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