Marketing Research

Klappentext Marketing Research: Using Analytics to Develop Market Insights teaches students how to use market research to inform critical business decisions. Offering a practitioner's perspective, thisfully-updated edition covers both marketing research theory and practice to provide students with a comprehensive understanding of the subject. A unique applications-based approach--grounded in the authors' 50 years' combined experience in the marketing research industry--features real data, real people, and real research to prepare students for designing, conducting, analyzing, and integrating marketing research in their future business careers.Already a standard text in marketing research courses, the twelfth edition contains thoroughly revised content that reflects the latest trends, practices, and research in the field. Numerous examples of companies and research firms, such as Twitter, ESPN, Ford, and General Motors, are featured throughout the text to illustrate how marketing research is gathered and used in the real world. Detailed yet accessible chapters examine topics including marketing intelligence, problem definition and exploratory research, big data and data analytics, online and social media marketing research, questionnaire design, statistical testing, and managing marketing research studies and teams. Inhaltsverzeichnis Preface vii Acknowledgments ix 1 Steps in Creating Market Insights and the Growing Role of Marketing Analytics 1 Marketing Research and Developing Market Insights 1 Marketing Research Defined 2 Importance of Marketing Research to Management 2 Understanding the Ever-Changing Marketplace 3 Social Media and User-Generated Content 3 Proactive Role of Marketing Research 4 Marketing Analytics Moves to the Forefront 4 The Research Process 4 Recognize the Problem or Opportunity 5 Find Out Why the Information is Being Sought 6 Understand the Decision-Making Environment with Exploratory Research 6 Use the Symptoms to Clarify the Problem 8 Translate the Management Problem into a Marketing Research Problem 9 Determine Whether the Information Already Exists 9 Determine Whether the Question Can Be Answered 10 State the Research Objectives 10 Research Objectives As Hypotheses 11 Marketing Research Process 11 Creating the Research Design 11 Choosing a Basic Method of Research 11 Selecting the Sampling Procedure 13 Collecting the Data 13 Analyzing the Data 13 Presenting the Report 14 Following Up 14 Managing the Research Process 14 The Research Request 14 Request for Proposal 15 The Marketing Research Proposal 16 What to Look for in a Marketing Research Supplier 17 Modifying the Research Process-Marketing Analytics, Big Data, and Unsupervised Learning 17 A Shifting Paradigm 18 What Motivates Decision Makers to Use Research Information? 18 Summary 19 Key Terms 19 Questions for Review & Critical Thinking 20 Working the Net 20 Real-Life Research 1.1: Can Anyone Be a Market Researcher? 21 2 Secondary Data: A Potential Big Data Input 23 Nature of Secondary Data 23 Advantages of Secondary Data 24 Limitations of Secondary Data 25 Internal Databases 27 Creating an Internal Database 27 First, Second, and Third Party Data 27 Behavioral Targeting 28 Big Data 29 The Big Data Breakthrough 29 Making Big Data Actionable in Traditional Marketing Research Environments 30 Battle over Privacy 31 The Federal Trade Commission 32 State Data Privacy Laws 32 The General Data Protection Regulation 32 Summary 33 Key Terms 34 Questions for Review & Critical Thinking 34 Working the ...

List of contents

Preface vii
 
Acknowledgments ix
 
1 Steps in Creating Market Insights and the Growing Role of Marketing Analytics 1
 
Marketing Research and Developing Market Insights 1
 
Marketing Research Defined 2
 
Importance of Marketing Research to Management 2
 
Understanding the Ever-Changing Marketplace 3
 
Social Media and User-Generated Content 3
 
Proactive Role of Marketing Research 4
 
Marketing Analytics Moves to the Forefront 4
 
The Research Process 4
 
Recognize the Problem or Opportunity 5
 
Find Out Why the Information is Being Sought 6
 
Understand the Decision-Making Environment with Exploratory Research 6
 
Use the Symptoms to Clarify the Problem 8
 
Translate the Management Problem into a Marketing Research Problem 9
 
Determine Whether the Information Already Exists 9
 
Determine Whether the Question Can Be Answered 10
 
State the Research Objectives 10
 
Research Objectives As Hypotheses 11
 
Marketing Research Process 11
 
Creating the Research Design 11
 
Choosing a Basic Method of Research 11
 
Selecting the Sampling Procedure 13
 
Collecting the Data 13
 
Analyzing the Data 13
 
Presenting the Report 14
 
Following Up 14
 
Managing the Research Process 14
 
The Research Request 14
 
Request for Proposal 15
 
The Marketing Research Proposal 16
 
What to Look for in a Marketing Research Supplier 17
 
Modifying the Research Process--Marketing Analytics, Big Data, and Unsupervised Learning 17
 
A Shifting Paradigm 18
 
What Motivates Decision Makers to Use Research Information? 18
 
Summary 19
 
Key Terms 19
 
Questions for Review & Critical Thinking 20
 
Working the Net 20
 
Real-Life Research 1.1: Can Anyone Be a Market Researcher? 21
 
2 Secondary Data: A Potential Big Data Input 23
 
Nature of Secondary Data 23
 
Advantages of Secondary Data 24
 
Limitations of Secondary Data 25
 
Internal Databases 27
 
Creating an Internal Database 27
 
First, Second, and Third Party Data 27
 
Behavioral Targeting 28
 
Big Data 29
 
The Big Data Breakthrough 29
 
Making Big Data Actionable in Traditional Marketing Research Environments 30
 
Battle over Privacy 31
 
The Federal Trade Commission 32
 
State Data Privacy Laws 32
 
The General Data Protection Regulation 32
 
Summary 33
 
Key Terms 34
 
Questions for Review & Critical Thinking 34
 
Working the Net 34
 
Real-Life Research 2.1: The GDPR and American Small Business 34
 
3 Measurement to Build Marketing Insight 36
 
Measurement Process 36
 
Step One: Identify the Concept of Interest 37
 
Step Two: Develop a Construct 38
 
Step Three: Define the Concept Constitutively 38
 
Step Four: Define the Concept Operationally 38
 
Step Five: Develop a Measurement Scale 40
 
Nominal Level of Measurement 41
 
Ordinal Level of Measurement 41
 
Interval Level of Measurement 42
 
Ratio Level of Measurement 42
 
Step Six: Evaluate the Reliability and Validity of the Measurement 43
 
Reliability 45
 
Validity 47
 
Reliability and Validity--A Concluding Comment 51
 
Attitude Measurement Scales 51
 
Graphic Rating Scales 52
 
Itemized Rating Scales 53
 
Traditional One-Stage Format 55
 
Two-Stage Format 55
 
Rank-Or

Product details

• Authors: Roger Gates, Gates Roger, C Mcdaniel, Car McDaniel, Carl McDaniel, Carl (University of Texas McDaniel, Carl Gates Mcdaniel
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Paperback / Softback
• Released: 25.03.2021
• EAN: 9781119716310
• ISBN: 978-1-119-71631-0
• No. of pages: 432
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Marketing, Marketingforschung, Business & management, Wirtschaft u. Management, Marketing & Sales, Marketing u. Vertrieb