Test Bank Marketing Research 12th Edition by Carl McDaniel
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Test Bank Marketing Research 12th Edition by Carl McDaniel
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Test Bank Marketing Research 12th Edition by Carl McDaniel
Marketing Research: Using Analytics to Develop Market Insights teaches students how to use market research to inform critical business decisions
ISBN: 978-1-119-71631-0
Carl McDaniel Jr., Roger Gates
Table of Contents
Preface vii
Acknowledgments ix
1 Steps in Creating Market Insights and the Growing Role of Marketing Analytics 1
Marketing Research and Developing Market Insights 1
Marketing Research Defined 2
Importance of Marketing Research to Management 2
Understanding the Ever-Changing Marketplace 3
Social Media and User-Generated Content 3
Proactive Role of Marketing Research 4
Marketing Analytics Moves to the Forefront 4
The Research Process 4
Recognize the Problem or Opportunity 5
Find Out Why the Information is Being Sought 6
Understand the Decision-Making Environment with Exploratory Research 6
Use the Symptoms to Clarify the Problem 8
Translate the Management Problem into a Marketing Research Problem 9
Determine Whether the Information Already Exists 9
Determine Whether the Question Can Be Answered 10
State the Research Objectives 10
Research Objectives As Hypotheses 11
Marketing Research Process 11
Creating the Research Design 11
Choosing a Basic Method of Research 11
Selecting the Sampling Procedure 13
Collecting the Data 13
Analyzing the Data 13
Presenting the Report 14
Following Up 14
Managing the Research Process 14
The Research Request 14
Request for Proposal 15
The Marketing Research Proposal 16
What to Look for in a Marketing Research Supplier 17
Modifying the Research Process—Marketing Analytics, Big Data, and Unsupervised Learning 17
A Shifting Paradigm 18
What Motivates Decision Makers to Use Research Information? 18
Summary 19
Key Terms 19
Questions for Review & Critical Thinking 20
Working the Net 20
Real-Life Research 1.1: Can Anyone Be a Market Researcher? 21
2 Secondary Data: A Potential Big Data Input 23
Nature of Secondary Data 23
Advantages of Secondary Data 24
Limitations of Secondary Data 25
Internal Databases 27
Creating an Internal Database 27
First, Second, and Third Party Data 27
Behavioral Targeting 28
Big Data 29
The Big Data Breakthrough 29
Making Big Data Actionable in Traditional Marketing Research Environments 30
Battle over Privacy 31
The Federal Trade Commission 32
State Data Privacy Laws 32
The General Data Protection Regulation 32
Summary 33
Key Terms 34
Questions for Review & Critical Thinking 34
Working the Net 34
Real-Life Research 2.1: The GDPR and American Small Business 34
3 Measurement to Build Marketing Insight 36
Measurement Process 36
Step One: Identify the Concept of Interest 37
Step Two: Develop a Construct 38
Step Three: Define the Concept Constitutively 38
Step Four: Define the Concept Operationally 38
Step Five: Develop a Measurement Scale 40
Nominal Level of Measurement 41
Ordinal Level of Measurement 41
Interval Level of Measurement 42
Ratio Level of Measurement 42
Step Six: Evaluate the Reliability and Validity of the Measurement 43
Reliability 45
Validity 47
Reliability and Validity—A Concluding Comment 51
Attitude Measurement Scales 51
Graphic Rating Scales 52
Itemized Rating Scales 53
Traditional One-Stage Format 55
Two-Stage Format 55
Rank-Order Scales 56
Paired Comparisons 56
Constant Sum Scales 56
Semantic Differential Scales 58
Stapel Scales 59
Likert Scales 60
Purchase-Intent Scales 62
Scale Conversions 64
Net Promoter Score (NPS) 65
Considerations in Selecting a Scale 66
The Nature of the Construct Being Measured 66
Type of Scale 67
Balanced versus Nonbalanced Scale 67
Number of Scale Categories 67
Forced versus Nonforced Choice 68
Summary 68
Key Terms 69
Questions for Review & Critical Thinking 70
Working the Net 70
Real-Life Research 3.1: PNC Bank Considers Changing Its Customer Satisfaction Measurement Scale 71
4 Acquiring Data Via a Questionnaire 73
Role of a Questionnaire 73
Criteria for a Good Questionnaire 74
Does It Provide the Necessary Decision-Making Information? 74
Does It Consider the Respondent? 75
Does It Meet Editing Requirements? 75
Does It Solicit Information in an Unbiased Manner: Questionnaire Design Process 76
Step One: Determine Survey Objectives, Resources, and Constraints 77
Step Two: Determine the Data-Collection Method 78
Step Three: Determine the Question Response Format 78
Step Four: Decide on the Question Wording 81
Step Five: Establish Questionnaire Flow and Layout 84
Step Six: Evaluate the Questionnaire 87
Step Seven: Obtain Approval of All Relevant Parties 88
Step Eight: Pretest and Revise 88
Step Nine: Prepare Final Questionnaire Copy 88
Step Ten: Implement the Survey 88
Field Management Companies 89
Avoiding Respondent Fatigue 89
Intelligence Moves Into Questionnaire Coding 90
Conducting Surveys on Smartphones and Tablets 91
The Rapid Growth of Do-It-Yourself (DIY) Surveys 92
Summary 93
Key Terms 94
Questions for Review & Critical Thinking 94
Working the Net 95
Real-Life Research 4.1: Arrow Cleaners 95
5 Sample Design 99
Concept of Sampling 100
Population 100
Sample versus Census 101
Developing a Sampling Plan 101
Step One: Define the Population of Interest 101
Step Two: Choose a Data-Collection Method 104
Step Three: Identify a Sampling Frame 104
Step Four: Select a Sampling Method 104
Step Five: Determine Sample Size 106
Step Six: Develop Operational Procedures for Selecting Sample Elements 106
Step Seven: Execute the Operational Sampling Plan 106
Sampling and Nonsampling Errors 106
Probability Sampling Methods 107
Simple Random Sampling 107
Systematic Sampling 108
Stratified Sampling 109
Cluster Sampling 110
Nonprobability Sampling Methods 111
Convenience Samples 111
Judgment Samples 111
Quota Samples 112
Snowball Samples 112
Internet Sampling 112
Determining Sample Size 113
Determining Sample Size for Probability Samples 113
Budget Available 113
Rule of Thumb 114
Number of Subgroups Analyzed 114
Traditional Statistical Methods 115
Normal Distribution 115
General Properties 115
Basic Concepts 116
Making Inferences on the Basis of a Single Sample 118
Point and Interval Estimates 118
Sampling Distribution of the Proportion 119
Determining Sample Size 120
Problems Involving Means 120
Problems Involving Proportions 122
Determining Sample Size for Stratified and Cluster Samples 123
Sample Size for Qualitative Research 123
Population Size and Sample Size 124
Summary 125
Key Terms 126
Questions for Review & Critical Thinking 126
Working the Net 127
Real-Life Research 5.1: Insights Research Group (IRG) 127
6 Traditional Survey Research 129
Why Decision Makers Like Survey Research 129
Types of Errors in Survey Research 130
Sampling Error 130
Systematic Error 131
Types of Surveys 135
Door-to-Door Interviews 135
Executive Interviews 136
Mall-Intercept Interviews 136
Telephone Interviews 137
Self-Administered Questionnaires 138
Mail Surveys 139
Determination of the Survey Method 141
Sampling Precision 141
Budget 141
Requirements for Respondent Reactions 142
Quality of Data 142
Length of the Questionnaire 142
Incidence Rate 143
Structure of the Questionnaire 143
Time Available to Complete the Survey 143
Summary 144
Key Terms 144
Questions for Review & Critical Thinking 145
Real-Life Research 6.1: Do Consumers Like Chatbots? 145
7 Qualitative Research 146
Nature of Qualitative Research 146
Qualitative Research versus Quantitative Research 147
The Use of Qualitative Research 147
Limitations of Qualitative Research 148
Focus Groups 149
Popularity of Focus Groups 149
Conducting Focus Groups 150
Focus Group Trends 157
Benefits and Drawbacks of Focus Groups 158
Other Qualitative Methodologies 159