MARKETING RESEARCH AN APPLIED APPROACH FIFTH EDITION NARESH K MALHOTRA DANIEL NUNAN • DAVID F BIRKS Marketing Research An Applied Approach At Pearson, we have a simple mission: to help people make more of their lives through learning We combine innovative learning technology with trusted content and educational expertise to provide engaging and effective learning experiences that serve people wherever and whenever they are learning From classroom to boardroom, our curriculum materials, digital learning tools and testing programmes help to educate millions of people worldwide – more than any other private enterprise Every day our work helps learning flourish, and wherever learning flourishes, so people To learn more, please visit us at www.pearson.com/uk Marketing Research An Applied Approach Fifth Edition Naresh K Malhotra Daniel Nunan David F Birks Harlow, England • London • New York • Boston • San Francisco • Toronto • Sydney • Dubai • Singapore • Hong Kong Tokyo • Seoul • Taipei • New Delhi • Cape Town • São Paulo • Mexico City • Madrid • Amsterdam • Munich • Paris • Milan Pearson Education Limited Edinburgh Gate Harlow CM20 2JE United Kingdom Tel: +44 (0)1279 623623 Web: www.pearson.com/uk Original 6th edition entitled Marketing Research: An Applied Orientation published by Prentice Hall Inc., a Pearson Education company Copyright Prentice Hall Inc First edition published 2000 (print) Second edition published 2003 (print) Third edition published 2007 (print) Fourth edition published 2012 (print) Fifth edition published 2017 (print and electronic) © Pearson Education Limited 2000, 2003, 2007, 2012 (print) © Pearson Education Limited 2017 (print and electronic) The rights of Naresh K Malhotra, Daniel Nunan, David F Birks and Peter Wills to be identified as authors of this work has been asserted by them in accordance with the Copyright, Designs and Patents Act 1988 The print publication is protected by copyright Prior to any prohibited reproduction, storage in a retrieval system, distribution or transmission in any form or by any means, electronic, mechanical, recording or otherwise, permission should be obtained from the publisher or, where applicable, a licence permitting restricted copying in the United Kingdom should be obtained from the Copyright Licensing Agency Ltd, Barnard’s Inn, 86 Fetter Lane, London EC4A 1EN The ePublication is protected by copyright and must not be copied, reproduced, transferred, distributed, leased, licensed or publicly performed or used in any way except as specifically permitted in writing by the publishers, as allowed under the terms and conditions under which it was purchased, or as strictly permitted by applicable copyright law Any unauthorised distribution or use of this text may be a direct infringement of the authors’ and the publisher’s rights and those responsible may be liable in law accordingly All trademarks used herein are the property of their respective owners The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners Pearson Education is not responsible for the content of third-party internet sites ISBN: 978-1-292-10312-9 (print) 978-1-292-10315-0 (PDF) 978-1-292-21132-9 (ePub) British Library Cataloguing-in-Publication Data A catalogue record for the print edition is available from the British Library Library of Congress Cataloging-in-Publication Data Names: Malhotra, Naresh K., author | Nunan, Daniel, author | Birks, David   F., author Title: Marketing research : an applied approach / Naresh K Malhotra, Daniel   Nunan, David F Birks Description: Fifth Edition | New York : Pearson, [2017] | Revised edition of   Marketing research, 2012 | Includes bibliographical references and index Identifiers: LCCN 2017007654 | ISBN 9781292103129 Subjects: LCSH: Marketing research | Marketing research—Methodology Classification: LCC HF5415.2 M29 2017 | DDC 658.8/3—dc23 LC record available at https://lccn.loc.gov/2017007654 10 19 18 17 16 15 Print edition typeset in 10/12 pt Times LT Pro by Aptara Printed in Slovakia by Neografia NOTE THAT ANY PAGE CROSS REFERENCES REFER TO THE PRINT EDITION Brief contents Prefacexiii Publisher’s acknowledgements xv About the authors xvii Introduction to marketing research Defining the marketing research problem and developing a research approach 29 Research design 59 Secondary data collection and analysis 90 Internal secondary data and analytics 121 Qualitative research: its nature and approaches 147 Qualitative research: focus group discussions 179 Qualitative research: in-depth interviewing and projective techniques207 Qualitative research: data analysis 233 10 Survey and quantitative observation techniques 267 11 Causal research design: experimentation 302 12 Measurement and scaling: fundamentals, comparative and non-comparative scaling 333 13 Questionnaire design 371 14 Sampling: design and procedures 409 15 Sampling: determining sample size 442 16 Survey fieldwork 471 17 Social media research 491 18 Mobile research 513 19 Data integrity 528 20 Frequency distribution, cross-tabulation and hypothesis testing 556 21 Analysis of variance and covariance 601 vi Marketing Research 22 Correlation and regression 632 23 Discriminant and logit analysis 673 24 Factor analysis 707 25 Cluster analysis 735 26 Multidimensional scaling and conjoint analysis 762 27 Structural equation modelling and path analysis 795 28 Communicating research findings 831 29 Business-to-business (b2b) marketing research 854 30 Research ethics 881 Glossary908 Subject index 926 Name index 952 Company index 954 Contents Prefacexiii Publisher’s acknowledgements xv About the authors xvii Introduction to marketing research Objectives2 Overview2 What does ‘marketing research’ mean? A brief history of marketing research Definition of marketing research The marketing research process A classification of marketing research 12 The global marketing research industry 15 Justifying the investment in marketing research 19 The future – addressing the marketing research skills gap 22 Summary25 Questions26 Exercises26 Notes27 Defining the marketing research problem and developing a research approach 29 Objectives30 Overview30 Importance of defining the problem 31 The marketing research brief 32 Components of the marketing research brief 33 The marketing research proposal 36 The process of defining the problem and developing a research approach 39 Environmental context of the problem 42 Discussions with decision makers 42 Interviews with industry experts 44 Initial secondary data analyses 45 Marketing decision problem and marketing research problem46 Defining the marketing research problem 49 Components of the research approach 50 Objective/theoretical framework 51 Analytical model 52 Research questions 53 Hypothesis54 Summary54 Questions55 Exercises56 Notes57 Research design 59 Objectives60 Overview60 Research design definition 61 Research design from the decision makers’ perspective62 Research design from the participants’ perspective 63 Research design classification 69 Descriptive research 73 Causal research 79 Relationships between exploratory, descriptive and causal research 80 Potential sources of error in research designs 82 Summary85 Questions86 Exercises86 Notes87 Secondary data collection and analysis 90 Objectives91 Overview91 Defining primary data, secondary data and marketing intelligence 92 Advantages and uses of secondary data 94 Disadvantages of secondary data 96 Criteria for evaluating secondary data 96 Classification of secondary data 99 Published external secondary sources 100 Databases104 Classification of online databases 104 Syndicated sources of secondary data 106 Syndicated data from households 109 viii Marketing Research Syndicated data from institutions 115 Summary117 Questions118 Exercises119 Notes119 Internal secondary data and analytics121 Objectives122 Overview122 Internal secondary data 125 Geodemographic data analyses 128 Customer relationship management 132 Big data 134 Web analytics 136 Linking different types of data 139 Summary144 Questions144 Exercises145 Notes146 Qualitative research: its nature and approaches 147 Objectives148 Overview148 Primary data: qualitative versus quantitative research 150 Rationale for using qualitative research 152 Philosophy and qualitative research 155 Ethnographic research 162 Grounded theory 168 Action research 171 Summary174 Questions176 Exercises176 Notes177 Qualitative research: focus group discussions 179 Objectives180 Overview180 Classifying qualitative research techniques 182 Focus group discussion 183 Planning and conducting focus groups 188 The moderator 193 Other variations of focus groups 194 Other types of qualitative group discussions 195 Misconceptions about focus groups 196 Online focus groups 198 Advantages of online focus groups 200 Disadvantages of online focus groups 201 Summary202 Questions203 Exercises204 Notes205   8 Qualitative research: in-depth interviewing and projective techniques207 Objectives208 Overview208 In-depth interviews 209 Projective techniques 221 Comparison between qualitative techniques 227 Summary228 Questions229 Exercises230 Notes230   9 Qualitative research: data analysis 233 Objectives234 Overview234 The qualitative researcher 235 The process of qualitative data analysis 239 Grounded theory 251 Content analysis 254 Semiotics256 Qualitative data analysis software 259 Summary262 Questions263 Exercises264 Notes264 10 Survey and quantitative observation techniques 267 Objectives268 Overview268 Survey methods 269 Online surveys 271 Telephone surveys 275 Face-to-face surveys 276 A comparative evaluation of survey methods 279 Other survey methods 288 Mixed-mode surveys 289 Observation techniques 289 Observation techniques classified by mode of administration292 A comparative evaluation of the observation techniques295 Advantages and disadvantages of observation techniques296 Summary297 Questions297 Exercises298 Notes299 Contents 11 Causal research design: experimentation302 Objectives303 Overview303 Concept of causality 304 Conditions for causality 305 Definitions and concepts 308 Definition of symbols 310 Validity in experimentation 310 Extraneous variables 311 Controlling extraneous variables 313 A classification of experimental designs 315 Pre-experimental designs 316 True experimental designs 317 Quasi-experimental designs 318 Statistical designs 320 Laboratory versus field experiments 323 Experimental versus non-experimental designs 325 Application: test marketing 326 Summary328 Questions329 Exercises330 Notes330 12 Measurement and scaling: fundamentals, comparative and non-comparative scaling 333 Objectives334 Overview334 Measurement and scaling 335 Scale characteristics and levels of measurement 336 Primary scales of measurement 337 A comparison of scaling techniques 342 Comparative scaling techniques 343 Non-comparative scaling techniques 347 Itemised rating scales 349 Itemised rating scale decisions 352 Multi-item scales 356 Scale evaluation 358 Choosing a scaling technique 363 Mathematically derived scales 364 Summary364 Questions365 Exercises366 Notes367 13 Questionnaire design 371 Objectives372 Overview372 Questionnaire definition 374 Questionnaire design process 375 Specify the information needed 378 Specify the type of interviewing method 379 ix Determine the content of individual questions 380 Overcoming the participant’s inability and unwillingness to answer 381 Choose question structure 385 Choose question wording 389 Arrange the questions in proper order 394 Identify the form and layout 396 Reproduce the questionnaire 397 Eliminate problems by pilot-testing 398 Summarising the questionnaire design process400 Designing surveys across cultures and countries 402 Summary403 Questions404 Exercises405 Notes405 14 Sampling: design and procedures 409 Objectives410 Overview410 Sample or census 412 The sampling design process 414 A classification of sampling techniques 419 Non-probability sampling techniques 420 Probability sampling techniques 425 Choosing non-probability versus probability sampling 433 Summary of sampling techniques 434 Issues in sampling across countries and cultures 436 Summary437 Questions438 Exercises439 Notes439 15 Sampling: determining sample size 442 Objectives443 Overview443 Definitions and symbols 445 The sampling distribution 446 Statistical approaches to determining sample size 447 The confidence interval approach 448 Multiple characteristics and parameters 454 Other probability sampling techniques 454 Adjusting the statistically determined sample size 455 Calculation of response rates 456 Non-response issues in sampling 457 Summary464 Questions464 Exercises465 Appendix: The normal distribution 466 Notes468 www.downloadslide.net Subject Index psychographics  110, 140, 920 variables 709–10 psychological segmentation  140 public data on social media  509 public domain, social media  506 public records  874 public sector, b2b sampling  871 published sources of secondary data  100–4 pupilometers 293, 920 purchase panels  108, 112–13, 920 purchasing decisions, b2b see business-to-business mobile devices playing key part in process  515 Q Q-sort scaling  346–7, 920 qualitative research  10–12, 70–2, 147–50, 920 action research  148, 171–4 American style  156–8 classification 182–3 comparisons 226–7 cross-tabulation  249, 570 direct approach  182–3, 912 ethics  183, 892–5 European style  156–8 expenditure 16–17 grounded theory  148, 168–70, 251–4 holistic dimension  154–5 indirect approach  182–3, 914 intellectual traditions  152 interpretation 155 interviews 894–5 listening 166–7 nature 151–2 new theory development  155 objective viewpoint  169–70 philosophy and  155–62 quantitative research compared  150–2 rationale 152–5 sensitive information  153 see also ethnographic research; focus groups; in-depth interviews; projective techniques; ……….surveys quality control  481–2, 483 data 135 individuals 71 responses see responses variable in presentations  835 quantitative observation techniques  289, 920 quantitative research  10–12, 69–72, 920 content analysis  256 ethics 895–6 expenditure 16–17 experiments 895 qualitative research compared  150–2 questionnaire design  896 scales 895 quantity of data  282–3 quasi-experimental designs  315–16, 318–20, 920 questioning errors  84 questionnaires 6 checking assigning missing values  533 data integrity  531–2 unsatisfactory responses  532–3 definition 374–5, 920 design 371–3 ambiguity 391–2 assumptions and alternatives  393 bias 896 checklist 400–1 colour coding  398 content of questions  380–1 cross-cultural 402–3 data analysis  377 defining issues  390 encouraging answers  384–5 estimates 393 ethics 896 exchange of values  374–5 flow chart  396 form 396–7 funnel approach  395, 914 generalisations 393 information required  378, 394 interviewing method  379–80 layout 396–7 negative statements  394 numbering 396–7 order of questions  394–6 pilot-testing  398–9, 402 positive statements  394 printed questionnaires  397–8 process 375–8 refusal rates decrease  460 wording 389–94 discards 533 fieldworkers and  476–7 information 394 objectives 374–5 reproducing 397–8 questions 53–4, 921 bias 392 branching 395–6, 909 context 384 dichotomous 388–9, 912 difficult 395 diversity 280 double-barrelled 381, 912 fieldwork 476–7 filler 381 filter 382, 913 fixed-response alternative  269–70, 913 in focus groups  188–9 framing, social media  507 inability to remember  382–3 943 www.downloadslide.net 944 Marketing Research questions (continued) layers of response  63–7 leading 392, 915 logical order  395–6 multiple-choice 387–8 neutral  381, 478 objective 478 open-ended  385, 539 opening 394 repeating 477 response errors  83, 84–5, 375 rules use, social media  507 structured 387–9, 923 unstructured  385–7, 532, 925 unwillingness to answer  381–5 wording 389–94 quota sampling  419, 420, 422–4, 434, 920 R R-square  698, 766, 772 random errors  358, 920 random sampling see sampling randomisation 314, 920 randomised block design  321, 921 range 563, 921 rank order scaling  344–5, 921 rapport 285–6 ratio scales  338, 341–2, 921 reality 159 reassuring 478 rebates  674–5, 726–7 reciprocity ensuring  893 recording answers  479–81 recording errors  84 recruitment see participants recursive model  799 reduction of data  243–7, 739, 911 reference points, mood boards as  192 refusal rates  459 regression analysis  632–4, 641, 921 accuracy 650 ANOVA and  604–5, 664 assumptions 651 bivariate 641–51 cross-validation 662–3 dependent variables  641 discriminant analysis relationships  676 double cross-validation  663 dummy variables  663–4, 782 estimated or predicted value  646, 650 F distribution  649–50 F tests  652–3 general model  645 independent variables  641, 662 least squares procedure  644–5 logistic 697 logit analysis relationships  676 multicollinearity 661–2 multiple regression  651–61 parameters 645–6 partial regression coefficients  653–4 predictor variables  641, 662 residuals 657–8 scatter diagrams  642–5 significance of association  647–50 significance test  656 standardised regression coefficient  646–7 statistical terms  642, 652–3 stepwise regression  658–61, 662 strength of association  647–50, 655 reidentification  902–3, 904 relationships b2b  858–9, 872–3 building 60–1 customer relationship management see customers focal 859–60 relative importance weights  777 relative non-centrality index (RNI) 806, 807 relevance of information  62–3 reliability 160, 921 cluster analysis  748–9 conjoint analysis  785–6 measurement and scaling  359–61, 363, 921 multidimensional scaling (MDS) 772–3 structural equation modelling  805–9, 816, 818–21 reluctance of participants  166 repeated measures ANOVA  622–3, 921 repeating questions and responses  477 repertory grid technique (RGT) 217–19 replacement, sampling with  416, 921 replacement, sampling without  416, 921 reporting 260, 921 solutions providers  19 reports  12, 832 appendices 840 caveats 840 client questions  849 conciseness 841 conclusions 839–40 data analysis  839 data collection  839 digital dashboards  832, 845–7 distribution 845 ethics 898 executive summaries  838–9 format 837–40 graphs  841, 842–5 importance 835–6 infographics 847 limitations 840 managers’ thoughts about  836 market research, 18, 916 mistakes 842 objectives 839 objectivity 841 oral presentations  847–8 oversimplification avoidance  849 www.downloadslide.net Subject Index preparation  836–42, 898 presentation  836–7, 898 problem definition  839 project evaluation  850 proposals 38 readership 840–1 recommendations 839–40 research design  839 research follow-up  849–50 results 839–8 submission letters  838 tables 841 tables of contents  838 title page  838 writing 840–2 requests, critical  284, 911 research approach components 50–1 development  9, 39–41 ethics 888 briefs 32–3, 921 administration 35–6 background information  33–4, 37 components 33–6 constraints 35 findings, use  34–5 objectives 34 target groups  34 design  9–10, 59–61, 921 classification 69–73 conclusive research see conclusive research cross-sectional designs see cross-sectional designs decision-makers’ perspective  62–3 definition 61–2 descriptive research see descriptive research errors 82–5 ethics 889–90 evolving 161, 913 exploratory research see exploratory research flexible 164 multi-method designs  82 participants’ perspective  63–9 proposals 38 reports 839 secondary data  97 theory and  160 follow-up  460, 849–50 objectives 34 organisation 38 problems see problems process, ethics  888–96 proposals 36–9, 921 questions see questions social media see social media targets 34 users, preferences and/or experience  152–3 Research  2.0: 23 researchers 945 action research  172 experience 152 language 160 participants and, relationships  160 preferences 152 on social media research  509 residuals  657–8, 712, 721, 802, 806–7, 809–10, 921 respectification, variables  544, 925 respondent trust, ethics  900–1 responses bias  79, 461 errors  83, 84–5, 375, 867, 921 imputed, substitution  542 latency  293, 294, 921 layers 63–7 missing 541–2, 917 non-response see non-response quality mobile research  523 online surveys  273 rates 283–4, 921 calculation 456–7 compliance techniques  473–4 fieldwork 483 following-up 460 improving 459–61 imputation 463 incentives 460 missing responses  541–2 not-at homes  461 online surveys  283–4 personalisation 460 prior notification  459 questionnaire design  460 refusal rates  459 replacement 462 subjective estimates  462 subsampling of non-participants  462 substitution 462 surveys and  458 trend analysis  462–3 unwillingness to answer  381–5, 867–8 weighting 463 repeating 477 unsatisfactory 532–3 responsibilities 25 results see findings retail audits  115–16 retrieval 259 return on investment  19–21 rewards, social media  507 RGT (repertory grid technique) 217–19 rigour 260 RMSEA see root mean square error of approximation RMSR (root mean square residual) 806–7 RNI (relative non-centrality index) 806, 807 role playing  225, 226, 921 root mean square error of approximation (RMSEA) 806, 807, 816–19, 822 www.downloadslide.net 946 Marketing Research root mean square residual (RMSR) 806–7 rotation of factors  719–20 round charts  842–3 runs tests  589, 921 S SaaS (software as a service) 19 samples 413, 921 control 280–2, 921 covariance matrices  799 independent 547 paired 547 size  416, 442–3, 921 completion rates  455 confidence intervals  419, 443, 445, 448–54, 910 ethics 891 finite population correction  445, 450 incidence rates  455 means  445, 449–51 multiple parameters  454 non-response issues  457–64 normal distribution  443, 446 proportions  446–9, 451–4 standard deviation  445, 448–52, 563–4 standard error  445, 446–7, 450 statistical approach  447 statistical inference  446 structural equation modelling  804–5 symbols 445 z values  447, 448–52 sampling  10, 260, 409–12 area sampling  430–1 b2b research  862, 870–1 Bayesian approach  416 classification of techniques  419–20 cluster sampling  419, 425, 429–32, 434, 435, 909 confidence intervals  419, 443, 445, 448–54, 910 control 482, 921 convenience sampling  419, 420–1, 434, 911 design errors  413, 443–4 design process  414–18 distribution 446–7, 921 double 432–3 elements  414, 417 errors  82–5, 413, 443–4 fieldwork 482 frames  84, 274, 281–2, 415–16, 871, 921 international research  436–7 judgemental  419, 420, 421–2, 434, 915 non-probability  419, 420–5, 433–4, 870–1, 918 population parameters  445–6, 451 probability  419, 425–34 probability proportionate to size (PPS) 431–2 quota sampling  419, 420, 422–4, 434, 920 random  411–12, 419, 425–7, 434, 435 errors 82–3, 920 with replacement  416, 921 without replacement  416, 921 sequential 432 snowball sampling  419, 420, 424–5, 434, 922 stratified  419, 425, 428–9, 430, 434, 435, 923 systematic  419, 425, 427–8, 434, 435, 870, 923 target populations  414–15 techniques 416–17 theoretical  161, 253, 924 units  414, 417, 921 validation 418 sarcasm 500 SAS (Small Area Statistics) 192 scales bias 895 ethics 895 transformation 545, 921 scaling see measurement and scaling scanner data  108, 106, 114–15, 922 scanner panels  114, 922 scanner panels with cable TV  108, 114–15, 922 scatter diagrams  642–5 scattergrams 642–5 scents 67 schematic figures  845 Schwarz’s Bayesian Information Criterion (BIC) 744 scientific scrutiny, focus groups  187 S:Comm Leisure Time Survey interval scale  341 nominal scale  339 ordinal scale  340 ratio scale  342 scores, discriminant  677 scree plots  712, 718 search 259 second-order factor model  799, 813–14, 817–23 secondary data  90–2 advantages 94–5 analysis 45–6 classification 99–100 collection 45–6 databases  104–5, 122–8 definition 92–3, 922 disadvantages 96 ethics 891 evaluation 96–9 external sources government 102–4 published 100–4 internal sources  125–8, 915 linking data  139–44 syndicated sources  106–17 uses 94–5 security, focus groups  187 segmentation 765 baby milk market  131–2 cluster analysis  738, 752 conjoint analysis  777 methods 140 parents and children  426–7 research 14 www.downloadslide.net Subject Index selection bias  313, 922 self reflection  235–6 self-regulation  884, 886, 899, 904 self-selection bias  505–6 SEM see structural equation modelling semantic differential scales  348, 351–2, 922 semiotics  922 advertising and  258 data analysis  256–9 sensitive information  65–6, 153, 197, 287, 384, 395 sensitive questions  896 sensitivity 170 moderators 194 sentence completion  224, 922 sentiment analysis  499–501 sequential sampling  432, 922 sequential threshold method  743, 922 serendipity, focus groups  187 set-top box (STB) data  292 seven Cs  30, 43, 888 shadow teams  94, 922 shame, participants  166 shape measures  564–5 sharing data  135–6 showrooming 515 sign tests  547, 592, 922 significance of association  647–50 of interaction effects  615, 922 level 567–8, 915 level choice, hypothesis testing  567–8 of main effects of each factor  615, 922 of overall effects  614–15, 922 tests correlation and regression  656 factor analysis  718 logit analysis  698 one-way ANOVA  608–9 n-way ANOVA  614–15 silence  241, 477 silos 30–1 similarity/distance coefficient matrices  739 similarity judgements  765 simple correlation coefficient 662 see also product moment correlation simple random sampling (SRS) 419, 425, 426–7, 434, 435, 922 simulated test markets  328, 922 single cross-sectional designs  74–5, 872, 922 single linkage  742, 922 skewness 564, 922 skills data analysis  135 gap 22–5 specialist 834 Slovenia, advertising agencies  422 Small Area Statistics (SAS) 192 smartphones 516 smartwatches  514, 525 SMC (squared multiple correlations) 799, 809, 817 SMS research  517–18 snowball sampling  419, 420, 424–5, 434, 922 snowballing 186 social desirability  287, 922 social listening  496 social media b2b research  855 blogs 503 co-creative nature of  899 communities 501–4 data access 497–9 collection 899–900 examples 499 reliability 500 ethics 899–900 informed consent  899–900 meaning 492–4, 922 participative nature of  899 privacy policies  899–900, 901 private data on  509 public data on  509 research  22, 141–2, active  495, 496–7, 908 approaches to  495–7 blogs 503 challenges 495 communities 501–4 crowdsourcing 504–6 emergence 494–5 entity recognition  501 gamification 507–8 with image data  508–9 limitations 509 methods 499–508 passive 495–6, 919 sentiment analysis  499–501 strengths 495 with video data  508–9 researchers on  509 uninformed consent  899–900 social networks  493, 922 social responsibility  382 Social Trends 103 social values  234–6 soft gamification  507 software data analysis  259–62 data display  247–8 providers, 19, 922 software as a service (SaaS) 19 Solomon four-group design  318, 922 songs 373 Sophisticated Singles  130 source derogation arguments  347 spatial maps  765, 769 special-purpose databases  105, 922 947 www.downloadslide.net 948 Marketing Research specialisation, focus groups  187 specialist skills  834 specific components of problems  50, 922 specification search  810, 922 spectators, b2b  862 speed 260 focus groups  187 online surveys  273 spelling 500 sphericity  711, 714 split-half reliability  360, 718, 923 sponsorship 278 spontaneity  187, 494 sports ticket prices  659 spreadsheets 247–8 SPSS practice data analysis ANOVA 625–6 cluster analysis  757–8 conjoint analysis  788–9 correlation and regression  665–6 data analysis  593–5 data integrity  549–51 discriminant analysis  702–3 factor analysis  729–30 MDS 788–9 spurious relationships  574 squared multiple correlations (SMC) 799, 809, 817 SRMR (standardised root mean residual) 806–7, 818, 822 SRS see simple random sampling staff retention  685–6 standard deviation  445, 448–52, 563–4, 891, 923 standard errors  445, 446–7, 450, 642, 923 standard test markets  327–8, 923 standardisation  545, 646–7, 923 standardised regression coefficient  646–7 standardised residuals  809–10, 923 standardised root mean residual (SRMR) 806–7, 818, 822 Stapel scales  348, 352, 923 statements of problem  50, 909 static group design  315, 316–17, 320, 923 statistical adjustments  543–5 statistical approaches  770 statistical control  314, 923 statistical designs  315–16, 320–3, 923 statistical inference  446, 923 statistical regression  313, 662, 923 statistical technique selection, hypothesis testing  567 statistical test, power of  567, 919 STB (set-top box) data  292 stepwise discriminant analysis  680, 696, 923 stepwise regression  658–61, 923 stimulation, focus groups  187 stimuli  280, 779–80 storage 259 story completion  224, 923 strategic marketing managers  172 strategic use of dashboards  846 strategy formulation  590–1 stratified sampling see sampling streaming, online  19, 918 street surveys  278 strength of association  647–50, 655 stress values  765, 769–70, 772 structural equation modelling (SEM) 795–7, 923 applications 814–23 chi-square test  806 communality 805 compared to other techniques  814 concepts 797–8 conclusions and recommendations  812–13, 817, 823 constructs 797 endogenous  798, 801 exogenous  798, 801 individual, defining  802–3, 815, 817–18 correlational relationships  800–1 dependence relationships  800–1 first-order factor model  799, 813–17 foundations 800–2 higher order models  813–14 hypothesised relationships  812 measurement model  799, 800, 803–4, 815–16, 818–21 model fit  801–2, 805–6, 811 model identification  802 modification index  810 path diagrams  801 reliability  805–9, 816, 818–21 residuals  802, 806–7, 809–10 sample size  804–5 second-order factor model  799, 813–14, 817–23 specification search  810 statistics and terms associated with  798–9 structural models  799, 800, 801, 810–13, 817, 821–3 validity  805–10, 811–12, 816–17 structural errors  799 structural models see structural equation modelling structural relationships  799 structure correlations 678 focus groups  187 structured data collection  269, 923 structured direct surveys  269 structured observation  290, 923 structured questions  387–9, 923 subconscious feelings  153 subjective estimates  462 submission letters  838 subsampling of non-participants  462 substitution 462, 923 sufficiency of information  62 sugging 905, 923 sum of squared errors  642 supervising fieldworkers  481–2 suppliers external 17–19, 913 full-service 17, 913 limited-service 18, 915 see also agencies www.downloadslide.net Subject Index support arguments  347 suppressed association  574–5 surrogate information errors  83 surrogate variables  721, 923 surveys  2, 4, 6, 108, 109, 267–9, 923 anonymity 286 classification 270 completion rates  455 computer-assisted personal interviews  278, 280, 379 content 523 cost 286 diversity of questions  280 drop-off surveys  288 email 272 environment control  284 evaluation of methods  279–88 face-to-face  276–9, 280–8 field force control  284–5 fixed-response alternative questions  269–70 flexibility 280 general 111 home  276–7, 280–8 incidence rates  287–8 interviewer bias  285 invitations 523 kiosk-based 288 methods 269–71, 923 mixed-mode 289 mobile see mobile surveys omnibus  109–11, 277, 918 online see online research participants  270, 286, 287 physical stimuli  280 postal  278–9, 280–8 probing 285 quantity of data  282–3 questionnaire design  379–80 rapport 285–6 response rates  283–4, 457–64 sample control  280–2 sampling frames  281–2 sensitive information  287 situational factors  284 social desirability  287 speed 286 street 278 structured direct  269 techniques  270, 278–81, 923 telephone see telephone surveys workplace  276–7, 280–8 see also fieldwork surveytainment 273–4 symmetric lambda  579, 923 syndicated data  106–17 syndicated services  18, 923 syndicated sources  106–9, 923 synergy, focus groups  186 systematic errors  358, 923 systematic sampling see sampling T t distribution  582, 924 t statistic  582, 924 t tests  547, 581, 582–7, 587–8, 925 tables in reports  841 tablets 514 tactical use of dashboards  846 TAM (technology acceptance model) 814–17 Tango Facebook  376 target customers, action research  172 target groups, online surveys  274 target population  160, 414–15, 924 targets, research  34 task factors, surveys  279 TAT (thematic apperception tests) 225 tau b 580, 924 tau c 580, 924 taxonomy, numerical see cluster analysis teams 260 technical competence  865 technical problems, online surveys  274 technology acceptance model (TAM) 814–17 teenagers  213–14, 255 telecommunications industry  431–2 telemarketing 905 telephone-based research  521 telephone focus groups  194 telephone interviewing, computer-assisted see CATI television set-top box (STB) data  292 telephone surveys  275, 280–8, 386–7, 458 see also mobile surveys telescoping  383, 867–8, 924 television motivations 74 reception 617–18 users or non-users  687–8 ten Ss186–7 territorial maps  693, 924 test marketing  326–8, 924 test markets  326–8, 738, 924 test-retest reliability  359, 924 test statistic  567, 567–8, 924 test units  308–9, 924 testing effects  312, 924 text-based mobile research  517 text, extended  247 Thailand  738, 787–8 thematic apperception tests (TAT) 225 thematic maps  128, 924 theoretical base  23 theoretical framework  51–2 theoretical sampling  161, 253, 924 theoretical understanding  237, 250 theory  51–2, 155, 168, 924 building 260 thermometer scales  355 third-person techniques  225, 924 time 325 time order of occurrence of variables  306 949 www.downloadslide.net 950 Marketing Research time series designs  319, 320, 924 TLI (Tucker Lewis index) 806, 807 Tokyo Girls Collection (TGC) 237–8 top performers, mindless mimicry of  834 topic guides  188–9, 924 total correlation matrix  678 total errors  82–3, 924 total field of information  tourism destinations  602–3, 738 trace analysis  294, 295, 924 training fieldworkers  476–9, 480 transcripts  243–4, 259, 539–41, 924 transformation of scale  545, 921 transition questions  189 transitivity of preference  343, 924 transparency, maintaining  893 travel companies  137, 305–6, 322, 602–3 treatment 604, 924 trend analysis  462–3, 924 triangulation 251, 924 true experimental designs  315–16, 317–18, 320, 924 true feelings  863–4 True Loyalty  76 true score model  358, 924 trust 23 participants 893 Tucker Lewis index (TLI) 806, 807 TV see television two-group discriminant analysis  675, 676, 679, 925 two independent samples non-parametric tests  589–91 parametric tests  581, 583–6 two-sample median test  590, 925 two-tailed tests  566–7, 925 two-way focus groups  194 two-way mirrors, focus groups  894 TwoStep clustering  744, 752–4 Type I errors  567–8, 925 Type II errors  567–8, 925 U U statistic  589–90, 678 unbalanced scales  353 undisguised observation  290–1 unethical employee behaviour  728–9 unfolding  766, 773 unidimensionality 799 uninformed consent, social media  899–900 unit definition, b2b sampling  871 United Nations Statistics Division  102 univariate techniques  546–7, 925 unsatisfactory responses  532–3 unstructured observation  290, 925 unstructured questions  385–7, 532, 925 unwillingness errors  85, 867–8 unwillingness to answer  381–5, 867–8 users, b2b  861 utility functions  777 V validation samples  678–9, 925 validity 160, 925 causality 310–11 cluster analysis  748–9 conjoint analysis  785–6 construct validity  362, 910–11 content validity  362, 911 convergent  362, 808, 911 criterion validity  362, 911 cross-validation 662–3 data 251 discriminant analysis  686–8, 694 discriminant validity  362, 809, 912 experimentation  310–11, 320 external 311, 913 fieldwork 482 focus groups  197 internal  310–11, 777, 915 logit analysis  698–9 measurement and scaling  361–3 multidimensional scaling (MDS) 772–3 participant validation  251 sampling design  418 structural equation modelling  805–10, 811–12, 816–17 triangulation 251 values  160, 216 variability measures  563, 916 variables clustering 754–6 confounding 313, 910 criterion 641 dependent  80, 308–9, 606, 641, 912 dummy  544, 663–4, 782 extraneous see extraneous variables independent  80, 308–9, 641, 662, 914 latent variable analysis  798, 823 operationalised 155, 918 predictor  641, 662 psychographic 709–10 respectification 544, 925 selection, cluster analysis  740 surrogate 721, 923 time order of occurrence  306 variance 563, 925 method 743–4, 925 percentage of  712, 718 standard deviation see standard deviation see also ANOVA (analysis of variance) variation coefficient  564, 910 variety  24–5, 135 varimax procedure  719–20, 925 velocity, data  135 veracity, data  135 verbal descriptions  354 verbal models  52–3, 925 verbal protocols  347, 925 verification of data  250–1, 259, 911 www.downloadslide.net Subject Index video data collection 521–2 social media research  508–9 video recordings focus groups  184, 894 interviews 894–5 Vietnam, sampling  436 vision 5 visual ethnography  154, 242–3 visuals use, social media  507 voice-pitch analysis  293, 925 voice recognition systems  540 volume data 135 obsession with  261 tracking data  114, 115, 925 voters, European  71 W Ward’s procedure  743, 744–6, 925 wearable devices  525 Web  2.0: 23 web access, online surveys  274 web analytics  136–9, 925 see also online research 951 web portals  460–1 web scraping  498 web surveys  22 websites or mobile apps  519–20 weighting  463, 543, 777, 925 Wilcoxon matched-pairs signed-ranks test  547, 581, 590, 591, 925 Wilks’ λ  678, 684 Women in Muslim Countries (WIMC) study  411 word association  223–4, 925 wording of questions  389–94 working environments  25 workplace surveys  276–7, 280–8 writing reports  840–2 wrongdoing to participants, prevention  892 Y yea-saying 392, 908 Z z tests  547, 583–5, 925 z values  447, 448–52, 586, 925 Zaltman metaphor elicitation technique (ZMET) 219–21 www.downloadslide.net Name Index Aalto, Juha  40 Angell, Ian  272 Attfield, John  283 Bevolo, Marco  150 Bradford Smith, Kim  486 Bruce, Clare  124 Clark, Moira  892 Cooper, Peter  158 Dahl, Stephan  493 Derrida, J 259 Dibb, S 857 Donato, Paul  114 Dorsey, Jack  494 Drummond-Dunn, Denyse  139 Dyson, James  21 Lavrakas, Paul  458 Lenhart, A 497 Lewin, Kurt  171–2 Likert, Rensis  349 Lynn, Peter  458 Maguire, Louise  517 Mariampolski, Hy  80 Meax, Dimitri  142 Mecklin, Taina  40 Mellor, Stephen  525 Merkel, Angela  77 Metcalf, Peter  163 Milgram, Stanley  883 Mouncey, Peter  464 Murray, Gavin  40 Nunan, D 899 Nuzzo, Regina  849 Ekman, Paul  51 Obama, Barrack  499 Ford, David  857, 858, 860 Frost, Jane  905 Glaser, B.G 168, 251 Gnädig, Ayobamidele  163 Gobé, Marc  68 Goldfarb, Jamie  541 Gordon, Wendy  20 Griffiths, John  901–2 Gutman, J 216 Hair, Neil  892 Harristhal, Johan  531 Hill, Alistair  516 Jobs, Steve  3–4, 20 Kakar, Sudhir  45 Kaminska, Olena  458 Keller, Peter  411–12 Kelly, George  217 Kroll, Bob  593 Pearson, Karl  634 Pointer, Ray  882 Prasad, Shobha  241 Rapaille, Clotaire, 45 Reichheld, Frederick  76 Reidenbach, R.E 756 Robin, D.P 756 Roddick, Anita  20 Ruohomaa, Erja  40 Scheffler, Hartmut  412 Schieleit, Oliver  163 Shearer, Colin  124 Smith, Patten  412 Spaeth, Jim  124 Stapel, Jan  352 Storry, Grant  398 Strauss, A.L 168, 251 Sutton, Bob  833 Sweeney, Latanya  902–3 www.downloadslide.net Name Index Tilvanen, Jukka  40 Tufte, Edward  834 Wind, Y 861 Wolf, Sharon  80 Webster, Frederick  858, 861 Weld, William, Governor  902–3 Whiting, Mark  840 Yenicoglu, B 899 Zelin, Andrew  412 953 www.downloadslide.net Company Index @BRINT 101 2CV 522 7-Up 763–4 ABCe 97–8 A.C Nielsen  292 A.C Nielsen Homescan  113 Access Testing  293 Adidas Japan  268–9 Adobe Analytics  137 Air New Zealand  398 Allied Domecq  60–1 AMA (American Marketing Association) 7, 26 Amazon  493, 507 American Association for Public Opinion Research  436 American Marketing Association (AMA) 7, 26 Amos 826 Apple  3–4, 68, 514, 525 Apple Pay  516 Apple Watch  525 Arỗelik192 Ariel44 Asda301 AT&T7267 Atlas.ti260 ATUO BILD 217 Auchan126 Audi 775 Avon Products  633–4 Bailey’s Irish Cream  66 Bally 779 Barclays Bank  476 Barilla Alimentare  80 BBDO Worldwide  756 BBH 376 Becks 767–74 Beetle 728 BEHAVIORSCAN 115 BH&HPA (British Holiday & Home Parks Association) 271–2 bizeurope.com 102 BlackPlanet 167 BluMis 36 BMW  832–3, 869 BMWG (Broadband Measurement Working Group) 98 Boden 123 The Body Shop  20 Boots  326, 764 Bose  22, 23 BrainJuicer  51, 195–6 Brand Tracker  415 Brass 484–5 Braun 497 Bristol City Council  505–6 British Airways  496 British Gas  496 British Holiday & Home Parks Association (BH&HPA) 271–2 British Office for National Statistics  102, 103 Broadband Measurement Working Group (BMWG) 98 BSkyB  111, 114 Budvar  343–4, 767–74 Budwieser 767–74 Bureau Van Dijk  116–17 Business Intelligence Group (BIG) 856 CACI  129, 130, 132 Cadillac 775 Canadian Marketing Research and Intelligence Association 896 Carlsberg  343–4, 767–74 Caterpillar 779 CBOS (Centrum Badania Opinii Spotecznej) 75–5 CCR Data  129 Central Bureau voor de Statistiek Nederlands  102 Centrum Badania Opinii Spotecznej (CBOS) 75–5 Chartered Institute of Purchasing and Supply (CIPS) 863 Cheeseborough Ponds  327 Christian Dior  208–9, 215 Chrysler 774–5 Cint 437 Circle Research  856, 868 Clausthaler 652 Clear Channel  269 Cobalt Sky Ltd  19 Coca-Cola  38–9, 138, 343, 381, 763–4 www.downloadslide.net Company Index Colgate  392, 593, 787–8 Colgate Palmolive  293 Conquest Metaphorix  220 Consumer Zoom  126 Cooperative Bank  867 Coors Light  225–6 Corning Display Techniques  74 Corona 767–74 Crazy Egg  137 CRM Metrix  167 Crowd DNA  522 Cspace  19, 22 D3 Systems  411 Dagmar 415 Dalgety Animal Feeds  424 Danmarks Statistik  102 Datamonitor  101, 116 DataSift 498 Datastar 105 Debenhams 133 Dell 675 Department for Education  426–7 Desgrippes Gobé Group  68 Deutsche Telekom  174 Diageo  8, 503–4 Diet Coke  763–4 Digitab 19 Directory of Open Access Journals  105 Dr Martens  779 Dr Pepper  763–4 Dubit 894 Dun and Bradstreet  116–17 Dunnhumby 138 Durex 65–6 Dyson 21 e-Rewards 19 easyJet 4 eBay  209–10, 522, 857 ECB (European Central Bank) 104 EgeBank 602 Emerald Insight  105 ESOMAR  6, 7, 12, 16, 519 Directory of Research Organisations 102 Global Market Research Industry Study  15, 19–20 see also entry in Subject Index ESP Properties  53 Euromonitor  18, 102 Europages 102 European Central Bank (ECB) 104 European Directories  105 European Society for Opinion and Market Research see ESOMAR Eurostat 103 Experian 129–31 Experian MOSAIC  105, 123, 129–31 Eyebox2 269 Facebook  22, 135, 272, 376, 493, 494, 497, 498, 508, 521–2, 900 FashionLife 116 Federal Statistical Office of Germany  102 Firefish 213 Flickr 494 FocusVision 19 FreshMinds 19 Gale Newspaper Database  105 Gartner 17 GfK  17, 18 BEHAVIORSCAN 115 Custom Research  531 FashionLife 116 Girlswalker.com 237–8 Givaudan  67, 180 Global Change Network  382 GlobalPark  123, 143 Google  498, 506, 525 Google Analytics  137 Google Glass  525 Google Vision  508 Grenson 125 Grolsch  343–4, 767–74 Häagen-Dazs  66, 127, 549, 736–7 Hall and Partners  376 Harp 767–74 Harvey Research  110 Heineken 846 Hennessy Cognac  167, 840 Hermès 48 Hewlett-Packard 701 Hitachi Europe  866, 867 Hollis 101 Holsten  343–4, 767–74 Honda 774–5 H.T.P Concept  163 Huober Brezeln  453 Hyundai 775 HYVE Innovation Research  497 IAG Cargo  868 IBM  134–5, 859–60 ICI Agricultural Products  787 The iD Factor  199 IDEO  250, 398 IFABC (International Federation of Audit Bureaux of Circulation) 98 IFM Sports Marketing  64–5 IKEA 388 IMF (International Monetary Fund) 104 IMRI 105 IMS Health Inc 17 In/situm 68 Indiefield 19 Information Resources Symphony  110 955 www.downloadslide.net 956 Marketing Research ING Bank NV  130 Inside Flyer 98 Insight Research Group  864 Instagram  272, 494 Institut National de la Statistique et des Études Economiques, France 102 International Basketball Federation FIBA  415 International Federation of Audit Bureaux of Circulation (IFABC) 98 International Monetary Fund (IMF) 104 International Olympic Committee (IOC) 421 Interview NSS  76 Ipsos  17, 24 Ipsos MORI  76, 109, 412, 473 Jaguar 775 JCDecaux 269 Jigsaw Research  293 Kantar  17, 39, 113 Kellogg’s  13–14, 15 Keynote 102 Kiasma Museum of Contemporary Art  415 Kissmetrics 137 Knorr 237–8 KPMG Nutwood  82 Kraft 875 Labbrand 180 Lego 165 Lexus 775 LG Electronics  149–50 LightspeedGMI 19 LinkedIn  493, 900 LISREL 826 London School of Economics  71 Maersk 855 Marktest 386 MAXQDA 260 Mercedes  322–3, 609–10, 774–5 Microsoft 153 Millward Brown  39, 110, 277 Millward Brown’s Vermeer  19 Mintel  18, 847 Mosaic Global  130 Moving Motor Show  64–5 MTV 40 MTV Networks  154 Mueller Dairy Group  149 Mullen’s 92 Mumsnet 502 NASA 834 Natural Marketing Institute  110 NatWest 81–2 Nestlé  35–6, 138, 139 Neustar 903 Nielsen Claritas  737 Nielsen Company  17, 114 Nielsen Media Research  458 NielsenConnect 114 Nike  68, 165 Nikon 755 Nintendo 123 Nivea 164–5 Nudge 376 NVivo  260, 262 NYC Taxi and Limousine Commission  903 OgilvyOne New York  142 OnePoll 18 OpenMx 826 Opinium Research  71 Optimisa 213 Orbitz 309 PARC (Pan Arab Research Centre) 276–7 Pegram Walters International  60 Pepsi Cola  763–4 Performance Research  421 Perrier 652 Persil 44 Philips  76, 150, 181 Pinterest 900 Porsche 774–5 Prada 182 Premier Farnell  856 Princess Cruises  540–1 Procter and Gamble  44, 327–8, 497 Progressive Sports Technologies  260, 262 QSR  169, 260 Qualtrics  16, 19 R 826 Radio Ad Effectiveness Lab (RAEL) 110–11 Readers Digest  40 Red Cross  303 Rémy Martin  166 Renault  538, 869 Repères  208, 215 Research  2.0: 23 The Research Box  271–2 Research International  40 ResearchNow  131, 485–6 Rexona 257 Saatchi & Saatchi  640 San Miguel  767–74 Scholler 36 Schwan 875 SCI INTAGE  112–13 Scottish Epilepsy Association  423 Sense Scotland  128–9 Simmons 92 www.downloadslide.net Company Index Sky Media  111–12 Sky UK  473 SMA 131–2 smartFOCUS 123 Snap surveys  271 Society of Competitive Professionals (SCIP) 873–4 Sony  222, 273–4, 303 SPSS 133 SSI (Survey Sampling International) 371, 421 Statistical Office of the European Community  103 Statistical Yearbook 102 Stella Artois  343–4, 767–74 Suncorp 192 Surf 43–4 Survey Sampling International (SSI) 371, 421 Surveymonkey  16, 19 Swedish Information ‘Smorgasbord’ 102 Swedish Tourism Trade Association  102 Synovate 398 Taloustutkimus 40 Tango 763 Taylor Nelson Sofres see TNS Tesco 138–9 TfL (Transport for London) 3, Thomson Holidays  137 Timberland 779 TNS  18, 39, 77, 79, 107, 111, 114, 132, 222, 278, 478–9, 496 957 TNS Infratest  412 TOMORROW FOCUS Media  143–4 Toyota 774–5 Transport for London (TfL) 3, Trinity McQueen  30 TripAdvisor 493 Twitter  494, 497, 900 UBS 848 Unilever  43–4, 138, 213, 257 United Nations Economic Commission for Europe (UNICE) 104 uSamp 524 Virgin  91–2, 98 VW 774–5 VW Beetle  728 WARC 101 Weihenstephan 149 WGSN 105 WhatsApp 498 Wikipedia 504–5 World Statistics Pocketbook 102 Yankelovich and Partners  651–2 YLE 40 YouGov  18, 76, 411 YouTube  494, 508 ... cross-tabulation and hypothesis testing 556 21 Analysis of variance and covariance 601 vi Marketing Research 22 Correlation and regression 632 23 Discriminant and logit analysis 673 24 Factor analysis... Introduction to marketing research Objectives2 Overview2 What does marketing research mean? A brief history of marketing research Definition of marketing research The marketing research process... Relationship of discriminant and logit analysis to ANOVA and regression 676 Discriminant analysis model 676 Statistics associated with discriminant analysis677 Conducting discriminant analysis 678 Conducting