Essentials of Marketing Research, 2nd Edition with SPSS 17.0 Upplaga 2

Part I The Nature and Scope of Marketing Research. Chapter 1 A Decision–Making Perspective on Marketing Research. Learning Objectives. Introduction. Role of Marketing Research in Managerial Decision Making. Factors That Influence Marketing Research Decisions. Using Marketing Research: Does It Guarentee Success. Marketing Intelligence in Amazon.com Ethics in Marketing Research. International Marketing Research. Marketing Intelligence. Summary. Key Terms. Review Points. Questions and Problems. Endnotes. Case1–1: Ethics Dilemmas in Marketing Research. Case 1–2 Del in Latin America? Chapter 2 Marketing Research in Practice. Learning Objectives. Information Systems, Design Support Systems and Marketing Research. Marketing Decisions Support Systems. Suppliers of Information. Management of Marketing Research. Criteria for Selecting External Suppliers, The International Marketing Research Industry. Career Opportunities in Marketing Research. Summary. Key Terms. Review Points. Questions and Problems. Endnotes. Appendix: Careers in Marketing Research. Case 2–1: Philip Morris Enters Turkey. Chapter 3 The Marketing Research Process. Learning Objectives. Overview of the Marketing Research Process. The Preliminary Stages of the Marketing Research Process. Tasty Ice Cream: A Case Example of Market Intelligence. The International Marketing Research Process. Summary. Key Terms. Review Points. Questions and Problems. Endnotes. Case 3–1: A Vide Ocart Test for Bestway Stores. Case 3–2: Philips Electronics NV. Chapter 4 Research Design and Implementation. Learning Objectives. Research Approach. Tasty Ice Cream: A Case Example of Market Intelligence (continued). Research Tactics and Implementation. Budgeting and Scheduling the Research Project. Research Proposal. Designing International Marketing Research. Issues in International Research Design. Summary. Key Terms. Review Points. Questions and Problems. Endnotes. Case 4–1: Reynold’s Tobacco’s Slide–Box Cigarettes. Case 4–2: California Foods Corporation. Case for Part I Case I–1: Jones Inc. Appendix A: Errors in Research Design. Appendix B: Experimental Research. Part II Data Collection. Chapter 5 Secondary and Standardized Sources of Marketing Data. Learning Objectives. Introduction to Secondary Data. Internal Sources of Secondary Data. External Sources of Secondary Data. Census Data. Standard Industrial 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. Introduction to 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. Key Terms. Review Points. Questions and Problems. Endnotes. Case 5–1: Barkley Foods. Case 5–2: Kerry Gold Products, LTD. Chapter 6 Marketing Research on the Internet. Learning Objectives. What is Internet? Characteristics of the Internet. Profile of Web Users. WWW Information for Marketing Decisions. The Internet and Marketing Research Today. Tasty Ice–Cream: A Case Example of Market intelligence (continued) How to Search for Information on the Web The Ethical Standpoint for the Internet The Internet and Marketing Research. Summary. Key Terms. Review Points. Questions and Problems. Endnotes. Case 6–1: Caring Children’s Hospital Appendix: The Components of the Internet. Chapter 7 Information Collection: Qualitative and Observational Methods. Learning Objectives. Need for Qualitative Research. Qualitative Research Methods. Observational Methods. Recent Applications of Qualitative and Observational Methods. Summary. Key Terms. Review Points. Questions and Problems. Endnotes. Case 7–1: Mountain Bell Telephone Company. Case 7–2: Acura. Chapter 8 Information from Respondents: Issues in Data Collection. Learning Objectives. Information from Surveys. Sources of Survey Error. Methods of Data Collection. Collecting Data. Tasty Ice–Cream: A Case Example of Market Intelligence (continued) Surveys in the International Context. Factors Affecting the Choice of a Survey Method. Ethical Issues in Data Collection. Summary. Key Terms. Review Points. Questions and Problems. Endnotes. Case 8–1: Essex Markets (A) Case 8–2: More Ethical Dilemmas in Marketing Research. Chapter 9 Attitude Measurement. Learning Objectives. What are Attitudes? The Concept of Measurement and Scaling. Properties of Measurement Scales. 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. Key Terms. Review Points. Questions and Problems. Endnotes. Case 9–1: Wine Horizons. Case 9–2: National Kitchens. Chapter 10 Designing the Questionnaire Learning Objectives. Planning What to Measure. Translating Research Objectives into Information Requirements. Question Wording: A Problem of Communication. Questionnaire Design for International Research. Summary. Key Terms. Review Points. Questions and Problems. Endnotes. Case 10–1: Smith’s Clothing. Case 10–2: Compact Lemon. Chapter 11 Sampling Fundamentals. Learning Objectives. Sample or Census. Sampling Process. Probability Sampling. Nonprobability Sampling. Sample Size: Effect of Sample Size on Sampling Distributions. Determining the Sample Size: Ad Hoc Methods. Population Characteristics/Parameters. Sample Characteristics/Statistics. Sample Reliability. Sample Size Question. Nonresponse Problems. Sampling in the International Context. Summary. Key Terms. Review Points. Questions and Problems. Endnotes. Appendix A: Determing Sample Statistics. Appendix B: Shopping Center Sampling. Case 11–1: Pacific Gas & Electric (A). Case 11–2: Currency Concepts International. Part III Data Analysis. Chapter 12 Fundamentals of Data Analysis. Learning Objectives. Preparing the Data for Analysis. Strategy for Data Analysis. Cross–Tabulations. Factors Influencing the Choice of a Statistical Technique. An Overview of Statistics Techniques Presenting the Results. Tasty Ice–Cream: A Case Example of Market Intelligence (continued). Summary. Key Terms. Review Points. Questions and Problems. Endnotes. Chapter 13 Hypothesis Testing. Learning Objectives. The Logic of Hypothesis Testing: An Illustrative Example. Steps in Hypothesis Testing. Basic Concepts of Hypothesis Testing. Cross–Tabulation and Chi–Square. Means and Proportions. Relationships Between Confidence Interval and Hypothesis Testing. Analysis of Variance (ANOVA) Summary. Key Terms. Review Points. Questions and Problems. Endnotes. Case 13–1: Medical Systems Associates: Measuring Patient Satisfaction. Case 13–2: American Conservatory Theater. Chapter 14 Correlation Analysis and Regression Analysis. Learning Objectives. Correlation Analysis. Regression Analysis. Summary. Key Terms. Review Points. Questions and Problems. Endnotes. Case 14–1: The Seafood Grotto. Case 14–2: Ajax Advertising Agency. Case 14–3: Election Research, Inc. Case for Part III Case III–1: The Vancover Symphony Orchestra. Appendix. Part IV Applications. Chapter 15 Presenting the Results. Learning Objectives. Guidelines for Successful Presentations. Written Presentation. Oral Presentation. Relationship with the Client. Summary. Review Points. Questions and Problems. Endnotes. Chapter 16 Applications of marketing Research. Learning Objectives. Section I: Traditional Applications of Marketing Research: Product, Price, Distribution, and Promotion. Section II: Contemporary Applications of Marketing Research. Section III: Emerging Applications of Marketing Research: Database marketing and Relationship Marketing. Summary. Key Terms. Review Points. Questions and Problems. Endnotes. Case 16–1: Brown Microwave. Case 16–2: National Chemical Corporation. Case for Part IV Case IV–1: Levi Strauss & Co. Appendix. Table A–1 Standard Normal Probabilities. Table A–2 x2 Critical Points. Table A–3 F Critical Points. Table A–4 Cut–off Points for the Student’s t distribution. A–5 Procedure for Conducting Univariate and Multivariate Analysis in SPSS. Glossary. Index.