Description Read the attached instructions to write a minimum three-page paper. The selected bran ...
Description Read the attached instructions to write a minimum three-page paper. The selected brand is Thrive Causemetics (you can look this up if you are unfamiliar). I have attached the textbook as well. Use this to help your understanding. There should be a minimum of three outside sources. UNFORMATTED ATTACHMENT PREVIEW Page 1 This is a special edition of an established title widely used by colleges and universities throughout the world. Pearson published this exclusive edition for the benefit of students outside the United States and Canada. If you purchased this book within the United States or Canada you should be aware that it has been imported without the approval of the Publisher or Author. Pearson Global Edition Essentials of Marketing Research: A Hands-On Orientation Malhotra Global edition Global edition Glob al edition For these Global Editions, the editorial team at Pearson has collaborated with educators across the world to address a wide range of subjects and requirements, equipping students with the best possible learning tools. This Global Edition preserves the cutting-edge approach and pedagogy of the original, but also features alterations, customization and adaptation from the North American version. Essentials of Marketing Research A Hands-On Orientation ?Naresh K. Malhotra MALHOTRA_1292060166_mech.indd 1 28/04/14 7:44 PM Page 2 Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Naresh K. Malhotra Georgia Institute of Technology Essentials of Marketing Research A Hands-On Orientation Global Edition A01_MALH0163_01_GE_FM.indd 1 4/30/14 8:56 PM Page 3 Editor in Chief: Stephanie Wall Head of Learning Asset Acquisition: Laura Dent Acquisitions Editor: Mark Gaffney Senior Acquisitions Editor, Global Editions: Steven Jackson Program Manager Team Lead: Ashley Santora Program Manager: Jennifer M. Collins Editorial Assistant: Daniel Petrino Director of Marketing: Maggie Moylan Executive Marketing Manager: Anne Fahlgren Project Manager Team Lead: Judy Leale Project Manager: Becca Groves Media Producer, Global Editions: M Vikram Kumar Project Editor, Global Editions: K.K. Neelakantan Senior Production Manufacturing Controller, Global Editions: Trudy Kimber Procurement Specialist: Nancy Maneri Creative Director: Blair Brown Sr. Art Director: Janet Slowik Interior and Cover Designer: Karen Quigley Cover Art: © carlos castilla/shutterstock Digital Production Project Manager: Lisa Rinaldi Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on the appropriate page within text. Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies throughout the world Visit us on the World Wide Web at: www.pearsonglobaleditions.com © Pearson Education Limited 2015 The rights of Naresh K. Malhotra to be identified as the author of this work have been asserted by him in accordance with the Copyright, Designs and Patents Act 1988. Authorized adaptation from the United States edition, entitled Essentials of Marketing Research: A Hands-On Orientation, 1st edition, ISBN 978-0-13-706673-5, by Naresh K. Malhotra, published by Pearson Education © 2015. 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 or otherwise, without either the prior written permission of the publisher or a license permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd, Saffron House, 6–10 Kirby Street, London EC1N 8TS. All trademarks used herein are the property of their respective owners. The use of any trademark in this text does not vest in the au_xFFFE_thor or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners. 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The documents and related graphics contained herein could include technical inaccuracies or typographical errors. Changes are periodi_xFFFE_cally added to the information herein. Microsoft and/or its respective suppliers may make improvements and/or changes in the product(s) and/or the program(s) described herein at any time. Partial screen shots may be viewed in full within the software version specified. Microsoft® Windows®, and Microsoft Office® are registered trademarks of the Microsoft Corporation in the U.S.A. and other countries. This book is not sponsored or endorsed by or affiliated with the Microsoft Corporation. British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library 10 9 8 7 6 5 4 3 2 1 15 14 13 12 11 ISBN 10: 1-292-06016-6 ISBN 13: 978-1-292-06016-3 Typeset in Utopia, 9.5/13 by Integra. Printed and bound by Ashford Colour Press in The United Kingdom. A01_MALH0163_01_GE_FM.indd 2 4/30/14 8:56 PM ISBN 13: 978-1-292-07514-3 (Print) (PDF) Page 4 To my precious and beloved children, Ruth and Paul, with love. “And all thy children shall be taught of the LORD; and great shall be the peace of thy children.” Isaiah 54:13 “For ye are all the children of God by faith in Christ Jesus.” Galatians 3:26 The Holy Bible A01_MALH0163_01_GE_FM.indd 3 4/30/14 8:56 PM Page 5 4 Brief Contents Foreword 16 Preface 17 About the Author 24 Part 1 Introduction and Early Phases of Marketing Research 26 Chapter 1 Introduction to Marketing Research 26 Chapter 2 Defining the Marketing Research Problem and Developing an Approach 52 Part 2 Research Design Formulation 82 Chapter 3 Research Design, Secondary and Syndicated Data 82 Chapter 4 Qualitative Research 118 Chapter 5 Survey and Observation 146 Chapter 6 Experimentation and Causal Research 178 Chapter 7 Measurement and Scaling 204 Chapter 8 Questionnaire and Form Design 236 Chapter 9 Sampling Design and Procedures 268 Part 3 Data Collection, Analysis, and Reporting 294 Chapter 10 Data Collection and Preparation 294 Chapter 11 Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation 326 Chapter 12 Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression 356 Chapter 13 Report Preparation and Presentation 386 Running Case with Real Data and Questionnaire 408 Comprehensive Critical Thinking Case 412 Comprehensive Cases with Real Data and Questionnaires 414 Index 425 A01_MALH0163_01_GE_FM.indd 4 4/30/14 8:56 PM Page 6 5 Contents Foreword 16 Preface 17 About the Author 24 Part 1 Introduction and Early Phases of Marketing Research 26 Chapter 1 Introduction to Marketing Research 26 Overview 26 Learning Objectives 27 Definition of Marketing Research 28 A Classification of Marketing Research 29 The Marketing Research Process 31 Step 1: Defining the Problem 32 Step 2: Developing an Approach to the Problem 32 Step 3: Formulating a Research Design 32 Step 4: Doing Field Work or Collecting Data 32 Step 5: Preparing and Analyzing Data 33 Step 6: Preparing and Presenting the Report 33 The Role of Marketing Research in Marketing Decision Making 33 The Decision to Conduct Marketing Research 35 The Marketing Research Industry 36 Selecting a Research Supplier 38 Careers in Marketing Research 39 The Role of Marketing Research in MIS and DSS 41 International Marketing Research 42 Marketing Research and Social Media 43 Ethics in Marketing Research 45 Summary 46 Companion Website 47 Key Terms and Concepts 47 Suggested Cases and Video Cases 48 Live Research: Conducting a Marketing Research Project 48 Acronyms 48 Review Questions 49 Applied Problems 49 Internet Exercises 49 ? ONLINE VIDEO CASE 1.1: Burke: Learning and Growing Through Marketing Research 51 Chapter 2 Defining the Marketing Research Problem and Developing an Approach 52 Overview 52 Learning Objectives 53 The Importance of Defining The Problem 55 The Process of Defining the Problem and Developing an Approach 55 Tasks Involved in Problem Definition 56 Discussions with Decision Makers 56 Interviews with Industry Experts 59 Secondary Data Analysis 60 Qualitative Research 61 A01_MALH0163_01_GE_FM.indd 5 4/30/14 8:56 PM Page 7 6 Contents Environmental Context of The Problem 62 Past Information and Forecasts 63 Resources and Constraints 63 Objectives 63 Buyer Behavior 63 Legal Environment 64 Economic Environment 65 Marketing and Technological Skills 65 Management Decision Problem and Marketing Research Problem 65 Defining the Marketing Research Problem 67 Components of the Approach 69 Analytical Framework and Models 69 Research Questions and Hypotheses 71 Specification of Information Needed 72 International Marketing Research 74 Marketing Research and Social Media 75 Approach to the Problem 75 Ethics in Marketing Research 76 Summary 78 Companion Website 78 Key Terms and Concepts 79 Suggested Cases and Video Cases 79 Live Research: Conducting a Marketing Research Project 79 Acronyms 79 Review Questions 80 Applied Problems 80 Internet Exercises 81 ? ONLINE VIDEO CASE 2.1: Accenture: The Accent Is in the Name 81 Part 2 Research Design Formulation 82 Chapter 3 Research Design, Secondary and Syndicated Data 82 Overview 82 Learning Objectives 83 Research Design Definition 84 Basic Research Designs 85 Exploratory Research 85 Descriptive Research 87 Causal Research 88 Primary Versus Secondary Data 89 Advantages and Disadvantages of Secondary Data 90 Criteria for Evaluating Secondary Data 91 Specifications: Methodology Used to Collect the Data 91 Error: Accuracy of the Data 91 Currency: When the Data Were Collected 91 Objective: The Purpose for the Study 91 Nature: The Content of the Data 91 Dependability: How Dependable Are the Data? 92 Classification of Secondary Data 92 Internal Secondary Data 93 Customer Databases 93 Data Warehouse and Data Mining 94 CRM and Database Marketing 94 External Secondary Data 94 Business/Nongovernment Data 94 Government Sources 95 Census Data 95 Other Government Sources 96 The Nature of Syndicated Data 97 A01_MALH0163_01_GE_FM.indd 6 4/30/14 8:56 PM Page 8 Contents 7 A Classification of Syndicated Services 97 Syndicated Services for Consumer Data 98 Surveys 98 Periodic Surveys 98 Panel Surveys 99 Psychographics and Lifestyles Surveys 99 Advertising Evaluation Surveys 99 General Surveys 99 Uses, Advantages, and Disadvantages of Surveys 100 Purchase and Media Panels 101 Purchase Panels 101 Media Panels 101 Uses, Advantages, and Disadvantages of Purchase and Media Panels 102 Electronic Scanner Services 103 Volume-Tracking Data 103 Scanner Panel Data 103 Scanner Panels with Cable TV 103 Uses, Advantages, and Disadvantages of Scanner Data 103 Syndicated Services for Institutional Data 104 Retailer and Wholesaler Audits 104 Uses, Advantages, and Disadvantages of Audit Data 105 Industry Services 106 Uses, Advantages, and Disadvantages of Industry Services 106 Combining Information from a Variety of Sources: Single-Source Data 107 How to Conduct an Online Search for External Secondary Data 108 International Marketing Research 109 Marketing Research and Social Media 110 Ethics in Marketing Research 111 Summary 113 Companion Website 114 Key Terms and Concepts 114 Suggested Cases and Video Cases 114 Live Research: Conducting a Marketing Research Project 115 Acronyms 115 Review Questions 116 Applied Problems 116 Internet Exercises 116 ? ONLINE VIDEO CASE 3.1: National Football League: The King of Professional Sports 117 Chapter 4 Qualitative Research 118 Overview 118 Learning Objectives 119 Primary Data: Qualitative Versus Quantitative Research 120 A Classification of Qualitative Research Procedures 122 Focus Group Interviews 122 Characteristics 123 Planning and Conducting Focus Groups 125 Advantages and Disadvantages of Focus Groups 126 Online Focus Groups 128 Advantages and Disadvantages of Online Focus Groups 129 Depth Interviews 130 Conducting Depth Interviews 130 Advantages and Disadvantages of Depth Interviews 131 Projective Techniques 132 Word Association 133 Sentence Completion 133 Picture Response and Cartoon Test 134 Role Playing and Third-Person Techniques 134 Advantages and Disadvantages of Projective Techniques 135 A01_MALH0163_01_GE_FM.indd 7 4/30/14 8:56 PM Page 9 8 Contents Other Methods of Qualitative Research 136 Ethnography and Netnography 136 Mystery Shopping 137 International Marketing Research 137 Marketing Research and Social Media 138 Focus Groups 138 Depth Interviews 139 Projective Techniques 139 Limitations 140 Ethics in Marketing Research 140 Summary 142 Companion Website 142 Key Terms and Concepts 143 Suggested Cases and Video Cases 143 Live Research: Conducting a Marketing Research Project 143 Acronyms 143 Review Questions 144 Applied Problems 144 Internet Exercises 145 ? ONLINE VIDEO CASE 4.1: NIKE: Associating Athletes, Performance, and the Brand 145 Chapter 5 Survey and Observation 146 Overview 146 Learning Objectives 147 Survey Methods 149 Survey Methods Classified by Mode of Administration 150 Telephone Methods 151 Traditional Telephone Interviews 151 Computer-Assisted Telephone Interviewing 151 Advantages and Disadvantages of Telephone Interviewing 152 Personal Methods 154 Personal In-Home Interviews 154 Advantages and Disadvantages of In-Home Interviewing 154 Mall-Intercept Personal Interviews 154 Advantages and Disadvantages of Mall Intercepts 155 Computer-Assisted Personal Interviewing 155 Advantages and Disadvantages of CAPI 156 Mail Methods 157 Mail Interviews 157 Mail Panels 157 Advantages and Disadvantages of Mail Surveys 157 Electronic Methods 159 E-mail Surveys 159 Internet Surveys 159 Advantages and Disadvantages of Electronic Methods 160 Some Other Survey Methods 161 Criteria for Selecting a Survey Method 162 Improving Survey Response Rates 164 Prior Notification 164 Incentives 164 Follow-Up 165 Other Facilitators of Response 165 Observation Methods 165 Personal Observation 165 Mechanical Observation 167 A Comparison of Survey and Observation Methods 168 Relative Advantages of Observation 169 Relative Disadvantages of Observation 169 A01_MALH0163_01_GE_FM.indd 8 4/30/14 8:56 PM Page 10 Contents 9 International Marketing Research 170 Marketing Research and Social Media 171 Surveys 171 Observation 172 Ethics in Marketing Research 173 Summary 174 Companion Website 175 Key Terms and Concepts 175 Suggested Cases and Video Cases 175 Live Research: Conducting a Marketing Research Project 175 Acronyms 176 Review Questions 176 Applied Problems 176 Internet Exercises 177 ? ONLINE VIDEO CASE 5.1: Starbucks: Staying Local While Going Global Through Marketing Research 177 Chapter 6 Experimentation and Causal Research 178 Overview 178 Learning Objectives 179 Concept of Causality 180 Conditions for Causality 181 Concomitant Variation 181 Time Order of Occurrence of Variables 181 Absence of Other Possible Causal Factors 181 Role of Evidence 182 What is Experimentation? 183 Definitions and Concepts 183 Independent Variables 183 Test Units 184 Dependent Variables 184 Extraneous Variables 184 Random Assignment to Experimental and Control Groups 184 Experiment 184 Experimental Design 184 Definition of Symbols 185 Validity in Experimentation 186 Internal Validity 186 External Validity 186 Controlling Extraneous Variables 187 A Classification of Experimental Designs 187 Pre-experimental Designs 188 One-Shot Case Study 188 One-Group Pretest–Posttest Design 189 Static Group Design 189 True Experimental Designs 190 Pretest–Posttest Control Group Design 190 Posttest-Only Control Group Design 191 Statistical Designs 192 Factorial Design 192 Selecting an Experimental Design 193 Experimentation on the Web 193 Experimental Versus Nonexperimental Designs 194 Limitations of Experimentation 194 Time 194 Cost 195 Administration 195 Application: Test Marketing 195 International Marketing Research 195 A01_MALH0163_01_GE_FM.indd 9 4/30/14 8:56 PM Page 11 10 Contents Marketing Research and Social Media 197 Ethics in Marketing Research 198 Summary 199 Companion Website 200 Key Terms and Concepts 200 Suggested Cases and Video Cases 200 Live Research: Conducting a Marketing Research Project 201 Acronyms 201 Review Questions 201 Applied Problems 201 Internet Exercises 202 ? ONLINE VIDEO CASE 6.1: AFLAC: Marketing Research Quacks a Duck 203 Chapter 7 Measurement and Scaling 204 Overview 204 Learning Objectives 205 Measurement and Scaling 206 Primary Scales of Measurement 207 Nominal Scale 208 Ordinal Scale 209 Interval Scale 211 Ratio Scale 212 Comparative and Noncomparative Scaling Techniques 213 Comparative Scaling Techniques 214 Paired Comparison Scaling 214 Rank-Order Scaling 215 Constant Sum Scaling 215 Noncomparative Scaling Techniques 216 Continuous Rating Scale 217 Itemized Rating Scales 219 Likert Scale 219 Semantic Differential Scale 221 Stapel Scale 222 Variations in Noncomparative Itemized Rating Scales 223 Multi-Item Scales 225 Scale Evaluation 225 Reliability 226 Validity 226 Relationship Between Reliability and Validity 226 Choosing a Scaling Technique 227 International Marketing Research 227 Marketing Research and Social Media 229 Ethics In Marketing Research 229 Summary 231 Companion Website 232 Key Terms and Concepts 232 Suggested Cases and Video Cases 232 Live Research: Conducting a Marketing Research Project 232 Acronyms 233 Review Questions 233 Applied Problems 234 Internet Exercises 235 ? ONLINE VIDEO CASE 7.1: PROCTER & GAMBLE: Using Marketing Research to Build Brands 235 Chapter 8 Questionnaire and Form Design 236 Overview 236 Learning Objectives 237 Questionnaires and Observational Forms 240 Questionnaire Definition 240 Objectives of a Questionnaire 240 Questionnaire Design Process 241 Specify the Information Needed and the Interviewing Method 241 A01_MALH0163_01_GE_FM.indd 10 4/30/14 8:56 PM Page 12 Contents 11 Determine the Content of Individual Questions 243 Is the Question Necessary? 243 Are Several Questions Needed Instead of One? 243 Overcome the Respondent’s Inability to Answer 244 Is the Respondent Informed? 244 Can the Respondent Articulate His or Her Responses? 244 Overcome the Respondent’s Unwillingness to Answer 244 Effort Required of the Respondent 244 Sensitive Information 245 Decide on the Question Structure 245 Unstructured Questions 246 Structured Questions 246 Determine the Question Wording 248 Define the Issue 249 Use Ordinary Words 249 Use Unambiguous Words 250 Avoid Leading or Biasing Questions 250 Balance Dual Statements: Positive and Negative 251 Arrange the Questions in Proper Order 251 Opening Questions 251 Type of Information 252 Difficult Questions 252 Effect on Subsequent Questions 253 Logical Order 253 Choose the Form and Layout 254 Reproduction of the Questionnaire 255 Pretest the Questionnaire 255 Software for Questionnaire Design 257 Free/Low-Cost Survey Sites 258 Observational Forms 258 International Marketing Research 258 Marketing Research and Social Media 259 Ethics in Marketing Research 261 Summary 262 Companion Website 263 Key Terms and Concepts 263 Suggested Cases and Video Cases 264 Live Research: Conducting a Marketing Research Project 264 Acronyms 264 Review Questions 265 Applied Problems 265 Internet Exercises 266 ? ONLINE VIDEO CASE 8.1: Dunkin’ Donuts: Dunking the Competition 267 Chapter 9 Sampling Design and Procedures 268 Overview 268 Learning Objectives 269 Sample or Census 270 The Sampling Design Process 271 Define the Target Population 272 Determine the Sampling Frame 272 Select a Sampling Technique 273 Determine the Sample Size 274 Execute the Sampling Process 275 A Classification of Sampling Techniques 275 Nonprobability Sampling Techniques 277 Convenience Sampling 277 Judgmental Sampling 277 Quota Sampling 278 Snowball Sampling 279 A01_MALH0163_01_GE_FM.indd 11 4/30/14 8:56 PM Page 13 12 Contents Probability Sampling Techniques 280 Simple Random Sampling 280 Systematic Sampling 281 Stratified Sampling 282 Cluster Sampling 283 Choosing Nonprobability Versus Probability Sampling 285 Internet Sampling 285 International Marketing Research 286 Marketing Research and Social Media 287 Ethics in Marketing Research 288 Summary 289 Companion Website 290 Key Terms and Concepts 290 Suggested Cases and Video Cases 291 Live Research: Conducting a Marketing Research Project 291 Acronyms 291 Review Questions 291 Applied Problems 292 Internet Exercises 292 ? ONLINE VIDEO CASE 9.1: Subaru: “Mr. Survey” Monitors Customer Satisfaction 293 Part 3 Data Collection, Analysis, and Reporting 294 Chapter 10 Data Collection and Preparation 294 Overview 294 Learning Objectives 295 The Nature of Field Work or Data Collection 296 Field Work/Data Collection Process 296 Selection of Field Workers 297 Training of Field Workers 297 Supervision of Field Workers 299 Validation of Field Work 300 Evaluation of Field Workers 300 The Data Preparation Process 301 Questionnaire Checking 301 Editing 302 Coding 303 Coding Structured Questions 303 Coding Unstructured Questions 304 Codebook 304 Transcribing 306 Developing a Data File 306 Data Cleaning 307 Consistency Checks 308 Treatment of Missing Responses 308 Statistically Adjusting the Data 309 Variable Respecification 309 Recoding 309 Selecting a Data Analysis Strategy 310 International Marketing Research 310 Marketing Research and Social Media 311 Ethics in Marketing Research 313 Software Applications 314 SPSS and Excel Computerized Demonstration Movies 315 SPSS and Excel Screen Captures with Notes 315 SPSS Windows 315 Detailed Steps: Overview 316 Detailed Steps: Data Entry 316 Detailed Steps: Variable Respecification 317 Detailed Steps: Variable Recoding 317 A01_MALH0163_01_GE_FM.indd 12 4/30/14 8:56 PM Page 14 Contents 13 Excel 318 Detailed Steps: Overview 318 Detailed Steps: Data Entry 318 Detailed Steps: Variable Respecification 318 Detailed Steps: Variable Recoding 318 Summary 320 Companion Website 321 Key Terms and Concepts 321 Suggested Cases and Video Cases 321 Live Research: Conducting a Marketing Research Project 322 Acronyms 322 Review Questions 323 Applied Problems 323 Internet Exercises 324 ? ONLINE VIDEO CASE 10.1: Intel: Building Blocks Inside Out 325 Chapter 11 Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation 326 Overview 326 Learning Objectives 327 Frequency Distribution 328 Statistics Associated with Frequency Distribution 331 Measures of Location 332 Mean 332 Mode 332 Median 332 Measures of Variability 333 Range 333 Variance and Standard Deviation 333 Introduction to Hypothesis Testing 335 A General Procedure for Hypothesis Testing 335 Step 1: Formulating the Hypothesis 336 Step 2: Selecting an Appropriate Test 337 Step 3: Choosing Level of Significance 337 Type I Error 337 Type II Error 338 Step 4: Data Collection 338 Step 5: Determining the Probability 338 Steps 6 and 7: Comparing the Probability and Making the Decision 338 Step 8: Marketing Research Conclusion 340 A Classification of Hypothesis-Testing Procedures 340 Cross-Tabulation 341 Statistics Associated with Cross-Tabulation 344 Chi-Square 344 Phi Coefficient 345 Contingency Coefficient 345 Cramer’s V 345 Cross-Tabulation in Practice 345 Software Applications 347 SPSS and Excel Computerized Demonstration Movies 347 SPSS and Excel Screen Captures with Notes 347 SPSS Windows 347 Detailed Steps: Overview 347 Detailed Steps: Frequencies 347 Detailed Steps: Cross-Tabulations 348 Excel 348 Detailed Steps: Overview 348 Detailed Steps: Frequencies 348 Detailed Steps: Cross-Tabulations 349 A01_MALH0163_01_GE_FM.indd 13 4/30/14 8:56 PM Page 15 14 Contents Summary 349 Companion Website 350 Key Terms and Concepts 350 Suggested Cases and Video Cases 350 Live Research: Conducting a Marketing Research Project 351 Acronyms 351 Review Questions 352 Applied Problems 352 ? ONLINE VIDEO CASE 11.1: Marriott: Marketing Research Leads to Expanded Offerings 355 Chapter 12 Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression 356 Overview 356 Learning Objectives 357 Hypotheses Testing Related to Differences 358 The t Distribution 359 Hypothesis Testing Based on the t Statistic 360 One-Sample Test 362 Mean 362 Proportion 363 Two-Independent-Samples Test 363 Means 364 Proportions 367 Paired-Samples Test 368 Means 368 Proportions 370 Correlation 371 Regression Analysis 372 Multiple Regression Model 372 Strength of Association 373 Significance Testing 373 Software Applications 374 SPSS and Excel Computerized Demonstration Movies 374 SPSS and Excel Screen Captures with Notes 374 SPSS Windows 375 Detailed Steps: Overview 375 Detailed Steps: One-Sample t Test 375 Detailed Steps: Two-Independent-Samples t Test 375 Detailed Steps: Paired-Samples t Test 376 Detailed Steps: Correlation 376 Detailed Steps: Bivariate and Multiple Regression 376 Excel 377 Detailed Steps: Overview 377 Detailed Steps: One-Sample t Test 377 Detailed Steps: Two-Independent-Samples t Test 377 Detailed Steps: Paired-Samples t Test 378 Detailed Steps: Correlation 378 Detailed Steps: Bivariate and Multiple Regression 379 Summary 380 Companion Website 381 Key Terms and Concepts 381 Suggested Cases and Video Cases 381 Live Research: Conducting a Marketing Research Project 382 Acronym 382 Review Questions 382 Applied Problems 382 ? ONLINE VIDEO CASE 12.1: Marriott: Marketing Research Leads to Expanded Offerings 385 Chapter 13 Report Preparation and Presentation 386 Overview 386 Learning Objectives 387 A01_MALH0163_01_GE_FM.indd 14 4/30/14 8:56 PM Page 16 Contents 15 Importance of the Report and Presentation 388 The Report Preparation and Presentation Process 389 Report Preparation 390 Report Format 390 Title Page 390 Letter of Transmittal 390 Letter of Authorization 391 Table of Contents 391 Executive Summary 391 Problem Definition 392 Approach to the Problem 392 Research Design 392 Data Analysis 392 Results 392 Limitations and Caveats 392 Conclusions and Recommendations 392 Report Writing 393 Guidelines for Tables 394 Title and Number 394 Arrangement of Data Items 394 Basis of Measurement 394 Leaders, Rulings, Spaces 394 Explanations and Comments: Headings, Stubs, and Footnotes 394 Sources of the Data 394 Guidelines for Graphs 395 Geographic and Other Maps 395 Pie Charts 396 Line Charts 396 Pictographs 396 Histograms and Bar Charts 397 Schematic Figures and Flowcharts 397 Oral Presentation and Dissemination 398 Research Follow-Up 399 Assisting the Client 399 Evaluating the Research Project 399 International Marketing Research 399 Marketing Research and Social Media 400 Ethics in Marketing Research 402 Software Applications 403 Summary 404 Companion Website 404 Key Terms and Concepts 404 Suggested Cases and Video Cases 404 Live Research: Conducting a Marketing Research Project 405 Acronyms 405 Review Questions 406 Applied Problems 406 Internet Exercises 407 ? ONLINE VIDEO CASE 13.1: Marriott: Marketing Research Leads to Expanded Offerings 407 Running Case with Real Data and Questionnaire??408 Case 1.1 Dell Direct 408 Comprehensive Critical Thinking Case??412 Case 2.1 American Idol: A Big Hit for Marketing Research? 412 Comprehensive Cases with Real Data and Questionnaires??414 Case 3.1 JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions 414 Case 3.2 Wendy’s: History and Life After Dave Thomas 419 Index 425 A01_MALH0163_01_GE_FM.indd 15 4/30/14 8:56 PM Page 17 16 Foreword I am very pleased to write this foreword. Dr. Naresh K. Malhotra is an extremely well-known and highly regarded author, researcher, and teacher whom I have known for over 33 years. This first edition of Essentials of Marketing Research: A Hands-On Orientation is yet an_xFFFE_other outstanding textbook written by him. His other two marketing research books, Basic Marketing Research: Integration of Social Media, fourth edition and Marketing Research: An Applied Orientation, now in its sixth edition, have been very successful and have been translated into several languages and have been published in several English editions. Both those books are global leaders and I am confident that his new book, Essentials of Marketing Research, will also join their rank. Essentials of Marketing Research: A Hands-On Orientation presents the essential market_xFFFE_ing research concepts in a clear, concise, and elementary way without getting bogged down with technical details, statistics, and formulas. It carries Dr. Malhotra’s expertise in marketing research and pedagogical skills even further with a simple yet forceful presentation. With its focus on contemporary issues like international marketing research, social media and new technologies, and ethics, the book is very relevant to the current environment. The applica_xFFFE_tion of Internet-based marketing research is integrated in a pervasive way throughout the book with ample opportunities for students to experience these concepts. Just one of the ways in which this book is leading the field of marketing research is the innovative emphasis on social media, both as a domain in which to conduct marketing research and as an application of marketing research. This book is rich in meaningful and illustrative examples that show how researchers are capturing the realities of the marketplace and how managers are making decisions based on them. The iResearch, Applied Problems, and Internet Exercises provide rich hands-on experience. The Research in Practice examples, cases, and Online Video Cases are great learning tools that further reinforce the highly-applied and managerial orientation of the text. Particularly noteworthy are the Running Case, Comprehensive Critical Thinking Case, and other cases that include questionnaires and real-life data. The book has an abundance of diagrams, figures, and tables that truly enhance learning. Dr. Malhotra has succeeded in presenting the elementary research concepts with simplicity and clarity while yet upholding the technical accuracy for which he is most famous. The book is strong in qualitative concepts and imparts the necessary quantitative knowledge and skills with the use of SPSS and Excel. The SPSS and Excel demonstration movies, screen captures, step-by-step instructions, and online Student Resource Manual provide the greatest resources available anywhere for stu_xFFFE_dents to learn these programs. Essentials of Marketing Research: A Hands-On Orientation provides an exceptionally solid foundation that students and practitioners need in order to understand and manage the marketing research function. William D. Neal Senior Partner SDR Consulting Former Chairman of the Board, American Marketing Association Recipient of the Charles Coolidge Parlin Marketing Research Award (2001) A01_MALH0163_01_GE_FM.indd 16 4/30/14 8:56 PM Page 18 17 Preface Enabling the Learning of Marketing Research Teaching marketing research can be a challenging task for instructors and learning the subject can be equally daunting for the students, especially for those taking an introductory course in marketing research. We enable learning by giving a simple, easy to understand exposition of the basic concepts and by adopting a hands-on, do-it-yourself orientation. This first edition is current, contemporary, illustrative, and sensitive to the needs of undergraduate students, inte_xFFFE_grating the Internet, social media and new technologies, international marketing research, and ethics in a pervasive way. Thanks to your feedback and encouragement, Essentials of Marketing Research: A Hands-On Orientation, first edition, builds on the success of my first four editions of Basic Marketing Research: Integration of Social Media and on the success of the six editions of my book Marketing Research: An Applied Orientation. The latter is the most widely used graduate marketing research title, wit
