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Marketing 13th byKerin-Harley McGrawHill 2017 Marketing 11e CENGAGE Lamb Hair and McDaniel Marketing 1st by Mello and Hunts MacGraw Hill International Marketing 15th Cateora and Braham Marketing Management a Relationship Approach 3rd Hollensen PEARSON 2015 Marketing Research Essential 8th McDaniel Marketing Research 7e Burns and Bush PEARSON Marketing Research, 10th edition Essentials of Marketing Research 4e Pentice Hall Stragtegic Management A Competitive Advantage concepts and Case 16th R David Marketing Strategy Text and Cases 6th Ferrel and Hartline CENGAGE 2013 Marketing Research 8th F Bus PEARSON Essentials of Marketing Research 3rd Hair Celsi and Bush Essential of Marketing Research A hands on Orientation 1st Global Edtion by Malhotra PEARSON 2015 International Marketing Analysis and Strategy 4e
www.downloadslide.com Global edition Global edition Marketing Research For these Global Editions, the editorial team at Pearson has collaborated with educators across the world to address a wide range of subjects and requirements, equipping students with the best possible learning tools This Global Edition preserves the cutting-edge approach and pedagogy of the original, but also features alterations, customization, and adaptation from the North American version EIGHTH edition Burns • Veeck • Bush EIGHTH edition Alvin C Burns • Ann Veeck • Ronald F Bush GLOBal edition This is a special edition of an established title widely used by colleges and universities throughout the world Pearson published this exclusive edition for the benefit of students outside the United States and Canada If you purchased this book within the United States or Canada, you should be aware that it has been imported without the approval of the Publisher or Author Marketing Research Pearson Global Edition Burns_08_1292153261_Final.indd 18/08/16 6:54 AM www.downloadslide.com A Brief Guide to Getting the Most from This Book Features to make reading more interesting FEATURE DESCRIPTION BENEFIT Opening vignettes Each chapter begins with a short description of a marketing research company’s features or an organization’s services such how firms deal with survey data quality Previews the material in the textbook by showing you how it is used in marketing research Current insights from industry professionals “War stories” and recommendations from seasoned practitioners of marketing research Illustrates how the technique or theory should be applied or gives some hints on ways to use it effectively Global Applications Examples of global marketing research in action Fosters awareness that over one-half of marketing research is performed in international markets Ethical Considerations Situations that show how ethical marketing researchers behave using the actual code of marketing research standards adopted by the Marketing Research Association Reveals that marketing researchers are aware of ethical dilemmas and seek to act honorably Practical Applications “Nuts and bolts” examples of how marketing research is performed and features new techniques such as neuromarketing Gives a “learning by seeing” perspective on real-world marketing research practice Digital Marketing Research Applications Information is provided on how technology is impacting marketing research both as a source of information and the creation of new products designed to cultivate the information You will see how new innovations create opportunities for marketing research firms to add new services designed to provide information created by the new information sources Features to help you study for exams FEATURE DESCRIPTION BENEFIT Chapter objectives Bulleted items listing the major topics and issues addressed in the chapter Alerts you to the major topics that you should recall after reading the chapter Marginal notes One-sentence summaries of key concepts Reminds you of the central point of the material in that section Chapter summaries Summaries of the key points in the chapter Reminds you of the chapter highlights Key terms Important terms defined within the chapter and listed at the end of the chapter Helps you assess your knowledge of the chapter material and review key topics Review questions Assessment questions to challenge your understanding of the theories and topics covered within the chapter Assists you in learning whether you know what you need to know about the major topics presented in the chapter Companion website The student resources on this website include chapter outlines, case study hints, online tests, and PowerPoint slides Offers online pre- and post-tests, PowerPoint files, case study hints, and SPSS tutorials and datasets Elements that help you apply the knowledge you’ve gained FEATURE DESCRIPTION BENEFIT End-of-chapter cases Case studies that ask you to apply the material you’ve learned in the chapter Helps you learn how to use the material that sometimes must be customized for a particular marketing research case Synthesize Your Learning Exercises that ask you to apply and integrate material from across three to four chapters • Overcomes the “silo effect” of studying chapters in isolation • Enhances learning by showing you how topics and concepts are related across chapters Integrated Case A case study running throughout the book which you study through end-of-chapter exercises • Simulates a real-world marketing research project running across most of the steps in the marketing research process •S hows you the execution of an entire marketing research project Integration of IBM SPSS Statistics Version 23 The most widely adopted statistical analysis program in the world, with annotated screenshots and output, plus step-by-step “how to it” instructions Teaches you the statistical analysis program that is the standard of the marketing research industry Online SPSS datasets SPSS data sets for cases in the textbook, including the integrated case at www.pearsonglobaleditions.com/Burns • Offers easy access to SPSS datasets that you can use without worrying about set-up or clean-up • Provides good models for SPSS datasets SPSS student assistant Stand-alone modules with animation and annotated screen shots to show you Handy reference for many SPSS functions and features, including how to use many SPSS features at www.pearsonglobaleditions.com/Burns statistical analyses Burns_08_1292153261_IFC_Final.indd 18/08/16 6:57 AM www.downloadslide.com EIGHTH EDITION GLOBAL EDITION MARKETING RESEARCH A01_BURN3261_08_GE_FM.indd 30/08/16 1:29 pm www.downloadslide.com This page intentionally left blank A01_MISH4182_11_GE_FM.indd 10/06/15 11:46 am www.downloadslide.com EIGHTH EDITION GLOBAL EDITION MARKETING RESEARCH Alvin C Burns Louisiana State University Ann Veeck Western Michigan University Ronald F Bush University of West Florida Harlow, England • London • New York • Boston • San Francisco • Toronto • Sydney • Dubai • Singapore • Hong Kong Tokyo • Seoul • Taipei • New Delhi • Cape Town • Sao Paulo • Mexico City • Madrid • Amsterdam • Munich • Paris • Milan A01_BURN3261_08_GE_FM.indd 06/09/16 1:21 PM www.downloadslide.com Vice President, Business Publishing: Donna Battista Editor-in-Chief: Stephanie Wall Editor-in-Chief: Ashley Dodge Senior Sponsoring Editor: Neeraj Bhalla Editorial Assistant: Eric Santucci Managing Editor, Global Edition: Steven Jackson Associate Acquisitions Editor, Global Edition: Ishita Sinha Vice President, Product Marketing: Maggie Moylan Director of Marketing, Digital Services and Products: Jeanette Koskinas Field Marketing Manager: Lenny Ann Raper Product Marketing Assistant: Jessica Quazza Team Lead, Program Management: Ashley Santora Team Lead, Project Management: Jeff Holcomb Project Manager: Becca Groves Project Manager, Global Edition: Sudipto Roy Senior Manufacturing Controller, Global Edition: Trudy Kimber Media Production Manager, Global Edition: Vikram Kumar Operations Specialist: Carol Melville Creative Director: Blair Brown Art Director: Janet Slowik Vice President, Director of Digital Strategy and Assessment: Paul Gentile Manager of Learning Applications: Paul DeLuca Full-Service Project Management, Composition and Design: Cenveo® Publisher Services Cover Image: BestPhotoStudio/Shutterstock Microsoft and/or its respective suppliers make no representations about the suitability of the information contained in the documents and related graphics published as part of the services for any purpose All such documents and related graphics are provided “as is” without warranty of any kind Microsoft and/or its respective suppliers hereby disclaim all warranties and conditions with regard to this information, including all warranties and conditions of merchantability, whether express, implied or statutory, fitness for a particular purpose, title and non-infringement In no event shall Microsoft and/or its respective suppliers be liable for any special, indirect or consequential damages or any damages whatsoever resulting from loss of use, data or profits, whether in an action of contract, negligence or other tortious action, arising out of or in connection with the use or performance of information available from the services The documents and related graphics contained herein could include technical inaccuracies or typographical errors Changes are periodically added to the information herein Microsoft and/or its respective suppliers may make improvements and/or changes in the product(s) and/or the program(s) described herein at any time Partial screen shots may be viewed in full within the software version specified Microsoft® and Windows® are registered trademarks of the Microsoft Corporation in the U.S.A and other countries This book is not sponsored or endorsed by or affiliated with the Microsoft Corporation IBM, the IBM logo, ibm.com, and SPSS are trademarks or registered trademarks of International Business Machines Corporation,registered in many jurisdictions worldwide Other product and service names might be trademarks of IBM or other companies A current list of IBM trademarks is available on the Web at “IBM Copyright and trademark information” at www.ibm.com/legal/copytrade.shtml Acknowledgments of third-party content appear on the appropriate page within the text Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies throughout the world Visit us on the World Wide Web at: www.pearsonglobaleditions.com © Pearson Education Limited 2017 The rights of Alvin C Burns, Ann Veeck, and Ronald F Bush to be identified as the authors of this work have been asserted by them in accordance with the Copyright, Designs and Patents Act 1988 Authorized adaptation from the United States edition, entitled Marketing Research, 8th Edition, ISBN 978-0-13-416740-4 by Alvin C Burns, Ann Veeck, and Ronald F Bush, published by Pearson Education © 2017 All rights reserved No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the publisher or a license permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd, Saffron House, 6–10 Kirby Street, London EC1N 8TS All trademarks used herein are the property of their respective owners The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners ISBN 10: 1-29-215326-1 ISBN 13: 978-1-292-15326-1 British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library 10 Typeset in Times LT Pro by Cenveo Publishing Services Printed and bound by Vivar in Malaysia A01_BURN3261_08_GE_FM.indd 30/08/16 1:29 pm www.downloadslide.com Only we know how much our spouses, Jeanne, Greg, and Libbo, have sacrificed during the times we have devoted to this book We are fortunate in that, for all of us, our spouses are our best friends and smiling supporters Al Burns, Louisiana State University Ann Veeck, Western Michigan University Ron Bush, University of West Florida A01_BURN3261_08_GE_FM.indd 30/08/16 1:29 pm www.downloadslide.com Brief Contents Preface 21 Chapter Introduction to Marketing Research 32 Chapter The Marketing Research Industry 48 Chapter The Marketing Research Process and Defining the Problem and Research Objectives 66 Chapter Research Design Chapter Secondary Data and Packaged Information 114 Chapter Qualitative Research Techniques 142 Chapter Evaluating Survey Data Collection Methods 170 Chapter Understanding Measurement, Developing Questions, and Designing the Questionnaire 204 Chapter Selecting the Sample 236 Chapter 10 Determining the Size of a Sample 262 Chapter 11 Dealing with Fieldwork and Data Quality Issues 288 Chapter 12 Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses 314 Chapter 13 Implementing Basic Differences Tests 350 Chapter 14 Making Use of Associations Tests 376 Chapter 15 Understanding Regression Analysis Basics 406 Chapter 16 The Research Report 432 Endnotes 90 461 Name Index 477 Subject Index 481 A01_BURN3261_08_GE_FM.indd 30/08/16 1:29 pm www.downloadslide.com Contents Preface 21 Chapter Introduction to Marketing Research 32 1-1 Marketing Research Is Part of Marketing 34 The Philosophy of the Marketing Concept Guides Managers’ Decisions 36 The “Right” Marketing Strategy 36 1-2 What Is Marketing Research? 37 Is It Marketing Research or Market Research? 37 The Function of Marketing Research 37 1-3 What Are the Uses of Marketing Research? 38 Identifying Market Opportunities and Problems 38 Generating, Refining, and Evaluating Potential Marketing Actions 38 Selecting Target Markets 39 Product Research 39 Pricing Research 39 Promotion Research 39 Distribution Research 39 Monitoring Marketing Performance 40 Improving Marketing as a Process 40 Marketing Research Is Sometimes Wrong 41 1-4 The Marketing Information System 41 Components of an MIS 42 Internal Reports System 42 Marketing Intelligence System 42 Marketing Decision Support System (DSS) 42 Marketing Research System 43 Summary 44 • Key Terms 45 • Review Questions/ Applications 45 Case 1.1 Anderson Construction 46 Case 1.2 Integrated Case: Auto Concepts 46 Chapter The Marketing Research Industry 2-1 Evolution of an Industry 48 50 Earliest Known Studies 50 Why Did the Industry Grow? 50 The 20th Century Led to a “Mature Industry” 51 2-2 Who Conducts Marketing Research? 51 Client-Side Marketing Research 51 Supply-Side Marketing Research 53 2-3 The Industry Structure 53 Firm Size by Revenue 53 Types of Firms and Their Specialties 54 Industry Performance 54 A01_BURN3261_08_GE_FM.indd 30/08/16 1:29 pm www.downloadslide.com CONTENTS 2-4 Challenges to the Marketing Research Industry 56 New and Evolving Sources of Data and Methods 56 Effective Communication of Results 58 Need for Talented and Skilled Employees 58 2-5 Industry Initiatives 58 Industry Performance Initiatives 58 Best Practices 58 Maintaining Public Credibility of Research 58 Monitoring Industry Trends 59 Improving Ethical Conduct 59 Certification of Qualified Research Professionals 60 Continuing Education 61 2-6 A Career in Marketing Research 62 Where You’ve Been and Where You’re Headed! 63 Summary 63 • Key Terms 63 • Review Questions/ Applications 64 Case 2.1 Heritage Research Associates 64 Chapter The Marketing Research Process and Defining the Problem and Research Objectives 66 3-1 The Marketing Research Process 67 The 11-Step Process 67 Caveats to a Step-by-Step Process 68 Why 11 Steps? 68 Not All Studies Use All 11 Steps 69 Steps Are Not Always Followed in Order 69 Introducing “Where We Are” 69 Step 1: Establish the Need for Marketing Research 69 The Information Is Already Available 70 The Timing Is Wrong to Conduct Marketing Research 70 Costs Outweigh the Value of Marketing Research 71 Step 2: Define the Problem 71 Step 3: Establish Research Objectives 71 Step 4: Determine Research Design 72 Step 5: Identify Information Types and Sources 72 Step 6: Determine Methods of Accessing Data 72 Step 7: Design Data Collection Forms 72 Step 8: Determine the Sample Plan and Size 73 Step 9: Collect Data 73 Step 10: Analyze Data 73 Step 11: Prepare and Present the Final Research Report 74 3-2 Defining the Problem 74 Recognize the Problem 75 Failure to Meet an Objective 75 Identification of an Opportunity 75 Understand the Background of the Problem 76 Conduct a Situation Analysis 76 Clarify the Symptoms 77 Determine the Probable Causes of the Symptom 77 Determine Alternative Decisions 78 A01_BURN3261_08_GE_FM.indd 30/08/16 1:29 pm www.downloadslide.com SUBJECT INDEX marketing research performance evaluation, 54–55 standards of ethical conduct, 60 Esri Tapestry Segmentation, 131 Ethics in marketing research, 59–62 data gathering, 181 in observational research, 120, 149 properly referencing sources, 437 reporting findings, 370 research proposal and, 86 respondent participation, 300 sampling, 255, 280 sensitivity in research design, 93 surveys and, 223 test marketing and, 109 Ethnographic research, 156–158 Executive summary, in reports, 441–442 Expected frequencies, chi-square analysis, 393–394 Experience survey, 76, 96 Experimental design, defined, 103 Experiments in causal research, 102–107 design of, 103–105 Exploratory research, 92 applications for, 95–96 design for, 94–98 methods for conducting, 96–98 External secondary data, 120–124 External validity, research design and, 105–106 Extraneous variables, in causal research, 102 Eye tracking in marketing research, 55 neuromarketing and, 164 F Facebook multiple regression analysis of, 414 “Face-to-face” interviewing (FTF), 294 Face validity, questionnaire design, 222 Facial coding, in qualitative research, 164 Falsehoods, by interview respondents, 293 Famous Amos, 100–101 Fatigue-related mistakes, 293 Faulty recall, observational research, 148 Field data collection data quality and, 296–300 errors in, 290–296 quality controls, 296–300 research design and, 106–107 Field experiments, in research design, 106 Field services, 55 Field services firms, 73 Fields of information, defined, 119 Fieldworker error, 290–293 intentional errors, 290–291 unintentional errors, 291–293 Field-workers, 73 Figures, in reports, 441 Finite multiplier, 280 Flow diagrams, in reports, 451 Focus group report, 150 Focus groups, 92 advantages of, 151 applications for, 152 in exploratory research, 98 guides, 73 in marketing research, 51 Z03_BURN3261_08_GE_SIDX.indd 483 meeting sites for, 154–155 objectives of, 152–153 online focus groups, 151 operational aspects of, 153–155, 153–156 procedures, 150 projective techniques for, 161–164 qualitative research and, 149–155, 149–156 recruitment for, 154 report preparation and dissemination, 155 situation analysis, 76 size, 153 traditional groups, 153–155, 153–156 Focus Pointe Global, 151 FocusVision Worldwide, 151 Formulas for an expected cross-tabulation cell frequency, 393 for Chi-squares degrees of freedom, 395 for a column cell percent, 392 for a mean, 320 for Pearson product moment correlation, 385 for a row cell percent, 392 for significance of difference between two means, 358 for significance of the difference between two percentages, 355 for simple random sample probability, 242 for the standard error of the difference between two means, 359 for the standard error of the difference between two percentages, 356 for standard error of the mean, 333–334 for standard error of the percentage, 333–334 for a straight line, 379 for weighted mean, 252 Fortune 500 firms, marketing research and, 51 Forums, Web-based, 57 Frames of reference, research objectives, 83 Frequencies table, 392 Frequency of use scale, 215 Frito-Lay, 378 Front matter, of reports, 437 Frugging, method of marketing research, 59 Full-service supplier firms, marketing research by, 54–55 Fully automated surveys, 188 Functional magnetic resonance imaging ( fMRI), 163 Funding for marketing research, lack of, 71 G Gallup, George, 51 Galvanometry, neuromarketing research, 163–164 Gender, as dummy variable, 417 General conceptual model, multiple regression analysis, 411 General Mills, 38, 66–67, 146 General Motors, 34, 40–41, 53, 378 Geodemographic information systems, 133 Geographic knowledge, 127 GfK BehaviorScan, 108 GfK SE, 54, 108 Global Consumer Insights, 66–67, 367 Globalization data quality, 309 innovation, acceptance of, 367 marketing research and, 33–34 483 Gongos, 452–454 Google, 75 alerts, marketing intelligence using, 43 marketing process for, 51 online survey, 189 Google Glass, 164 Government agencies, secondary data and, 118 GreenBook Research Industry Trends Report (GRIT), 54–59, 116 Green light procedures analysis of variance, 364–366 statistical analysis, 354 Green stoplight signals, 354 Group comparison tables, 370 Group differences differences between means, 358–360 percentage differences, 355–360 Group self-administered surveys, 191 Guessing, as respondent error, 294 H Halo effect, 211 Happy Thinking People, 90–91 Hassloch, Germany, 108 Headings, in reports, 4114 Hispanics, digital media use by, 357 Honomichl Top 50 report See AMA Gold Global Top 50 Hootsuite, 52, 114–115 Hypermarket, 396–397 Hypermarket shopper segment profiles, 396–397 Hypotheses, 81 defined, 340 in exploratory research, 95–96 Hypothesis testing development of, 340–344 differences between percentages, 340–342 report to clients, 344 I IBIS World Industry Reports, 62 IBM, and Wimbledon, 117 IBM SPSS (Statistical Package for the Social Sciences), 73–74 analysis of variance, 366–369 auto concepts survey, 323–329 bar chart creation, 450–451, 453–454 case selection, 306 chi-square analysis, 398–400 confidence interval for a mean, 337–338 cross-tabulation analysis, 389–393 data analysis software, 51 data quality controls, 296–300, 312 datasets, 305–306 descriptive analysis and, 316–319, 321–331 difference analysis using, 351–362 differences between means testing, 358–360 differences between percentages, group differences, 358–360 frequency distribution and mode from, 325–327 help, 308 hypothesis testing using, 342–344 independent sample significance of differences between means test, 360–362 as marketing research tool, 43 mean, 327 05/09/16 1:52 PM www.downloadslide.com 484 SUBJECT INDEX IBM SPSS (continued) median calculations, 326–327 missing data management in, 327 modifying variables and values, 273 multiple regression analysis, 415–417 nonprobability sampling and, 285–286 paired sample differences between means, 371–372 Pearson product moment correlation coefficient, 387–389 Pearson product moment correlations, 387–389 pie chart creation, 448–449 range, 327 recoding and computing, 295 report visuals created by, 449–454, 458–459 sample size and, 275, 278 setup basics, 271 sorting, searching, and inserting variables, 283 standard deviation, 327–329 statistical analysis, 317 stepwise multiple regression, 422 table creation, 447 testing hypothesis for a mean, 342–344 variable view and variables command, 307 IdeaShifters panel, 99 Ikea, 145 Illustrations, list of, in reports, 441 IModerate, 376–377 Importance scale, 215 IMS Health Inc., 54 Incentives, data quality control, 298 Incentives, questionnaire design, 223–224 Incidence rate, 198–199 Incidence rate, in surveys, 198–199 Incomplete response, 307 Independence assumption, multiple regression analysis, 413 Independent samples, differences between means, 358–360 Independent variables in causal research, 102 “dummy” independent variable, 417–418 regression analysis, 408 standardized beta comparisons, 418 India, 396–397 Indirect observation, 146 Industrial Revolution, marketing research and, 50 Industry segment specialists, 55 Inference analysis, 318, 332 case studies, 346–349 defined, 318 Infographics, 455 Information availability of, 70 gaps, decision alternatives and, 78–80 from previous projects, research design using, 93 social media data, 134–135 types and sources, 72 Information state, 79 Information state, decision alternatives and, 79–80 In-home surveys, 182–183 In-office surveys, 184 InSites Consulting, 236–237, 455 In situ observation, 147 Z03_BURN3261_08_GE_SIDX.indd 484 INTAGE Group, 54 Integrated case in marketing research, 46–47 analysis of variance, 364–369 associative analysis, 399 chi-square analysis, 398–399 credibility of message, 88 descriptive and inference analysis, 348–349 descriptive statistics in, 323–329 differences between means testing, 360–363 multiple regression analysis, general conceptual model, 415–417 paired sample differences, 371–372 Pearson product moment correlations, 387–389 problems, stating, 89–90 qualitative research, 169 questionnaire, 235 report preparation and presentation, 458–459 sample size, 287 segmentation analysis, 430–431 survey differences analysis, 375 Intentional fieldworker errors, 290–291 Intentional respondent errors, 293 Intention to purchase scale, 215 Intercept, 407–410 Internal database, defined, 119 internal reports system, 42 Internal validity, 105 Internet-based questionnaire, 189–190 Internet of Things, the (IoT), 57, 136–137 Interval scales, 207–215 Likert scale, 209–210 reporting guidelines for, 329–330 semantic differential scale, 210–211 Stapel scale, 212 symmetric interval, 213–214 Interviewer cheating, 290–291 Interviewer misunderstanding, 291–293 Introduction, in reports, 442 Invented observation, 147 Invitations to bid (ITBs), 85–86 iPad, 98 Ipsos S.A., 54 IRI, 54, 99 Item omission, 301 Item omissions, 307 “I Wish I Knew So I Could,” 453 J John Hancock Mutual Life, 116 Journal of Marketing Research, 40 K Kantar, 54 Kellogg’s, 146, 156 Key-informant technique, 96 KL Communications, 195 Knoll, Inc., 184 Kraft, 134–135, 154, 157 Krispy Kreme company, 152 L Laboratory experiments, research design and, 106 Laddering technique, in-depth interviews, 160 Leading the respondent, 291 Lead-user survey, 96 Leap Frog, 298 Learning, from consumers, 34–35 Least squares criterion, regression analysis, 408 Lego, 35 Letter/memo of transmittal, in reports, 439–440 Letter of authorization, in reports, 438 Letter of transmittal, 439–440 Level of confidence, determination of sample size, 272–273 Levene’s Test for Equality of Variances, 362 Lexis-Nexis, 43 Lexus, 412–413 Lifestyle inventory, of Likert scale, 210 Lifestyle scale, 215 Lightspeed GMI, 195 Likert scale, 209–210 Limitations, noting in reports, 443 Limited-service supplier firms, marketing research by, 54–55 Line graphs, for reports, 449 Loaded questions, 220 Longitudinal studies, descriptive research, 99 Lucid (technology company), 262–263 Lululemon, 140–141 M Machu Picchu, 201–202 Mail surveys, 192 Mall-intercept surveys, 57, 183–184 Management decision process, 69–70 “Man on the street” interviews, 95 MARC USA, 204–205, 454 Margin of sample error formula, 267 Maritz Research, 39 Marketing defined, 34 marketing research and, 34–41, 37–40 process of, 40 Marketing concept, philosophy of, 36 Marketing decision support system (DSS), 43 Marketing directories, 121–122 Marketing information systems (MIS), 42–43 as alternative to independent research, 70 components of, 42–44 Google alerts and, 43 internal reports system, 42 internal secondary data, 119–120 marketing research and, 41–44 problem and opportunities, identifying, 75–76 Marketing mix/brand equity modeling, 57 Marketing News, 53 Marketing opportunity, recognition of, 75–76 Marketing research, 34–41, 37 action generation, refinement and evaluation, 38–39 agencies for, 53 applications for, 38–41 available information in place of, 70 bad timing for, 70–71 basic principles, 37–38 career opportunities in, 62–63 case studies in, 46–47, 88–89 client decision making and, 69–71 cost-benefit analysis of, 71 credibility in, 58–59 current developments in, 33–37 30/08/16 12:53 pm www.downloadslide.com SUBJECT INDEX data acquisition methods, 73–75 data analysis, 116–117, 317–323 data collection forms, 72–73 data collection techniques, 57, 72–73 design criteria, 72–73 distribution by size and number of employees, 51–52 distribution research, 39–40 educational programs for, 62 eleven-step process for, 67–74 evolution of, 50–51 external suppliers, 53 final report preparation and presentation, 74 functions of, 37–38 information types and sources, 72 internal suppliers in, 51 lack of funding for, 71 marketing information systems and, 41–44 in marketing process, 34–37, 34–37 on marketing processes, 40 marketing research and, 50 marketing strategy and, 36 need for, 69–70 objectives, establishment of, 71–72, 91–92 opportunities and problems, identification of, 37, 75–76 performance monitoring, 40 pricing research, 39 problem definition in, 71, 74–80 product failures and, 35 product research, 39 promotion research, 39 report preparation guidelines, 435–451 reports system, 42 secondary data, 116–129 social media and, 97–98 suppliers, in marketing research, 53–54 Marketing Research and Intelligence Association (MRIA), 60 Marketing Research Association (MRA), 50 Bluebook of, 54–56 code of conduct, 94 Code of Ethics, 182, 219, 255, 280, 300 Code of Marketing Research Standards, 60, 94 ethical issues agreement, 86 Professional Researcher Certification, 61 Marketing research industry, 48–63 case studies in, 64–65 ethical conduct in, 59–60 firm size by revenue, 53–54 growth of, 50 major types of firms, 54 maturation of, 50 performance evaluation, 54–58 professional researcher certification, 61 self-improvement in, 58–60 specialization in, 54 structure of, 53–56 top 10 marketing firms in, 54 Marketing Research Online Community (MROC), 158–159 Marketing research proposal elements of, 85–86 ethical issues and, 86 Marketing research report, 435 Marketing research system, 43–44 Marketing Science Institute, 40 Market research, 37 Z03_BURN3261_08_GE_SIDX.indd 485 Market segmentation difference analysis, 355–363 packaged information services for, 133 Market segment specialists, 55 Mason, Charlotte, 48–49 Master of Marketing Research program (MMR), 48–49, 62 Maximum margin of sample error, 268–269 McDonald’s, 95, 109, 380 Mean analysis of variance, differences between means, 364–369 in descriptive analysis, 318 differences between means, 358–362 sample size determination, 274 Meaningful difference, 352–353 Measurement basic concepts, 205–206 design of, 204–231, 204–231 interval scales, 207–215 nominal measures, 206 options and design of, 204–231 ordinal measures, 207 reliability and validity of, 215 research objectives and, 82–83 scale measures, 207–215, 207–218 of survey response rate, 302–303 types of, 206–208 Measures of central tendency descriptive analysis and, 319–322 mode, 319 Measures of variability, 320–322 Median in descriptive analysis, 319 finding with SPSS, 326–328 Media usage monitoring and promotion effectiveness, 133 Memo of transmittal, in reports, 439–440 Merton, Robert, 51 MESH Experience, 406–407 Method, of reports, 442 Methodology, 443 Michelob Ultra, 390–393 Microblogs, 57 Micromarketing, 119 Middle-of-the-road pattern, 308 Millenials generation, marketing research online community for, 158 Misunderstanding interviewer misunderstanding, 291–293 respondent misunderstanding, 294 Mixed methods research, defined, 144 Mixed-mode surveys, 180–181 Mobile data collection surveys using, 229 Mobile devices, marketing research on, 240, 295 Mobile ethnography, 156–157 advantages of, 157 applications of, 157 Mobile research services, 55 Mode, 319–320 Modeling methods, multiple regression analysis, 410–411 Moderators, 150 Modern Language Association (MLA) style, 437 Most commonly used level of confidence, 335 485 MRA Blue Book, 54–56 See also Marketing Research Association (MRA) MSR Group, 40 MTV, 142–143, 158, 452–453 Multicollinearity, multiple regression analysis, 413 Multiple clients, research design for data collection for, 93 Multiple regression analysis, 407–422, 412–427 applications, 417–420 disadvantages of, 423–424 dummy independent variables, 417–418 integrated case, 415–417 interpretations, 419–421 screening applications, 418–420 standardized beta comparisons, 418 step-by-step summary, 423 stepwise multiple regression, 422 Multiple regression equation, 412–413 Murphy Research, 76 Music preferences, 386 MyServiceFellow, 157 Mystery shoppers, 149 N Nabisco, 100–101 National Car Rental, 158 National Do Not Call Registry, 59 National Football League (NFL), 98 National Geographic Digital magazine, 383 Nay-saying patterns, raw data inspection, 307 Negative association, scatter diagram, 384 Netnography, 157–158 Neuroimaging, 55, 163–164 Neuromarketing research, 163–164 Neurosense, 163 New products, test marketing of, 107–109 News sharing sites, 57 Niagara Falls Tourism Association, 282 Nichols-Shepard Company, 50 Nielsen Audio, 131, 133, 147 Nielsen Inc., 39, 50, 54, 55, 99, 132, 134 Nielsen Ratings, 131 Nielson, A.C., 51 No association, scatter diagram, 384 Nominal measures, 206 reporting guidelines for, 330–331 Nonprobability sampling, 241–242, 253–256 chain referral sampling, 256 convenience sampling, 253–255 purposive sampling, 255 sample size, 281 Nonresponse bias intentional respondent errors and, 293 mail surveys, 192 Nonresponse errors, 307 Nonsampling error, 266 Nonsymmetric interval scale, 214 Novartis, 383 Null hypothesis analysis of variance, 372 differences between means, 372 group differences tests, 355–360 Nurse Jackie (television show), 145 N W Ayer and Son, 50 30/08/16 12:53 pm www.downloadslide.com 486 SUBJECT INDEX O Objective properties, measurement of, 206 Objectives failure to meet, 75 in marketing research, 71 Observational research advantages of, 148 appropriate conditions for, 147–148 limitations of, 148–149 qualitative marketing research, 146–149 Official statistics, 123 Omnibus survey/panel, descriptive research, 100 One-step area sampling, 249 One-way ANOVA, 366–369 Online market research focus groups, 158 internet based questionnaire, 189–190 online communities, 158–159 sample company, 70 sampling panels, 257 sampling techniques, 256–257 specialists, 55 survey software for, 190 Online panel samples, 257 Open Data Policy, 123 Operational definitions, research objectives and, 82–83, 214 Opinion scale, 215 Opportunities, marketing research identification of, 38, 75–76 Optical centers industry, 420 Oral presentations, 452 Ordinal measures, 207 Orientation sessions for fieldworkers, 298 Outdated data, 125 Outlier, 408 Overstated questions, 220–222 Overt observation, 147 P Packaged information, 116 advantages and disadvantages, 132 applications of, 132–134 secondary data from, 131 Packaged services, 55, 131 Paired samples, differences between means, 369–372 Panel company, for data collection, 193–196 advantages of, 194 disadvantages of, 194–195 quality control, 304–305 top companies listed, 195 Panels descriptive research, 99 online panel samples, 283 Paradigm Sample, 99 Parameter defined, 331–332 estimated population parameter, 332–337 Parameter estimation defined, 332–333 population percent or mean, 332–337 Parlin, Charles Coolidge, 50 Passive data, 57, 136 Patterns, in relationships, 380–381 Pearson product moment correlation, 400–401 coefficient, 384–389 Z03_BURN3261_08_GE_SIDX.indd 486 People magazine, 44 People Meters (Nielsen), 147 Pepperidge Farm, 100–101 PepsiCo, 102 Percentage distribution, 320 confidence interval computation, 335–336 differences between percentages, 336–337 Performance monitoring in marketing, 40 marketing research industry, 54–58 Performance scale, 215 Person-administered surveys, 175–176, 175–177 Personal Data Act, 61 Photo sharing sites, 57 Physical traces, in qualitative research, 146 Picture test, 162 Picture This, Picture That projective technique, 163 Pie chart creation, 448–449 Pilot studies, 76 Plagiarism, 436 Plus-one dialing procedure, 245 Politz, Alfred, 51 Population estimation, 332–337 Population mean, 336–337 Population sampling, 238 Positive association, scatter diagram, 384 Posttest, as experimental measurement, 104 PowerPoint presentations, 459 Presence, variable relationships, 380 Pretest, as experimental measurement, 104 Pretesting, of questionnaires, 230 Pricing research, 39 Primary data analysis, secondary data vs., 116–117 Probability sampling, 241–253 Problems, 74–80 defining, 71, 97 in exploratory research, 95–96 marketing research identification of, 38 statement of, 80 Procter & Gamble, 108, 157, 287 marketing research policies at, 51 Product orientation, 36 Product research, 39 Professional networks, 57 Professional Researcher Certification (PRC) program, 50, 62 Projective techniques, qualitative marketing research, 161–164 Promotion research, 39, 109 Prompters, 299 Properties, defined, 205–206 Proportionate stratified sampling, 252 Protocol analysis, qualitative marketing research, 160–161 Public behavior, observational research, 148 Public credibility, in marketing research, 58–59 Published sources, as external secondary data, 122–123 Q Qualified Research Professionals, CPA, CFA, 60–61 Qualitative marketing research, 51 case study, 168–169 defined, 144 ethnographic research, 156–158 focus groups, 51, 149–155 in-depth interviews, 159–160 marketing research industry performance, 54–58 observation techniques, 144–149 online information about, 158–159 projective techniques, 161–163 protocol analysis, 160–161 techniques for, 144–166 Qualitative research consultants (QRCs), 150, 164 Qualitative Research Consultants Association, 150, 156, 164–165 Qualtrics, 52 Quantitative marketing research, defined, 143–144 Question bias, 216 Question creation, computer-assisted questionnaire design, 227–228 Question development, 217–222 Question evaluation, 218 Question flow, 224–227 Questionnaires case studies, 234–235 classification questions, 226–227 coding, 229 computer-assisted design, 227–228 definition of, 216 design, 216–217 development dos and don’ts, 218–222 double-barreled questions, 220 evaluation of, 218–219 finalization of, 229–230 instructions and examples for, 299 introduction in, 223–224 leading of respondents in, 219–220 loaded wording or phrasing, 219–220 logical question sequence, 228 marketing research and, 73 organization, 222–227 pretesting of, 230 question development, 217–222 question flow, 224–227 screening questions, 224 Quirk’s, 58 Quirk’s Marketing Research Media, 32–33 Quirk’s Marketing Research Review, 33, 71 Quirk’s Researcher SourceBook, 54–56 Quotas, mall-intercept surveys, 184 Quota sample, 256 R Random device method, 242–243 Random digit dialing (RDD), 245 quality issues, 240 Random Domain Intercept Technology (RDIT), 263 Random numbers method, simple random sampling, 244–245 Random sampling, 242–245 Ratio scale data, 329–330 Ratio scale measures, 207 Raw data inspection, 307–309 Raw percentages table, 392 Recommendations, in reports, 443–444 Records, defined, 119 30/08/16 12:53 pm www.downloadslide.com SUBJECT INDEX Reference list, in reports, 444 Refusals, in survey research, 301 Regression analysis basic concepts, 408, 424 basic principles, 407–427 bivariate linear regression, 407–410 case studies, 430–431 improvements for, 408 multiple regression, 410–417 reports to clients, 425 Regression plane, 412 Relationship analysis, 318 Relationships analytic procedures for, 381 correlation sign of, 383 curvilinear, 379 direction/pattern in, 380–381 linear, 378–379 monotonic, 379 nonmonotonic, 380 Reliability, of measurements, 215 Report preparation and presentation alternate methods for presentation, 452–455 audience identification, 435–436 bar charts, 449 body of reports, 442–444 confidence interval report to client, 338–339 cross-tabulation analysis, 400 dashboards, 455–456 differences analysis, 369 flow diagrams, 451 focus group reports, 150 front matter in report, 437–442 hypothesis testing report, 344 importance of, 435 infographics, 455 marketing research, 74 oral reporting, 452 pie charts, 446–449 report elements, 438 videos, 454 visuals in, 444–451 Representativeness, of test market cities, 109 Requests for proposals (RFPs), 85 Research design, 72 case study, 112–113 causal research, 102–107 defined, 92 descriptive research, 98–101 ethical sensitivity in, 93–94 exploratory research, 94–98 importance of, 92–93 test marketing and, 107–109 types of, 93 warnings concerning, 94 Research Now, 195 Research objectives action standards, 83–85 defined, 80–81 frames of reference in, 83 in marketing research, 71, 80–81 in marketing research proposal, 85 in reports, 442 Research priorities, in exploratory research, 96 Respondent misunderstanding, 294 Respondents (surveys) attention loss of, 294–295 data collection error, 290 fatigue of, 295 Z03_BURN3261_08_GE_SIDX.indd 487 frame of reference of, 83 guessing by, 294 intentional errors by, 293 leading of respondents, 219–220 misunderstanding by, 294 mixed-mode surveys, 180–181 mobile vs land-line telephone respondents, 240 unintentional errors by, 293–295 variability measurements for, 320–322 wrongful methods for gaining, 94 Results, in reports, 443 Return on investment (ROI), marketing research and, 33–34 Revenues, marketing research firm size and, 53–54 Reversal of scale endpoints, 299 Review sites, 57, 96 RIWI Corp., 263 R.J Reynolds, 109 Rogers Communication, 163–164 Role playing, 162–163 Role-playing sessions for interviewers, 298 Row percentages table, 392 reporting guidelines, 400 Row percents, 401 Rydholm, Joe, 31–33 S Safari hunters, 193 Sales orientation, 35, 36 Sample, 239 Sample accuracy, 264 Sample error formula, 268 Sample frame error, 239–240 Sample plan, development of, 257–258 Sample size arbitrary approach to, 277–278 axioms of, 265 calculations, 273–274 case studies, 286–287 client and researchers agreement on, 277 confidence interval approach, 265–271 conventional approach, 278 cost basis of, 279–280 data collection costs, 276 determination of, 73, 77, 274–283 determining using mean, 274 difference analysis, 354 error acceptability, 272 formula for, 271–272 level of confidence, 272–273, 275–276 margin of sample error and, 267, 268 nonprobability sampling, 281 percent rule of thumb, 277–278 population variability, 267 small populations, 280–281 Sample surveys, descriptive research, 99 Sample unit, 239 Sampling distribution concept, 341–342 Sampling error, 240 Sampling methods applications of, 242–252 basic concepts, 238–240 case study, 260–261 census, 238–239 cluster sampling, 248–250 convenience sampling, 253–255 487 ethics of, 255 frame and frame error, 239–240 misrepresentation of, 94 nonprobability samples, 241–242, 253–256 online techniques, 256–257 population, 238 probability samples, 241–253 reasons for taking sample, 240–241 sample and sample unit, 239–240 sample plan development, 257–258 sample plans, 77, 257 simple random sampling, 242–243 skewed populations, 250–251 stratified sampling, 250–252 systematic sampling, 245–249 Sampling services, 55 SAP, and Women’s Tennis Association, 117 Satisfaction scale, 215 Saturday Evening Post, 50 Saturday Evening Post magazine, 50 Scale data association analyses, 318 measures in, 207–215 reporting guidelines, 329–330 Scale development, 206 Scatter diagrams, covariation graphing, 383–384 Schlesinger Associates, 170–171, 195 Screening device, multiple regression analysis, 418–420 Screening questions, questionnaire design, 224 Search terms, identifying key, 97 Secondary data analysis American Community Survey and, 128–130 applications of, 118 case study, 140–141 evaluation of, 125–128 exploratory research, 96 external secondary data, 120–124 internal secondary data, 119–120 key sources of, 121–122 packaged information and, 129–130 primary data vs., 116–117 situation analysis, 76–77 Segmentation Associates, Inc., 421 Seinfeld (television series), 41 Self-administered surveys, 178–179, 191–193 Self-improvement in marketing research industry, 58–60 Self-selection bias, mail surveys, 192 Sentiment, 136 Service innovations, test marketing of, 107–109 Shopalongs, 156 Short time intervals, observational research, 148 Significance differences between means, 358–360 differences between percentages, 355–360 Sig value, analysis of variance, 365 Simple random sampling, 242–245 Simulated test markets (STMs), 109 Situation analysis, 76 Skip interval, 246 Skip logic, computer-assisted questionnaire design, 228 Skip question, questionnaire design, 225 SKOPOS Insight Group, 133 Sliders, in visual scales, 213 30/08/16 12:53 pm www.downloadslide.com 488 SUBJECT INDEX Slope bivariate linear regression, 407–410 linear relationships, 379 Small populations, sample size, 280–281 SO1, 108 Social media data, 134, 135 exploratory data analysis, 96–98 marketing research and, 55 market performance monitoring of, 114–115 monitoring/listening, 134, 136 user-generated content, 57 Social Mention, 136 Social networks, 57 Sony, 77, 312–313 Sort Me Straight projective technique, 163 Sort Me Up projective technique, 163 Sources, referencing, 437 South Africa, safari hunters in, 193 SPSS (Statistical Package for the Social Sciences) analysis of variance, 366–369 chi-square analysis, 398–400 confidence interval for a mean, 337–338 cross-tabulation analysis, 389–393 data analysis software, 51 data quality controls, 296–300 datasets, 305–306 descriptive analysis and, 316–319 difference analysis using, 351–362 differences between means testing, 358–360 differences between percentages, group differences, 358–360 frequency distribution and mode from, 325–327 hypothesis testing using, 342–344 mean, 327 median calculations, 326–327 missing data management in, 327 multiple regression analysis, 415–417 paired sample differences between means, 371–372 Pearson product moment correlation coefficient, 387–389 range, 327 standard deviation, 327–329 statistical analysis, 317 stepwise multiple regression, 422 Stable difference, 353 Stacked bar charts, 401 Standard deviation determination of, 327–329 formula for, 322 statistical analysis, 321–322 Standard error differences between means, 359–360 parameter estimation, 333–334 Standardized beta coefficient, 418 Standard sample size formula, 271–272 Standard test market, 107 Stapel scale, 212 Stars, in visual scales, 213 Statisitical theory, 51 Statistic, defined, 122, 331–332 Statistical analysis, 316–344 association analysis, 318 Chi-square statistic, 393–399 confidence intervals, 337–338 descriptive analysis, 317, 319–322 difference analysis, 318 Z03_BURN3261_08_GE_SIDX.indd 488 green flag signals and significance, 354 hypothesis testing, 342–344 inference analysis, 318 in marketing research, 52 marketing research applications, 317–319 method selection, 322–323 parameter estimation, 332–337 reports to clients on, 338–339, 344 sample size specification, 278–279 SPSS tools for, 323–329 statistical inference, 331–332 types of, 317–319 Statistical efficiency, 252 Statistical inference, 332 Statistical significance of differences, 352 Stepwise multiple regression, 422–423 Stock-keeping units (SKUs), 40 internal reports system, 42 market tracking, 101 Stoplight signals, 354 Store image scale, 215 Straight-line formula linear relationships, 379 Stratified sampling, 250–252 accuracy of, 251–252 application of, 252 Strength, of relationships, 381 Structured observation, 147 Subdivisions, two-step area sampling, 249 Subheadings, in reports, 444 Subjective properties, 206 Sugging practices, 58–59 Super Bowl television advertisements, 164 Supervision, quality control of fieldworkers credibility of, 58–59 data quality in, 296–300 mixed-mode surveys, 180–181 nonresponse error in, 300–304 Supplier, 53 Supply-side research, 53 Surrogate measure, 252 SurveyMonkey, 52 Surveys, 170–199, 174–181 advantages of, 172–173 case studies, 201–203 computer-assisted, advantages of, 177 data collection, 174–181, 174–198, 174–199 advantages of, 172–173 computer-assisted, advantages of, 177 methods, choosing, 196–199 Survey Sampling International, 195, 245 Symmetric interval scale, 213–214 Symptoms, 76, 77–78 Syndicated data, 129–132 advantages and disadvantages of, 132 defined, 129 marketing research, 55, 57 research design and, 72 Systematic sampling, 245–249 advantages and disadvantages of, 246–248 T Tableau Software, Inc., 432–434, 455 Table of contents, in reports, 440–441 Tables, in reports, 441 defined, 446 top-two box scores, 446 Taco Bell, 107 Talking Business, 162–163 T and z tests for small sample sizes, 354 Target (store), 286 Target markets, 39 Target return on investment (TOI), 34 Tele-depth interviews (TDIs), 160 Telephone surveys, 60, 184–187, 184–188 mobile vs land line respondents, 240 Tennis, 117 Terminix Pest Control, 238, 241 Terminology, in exploratory research, 95 Tesco, 120 Test for small sample sizes, 354 Test marketing pros and cons of, 109 selecting cities, 109 types of, 107–109 Third-person techniques, field research and, 299 Timetable, in marketing research proposal, 86 Timing, critical role in market research of, 70–71 Title page, of reports, 438 Toluna, 195 Total Quality Management, 58 Tracking studies, 101, 134 Transitions, questionnaire design, 225 Transparency Initiative, 59 20/20 Research, 350–351 Two-step area sampling, 249 U UK Conservative Party, 162–163 Undisguised survey, 223 Unilever, 51, 455 Unintentional interviewer errors, 291–293 United States data, 123 University of George Terry College of Business, 48–49, 62 Unstructured observation, 147 U.S Census, 128–129, 238–239 User-generated content (UGC), 57, 96, 134 U.S News & World Report, 2015, 50 U.S Post Office, 146 V Validation checks, 298–299 field data, 297 Validity of experiments external, 105 internal, 105 research design and, 105–106 Valid measure, 215 Variability measures of, 320–322 sample size, 267, 275 Variables measurement of, 82 relationships between, 380–381 strength of association, 381 Variance, statistical analysis, 322 Variance inflation factor (VIF), multiple regression analysis, 413–414 Verizon, 149 Videos, in reports, 454 Video sharing network, 57 Video surveillance, 61 Vision Council of America, 420 Vision Critical, 195 30/08/16 12:53 pm www.downloadslide.com SUBJECT INDEX Visuals, in reports, 446–451 bar charts, 449–451 drawings, 446 flow diagrams, 451 graphs and charts, 446–451 line graphs, 449 pie charts, 446–449 tables, 446 types of, 446 Visual scales, 213 appendices, 444 body of the paragraph, 445 conclusions, 443 end matter, 444 endnotes, 444 front matter, 437–442 headings, 444 introduction, 442 letter/memo of transmittal, 439–440 letter of authorization, 438 limitations of research, 443 list of illustrations/tables/figures, 441 method/methodology, 442–443 recommendations, 443–444 reference list, 444 research objectives, 442 results, 443 style, 445 subheadings, 444 table of contents, 440–441 target audience, 435–436 title page, 438 topic sentence, 445 transitional sentence, 445 visuals, 444–451 W Walkman, Sony, 77 Walmart, 44 Warm-up questions, 224–225 Warner-Lambert, 153 Wearables, 136 Wearable technology, 136 Web-based communities and forums, 57 Weighted mean, stratified sampling, 251–252 Wendy’s, 95, 146, 380 Westat Inc., 54 “Where We Are,” eleven-step marketing research process and, 69 Whirlpool, 147 Wimbledon, IBM and, 117 Women’s Tennis Association (WTA), SAP and, 117 Wood MacKenize, 54 Word-of-mouth (WOM ) influence, 103 Workhorse scale, 209 Worst-case variability, 275 Written report abstract/executive summary, 441–442 Z03_BURN3261_08_GE_SIDX.indd 489 data quality, 307 differences between means testing, 362 fully automated survey, 188 initial steps of new project, 76 Internet of Things, 137 Likert scale, 210 “man on the street” interviews, 95 marketing research, 41 measures of central tendency, 320, 322 nonprobability sampling, 254 nonresponse, 293 online questionnaire design, 216 online survey, 189 Open Data Policy, 123 Pearson product moment correlation, 389 plagiarism on, 436 product testing, 109 proportion differences tests, 358 random sampling, 245 results presentation, 452 sample frames, 240 sample size, 271, 273 sampling plan, 258 social media command center, 136 stepwise regression, 422 stratified sampling, 252 survey questions, 221 surveys, conducting, 182 survey software, 227 variable measurement scales, 207 Y Yea-saying patterns, raw data inspection, 307 Yellow Pages, 240 YouTube analysis of variance, 369 chi-square analysis, 400 confidence intervals, 336 data code book, 306 489 Z ZappiStore, 70 z tests for small sample sizes, 354 30/08/16 12:53 pm www.downloadslide.com This page intentionally left blank A01_MISH4182_11_GE_FM.indd 10/06/15 11:46 am www.downloadslide.com This page intentionally left blank A01_MISH4182_11_GE_FM.indd 10/06/15 11:46 am www.downloadslide.com This page intentionally left blank A01_MISH4182_11_GE_FM.indd 10/06/15 11:46 am www.downloadslide.com This page intentionally left blank A01_MISH4182_11_GE_FM.indd 10/06/15 11:46 am www.downloadslide.com This page intentionally left blank A01_MISH4182_11_GE_FM.indd 10/06/15 11:46 am www.downloadslide.com This page intentionally left blank A01_MISH4182_11_GE_FM.indd 10/06/15 11:46 am www.downloadslide.com This page intentionally left blank A01_MISH4182_11_GE_FM.indd 10/06/15 11:46 am www.downloadslide.com Global edition Global edition Marketing Research For these Global Editions, the editorial team at Pearson has collaborated with educators across the world to address a wide range of subjects and requirements, equipping students with the best possible learning tools This Global Edition preserves the cutting-edge approach and pedagogy of the original, but also features alterations, customization, and adaptation from the North American version EIGHTH edition Burns • Veeck • Bush EIGHTH edition Alvin C Burns • Ann Veeck • Ronald F Bush GLOBal edition This is a special edition of an established title widely used by colleges and universities throughout the world Pearson published this exclusive edition for the benefit of students outside the United States and Canada If you purchased this book within the United States or Canada, you should be aware that it has been imported without the approval of the Publisher or Author Marketing Research Pearson Global Edition Burns_08_1292153261_Final.indd 18/08/16 6:54 AM ... “Right” Marketing Strategy 36 1-2 What Is Marketing Research? 37 Is It Marketing Research or Market Research? 37 The Function of Marketing Research 37 1-3 What Are the Uses of Marketing Research? ... Master of Marketing Research degree from the Terry College of Business at the University of Georgia Ann has taught marketing research and used Burns and Bush textbook editions for a number of years... hints on ways to use it effectively Global Applications Examples of global marketing research in action Fosters awareness that over one-half of marketing research is performed in international