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Essentials of marketing research

Author: Joseph F Hair
Publisher: Boston : McGraw-Hill/Higher Education, ©2008.
Edition/Format:   Print book : English : 1st edView all editions and formats
Summary:

Delivers a review of a variety of marketing research topics. Taking an application-oriented approach, this work intends to offer students with the tools and skills necessary to solve business  Read more...

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Additional Physical Format: Online version:
Essentials of marketing research.
Boston : McGraw-Hill/Higher Education, ©2008
(OCoLC)894934692
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Joseph F Hair
ISBN: 9780073381022 0073381020 0071266348 9780071266345
OCLC Number: 86117363
Description: xvi, 382 pages : illustrations ; 26 cm
Contents: PART 1 --
The Role and Value of Marketing Research Information --
Marketing Research for Decision Making --
Marketing Research and Decision Making --
Value of Marketing Research Information --
Relationship Marketing and the Marketing Research Process --
Relationship Marketing and Customer Relationship Management --
Marketing Planning and Decision Making --
Marketing Situation Analysis --
Market Analysis --
Market Segmentation --
Competitive Analysis --
Marketing Strategy Design --
Target Marketing --
Positioning --
New-Product Planning --
Marketing Program Development --
Product Portfolio Analysis --
Distribution Decisions --
Pricing Decisions --
Integrated Marketing Communications --
The Marketing Research Industry --
Changing Skills for a Changing Industry --
Ethics in Marketing Research Practices --
Unethical Activities by the Client/Research User --
Unethical Activities by the Research Provider or Research Company --
Unethical Activities by the Respondent --
Marketing Research Code of Ethics --
Emerging Trends --
Marketing Research in Action: Continuing Case Study: the Santa Fe Grill --
Summary --
Key Terms and Concepts --
Review Questions --
Discussion Questions --
Appendix: Careers in Marketing Research with a Look at Federal Express --
The Marketing Research Process and Proposals --
Solving Marketing Problems Using a Systematic Process --
Value of the Research Process. Changing View of the Marketing Research Process --
Determining the Need for Information Research --
Closer Look At Research?in the Field: Management Decision --
Makers ... market Researchers --
Overview of the Research Process --
Transforming Data into Knowledge --
Interrelatedness of the Steps and the Research Process --
Phase I: Determine the Research Problem --
Step 1: Identify and Clarify Information Needs --
Step 2: Define the Research Problem and Questions --
Step 3: Specify Research Objectives and Confirm the Information Value --
Phase II: Select the Research Design --
Step 4: Determine the Research Design and Data Sources --
Step 5: Develop the Sampling Design and Sample Size --
Step 6: Examine Measurement Issues and Scales --
Step 7: Design and Pretest the Questionnaire --
Phase III: Execute the Research Design --
Step 8: Collect and Prepare Data --
Step 9: Analyze Data --
Step 10: Interpret Data to Create Knowledge --
Phase IV: Communicate the Results --
Step 11: Prepare and Present the Final Report --
Develop a Research Proposal --
Marketing Research in Action: What Does an Information --
Research Proposal Look Like? Excelsior Hotel Preferred Guest --
Card Research Proposal --
Summary --
Key Terms and Concepts --
Review Questions --
Discussion Questions. PART 2 --
Designing the Marketing Research Project --
Literature Reviews and Hypotheses --
GOOGLE AND eBAY FORM NEW "CLICK-TO-CALL" ALLIANCE --
Value of Literature Reviews and Hypotheses --
Reasons for Conducting a Literature Review --
Conducting the Review --
Popular Sources --
Scholarly Research --
Developing a Conceptual Model --
Variables, Constructs, and Relationships --
Relationships and Hypotheses --
Continuing Case: Santa Fe Grill: Developing Research Questions and Hypotheses --
Hypothesis Testing --
Marketing Research in Action: the Santa Fe Grill --
Summary --
Key Terms and Concepts --
Review Questions --
Discussion Questions --
Secondary Data and Sources --
Making the Most of an Information-Rich Environment --
Value of Secondary Data --
Nature and Scope of Secondary Data --
Role of Secondary Data in Marketing Research --
Secondary Data and Customer Relationship Management --
Secondary Data Research Tasks and the Marketing Research Process --
Use and Evaluation of Secondary Data Sources --
Traditional Internal Sources of Secondary Data --
Types of Internal Secondary Data --
Using and Extracting External Sources of Secondary Data --
North American Industry Classification System (NAICS) --
Government Documents --
Secondary Sources of Business Information --
Closer Look At Research?in the Field: Secondary Data and The Crm Process: Placing a Value on Customer Information. PART 2 --
Designing the Marketing Research Project --
Literature Reviews and Hypotheses --
GOOGLE AND eBAY FORM NEW "CLICK-TO-CALL" ALLIANCE --
Value of Literature Reviews and Hypotheses --
Reasons for Conducting a Literature Review --
Conducting the Review --
Popular Sources --
Scholarly Research --
Developing a Conceptual Model --
Variables, Constructs, and Relationships --
Relationships and Hypotheses --
Continuing Case: Santa Fe Grill: Developing Research Questions and Hypotheses --
Hypothesis Testing --
Marketing Research in Action: the Santa Fe Grill --
Summary --
Key Terms and Concepts --
Review Questions --
Discussion Questions --
Secondary Data and Sources --
Making the Most of an Information-Rich Environment --
Value of Secondary Data --
Nature and Scope of Secondary Data --
Role of Secondary Data in Marketing Research --
Secondary Data and Customer Relationship Management --
Secondary Data Research Tasks and the Marketing Research Process --
Use and Evaluation of Secondary Data Sources --
Traditional Internal Sources of Secondary Data --
Types of Internal Secondary Data --
Using and Extracting External Sources of Secondary Data --
North American Industry Classification System (NAICS) --
Government Documents --
Secondary Sources of Business Information --
Closer Look At Research?in the Field: Secondary Data and The Crm Proces. Closer Look At Research?in the Field: Stores Call on the Secret Service --
Selecting the Observation Method --
Benefits and Limitations of Observation Methods --
Marketing Research in Action: the Future of For-Profit Higher --
Education --
Summary --
Key Terms and Concepts --
Review Questions --
Discussion Questions --
Descriptive and Causal Research Designs --
The Excelsior Hotel Preferred Guest Card --
Value of Descriptive and Causal Survey Research Designs --
Descriptive Research Designs and Surveys --
Types of Errors in Surveys --
Sampling Error --
Nonsampling Errors --
Types of Survey Methods --
Person-Administered Surveys --
Telephone-Administered Surveys --
Self-Administered Surveys --
Selecting the Appropriate Survey Method --
Situational Factors --
Task Factors --
Respondent Factors --
Experiments and Test Marketing --
The Nature of Experimentation --
Validity Concerns with Experimental Research --
Comparing Laboratory and Field Experiments --
Test Marketing --
Marketing Research in Action: Riders Fits New Database Into --
Brand Launch --
Summary --
Key Terms and Concepts --
Review Questions --
Discussion Questions. PART 3 --
Gathering and Collecting Accurate Data --
Sampling: Theory and Methods --
The Web: a Growing Trend for Mobile Searching --
Value of Sampling in Marketing Research --
Sampling as a Part of the Research Process --
The Basics of Sampling Theory --
Population --
Sampling Frame --
Factors Underlying Sampling Theory --
Tools Used to Assess the Quality of Samples --
Continuing Case: The Santa Fe Grill --
Probability and Nonprobability Sampling --
Probability Sampling Designs --
Closer Look At Research?in the Field: Which is Better, Proportionately or Disproportionately Stratified Samples? --
Nonprobability Sampling Designs --
Determining the Appropriate Sampling Design --
Continuing Case: The Santa Fe Grill --
Determining Sample Sizes --
Probability Sample Sizes --
Nonprobability Sample Sizes --
Steps in Developing a Sampling Plan --
Marketing Research in Action: Developing a Sampling Plan for A New Menu Initiative Survey --
Summary --
Key Terms and Concepts --
Review Questions --
Discussion Questions --
Measurement and Scaling --
Fast Food, Side by Side: Restaurant Location and Loyalty --
Value of Measurement in Information Research --
Overview of the Measurement Process --
Construct Development --
Scale Measurement --
Nominal Scales --
Ordinal Scales --
Interval Scales --
Ratio Scales --
Evaluating Measurement Scales --
Developing Scale Measurements --
Criteria for Scale Development --
Scales to Measure Attitudes and Behaviors --
Likert Scale. Semantic Differential Scale --
Behavioral Intention Scale --
Comparative and Noncomparative Rating Scales --
Other Scale Measurement Issues --
Single-Item and Multiple-Item Scales --
Clear Wording --
Screening Questions --
Skip Questions --
Marketing Research in Action: What Can You Learn from a Customer Loyalty Index? --
Summary --
Key Terms and Concepts --
Review Questions --
Discussion Questions --
Designing the Questionnaire --
Can Surveys be Used to Develop University Residence Life Plans? --
Value of Questionnaires in Marketing Research --
Questionnaire Design --
Step 1: Confirm Research Objectives --
Step 2: Select Appropriate Data Collection Method --
Step 3: Develop Questions and Scaling --
Step 4: Determine Layout and Evaluate Questionnaire --
Step 5: Obtain Initial Client Approval --
Step 6: Pretest, Revise, and Finalize Questionnaire --
Step 7: Implement the Survey --
The Role of a Cover Letter --
Other Documents Used in Collecting Data --
Supervisor Instructions --
Interviewer Instructions --
Screening Forms --
Quota Sheets --
Rating Cards --
Call Record Sheets --
Marketing Research in Action: Designing a Questionnaire to Survey Santa Fe Grill Customers --
Summary --
Key Terms and Concepts --
Review Questions --
Discussion Questions. PART 4 --
Data Preparation, Analysis, and Reporting the Results --
Analyzing and Reporting Qualitative Research --
Wireless Communication's Impact on Social Behavior --
Nature of Qualitative Data Analysis --
Qualitative versus Quantitative Data Analysis --
The Process of Analyzing Qualitative Data --
Managing the Data Collection Effort --
Step 1: Data Reduction --
Step 2: Data Display --
Step 3: Conclusion Drawing/Verification --
Writing the Report --
Analysis of the Data/Findings --
Conclusions and Recommendations --
Continuing Case: Santa Fe Grill: Using Qualitative Research --
Marketing Research in Action: Hotel Travelers? Cheers and Jeers At Their Experiences --
Summary --
Key Terms and Concepts --
Review Questions --
Discussion Questions --
Preparing Data for Quantitative Analysis --
Wal-Mart and Scanner Technology --
Value of Preparing Data for Analysis --
Validation --
Editing and Coding --
Asking the Proper Questions --
Accurate Recording of Answers --
Correct Screening Questions --
Responses to Open-Ended Questions --
The Coding Process --
Data Entry --
Error Detection --
Data Tabulation --
One-Way Tabulation --
Descriptive Statistics --
Graphical Illustration of Data --
Marketing Research in Action: Deli Depot --
Summary --
Key Terms and Concepts --
Review Questions --
Discussion Questions --
Basic Data Analysis for Quantitative Research --
Data Analysis Facilitates Smarter Decisions --
Value of Statistical Analysis --
Measures of Central Tendency --
SPSS Applications?Measures of Central Tendency --
Measures of Dispersion --
SPSS Applications?Measures of Dispersion --
Analyzing Relationships of Sample Data --
Sample Statistics and Population Parameters --
Univariate Statistical Tests --
SPSS Application?Univariate Hypothesis Test --
Bivariate Statistical Tests --
Cross-Tabulation --
Chi-Square Analysis --
Calculating the X2 Value --
SPSS Application?Chi-Square --
Comparing Means: Independent versus Related Samples --
Using the t-Test to Compare Two Means --
SPSS Application?Independent Samples t-Test SPSS Application?Paired Samples t-Test Analysis of Variance (ANOVA) --
Determining Statistical Significance in ANOVA n-Way ANOVA. SPSS Application?ANOVA --
Continuing Case: The Santa Fe Grill --
Perceptual Mapping --
Perceptual Mapping Applications in Marketing Research --
Marketing Research in Action: Examining Restaurant Image --
Positions?remington's Steak House --
Summary --
Key Terms and Concepts --
Review Questions --
Discussion Questions --
Examining Relationships in Quantitative Research --
Data Mining Helps Rebuild Procter & Gamble As a Global --
Powerhouse --
Examining Relationships between Variables --
Covariation and Variable Relationships --
Correlation Analysis --
Pearson Correlation Coefficient --
SPSS Application?Pearson Correlation --
Substantive Significance of the Correlation Coefficient --
Influence of Measurement Scales on Correlation Analysis --
SPSS Application?Calculating Median Rankings --
What Is Regression Analysis? --
Fundamentals of Regression Analysis --
Developing and Estimating the Regression Coefficients --
SPSS Application?Bivariate Regression --
Significance --
Multiple Regression Analysis --
Statistical Significance --
Substantive Significance --
SPSS Application?Multiple Regression --
Marketing Research in Action: the Role of Employees in Developing a Customer Satisfaction Program --
Summary --
Key Terms and Concepts --
Review Questions --
Discussion Questions --
Reporting and Presenting Results --
It Takes More Than Numbers to Communicate --
Value of Communicating Research Findings --
Marketing Research Reports --
Format of the Marketing Research Report --
Title Page --
Executive Summary --
Introduction --
Research Methods and Procedures --
Data Analysis and Findings --
Conclusions and Recommendations --
Limitations --
Appendices --
Common Problems in Preparing the Marketing Research Report --
The Critical Nature of Presentations --
Guidelines for Preparing the Visual Presentation --
Marketing Research in Action: Who are the Early Adopters of Technology? --
Summary --
Key Terms and Concepts --
Review Questions --
Discussion Questions --
Glossary --
Endnotes.
Responsibility: Joseph F. Hair, Jr. [and others].
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   schema:description "Closer Look At Research?in the Field: Stores Call on the Secret Service -- Selecting the Observation Method -- Benefits and Limitations of Observation Methods -- Marketing Research in Action: the Future of For-Profit Higher -- Education -- Summary -- Key Terms and Concepts -- Review Questions -- Discussion Questions -- Descriptive and Causal Research Designs -- The Excelsior Hotel Preferred Guest Card -- Value of Descriptive and Causal Survey Research Designs -- Descriptive Research Designs and Surveys -- Types of Errors in Surveys -- Sampling Error -- Nonsampling Errors -- Types of Survey Methods -- Person-Administered Surveys -- Telephone-Administered Surveys -- Self-Administered Surveys -- Selecting the Appropriate Survey Method -- Situational Factors -- Task Factors -- Respondent Factors -- Experiments and Test Marketing -- The Nature of Experimentation -- Validity Concerns with Experimental Research -- Comparing Laboratory and Field Experiments -- Test Marketing -- Marketing Research in Action: Riders Fits New Database Into -- Brand Launch -- Summary -- Key Terms and Concepts -- Review Questions -- Discussion Questions."@en ;
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   schema:description "PART 1 -- The Role and Value of Marketing Research Information -- Marketing Research for Decision Making -- Marketing Research and Decision Making -- Value of Marketing Research Information -- Relationship Marketing and the Marketing Research Process -- Relationship Marketing and Customer Relationship Management -- Marketing Planning and Decision Making -- Marketing Situation Analysis -- Market Analysis -- Market Segmentation -- Competitive Analysis -- Marketing Strategy Design -- Target Marketing -- Positioning -- New-Product Planning -- Marketing Program Development -- Product Portfolio Analysis -- Distribution Decisions -- Pricing Decisions -- Integrated Marketing Communications -- The Marketing Research Industry -- Changing Skills for a Changing Industry -- Ethics in Marketing Research Practices -- Unethical Activities by the Client/Research User -- Unethical Activities by the Research Provider or Research Company -- Unethical Activities by the Respondent -- Marketing Research Code of Ethics -- Emerging Trends -- Marketing Research in Action: Continuing Case Study: the Santa Fe Grill -- Summary -- Key Terms and Concepts -- Review Questions -- Discussion Questions -- Appendix: Careers in Marketing Research with a Look at Federal Express -- The Marketing Research Process and Proposals -- Solving Marketing Problems Using a Systematic Process -- Value of the Research Process."@en ;
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