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Marketing Research, 12th Edition

Marketing Research, 12th Edition

David A. Aaker, V. Kumar, Robert P. Leone, George S. Day

ISBN: 978-1-119-23872-0 January 2016 768 Pages

 Paperback

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$120.95

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Marketing Research, 12th 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.

Related Resources

Part I The Nature and Scope of Marketing Research

1 A DecisionMaking Perspective on Marketing Intelligence 1

Learning Objectives, 1

An Overview of Business Intelligence, 1

Introduction to Marketing Intelligence, 3

Marketing Research, 6

Role of Marketing Research in Managerial Decision Making, 9

Factors that Influence Marketing Research Decisions, 17

Use of Marketing Research, 18

Ethics in Marketing Research, 19

The Respondent’s Ethics and Rights, 20

International Marketing Research, 22

Summary, 24

Questions and Problems, 24

End Notes, 25

Case 1-1: Preteen Market—The Right Place to Be In for Cell Phone Providers?, 26

Case 1-2: Best Buy on a Segmentation Spree, 26

Case 1-3: Ethical Dilemmas in Marketing Research, 28

2 Marketing Research in Practice 29

Learning Objectives, 29

Information Systems, Decision Support Systems, and Marketing Research, 30

Marketing Decision Support Systems, 32

Suppliers of Information, 37

Criteria for Selecting External Suppliers, 42

Career Opportunities in Marketing Research, 43

Summary, 44

Questions and Problems, 44

End Notes, 44

Appendix: Marketing Research Jobs, 44

3 The Marketing Research Process 45

Learning Objectives, 45

Overview of the Marketing Research Process, 45

The Preliminary Stages of the Marketing Research Process, 46

Planning a New HMO, 57

The International Marketing Research Process, 60

Summary, 63

Questions and Problems, 64

End Notes, 65

Case 3-1: A VideOcart Test for Bestway Stores, 65

Case 3-2: Philip Morris Enters Turkey, 67

4 Research Design and Implementation 68

Learning Objectives, 68

Research Approach, 70

Research Tactics and Implementation, 76

Budgeting and Scheduling the Research Project, 78

Research Proposal, 80

Designing International Marketing Research, 81

Issues in International Research Design 83

Summary, 86

Questions and Problems, 86

End Notes, 87

Appendix: Errors in Research Design, 87

Case 4-1: Reynolds Tobacco’s Slide‐Box Cigarettes, 89

Cases for Part I, 93

Case I‐1: Clover Valley Dairy Company, 93

Part II Data Collection

Section A: Secondary and Exploratory Research

5 Secondary Sources of Marketing Data 96

Learning Objectives, 96

Secondary Data, 97

Uses of Secondary Data, 98

Benefits of Secondary Data, 98

Limitations of Secondary Data, 99

Internal Sources of Secondary Data, 100

External Sources of Secondary Data, 101

Census Data, 107

North American Industry Classification System, 109

Appraising Secondary Sources, 110

Applications of Secondary Data, 111

Sources of Secondary Data for International Marketing Research, 115

Problems Associated with Secondary Data in International Research, 115

Applications of Secondary Data in International Research, 116

Summary, 117

Questions and Problems, 117

End Notes, 118

Case 5-1: Barkley Foods, 119

Case 5-2: Dell in Latin America?, 120

6 Standardized Sources of Marketing Data 121

Learning Objectives, 121

Retail Store Audits, 122

Consumer Purchase Panels, 123

Scanner Services and Single‐Source Systems, 126

Media‐Related Standardized Sources, 133

Applications of Standardized Sources of Data, 136

Summary, 137

Questions and Problems, 137

End Notes, 138

Case 6-1: Promotion of Rocket Soups, 139

Case Questions, 143

Case 6-2: Kerry Gold Products, Ltd., 143

7 Marketing Research on the Internet 146

Learning Objectives, 146

Current Trends in Web Usage, 146

WWW Information for Marketing Decisions, 148

The Internet and Marketing Research Today, 153

The Internet and Marketing Research Developments, 165

Issues and Concerns, 166

Summary, 169

Questions and Problems, 169

End Notes, 170

Case 7-1: Caring Children’s Hospital, 171

8 Information Collection: Qualitative and  Observational Methods 172

Learning Objectives, 172

Need for Qualitative Research, 172

Qualitative Research Methods, 173

Observational Methods, 193

Recent Applications of Qualitative and Observational Methods, 199

Summary, 201

Questions and Problems, 201

End Notes, 202

Appendix: Myths of Qualitative Research: It’s Conventional, but Is It Wisdom?, 203

Case 8-1: Mountain Bell Telephone Company, 205

Case 8-2: U.S. Department of Energy (A), 207

Case 8-3: Hamilton Beach Conducts Primary Research in

Mexico and Europe, 208

Section B: Descriptive Research

9 Information from Respondents: Issues in Data Collection 209

Learning Objectives, 209

Information from Surveys, 209

Sources of Survey Error, 210

Methods of Data Collection, 215

Factors Affecting the Choice of a Survey Method, 216

Ethical Issues in Data Collection, 220

Summary, 222

Questions and Problems, 222

End Notes, 223

Case 9-1: Essex Markets, 224

Case 9-2: More Ethical Dilemmas in Marketing Research, 224

10 Information from Respondents: Survey Methods 226

Learning Objectives, 226

Collecting Data, 226

Surveys in the International Context, 248

Summary, 251

Questions and Problems, 251

End Notes, 252

Case 10-1: Roland Development Corp, 253

11 Attitude Measurement 256

Learning Objectives, 256

Attitudes, 257

The Concept of Measurement and Scaling, 258

Types of Attitude Rating Scales, 261

General Guidelines for Developing a Multiple‐Item Scale, 272

Interpreting Attitude Scales, 275

Choosing an Attitudinal Scale, 276

Accuracy of Attitude Measurements, 278

Scales in Cross‐National Research, 280

Summary, 281

Questions and Problems, 281

End Notes, 282

Case 11-1: National Kitchens, 283

12 Designing the Questionnaire 285

Learning Objectives, 285

Planning What to Measure, 286

Formatting the Question, 288

Question Wording: A Problem of Communication, 293

Sequence and Layout Decisions, 298

Questionnaire Design for International Research, 303

Summary, 306

Questions and Problems, 306

End Notes, 310

Case 12-1: Wine Horizons, 310

Case 12-2: Smith’s Clothing (A), 313

Section C: Causal Research

13 Experimentation 314

Learning Objectives, 314

Descriptive versus Experimental Research, 315

What Constitutes Causality?, 316

Laboratory and Field Experiments, 318

Threats to Experimental Validity, 319

Issues in Experimental Research, 321

Types of Experimental Designs, 323

Guidelines for Conducting Experimental Research, 337

Limitations of Experiments, 338

Summary, 340

Questions and Problems, 341

End Notes, 342

Case 13-1: Evaluating Experimental Designs, 343

Case 13-2: Barrie Food Corporation, 344

Section D: Sampling

14 Sampling Fundamentals 345

Learning Objectives, 345

Sample or Census, 345

Sampling Process, 347

Probability Sampling, 353

Nonprobability Sampling, 358

Shopping Center Sampling, 363

Sampling in the International Context, 364

Summary, 366

Questions and Problems, 367

End Notes, 369

Case 14-1: Exercises in Sample Design, 370

Case 14-2: Talbot Razor Products Company, 370

15 Sample Size and Statistical Theory 373

Learning Objectives, 373

Determining the Sample Size: Ad Hoc Methods, 374

Population Characteristics/Parameters, 375

Sample Characteristics/Statistics, 376

Sample Reliability, 377

Interval Estimation, 379

Sample Size Question, 381

Proportions, 382

Coefficient of Variation, 384

Stratified Sampling, 384

Multistage Design, 387

Sequential Sampling, 387

Summary, 388

Questions and Problems, 388

End Notes, 390

Cases for Part II, 391

Case II‐1: Currency Concepts International, 391

Appendix A: Interview Guide for International Travelers (U.S. Citizens), 395

Part III Data Analysis

16 Fundamentals of Data Analysis 397

Learning Objectives, 397

Preparing the Data for Analysis, 398

Strategy for Data Analysis, 402

Cross‐Tabulations, 406

Factors Influencing the Choice of Statistical Technique, 408

An Overview of Statistical Techniques, 410

Summary, 415

Questions and Problems, 415

End Notes, 416

Appendix: Choice of a Statistical Package, 416

17 Hypothesis Testing: Basic Concepts and Tests of Associations 417

Learning Objectives, 417

The Logic of Hypothesis Testing, 418

Steps in Hypothesis Testing, 419

Basic Concepts of Hypothesis Testing, 420

Cross‐Tabulation and Chi‐Square, 423

Summary, 432

Questions and Problems, 432

End Notes, 433

Case 17-1: Medical Systems Associates: Measuring Patient Satisfaction, 434

18 Hypothesis Testing: Means and Proportions 436

Learning Objectives, 436

Commonly Used Hypothesis Tests in Marketing Research, 437

Relationship Between Confidence Interval and Hypothesis Testing, 440

Analysis of Variance (ANOVA), 441

The Probability‐Values (p‐Values) Approach to Hypothesis Testing, 455

Effect of Sample Size and Interpretation of Test Results, 456

Summary, 457

Questions and Problems, 457

End Notes, 458

Case 18-1: American Conservatory Theater, 459

Case 18-2: Apple Appliance Stores, 460

Part IV Special Topics in Data Analysis

19 Correlation Analysis and Regression Analysis 462

Learning Objectives, 462

Correlation Analysis, 463

Regression Analysis, 467

Summary, 486

Questions and Problems, 487

End Notes, 489

Case 19-1: The Seafood Grotto, 490

Case 19-2: Election Research, Inc., 491

20 Discriminant, Factor, and Cluster Analysis 492

Learning Objectives, 492

Discriminant Analysis, 492

Multiple Discriminant Analysis, 501

Summary of Discriminant Analysis 505

Factor and Cluster Analysis, 505

Factor Analysis, 506

Summary of Factor Analysis, 517

Cluster Analysis, 518

Summary of Cluster Analysis, 528

Questions and Problems, 528

End Notes, 530

Case 20-1: Southwest Utility, 530

Case 20-2: Store Image Study, 531

21 Multidimensional Scaling and Conjoint Analysis 534

Learning Objectives, 534

Multidimensional Scaling, 534

Attribute‐Based Approaches, 535

Summary of MDS, 544

Conjoint Analysis, 545

Summary of Conjoint Analysis, 552

Questions and Problems, 553

End Notes, 554

Case 21-1: Nester’s Foods, 555

Case 21-2: The Electric Truck Case, 556

22 Presenting the Results 557

Learning Objectives, 557

Guidelines for Successful Presentations, 557

Written Report, 563

Oral Presentation, 567

Relationship with the Client, 570

Summary, 571

Questions and Problems, 571

End Notes, 571

Part V Applications of Marketing Intelligence

23 Marketing-Mix Measures 572

Learning Objectives, 572

New-Product Research, 573

Pricing Research, 583

Distribution Research, 586

Promotion Research, 592

Total Quality Management, 602

Information Requirements for Total Quality Management, 604

Summary, 610

Questions and Problems, 611

End Notes, 613

Case 23-1: National Chemical Corporation, 614

Case 23-2: Hokey Pokey is Born in India, 615

24 Brand and Customer Metrics 617

Learning Objectives, 617

Competitive Advantage, 617

Brand Equity, 620

Customer Satisfaction, 626

Customer Satisfaction Measurement Process, 628

Contemporary Applications of Marketing Intelligence, 632

Maximizing Customer Profitability, 634

Summary, 637

Questions and Problems, 637

End Notes, 637

25 New Age Strategies 639

Learning Objectives, 639

Database Marketing, 640

E‐Commerce, 650

Mobile Marketing, 654

Social Marketing, 657

Experiential Marketing, 662

Relationship Marketing, 662

Recent Developments in Relationship Marketing, 664

Word‐of‐Mouth Marketing, 669

Customer Intelligence, 670

Summary, 675

Questions and Problems, 675

End Notes, 675

Appendix A 677

A-1. Standard Normal, Cumulative Probability in Right‐Hand Tail for Positive Values of z; Areas are Formed by Symmetry 677

A-2. χ2 Critical Points 678

A-3. F Critical Points 680

A-4. Cut‐Off Points for the Student’s t‐Distribution 685

A-5. Procedures for Conducting Univariate and Multivariate Analysis in SPSS 686

A-6. Output of Select Tables in SPSS 690

Glossary 703

Index 721

• Chapters have been significantly updated with newer and more recent business examples, and industry statistics

• Focuses on the current trends in marketing intelligence. Specific importance has been given to the concepts such as Customer Lifetime Value, Share of Wallet, Brand Equity, Mobile Marketing, and the increasing role of Social Media Marketing.

• Marketing Research in Action sections in various chapters have been updated to focus on the real world applications of Marketing Research.

• Emphasizes the importance and essence of marketing research to future managers and researchers by focusing on when marketing research can and should be used, what research alternatives exist, how to recognize effective and ineffective research, and how to interpret and apply the results. This prepares student for strategic decision making.

• Uses a 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.

• End of chapter and end of part cases cover a wide range of products and organizations. These cases stimulate interest, add realism to the marketing research curriculum, and help develop decision-making skills. These cases cover a wide range of products and organizations