Essentials of Marketing Research, Fourth Edition
Joseph F. Hair, Jr., Mary Celsi, David J. Ortinau Robert P. Bush
Contents
Part 1 The Role and Value of Marketing
Research Information 1
1 Marketing Research for Managerial
Decision Making 2
Geofencing 3
The Growing Complexity of Marketing
Research 4
MARKETING RESEARCH DASHBOARD:
CONDUCTING INTERNATIONAL
MARKETING RESEARCH 4
The Role and Value of Marketing Research 6
Marketing Research and
Marketing Mix Variables 6
Marketing Theory 9
MARKETING RESEARCH DASHBOARD:
THE PERFECT PRICING EXPERIMENT? 10
The Marketing Research Industry 10
Types of Marketing Research Firms 10
Changing Skills for a Changing Industry 11
Ethics in Marketing Research Practices 12
Ethical Questions in General
Business Practices 12
Conducting Research Not Meeting
Professional Standards 13
Abuse of Respondents 14
Unethical Activities of the
Client/Research User 15
MARKETING RESEARCH DASHBOARD 15
Unethical Activities by the Respondent 16
Marketing Research Codes of Ethics 16
CONTINUING CASE STUDY: THE SANTA
FE GRILL MEXICAN RESTAURANT 17
Emerging Trends 17
Marketing Research in Action 18
Continuing Case: The Santa Fe Grill 18
Summary 20
Key Terms and Concepts 20
Review Questions 21
Discussion Questions 21
Appendix A 22
2 The Marketing Research Process
and Proposals 24
Solving Marketing Problems
Using a Systematic Process 25
Value of the Research Process 26
Changing View of the Marketing
Research Process 26
Determining the Need for
Information Research 27
MARKETING RESEARCH
DASHBOARD: DECISION
MAKERS AND RESEARCHERS 28
Overview of the Research Process 29
Transforming Data into Knowledge 30
Interrelatedness of the Steps and the
Research Process 31
Phase I: Determine the Research Problem 31
Step 1: Identify and Clarify
Information Needs 32
Step 2: Define the Research Questions 34
Step 3: Specify Research Objectives
and Confirm the Information Value 36
Phase II: Select the Research Design 36
Step 4: Determine the Research
Design and Data Sources 36
MARKETING RESEARCH DASHBOARD:
MEASURING EFFECTIVENESS
OF ONLINE ADVERTISING FORMATS 37
Step 5: Develop the Sampling
Design and Sample Size 38
Step 6: Examine Measurement
Issues and Scales 38
Step 7: Design and Pretest
the Questionnaire 39
Phase III: Execute the Research Design 39
Step 8: Collect and Prepare Data 39
Step 9: Analyze Data 39
Step 10: Interpret Data to
Create Knowledge 40
Phase IV: Communicate the Results 40
Step 11: Prepare and Present
the Final Report 41
Develop a Research Proposal 41
Marketing Research in Action 42
What Does a Research Proposal Look Like? 42
Summary 44
Key Terms and Concepts 45
Review Questions 45
Discussion Questions 46
Part 2 Designing the Marketing
Research Project 47
3 Secondary Data, Literature Reviews,
and Hypotheses 48
Will Brick-and-Mortar Stores
Eventually Turn into Product Showrooms? 49
Value of Secondary Data and
Literature Reviews 50
Nature, Scope, and Role of
Secondary Data 50
Conducting a Literature Review 51
Evaluating Secondary Data Sources 51
Secondary Data and the Marketing
Research Process 53
Internal and External Sources
of Secondary Data 54
Internal Sources of Secondary Data 54
External Sources of Secondary Data 54
CONTINUING CASE STUDY:
THE SANTA FE GRILL MEXICAN
RESTAURANT USING
SECONDARY DATA 58
MARKETING RESEARCH
DASHBOARD: TRIANGULATING
SECONDARY DATA SOURCES 62
Synthesizing Secondary Research for the
Literature Review 62
Developing a Conceptual Model 63
Variables, Constructs, and
Relationships 63
Developing Hypotheses and Drawing
Conceptual Models 64
CONTINUING CASE STUDY: THE SANTA
FE GRILL MEXICAN RESTAURANT
DEVELOPING RESEARCH QUESTIONS
AND HYPOTHESES 67
Hypothesis Testing 67
Marketing Research in Action 69
The Santa Fe Grill Mexican Restaurant 69
Summary 70
Key Terms and Concepts 71
Review Questions 71
Discussion Questions 71
4 Exploratory and Observational
Research Designs and Data
Collection Approaches 74
Customer Territoriality in “Third Places” 75
Value of Qualitative Research 76
Overview of Research Designs 77
Overview of Qualitative and Quantitative
Research Methods 77
Quantitative Research Methods 77
Qualitative Research Methods 78
Qualitative Data Collection Methods 81
In-Depth Interviews 81
Focus Group Interviews 82
Phase 1: Planning the Focus
Group Study 85
Phase 2: Conducting the Focus
Group Discussions 87
Phase 3: Analyzing and Reporting
the Results 89
Advantages of Focus Group
Interviews 89
Purposed Communities/Private
Community 89
Other Qualitative Data Collection
Methods 91
Ethnography 91
Case Study 91
Projective Techniques 92
CONTINUING CASE:
THE SANTA FE GRILL 92
Observation Methods 93
Unique Characteristics of Observation
Methods 94
Types of Observation Methods 94
Selecting the Observation Method 96
Benefits and Limitations of
Observation Methods 97
Social Media Monitoring and the
Listening Platform 97
Netnography 99
Marketing Research in Action 100
Reaching Hispanics through Qualitative
Research 100
Summary 102
Key Terms and Concepts 103
Review Questions 104
Discussion Questions 104
5 Descriptive and Causal
Research Designs 106
Magnum Hotel’s Loyalty Program 107
Value of Descriptive and Causal Survey
Research Designs 108
Descriptive Research Designs
and Surveys 108
Types of Errors in Surveys 109
Sampling Errors 109
Nonsampling Errors 110
Types of Survey Methods 110
Person-Administered Surveys 111
Telephone-Administered Surveys 112
Self-Administered Surveys 115
Selecting the Appropriate Survey Method 118
Situational Characteristics 118
Task Characteristics 119
Respondent Characteristics 120
Causal Research Designs 122
The Nature of Experimentation 123
Validity Concerns with Experimental
Research 124
MARKETING RESEARCH DASHBOARD:
RETAILERS USE EXPERIMENTS
TO TEST DISCOUNT STRATEGY 125
Comparing Laboratory and Field
Experiments 126
Test Marketing 127
Marketing Research Dashboard 128
Riders Fits New Database into
Brand Launch 128
Summary 130
Key Terms and Concepts 131
Review Questions 131
Discussion Questions 132
Part 3 Gathering and Collecting
Accurate Data 133
6 Sampling: Theory
and Methods 134
Mobile Web Interactions Explode 135
Value of Sampling in Marketing
Research 136
Sampling as a Part of the
Research Process 136
The Basics of Sampling Theory 137
Population 137
Sampling Frame 138
Factors Underlying Sampling
Theory 138
Tools Used to Assess the Quality
of Samples 139
MARKETING RESEARCH IN ACTION
CONTINUING CASE STUDY: THE SANTA
FE GRILL 139
Probability and Nonprobability Sampling 140
Probability Sampling Designs 140
MARKETING RESEARCH DASHBOARD:
SELECTING A SYSTEMATIC RANDOM
SAMPLE FOR THE SANTA FE GRILL 142
MARKETING RESEARCH
DASHBOARD: WHICH IS
BETTER—PROPORTIONATELY OR
DISPROPORTIONATELY STRATIFIED
SAMPLES? 145
Nonprobability Sampling Designs 146
Determining the Appropriate
Sampling Design 148
Determining Sample Sizes 148
Probability Sample Sizes 148
CONTINUING CASE STUDY:
THE SANTA FE GRILL 149
Sampling from a Small Population 150
MARKETING RESEARCH
DASHBOARD: USING SPSS
TO SELECT A RANDOM SAMPLE 150
Nonprobability Sample Sizes 151
Other Sample Size Determination
Approaches 151
MARKETING RESEARCH DASHBOARD:
SAMPLING AND ONLINE SURVEYS 151
Steps in Developing a Sampling Plan 152
Marketing Research in Action 154
Developing a Sampling Plan for a
New Menu Initiative Survey 154
Summary 155
Key Terms and Concepts 156
Review Questions 156
Discussion Questions 156
7 Measurement and Scaling 158
Santa Fe Grill Mexican Restaurant:
Predicting Customer Loyalty 159
Value of Measurement in
Information Research 160
Overview of the Measurement Process 160
What Is a Construct? 161
Construct Development 161
Scale Measurement 163
MARKETING RESEARCH DASHBOARD:
UNDERSTANDING THE DIMENSIONS
OF BANK SERVICE QUALITY 163
Nominal Scales 164
Ordinal Scales 164
Interval Scales 165
Ratio Scales 166
Evaluating Measurement Scales 167
Scale Reliability 167
Validity 168
Developing Scale Measurements 169
Criteria for Scale Development 169
Adapting Established Scales 172
Scales to Measure Attitudes and Behaviors 173
Likert Scale 173
Semantic Differential Scale 174
Behavioral Intention Scale 176
Comparative and Noncomparative
Rating Scales 177
Other Scale Measurement Issues 180
Single-Item and Multiple-Item Scales 180
Clear Wording 180
Misleading Scaling Formats 181
Marketing Research in Action 184
What Can You Learn from a Customer
Loyalty Index? 184
Summary 186
Key Terms and Concepts 187
Review Questions 187
Discussion Questions 188
8 Designing the Questionnaire 190
Can Surveys Be Used to Develop
University Residence Life Plans? 191
Value of Questionnaires in
Marketing Research 192
Pilot Studies and Pretests 192
Questionnaire Design 193
Step 1: Confirm Research
Objectives 193
Step 2: Select Appropriate
Data Collection Method 194
Step 3: Develop Questions
and Scaling 194
MARKETING RESEARCH DASHBOARD:
“FRAMING” YOUR QUESTIONS CAN
INTRODUCE BIAS! 198
Step 4: Determine Layout and
Evaluate Questionnaire 203
MARKETING RESEARCH DASHBOARD:
SMART QUESTIONNAIRES
ARE REVOLUTIONIZING SURVEYS 204
Step 5: Obtain Initial
Client Approval 207
Step 6: Pretest, Revise, and
Finalize the Questionnaire 207
Step 7: Implement the Survey 207
The Role of a Cover Letter 208
MARKETING RESEARCH DASHBOARD:
COVER LETTER USED WITH THE
AMERICAN BANK SURVEY 209
Other Considerations in Collecting Data 210
Supervisor Instructions 210
Interviewer Instructions 211
Screening Questions 211
Quotas 211
Call or Contact Records 211
Marketing Research in Action 212
Designing a Questionnaire to
Survey Santa Fe Grill Customers 212
Summary 217
Key Terms and Concepts 218
Review Questions 218
Discussion Questions 218
Part 4 Data Preparation, Analysis,
and Reporting the Results 219
9 Qualitative Data Analysis 220
Why Women are “Claiming
the Throttle” 221
Nature of Qualitative Data Analysis 222
Qualitative versus Quantitative Analyses 222
The Process of Analyzing
Qualitative Data 223
Managing the Data
Collection Effort 223
Step 1: Data Reduction 223
Step 2: Data Display 230
Step 3: Conclusion Drawing/
Verification 231
Writing the Report 235
Analysis of the Data/Findings 236
Conclusions and Recommendations 237
CONTINUING CASE: SANTA FE GRILL:
USING QUALITATIVE RESEARCH 238
Marketing Research in Action 239
A Qualitative Approach to Understanding
Product Dissatisfaction 239
Summary 240
Key Terms and Concepts 241
Review Questions 242
Discussion Questions 242
Appendix A 243
Advertising’s Second Audience:
Employee Reactions to Organizational
Communications 243
10 Preparing Data for Quantitative
Analysis 246
Scanner Data Improves Understanding
of Purchase Behavior 247
Value of Preparing Data for Analysis 248
Validation 249
Editing and Coding 251
Asking the Proper Questions 251
Accurate Recording of Answers 251
Correct Screening Questions 252
Responses to Open-Ended Questions 255
The Coding Process 256
MARKETING RESEARCH DASHBOARD:
DEALING WITH DATA FROM DATA
WAREHOUSES 258
Data Entry 259
Error Detection 259
Missing Data 259
Organizing Data 261
Data Tabulation 261
One-Way Tabulation 261
Descriptive Statistics 264
Graphical Illustration of Data 264
Marketing Research in Action 267
Deli Depot 267
Summary 270
Key Terms and Concepts 271
Review Questions 271
Discussion Questions 271
11 Basic Data Analysis for Quantitative
Research 272
Data Analysis Facilitates Smarter Decisions 273
Value of Statistical Analysis 274
Measures of Central Tendency 274
MARKETING RESEARCH DASHBOARD:
SPLITTING THE DATABASE INTO SANTA
FE’S AND JOSE’S CUSTOMERS 276
SPSS Applications—Measures of
Central Tendency 276
Measures of Dispersion 277
SPSS Applications—Measures of
Dispersion 278
Preparation of Charts 281
How to Develop Hypotheses 281
MARKETING RESEARCH DASHBOARD:
STEPS IN HYPOTHESIS DEVELOPMENT
AND TESTING 282
Analyzing Relationships of
Sample Data 283
Sample Statistics and Population
Parameters 283
Choosing the Appropriate Statistical
Technique 283
Univariate Statistical Tests 286
SPSS Application—Univariate
Hypothesis Test 287
Bivariate Statistical Tests 287
Cross-Tabulation 288
MARKETING RESEARCH DASHBOARD:
SELECTING THE SANTA FE GRILL
CUSTOMERS FOR ANALYSIS 288
Chi-Square Analysis 290
Calculating the Chi-Square Value 291
SPSS Application—Chi-Square 292
Comparing Means: Independent
Versus Related Samples 293
Using the t-Test to Compare
Two Means 294
SPSS Application—Independent
Samples t-Test 295
SPSS Application—Paired
Samples t-Test 296
Analysis of Variance (ANOVA) 297
SPSS Application—ANOVA 298
n-Way ANOVA 300
SPSS Application—n-Way
ANOVA 301
Perceptual Mapping 304
Perceptual Mapping Applications
in Marketing Research 305
CONTINUING CASE STUDY:
THE SANTA FE GRILL 305
Marketing Research in Action 306
Examining Restaurant Image Positions—
Remington’s Steak House 306
Summary 313
Key Terms and Concepts 313
Review Questions 314
Discussion Questions 314
12 Examining Relationships
in Quantitative Research 316
Data Mining Helps Rebuild Procter &
Gamble as a Global Powerhouse 317
Examining Relationships
between Variables 318
Covariation and Variable Relationships 319
Correlation Analysis 322
Pearson Correlation Coefficient 323
SPSS Application—Pearson
Correlation 323
Substantive Significance of the
Correlation Coefficient 325
Influence of Measurement Scales on
Correlation Analysis 326
SPSS Application—Spearman
Rank Order Correlation 326
What Is Regression Analysis? 327
Fundamentals of Regression Analysis 328
Developing and Estimating the
Regression Coefficients 330
SPSS Application—Bivariate
Regression 330
Significance 332
Multiple Regression Analysis 333
Statistical Significance 334
Substantive Significance 334
Multiple Regression Assumptions 335
SPSS Application—Multiple
Regression 335
What Is Structural Modeling? 339
An Example of Structural Modeling 341
Marketing Research in Action 345
The Role of Employees in Developing a
Customer Satisfaction Program 345
Summary 348
Key Terms and Concepts 349
Review Questions 349
Discussion Questions 349
13 Communicating Marketing
Research Findings 352
It Takes More than Numbers to
Communicate 353
Value of Communicating
Research Findings 354
Marketing Research Reports 354
MARKETING RESEARCH DASHBOARD:
CRITICAL THINKING AND MARKETING
RESEARCH 357
Format of the Marketing
Research Report 357
Title Page 358
Table of Contents 358
Executive Summary 358
Introduction 359
Research Methods and Procedures 360
Data Analysis and Findings 361
Conclusions and Recommendations 372
Limitations 374
Appendixes 374
Common Problems in Preparing
the Marketing Research Report 374
The Critical Nature of Presentations 375
Guidelines for Preparing Oral
Presentations 375
Guidelines for Preparing the Visual
Presentation 376
Marketing Research in Action 377
Who Are the Early Adopters of
Technology? 377
Summary 380
Key Terms and Concepts 381
Review Questions 381
Discussion Questions 381
Glossary 382
Endnotes 400
Name Index 404
Subject Index 406