Prizm and esri's tapestry are two of the most widely used tools for _______ segmentation.

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Pearson Global Edition

GLOBAL EDITION

For these Global Editions, the editorial team at Pearson has collaborated with educators across the world to address a wide range of subjects and requirements, equipping students with the best possible learning tools. This Global Edition preserves the cutting-edge approach and pedagogy of the original, but also features alterations, customization, and adaptation from the North American version.

GLOBAL EDITION

M arketing Research

Marketing Research EIGHTH EDITION

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1. Features to make reading more interesting

FEATURE DESCRIPTION BENEFIT

Opening vignettes Each chapter begins with a short description of a marketing research company’s features or an organization’s services such how firms deal with survey data quality.

Previews the material in the textbook by showing you how it is used in marketing research

Current insights from indus- try professionals

“War stories” and recommendations from seasoned practitioners of marketing research

Illustrates how the technique or theory should be applied or gives some hints on ways to use it effectively

Global Applications Examples of global marketing research in action Fosters awareness that over one-half of marketing research is per- formed in international markets

Ethical Considerations Situations that show how ethical marketing researchers behave using the actual code of marketing research standards adopted by the Marketing Research Association

Reveals that marketing researchers are aware of ethical dilemmas and seek to act honorably

Practical Applications “Nuts and bolts” examples of how marketing research is performed and features new techniques such as neuromarketing

Gives a “learning by seeing” perspective on real-world marketing research practice

Digital Marketing Research Applications

Information is provided on how technology is impacting marketing research both as a source of information and the creation of new products designed to cultivate the information

You will see how new innovations create opportunities for mar- keting research firms to add new services designed to provide information created by the new information sources

2. Features to help you study for exams

FEATURE DESCRIPTION BENEFIT

Chapter objectives Bulleted items listing the major topics and issues addressed in the chapter

Alerts you to the major topics that you should recall after reading the chapter

Marginal notes One-sentence summaries of key concepts Reminds you of the central point of the material in that section

Chapter summaries Summaries of the key points in the chapter Reminds you of the chapter highlights

Key terms Important terms defined within the chapter and listed at the end of the chapter.

Helps you assess your knowledge of the chapter material and review key topics

Review questions Assessment questions to challenge your understanding of the theories and topics covered within the chapter

Assists you in learning whether you know what you need to know about the major topics presented in the chapter

Companion website The student resources on this website include chapter outlines, case study hints, online tests, and PowerPoint slides

Offers online pre- and post-tests, PowerPoint files, case study hints, and SPSS tutorials and datasets

3. Elements that help you apply the knowledge you’ve gained

FEATURE DESCRIPTION BENEFIT

End-of-chapter cases Case studies that ask you to apply the material you’ve learned in the chapter

Helps you learn how to use the material that sometimes must be customized for a particular marketing research case

Synthesize Your Learning Exercises that ask you to apply and integrate material from across three to four chapters

related across chapters

Integrated Case A case study running throughout the book which you study through end-of-chapter exercises across most of the steps in the marketing research process

Integration of IBM SPSS Statistics Version 23

The most widely adopted statistical analysis program in the world, with annotated screenshots and output, plus step-by-step “how to do it” instructions

Teaches you the statistical analysis program that is the standard of the marketing research industry.

Online SPSS datasets SPSS data sets for cases in the textbook, including the integrated case at www.pearsonglobaleditions.com/Burns worrying about set-up or clean-up

SPSS student assistant Stand-alone modules with animation and annotated screen shots to show you how to use many SPSS features at www.pearsonglobaleditions.com/Burns

Handy reference for many SPSS functions and features, including statistical analyses

A BRIEF GUIDE TO GETTING THE MOST FROM THIS BOOK

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E I G H T H E D I T I O N G L O B A L E D I T I O N

MARKETING RESEARCH

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Alvin C. Burns Louisiana State University

Ann Veeck Western Michigan University

Ronald F. Bush University of West Florida

MARKETING RESEARCH

E I G H T H E D I T I O N G L O B A L E D I T I O N

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The rights of Alvin C. Burns, Ann Veeck, and Ronald F. Bush to be identified as the authors of this work have been asserted by them in accordance with the Copyright, Designs and Patents Act 1988.

Authorized adaptation from the United States edition, entitled Marketing Research, 8th Edition, ISBN 978-0-13-416740-4 by Alvin C. Burns, Ann Veeck, and Ronald F. Bush, published by Pearson Education © 2017.

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the publisher or a license permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd, Saffron House, 6–10 Kirby Street, London EC1N 8TS.

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Only we know how much our spouses, Jeanne, Greg, and Libbo, have sacrificed during the times we have devoted to this book. We are fortunate in that, for all of us, our spouses are our best friends and smiling supporters.

Al Burns, Louisiana State University

Ann Veeck, Western Michigan University

Ron Bush, University of West Florida

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Preface 21

Chapter 1 Introduction to Marketing Research 32

Chapter 2 The Marketing Research Industry 48

Chapter 3 The Marketing Research Process and Defining the Problem and Research Objectives 66

Chapter 4 Research Design 90

Chapter 5 Secondary Data and Packaged Information 114

Chapter 6 Qualitative Research Techniques 142

Chapter 7 Evaluating Survey Data Collection Methods 170

Chapter 8 Understanding Measurement, Developing Questions, and Designing the Questionnaire 204

Chapter 9 Selecting the Sample 236

Chapter 10 Determining the Size of a Sample 262

Chapter 11 Dealing with Fieldwork and Data Quality Issues 288

Chapter 12 Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses 314

Chapter 13 Implementing Basic Differences Tests 350

Chapter 14 Making Use of Associations Tests 376

Chapter 15 Understanding Regression Analysis Basics 406

Chapter 16 The Research Report 432

Endnotes 461 Name Index 477 Subject Index 481

Brief Contents

6

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Preface 21

Chapter 1 Introduction to Marketing Research 32 1- 1 Marketing Research Is Part of Marketing 34

The Philosophy of the Marketing Concept Guides Managers’ Decisions 36 The “Right” Marketing Strategy 36

1- 2 What Is Marketing Research? 37 Is It Market ing Research or Market Research? 37 The Function of Marketing Research 37

1- 3 What Are the Uses of Marketing Research? 38 Identifying Market Opportunities and Problems 38 Generating, Refining, and Evaluating Potential Marketing Actions 38

Selecting Target Markets 39 Product Research 39 Pricing Research 39 Promotion Research 39 Distribution Research 39

Monitoring Marketing Performance 40 Improving Marketing as a Process 40 Marketing Research Is Sometimes Wrong 41

1- 4 The Marketing Information System 41 Components of an MIS 42

Internal Reports System 42 Marketing Intelligence System 42 Marketing Decision Support System (DSS) 42 Marketing Research System 43

Summary 44 • Key Terms 45 • Review Questions/ Applications 45 Case 1. 1 Anderson Construction 46 Case 1. 2 Integrated Case: Auto Concepts 46

Chapter 2 The Marketing Research Industry 48 2- 1 Evolution of an Industry 50

Earliest Known Studies 50 Why Did the Industry Grow? 50 The 20th Century Led to a “Mature Industry” 51

2- 2 Who Conducts Marketing Research? 51 Client-Side Marketing Research 51 Supply-Side Marketing Research 53

2- 3 The Industry Structure 53 Firm Size by Revenue 53 Types of Firms and Their Specialties 54 Industry Performance 54

Contents

7

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8 CONTENTS

2- 4 Challenges to the Marketing Research Industry 56 New and Evolving Sources of Data and Methods 56 Effective Communication of Results 58 Need for Talented and Skilled Employees 58

2- 5 Industry Initiatives 58 Industry Performance Initiatives 58

Best Practices 58 Maintaining Public Credibility of Research 58 Monitoring Industry Trends 59 Improving Ethical Conduct 59 Certification of Qualified Research Professionals 60 Continuing Education 61

2- 6 A Career in Marketing Research 62 Where You’ve Been and Where You’re Headed! 63

Summary 63 • Key Terms 63 • Review Questions/ Applications 64 Case 2. 1 Heritage Research Associates 64

Chapter 3 The Marketing Research Process and Defining the Problem and Research Objectives 66 3- 1 The Marketing Research Process 67

The 11-Step Process 67 Caveats to a Step-by-Step Process 68

Why 11 Steps? 68 Not All Studies Use All 11 Steps 69 Steps Are Not Always Followed in Order 69

Introducing “Where We Are” 69 Step 1: Establish the Need for Marketing Research 69

The Information Is Already Available 70 The Timing Is Wrong to Conduct Marketing Research 70 Costs Outweigh the Value of Marketing Research 71

Step 2: Define the Problem 71 Step 3: Establish Research Objectives 71 Step 4: Determine Research Design 72 Step 5: Identify Information Types and Sources 72 Step 6: Determine Methods of Accessing Data 72 Step 7: Design Data Collection Forms 72 Step 8: Determine the Sample Plan and Size 73 Step 9: Collect Data 73 Step 10: Analyze Data 73 Step 11: Prepare and Present the Final Research Report 74

3- 2 Defining the Problem 74 1. Recognize the Problem 75

Failure to Meet an Objective 75 Identification of an Opportunity 75

2. Understand the Background of the Problem 76 Conduct a Situation Analysis 76 Clarify the Symptoms 77 Determine the Probable Causes of the Symptom 77 Determine Alternative Decisions 78

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CONTENTS 9

3. Determine What Decisions Need to Be Made 78 Specify Decision Alternatives 78 Weigh the Alternatives 78

4. Identify What Additional Information Is Needed 79 Inventory the Current Information State 79 Identify the Information Gaps 79

5. Formulate the Problem Statement 80 3- 3 Research Objectives 80

Using Hypotheses 81 Defining Constructs 81

What Is the Unit of Measurement? 82 What Is the Proper Frame of Reference? 83

3- 4 Action Standards 83 Impediments to Problem Definition 84

3- 5 The Marketing Research Proposal 85 Elements of the Proposal 85 Ethical Issues and the Research Proposal 86

Summary 86 • Key Terms 87 • Review Questions/ Applications 87 Case 3. 1 Golf Technologies, Inc. 88 Case 3. 2 Integrated Case: Auto Concepts 89

Chapter 4 Research Design 90 4- 1 Research Design 92

Why Is Knowledge of Research Design Important? 92 4- 2 Three Types of Research Designs 93

Research Design: A Caution 94 4- 3 Exploratory Research 94

Uses of Exploratory Research 95 Gain Background Information 95 Define Terms 95 Clarify Problems and Hypotheses 95 Establish Research Priorities 96

Methods of Conducting Exploratory Research 96 Secondary Data Analysis 96 Experience Surveys 96 Case Analysis 96 Focus Groups 98

4- 4 Descriptive Research 98 Classification of Descriptive Research Studies 99

4- 5 Causal Research 102 Experiments 102 Experimental Design 103

Before-After with Control Group 104 How Valid Are Experiments? 105 Types of Experiments 106

4- 6 Test Marketing 107 Types of Test Markets 107

Standard Test Market 107 Controlled Test Markets 107

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10 CONTENTS

Electronic Test Markets 108 Simulated Test Markets 109

Selecting Test-Market Cities 109 Pros and Cons of Test Marketing 109

Summary 110 • Key Terms 111 • Review Questions/ Applications 111 Case 4. 1 Memos from a Researcher 112

Chapter 5 Secondary Data and Packaged Information 114 5- 1 Big Data 116 5- 2 Primary Versus Secondary Data 116

Uses of Secondary Data 118 5- 3 Classification of Secondary Data 119

Internal Secondary Data 119 External Secondary Data 120

Published Sources 122 Official Statistics 123 Data Aggregators 124

5- 4 Advantages and Disadvantages of Secondary Data 124 Advantages of Secondary Data 124 Disadvantages of Secondary Data 124

Incompatible Reporting Units 124 Mismatched Measurement Units 124 Unusable Class Definitions 125 Outdated Data 125

5- 5 Evaluating Secondary Data 125 What Was the Purpose of the Study? 125 Who Collected the Information? 126 What Information Was Collected? 126 How Was the Information Obtained? 126 How Consistent Is the Information with Other Information? 128

5- 6 The American Community Survey 128 5- 7 What Is Packaged Information? 129

Syndicated Data 129 Packaged Services 131

5- 8 Advantages and Disadvantages of Packaged Information 132

Syndicated Data 132 Packaged Services 132

5- 9 Applications of Packaged Information 132 Measuring Consumer Attitudes and Opinions 133 Market Segmentation 133 Monitoring Media Usage and Promotion Effectiveness 133 Market Tracking Studies 134

5- 10 Social Media Data 134 Types of Information 134

Reviews 135 Tips 135 New Uses 135 Competitor News 135

Advantages and Disadvantages of Social Media Data 135 Tools to Monitor Social Media 136

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CONTENTS 11

5- 11 Internet of Things 136 Summary 138 • Key Terms 139 • Review Questions/ Applications 139 Case 5. 1 The Men’s Market for Athleisure 140

Chapter 6 Qualitative Research Techniques 142 6- 1 Quantitative, Qualitative, and Mixed Methods Research 143 6- 2 Observation Techniques 146

Types of Observation 146 Direct Versus Indirect 146 Covert Versus Overt 147 Structured Versus Unstructured 147 In Situ Versus Invented 147

Appropriate Conditions for the Use of Observation 147 Advantages of Observational Data 148 Limitations of Observational Data 148

6- 3 Focus Groups 149 How Focus Groups Work 150 Online Focus Groups 151 Advantages of Focus Groups 151 Disadvantages of Focus Groups 152 When Should Focus Groups Be Used? 152 When Should Focus Groups Not Be Used? 152 Some Objectives of Focus Groups 152 Operational Aspects of Traditional Focus Groups 153

How Many People Should Be in a Focus Group? 153 Who Should Be in the Focus Group? 153 How Many Focus Groups Should Be Conducted? 154 How Should Focus Group Participants Be Recruited and Selected? 154 Where Should a Focus Group Meet? 154 When Should the Moderator Become Involved in the Research Project? 155 How Are Focus Group Results Reported and Used? 155 What Other Benefits Do Focus Groups Offer? 155

6- 4 Ethnographic Research 156 Mobile Ethnography 156 Netnography 157

6- 5 Marketing Research Online Communities 158 6- 6 Other Qualitative Research Techniques 159

In-Depth Interviews 159 Protocol Analysis 160 Projective Techniques 161

Word-Association Test 161 Sentence-Completion Test 161 Picture Test 162 Cartoon or Balloon Test 162 Role-Playing Activity 162

Neuromarketing 163 Neuroimaging 163

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12 CONTENTS

Eye Tracking 164 Facial Coding 164 The Controversy 164

Still More Qualitative Techniques 164 Summary 166 • Key Terms 167 • Review Questions/ Applications 167 Case 6. 1 The College Experience 168 Case 6. 2 Integrated Case: Auto Concepts 169

Chapter 7 Evaluating Survey Data Collection Methods 170 7- 1 Advantages of Surveys 172 7- 2 Modes of Data Collection 174

Data Collection and Impact of Technology 174 Person-Administered Surveys 175

Advantages of Person-Administered Surveys 175 Disadvantages of Person-Administered Surveys 176

Computer-Assisted Surveys 177 Advantages of Computer-Assisted Surveys 177 Disadvantages of Computer-Assisted Surveys 177

Self-Administered Surveys 178 Advantages of Self-Administered Surveys 178 Disadvantages of Self-Administered Surveys 178

Computer-Administered Surveys 179 Advantages of Computer-Administered Surveys 179 Disadvantage of Computer-Administered Surveys 180

Mixed-Mode Surveys 180 Advantage of Mixed-Mode Surveys 180 Disadvantages of Mixed-Mode Surveys 180

7- 3 Descriptions of Data Collection Methods 181 Person-Administered/Computer-Assisted Interviews 182

In-Home Surveys 182 Mall-Intercept Surveys 183 In-Office Surveys 184 Telephone Surveys 184

Computer-Administered Interviews 188 Fully Automated Survey 188 Online Surveys 189

Self-Administered Surveys 191 Group Self-Administered Survey 191 Drop-Off Survey 191 Mail Survey 192

7- 4 Working with a Panel Company 193 Advantages of Using a Panel Company 194 Disadvantages of Using a Panel Company 194 Top Panel Companies 195

7- 5 Choice of the Survey Method 196 How Fast Is the Data Collection? 197 How Much Does the Data Collection Cost? 197 How Good Is the Data Quality? 197 Other Considerations 198

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Summary 199 • Key Terms 200 • Review Questions/ Applications 200 Case 7. 1 Machu Picchu National Park Survey 201 Case 7. 2 Advantage Research, Inc. 202

Chapter 8 Understanding Measurement, Developing Questions, and Designing the Questionnaire 204 8- 1 Basic Measurement Concepts 205 8- 2 Types of Measures 206

Nominal Measures 206 Ordinal Measures 207 Scale Measures 207

8- 3 Interval Scales Commonly Used in Marketing Research 209 The Likert Scale 209 The Semantic Differential Scale 210 The Stapel Scale 212 Two Issues with Interval Scales Used in Marketing Research 213 The Scale Should Fit the Construct 214

8- 4 Reliability and Validity of Measurements 215 8- 5 Designing a Questionnaire 216

The Questionnaire Design Process 216 8- 6 Developing Questions 217

Four Dos of Question Wording 218 The Question Should Be Focused on a Single Issue or Topic 218 The Question Should Be Brief 218 The Question Should Be Grammatically Simple 218 The Question Should Be Crystal Clear 219

Four Do Not’s of Question Wording 219 Do Not “Lead” the Respondent to a Particular Answer 219 Do Not Use “Loaded” Wording or Phrasing 220 Do Not Use a “Double-Barreled” Question 220 Do Not Use Words That Overstate the Case 220

8- 7 Questionnaire Organization 222 The Introduction 223

Who is Doing the Survey? 223 What is the Survey About? 223 How did You Pick Me? 223 Motivate Me to Participate 223 Am I Qualified to Take Part? 224

Question Flow 224 8- 8 Computer-Assisted Questionnaire Design 227

Question Creation 227 Skip and Display Logic 228 Data Collection and Creation of Data Files 228 Ready-Made Respondents 228 Data Analysis, Graphs, and Downloading Data 228

8- 9 Finalize the Questionnaire 229 Coding the Questionnaire 229 Pretesting the Questionnaire 230

Summary 232 • Key Terms 232 • Review Questions/ Applications 233

CONTENTS 13

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Case 8. 1 Extreme Exposure Rock Climbing Center Faces The Krag 234 Case 8. 2 Integrated Case: Auto Concepts 235

Chapter 9 Selecting the Sample 236 9- 1 Basic Concepts in Samples and Sampling 238

Population 238 Census 238 Sample and Sample Unit 239 Sample Frame and Sample Frame Error 239 Sampling Error 240

9- 2 Reasons for Taking a Sample 240 9- 3 Probability Versus Nonprobability Sampling Methods 241 9- 4 Probability Sampling Methods 242

Simple Random Sampling 242 Systematic Sampling 245 Cluster Sampling 248 Stratified Sampling 250

9- 5 Nonprobability Sampling Methods 253 Convenience Samples 253 Purposive Samples 255 Chain Referral Samples 256 Quota Samples 256

9- 6 Online Sampling Techniques 256 Online Panel Samples 257 River Samples 257 Email List Samples 257

9- 7 Developing a Sample Plan 257 Summary 258 • Key Terms 258 • Review Questions/ Applications 259 Case 9. 1 Peaceful Valley Subdivision: Trouble in Suburbia 260 Case 9. 2 Jet’s Pets 261

Chapter 10 Determining the Size of a Sample 262 10- 1 Sample Size Axioms 265 10- 2 The Confidence Interval Method of Determining Sample Size 265

Sample Size and Accuracy 266 p and q: The Concept of Variability 267 The Concept of a Confidence Interval 269 How Population Size ( N ) Affects Sample Size 271

10- 3 The Sample Size Formula 271 Determining Sample Size via the Confidence Interval Formula 271

Variability: p × q 272 Acceptable Margin of Sample Error: e 272 Level of Confidence: z 272

10- 4 Practical Considerations in Sample Size Determination 274

How to Estimate Variability in the Population 275 How to Determine the Amount of Acceptable Sample Error 275

14 CONTENTS

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CONTENTS 15

How to Decide on the Level of Confidence 275 How to Balance Sample Size with the Cost of Data Collection 276

10- 5 Other Methods of Sample Size Determination 276 Arbitrary “Percent Rule of Thumb” Sample Size 277 Conventional Sample Size Specification 278 Statistical Analysis Requirements Sample Size Specification 278 Cost Basis of Sample Size Specification 279

10- 6 Three Special Sample Size Determination Situations 280 Sampling from Small Populations 280 Sample Size Using Nonprobability Sampling 281 Sampling from Panels 283

Summary 283 • Key Terms 284 • Review Questions/ Applications 284 Case 10. 1 Target: Deciding on the Number of Telephone Numbers 286 Case 10. 2 Scope Mouthwash 287

Chapter 11 Dealing with Fieldwork and Data Quality Issues 288 11- 1 Data Collection and Nonsampling Error 289 11- 2 Possible Errors in Field Data Collection 290

Intentional Fieldworker Errors 290 Unintentional Fieldworker Errors 291 Intentional Respondent Errors 293 Unintentional Respondent Errors 293

11- 3 Field Data Collection Quality Controls 296 Control of Intentional Fieldworker Error 296 Control of Unintentional Fieldworker Error 297 Control of Intentional Respondent Error 298 Control of Unintentional Respondent Error 299 Final Comment on the Control of Data Collection Errors 299

11- 4 Nonresponse Error 300 Refusals to Participate in the Survey 301 Break-offs During the Interview 301 Refusals to Answer Specific Questions (Item Omission) 301 What Is a Completed Interview? 301 Measuring Response Rate in Surveys 302

11- 5 How Panel Companies Control Error 304 11- 6 Dataset, Coding Data, and the Data Code Book 305 11- 7 Data Quality Issues 306

What to Look for in Raw Data Inspection 307 Incomplete Response 307 Nonresponses to Specific Questions (Item Omissions) 307 Yea- or Nay-Saying Patterns 307 Middle-of-the-Road Patterns 308 Other Data Quality Problems 308 How to Handle Data Quality Issues 308

Summary 310 • Key Terms 310 • Review Questions/ Applications 310 Case 11. 1 Skunk Juice 311 Case 11. 2 Sony Televisions Ultra HD TV Survey 312

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Chapter 12 Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses 314 12- 1 Types of Statistical Analyses Used in Marketing Research 317

Descriptive Analysis 317 Inference Analysis 318 Difference Analysis 318 Association Analysis 318 Relationships Analysis 318

12- 2 Understanding Descriptive Analysis 319 Measures of Central Tendency: Summarizing the “Typical” Respondent 319

Mode 319 Median 319 Mean 320

Measures of Variability: Relating the Diversity of Respondents 320 Frequency and Percentage Distribution 320 Range 321 Standard Deviation 321

12- 3 When to Use a Particular Descriptive Measure 322 12- 4 The Auto Concepts Survey: Obtaining Descriptive Statistics with SPSS 323

Integrated Case 323 Use SPSS to Open Up and Use the Auto Concepts Dataset 324 Obtaining a Frequency Distribution and the Mode with SPSS 325 Finding the Median with SPSS 326 Finding the Mean, Range, and Standard Deviation with SPSS 327

12- 5 Reporting Descriptive Statistics to Clients 329 Reporting Scale Data (Ratio and Interval Scales) 329 Reporting Nominal or Categorical Data 330

12- 6 Statistical Inference: Sample Statistics and Population Parameters 331 12- 7 Parameter Estimation: Estimating the Population Percent or Mean 332

Sample Statistic 333 Standard Error 333 Confidence Intervals 335 How to Interpret an Estimated Population Mean or Percentage Range 336

12- 8 The Auto Concepts Survey: How to Obtain and Use a Confidence Interval for a Mean with SPSS 337 12- 9 Reporting Confidence Intervals to Clients 338 12- 10 Hypothesis Tests 340

Test of the Hypothesized Population Parameter Value 340 Auto Concepts: How to Use SPSS to Test a Hypothesis for a Mean 342

12- 11 Reporting Hypothesis Tests to Clients 344 Summary 345 • Key Terms 345 • Review Questions/ Applications 345 Case 12. 1 L’Experience Félicité Restaurant Survey Descriptive and Inference Analysis 346 Case 12. 2 Integrated Case: Auto Concepts Descriptive and Inference Analysis 348

16 CONTENTS

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Chapter 13 Implementing Basic Differences Tests 350 13- 1 Why Differences Are Important 351 13- 2 Small Sample Sizes: The Use of a t Test or a z Test and How SPSS Eliminates the Worry 354 13- 3 Testing for Significant Differences Between Two Groups 355

Differences Between Percentages with Two Groups (Independent Samples) 355 How to Use SPSS for Differences Between Percentages of Two Groups 358 Differences Between Means with Two Groups (Independent Samples) 358

Integrated Case: The Auto Concepts Survey: How to Perform an Independent Sample 360 13- 4 Testing for Significant Differences in Means Among More Than Two Groups: Analysis of Variance 364

Basics of Analysis of Variance 364 Post Hoc Tests: Detect Statistically Significant Differences Among Group Means 366

Integrated Case: Auto Concepts: How to Run Analysis of Variance on SPSS 366

Interpreting ANOVA (Analysis of Variance) 369 13- 5 Reporting Group Differences Tests to Clients 369 13- 6 Differences Between Two Means Within the Same Sample (Paired Sample) 369 Integrated Case: The Auto Concepts Survey: How to Perform a Paired Samples t test 371 13- 7 Null Hypotheses for Differences Tests Summary 372 Summary 373 • Key Terms 373 • Review Questions/ Applications 373 Case 13. 1 L’Experience Félicité Restaurant Survey Differences Analysis 375 Case 13. 2 Integrated Case: The Auto Concepts Survey Differences Analysis 375

Chapter 14 Making Use of Associations Tests 376 14- 1 Types of Relationships Between Two Variables 378

Linear and Curvilinear Relationships 378 Monotonic Relationships 379 Nonmonotonic Relationships 380

14- 2 Characterizing Relationships Between Variables 380 Presence 380 Direction (or Pattern) 380 Strength of Association 381

14- 3 Correlation Coefficients and Covariation 382 Rules of Thumb for Correlation Strength 382 The Correlation Sign: The Direction of the Relationship 383 Graphing Covariation Using Scatter Diagrams 383

14- 4 The Pearson Product Moment Correlation Coefficient 384 Integrated Case: Auto Concepts: How to Obtain Pearson Product Moment Correlation(s) with SPSS 387 14- 5 Reporting Correlation Findings to Clients 389

CONTENTS 17

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14- 6 Cross-Tabulations 389 Cross-Tabulation Analysis 390 Types of Frequencies and Percentages in a Cross-Tabulation Table 390

14- 7 Chi-Square Analysis 393 Observed and Expected Frequencies 393 The Computed x 2 Value 394 The Chi-Square Distribution 394 How to Interpret a Chi-Square Result 396

Integrated Case: Auto Concepts: Analyzing Cross-Tabulations for Significant Associations by Performing Chi-Square Analysis with SPSS 398 14- 8 Reporting Cross-Tabulation Findings to Clients 400 14- 9 Special Considerations in Association Procedures 400 Summary 402 • Key Terms 402 • Review Questions/ Applications 403 Case 14. 1 L’Experience Félicité Restaurant Survey Associative Analysis 404 Case 14. 2 Integrated Case: The Auto Concepts Survey Associative Analysis 405

Chapter 15 Understanding Regression Analysis Basics 406 15- 1 Bivariate Linear Regression Analysis 407

Basic Concepts in Regression Analysis 408 Independent and Dependent Variables 408 Computing the Slope and the Intercept 408

How to Improve a Regression Analysis Finding 408 15- 2 Multiple Regression Analysis 410

An Underlying Conceptual Model 410 Multiple Regression Analysis Described 412

Basic Assumptions in Multiple Regression 412 Integrated Case: Auto Concepts: How to Run and Interpret Multiple Regression Analysis on SPSS 415

“Trimming” the Regression for Significant Findings 416 Special Uses of Multiple Regression Analysis 417

Using a “Dummy” Independent Variable 417 Using Standardized Betas to Compare the Importance of Independent Variables 418 Using Multiple Regression as a Screening Device 418 Interpreting the Findings of Multiple Regression Analysis 419

15- 3 Stepwise Multiple Regression 422 How to Do Stepwise Multiple Regression with SPSS 422 Step-by-Step Summary of How to Perform Multiple Regression Analysis 422

15- 4 Warnings Regarding Multiple Regression Analysis 423 15- 5 Reporting Regression Findings to Clients 425 Summary 428 • Key Terms 428 • Review Questions/ Applications 428 Case 15. 1 L’Experience Félicité Restaurant Survey Regression Analysis 430 Case 15. 2 Integrated Case: Auto Concepts Segmentation Analysis 430

18 CONTENTS

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Chapter 16 The Research Report 432 16- 1 The Importance of the Marketing Research Report 435

Improving the Efficiency of Report Writing 435 16- 2 Know Your Audience 435 16- 3 Avoid Plagiarism! 436 16- 4 Elements of the Report 437

Front Matter 437 Title Page 438 Letter of Authorization 438 Letter/Memo of Transmittal 439 Table of Contents 440 List of Illustrations 441 Abstract/Executive Summary 441

Body 442 Introduction 442 Research Objectives 442 Method 442 Method or Methodology? 442 Results 443 Limitations 443 Conclusions and Recommendations 443

End Matter 444 16- 5 Guidelines and Principles for the Written Report 444

Headings and Subheadings 444 Visuals 444 Style 445

16- 6 Using Visuals: Tables and Figures 446 Tables 446 Pie Charts 446 Bar Charts 449 Line Graphs 449 Flow Diagrams 451

16- 7 Producing an Appropriate Visual 451 16- 8 Presenting Your Research Orally 452 16- 9 Alternative Ways to Present Findings 452

Videos 454 Infographics 455

16- 10 Disseminating Results Throughout an Organization 455 Dashboards 455

Summary 456 • Key Terms 457 • Review Questions/ Applications 457 Case 16. 1 Integrated Case: Auto Concepts: Report Writing 458 Case 16. 2 Integrated Case: Auto Concepts: Making a PowerPoint Presentation 459

Endnotes 461 Name Index 477 Subject Index 481

CONTENTS 19

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What’s New and What’s Tried and True in the Eighth Edition?

■ New! Ann Veeck, Co-author. The eighth edition of Marketing Research heralds a sig- nificant change in authors. For the past seven editions, this textbook has been authored by Al Burns and Ron Bush. Ron shifted into retirement soon after the seventh edition was published, and Ann Veeck came aboard. Ann has impeccable credentials, includ- ing a Master of Marketing Research degree from the Terry College of Business at the University of Georgia. Ann has taught marketing research and used Burns and Bush textbook editions for a number of years. Ann’s contributions appear throughout the eighth edition and especially in coverage of the marketing research industry, the market- ing research process and problem definition, research design, secondary and packaged information, and qualitative research techniques. Ann is also on top of digital market- ing research and big data analytics. Those adopters who have used previous editions of Marketing Research will nevertheless recognize coverage and contributions by Ron Bush and, while Ron is not an active writer of the eighth edition, we have retained his name as co-author for this reason. So the eighth edition of Marketing Research marks the transition of Burns and Bush to Burns, Veeck, and Bush, with the expectation that the ninth edition will be Burns and Veeck.

Benefit: As a longtime user of Marketing Research and an accomplished teacher of countless marketing research students, Ann’s contributions continue the tradition of intuitive and immediately understandable coverage of this subject matter.

■ New! Big Changes in the Industry, Subtle Shifts in the Textbook. Those of us in the marketing research business cannot help but notice the huge changes taking place. Big data and marketing analytics have arrived; social media marketing research practices are on the scene; qualitative research has become much more common; technological innovations happen daily; panels have become the way of surveys; data visualization, infographics, and dashboards are the preferred presentation vehicles. As seasoned marketing educators and perceptive textbook authors, we are well aware that instruc- tors intensely dislike dramatic changes in new editions of textbooks they have used for some time. So, we have addressed the big changes in marketing research not with a major rewriting of the tried-and-true coverage in prior editions but with a more evolu- tionary approach by adding new sections, composing Marketing Research Insights as illustrations, and recasting some chapter sections to be consistent with current practice. We advise the adopters of the eighth edition to do as we do. When teaching marketing research to our own students, we use the text book coverage as a springboard to current practices and examples that we glean by keeping up with Quirk’s Marketing Research Review , GreenBook , and other marketing research industry news sources.

Benefit: Adopters of the eighth edition will notice the modernization of coverage, but they will not be shocked or inconvenienced by huge changes in organization, topic coverage, and flow of material in the text book .

■ New! Digital Marketing Research. We firmly believe that new technologies, princi- pally computer-based innovations, are profoundly changing the practice of marketing research, and while we termed it social media marketing research and mobile marketing research in our previous edition, those terms do not completely capture what is happen- ing. So, we have opted to use digital marketing research as our catchphrase, which we

21

Preface to Marketing Research, Eighth Edition

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22 PREFACE

believe subsumes social media marketing and mobile marketing research, all techno- logical shifts such as the huge popularity of online panels, the growth of Internet-based qualitative techniques, infographics, and so on. Thus, many of these are highlighted by Digital Marketing Research Applications in Marketing Research Insights throughout the book . Under the umbrella of digital media, many references will pertain exclusively to the subcategory of social media data (as in the section in Chapter 5 on social media as a form of secondary research) and will be labeled as such.

Benefit: Students have the latest information on industry practices regarding technol- ogy’s impacts on marketing research. Students will be able to appreciate how rapidly changing and evolutionary is the contemporary practice of marketing research.

■ New! Big Data. In the era of “big data,” students need to be aware of traditional sources of data as well as exciting new sources. Chapter 5 , Secondary Data and Packaged In- formation, now begins with an introductory section on big data that defines the phrase and explains why the multiplying types and volume of data are met with both anticipa- tion and apprehension by marketing research professionals. One of these increasingly important sources of data is the user-generated data (UGD) that can be mined from social media websites ; an extensive section on the use, as well as the strengths and weaknesses, of social media data has been added to Chapter 5 . Another form of secondary digital data that is becoming increasingly useful is the Internet of Things (IoT) , and a section on the future potential of these sources of “passive data” now concludes Chapter 5 .

Benefit: Students will have a better understanding of the current and potential use of emerging sources of data and how they can develop skills to be well equipped for careers in the marketing research industry.

■ New! Updated Marketing Research Practical and Global Insights. Marketing Research Insights—short illustrations and descriptions of marketing research practices— have been an integral part of Marketing Research from the first edition. In addition to the new Digital Marketing Research Insight element, we have retained those that have evolved over previous editions. Namely, Practical Marketing Research Insights and Global Marketing Research Insights appear in every chapter with fresh examples. These inserts help to illustrate concepts we discuss in the text or to introduce students to some unique application being used in practice. All of these are new and reflect current issues and practices in the industry.

Benefit: Students are introduced to real-world applications in the marketing research industry. By focusing on four categories, students see how current issues that are important to the industry are being addressed by today’s practitioners.

■ New! Marketing Research Company Vignettes. In past editions of Marketing Re- search , we leveraged the relationships we have developed in the industry by inviting key players to contribute a thumbnail company description or comment on a particular marketing research topic at the beginning of each chapter. With the eighth edition, all company vignettes are fresh. However, we opted, for the most part, to invite only the most innovative marketing research companies to contribute. Thus, we issued an invitation to companies identified in the Top 50 Most Innovative Supplier Companies in Marketing Research in the 2015 GreenBook Research Industry Trends Report. Several responded with thumbnail descriptions, photos of the CEO or other company principal, and company logo. With each one, curious students are encouraged to visit the com- pany’s website. Because most of these companies are innovative and cutting edge, they do not fit the “mold” of chapter coverage as did companies in past editions. Instead, instructors should treat these company vignettes as interesting success stories about contemporary marketing research practices.

Benefit: Students get more than an academic perspective of marketing research. They benefit from reading about (and seeing, if they visit the websites) innovative marketing research practitioners solving real problems.

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PREFACE 23

■ New! New End-of-Chapter Cases. In many chapters, we provide new cases to reflect much of the current material in this eighth edition. We strive to make the cases interest- ing to the students and illustrate real-world applications. We have developed new short cases that are fictitious but written with a goal of stimulating students’ interest and curiosity.

Benefit: Students can apply concepts they have just learned in the chapter to a real- world setting. This allows students to see how valuable the information they have learned is in a practical example.

■ Tried and True! Retained Organization and Shorter Length. With the previous edi- tion, we responded to adopters’ desires for a more concise approach. We reduced the number of chapters to 16 instead of the 20 or more chapters you’ll see in many texts. We accomplished this aim by combining some chapters and streamlining the material. For example, we combined the chapters on steps in the research process and determin- ing the problem into one chapter. This streamlined approach keeps the focus on the core lessons to be learned. Because this organization and shorter list of chapters proved successful both in terms of sales and adopters’ comments, we have retained this format in the eighth edition.

Benefit: The book is better synchronized with a 15- or 16-week semester. Students now have a comprehensive learning experience in a more manageable package.

■ Tried and True! Annotated Integration IBM® SPSS® Statistics software (“SPSS”) 23.0. This eighth edition is fully integrated with SPSS 23.0. We started this integration in 1995, and we enhance the integration of SPSS by offering your students step-by-step screen captures that help them learn the keystrokes in SPSS. This allows you to spend more time teaching what the analysis technique is, when to use it, and how to interpret it. Illustrated keystrokes for the latest edition of SPSS are presented in this text with clear, easy-to-follow instructions.

Benefit: Students learn the latest version of SPSS, considered to be the “gold stand- ard” among marketing researchers. By following our step-by-step screen captures, students will see the necessary menu operations and learn how to read SPSS output. Just by reading this book , they can learn a great deal about SPSS by “seeing” it oper- ate before they get to a computer to practice.

■ Tried and True! Guidelines on Reporting Statistical Analyses to Clients. We have noticed that after teaching our students to properly conduct a statistical analysis using SPSS, they have trouble when it comes to writing down what they have done. In our sixth edition, we added an element that would address this problem. We believe it is a significant improvement, and we have retained and streamlined it in the eighth edition. In our data analysis chapters, we include information on how to write up the findings for the client. We offer easy-to-follow guidelines and examples.

Benefit: Most books teach data analysis. Students reading this book will benefit by not only knowing how to perform data analysis but also how to report what they find. This should make students better research report writers.

■ Tried and True (but tweaked)! Integrated Case. Through our own teaching, we have found that an integrated case is an excellent teaching tool. One case example that de- velops over the semester allows students to see the linkages that exist in the real world all the way from formulating the problem through data analysis. Our integrated case follows a marketing research company project from start to finish. To freshen the inte- grated case, we changed the client company from Global Motors to Auto Concepts and modernized the automobile models being researched. The case focuses on a manager who must determine the type of automobiles the auto market will demand in the future. Students using this case will learn how to examine attitudes and opinions (for example, attitudes about global warming) that may influence consumer choice, how to determine the most preferred models, and how to identify market segment differences between the

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24 PREFACE

different models. Students are shown how SPSS tools can aid them in analyzing case data to make important decisions. The dataset is streamlined with fewer variables, and the “integrated” aspect has been cut back to nine end-of-chapter cases rather than one in every chapter. Of course, the dataset is used extensively in analysis chapters so students can replicate the examples and practice.

Benefit: The Auto Concepts integrated case offers the benefit of allowing stu- dents to examine the critical steps in a marketing research project and to more easily see how data are used to help managers choose from among decision alternatives.

■ Tried and True! Inclusion of Code of Ethics Passages as Ethical Marketing Research Insights. A fourth Marketing Research Insight is entitled Ethical Considera- tion, which also harkens back to our text book ’s inception. In our previous edition, we decided to treat the topic of ethics the way it is treated in the industry, so we included excerpts from the Code of Marketing Research Standards as presented by the Market- ing Research Association (MRA). We have long had a good relationship with the MRA, which has given us permission to present excerpts from the current standards. We continue this approach with the eighth edition. We understand that a text book cannot teach someone to be ethical. Rather, we tie together issues of ethical sensitivity in the conduct of marketing research practices described in each chapter by specific reference to ethical code passages.

Benefit: Students are introduced to areas of ethical sensitivity in the practice of mar- keting research using the actual codes/standards that practitioners use. As a result, students should have knowledge of potential “ethical dangers,” whether as a future buyer or supplier of research.

■ Tried and True! YouTube Examples. Current thinking on how millennial students approach their education emphasizes the importance of social media and Internet-based learning. With the previous edition, we experimented by searching for and including YouTube video references, and we have continued this learning resource in the eighth edition. YouTube references in the text provide useful insights ranging from problem definition to statistical analysis to report writing.

Benefit: For students who like video learning, our YouTube references provide dif- ferent perspectives and how-to insights on topics covered in the text.

■ Tried and True! Active Learning Challenges. We innovated in the sixth edition with the inclusion of short exercises embedded at strategic points in each chapter where stu- dents are tasked with using the concept(s) they have just learned to experiment with or apply to some illustrative situation. We believe these exercises serve to solidify learning on the relevant concepts, and we have retained these Active Learning features in the eighth edition.

Benefit: Active learning allows students to practice or apply some concept or technique they have just read about. Learning is facilitated by reading and then “doing.”

■ Tried and True! Synthesize Your Learning. We have also retained this feature from the sixth edition to help students synthesize the knowledge they have gained across several chapters. The exercises require students to go back to previous chapters and in- tegrate material into answers for the exercise. The Synthesize Your Learning exercises are found at the end of sets of three or so chapters with the goal of showing how topics covered in these chapters work together to solve a marketing research case exercise.

Benefit: This feature allows students to integrate material that is learned in “chunks” to see how the material is related. Students benefit by learning how integrated the marketing research process really is.

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PREFACE 25

The Intended Market for This Book When we fi rst conceptualized this text book in the early 1990s, we wanted to write it for undergraduate students who were taking marketing research for the fi rst time. We saw other texts that were trying to be “all things to all people.” Even though they were positioned as research texts for undergraduates, much of the material was advanced, and instructors either never used them or endured struggling students when covering these topics. This eighth edi- tion, like its seven predecessors, was written specifi cally for undergraduate students who need a solid, basic understanding of marketing research. With so many marketing research tools that are easily accessible today, it is better to foster savvy do-it-yourself (DIY) generalists than to spawn marginally prepared technique specialists.

However, as is the case with all things marketing, our customers, both students and instructor-adopters, have changed. As we ourselves strive for perfection in our own edu- cational pedagogies, so have we constantly sought to revise Marketing Research toward satisfying the requirements for success with (now) millennial student learners. With every edition, we have conscientiously tried to think about how to improve the presentations in the text so as to be intuitively understandable to the mainstream undergraduate student. Early editions of this text book sought to equip marketing students with tools to be eff ective clients of marketing research services providers. Today the need is to provide marketing students with a basic knowledge of good marketing research practice that they will prob- ably attempt to execute themselves. That is, we are now teaching the DIY generation of marketing research students.

Our Approach Given our intended market, throughout all eight editions we strived to provide instructors with a book designed for undergraduates who wanted to know the “nuts and bolts” of mar- keting research. For example, our chapter on measurement teaches students the basic ques- tion formats, the scales of measurement, the primary uses of each type of scale, and the common methods used to measure popular constructs. It does not dwell on diff erent forms of reliability and validity or the method used to develop valid and reliable multi-item scales. In our analysis chapters, we cover the basic “bread-and-butter” statistical procedures used to analyze data, but we do not cover multivariate techniques or nonparametric statistics in the book itself.

Our approach and writing style have probably been the two main reasons the book has been the market leader for well over two decades. Student evaluations indicate that we de- liver on our intent to write at the level that people studying marketing research for the fi rst time understand. We hope your teaching evaluations regarding the text will arrive at the same appraisal.

Recommended Prerequisites To prepare for this course, we feel students should have taken an introductory course in mar- keting. We assume students know what we mean when we talk about marketing strategy and the elements of the marketing mix. Students having had an introduction to marketing course will better appreciate the role that marketing research plays in helping managers make better marketing decisions. We also recommend that students take an introductory statistics course prior to taking this course. It helps for them to know concepts such as the area under the normal curve, z scores, and the basics of statistical testing, including interpretation of p values. How- ever, since we both have taught for many years, we are well aware that many students will not recall many of these concepts and, where necessary, we provide some review of these basics.

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26 PREFACE

AACSB Guidelines The Association to Advance Collegiate Schools of Business–International (AACSB), our accreditation society, infl uences us a great deal. We strive to keep current with AACSB’s recommendations and guidelines, such as including material that will aid in your course as- sessment eff orts, covering ethical issues, and pointing out global applications.

We include a number of items that should help in assessing your students’ understanding of the course content. Each chapter begins with learning objectives. Embedded in each chap- ter are Active Learning exercises that allow students to apply the knowledge just acquired to some real-world resource. Synthesize Your Learning exercises in this edition require that students revisit chapters to integrate their knowledge from those chapters. For our test bank, Pearson has adopted guidelines established by AACSB. We discuss this in a following section.

Other Features in the Eighth Edition

■ Online Link to Careers in Marketing Research. Some students will be interested in marketing research as a career. Beginning with the sixth edition and continued for the eighth, we provide an online Careers link. This gives us the opportunity to post new happenings in the industry as they occur. Students will find descriptions of positions, salary information, educational requirements, and links to actual position openings.

There are some excellent master’s programs in marketing research. Our Careers link also provides information on these programs. Go to http://www.pearsonglobaleditions .com/Burns and click on the link for the Companion Website for Marketing Research , eighth edition. When you open any chapter, you will see the list of links in the left margin. Click on “Careers.”

Benefit: Students have the most up-to-date information about careers. ■ Advanced Data Analysis Modules. Even undergraduate students taking their first course

in marketing research may need some knowledge of statistical analyses other than those we have provided in the text. Many times these issues arise as a result of a particular need associated with a real-world class project. We wanted to make some of these techniques available to you online, so we have written several additional data analysis modules. The emphasis in these modules is on explaining the basics of the analysis and when it is appropriate. We also provide an example. Topics covered are the following: ■ When to Use Nonparametric Tests ■ Nonparametric: Chi-square Goodness-of-Fit Test ■ Nonparametric: Mann-Whitney U Test ■ Nonparametric: Wilcoxon Test ■ Nonparametric: Kruskal-Wallis H Test ■ When to Use Multivariate Techniques ■ Factor Analysis ■ Cluster Analysis ■ Conjoint Analysis

Students can access the modules by going to the text book website and opening up any chapter. They will see a link to “Online Data Analysis Modules.”

■ Datasets. We offer datasets associated with our cases that can be downloaded. Of course, we provide the dataset for our integrated case, Auto Concepts. We also offer the L’Experience Félicité (formerly Hobbit’s Choice) dataset for professors who wish to use this case. These datasets and the chapter locations of the relevant data analysis cases are as follows: ■ Auto Concepts (Auto Concepts.sav)—integrated case dataset used in Chapters

12 – 16

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PREFACE 27

■ Auto Concepts Recoded (Auto Concepts.Recoded.sav)—integrated case dataset with ordinal demographic variables recoded using midpoints of ranges to convert these variables to scales to be used as independent variables in multiple regression analysis

■ L’Experience Félicité Restaurant (L’Experience.sav)— dataset for end-of-chapter cases used in Chapters 12 – 15 .

To access these datasets, go to http://www.pearsonglobaleditions.com/Burns and click on the link for the Companion Website for Marketing Research , eighth edition. When you open any chapter, see the list of links in the left margin and click on “SPSS Student Downloads.”

Instructor Resources At the Instructor Resource Center, www.pearsonglobaleditions.com/Burns , instructors can easily register to gain access to a variety of instructor resources available with this text in downloadable format. If assistance is needed, our dedicated technical support team is ready to help with the media supplements that accompany this text. Visit http://support.pearson .com/getsupport for answers to frequently asked questions and toll-free user support phone numbers.

The following supplements are available with this text:

■ Instructor’s Resource Manual ■ Test Bank ■ TestGen® Computerized Test Bank ■ PowerPoint Presentation ■ Student Companion Website

Student Supplements SPSS Student Assistant. With previous editions, we created the SPSS Student Assistant, a stand-alone tutorial that teaches students how to use and interpret SPSS. The SPSS Student Assistant may be downloaded from the Companion Website. Installation on a personal computer is simple, and the SPSS Student Assistant will reside there for easy, immediate access. The videos show cursor movements and resulting SPSS operations and output. There is a test for each Student Assistant session so that students may assess how well they have learned the material.