Machine generated contents note: SECTION 1 INTRODUCTION TO MARKETING RESEARCH -- 1.The Role of Marketing Research -- Learning Objectives -- Introduction -- Marketing Research -- Functions of Marketing Research -- Applied Versus Basic Research -- The Philosophy of Science -- The Scientific Method -- Marketing Research and Decision Making -- Segmentation and Targeting -- Product Development -- Marketing Communications and Media Selection -- Market and Competitive Analyses -- Pricing and Forecasting -- Site Selection and Distribution -- Brief History of Marketing Research -- The Marketing Research Industry Today -- Conducting Research In-House Versus Outsourcing -- Full-Service and Boutique Market Research Firms -- Sample Aggregators -- Emerging Trends in Marketing Research -- Telecommunications Technology -- Economics -- Competition -- Overview of the Text -- Global Concerns -- Statistics Review -- Dealing With Data -- Summary -- Glossary of Key Terms --

Contents note continued: Critical Thinking Exercises -- Continuing Case Study: Lakeside Grill -- Marketing Research Portfolio -- Student Study Site -- 2.The Marketing Research Process -- Learning Objectives -- Introduction -- Types of Research Design -- Exploratory Research -- Descriptive Research -- Causal Research -- Overview of the Marketing Research Process -- Research Purpose -- Research Design -- Sample Selection -- Data Collection -- Data Analysis -- Research Report -- Preparing the Research Proposal -- Qualitative and Quantitative Research -- Qualitative Research -- Quantitative Research -- Social Media: An Illustration of the Marketing Research Process -- Ethical Considerations in Designing Research Studies -- Ethics and the RFP -- Ethics and the Research Proposal -- Ethics and the Research Process -- Ethics and Respondents -- Global Concerns -- Statistics Review -- Dealing With Data -- Summary -- Glossary of Key Terms -- Critical Thinking Exercises --

Contents note continued: Continuing Case Study: Lakeside Grill -- Marketing Research Portfolio -- Student Study Site -- SECTION 2 TYPES OF MARKETING RESEARCH -- 3.Secondary Data and Research -- Learning Objectives -- Introduction -- It All Begins With Secondary Data -- Advantages of Secondary Data -- Disadvantages of Secondary Data -- Evaluating the Accuracy of Secondary Data -- Key Uses of Secondary Data -- Sources of Secondary Data -- Internal Sources of Secondary Data -- Open Access Sources of Secondary Data -- Published Sources of Secondary Data -- Syndicated Sources of Secondary Data -- Global Concerns -- Statistics Review -- Dealing With Data -- Summary -- Glossary of Key Terms -- Critical Thinking Exercises -- Continuing Case Study: Lakeside Grill -- Marketing Research Portfolio -- Student Study Site -- 4.Qualitative Research -- Learning Objectives -- Introduction -- The Role of Qualitative Research -- Focus Groups -- Develop Study Parameters --

Contents note continued: Compose Interview Questions -- Select Participants -- The Focus Group Session -- Debriefing -- Written Report -- Disadvantages of Focus Groups -- Online Qualitative Research -- Online Focus Groups -- Discussion Boards, Online Communities, and Chat Rooms -- In-Depth Interviews -- Projective Techniques -- Sentence Completion -- Cartoon Tests -- Picture or Photo Sorts -- Word Association -- Storytelling -- Third-Person Technique -- ZMET (Zaltman Metaphor Elicitation Technique) -- Global Concerns -- Statistics Review -- Dealing With Data -- Summary -- Glossary of Key Terms -- Critical Thinking Exercises -- Continuing Case Study: Lakeside Grill -- Marketing Research Portfolio -- Student Study Site -- 5.Observation Research -- Learning Objectives -- Introduction -- Observation Research Conditions -- Dimensions of Observation Research -- Natural Versus Contrived -- Open Versus Disguised -- Direct Versus Indirect -- Unstructured Versus Structured --

Contents note continued: Human Versus Mechanical -- Overview of Observation Research -- Human Observation -- In-Person Observation -- Camera/One-Way Mirror Observation -- Mystery Shoppers -- Ethnographic Research -- Online Observation -- Social Media Monitoring -- Text Mining -- Web Tracking -- Link Analysis -- Mechanical Observation -- Market Basket Analysis -- Radio and Television Monitoring -- Eye Tracking -- Cognitive Neuroscience -- Physiological Measures -- Global Concerns -- Statistics Review -- Dealing With Data -- Summary -- Glossary of Key Terms -- Critical Thinking Exercises -- Continuing Case Study: Lakeside Grill -- Marketing Research Portfolio -- Student Study Site -- 6.Survey Research -- Learning Objectives -- Introduction -- Why Use Survey Research -- Survey Research Time Frame -- Types of Errors in Survey Research -- Sample Design Error -- Respondent Error -- Measurement Error -- Data Collection Alternatives -- Telephone Surveys -- Mail Surveys --

Contents note continued: Personal Interviews and Intercept Studies -- Internet Surveys -- Mixed Modes -- Survey Selection Considerations -- Budget, Time Frame, and Precision -- Questionnaire Length and Structure -- Incidence Rate -- Sample Characteristics -- Global Concerns -- Statistics Review -- Dealing With Data -- Summary -- Glossary of Key Terms -- Critical Thinking Exercises -- Continuing Case Study: Lakeside Grill -- Marketing Research Portfolio -- Student Study Site -- 7.Experimental Research -- Learning Objectives -- Introduction -- Nature of Causal Research -- Concomitant Variation -- Time Order of Occurrence -- Elimination of Extraneous Factors -- Basic Elements of Experimental Design -- Experimental Notation -- Control and Treatment Groups -- Ethics in Experimentation -- Internal and External Validity -- Extraneous Variables -- History -- Maturation -- Testing -- Instrumentation -- Selection -- Attrition -- Preexperimental Designs -- One-Shot Preexperimental Design --

Contents note continued: One-Shot Static Group Design -- One-Group Pretest-Posttest Design -- True Experimental Designs -- Pretest-Posttest Control Group Design -- Posttest-Only Control Group Design -- Quasi-Experimental Designs -- Time Series Design -- Time Series Control Group Design -- Test Markets -- Challenges of Test Markets -- Competitive Reactions -- Novel Versus Normal Behavior -- Test Market Opportunities -- Issues in Selecting a Test Market -- Global Concerns -- Statistics Review -- Dealing With Data -- Summary -- Glossary of Key Terms -- Critical Thinking Exercises -- Continuing Case Study: Lakeside Grill -- Marketing Research Portfolio -- Student Study Site -- SECTION 3 SAMPLING AND MEASUREMENT -- 8.Sampling Procedures -- Learning Objectives -- Introduction -- Introduction to Sampling -- The Sampling Process -- Define the Population -- Identify the Sample Frame -- Choose a Sampling Procedure -- Decide on the Sample Size -- Select the Sample --

Contents note continued: Nonprobability Sampling Methods -- Convenience Sample -- Judgment Sample -- Quota Sample -- Snowball Sample -- Probability Sampling Methods -- Simple Random Sample -- Systematic Random Sample -- Stratified Sample -- Cluster Sample -- Determining the Sample Size -- General Practice -- Previous Studies -- Statistical Formula -- Sample Size Calculators -- Sample Size Tables -- Online Research Panels -- Benefits of Online Research Panels -- Concerns With Online Research Panels -- Global Concerns -- Statistics Review -- Dealing With Data -- Summary -- Glossary of Key Terms -- Critical Thinking Exercises -- Continuing Case Study: Lakeside Grill -- Marketing Research Portfolio -- Student Study Site -- 9.Measurement Methods -- Learning Objectives -- Introduction -- The Concept of Measurement -- Nominal Scales -- Ordinal Scales -- Interval Scales -- Ratio Scales -- Deciding Which Scale to Use -- Validity and Reliability -- Reliability -- Test-Retest Reliability --

Contents note continued: Equivalent Form Reliability -- Internal Consistency Reliability -- Validity -- Face Validity -- Content Validity -- Predictive Validity -- Construct Validity -- Relationship of Validity and Reliability -- Global Concerns -- Statistics Review -- Dealing With Data -- Summary -- Glossary of Key Terms -- Critical Thinking Exercises -- Continuing Case Study: Lakeside Grill -- Marketing Research Portfolio -- Student Study Site -- 10.Marketing Scales -- Learning Objectives -- Introduction -- Measuring Attitudes -- Scale Development -- Characteristics of a Good Scale -- Marketing Scales -- Rank-Order Scales -- Q-Sort -- Paired Comparisons -- Constant Sum -- Graphical Rating Scales -- Itemized Rating Scales -- Semantic Differential Scales -- Stapel Scales -- Likert Scales -- Scale Category Considerations -- Number of Categories -- Balanced Versus Unbalanced Scales -- "No Opinion" and "Don't Know" Options -- Forced Versus Nonforced Choices --

Contents note continued: Type of Category Description -- Validity and Reliability Measurement -- Correlation Analysis -- Factor Analysis -- Global Concerns -- Statistics Review -- Dealing With Data -- Summary -- Glossary of Key Terms -- Critical Thinking Exercises -- Continuing Case Study: Lakeside Grill -- Marketing Research Portfolio -- Student Study Site -- 11.Questionnaire Design -- Learning Objectives -- Introduction -- The Questionnaire Design Process -- Question Format -- Open-Ended Questions -- Closed-Ended Questions -- Types of Closed-Ended Questions -- Dichotomous Questions -- Multiple-Choice Questions -- Scaled-Response Questions -- Questionnaire Development -- Demographic or Classification -- Knowledge -- Attitudes -- Preferences -- Intentions -- Behaviors -- Question Phrasing -- Ambiguity, Jargon, and Clarity -- Vocabulary and Scales -- Limitations of Human Memory and Either/Or Questions -- Double-Barreled and Leading Questions -- Questionnaire Layout --

Contents note continued: Instructions -- Screening Questions -- Survey Questions -- Demographic Information -- Closing -- Design Considerations -- Invitation or Cover Letter -- Split-Questionnaire Design -- Evaluating the Questionnaire -- Global Concerns -- Statistics Review -- Dealing With Data -- Summary -- Glossary of Key Terms -- Critical Thinking Exercises -- Continuing Case Study: Lakeside Grill -- Marketing Research Portfolio -- Student Study Site -- SECTION 4 ANALYZING AND REPORTING MARKETING RESEARCH -- 12.Fundamental Data Analysis -- Learning Objectives -- Introduction -- Preparing Data for Analysis -- Data Validation -- Data Collection Process -- Proper Screening -- Fraud -- Data Completeness -- Data Usability -- Data Coding -- Coding Closed-Ended Questions -- Coding Open-Ended Questions -- Data Entry -- Data Cleaning -- Precoding Questionnaires -- Tabulation -- One-Way Tabulations -- Cross-Tabulations -- Basic Descriptive Statistics -- Graphing Data --

Contents note continued: Global Concerns -- Statistics Review -- Dealing With Data -- Summary -- Glossary of Key Terms -- Critical Thinking Exercises -- Continuing Case Study: Lakeside Grill -- Marketing Research Portfolio -- Student Study Site -- 13.Analysis of Differences and Regression Analysis -- Learning Objectives -- Introduction -- Hypothesis Testing -- Step 1: State the Hypothesis -- Step 2: Select the Statistical Test -- Step 3: Determine the Decision Rule -- Step 4: Calculate the Test Statistic -- Step 5: State the Conclusion -- Statistical Significance Versus Practical Importance -- Misuses of Statistical Significance -- Relevancy and Statistical Significance -- Types of Error -- Chi-Square Test -- One-Way Frequency -- Cross-Tabulations -- Testing for Differences in Means -- t-Tests and z-Tests -- Analysis of Variance -- Regression Analysis -- Simple Regression -- Multiple Regression -- Global Concerns -- Dealing With Data -- Summary -- Glossary of Key Terms --

Contents note continued: Critical Thinking Exercises -- Continuing Case Study: Lakeside Grill -- Marketing Research Portfolio -- Student Study Site -- 14.Research Reports and Presentations -- Learning Objectives -- Introduction -- Goals of Reports and Presentations -- Effectively Communicate Findings -- Provide Interpretations of Findings -- Drawing Conclusions -- Provide Insight -- Make Recommendations -- Discuss Limitations -- Preparing Research Reports -- Title Page -- Table of Contents -- Executive Summary -- Introduction -- Research Methodology -- Data Analysis Findings -- Conclusions and Recommendations -- Appendices -- Executive-Ready Report -- Oral Presentations -- Creating Effective Presentations -- Creating Effective Visuals -- Making PowerPoint Presentations Come Alive -- Creating Charts and Graphs -- Pie Charts -- Line and Area Charts -- Bar/Column Charts -- Global Concerns -- Summary -- Glossary of Key Terms -- Critical Thinking Exercises --

Contents note continued: Continuing Case Study: Lakeside Grill -- Marketing Research Portfolio -- Student Study Site.