NARESH K. MALHOTRA DAVID F. BIRKS PETER A. WILLS

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1 NARESH K. MALHOTRA DAVID F. BIRKS PETER A. WILLS PEARSON Harlow, England London New York Boston San Francisco Toronto Sydney Auckland Singapore Hong Kong Tokyo Seoul Taipei New Delhi Cape Town Sao Paulo Mexico City Madrid Amsterdam Munich Paris Milan

2 Preface About the authors Publisher's acknowledgements 1 Management decisions and the marketing research problem What is marketing research? Definition of marketing research Justifying the value of marketing.research A classification of marketing research An overview of the marketing research industry The marketing research process Defining the marketing research problem The marketing research brief The marketing research proposal X xiii XV Q Research objectives and research design 28 The process of defining the problem and developing a research approach Environmental context of the problem Discussions with decision makers Interviews with industry experts Initial secondary data analyses Marketing decision problem and marketing research problem Defining the marketing research problem Developing a research approach Objective/theoretical framework Analytical model Research questions Hypothesis Developing a research design Research design from the decision makers' perspective Research design from the participants' perspective Research design classification Descriptive research Causal research Relationships between exploratory, descriptive and causal research Potential sources of error in research designs Secondary data collection and analysis: internal and external sources Defining primary data and secondary data 61 Advantages and uses of secondary data 61 Disadvantages of secondary data 62 Criteria for evaluating secondary data 62 Classification of secondary data 64 Internal secondary data 65 External secondary data 67 Databases 69 Classification of online databases 70 Syndicated sources of secondary data 71 Syndicated data from households 73 Syndicated data from institutions

3 vii 4 Qualitative research methods 87 Primary data: qualitative versus quantitative research Rationale for using qualitative research Focus group discussions Planning and conducting focus groups Online focus groups: e-groups In-depth interviews Projective techniques Ethnographic approaches Comparison between qualitative techniques no Descriptive research design: survey, observation and causal research 119 SURVEY METHODS Online surveys Telephone surveys Face-to-face surveys Postal surveys A comparative evaluation of survey methods Task factors Situational factors Participant factors Other survey methods Mixed-mode surveys OBSERVATION TECHNIQUES Observation techniques classified by mode of administration A comparative evaluation of the observation techniques Advantages and disadvantages of observation techniques CAUSALITY Conditions for causality Definitions and concepts Validity in experimentation Extraneous variables Controlling extraneous variables A classification of experimental designs Laboratory versus field experiments Experimental versus non-experimental designs Limitations of experimentation Social media research methods What is social media research? 162 The emergence of social media research 163 Active and passive social media research 165 Social media research methods '4 \ 175 Digital developments in marketing research ' '' Questionnaire design, measurement and scaling Questionnaire definition 184 Questionnaire design process 185 Specify the information needed 186 Specify the type of interviewing method 186 Determine the content of individual questions 187 Overcoming the participant's inability and unwillingness to answer 188 Choose question structure 190 Choose question wording 193 Arrange the questions in proper order 197 Identify the form and layout 199 Reproduce the questionnaire 199 Eliminate problems by pilot-testing 200 Summarising the questionnaire design process 201 Measurement and scaling 204 Primary scales of measurement 205 A comparison of scaling techniques 208 Comparative scaling techniques 209 Non-comparative scaling techniques 212 Itemised rating scales 213 Itemised rating scale decisions 216 Multi-item scales 219

4 viii Essentials of Marketing Research l Sampling: design and procedures Qualitative data analysis Sample or census 235 The sampling design process 236 A classification of sampling techniques 241 Non-probability sampling techniques 242 Probability sampling techniques 246 Choosing non-probability versus probability sampling 253 Uses of non-probability and probability sampling 254 of sampling techniques 254, ' 262. ' Fieldwork and data integrity The nature of survey fieldwork 269 Survey fieldwork and the data collection process ' 269 Selecting survey fieldworkers 270 Training survey fieldworkers 270 Recording the answers 272 Supervising survey fieldworkers 274 Validating survey fieldwork 275 Evaluating survey fieldworkers 275 Errors related to fieldwork 276 Non-response issues 277 The data integrity process 281 Checking the questionnaire 282 Editing 282 Coding 283 Transcribing 287 Cleaning the data 288 Statistically adjusting the data 289 Selecting a data analysis strategy The qualitative researcher 306 The process of qualitative data analysis Basic quantitative data analysis Frequency distribution 332 Statistics associated with frequency distribution 334 Cross-tabulations 337 The application of hypothesis tests 342 The general approach to hypothesis testing 342 Types of hypothesis tests 346 Parametric tests 347 Non-parametric tests 352 Statistics associated with cross-tabulation ' Advanced quantitative data analysis Factor analysis 363 ' Basic concept 364 Factor analysis model 365 Statistics associated with factor analysis 366 Conducting factor analysis 367 Cluster analysis 376 Basic concept 377 Statistics associated with cluster analysis 378 Conducting cluster analysis 379

5 ix Report preparation and presentation 399 Importance of the report and presentation Preparation and presentation process Report preparation Oral presentation Research follow-up What is international marketing research? 429 A framework for international marketing research 430 Secondary data 435 Qualitative methods 436 Survey methods 438 Measurement and scaling 442 Questionnaire translation i 443 ' AAA Appendix: Statistical tables Glossary Index

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