Basic marketing research: a decision-making approach

Basic Marketing

Research

A D E C I S I O N - M A K I N G A P P R O A C H

A BRIEF GUIDE TO USING THIS TEXT

FEATURE BENEFIT/DESCRIPTION

Be an MR!/Be a DM! This real-world feature shows the interaction between mar￾keting research and marketing management and actually

requires students to do research and make a marketing

decision.

See page 32

What Would You Do? Presents managerial situations that require students to

make marketing research decisions and marketing manage￾ment decisions.

See page 171

Experiential Learning Requires more in-depth research than other features, but

allows students to learn by doing.

See page 162

Ethics Focus Every chapter (except the data analysis Chapters 16, 17,

and 18) has a section entitled “Ethics in Marketing

Research.”

See page 204

Critical Thinking Socratic questioning, critical reading and writing, and high￾er order thinking and assessment, have been embodied in

three comprehensive critical thinking cases, based on the

guidelines provided by the Foundation for Critical

Thinking.

See pages 614, 616, and

618 (Cases 2.1 American

Idol, 2.2 Baskin-Robbins,

and 2.3 Akron Children's

Hospital)

International Focus Every chapter (except the data analysis Chapters 16, 17,

and 18) has a section entitled “International Marketing

Research.”

See page 111

Focus on Technology Every chapter (except the data analysis Chapters 16, 17,

and 18) has a section entitled “Technology and Marketing

Research.”

See page 113

Running Case on Hewlett￾Packard with Real Data

Case 1.1 is a new running case that features Hewlett￾Packard with questions in every chapter.

See page 609

(Case 1.1)

Comprehensive Cases with

Actual Questionnaires and

Real Data

Three cases feature actual questionnaires and real data col￾lected by prominent marketing research firms.

See pages 620, 625, and 631

(Cases 3.1 Bank of America

(new), 3.2 McDonald’s (new),

and 3.3 Boeing (updated))

New Video Cases Each chapter of the book is followed by a video case, that

contains questions pertaining to that chapter as well as the

previous chapters.

See page 56

Conducting a Live

Marketing Research Project

Toward the end of each chapter is a section entitled “Live

Research: Conducting a Marketing Research Project.”

These sections show how to implement one or more live

marketing research projects in the course. Students can

also conduct their own research using the Qualtrics Access

Card that is packaged with their text.

See page 172

Extensive End of Chapter

Exercises

There are extensive end of the chapter exercises including

review questions, applied problems, and group discussion.

We include several datasets where the files have been pro￾vided in both SPSS and Excel.

See pages 86-89

SPSS and Excel Step-by-Step

Instructions

These step-by-step instructions provide extensive help in

learning to conduct marketing research in SPSS and Excel.

New:

(www.pearsonhighered.com/malhotra).

See page 538 and

Companion Website

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RUN YOUR SURVEYS ON QUALTRICS!

USED BV 85 OF THE TOP 1 0 0 B U S I N E S S S CHOOL S

Qualtrics is used by more Ph.D.s than any other survey software

HOWTO GET STARTED

1. Visit www.qualtrics.com/prenhall

2. Register for a new user account by clicking “Click here to create a new account.”

3. Type the coupon code located within new copies of the textbook.

4. Enjoy the worlds leading research tool!

WHAT CAN YOU DO WITH QUALTRICS?

■ Students who purchase a new copy of this textbook will have a student account on Qualtrics included with

the text. This account will provide the ability to create, send, and analyze surveys.

■ Use Qualtrics for class projects, field studies, and academic-related business studies.

■ Qualtrics is the perfect tool for market segmentation, customer loyalty, customer insights, marketing

research, concept testing surveys, or any type of data collection.

■ Students are able to share and collaborate with other students and with their instructor.

PRODUCT OVERVIEW

Survey Building

87 Question Options Including:

Multiple Choice

Open-ended

Constant Sum

Sliding Scale

Ranking

Pick, Group, and Rank

Gap Analysis

Matrix Table

Sliding Scales

Video/Image

Drill Down

Conjoint

Sending Surveys

Via E-mail Link

Web Site Pop-up

HTML Survey

Web Poll

Web Site Link

Create a Panel

Analyzing Data

Create Report

Cross Tabs

Drill Downs

Sub Groups

Top Line Charts and Graphs

Response Rate Tracking

Export to Power Point

Export to Word

Export to Excel

Export to SPSS

SPSS STUDENT VERSION 16.0

SPSS Student Version is packed with easy-to-access online help

to get you up and running quickly. The intuitive and extensive

data management functionality in SPSS Student Version

enables you to quickly prepare data for meaningful analysis.

Various table formats and presentation-quality graphs include

more than 50 types of statistical, business, and quality control

charts. You can also easily incorporate SPSS Student Version

tables and charts into word-processing documents and elec￾tronic presentations.

This software can be purchased using standalone ISBN

0-13-715372-4

OR

In a value pack with Basic Marketing Research, Third Edition

at a reduced price using value pack ISBN 0-13-608770-1.

BASIC MARKETING RESEARCH STUDY GUIDE

AND TECHNOLOGY MANUAL

New to this edition!

The Study Guide portion of this student supplement includes:

■ learning objectives

• chapter outlines

■ suggestions on how to answer the in-text applied and

case questions

■ multiple choice and true/false questions to test students'

understanding of key chapter concepts

The Technology Manual portion occurs in applicable chapters

and contains step-by-step screen captures on how to work

through activities in SPSS, Excel, MiniTab, and SAS.

This supplement can be purchased using standalone ISBN

0-13-608471-0

OR

In a value pack with Basic Marketing Research, Third Edition

at a reduced price using value pack ISBN 0-13-136312-3.

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Basic Marketing Research

A Decision-Making Approach

Third Edition

NARESH K. MALHOTRA

Georgia Institute of Technology

Prentice Hall

Pearson Education International

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E ditorial D irector: Sally Yagan

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D irector, Im age R esource C enter: M elin d a Patelli

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M anager, V isual R esearch: B eth B renzel

Im age P erm ission C oordinator: S ilvana A ttanasio

M anager, C over V isual R esearch & P erm issions:

K aren Sanatar

C om position: Integra S oftw are S ervices

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W elsch/B ookM asters, Inc.

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To my wife and best friend, Veena, with love.

"A prudent wife is from the LORD. "

/

Pro verbs 1 9 :1 4

"Husbands, love your wives, even as Christ also loved the church,

and gave him self for it."

Eph esia n s 5 :3 5

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Brief Contents

Part 1 Introduction and Early Phases of Marketing Research 27

Chapter 1 Introduction to Marketing Research 28

Chapter 2 Defining the Marketing Research Problem and Developing

an Approach 58

Part 2 Research Design Formulation 91

Chapter 3 Research Design 92

Chapter 4 Exploratory Research Design: Secondary Data 120

Chapter 5 Exploratory Research Design: Syndicated Sources of

Secondary Data 150

Chapter 6 Exploratory Research Design: Qualitative Research 176

Chapter 7 Descriptive Research Design: Survey and Observation 210

Chapter 8 Causal Research Design: Experimentation 242

Chapter 9 Measurement and Scaling: Fundamentals and Comparative

Scaling 272

Chapter 10 Measurement and Scaling: Noncomparative Scaling

Techniques 300

Chapter 11 Questionnaire and Form Design 326

Chapter 12 Sampling: Design and Procedures 366

Chapter 13 Sampling: Final and Initial Sample-Size Determination 400

Part 3 Data Collection, Analysis, and Reporting 427

Chapter 14 Field Work: Data Collection 428

Chapter 15 Data Preparation and Analysis Strategy 448

Chapter 16 Data Analysis: Frequency Distribution, Hypothesis Testing,

and Cross-Tabulation 476

Chapter 17 Data Analysis: Hypothesis Testing Related to

Differences 512

Chapter 18 Data Analysis: Correlation and Regression 548

Chapter 19 Report Preparation and Presentation 584

4

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Contents

Foreword 12

Preface 13

About the A uthor 19

Company/Product Index 21

Part 1 Introduction and Early Phases

of M arketing Research 27

Chapter 1 Introduction to Marketing

Research 28

Overview 30

Definition of Marketing Research 30

A Classification of Marketing Research 33

Marketing Research Process 35

The Role of Marketing Research in

Marketing Decision Making 37

The Decision to Conduct Marketing

Research 39

An Overview of the Marketing Research

Industry 40

Selecting a Research Supplier 43

Careers in Marketing Research 44

The Role of Marketing Research in MIS

and DSS 46

Summary Illustration Using the Opening

Vignette 47

Application to Contemporary Issues 49

International Marketing Research 49

Technology and Marketing Research 50

Ethics in Marketing Research 50

SPSS Windows and Excel 53

Summary 53 • Key Terms and

Concepts 53 • Suggested Cases

and Video Cases 54 • Live Research:

Conducting a Marketing Research

Project 54 • Acronym 54 •

Review Questions 55 • Applied

Problems 55 • Group Discussion 55

■ HEWLETT-PACKARD RUNNING

CASE 55

■ VIDEO CASE 1.1 BURKE: Learning

and Growing Through Marketing

Research 56

Chapter 2 Defining the Marketing

Research Problem and

Developing an Approach 58

Overview 60

The Importance of Defining the

Problem 62

The Process of Defining the Problem and

Developing an Approach 62

Tasks Involved in Problem Definition 63

Environmental Context of the

Problem 69

Management-Decision Problem and

Marketing Research Problem 73

Defining the Marketing Research

Problem 74

Components of the Approach 76

Summary Illustration Using the Opening

Vignette 80

International Marketing Research 82

Technology and Marketing Research 83

Ethics in Marketing Research 83

SPSS Windows 85

Summary 85 • Key Terms and

Concepts 86 • Suggested Cases

and Video Cases 86 • Live Research:

Conducting a Marketing Research

Project 86 • Acronym 87 •

Review Questions 87 • Applied

Problems 87 • Group Discussion 88

■ HEWLETT-PACKARD RUNNING

CASE 88

■ VIDEO CASE 2.1 ACCENTURE:

The Accent is in the Name 89

Part 2 Research Design Formulation 91

Chapter 3 Research Design 92

Overview 94

What Is a Research Design? 94

Basic Research Designs 96

Exploratory Research 98

Descriptive Research 100

Causal Research 104

5

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6 CONTENTS

Relationships Among Exploratory,

Descriptive, and Causal Research 106

Tasks Involved in Formulating a Research

Design 107

Research Design and the Value of

Marketing Research 108

Budgeting and Scheduling the

Project 109

Marketing Research Proposal 109

Summary Illustration Using the Opening

Vignette 111

International Marketing Research 111

Technology and Marketing Research 113

Ethics in Marketing Research 113

Summary 115 • Key Terms and

Concepts 115 • Suggested Cases

and Video Cases 115 • Live Research:

Conducting a Marketing Research

Project 116 • Acronym 116 •

Review Questions 116 • Applied

Problems 116 • Group Discussion 117

■ HEWLETT-PACKARD RUNNING

CASE 117

■ VIDEO CASE 3.1 NATIONAL FOOTBALL

LEAGUE: The King of Professional

Sports 118

Chapter 4 Exploratory Research Design:

Secondary Data 120

Overview 122

Primary Versus Secondary Data 124

Advantages and Uses of Secondary

Data 124

Disadvantages of Secondary Data 125

Criteria for Evaluating Secondary

Data 125

Classification of Secondary Data 128

External Secondary Data: Published

Sources 131

Computerized Databases 135

Combining Internal and External

Secondary Data 138

Summary Illustration Using the Opening

Vignette 141

International Marketing Research 141

Technology and Marketing

Research 144

Ethics in Marketing Research 144

SPSS Windows 146

Summary 146 • Key Terms and

Concepts 147 • Suggested Cases and

Video Cases 147 • Live Research:

Conducting 3 Marketing Research

Project 147 • Acronym 147 •

Review Questions 148 • Applied

Problems 148 • Group Discussion 148

■ HEWLETT-PACKARD RUNNING

CASE 148

■ VIDEO CASE 4.1 THE MAYO CLINIC:

Staying Healthy with Marketing

Research 149

Chapter 5 Exploratory Research Design:

Syndicated Sources of

Secondary Data 150

Overview 152

The Nature of Syndicated Data 154

A Classification of Syndicated

Services 154

Purchase and Media Panels 160

Electronic Scanner Services 162

Syndicated Data from Institutions 165

Combining Information from a Variety of

Sources: Single-Source Data 167

Summary Illustration Using the Opening

Vignette 168

International Market Research 169

Technology and Marketing

Research 170

Ethics in Marketing Research 170

Summary 172 • Key Terms and

Concepts 172 • Suggested Cases

and Video Cases 172 • Live Research:

Conducting a Marketing Research

Project 172 • Acronym 173 •

Review Questions 173 • Applied

Problems 173 ẳ Group Discussion 173

■ HEWLETT-PACKARD RUNNING

CASE 173

■ VIDEO CASE 5.1 EGO: Reinventing

Wheels 174

Chapter 6 Exploratory Research Design:

Q ualitative Research 176

Overview 178

Primary Data: Qualitative Versus

Quantitative Research 179

A Classification of Qualitative Research

Procedures 182

Focus-Group Interviews 182

Online Focus Groups 188

Applications of Focus Groups 191

Depth Interviews 192

Projective Techniques 195

Analysis of Qualitative Data 200

Summary Illustration Using the Opening

Vignette 201

International Marketing Research 201 Số hóa bởi Trung tâm Học liệu – ĐH TN http://www.lrc-tnu.edu.vn

CONTENTS 7

Chapter 7

Chapter 8

Technology and Marketing

Research 203

Ethics in Marketing Research 204

Summary 206 • Key Terms and

Concepts 206 • Suggested Cases

and Video Cases 207 • Live Research:

Conducting a Marketing Research

Project 207 • Acronyms 207 •

Review Questions 208 • Applied

Problems 208 • Group Discussion 208

■ HEWLETT-PACKARD RUNNING

CASE 208

■ VIDEO CASE 61 NIKE: Associating

Athletes, Performance, and the

Brand 209

Descriptive Research Design:

Survey and Observation 210

Overview 212

Survey Methods 213

Survey Methods Classified by Mode of

Administration 215

Observation Methods 228

A Comparison of Survey and Observation

Methods 231

Ethnographic Research 232

Other Methods of Descriptive

Research 232

Summary Illustration Using the Opening

Vignette 233

International Marketing Research 234

Technology and Marketing

Research 236

Ethics in Marketing Research 237

Summary 238 • Key Terms and

Concepts 239 • Suggested Cases

and Video Cases 239 • Live Research:

Conducting a Marketing Research

Project 239 • Acronym 240 •

Review Questions 240 • Applied

Problems 240 • Group Discussion 240

■ HEWLETT-PACKARD RUNNING

CASE 240

■ VIDEO CASE 7.1 STARBUCKS:

Staying Local while Going

Global Through Marketing

Research 241

Causal Research Design:

Experimentation 242

Overview 244

The Concept of Causality 244

Conditions for Causality 246

Role of Evidence 247

What Is Experimentation? 248

Definition of Symbols 250

Validity in Experimentation 250

Extraneous Variables 251

Controlling Extraneous Variables 252

A Classification of Experimental

Designs 2 S3

Pre-Experimental Designs 254

True Experimental Designs 256

Quasi-Experimental Designs 258

Statistical Designs 259

Selecting an Experimental Design 260

Laboratory Versus Field

Experiments 260

Limitations of Experimentation 261

Application: Test Marketing 262

Summary Illustration Using the Opening

Vignette 262

International Marketing Research 264

Technology and Marketing

Research 265

Ethics in Marketing Research 265

Summary 267 • Key Terms and

Concepts 268 • Suggested Cases

and Video Cases 268 • Live Research:

Conducting a Marketing Research

Project 268 • Acronym 269 •

Review Questions 269 • Applied

Problems 269 ế Group Discussion 270

■ HEWLETT-PACKARD RUNNING

CASE 270

■ VIDEO CASE 8.1 AFLAC: Marketing

Research Quacks a Duck 271

Chapter 9 Measurement and Scaling:

Fundamentals and Comparative

Scaling 272

Overview 274

Measurement and Scaling 274

Scale Characteristics and Levels of

Measurement 276

Primary Scales 277

Selecting a Level of Measurement 283

A Classification of Scaling

Techniques 284

Comparative Scaling Techniques 285

Relationship of Measurement and

Scaling to the Marketing Research

Process 289

Summary Illustration Using the Opening

Vignette 289

International Marketing Research 290

Technology and Marketing

Research 292

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8 CONTENTS

Ethics in Marketing Research 292

SPSS Windows 294

Summary 294 • Key Terms and

Concepts 295 • Suggested Cases

and Video Cases 295 • Live Research:

Conducting a Marketing Research

Project 295 • Acronyms 295 •

Review Questions 296 • Applied

Problems 296 • Group Discussion 297

■ HEWLETT-PACKARD RUNNING

CASE 297

■ VIDEO CASE 9 1 PROCTER &

GAMBLE: Using Marketing

Research to Build Brands 298

Chapter 10 Measurement and Scaling:

Noncomparative Scaling

Techniques 300

Overview 302

Noncomparative Scaling Techniques 302

Itemized Rating Scales 305

Noncomparative Itemized Rating Scale

Decisions 310

Multi-Item Scales 313

Scale Evaluation 315

Choosing a Scaling Technique 317

Summary Illustration Using the Opening

Vignette 318

International Marketing Research 319

Technology and Marketing Research 320

Ethics in Marketing Research 320

SPSS Windows 322

Summary 322 • Key Terms and

Concepts 323 • Suggested Cases

and Video Cases 323 • Live Research:

Conducting a Marketing Research

Project 323 • Acronym 323 •

Review Questions 324 • Applied

Problems 324 • Group Discussion 324

■ HEWLETT-PACKARD RUNNING

CASE 324

■ VIDEO CASE 10.1 NIVEA: Marketing

Research Leads to Consistency

in Marketing 325

Chapter 11 Questionnaire and Form

Design 326

Overview 328

Importance of the Questionnaire 329

Questionnaire Design Process 331

Specify the Information Needed 332

Specify the Type of Interviewing

Method 332

Determine the Content of Individual

Questions 333

Design the Question to Overcome the

Respondent's Inability to Answer 335

Design the Questionnaire to Overcome

the Respondent's Unwillingness to

Answer 336

Decide on the Question Structure 338

Determine the Question Wording 342

Arrange the Questions in Proper

Order 346

Choose the Form and Layout 349

Reproduce the Questionnaire 350

Pretest the Questionnaire 350

Observational Forms 352

Summary Illustration Using the Opening

Vignette 353

International Marketing Research 353

Technology and Marketing Research 355

Ethics in Marketing Research 356

Summary 358 • Key Terms and

Concepts 359 • Suggested Cases

and Video Cases 359 • Live Research:

Conducting a Marketing Research

Project 359 • Acronyms 359 •

Review Questions 360 • Applied

Problems 360 • Group Discussion 361

■ HEWLETT-PACKARD RUNNING

CASE 362

Appendix 11A Global Airline Performance

Questionnaire 363

■ VIDEO CASE 11.1 DUNKIN' DONUTS:

Dunking the Competition 365

Chapter 12 Sampling: Design and

Procedures 366

Overview 368

Sample or Census 369

The Sampling Design Process 371

A Classification of Sampling

Techniques 375

Nonprobability Sampling Techniques 376

Probability Sampling Techniques 380

Choosing Nonprobability Versus

Probability Sampling 386

Internet Sampling 388

Summary Illustration Using the Opening

Vignette 390

International Marketing Research 390

Technology and Marketing Research 392

Ethics in Marketing Research 393

Summary 394 • Key Terms and

Concepts 395 • Suggested Cases and

Video Cases 395 • Live Research: Số hóa bởi Trung tâm Học liệu – ĐH TN http://www.lrc-tnu.edu.vn

CONTENTS 9

Conducting a Marketing Research

Project 395 • Acronym 395 •

Review Questions 396 • Applied

Problems 396 • Group Discussion 396

■ HEWLETT-PACKARD RUNNING

CASE 397

■ VIDEO CASE 12.1 MOTOROLA:

Projecting the Moto Lifestyle 398

Chapter 13 Sampling: Final and Initial

Sample-Size Determination 400

Overview 402

Definitions and Symbols 403

The Sampling Distribution 404

Statistical Approach to Determining

Sample Size 405

The Confidence Interval Approach 406

Adjusting the Statistically Determined

Sample Size 413

Summary Illustration Using the Opening

Vignette 415

International Marketing Research 416

Technology and Marketing Research 417

Ethics in Marketing Research 417

Summary 419 • Key Terms and

Concepts 419 • Suggested Cases and

Video Cases 419 • Live Research:

Conducting a Marketing Research

Project 420 • Acronym 420 •

Review Questions 420 • Applied

Problems 420 ằ Group Discussion 421

■ HEWLETT-PACKARD RUNNING

CASE 421

Appendix 13A: The Normal Distribution 422

■ VIDEO CASE 13.1 SUBARU:

"Mr. Survey" Monitors Customer

Satisfaction 425

Part 3 Data Collection, Analysis,

and Reporting 427

Chapter 14 Field Work: Data

Collection 428

Overview 430

The Nature of Field Work 431

Field Work/Data Collection

Process 431

Selection of Field Workers 432

Training of Field Workers 433

Supervision of Field Workers 43S

Validation of Field Work 436

Evaluation of Field Workers 437

Using the Internet in Field Work 438

Summary Illustration Using the Opening

Vignette 438

International Marketing Research 440

Technology and Marketing Research 441

Ethics in Marketing Research 441

Summary 443 • Key Terms and

Concepts 443 • Suggested Cases

and Video Cases 443 • Live Research:

Conducting a Marketing Research

Project 443 • Acronyms 444 •

Review Questions 444 • Applied

Problems 444 • Group Discussion 444

■ HEWLETT-PACKARD RUNNING

CASE 445

■ VIDEO CASE 14.1 INTEL: Building

Blocks Inside Out 446

Chapter 15 Data Preparation and Analysis

Strategy 448

Overview 450

The Data Preparation Process 451

Questionnaire Checking 452

Editing 452

Coding 454

Transcribing 458

Data Cleaning 459

Variable Respecification and

Recoding 461

Selecting a Data Analysis Strategy 462

Summary Illustration Using the Opening

Vignette 463

International Marketing Research 463

Technology and Marketing Research 465

Ethics in Marketing Research 465

Software Applications 467

SPSS Windows 467

Excel 470

Summary 471 • Key Terms and

Concepts 472 • Suggested Cases

and Video Cases 472 • Live Research:

Conducting a Marketing Research

Project 472 • Acronym 472 •

Review Questions 473 • Applied

Problems 473 • Group Discussion 473

■ HEWLETT-PACKARD RUNNING

CASE 474

Chapter 16 Data Analysis: Frequency

Distribution, Hypothesis Testing,

and Cross-Tabulation 476

Overview 478

Frequency Distribution 479

Statistics Associated with Frequency

Distribution 483 Số hóa bởi Trung tâm Học liệu – ĐH TN http://www.lrc-tnu.edu.vn

10 CONTENTS

Introduction to Hypothesis Testing 487

A General Procedure for Hypothesis

Testing 487

Cross-Tabulation 492

Statistics Associated with

Cross-Tabulation 495

Cross-Tabulation in Practice 499

Summary Illustration Using the Opening

Vignette 500

Software Applications 503

SPSS Windows 503

Excel 506

Summary 507 • Key Terms and

Concepts 507 • Suggested Cases

and Video Cases 507 • Live Research:

Conducting a Marketing Research

Project 508 • Acronyms 508 •

Review Questions 508 • Applied

Problems 509 • Group Discussion 510

■ HEWLETT-PACKARD RUNNING

CASE 510

Chapter 17 Data Analysis: Hypothesis

Testing Related to

Differences 512

Overview 514

Hypotheses Testing Related

to Differences 515

One-Sample f-Test 517

Two-Sample f-Test 520

Testing Hypothesis for More Than Two

Samples 529

Summary Illustration Using the Opening

Vignette 534

Software Applications 537

SPSS Windows 537

Excel 540

Summary 542 • Key Terms and

Concepts 543 • Suggested Cases

and Video Cases 543 • Live Research:

Conducting a Marketing Research

Project 543 • Acronym 543 •

Review Questions 544 • Applied

Problems 544 • Group Discussion 546

■ HEWLETT-PACKARD RUNNING

CASE 546

Chapter 18 Data Analysis: Correlation

and Regression 548

Overview 550

Product Moment Correlation 551

Regression Analysis 557

Bivariate Regression 557

Conducting Bivariate Regression

Analysis 557

Multiple Regression 566

Conducting Multiple Regression

Analysis 567

Summary Illustration Using the Opening

Vignette 572

Software Applications 575

SPSS Windows 576

Excel 578

Summary 579 • Key Terms and

Concepts 579 • Suggested Cases

and Video Cases 579 • Live Research:

Conducting a Marketing Research

Project 580 • Acronym 580 •

Review Questions 580 • Applied

Problems 581 • Group Discussion 582

■ HEWLETT-PACKARD RUNNING

CASE 583

Chapter 19 Report Preparation and

Presentation 584

Overview 586

Importance of the Report and

Presentation 586

The Report Preparation and Presentation

Process 587

Report Preparation 589

Oral Presentation and

Dissemination 597

Research Follow-Up 598

Summary Illustration Using

the Opening Vignette 599

International Marketing

Research 599

Technology and Marketing

Research 601

Ethics in Marketing Research 601

Software Applications 603

SPSS Windows 603

Summary 604 • Key Terms and

Concepts 604 • Suggested Cases

and Video Cases 604 • Live Research:

Conducting a Marketing Research

Project 604 • Acronyms 605 •

Review Questions 605 • Applied

Problems 606 • Group

Discussion 606

■ HEWLETT-PACKARD RUNNING

CASE 606

■ VIDEO CASE 19.1 MARRIOTT:

Marketing Research Leads to

Expanded Offerings 607

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CONTENTS 11

CASE 1.1

CASE 2.1

CASE 2.2

CASE 2.3

HEWLETT-PACKARD (HP):

Using Marketing Research

to Gain a Competitive Edge 609

AMERICAN IDOL:

A Big Hit for Marketing

Research? 614

BASKIN-ROBBINS:

Can It Bask in the Good 'Ole

Days? 616

KID STUFF?: Determining

the Best Positioning strategy

for Akron children's Hospital 618

CASE 3.1 BANK OF AMERICA: Leading the

American Way 620

CASE 3.2 MCDONALD'S: The World's Number

One Fast-Food Company! 625

CASE 3.3 BOEING: Taking Flight 631

Appendix: Statistical Tables 637

Notes 649

Photo Credits 661

Name Index 663

Subject Index 665

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Foreword

Basic Marketing Research: A Decision-Making Approach, third edition, is yet another out￾standing text book from Dr. Naresh K. Malhotra, a very well-known and highly successful

author, researcher, and teacher. Dr. Malhotra's highly successful previous text. Marketing

Research: An Applied Orientation, has been translated into Chinese, Spanish, Portuguese,

French, Russian. Hungarian, Indonesian, and Japanese and published in several English

editions including North American, International, European, Indian, and Australian edi￾tions. This text will likely follow suit.

Basic Marketing Research: A Decision-Making Approach, third edition, carries Dr.

Malhotra’s skills and expertise in marketing research to the next level. With its focus on

contemporary issues such as international marketing research, the newer technologies, and

practical ethics, the book effectively captures the current environment. The application of

Web-based marketing research is integrated in a pervasive way throughout the book. That's

state-of-the-art.

The book is rich in real-world examples that bring the student closer to the business

world and everyday realities of the marketplace. The opening vignettes, interwoven

throughout the respective chapters, further illustrate the marketing research concepts in

real-life settings. The Experiential Learning exercises provide a rich hands-on experience.

The research-in-action examples, case studies, and video case studies are great learning

tools and further reinforce the highly applied and managerial orientation of the text.

Particularly noteworthy are the additions of comprehensive critical thinking cases and sev￾eral other cases that include actual questionnaires and the resulting data. There are many

diagrams, figures and concept maps in each chapter that truly enhance learning. The

lessons are conceptually sound, technically accurate, and communicate basic research con￾cepts with simplicity and clarity. The book is strong in qualitative concepts and imparts the

necessary quantitative knowledge and skills, with the use of SPSS, Excel, and other statis￾tical software. The SPSS and Excel demonstration movies, screen captures, step-by-step

instructions, and Study Guide and Technology M anual provide the greatest resources

available anywhere for students to learn these programs.

Basic Marketing Research: A Decision-Making Approach, third edition, provides a

strong foundation that I believe every student should have. This book is unsurpassed as a

basis for students to become researchers and intelligent users of marketing research.

William D. Neal

Senior Partner

SDR Consulting

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