Part I The Nature and Scope of Marketing Research 1 A Decision Making Perspective on Marketing Intelligence 1 Learning Objectives, 1 An Overview of Business Intelligence, 1 Introduction to Marketing Intelligence, 3 Marketing Research, 6 Role of Marketing Research in Managerial Decision Making, 9 Factors that Influence Marketing Research Decisions, 17 Use of Marketing Research, 18 Ethics in Marketing Research, 19 The Respondent''s Ethics and Rights, 20 International Marketing Research, 22 Summary, 24 Questions and Problems, 24 End Notes, 25 Case 1-1: Preteen Market--The Right Place to Be In for Cell Phone Providers?, 26 Case 1-2: Best Buy on a Segmentation Spree, 26 Case 1-3: Ethical Dilemmas in Marketing Research, 28 2 Marketing Research in Practice 29 Learning Objectives, 29 Information Systems, Decision Support Systems, and Marketing Research, 30 Marketing Decision Support Systems, 32 Suppliers of Information, 37 Criteria for Selecting External Suppliers, 42 Career Opportunities in Marketing Research, 43 Summary, 44 Questions and Problems, 44 End Notes, 44 Appendix: Marketing Research Jobs, 44 3 The Marketing Research Process 45 Learning Objectives, 45 Overview of the Marketing Research Process, 45 The Preliminary Stages of the Marketing Research Process, 46 Planning a New HMO, 57 The International Marketing Research Process, 60 Summary, 63 Questions and Problems, 64 End Notes, 65 Case 3-1: A VideOcart Test for Bestway Stores, 65 Case 3-2: Philip Morris Enters Turkey, 67 4 Research Design and Implementation 68 Learning Objectives, 68 Research Approach, 70 Research Tactics and Implementation, 76 Budgeting and Scheduling the Research Project, 78 Research Proposal, 80 Designing International Marketing Research, 81 Issues in International Research Design 83 Summary, 86 Questions and Problems, 86 End Notes, 87 Appendix: Errors in Research Design, 87 Case 4-1: Reynolds Tobacco''s SlideBox Cigarettes, 89 Cases for Part I, 93 Case I1: Clover Valley Dairy Company, 93 Part II Data Collection Section A: Secondary and Exploratory Research 5 Secondary Sources of Marketing Data 96 Learning Objectives, 96 Secondary Data, 97 Uses of Secondary Data, 98 Benefits of Secondary Data, 98 Limitations of Secondary Data, 99 Internal Sources of Secondary Data, 100 External Sources of Secondary Data, 101 Census Data, 107 North American Industry Classification System, 109 Appraising Secondary Sources, 110 Applications of Secondary Data, 111 Sources of Secondary Data for International Marketing Research, 115 Problems Associated with Secondary Data in International Research, 115 Applications of Secondary Data in International Research, 116 Summary, 117 Questions and Problems, 117 End Notes, 118 Case 5-1: Barkley Foods, 119 Case 5-2: Dell in Latin America?, 120 6 Standardized Sources of Marketing Data 121 Learning Objectives, 121 Retail Store Audits, 122 Consumer Purchase Panels, 123 Scanner Services and SingleSource Systems, 126 MediaRelated Standardized Sources, 133 Applications of Standardized Sources of Data, 136 Summary, 137 Questions and Problems, 137 End Notes, 138 Case 6-1: Promotion of Rocket Soups, 139 Case Questions, 143 Case 6-2: Kerry Gold Products, Ltd., 143 7 Marketing Research on the Internet 146 Learning Objectives, 146 Current Trends in Web Usage, 146 WWW Information for Marketing Decisions, 148 The Internet and Marketing Research Today, 153 The Internet and Marketing Research Developments, 165 Issues and Concerns, 166 Summary, 169 Questions and Problems, 169 End Notes, 170 Case 7-1: Caring Children''s Hospital, 171 8 Information Collection: Qualitative and Observational Methods 172 Learning Objectives, 172 Need for Qualitative Research, 172 Qualitative Research Methods, 173 Observational Methods, 193 Recent Applications of Qualitative and Observational Methods, 199 Summary, 201 Questions and Problems, 201 End Notes, 202 Appendix: Myths of Qualitative Research: It''s Conventional, but Is It Wisdom?, 203 Case 8-1: Mountain Bell Telephone Company, 205 Case 8-2: U.S. Department of Energy (A), 207 Case 8-3: Hamilton Beach Conducts Primary Research in Mexico and Europe, 208 Section B: Descriptive Research 9 Information from Respondents: Issues in Data Collection 209 Learning Objectives, 209 Information from Surveys, 209 Sources of Survey Error, 210 Methods of Data Collection, 215 Factors Affecting the Choice of a Survey Method, 216 Ethical Issues in Data Collection, 220 Summary, 222 Questions and Problems, 222 End Notes, 223 Case 9-1: Essex Markets, 224 Case 9-2: More Ethical Dilemmas in Marketing Research, 224 10 Information from Respondents: Survey Methods 226 Learning Objectives, 226 Collecting Data, 226 Surveys in the International Context, 248 Summary, 251 Questions and Problems, 251 End Notes, 252 Case 10-1: Roland Development Corp, 253 11 Attitude Measurement 256 Learning Objectives, 256 Attitudes, 257 The Concept of Measurement and Scaling, 258 Types of Attitude Rating Scales, 261 General Guidelines for Developing a MultipleItem Scale, 272 Interpreting Attitude Scales, 275 Choosing an Attitudinal Scale, 276 Accuracy of Attitude Measurements, 278 Scales in CrossNational Research, 280 Summary, 281 Questions and Problems, 281 End Notes, 282 Case 11-1: National Kitchens, 283 12 Designing the Questionnaire 285 Learning Objectives, 285 Planning What to Measure, 286 Formatting the Question, 288 Question Wording: A Problem of Communication, 293 Sequence and Layout Decisions, 298 Questionnaire Design for International Research, 303 Summary, 306 Questions and Problems, 306 End Notes, 310 Case 12-1: Wine Horizons, 310 Case 12-2: Smith''s Clothing (A), 313 Section C: Causal Research 13 Experimentation 314 Learning Objectives, 314 Descriptive versus Experimental Research, 315 What Constitutes Causality?, 316 Laboratory and Field Experiments, 318 Threats to Experimental Validity, 319 Issues in Experimental Research, 321 Types of Experimental Designs, 323 Guidelines for Conducting Experimental Research, 337 Limitations of Experiments, 338 Summary, 340 Questions and Problems, 341 End Notes, 342 Case 13-1: Evaluating Experimental Designs, 343 Case 13-2: Barrie Food Corporation, 344 Section D: Sampling 14 Sampling Fundamentals 345 Learning Objectives, 345 Sample or Census, 345 Sampling Process, 347 Probability Sampling, 353 Nonprobability Sampling, 358 Shopping Center Sampling, 363 Sampling in the International Context, 364 Summary, 366 Questions and Problems, 367 End Notes, 369 Case 14-1: Exercises in Sample Design, 370 Case 14-2: Talbot Razor Products Company, 370 15 Sample Size and Statistical Theory 373 Learning Objectives, 373 Determining the Sample Size: Ad Hoc Methods, 374 Population Characteristics/Parameters, 375 Sample Characteristics/Statistics, 376 Sample Reliability, 377 Interval Estimation, 379 Sample Size Question, 381 Proportions, 382 Coefficient of Variation, 384 Stratified Sampling, 384 Multistage Design, 387 Sequential Sampling, 387 Summary, 388 Questions and Problems, 388 End Notes, 390 Cases for Part II, 391 Case II1: Currency Concepts International, 391 Appendix A: Interview Guide for International Travelers (U.S. Citizens), 395 Part III Data Analysis 16 Fundamentals of Data Analysis 397 Learning Objectives, 397 Preparing the Data for Analysis, 398 Strategy for Data Analysis, 402 CrossTabulations, 406 Factors Influencing the Choice of Statistical Technique, 408 An Overview of Statistical Techniques, 410 Summary, 415 Questions and Problems, 415 End Notes, 416 Appendix: Choice of a Statistical Package, 416 17 Hypothesis Testing: Basic Concepts and Tests of Associations 417 Learning Objectives, 417 The Logic of Hypothesis Testing, 418 Steps in Hypothesis Testing, 419 Basic Concepts of Hypothesis Testing, 420 CrossTabulation and ChiSquare, 423 Summary, 432 Questions and Problems, 432 End Notes, 433 Case 17-1: Medical Systems Associates: Measuring Patient Satisfaction, 434 18 Hypothesis Testing: Means and Proportions 436 Learning Objectives, 436 Commonly Used Hypothesis Tests in Marketing Research, 437 Relationship Between Conf.