Marketing research an applied orientation (6th edition)

Preface xxiii Author Biography xxxi PART I Introduction and Early Phases of Marketing Research 1 Objectives 2 Overview 3 Definition of Marketing Research 7 A Classification of Marketing

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A BRIEF GUIDE TO USING THIS TEXT The sixth edition of Marketing Research offers several features that will help you throughout this course.

This edition offers the most extensive help available anywhere for learning

these programs (1) From the Web site for this book you can download

computerized demonstration movies illustrating step-by-step instructions for

every data analysis technique covered in the chapters (2) You can also

download screen captures with notes illustrating these step-by-step

instruc-tions (3) You can study detailed step-by-step instructions in the chapters.

(4) You can refer to the Study Guide and Technology Manual, a supplement

that accompanies this book We provide the most extensive help available

anywhere for learning SPSS and SAS You can learn these software tools on your own.

Socratic questioning, critical reading and writing, and higher-order thinking and assessment are built into three comprehensive critical-thinking cases (2.1 American Idol, 2.2 Baskin-Robbins, and 2.3 Akron Children's Hospital), end-of-chapter review questions, applied problems, and group discussions These materials have been designed along guidelines from the Foundation for Critical Thinking Develop critical-thinking skills while you learn marketing research.

These maps will help you visualize interrelationships among concepts These are one or more concept maps per chapter based on the findings of the Institute for Human and Machine Cognition This tool has been proven to enhance learning.

Every chapter has a section entitled “International Marketing Research” or

a Real Research example illustrating a data analysis technique in an tional setting A capstone chapter discusses some advanced concepts in international marketing research (Chapter 24) Be better prepared to meet global challenges!

interna-Every chapter has a section entitled “Ethics in Marketing Research,” which takes the perspectives of the four stakeholders (the client, the marketing research firm, respondents, and the general public) or a Real Research example illustrating data analysis techniques with ethical implications You will develop an ethical mindset.

A running case on Dell features real data with questions in every chapter.

This case is another way for you to see the linkages among chapters and trace the entire marketing research process throughout the book.

These cases feature actual questionnaires and real data collected by prominent marketing research firms These cases are 4.1 JPMorgan Chase (new) and 4.2 Wendy’s (updated); they include questions for all the chapters Three addition-

al data analysis cases offer actual questionnaires and real data (3.1 AT&T, 3.2 IBM, and 3.3 Kimberly-Clark) See how professionals do research.

New video cases for each chapter contain questions pertaining to that ter as well as the preceding chapters You can study the cases with or without the videos, but a picture is worth a thousand words.

chap-Each chapter lets you complete one or more live marketing research projects that are sponsored by outside firms Learn research by doing it!

These exercises help you learn, apply, and practice concepts through review questions, applied problems, and group discussion The data analysis chapters include several datasets whose files are provided in both SPSS and SAS.

Practice makes perfect.

SPSS and SAS computerized

demonstration movies, screen

captures, step-by-step

instruc-tion, and technology manual

A new running case

Two comprehensive cases

New video cases

A live marketing research

project

Extensive end-of-chapter

exercises

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Marketing Research

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Library of Congress Cataloging-in-Publication Data

Malhotra, Naresh K.

Marketing research : an applied orientation / Naresh K Malhotra—6th ed.

p cm.

Includes bibliographical references and index.

ISBN 978-0-13-608543-0 (casebound : alk paper)

1 Marketing research 2 Marketing research—Methodology I Title.

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Mr H N Malhotra

and

To my mother, Mrs Satya Malhotra

and

To my wife Veena and children Ruth and Paul

The love, encouragement, and support of my parents, wife,

and children have been exemplary.

“The greatest of these is love.”

I Corinthians 13:13

“But God showed how much He loved us by having Christ die for us,

even though we were sinful.”

Romans 5:8

The Holy Bible

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Preface xxiii

Author Biography xxxi

PART I Introduction and Early Phases of Marketing Research 1

Chapter 1 Introduction to Marketing Research 2

Chapter 2 Defining the Marketing Research Problem and Developing an

PART II Research Design Formulation 67

Chapter 3 Research Design 68

Chapter 4 Exploratory Research Design: Secondary Data 98

Chapter 5 Exploratory Research Design: Qualitative Research 136

Chapter 6 Descriptive Research Design: Survey and Observation 176

Chapter 7 Causal Research Design: Experimentation 213

Chapter 8 Measurement and Scaling: Fundamentals

Chapter 9 Measurement and Scaling: Noncomparative Scaling

Chapter 10 Questionnaire and Form Design 300

Chapter 11 Sampling: Design and Procedures 336

Chapter 12 Sampling: Final and Initial Sample Size Determination 370

PART III Data Collection, Preparation, Analysis, and Reporting 399

Chapter 13 Fieldwork 400

Chapter 14 Data Preparation 418

Chapter 15 Frequency Distribution, Cross-Tabulation, and Hypothesis

Chapter 16 Analysis of Variance and Covariance 496

Chapter 17 Correlation and Regression 528

Chapter 18 Discriminant and Logit Analysis 568

Chapter 19 Factor Analysis 602

Chapter 20 Cluster Analysis 628

Chapter 21 Multidimensional Scaling and Conjoint Analysis 656

Chapter 22 Structural Equation Modeling and Path Analysis 690

Chapter 23 Report Preparation and Presentation 726

Chapter 24 International Marketing Research 752

CASES

Case 1.1 Dell Direct 774

Case 2.1 American Idol: A Big Hit for Marketing Research? 780

Case 2.2 Baskin-Robbins: Can It Bask in the Good ‘Ole Days? 783

Case 2.3 Kid Stuff? Determining the Best Positioning Strategy

for Akron Children’s Hospital 786

Case 3.1 AT&T Wireless: Ma Bell Becomes Ma Again 788

Case 3.2 IBM: The World’s Top Provider of Computer Hardware,

Software, and Services 793

Case 3.3 Kimberly-Clark: Competing Through Innovation 801

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Case 4.1 JPMorgan Chase: Chasing Growth Through Mergers and

Acquisitions 808

Case 4.2 Wendy’s: History and Life After Dave Thomas 814

Case 5.1 The Harvard Graduate Student Housing Survey (9-505-059) 821

Case 5.2 BizRate.Com (9-501-024) 821

Case 5.3 Cola Wars Continue: Coke and Pepsi in the Twenty-First Century

(9-702-442) 821

Case 5.4 TiVo in 2002 (9-502-062) 821

Case 5.5 Compaq Computer: Intel Inside? (9-599-061) 821

Case 5.6 The New Beetle (9-501-023) 821

Appendix: Statistical Tables 822

Photo Credits 875

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Preface xxiii

Author Biography xxxi

PART I Introduction and Early Phases

of Marketing Research 1

Objectives 2 Overview 3 Definition of Marketing Research 7

A Classification of Marketing Research 7

The Marketing Research Process 9

Step 1: Problem Definition 9 Step 2: Development of an Approach to the Problem 9

Step 3: Research Design Formulation 10 Step 4: Fieldwork or Data Collection 10 Step 5: Data Preparation and Analysis 10 Step 6: Report Preparation and

Presentation 10

The Role of Marketing Research in Marketing Decision Making 11 Marketing Research and Competitive Intelligence 13

The Decision to Conduct Marketing Research 14

The Marketing Research Industry 14 Selecting a Research Supplier 18 Careers in Marketing Research 19 The Role of Marketing Research in MIS and DSS 21

The Department Store Patronage Project 22

International Marketing Research 23 Ethics in Marketing Research 25 SPSS Windows and SAS 27

Summary 28 • Key Terms and Concepts 29 • Suggested Cases, Video Cases, and HBS Cases 29 • Live Research:

Conducting a Marketing Research Project 29 • Acronym 29 Exercises 30 • Internet and Computer Exercises 30 • Activities 30 • Dell Running Case 30

䊏 VIDEO CASE 1.1 Burke: Learning

and Growing Through Marketing Research 31

Research Problem and

Objectives 34 Overview 35 Importance of Defining the Problem 36 The Process of Defining the Problem and Developing an Approach 37

Tasks Involved 37

Discussions with Decision Makers 37 Interviews with Industry Experts 40 Secondary Data Analysis 41 Qualitative Research 41

Environmental Context of the Problem 42

Past Information and Forecasts 43 Resources and Constraints 44 Objectives 44

Buyer Behavior 45 Legal Environment 46 Economic Environment 46 Marketing and Technological Skills 46 Environmental Context and Problem Definition 46

Management Decision Problem and Marketing Research Problem 47 Defining the Marketing Research Problem 48

Components of the Approach 51

Objective/Theoretical Framework 51 Analytical Model 51

Research Questions 52 Hypotheses 53 Specification of Information Needed 55

International Marketing Research 55 Ethics in Marketing Research 57 SPSS Windows 59

Summary 59 • Key Terms and Concepts 60 • Suggested Cases, Video Cases, and HBS Cases 61 • Live Research: Conducting a Marketing Research Project 62 Acronym 62 • Exercises 62

Internet and Computer Exercises 63 Activities 63 • Dell Running Case 63

䊏 VIDEO CASE 2.1 Accenture: The Accent

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Overview 69 Research Design: Definition 70 Research Design: Classification 70 Exploratory Research 72

Descriptive Research 74

Cross-Sectional Designs 76 Longitudinal Designs 78 Relative Advantages and Disadvantages

of Longitudinal and Cross-Sectional Designs 79

Causal Research 81 Relationships Among Exploratory, Descriptive, and Causal Research 82 Potential Sources of Error 85

Random Sampling Error 85 Nonsampling Error 85

Budgeting and Scheduling the Project 87 Marketing Research Proposal 88 International Marketing Research 89 Ethics in Marketing Research 90

Conducting a Marketing Research Project 93 Acronym 94 • Exercises 94 • Internet and Computer Exercises 94 •

Activities 95 • Dell Running Case 95

䊏 VIDEO CASE 3.1 National Football

League: The King of Professional Sports 96

Objectives 98 Overview 99 Primary Versus Secondary Data 100 Advantages and Uses of Secondary Data 101

Disadvantages of Secondary Data 101 Criteria for Evaluating Secondary Data 101

Specifications: Methodology Used to Collect the Data 101

Error: Accuracy of the Data 103 Currency: When the Data Were Collected 103 Objective: The Purpose for Which the Data Were Collected 103

Nature: The Content of the Data 104 Dependability: How Dependable Are the Data? 104

Classification of Secondary Data 105 Internal Secondary Data 106

Syndicated Data from Institutions 122

Retailer and Wholesaler Audits 122 Industry Services 124

Combining Information from Different Sources: Single-Source Data 124

Computer Mapping 125 Buying Power Index 126

Summary 130 • Key Terms and Concepts 131 • Suggested Cases, Video Cases, and HBS Cases 131 • Live Research: Conducting a Marketing Research Project 132 Acronym 132 • Exercises 132 Internet and Computer Exercises 133 Activities 133 • Dell Running Case 133

䊏 VIDEO CASE 4.1 The Mayo Clinic:

Staying Healthy with Marketing Research 134

Objectives 136 Overview 137 Primary Data: Qualitative Versus Quantitative Research 138 Rationale for Using Qualitative Research 140

A Classification of Qualitative Research Procedures 140

Focus Group Interviews 141

Characteristics 142 Planning and Conducting Focus Groups 143 Other Variations in Focus Groups 148 Advantages of Focus Groups 149 Disadvantages of Focus Groups 149 Applications of Focus Groups 150 Online Focus Group Interviews 150 Advantages of Online Focus Groups 151 Disadvantages of Online Focus Groups 151 Uses of Online Focus Groups 152

Depth Interviews 153

Characteristics 153 Techniques 154

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Advantages and Disadvantages of Depth Interviews 156

Applications of Depth Interviews 156

Projective Techniques 157

Association Techniques 158 Completion Techniques 159 Construction Techniques 160 Expressive Techniques 161 Advantages and Disadvantages of Projective Techniques 162

Applications of Projective Techniques 163

Analysis of Qualitative Data 164

Software Packages 165

International Marketing Research 166

Ethics in Marketing Research 167

Summary 170 • Key Terms and

Concepts 170 • Suggested Cases, Video

Cases, and HBS Cases 171 • Live Research:

Conducting a Marketing Research

Project 171 • Acronyms 171

Exercises 172 • Internet and Computer

Exercises 172 • Activities 172

Dell Running Case 173

䊏 VIDEO CASE 5.1 Nike: Associating

Athletes, Performance, and the Brand 174

Personal Methods 182

Personal In-Home Interviews 182 Mall-Intercept Personal Interviews 183 Computer-Assisted Personal Interviewing (CAPI) 184

Mail Methods 185

Mail Interviews 185 Mail Panels 186

Electronic Methods 186

E-Mail Interviews 186 Internet Interviews 187

A Comparative Evaluation of Survey

Methods 189

Task Factors 189 Situational Factors 194 Respondent Factors 195

Some Other Survey Methods 196

Selection of Survey Methods 197

Natural Versus Contrived Observation 198

Observation Methods Classified by Mode

of Administration 198

Personal Observation 199 Mechanical Observation 199 Audit 201

Content Analysis 201 Trace Analysis 203

A Comparative Evaluation of Observation Methods 204

A Comparison of Survey and Observation Methods 205

Relative Advantages of Observation 205 Relative Disadvantages of Observation 205

Ethnographic Research 206 Other Methods 206 International Marketing Research 206

Selection of Survey Methods 208

Ethics in Marketing Research 209

Summary 210 • Key Terms and Concepts 211 • Suggested Cases, Video Cases, and HBS Cases 212 • Live Research: Conducting a Marketing Research

Project 212 • Acronyms 212 Exercises 212 • Internet and Computer Exercises 213 • Activities 213 Dell Running Case 213

䊏 VIDEO CASE 6.1 Starbucks: Staying

Local While Going Global Through Marketing Research 214

Objectives 216 Overview 217 Concept of Causality 218 Conditions for Causality 218

Concomitant Variation 219 Time Order of Occurrence of Variables 220 Absence of Other Possible Causal Factors 220 Role of Evidence 220

Definitions and Concepts 221 Definition of Symbols 222 Validity in Experimentation 222

Internal Validity 222 External Validity 223

Extraneous Variables 223

History 223 Maturation 223 Testing Effects 224 Instrumentation 224

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Statistical Regression 224 Selection Bias 224 Mortality 225

Controlling Extraneous Variables 225

Randomization 225 Matching 225 Statistical Control 225 Design Control 226

A Classification of Experimental Designs 226

Preexperimental Designs 227

One-Shot Case Study 227 One-Group Pretest-Posttest Design 227 Static Group Design 228

True Experimental Designs 228

Pretest-Posttest Control Group Design 228

Posttest-Only Control Group Design 229

Laboratory Versus Field Experiments 235 Experimental Versus Nonexperimental Designs 236

Limitations of Experimentation 237

Time 237 Cost 237 Administration 237

Application: Test Marketing 237

Standard Test Market 237 Controlled Test Market 239 Simulated Test Market 239 Electronic, Virtual, and Web-Enabled Test Markets 239

International Marketing Research 240 Ethics in Marketing Research 240

Conducting a Marketing Research Project 244 • Acronym 244 Exercises 244 • Internet and Computer Exercises 245 • Activities 245 Dell Running Case 245

䊏 VIDEO CASE 7.1 AFLAC: Marketing

Research Quacks Like a Duck 246

Fundamentals and Comparative

Objectives 248

Overview 249 Measurement and Scaling 250 Scale Characteristics and Levels

of Measurement 250

Description 251 Order 251 Distance 251 Origin 251

Primary Scales of Measurement 252

Nominal Scale 252 Ordinal Scale 254 Interval Scale 254 Ratio Scale 256

A Comparison of Scaling Techniques 257 Comparative Scaling Techniques 257

Paired Comparison Scaling 257 Rank Order Scaling 259 Constant Sum Scaling 260 Q-Sort and Other Procedures 262

䊏 VIDEO CASE 8.1 Procter & Gamble:

Using Marketing Research to Build Brands 270

Noncomparative Scaling

Objectives 272 Overview 273 Noncomparative Scaling Techniques 273

Continuous Rating Scale 274

Itemized Rating Scales 276

Likert Scale 276 Semantic Differential Scale 278 Stapel Scale 279

Noncomparative Itemized Rating Scale Decisions 280

Number of Scale Categories 280 Balanced Versus Unbalanced Scales 280 Odd or Even Number of Categories 281 Forced Versus Nonforced Scales 281 Nature and Degree of Verbal Description 281 Physical Form or Configuration 281

Multi-Item Scales 284 Scale Evaluation 285

Measurement Accuracy 286

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Reliability 286 Validity 288 Relationship Between Reliability and Validity 289

Generalizability 289

Choosing a Scaling Technique 290 Mathematically Derived Scales 290 International Marketing Research 290 Ethics in Marketing Research 291 SPSS Windows 293

䊏 VIDEO CASE 9.1 eGO: Reinventing

Wheels 298

Objectives 300 Overview 301 Questionnaires and Observation Forms 302

Questionnaire Definition 303 Objectives of a Questionnaire 303

Questionnaire Design Process 303 Specify the Information Needed 304 Type of Interviewing Method 305 Individual Question Content 306

Is the Question Necessary? 306 Are Several Questions Needed Instead of One? 307

Overcoming Inability to Answer 307

Is the Respondent Informed? 308 Can the Respondent Remember? 308 Can the Respondent Articulate? 309

Overcoming Unwillingness to Answer 309

Effort Required of the Respondents 309 Context 310

Legitimate Purpose 310 Sensitive Information 310 Increasing the Willingness of Respondents 310

Choosing Question Structure 311

Unstructured Questions 311 Structured Questions 312

Choosing Question Wording 314

Define the Issue 314 Use Ordinary Words 315 Use Unambiguous Words 315

Avoid Leading or Biasing Questions 316 Avoid Implicit Alternatives 316 Avoid Implicit Assumptions 316 Avoid Generalizations and Estimates 317 Dual Statements: Positive and Negative 317

Determining the Order of Questions 317

Opening Questions 317 Type of Information 318 Difficult Questions 318 Effect on Subsequent Questions 318 Logical Order 319

Form and Layout 320 Reproduction of the Questionnaire 321 Pretesting 322

Computer and Internet Questionnaire Construction 324

Observational Forms 326 International Marketing Research 326 Ethics in Marketing Research 327 SPSS Windows 329

Summary 329 • Key Terms and Concepts 330 • Suggested Cases, Video Cases, and HBS Cases 330 • Live Research: Conducting a Marketing Research Project 331 Acronyms 331 • Exercises 331 Internet and Computer Exercises 333 Activities 333 • Dell Running Case 333

䊏 VIDEO CASE 10.1 Dunkin’ Donuts:

Dunking the Competition 334

Objectives 336 Overview 337 Sample or Census 338 The Sampling Design Process 340

Define the Target Population 340 Determine the Sampling Frame 341 Select a Sampling Technique 341 Determine the Sample Size 342 Execute the Sampling Process 343

A Classification of Sampling Techniques 344

Nonprobability Sampling Techniques 345

Convenience Sampling 345 Judgmental Sampling 347 Quota Sampling 348 Snowball Sampling 349

Probability Sampling Techniques 350

Simple Random Sampling 350 Systematic Sampling 351 Stratified Sampling 352 Cluster Sampling 353 Other Probability Sampling Techniques 355

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Choosing Nonprobability Versus Probability Sampling 358 Uses of Nonprobability and Probability Sampling 359

Conducting a Marketing Research Project 365 Acronym 365 • Exercises 366 Internet and Computer Exercises 366 Activities 366 • Dell Running Case 367

䊏 VIDEO CASE 11.1 Motorola:

Projecting the Moto Lifestyle 368

Chapter 12 Sampling: Final and Initial

Objectives 370 Overview 371 Definitions and Symbols 372 The Sampling Distribution 373 Statistical Approach to Determining Sample Size 375

The Confidence Interval Approach 375

Sample Size Determination: Means 376 Sample Size Determination: Proportions 378

Multiple Characteristics and Parameters 381

Other Probability Sampling Techniques 382

Adjusting the Statistically Determined Sample Size 382

Calculation of Response Rates 383 Nonresponse Issues in Sampling 384

Improving the Response Rates 384 Adjusting for Nonresponse 387

Conducting a Marketing Research Project 393 Acronym 393 • Exercises 393 Internet and Computer Exercises 394 Activities 394 • Appendix 12A 394 Dell Running Case 396

䊏 VIDEO CASE 12.1 Subaru: “Mr.

Survey” Monitors Customer Satisfaction 397

PART III Data Collection, Preparation,

Analysis, and Reporting 399

Objectives 400 Overview 401 The Nature of Fieldwork 402 Fieldwork/Data-Collection Process 402 Selection of Fieldworkers 402

Training of Fieldworkers 404

Making the Initial Contact 404 Asking the Questions 404 Probing 404

Recording the Answers 405 Terminating the Interview 405

Supervision of Fieldworkers 407

Quality Control and Editing 407 Sampling Control 407 Control of Cheating 407 Central Office Control 407

Validation of Fieldwork 407 Evaluation of Fieldworkers 407

Cost and Time 408 Response Rates 408 Quality of Interviewing 408 Quality of Data 408

䊏 VIDEO CASE 13.1 Intel: Building

Blocks Inside Out 416

Objectives 418 Overview 419 The Data-Preparation Process 420 Questionnaire Checking 420 Editing 421

Treatment of Unsatisfactory Responses 422

Coding 422

Coding Questions 422 Developing a Data File 424

Transcribing 427 Data Cleaning 429

Consistency Checks 429 Treatment of Missing Responses 429

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Statistically Adjusting the Data 430

Weighting 430 Variable Respecification 431 Scale Transformation 432

Selecting a Data Analysis Strategy 433

A Classification of Statistical Techniques 434

International Marketing Research 436 Ethics in Marketing Research 436 Statistical Software 439

SPSS and SAS Computerized Demonstration Movies 439

SPSS and SAS Screen Captures with Notes 439

SAS Learning Edition 441

Creating a Variable Called Overall Evaluation 441

Recoding to Create New Variable Called

Recoded Income 441

Chapter 15 Frequency Distribution,

Cross-Tabulation, and Hypothesis

Objectives 448 Overview 449 Frequency Distribution 452 Statistics Associated with Frequency Distribution 454

Measures of Location 454 Measures of Variability 455 Measures of Shape 456

Introduction to Hypothesis Testing 457

A General Procedure for Hypothesis Testing 457

Step 1: Formulate the Hypotheses 457 Step 2: Select an Appropriate Test 459 Step 3: Choose Level of Significance, α 459 Step 4: Collect Data and Calculate Test Statistic 460

Step 5: Determine the Probability (or Critical Value) 460

Steps 6 and 7: Compare the Probability

(or Critical Value) and Make the Decision 460 Step 8: Marketing Research Conclusion 461

Cross-Tabulations 461

Two Variables 462 Three Variables 463 General Comments on Cross-Tabulation 466

Statistics Associated with Cross-Tabulation 466

Chi-Square 467 Phi Coefficient 468 Contingency Coefficient 469 Cramer’s V 469

Lambda Coefficient 469 Other Statistics 470

Cross-Tabulation in Practice 470 Hypothesis Testing Related to Differences 471

Parametric Tests 472

One Sample 472 Two Independent Samples 473 Paired Samples 476

Nonparametric Tests 477

One Sample 478 Two Independent Samples 478 Paired Samples 480

Project 491 • Acronyms 492 Exercises 492 • Problems 492 Internet and Computer Exercises 493 Activities 494 • Dell Running Case 495

Objectives 496 Overview 497 Relationship Among Techniques 499 One-Way Analysis of Variance 500 Statistics Associated with One-Way Analysis of Variance 501

Conducting One-Way Analysis of Variance 501

Identify the Dependent and Independent Variables 501

Decompose the Total Variation 501 Measure the Effects 503

Test the Significance 503 Interpret the Results 504

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Illustrative Data 504 Illustrative Applications of One-Way Analysis of Variance 505

Assumptions in Analysis of Variance 508

N-Way Analysis of Variance 508

Illustrative Application of N-Way Analysis

of Variance 510 Analysis of Covariance 513 Issues in Interpretation 513

Interactions 513 Relative Importance of Factors 515 Multiple Comparisons 516

Repeated Measures ANOVA 516 Nonmetric Analysis of Variance 518 Multivariate Analysis of Variance 519 Statistical Software 520

SPSS Windows 521 SAS Learning Edition 521

Conducting a Marketing Research Project 524 Acronyms 525 • Exercises 525 Internet and Computer Exercises 526 Activities 527 • Dell Running Case 527

Objectives 528 Overview 529 Product Moment Correlation 530 Partial Correlation 534

Nonmetric Correlation 536 Regression Analysis 536 Bivariate Regression 536 Statistics Associated with Bivariate Regression Analysis 537

Conducting Bivariate Regression Analysis 537

Plot the Scatter Diagram 537 Formulate the Bivariate Regression Model 539

Estimate the Parameters 540 Estimate Standardized Regression Coefficient 541

Test for Significance 541 Determine the Strength and Significance of Association 542

Check Prediction Accuracy 544 Assumptions 545

Stepwise Regression 553 Multicollinearity 554 Relative Importance of Predictors 555 Cross-Validation 556

Regression with Dummy Variables 557 Analysis of Variance and Covariance with Regression 557

Project 565 • Acronym 565 Exercises 565 • Internet and Computer Exercises 566 • Activities 567 Dell Running Case 567

Objectives 568 Overview 569 Basic Concept of Discriminant Analysis 570

Relationship of and Logit Analysis to ANOVA and Regression 571 Discriminant Analysis Model 571 Statistics Associated with Discriminant Analysis 572

Conducting Discriminant Analysis 573

Formulate the Problem 573 Estimate the Discriminant Function Coefficients 575

Determine the Significance of the Discriminant Function 577

Interpret the Results 578 Assess Validity of Discriminant Analysis 580

Multiple Discriminant Analysis 581

Formulate the Problem 581 Estimate the Discriminant Function Coefficients 582

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Determine the Significance of the Discriminant Function 582

Interpret the Results 582 Assess Validity of Discriminant Analysis 585

Stepwise Discriminant Analysis 588 The Logit Model 588

Conducting Binary Logit Analysis 588

Formulate the Problem 589 Estimating the Binary Logit Model 589 Model Fit 590

Significance Testing 590 Interpretation of the Coefficients and Validation 590

An Illustrative Application of Logistic Regression 591

Conducting a Marketing Research Project 599 Acronym 599 • Exercises 600

Objectives 602 Overview 603 Basic Concept 604 Factor Analysis Model 605 Statistics Associated with Factor Analysis 606

Conducting Factor Analysis 606

Formulate the Problem 607 Construct the Correlation Matrix 608 Determine the Method of Factor Analysis 611

Determine the Number of Factors 611 Rotate Factors 612

Interpret Factors 613 Calculate Factor Scores 614 Select Surrogate Variables 614 Determine the Model Fit 615 Applications of Common Factor Analysis 617

SAS Learning Edition 623

Project 625 • Acronym 626 Exercises 626 • Internet and Computer Exercises 626 • Activities 627 Dell Running Case 627

Objectives 628 Overview 629 Basic Concept 630 Statistics Associated with Cluster Analysis 631

Conducting Cluster Analysis 632

Formulate the Problem 632 Select a Distance or Similarity Measure 633 Select a Clustering Procedure 634 Decide on the Number of Clusters 638 Interpret and Profile the Clusters 640 Assess Reliability and Validity 641

Applications of Nonhierarchical Clustering 642

Applications of TwoStep Clustering 644 Clustering Variables 647

Project 653 • Acronym 653 Exercises 653 • Problems 654 Internet and Computer Exercises 654 Activities 654 • Dell Running Case 655

Objectives 656 Overview 657 Basic Concepts in Multidimensional Scaling (MDS) 659

Statistics and Terms Associated with MDS 659

Conducting Multidimensional Scaling 660

Formulate the Problem 660 Obtain Input Data 660 Select an MDS Procedure 662 Decide on the Number of Dimensions 663

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Label the Dimensions and Interpret the Configuration 664

Assess Reliability and Validity 665

Assumptions and Limitations of MDS 666

Scaling Preference Data 666 Correspondence Analysis 668 Relationship Among MDS, Factor Analysis, and Discriminant Analysis 669

Basic Concepts in Conjoint Analysis 669 Statistics and Terms Associated with Conjoint Analysis 670

Conducting Conjoint Analysis 670

Formulate the Problem 670 Construct the Stimuli 671 Decide on the Form of Input Data 673 Select a Conjoint Analysis Procedure 673 Interpret the Results 676

Assessing Reliability and Validity 676

Assumptions and Limitations of Conjoint Analysis 679

Hybrid Conjoint Analysis 679 Statistical Software 682

SPSS Windows 683 SAS Learning Edition 684

Conducting a Marketing Research Project 688 Acronyms 688 • Exercises 688 Internet and Computer Exercises 688 Activities 689 • Dell Running Case 689

Objectives 690 Overview 691 Basic Concept 692 Statistics Associated with SEM 693 Foundations of SEM 694

Theory, Model, and Path Diagram 694 Exogenous Versus Endogenous Constructs 695

Dependence and Correlational Relationships 696

Model Fit 696 Model Identification 696

Conducting SEM 697 Define the Individual Constructs 697 Specify the Measurement Model 697

Sample Size Requirements 698

Assess Measurement Model Reliability and Validity 699

Assess Measurement Model Fit 699 Assess Measurement Model Reliability and Validity 701

Lack of Validity: Diagnosing Problems 703

Specify the Structural Model 703 Assess Structural Model Validity 704

Assessing Fit 705 Comparison with Competing Models 705 Testing Hypothesized Relationships 705 Structural Model Diagnostics 705

Draw Conclusions and Make Recommendations 706 Higher-Order Confirmatory Factor Analysis 706

Relationship of SEM to Other Multivariate Technique 707

Application of SEM: First-Order Factor Model 708

Define the Individual Constructs 708 Specify the Measurement Model 708 Assess Measurement Model Reliability and Validity 709

Specify the Structural Model 710 Assess Structural Model Validity 710 Conclusions and Recommendations 710

Application of SEM: Second-Order Factor Model 710

Define the Individual Constructs 710 Specify the Measurement Model 711 Assess Measurement Model Reliability and Validity 711

Specify the Structural Model 713 Assess Structural Model Validity 714 Draw Conclusions and Make Recommendations 715

Summary 722 • Key Terms and Concepts 724 • Suggested Cases, Video Cases, and HBS Cases 724 • Live Research: Conducting a Marketing Research Project 724 Acronym 724 • Exercises 724

Objectives 726 Overview 727

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Importance of the Report and

Limitations and Caveats 732

Conclusions and Recommendations 732

Guidelines for Tables 733

Title and Number 733

Arrangement of Data Items 734

Basis of Measurement 734

Leaders, Rulings, and Spaces 734

Explanations and Comments: Headings, Stubs,

and Footnotes 734

Sources of the Data 734

Guidelines for Graphs 734

Geographic and Other Maps 735

Round or Pie Charts 735

Line Charts 735

Pictographs 735

Histogram and Bar Charts 735

Schematic Figures and Flowcharts 736

Report Distribution 737

Oral Presentation 739

Reading the Research Report 740

Address the Problem 740

Research Design 740

Execution of the Research Procedures 740

Numbers and Statistics 740

Interpretation and Conclusions 741

Generalizability 741

Disclosure 741

Research Follow-Up 741

Assisting the Client 741

Evaluation of the Research Project 742

International Marketing Research 742

Ethics in Marketing Research 743 Statistical Software 744

SPSS Windows 744 SASS Enterprise Guide 745

Project 747 • Acronyms 747 Exercises 747 • Problems 748 Internet and Computer Exercises 748 Activities 748 • Dell Running Case 748

䊏 VIDEO CASE 23.1 Marriott: Marketing

Research Leads to Expanded Offerings 749

Objectives 752 Overview 753 Marketing Research Goes International 755

A Framework for International Marketing Research 756

The Environment 756 Marketing Environment 756 Government Environment 757 Legal Environment 758 Economic Environment 758 Structural Environment 758 Informational and Technological Environment 758

Sociocultural Environment 758

Survey Methods 760

Telephone Interviewing and CATI 760 In-Home Personal Interviews 761 Mall Intercept and CAPI 761 Mail Interviews 762 Mail and Scanner Panels 762 Electronic Surveys 762

Measurement and Scaling 763 Questionnaire Translation 765 Ethics in Marketing Research 767 Statistical Software 768

Summary 768 • Key Terms and Concepts 769 • Suggested Cases, Video Cases, and HBS Cases 769 • Live Research: Conducting a Marketing Research Project 769 • Acronym 769 Exercises 770 • Internet and Computer Exercises 770 • Activities 770 Dell Running Case 771

䊏 VIDEO CASE 24.1 Nivea: Marketing

Research Leads to Consistency

in Marketing 772

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RUNNING CASE WITH REAL DATA

CASE 1.1 Dell Direct 774

COMPREHENSIVE CRITICAL THINKING CASES

CASE 2.1 American Idol: A Big Hit for

Marketing Research? 780 CASE 2.2 Baskin-Robbins: Can It Bask in the

Good ‘Ole Days? 783 CASE 2.3 Kid Stuff? Determining the Best

Positioning Strategy for Akron Children’s Hospital 786

DATA ANALYSIS CASES WITH REAL DATA

CASE 3.1 AT&T Wireless: Ma Bell Becomes

Ma Again 788 CASE 3.2 IBM: The World’s Top Provider

of Computer Hardware, Software, and Services 793

CASE 3.3 Kimberly-Clark: Competing

Through Innovation 801

COMPREHENSIVE CASES WITH REAL DATA

CASE 4.1 JPMorgan Chase: Chasing Growth

Through Mergers and Acquisitions 808

CASE 4.2 Wendy’s: History and Life After

Dave Thomas 814

COMPREHENSIVE HARVARD BUSINESS SCHOOL CASES

CASE 5.1: The Harvard Graduate Student

Housing Survey (9-505-059) 821 CASE 5.2: BizRate.Com (9-501-024) 821 CASE 5.3: Cola Wars Continue: Coke and

Pepsi in the Twenty-First Century (9-702-442) 821

CASE 5.4: TiVo in 2002 (9-502-062) 821 CASE 5.5: Compaq Computer: Intel Inside?

(9-599-061) 821 CASE 5.6: The New Beetle (9-501-023) 821

Appendix: Statistical Tables 822

Photo Credits 875

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The world of business is moving more rapidly than ever, meaning the intelligent and thoughtfuluse of research is critical to keeping pace Undoubtedly the most successful people will have abroad base of education, high levels of communication skills, and creative approaches to theopportunities racing toward us It is a significant achievement when a textbook such as

Dr Malhotra’s allows the classroom to become a source of these skills

This text has already proven its worth as one of the most successful in the field, with well over

140 universities using it in the United States and eight foreign-language and several differentEnglish-language editions in print It is unsurpassed in presenting the fundamentals that allow you

to become a researcher and intelligent user of research The real-life examples, titled RealResearch, bring you closer to the world businesspeople face daily At every step, you can relate tothe ongoing Department Store Project, the Dell Running Case, and the practical vignettes thatbring the educational material to a realistic and practical level These materials are complemented

by Active Research, Experiential Research, and Decision Research exercises that offer additionalhands-on experience The text’s grasp of the leading edge of research is evident in its integration

of modern tools of research such as the Internet, computer analytic software, and the latestmanagement practices The demonstration movies, screen captures, and step-by-step instructionsfor running SPSS and SAS programs provide the most extensive help available for learning thesestatistical packages

We at Burke, Inc., are pleased to be asked to contribute again to a new edition We haveshared our experiences as well as our philosophies, technical skill, and thoughts about the future

of research This sixth edition of Marketing Research: An Applied Orientation provides the

foun-dation we believe every student should have We are confident you will find its combination oftheory, practice, and sound advice to be of great value to you

Michael Baumgardner, Ph.D

President and CEO, Burke, Inc.

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If you are a marketing major, understanding your consumers, suppliers, channel partners,employees, and competitors and the environment is your foundation for developing effectivemarketing programs You gain that understanding by conducting marketing research This bookand course will help you succeed in your marketing career.

If you are not a marketing major, any company or organization you work for will usemarketing research information for making decisions You will want to understand how togenerate such information and how to evaluate its relevance, accuracy, and usefulness Theresearch process we describe in this book is very general and applies to any area of manage-ment, not just marketing Only the context in which we illustrate it is marketing Therefore, thiscourse and this book will help you be more effective in your job, regardless of the specific area

in which you work

Since research is best learned by doing, this book emphasizes a hands-on, do-it-yourselfapproach You will have many opportunities to see how marketing research affects managementdecisions in chapter features including Real Research, Active Research, Experiential Research,Decision Research, Project Research, cases, video cases, and extensive review questions, problems,Internet and computer exercises, and activities (role playing, fieldwork, and group discussions) Thedata analysis chapters illustrate in detail each step in running SPSS and SAS, and we’ve providedfour distinct ways in which you can learn these programs on your own SPSS and SAS files areprovided for all data sets; outputs, demonstration movies, and screen captures are posted on the Web

site This book provides students the most extensive help available to learn SPSS and SAS Thus, we

prepared this textbook and all the additional materials to help you understand the fundamentalprinciples of marketing research and how to apply them in real-life marketing situations

New for the Sixth Edition

The sixth edition contains major revisions suggested in surveys of professors (users andnonusers) and students, critical reviews, and detailed evaluations Significant changes include:

1 Updating New and updated material starts with Chapter 1 and continues throughout the text.

2 A New Chapter A new Chapter 22, “Structural Equation Modeling and Path Analysis,”

completes our coverage of popular data analysis techniques It explains structural tion modeling and path analysis from an intuitive perspective and presents the techniques

equa-in a simple and easy to understand manner, retaequa-inequa-ing the text’s applied and managerialorientation

3 New Concept Maps Concept maps in each chapter connect concepts in a

downward-branching hierarchical structure, with labeled arrows that articulate flows and relationships.The contribution of concept maps to learning is well documented; find more information atthe Institute for Human and Machine Cognition Web site at www.ihmc.us

4 New Running Case About Dell Case 1.1 begins a new running case that features Dell

Computers, using the actual questionnaire and real data collected by a prominent ing research firm This case is another way to see the linkages between chapters and tracethe entire marketing research process throughout the book Case questions conclude each

market-chapter; answers appear in the Instructor’s Manual.

5 New Critical Thinking Cases Three new comprehensive cases with critical thinking and

case questions are structured around principles for research, instructional strategies,

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Socratic questioning, critical reading and writing, higher order thinking, and assessment

as propounded by the Foundation for Critical Thinking (www.criticalthinking.org) Thesecases are 2.1 American Idol, 2.2 Baskin-Robbins, and 2.3 Akron Children’s Hospital

Solutions appear in the Instructor’s Manual.

6 New Video Cases Each chapter, except the data analysis chapters, is followed by a video

case, with questions pertaining to that chapter and all the preceding chapters These casesare drawn from the Prentice Hall video library but have been written, with relevant discus-sion questions, from a marketing research perspective Each can be used with or withoutthe video

7 New Cases with Real Questionnaire and Data Two new cases contain real questionnaires

and data sets Although the true identity of these firms has been disguised for proprietaryreasons, the data sets are real and were obtained in actual surveys conducted by marketingresearch companies The cases new to the sixth edition are Case 3.1: AT&T Wireless: MaBell Becomes Ma Again and Case 4.1: JPMorgan Chase: Chasing Growth ThroughMergers and Acquisitions Cases 3.1, 3.2, and 3.3 deal only with data analysis; Cases 4.1and 4.2 are comprehensive and their questions relate to every chapter of the book All thesecases include actual questionnaires and real data

8 Added Emphasis on SAS Relevant chapters contain a special section on SAS Learning

Edition, along with another on SPSS Windows, that illustrate the relevant programs andthe steps required to run them We have provided SPSS and SAS files for all input data setsfeatured in the data analysis chapters (Chapters 14 through 22), input data sets that appear inInternet and Computer Exercises, input data sets for cases (Cases 3.1, 3.2, 3.3, 4.1, and 4.2),and the corresponding output files While the SAS steps are illustrated for the LearningEdition, these steps will also work for the SAS Enterprise Guide

9 New SPSS and SAS Computerized Demonstration Movies We have created

computer-ized demonstration movies illustrating step-by-step instructions for each data analysisprocedure—SPSS and SAS—available for downloading from the Web site for this book(see Exhibit 14.2)

10 New SPSS and SAS Screen Captures In addition to the demonstration movies, we have

also provided screen captures with notes illustrating step-by-step instructions for runningeach data analysis procedure presented in the book using SPSS as well as SAS These are

on the text Web site for downloading

11 SPSS and SAS Step-by-Step Instructions Each chapter contains separate step-by-step

SPSS and SAS instructions for conducting the data analysis presented in that chapter.While the SAS steps are illustrated for the Learning Edition, these steps will also workfor the SAS Enterprise Guide

12 New and Updated Examples New examples have been added, some old ones deleted, and

the remaining ones updated as appropriate

13 New Web Site Materials To keep the book concise, we have placed some material on the

instructor Web site (Instructor Resource Center) and the student Web site

14 Updated References Each chapter contains many references dated 2008 or later Of

course, the classic references have been retained

Integrated Learning Package

If you take advantage of the following special features, you should find this textbook interestingand even fun

1 Balanced orientation We’ve blended scholarship with a highly applied and managerial

orientation showing how marketing researchers apply concepts and techniques and howmanagers use their findings to improve marketing practice In each chapter, we talk aboutreal marketing research firms, large and small

2 Real-life examples Real-life examples (Real Research) describe the kind of marketing

research firms used to address a specific managerial problem and the decisions they based

on the findings

3 Hands-on approach You’ll find more real-life scenarios and exercises in every chapter.

Active Research features ask you to do some research on the Internet and play the roles of

a marketing researcher and a marketing manager Experiential Research features let you

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experience the research concepts in each chapter Decision Research presents a real-lifemarketing situation in which you assume the role of a consultant and recommend market-ing research and marketing management decisions.

4 Running project A running example in every chapter is based on an actual department

store project I conducted, although several aspects have been disguised You will

participate by conducting some research and analysis

5 Critical thinking emphasis You can practice your critical thinking skills including

Socratic questioning, critical reading and writing, and higher order thinking and ment in the three comprehensive critical thinking cases, end-of-chapter review questions,applied problems, and group discussions

assess-6 Concept maps Concept maps help you visualize the interrelated concepts in each chapter.

7 Extensive Internet coverage We’ll show you how to integrate the Internet into each step of

the marketing research process and you’ll have plenty of opportunities to do Internet research

8 International focus Every chapter has a section titled International Marketing Research or

an example illustrating a data analysis technique in an international setting Chapter 24introduces advanced concepts in international marketing research

9 Ethics focus Ethical issues are pervasive in marketing research Every chapter has a

section titled Ethics in Marketing Research or an example of a data analysis technique thatraises an ethical question We’ll talk about ethics from the perspectives of the four stake-holders: the client, the marketing research firm, the respondents, and the general public

10 Focus on technology Technological developments have shaped the way in which

market-ing research is conducted and we talk about these throughout the book

11 Contemporary focus We apply marketing research to current topics such as customer

value, satisfaction, loyalty, customer equity, brand equity and management, innovation,entrepreneurship, return on marketing, relationship marketing, and socially responsiblemarketing throughout the text

12 Statistical software We illustrate data analysis procedures with respect to SPSS, SAS,

MINITAB, Excel, and other popular programs, but we emphasize SPSS and SAS SeparateSPSS Windows and SAS Learning Edition sections in the relevant chapters discuss theprograms and the steps you need to run them While the SAS steps are illustrated for theLearning Edition, these steps will also work for the SAS Enterprise Guide

The Web site includes all the SPSS and SAS data sets used in each data analysischapter and the corresponding output files, the SPSS and SAS data sets for the relevantInternet and Computer Exercises, and cases You can also download the SPSS and SASdemonstration movies and screen captures

13 Video Instruction Each chapter of the book, except the data analysis chapters, is followed

by a video case and questions written from a marketing research perspective You can studythese cases with or without the videos

14 Comprehensive cases with real data At the end of the book, you’ll find two

comprehen-sive cases, relevant questionnaires, and statistical data files, with case questions that testyour understanding of each chapter of the book These cases (Case 4.1, JPMorgan Chase,and Case 4.2, Wendy’s) will let you see the interrelatedness of all the marketing researchconcepts discussed in the book The data are the actual, original data, although the

identities of the actual firms have been changed There are three additional data analysiscases with actual questionnaire and real data (Cases 3.1 AT&T, 3.2 IBM, and 3.3

Kimberly-Clark)

15 Running case about Dell Case 1.1 is a running case about Dell that features the actual

questionnaire and real data This case is another way to see the linkages between chaptersand trace the entire marketing research process through the book

16 Harvard Business School cases To show you how managers integrate marketing research

with marketing management decisions, the book includes six Harvard Business Schoolcases, with comprehensive marketing research questions that cover each chapter of thebook (except the data analysis chapters)

17 Live research: Conducting a marketing research project If your instructor wishes to

implement a marketing research project, we give specific steps in each chapter

18 Acronyms Acronyms are the most popular mnemonic technique college students use Each

chapter thus contains one or more helpful acronyms that summarize important concepts

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19 Extensive exercises and activities Extensive exercises and activities, which include

questions, problems, Internet and computer exercises, role playing, fieldwork, and groupdiscussion, conclude each chapter Here you’ll find ample opportunities for learning andtesting yourself on the concepts in the chapter

20 Learning aids We offer a complete set of learning aids, including a Web site that can be

found at www.pearsonhighered.com/malhotra

21 AACSB learning standards At the end of each chapter, we supply exercises that help you

meet the AACSB learning standards with respect to

䊉 Ethical reasoning

䊉 Analytic skills

䊉 Use of information technology

䊉 Multiculture and diversity

䊉 Reflective thinking

You Can Learn SPSS and SAS on Your Own!

Many students complain that they spend a substantial amount of time learning SPSS or SAS Wehave addressed this situation The sixth edition provides four ways in which you can learn SPSSand SAS on your own: (1) detailed step-by-step instructions appear in the chapter, (2) you candownload (from the Web site for this book) computerized demonstration movies illustrating thesestep-by-step instructions, (3) you can download screen captures with notes illustrating these

step-by-step instructions, and (4) you can refer to the Study Guide and Technology Manual, a supplement that accompanies this book Thus, we provide the most extensive help available anywhere to learn SPSS and SAS!

Tips for Using This Textbook

Here are a few tips on how to use this book to master the material

䊉 Read the chapter Start by reading the chapter Be sure to look at the objectives and read

the overview so you will know what is in the chapter Some students mistakenly think thisstep isn’t important; don’t skip it

䊉 Review the key terms Read through these new terms to be sure you understand each one.

Key terms are often targets of quiz and exam questions

䊉 Answer the review questions Go through the review questions and try to answer them

without looking in the chapter When you are finished, go back and see whether you gotthem all correct For those you couldn’t answer; go back and locate the correct information

in the chapter

䊉 Do the problems Pick several problems you believe would be interesting Spend some

time thinking about the question and the concepts each problem explores You can makethese problems fun to do as you analyze the concepts at a deeper level

䊉 Attempt the Internet and computer exercises These exercises give you practice in

analyzing both qualitative data (that you will search on the Web) and quantitative data(that you can download from the Web site for this book)

䊉 Try one of the cases or video cases The cases and video cases provide an excellent

sum-mary of the material presented in the chapter Read one and answer each of the questions atthe end (You do not need to see the video to answer the video case questions, but you canview it on the Companion Website for this text by visiting www.pearsonhighered.com/malhotra)

䊉 Have some fun with critical thinking Go to one of the critical thinking cases (2.1

American Idol, 2.2 Baskin-Robbins, and 2.3 Akron Children’s Hospital) These cases arecomprehensive and contain questions on all the chapters except the data analysis chapters.Use what you’ve learned, along with the case information, to answer the critical thinkingquestions as well as the technical questions Doing these cases will help you understandand apply the concepts in real-life situations from a critical thinking perspective

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How to Prepare for Exams

If you’ve followed the tips, you’re almost ready for the exam A brief review of the key terms and

a scan of the chapter is all you need If not, here is a sequence of activities that will help you learnthe material

䊉 Read the chapter

䊉 Review the concept maps

䊉 Review the key terms

䊉 Answer the review questions

䊉 Read the chapter overview

䊉 Read the chapter summary

䊉 Go through the chapter and locate all the bold and italic words Read the context of eachterm to make sure you understand it

䊉 Start at the beginning of the chapter and read the topic sentence of each paragraph Theseprovide a good summary of that paragraph

䊉 Reread the chapter summary

Congratulations! You are now ready for the exam Relax; you’ll do well

Student Supplements and Value Packs

The book is supported by a useful set of supplements to further enhance your learning

1 A Functional and Useful Web site Access this site at

www.pearsonhighered.com/malhotra It contains:

䊉 Data for Case 1.1 Dell; Cases 3.1 AT&T, 3.2 IBM, and 3.3 Kimberly-Clark; and Cases4.1 JPMorgan Chase and 4.2 Wendy’s, given in the book (SPSS and SAS)

䊉 Data files for all the Internet and Computer Exercises (SPSS and SAS)

䊉 Data file for the data set(s) used in each data analysis chapter (SPSS and SAS) Thecorresponding output files are also provided

䊉 SPSS and SAS computerized demonstration movies

䊉 SPSS and SAS screen captures

䊉 Videos for all the video cases

䊉 Additional materials that supplement the topic discussed in the book

2 Student Version of SPSS You can obtain a student version of SPSS as an optional value

package with this book

3 Study Guide and Technology Manual This supplement will help deepen your learning

and is available in print format I have personally written this manual to ensure that it isclosely geared to the book and that it facilitates student learning

4 CourseSmart E-textbooks Online: The Largest eTextbook Store on the Internet!

Developed for students looking to save money on required or recommended textbooks,CourseSmart eTextbooks Online saves students up to 50 percent off the suggested listprice of the print text Students simply select their eText by title or author and purchaseimmediate access to the content for the duration of the course, using any major creditcard With a CourseSmart eText, students can search for specific keywords or pagenumbers, make notes online, print out reading assignments that incorporate lecturenotes, and bookmark important passages for later review For more information, or

to purchase a CourseSmart eTextbook, visit www.coursesmart.com

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Many people have been extremely helpful in writing this textbook I would like to acknowledgeProfessor Arun K Jain (State University of New York at Buffalo), who taught me marketingresearch in a way I will never forget My students, particularly former doctoral students (JamesAgarwal, Imad Baalbaki, Ashutosh Dixit, Dan McCort, Rick McFarland, Charla Mathwick,Gina Miller, Mark Peterson, Jamie Pleasant, Cassandra Wells, and Ashutosh Patil) as well asother doctoral students (Mark Leach and Tyra Mitchell) have been very helpful in many ways

I particularly want to acknowledge the assistance of Mark Leach and Gina Miller in writingthe ethics sections and chapter, Mark Peterson in writing the computer applications, and JamesAgarwal with the international marketing research examples in the earlier two editions MBAstudents David Ball, Joshua Pitts, and Madhavi Akella provided helpful research assistance Thestudents in my marketing research courses have provided useful feedback as the material wasclass-tested for several years

My colleagues at Georgia Tech, especially Fred Allvine, have been very supportive I alsowant to thank Ronald L Tatham, former chairman, Burke, Inc., for his encouragement andsupport, as well as Michael Baumgardner, the current president and CEO of Burke William D.Neal, founder and senior executive officer of SDR, Inc., has been very helpful and supportiveover the years Ken Athaide, senior vice president, Marketing Strategies International, and theother practitioners have also contributed to this book Pamela Prentice of SAS was very helpfulwith the SAS additions incorporated in the sixth edition

The reviewers have offered many constructive and valuable suggestions I gratefullyacknowledge the help of the following, among others:

Reviewers for the Sixth Edition

Manoj Agarwal, Binghamton University

Arun K Jain, University at Buffalo

Sanjay S Mehta, Sam Houston State University

Richard G Netemeyer, University of Virginia

Cecelia Wittmayer, Dakota State University

Reviewers for the Fifth Edition

Robert W Armstrong, University of North Alabama

John Thomas Drea, Western Illinois University

Perry Haan, Franklin University

Mark Hill, Montclair State University

Mary Jean Koontz, Golden Gate University

Haim Mano, University of Missouri, St Louis

David W Pan, Northeastern State University

Audhesh Paswan, University of North Texas

Scott D Swain, Boston University

Reviewers for the Fourth Edition

Gerald Cavallo, Fairfield University–Connecticut

Curt Dommeyer, California State University–Northridge

Charles Hofacker, Florida State University

Yong-Soon Kang, Binghamton University–SUNY

John Tsalikis, Florida International University

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Reviewers for the Third Edition

Tom Anastasti, Boston UniversityJoel Herche, University of the PacificSubash Lonial, University of LouisvillePaul Sauer, Canisius College

John Weiss, Colorado State University

Reviewers for the Second Edition

Rick Andrews, University of DelawareHolland Blades, Jr., Missouri Southern State CollegeSharmila Chatterjee, Santa Clara University

Rajshekhar Javalgi, Cleveland State UniversityMushtaq Luqmani, Western Michigan UniversityJeanne Munger, University of Southern MaineAudesh Paswan, University of South DakotaVenkatram Ramaswamy, University of MichiganGillian Rice, Thunderbird University

Paul L Sauer, Canisius CollegeHans Srinivasan, University of Connecticut

Reviewers for the First Edition

David M Andrus, Kansas State UniversityJoe Ballenger, Stephen F Austin State UniversityJoseph D Brown, Ball State University

Thomas E Buzas, Eastern Michigan UniversityRajendar K Garg, Northeastern Illinois UniversityLawrence D Gibson, Consultant

Ronald E Goldsmith, Florida State UniversityRajshekhar G Javalgi, Cleveland State UniversityCharlotte H Mason, University of North CarolinaKent Nakamoto, University of Colorado

Thomas J Page, Jr., Michigan State UniversityWilliam S Perkins, Pennsylvania State UniversitySudhi Seshadri, University of Maryland at College ParkDavid Shani, Baruch College

The team at Prentice Hall provided outstanding support Special thanks are due to SallyYagan, editorial director; James Heine, acquisitions editor; Ashley Santora, product developmentmanager; Anne Fahlgren, senior marketing manager; Kelly Warsak, project manager; KarinWilliams, editorial assistant; and Teri Stratford, photo researcher Special recognition is due tothe several field representatives and salespeople who have done an outstanding job

I acknowledge with great respect my mother, Mrs Satya Malhotra, and my departed father,

Mr H N Malhotra Their love, encouragement, support, and the sacrificial giving of themselveshave been exemplary My heartfelt love and gratitude go to my wife, Veena, and my children,Ruth and Paul, for their faith, hope, and love

Above all, I want to acknowledge and thank my Savior and Lord, Jesus Christ, for the manymiracles He has performed in my life This book is, truly, the result of His grace—“This is theLord’s doing; it is marvelous in our eyes” (Psalm 118:23) It is also an answer to prayers—“Andwhatsoever ye shall ask in my name, that will I do, that the Father may be glorified in the Son If

ye shall ask any thing in my name, I will do it” (John 14:13–14).

Naresh K Malhotra

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Naresh K Malhotrais Regents Professor (highest academic rank in the University System

of Georgia) in the College of Management, Georgia Institute of Technology He has been listed

in Marquis’ Who’s Who in America continuously since 1997, and in Who’s Who in the World

since 2000 He received the prestigious Academy of Marketing Science CUTCO/VectorDistinguished Marketing Educator Award in 2005 He is also the winner of numerous awardsand honors for research, teaching, and service to the profession, including the Academy ofMarketing Science, Outstanding Marketing Teaching Excellence Award, 2003

Dr Malhotra was Chairman, Academy of Marketing Science Foundation, 1996 to 1998;President, Academy of Marketing Science, 1994 to 1996; and Chairman, Board of Governors,

1990 to 1992 He is a Distinguished Fellow of the Academy and Fellow of the Decision Sciences

Institute The founding editor of Review of Marketing Research, he was an associate editor of Decision Sciences for 18 years and section editor, Health Care Marketing Abstracts, Journal of Health Care Marketing He has served on the editorial boards of more than a dozen journals, including Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, and Journal of the Academy of Marketing Science.

Marketing Research: An Applied Orientation has been translated into Chinese, Spanish,

Russian, Portuguese, Hungarian, French, Bahasa Indonesian, and Japanese It has also beenpublished in several English-language editions including North American, International,

European, Indian, and one for Australia and New Zealand Dr Malhotra’s Basic Marketing Research: A Decision-Making Approach, Third Edition, was published by Prentice Hall in 2008.

This book has also been translated into a number of languages

In the 1987 AMA Educators’ Proceedings, Professor Malhotra was ranked number one

based on articles published in the Journal of Marketing Research during 1980 to 1985 He also holds the all-time record for the maximum number of publications in the Journal of Health Care Marketing He was ranked number one based on publications in the Journal of the Academy of Marketing Science (JAMS) from its inception through Volume 23, 1995, and during the ten-year period 1986–1995 (JAMS, 24(4) (Fall 1996): 297) He was several times ranked number one based on publications in the International Marketing Review, including from 1996 to 2006 based

on a study by Xu et al published in the Asia Pacific Journal of Management (2008) In a

land-mark study by West et al (2008) examining publications in the top four land-marketing journals

(JMR, JM, JAMS, and JCR) over a 25-year period from 1977 to 2002, Professor Malhotra earned

three top-three rankings: ranked number three based on publications in all the four journals

combined, ranked number three based on publications in JMR, and ranked number one based on publications in JAMS.

Dr Malhotra has published more than 100 papers in major refereed journals, including in

Journal of Marketing Research, Journal of Consumer Research, Marketing Science, Management Science, Journal of Marketing, Journal of Academy of Marketing Science, Journal

of Retailing, Journal of Health Care Marketing, and leading journals in statistics, management

science, information systems, and psychology He has also published numerous refereed articles

in the proceedings of major national and international conferences Several of his articles havereceived best paper research awards Dr Malhotra has consulted for business, nonprofit, andgovernment organizations in the United States and abroad and has served as an expert witness inlegal and regulatory proceedings with special expertise in data analysis and statistical methods

An ordained minister of the Gospel and a member and Deacon of First Baptist Church,Atlanta, Dr Malhotra lives in the Atlanta area with his wife, Veena, and children, Ruth and Paul

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Defining the Marketing Research Problem

and Developing an Approach 34

research and set out a six-step marketingresearch process We discuss the natureand scope of marketing research and explainits role in decision support systems Wedescribe the marketing research industry andthe many exciting career opportunities in thisfield We discuss problem definition, the firstand the most important step, in detail Finally,

we describe the development of an approach

to the problem, the second step in the ing research process, and discuss in detailthe various components of the approach Theperspective given in these chapters should beuseful to both marketing decision makers andresearchers

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2

Chapter

“ Objectives [After reading this chapter, the student should be able to:” ]

1 Define marketing research and distinguish between problem identificationand problem-solving research

2 Describe a framework for conducting marketing research as well as the sixsteps of the marketing research process

3 Understand the nature and scope of marketing research and its role indesigning and implementing successful marketing programs

4 Explain how the decision to conduct marketing research is made

5 Discuss the marketing research industry and the types of research suppliers,including internal, external, full-service, and limited-service suppliers

6 Describe careers available in marketing research and the backgrounds andskills needed to succeed in them

7 Explain the role of marketing research in decision support systems inproviding data, marketing models, and specialized software

8 Acquire an appreciation of the international dimension and the complexityinvolved in international marketing research

9 Gain an understanding of the ethical aspects of marketing research andthe responsibilities each of the marketing research stakeholders have tothemselves, one another, and the research project

The role of a marketing researcher must include

consulting skills, technical proficiency, and sound management The focus of the role is to provide information to identify marketing problems and solutions in such

a way that action can be taken.

Michael Baumgardner, President and CEO, Burke, Inc.

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Introduction to Marketing Research

Overview

3

Marketing research comprises one of the most important and fascinating facets of ing In this chapter, we give a formal definition of marketing research and classify marketingresearch into two areas: problem identification and problem-solving research We provideseveral real-life examples to illustrate the basic concepts of marketing research We describethe marketing research process and the six steps that are involved in conducting researchand discuss the nature of marketing research, emphasizing its role of providing informationfor marketing decision making Next, we provide an overview of marketing research suppli-ers who collectively constitute the marketing research industry, along with guidelines forselecting a supplier The demand for well-executed marketing research leads to many excit-ing career opportunities, which we describe We show that marketing research is also anintegral part of marketing information systems or decision support systems

market-For the purpose of illustration, we examine a department store patronage project, whichwas an actual marketing research project conducted by the author, and use it as a runningexample throughout the book The scope of this project has been expanded in the sixthedition to include questions, and we also make available the relevant data for analysis These

“Project Research” sections appear in each chapter The topic of international marketingresearch is introduced and discussed systematically in the subsequent chapters The ethicalaspects of marketing research and the responsibilities each of the marketing researchstakeholders have to themselves, one another, and the research project are presented anddeveloped in more detail throughout the text This chapter includes several Internet andhands-on applications of marketing research in the form of “Active Research,” “ExperientialResearch,” and “Decision Research” illustrations with exercises, other emphases thatpervade the entire book For instructors wishing to implement a real-life marketing researchproject, we include a section titled “Live Research: Conducting a Marketing ResearchProject.” Perhaps there is no better way to present an overview than to give a few examplesthat provide a flavor of the varied nature of marketing research

The Boeing Company (www.boeing.com) has been the premier manufacturer of commercial jetliners for more than 40 years and provides products and services to customers in 145 countries Headquartered in Chicago, Boeing had about 12,000 commercial jetliners in service worldwide as of 2009, which is roughly

75 percent of the world fleet Boeing Commercial Airplanes (BCA) is the division of Boeing that develops and sells airplanes in the commercial segment Although the airplane manufacturing industry is an oligopoly with only a few players, the competition is intense and the stakes are high The division understands that it is important to continuously monitor the dynamic marketplace and understand the needs and priorities of BCA customers (airlines) and their customers (people who fly) To achieve this purpose, BCA employs marketing research on a regular basis.

Boeing recently entrusted Harris Interactive (www.harrisinteractive.com) with a study of this type Harris Interactive, one of the largest market research firms in the world, is based in Rochester, New York.

It is best known for The Harris Poll and for pioneering Internet-based research methods Boeing

commissioned a study to determine the aircraft preferences of fliers “We presented respondents with real-life air travel scenarios to better understand the attitudes and feelings that led to their choices,” said

Dr David Bakken, senior vice president of marketing sciences, Harris Interactive “What we found was that travelers taking very long flights generally prefer the more convenient and flexible experience provided by smaller planes.”

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Based on extensive

marketing research, Boeing

launched the newest

members of its 737 family,

thereby bringing more

economical solutions to

airlines, a better flight

experience to passengers,

and improved environmental

performance to the world.

The study was a survey based on 913 interviews conducted in the United Kingdom, Tokyo, and Hong Kong with international travelers (age 18 and over) who had taken at least one recent eight-hour or longer flight Interviews were conducted between November 2003 and February 2004 using a two-stage methodology Respondents were first screened and qualified by telephone or via in-person interviews, and then they completed an online survey at home or work or at a central interviewing location In each region, Harris polled equal numbers of Premium Class Business, Economy Business, and Economy Leisure travelers Some key findings:

䊉 More than 60 percent preferred a single-deck, 250-passenger airplane to a double-deck, 550-passenger airplane for nonstop flights.

䊉 Seven out of 10 travelers preferred a nonstop trip on a single-deck, 250-passenger airplane to a trip involving a connecting flight on a double-deck, 550-passenger airplane with an on-board lounge.

䊉 Travelers in all the classes of service from all three regions believed smaller airplanes would provide

a better experience with check-in, boarding, disembarking, baggage claim, and customs/immigration than the 550-seat aircraft.

From Boeing’s point of view, these were important insights The company is responding with enhanced products Based on these findings and subsequent product research that involved in-depth interviews and surveys of airlines, BCA developed a new version of the Boeing 737, which caters to the 100- to 215-seat market The new concept is focused on bringing more economical solutions to airlines, a better flight experience to passengers, and improved environmental performance to the world The newest members of the Boeing 737 family—the 737-600/-700/-800/-900 models—continue the 737’s preeminence as the world’s most popular and reliable commercial jet transport Meeting the market demands, the 737 family has won orders for more than 5,200 airplanes, an amazing feat even for Boeing 1 ■

Many of the nation’s largest corporations are realizing that the information they can get from clients and customers through marketing research can best be used if it is provided each day How about each minute? This is the basis upon which a company called Satmetrix (www.satmetrix.com), a customer feedback solu- tion company, operates—real time The Satmetrix Customer Relationship program is designed to maximize the impact of customer interactions by continuously gathering and transforming customer dialogues into potential actions that can be taken to increase sales and customer satisfaction This program is focused on feeding the voice of the customers back into the organization Not only can customers go online and submit complaints and suggestions to the company, but Satmetrix also hosts live chat sessions for users of certain products All of this is done with the aim of capturing the true words and emotions of consumers, and in turn using this information to improve or develop products and services Satmetrix capitalizes on the need for “live” marketing research.

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As of 2009, the Internet continues to revolutionize the marketing research process With the use of online services, there is no need for extra data input that traditional research methods require Satmetrix itself is not the traditional full-service supplier of marketing research As a standardized limited-service provider, the company does not get involved with every aspect of the research process The approach, design, and data preparation are the same for each customer, and these are the parts of the research process with which the company is involved.

Their service, however, aids clients in identifying any problems with products through customer back and with problem solving, especially if customers give suggestions For example, network station NBC (www.nbc.com) takes advantage of Satmetrix services to obtain feedback from viewers It helps the network to learn what viewers are looking for, their likes, and their dislikes Ideally, the feedback is used and television shows are altered to more closely suit viewers’ tastes and desires, thus leading to an increased number of people tuning in to watch the shows NBC found, for example, that viewers wanted a sitcom that

feed-was lighthearted, clever, and humorous; therefore, Kath and Kim, a remake of the popular Australian

com-edy by the same name, was launched on October 9, 2008 Viewer feedback provided by Satmetrix has been

instrumental in composing and modifying scripts and storylines As a result, in 2009, Will and Grace was

a top-rated comedy show on NBC 2 ■

Toyota has had tremendous success with both the Toyota and Lexus brands of cars The Lexus brand was created to sell cars more luxurious than those previously offered by Toyota and to cater to the older, more affluent crowd However, the company noticed an opportunity in the younger, “Generation Y” crowd (those born between 1977 and 1995), where Toyota had a relatively smaller market share More than 65 million Americans fall into this demographic category Cars bought by this group are less expensive and more youth-oriented Chief rivals within this competitive landscape include Honda, Volkswagen, BMW, Mazda, Ford, and Chevrolet.

Focus groups and surveys by Toyota targeted at the teen through thirties age group suggested that Toyota had the image of being “my parents’ car.” Needless to say, sales to this diverse and elusive age group were small Toyota then began a secret project, code-named “Genesis,” to research the under-30 market to find out what features they wanted in their cars and to determine their buying habits The members of the study looked at existing Toyota models such as the Echo, the Celica, and the MR2 Spyder and found that the Generation Y crowd perceived these cars as having no cohesive theme and carrying Toyota’s older image Several cars were brought to the United States that were being used in Japan to see what kind of reaction they would elicit The cars that created the most buzz ultimately were modified for American preferences and resulted in a third line of cars for Toyota, aptly named “Scion” (www.scion.com) The Scion name means “offspring of an illustrious family” and illustrates the fact that they are a spin-off from Toyota Now that Toyota had the cars and the strategy, they had to build their brand and market the new cars to this new audience Toyota hired marketing firm ATTIK (www.attik.com) to help with this task They conducted qualitative market research through traditional focus groups and clinics as well as quantitative research through Internet surveys and youth panels They also implemented case studies by asking people

to study their younger friends’ preferences and to report their findings The results of this market research revealed that the Generation Y crowd values individuality and expression, diversity, and style Because they are more prone to disdain commercialism and can be swayed more effectively by word-of-mouth commu- nications, Scion chose not to advertise through traditional channels such as network television or magazines Rather, they decided to market the Scion through guerrilla tactics such as live concerts and events with a music or arts focus catered toward this younger crowd.

Scion took the results of their market research and applied them to their business strategy In 2003, the first Scions were available for sale Three different models were designed to attract a wide spectrum of younger buyers, such as the Scion xB, which is a boxy, compact sports utility vehicle All Scions came loaded with options that were desirable to the target buyer, such as 160-watt stereos, cell phone holders, plush seats, and plenty of customization options They implemented a no-haggling, easy-to-understand pricing structure to make the buying process more enjoyable for many of these first-time buyers.

More than 90 percent of Scion owners have never owned a Toyota car before, and the median age of Scion owners is 34, much lower than the average ages of Toyota and Lexus owners (49 and 54, respectively) Since

2006, Scion has been partnering with Nielsen Online’s BuzzMetrics service (www.nielsen-online.com) to use information from consumer-generated media (CGM) in formulating their market strategies CGM is important

to Scion because that’s where their customers are and where they are most likely to see and engage in the brand There are many blogs, Web sites, and social networking sites for discussions for customers to get more information and see how other customers like the product All the three models (tC, xB, and xD) continued to

do well through 2008, until the recession hit.

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