Warmer board game mind map a market researcher

Case Study

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Pearson Global Edition

GLOBAL EDITION

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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

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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

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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.