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Marketing Research, 11th Edition

Marketing Research, 11th Edition (EHEP002476) cover image

Marketing Research, 11th Edition prepares marketing students to make data driven business decisions. With a focus on market intelligence, strategy, theory and application, the authors introduce the latest developments in the field of marketing research and discuss their impact on marketing research applications—all in a macro-micro-macro framework to help students understand the big picture.

This revised edition, while building on the online marketing research content, tracks recent developments in areas such as relationship marketing, social media, and mobile marketing and explores how these advancements are moving to the forefront of business strategies.

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PART I THE NATURE AND SCOPE OF MARKETING RESEARCH

CHAPTER 1 A Decision-Making Perspective on Marketing Intelligence

Learning Objectives

An Overview of Business Intelligence

Introduction to Marketing Intelligence

Marketing Research

Role of Marketing Research in Managerial Decision Making

Factors That Influence Marketing Research Decisions

Use of Marketing Research

Ethics in Marketing Research

The Respondent?s Ethics and Rights

International Marketing Research

Summary

Questions and Problems

End Notes

Case 1-1: Preteen Market?The Right Place to Be In for Cell Phone Providers?

Case 1-2: Best Buy on a Segmentation Spree

Case 1-3: Ethical Dilemmas in Marketing Research

CHAPTER 2 Marketing Research in Practice

Learning Objectives

Information System, Decision Support Systems, and Marketing Research

Marketing Decision Support Systems

Suppliers of Information

Criteria for Selecting External Suppliers

The International Marketing Research Industry

Career Opportunities in Marketing Research

Summary

Questions and Problems

End Notes

Appendix: Marketing Research Jobs

CHAPTER 3 The Marketing Research Process

Learning Objectives

Overview of the Marketing Research Process

The Preliminary Stages of the Marketing Research Process

Planning a New HMO

The International Marketing Research Process

Summary

Questions and Problems

End Notes

Appendix: The Value of Research Information Using Bayesian Decision Theory

Case 3-1: A VideOcart Test for Bestway Stores

Case 3-2: Sperry/MacLennan Architects and

Planners

Case 3-3: Philip Morris Enters Turkey

CHAPTER 4 Research Design and Implementation

Learning Objectives

Research Approach

Research Tactics and Implementation

Budgeting and Scheduling the Research Project

Research Proposal

Designing International Marketing Research

Issues in International Research Design

Summary

Questions and Problems

End Notes

Appendix: Errors in Research Design

SECTION A: SECONDARY AND EXPLORATORY RESEARCH

CHAPTER 5 Secondary Sources of Marketing

Data

Learning Objectives

Secondary Data

Uses of Secondary Data

Benefits of Secondary Data

Limitations of Secondary Data

Internal Sources of Secondary Data

External Sources of Secondary Data

Census Data

North American Industry 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

Summary

Questions and Problems

End Notes

Case 5-1: Barkley Foods

Case 5-2: Dell in Latin America?

Case 5-3: Eddie Bauer: Strategize with Secondary Marketing Data

CHAPTER 6 Standardized Sources of Marketing Data

Learning Objectives

Retail Store Audits

Consumer Purchase Panels

Scanner Services and Single-Source Systems

Media-Related Standardized Sources

Applications of Standardized Sources of Data

Summary

Questions and Problems

End Notes

Case 6-1: Promotion of Rocket Soups

Case 6-2: Kerry Gold Products, Ltd.

Case 6-3: Paradise Foods

CHAPTER 7 Marketing Research on the Internet

Learning Objectives

Current Trends in Web Usage

WWW Information for Marketing Decisions

The Internet and Marketing Research Today

The Internet and Marketing Research Developments

Issues and Concerns

Summary

Questions and Problems

End Notes

Case 7-1: Caring Children?s Hospital

CHAPTER 8 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

Questions and Problems

End Notes

Appendix: Myths of Qualitative Research: It?s Conventional, But Is It Wisdom?

Case 8-1: Mountain Bell Telephone Company

Case 8-2: U.S. Department of Energy (A)

Case 8-3: Acura

Case 8-4: Exploratory Research on the Lleyton Hewitt National Visa Card

Case 8-5: Hamilton Beach Conducts Primary Research in Mexico and Europe

Mini-Project

PART II DATA COLLECTION

Case 4-1: Reynolds Tobacco?s Slide-Box Cigarettes

Case 4-2: California Foods Corporation

Case for Part I

Case I-1: Clover Valley Dairy Company

SECTION B: DESCRIPTIVE RESEARCH

CHAPTER 9 Information from Respondents: Issues in Data Collection

Learning Objectives

Information from Surveys

Sources of Survey Error

Methods of Data Collection

Factors Affecting the Choice of a Survey Method

Ethical Issues in Data Collection

Summary

Questions and Problems

End Notes

Case 9-1: Essex Markets (A)

Case 9-2: More Ethical Dilemmas in Marketing Research

CHAPTER 10 Information from Respondents: Survey Methods

Learning Objectives

Collecting Data

Surveys in the International Context

Summary

Questions and Problems

End Notes

Case 10-1: Roland Development Corp.

CHAPTER 11 Attitude Measurement

Learning Objectives

What Are Attitudes?

The Concept of Measurement and Scaling

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

Questions and Problems

End Notes

Case 11-1: National Kitchens

CHAPTER 12 Designing the Questionnaire

Learning Objectives

Planning What to Measure

Formatting the Question

Question Wording: A Problem of Communication

Sequence and Layout Decisions

Questionnaire Design for International Research

Summary

Questions and Problems

End Notes

Case 12-1: Wine Horizons

Case 12-2: Smith?s Clothing (A)

Case 12-3: Compact Lemon

Case 12-4: Project Data: An Urban Transportation Study

SECTION C: CAUSAL RESEARCH

CHAPTER 13 Experimentation

Learning Objectives

Descriptive versus Experimental Research

What Constitutes Causality?

Laboratory and Field Experiments

Threats to Experimental Validity

Issues in Experimental Research

Types of Experimental Designs

Guidelines for Conducting Experimental Research

Limitations of Experiments

Summary

Questions and Problems

End Notes

Case 13-1: Evaluating Experimental Designs

Case 13-2: Barrie Food Corporation

SECTION D: SAMPLING

CHAPTER 14 Sampling Fundamentals

Learning Objectives

Sample or Census

Sampling Process

Probability Sampling

Nonprobability Sampling

Shopping Center Sampling

Sampling in the International Context

Summary

Questions and Problems

End Notes

Case 14-1: Exercises in Sample Design

Case 14-2: Talbot Razor Products Company

CHAPTER 15 Sample Size and Statistical Theory

Learning Objectives

Determining the Sample Size: Ad Hoc Methods

Population Characteristics/Parameters

PART IV SPECIAL TOPICS IN DATA ANALYSIS Sample Characteristics/Statistics

Sample Reliability

Interval Estimation

Sample Size Question

Proportions

Coefficient of Variation

Stratified Sampling

Multistage Design

Sequential Sampling

Summary

Questions and Problems

End Notes

Case for Part II

Case II-1: Currency Concepts International

Part III DATA ANALYSIS

CHAPTER 16 Fundamentals of Data Analysis

Learning Objectives

Preparing the Data for Analysis

Strategy for Data Analysis

Cross-Tabulations

Factors Influencing the Choice of Statistical Technique

An Overview of Statistical Techniques

Summary

Questions and Problems

End Notes

Appendix

CHAPTER 17 Hypothesis Testing: Basic Concepts and Tests of Associations

Learning Objectives

The Logic of Hypothesis Testing

Steps in Hypothesis Testing

Basic Concepts of Hypothesis Testing

Cross-Tabulation and Chi-Square

Summary

Questions and Problems

End Notes

Case 17-1: Medical Systems Associates: Measuring Patient Satisfaction

CHAPTER 18 Hypothesis Testing: Means and Proportions

Learning Objectives

Commonly Used Hypothesis Tests in Marketing Research

Relationship between Confidence Interval and Hypothesis Testing

Analysis of Variance (ANOVA)

The Probability-Values (p-Values) Approach to Hypothesis Testing

Effect of Sample Size and Interpretation of Test Results

Summary

Questions and Problems

End Notes

Case 18-1: American Conservatory Theater

Case 18-2: Apple Appliance Stores

Cases for Part III

Case III-1: The Vancouver Symphony Orchestra

Case III-2: Popular Pizzas: Identifying Consumer Preferences

CHAPTER 19 Correlation Analysis and Regression Analysis

Learning Objectives

Correlation Analysis

Regression Analysis

Summary

Questions and Problems

End Notes

Case 19-1: The Seafood Grotto

Case 19-2: Ajax Advertising Agency

Case 19-3: Election Research, Inc.

CHAPTER 20 Discriminant, Factor, and Cluster Analysis

Learning Objectives

Discriminant Analysis

Multiple Discriminant Analysis

Summary of Discriminant Analysis

Factor and Cluster Analysis

Factor Analysis

Summary of Factor Analysis

Cluster Analysis

Summary of Cluster Analysis

Questions and Problems

End Notes

Case 20-1: Southwest Utility

Case 20-2: Store Image Study

Case 20-3: Behavioral Research

CHAPTER 21 Multidimensional Scaling and Conjoint Analysis

Learning Objectives

Multidimensional Scaling

Attribute-Based Approaches

Summary of MDS

Conjoint Analysis

Summary of Conjoint Analysis

Questions and Problems

End Notes

Case 21-1: Nester?s Foods

Case 21-2: Pepsi-Cola

Case 21-3: The Electric Truck Case

Case 21-4: Fargo Instruments

CHAPTER 22 Presenting the Results

Learning Objectives

Guidelines for Successful Presentations

Written Report

Oral Presentation

Relationship with the Client

Summary

Questions and Problems

End Notes

Cases for Part IV

Case IV-1: Smith's Clothing (B)

Case IV-2: Newfoo

CHAPTER 23 Marketing-Mix Measures

Learning Objectives

New-Product Research

Pricing Research

Distribution Research

Promotion Research

Total Quality Management

Information Requirements for Total Quality Management

Summary

Questions and Problems

End Notes

Case 23-1: Brown Microwave

Case 23-2: National Chemical Corporation

Case 23-3: U.S. Department of Energy (B)

Case 23-4: Hokey Pokey is Born in India

CHAPTER 24 Brand and Customer Metrics

Learning Objectives

Competitive Advantage

Brand Equity

Customer Satisfaction

Customer Satisfaction Measurement Process

Contemporary Applications of Marketing Intelligence

Maximizing Customer Profitability

Summary

Questions and Problems

End Notes

PART V APPLICATIONS OF MARKETING INTELLIGENCE

CHAPTER 25 Database Marketing, E-Commerce, Relationship Marketing, and Customer Intelligence

Learning Objectives

Database Marketing

E-Commerce

Mobile Marketing

Social Marketing

Experiential Marketing

Relationship Marketing

Recent Developments in Relationship Marketing

Word-of-Mouth Marketing

Customer Intelligence

Summary

Questions and Problems

End Notes

Appendix

End Notes for Appendix

Appendix: Tables

A-1. Standard Normal, Cumulative Probability in Right-Hand Tail for Positive Values of z; Areas Are Formed by Symmetry

A-2. X2 Critical Points

A-3. F Critical Points

A-4. t Cut-off Points for the Student?s t-Distribution

A-5. Procedures for Conducting Univariate and Multivariate Analysis in SPSS

A-6. Output of Select Tables in SPSS

Glossary

Index

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  • NEW Wiley Marketing Research Video Series: interviews with key personnel at leading market research companies illustrate how they apply the major concepts of marketing research to their businesses.
  • NEW Coverage of Current Trends: The chapter on Marketing Research on the Internet has undergone a major revision with the addition of new material on topics such as Google Analytics, trends in on-line advertising spending, and changes in the international arena. 
  • NEW Cases and Study Questions: This new content is related to current problems facing marketing researchers such as how to reach subjects by phone, the use of omnibus survey panels, focus group design, and web-based marketing research.
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  • Emphasis on the role of marketing intelligence and focus on the techniques and steps that show how a company can gather marketing intelligence prepares students for strategic decision making.
  • The end of chapter and end of part cases, covering a range of products and organizations, stimulate interest, add realism, and help develop decision-making skills.
  • Unique macro-micro-macro organization: the authors introduce marketing research through a macro-level treatment of what it is and where it fits in an organization, then move to a micro-level and decision-oriented approach; and finally, end with a macro-level approach to the applications of marketing research.
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Instructors Resources
Wiley Instructor Companion Site
Instructor's Manual
Contains Chapter Outlines, Teaching Suggestions, Solutions to Questions and Problems, and Teaching Notes for Cases.
Test Bank
Contains true/false and multiple choice questions (with suggested responses for instructors).
PowerPoint Slides
Provide outlines for each chapter as well as all illustrations from the text.
Marketing Research Video Series
The brand-new Marketing Research Video Series features dynamic thought leaders and cutting-edge practices of three innovative marketing research companies.
Contents and Course Design
An overview of the book contents and recommendations from the authors on how to design a Marketing Research course.
Darden Business Cases
Articles from Darden Business Publishing to adopt or incorporate into your Wiley textbook.
Instructor Book Companion Site
Mini Tab Student Release 14
Statistical Software designed primarily for introductory and intermediate statistics courses, Minitab Student 14 is a streamlined and economical version of Minitab Release 14. Available on CD, packaged with the text.
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Students Resources
Wiley Student Companion Site
PowerPoint Slides
Provide outlines for each chapter as well as all illustrations from the text.
Marketing Research Video Series
The brand-new Marketing Research Video Series features dynamic thought leaders and cutting-edge practices of three innovative marketing research companies.
Mini Tab Student Release 14
Statistical Software designed primarily for introductory and intermediate statistics courses, Minitab Student 14 is a streamlined and economical version of Minitab Release 14. Available on CD, packaged with the text.
Data Sets
Several data sets are available in multiple formats for statistical analysis.
Student Book Companion Site
ADDITIONAL RESOURCES
CourseSmart
Instant access to textbooks as eTextbooks.
Learn more
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Purchase Options
Wiley E-Text   
Marketing Research, 11th Edition
ISBN : 978-1-118-54429-7
768 pages
September 2012, ©2013
$69.50   BUY

Hardcover   
Marketing Research, 11th Edition
ISBN : 978-1-118-15663-6
768 pages
October 2012, ©2013
$236.95   BUY

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