{"product_id":"marketing-research-9781119716310","title":"Marketing Research","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003ci\u003eMarketing Research: Using Analytics to Develop Market Insights\u003c\/i\u003e teaches students how to use market research to inform critical business decisions. Offering a practitioner's perspective\u003ci\u003e, \u003c\/i\u003ethisfully-updated edition covers both marketing research theory and practice to provide students with a comprehensive understanding of the subject. A unique applications-based approachgrounded in the authors' 50 years' combined experience in the marketing research industryfeatures real data, real people, and real research to prepare students for designing, conducting, analyzing, and integrating marketing research in their future business careers.\u003c\/p\u003e \u003cp\u003eAlready a standard text in marketing research courses, the twelfth edition contains thoroughly revised content that reflects the latest trends, practices, and research in the field. Numerous examples of companies and research firms, such as Twitter, ESPN, Ford, and General Motors, are featured throughout the text to illustrate how marketi\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003ePreface vii\u003c\/p\u003e \u003cp\u003eAcknowledgments ix\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 \u003c\/b\u003e\u003cb\u003eSteps in Creating Market Insights and the Growing Role of Marketing Analytics 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMarketing Research and Developing Market Insights 1\u003c\/p\u003e \u003cp\u003eMarketing Research Defined 2\u003c\/p\u003e \u003cp\u003eImportance of Marketing Research to Management 2\u003c\/p\u003e \u003cp\u003eUnderstanding the Ever-Changing Marketplace 3\u003c\/p\u003e \u003cp\u003eSocial Media and User-Generated Content 3\u003c\/p\u003e \u003cp\u003eProactive Role of Marketing Research 4\u003c\/p\u003e \u003cp\u003eMarketing Analytics Moves to the Forefront 4\u003c\/p\u003e \u003cp\u003eThe Research Process 4\u003c\/p\u003e \u003cp\u003eRecognize the Problem or Opportunity 5\u003c\/p\u003e \u003cp\u003eFind Out Why the Information is Being Sought 6\u003c\/p\u003e \u003cp\u003eUnderstand the Decision-Making Environment with Exploratory Research 6\u003c\/p\u003e \u003cp\u003eUse the Symptoms to Clarify the Problem 8\u003c\/p\u003e \u003cp\u003eTranslate the Management Problem into a Marketing Research Problem 9\u003c\/p\u003e \u003cp\u003eDetermine Whether the Information Already Exists 9\u003c\/p\u003e \u003cp\u003eDetermine Whether the Question Can Be Answered 10\u003c\/p\u003e \u003cp\u003eState the Research Objectives 10\u003c\/p\u003e \u003cp\u003eResearch Objectives As Hypotheses 11\u003c\/p\u003e \u003cp\u003eMarketing Research Process 11\u003c\/p\u003e \u003cp\u003eCreating the Research Design 11\u003c\/p\u003e \u003cp\u003eChoosing a Basic Method of Research 11\u003c\/p\u003e \u003cp\u003eSelecting the Sampling Procedure 13\u003c\/p\u003e \u003cp\u003eCollecting the Data 13\u003c\/p\u003e \u003cp\u003eAnalyzing the Data 13\u003c\/p\u003e \u003cp\u003ePresenting the Report 14\u003c\/p\u003e \u003cp\u003eFollowing Up 14\u003c\/p\u003e \u003cp\u003eManaging the Research Process 14\u003c\/p\u003e \u003cp\u003eThe Research Request 14\u003c\/p\u003e \u003cp\u003eRequest for Proposal 15\u003c\/p\u003e \u003cp\u003eThe Marketing Research Proposal 16\u003c\/p\u003e \u003cp\u003eWhat to Look for in a Marketing Research Supplier 17\u003c\/p\u003e \u003cp\u003eModifying the Research Process—Marketing Analytics, Big Data, and Unsupervised Learning 17\u003c\/p\u003e \u003cp\u003eA Shifting Paradigm 18\u003c\/p\u003e \u003cp\u003eWhat Motivates Decision Makers to Use Research Information? 18\u003c\/p\u003e \u003cp\u003eSummary 19\u003c\/p\u003e \u003cp\u003eKey Terms 19\u003c\/p\u003e \u003cp\u003eQuestions for Review \u0026amp; Critical Thinking 20\u003c\/p\u003e \u003cp\u003eWorking the Net 20\u003c\/p\u003e \u003cp\u003eReal-Life Research 1.1: Can Anyone Be a Market Researcher? 21\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 \u003c\/b\u003e\u003cb\u003eSecondary Data: A Potential Big Data Input 23\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNature of Secondary Data 23\u003c\/p\u003e \u003cp\u003eAdvantages of Secondary Data 24\u003c\/p\u003e \u003cp\u003eLimitations of Secondary Data 25\u003c\/p\u003e \u003cp\u003eInternal Databases 27\u003c\/p\u003e \u003cp\u003eCreating an Internal Database 27\u003c\/p\u003e \u003cp\u003eFirst, Second, and Third Party Data 27\u003c\/p\u003e \u003cp\u003eBehavioral Targeting 28\u003c\/p\u003e \u003cp\u003eBig Data 29\u003c\/p\u003e \u003cp\u003eThe Big Data Breakthrough 29\u003c\/p\u003e \u003cp\u003eMaking Big Data Actionable in Traditional Marketing Research Environments 30\u003c\/p\u003e \u003cp\u003eBattle over Privacy 31\u003c\/p\u003e \u003cp\u003eThe Federal Trade Commission 32\u003c\/p\u003e \u003cp\u003eState Data Privacy Laws 32\u003c\/p\u003e \u003cp\u003eThe General Data Protection Regulation 32\u003c\/p\u003e \u003cp\u003eSummary 33\u003c\/p\u003e \u003cp\u003eKey Terms 34\u003c\/p\u003e \u003cp\u003eQuestions for Review \u0026amp; Critical Thinking 34\u003c\/p\u003e \u003cp\u003eWorking the Net 34\u003c\/p\u003e \u003cp\u003eReal-Life Research 2.1: The GDPR and American Small Business 34\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 \u003c\/b\u003e\u003cb\u003eMeasurement to Build Marketing Insight 36\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMeasurement Process 36\u003c\/p\u003e \u003cp\u003eStep One: Identify the Concept of Interest 37\u003c\/p\u003e \u003cp\u003eStep Two: Develop a Construct 38\u003c\/p\u003e \u003cp\u003eStep Three: Define the Concept Constitutively 38\u003c\/p\u003e \u003cp\u003eStep Four: Define the Concept Operationally 38\u003c\/p\u003e \u003cp\u003eStep Five: Develop a Measurement Scale 40\u003c\/p\u003e \u003cp\u003eNominal Level of Measurement 41\u003c\/p\u003e \u003cp\u003eOrdinal Level of Measurement 41\u003c\/p\u003e \u003cp\u003eInterval Level of Measurement 42\u003c\/p\u003e \u003cp\u003eRatio Level of Measurement 42\u003c\/p\u003e \u003cp\u003eStep Six: Evaluate the Reliability and Validity of the Measurement 43\u003c\/p\u003e \u003cp\u003eReliability 45\u003c\/p\u003e \u003cp\u003eValidity 47\u003c\/p\u003e \u003cp\u003eReliability and Validity—A Concluding Comment 51\u003c\/p\u003e \u003cp\u003eAttitude Measurement Scales 51\u003c\/p\u003e \u003cp\u003eGraphic Rating Scales 52\u003c\/p\u003e \u003cp\u003eItemized Rating Scales 53\u003c\/p\u003e \u003cp\u003eTraditional One-Stage Format 55\u003c\/p\u003e \u003cp\u003eTwo-Stage Format 55\u003c\/p\u003e \u003cp\u003eRank-Order Scales 56\u003c\/p\u003e \u003cp\u003ePaired Comparisons 56\u003c\/p\u003e \u003cp\u003eConstant Sum Scales 56\u003c\/p\u003e \u003cp\u003eSemantic Differential Scales 58\u003c\/p\u003e \u003cp\u003eStapel Scales 59\u003c\/p\u003e \u003cp\u003eLikert Scales 60\u003c\/p\u003e \u003cp\u003ePurchase-Intent Scales 62\u003c\/p\u003e \u003cp\u003eScale Conversions 64\u003c\/p\u003e \u003cp\u003eNet Promoter Score (NPS) 65\u003c\/p\u003e \u003cp\u003eConsiderations in Selecting a Scale 66\u003c\/p\u003e \u003cp\u003eThe Nature of the Construct Being Measured 66\u003c\/p\u003e \u003cp\u003eType of Scale 67\u003c\/p\u003e \u003cp\u003eBalanced versus Nonbalanced Scale 67\u003c\/p\u003e \u003cp\u003eNumber of Scale Categories 67\u003c\/p\u003e \u003cp\u003eForced versus Nonforced Choice 68\u003c\/p\u003e \u003cp\u003eSummary 68\u003c\/p\u003e \u003cp\u003eKey Terms 69\u003c\/p\u003e \u003cp\u003eQuestions for Review \u0026amp; Critical Thinking 70\u003c\/p\u003e \u003cp\u003eWorking the Net 70\u003c\/p\u003e \u003cp\u003eReal-Life Research 3.1: PNC Bank Considers Changing Its Customer Satisfaction Measurement Scale 71\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 \u003c\/b\u003e\u003cb\u003eAcquiring Data Via a Questionnaire 73\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRole of a Questionnaire 73\u003c\/p\u003e \u003cp\u003eCriteria for a Good Questionnaire 74\u003c\/p\u003e \u003cp\u003eDoes It Provide the Necessary Decision-Making Information? 74\u003c\/p\u003e \u003cp\u003eDoes It Consider the Respondent? 75\u003c\/p\u003e \u003cp\u003eDoes It Meet Editing Requirements? 75\u003c\/p\u003e \u003cp\u003eDoes It Solicit Information in an Unbiased Manner: Questionnaire Design Process 76\u003c\/p\u003e \u003cp\u003eStep One: Determine Survey Objectives, Resources, and Constraints 77\u003c\/p\u003e \u003cp\u003eStep Two: Determine the Data-Collection Method 78\u003c\/p\u003e \u003cp\u003eStep Three: Determine the Question Response Format 78\u003c\/p\u003e \u003cp\u003eStep Four: Decide on the Question Wording 81\u003c\/p\u003e \u003cp\u003eStep Five: Establish Questionnaire Flow and Layout 84\u003c\/p\u003e \u003cp\u003eStep Six: Evaluate the Questionnaire 87\u003c\/p\u003e \u003cp\u003eStep Seven: Obtain Approval of All Relevant Parties 88\u003c\/p\u003e \u003cp\u003eStep Eight: Pretest and Revise 88\u003c\/p\u003e \u003cp\u003eStep Nine: Prepare Final Questionnaire Copy 88\u003c\/p\u003e \u003cp\u003eStep Ten: Implement the Survey 88\u003c\/p\u003e \u003cp\u003eField Management Companies 89\u003c\/p\u003e \u003cp\u003eAvoiding Respondent Fatigue 89\u003c\/p\u003e \u003cp\u003eIntelligence Moves Into Questionnaire Coding 90\u003c\/p\u003e \u003cp\u003eConducting Surveys on Smartphones and Tablets 91\u003c\/p\u003e \u003cp\u003eThe Rapid Growth of Do-It-Yourself (DIY) Surveys 92\u003c\/p\u003e \u003cp\u003eSummary 93\u003c\/p\u003e \u003cp\u003eKey Terms 94\u003c\/p\u003e \u003cp\u003eQuestions for Review \u0026amp; Critical Thinking 94\u003c\/p\u003e \u003cp\u003eWorking the Net 95\u003c\/p\u003e \u003cp\u003eReal-Life Research 4.1: Arrow Cleaners 95\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 \u003c\/b\u003e\u003cb\u003eSample Design 99\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eConcept of Sampling 100\u003c\/p\u003e \u003cp\u003ePopulation 100\u003c\/p\u003e \u003cp\u003eSample versus Census 101\u003c\/p\u003e \u003cp\u003eDeveloping a Sampling Plan 101\u003c\/p\u003e \u003cp\u003eStep One: Define the Population of Interest 101\u003c\/p\u003e \u003cp\u003eStep Two: Choose a Data-Collection Method 104\u003c\/p\u003e \u003cp\u003eStep Three: Identify a Sampling Frame 104\u003c\/p\u003e \u003cp\u003eStep Four: Select a Sampling Method 104\u003c\/p\u003e \u003cp\u003eStep Five: Determine Sample Size 106\u003c\/p\u003e \u003cp\u003eStep Six: Develop Operational Procedures for Selecting Sample Elements 106\u003c\/p\u003e \u003cp\u003eStep Seven: Execute the Operational Sampling Plan 106\u003c\/p\u003e \u003cp\u003eSampling and Nonsampling Errors 106\u003c\/p\u003e \u003cp\u003eProbability Sampling Methods 107\u003c\/p\u003e \u003cp\u003eSimple Random Sampling 107\u003c\/p\u003e \u003cp\u003eSystematic Sampling 108\u003c\/p\u003e \u003cp\u003eStratified Sampling 109\u003c\/p\u003e \u003cp\u003eCluster Sampling 110\u003c\/p\u003e \u003cp\u003eNonprobability Sampling Methods 111\u003c\/p\u003e \u003cp\u003eConvenience Samples 111\u003c\/p\u003e \u003cp\u003eJudgment Samples 111\u003c\/p\u003e \u003cp\u003eQuota Samples 112\u003c\/p\u003e \u003cp\u003eSnowball Samples 112\u003c\/p\u003e \u003cp\u003eInternet Sampling 112\u003c\/p\u003e \u003cp\u003eDetermining Sample Size 113\u003c\/p\u003e \u003cp\u003eDetermining Sample Size for Probability Samples 113\u003c\/p\u003e \u003cp\u003eBudget Available 113\u003c\/p\u003e \u003cp\u003eRule of Thumb 114\u003c\/p\u003e \u003cp\u003eNumber of Subgroups Analyzed 114\u003c\/p\u003e \u003cp\u003eTraditional Statistical Methods 115\u003c\/p\u003e \u003cp\u003eNormal Distribution 115\u003c\/p\u003e \u003cp\u003eGeneral Properties 115\u003c\/p\u003e \u003cp\u003eBasic Concepts 116\u003c\/p\u003e \u003cp\u003eMaking Inferences on the Basis of a Single Sample 118\u003c\/p\u003e \u003cp\u003ePoint and Interval Estimates 118\u003c\/p\u003e \u003cp\u003eSampling Distribution of the Proportion 119\u003c\/p\u003e \u003cp\u003eDetermining Sample Size 120\u003c\/p\u003e \u003cp\u003eProblems Involving Means 120\u003c\/p\u003e \u003cp\u003eProblems Involving Proportions 122\u003c\/p\u003e \u003cp\u003eDetermining Sample Size for Stratified and Cluster Samples 123\u003c\/p\u003e \u003cp\u003eSample Size for Qualitative Research 123\u003c\/p\u003e \u003cp\u003ePopulation Size and Sample Size 124\u003c\/p\u003e \u003cp\u003eSummary 125\u003c\/p\u003e \u003cp\u003eKey Terms 126\u003c\/p\u003e \u003cp\u003eQuestions for Review \u0026amp; Critical Thinking 126\u003c\/p\u003e \u003cp\u003eWorking the Net 127\u003c\/p\u003e \u003cp\u003eReal-Life Research 5.1: Insights Research Group (IRG) 127\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 \u003c\/b\u003e\u003cb\u003eTraditional Survey Research 129\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Decision Makers Like Survey Research 129\u003c\/p\u003e \u003cp\u003eTypes of Errors in Survey Research 130\u003c\/p\u003e \u003cp\u003eSampling Error 130\u003c\/p\u003e \u003cp\u003eSystematic Error 131\u003c\/p\u003e \u003cp\u003eTypes of Surveys 135\u003c\/p\u003e \u003cp\u003eDoor-to-Door Interviews 135\u003c\/p\u003e \u003cp\u003eExecutive Interviews 136\u003c\/p\u003e \u003cp\u003eMall-Intercept Interviews 136\u003c\/p\u003e \u003cp\u003eTelephone Interviews 137\u003c\/p\u003e \u003cp\u003eSelf-Administered Questionnaires 138\u003c\/p\u003e \u003cp\u003eMail Surveys 139\u003c\/p\u003e \u003cp\u003eDetermination of the Survey Method 141\u003c\/p\u003e \u003cp\u003eSampling Precision 141\u003c\/p\u003e \u003cp\u003eBudget 141\u003c\/p\u003e \u003cp\u003eRequirements for Respondent Reactions 142\u003c\/p\u003e \u003cp\u003eQuality of Data 142\u003c\/p\u003e \u003cp\u003eLength of the Questionnaire 142\u003c\/p\u003e \u003cp\u003eIncidence Rate 143\u003c\/p\u003e \u003cp\u003eStructure of the Questionnaire 143\u003c\/p\u003e \u003cp\u003eTime Available to Complete the Survey 143\u003c\/p\u003e \u003cp\u003eSummary 144\u003c\/p\u003e \u003cp\u003eKey Terms 144\u003c\/p\u003e \u003cp\u003eQuestions for Review \u0026amp; Critical Thinking 145\u003c\/p\u003e \u003cp\u003eReal-Life Research 6.1: Do Consumers Like Chatbots? 145\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 \u003c\/b\u003e\u003cb\u003eQualitative Research 146\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNature of Qualitative Research 146\u003c\/p\u003e \u003cp\u003eQualitative Research versus Quantitative Research 147\u003c\/p\u003e \u003cp\u003eThe Use of Qualitative Research 147\u003c\/p\u003e \u003cp\u003eLimitations of Qualitative Research 148\u003c\/p\u003e \u003cp\u003eFocus Groups 149\u003c\/p\u003e \u003cp\u003ePopularity of Focus Groups 149\u003c\/p\u003e \u003cp\u003eConducting Focus Groups 150\u003c\/p\u003e \u003cp\u003eFocus Group Trends 157\u003c\/p\u003e \u003cp\u003eBenefits and Drawbacks of Focus Groups 158\u003c\/p\u003e \u003cp\u003eOther Qualitative Methodologies 159\u003c\/p\u003e \u003cp\u003eIndividual Depth Interviews 159\u003c\/p\u003e \u003cp\u003eProjective Tests 163\u003c\/p\u003e \u003cp\u003eSummary 167\u003c\/p\u003e \u003cp\u003eKey Terms 167\u003c\/p\u003e \u003cp\u003eQuestions for Review \u0026amp; Critical Thinking 167\u003c\/p\u003e \u003cp\u003eWorking the Net 168\u003c\/p\u003e \u003cp\u003eReal-Life Research 7.1: A Sound Approach for the Sound 168\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 \u003c\/b\u003e\u003cb\u003eOnline Marketing Research: The Growth of Mobile and Social Media Research 171\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUsing the Internet for Secondary Data 172\u003c\/p\u003e \u003cp\u003eOnline Qualitative Research 172\u003c\/p\u003e \u003cp\u003eOnline Bulletin Boards 172\u003c\/p\u003e \u003cp\u003eWebcam and Streaming Technology Focus Groups 173\u003c\/p\u003e \u003cp\u003eUsing the Internet to Find Online Participants 174\u003c\/p\u003e \u003cp\u003eOnline Individual Depth Interviews (IDIs) 175\u003c\/p\u003e \u003cp\u003eOnline Survey Research 175\u003c\/p\u003e \u003cp\u003eAdvantages of Online Surveys 175\u003c\/p\u003e \u003cp\u003eDisadvantages of Online Surveys 176\u003c\/p\u003e \u003cp\u003eTools for Conducting Online Surveys 177\u003c\/p\u003e \u003cp\u003eCommercial Online Panels 178\u003c\/p\u003e \u003cp\u003ePanel Recruitment 178\u003c\/p\u003e \u003cp\u003eOpen Recruitment 178\u003c\/p\u003e \u003cp\u003eClosed Recruitment 179\u003c\/p\u003e \u003cp\u003eRespondent Participation 179\u003c\/p\u003e \u003cp\u003ePanel Management 180\u003c\/p\u003e \u003cp\u003eMobile Internet Research—The Future is Now 180\u003c\/p\u003e \u003cp\u003eAdvantages of Mobile 181\u003c\/p\u003e \u003cp\u003eDesigning a Mobile Survey 181\u003c\/p\u003e \u003cp\u003eSocial Media Marketing Research 182\u003c\/p\u003e \u003cp\u003eSummary 182\u003c\/p\u003e \u003cp\u003eKey Terms 183\u003c\/p\u003e \u003cp\u003eQuestions for Review \u0026amp; Critical Thinking 183\u003c\/p\u003e \u003cp\u003eWorking the Net 183\u003c\/p\u003e \u003cp\u003eReal-Life Research 8.1: Shoppers Spending More In-Store Than Online 183\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 \u003c\/b\u003e\u003cb\u003ePrimary Data Collection: Observation 185\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNature of Observation Research 185\u003c\/p\u003e \u003cp\u003eConditions for Using Observation 186\u003c\/p\u003e \u003cp\u003eApproaches to Observation Research 186\u003c\/p\u003e \u003cp\u003eAdvantages of Observation Research 188\u003c\/p\u003e \u003cp\u003eDisadvantages of Observation Research 189\u003c\/p\u003e \u003cp\u003eHuman Observation 189\u003c\/p\u003e \u003cp\u003eEthnographic Research 189\u003c\/p\u003e \u003cp\u003eMobile Ethnography 192\u003c\/p\u003e \u003cp\u003eMystery Shoppers 192\u003c\/p\u003e \u003cp\u003eOne-Way Mirror Observations 194\u003c\/p\u003e \u003cp\u003eMachine Observation 194\u003c\/p\u003e \u003cp\u003eNeuromarketing 194\u003c\/p\u003e \u003cp\u003eFacial Action Coding Services (FACS) 197\u003c\/p\u003e \u003cp\u003eGender and Age Recognition Systems 199\u003c\/p\u003e \u003cp\u003eIn-Store Tracking 199\u003c\/p\u003e \u003cp\u003eTelevision and Video Audience Measurement and Tracking 200\u003c\/p\u003e \u003cp\u003eSymphony IRI Consumer Network 200\u003c\/p\u003e \u003cp\u003eTracking 201\u003c\/p\u003e \u003cp\u003eMagazines Track Online Readers and Apply It Also to Print 201\u003c\/p\u003e \u003cp\u003eSocial Media Tracking 202\u003c\/p\u003e \u003cp\u003eVirtual Reality and Augmented Reality Marketing Research 204\u003c\/p\u003e \u003cp\u003eSummary 204\u003c\/p\u003e \u003cp\u003eKey Terms 205\u003c\/p\u003e \u003cp\u003eQuestions for Review \u0026amp; Critical Thinking 205\u003c\/p\u003e \u003cp\u003eWorking the Net 206\u003c\/p\u003e \u003cp\u003eReal-Life Research 9.1: Bausch \u0026amp; Lomb Fine-Tune the Details 206\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 \u003c\/b\u003e\u003cb\u003eMarketing Analytics 208\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat is Marketing Analytics? 209\u003c\/p\u003e \u003cp\u003eThe Marketing Analytics Process 210\u003c\/p\u003e \u003cp\u003eGetting the Data 210\u003c\/p\u003e \u003cp\u003eBig Data Sources 210\u003c\/p\u003e \u003cp\u003eData from Traditional Sources 211\u003c\/p\u003e \u003cp\u003eOrganizing, Merging, and Using Big Data 212\u003c\/p\u003e \u003cp\u003eActing on Results of Analysis 212\u003c\/p\u003e \u003cp\u003eBig Data 212\u003c\/p\u003e \u003cp\u003eBackground on Big Data Issues 212\u003c\/p\u003e \u003cp\u003eHow Does It Work? 213\u003c\/p\u003e \u003cp\u003eAnalyzing Data: Descriptive, Predictive, and Prescriptive Analytics 214\u003c\/p\u003e \u003cp\u003eDescriptive Analytics 214\u003c\/p\u003e \u003cp\u003ePredictive Analytics 214\u003c\/p\u003e \u003cp\u003ePrescriptive Analytics 215\u003c\/p\u003e \u003cp\u003eAdvanced Analytical Methods 216\u003c\/p\u003e \u003cp\u003eData Mining 216\u003c\/p\u003e \u003cp\u003eMachine and Deep Learning 219\u003c\/p\u003e \u003cp\u003eArtificial Intelligence or AI 220\u003c\/p\u003e \u003cp\u003eData Visualization 224\u003c\/p\u003e \u003cp\u003eInfographics 225\u003c\/p\u003e \u003cp\u003eMarketing Dashboards 225\u003c\/p\u003e \u003cp\u003ePrivacy Issues 226\u003c\/p\u003e \u003cp\u003ePrivacy versus Customization 226\u003c\/p\u003e \u003cp\u003eSummary 228\u003c\/p\u003e \u003cp\u003eKey Terms 229\u003c\/p\u003e \u003cp\u003eQuestions for Review \u0026amp; Critical Thinking 229\u003c\/p\u003e \u003cp\u003eWorking the Net 230\u003c\/p\u003e \u003cp\u003eReal-Life Research 10.1: Affiliated Parking Systems Looks to New Pricing Approach 230\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 \u003c\/b\u003e\u003cb\u003ePrimary Data: Experimentation and Test Markets 231\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat is an Experiment? 232\u003c\/p\u003e \u003cp\u003eDemonstrating Causation 232\u003c\/p\u003e \u003cp\u003eConcomitant Variation 233\u003c\/p\u003e \u003cp\u003eAppropriate Time Order of Occurrence 233\u003c\/p\u003e \u003cp\u003eElimination of Other Possible Causal Factors 233\u003c\/p\u003e \u003cp\u003eExperimental Setting 234\u003c\/p\u003e \u003cp\u003eLaboratory Experiments 234\u003c\/p\u003e \u003cp\u003eField Experiments 234\u003c\/p\u003e \u003cp\u003eExperimental Validity 234\u003c\/p\u003e \u003cp\u003eExperimental Notation 235\u003c\/p\u003e \u003cp\u003eExtraneous Variables 235\u003c\/p\u003e \u003cp\u003eExamples of Extraneous Variables 236\u003c\/p\u003e \u003cp\u003eControlling Extraneous Variables 237\u003c\/p\u003e \u003cp\u003eExperimental Design, Treatment, and Effects 238\u003c\/p\u003e \u003cp\u003eLimitations of Experimental Research 239\u003c\/p\u003e \u003cp\u003eHigh Cost 239\u003c\/p\u003e \u003cp\u003eSecurity Issues 239\u003c\/p\u003e \u003cp\u003eImplementation Problems 239\u003c\/p\u003e \u003cp\u003eSelected Experimental Designs 240\u003c\/p\u003e \u003cp\u003ePreexperimental Designs 240\u003c\/p\u003e \u003cp\u003eTrue Experimental Designs 241\u003c\/p\u003e \u003cp\u003eQuasi-Experiments 242\u003c\/p\u003e \u003cp\u003eTest Markets 244\u003c\/p\u003e \u003cp\u003eTypes of Test Markets 245\u003c\/p\u003e \u003cp\u003eDecision to Conduct Test Marketing 248\u003c\/p\u003e \u003cp\u003eSteps in a Test Market Study 249\u003c\/p\u003e \u003cp\u003eSummary 252\u003c\/p\u003e \u003cp\u003eKey Terms 252\u003c\/p\u003e \u003cp\u003eQuestions for Review \u0026amp; Critical Thinking 253\u003c\/p\u003e \u003cp\u003eWorking the Net 254\u003c\/p\u003e \u003cp\u003eReal-Life Research 11.1: Los Lobos Beer 254\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 \u003c\/b\u003e\u003cb\u003eData Processing and Basic Data Analysis 255\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview of Data Analysis Procedure for Survey Research 256\u003c\/p\u003e \u003cp\u003eStep One: Validation and Editing of Paper Surveys 256\u003c\/p\u003e \u003cp\u003eValidation 256\u003c\/p\u003e \u003cp\u003eQuality Assurance for Internet Panels 257\u003c\/p\u003e \u003cp\u003eQuality Assurance—Respondent Cooperation and Attention Issues 258\u003c\/p\u003e \u003cp\u003eSpecial Issues with Big Data 260\u003c\/p\u003e \u003cp\u003eEditing 260\u003c\/p\u003e \u003cp\u003eStep Two: Coding 264\u003c\/p\u003e \u003cp\u003eCoding Process 265\u003c\/p\u003e \u003cp\u003eAutomated Coding Systems and Text Processing 266\u003c\/p\u003e \u003cp\u003eIntelligent Capture Systems 267\u003c\/p\u003e \u003cp\u003eThe Data Capture Process 268\u003c\/p\u003e \u003cp\u003eScanning 268\u003c\/p\u003e \u003cp\u003eStep Four: Logical Cleaning of Data 269\u003c\/p\u003e \u003cp\u003eStep Five: Tabulation and Statistical Analysis 269\u003c\/p\u003e \u003cp\u003eOne-Way Frequency Tables 269\u003c\/p\u003e \u003cp\u003eCross Tabulations 272\u003c\/p\u003e \u003cp\u003eDeath of Crosstabs? 274\u003c\/p\u003e \u003cp\u003eGraphic Representations of Data 274\u003c\/p\u003e \u003cp\u003eLine Charts 275\u003c\/p\u003e \u003cp\u003ePie Charts 275\u003c\/p\u003e \u003cp\u003eBar Charts 275\u003c\/p\u003e \u003cp\u003eDescriptive Statistics 278\u003c\/p\u003e \u003cp\u003eMeasures of Central Tendency 278\u003c\/p\u003e \u003cp\u003eMeasures of Dispersion 279\u003c\/p\u003e \u003cp\u003ePercentages and Statistical Tests 280\u003c\/p\u003e \u003cp\u003eSummary 281\u003c\/p\u003e \u003cp\u003eKey Terms 281\u003c\/p\u003e \u003cp\u003eQuestions for Review \u0026amp; Critical Thinking 282\u003c\/p\u003e \u003cp\u003eWorking the Net 284\u003c\/p\u003e \u003cp\u003eReal-Life Research 12.1: Buzzy’s Tacos 284\u003c\/p\u003e \u003cp\u003e\u003cb\u003e13 \u003c\/b\u003e\u003cb\u003eStatistical Testing of Differences and Relationships 285\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEvaluating Differences and Changes 286\u003c\/p\u003e \u003cp\u003eStatistical Significance 286\u003c\/p\u003e \u003cp\u003eHypothesis Testing 287\u003c\/p\u003e \u003cp\u003eSteps in Hypothesis Testing 288\u003c\/p\u003e \u003cp\u003eTypes of Errors in Hypothesis Testing 290\u003c\/p\u003e \u003cp\u003eAccepting H0 versus Failing to Reject (FTR) H0 292\u003c\/p\u003e \u003cp\u003eOne-Tailed versus Two-Tailed Test 292\u003c\/p\u003e \u003cp\u003eExample of Performing a Statistical Test 292\u003c\/p\u003e \u003cp\u003eCommonly Used Statistical Hypothesis Tests 295\u003c\/p\u003e \u003cp\u003eIndependent versus Related Samples 295\u003c\/p\u003e \u003cp\u003eDegrees of Freedom 295\u003c\/p\u003e \u003cp\u003eGoodness of Fit 296\u003c\/p\u003e \u003cp\u003eChi-Square Test 296\u003c\/p\u003e \u003cp\u003eHypotheses about One Mean 299\u003c\/p\u003e \u003cp\u003e\u003ci\u003et \u003c\/i\u003eTest 299\u003c\/p\u003e \u003cp\u003eHypotheses about Two Means 300\u003c\/p\u003e \u003cp\u003eHypotheses about Proportions 302\u003c\/p\u003e \u003cp\u003eProportion in One Sample 302\u003c\/p\u003e \u003cp\u003eTwo Proportions in Independent Samples 303\u003c\/p\u003e \u003cp\u003eAnalysis of Variance (ANOVA) 305\u003c\/p\u003e \u003cp\u003e\u003ci\u003ep \u003c\/i\u003eValues and Significance Testing 308\u003c\/p\u003e \u003cp\u003eSummary 309\u003c\/p\u003e \u003cp\u003eKey Terms 309\u003c\/p\u003e \u003cp\u003eQuestions for Review \u0026amp; Critical Thinking 310\u003c\/p\u003e \u003cp\u003eWorking the Net 311\u003c\/p\u003e \u003cp\u003eReal-Life Research 13.1: Analyzing William D. Scott (WDS) Segmentation Results 312\u003c\/p\u003e \u003cp\u003e\u003cb\u003e14 \u003c\/b\u003e\u003cb\u003eMore Powerful Statistical Methods 313\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eData Scientist—Hot New Career 313\u003c\/p\u003e \u003cp\u003eBivariate Statistical Analysis 314\u003c\/p\u003e \u003cp\u003eBivariate Analysis of Relationships 314\u003c\/p\u003e \u003cp\u003eBivariate Regression 314\u003c\/p\u003e \u003cp\u003eNature of the Relationship 315\u003c\/p\u003e \u003cp\u003eExample of Bivariate Regression 316\u003c\/p\u003e \u003cp\u003eCorrelation for Metric Data: Pearson’s Product–Moment Correlation 322\u003c\/p\u003e \u003cp\u003eMultivariate Analysis Procedures 323\u003c\/p\u003e \u003cp\u003eMultivariate Software 324\u003c\/p\u003e \u003cp\u003eMultiple Regression Analysis 324\u003c\/p\u003e \u003cp\u003eApplications of Multiple Regression Analysis 325\u003c\/p\u003e \u003cp\u003eMultiple Regression Analysis Measures 326\u003c\/p\u003e \u003cp\u003eDummy Variables 327\u003c\/p\u003e \u003cp\u003ePotential Use and Interpretation Problems 327\u003c\/p\u003e \u003cp\u003eMultiple Discriminant Analysis 328\u003c\/p\u003e \u003cp\u003eApplications of Multiple Discriminant Analysis 329\u003c\/p\u003e \u003cp\u003eCluster Analysis 330\u003c\/p\u003e \u003cp\u003eProcedures for Clustering 330\u003c\/p\u003e \u003cp\u003eApplications of Cluster Analysis 331\u003c\/p\u003e \u003cp\u003eFactor Analysis 332\u003c\/p\u003e \u003cp\u003eFactor Scores 332\u003c\/p\u003e \u003cp\u003eFactor Loadings 334\u003c\/p\u003e \u003cp\u003eNaming Factors 334\u003c\/p\u003e \u003cp\u003eNumber of Factors to Retain 335\u003c\/p\u003e \u003cp\u003eConjoint Analysis 335\u003c\/p\u003e \u003cp\u003eSimulating Buyer Choice 335\u003c\/p\u003e \u003cp\u003eLimitations of Conjoint Analysis 336\u003c\/p\u003e \u003cp\u003eNeural Networks 337\u003c\/p\u003e \u003cp\u003eDescription of a Neural Network 337\u003c\/p\u003e \u003cp\u003eHow Neural Networks “Learn” 338\u003c\/p\u003e \u003cp\u003eWhen Neural Networks Are Appropriate 338\u003c\/p\u003e \u003cp\u003eLimitations of Neural Networks 338\u003c\/p\u003e \u003cp\u003ePredictive Analytics 339\u003c\/p\u003e \u003cp\u003eUsing Predictive Analytics 339\u003c\/p\u003e \u003cp\u003ePrivacy Concerns and Ethics 341\u003c\/p\u003e \u003cp\u003eCommercial Predictive Modeling Software and Applications 341\u003c\/p\u003e \u003cp\u003eSummary 341\u003c\/p\u003e \u003cp\u003eKey Terms 342\u003c\/p\u003e \u003cp\u003eQuestions for Review \u0026amp; Critical Thinking 343\u003c\/p\u003e \u003cp\u003eWorking the Net 345\u003c\/p\u003e \u003cp\u003eReal-Life Research 14.1: Satisfaction Research for Pizza Pronto 345\u003c\/p\u003e \u003cp\u003e\u003cb\u003e15 \u003c\/b\u003e\u003cb\u003eCommunicating Analytics and Research Insights 347\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Research Report 347\u003c\/p\u003e \u003cp\u003eOrganizing the Report 348\u003c\/p\u003e \u003cp\u003eFormat of the Report 349\u003c\/p\u003e \u003cp\u003eFormulating Recommendations 349\u003c\/p\u003e \u003cp\u003ePresenting the Results 355\u003c\/p\u003e \u003cp\u003eMaking a Presentation 356\u003c\/p\u003e \u003cp\u003eInfographics 356\u003c\/p\u003e \u003cp\u003ePresentations by Internet 358\u003c\/p\u003e \u003cp\u003eSummary 358\u003c\/p\u003e \u003cp\u003eKey Terms 359\u003c\/p\u003e \u003cp\u003eQuestions for Review \u0026amp; Critical Thinking 359\u003c\/p\u003e \u003cp\u003eWorking the Net 359\u003c\/p\u003e \u003cp\u003eReal-Life Research 15.1: TouchWell Storefront Concept and Naming Research 359\u003c\/p\u003e \u003cp\u003eAppendix A A-1\u003c\/p\u003e \u003cp\u003e[Appendix B and C are available online at www.wiley.com\/go\/mcdaniel\/marketingresearch12e]\u003c\/p\u003e \u003cp\u003eEndnotes N-1\u003c\/p\u003e \u003cp\u003eGlossary G-1\u003c\/p\u003e \u003cp\u003eQSR Survey QS-1\u003c\/p\u003e \u003cp\u003eIndex I-1\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49407129747799,"sku":"9781119716310","price":119.65,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119716310.jpg?v=1730498282","url":"https:\/\/bookcurl.com\/products\/marketing-research-9781119716310","provider":"Book Curl","version":"1.0","type":"link"}