  • Population Characteristics/Parameters
  • Sample Characteristics/Statistics
  • Sample Reliability
  • Interval Estimation
  • Sample Size Question
  • Proportions
  • Coefficient of Variation
  • Stratified Sampling
  • Multistage Design
  • Sequential Sampling
  • Summary
  • Questions and Problems
  • Cases for Part II Data Collection
  • Appendix A
• 16 Fundamentals of Data Analysis
  • Preparing the Data for Analysis
  • Strategy for Data Analysis
  • Cross-Tabulations
  • Factors Influencing the Choice of Statistical Technique
  • An Overview of Statistical Techniques
  • Summary
  • Questions and Problems
  • Appendix
• 17 Hypothesis Testing: Basic Concepts and Tests of Associations
  • The Logic of Hypothesis Testing
  • Steps in Hypothesis Testing
  • Basic Concepts of Hypothesis Testing
  • Cross‐Tabulation and Chi‐Square
  • Summary
  • Questions and Problems
• 18 Hypothesis Testing: Means and Proportions
  • Commonly Used Hypothesis Tests in Marketing Research
  • Relationship Between Confidence Interval and Hypothesis Testing
  • Analysis of Variance (ANOVA)
  • The Probability‐Values (p‐Values) Approach to Hypothesis Testing
  • Effect of Sample Size and Interpretation of Test Results
  • Summary
  • Questions and Problems
• 19 Correlation Analysis and Regression Analysis
  • Correlation Analysis
  • Regression Analysis
  • Summary
  • Questions and Problems
• 20 Discriminant, Factor, and Cluster Analysis
  • Discriminant Analysis
  • Multiple Discriminant Analysis
  • Summary of Discriminant Analysis
  • Factor and Cluster Analysis
  • Factor Analysis
  • Summary of Factor Analysis
  • Cluster Analysis
  • Summary of Cluster Analysis
  • Questions and Problems
• 21 Multidimensional Scaling and Conjoint Analysis
  • Multidimensional Scaling
  • Attribute‐Based Approaches
  • Summary of MDS
  • Conjoint Analysis
  • Summary of Conjoint Analysis
  • Questions and Problems
• 22 Presenting the Results
  • Guidelines for Successful Presentations
  • Written Report
  • Oral Presentation
  • Relationship with the Client
  • Summary
  • Questions and Problems
• 23 Marketing-Mix Measures
  • New-Product Research
  • Pricing Research
  • Distribution Research
  • Promotion Research
  • Total Quality Management
  • Summary
  • Questions and Problems
• 24 Brand and Customer Metrics
  • Competitive Advantage
  • Assessing Competitive Advantage
  • Customer Satisfaction
  • Contemporary Applications of Marketing Intelligence
  • Summary
  • Questions and Problems
• 25 New Age Strategies
  • Database Marketing
  • Relationship Marketing
  • E‐Commerce
  • Mobile Marketing
  • Social Marketing
  • Experiential Marketing
  • Word‐of‐Mouth Marketing
  • Internet of Things
  • Bots and Artificial Intelligence
  • Blockchain
  • Summary
  • Questions and Problems
• Appendix A
  • A‐1 Standard Normal, Cumulative Probability in Right‐Hand Tail for Positive Values of z; Areas are Formed by Symmetry
  • A‐2 χ Critical Points
  • A‐3 F Critical Points
  • A‐4 Cut‐Off Points for the Student's t‐Distribution
  • A‐5 Procedures for Conducting Univariate and Multivariate Analysis in SPSS
  • A‐6 Output of Select Tables in SPSS
• Glossary
• Index
• Marketing Research Process Illustrations
• End User License Agreement

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