1 Introduction to Market Research
1.1 Introduction
1.2 What Is Market and Marketing Research?
1.3 Market Research by Practitioners and Academics
1.4 When Should Market Research (Not) Be Conducted?
1.5 Who Provides Market Research?
1.6 Review Questions
1.7 Further Readings
References
2 The Market Research Process
2.1 Introduction
2.2 Identify and Formulate the Problem
2.3 Determine the Research Design
2.3.1 Exploratory Research
2.3.2 Uses of Exploratory Research
2.3.3 Descriptive Research
2.3.4 Uses of Descriptive Research
2.3.5 Causal Research
2.3.6 Uses of Causal Research
2.4 Design the Sample and Method of Data Collection
2.5 Collect the Data
2.6 Analyze the Data
2.7 Interpret, Discuss, and Present the Findings
2.8 Follow-Up
2.9 Review Questions
2.10 Further Readings
References
3 Data
3.1 Introduction
3.2 Types of Data
3.2.1 Primary and Secondary Data
3.2.2 Quantitative and Qualitative Data
3.3 Unit of Analysis
3.4 Dependence of Observations
3.5 Dependent and Independent Variables
3.6 Measurement Scaling
3.7 Validity and Reliability
3.7.1 Types of Validity
3.7.2 Types of Reliability
3.8 Population and Sampling
3.8.1 Probability Sampling
3.8.2 Non-probability Sampling
3.8.3 Probability or Non-probability Sampling?
3.9 Sample Sizes
3.10 Review Questions
3.11 Further Readings
References
4 Getting Data
4.1 Introduction
4.2 Secondary Data
4.2.1 Internal Secondary Data
4.2.2 External Secondary Data
4.3 Conducting Secondary Data Research
4.3.1 Assess Availability of Secondary Data
4.3.2 Assess Inclusion of Key Variables
4.3.3 Assess Construct Validity
4.3.4 Assess Sampling
4.4 Conducting Primary Data Research
4.4.1 Collecting Primary Data Through Observations
4.4.2 Collecting Quantitative Data: Designing Surveys
4.5 Basic Qualitative Research
4.5.1 In-Depth Interviews
4.5.2 Projective Techniques
4.5.3 Focus Groups
4.6 Collecting Primary Data Through Experimental Research
4.6.1 Principles of Experimental Research
4.6.2 Experimental Designs
4.7 Review Questions
4.8 Further Readings
References
5 Descriptive Statistics
5.1 The Workflow of Data
5.2 Create Structure
5.3 Enter Data
5.4 Clean Data
5.4.1 Interviewer Fraud
5.4.2 Suspicious Response Patterns
5.4.3 Data Entry Errors
5.4.4 Outliers
5.4.5 Missing Data
5.5 Describe Data
5.5.1 Univariate Graphs and Tables
5.5.2 Univariate Statistics
5.5.3 Bivariate Graphs and Tables
5.5.4 Bivariate Statistics
5.6 Transform Data (Optional)
5.6.1 Variable Respecification
5.6.2 Scale Transformation
5.7 Create a Codebook
5.8 The Oddjob Airways Case Study
5.8.1 Introduction to Stata
5.8.2 Finding Your Way in Stata
5.9 Data Management in Stata
5.9.1 Restrict Observations
5.9.2 Create a New Variable from Existing Variable(s)
5.9.3 Recode Variables
5.10 Example
5.10.1 Clean Data
5.10.2 Describe Data
5.11 Cadbury and the UK Chocolate Market (Case Study)
5.12 Review Questions
5.13 Further Readings
References
6 Hypothesis Testing & ANOVA
6.1 Introduction
6.2 Understanding Hypothesis Testing
6.3 Testing Hypotheses on One Mean
6.3.1 Step 1: Formulate the Hypothesis
6.3.2 Step 2: Choose the Significance Level
6.3.3 Step 3: Select an Appropriate Test
6.3.4 Step 4: Calculate the Test Statistic
6.3.5 Step 5: Make the Test Decision
6.3.6 Step 6: Interpret the Results
6.4 Two-Samples
t-Test
6.4.1 Comparing Two Independent Samples
6.4.2 Comparing Two Paired Samples
6.5 Comparing More Than Two Means: Analysis of Variance (ANOVA)
6.6 Understanding One-Way ANOVA
6.6.1 Check the Assumptions
6.6.2 Calculate the Test Statistic
6.6.3 Make the Test Decision
6.6.4 Carry Out Post Hoc Tests
6.6.5 Measure the Strength of the Effects
6.6.6 Interpret the Results and Conclude
6.6.7 Plotting the Results (Optional)
6.7 Going Beyond One-Way ANOVA: The Two-Way ANOVA
6.8 Examples
6.8.1 Independent Samples t-Test
6.8.2 One-way ANOVA
6.8.3 Two-way ANOVA
6.9 Customer Analysis at Crédit Samouel (Case Study)
6.10 Review Questions
6.11 Further Readings
References
7 Regression Analysis
7.1 Introduction
7.2 Understanding Regression Analysis
7.3 Conducting a Regression Analysis
7.3.1 Check the Regression Analysis Data Requirements
7.3.2 Specify and Estimate the Regression Model
7.3.3 Test the Regression Analysis Assumptions
7.3.4 Interpret the Regression Results
7.3.5 Validate the Regression Results
7.3.6 Use the Regression Model
7.4 Example
7.4.1 Check the Regression Analysis Data Requirements
7.4.2 Specify and Estimate the Regression Model
7.4.3 Test the Regression Analysis Assumptions
7.4.4 Interpret the Regression Results
7.4.5 Validate the Regression Results
7.5 Farming with AgriPro (Case Study)
7.6 Review Questions
7.7 Further Readings
References
8 Principal Component and Factor Analysis
8.1 Introduction
8.2 Understanding Principal Component and Factor Analysis
8.2.1 Why Use Principal Component and Factor Analysis?
8.2.2 Analysis Steps
8.3 Principal Component Analysis
8.3.1 Check Requirements and Conduct Preliminary Analyses
8.3.2 Extract the Factors
8.3.3 Determine the Number of Factors
8.3.4 Interpret the Factor Solution
8.3.5 Evaluate the Goodness-of-Fit of the Factor Solution
8.3.6 Compute the Factor Scores
8.4 Confirmatory Factor Analysis and Reliability Analysis
8.5 Structural Equation Modeling
8.6 Example
8.6.1 Principal Component Analysis
8.6.2 Reliability Analysis
8.7 Customer Satisfaction at Haver and Boecker (Case Study)
8.8 Review Questions
8.9 Further Readings
References
9 Cluster Analysis
9.1 Introduction
9.2 Understanding Cluster Analysis
9.3 Conducting a Cluster Analysis
9.3.1 Select the Clustering Variables
9.3.2 Select the Clustering Procedure
9.3.3 Select a Measure of Similarity of Dissimilarity
9.3.4 Decide on the Number of Clusters
9.3.5 Validate and Interpret the Clustering Solution
9.4 Example
9.4.1 Select the Clustering Variables
9.4.2 Select the Clustering Procedure and Measure of Similarity or Dissimilarity
9.4.3 Decide on the Number of Clusters
9.4.4 Validate and Interpret the Clustering Solution
9.5 Oh, James! (Case Study)
9.6 Review Questions
9.7 Further Readings
References
10 Communicating the Results
10.1 Introduction
10.2 Identify the Audience
10.3 Guidelines for Written Reports
10.4 Structure the Written Report
10.4.1 Title Page
10.4.2 Executive Summary
10.4.3 Table of Contents
10.4.4 Introduction
10.4.5 Methodology
10.4.6 Results
10.4.7 Conclusion and Recommendations
10.4.8 Limitations
10.4.9 Appendix
10.5 Guidelines for Oral Presentations
10.6 Visual Aids in Oral Presentations
10.7 Structure the Oral Presentation
10.8 Follow-Up
10.9 Ethics in Research Reports
10.10 Review Questions
10.11 Further Readings
References
Glossary
Index
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