Table Of Contentspine=.81”
Business & Economics/Marketing/Research
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Your hands-on guide
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$29.99 US / $35.99 CN / £21.99 UK
Michael R. Hyman, PhD, is a Stan Fulton Chair and professor of marketing, ISBN 978-0-470-52068-0
the author of more than 100 published scholarly papers, and curent Michael R. Hyman, PhD
member of nine journal editorial review boards. Jeremy J. Sierra PhD, Author and professor of marketing
is an assistant professor of marketing with a teaching interest in sports
marketing and marketing research. Hyman Jeremy J. Sierra, PhD
Sierra Assistant professor of marketing
Marketing Research Kit
™
Making Everything Easier!
Marketing
Research Kit
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Marketing
Research Kit
FOR
‰
DUMmIES
by Michael R. Hyman, PhD
and Jeremy J. Sierra, PhD
01_520680-ffirs.indd i 2/23/10 8:22 PM
Marketing Research Kit For Dummies®
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01_520680-ffirs.indd i 2/23/10 8:22 PM
About the Authors
Michael R. Hyman, PhD, is the Stan Fulton Chair of Marketing at New Mexico
State University in Las Cruces, New Mexico. He earned his undergraduate
degree at the University of Maryland and his master’s and doctoral degrees
at Purdue University. Back in the day, he fancied himself a Texan — he was a
faculty member at the University of Houston and then later at the University of
North Texas — but he has since become a loyal green-chile-eating, motorcycle-
riding, non-tie-wearing New Mexican.
Mike has taught marketing research at the undergraduate, masters, and
doctoral levels for more years than he cares to admit (30 and counting).
Although they occasionally suggest that his exams are overly challenging,
students never complain that his research courses are poorly structured or
lack suff cient rigor.
Roughly 20 years ago, Mike toyed with the idea of leaving academia for full-
time consulting. For almost three years, he consulted extensively with major
hospitality industry clients. After straddling the university-consulting fence
during this period, he decided — with the help of several perpetually annoy-
ing colleagues — that he was best suited to university life. Although he still
accepts the occasional consulting gig, he has never regretted that decision.
Nonetheless, he learned more about “real world” marketing research during
those three years than during all his years of schooling.
Golf ng and f shing are Mike’s only “Type B” activities. When not teaching,
spending time with his family, playing poker, or following the exploits of his
beloved New York Yankees (a remnant of his misspent youth), he’s usually
preoccupied with some writing project. His roughly 70 academic journal
articles, 45 conference papers (10 which won a “best paper” award), 2 books,
15 other academic works, and 20 nonacademic works attest to this writing
compulsion. He’s also a sucker for professional service requests; among
other activities, he’s been talked into serving on 13 journal editorial boards,
reviewing an excessive number of manuscripts and books each year, serving
as a journal editor, and coordinating two different doctoral programs.
Jeremy J. Sierra, PhD, is an Assistant Professor of Marketing at Texas State
University — San Marcos. He teaches a wide array of marketing courses,
including Marketing Research, which he has taught the past four years.
Prior to joining the marketing faculty at Texas State, he taught at Northern
Arizona University. He earned his MBA. and PhD from New Mexico State
University and his BS in Hotel and Restaurant Management from California
State Polytechnic University, Pomona. Before entering academia, Jeremy
accumulated ten years of experience in the hospitality industry, where he
acquired his knack for cost controls, customer relationship management,
01_520680-ffirs.indd i 2/23/10 8:22 PM
and in-store design. His industry experience ranges from entrepreneurial
restaurant establishments to high-end resorts (for example, Scottsdale
Princess and Scottsdale Plaza Resort) and golf club environments (for
example, Frenchman’s Creek Country Club in Palm Beach Gardens, Florida).
Jeremy’s research interests include advertising effects, consumer behavior,
marketing ethics, and services marketing. Jeremy’s research is published
in the following journals: Journal of Academic Ethics; Journal of Advertising;
Journal of Business and Management; Journal of Current Issues & Research in
Advertising; Journal of Marketing Education; Journal of Marketing Theory and
Practice; and Journal of Services Marketing. Jeremy has presented numer-
ous conference proceedings, including two “best paper” awards, and has
received a research grant from the Research Enhancement Program at Texas
State. He is an avid golfer and an ardent Nebraska football fan, and he also is
hopeful that this book will make you a better marketing researcher.
Authors’ Acknowledgments
Mike: To read about every person who ever inspired me, and as a result this
book, would be at best a mind-numbing experience. That said, certain people
were more directly and indirectly inf uential in its creation and therefore
especially deserving of acknowledgment.
My wife, Stacey, and sons, Aaron, Derek, and Evan, should be commended for
their tolerance with my oft-uttered “Daddy would love to spend time with you
now, but he’s got to work on his book.” Of course, the boys’ college funds will
benef t from their patience, so I prefer to rationalize their considerateness as
“enlightened self–interest.” Regardless, they are my primary motivation for
awakening each morning. (Translation: They arise at 6 a.m. and make enough
noise to wake the dead.)
My parents, Aaron and Selma, reinforced my genetic predisposition toward
workaholism with a perpetual Get-Out-of-Jail-Free card. They always
forgave any personal transgression — such as forgetting to call on their
anniversary — when I could attribute it to my preoccupation with a school or
work-related project. In essence, they encouraged the type of self-absorption
requisite to a large writing project like this book.
Robin Peterson, a partner in crime and the best golf ng buddy on the planet —
when he doesn’t almost f ip our cart — effectively discouraged me from dwell-
ing on his many non-lucrative book-authoring efforts. Sadly, he often failed to
convince me that I would benef t more from an afternoon of golf than an after-
noon of writing. Now that this book is f nished, he will ensure that I renew my
support of the golf ball industry.
01_520680-ffirs.indd iv 2/23/10 8:22 PM
Unlike the drama junkies who inf ict discord and dysfunction on many aca-
demic departments, my colleagues at New Mexico State University are truly
wonderful people. No one could f nd better co-workers and friends than
Pookie Sautter, Jerry Hampton, Kelly Tian, Kevin Boberg, Bruce Huhmann,
Michelle Jasso, Collin Payne, Mihai Niculescu, Pat Gavin, and Virginia
Espinosa. By making my life so easy, they allowed me the time and energy
needed to write this book.
I would be remiss if I failed to thank the many students throughout the years
who enrolled in my marketing research course. They taught me more about
teaching than all other sources combined and had an enormous inf uence on
the quality of this book.
Finally, I also would be remiss if I failed to thank my Wiley editorial team-
mates for their trust and patience. When I initially panicked over the mag-
nitude of this project, Mike Baker repeatedly reassured me that Jeremy
and I could complete it. Natalie Harris, Jessica Smith, and Christy Pingleton
ensured that the text never drifted into obtuse esoteric academese (like the
last phrase). Thanks also to Jenny Swisher and the Media Development team
for their help in setting up the DVD.
Jeremy: For brevity, I would like to acknowledge a few essential people
(although there are a host of others) that have helped me along the way. For
her love, companionship, and support, I would like to thank my wife, Dian;
she is the best co-pilot a guy could ask for. To my Mom who showed me per-
sistence growing up, although I never asked her what it was. To my Dad who
would hit countless f y balls to me and throw hours of batting practice; these
were his ways of communicating that in life, your toughest competitor is
yourself. To my Grandma, for her love and support throughout my life, espe-
cially during my 11-year, 3-degree process. I also would like to acknowledge
and thank my mentors, colleagues, students, and former professors for their
insight about marketing. Finally, to the underdog, which I usually side with
unless they’re playing Nebraska: You inspire and make the world a better
place. Keep the upsets coming.
Dedication
Mike: To Aaron, father and son.
Jeremy: To my wife and family, the underdog, and the loving memory of my
Mom.
01_520680-ffirs.indd v 2/23/10 8:22 PM
Publisher’s Acknowledgments
We’re proud of this book; please send us your comments at http://dummies.custhelp.com.
For other comments, please contact our Customer Care Department within the U.S. at 877-762-2974,
outside the U.S. at 317-572-3993, or fax 317-572-4002.
Some of the people who helped bring this book to market include the following:
Acquisitions, Editorial, and Composition Services
Media Development Project Coordinator: Kristie Rees
Project Editor: Natalie Faye Harris Layout and Graphics: Carl Byers,
Acquisitions Editor: Mike Baker Ashley Chamberlain, Yovonne Grego,
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Technical Reviewer: John Hall
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Editorial Assistant: Jennette ElNaggar,
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Cover Photos: © Chris Thomaidis/Stone/Getty
Cartoons: Rich Tennant
(www.the5thwave.com)
Publishing and Editorial for Consumer Dummies
Diane Graves Steele, Vice President and Publisher, Consumer Dummies
Kristin Ferguson-Wagstaffe, Product Development Director, Consumer Dummies
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Composition Services
Debbie Stailey, Director of Composition Services
01_520680-ffirs.indd vi 2/23/10 8:22 PM
Table of Contents
Introduction ................................................................. 1
About This Book .............................................................................................. 1
Conventions Used in This Book ..................................................................... 2
What You’re Not to Read ................................................................................ 2
Foolish Assumptions ....................................................................................... 3
How This Book Is Organized .......................................................................... 4
Part I: Marketing Research: Learn It, Live It, Love It ......................... 4
Part II: Surveys: A Great Way to Research .......................................... 4
Part III: More Methods to Meet Your Needs ....................................... 4
Part IV: Collecting, Analyzing, and Reporting Your Data .................. 5
Part V: The Part of Tens ........................................................................ 5
Icons Used in This Book ................................................................................. 5
Where to Go from Here ................................................................................... 6
Part I: Marketing Research: Learn It, Live It, Love It ...... 7
Chapter 1: Seeing What Marketing Research Can Do for You . . . . . . .9
What Is Marketing Research? ....................................................................... 10
Comparing Marketing Research to Marketing Information Systems ...... 11
Using Research for Problem Identif cation and Problem Solving ........... 13
Looking at problem-identif cation research ..................................... 13
Becoming familiar with problem-solving research .......................... 17
The Most Appropriate Research at Each Stage
of the Product Life Cycle ........................................................................... 19
Making the Big Decision to Do (Or Not to Do) Marketing Research ....... 21
When you should do marketing research......................................... 22
When you shouldn’t do marketing research .................................... 24
Chapter 2: Following the Stages of the Marketing
Research Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27
Working Your Way through the Stages of Research ................................. 28
Stage 1: Identifying the problem ........................................................ 28
Stage 2: Designing the study ............................................................... 30
Stage 3: Selecting a sample ................................................................. 31
Stage 4: Gathering the data ................................................................. 33
Stage 5: Analyzing the results............................................................. 33
Stage 6: Communicating the f ndings and their implications ......... 35
Anticipating Outcomes ................................................................................. 36
02_520680-ftoc.indd vi 2/23/10 8:23 PM
viii Marketing Research Kit For Dummies
Chapter 3: Surveying the Types of Research You May Do . . . . . . . . . .37
Recognizing the Difference between Basic and Applied Research ......... 37
Basic: The research you probably don’t care about ....................... 38
Applied: The research you want to do .............................................. 38
Exploratory, Descriptive, and Causal Research:
Picking Your Approach ............................................................................. 39
Getting started: Exploratory research .............................................. 41
Describing your market environment: Descriptive research ......... 43
Identifying relationships: Causal research ....................................... 44
Comparing Longitudinal Research and Cross-Sectional Research ......... 45
Chapter 4: Believing In Marketing Research Ethics . . . . . . . . . . . . . . .47
A Solid, To-the-Point Ethics Checklist. ........................................................ 47
Keeping in Mind a Researcher’s Obligation to Respondents ................... 48
Obtaining informed consent ............................................................... 49
Avoiding deception .............................................................................. 49
Respecting respondent privacy ......................................................... 53
Avoiding Abuse of Research Clients ........................................................... 56
Making sure proprietary stuff stays proprietary ............................. 57
Conducting unnecessary research .................................................... 58
Performing wrong or irrelevant research ......................................... 58
Ignoring errors in ongoing studies .................................................... 59
Using unwarranted shortcuts............................................................. 59
Recognizing Clients’ Obligations to Researchers ...................................... 61
Remembering Clients’ Obligations to Respondents ................................. 62
Recalling that Respondents Have Obligations, Too! ................................. 63
Chapter 5: Working with Independent Marketing Researchers . . . . .65
Making the Choice to Solicit Outside Expertise ........................................ 65
Sources of Inexpensive Research Help ....................................................... 66
College and university students ........................................................ 66
College and university research centers .......................................... 68
College and university faculty ............................................................ 69
Small local f rms ................................................................................... 70
Qualities to Look for in a Researcher ......................................................... 71
Helpful throughout the process ......................................................... 72
Proper communication and analytical skills .................................... 72
A focus on partnership........................................................................ 73
High professional standards .............................................................. 76
Part II: Surveys: A Great Way to Research ................... 77
Chapter 6: Different Types of Surveys You May Use . . . . . . . . . . . . . . .79
Conducting Face-to-Face Interviews ........................................................... 79
Examining the general face-to-face setup ......................................... 80
Performing intercept interviews ........................................................ 81
02_520680-ftoc.indd vi 2/23/10 8:23 PM
