Essentials of marketing research a hands-on approach
For courses in Marketing Research at two- and four-year colleges and universities An engaging, do-it-yourself approach to marketing research Essentials of Marketing Research: A Hands-On Orientation presents a concise overview of marketing research via a do-it-yourself approach that engages student...
Otros Autores: | |
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Formato: | Libro electrónico |
Idioma: | Inglés |
Publicado: |
Boston :
Pearson
[2015]
|
Edición: | Global edition |
Colección: | Always learning.
|
Materias: | |
Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009632535206719 |
Tabla de Contenidos:
- Cover
- Brief Contents
- Contents
- Foreword
- Preface
- About the Author
- Part 1: Introduction and Early Phases of Marketing Research
- Chapter 1: Introduction to Marketing Research
- Overview
- Learning Objectives
- Definition of Marketing Research
- A Classification of Marketing Research
- The Marketing Research Process
- Step 1: Defining the Problem
- Step 2: Developing an Approach to the Problem
- Step 3: Formulating a Research Design
- Step 4: Doing Field Work or Collecting Data
- Step 5: Preparing and Analyzing Data
- Step 6: Preparing and Presenting the Report
- The Role of Marketing Research in Marketing Decision Making
- The Decision to Conduct Marketing Research
- The Marketing Research Industry
- Selecting a Research Supplier
- Careers in Marketing Research
- The Role of Marketing Research in MIS and DSS
- International Marketing Research
- Marketing Research and Social Media
- Ethics in Marketing Research
- Summary
- Companion Website
- Key Terms and Concepts
- Suggested Cases and Video Cases
- Live Research: Conducting a Marketing Research Project
- Acronyms
- Review Questions
- Applied Problems
- Internet Exercises
- Online Video Case 1.1: Burke: Learning and Growing Through Marketing Research
- Chapter 2: Defining the Marketing Research Problem and Developing an Approach
- Overview
- Learning Objectives
- The Importance of Defining The Problem
- The Process of Defining the Problem and Developing an Approach
- Tasks Involved in Problem Definition
- Discussions with Decision Makers
- Interviews with Industry Experts
- Secondary Data Analysis
- Qualitative Research
- Environmental Context of The Problem
- Past Information and Forecasts
- Resources and Constraints
- Objectives
- Buyer Behavior
- Legal Environment
- Economic Environment
- Marketing and Technological Skills.
- Management Decision Problem and Marketing Research Problem
- Defining the Marketing Research Problem
- Components of the Approach
- Analytical Framework and Models
- Research Questions and Hypotheses
- Specification of Information Needed
- International Marketing Research
- Marketing Research and Social Media
- Approach to the Problem
- Ethics in Marketing Research
- Summary
- Companion Website
- Key Terms and Concepts
- Suggested Cases and Video Cases
- Live Research: Conducting a Marketing Research Project
- Acronyms
- Review Questions
- Applied Problems
- Internet Exercises
- Online Video Case 2.1: Accenture: The Accent is in the Name
- Part 2: Research Design Formulation
- Chapter 3: Research Design, Secondary and Syndicated Data
- Overview
- Learning Objectives
- Research Design Definition
- Basic Research Designs
- Exploratory Research
- Descriptive Research
- Causal Research
- Primary Versus Secondary Data
- Advantages and Disadvantages of Secondary Data
- Criteria for Evaluating Secondary Data
- Specifications: Methodology Used to Collect the Data
- Error: Accuracy of the Data
- Currency: When the Data Were Collected
- Objective: The Purpose for the Study
- Nature: The Content of the Data
- Dependability: How Dependable Are the Data?
- Classification of Secondary Data
- Internal Secondary Data
- Customer Databases
- Data Warehouse and Data Mining
- CRM and Database Marketing
- External Secondary Data
- Business/Nongovernment Data
- Government Sources
- The Nature of Syndicated Data
- A Classification of Syndicated Services
- Syndicated Services for Consumer Data
- Surveys
- Purchase and Media Panels
- Electronic Scanner Services
- Syndicated Services for Institutional Data
- Retailer and Wholesaler Audits
- Industry Services.
- Combining Information from a Variety of Sources: Single-Source Data
- How to Conduct an Online Search for External Secondary Data
- International Marketing Research
- Marketing Research and Social Media
- Ethics in Marketing Research
- Summary
- Companion Website
- Key Terms and Concepts
- Suggested Cases and Video Cases
- Live Research: Conducting a Marketing Research Project
- Acronyms
- Review Questions
- Applied Problems
- Internet Exercises
- Online Video Case 3.1: National Football League: The King of Professional Sports
- Chapter 4: Qualitative Research
- Overview
- Learning Objectives
- Primary Data: Qualitative Versus Quantitative Research
- A Classification of Qualitative Research Procedures
- Focus Group Interviews
- Characteristics
- Planning and Conducting Focus Groups
- Advantages and Disadvantages of Focus Groups
- Online Focus Groups
- Advantages and Disadvantages of Online Focus Groups
- Depth Interviews
- Conducting Depth Interviews
- Advantages and Disadvantages of Depth Interviews
- Projective Techniques
- Word Association
- Sentence Completion
- Picture Response and Cartoon Test
- Role Playing and Third-Person Techniques
- Advantages and Disadvantages of Projective Techniques
- Other Methods of Qualitative Research
- Ethnography and Netnography
- Mystery Shopping
- International Marketing Research
- Marketing Research and Social Media
- Focus Groups
- Depth Interviews
- Projective Techniques
- Limitations
- Ethics in Marketing Research
- Summary
- Companion Website
- Key Terms and Concepts
- Suggested Cases and Video Cases
- Live Research: Conducting a Marketing Research Project
- Acronyms
- Review Questions
- Applied Problems
- Internet Exercises
- Online Video Case 4.1: Nike: Associating Athletes, Performance, and the Brand
- Chapter 5: Survey and Observation
- Overview.
- Learning Objectives
- Survey Methods
- Survey Methods Classified by Mode of Administration
- Telephone Methods
- Traditional Telephone Interviews
- Computer-Assisted Telephone Interviewing
- Advantages and Disadvantages of Telephone Interviewing
- Personal Methods
- Personal In-Home Interviews
- Advantages and Disadvantages of In-Home Interviewing
- Mall-Intercept Personal Interviews
- Advantages and Disadvantages of Mall Intercepts
- Computer-Assisted Personal Interviewing
- Advantages and Disadvantages of CAPI
- Mail Methods
- Mail Interviews
- Mail Panels
- Advantages and Disadvantages of Mail Surveys
- Electronic Methods
- E-mail Surveys
- Internet Surveys
- Advantages and Disadvantages of Electronic Methods
- Some Other Survey Methods
- Criteria for Selecting a Survey Method
- Improving Survey Response Rates
- Prior Notification
- Incentives
- Follow-Up
- Other Facilitators of Response
- Observation Methods
- Personal Observation
- Mechanical Observation
- A Comparison of Survey and Observation Methods
- Relative Advantages of Observation
- Relative Disadvantages of Observation
- International Marketing Research
- Marketing Research and Social Media
- Surveys
- Observation
- Ethics in Marketing Research
- Summary
- Companion Website
- Key Terms and Concepts
- Suggested Cases and Video Cases
- Live Research: Conducting a Marketing Research Project
- Acronyms
- Review Questions
- Applied Problems
- Internet Exercises
- Online Video Case 5.1: Starbucks: Staying Local While Going Global Through Marketing Research
- Chapter 6: Experimentation and Causal Research
- Overview
- Learning Objectives
- Concept of Causality
- Conditions for Causality
- Concomitant Variation
- Time Order of Occurrence of Variables
- Absence of Other Possible Causal Factors
- Role of Evidence.
- What is Experimentation?
- Definitions and Concepts
- Independent Variables
- Test Units
- Dependent Variables
- Extraneous Variables
- Random Assignment to Experimental and Control Groups
- Experiment
- Experimental Design
- Definition of Symbols
- Validity in Experimentation
- Internal Validity
- External Validity
- Controlling Extraneous Variables
- A Classification of Experimental Designs
- Pre-experimental Designs
- One-Shot Case Study
- One-Group Pretest-Posttest Design
- Static Group Design
- True Experimental Designs
- Pretest-Posttest Control Group Design
- Posttest-Only Control Group Design
- Statistical Designs
- Factorial Design
- Selecting an Experimental Design
- Experimentation on the Web
- Experimental Versus Nonexperimental Designs
- Limitations of Experimentation
- Cost
- Administration
- Application: Test Marketing
- International Marketing Research
- Marketing Research and Social Media
- Ethics in Marketing Research
- Summary
- Companion Website
- Key Terms and Concepts
- Suggested Cases and Video Cases
- Live Research: Conducting a Marketing Research Project
- Acronyms
- Review Questions
- Applied Problems
- Internet Exercises
- Online Video Case 6.1: AFLAC: Marketing Research Quacks a Duck
- Chapter 7: Measurement and Scaling
- Overview
- Learning Objectives
- Measurement and Scaling
- Primary Scales of Measurement
- Nominal Scale
- Ordinal Scale
- Interval Scale
- Ratio Scale
- Comparative and Noncomparative Scaling Techniques
- Comparative Scaling Techniques
- Paired Comparison Scaling
- Rank-Order Scaling
- Constant Sum Scaling
- Noncomparative Scaling Techniques
- Continuous Rating Scale
- Itemized Rating Scales
- Multi-Item Scales
- Scale Evaluation
- Reliability
- Validity
- Relationship Between Reliability and Validity
- Choosing a Scaling Technique.
- International Marketing Research.