Students: Chapter Outlines
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Chapter 1: Introduction to Marketing Research
Learning Objectives
Upon completing this chapter, you should understand:
- What is involved in the decision making process.
- How research contributes to the decision making process.
- The differences among the following: management problems and opportunities, decisional alternatives, and decisional criteria.
- Understand how the research questions lead to formulating research hypotheses.
Chapter Outline
- The Marketing-Decision Environment
- Marketing Research
-
Marketing Research and Decision Making
- Identify a Problem or Opportunity
- Analyze the Problem or Opportunity
- Identify Alternatives
- Select an Alternative
- Strategic Versus Tactical Information Needs
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The Nature of Marketing Research
-
Marketing Research for Small Organizations
- Customer Research
- Competitor Analysis
- Operational Environment
- The Nature of Conventional and Unconventional Research
-
Marketing Research for Small Organizations
-
Steps in a Marketing Research Project
- Define the Management Problem
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Specify Research Purpose
- Identify Decision Alternatives
- Determine Decisional Criteria
- Indicate Timing and Significance Decisions
- State Research Objectives
- Develop Research Design
- Select Data-Collection Methodology
- Determine Measurement and Data-Analysis Methods
- Design Data-Collection Forms
- Define Sampling Methods
- Collect, Analyze and Interpret the Data, and Present the Results
- Marketing Information Systems
- Summary
- Discussion Questions
Chapter 2: Ethics in Marketing Research
Learning Objectives
Upon completing this chapter, you should understand:
- Differences in approaches to ethics.
- What it means to do research in an ethical manner.
- What is meant by term “informed consent” and why it is critical to ethical research.
- How codes of ethics aid in making ethical decision in research.
Chapter Outline
-
Moral Philosophy
- The Rights Principle
- Utilitarianism
- The Justice Principle
- Relativist
-
Ethics in Marketing Research
- Code of Standards
- Other Organizational Factors in Marketing Research
- International Organization for Standardization
- Institutional Review Board (IRB)
-
Common Ethical Research Issues
- Beneficence
- Informed Consent
- Privacy and Confidentiality Rights
- Privacy on the Web
- Confidentiality
- Avoiding Deception
- Debrief
- Natural Environments
- Dangers of Unethical Market Research
- Communication Problems with Clients
- Another Employee Makes an Unethical Decision
- Time Constraints
- Incomplete Research
- Client Wants Unobtainable Data
- Making Poor Business Decisions from Faulty Data
- Ethical Decision Making
- Summary
- Discussion Questions
-
Appendix
- Resources for Ethics
Chapter 3: Secondary Data
Learning Objectives
Upon completing this chapter, you should understand:
- The difference in secondary and primary data.
- The advantages and disadvantages of secondary data.
- What is meant by a “search strategy”.
- How secondary data can help in the collection of primary data.
Chapter Outline
- Uses of Secondary Data
- Advantages of Secondary Data
- Disadvantages of Secondary Data
-
Secondary Data Sources
-
Secondary Data Sources on the World Wide Web
- General Search Engines
- Markets
- Marketing
- Your Local Library
- Syndicated Data Sources
- Consumer Data Sources
- Company Data Sources
- Market Data Sources
- Cost Data Sources
- General Advice
-
Secondary Data Sources on the World Wide Web
- Summary
- Discussion Questions
Chapter 4: Research Designs: Exploratory and Qualitative Research
Learning Objectives
Upon completing this chapter, you should understand:
- Differences in exploratory, descriptive, and causal research.
- How exploratory/qualitative research differs from quantitative research.
- When exploratory/qualitative research should be used.
- How exploratory/qualitative research can improve the development of the quantitative research process.
Chapter Outline
- Types of Research Designs
-
Exploratory Research
- Tools Used to Conduct Exploratory Research
- Explanation of the Qualitative Research Process
- Qualitative versus Quantitative
- Designing the Qualitative Study
-
Qualitative Research Methods
- Literature Review
- In-Depth Interviews
-
Focus Groups
- Why Conduct Focus Groups?
- Focus Group Composition
- Selection and Recruitment of Group Participants
- Moderator Role and Responsibilities
- Trends in Focus Groups
- Immersion Groups
- Ethnography
- Netnography
- Grounded Theory
- Analysis of Selected Cases
- Projective Techniques
- The Value of Exploratory Research
- Summary
- Discussion Questions
Chapter 5: Research Designs: Descriptive and Causal Research
Learning Objectives
Upon completing this chapter, you should understand:
- How exploratory/qualitative, descriptive, and causal research differ.
- The factors influencing the choice of research design.
- How descriptive designs differ from experimental designs.
- The differences between a quasi experimental, pre-experimental, and true experimental designs.
- What is meant by the terms: treatments, experimental units, and experimental designs.
- Differences in the application of experiments to test marketing.
Chapter Outline
-
Descriptive Research
- Cross-Sectional Designs
- Longitudinal Studies
- Causal Research
-
Experimentation
- What is Experimentation?
-
The Terminology of Experimentation
- Experimental Treatments
- Experimental Units
- Experimental Designs
- Control Group
- Validity and Experimentation
- Field versus Laboratory Experiments
- Experimental Design Symbols
- Ethics and Experimentation
-
Experimental Research Designs
- Pre-experimental Designs
- True experimental Designs
- Quasi Experimental Designs
- Limitations of Causal Research
- Ex Post Facto Research
-
Test Marketing
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Three Types of Test Markets
- Standard Test Markets
- Controlled Store Test Markets
- Simulated Test Markets
-
Three Types of Test Markets
- Exploratory, Descriptive, or Causal Observation
- Dangers of Defining Design by Technique
- Summary
- Discussion Questions
Chapter 6: Measurement
Learning Objectives
Upon completing this chapter, you should understand:
- What is meant by the measurement process?
- The differences in nominal, ordinal, interval, and ratio levels of measurements.
- The concepts of validity and reliability of measurement.
- What is meant by a measurement scale?
- How scales are used in marketing research.
Chapter Outline
- Introduction
-
The Process of Measurement
- Step 1: Determine the Construct(s) of Interest
- Step 2: Specify the Construct(s) Domain
- Step 3: Establish Operational Definitions
- Step 4: Collect Data to Test Measures
- Step 5: Purify the Measures
- Step 6: Conduct Validity Tests
- Step 7: Analyze Research Findings
- Commentary on the Measurement Process
- What is to be Measured
- Who is to be Measured
-
How to Measure What Needs to be Measured
- The Nominal Scale
- The Ordinal Scale
- The Interval Scale
- The Ratio Scale
-
Assessing Reliability and Validity of our Measures
- Reliability
- Validity
- Commentary on Reliability and Validity
-
Measuring Psychological Variables
- Attitude Measurement
- Itemized Rating Scales
- Likert Scales
- Rank-Order Scales
- Comparative Rating Scales
- Semantic Differential Scales
- Stapel Scales
- Commentary on Scales
- Summary
- Discussion Questions
Chapter 7: Primary Data Collection
Learning Objectives
Upon completing this chapter, you should understand:
- What is meant by the term primary data.
- The different types of primary data that can be collected in a research project.
- Basic methods of collecting primary data.
- The advantages and disadvantages of the different methods of data collection.
Chapter Outline
- Sources of Primary Data
-
Types of Primary Data
- Demographic/Socioeconomic Data
- Attitudes
- Psychographics/Lifestyle Data
- Intentions
- Awareness/Knowledge
- Motivations
- Behaviors
-
Methods of Collecting Primary Data
-
Choosing Between Observation and Communication Methods
- Advantages and Disadvantages of the Communication Method
- Advantages and Disadvantages of the Observation Method
-
Choosing Between Observation and Communication Methods
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Communication Methods
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Exploratory Communication – Focus Group Interviewing
- Sequencing of Focus Groups and Surveys
- Reporting the Results of Focus Groups
- Descriptive Communication – Survey Research
-
Exploratory Communication – Focus Group Interviewing
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Survey Methods
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Telephone Interviewing
- From the Home
- From Central Location Phone Banks
- Telephone Communication
- Mail Surveys
- Personal Interviewing
- Door-to-Door Interviewing
- Central Location/Mall Interviewing
- Vendor/Dealer/Executive/Professional Interviewing
- Computer or Fax Survey
- Internet Research
-
Telephone Interviewing
- Observation Methods
- Summary
- Discussion Questions
Chapter 8: Designing the Data-Gathering Instrument
Learning Objectives
Upon completing this chapter, you should understand:
- The goals of a data collection instrument.
- The basic components of a well-designed instrument.
- The different types of questions that can be used in a data collection instrument.
- The steps involved in designing a questionnaire.
- How pretesting can be used to improve the data collection process.
Chapter Outline
-
Goals of a Questionnaire
- Contextualize the Information Collected
- Express the Study Objectives in Question Form
- Measure the Attitude, Behavior, Intention, Attributes, or Other Characteristics of the Respondent
- Create Harmony and Rapport with the Respondent
- Provide Just the Right Amount of Information: No More, No Less
-
Classification of Questions
- Structured-Undisguised Questions
- Structured-Disguised Questions
- Unstructured-Undisguised Questions
- Unstructured-Disguised Questions
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Designing a Questionnaire
- Determine the Specific Information Needed
- Identify the Sources
- Choose the Method of Administration
-
Determine the Types of Questions
- Open-Ended Questions
- Dichotomous Questions
- Multichotomous Questions
- Scales
- Develop the Specific Questions
-
Determine Question Sequence and Length of the Questionnaire
- Introduction
- Body/Content
- Classification Section
- Predetermine Coding
- Pretest the Questionnaire
- Review and Revise the Questionnaire
- Summary
- Discussion Questions
Chapter 9: Sampling Methods and Sample Size
Learning Objectives
Upon completing this chapter, you should understand:
- The difference between a sample and a population or universe.
- Why sampling is preferred over a census.
- What is meant by sampling error, sample bias, and nonsampling error.
- The difference between probability and nonprobability sample designs.
- The steps involved in selecting a sample.
- How sample size is calculated.
- Factors influencing sample size.
Chapter Outline
- What is Sampling?
- Why Sampling?
-
Sampling Error, Sample Bias, and Nonsampling Error
- Sampling Error
- Sample Bias
- Nonsampling Error
-
Sampling Decision Model
- Step 1: Define the Population or Universe
- Step 2: Determine the Sampling Frame
- Step 3: Select the Sampling Method
-
Probability Sampling
- Simple Random Sample
- Stratified Samples
- Cluster Samples
- Systematic Samples
-
Nonprobability Sampling
- Convenience Sample
- Judgment Sample
- Quota Sample
-
Probability versus Nonprobability Sampling
- Step 4: Determine Sample Size
-
Statistical Sampling Concepts
- The Statistical Side of Sampling
-
Nonstatistical Determination of Sample Size
- Use Previous Sample Sizes
- Use “Typical” Sample Sizes
- Use a “Magic” Number
- Use Resource Simulations
- Ask an Expert
- Step 5: Select the Sample
- What is “Significant” Statistically Significant Difference?
- Summary
- Discussion Questions
Chapter 10: Fielding the Data-Gathering Instrument
Learning Objectives
Upon completing this chapter, you should understand:
- The importance of careful planning of the data collection process.
- The different types of interviews and requirements of each type.
- The importance of identifying “qualified respondents” and probing.
- The errors of omission and commission of data collection.
- The sources of error in the research process and in data collection.
Chapter Outline
-
Planning
- Budgets
- Staffing
- Guidelines for Interviewers
-
Types of Interviews
- Personal Interviews
- Telephone Interviews
- Mail Surveys
- Internet Surveys
-
The Interviewing Relationship
- Cooperation
- Rapport
-
The Interviewing Situation
- The Approach
- Qualified Respondent
-
Time Factor
- Declines, “Too Busy”
-
The Actual Interview
- The Questionnaire
- Legibility
-
Asking the Questions
- Do Not Lead the Respondent
- Do Not Be Negative
-
Record the Response Verbatim
- “X” or Circle, Not a Check
- Interviewer Attitude
- Closure
- Classification, Demographic, and Statistical Information
- Validation
-
Fielding a Research Project
- Security of the Survey
-
Briefings
- Supervisor Assistance
- Do Not Interview Friends or Acquaintances
- Adhere to the Study Specifications
- Follow All Study Procedures and Instructions
- Supervisor Assistance
- Do Not Interview Friends or Acquaintances
- Adhere to the Study Specifications
- Follow All Study Procedures and Instructions
- Accurate Record Keeping
- Complete Assignments on Time
- Work Efficiency
- Probing
- Clarify
- Develop Additional Information
- Technical Aspects of Probing
- Summary
- Sequencing of Contact Methods
- Errors in Data Collection
-
Types of Nonsampling Errors
- Sampling Frame Errors
- Nonresponse Errors
- Data Errors
- Summary
- Discussion Questions
Chapter 11: Analyzing and Interpreting Data for Decisions
Learning Objectives
Upon completing this chapter, you should understand:
- The relationship between data analysis and decision making.
- The importance of planning the data analysis procedures to be used on the collected data.
- How frequency distributions, measures of central tendency, and dispersion help in summarizing and understanding data.
- The usefulness of cross tabulations in data analysis to understand underlying differences in responses.
Chapter Outline
- From Data to Decisions
-
Data Summary Methods
- Developing a Plan of Analysis
- Frequency Distributions
- Central Tendency and Dispersion Measures
-
Cross-Tabulation
- Setting Up Cross-Tabulation Tables
- Choosing Variables for Cross-Tabulations
- Interpreting Cross-Tabulations
- Three-Way Cross-Tabulation
- Statistical Significance in Cross-Tabulation
-
Advanced Analytical Techniques
- Correlation
- Summary
- Discussion Questions
Chapter 12: Advanced Data Analysis
Learning Objectives
Upon completing this chapter, you should understand:
- The difference between statistically significant differences and managerially significant differences.
- What it means to say we are testing hypotheses.
- How to explain the difference between a “null” and “alternative” hypothesis.
- How to explain the different types of error that may occur when we test hypotheses.
- Howe to explain the purpose of ANOVA and the two commonly used forms.
- How to describe the different types of bivariate association
- How to describe various multivariate techniques and how they are used.
Chapter Outline
- Marketing Research and Statistical Analysis
-
Hypothesis Testing
- Step 1: Stating the Hypotheses and Decisions
- Step 2: Determine the Costs of Decision Errors
- Step 3: Setting a Significance Level
- Step 4: Collect the Data and Conduct Statistical Tests
- Step 5: Compare Results to the Null Hypothesis and Make a Decision
- Analysis of Variance (ANOVA)
- Concluding Thoughts on Hypothesis Testing
-
Measures of Association
-
Bivariate Association
- Pearson Product Moment Correlation
- Spearman Rank-Order Correlation
- Chi-Square Analysis
-
Multivariate Association
- Description and Application of Multivariate Techniques
-
Bivariate Association
- Summary
- Discussion Questions
Chapter 13: The Research Report
Learning Objectives
Upon completing this chapter, you should understand:
- The importance of a clearly written report and the make-up of the audience in communicating the findings of the research.
- The basic components of a written report.
- How the use of charts and graphs can improve the communication value of the results of the study.
- The need for preparing and troubleshooting oral reports.
Chapter Outline
- Introduction
-
Report Format
- Title Page
- Table of Contents
- Introduction and Research Objectives
- Research Methodology
- Executive Summary
- Findings
- Conclusions and Recommendations
- Supporting Documentation (Appendixes)
- Presentation
-
Guidelines for the Written Report
- Tables
- Graphs
- General Advice
- Oral Reports
- Summary
- Discussion Questions