Marketing Research, International Edition

• Autore: Burns Alvin C
• Pubblicazione: , : Pearson Education UK, , 2013; ©2013
• Edizione: 7th ed.
• Descrizione fisica: 1 online resource (500 pages)
• Altri autori: BushRonald F
• Nota di contenuto: Cover -- Contents -- Preface -- Chapter 1 Introduction to Marketing Research -- Marketing Research Is Part of Marketing -- The Philosophy of the Marketing Concept Guides Managers' Decisions -- The "Right" Marketing Strategy -- What Is Marketing Research? -- Is It Marketing Research or Market Research? -- The Function of Marketing Research -- What Are the Uses of Marketing Research? -- Identifying Market Opportunities and Problems -- Generate, Refine, and Evaluate Potential Marketing Actions -- Selecting Target Markets -- Product Research -- Pricing Research -- Promotion Research -- Distribution Research -- Monitor Marketing Performance -- Improve Marketing as a Process -- Marketing Research Is Sometimes Wrong -- The Marketing Information System -- Components of an MIS -- Internal Reports System -- Marketing Intelligence System -- Marketing Decision Support System (DSS) -- Marketing Research System -- Summary -- Key Terms -- Review Questions/Applications -- Case 1.1 Anderson Construction -- Case 1.2 Integrated Case: Global Motors -- Chapter 2 The Marketing Research Industry -- Evolution of an Industry -- Earliest Known Studies -- Why Did the Industry Grow? -- The 20th Century Led to a "Mature Industry" -- Who Conducts Marketing Research? -- Internal Suppliers -- External Suppliers -- The Industry Structure -- Distribution by Size: Number of Employees -- Firm Size by Revenue -- Types of Firms and Their Specialties -- Industry Performance -- Industry Revenues and Profits -- Qualitative Evaluations of the Industry -- Questions About What Constitutes Marketing Research -- Mistreatment of Respondents -- Marketing Research Is Too Focused on Techniques -- Marketing Research Viewed as a Commodity -- Other Criticisms -- Industry Self-Improvement -- Industry Initiatives -- Best Practices -- Maintaining Public Credibility of Research. ; Monitoring Industry Trends -- Improving Ethical Conduct -- Certification of Qualified Research Professionals -- Continuing Education -- A Career in Marketing Research -- Where You've Been and Where You're Headed! -- Summary -- Key Terms -- Review Questions/Applications -- Case 2.1 Heritage Research Associates -- Case 2.2 Integrated Case: Global Motors -- Chapter 3 The Marketing Research Process and Defining the Problem and Research Objectives -- The Marketing Research Process -- The 11-Step Process -- Caveats to a Step-by-Step Process Why 11 Steps? -- Not All Studies Use All 11 Steps -- Steps Are Not Always Followed in Order -- Introducing "Where We Are" -- Step 1: Establish the Need for Marketing Research -- Company Policy Regarding the Use of Marketing Research -- When Is Marketing Research Not Needed? -- Step 2: Define the Problem-Stating the Decision Alternatives -- Step 3: Establish Research Objectives -- Step 4: Determine Research Design -- Step 5: Identify Information Types and Sources -- Step 6: Determine Methods of Accessing Data -- Step 7: Design Data Colection Forms -- Step 8: Determine Sample Plan and Size -- Step 9: Collect Data -- Step 10: Analyze Data -- Step 11: Prepare and Present the Final Research Report -- Defining the Problem -- What is "The Problem" and the "Research Objective"? The Problem -- The Research Objective -- The Importance of Properly Defining the Problem -- A Process for Defining the Problem and Research Objectives -- Sources of Problems -- Two Sources of Problems -- Failure to Meet an Objective -- Opportunity -- Recognizing the Problem -- A Control System -- Opportunity Identification System -- The Role of Symptoms in Problem Recognition -- Problem Definition-Defining Decision Alternatives -- The Role of the Researcher in Problem Definition -- When Management Has Defined the Problem in Terms of a Decision to Be Made. ; When Management Has Not Already Defined the Problem in Terms of a Decision to Be Made -- Conduct a Situation Analysis -- Validate the Symptoms of the Problem -- Determine the Probable Cause(s) of the Symptom -- Specification of the Decision -- Specify Decision Alternatives That May Aleviate the Symptom -- Consequences of the Alternatives -- Research Objectives -- Defining Research Objectives -- From Whom Will We Gather Information? -- What Construct Do We Wish to Measure? -- What Is the Unit of Measurement? -- Word the Information Requested of the Respondent Using the Respondent's Frame of Reference -- Completing the Process -- Action Standards -- Impediment to Problem Definition -- Elements of the Marketing Research Proposal -- Ethical Issues and the Research Proposal -- Summary -- Key Terms -- Review Questions/Applications -- Case 3.1 Golf Technologies, Inc. -- Case 3.2 Integrated Case: Global Motors -- Chapter 4 Research Design -- Research Design -- Why is Knowledge of Research Design Important? -- Three Types of Research Designs -- Research Design: A Caution -- Exploratory Research -- Uses of Exploratory Research -- Methods of Conducting Exploratory Research -- Descriptive Research -- Classification of Descriptive Research Studies -- Causal Research -- Experiments -- Experimental Design -- How Valid Are Experiments? -- Types of Experiments -- Test Marketing -- Types of Test Markets -- Selecting Test-Market Cities -- Pros and Cons of Test Marketing -- Summary -- Key Terms -- Review Questions/Applications -- Case 4.1 Memos from a Researcher -- Case 4.2 Integrated Case: Global Motors -- Chapter 5 Secondary Data and Packaged Information -- Secondary Data -- Primary Versus Secondary Data -- Uses of Secondary Data -- Classification of Secondary Data -- Internal Secondary Data -- External Secondary Data -- Advantages of Secondary Data. ; Disadvantages of Secondary Data -- Incompatible Reporting Units -- Measurement Units Do Not Match -- Class Definitions Are Not Usable -- Data Are Outdated -- Evaluating Secondary Data -- What Was the Purpose of the Study? -- Who Collected the Information? -- What Information was Collected? -- How Was the Information Obtained? -- How Consistent Is the Information with Other Information? -- Key Sources of Secondary Data for Marketers -- The American Community Survey -- Learning How to Use the ACS -- Final Words on Secondary Information -- What is Packaged Information? -- Advantages and Disadvantages of Packaged Information -- Syndicated Data -- Packaged Services -- Applications of Packaged Information -- Summary -- Key Terms -- Review Questions/Applications -- Case 5.1 Open Doors: Using NAICS and the American Community Survey -- Case 5.2 Integrated Case: Global Motors -- Chapter 6 Qualitative Research Techniques -- Quantitative, Qualitative, and Pluralistic Research -- Observation Techniques -- Types of Observation -- Direct Versus Indirect -- Covert Versus Overt -- Structured Versus Unstructured -- In Situ Versus Invented -- Appropriate Conditions for the Use of Observation -- Advantages of Observational Data -- Limitations of Observational Data -- Focus Groups -- How Focus Groups Work -- Online Focus Groups -- Advantages of Focus Groups -- Disadvantages of Focus Groups -- When Should Focus Groups Be Used? -- When Should Focus Groups Not be Used? -- Some Objectives of Focus Groups -- Operational Aspects of Traditional Focus Groups -- How Many People Should Be in a Focus Group? -- Who Should Be in the Focus Group? -- How Should Focus Group Participants Be Recruited and Selected? -- Where Should a Focus Group Meet? -- When Should the Moderator Become Involved in the Research Project? -- How Are Focus Group Results Reported and Used?. ; What Other Benefits Do Focus Groups Offer? -- Other Qualitative Research Techniques -- In-Depth Interviews -- Protocol Analysis -- Projective Techniques -- Word-Association Test -- Sentence-Completion Test -- Picture Test -- Cartoon or Balloon Test -- Role-Playing Activity -- Ethnographic Research -- The "New" Qualitative Research Techniques -- Physiological Measurement -- Summary -- Key Terms -- Review Questions/Applications -- Case 6.1 The College Experience -- Case 6.2 Integrated Case: Global Motors -- Chapter 7 Evaluating Survey Data Collection Methods -- Advantages of Surveys -- Modes of Data Collection -- The Data Collection Dilemma and Impact of Technology -- Person-Administered Surveys -- Advantages of Person-Administered Surveys -- Disadvantages of Person-Administered Surveys -- Computer-Assisted Surveys -- Advantages of Computer-Assisted Surveys -- Disadvantages of Computer-Assisted Surveys -- Self-Administered Surveys -- Advantages of Self-Administered Surveys -- Disadvantages of Self-Administered Surveys -- Computer-Administered Surveys -- Advantages of Computer-Administered Surveys -- Disadvantage of Computer-Administered Surveys -- Mixed-Mode Surveys -- Advantage of Mixed-Mode Surveys -- Disadvantages of Mixed-Mode Surveys -- Descriptions of Data Collection Methods -- Person-Administered Interviews -- In-Home Surveys -- Mall-Intercept Surveys -- In-Office Surveys -- Telephone Surveys -- Computer-Administered Interviews -- Fully Automated Survey -- Online Interviews -- Self-Administered Surveys -- Group Self-Administered Survey -- Drop-Off Survey -- Mail Survey -- Choice of the Survey Method -- How Much Time Is There for Data Colection? -- How Much Money Is There for Data Colection? -- What Type of Respondent Interaction Is Required? -- What Is the Incidence Rate? -- Are There Cultural and/or Infrastructure Considerations? -- Summary. ; Key Terms.
• Sommario/riassunto: For undergraduate marketing research courses. The "nuts and bolts" of marketing research. Marketing Research gives students a "nuts and bolts" understanding of marketing research and provides them with extensive information on how to use it. Written at a level first-time marketing research students can understand, this text provides the fundamentals of the statistical procedures used to analyze data without dwelling on the more complex and intricate concepts.
• Titolo autorizzato: Marketing Research, International Edition
• ISBN: 0-273-78512-5
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910150213103321
• Lo trovi qui: Univ. Federico II