Marketing Research

David A. Aaker is professor of Marketing, Emeritus at the Haas School of Business, University of California Berkeley. He is a leading expert on brand strategy and strategic marketing. He is the author of over seven books for both the practioner and the student of marketing.

• Part I The Nature and Scope of Marketing Research1 A Decision-Making Perspective on Marketing Intelligence 1Learning Objectives 1An Overview of Business Intelligence 1Introduction to Marketing Intelligence 4Marketing Research 7Role of Marketing Research in Managerial Decision-Making 9Factors that Influence Marketing Research Decisions 17Use of Marketing Research 19Ethics in Marketing Research 20The Respondent’s Ethics and Rights 21International Marketing Research 23Summary 25Questions and Problems 25End Notes 26Case 1-1: Preteen Market—The Right Place to Be In for Cell Phone Providers? 27Case 1-2: Best Buy on a Segmentation Spree 27Case 1-3: Ethical Dilemmas in Marketing Research 292 Marketing Research in Practice 30Learning Objectives 30Information Systems Decision Support Systems and Marketing Research 31Marketing Decision Support Systems 34Suppliers of Information 37Criteria for Selecting External Suppliers 43Career Opportunities in Marketing Research 44Summary 45Questions and Problems 45End Notes 45Appendix: Marketing Research Jobs 463 The Marketing Research Process 47Learning Objectives 47Overview of the Marketing Research Process 47The Preliminary Stages of the Marketing Research Process 48Planning a New HMO 60The International Marketing Research Process 62Summary 66Questions and Problems 66End Notes 67Case 3-1: A VideOcart Test for Bestway Stores 67Case 3-2: Philip Morris Enters Turkey 694 Research Design and Implementation 71Learning Objectives 71Research Approach 73Research Tactics and Implementation 79Budgeting and Scheduling the Research Project 81Research Proposal 83Designing International Marketing Research 84Issues in International Research Design 86Summary 88Questions and Problems 89End Notes 89Appendix: Errors in Research Design 90Case 4-1: Reynolds Tobacco’s Slide-Box Cigarettes 91Cases for Part I 95Case I-1: Clover Valley Dairy Company 95Part II Data CollectionSection A: Secondary and Exploratory Research5 Secondary Sources of Marketing Data 98Learning Objectives 98Secondary Data 99Uses of Secondary Data 100Benefits of Secondary Data 100Limitations of Secondary Data 101Internal Sources of Secondary Data 102External Sources of Secondary Data 103Census Data 109North American Industry Classification System 111Appraising Secondary Sources 112Applications of Secondary Data 113Sources of Secondary Data for International Marketing Research 117Problems Associated with Secondary Data in International Research 117Applications of Secondary Data in International Research 118Summary 119Questions and Problems 119End Notes 120Case 5-1: Barkley Foods 121Case 5-2: Dell in Latin America? 1226 Standardized Sources of Marketing Data 123Learning Objectives 123Retail Store Audits 124Consumer Purchase Panels 125Scanner Services and Single-Source Systems 128Media-Related Standardized Sources 134Applications of Standardized Sources of Data 136Summary 138Questions and Problems 138End Notes 139Case 6-1: Promotion of Rocket Soups 140Case 6-2: Kerry Gold Products Ltd. 1447 Marketing Research on the Internet 147Learning Objectives 147Current Trends in Web Usage 148WWW Information for Marketing Decisions 149The Internet and Marketing Research Today 154The Internet and Marketing Research Developments 166Issues and Concerns 167Summary 169Questions and Problems 169End Notes 170Case 7-1: Caring Children’s hospital 1728 Information Collection: Qualitative and Observational Methods 173Learning Objectives 173Need for Qualitative Research 173Qualitative Research Methods 174Observational Methods 194Recent Applications of Qualitative and Observational Methods 200Summary 201Questions and Problems 201End Notes 202Appendix: Myths of Qualitative Research: It’s Conventional but Is It Wisdom? 204Case 8-1: Mountain Bell Telephone Company 205Case 8-2: U.S. Department of Energy (A) 207Case 8-3: Hamilton Beach Conducts Primary Research in Mexico and Europe 208Section B: Descriptive Research9 Information from Respondents: Issues in Data Collection 209Learning Objectives 209Information from Surveys 209Sources of Survey Error 210Methods of Data Collection 215Factors Affecting the Choice of a Survey Method 216Ethical Issues in Data Collection 220Summary 222Questions and Problems 222End Notes 223Case 9-1: Essex Markets 224Case 9-2: More Ethical Dilemmas in Marketing Research 22410 Information from Respondents: Survey Methods 226Learning Objectives 226Collecting Data 226Surveys in the International Context 248Summary 250Questions and Problems 250End Notes 252Case 10-1: Roland Development Corp 25311 Attitude Measurement 255Learning Objectives 255Attitudes 256The Concept of Measurement and Scaling 257Types of Attitude Rating Scales 260General Guidelines for Developing a Multiple-Item Scale 271Interpreting Attitude Scales 274Choosing an Attitudinal Scale 275Accuracy of Attitude Measurements 277Scales in Cross-National Research 279Summary 280Questions and Problems 280End Notes 281Case 11-1: National Kitchens 28212 Designing the Questionnaire 284Learning Objectives 284Planning What to Measure 285Formatting the Question 287Question Wording: A Problem of Communication 292Sequence and Layout Decisions 297Questionnaire Design for International Research 303Summary 305Questions and Problems 305End Notes 309Case 12-1: Wine Horizons 309Case 12-2: Smith’s Clothing (A) 312Section C: Causal Research13 Experimentation 313Learning Objectives 313Descriptive versus Experimental Research 314What Constitutes Causality? 315Laboratory and Field Experiments 317Threats to Experimental Validity 318Issues in Experimental Research 320Types of Experimental Designs 322Guidelines for Conducting Experimental Research 336Limitations of Experiments 337Summary 339Questions and Problems 339End Notes 341Case 13-1: Evaluating Experimental Designs 341Case 13-2: Barrie Food Corporation 342Section D: Sampling14 Sampling Fundamentals 344Learning Objectives 344Sample or Census 344Sampling Process 346Probability Sampling 352Nonprobability Sampling 357Shopping Center Sampling 362Sampling in the International Context 363Summary 365Questions and Problems 366End Notes 368Case 14-1: Exercises in Sample Design 369Case 14-2: Talbot Razor Products Company 36915 Sample Size and Statistical Theory 372Learning Objectives 372Determining the Sample Size: Ad Hoc Methods 373Population Characteristics/Parameters 374Sample Characteristics/Statistics 375Sample Reliability 376Interval Estimation 378Sample Size Question 380Proportions 381Coefficient of Variation 383Stratified Sampling 383Multistage Design 386Sequential Sampling 386Summary 387Questions and Problems 387End Notes 389Cases for Part II 390Case II-1: Currency Concepts International 390Appendix A: Interview Guide for International Travelers (U.S. Citizens) 394Part III Data Analysis16 Fundamentals of Data Analysis 396Learning Objectives 396Preparing the Data for Analysis 397Strategy for Data Analysis 401Cross-Tabulations 405Factors Influencing the Choice of Statistical Technique 407An Overview of Statistical Techniques 409Summary 414Questions and Problems 414End Notes 415Appendix: Choice of a Statistical Package 41517 Hypothesis Testing: Basic Concepts and Tests of Associations 416Learning Objectives 416The Logic of Hypothesis Testing 417Steps in Hypothesis Testing 418Basic Concepts of Hypothesis Testing 419Cross-Tabulation and Chi-Square 422Summary 431Questions and Problems 431End Notes 432Case 17-1: Medical Systems Associates: Measuring Patient Satisfaction 43318 Hypothesis Testing: Means and Proportions 435Learning Objectives 435Commonly Used Hypothesis Tests in Marketing Research 436Relationship between Confidence Interval and Hypothesis Testing 439Analysis of Variance (ANOVA) 440The Probability‐Values (p‐Values) Approach to Hypothesis Testing 454Effect of Sample Size and Interpretation of Test Results 455Summary 456Questions and Problems 456End Notes 457Case 18-1: American Conservatory Theater 458Case 18-2: Apple Appliance Stores 459Part IV Special Topics in Data Analysis19 Correlation Analysis and Regression Analysis 461Learning Objectives 461Correlation Analysis 462Regression Analysis 466Summary 485Questions and Problems 486End Notes 488Case 19-1: The Seafood Grotto 489Case 19-2: Election Research Inc. 49020 Discriminant Factor and Cluster Analysis 491Learning Objectives 491Discriminant Analysis 491Multiple Discriminant Analysis 500Summary of Discriminant Analysis 504Factor and Cluster Analysis 504Factor Analysis 505Summary of Factor Analysis 516Cluster Analysis 517Summary of Cluster Analysis 527Questions and Problems 527End Notes 529Case 20-1: Southwest Utility 529Case 20-2: Store Image Study 53021 Multidimensional Scaling and Conjoint Analysis 533Learning Objectives 533Multidimensional Scaling 533Attribute‐Based Approaches 534Summary of MDS 543Conjoint Analysis 544Summary of Conjoint Analysis 551Questions and Problems 552End Notes 553Case 21-1: Nester’s Foods 554Case 21-2: The Electric Truck Case 55522 Presenting the Results 556Learning Objectives 556Guidelines for Successful Presentations 556Written Report 562Oral Presentation 566Relationship with the Client 569Summary 570Questions and Problems 570End Notes 570Part V Applications of Marketing Intelligence23 Marketing-Mix Measures 571Learning Objectives 571New-Product Research 572Pricing Research 582Distribution Research 585Promotion Research 591Total Quality Management 601Summary 606Questions and Problems 607End Notes 609Case 23-1: National Chemical Corporation 610Case 23-2: Hokey Pokey is Born in India 61124 Brand and Customer Metrics 613Learning Objectives 613Competitive Advantage 613Brand Equity 616Customer Satisfaction 622Contemporary Applications of Marketing Intelligence 628Maximizing Customer Profitability 630Summary 633Questions and Problems 633End Notes 63325 New Age Strategies 635Learning Objectives 635Database Marketing 636Relationship Marketing 645E-Commerce 649Mobile Marketing 652Social Marketing 654Experiential Marketing 658Word-of-Mouth Marketing 659Internet of Things 662Bots and Artificial Intelligence 664Blockchain 666Summary 668Questions and Problems 669End Notes 669Appendix A 673A-1. Standard Normal Cumulative Probability in Right‐Hand Tail forPositive Values of z; Areas are formed by Symmetry 673A-2. χ 2 Critical Points 674A-3. F Critical Points 676A-4. Cut‐Off Points for the Student’s t‐Distribution 681A-5. Procedures for Conducting Univariate and Multivariate Analysis in SPSS 682A-6. Output of Select Tables in SPSS 686Glossary 699Index 717