Week4SPSS_Quantitative_Assignment_1 x-2 BUSI614Coursedecription xMarketingResearch
1. Retirees and Americans 55 years and older are responsible for over half of the nation’s wealth. Note: demographic questions will not suffice here.
? What is your current salary (annual)?
? At what age do you expect to retire?
? When did you begin saving for retirement/open 401K?
? How much do you contribute to savings/401K?
2. Current banking and PayPal practices.
? How often do you participate in online shopping? Online banking?
? What technology device do you use the most when doing online banking or shopping? (iPhone, desktop, tablet, laptop, iPad) Why?
? Where do you usually do online banking or shopping? (At home, at work, while commuting, etc.)
? How do you protect sensitive or confidential information on your technology? (Passwords, folders, etc.)
3. Future banking and online banking products for the target market/market segment (ages 55 and older).
? Do you use a Smart Phone and if so which brand (iPhone, Android, Galaxy, etc.)?
? What do you use your Smart Phone for more commonly? (calls, text, camera, apps, games)
? What other (if any) type of devices do you commonly use? (iPad, tablet, desktop, laptop)
? How open/comfortable are you to new technology?
? Do you feel comfortable trusting technology with sensitive or confidential
information?
1
Running head:
SPSS QUANTITATIVE ASSIGNMENT ONE
Meagen Weiss
SPSS Quantitative Assignment One
Liberty University
BUSI 614
September 1, 2019
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SPSS QUANTITATIVE ASSIGNMENT ONE
Topic One
1. Retirees and Americans aged 55 and older are responsible for over half of the nation’s
wealth. That being the case, how many of this population use online banking?
2. How many use mobile banking?
3. How many use PayPal?
Topic Two
1. On a scale of 1 to 10, with 1 being the least likely and 10 being the most likely, how
likely are you to use PayPal to make a purchase from a small business?
2. On a scale of 1 to 10, with 1 being the least concerned and 10 being the most concerned,
how concerned are you with traditional banking fees when it comes to conducting a
banking transaction?
Topic Three
1. On a scale of 1 to 10, with 1 being the least likely and 10 being the most likely, how
likely are you to use a bank that is strictly online that does not have any physical
branches?
2. Are there any certain areas of banking that you do not believe could be done online?
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BUSI 614 Marketing Research
Course Description
This course will provide learners with a solid foundation of the theory, evaluation and application of marketing research techniques and practices. Students will apply marketing research through the use of tools and techniques to include data collection and report-generation software.
For information regarding prerequisites for this course, please refer to the
Academic Course Catalog
.
Rationale
Many successful firms learn and grow profitably through successful marketing research efforts. Marketing research efforts are geared toward obtaining consumer/customer insights that help guide firms toward new product development, additional or improved product features/benefits, and entry or expansion into new market segments. Therefore, MBA students must have a thorough understanding and competency in marketing research’s framework, quantitative data analysis techniques that transform data into important marketing information, and the management and direction of those efforts.
Measurable Learning Outcomes
Upon successful completion of this course, the student will be able to:
A. Justify a marketing research project in relation to measurable business goals.
B. Use qualitative marketing research techniques in order to define superior customer surplus.
C. Creatively apply quantitative marketing research modeling techniques in developing products and services that outperform the competition.
D. Apply the proper application of SPSS, a statistical analysis tool.
E. Effectively communicate using the practical knowledge and language of marketing research.
F. Make business choices based on the wealth-creating potential of a specified marketing research project.
G. Evaluate all aspects of a proposed marketing research project from a Christian worldview perspective and ensure that all choices are ultimately honoring to Christ through our witness to the world.
Course Assignment
Textbook readings and presentations
Course Requirements Checklist
After reading the Syllabus and Student Expectations, the student will complete the related checklist found in the Course Overview.
Discussions (2)
The student will complete 2 Discussions consisting of a thread and 1 reply to another classmate’s thread. The thread must be at least 500 words with a minimum of 3 citations from academic journals and 2 biblical references in current APA format. The reply must be at least 350 words. The instructor is looking for substantial, thoughtful, and critical discussions.
Integration of Faith and Learning (IFL) Assignment
The student will be asked how he/she will integrate his/her faith, coupled with marketing research, within a business world context. The student will write an essay of at least 500 words. The essay must contain at least 2 biblical references, be consistent with current APA guidelines, and submitted through SafeAssign.
Qualitative Assignments (4)
The student will analyze and respond to 4 Qualitative Assignments. The assignments are based upon the marketing research theory found in the textbook readings. Each of these assignments must be written at the graduate-level and contain the requested amount of rigor and insights. These qualitative marketing research assignments are designed to broaden the student’s knowledge about providing superior customer value.
SPSS Quantitative Assignments (7)
The student will use SPSS, a statistical analysis software tool, to complete 7 Quantitative Assignments. The data sets will be provided. Using SPSS, the student will run the appropriate statistical procedures and report the results. These quantitative marketing research assignments are designed to broaden the student’s knowledge about providing superior customer value.
MARKETING RESEARCH
An Applied Orientation
New York, NY
Naresh K. Malhotra
Georgia Institute of Technology
S E V E N T H E D I T I O N
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To the memory of my father,
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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v
PART 1 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 Approach 31
PART 2 Research Design Formulation 63
Chapter 3 Research Design 64
Chapter 4 Exploratory Research Design: Secondary and Syndicated Data 92
Chapter 5 Exploratory Research Design: Qualitative Research 124
Chapter 6 Descriptive Research Design: Survey and Observation 164
Chapter 7 Causal Research Design: Experimentation 208
Chapter 8 Measurement and Scaling: Fundamentals and Comparative
Scaling 240
Chapter 9 Measurement and Scaling: Noncomparative Scaling Techniques 262
Chapter 10 Questionnaire and Form Design 290
Chapter 11 Sampling: Design and Procedures 327
Chapter 12 Sampling: Final and Initial Sample Size Determination 361
PART 3 Data Collection, Preparation, Analysis, and Reporting 389
Chapter 13 Fieldwork 390
Chapter 14 Data Preparation 407
Chapter 15 Frequency Distribution, Cross-Tabulation, and Hypothesis Testing 437
Chapter 16 Analysis of Variance and Covariance 482
Chapter 17 Correlation and Regression 511
Chapter 18 Discriminant and Logit Analysis 548
Chapter 19 Factor Analysis 580
Chapter 20 Cluster Analysis 606
Chapter 21 Multidimensional Scaling and Conjoint Analysis 632
Chapter 22 Structural Equation Modeling and Path Analysis 664
Chapter 23 Report Preparation and Presentation 699
CASES
Running Case with Real Data
Case 1.1 HP: Using Marketing Research to Gain a
Competitive Edge 726
Comprehensive Critical Thinking Cases
Case 2.1 Baskin-Robbins: Can It Bask in the Good ‘Ole Days? 731
Case 2.2 Kid Stuff? Determining the Best Positioning Strategy for Akron
Children’s Hospital 734
B R I E F
C O N T E N T S
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vi BRIEF CONTENTS
Data Analysis Cases with Real Data
Case 3.1 AT&T Wireless: Ma Bell Becomes Ma Again 736
Case 3.2 IBM: A Top Provider of Computer Hardware, Software,
and Services 740
Case 3.3 Kimberly-Clark: Competing Through
Innovation 748
Comprehensive Cases with Real Data
Case 4.1 JPMorgan Chase: Chasing Growth Through Mergers and
Acquisitions 755
Case 4.2 Wendy’s: History and Life After Dave Thomas 761
Comprehensive Harvard Business School Cases
Case 5.1 The Harvard Graduate Student Housing Survey (9-505-059) 767
Case 5.2 BizRate.Com (9-501-024) 767
Case 5.3 Cola Wars Continue: Coke and Pepsi in the Twenty-First Century
(9-702-442) 767
Case 5.4 TiVo in 2002 (9-502-062) 767
Case 5.5 Compaq Computer: Intel Inside? (9-599-061) 767
Case 5.6 The New Beetle (9-501-023) 767
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vii
C O N T E N T S
Foreword xix
Preface xxi
Acknowledgments
xxiv
About the Author xxv
Commendation
xxvi
1 Introduction to Marketing Research 2
Objectives 2
Overview 3
Definition of Marketing Research 5
A Classification of Marketing Research 6
The Marketing Research Process 8
Step 1: Problem Definition 8
Step 2: Development of an Approach to the
Problem 8
Step 3: Research Design Formulation 9
Step 4: Fieldwork or Data Collection 9
Step 5: Data Preparation and Analysis 9
Step 6: Report Preparation and Presentation 9
The Role of Marketing Research in Marketing
Decision Making 10
Marketing Research and Competitive
Intelligence 12
The Decision to Conduct Marketing
Research 12
The Marketing Research Industry 13
Selecting a Research Supplier 15
Employability in Marketing Research 16
The Department Store Patronage Project 18
International Marketing Research 18
Marketing Research and Social Media 20
Mobile Marketing Research 21
Ethics in Marketing Research 22
SPSS Windows and SAS Enterprise Guide 24
HP Running Case 24 • Summary 25
Key Terms and Concepts 25 • Suggested
Cases, HBS Cases, and Video Cases 25
Live Research: Conducting a Marketing Research
Project 26 • Acronyms 26
Exercises 26 • Internet and Computer
Exercises 27 • Activities 27
Video Case 1.1 Burke: Learning and
Growing Through Marketing Research 28
2 Defining the Marketing Research Problem and Developing an Approach 31
Objectives 31
Overview 32
Importance of Defining the Problem 33
The Process of Defining the Problem and
Developing an Approach 34
Tasks Involved 34
Discussions with Decision Makers 34
Interviews with Industry Experts 37
Secondary Data Analysis 38
Qualitative Research 39
Environmental Context of the Problem 40
Past Information and Forecasts 40
Resources and Constraints 41
Objectives 42
Buyer Behavior 42
Legal Environment 43
Economic Environment 43
Marketing and Technological Skills 43
Management Decision Problem and Marketing
Research Problem 44
Defining the Marketing Research Problem 45
Components of the Approach 47
Objective/Theoretical Framework 47
Analytical Model 48
Research Questions 49
Hypotheses 50
Specification of Information Needed 52
International Marketing Research 53
Marketing Research and Social Media 54
Approach to the Problem 55
Mobile Marketing Research 56
Ethics in Marketing Research 56
HP Running Case 57 • Summary 57
Key Terms and Concepts 58 • Suggested
Cases, HBS Cases, and Video Cases 59
Live Research: Conducting a Marketing
Research Project 59 • Acronyms 59
Exercises 59 • Internet and Computer
Exercises 60 • Activities 60
Video Case 2.1 Accenture: The Accent Is in
the Name 61
PART 1 Introduction and Early Phases of Marketing Research 1
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viii CONTENTS
3 Research Design 64
Objectives 64
Overview 65
Research Design: Definition 66
Research Design: Classification 66
Exploratory Research 68
Descriptive Research 70
Cross-Sectional Designs 71
Longitudinal Designs 72
Relative Advantages and Disadvantages of
Longitudinal and Cross-Sectional
Designs 73
Causal Research 75
Relationships Among Exploratory, Descriptive,
and Causal Research 77
Potential Sources of Error 78
Random Sampling Error 78
Nonsampling Error 78
Budgeting and Scheduling the Project 81
Marketing Research Proposal 81
International Marketing Research 82
Marketing Research and Social Media 83
Mobile Marketing Research 85
Ethics in Marketing Research 85
HP Running Case 86 • Summary 86
Key Terms and Concepts 87 • Suggested
Cases, HBS Cases and Video Cases 87
Live Research: Conducting a Marketing Research
Project 87 • Acronyms 88 •
Exercises 88 • Internet and Computer
Exercises 88 • Activities 88
Video Case 3.1 National Football League:
The King of Professional Sports 90
4 Exploratory Research Design: Secondary and Syndicated Data 92
Objectives 92
Overview 93
Primary Versus Secondary Data 94
Advantages and Uses of Secondary Data 95
Disadvantages of Secondary Data 95
Criteria for Evaluating Secondary Data 95
Specifications: Methodology Used to Collect the
Data 96
Error: Accuracy of the Data 97
Currency: When the Data Were Collected 97
Objective: The Purpose for Which the Data Were
Collected 97
Nature: The Content of the Data 97
Dependability: How Dependable Are the
Data? 98
Classification of Secondary Data 99
Internal Secondary Data 100
Customer Databases 100
Data Warehouse and Data Mining 100
CRM and Database Marketing 101
External Secondary Data 102
Business/Nongovernment Data 102
Government Sources 102
Syndicated Sources of Secondary Data 104
Syndicated Data from Households 105
Surveys 105
Purchase and Media Panels 108
Electronic Scanner Services 109
Syndicated Data from Institutions 111
Retailer and Wholesaler Audits 111
Industry Services 112
Combining Information from Different Sources:
Single-Source Data 113
Big Data 114
International Marketing Research 114
Marketing Research and Social Media 116
Mobile Marketing Research 117
Ethics in Marketing Research 118
HP Running Case 118 • Summary 119
Key Terms and Concepts 119 • Suggested
Cases, HBS Cases, and Video Cases 119
Live Research: Conducting a Marketing
Research Project 120 • Acronyms 120
Exercises 120 • Internet and Computer
Exercises 121 • Activities 121
Video Case 4.1 The Mayo Clinic: Staying
Healthy with Marketing Research 122
5 Exploratory Research Design: Qualitative Research 124
Objectives 124
Overview 125
Primary Data: Qualitative Versus Quantitative
Research 126
Rationale for Using Qualitative Research 128
A Classification of Qualitative Research
Procedures 129
Focus Group Interviews 129
Characteristics 130
Planning and Conducting Focus Groups 131
Other Variations in Focus Groups 135
Advantages of Focus Groups 136
Disadvantages of Focus Groups 137
Applications of Focus Groups 137
Online Focus Group Interviews 138
Advantages of Online Focus Groups 138
PART 2 Research Design Formulation 63
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CONTENTS ix
Disadvantages of Online Focus Groups 138
Uses of Online Focus Groups 139
Depth Interviews 140
Characteristics 140
Techniques 141
Advantages and Disadvantages of Depth
Interviews 142
Applications of Depth Interviews 143
Projective Techniques 144
Association Techniques 144
Completion Techniques 145
Construction Techniques 147
Expressive Techniques 148
Advantages and Disadvantages of Projective
Techniques 149
Applications of Projective Techniques 149
Analysis of Qualitative Data 151
Software Packages 152
International Marketing Research 153
Marketing Research and Social Media 153
Focus Groups 154
Depth Interviews 155
Projective Techniques 155
Limitations 155
Mobile Marketing Research 156
Ethics in Marketing Research 157
HP Running Case 158 • Summary 158
Key Terms and Concepts 158 • Suggested
Cases, HBS Cases, and Video Cases 159
Live Research: Conducting a Marketing Research
Project 159 • Acronyms 159
Exercises 160 • Internet and Computer
Exercises 160 • Activities 161
Video Case 5.1 Nike: Associating Athletes,
Performance, and the Brand 162
6 Descriptive Research Design: Survey and Observation 164
Objectives 164
Overview 165
Survey Methods 167
Survey Methods Classified by Mode of
Administration 168
Telephone Methods 168
Traditional Telephone Interviews 168
Computer-Assisted Telephone
Interviewing (CATI) 168
Personal Methods 170
Personal In-Home Interviews 170
Mall-Intercept Personal Interviews 170
Computer-Assisted Personal Interviewing
(CAPI) 171
Mail Methods 172
Mail Interviews 172
Mail Panels 174
Electronic Methods 174
Email Interviews 174
Internet Interviews 174
A Comparative Evaluation of Survey
Methods 176
Task Factors 178
Situational Factors 181
Respondent Factors 182
Some Other Survey Methods 184
Selection of Survey Methods 184
Observation Methods 185
Structured Versus Unstructured Observation 185
Disguised Versus Undisguised Observation 186
Natural Versus Contrived Observation 186
Observation Methods Classified by Mode of
Administration 186
Personal Observation 186
Mechanical Observation 187
Audit 189
Content Analysis 189
Trace Analysis 191
A Comparative Evaluation of Observation
Methods 192
A Comparison of Survey and Observation
Methods 193
Relative Advantages of Observation 193
Relative Disadvantages of Observation 193
Ethnographic Research 194
Other Methods 195
International Marketing Research 195
Selection of Survey Methods 196
Marketing Research and Social Media 197
Surveys 197
Observation 199
Mobile Marketing Research 200
MMR and Survey Research 200
MMR and Observation Research 201
Ethics in Marketing Research 202
HP Running Case 203 • Summary 203
Key Terms and Concepts 203 • Suggested
Cases, HBS Cases, and Video Cases 204
Live Research: Conducting a Marketing
Research Project 204 • Acronyms 204
Exercises 205 • Internet and Computer
Exercises 205 • Activities 205
Video Case 6.1 Starbucks: Staying Local
While Going Global Through Marketing
Research 206
7 Causal Research Design: Experimentation 208
Objectives 208
Overview 209
Concept of Causality 210
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x CONTENTS
Conditions for Causality 210
Concomitant Variation 211
Time Order of Occurrence of Variables 212
Absence of Other Possible Causal Factors 212
Role of Evidence 212
Definitions and Concepts 213
Definition of Symbols 214
Validity in Experimentation 214
Internal Validity 215
External Validity 215
Extraneous Variables 215
History 215
Maturation 216
Testing Effects 216
Instrumentation 216
Statistical Regression 216
Selection Bias 217
Mortality 217
Controlling Extraneous Variables 217
Randomization 217
Matching 217
Statistical Control 218
Design Control 218
A Classification of Experimental Designs 218
Preexperimental Designs 219
One-Shot Case Study 219
One-Group Pretest-Posttest Design 220
Static Group Design 220
True Experimental Designs 221
Pretest-Posttest Control Group Design 221
Posttest-Only Control Group Design 221
Quasi-Experimental Designs 223
Time Series Design 223
Multiple Time Series Design 223
Statistical Designs 224
Randomized Block Design 224
Latin Square Design 226
Factorial Design 227
Laboratory Versus Field Experiments 228
Experimental Versus Nonexperimental
Designs 229
Limitations of Experimentation 230
Time 230
Cost 230
Administration 230
Application: Test Marketing 230
International Marketing Research 230
Marketing Research and Social Media 232
Mobile Marketing Research 233
Ethics in Marketing Research 233
HP Running Case 234 • Summary 234
Key Terms and Concepts 235 • Suggested
Cases, HBS Cases, and Video Cases 235
Live Research: Conducting a Marketing
Research Project 236 • Acronyms 236
Exercises 236 • Internet and Computer
Exercises 237 • Activities 237
Video Case 7.1 Aflac: Marketing Research
Quacks Like a Duck 238
8 Measurement and Scaling: Fundamentals and Comparative Scaling 240
Objectives 240
Overview 241
Measurement and Scaling 242
Scale Characteristics and Levels of
Measurement 242
Description 242
Order 242
Distance 243
Origin 243
Primary Scales of Measurement 243
Nominal Scale 243
Ordinal Scale 245
Interval Scale 246
Ratio Scale 247
A Comparison of Scaling Techniques 248
Comparative Scaling Techniques 249
Paired Comparison Scaling 249
Rank Order Scaling 251
Constant Sum Scaling 252
Q-Sort and Other Procedures 253
International Marketing Research 254
Marketing Research and Social Media 255
Mobile Marketing Research 255
Ethics in Marketing Research 256
HP Running Case 257 • Summary 257
Key Terms and Concepts 257 • Suggested
Cases, HBS Cases, and Video Cases 258
Live Research: Conducting a Marketing
Research Project 258 • Acronyms 258
Exercises 259 • Internet and Computer
Exercises 259 • Activities 259
Video Case 8.1 Procter & Gamble: Using
Marketing Research to Build Brands 260
9 Measurement and Scaling: Noncomparative Scaling Techniques 262
Objectives 262
Overview 263
Noncomparative Scaling Techniques 264
Continuous Rating Scale 264
Itemized Rating Scales 266
Likert Scale 266
Semantic Differential Scale 268
Stapel Scale 269
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CONTENTS xi
Noncomparative Itemized Rating Scale
Decisions 270
Number of Scale Categories 270
Balanced Versus Unbalanced Scales 270
Odd or Even Number of Categories 271
Forced Versus Nonforced Scales 271
Nature and Degree of Verbal Description 271
Physical Form or Configuration 271
Multi-Item Scales 274
Scale Evaluation 275
Measurement Accuracy 275
Reliability 276
Validity 278
Relationship Between Reliability and
Validity 279
Generalizability 279
Choosing a Scaling Technique 280
Mathematically Derived Scales 280
International Marketing Research 280
Marketing Research and Social Media 281
Mobile Marketing Research 282
Ethics in Marketing Research 283
HP Running Case 284 • Summary 284
Key Terms and Concepts 285 • Suggested
Cases, HBS Cases, and Video Cases 285
Live Research: Conducting a Marketing
Research Project 285 • Acronyms 286
Exercises 286 • Internet and Computer
Exercises 286 • Activities 287
Video Case 9.1 eGO: Reinventing
Wheels 288
10 Questionnaire and Form Design 290Objectives 290
Overview 291
Questionnaires and Observation Forms 292
Questionnaire Definition 293
Objectives of a Questionnaire 293
Questionnaire Design Process 293
Specify the Information Needed 294
Type of Interviewing Method 295
Individual Question Content 296
Is the Question Necessary? 296
Are Several Questions Needed Instead of
One? 296
Overcoming Inability to Answer 297
Is the Respondent Informed? 297
Can the Respondent Remember? 298
Can the Respondent Articulate? 299
Overcoming Unwillingness to Answer 299
Effort Required of the Respondents 299
Context 299
Legitimate Purpose 299
Sensitive Information 300
Increasing the Willingness of
Respondents 300
Choosing Question Structure 301
Unstructured Questions 301
Structured Questions 302
Choosing Question Wording 304
Define the Issue 304
Use Ordinary Words 304
Use Unambiguous Words 305
Avoid Leading or Biasing Questions 305
Avoid Implicit Alternatives 306
Avoid Implicit Assumptions 306
Avoid Generalizations and Estimates 306
Dual Statements: Positive and Negative 307
Determining the Order of Questions 307
Opening Questions 307
Type of Information 308
Difficult Questions 308
Effect on Subsequent Questions 308
Logical Order 309
Form and Layout 310
Reproduction of the Questionnaire 311
Pretesting 312
Computer and Internet Questionnaire
Construction 314
Observational Forms 315
International Marketing Research 316
Marketing Research and Social Media 318
Mobile Marketing Research 318
MMR and Questionnaire Design 318
Ethics in Marketing Research 319
HP Running Case 320 • Summary 320
Key Terms and Concepts 321 • Suggested
Cases, HBS Cases, and Video Cases 321
Live Research: Conducting a Marketing
Research Project 322 • Acronyms 322
Exercises 322 • Internet and Computer
Exercises 323 • Activities 324
Video Case 10.1 Dunkin’ Donuts:
Dunking the Competition 325
11 Sampling: Design and Procedures 327
Objectives 327
Overview 328
Sample or Census 329
The Sampling Design Process 331
Define the Target Population 331
Determine the Sampling Frame 332
Select a Sampling Technique 332
Determine the Sample Size 333
Execute the Sampling Process 334
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xii CONTENTS
A Classification of Sampling Techniques 335
Nonprobability Sampling Techniques 336
Convenience Sampling 337
Judgmental Sampling 337
Quota Sampling 338
Snowball Sampling 339
Probability Sampling Techniques 340
Simple Random Sampling 341
Systematic Sampling 342
Stratified Sampling 343
Cluster Sampling 345
Other Probability Sampling Techniques 347
Choosing Nonprobability Versus Probability
Sampling 349
Uses of Nonprobability and Probability
Sampling 350
Internet Sampling 350
Issues in Online Sampling 350
Online Sampling Techniques 351
International Marketing Research 352
Marketing Research and Social Media 353
Mobile Marketing Research 354
Ethics in Marketing Research 355
HP Running Case 355 • Summary 356
Key Terms and Concepts 356 • Suggested
Cases, HBS Cases, and Video Cases 356
Live Research: Conducting a Marketing
Research Project 357 • Acronyms 357
Exercises 357 • Internet and Computer
Exercises 358 • Activities 358
Video Case 11.1 Nivea: Marketing
Research Leads to Consistency in
Marketing 359
12 Sampling: Final and Initial Sample Size Determination 361
Objectives 361
Overview 362
Definitions and Symbols 363
The Sampling Distribution 364
Statistical Approach to Determining Sample
Size 365
The Confidence Interval Approach 366
Sample Size Determination: Means 367
Sample Size Determination: Proportions 369
Multiple Characteristics and Parameters 372
Other Probability Sampling Techniques 373
Adjusting the Statistically Determined Sample
Size 373
Calculation of Response Rates 374
Nonresponse Issues in Sampling 375
Improving the Response Rates 375
Adjusting for Nonresponse 378
International Marketing Research 380
Marketing Research and Social Media 381
Mobile Marketing Research 381
Ethics in Marketing Research 382
HP Running Case 382 • Summary 383
Key Terms and Concepts 383 • Suggested
Cases, HBS Cases, and Video Cases 383
Live Research: Conducting a Marketing
Research Project 384 • Acronym 384
Exercises 384 • Internet and Computer
Exercises 385 • Activities 385
Appendix 12A 385
Video Case 12.1 Subaru: “Mr. Survey”
Monitors Customer Satisfaction 387
PART 3 Data Collection, Preparation, Analysis, and Reporting 389
13 Fieldwork 390Objectives 390
Overview 391
The Nature of Fieldwork 392
Fieldwork/Data Collection Process 392
Selection of Fieldworkers 393
Training of Fieldworkers 394
Making the Initial Contact 394
Asking the Questions 394
Probing 394
Recording the Answers 395
Terminating the Interview 395
Supervision of Fieldworkers 397
Quality Control and Editing 397
Sampling Control 397
Control of Cheating 397
Central Office Control 397
Validation of Fieldwork 397
Evaluation of Fieldworkers 397
Cost and Time 398
Response Rates 398
Quality of Interviewing 398
Quality of Data 398
International Marketing Research 399
Marketing Research and Social Media 400
Mobile Marketing Research 401
Ethics in Marketing Research 402
HP Running Case 402 • Summary 403
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CONTENTS xiii
Key Terms and Concepts 403 • Suggested
Cases, HBS Cases, and Video Cases 403
Live Research: Conducting a Marketing
Research Project 403 • Acronyms 404
Exercises 404 • Internet and Computer
Exercises 404 • Activities 404
Video Case 13.1 Intel: Building Blocks
Inside Out 405
14 Data Preparation 407
Objectives 407
Overview 408
The Data-Preparation Process 409
Questionnaire Checking 410
Editing 410
Treatment of Unsatisfactory Responses 410
Coding 411
Coding Questions 411
Developing a Data File 412
Transcribing 416
Data Cleaning 418
Consistency Checks 418
Treatment of Missing Responses 418
Statistically Adjusting the Data 419
Weighting 419
Variable Respecification 420
Scale Transformation 421
Selecting a Data Analysis Strategy 422
A Classification of Statistical Techniques 423
International Marketing Research 424
Marketing Research and Social Media 426
Data Collection 426
Text Coding and Categorization 426
Text Mining and Visualization 426
Mobile Marketing Research 427
Ethics in Marketing Research 427
Statistical Software 428
SPSS and SAS Computerized Demonstration
Movies 429
SPSS and SAS Screen Captures with Notes 429
SPSS Windows 429
Creating a Variable Called Overall
Evaluation 430
Recoding to Create New Variable Called
Recoded Income 430
SAS Enterprise Guide 430
Creating a Variable Called Overall
Evaluation 431
Recoding to Create New Variable Called
Recoded Income 431
HP Running Case 433 • Summary 434
Key Terms and Concepts 434 • Suggested
Cases and Video Cases 434 • Live Research:
Conducting a Marketing Research Project 435
Acronyms 435 • Exercises 435
Internet and Computer Exercises 436
Activities 436
15 Frequency Distribution, Cross-Tabulation, and Hypothesis Testing 437
Objectives 437
Overview 438
Frequency Distribution 439
Statistics Associated with Frequency
Distribution 442
Measures of Location 442
Measures of Variability 443
Measures of Shape 445
Introduction to Hypothesis Testing 446
A General Procedure for Hypothesis
Testing 446
Step 1: Formulate the Hypotheses 446
Step 2: Select an Appropriate Test 448
Step 3: Choose Level of Significance, a 448
Step 4: Collect Data and Calculate Test
Statistic 449
Step 5: Determine the Probability (Critical
Value) 449
Steps 6 and 7: Compare the Probability (Critical
Value) and Make the Decision 449
Step 8: Marketing Research Conclusion 450
Cross-Tabulations 450
Two Variables 451
Three Variables 452
General Comments on Cross-Tabulation 455
Statistics Associated with Cross-
Tabulation 455
Chi-Square 456
Phi Coefficient 457
Contingency Coefficient 458
Cramer’s V 458
Lambda Coefficient 458
Other Statistics 459
Cross-Tabulation in Practice 459
Hypothesis Testing Related to Differences 460
Parametric Tests 460
One Sample 461
Two Independent Samples 462
Paired Samples 465
Nonparametric Tests 467
One Sample 467
Two Independent Samples 468
Paired Samples 469
Statistical Software 471
SPSS and SAS Computerized Demonstration
Movies 472
SPSS and SAS Screen Captures with Notes 472
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xiv CONTENTS
SPSS Windows 472
Frequency Distribution 472
Cross-Tabulation 473
Hypothesis Testing 473
SAS Enterprise Guide 474
Frequency Distribution 474
Cross-Tabulation 474
Hypothesis Testing 475
HP Running Case 477 • Summary 477
Key Terms and Concepts 478 • Suggested
Cases and Video Cases 478 • Live Research:
Conducting a Marketing Research Project 478
Acronyms 479 • Exercises 479
Internet and Computer Exercises 480
Activities 481
16 Analysis of Variance and Covariance 482
Objectives 482
Overview 483
Relationship Among Techniques 485
One-Way Analysis of Variance 485
Statistics Associated with One-Way Analysis of
Variance 486
Conducting One-Way Analysis of Variance 486
Identify the Dependent and Independent
Variables 487
Decompose the Total Variation 487
Measure the Effects 488
Test the Significance 489
Interpret the Results 489
Illustrative Data 489
Illustrative Applications of One-Way Analysis of
Variance 490
Assumptions in Analysis of Variance 493
N-Way Analysis of Variance 494
Illustrative Application of N-Way Analysis of
Variance 496
Analysis of Covariance 498
Issues in Interpretation 499
Interactions 499
Relative Importance of Factors 501
Multiple Comparisons 501
Repeated Measures ANOVA 502
Nonmetric Analysis of Variance 503
Multivariate Analysis of Variance 503
Statistical Software 504
SPSS and SAS Computerized Demonstration
Movies 504
SPSS and SAS Screen Captures with Notes 505
SPSS Windows 505
SAS Enterprise Guide 506
HP Running Case 507 • Summary 507
Key Terms and Concepts 508 • Suggested
Cases and Video Cases 508 • Live Research:
Conducting a Marketing Research Project 508
Acronyms 508 • Exercises 508
Internet and Computer Exercises 509
Activities 510
17 Correlation and Regression 511
Objectives 511
Overview 512
Product Moment Correlation 513
Partial Correlation 516
Nonmetric Correlation 518
Regression Analysis 519
Bivariate Regression 519
Statistics Associated with Bivariate Regression
Analysis 519
Conducting Bivariate Regression Analysis 520
Plot the Scatter Diagram 521
Formulate the Bivariate Regression Model 522
Estimate the Parameters 522
Estimate Standardized Regression Coefficient 523
Test for Significance 524
Determine the Strength and Significance of
Association 525
Check Prediction Accuracy 527
Assumptions 527
Multiple Regression 528
Statistics Associated with Multiple
Regression 529
Conducting Multiple Regression Analysis 529
Partial Regression Coefficients 529
Strength of Association 531
Significance Testing 532
Examination of Residuals 533
Stepwise Regression 535
Multicollinearity 537
Relative Importance of Predictors 537
Cross-Validation 538
Regression with Dummy Variables 538
Analysis of Variance and Covariance with
Regression 539
Statistical Software 540
SPSS and SAS Computerized Demonstration
Movies 540
SPSS and SAS Screen Captures with Notes 541
SPSS Windows 541
SAS Enterprise Guide 542
HP Running Case 543 • Summary 544
Key Terms and Concepts 544 • Suggested
Cases and Video Cases 544 • Live Research:
Conducting a Marketing Research Project 545
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CONTENTS xv
Acronyms 545 • Exercises 545
Internet and Computer Exercises 546
Activities 547
18 Discriminant and Logit Analysis 548
Objectives 548
Overview 549
Basic Concept of Discriminant Analysis 550
Relationship of Discriminant and Logit Analysis
to ANOVA and Regression 550
Discriminant Analysis Model 551
Statistics Associated with Discriminant
Analysis 551
Conducting Discriminant Analysis 553
Formulate the Problem 553
Estimate the Discriminant Function
Coefficients 555
Determine the Significance of Discriminant
Function 555
Interpret the Results 558
Assess Validity of Discriminant Analysis 560
Multiple Discriminant Analysis 562
Formulate the Problem 562
Estimate the Discriminant Function
Coefficients 562
Determine the Significance of the Discriminant
Function 562
Interpret the Results 562
Assess Validity of Discriminant Analysis 565
Stepwise Discriminant Analysis 568
The Logit Model 568
Conducting Binary Logit Analysis 569
Formulate the Problem 569
Estimating the Binary Logit Model 570
Model Fit 570
Significance Testing 570
Interpretation of the Coefficients and
Validation 570
An Illustrative Application of Logistic
Regression 571
Statistical Software 574
SPSS and SAS Computerized Demonstration
Movies 574
SPSS and SAS Screen Captures with
Notes 574
SPSS Windows 574
Discriminant Analysis 574
Logit Model 574
SAS Enterprise Guide 575
Discriminant Analysis 575
Logit Model 575
HP Running Case 576 • Summary 576
Key Terms and Concepts 577 • Suggested
Cases and Video Cases 577 • Live Research:
Conducting a Marketing Research Project 578
Acronyms 578 • Exercises 578
Internet and Computer Exercises 579
Activities 579
19 Factor Analysis 580Objectives 580
Overview 581
Basic Concept 582
Factor Analysis Model 583
Statistics Associated with Factor Analysis 583
Conducting Factor Analysis 584
Formulate the Problem 585
Construct the Correlation Matrix 585
Determine the Method of Factor Analysis 589
Determine the Number of Factors 589
Rotate Factors 590
Interpret Factors 591
Calculate Factor Scores 592
Select Surrogate Variables 592
Determine the Model Fit 593
Applications of Common Factor Analysis 595
Statistical Software 600
SPSS and SAS Computerized Demonstration
Movies 600
SPSS and SAS Screen Captures with
Notes 600
SPSS Windows 600
SAS Enterprise Guide 600
HP Running Case 601 • Summary 602
Key Terms and Concepts 602 • Suggested
Cases and Video Cases 602 • Live Research:
Conducting a Marketing Research Project 603
Acronyms 603 • Exercises 603
Internet and Computer Exercises 604
Activities 605
20 Cluster Analysis 606Objectives 606
Overview 607
Basic Concept 608
Statistics Associated with Cluster
Analysis 609
Conducting Cluster Analysis 610
Formulate the Problem 610
Select a Distance or Similarity Measure 611
Select a Clustering Procedure 612
Decide on the Number of Clusters 616
Interpret and Profile the Clusters 618
Assess Reliability and Validity 619
Applications of Nonhierarchical
Clustering 620
Applications of TwoStep Clustering 622
Clustering Variables 624
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xvi CONTENTS
Statistical Software 626
SPSS and SAS Computerized Demonstration
Movies 626
SPSS and SAS Screen Captures with Notes 626
SPSS Windows 626
SAS Enterprise Guide 627
HP Running Case 628 • Summary 628
Key Terms and Concepts 629 • Suggested
Cases and Video Cases 629 • Live Research:
Conducting a Marketing Research Project 629
Acronyms 630 • Exercises 630
Internet and Computer Exercises 630
Activities 631
21 Multidimensional Scaling and Conjoint Analysis 632
Objectives 632
Overview 633
Basic Concepts in Multidimensional Scaling
(MDS) 635
Statistics and Terms Associated with MDS 635
Conducting Multidimensional Scaling 636
Formulate the Problem 636
Obtain Input Data 636
Select an MDS Procedure 638
Decide on the Number of Dimensions 639
Label the Dimensions and Interpret the
Configuration 640
Assess Reliability and Validity 641
Assumptions and Limitations of MDS 642
Scaling Preference Data 642
Correspondence Analysis 644
Relationship Among MDS, Factor Analysis, and
Discriminant Analysis 645
Basic Concepts in Conjoint Analysis 645
Statistics and Terms Associated with Conjoint
Analysis 646
Conducting Conjoint Analysis 646
Formulate the Problem 646
Construct the Stimuli 647
Decide on the Form of Input Data 649
Select a Conjoint Analysis Procedure 649
Interpret the Results 652
Assessing Reliability and Validity 652
Assumptions and Limitations of Conjoint
Analysis 654
Hybrid Conjoint Analysis 655
Statistical Software 658
SPSS and SAS Computerized Demonstration
Movies 658
SPSS and SAS Screen Captures with Notes 658
SPSS Windows 658
SAS Enterprise Guide 659
HP Running Case 661 • Summary 661
Key Terms and Concepts 661 • Suggested
Cases and Video Cases 662 • Live Research:
Conducting a Marketing Research Project 662
Acronyms 662 • Exercises 662
Internet and Computer Exercises 663
Activities 663
22 Structural Equation Modeling and Path Analysis 664
Objectives 664
Overview 665
Basic Concept 666
Statistics Associated with SEM 667
Foundations of SEM 668
Theory, Model, and Path Diagram 668
Exogenous Versus Endogenous Constructs 669
Dependence and Correlational
Relationships 670
Model Fit 670
Model Identification 670
Conducting SEM 671
Define the Individual Constructs 671
Specify the Measurement Model 671
Sample Size Requirements 672
Assess Measurement Model Reliability and
Validity 673
Assess Measurement Model Fit 673
Assess Measurement Model Reliability and
Validity 675
Lack of Validity: Diagnosing Problems 677
Specify the Structural Model 677
Assess Structural Model Validity 678
Assessing Fit 679
Comparison with Competing Models 679
Testing Hypothesized Relationships 679
Structural Model Diagnostics 679
Draw Conclusions and Make
Recommendations 680
Higher-Order Confirmatory Factor
Analysis 680
Relationship of SEM to Other Multivariate
Techniques 681
Application of SEM: First-Order Factor
Model 682
Define the Individual Constructs 682
Specify the Measurement Model 683
Assess Measurement Model Reliability and
Validity 683
Specify the Structural Model 684
Assess Structural Model Validity 684
Conclusions and Recommendations 684
Application of SEM: Second-Order Factor
Model 684
Define the Individual Constructs 684
Specify the Measurement Model 686
A01_MALH4842_07_SE_FM.indd 16 03/10/17 9:55 AM
CONTENTS xvii
Assess Measurement Model Reliability and
Validity 686
Specify the Structural Model 688
Assess Structural Model Validity 688
Draw Conclusions and Make
Recommendations 689
Path Analysis 690
Illustrative Example of Path Analysis 691
Statistical Software 693
Lisrel 693
SPSS and SAS Computerized Demonstration
Movies 694
SPSS and SAS Screen Captures with Notes 694
SPSS Windows 694
SAS Enterprise Guide 695
HP Running Case 696 • Summary 696
Key Terms and Concepts 697 • Suggested
Cases and Video Cases 697 • Live Research:
Conducting a Marketing Research Project 697
Acronyms 697 • Exercises 698
Internet and Computer Exercises 698
Activities 698
23 Report Preparation and Presentation 699
Objectives 699
Overview 700
Importance of the Report and
Presentation 701
The Report Preparation and Presentation
Process 701
Report Preparation 702
Report Format 702
Title Page 703
Letter of Transmittal 703
Letter of Authorization 704
Table of Contents 704
Executive Summary 704
Problem Definition 704
Approach to the Problem 704
Research Design 704
Data Analysis 704
Results 704
Limitations and Caveats 705
Conclusions and Recommendations 705
Report Writing 705
Readers 705
Easy to Follow 706
Presentable and Professional Appearance 706
Objective 706
Reinforce Text with Tables and Graphs 706
Terse 706
Guidelines for Tables 706
Title and Number 706
Arrangement of Data Items 707
Basis of Measurement 707
Leaders, Rulings, and Spaces 707
Explanations and Comments: Headings, Stubs,
and Footnotes 707
Sources of the Data 707
Guidelines for Graphs 707
Geographic and Other Maps 708
Round or Pie Charts 708
Line Charts 708
Pictographs 709
Histograms and Bar Charts 709
Schematic Figures and Flowcharts 709
Data Visualization and Big Data 710
Visualizing Big Data 710
SAS Visual Analytics 711
Report Distribution 711
Oral Presentation 711
Reading the Research Report 712
Address the Problem 712
Research Design 712
Execution of the Research Procedures 713
Numbers and Statistics 713
Interpretation and Conclusions 713
Generalizability 713
Disclosure 713
Research Follow-Up 714
Assisting the Client 714
Evaluation of the Research Project 714
International Marketing Research 715
Marketing Research and Social Media 716
Mobile Marketing Research 717
Ethics in Marketing Research 717
Statistical Software 718
SPSS Windows 719
SAS Enterprise Guide 719
HP Running Case 720 • Summary 720
Key Terms and Concepts 720 • Suggested
Cases, HBS Cases, and Video Cases 720
Live Research: Conducting a Marketing
Research Project 721 • Acronyms 721
Exercises 721 • Internet and Computer
Exercises 722 • Activities 722
Video Case 23.1 Marriott: Marketing
Research Leads to Expanded Offerings 723
A01_MALH4842_07_SE_FM.indd 17 03/10/17 9:55 AM
xviii CONTENTS
CASES
RUNNING CASE WITH REAL DATA
Case 1.1 HP: Using Marketing Research to Gain a
Competitive Edge 726
COMPREHENSIVE CRITICAL THINKING CASES
Case 2.1 Baskin-Robbins: Can It Bask in the Good ‘Ole
Days? 731
Case 2.2 Kid Stuff? Determining the Best Positioning
Strategy for Akron Children’s Hospital 734
DATA ANALYSIS CASES WITH REAL DATA
Case 3.1 AT&T Wireless: Ma Bell Becomes
Ma Again 736
Case 3.2 IBM: A Top Provider of Computer Hardware,
Software, and Services 740
Case 3.3 Kimberly-Clark: Competing Through
Innovation 748
COMPREHENSIVE CASES WITH REAL DATA
Case 4.1 JPMorgan Chase: Chasing Growth Through
Mergers and Acquisitions 755
Case 4.2 Wendy’s: History and Life After Dave
Thomas 761
COMPREHENSIVE HARVARD BUSINESS SCHOOL CASES
Case 5.1 The Harvard Graduate Student Housing Survey
(9-505-059) 767
Case 5.2 BizRate.Com (9-501-024) 767
Case 5.3 Cola Wars Continue: Coke and Pepsi in the
Twenty-First Century (9-702-442) 767
Case 5.4 TiVo in 2002 (9-502-062) 767
Case 5.5 Compaq Computer: Intel Inside? (9-599-061) 767
Case 5.6 The New Beetle (9-501-023) 767
Appendix: Statistical Tables 769
Notes 781
Glossary 824
Index 839
A01_MALH4842_07_SE_FM.indd 18 17/10/17 9:44 AM
xix
F O R E W O R D
The world of business is moving more rapidly than ever, meaning the intelligent and thoughtful use of research is critical to keeping pace. Undoubtedly, the most success-
ful people will have a broad base of education, high levels of communication skills, and
creative approaches to the opportunities racing toward us. It is a significant achieve-
ment when a textbook such as Dr. Malhotra’s allows the classroom to become a source
of these skills and greatly enhance the employability of the students.
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 different English-language editions in print. It is unsurpassed in presenting
the fundamentals that allow your students to become researchers and intelligent users of
research. The real-life examples, titled Real Research, bring students closer to the world
businesspeople face daily. At every step, they can relate to the ongoing Department Store
Project, the HP running case, and the practical vignettes that bring the educational material to a
realistic and practical level. These materials are complemented by Active Research, Experiential
Research, and exercises that offer additional hands-on experience. There is pervasive empha-
sis on social media, mobile marketing research, ethics, and international marketing research.
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 latest management practices.
The demonstration movies, screen captures, and step-by-step instructions for running SPSS and
SAS programs provide the most extensive help available for learning these statistical packages.
We at Burke, Inc. are pleased to be asked to contribute again to a new edition. We have
shared our experiences as well as our philosophies, technical skill, and thoughts about the future
of research. This seventh edition of Marketing Research: An Applied Orientation provides the
foundation we believe every student should have. We are confident you will find its combination
of theory, practice, and sound advice to be of great value to both you and your students.
Jeff Miller, Ph.D.
President and CEO, Burke, Inc.
A01_MALH4842_07_SE_FM.indd 19 03/10/17 9:55 AM
A01_MALH4842_07_SE_FM.indd 20 03/10/17 9:55 AM
xxi
P R E F A C E
Helping Teach Students Marketing Research
I wrote this book to provide an applied and practical marketing research text with comprehen-
sive, balanced coverage of both qualitative and quantitative material. It takes the perspective of
a marketing research user and reflects current trends in international marketing research, social
media, mobile marketing research, ethics, and the integration of the Internet and computers. All
chapters focus on the practice of marketing research by featuring a variety of marketing compa-
nies and marketing research organizations. Several features make the book distinctive.
It has a unique applied and managerial orientation, illustrating the interaction between mar-
keting research decisions and marketing management decisions. It also emphasizes a hands-on,
do-it-yourself approach, affording students several opportunities to experience these interac-
tions through pedagogical tools such as Real Research, Active Research, Experiential Research,
Project Research, Live Research, cases, video cases, and extensive review questions, Internet and
computer exercises, role playing, field work, and group discussions. The data analysis chapters
tightly integrate SPSS and SAS, illustrating each step in running these programs in detail and
providing three distinct ways that students can learn the programs on their own: (1) step-by-step
instructions in the book (2) screen captures with notes for each step, and (3) demonstration mov-
ies illustrating each step. This book provides marketing research students the most extensive help
available to learn SPSS and SAS.
The response to the first six editions has been truly gratifying, with more than 144 universi-
ties adopting the book in the United States. The book has been translated into eight languages:
Chinese, Russian, Spanish, Portuguese, French, Hungarian, Bahasa Indonesia, and Japanese.
English-language editions include North American, International, European, Arab, and Indian,
as well as texts for Australia and New Zealand. I want to express my sincere thanks and appre-
ciation to all the professors and students who have contributed to the success of the book as
adopters, users, reviewers, and providers of valuable feedback and encouragement. The seventh
edition attempts to build on this success to make the book even more current, contemporary,
illustrative, and sensitive to user needs.
About the Seventh Edition
The book is organized into three parts, based on a six-step framework for conducting marketing
research. Part I provides an introduction and discusses problem definition, the first and most
important step. The second step in the marketing research process is understanding the nature
and scope of research to develop an approach to the problem. Part II covers research design, the
third step, and describes exploratory, descriptive, and causal research designs in detail. It identi-
fies the types of information marketing research provides and the appropriate scales for obtain-
ing it. We present several guidelines for designing questionnaires and explain the procedures,
techniques, and statistical considerations in sampling.
Part III presents a practical and managerially oriented discussion of fieldwork, the fourth step
in the marketing research process. It also covers data preparation and analysis, the fifth step. We
discuss the basic and advanced statistical techniques in detail, with emphasis on procedures, inter-
pretation of results, and managerial implications rather than on statistical elegance. We feature four
statistical packages—SPSS, SAS, MINITAB, and Excel—but our focus is on SPSS and SAS.
Specifically, the seventh edition contains the following:
1. Integration of Social Media. The seventh edition features an innovative and pervasive
integration of social media. There is a separate section entitled “Marketing Research and
Social Media” in each chapter, except the data analysis chapters. In addition, the use of
social media is discussed in several other sections of the chapter, including end of chapter
questions, HP running case, cases, and video cases. We focus on social media both as an
application of marketing research and as a domain in which to conduct marketing research.
While we do not expect social media research to replace traditional marketing research, we
A01_MALH4842_07_SE_FM.indd 21 03/10/17 9:55 AM
predict that social media will become an increasingly important domain that complements
traditional marketing research.
2. Integration of Mobile Marketing Research. The seventh edition features a pioneering
and pervasive integration of mobile marketing research (MMR). There is a separate section
entitled “Mobile Marketing Research” in each chapter, except the data analysis chapters. In
addition, MMR is discussed in several other sections of the chapter, including end of chap-
ter questions.
3. Added Emphasis on SPSS and SAS. Relevant chapters contain a special section on SPSS
Windows along with another on SAS Enterprise Guide, that illustrate the relevant programs
and the steps required to run them. We have provided SPSS and SAS files for all input data
sets featured in the data analysis chapters (Chapters 14 through 22), input data sets that
appear in Internet and Computer Exercises, input data sets for cases (Cases 1.1, 3.1, 3.2,
3.3, 4.1, and 4.2), and the Wal-Mart project. The SAS steps that are illustrated apply to the
SAS Enterprise Guide, the user interface for SAS OnDemand for Academics.
4. Video Cases. Each chapter of the book, except the data analysis chapters, is accompanied
by a video and video case written from a marketing research perspective with marketing
research questions. Videos are available in the Instructor Resource Center and solutions
appear in the Instructor’s Manual.
Instructor Teaching Resources
Marketing Research comes with the following teaching resouces:
xxii PREFACE
Supplements available to instructors
at www.pearsonhighered.com
Features of the Supplement
Instructor’s Manual • Chapter-by-chapter summaries
• Examples and activities not in the main book
• Teaching outlines
• Teaching tips
• Solutions to all questions and problems in the book
Test Bank 2,200 multiple-choice, true/false, short-answer, and
graphing questions with these annotations:
• Difficulty level (1 for straight recall, 2 for some analy-
sis, 3 for complex analysis)
• Type (Multiple-choice, true/false, short-answer, essay)
• Topic (The term or concept the question supports)
• Learning outcome
• AACSB learning standard (Written and Oral Communi-
cation; Ethical Understanding and Reasoning; Analyti-
cal Thinking; Information Technology; Interpersonal
Relations and Teamwork; Diverse and Multicultural
Work; Reflective Thinking; Application of Knowledge)
• Page number in the text
Computerized TestGen TestGen allows instructors to:
• Customize, save, and generate classroom tests
• Edit, add, or delete questions from the Test Item Files
• Analyze test results
• Organize a database of tests and student results
PowerPoints PowerPoints meet accessibility standards for students with
disabilities. Features include, but not limited to:
• Keyboard and Screen Reader access
• Alternative text for images
• High color contrast between background and fore-
ground colors
A01_MALH4842_07_SE_FM.indd 22 17/10/17 9:52 AM
PREFACE xxiii
Supplements available to instructors
at www.pearsonhighered.com
Features of the Supplement
Data Set and Files • Data for Case 1.1 HP; Case 3.1 AT&T; Case 3.2 IBM;
Case 3.3 Kimberly-Clark; Case 4.1 JPMorgan Chase
and Case 4.2 Wendy’s given in the book (SPSS and
SAS). The output files containing the answers to the
data analysis questions are also provided.
• Data files for Wal-Mart running project and output files
containing the answers to data analysis in the associated
project activities.
• Data files for all the Internet and Computer Exer-
cises (SPSS and SAS). The output files containing
the answers to the data analysis questions are also
provided.
• Data file for the data set(s) used in each data analysis
chapter (SPSS and SAS). The output files containing
the analysis are also provided.
• SPSS and SAS computerized demonstration movies
• SPSS and SAS screen captures with notes
Marketing Research, 7th Edition, is available as an eBook and can be purchased at most eBook
retailers.
A01_MALH4842_07_SE_FM.indd 23 03/10/17 9:55 AM
A C K N O W L E D G M E N T S
Many people have been extremely helpful in the writing of this textbook. I would like to acknowledge the late Professor Arun K. Jain (State University of New York at Buffalo),
who taught me marketing research in a way I will never forget. My students, particularly former
doctoral students James Agarwal, Imad Baalbaki, Ashutosh Dixit, Dan McCort, Rick McFarland,
Charla Mathwick, Gina Miller, Mark Peterson, Jamie Pleasant, Cassandra Wells, and Ashutosh
Patil, as well as other 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 writing
the ethics sections and chapter, Mark Peterson in writing the computer applications, and James
Agarwal with the international marketing research examples in the earlier editions. MBA stu-
dents David Ball, Joshua Pitts, and Madhavi Akella provided helpful research assistance. The
students in my marketing research courses have provided useful feedback as the material was
class-tested for several years.
My colleagues at Georgia Tech, especially Fred Allvine, have been very supportive. I also
want to thank Ronald L. Tatham, former chairman of Burke, Inc., for his encouragement and
support, as well as Jeff Miller, the current president and CEO of Burke. William D. Neal, founder
and senior executive officer of SDR, Inc., has been very helpful and supportive over the years.
The Insights Association, formed January 1, 2017 as a result of merging MRA and CASRO has
been very helpful and I especially want to recognize Diane Bowers for her help with the practi-
tioner quotes. Many practitioners have also contributed to this book. Pamela Prentice of SAS was
very helpful with the SAS additions incorporated in the seventh edition.
The team at Pearson provided outstanding support. Special thanks are due to Stephanie Wall,
Editor-in-chief; Michelle Zeng, Content Producer; Susan McNally, Project Manager; Maya Lane,
Right & Permissions Manager; Ashley Santora, Managing Producer; Becky Rowland, Product
Marketing, and Nicole Price, Field Marketing. Special recognition is due to the field representa-
tives and salespeople who have done an outstanding job.
I acknowledge with great respect my mother, Mrs. Satya Malhotra, and my late father, Mr.
H. N. Malhotra. Their love, encouragement, support, and the sacrificial giving of themselves
have 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 many
miracles He has performed in my life. This book is, truly, the result of His grace—“This is the
Lord’s doing; it is marvelous in our eyes” (Psalm 118:23). It is also an answer to prayers—“And
whatsoever 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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A B O U T T H E A U T H O R
Dr. Naresh K. Malhotra is Senior Fellow, Georgia Tech CIBER and Regents’ Profes-
sor Emeritus, Scheller College of Business, Georgia Institute of Technology. In 2010, he was
selected as a Marketing Legend and his refereed journal articles were published in nine vol-
umes by Sage with tributes by other leading scholars in the field. He is listed in Marquis
Who’s Who in America continuously since 51st Edition 1997, and in Who’s Who in the World
since 2000. In 2017, he received the Albert Nelson Marquis Lifetime Achievement Award
from Marquis Who’s Who. In 2015, he received the Lifetime Achievement Award from the
Prestige Institute of Management, Gwalior, India. He received the prestigious Academy of
Marketing Science CUTCO/Vector Distinguished Marketing Educator Award in 2005. In
2011, he received the Best Professor in Marketing Management, Asia Best B-School Award.
In an article by Wheatley and Wilson (1987 AMA Educators’ Proceedings), Professor
Malhotra was ranked number one in the country based on articles published in the Journal of
Marketing Research (JMR) during 1980–1985. He holds the all-time record for the maximum num-
ber of publications in the Journal of Health Care Marketing. He is ranked number one based on
publications in the Journal of the Academy of Marketing Science (JAMS) since its inception through
volume 23 (1995). He is number one based on publications in JAMS during the ten-year period
1986–1995 (See Tables 6 and 7 of JAMS, 24(4) (Fall 1996):297). In an editorial by Schlegelmilch
(JIM, 11(1), 2003), Malhotra was ranked number one based on publications in the International
Marketing Review (IMR) from 1992 to 2002. He is ranked number one based on publications in
the International Marketing Review since its inception (1983) to 2003 [Table V, IMR, 22(4) (2005);
396], and from 1983 to 2011 [Table VI, IMR, 30(1) (2013):14]. He is also ranked number one based
on publications in the International Marketing Review from 1996 to 2006 based on a study by Xu
et al. published in the Asia Pacific Journal of Management (2008) 25: 189–207. In a landmark
study by Ford et al. (2010) examining publications in the top four marketing journals [Journal of
Marketing, Journal of Marketing Research (JMR), Journal of Consumer Research, and the Journal
of the Academy of Marketing Science (JAMS)] over a 25-year period from 1977 to 2002, Professor
Malhotra has 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. He has published ten papers in Journal of Marketing Research.
He has published more than 140 papers in major refereed journals, including the Journal
of Marketing Research, Journal of Consumer Research, Marketing Science, Management Sci-
ence, Journal of Marketing, Journal of Academy of Marketing Science, Organizational Research
Methods, Journal of Retailing, Journal of Advertising, Journal of Health Care Marketing, and
leading journals in statistics, management science, information systems, and psychology. In
addition, he has published numerous refereed articles in the proceedings of major national and
international conferences. Several articles have received best paper research awards.
He is Chairman of the Emerging Markets Conference Board, and the Lead Program co-chair of the
annual conferences organized by the Board. He was chairman, Academy of Marketing Science Foun-
dation, 1996–1998, and was president, Academy of Marketing Science, 1994–1996, and Chairman,
Board of Governors, 1990–1992. He is a Distinguished Fellow of the Academy and Fellow, Decision
Sciences Institute. He is the founding editor-in-chief of Review of Marketing Research, served as an
associate editor of Decision Sciences for 18 years and has served as section editor, Health Care Market-
ing Abstracts, Journal of Health Care Marketing. He serves on the editorial board of eight (8) journals.
Dr. Malhotra has consulted for business, non-profit and government organizations in the
United States and abroad and has served as an expert witness in legal and regulatory proceedings.
He has special expertise in survey design, data analysis and statistical methods. He is the winner
of numerous awards and honors for research, teaching, and service to the profession, including
the Academy of Marketing Science, Outstanding Marketing Teaching Excellence Award, 2003.
Dr. Malhotra is an ordained minister of the Gospel, a member and Deacon, First Baptist Church,
Atlanta, and President of Global Evangelistic Ministries, Inc. (www.globalevangelisticministries
.net). This ministry has documented in independent reports more than 1.7 million people praying
to receive Jesus Christ as personal Savior and Lord. He has been married to Veena for more than
37 years and they have two grown children Ruth and Paul.
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In a world awash with cheap behavioral data, it is tempting to believe that answers to questions concerning consumer behavior can all be answered through the application
of analytics. Additionally, the advent of inexpensive, automated survey research plat-
forms beckons not just researchers, but everyone, to put surveys up online at the drop
of a hat without really understanding the science behind them. Combine these with a
belief in “good enough” and you have a recipe for disastrous and expensive mistakes.
It is this, above all, that makes Marketing Research: An Applied Orientation, Seventh
Edition such an important and essential companion to the researcher and marketer alike.
Marketing Research is both science and art and this edition provides a secure grounding
in the application of both in the pursuit of accurate and impactful insights that can drive
business decisions.
Simon Chadwick, Managing Partner, Cambiar Consulting
Chairman, Insights Association
Editor-in-Chief, Research World
C O M M E N D AT I O N
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