当代市场研究 英文版 第3版2025|PDF|Epub|mobi|kindle电子书版本百度云盘下载

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Contents in Brief2

Index 1-12

Endnotes E-12

Glossary G-12

PART I An Introduction to Market Research2

Contents2

PART I An Introduction to Market Research2

1 The Role of Marketing Research in Management Decision Making4

1 The Role of Marketing Research in Management Decision Making4

THE NATURE OF MARKETING6

The Marketing Concept6

Researching the Marketing Mix7

The External Marketing Environment7

The Importance of Marketing Research to Management8

THE ROLE OF MARKETING RESEARCH IN DECISION MAKING8

Marketing Research Defined8

The Proactive Role of Marketing Research12

APROFESIONAL RESEARCHER'SPERSPECTIVE13

Applied Research versus Basic Research16

DECIDING WHETHER TO CONDUCT MARKET RESEARCH17

THE HISTORY AND FUTURE OF MARKETING RESEARCH19

The Development of Market Research19

Marketing Research Today and in the Future22

A PREVIEW OF THE TEXT22

SUMMARY23

CASE 1.1 Creating New Products at Toyota, Hitachi, and Panasonic24

CASE 1.2 The New American25

APPENDIX A A Career in Marketing Research27

A PROFESSIONAL RESEARCHER'S PERSPECTIVE33

2 The Marketing Research Process35

2 The Market Research Process35

THE RESEARCH PROCESS37

Problem/Opportunity Identification and Formulation37

Creating the Research Design41

Choosing a Basic Method of Research44

Selecting the Sampling Procedure45

Collecting the Data45

AnalyZing the Data45

Preparing and Writing the Report46

Follow-up46

MANAGEMENT OF MARKETING RESEARCH46

The Research Request46

Manager-Researcher Conflict47

A PROFESSIONAL RESEARCHER'S PERSPECTIVE48

GLOBAL MARKETING RESEARCH50

SUMMARY50

CASE 2.1 Chevrolet Tries to Determine "Are We Almost There?"52

CASE 2.2 Pizza Heaven53

3 Who Does Marketing Research?54

3 Who Does Marketing Research?54

THE EVOLVING STRUCTURE OF THE MARKETING RESEARCH INDUSTRY56

Level 1. Primary Information Users (Corporate Marketing Research Departments)57

A PROFESSIONAL RESEARCHER'S PERSPECTIVE58

Level 2. Information Users (Ad Agencies)59

Level 3. Research Designers and Suppliers60

Levcl 4. Data Collectors60

CORPORATE MARKETING RESEARCH DEPARTMENTS61

A PROFESSIONAL RESEARCHER'S PERSPECTIVE63

How Corporate Marketing Research Departments Work63

THE MARKETING RESEARCH INDUSTRY64

Level 3. The Big Marketing Research Companies64

A PROFESSIONAL RESEARCHER'S PERSPECTIVE66

Level 3. Custom Research Firms67

GLOBAL MARKETING RESEARCH68

Level 3. Syndicated Service Firms68

A PROFESSIONAL RESEARCHER'S PERSPECTIVE70

Level 4. Field Service Firms70

Specialized Service and Support Firms72

Ad Agency Research Department73

THE GROWING ROLE OF STRATEGIC PARTNERING AND GLOBAL RESEARCH74

OTHER ORGANIZATIONS AND INDIVIDUALS74

Globa1 Marketing Research Trends76

SUMMARY76

GLOBAL MARKETING RESEARCH77

CASE 3.1 Anchor Marketing Research79

CASE 3.2 American Express Creates a New Product-The Optima True Grace Card81

4 Ethics in Marketing Research82

4 Ethics in Marketing Research82

DEVELOPING A PHILOSOPHY OF ETHICS84

Ethics Defined84

Levels of Moral Development85

Conventional Morality85

Postconventional Morality86

Approaches to the Development of a Philosophy of Ethics86

MAKING ETHICAL DECISIONS87

A Code of Ethics88

RESEARCH SUPPLIER ETHICS88

Low-Ball Pricing88

Underpaying Field Services89

Lack of Objectivity89

Abuse of ResPondents90

Selling Unnecessary Research91

Violating Client Confidentiality91

A PROFESSIONAL RESEARCHER'S PERSPECTIVE92

RESEARCH CLIENT ETHICS94

Issuing Bid Requests When a Supplier Has Been Predetermined94

Obtaining Free Advice and Methodology via Bid Requests94

Making False Promises94

Unauthorized Request for Proposals94

FIELD SERVICE ETHICS95

Overreporting Hours Worked95

Falsifying Data95

Lack of Data Validation96

Use of Professional Respondents96

RESPONDENT RIGHTS96

The Right to Safety97

The Right to Choose97

The Right to Be Informed98

The Right to Privacy98

Contemporary Marketing Research Ethics101

GLOBAL MARKETING RESEARCH101

Indications of a Lack of Professionalism104

Ethics and Professionalism104

RAISING THE LEVEL OF PROFESSIONALISM IN MARKETING RESEARCH104

The Efforts of CASRO105

PROACTIVE EFFORTS TO ENHANCE THE LEVEL OFPROFESSIONALISM IN THE MARKET RESEARCH INDUSTRY105

A PROFESSIONAL RESEARCHER'S PERSPECTIVE106

The Creation of CMOR108

Actions and Publications of ARF109

A Need for Researcher Certification109

SUMMARY111

CASE 4.1 Century Cigarettes112

CASE 4.2 The Exxon Valdez Research113

APPENDIX A Philosophies of Ethical Behavior with Marketing Research Applications114

ETHICAL DILEMMAPART I118

PART V Creating A Research Design120

PART II Creating a Research Design120

J.D. Power's Syndicated Research120

5 Published Secondary Data, Computerized Databases, and Decision Support Systems122

5 Published Secondary Data,Computerized Databases, and Decision Support Systems122

Creating an Internal Database124

THE NATURE OF SECONDARY DATA124

MARKETING RESEARCH IN PRACTICE125

Keys to a Successful Internal Database125

The Growing Importance of Internal Database Marketing126

APROFESSIONAL RESEARCHER'S PERSPECTIVE127

External131

ADVANTAGES OF SECONDARY DATA131

Intetnal131

PUBLISHED SECONDARY DATA131

Lack of Availability133

Lack of Relevance133

Inaccurate Data133

LIMITATIONS OF SECONDARY DATA133

Insufficient Data134

THE NEW AGE OF SECONDARY INFORMATION--ON-LINE135

DATABASES135

Types of Databases135

How to Search136

On-Line Vendors136

Marketing-Oriented Databases137

Advantages of On-Line Databases137

Disadvantages of On-Line Databases138

Surfing the Internet138

MARKETING RESEARCH IN PRACTICE140

Computerized Database Packages141

GEOGRAPHIC INFORMATION SYSTEMS141

DECISION SUPPORT SYSTEMS141

Information Management144

Evolution of Computer-based Information Systems144

Decision Support Systems in Practice145

A PROFESSIONAL RESEARCHER'S PERSPECTIVE147

Pros and Cons of MIS versus DSS147

The Move toward DSS147

Problems in Implementing a Decision Support System150

SUMMARY150

CASE 5.1 Blockbuster Video152

CASE 5.2 American Gardener153

APPENDIX A Published Secondary Data155

APPENDIX B Key Databases of Interest to Marketers167

6 Qualitafive Research172

6 Qualitative Research172

Qualitative Research Defined174

THE NATURE OF QUALITATIVE RESEARCH174

The Qualitative versus Quantitative Controversy174

The Popularity of Qualitative Research175

A PROFESSIONAL RESEARCHER'SPERSPECTIVE176

Limitations of Qualitative Research177

The Popularity of Focus Groups178

Focus Groups Defined178

THE GROWING ROLE OF FOCUS GR0UPS178

TYPES OF FOCUS GROUPS179

Exploratory Groups179

Clinical Focus Groups180

Experiencing Focus Groups180

CONDUCTING FOCUS GROUPS181

Preparing for a Focus Group182

Selecting the Moderator184

A Discussion Guide Is Essential185

Preparing the Focus Group Report190

Advantages and Disadvantages of Focus Groups191

A PROFESSIONAL RESEARCHER'S PERSPECTIVE192

TRENDS IN FOCUS GROUPS194

Depth Interviews198

OTHER QUALITATIVE RESEARCH METHODOLOGIES198

GLOBAL MARKETING RESEARCH200

PROJECTIVE TECHNIQUES201

Use of Projective Tests201

Types of Projective Tests201

THE FUTURE OF QUALITATIVE RESEARCH204

SUMMARY206

CASE 6.1 Bickel Brewer--Attorneys-at-Law207

CASE 6.2 Pillsbury Cake Mixes209

APPENDIX A Selected Excerpts from a Focus Group Conducted with College Students210

GLOBAL MARKETING RESEARCH214

7 Primary Data Collection: Survey Research214

7 Primary Data Collection: Survey Research214

REASONS FOR THE POPULARITY OF SURVEYS216

MARKETING RESEARCH IN PRACTICE217

TYPES OF ERRORS IN SURVEY RESEARCH217

Sampling Error217

Systematic Error218

MARKETING RESEARCH IN PRACTICE220

Measurement Error221

TYPES OF SURVEYS225

Door-to-Door Interviewing226

Mall Intercept228

Executive Interviewing229

Telephone Interviewing230

Central Location Telephone Interviews231

Computer-assisted Telephone Interviewing (CATI)232

GLOBAL MARKETING RESEARCH233

IVR Automated Telephone Surveys234

Direct Computer Interview234

MARETING RESEARCH IN PRACTICE235

Self-administered Interview235

Mail Surveys236

FACTORS DETERMINING CHOICE OF PARTICULAR SURVEY METHODS239

Sampling Precision Required240

Budget Available240

The Need to Expose the Respondent to Various Stimuli241

Quality of Data Required241

Length of Questionnaire242

Necessity of Having Respondent Perform Certain Specialized Tasks243

Incidence Rate243

MARKETING RESEARCH IN PRACTICE245

THE MARKETING RESEARCH INTERVIEWER246

Degree of Structure of the Questionnaire246

SURVEY RESEARCH IN THE INTERNATIONAL MARKET247

European Marketing Research247

Asian Marketing Research247

Marketing Research in the Independent Federation of States (Formerly USSR)248

GLOBAL MARKETING RESEARCH249

Conducting International Survey Research251

Language and Comprehension252

Resolving the Problems252

SUMMARY253

CASE 7.1 Your Personal Consultant Inc.: A Consultant on a Disk255

CASE 7.2 J. c Penney256

8 Primary Data collection: Observation259

8 Primary Data Collection: Observation259

THE NATURE OF OBSERVATION RESEARCH261

Observation Research Defined261

Conditions for Using Observation261

Approaches to Observation Research261

Advantages Of Observation Research264

MARKETING RESEARCH IN PRACTICE264

Disadvantages of Observation Research265

HUMAN OBSERVATION265

Mystery Shoppers265

One-Way Mirror Observations266

Shopper Patterms267

Content Analysis268

Humanistic Inquiry268

A. C. Nielsen Retail Index269

Audits269

MACHINE OBSERVATION271

The Importance of Audits to the Japanese271

GLOBAL MARKETING RESEARCH272

Traffic Counters272

Physiological Measurement272

MARKETING RESEARCH IN PRACTICE273

GLOBAL MARKETING RESEARCH274

Opinion and Behavior Measurement276

Scanner-based Research279

A PROFESSIONAL RESEARCHER'S PERSPECTIVE280

Retailers Also Are Conducting Scanning Research289

A PROFESSIONAL RESEARCHER'S PERSPECTIVE290

SUMMARY291

CASE 8.1 Black Decker Quantum Power Tools292

CASE 8.2 Sara Lee293

9 Primary Data Collection: Experimentation299

9 Primary Data Collection: Experimentation299

DEMONSTRATING CAUSATION301

WHAT IS AN EXPERIMENT?301

Appropriate Time Order of Occurrence302

Concomiant Variation302

Elimination of Other Possible Causal Factors303

THE EXPERIMENTAL SETTING-LABORATORY OR FIELD303

MARKETING RESEARCH IN PRACTICE304

EXPERIMENTAL VALIDITY305

Internal and External Validity305

Experimental Notation305

Extraneous Variables: Threats to Experimental Validity306

EXPERIMENTATION: SUMMARY OF BASIC ISSUES308

Experimental Design and Treatment308

Experimental Effects309

The Contro1 of Other (Extraneous) Causal Factors309

WHY ARE EXPERIMENTS NOT USED MORE OFTEN?310

The High Cost of Experiments310

Deciding Whether to Conduct a Test Market310

Security Issues311

Implementation Problems311

SELECTED EXPERIMENTAL DESIGNS311

Three Preexperimental Designs312

Three True Experimental Designs314

Quasi-Experiments316

Test Markets Defined317

Test Market Usage and Objectives318

Costs of Test Marketing319

Steps in a Test Market Study321

MARKETING RESEARCH IN PRACTICE325

OTHER ALTERNATIVES TO TEST MARKETING326

A PROFESSIONAL RESEARCHER'S PERSPECTIVE327

SUMMARY328

CASE 9.1 Market Analyst and Promotional Specialists, Inc.330

CASE 9.2 Laboratory Tests Markets331

ETHICAL DILEMMA PART Ⅱ334

PART VI Data Acquisition336

Mission Bell Field Services336

PART III Data Acquisition336

10 Understanding Measurement338

10 Undersfanding Measurement338

THE CONCEPT OF MEASUREMENT341

The Measurement Process342

GLOBAL MARKETING RESEARCH345

STEP SIX: EVALUATE THE RELIABILITY AND VALIDITY OF THE MEASUREMENT349

Sources of Measurement Differences349

Reliability351

A PROFESSIONAL RESEARCHER'S PERSPECTIVE352

Validity355

Reliability and Validity-A Concluding Comment358

SUMMARY359

CASE 10.1 Traveling Asians361

CASE 10.2 Evaluating Service Quality362

11 Attitude Measurement364

11 Attitude Measurement364

THE NATURE OF ATTITUDES365

Attitudes and Behavior366

Components of Attitudes366

Changing Attitudes368

Examining the Link Between Measurements of Beliefs and Feelings and Actual Behavior369

ATTITUDE SCALES369

Scaling Defined370

Graphic Rating Scales371

Itemized Rating Scales371

Rank-Order Scale372

Q-Sorting373

A PROFESSIONAL RESEARCHER'S PERSPECTIVE376

Paired Comparisons376

Constant Sum Scales376

The Semantic Differential378

GLOBAL MARKETING RESEARCH379

Stapel Scale380

Likert Scales380

Purchase Intent Scales383

GLOBAL MARKETING RESEARCH386

Some Basic Considerations When Selecting a Scale386

SUMMARY388

CASE 11.1 Diamond Interstate Bank Tower390

CASE 11.2 Frigidaire Refrigerators394

12 Questionnaire Design397

12 Questionnaire Design397

THE ROLE OF AQUESTIONNAIRE399