Additional Information
Book Details
Abstract
Working as a marketing researcher is an intellectually stimulating, engaging and creative occupation. Malhotra and Birks have long been regarded as offering the most applied, comprehensive and authoritative commentary on European Marketing Research, helping students to build a clear understanding of how to:
- diagnose and direct research questions that will support marketing decision making,
- appreciate what excellent research design means,
- utilise data collection techniques; qualitative and quantitative methods and forms of analysis,
- manage the ethical dilemmas and social and cultural issues faced by researchers in today’s global, online world,
- integrate new developments in social media research with traditional marketing research methods.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Cover\r | Cover | ||
| Marketing Research\r | iii | ||
| Brief contents | v | ||
| Contents | vii | ||
| Preface\r | xiv | ||
| Guided tour\r | xviii | ||
| Publisher’s acknowledgements\r | xx | ||
| About the authors\r | xxii | ||
| Introduction to marketing research | 1 | ||
| Objectives | 2 | ||
| Overview | 2 | ||
| What does marketing research encompass?\r | 3 | ||
| Definition of marketing research | 6 | ||
| The marketing research process | 8 | ||
| A classification of marketing research | 12 | ||
| The global marketing research industry | 15 | ||
| Justifying the investment in marketing research | 20 | ||
| The future – Research.and the nature of skills demanded of researchers\r | 23 | ||
| Supporting decision-makers in sports marketing | 28 | ||
| International marketing research | 28 | ||
| Ethics in marketing research | 30 | ||
| Digital applications in marketing research | 32 | ||
| Summary | 33 | ||
| Questions | 34 | ||
| Exercises | 34 | ||
| Notes | 35 | ||
| Defining the marketing research problem and developing a research approach | 37 | ||
| Objectives | 38 | ||
| Overview | 38 | ||
| Importance of defining the problem | 40 | ||
| The marketing research brief | 41 | ||
| Components of the marketing research brief | 42 | ||
| The marketing research proposal | 45 | ||
| The process of defining the problem and developing a research approach | 50 | ||
| Environmental context of the problem | 52 | ||
| Discussions with decision-makers | 52 | ||
| Interviews with industry experts | 53 | ||
| Initial secondary data analyses | 55 | ||
| Marketing decision problem and marketing research problem | 55 | ||
| Defining the marketing research problem | 59 | ||
| Components of the research approach | 60 | ||
| Objective/theoretical framework | 61 | ||
| Analytical model | 62 | ||
| Research questions | 64 | ||
| Hypothesis | 65 | ||
| International marketing research | 66 | ||
| Ethics in marketing research | 68 | ||
| Digital applications in marketing research | 69 | ||
| Summary | 70 | ||
| Questions | 71 | ||
| Exercises | 72 | ||
| Notes | 73 | ||
| Research design | 75 | ||
| Objectives | 76 | ||
| Overview | 76 | ||
| Research design definition | 77 | ||
| perspective | 78 | ||
| Research design from the participants’ perspective | 79 | ||
| Research design classification | 86 | ||
| Descriptive research | 90 | ||
| Causal research | 97 | ||
| Relationships between exploratory, descriptive and causal research | 98 | ||
| Potential sources of error in research designs | 101 | ||
| International marketing research | 104 | ||
| Ethics in marketing research | 105 | ||
| Digital applications in marketing research | 106 | ||
| Summary | 108 | ||
| Questions | 109 | ||
| Exercises | 110 | ||
| Notes | 110 | ||
| Secondary data collection and analysis | 113 | ||
| Objectives | 114 | ||
| Overview | 114 | ||
| Defining primary data, secondary data and marketing intelligence | 115 | ||
| Advantages and uses of secondary data | 118 | ||
| Disadvantages of secondary data | 120 | ||
| Criteria for evaluating secondary data | 120 | ||
| Classification of secondary data | 123 | ||
| Published external secondary sources | 124 | ||
| Databases | 128 | ||
| Classification of online databases | 129 | ||
| Syndicated sources of secondary data | 130 | ||
| Syndicated data from households | 133 | ||
| Syndicated data from institutions | 141 | ||
| International marketing research | 143 | ||
| Ethics in marketing research | 144 | ||
| Digital applications in marketing research | 145 | ||
| Summary | 146 | ||
| Questions | 147 | ||
| Exercises | 148 | ||
| Notes | 149 | ||
| Internal secondary data and the use of databases | 151 | ||
| Objectives | 152 | ||
| Overview | 152 | ||
| Internal secondary data | 155 | ||
| Geodemographic data analyses | 158 | ||
| Customer relationship management | 163 | ||
| Web analytics | 166 | ||
| Linking different types of data | 170 | ||
| International marketing research | 174 | ||
| Ethics in marketing research | 175 | ||
| Digital applications in marketing research | 176 | ||
| Summary | 178 | ||
| Questions | 179 | ||
| Exercises | 179 | ||
| Notes | 180 | ||
| Qualitative research: its nature and approaches | 182 | ||
| Objectives | 183 | ||
| Overview | 183 | ||
| Primary data: qualitative versus quantitative research | 187 | ||
| Rationale for using qualitative research | 188 | ||
| Philosophy and qualitative research | 191 | ||
| Ethnographic research | 198 | ||
| Grounded theory | 203 | ||
| Action research | 206 | ||
| International marketing research | 210 | ||
| Ethics in marketing research | 212 | ||
| Digital applications in marketing research | 213 | ||
| Summary | 214 | ||
| Questions | 215 | ||
| Exercises | 216 | ||
| Notes | 217 | ||
| Qualitative research: focus group discussions | 219 | ||
| Objectives | 220 | ||
| Overview | 220 | ||
| Classifying qualitative research techniques | 222 | ||
| Focus group discussion | 224 | ||
| Planning and conducting focus groups | 230 | ||
| The moderator | 235 | ||
| Other variations of focus groups | 236 | ||
| Other types of qualitative group discussions | 237 | ||
| Misconceptions about focus groups | 238 | ||
| Online focus groups – e-groups\r | 240 | ||
| Advantages of e-groups | 242 | ||
| Disadvantages of e-groups | 242 | ||
| International marketing research | 244 | ||
| Ethics in marketing research | 246 | ||
| Digital applications in marketing research | 248 | ||
| Summary | 249 | ||
| Questions | 250 | ||
| Exercises | 251 | ||
| Notes | 251 | ||
| Qualitative research: in-depth interviewing and projective techniques | 253 | ||
| Objectives | 254 | ||
| Overview | 254 | ||
| In-depth interviews | 255 | ||
| Projective techniques | 267 | ||
| Comparison between qualitative techniques | 274 | ||
| International marketing research | 275 | ||
| Ethics in marketing research | 277 | ||
| Digital applications in marketing research | 278 | ||
| Summary | 280 | ||
| Questions | 281 | ||
| Exercises | 281 | ||
| Notes | 282 | ||
| Qualitative research: data analysis | 285 | ||
| Objectives | 286 | ||
| Overview | 286 | ||
| The qualitative researcher | 287 | ||
| The process of qualitative data analysis | 291 | ||
| Grounded theory | 304 | ||
| Content analysis | 307 | ||
| Semiotics | 309 | ||
| International marketing research | 312 | ||
| Ethics in marketing research | 313 | ||
| Digital applications in marketing research | 315 | ||
| Summary | 320 | ||
| Questions | 321 | ||
| Exercises | 321 | ||
| Notes | 322 | ||
| Survey and quantitative observation techniques | 325 | ||
| Objectives | 326 | ||
| Overview | 326 | ||
| Survey methods | 327 | ||
| Online surveys | 330 | ||
| Telephone surveys | 334 | ||
| Face-to-face surveys | 336 | ||
| Postal surveys | 339 | ||
| A comparative evaluation of survey methods | 340 | ||
| Other survey methods | 348 | ||
| Mixed-mode surveys | 349 | ||
| Observation techniques | 350 | ||
| Observation techniques classified by mode of administration | 352 | ||
| A comparative evaluation of the observation techniques | 356 | ||
| Advantages and disadvantages of observation techniques | 357 | ||
| International marketing research | 358 | ||
| Ethics in marketing research | 360 | ||
| Digital applications in marketing research | 361 | ||
| Summary | 363 | ||
| Questions | 364 | ||
| Exercises | 364 | ||
| Notes | 365 | ||
| Causal research design: experimentation | 369 | ||
| Objectives | 370 | ||
| Overview | 370 | ||
| Concept of causality | 371 | ||
| Conditions for causality | 372 | ||
| Definitions and concepts | 375 | ||
| Definition of symbols | 377 | ||
| Validity in experimentation | 378 | ||
| Extraneous variables | 378 | ||
| Controlling extraneous variables | 381 | ||
| A classification of experimental designs | 382 | ||
| Pre-experimental designs | 383 | ||
| True experimental designs | 385 | ||
| Quasi-experimental designs | 387 | ||
| Statistical designs | 390 | ||
| Laboratory versus field experiments | 393 | ||
| Experimental versus non-experimental designs | 394 | ||
| Application: test marketing | 395 | ||
| International marketing research | 398 | ||
| Ethics in marketing research | 399 | ||
| Digital applications in marketing research | 399 | ||
| Summary | 401 | ||
| Questions | 402 | ||
| Exercises | 403 | ||
| Notes | 404 | ||
| Measurement and scaling: fundamentals, comparative and non-comparative scaling | 407 | ||
| Objectives | 408 | ||
| Overview | 408 | ||
| Measurement and scaling | 410 | ||
| Scale characteristics and levels of measurement | 410 | ||
| Primary scales of measurement | 412 | ||
| A comparison of scaling techniques | 417 | ||
| Comparative scaling techniques | 418 | ||
| Itemised rating scale decisions | 427 | ||
| Multi-item scales | 431 | ||
| Scale evaluation | 432 | ||
| Choosing a scaling technique | 438 | ||
| Mathematically derived scales | 438 | ||
| International marketing research | 438 | ||
| Ethics in marketing research | 440 | ||
| Digital applications in marketing research | 440 | ||
| Summary | 441 | ||
| Questions | 442 | ||
| Exercises | 444 | ||
| Notes | 444 | ||
| Questionnaire design | 449 | ||
| Objectives | 450 | ||
| Overview | 450 | ||
| Questionnaire definition | 452 | ||
| Questionnaire design process | 453 | ||
| Specify the information needed | 456 | ||
| Specify the type of interviewing method | 457 | ||
| Determine the content of individual questions | 459 | ||
| Overcoming the participant’s inability and unwillingness to answer | 460 | ||
| Choose question structure | 463 | ||
| Choose question wording | 467 | ||
| Arrange the questions in proper order | 472 | ||
| Identify the form and layout | 474 | ||
| Reproduce the questionnaire | 475 | ||
| Eliminate problems by pilot-testing | 476 | ||
| Summarising the questionnaire design process | 478 | ||
| International marketing research | 480 | ||
| Ethics in marketing research | 482 | ||
| Digital applications in marketing research | 483 | ||
| Summary | 485 | ||
| Questions | 486 | ||
| Exercises | 487 | ||
| Notes | 488 | ||
| Sampling: design and procedures | 491 | ||
| Objectives | 492 | ||
| Overview | 492 | ||
| Non-comparative scaling techniques | 422 | ||
| Itemised rating scales | 424 | ||
| Sample or census | 494 | ||
| The sampling design process | 496 | ||
| A classification of sampling techniques | 501 | ||
| Non-probability sampling techniques | 502 | ||
| Probability sampling techniques | 507 | ||
| Choosing non-probability versus probability sampling | 515 | ||
| Summary of sampling techniques | 516 | ||
| International marketing research | 518 | ||
| Ethics in marketing research | 520 | ||
| Digital applications in marketing research | 520 | ||
| Summary | 522 | ||
| Questions | 523 | ||
| Exercises | 524 | ||
| Notes | 525 | ||
| Sampling: final and initial sample size determination | 528 | ||
| Objectives | 529 | ||
| Overview | 529 | ||
| Definitions and symbols | 531 | ||
| The sampling distribution | 532 | ||
| Statistical approaches to determining sample size | 534 | ||
| The confidence interval approach | 534 | ||
| Multiple characteristics and parameters | 540 | ||
| Other probability sampling techniques | 541 | ||
| Adjusting the statistically determined sample size | 541 | ||
| Calculation of response rates | 542 | ||
| Non-response issues in sampling | 543 | ||
| International marketing research | 550 | ||
| Ethics in marketing research | 551 | ||
| Digital applications in marketing research | 553 | ||
| Summary | 555 | ||
| Questions | 555 | ||
| Exercises | 556 | ||
| Appendix: The normal distribution | 557 | ||
| Notes | 559 | ||
| Survey fieldwork | 562 | ||
| Objectives | 563 | ||
| Overview | 563 | ||
| The nature of survey fieldwork | 565 | ||
| Survey fieldwork and the data collection process | 566 | ||
| Selecting survey fieldworkers | 566 | ||
| Training survey fieldworkers | 567 | ||
| Recording the answers | 570 | ||
| Supervising survey fieldworkers | 573 | ||
| Validating survey fieldwork | 574 | ||
| Evaluating survey fieldworkers | 574 | ||
| International marketing research | 575 | ||
| Ethics in marketing research | 576 | ||
| Digital applications in marketing research | 578 | ||
| Summary | 579 | ||
| Questions | 580 | ||
| Exercises | 581 | ||
| Notes | 582 | ||
| Data integrity | 584 | ||
| Objectives | 585 | ||
| Overview | 585 | ||
| The data integrity process | 586 | ||
| Checking the questionnaire | 587 | ||
| Editing | 588 | ||
| Coding | 589 | ||
| Transcribing | 595 | ||
| Cleaning the data | 597 | ||
| Statistically adjusting the data | 599 | ||
| Selecting a data analysis strategy | 602 | ||
| International marketing research | 606 | ||
| Ethics in marketing research | 607 | ||
| SPSS and SAS Learning Editions | 608 | ||
| Summary | 611 | ||
| Questions | 612 | ||
| Exercises | 612 | ||
| Notes | 613 | ||
| Frequency distribution, cross-tabulation and hypothesis testing | 616 | ||
| Objectives | 617 | ||
| Overview | 617 | ||
| Frequency distribution | 620 | ||
| Statistics associated with frequency distribution | 622 | ||
| A general procedure for hypothesis testing | 625 | ||
| Cross-tabulations | 630 | ||
| Statistics associated with cross-tabulation | 636 | ||
| Hypothesis testing related to differences | 640 | ||
| Parametric tests | 642 | ||
| Non-parametric tests | 648 | ||
| SPSS and SAS Learning Editions | 654 | ||
| Summary | 657 | ||
| Questions | 658 | ||
| Exercises | 658 | ||
| Notes | 661 | ||
| Analysis of variance and covariance | 663 | ||
| Objectives | 664 | ||
| Overview | 664 | ||
| Relationship among techniques | 666 | ||
| One-way ANOVA | 667 | ||
| Statistics associated with one-way ANOVA | 668 | ||
| Conducting one-way ANOVA | 668 | ||
| Illustrative applications of one-way ANOVA | 672 | ||
| N-way ANOVA | 676 | ||
| Analysis of covariance (ANCOVA) 681 | 681 | ||
| Issues in interpretation | 682 | ||
| Repeated measures ANOVA | 684 | ||
| Non-metric ANOVA | 686 | ||
| Multivariate ANOVA | 686 | ||
| SPSS and SAS Learning Editions | 688 | ||
| Summary | 689 | ||
| Questions | 690 | ||
| Exercises | 690 | ||
| Notes | 693 | ||
| Correlation and regression | 695 | ||
| Objectives | 696 | ||
| Overview | 696 | ||
| Product moment correlation | 697 | ||
| Partial correlation | 701 | ||
| Non-metric correlation | 703 | ||
| Regression analysis | 704 | ||
| Bivariate regression | 704 | ||
| Statistics associated with bivariate regression analysis | 705 | ||
| Conducting bivariate regression analysis | 705 | ||
| Multiple regression | 714 | ||
| Statistics associated with multiple regression | 715 | ||
| Conducting multiple regression analysis | 716 | ||
| Multicollinearity | 724 | ||
| Relative importance of predictors | 725 | ||
| Cross-validation | 725 | ||
| Regression with dummy variables | 726 | ||
| Analysis of variance and covariance with regression | 727 | ||
| SPSS and SAS Learning Editions | 729 | ||
| Summary | 730 | ||
| Questions | 731 | ||
| Exercises | 731 | ||
| Notes | 734 | ||
| Discriminant and logit analysis | 737 | ||
| Objectives | 738 | ||
| Overview | 738 | ||
| Basic concept of discriminant analysis | 739 | ||
| Relationship of discriminant and logit analysis to ANOVA and regression | 740 | ||
| Discriminant analysis model | 740 | ||
| Statistics associated with discriminant analysis | 741 | ||
| Conducting discriminant analysis | 742 | ||
| Conducting multiple discriminant analysis | 752 | ||
| Stepwise discriminant analysis | 760 | ||
| The logit model | 761 | ||
| Conducting binary logit analysis | 761 | ||
| SPSS and SAS Learning Editions | 766 | ||
| Summary | 768 | ||
| Questions | 769 | ||
| Exercises | 770 | ||
| Notes | 770 | ||
| Factor analysis | 772 | ||
| Objectives | 773 | ||
| Overview | 773 | ||
| Basic concept | 774 | ||
| Factor analysis model | 775 | ||
| Statistics associated with factor analysis | 776 | ||
| Conducting factor analysis | 777 | ||
| Applications of common factor analysis | 789 | ||
| SPSS and SAS Learning Editions | 795 | ||
| Summary | 796 | ||
| Questions | 796 | ||
| Exercises | 797 | ||
| Notes | 799 | ||
| Cluster analysis | 801 | ||
| Objectives | 802 | ||
| Overview | 802 | ||
| Basic concept | 803 | ||
| Statistics associated with cluster analysis | 805 | ||
| Conducting cluster analysis | 805 | ||
| Applications of non-hierarchical clustering | 816 | ||
| Applications of TwoStep clustering | 818 | ||
| Clustering variables | 820 | ||
| SPSS and SAS Learning Editions | 823 | ||
| Summary | 824 | ||
| Questions | 825 | ||
| Exercises | 825 | ||
| Notes | 826 | ||
| Multidimensional scaling and conjoint analysis | 829 | ||
| Objectives | 830 | ||
| Overview | 830 | ||
| Basic concepts in MDS | 832 | ||
| Statistics and terms associated with MDS | 832 | ||
| Conducting MDS | 833 | ||
| Assumptions and limitations of MDS | 840 | ||
| Scaling preference data | 840 | ||
| Correspondence analysis | 842 | ||
| Relationship among MDS, factor analysis and discriminant analysis | 843 | ||
| Basic concepts in conjoint analysis | 843 | ||
| Statistics and terms associated with conjoint analysis | 844 | ||
| Conducting conjoint analysis | 844 | ||
| Assumptions and limitations of conjoint analysis | 853 | ||
| Hybrid conjoint analysis | 853 | ||
| SPSS and SAS Learning Editions | 855 | ||
| Summary | 857 | ||
| Questions | 858 | ||
| Exercises | 858 | ||
| Notes | 859 | ||
| Structural equation modelling and path analysis | 863 | ||
| Objectives | 864 | ||
| Overview | 864 | ||
| Basic concepts in SEM | 865 | ||
| Statistics and terms associated with SEM | 866 | ||
| Foundations of SEM | 868 | ||
| Conducting SEM | 870 | ||
| Higher order CFA | 881 | ||
| Relationship of SEM to other multivariate techniques | 882 | ||
| Application of SEM: first-order factor model | 882 | ||
| Application of SEM: Second-order factor model | 885 | ||
| Path Analysis | 891 | ||
| SPSS and SAS Learning Editions | 894 | ||
| Summary | 896 | ||
| Questions | 897 | ||
| Exercises | 897 | ||
| Notes | 898 | ||
| Report preparation and presentation | 900 | ||
| Objectives | 901 | ||
| Overview | 901 | ||
| Importance of the report and presentation | 903 | ||
| Preparation and presentation process | 904 | ||
| Report preparation | 905 | ||
| Digital dashboards | 915 | ||
| Oral presentation | 917 | ||
| Research follow-up | 918 | ||
| International marketing research | 920 | ||
| Ethics in marketing research | 921 | ||
| Digital applications in marketing research | 922 | ||
| Summary | 925 | ||
| Questions | 926 | ||
| Exercises | 927 | ||
| Notes | 928 | ||
| International marketing research | 930 | ||
| Objectives | 931 | ||
| Overview | 931 | ||
| What is international marketing research? 932 | 932 | ||
| A framework for international marketing research | 935 | ||
| Secondary data | 941 | ||
| Qualitative techniques | 942 | ||
| Survey methods | 945 | ||
| Measurement and scaling | 949 | ||
| Questionnaire translation | 951 | ||
| Ethics in marketing research | 952 | ||
| Digital applications in marketing research | 953 | ||
| Summary | 954 | ||
| Questions | 955 | ||
| Exercises | 955 | ||
| Notes | 956 | ||
| Business-to-business (b2b) marketing research | 959 | ||
| Objectives | 960 | ||
| Overview | 960 | ||
| What is b2b marketing? 962 | 962 | ||
| The distinction between b2b and consumer marketing | 963 | ||
| Bases for the distinction of b2b marketing research | 964 | ||
| Implications of the differences between business and consumer purchases for researchers | 966 | ||
| The growth of competitive intelligence | 979 | ||
| International marketing research | 982 | ||
| Ethics in marketing research | 984 | ||
| Digital applications in marketing research | 985 | ||
| Summary | 987 | ||
| Questions | 988 | ||
| Exercises | 988 | ||
| Notes | 989 | ||
| Appendix: Statistical tables | 992 | ||
| Glossary | 1003 | ||
| Subject index | 1021 | ||
| Name index | 1035 | ||
| Company index | 1036 |