Marketing Research EssentialsSeventh Edition

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Marketing Research EssentialsSeventh Edition

Carl McDaniel, Jr.Univers i t y o f Texas

at Ar l ing ton

Roger GatesDSS Research

John Wiley & Sons, Inc

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VICE PRESIDENT & EXECUTIVE PUBLISHER George HoffmanSENIOR EDITOR Franny KellySENIOR PRODUCTION EDITOR Trish McFaddenEXECUTIVE MARKETING MANAGER Amy ScholzASSISTANT EDITOR Maria GuarascioDESIGNER Hope MillerPHOTO EDITOR Sheena GoldsteinPRODUCTION MANAGEMENT SERVICES Kate Boilard, Laserwords MaineEDITORIAL ASSISTANT Emily McGeeMARKETING ASSISTANT Laura FinleyMEDIA EDITOR Allie K. MorrisCOVER PHOTO Masterfile

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Dedicated to the market research instructors and students

who make this book a part of their professional lives

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Preface xix

1 The Role of Marketing Research in Management Decision Making 2

2 Problem Definition, Exploratory Research, and the Research Process 40

3 Secondary Data and Databases 704 Qualitative Research 905 Traditional Survey Research 1226 Online Marketing Research 1487 Primary Data Collection: Observation 1848 Primary Data Collection: Experimentation and Test Markets 2149 The Concept of Measurement and Attitude Scales 244

10 Questionnaire Design 28611 Basic Sampling Issues 32412 Sample Size Determination 35213 Data Processing, Fundamental Data Analysis,

and the Statistical Testing of Differences 38014 Bivariate Correlation and Regression 43415 Communicating the Research Results 460Photo Credits 000

Appendix 1-A Careers in Marketing Research ???Appendix 1-B: Marketing research ethics ???Appendix 2-A: A Marketing Research Proposal ???Endnotes ???

Glossary ???

Index ???

C O N T E N T S I N B R I E F

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C O N T E N T S

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1 The Role of Marketing Research in Management Decision Making 2Nature of Marketing 3

The Marketing Concept 3Opportunistic Nature of Marketing Research 4External Marketing Environment 5

Marketing Research and Decision Making 5Marketing Research Defined 5Importance of Marketing Research to Management 6Proactive Role of Marketing Research 8Applied Research versus Basic Research 9Nature of Applied Research 9Decision to Conduct Marketing Research 10

Profound Impact of the Internet on Marketing Research 12PRACTICING MARKETING RESEARCH: WHAT IS GOOD ABOUT MARKETING

RESEARCH TODAY 14Summary 15Key Terms & Definitions 15Questions for Review & Critical Thinking 16Real-Life Research 1.1: Young Consumers Searching for a Bank Still Want the Personal Touch 17

Appendix 1-A: Careers in Marketing Research 19Positions within Supplier Organizations 21Positions within Research Departments and Advertising Agencies 22Research Directors and Others in Limited-Function Research Departments 23A Career in Marketing Research at 3M 23Appendix 1-B: Marketing research ethics 26Ethical Theories 27

Deontology 27Utilitarianism 27Casuist 28

Research Supplier Ethics 28Low-Ball Pricing 28Allowing Subjectivity into the Research 29Abusing Respondents 29Selling Unnecessary Research 30Violating Client Confidentiality 31

Black Box Branding 31Client Ethics 32

Requesting Bids When a Supplier Has Been Predetermined 32Requesting Bids to Obtain Free Advice and Methodology 32

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Making False Promises 32Requesting Proposals without Authorization 32

Field Service Ethics 33Using Professional Respondents 33

Data Collection Code of Ethics 33Respondents’ Rights 35

Right to Choose 35Right to Safety 35Right to Be Informed 35Right to Privacy 36

Ethics and Professionalism 37Fostering Professionalism 37Researcher Certification 38

2 Problem Definition, Exploratory Research, and the Research Process 40Critical Importance of Correctly Defining the Problem 41

Recognize the Problem or Opportunity 42Find Out Why the Information Is Being Sought 43Understand the Decision-Making Environment with Exploratory Research 43Use the Symptoms to Clarify the Problem 46Translate the Management Problem into a Marketing Research Problem 46Determine Whether the Information Already Exists 46PRACTICING MARKETING RESEARCH: DRIVING ACTION-PRODUCING RESEARCH 47Determine Whether the Question Can Be Answered 48State the Research Objectives 48

Marketing Research Process 49Creating the Research Design 49Choosing a Basic Method of Research 51Selecting the Sampling Procedure 52Collecting the Data 53Analyzing the Data 53Writing and Presenting the Report 53Following Up 54

Managing the Research Process 54The Research Request 54Request for Proposal 55

The Marketing Research Proposal 55What to Look for in a Marketing Research Supplier 57GLOBAL RESEARCH: TAPPING THE CHINA MARKET 59MARKET SIZE AND SECTORS 59ACTIVE MARKET COMPANIES 60What Motivates Decision Makers to Use Research Information? 60Summary 61Key Terms & Definitions 62Questions for Review & Critical Thinking 63Working the Net 64Real-Life Research 2.1: The Food and Drug Administration Finds Consumers Aren’t up to Speed on Nutritional Matters 64

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Appendix 2-A: A Marketing Research Proposal 66Background 67Objectives 67Study Design 67Areas of Questioning 67Data Analysis 68Personnel Involved 68Specifications/Assumptions 68Services 69Cost 69Timing 69

3 Secondary Data and Databases 70Nature of Secondary Data 72

Advantages of Secondary Data 72Limitations of Secondary Data 74

Internal Databases 75Creating an Internal Database 75Growing Importance of Internal Database Marketing 76Data Mining 76Battle over Privacy 78Marketing Research Aggregators 81PRACTICING MARKETING RESEARCH 82

Information Management 82Geographic Information Systems 83Decision Support Systems 85Summary 86Key Terms & Definitions 87Questions for Review & Critical Thinking 87Working the Net 88Real-Life Research 3.1: Sanitized to Perfection 88

4 Qualitative Research 90Nature of Qualitative Research 91

Qualitative Research versus Quantitative Research 92Popularity of Qualitative Research 92Limitations of Qualitative Research 93

The Importance of Focus Groups 94Popularity of Focus Groups 94Conducting Focus Groups 95PRACTICING MARKETING RESEARCH: RECRUITING TRICKS OF THE TRADE 98GLOBAL RESEARCH: PLANNING GLOBAL FOCUS GROUPS 104TIPS FOR SOME MAJOR COUNTRIES 104Benefits and Drawbacks of Focus Groups 105

Other Qualitative Methodologies 107Individual Depth Interviews 107Projective Tests 110

Future of Qualitative Research 115Summary 115Key Terms & Definitions 116

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Questions for Review & Critical Thinking 117Working the Net 118Real-Life Research 4.1: Repositioning Scotland 118The Process 118Unmet Needs 119The Rebrand 119Well Received 120

5 Traditional Survey Research 122Popularity of Survey Research 123Types of Errors in Survey Research 124

Sampling Error 124Systematic Error 125

Types of Surveys 129Door-to-Door Interviews 129Executive Interviews 129GLOBAL RESEARCH: CONDUCTING MARKETING RESEARCH IN CHINA 130Mall-Intercept Interviews 131Telephone Interviews 131Self-Administered Questionnaires 134Mail Surveys 135

Determination of the Survey Method 138Sampling Precision 138Budget 139Requirements for Respondent Reactions 140Quality of Data 140Length of the Questionnaire 140Incidence Rate 141Structure of the Questionnaire 142Time Available to Complete the Survey 142

Marketing Research Interviewer 142Summary 143Key Terms & Definitions 144Questions for Review & Critical Thinking 145Real-Life Research 5.1: Dairy Management Inc. 145

6 Online Marketing Research 148The Online World 149Using the Internet for Secondary Data 149

Sites of Interest to Marketing Researchers 150Newsgroups 150Blogs 150

Internet Search Strategies 153Creating a Database from a Website—A Marketer’s Dream 155

Online Qualitative Research 158The Popularity of Online Focus Groups 158PRACTICING MARKETING RESEARCH: ONLINE FOCUS GROUP

BEST PRACTICES 162Survey Research on the Internet 164

Advantages of Online Surveys 164

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Disadvantages of Online Surveys 165Methods of Conducting Online Surveys 166

Commercial Online Panels 168PRACTICING MARKETING RESEARCH: FORMATTING A SURVEY FOR SUCCESS 169Panel Management 171GLOBAL RESEARCH: TIMING IS EVERYTHING IN SURVEY INVITATIONS 171Open versus Closed Recruitment 173PRACTICING MARKETING RESEARCH: PREVENTING PROFESSIONAL

SURVEY TAKERS 173Respondent Cooperation 174Controlling the Panel 175Mobile Internet Research—The Next Step 176Interactive Marketing Research Organization 178Summary 178Key Terms & Definitions 180Questions for Review & Critical Thinking 180Working the Net 180Real-Life Research 6.1: Grocery Shoppers Just Want to Save Money 181Still Clipping Coupons 181You Say Deli, I Say Bakery 182

7 Primary Data Collection: Observation 184Nature of Observation Research 186

Conditions for Using Observation 186Approaches to Observation Research 186Advantages of Observation Research 188Disadvantages of Observation Research 188

Human Observation 189Ethnographic Research 189Mystery Shoppers 191GLOBAL RESEARCH: ETHNOGRAPHICS ARE AN ENRICHING PROCESS 192PRACTICING MARKETING RESEARCH: TAKING ETHNOGRAPHY ONLINE 193EXAMPLE OF AN ONLINE ETHNOGRAPHY PROJECT 193PRACTICING MARKETING RESEARCH: ADVANCES IN MYSTERY SHOPPING 195One-Way Mirror Observations 196Audits 196

Machine Observation 197Traffic Counters 197Physiological Measurement Devices 197Opinion and Behavior Measurement Devices 199The Portable People Meter and Project Apollo 200Scanner-Based Research 201

Observation Research on the Internet 204Predictive Customer Intelligence 205

Observation Research and Virtual Shopping 207Summary 208Key Terms & Definitions 209Questions for Review & Critical Thinking 210Working the Net 211Real-Life Research 7.1: A Glad Trash Bag Breakthrough 211

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8 Primary Data Collection: Experimentation and Test Markets 214What Is an Experiment? 215Demonstrating Causation 216

Concomitant Variation 216Appropriate Time Order of Occurrence 217Elimination of Other Possible Causal Factors 217

Experimental Setting 217Laboratory Experiments 217Field Experiments 218

Experimental Validity 218PRACTICING MARKETING RESEARCH: KNOW YOUR POTENTIAL CUSTOMERS, PSYCHOLOGICALLY SPEAKING 218

Experimental Notation 219Extraneous Variables 220

Examples of Extraneous Variables 220Controlling Extraneous Variables 221

Experimental Design, Treatment, and Effects 222Limitations of Experimental Research 223

High Cost of Experiments 223Security Issues 223Implementation Problems 223

Selected Experimental Designs 224Pre-Experimental Designs 224GLOBAL RESEARCH: WHAT HAPPENS WHEN YOUR SELECTION BIAS IS THE

INTERVIEWER’S GENDER? 225True Experimental Designs 226Quasi-Experiments 228

Test Markets 229Types of Test Markets 230Costs of Test Marketing 231Decision to Conduct Test Marketing 231Steps in a Test Market Study 232GLOBAL RESEARCH: BEST GLOBAL TEST MARKETS? DANES ARE QUICK, KOREANS LOVE TECH 234PRACTICING MARKETING RESEARCH: QUICK SCANS OF PRODUCT-SPECIFIC TEST MARKETS 237Other Types of Product Tests 238Summary 238Key Terms & Definitions 239Questions for Review & Critical Thinking 241Working the Net 242Real-Life Research 8.1: Millennium Marketing Research Simulated Test Market 242

9 The Concept of Measurement and Attitude Scales 244The Measurement Process 246

Nominal Level of Measurement 246Ordinal Level of Measurement 247Interval Level of Measurement 248Ratio Level of Measurement 249

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Evaluating the Reliability and Validity of the Measurement 249Reliability 251Validity 253Reliability and Validity—A Concluding Comment 256

Scaling Defined 257Attitude Measurement Scales 257

PRACTICING MARKETING RESEARCH: WHAT MAKES A GOOD SCALE? 258Graphic Rating Scales 258Itemized Rating Scales 259Traditional One-Stage Format 262Two-Stage Format 262Rank-Order Scales 262Q-Sorting 262Paired Comparisons 264Constant Sum Scales 265Semantic Differential Scales 265Stapel Scales 267Likert Scales 267Purchase Intent Scales 270The Net Promoter Score (NPS) 272Scale Conversions 272

Considerations in Selecting a Scale 274The Nature of the Construct Being Measured 274Type of Scale 274Balanced versus Nonbalanced Scales 274Number of Scale Categories 275Forced versus Nonforced Choice 275

Attitude Measures and Management Decision Making 275Direct Questioning 276Indirect Questioning 278Observation 278Choosing a Method for Identifying Determinant Attitudes 278Summary 279Key Terms & Definitions 280Questions for Review & Critical Thinking 282Working the Net 282Real-Life Research 9.1: Coffee Culture as a Global Phenomenon 283

10 Questionnaire Design 286Role of a Questionnaire 287Criteria for a Good Questionnaire 288

Does It Provide the Necessary Decision-Making Information? 288Does It Consider the Respondent? 289Does It Meet Editing and Coding Requirements? 289PRACTICING MARKETING RESEARCH: ARE HEAVY RESPONDERS TAKING

ALL THE MARKET RESEARCH SURVEYS? 291Questionnaire Design Process 292

Step One: Determine Survey Objectives, Resources, and Constraints 293Step Two: Determine the Data-Collection Method 293Step Three: Determine the Question Response Format 293

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PRACTICING MARKETING RESEARCH: USEFUL OPEN-ENDED QUESTIONS 296Step Four: Decide on the Question Wording 300GLOBAL RESEARCH: SURVEY BIAS FROM ETHNICITY AND GENDER

OF INTERVIEWERS AND RESPONDENTS 302Step Five: Establish Questionnaire Flow and Layout 304PRACTICING MARKETING RESEARCH: SOME PROBLEMS AND POTENTIAL

SOLUTIONS WITH SCREENING QUESTIONS 306Step Six: Evaluate the Questionnaire 309Step Seven: Obtain Approval of All Relevant Parties 310Step Eight: Pretest and Revise 310Step Nine: Prepare Final Questionnaire Copy 310Step Ten: Implement the Survey 311Field Management Companies 311

Impact of the Internet on Questionnaire Development 312Software for Questionnaire Development 313

GLOBAL RESEARCH: SURVEY CONTAMINATION FROM NATIONAL DIFFERENCES

IN RESPONSE STYLES 316Costs, Profitability, and Questionnaires 317

Summary 318Key Terms & Definitions 319Questions for Review & Critical Thinking 320Working the Net 321Real-Life Research 10.1: Singles Dinner Club 321

11 Basic Sampling Issues 324Concept of Sampling 326

Population 326Sample versus Census 326PRACTICING MARKETING RESEARCH: CELL-PHONE-ONLY

HOUSEHOLDS—THE NEED TO BROADEN THE POLLING SAMPLE 327Developing a Sampling Plan 328

Step One: Define the Population of Interest 328PRACTICING MARKETING RESEARCH: DRIVER’S LICENSES AND VOTER

REGISTRATION LISTS AS SAMPLING FRAMES 329Step Two: Choose a Data-Collection Method 330Step Three: Identify a Sampling Frame 330Step Four: Select a Sampling Method 332PRACTICING MARKETING RESEARCH: WHY THIS ONLINE SAMPLE

WAS NOT A PROBABILITY SAMPLE 334Step Five: Determine Sample Size 335Step Six: Develop Operational Procedures for Selecting Sample Elements 335Step Seven: Execute the Operational Sampling Plan 336

Sampling and Nonsampling Errors 336Probability Sampling Methods 337

Simple Random Sampling 337Systematic Sampling 338Stratified Sampling 339Cluster Sampling 341

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GLOBAL RESEARCH: AREA SAMPLING FRAME USED TO TALLY LIVESTOCK

POPULATION FOR DISEASE CONTROL 342Nonprobability Sampling Methods 343

Convenience Samples 344Judgment Samples 344Quota Samples 344Snowball Samples 345PRACTICING MARKETING RESEARCH: E-MAIL SURVEYS OF WEBSITE USAGE—WHEN

SNOWBALLING FAILS TO SNOWBALL 346Internet Sampling 346

Summary 348Key Terms & Definitions 348Questions for Review & Critical Thinking 349Working the Net 350Real-Life Research 11.1: Texas Field Research 350

12 Sample Size Determination 352Determining Sample Size for Probability Samples 353

Budget Available 353Rule of Thumb 354Number of Subgroups Analyzed 354Traditional Statistical Methods 354PRACTICING MARKETING RESEARCH: FACTORS TO CONSIDER IN DETERMINING

OPTIMAL SAMPLE SIZE 355Normal Distribution 356

General Properties 356Standard Normal Distribution 357

Population and Sample Distributions 358Sampling Distribution of the Mean 358

Basic Concepts 359GLOBAL RESEARCH: NONRESPONSE BIAS IN A DUTCH ALCOHOL

CONSUMPTION STUDY 362Making Inferences on the Basis of a Single Sample 363Point and Interval Estimates 363Sampling Distribution of the Proportion 364

Determining Sample Size 365Problems Involving Means 365PRACTICING MARKETING RESEARCH: HARRIS POLL ON “MARGIN OF ERROR” FINDS

IT IS WIDELY MISUNDERSTOOD 367Problems Involving Proportions 368Determining Sample Size for Stratified and Cluster Samples 369Population Size and Sample Size 369Determining How Many Sample Units Are Needed 370PRACTICING MARKETING RESEARCH: ESTIMATING WITH PRECISION HOW MANY

PHONE NUMBERS ARE NEEDED 371Statistical Power 372

Summary 373Key Terms & Definitions 374Questions for Review & Critical Thinking 375

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Working the Net 376Real-Life Research 12.1: Sky Meals 376SPSS Exercises for Chapter 12 377

13 Data Processing, Fundamental Data Analysis, and the Statistical Testingof Differences 380Overview of the Data Analysis Procedure 382Step One: Validation and Editing 382

Validation 382PRACTICING MARKETING RESEARCH: TIPS TO AVOID INTERVIEW FRAUD AT THE LEVEL

OF THE DATA-COLLECTION COMPANY 383Editing 384

Step Two: Coding 388Coding Process 389Automated Coding Systems 390PRACTICING MARKETING RESEARCH: TEXT ANALYTICS SOFTWARE STREAMLINES

CODING OPEN-ENDED RESPONSES 391Step Three: Data Entry 391

Intelligent Entry Systems 391The Data Entry Process 392Scanning 392

Step Four: Logical Cleaning of Data 393Step Five: Tabulation and Statistical Analysis 394

One-Way Frequency Tables 396Cross Tabulations 398PRACTICING MARKETING RESEARCH: SIX PRACTICAL TIPS FOR EASIER CROSS

TABULATIONS 400Graphic Representations of Data 401

Line Charts 401Pie Charts 401Bar Charts 403PRACTICING MARKETING RESEARCH: EXPERT TIPS ON MAKING BAD GRAPHICS

EVERY TIME 404Descriptive Statistics 406

Measures of Central Tendency 406Measures of Dispersion 407Percentages and Statistical Tests 408

Evaluating Differences and Changes 409Statistical Significance 409Hypothesis Testing 410

Steps in Hypothesis Testing 411PRACTICING MARKETING RESEARCH: WHY WE NEED STATISTICAL TESTS

OF DIFFERENCES 411Types of Errors in Hypothesis Testing 412Accepting H0 versus Failing to Reject (FTR) H0 415One-Tailed versus Two-Tailed Test 415PRACTICING MARKETING RESEARCH: WHY IN MEDICINE A TWO-TAILED TEST

IS PREFERABLE TO A ONE-TAILED TEST 416Example of Performing a Statistical Test 417

Commonly Used Statistical Hypothesis Tests 419Independent versus Related Samples 419

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PRACTICING MARKETING RESEARCH: A SIMPLE FIELD APPLICATION OF CHI-SQUARE

GOODNESS OF FIT 420Degrees of Freedom 421

p Values and Significance Testing 421Summary 421Key Terms & Definitions 423Questions for Review & Critical Thinking 423Working the Net 424Real-Life Research 13.1: California Fitness, Inc. 424SPSS Exercises for Chapter 13 425

14 Bivariate Correlation and Regression 434Bivariate Analysis of Association 435Bivariate Regression 436

Nature of the Relationship 436Example of Bivariate Regression 436PRACTICING MARKETING RESEARCH: BIVARIATE REGRESSION ANALYSIS SHOWS

HIGHER CANCER RATES AMONG CALIFORNIA FARM WORKERS 439Correlation Analysis 448

Correlation for Metric Data: Pearson’s Product–Moment Correlation 448GLOBAL RESEARCH: RETHINKING THE APPLICABILITY OF PEARSON’SPRODUCT–MOMENT CORRELATION 449GLOBAL RESEARCH: PEARSON’S PRODUCT–MOMENT CORRELATION FINE-TUNES

MEDICAL STATISTICS 451Summary 452Key Terms & Definitions 453Questions for Review & Critical Thinking 453Working the Net 455Real-Life Research 14.1: Axcis Athletic Shoes 455SPSS Exercises for Chapter 14 456

15 Communicating the Research Results 460The Research Report 461

Organizing the Report 462Interpreting the Findings 463Format of the Report 464Formulating Recommendations 464

The Presentation 469Making a Presentation 469

Presentations on the Internet 470Marketing Research Supplier Management 470

What Do Clients Want? 470Communication 471Managing the Research Process 471

Managing a Marketing Research Department 478Allocating the Research Department Budget 478Prioritize Projects 479Retaining Skilled Staff 479Selecting the Right Marketing Research Suppliers 480

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Moving Marketing Research into a Decision-Making Role 481Measuring Marketing Research’s Return on Investment (ROI) 482Summary 486Key Terms & Definitions 487Questions for Review & Critical Thinking 487Working the Net 488Real-Life Research 15.1: Maxwell Research Considers Outsourcing toCross-Tab in India 488

Photo Credits 000

Appendix One: ??? 000

Appendix Two: ??? 000

Appendix Three: ??? 000

Endnotes 000

Glossary 000

Index 000

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P R E F A C E

Making Marketing Research RealThe world of marketing research is fast-paced, dynamic, and always in a state of change.Understanding the complexities and rapid development of marketing research today re-quires an insider’s perspective. This text is co-authored by a full-time market researcher.It is the only marketing research text written by the president and CEO of a large, verysuccessful research organization. Thus, we continue offering you Real Data, Real Peo-ple, and Real Research like no one else. By keeping our fingers on the pulse of market-ing research today we can offer insights into qualitative and quantitative methodsunmatched by other texts.

Our Most Thorough Revision Ever!Each chapter has been thoroughly revised to reflect the latest thinking and trends in mar-keting research. We have consolidated Internet research into a single, new chapter.We begin by discussing traditional survey research in Chapter 5. Next, the new Chapter 6 explains how the Internet has impacted not only survey research, but virtually all aspectsof marketing research.

More than half of the end-of-chapter cases are new! Every chapter has new case.Some of the organizations and products include: Budget Rent A Car, the Food and DrugAdministration, Scottish Bureau of Tourism, Glad Trash Bags, and General Electric, toname a few. Each case concludes with critical thinking questions designed to stimulatethinking about the material in the chapter.

All new opening vignettes! We offer something new with many of the seventh edi-tion opening vignettes. Where practical, we decided to feature actual research studies bysome of America’s largest marketing research firms. Some of the firms are Harris Interac-tive study on materialism; Luth Research study on happiness; Decision Analyst study onhealth and nutrition; NPD Group study on outdoor grilling; and Research Interna-tional’s study on Baby Boomers. In some cases, research firms asked us to disguise boththeir name and the clients. But, as always, the data are real. Some opening vignettesfeature well-known organizations and products. A few examples are: Bertolli Foods(think olive oil), Staples, and the Monterrey Bay Aquarium. We believe that the bestlearning experiences come through true experiences.

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New Content by Chapter:Chapter 1—The Role of Marketing Research in Management Decision Making

New AMA definition of marketing research; new examples throughout.

Chapter 2—Problem Definition, Exploratory Research, and the Research Process

New discussion of creating action-producing research; new exhibit on benefits ofa good proposal; new material on doing marketing research in China.

Chapter 3—Secondary Data and Databases

New discussion on behavioral targeting; new material on the Children’s OnlinePrivacy Protection Act.

Chapter 4—Qualitative Research

New discussion on group moderating skills; new example of a focus group dis-cussion guide; new material on planning global focus groups; new material ongetting quality information and decision-making results from focus groups;new section on cost of focus groups versus independent depth interviews; newmaterial on writing a focus group report; new section on the Delphi method;new material on projection techniques; new projective techniques—analogiesand personification.

Chapter 5—Traditional Survey Research

New section on cell phone surveys.

Chapter 6—Online Marketing Research

New material on using the Internet for secondary data; online focus groups’ bestpractices; web community research; new material on web survey software; newsection on gaining online survey completions; new material on formatting anonline survey; new material on timing survey invitations; major new section oncommercial online panel providers; major new section on panel management;new material on eliminating professional survey takers.

Chapter 7—Primary Data Collection: Observation

New material on ethnographic research; online ethnography; new material onmystery shopping; new section on eye-tracking; new section on GPS measure-ment; new material on Project Apollo; new material on “click-streams.”

Chapter 8—Primary Data Collection: Experimentation and Test Markets

New material on psychographics; new material on selection bias; new materialon product-specific test markets.

Chapter 9—The Concept of Measurement and Attitude Scales

New discussion of construct validity.

Introduce new two-stage scaling format; new section on the popular Net Pro-moter Score (NPS); new section on scale conversions.

New Content in Every Chapter That OffersCutting-Edge Trends and Methodology

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Chapter 10—Questionnaire Design

New material on “heavy responders”; new material on survey response errors;new discussion on ethnicity and gender bias; new material on survey contamina-tion from national differences in response styles.

Chapter 11—Basic Sampling Issues

New discussion of cell-phone-only households; new discussion on using driver’s licenses and voter registration lists as sampling frames; new material on sam-pling frames to collect global data; new discussion on when address-based tele-phone surveys outperform random-digit dialing; new material on snowballsampling.

Chapter 12—Sample Size Determination

New discussion on planning the sample size; new thoughts on determining the op-timal sample size; new material on nonresponse bias; new discussion on small sam-ples; new material on the relationship between confidence level and sample size.

Chapter 13—Data Processing, Fundamental Data Analysis, and the StatisticalTesting of Differences

New material on fake interviews and avoiding interview fraud; new discussionon push polling; new material on practical applications of the Z test; new discus-sion of the T test; new examples of ANOVA.

Chapter 14—Bivariate Correlation and Regression

New material on avoiding bias when using least-squares regression; new discus-sion on Pearson’s product–moment correlation.

Chapter 15—Communicating the Research Results

Major rewrite on how marketing research reporting is done today; new sectionon the PowerPoint deck; new section on the relationship between the researchreport and the RFP; new section on “margin of error” misconceptions; new sec-tion on marketing research outsourcing; major new section on managing themarketing research department, including discussion of allocating the budget,prioritizing projects, and retaining good staff.

You Can Bring Internet Research Alive with PerseusWebResearcherYour students can use the same marketing research Web application as professional marketing re-searchers. You will have the capability of assigning multiple class projects and conducting real In-ternet marketing research surveys. You can create, implement, and manage surveys using only aWeb browser. There is nothing to download or install. Perseus question logic capabilities such asbranching, linking, and piping make creating simple or complex questionnaires easy. You can evenset quotas for your surveys to reach your target demographics. In short, you can make Internet mar-keting research come alive for your students!

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Great Resources to Meet Your Teaching Needs

Redesigned Instructor’s ManualWe know how busy you are with teaching and research commitments, therefore we havedone everything possible to facilitate your teaching marketing research with our new Instructors Manual. Each chapter offers the following:

Suggested Lesson Plans. Suggestions are given on dividing up the chapter material,based on the frequency and duration of your class period.

Chapter Scan. A quick synopsis highlights the core material in each chapter.

Learning Objectives. The list of learning objectives found in the text is repeated here.

General Chapter Outline. The main headers provide a quick snapshot of all thecontent areas within the chapter.

List of Key Terms. The key terms introduced to the students in the text are re-peated here.

Detailed Chapter Outline. This outline fleshes out the general outline given previ-ously. It also indicates where ancillary materials fit into the discussion: PowerPointslides, exhibits from the text, learning objectives, and review questions. Opening vi-gnettes and boxed features are also included in this outline.

Summary Explaining Learning Objectives. An explanation of how the learningobjectives are satisfied by chapter material is the basis of the Instructor’s Manualsummary.

Answers to Pedagogy. Suggested answers and approaches to the critical thinkingquestions, the Internet activities, the cases, the cross-functional questions, and theethical dilemmas are offered at the end of each chapter or part.

Instructors can access the electronic files on the Instructor Companion Site atwww.wiley.com/college/mcdaniel.

New Comprehensive PowerPoint PackageFor this edition, we have created a comprehensive, fully interactive PowerPoint presenta-tion with roughly 400 slides in the package. You can tailor your visual presentation to include the material you choose to cover in class. This PowerPoint presentation gives youthe ability to completely integrate your classroom lecture with a powerful visual state-ment of chapter material. Keep students engaged and stimulate classroom discussion!The entire collection of slides will be available for download from our website atwww.wiley.com/college/mcdaniel.

New Classroom-Tested Comprehensive Test BankOur test bank is comprehensive and thoroughly classroom-tested. The questions range fromdefinitions of key terms to basic problem-solving questions to creative-thinking problems.This new and improved test bank includes approximately 60 questions per chapter consist-ing of multiple-choice, true/false, and essay questions. Regardless of the type and level ofknowledge you wish to test, we have the right questions for your students. A computerized

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version of this newly created test bank is also available on the book’s companion Web site sothat you can customize your quizzes and exams. Instructors can access the electronic files onthe Instructor Companion Site at www.wiley.com/college/mcdaniel.

New Personal Response System (PRS)Our personal response system questions for each chapter of this textbook are designed tospark discussion and debate in the Marketing Research classroom. For more informationon PRS, please contact your local Wiley representative.

Focus Group Video and Lecture LaunchesAdditional Real Research is offered through a focus group video conducted by another one ofour research partners, Jerry Thomas, president of Decision Analyst (www.decisionanalyst.com). Decision Analyst, Incorporated is a large international marketing research firm.The focus group subject is online dating and ties in with the online dating data case. Wealso offer several interviews featuring Jerry Thomas and your author, Carl McDaniel, dis-cussing key topics in marketing research. For more information on this 45-minute video,available on DVD, please contact your local Wiley representative.

AcknowledgmentsThis book could not have been written and published without the generous expert as-sistance of many people. We would like to thank Joshua Been for his excellent assis-tance in preparing the material on geographic information systems (GIS); RichardLeviton for his extensive assistance in a number of areas and experienced input on edi-torial issues; Jerry Thomas for providing the focus group research; and Craig Stevens,Senior Vice President, e-Rewards Market Research for providing material on onlinepanels. We also thank Web Quizzes and SPSS exercises, Aron Levin of Northern Ken-tucky University for preparing the Test Bank, Carolyn Predmore of Manhattan Univer-sity for preparing the PRS questions, David Ashley of Johns Hopkins University for theInteractive Power Points, and Barbara Oates and Craig Hollingshead, both of TexasA&M University Kingsville, for preparing the Instructor’s Resource Guide.

Our deepest gratitude goes to the team at John Wiley and Sons for continuing thetrend of excellence established by this text. Special thanks to Jayme Heffler, JenniferConklin, and Ame Esterline, and to Ellinor Wagner for the photo research, and SarahWolfman-Robichaud, our production editor.

Finally, we’d like to thank the following reviewers for their valuable commentsthroughout the revision process:

Paul Boughton, Saint Louis UniversityHaim Mano, University of Missouri, St. LouisCarolyn E. Predmore, Manhattan CollegeLouis A. Tucci, The College of New JerseyMichael Tsiros, University of MiamiRobert Watson, Quinnipiac University

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