Additional Information
Book Details
Abstract
This is a Pearson Global Edition. The Pearson Editorial team worked closely with educators around the world to include content especially relevant to students outside of the United States.
For undergraduate and graduate marketing research courses.
Marketing Research: An Applied Orientation allows students to actually experience the interaction between marketing research and marketing decision-making.
Marketing Research: An Applied Orientation takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions. This text is comprehensive, practical, and presents balanced coverage of both qualitative and quantitative material.
The sixth edition is even more current, contemporary, illustrative, and sensitive to user needs.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Cover | Cover | ||
| Dedication | 5 | ||
| Brief Contents | 7 | ||
| Contents | 9 | ||
| Foreword | 21 | ||
| Preface | 23 | ||
| Acknowledgments | 29 | ||
| Author Biography | 32 | ||
| Part I: Introduction and Early Phases of Marketing Research | 33 | ||
| Chapter 1: Introduction to Marketing Research | 34 | ||
| Objectives | 34 | ||
| Overview | 35 | ||
| Definition of Marketing Research | 39 | ||
| A Classification of Marketing Research | 39 | ||
| The Marketing Research Process | 41 | ||
| Step 1: Problem Definition | 41 | ||
| Step 2: Development of an Approach to the Problem | 41 | ||
| Step 3: Research Design Formulation | 42 | ||
| Step 4: Fieldwork or Data Collection | 42 | ||
| Step 5: Data Preparation and Analysis | 42 | ||
| Step 6: Report Preparation and Presentation | 42 | ||
| The Role of Marketing Research in Marketing Decision Making | 43 | ||
| Marketing Research and Competitive Intelligence | 45 | ||
| The Decision to Conduct Marketing Research | 46 | ||
| The Marketing Research Industry | 46 | ||
| Selecting a Research Supplier | 50 | ||
| Careers in Marketing Research | 51 | ||
| The Role of Marketing Research in MIS and DSS | 53 | ||
| The Department Store Patronage Project | 54 | ||
| International Marketing Research | 55 | ||
| Ethics in Marketing Research | 57 | ||
| SPSS Windows and SAS | 59 | ||
| Summary | 60 | ||
| Key Terms and Concepts | 61 | ||
| Suggested Cases, Video Cases, and HBS Cases | 61 | ||
| Live Research: Conducting a Marketing Research Project | 61 | ||
| Acronym | 61 | ||
| Exercises | 62 | ||
| Internet and Computer Exercises | 62 | ||
| Activities | 62 | ||
| Dell Running Case | 62 | ||
| Video Case 1.1 Burke: Learning and Growing Through Marketing Research | 63 | ||
| Chapter 2: Defining the Marketing Research Problem and Developing an Approach | 66 | ||
| Objectives | 66 | ||
| Overview | 67 | ||
| Importance of Defining the Problem | 68 | ||
| The Process of Defining the Problem and Developing an Approach | 69 | ||
| Tasks Involved | 69 | ||
| Discussions with Decision Makers | 69 | ||
| Interviews with Industry Experts | 72 | ||
| Secondary Data Analysis | 73 | ||
| Qualitative Research | 73 | ||
| Environmental Context of the Problem | 74 | ||
| Past Information and Forecasts | 75 | ||
| Resources and Constraints | 76 | ||
| Objectives | 76 | ||
| Buyer Behavior | 77 | ||
| Legal Environment | 78 | ||
| Economic Environment | 78 | ||
| Marketing and Technological Skills | 78 | ||
| Environmental Context and Problem Definition | 78 | ||
| Management Decision Problem and Marketing Research Problem | 79 | ||
| Defining the Marketing Research Problem | 80 | ||
| Components of the Approach | 83 | ||
| Objective/Theoretical Framework | 83 | ||
| Analytical Model | 83 | ||
| Research Questions | 84 | ||
| Hypotheses | 85 | ||
| Specification of Information Needed | 87 | ||
| International Marketing Research | 87 | ||
| Ethics in Marketing Research | 89 | ||
| SPSS Windows | 91 | ||
| Summary | 91 | ||
| Key Terms and Concepts | 92 | ||
| Suggested Cases, Video Cases, and HBS Cases | 93 | ||
| Live Research: Conducting a Marketing Research Project | 94 | ||
| Acronym | 94 | ||
| Exercises | 94 | ||
| Internet and Computer Exercises | 95 | ||
| Activities | 95 | ||
| Dell Running Case | 95 | ||
| Video Case 2.1 Accenture: The Accent Is in the Name | 96 | ||
| Part II: Research Design Formulation | 99 | ||
| Chapter 3: Research Design | 100 | ||
| Objectives | 100 | ||
| Overview | 101 | ||
| Research Design: Definition | 102 | ||
| Research Design: Classification | 102 | ||
| Exploratory Research | 104 | ||
| Descriptive Research | 106 | ||
| Cross-Sectional Designs | 108 | ||
| Longitudinal Designs | 110 | ||
| Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs | 111 | ||
| Causal Research | 113 | ||
| Relationships Among Exploratory, Descriptive, and Causal Research | 114 | ||
| Potential Sources of Error | 117 | ||
| Random Sampling Error | 117 | ||
| Nonsampling Error | 117 | ||
| Budgeting and Scheduling the Project | 119 | ||
| Marketing Research Proposal | 120 | ||
| International Marketing Research | 121 | ||
| Ethics in Marketing Research | 122 | ||
| Summary | 124 | ||
| Key Terms and Concepts | 124 | ||
| Suggested Cases, Video Cases, and HBS Cases | 125 | ||
| Live Research: Conducting a Marketing Research Project | 125 | ||
| Acronym | 125 | ||
| Exercises | 126 | ||
| Internet and Computer Exercises | 126 | ||
| Activities | 126 | ||
| Dell Running Case | 127 | ||
| Video Case 3.1 National Football League: The King of Professional Sports | 128 | ||
| Chapter 4: Exploratory Research Design: Secondary Data | 130 | ||
| Objectives | 130 | ||
| Overview | 131 | ||
| Primary Versus Secondary Data | 132 | ||
| Advantages and Uses of Secondary Data | 133 | ||
| Disadvantages of Secondary Data | 133 | ||
| Criteria for Evaluating Secondary Data | 133 | ||
| Specifications: Methodology Used to Collect the Data | 133 | ||
| Error: Accuracy of the Data | 135 | ||
| Currency: When the Data Were Collected | 135 | ||
| Objective: The Purpose for Which the Data Were Collected | 135 | ||
| Nature: The Content of the Data | 136 | ||
| Dependability: How Dependable Are the Data? | 136 | ||
| Classification of Secondary Data | 137 | ||
| Internal Secondary Data | 138 | ||
| Database Marketing | 138 | ||
| Published External Secondary Sources | 140 | ||
| General Business Data | 140 | ||
| Government Sources | 142 | ||
| Computerized Databases | 143 | ||
| Classification of Computerized Databases | 143 | ||
| Directories of Databases | 145 | ||
| Syndicated Sources of Secondary Data | 145 | ||
| Syndicated Data from Households | 145 | ||
| Surveys | 145 | ||
| Purchase and Media Panels | 150 | ||
| Electronic Scanner Services | 153 | ||
| Syndicated Data from Institutions | 154 | ||
| Retailer and Wholesaler Audits | 154 | ||
| Industry Services | 156 | ||
| Combining Information from Different Sources: Single-Source Data | 156 | ||
| Computer Mapping | 157 | ||
| Buying Power Index | 158 | ||
| International Marketing Research | 158 | ||
| Ethics in Marketing Research | 160 | ||
| SPSS Windows | 162 | ||
| Summary | 162 | ||
| Key Terms and Concepts | 163 | ||
| Suggested Cases, Video Cases, and HBS Cases | 163 | ||
| Live Research: Conducting a Marketing Research Project | 164 | ||
| Acronym | 164 | ||
| Exercises | 164 | ||
| Internet and Computer Exercises | 165 | ||
| Activities | 165 | ||
| Dell Running Case | 165 | ||
| Video Case 4.1 The Mayo Clinic: Staying Healthy with Marketing Research | 166 | ||
| Chapter 5 Exploratory Research Design: Qualitative Research | 168 | ||
| Objectives | 168 | ||
| Overview | 169 | ||
| Primary Data: Qualitative Versus Quantitative Research | 170 | ||
| Rationale for Using Qualitative Research | 172 | ||
| A Classification of Qualitative Research Procedures | 172 | ||
| Focus Group Interviews | 173 | ||
| Characteristics | 174 | ||
| Planning and Conducting Focus Groups | 175 | ||
| Other Variations in Focus Groups | 180 | ||
| Advantages of Focus Groups | 181 | ||
| Disadvantages of Focus Groups | 181 | ||
| Applications of Focus Groups | 182 | ||
| Online Focus Group Interviews | 182 | ||
| Advantages of Online Focus Groups | 183 | ||
| Disadvantages of Online Focus Groups | 183 | ||
| Uses of Online Focus Groups | 184 | ||
| Depth Interviews | 185 | ||
| Characteristics | 185 | ||
| Techniques | 186 | ||
| Advantages and Disadvantages of Depth Interviews | 188 | ||
| Applications of Depth Interviews | 188 | ||
| Projective Techniques | 189 | ||
| Association Techniques | 190 | ||
| Completion Techniques | 191 | ||
| Construction Techniques | 192 | ||
| Expressive Techniques | 193 | ||
| Advantages and Disadvantages of Projective Techniques | 194 | ||
| Applications of Projective Techniques | 195 | ||
| Analysis of Qualitative Data | 196 | ||
| Software Packages | 197 | ||
| International Marketing Research | 198 | ||
| Ethics in Marketing Research | 199 | ||
| Summary | 202 | ||
| Key Terms and Concepts | 202 | ||
| Suggested Cases, Video Cases, and HBS Cases | 203 | ||
| Live Research: Conducting a Marketing Research Project | 203 | ||
| Acronyms | 203 | ||
| Exercises | 204 | ||
| Internet and Computer Exercises | 204 | ||
| Activities | 204 | ||
| Dell Running Case | 205 | ||
| Video Case 5.1 Nike: Associating Athletes, Performance, and the Brand | 206 | ||
| Chapter 6: Descriptive Research Design: Survey and Observation | 208 | ||
| Objectives | 208 | ||
| Overview | 209 | ||
| Survey Methods | 211 | ||
| Survey Methods Classified by Mode of Administration | 212 | ||
| Telephone Methods | 212 | ||
| Traditional Telephone Interviews | 212 | ||
| Computer-Assisted Telephone Interviewing | 212 | ||
| Personal Methods | 214 | ||
| Personal In-Home Interviews | 214 | ||
| Mall-Intercept Personal Interviews | 215 | ||
| Computer-Assisted Personal Interviewing (CAPI) | 216 | ||
| Mail Methods | 217 | ||
| Mail Interviews | 217 | ||
| Mail Panels | 218 | ||
| Electronic Methods | 218 | ||
| E-Mail Interviews | 218 | ||
| Internet Interviews | 219 | ||
| A Comparative Evaluation of Survey Methods | 221 | ||
| Task Factors | 221 | ||
| Situational Factors | 226 | ||
| Respondent Factors | 227 | ||
| Some Other Survey Methods | 228 | ||
| Selection of Survey Methods | 229 | ||
| Observation Methods | 230 | ||
| Structured Versus Unstructured Observation | 230 | ||
| Disguised Versus Undisguised Observation | 230 | ||
| Natural Versus Contrived Observation | 230 | ||
| Observation Methods Classified by Mode of Administration | 230 | ||
| Personal Observation | 231 | ||
| Mechanical Observation | 231 | ||
| Audit | 233 | ||
| Content Analysis | 233 | ||
| Trace Analysis | 235 | ||
| A Comparative Evaluation of Observation Methods | 236 | ||
| A Comparison of Survey and Observation Methods | 237 | ||
| Relative Advantages of Observation | 237 | ||
| Relative Disadvantages of Observation | 237 | ||
| Ethnographic Research | 238 | ||
| Other Methods | 238 | ||
| International Marketing Research | 238 | ||
| Selection of Survey Methods | 240 | ||
| Ethics in Marketing Research | 241 | ||
| Summary | 242 | ||
| Key Terms and Concepts | 243 | ||
| Suggested Cases, Video Cases, and HBS Cases | 244 | ||
| Live Research: Conducting a Marketing Research Project | 244 | ||
| Acronyms | 244 | ||
| Exercises | 244 | ||
| Internet and Computer Exercises | 245 | ||
| Activities | 245 | ||
| Dell Running Case | 245 | ||
| Video Case 6.1 Starbucks: Staying Local While Going Global Through Marketing Research | 246 | ||
| Chapter 7: Causal Research Design: Experimentation | 248 | ||
| Objectives | 248 | ||
| Overview | 249 | ||
| Concept of Causality | 250 | ||
| Conditions for Causality | 250 | ||
| Concomitant Variation | 251 | ||
| Time Order of Occurrence of Variables | 252 | ||
| Absence of Other Possible Causal Factors | 252 | ||
| Role of Evidence | 252 | ||
| Definitions and Concepts | 253 | ||
| Definition of Symbols | 254 | ||
| Validity in Experimentation | 254 | ||
| Internal Validity | 254 | ||
| External Validity | 255 | ||
| Extraneous Variables | 255 | ||
| History | 255 | ||
| Maturation | 255 | ||
| Testing Effects | 256 | ||
| Instrumentation | 256 | ||
| Statistical Regression | 256 | ||
| Selection Bias | 256 | ||
| Mortality | 257 | ||
| Controlling Extraneous Variables | 257 | ||
| Randomization | 257 | ||
| Matching | 257 | ||
| Statistical Control | 257 | ||
| Design Control | 258 | ||
| A Classification of Experimental Designs | 258 | ||
| Preexperimental Designs | 259 | ||
| One-Shot Case Study | 259 | ||
| One-Group Pretest-Posttest Design | 259 | ||
| Static Group Design | 260 | ||
| True Experimental Designs | 260 | ||
| Pretest-Posttest Control Group Design | 260 | ||
| Posttest-Only Control Group Design | 261 | ||
| Quasi-Experimental Designs | 262 | ||
| Time Series Design | 262 | ||
| Multiple Time Series Design | 263 | ||
| Statistical Designs | 263 | ||
| Randomized Block Design | 265 | ||
| Latin Square Design | 265 | ||
| Factorial Design | 266 | ||
| Laboratory Versus Field Experiments | 267 | ||
| Experimental Versus Nonexperimental Designs | 268 | ||
| Limitations of Experimentation | 269 | ||
| Time | 269 | ||
| Cost | 269 | ||
| Administration | 269 | ||
| Application: Test Marketing | 269 | ||
| Standard Test Market | 269 | ||
| Controlled Test Market | 271 | ||
| Simulated Test Market | 271 | ||
| Electronic, Virtual, and Web-Enabled Test Markets | 271 | ||
| International Marketing Research | 272 | ||
| Ethics in Marketing Research | 272 | ||
| Summary | 274 | ||
| Key Terms and Concepts | 275 | ||
| Suggested Cases, Video Cases, and HBS Cases | 275 | ||
| Live Research: Conducting a Marketing Research Project | 276 | ||
| Acronym | 276 | ||
| Exercises | 276 | ||
| Internet and Computer Exercises | 277 | ||
| Activities | 277 | ||
| Dell Running Case | 277 | ||
| Video Case 7.1 AFLAC: Marketing Research Quacks Like a Duck | 278 | ||
| Chapter 8: Measurement and Scaling: Fundamentals and Comparative Scaling | 280 | ||
| Objectives | 280 | ||
| Overview | 281 | ||
| Measurement and Scaling | 282 | ||
| Scale Characteristics and Levels of Measurement | 282 | ||
| Description | 283 | ||
| Order | 283 | ||
| Distance | 283 | ||
| Origin | 283 | ||
| Primary Scales of Measurement | 284 | ||
| Nominal Scale | 284 | ||
| Ordinal Scale | 286 | ||
| Interval Scale | 286 | ||
| Ratio Scale | 288 | ||
| A Comparison of Scaling Techniques | 289 | ||
| Comparative Scaling Techniques | 289 | ||
| Paired Comparison Scaling | 289 | ||
| Rank Order Scaling | 291 | ||
| Constant Sum Scaling | 292 | ||
| Q-Sort and Other Procedures | 294 | ||
| International Marketing Research | 294 | ||
| Ethics in Marketing Research | 295 | ||
| SPSS Windows | 297 | ||
| Summary | 298 | ||
| Key Terms and Concepts | 299 | ||
| Suggested Cases, Video Cases, and HBS Cases | 299 | ||
| Live Research: Conducting a Marketing Research Project | 299 | ||
| Acronyms | 299 | ||
| Exercises | 300 | ||
| Internet and Computer Exercises | 300 | ||
| Activities | 300 | ||
| Dell Running Case | 301 | ||
| Video Case 8.1 Procter & Gamble: Using Marketing Research to Build Brands | 302 | ||
| Chapter 9: Measurement and Scaling: Noncomparative Scaling Techniques | 304 | ||
| Objectives | 304 | ||
| Overview | 305 | ||
| Noncomparative Scaling Techniques | 305 | ||
| Continuous Rating Scale | 306 | ||
| Itemized Rating Scales | 308 | ||
| Likert Scale | 308 | ||
| Semantic Differential Scale | 310 | ||
| Stapel Scale | 311 | ||
| Noncomparative Itemized Rating Scale Decisions | 312 | ||
| Number of Scale Categories | 312 | ||
| Balanced Versus Unbalanced Scales | 312 | ||
| Odd or Even Number of Categories | 313 | ||
| Forced Versus Nonforced Scales | 313 | ||
| Nature and Degree of Verbal Description | 313 | ||
| Physical Form or Configuration | 313 | ||
| Multi-Item Scales | 316 | ||
| Scale Evaluation | 317 | ||
| Measurement Accuracy | 318 | ||
| Reliability | 318 | ||
| Validity | 320 | ||
| Relationship Between Reliability and Validity | 321 | ||
| Generalizability | 321 | ||
| Choosing a Scaling Technique | 322 | ||
| Mathematically Derived Scales | 322 | ||
| International Marketing Research | 322 | ||
| Ethics in Marketing Research | 323 | ||
| SPSS Windows | 325 | ||
| Summary | 326 | ||
| Key Terms and Concepts | 327 | ||
| Suggested Cases, Video Cases, and HBS Cases | 327 | ||
| Live Research: Conducting a Marketing Research Project | 327 | ||
| Acronym | 328 | ||
| Exercises | 328 | ||
| Internet and Computer Exercises | 328 | ||
| Activities | 329 | ||
| Dell Running Case | 329 | ||
| Video Case 9.1 eGO: Reinventing Wheels | 330 | ||
| Chapter 10: Questionnaire and Form Design | 332 | ||
| Objectives | 332 | ||
| Overview | 333 | ||
| Questionnaires and Observation Forms | 334 | ||
| Questionnaire Definition | 335 | ||
| Objectives of a Questionnaire | 335 | ||
| Questionnaire Design Process | 335 | ||
| Specify the Information Needed | 336 | ||
| Type of Interviewing Method | 337 | ||
| Individual Question Content | 338 | ||
| Is the Question Necessary? | 338 | ||
| Are Several Questions Needed Instead of One? | 339 | ||
| Overcoming Inability to Answer | 339 | ||
| Is the Respondent Informed? | 340 | ||
| Can the Respondent Remember? | 340 | ||
| Can the Respondent Articulate? | 341 | ||
| Overcoming Unwillingness to Answer | 341 | ||
| Effort Required of the Respondents | 341 | ||
| Context | 342 | ||
| Legitimate Purpose | 342 | ||
| Sensitive Information | 342 | ||
| Increasing the Willingness of Respondents | 342 | ||
| Choosing Question Structure | 343 | ||
| Unstructured Questions | 343 | ||
| Structured Questions | 344 | ||
| Choosing Question Wording | 346 | ||
| Define the Issue | 346 | ||
| Use Ordinary Words | 347 | ||
| Use Unambiguous Words | 347 | ||
| Avoid Leading or Biasing Questions | 348 | ||
| Avoid Implicit Alternatives | 348 | ||
| Avoid Implicit Assumptions | 348 | ||
| Avoid Generalizations and Estimates | 349 | ||
| Dual Statements: Positive and Negative | 349 | ||
| Determining the Order of Questions | 349 | ||
| Opening Questions | 349 | ||
| Type of Information | 350 | ||
| Difficult Questions | 350 | ||
| Effect on Subsequent Questions | 350 | ||
| Logical Order | 351 | ||
| Form and Layout | 352 | ||
| Reproduction of the Questionnaire | 353 | ||
| Pretesting | 354 | ||
| Computer and Internet Questionnaire Construction | 356 | ||
| Observational Forms | 358 | ||
| International Marketing Research | 358 | ||
| Ethics in Marketing Research | 359 | ||
| SPSS Windows | 361 | ||
| Summary | 361 | ||
| Key Terms and Concepts | 362 | ||
| Suggested Cases, Video Cases, and HBS Cases | 362 | ||
| Live Research: Conducting a Marketing Research Project | 363 | ||
| Acronyms | 363 | ||
| Exercises | 363 | ||
| Internet and Computer Exercises | 365 | ||
| Activities | 365 | ||
| Dell Running Case | 365 | ||
| Video Case 10.1 Dunkin’ Donuts: Dunking the Competition | 366 | ||
| Chapter 11: Sampling: Design and Procedures | 368 | ||
| Objectives | 368 | ||
| Overview | 369 | ||
| Sample or Census | 370 | ||
| The Sampling Design Process | 372 | ||
| Define the Target Population | 372 | ||
| Determine the Sampling Frame | 373 | ||
| Select a Sampling Technique | 373 | ||
| Determine the Sample Size | 374 | ||
| Execute the Sampling Process | 375 | ||
| A Classification of Sampling Techniques | 376 | ||
| Nonprobability Sampling Techniques | 377 | ||
| Convenience Sampling | 377 | ||
| Judgmental Sampling | 379 | ||
| Quota Sampling | 380 | ||
| Snowball Sampling | 381 | ||
| Probability Sampling Techniques | 382 | ||
| Simple Random Sampling | 382 | ||
| Systematic Sampling | 383 | ||
| Stratified Sampling | 384 | ||
| Cluster Sampling | 385 | ||
| Other Probability Sampling Techniques | 387 | ||
| Choosing Nonprobability Versus Probability Sampling | 390 | ||
| Uses of Nonprobability and Probability Sampling | 391 | ||
| Internet Sampling | 391 | ||
| Issues in Online Sampling | 391 | ||
| Online Sampling Techniques | 392 | ||
| International Marketing Research | 393 | ||
| Ethics in Marketing Research | 394 | ||
| Summary | 396 | ||
| Key Terms and Concepts | 397 | ||
| Suggested Cases, Video Cases, and HBS Cases | 397 | ||
| Live Research: Conducting a Marketing Research Project | 397 | ||
| Acronym | 397 | ||
| Exercises | 398 | ||
| Internet and Computer Exercises | 398 | ||
| Activities | 398 | ||
| Dell Running Case | 399 | ||
| Video Case 11.1 Motorola: Projecting the Moto Lifestyle | 400 | ||
| Chapter 12: Sampling: Final and Initial Sample Size Determination Objectives | 402 | ||
| Objectives | 402 | ||
| Overview | 403 | ||
| Definitions and Symbols | 404 | ||
| The Sampling Distribution | 405 | ||
| Statistical Approach to Determining Sample Size | 407 | ||
| The Confidence Interval Approach | 407 | ||
| Sample Size Determination: Means | 408 | ||
| Sample Size Determination: Proportions | 410 | ||
| Multiple Characteristics and Parameters | 413 | ||
| Other Probability Sampling Techniques | 414 | ||
| Adjusting the Statistically Determined Sample Size | 414 | ||
| Calculation of Response Rates | 415 | ||
| Nonresponse Issues in Sampling | 416 | ||
| Improving the Response Rates | 416 | ||
| Adjusting for Nonresponse | 419 | ||
| International Marketing Research | 421 | ||
| Ethics in Marketing Research | 422 | ||
| SPSS Windows | 423 | ||
| Summary | 423 | ||
| Key Terms and Concepts | 424 | ||
| Suggested Cases, Video Cases, and HBS Cases | 424 | ||
| Live Research: Conducting a Marketing Research Project | 425 | ||
| Acronym | 425 | ||
| Exercises | 425 | ||
| Internet and Computer Exercises | 426 | ||
| Activities | 426 | ||
| Appendix 12A | 426 | ||
| Dell Running Case | 428 | ||
| Video Case 12.1 Subaru: “Mr. Survey” Monitors Customer Satisfaction | 429 | ||
| Part III: Data Collection, Preparation, Analysis, and Reporting | 431 | ||
| Chapter 13 Fieldwork | 432 | ||
| Objectives | 432 | ||
| Overview | 433 | ||
| The Nature of Fieldwork | 434 | ||
| Fieldwork/Data-Collection Process | 434 | ||
| Selection of Fieldworkers | 434 | ||
| Training of Fieldworkers | 436 | ||
| Making the Initial Contact | 436 | ||
| Asking the Questions | 436 | ||
| Probing | 436 | ||
| Recording the Answers | 437 | ||
| Terminating the Interview | 437 | ||
| Supervision of Fieldworkers | 439 | ||
| Quality Control and Editing | 439 | ||
| Sampling Control | 439 | ||
| Control of Cheating | 439 | ||
| Central Office Control | 439 | ||
| Validation of Fieldwork | 439 | ||
| Evaluation of Fieldworkers | 439 | ||
| Cost and Time | 440 | ||
| Response Rates | 440 | ||
| Quality of Interviewing | 440 | ||
| Quality of Data | 440 | ||
| International Marketing Research | 441 | ||
| Ethics in Marketing Research | 442 | ||
| SPSS Windows | 444 | ||
| Summary | 444 | ||
| Key Terms and Concepts | 445 | ||
| Suggested Cases, Video Cases, and HBS Cases | 446 | ||
| Live Research: Conducting a Marketing Research Project | 446 | ||
| Acronyms | 446 | ||
| Exercises | 446 | ||
| Internet and Computer Exercises | 447 | ||
| Activities | 447 | ||
| Dell Running Case | 447 | ||
| Video Case 13.1 Intel: Building Blocks Inside Out | 448 | ||
| Chapter 14: Data Preparation | 450 | ||
| Objectives | 450 | ||
| Overview | 451 | ||
| The Data-Preparation Process | 452 | ||
| Questionnaire Checking | 452 | ||
| Editing | 453 | ||
| Treatment of Unsatisfactory Responses | 454 | ||
| Coding | 454 | ||
| Coding Questions | 454 | ||
| Developing a Data File | 456 | ||
| Transcribing | 459 | ||
| Data Cleaning | 461 | ||
| Consistency Checks | 461 | ||
| Treatment of Missing Responses | 461 | ||
| Statistically Adjusting the Data | 462 | ||
| Weighting | 462 | ||
| Variable Respecification | 463 | ||
| Scale Transformation | 464 | ||
| Selecting a Data Analysis Strategy | 465 | ||
| A Classification of Statistical Techniques | 466 | ||
| International Marketing Research | 468 | ||
| Ethics in Marketing Research | 468 | ||
| Statistical Software | 471 | ||
| SPSS and SAS Computerized Demonstration Movies | 471 | ||
| SPSS and SAS Screen Captures with Notes | 471 | ||
| SPSS Windows | 471 | ||
| Creating a Variable Called Overall Evaluation | 471 | ||
| Recoding to Create New Variable Called Recoded Income | 472 | ||
| SAS Learning Edition | 473 | ||
| Creating a Variable Called Overall Evaluation | 473 | ||
| Recoding to Create New Variable Called Recoded | 473 | ||
| Summary | 475 | ||
| Key Terms and Concepts | 476 | ||
| Suggested Cases, Video Cases, and HBS Cases | 477 | ||
| Live Research: Conducting a Marketing Research Project | 477 | ||
| Acronym | 477 | ||
| Exercises | 477 | ||
| Internet and Computer Exercises | 478 | ||
| Activities | 478 | ||
| Dell Running Case | 479 | ||
| Chapter 15: Frequency Distribution, Cross-Tabulation, and Hypothesis Testing | 480 | ||
| Objectives | 480 | ||
| Overview | 481 | ||
| Frequency Distribution | 484 | ||
| Statistics Associated with Frequency Distribution | 486 | ||
| Measures of Location | 486 | ||
| Measures of Variability | 487 | ||
| Measures of Shape | 488 | ||
| Introduction to Hypothesis Testing | 489 | ||
| A General Procedure for Hypothesis Testing | 489 | ||
| Step 1: Formulate the Hypotheses | 489 | ||
| Step 2: Select an Appropriate Test | 491 | ||
| Step 3: Choose Level of Significance, α | 491 | ||
| Step 4: Collect Data and Calculate Test Statistic | 492 | ||
| Step 5: Determine the Probability (or Critical Value) | 492 | ||
| Steps 6 and 7: Compare the Probability (or Critical Value) and Make the Decision | 492 | ||
| Step 8: Marketing Research Conclusion | 493 | ||
| Cross-Tabulations | 493 | ||
| Two Variables | 494 | ||
| Three Variables | 495 | ||
| General Comments on Cross-Tabulation | 498 | ||
| Statistics Associated with Cross-Tabulation | 498 | ||
| Chi-Square | 499 | ||
| Phi Coefficient | 500 | ||
| Contingency Coefficient | 501 | ||
| Cramer’s V | 501 | ||
| Lambda Coefficient | 501 | ||
| Other Statistics | 502 | ||
| Cross-Tabulation in Practice | 502 | ||
| Hypothesis Testing Related to Differences | 503 | ||
| Parametric Tests | 504 | ||
| One Sample | 504 | ||
| Two Independent Samples | 505 | ||
| Paired Samples | 508 | ||
| Nonparametric Tests | 509 | ||
| One Sample | 510 | ||
| Two Independent Samples | 510 | ||
| Paired Samples | 512 | ||
| Statistical Software | 515 | ||
| SPSS and SAS Computerized Demonstration Movies | 516 | ||
| SPSS and SAS Screen Captures with Notes | 516 | ||
| SPSS Windows | 516 | ||
| SAS Learning Edition | 518 | ||
| Summary | 520 | ||
| Key Terms and Concepts | 522 | ||
| Suggested Cases, Video Cases, and HBS Cases | 523 | ||
| Live Research: Conducting a Marketing Research Project | 523 | ||
| Acronyms | 524 | ||
| Exercises | 524 | ||
| Internet and Computer Exercises | 525 | ||
| Activities | 526 | ||
| Dell Running Case | 527 | ||
| Chapter 16: Analysis of Variance and Covariance | 528 | ||
| Objectives | 528 | ||
| Overview | 529 | ||
| Relationship Among Techniques | 531 | ||
| One-Way Analysis of Variance | 532 | ||
| Statistics Associated with One-Way Analysis of Variance | 533 | ||
| Conducting One-Way Analysis of Variance | 533 | ||
| Identify the Dependent and Independent Variables | 533 | ||
| Decompose the Total Variation | 533 | ||
| Measure the Effects | 535 | ||
| Test the Significance | 535 | ||
| Interpret the Results | 536 | ||
| Illustrative Data | 536 | ||
| Illustrative Applications of One-Way Analysis of Variance | 537 | ||
| Assumptions in Analysis of Variance | 540 | ||
| N-Way Analysis of Variance | 540 | ||
| Illustrative Application of N-Way Analysis of Variance | 542 | ||
| Analysis of Covariance | 545 | ||
| Issues in Interpretation | 545 | ||
| Interactions | 545 | ||
| Relative Importance of Factors | 547 | ||
| Multiple Comparisons | 548 | ||
| Repeated Measures ANOVA | 548 | ||
| Nonmetric Analysis of Variance | 550 | ||
| Multivariate Analysis of Variance | 551 | ||
| Statistical Software | 552 | ||
| SPSS and SAS Computerized Demonstration Movies | 552 | ||
| SPSS and SAS Screen Captures with Notes | 552 | ||
| SPSS Windows | 553 | ||
| SAS Learning Edition | 553 | ||
| Summary | 555 | ||
| Key Terms and Concepts | 556 | ||
| Suggested Cases, Video Cases, and HBS Cases | 556 | ||
| Live Research: Conducting a Marketing Research Project | 556 | ||
| Acronyms | 556 | ||
| Exercises | 557 | ||
| Internet and Computer Exercises | 558 | ||
| Activities | 558 | ||
| Dell Running Case | 559 | ||
| Chapter 17: Correlation and Regression | 560 | ||
| Objectives | 560 | ||
| Overview | 561 | ||
| Product Moment Correlation | 562 | ||
| Partial Correlation | 566 | ||
| Nonmetric Correlation | 568 | ||
| Regression Analysis | 568 | ||
| Bivariate Regression | 568 | ||
| Statistics Associated with Bivariate Regression Analysis | 569 | ||
| Conducting Bivariate Regression Analysis | 569 | ||
| Plot the Scatter Diagram | 569 | ||
| Formulate the Bivariate Regression Model | 571 | ||
| Estimate the Parameters | 572 | ||
| Estimate Standardized Regression Coefficient | 573 | ||
| Test for Significance | 573 | ||
| Determine the Strength and Significance of Association | 574 | ||
| Check Prediction Accuracy | 576 | ||
| Assumptions | 577 | ||
| Multiple Regression | 577 | ||
| Statistics Associated with Multiple Regression | 578 | ||
| Conducting Multiple Regression Analysis | 579 | ||
| Partial Regression Coefficients | 579 | ||
| Strength of Association | 580 | ||
| Significance Testing | 581 | ||
| Examination of Residuals | 582 | ||
| Stepwise Regression | 585 | ||
| Multicollinearity | 586 | ||
| Relative Importance of Predictors | 587 | ||
| Cross-Validation | 588 | ||
| Regression with Dummy Variables | 589 | ||
| Analysis of Variance and Covariance with Regression | 589 | ||
| Statistical Software | 591 | ||
| SPSS and SAS Computerized Demonstration Movies | 592 | ||
| SPSS and SAS Screen Captures with Notes | 592 | ||
| SPSS Windows | 592 | ||
| SAS Learning Edition | 593 | ||
| Summary | 594 | ||
| Key Terms and Concepts | 596 | ||
| Suggested Cases, Video Cases, and HBS Cases | 596 | ||
| Live Research: Conducting a Marketing Research Project | 597 | ||
| Acronym | 597 | ||
| Exercises | 597 | ||
| Internet and Computer Exercises | 598 | ||
| Activities | 599 | ||
| Dell Running Case | 599 | ||
| Chapter 18: Discriminant and Logit Analysis | 600 | ||
| Objectives | 600 | ||
| Overview | 601 | ||
| Basic Concept of Discriminant Analysis | 602 | ||
| Relationship of Discriminant and Logit Analysis to ANOVA and Regression | 603 | ||
| Discriminant Analysis Model | 603 | ||
| Statistics Associated with Discriminant Analysis | 604 | ||
| Conducting Discriminant Analysis | 605 | ||
| Formulate the Problem | 605 | ||
| Estimate the Discriminant Function Coefficients | 607 | ||
| Determine the Significance of the Discriminant Function | 609 | ||
| Interpret the Results | 610 | ||
| Assess Validity of Discriminant Analysis | 612 | ||
| Multiple Discriminant Analysis | 613 | ||
| Formulate the Problem | 613 | ||
| Estimate the Discriminant Function Coefficients | 614 | ||
| Determine the Significance of the Discriminant Function | 614 | ||
| Interpret the Results | 614 | ||
| Assess Validity of Discriminant Analysis | 617 | ||
| Stepwise Discriminant Analysis | 620 | ||
| The Logit Model | 620 | ||
| Conducting Binary Logit Analysis | 620 | ||
| Formulate the Problem | 621 | ||
| Estimating the Binary Logit Model | 621 | ||
| Model Fit | 622 | ||
| Significance Testing | 622 | ||
| Interpretation of the Coefficients and Validation | 622 | ||
| An Illustrative Application of Logistic Regression | 623 | ||
| Statistical Software | 626 | ||
| SPSS and SAS Computerized Demonstration Movies | 626 | ||
| SPSS and SAS Screen Captures with Notes | 627 | ||
| SPSS Windows | 627 | ||
| SAS Learning Edition | 627 | ||
| Summary | 629 | ||
| Key Terms and Concepts | 630 | ||
| Suggested Cases, Video Cases, and HBS Cases | 631 | ||
| Live Research: Conducting a Marketing Research Project | 631 | ||
| Acronym | 631 | ||
| Exercises | 631 | ||
| Internet and Computer Exercises | 632 | ||
| Activities | 632 | ||
| Dell Running Case | 633 | ||
| Chapter 19: Factor Analysis | 634 | ||
| Objectives | 634 | ||
| Overview | 635 | ||
| Basic Concept | 636 | ||
| Factor Analysis Model | 637 | ||
| Statistics Associated with Factor Analysis | 638 | ||
| Conducting Factor Analysis | 638 | ||
| Formulate the Problem | 639 | ||
| Construct the Correlation Matrix | 640 | ||
| Determine the Method of Factor Analysis | 643 | ||
| Determine the Number of Factors | 643 | ||
| Rotate Factors | 644 | ||
| Interpret Factors | 645 | ||
| Calculate Factor Scores | 646 | ||
| Select Surrogate Variables | 646 | ||
| Determine the Model Fit | 647 | ||
| Applications of Common Factor Analysis | 649 | ||
| Statistical Software | 654 | ||
| SPSS and SAS Computerized Demonstration Movies | 654 | ||
| SPSS and SAS Screen Captures with Notes | 654 | ||
| SPSS Windows | 655 | ||
| SAS Learning Edition | 655 | ||
| Summary | 656 | ||
| Key Terms and Concepts | 657 | ||
| Suggested Cases, Video Cases, and HBS Cases | 657 | ||
| Live Research: Conducting a Marketing Research Project | 657 | ||
| Acronym | 658 | ||
| Exercises | 658 | ||
| Internet and Computer Exercises | 658 | ||
| Activities | 659 | ||
| Dell Running Case | 659 | ||
| Chapter 20: Cluster Analysis | 660 | ||
| Objectives | 660 | ||
| Overview | 661 | ||
| Basic Concept | 662 | ||
| Statistics Associated with Cluster Analysis | 663 | ||
| Conducting Cluster Analysis | 664 | ||
| Formulate the Problem | 664 | ||
| Select a Distance or Similarity Measure | 665 | ||
| Select a Clustering Procedure | 666 | ||
| Decide on the Number of Clusters | 670 | ||
| Interpret and Profile the Clusters | 672 | ||
| Assess Reliability and Validity | 673 | ||
| Applications of Nonhierarchical Clustering | 674 | ||
| Applications of TwoStep Clustering | 676 | ||
| Clustering Variables | 679 | ||
| Statistical Software | 681 | ||
| SPSS and SAS Computerized Demonstration Movies | 681 | ||
| SPSS and SAS Screen Captures with Notes | 681 | ||
| SPSS Windows | 681 | ||
| SAS Learning Edition | 682 | ||
| Summary | 683 | ||
| Key Terms and Concepts | 684 | ||
| Suggested Cases, Video Cases, and HBS Cases | 685 | ||
| Live Research: Conducting a Marketing Research Project | 685 | ||
| Acronym | 685 | ||
| Exercises | 685 | ||
| Problems | 686 | ||
| Internet and Computer Exercises | 686 | ||
| Activities | 686 | ||
| Dell Running Case | 687 | ||
| Chapter 21: Multidimensional Scaling and Conjoint Analysis | 688 | ||
| Objectives | 688 | ||
| Overview | 689 | ||
| Basic Concepts in Multidimensional Scaling (MDS) | 691 | ||
| Statistics and Terms Associated with MDS | 691 | ||
| Conducting Multidimensional Scaling | 692 | ||
| Formulate the Problem | 692 | ||
| Obtain Input Data | 692 | ||
| Select an MDS Procedure | 694 | ||
| Decide on the Number of Dimensions | 695 | ||
| Label the Dimensions and Interpret the Configuration | 696 | ||
| Assess Reliability and Validity | 697 | ||
| Assumptions and Limitations of MDS | 698 | ||
| Scaling Preference Data | 698 | ||
| Correspondence Analysis | 700 | ||
| Relationship Among MDS, Factor Analysis, and Discriminant Analysis | 701 | ||
| Basic Concepts in Conjoint Analysis | 701 | ||
| Statistics and Terms Associated with Conjoint Analysis | 702 | ||
| Conducting Conjoint Analysis | 702 | ||
| Formulate the Problem | 702 | ||
| Construct the Stimuli | 703 | ||
| Decide on the Form of Input Data | 705 | ||
| Select a Conjoint Analysis Procedure | 705 | ||
| Interpret the Results | 708 | ||
| Assessing Reliability and Validity | 708 | ||
| Assumptions and Limitations of Conjoint Analysis | 711 | ||
| Hybrid Conjoint Analysis | 711 | ||
| Statistical Software | 714 | ||
| SPSS and SAS Computerized Demonstration Movies | 715 | ||
| SPSS and SAS Screen Captures with Notes | 715 | ||
| SPSS Windows | 715 | ||
| SAS Learning Edition | 716 | ||
| Summary | 717 | ||
| Key Terms and Concepts | 718 | ||
| Suggested Cases, Video Cases, and HBS Cases | 719 | ||
| Live Research: Conducting a Marketing Research Project | 720 | ||
| Acronyms | 720 | ||
| Exercises | 720 | ||
| Internet and Computer Exercises | 720 | ||
| Activities | 721 | ||
| Dell Running Case | 721 | ||
| Chapter 22: Structural Equation Modeling and Path Analysis | 722 | ||
| Objectives | 722 | ||
| Overview | 723 | ||
| Basic Concept | 724 | ||
| Statistics Associated with SEM | 725 | ||
| Foundations of SEM | 726 | ||
| Theory, Model, and Path Diagram | 726 | ||
| Exogenous Versus Endogenous Constructs | 727 | ||
| Dependence and Correlational Relationships | 728 | ||
| Model Fit | 728 | ||
| Model Identification | 728 | ||
| Conducting SEM | 729 | ||
| Define the Individual Constructs | 729 | ||
| Specify the Measurement Model | 729 | ||
| Sample Size Requirements | 730 | ||
| Assess Measurement Model Reliability and Validity | 731 | ||
| Assess Measurement Model Fit | 731 | ||
| Assess Measurement Model Reliability and Validity | 733 | ||
| Lack of Validity: Diagnosing Problems | 735 | ||
| Specify the Structural Model | 735 | ||
| Assess Structural Model Validity | 736 | ||
| Assessing Fit | 737 | ||
| Comparison with Competing Models | 737 | ||
| Testing Hypothesized Relationships | 737 | ||
| Structural Model Diagnostics | 737 | ||
| Draw Conclusions and Make Recommendations | 738 | ||
| Higher-Order Confirmatory Factor Analysis | 738 | ||
| Relationship of SEM to Other Multivariate Techniques | 739 | ||
| Application of SEM: First-Order Factor Model | 740 | ||
| Define the Individual Constructs | 740 | ||
| Specify the Measurement Model | 740 | ||
| Assess Measurement Model Reliability and Validity | 741 | ||
| Specify the Structural Model | 742 | ||
| Assess Structural Model Validity | 742 | ||
| Conclusions and Recommendations | 742 | ||
| Application of SEM: Second-Order Factor Model | 742 | ||
| Define the Individual Constructs | 742 | ||
| Specify the Measurement Model | 743 | ||
| Assess Measurement Model Reliability and Validity | 743 | ||
| Specify the Structural Model | 745 | ||
| Assess Structural Model Validity | 746 | ||
| Draw Conclusions and Make Recommendations | 747 | ||
| Path Analysis | 748 | ||
| Illustrative Example of Path Analysis | 749 | ||
| Statistical Software | 751 | ||
| LISREL | 751 | ||
| SPSS Windows | 752 | ||
| SAS Learning Edition | 753 | ||
| Summary | 754 | ||
| Key Terms and Concepts | 756 | ||
| Suggested Cases, Video Cases, and HBS Cases | 756 | ||
| Live Research: Conducting a Marketing Research Project | 756 | ||
| Acronym | 756 | ||
| Exercises | 756 | ||
| Internet and Computer Exercises | 757 | ||
| Activities | 757 | ||
| Dell Running Case | 757 | ||
| Chapter 23: Report Preparation and Presentation | 758 | ||
| Objectives | 758 | ||
| Overview | 759 | ||
| Importance of the Report and Presentation | 760 | ||
| The Report Preparation and Presentation Process | 760 | ||
| Report Preparation | 761 | ||
| Report Format | 761 | ||
| Title Page | 762 | ||
| Letter of Transmittal | 763 | ||
| Letter of Authorization | 763 | ||
| Table of Contents | 763 | ||
| Executive Summary | 763 | ||
| Problem Definition | 763 | ||
| Approach to the Problem | 763 | ||
| Research Design | 763 | ||
| Data Analysis | 763 | ||
| Results | 763 | ||
| Limitations and Caveats | 764 | ||
| Conclusions and Recommendations | 764 | ||
| Report Writing | 764 | ||
| Readers | 764 | ||
| Easy to Follow | 765 | ||
| Presentable and Professional Appearance | 765 | ||
| Objective | 765 | ||
| Reinforce Text with Tables and Graphs | 765 | ||
| Terse | 765 | ||
| Guidelines for Tables | 765 | ||
| Title and Number | 765 | ||
| Arrangement of Data Items | 766 | ||
| Basis of Measurement | 766 | ||
| Leaders, Rulings, and Spaces | 766 | ||
| Explanations and Comments: Headings, Stubs, and Footnotes | 766 | ||
| Sources of the Data | 766 | ||
| Guidelines for Graphs | 766 | ||
| Geographic and Other Maps | 767 | ||
| Round or Pie Charts | 767 | ||
| Line Charts | 767 | ||
| Pictographs | 767 | ||
| Histograms and Bar Charts | 767 | ||
| Schematic Figures and Flowcharts | 768 | ||
| Report Distribution | 769 | ||
| Oral Presentation | 771 | ||
| Reading the Research Report | 772 | ||
| Address the Problem | 772 | ||
| Research Design | 772 | ||
| Execution of the Research Procedures | 772 | ||
| Numbers and Statistics | 772 | ||
| Interpretation and Conclusions | 773 | ||
| Generalizability | 773 | ||
| Disclosure | 773 | ||
| Research Follow-Up | 773 | ||
| Assisting the Client | 773 | ||
| Evaluation of the Research Project | 774 | ||
| International Marketing Research | 774 | ||
| Ethics in Marketing Research | 775 | ||
| Statistical Software | 776 | ||
| SPSS Windows | 776 | ||
| SAS Enterprise Guide | 777 | ||
| Summary | 777 | ||
| Key Terms and Concepts | 777 | ||
| Suggested Cases, Video Cases, and HBS Cases | 777 | ||
| Live Research: Conducting a Marketing Research Project | 779 | ||
| Acronyms | 779 | ||
| Exercises | 779 | ||
| Problems | 780 | ||
| Internet and Computer Exercises | 780 | ||
| Activities | 780 | ||
| Dell Running Case | 780 | ||
| Video Case 23.1 Marriott: Marketing Research Leads to Expanded | 781 | ||
| Chapter 24: International Marketing Research | 784 | ||
| Objectives | 784 | ||
| Overview | 785 | ||
| Marketing Research Goes International | 787 | ||
| A Framework for International Marketing Research | 788 | ||
| The Environment | 788 | ||
| Marketing Environment | 788 | ||
| Government Environment | 789 | ||
| Legal Environment | 790 | ||
| Economic Environment | 790 | ||
| Structural Environment | 790 | ||
| Informational and Technological Environment | 790 | ||
| Sociocultural Environment | 790 | ||
| Survey Methods | 792 | ||
| Telephone Interviewing and CATI | 792 | ||
| In-Home Personal Interviews | 793 | ||
| Mall Intercept and CAPI | 793 | ||
| Mail Interviews | 794 | ||
| Mail and Scanner Panels | 794 | ||
| Electronic Surveys | 794 | ||
| Measurement and Scaling | 795 | ||
| Questionnaire Translation | 797 | ||
| Ethics in Marketing Research | 799 | ||
| Statistical Software | 800 | ||
| Summary | 800 | ||
| Key Terms and Concepts | 801 | ||
| Suggested Cases, Video Cases, and HBS Cases | 801 | ||
| Live Research: Conducting a Marketing Research Project | 801 | ||
| Acronym | 801 | ||
| Exercises | 802 | ||
| Internet and Computer Exercises | 802 | ||
| Activities | 802 | ||
| Dell Running Case | 803 | ||
| Video Case 24.1 Nivea: Marketing Research Leads to Consistency in Marketing | 804 | ||
| Running Case with Real Data | 806 | ||
| Case 1.1: Dell Direct | 806 | ||
| Comprehensive Critical Thinking Cases | 812 | ||
| Case 2.1: Hong Kong: Staying Ahead of the Competition in the Wealth Management Business | 812 | ||
| Case 2.2: Baskin-Robbins: Can It Bask in the Good ‘Ole Days? | 815 | ||
| Case 2.3: Kid Stuff? Determining the Best Positioning Strategy for Akron Children’s Hospital | 818 | ||
| Data Analysis Cases with Real Data | 820 | ||
| Case 3.1: AT&T Wireless: Ma Bell Becomes Ma Again | 820 | ||
| CASE 3.2: IBM: The World’s Top Provider of Computer Hardware, Software, and Services | 825 | ||
| Case 3.3: Kimberly-Clark: Competing Through Innovation | 833 | ||
| Comprehensive Cases with Real Data | 840 | ||
| Case 4.1: JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions | 840 | ||
| Case 4.2: Wendy’s: History and Life After Dave Thomas | 846 | ||
| Comprehensive Harvard Business School Cases | 853 | ||
| Case 5.1: The Harvard Graduate Student Housing Survey (9-505-059) | 853 | ||
| Case 5.2: BizRate.Com (9-501-024) | 853 | ||
| Case 5.3: Cola Wars Continue: Coke and Pepsi in the Twenty-First Century (9-702-442) | 853 | ||
| Case 5.4: TiVo in 2002 (9-502-062) | 853 | ||
| Case 5.5: Compaq Computer: Intel Inside? (9-599-061) | 853 | ||
| Case 5.6: The New Beetle (9-501-023) | 853 | ||
| Appendix: Statistical Tables | 854 | ||
| Notes | 866 | ||
| Photo Credits | 907 | ||
| Index | 909 |