MARKETING RESEARCH - Pearson

1 SEVENTH EDITION. MARKETING RESEARCH . An Applied Orientation Naresh K. Malhotra Georgia Institute of Technology New York, NY. 1 16/10/17 4:32 PM. Vice President, Business, Economics, and UK Courseware: Design Lead: Kathryn Foot Donna Battista Manager, Learning Tools: Brian Surette Director of Portfolio Management: Stephanie Wall Content Developer, Learning Tools: Sarah Peterson Editorial Assistant: Luis Gonzalez Managing Producer, Digital Studio and GLP, Vice President, Product MARKETING : Roxanne McCarley Media Production and Development: Senior Product Marketer: Becky Brown Ashley Santora Product MARKETING Assistant: Marianela Silvestri Managing Producer, Digital Studio: Manager of Field MARKETING , Business Publishing: Adam Diane Lombardo Goldstein Digital Studio Producer: Monique Lawrence Field MARKETING Manager: Nicole Price Digital Studio Producer.

2 Alana Coles Vice President, Production and Digital Studio, Arts and Project Manager: Cenveo Publisher Services Business: Etain O'Dea Interior Design: Cenveo Publisher Services Director of Production, Business: Jeff Holcomb Cover Design: Cenveo Publisher Services Managing Producer, Business: Melissa Feimer Cover Art: bgblue/GettyImages Content Producer: Michelle Zeng Printer/Binder: LSC Communications, Operations Specialist: Carol Melville Cover Printer: Phoenix Color/Hagerstown Copyright 2019, 2010, 2007 by Pearson Education, Inc. or its affiliates. All Rights Reserved. Manufactured in the United States of America. This publication is protected by copyright, and permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise.

3 For information regarding permissions, request forms, and the appropriate contacts within the Pearson Education Global Rights and Permissions department, please visit permissions/. Acknowledgments of third-party content appear on the appropriate page within the text. Play button is courtesy of Upanddone/Shutterstock and Web icon is courtesy of Flat Design/Shutterstock. Pearson , ALWAYS LEARNING, and MYLAB are exclusive trademarks owned by Pearson Education, Inc. or its affiliates in the and/or other countries. Unless otherwise indicated herein, any third-party trademarks, logos, or icons that may appear in this work are the property of their respective owners, and any references to third-party trademarks, logos, icons, or other trade dress are for demonstrative or descriptive purposes only.

4 Such references are not intended to imply any sponsorship, endorsement, authorization, or promotion of Pearson 's products by the owners of such marks, or any relationship between the owner and Pearson Education, Inc., or its affiliates, authors, licensees, or distributors. Library of Congress Cataloging-in-Publication Data is on file with the Library of Congress. ISBN 10: 0-13-473484-X. ISBN 13: 978-0-13-473484-2. 2 17/10/17 5:24 PM. 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.

5 Romans 5:8. The Holy Bible 3 03/10/17 9:55 AM. 4 03/10/17 9:55 AM. BRIEF CONTENTS. 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.

6 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 HP: Using MARKETING RESEARCH to Gain a Competitive Edge 726.

7 Comprehensive Critical Thinking Cases Case Baskin-Robbins: Can It Bask in the Good Ole Days? 731. Case Kid Stuff? Determining the Best Positioning Strategy for Akron Children's Hospital 734. v 5 03/10/17 9:55 AM. vi BRIEF CONTENTS. Data analysis Cases with Real Data Case AT&T Wireless: Ma Bell Becomes Ma Again 736. Case IBM: A Top Provider of Computer Hardware, Software, and Services 740. Case Kimberly-Clark: Competing Through Innovation 748. Comprehensive Cases with Real Data Case JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions 755. Case Wendy's: History and Life After Dave Thomas 761. Comprehensive Harvard Business School Cases Case The Harvard Graduate Student Housing Survey (9-505-059) 767. Case (9-501-024) 767. Case Cola Wars Continue: Coke and Pepsi in the Twenty-First Century (9-702-442) 767.

8 Case TiVo in 2002 (9-502-062) 767. Case Compaq Computer: Intel Inside? (9-599-061) 767. Case The New Beetle (9-501-023) 767. 6 03/10/17 9:55 AM. CONTENTS. Foreword xix Preface xxi Acknowledgments xxiv About the Author xxv Commendation xxvi PART 1 Introduction and Early Phases of MARKETING RESEARCH 1. 1 Introduction to MARKETING RESEARCH Objectives 2. 2 2 Defining the MARKETING RESEARCH Problem and Developing an Approach 31. Objectives 31. Overview 3 Overview 32. Definition of MARKETING RESEARCH 5 Importance of Defining the Problem 33. A Classification of MARKETING RESEARCH 6 The Process of Defining the Problem and The MARKETING RESEARCH Process 8 Developing an Approach 34. Step 1: Problem Definition 8 Tasks Involved 34. Step 2: Development of an Approach to the Discussions with Decision Makers 34.

9 Problem 8 Interviews with Industry Experts 37. Step 3: RESEARCH Design Formulation 9 Secondary Data analysis 38. Step 4: Fieldwork or Data Collection 9 Qualitative RESEARCH 39. Step 5: Data Preparation and analysis 9 Environmental Context of the Problem 40. Step 6: Report Preparation and Presentation 9 Past Information and Forecasts 40. The Role of MARKETING RESEARCH in MARKETING Resources and Constraints 41. Decision Making 10 Objectives 42. MARKETING RESEARCH and Competitive Buyer Behavior 42. Intelligence 12 Legal Environment 43. Economic Environment 43. The Decision to Conduct MARKETING MARKETING and Technological Skills 43. RESEARCH 12. Management Decision Problem and MARKETING The MARKETING RESEARCH Industry 13. RESEARCH Problem 44. Selecting a RESEARCH Supplier 15. Defining the MARKETING RESEARCH Problem 45.

10 Employability in MARKETING RESEARCH 16. Components of the Approach 47. The Department Store Patronage Project 18 Objective/Theoretical Framework 47. International MARKETING RESEARCH 18 Analytical Model 48. MARKETING RESEARCH and Social Media 20 RESEARCH Questions 49. Mobile MARKETING RESEARCH 21 Hypotheses 50. Specification of Information Needed 52. Ethics in MARKETING RESEARCH 22. International MARKETING RESEARCH 53. SPSS Windows and SAS Enterprise Guide 24. MARKETING RESEARCH and Social Media 54. HP Running Case 24 Summary 25 Approach to the Problem 55. Key Terms and Concepts 25 Suggested Cases, HBS Cases, and Video Cases 25 Mobile MARKETING RESEARCH 56. Live RESEARCH : Conducting a MARKETING RESEARCH Ethics in MARKETING RESEARCH 56. Project 26 Acronyms 26 HP Running Case 57 Summary 57.