ESSENTIALS of MARKETING RESEARCH Putting Research Into Practice This page intentionally left blank FOR INFORMATION: SAGE Publications, Inc. 2455 Teller Road Thousand Oaks, California 91320 E-mail:
[email protected] Copyright 2014 by SAGE Publications, Inc. All rights reserved. No part of this book may be reproduced or utilized in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without permission in writing from the publisher. SAGE Publications Ltd. 1 Oliver’s Yard 55 City Road London EC1Y 1SP United Kingdom SAGE Publications India Pvt. Ltd. B 1/I 1 Mohan Cooperative Industrial Area Mathura Road, New Delhi 110 044 Printed in the United States of America Library of Congress Cataloging-in-Publication Data India Clow, Kenneth E. SAGE Publications Asia-Paciic Pte. Ltd. Essentials of marketing research : putting research into practice / Kenneth E. Clow, Karen E. James. 3 Church Street #10-04 Samsung Hub Singapore 049483 p. cm. Includes bibliographical references and index. ISBN 978-1-4129-9130-8 (pbk.) 1. Marketing research. I. James, Karen E. II. Title. Acquisitions Editor: Patricia Quinlin Associate Editor: Maggie Stanley HF5415.2.C56 2014 658.8′3—dc23 2012037172 This book is printed on acid-free paper. Editorial Assistant: Katie Guarino Production Editor: Libby Larson Copy Editor: Melinda Masson Typesetter: C&M Digitals (P) Ltd. Proofreader: Dennis W. Webb Indexer: Judy Hunt Cover Designer: Karen Hovespian Marketing Manager: Liz Thornton Permissions Editor: Adele Hutchinson 12 13 14 15 16 10 9 8 7 6 5 4 3 2 1 Brief Contents Preface SECTION 1: INTRODUCTION TO MARKETING RESEARCH xvii 1 1. The Role of Marketing Research 2 2. The Marketing Research Process 25 SECTION 2: TYPES OF MARKETING RESEARCH 61 3. Secondary Data and Research 62 4. Qualitative Research 95 5. Observation Research 127 6. Survey Research 161 7. Experimental Research 192 SECTION 3: SAMPLING AND MEASUREMENT 223 8. Sampling Procedures 224 9. Measurement Methods 253 10. Marketing Scales 284 11. Questionnaire Design 322 SECTION 4: ANALYZING AND REPORTING MARKETING RESEARCH 357 12. Fundamental Data Analysis 358 13. Analysis of Differences