Table Of Content•
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! *• 6.550.22
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second edition
Alvin C. Burns
.1*.
Ronald F. Bush
Preface xxi
CHAPTER1: INTRODUCING MARKETING
RESEARCH 2
What Ss Marketing? 4
The "Right Philosophy": The Marketing Concept 6
The "Right Marketing Strategy" 7
What Ss Marketing Research? 8
What Is the Purpose of Marketing Research? 9
What Are the Uses of Marketang Research? 10
Identifying Market Opportunities and Problems 10
Generate, Refine, and Evaluate Potential Marketing Actions 11
Monitor Marketing Performance 12
Improve Marketing as a Process 13
Classifying Marketing Research Studies 13
VI Contents
The Marketing information System 15
Components of an MIS 15
Internal Reports System 15
Marketing Intelligence System 15
Marketing Decision Support System (DSS) 16
Marketing Research System 16
Hot Topics in Marketing Research 17
Online Marketing Research 17
Growing Consumer/Respondent Resentment 18
Globalization 19
Summary 19 ,
Key Terms 20
Review Questions 20
Application Questions 20
Interactive Learning 21
Case 1.1 Starlight Films 21
Case 1.2 Your Integrated Case 22
CHAPTER2: UNDERSTANDING THE MARKETING
RESEARCH INDUSTRY 24
The Marketing Research Industry 26
Evolution of the Industry 26
The Beginnings 26
Growth of the Need 26
The Marketing Research Industry Today 27
World Revenues 27
The Honomichl Top 50 28
Revenues of the U.S. Firms 28
Competition in the Industry Is Very Keen 28
Classifying Firms in the Marketing Research Industry 28
Internal Suppliers 28
How Do Internal Suppliers Organize the Research Function? 28
Organizing the Formal Department of Internal Suppliers 28
Organizing When There Is No Formal Department 30
External Suppliers 31
How Do External Suppliers Organize? 31
Classifying External Supplier Firms 31
Full-Service Supplier Firms 31
Syndicated Data Service Firms 32
Standardized Service Firms 32
Customized Service Firms 32
Online Research Services Firms 32
Limited-Service Supplier Firms 33
Contents VII
Challenges to the Marketing Research industry 35
Marketing Researchers Should Focus on Diagnosing Problems 36
Marketing Researchers Should Speed Up Marketing Research
by Using IT 36
Marketing Researchers Should Take an Integralive Approach 37
Marketing Researchers Should Expand Their Strategic Impact 37
Other Criticisms 37
Improvements: Certification, Auditing, and Education 38
Certification 38
Auditing 38
Education 41
Ethics and Marketing Research 42
Your Ethical Views Are Shaped by Your Philosophy: Deontology or
Teleology 42
Ethical Behavior in Marketing Research 43
Codes of Ethics 45
Sugging and Frugging 45
Research Integrity 45
Treating Others Fairly 46
Respondents 47
Respondent Fairness 47
Summary 49
Key Terms 50
Review Questions 51
Application Questions 52
Interactive Learning 52
Case 2.1 Conducting an E-Mail Survey 53
Case 2.2 Your Integrated Case 54
Appendix A 55
Marketing Research and Spam Surveys 55
Appendix B 57
Careers in Marketing Research 57
fi'^i'^Ji^
CHAPTER3: STEPS IN THE MARKETING RESEARCH
PROCESS INCLUDING DEFINING THE PROBLEM
AND RESEARCH OBJECTIVES 60
The Marketing Research Process 62
An 11-Step Process 62
Caveats to a Step-by-Step Process 63
Why 11 Steps? 63 >V
Not All Studies Use All 11Steps 64
Few Studies Follow the Steps in Order 64
VIII Contents
Step 1: Establish the Need for Marketing Research 64
Step 2: Define the Problem 64
Step 3: Establish Research Objectives 65
Step 4: Determine Research Design 65
Step 5: Identify Information Types and Sources 65
Step 6: Determine Methods of Accessing Data 66
Step 7: Design Data Collection Forms 66
Step 8: Determine Sample Plan and Size 66
Step 9: Collect Data 67
Step 10: Analyze Data 68
Step 11: Prepare and Present the Final Research Report 68
Establishing the Need for Marketing Research 69
When Is Marketing Research Not Needed? 69
The Information Is Already Available 69
v
The Timing Is Wrong to Conduct Marketing Research 69
Funds Are Not Available for Marketing Research 70
Costs Outweigh the Value of Marketing Research 70
The Impact of Online Research and Determining the Need to Conduct
Marketing Research 70
Define the Problem 71
The Importance of Properly Defining the Problem 71
How Can We Beat Burger King? 71
How Can We Win a Taste Test? 71
Two Sources of Problems 72
Recognizing the Problem 73
The Role of Symptoms in Problem Recognition 73
Types of Problems 74
The Role of the Researcher in Problem Definition 74
Impediments to Problem Definition 75
Failure to Change Behavior for Problem Definition Situations 75
Differences Between Managers and Researchers 75
The Role of ITBs and RFPs 76
A Process for Defining the Problem and Establishing the
Research Objectives 77
Assess the Background and the Manager's Situation 78
Clarify the Symptoms of the Problem 78
Pinpoint Suspected Causes of the Symptom 78
University Estates: An Example of the Problem Definition Process 79
Specify Possible Solutions That May Alleviate the Symptom 80
Back to University Estates 80
Speculate on Anticipated Consequences of the Solutions 80
Back to University Estates 81
Identify the Manager's Assumptions About the Consequences
of the Solutions 81
Contents IX
The Role of Hypotheses in Defining the Problem 81
Back to University Estates 82
Assess the Adequacy of Information on Hand to Specify Research
Objectives 82
Back to University Estates 82
The Role of the Action Standards 83
Formulate the Marketing Research Proposal 85
Problem Statement 86
Research Objectives 86
The Role of Constructs 86
Detail the Proposed Research Method 87
Putting It All Together Using the Integrated Case for This
Textbook 88
Summary 95 *;
Key Terms 97
Review Questions 97
Application Questions 98
Interactive Learning 98
Case 3.1 Washington Suites 99
Case 3.2 AJ Research 99
*. i
CHAPTER4: RESEARCH DESIGN 100
Research Design 103
The Significance of Research Design 103
Three Types of Research Designs 103
Research Design: A Caution 104
Exploratory Research 104
Uses of Exploratory Research 105
Gain Background Information 105
Define Terms 105
Clarify Problems and Hypotheses 105
Establish Research Priorities 106
Methods of Conducting Exploratory Research 106
Secondary Data Analysis 106
Experience Surveys 107
Case Analysis 107
Focus Groups 107
Projective Techniques 111
Descriptive Research 112
Classification of Descriptive Research Studies 112
Causal Research 116
Contents
Experiments 117
Experimental Design 118
After-Only Design 119
One-Group, Before-After Design 119
Before-After with Control Group 120
How Valid Are Experiments? 121
Types of Experiments 122
Test Marketing 124
Types of Test Markets 124
Consumer Versus Industrial Test Markets 126
"Lead Country" Test Markets 126
Selecting Test-Market Cities 127
Prosand Cons of Test Marketing 128
Summary 129
Key Terms 130
Review Questions 131
Application Questions 131
Interactive Learning 132
Case 4.1 Quality Research Associates 132
Case 4.2 Your Integrated Case 133
CHAPTERS: ACCESSING SECONDARY DATA AND
ONLINE INFORMATION DATABASES 134
Secondary Data 137
Primary Versus Secondary Data 137
Uses of Secondary Data 137
Classification of Secondary Data 139
Internal Secondary Data 139
Internal Databases 139
External Secondary Data 140
Published Sources 140
Syndicated Services Data 143
External Databases 143
Advantages of Secondary Data 144
Secondary Data Can Be Obtained Quickly 144
Secondary Data Are Inexpensive Relative to Primary Data 144
Secondary Data Are Usually Available 144
Secondary Data Enhance Primary Data 144
Secondary Data May Achieve the Research Objective 145
Contents XI
Disadvantages of Secondary Data 145
Incompatible Reporting Units 145
Measurement Units Do Not Match 146
Class Definitions Are Not Usable 147
Data Are Outdated 147
Evaluating Secondary Data 147
What Was the Purpose of the Study? 148
Who Collected the Information? 148
What Information Was Collected? 149
How Was the Information Obtained? 149
How Consistent Is the Information with Other Information? 149
Locating Secondary Data Sources 150
Search Strategies Used for Searching Online Information
Databases 153
Boolean Logic 154
Field Searching 154
Proximity Operators 155
Truncation 155
Nesting 155
Limiting 155 *
Key Sources of Secondary Data for Marketers 156
Census 2000: Census of the Population 156
Other Government Publications 159
North American Industry Classification System (NAICS) 159
"Survey of Buying Power" 161
How to Calculate the Buying Power Index (BPI) 161
Demographics USA 162
The Lifestyle Market Analyst 163
Summary 163 >
Key Terms 165
Review Questions 166
Application Questions 166
Interactive Learning 167
Case 5.1 Pure-Aqua Systems 167
Case 5.2 Apple Supermarkets, Inc. 168
T~<l
CHAPTER6: STANDARDIZED INFORMATION
SOURCES 170
What 8s Standardized Information? 173
XII Contents
Advantages and Disadvantages of Standardized
Information 173
Syndicated Data 173
Standardized Services 174
Application Areas of Standardized Information 175
Measuring Consumer Attitudes and Opinion Polls 175
Defining Market Segments 176
Providing Information on Members of the Industrial Market 176
Providing Information on Members of the Consumer Market 177
Conducting Market Tracking 178
MarketJracking at the Retail Level 180
Market Tracking at the Household Level 183
Turning Market Tracking Information into Intelligence 184
Monitoring Media Usage and Promotion Effectiveness 185
Tracking Downloaded Music, Videos, and Recorded Books 185
Television 185 •>
Radio 186
Print 187
Multimedia 188
Single-Source Data 189
Summary 190
Key Terms 191
Review Questions 192
Application Questions 192
Interactive Learning 193
Case 6.1 Premier Products, Inc. 193
Case 6.2 Maggie J's Dog Treats 194
CHAPTER7: DECIDING ON YOUR SURVEY DATA
COLLECTION METHOD 196
Four Alternative Data Collection Modes 199
Person-Administered Surveys (Without Computer Assistance) 199
Advantages of Person-Administered Surveys 199
Disadvantages of Person-Administered Surveys 200
Computer-Administered Surveys 201
Advantages of Computer-Administered Surveys 202
Disadvantages of Computer-Administered Surveys 204
Self-Administered Surveys 205
Advantages of Self-Administered Surveys 205
Disadvantages of Self-Administered Surveys 205
Contents XIII
Mixed-Mode Surveys 206
Advantage of Mixed-Mode Surveys 206
Disadvantages of Mixed-Mode Surveys 206
Descriptions of Data Collection Modes 208
Person-Administered Interviews 208
In-Home Interviews 208
Mall-Intercept Interviews 210
In-Office Interviews 211 {
Telephone Interviews 211
Computer-Administered Interviews 214
Computer-Assisted Telephone Interviews (CATI) 214
Fully Computerized Interviews (Not Online) 216
Online and Other Internet-Based Interviews 216
Self-Administered Surveys 218
Group Self-Administered Surveys 218
Drop-Off Surveys 218 ..
Mail Surveys 219
Choice of the Survey Method 220
The Survey Data Collection Time Horizon 221 - •,
The Survey Data Collection Budget 223
Incidence Rate 223
Cultural/Infrastructure Considerations 223
Type of Respondent Interaction Required 224
Special Innovative Methods for Special Situations 224
Summary 225
Key Terms 226
Review Questions 226
Application Questions 227
Interactive Learning 228
Case 7.1 Steward Research, Inc. 228
Case 7.2 Your Integrated Case 229
CHAPTERS: USING MEASUREMENT SCALES I
YOUR SURVEY 230
Question-Response Format Options 232
Open-Ended Response Format Questions 232
Categorical Response Format Questions 234
Metric Response Format Questions 235
Description:The "Right Marketing Strategy" 7. What Ss Marketing Research? 8. What Is the
Purpose of Marketing Research? 9. What Are the Uses of Marketang Research?
