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Michelle_Michy
MarketingResearch.pdf
MARKETING RESEARCH An Applied Orientation
New York, NY
Naresh K. Malhotra Georgia Institute of Technology
S E V E N T H E D I T I O N
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Copyright © 2019, 2010, 2007 by Pearson Education, Inc. or its affiliates. All Rights Reserved. Manufactured in the United States of America. This publication is protected by copyright, and permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise. For information regarding permissions, request forms, and the appropriate contacts within the Pearson Education Global Rights and Permissions department, please visit www.pearsoned.com/ permissions/.
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ISBN 10: ! 0-13-473484-X ISBN 13: 978-0-13-473484-2
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To the memory of my father, Mr. H. N. Malhotra
and To my mother, Mrs. Satya Malhotra
and
To my wife Veena and children Ruth and Paul
The love, encouragement, and support of my parents, wife, and children have been exemplary.
“The greatest of these is love.” I Corinthians 13:13
“But God showed how much He loved us by having Christ die for us, even though we were sinful.”
Romans 5:8
The Holy Bible
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v
PART 1 Introduction and Early Phases of Marketing Research 1 Chapter 1 Introduction to Marketing Research 2 Chapter 2 Defining the Marketing Research Problem and Developing
an Approach 31
PART 2 Research Design Formulation 63 Chapter 3 Research Design 64 Chapter 4 Exploratory Research Design: Secondary and Syndicated Data 92 Chapter 5 Exploratory Research Design: Qualitative Research 124 Chapter 6 Descriptive Research Design: Survey and Observation 164 Chapter 7 Causal Research Design: Experimentation 208 Chapter 8 Measurement and Scaling: Fundamentals and Comparative
Scaling 240 Chapter 9 Measurement and Scaling: Noncomparative Scaling Techniques 262 Chapter 10 Questionnaire and Form Design 290 Chapter 11 Sampling: Design and Procedures 327 Chapter 12 Sampling: Final and Initial Sample Size Determination 361
PART 3 Data Collection, Preparation, Analysis, and Reporting 389 Chapter 13 Fieldwork 390 Chapter 14 Data Preparation 407 Chapter 15 Frequency Distribution, Cross-Tabulation, and Hypothesis Testing 437 Chapter 16 Analysis of Variance and Covariance 482 Chapter 17 Correlation and Regression 511 Chapter 18 Discriminant and Logit Analysis 548 Chapter 19 Factor Analysis 580 Chapter 20 Cluster Analysis 606 Chapter 21 Multidimensional Scaling and Conjoint Analysis 632 Chapter 22 Structural Equation Modeling and Path Analysis 664 Chapter 23 Report Preparation and Presentation 699
CASES Running Case with Real Data Case 1.1 HP: Using Marketing Research to Gain a Competitive Edge 726
Comprehensive Critical Thinking Cases Case 2.1 Baskin-Robbins: Can It Bask in the Good ‘Ole Days? 731 Case 2.2 Kid Stuff? Determining the Best Positioning Strategy for Akron
Children’s Hospital 734
B R I E F C O N T E N T S
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vi BRIEF CONTENTS
Data Analysis Cases with Real Data Case 3.1 AT&T Wireless: Ma Bell Becomes Ma Again 736 Case 3.2 IBM: A Top Provider of Computer Hardware, Software,
and Services 740 Case 3.3 Kimberly-Clark: Competing Through Innovation 748
Comprehensive Cases with Real Data Case 4.1 JPMorgan Chase: Chasing Growth Through Mergers and
Acquisitions 755 Case 4.2 Wendy’s: History and Life After Dave Thomas 761
Comprehensive Harvard Business School Cases Case 5.1 The Harvard Graduate Student Housing Survey (9-505-059) 767 Case 5.2 BizRate.Com (9-501-024) 767 Case 5.3 Cola Wars Continue: Coke and Pepsi in the Twenty-First Century
(9-702-442) 767 Case 5.4 TiVo in 2002 (9-502-062) 767 Case 5.5 Compaq Computer: Intel Inside? (9-599-061) 767 Case 5.6 The New Beetle (9-501-023) 767
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vii
C O N T E N T S
Foreword xix Preface xxi Acknowledgments xxiv About the Author xxv Commendation xxvi
1 Introduction to Marketing Research 2 Objectives 2 Overview 3 Definition of Marketing Research 5 A Classification of Marketing Research 6 The Marketing Research Process 8
Step 1: Problem Definition 8 Step 2: Development of an Approach to the
Problem 8 Step 3: Research Design Formulation 9 Step 4: Fieldwork or Data Collection 9 Step 5: Data Preparation and Analysis 9 Step 6: Report Preparation and Presentation 9
The Role of Marketing Research in Marketing Decision Making 10
Marketing Research and Competitive Intelligence 12
The Decision to Conduct Marketing Research 12
The Marketing Research Industry 13 Selecting a Research Supplier 15 Employability in Marketing Research 16 The Department Store Patronage Project 18 International Marketing Research 18 Marketing Research and Social Media 20 Mobile Marketing Research 21 Ethics in Marketing Research 22 SPSS Windows and SAS Enterprise Guide 24 HP Running Case 24 • Summary 25 Key Terms and Concepts 25 • Suggested Cases, HBS Cases, and Video Cases 25 Live Research: Conducting a Marketing Research Project 26 • Acronyms 26 Exercises 26 • Internet and Computer Exercises 27 • Activities 27
Video Case 1.1 Burke: Learning and Growing Through Marketing Research 28
2 Defining the Marketing Research Problem and Developing an Approach 31 Objectives 31 Overview 32 Importance of Defining the Problem 33 The Process of Defining the Problem and
Developing an Approach 34 Tasks Involved 34
Discussions with Decision Makers 34 Interviews with Industry Experts 37 Secondary Data Analysis 38 Qualitative Research 39
Environmental Context of the Problem 40 Past Information and Forecasts 40 Resources and Constraints 41 Objectives 42 Buyer Behavior 42 Legal Environment 43 Economic Environment 43 Marketing and Technological Skills 43
Management Decision Problem and Marketing Research Problem 44
Defining the Marketing Research Problem 45 Components of the Approach 47
Objective/Theoretical Framework 47 Analytical Model 48 Research Questions 49 Hypotheses 50 Specification of Information Needed 52
International Marketing Research 53 Marketing Research and Social Media 54
Approach to the Problem 55
Mobile Marketing Research 56 Ethics in Marketing Research 56 HP Running Case 57 • Summary 57 Key Terms and Concepts 58 • Suggested Cases, HBS Cases, and Video Cases 59 Live Research: Conducting a Marketing Research Project 59 • Acronyms 59 Exercises 59 • Internet and Computer Exercises 60 • Activities 60
Video Case 2.1 Accenture: The Accent Is in the Name 61
PART 1 Introduction and Early Phases of Marketing Research 1
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viii CONTENTS
3 Research Design 64 Objectives 64 Overview 65 Research Design: Definition 66 Research Design: Classification 66 Exploratory Research 68 Descriptive Research 70
Cross-Sectional Designs 71 Longitudinal Designs 72 Relative Advantages and Disadvantages of
Longitudinal and Cross-Sectional Designs 73
Causal Research 75 Relationships Among Exploratory, Descriptive,
and Causal Research 77 Potential Sources of Error 78
Random Sampling Error 78 Nonsampling Error 78
Budgeting and Scheduling the Project 81 Marketing Research Proposal 81 International Marketing Research 82 Marketing Research and Social Media 83 Mobile Marketing Research 85 Ethics in Marketing Research 85 HP Running Case 86 • Summary 86 Key Terms and Concepts 87 • Suggested Cases, HBS Cases and Video Cases 87 Live Research: Conducting a Marketing Research Project 87 • Acronyms 88 • Exercises 88 • Internet and Computer Exercises 88 • Activities 88
Video Case 3.1 National Football League: The King of Professional Sports 90
4 Exploratory Research Design: Secondary and Syndicated Data 92 Objectives 92 Overview 93 Primary Versus Secondary Data 94 Advantages and Uses of Secondary Data 95 Disadvantages of Secondary Data 95 Criteria for Evaluating Secondary Data 95
Specifications: Methodology Used to Collect the Data 96
Error: Accuracy of the Data 97 Currency: When the Data Were Collected 97 Objective: The Purpose for Which the Data Were
Collected 97 Nature: The Content of the Data 97 Dependability: How Dependable Are the
Data? 98
Classification of Secondary Data 99 Internal Secondary Data 100
Customer Databases 100 Data Warehouse and Data Mining 100 CRM and Database Marketing 101
External Secondary Data 102 Business/Nongovernment Data 102 Government Sources 102
Syndicated Sources of Secondary Data 104 Syndicated Data from Households 105
Surveys 105 Purchase and Media Panels 108 Electronic Scanner Services 109
Syndicated Data from Institutions 111 Retailer and Wholesaler Audits 111 Industry Services 112
Combining Information from Different Sources: Single-Source Data 113
Big Data 114 International Marketing Research 114 Marketing Research and Social Media 116 Mobile Marketing Research 117 Ethics in Marketing Research 118 HP Running Case 118 • Summary 119 Key Terms and Concepts 119 • Suggested Cases, HBS Cases, and Video Cases 119 Live Research: Conducting a Marketing Research Project 120 • Acronyms 120 Exercises 120 • Internet and Computer Exercises 121 • Activities 121
Video Case 4.1 The Mayo Clinic: Staying Healthy with Marketing Research 122
5 Exploratory Research Design: Qualitative Research 124 Objectives 124 Overview 125 Primary Data: Qualitative Versus Quantitative
Research 126 Rationale for Using Qualitative Research 128 A Classification of Qualitative Research
Procedures 129 Focus Group Interviews 129
Characteristics 130 Planning and Conducting Focus Groups 131 Other Variations in Focus Groups 135 Advantages of Focus Groups 136 Disadvantages of Focus Groups 137 Applications of Focus Groups 137 Online Focus Group Interviews 138 Advantages of Online Focus Groups 138
PART 2 Research Design Formulation 63
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CONTENTS ix
Disadvantages of Online Focus Groups 138 Uses of Online Focus Groups 139
Depth Interviews 140 Characteristics 140 Techniques 141 Advantages and Disadvantages of Depth
Interviews 142 Applications of Depth Interviews 143
Projective Techniques 144 Association Techniques 144 Completion Techniques 145 Construction Techniques 147 Expressive Techniques 148 Advantages and Disadvantages of Projective
Techniques 149 Applications of Projective Techniques 149
Analysis of Qualitative Data 151 Software Packages 152
International Marketing Research 153 Marketing Research and Social Media 153
Focus Groups 154 Depth Interviews 155 Projective Techniques 155 Limitations 155
Mobile Marketing Research 156 Ethics in Marketing Research 157 HP Running Case 158 • Summary 158 Key Terms and Concepts 158 • Suggested Cases, HBS Cases, and Video Cases 159 Live Research: Conducting a Marketing Research Project 159 • Acronyms 159 Exercises 160 • Internet and Computer Exercises 160 • Activities 161
Video Case 5.1 Nike: Associating Athletes, Performance, and the Brand 162
6 Descriptive Research Design: Survey and Observation 164 Objectives 164 Overview 165 Survey Methods 167 Survey Methods Classified by Mode of
Administration 168 Telephone Methods 168
Traditional Telephone Interviews 168 Computer-Assisted Telephone
Interviewing (CATI) 168
Personal Methods 170 Personal In-Home Interviews 170 Mall-Intercept Personal Interviews 170 Computer-Assisted Personal Interviewing
(CAPI) 171
Mail Methods 172 Mail Interviews 172 Mail Panels 174
Electronic Methods 174 Email Interviews 174 Internet Interviews 174
A Comparative Evaluation of Survey Methods 176 Task Factors 178 Situational Factors 181 Respondent Factors 182
Some Other Survey Methods 184 Selection of Survey Methods 184 Observation Methods 185
Structured Versus Unstructured Observation 185 Disguised Versus Undisguised Observation 186 Natural Versus Contrived Observation 186
Observation Methods Classified by Mode of Administration 186 Personal Observation 186 Mechanical Observation 187 Audit 189 Content Analysis 189 Trace Analysis 191
A Comparative Evaluation of Observation Methods 192
A Comparison of Survey and Observation Methods 193 Relative Advantages of Observation 193 Relative Disadvantages of Observation 193
Ethnographic Research 194 Other Methods 195 International Marketing Research 195
Selection of Survey Methods 196
Marketing Research and Social Media 197 Surveys 197 Observation 199
Mobile Marketing Research 200 MMR and Survey Research 200 MMR and Observation Research 201
Ethics in Marketing Research 202 HP Running Case 203 • Summary 203 Key Terms and Concepts 203 • Suggested Cases, HBS Cases, and Video Cases 204 Live Research: Conducting a Marketing Research Project 204 • Acronyms 204 Exercises 205 • Internet and Computer Exercises 205 • Activities 205
Video Case 6.1 Starbucks: Staying Local While Going Global Through Marketing Research 206
7 Causal Research Design: Experimentation 208 Objectives 208 Overview 209 Concept of Causality 210
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Conditions for Causality 210 Concomitant Variation 211 Time Order of Occurrence of Variables 212 Absence of Other Possible Causal Factors 212 Role of Evidence 212
Definitions and Concepts 213 Definition of Symbols 214 Validity in Experimentation 214
Internal Validity 215 External Validity 215
Extraneous Variables 215 History 215 Maturation 216 Testing Effects 216 Instrumentation 216 Statistical Regression 216 Selection Bias 217 Mortality 217
Controlling Extraneous Variables 217 Randomization 217 Matching 217 Statistical Control 218 Design Control 218
A Classification of Experimental Designs 218 Preexperimental Designs 219
One-Shot Case Study 219 One-Group Pretest-Posttest Design 220 Static Group Design 220
True Experimental Designs 221 Pretest-Posttest Control Group Design 221 Posttest-Only Control Group Design 221
Quasi-Experimental Designs 223 Time Series Design 223 Multiple Time Series Design 223
Statistical Designs 224 Randomized Block Design 224 Latin Square Design 226 Factorial Design 227
Laboratory Versus Field Experiments 228 Experimental Versus Nonexperimental
Designs 229 Limitations of Experimentation 230
Time 230 Cost 230 Administration 230
Application: Test Marketing 230 International Marketing Research 230 Marketing Research and Social Media 232 Mobile Marketing Research 233 Ethics in Marketing Research 233 HP Running Case 234 • Summary 234 Key Terms and Concepts 235 • Suggested Cases, HBS Cases, and Video Cases 235
Live Research: Conducting a Marketing Research Project 236 • Acronyms 236 Exercises 236 • Internet and Computer Exercises 237 • Activities 237
Video Case 7.1 Aflac: Marketing Research Quacks Like a Duck 238
8 Measurement and Scaling: Fundamentals and Comparative Scaling 240 Objectives 240 Overview 241 Measurement and Scaling 242 Scale Characteristics and Levels of
Measurement 242 Description 242 Order 242 Distance 243 Origin 243
Primary Scales of Measurement 243 Nominal Scale 243 Ordinal Scale 245 Interval Scale 246 Ratio Scale 247
A Comparison of Scaling Techniques 248 Comparative Scaling Techniques 249
Paired Comparison Scaling 249 Rank Order Scaling 251 Constant Sum Scaling 252 Q-Sort and Other Procedures 253
International Marketing Research 254 Marketing Research and Social Media 255 Mobile Marketing Research 255 Ethics in Marketing Research 256 HP Running Case 257 • Summary 257 Key Terms and Concepts 257 • Suggested Cases, HBS Cases, and Video Cases 258 Live Research: Conducting a Marketing Research Project 258 • Acronyms 258 Exercises 259 • Internet and Computer Exercises 259 • Activities 259
Video Case 8.1 Procter & Gamble: Using Marketing Research to Build Brands 260
9 Measurement and Scaling: Noncomparative Scaling Techniques 262 Objectives 262 Overview 263 Noncomparative Scaling Techniques 264 Continuous Rating Scale 264 Itemized Rating Scales 266
Likert Scale 266 Semantic Differential Scale 268 Stapel Scale 269
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CONTENTS xi
Noncomparative Itemized Rating Scale Decisions 270 Number of Scale Categories 270 Balanced Versus Unbalanced Scales 270 Odd or Even Number of Categories 271 Forced Versus Nonforced Scales 271 Nature and Degree of Verbal Description 271 Physical Form or Configuration 271
Multi-Item Scales 274 Scale Evaluation 275
Measurement Accuracy 275 Reliability 276 Validity 278 Relationship Between Reliability and
Validity 279 Generalizability 279
Choosing a Scaling Technique 280 Mathematically Derived Scales 280 International Marketing Research 280 Marketing Research and Social Media 281 Mobile Marketing Research 282 Ethics in Marketing Research 283 HP Running Case 284 • Summary 284 Key Terms and Concepts 285 • Suggested Cases, HBS Cases, and Video Cases 285 Live Research: Conducting a Marketing Research Project 285 • Acronyms 286 Exercises 286 • Internet and Computer Exercises 286 • Activities 287
Video Case 9.1 eGO: Reinventing Wheels 288
10 Questionnaire and Form Design 290Objectives 290 Overview 291 Questionnaires and Observation Forms 292
Questionnaire Definition 293 Objectives of a Questionnaire 293
Questionnaire Design Process 293 Specify the Information Needed 294 Type of Interviewing Method 295 Individual Question Content 296
Is the Question Necessary? 296 Are Several Questions Needed Instead of
One? 296
Overcoming Inability to Answer 297 Is the Respondent Informed? 297 Can the Respondent Remember? 298 Can the Respondent Articulate? 299
Overcoming Unwillingness to Answer 299 Effort Required of the Respondents 299 Context 299 Legitimate Purpose 299
Sensitive Information 300 Increasing the Willingness of
Respondents 300
Choosing Question Structure 301 Unstructured Questions 301 Structured Questions 302
Choosing Question Wording 304 Define the Issue 304 Use Ordinary Words 304 Use Unambiguous Words 305 Avoid Leading or Biasing Questions 305 Avoid Implicit Alternatives 306 Avoid Implicit Assumptions 306 Avoid Generalizations and Estimates 306 Dual Statements: Positive and Negative 307
Determining the Order of Questions 307 Opening Questions 307 Type of Information 308 Difficult Questions 308 Effect on Subsequent Questions 308 Logical Order 309
Form and Layout 310 Reproduction of the Questionnaire 311 Pretesting 312 Computer and Internet Questionnaire
Construction 314 Observational Forms 315 International Marketing Research 316 Marketing Research and Social Media 318 Mobile Marketing Research 318
MMR and Questionnaire Design 318
Ethics in Marketing Research 319 HP Running Case 320 • Summary 320 Key Terms and Concepts 321 • Suggested Cases, HBS Cases, and Video Cases 321 Live Research: Conducting a Marketing Research Project 322 • Acronyms 322 Exercises 322 • Internet and Computer Exercises 323 • Activities 324
Video Case 10.1 Dunkin’ Donuts: Dunking the Competition 325
11 Sampling: Design and Procedures 327 Objectives 327 Overview 328 Sample or Census 329 The Sampling Design Process 331
Define the Target Population 331 Determine the Sampling Frame 332 Select a Sampling Technique 332 Determine the Sample Size 333 Execute the Sampling Process 334
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A Classification of Sampling Techniques 335 Nonprobability Sampling Techniques 336
Convenience Sampling 337 Judgmental Sampling 337 Quota Sampling 338 Snowball Sampling 339
Probability Sampling Techniques 340 Simple Random Sampling 341 Systematic Sampling 342 Stratified Sampling 343 Cluster Sampling 345 Other Probability Sampling Techniques 347
Choosing Nonprobability Versus Probability Sampling 349
Uses of Nonprobability and Probability Sampling 350
Internet Sampling 350 Issues in Online Sampling 350 Online Sampling Techniques 351
International Marketing Research 352 Marketing Research and Social Media 353 Mobile Marketing Research 354 Ethics in Marketing Research 355 HP Running Case 355 • Summary 356 Key Terms and Concepts 356 • Suggested Cases, HBS Cases, and Video Cases 356 Live Research: Conducting a Marketing Research Project 357 • Acronyms 357 Exercises 357 • Internet and Computer Exercises 358 • Activities 358
Video Case 11.1 Nivea: Marketing Research Leads to Consistency in Marketing 359
12 Sampling: Final and Initial Sample Size Determination 361 Objectives 361 Overview 362 Definitions and Symbols 363 The Sampling Distribution 364 Statistical Approach to Determining Sample
Size 365 The Confidence Interval Approach 366
Sample Size Determination: Means 367 Sample Size Determination: Proportions 369
Multiple Characteristics and Parameters 372 Other Probability Sampling Techniques 373 Adjusting the Statistically Determined Sample
Size 373 Calculation of Response Rates 374 Nonresponse Issues in Sampling 375
Improving the Response Rates 375 Adjusting for Nonresponse 378
International Marketing Research 380 Marketing Research and Social Media 381 Mobile Marketing Research 381 Ethics in Marketing Research 382 HP Running Case 382 • Summary 383 Key Terms and Concepts 383 • Suggested Cases, HBS Cases, and Video Cases 383 Live Research: Conducting a Marketing Research Project 384 • Acronym 384 Exercises 384 • Internet and Computer Exercises 385 • Activities 385 Appendix 12A 385
Video Case 12.1 Subaru: “Mr. Survey” Monitors Customer Satisfaction 387
PART 3 Data Collection, Preparation, Analysis, and Reporting 389
13 Fieldwork 390Objectives 390 Overview 391 The Nature of Fieldwork 392 Fieldwork/Data Collection Process 392 Selection of Fieldworkers 393 Training of Fieldworkers 394
Making the Initial Contact 394 Asking the Questions 394 Probing 394 Recording the Answers 395 Terminating the Interview 395
Supervision of Fieldworkers 397 Quality Control and Editing 397
Sampling Control 397 Control of Cheating 397 Central Office Control 397
Validation of Fieldwork 397 Evaluation of Fieldworkers 397
Cost and Time 398 Response Rates 398 Quality of Interviewing 398 Quality of Data 398
International Marketing Research 399 Marketing Research and Social Media 400 Mobile Marketing Research 401 Ethics in Marketing Research 402 HP Running Case 402 • Summary 403
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CONTENTS xiii
Key Terms and Concepts 403 • Suggested Cases, HBS Cases, and Video Cases 403 Live Research: Conducting a Marketing Research Project 403 • Acronyms 404 Exercises 404 • Internet and Computer Exercises 404 • Activities 404
Video Case 13.1 Intel: Building Blocks Inside Out 405
14 Data Preparation 407 Objectives 407 Overview 408 The Data-Preparation Process 409 Questionnaire Checking 410 Editing 410
Treatment of Unsatisfactory Responses 410
Coding 411 Coding Questions 411 Developing a Data File 412
Transcribing 416 Data Cleaning 418
Consistency Checks 418 Treatment of Missing Responses 418
Statistically Adjusting the Data 419 Weighting 419 Variable Respecification 420 Scale Transformation 421
Selecting a Data Analysis Strategy 422 A Classification of Statistical Techniques 423 International Marketing Research 424 Marketing Research and Social Media 426
Data Collection 426 Text Coding and Categorization 426 Text Mining and Visualization 426
Mobile Marketing Research 427 Ethics in Marketing Research 427 Statistical Software 428
SPSS and SAS Computerized Demonstration Movies 429
SPSS and SAS Screen Captures with Notes 429
SPSS Windows 429 Creating a Variable Called Overall
Evaluation 430 Recoding to Create New Variable Called
Recoded Income 430
SAS Enterprise Guide 430 Creating a Variable Called Overall
Evaluation 431 Recoding to Create New Variable Called
Recoded Income 431
HP Running Case 433 • Summary 434 Key Terms and Concepts 434 • Suggested Cases and Video Cases 434 • Live Research:
Conducting a Marketing Research Project 435 Acronyms 435 • Exercises 435 Internet and Computer Exercises 436 Activities 436
15 Frequency Distribution, Cross-Tabulation, and Hypothesis Testing 437 Objectives 437 Overview 438 Frequency Distribution 439 Statistics Associated with Frequency
Distribution 442 Measures of Location 442 Measures of Variability 443 Measures of Shape 445
Introduction to Hypothesis Testing 446 A General Procedure for Hypothesis
Testing 446 Step 1: Formulate the Hypotheses 446 Step 2: Select an Appropriate Test 448 Step 3: Choose Level of Significance, a 448 Step 4: Collect Data and Calculate Test
Statistic 449 Step 5: Determine the Probability (Critical
Value) 449 Steps 6 and 7: Compare the Probability (Critical
Value) and Make the Decision 449 Step 8: Marketing Research Conclusion 450
Cross-Tabulations 450 Two Variables 451 Three Variables 452 General Comments on Cross-Tabulation 455
Statistics Associated with Cross- Tabulation 455 Chi-Square 456 Phi Coefficient 457 Contingency Coefficient 458 Cramer’s V 458 Lambda Coefficient 458 Other Statistics 459
Cross-Tabulation in Practice 459 Hypothesis Testing Related to Differences 460 Parametric Tests 460
One Sample 461 Two Independent Samples 462 Paired Samples 465
Nonparametric Tests 467 One Sample 467 Two Independent Samples 468 Paired Samples 469
Statistical Software 471 SPSS and SAS Computerized Demonstration
Movies 472 SPSS and SAS Screen Captures with Notes 472
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SPSS Windows 472 Frequency Distribution 472 Cross-Tabulation 473 Hypothesis Testing 473
SAS Enterprise Guide 474 Frequency Distribution 474 Cross-Tabulation 474 Hypothesis Testing 475
HP Running Case 477 • Summary 477 Key Terms and Concepts 478 • Suggested Cases and Video Cases 478 • Live Research: Conducting a Marketing Research Project 478 Acronyms 479 • Exercises 479 Internet and Computer Exercises 480 Activities 481
16 Analysis of Variance and Covariance 482 Objectives 482 Overview 483 Relationship Among Techniques 485 One-Way Analysis of Variance 485 Statistics Associated with One-Way Analysis of
Variance 486 Conducting One-Way Analysis of Variance 486
Identify the Dependent and Independent Variables 487
Decompose the Total Variation 487 Measure the Effects 488 Test the Significance 489 Interpret the Results 489
Illustrative Data 489 Illustrative Applications of One-Way Analysis of
Variance 490 Assumptions in Analysis of Variance 493 N-Way Analysis of Variance 494 Illustrative Application of N-Way Analysis of
Variance 496 Analysis of Covariance 498 Issues in Interpretation 499
Interactions 499 Relative Importance of Factors 501 Multiple Comparisons 501
Repeated Measures ANOVA 502 Nonmetric Analysis of Variance 503 Multivariate Analysis of Variance 503 Statistical Software 504
SPSS and SAS Computerized Demonstration Movies 504
SPSS and SAS Screen Captures with Notes 505
SPSS Windows 505 SAS Enterprise Guide 506 HP Running Case 507 • Summary 507
Key Terms and Concepts 508 • Suggested Cases and Video Cases 508 • Live Research: Conducting a Marketing Research Project 508 Acronyms 508 • Exercises 508 Internet and Computer Exercises 509 Activities 510
17 Correlation and Regression 511 Objectives 511 Overview 512 Product Moment Correlation 513 Partial Correlation 516 Nonmetric Correlation 518 Regression Analysis 519 Bivariate Regression 519 Statistics Associated with Bivariate Regression
Analysis 519 Conducting Bivariate Regression Analysis 520
Plot the Scatter Diagram 521 Formulate the Bivariate Regression Model 522 Estimate the Parameters 522 Estimate Standardized Regression Coefficient 523 Test for Significance 524 Determine the Strength and Significance of
Association 525 Check Prediction Accuracy 527 Assumptions 527
Multiple Regression 528 Statistics Associated with Multiple
Regression 529 Conducting Multiple Regression Analysis 529
Partial Regression Coefficients 529 Strength of Association 531 Significance Testing 532 Examination of Residuals 533
Stepwise Regression 535 Multicollinearity 537 Relative Importance of Predictors 537 Cross-Validation 538 Regression with Dummy Variables 538 Analysis of Variance and Covariance with
Regression 539 Statistical Software 540
SPSS and SAS Computerized Demonstration Movies 540
SPSS and SAS Screen Captures with Notes 541
SPSS Windows 541 SAS Enterprise Guide 542 HP Running Case 543 • Summary 544 Key Terms and Concepts 544 • Suggested Cases and Video Cases 544 • Live Research: Conducting a Marketing Research Project 545
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CONTENTS xv
Acronyms 545 • Exercises 545 Internet and Computer Exercises 546 Activities 547
18 Discriminant and Logit Analysis 548 Objectives 548 Overview 549 Basic Concept of Discriminant Analysis 550 Relationship of Discriminant and Logit Analysis
to ANOVA and Regression 550 Discriminant Analysis Model 551 Statistics Associated with Discriminant
Analysis 551 Conducting Discriminant Analysis 553
Formulate the Problem 553 Estimate the Discriminant Function
Coefficients 555 Determine the Significance of Discriminant
Function 555 Interpret the Results 558 Assess Validity of Discriminant Analysis 560
Multiple Discriminant Analysis 562 Formulate the Problem 562 Estimate the Discriminant Function
Coefficients 562 Determine the Significance of the Discriminant
Function 562 Interpret the Results 562 Assess Validity of Discriminant Analysis 565
Stepwise Discriminant Analysis 568 The Logit Model 568 Conducting Binary Logit Analysis 569
Formulate the Problem 569 Estimating the Binary Logit Model 570 Model Fit 570 Significance Testing 570 Interpretation of the Coefficients and
Validation 570 An Illustrative Application of Logistic
Regression 571
Statistical Software 574 SPSS and SAS Computerized Demonstration
Movies 574 SPSS and SAS Screen Captures with
Notes 574
SPSS Windows 574 Discriminant Analysis 574 Logit Model 574
SAS Enterprise Guide 575 Discriminant Analysis 575 Logit Model 575
HP Running Case 576 • Summary 576 Key Terms and Concepts 577 • Suggested Cases and Video Cases 577 • Live Research: Conducting a Marketing Research Project 578
Acronyms 578 • Exercises 578 Internet and Computer Exercises 579 Activities 579
19 Factor Analysis 580Objectives 580 Overview 581 Basic Concept 582 Factor Analysis Model 583 Statistics Associated with Factor Analysis 583 Conducting Factor Analysis 584
Formulate the Problem 585 Construct the Correlation Matrix 585 Determine the Method of Factor Analysis 589 Determine the Number of Factors 589 Rotate Factors 590 Interpret Factors 591 Calculate Factor Scores 592 Select Surrogate Variables 592 Determine the Model Fit 593
Applications of Common Factor Analysis 595 Statistical Software 600
SPSS and SAS Computerized Demonstration Movies 600
SPSS and SAS Screen Captures with Notes 600
SPSS Windows 600 SAS Enterprise Guide 600 HP Running Case 601 • Summary 602 Key Terms and Concepts 602 • Suggested Cases and Video Cases 602 • Live Research: Conducting a Marketing Research Project 603 Acronyms 603 • Exercises 603 Internet and Computer Exercises 604 Activities 605
20 Cluster Analysis 606Objectives 606 Overview 607 Basic Concept 608 Statistics Associated with Cluster
Analysis 609 Conducting Cluster Analysis 610
Formulate the Problem 610 Select a Distance or Similarity Measure 611 Select a Clustering Procedure 612 Decide on the Number of Clusters 616 Interpret and Profile the Clusters 618 Assess Reliability and Validity 619
Applications of Nonhierarchical Clustering 620
Applications of TwoStep Clustering 622 Clustering Variables 624
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Statistical Software 626 SPSS and SAS Computerized Demonstration
Movies 626 SPSS and SAS Screen Captures with Notes 626
SPSS Windows 626 SAS Enterprise Guide 627 HP Running Case 628 • Summary 628 Key Terms and Concepts 629 • Suggested Cases and Video Cases 629 • Live Research: Conducting a Marketing Research Project 629 Acronyms 630 • Exercises 630 Internet and Computer Exercises 630 Activities 631
21 Multidimensional Scaling and Conjoint Analysis 632 Objectives 632 Overview 633 Basic Concepts in Multidimensional Scaling
(MDS) 635 Statistics and Terms Associated with MDS 635 Conducting Multidimensional Scaling 636
Formulate the Problem 636 Obtain Input Data 636 Select an MDS Procedure 638 Decide on the Number of Dimensions 639 Label the Dimensions and Interpret the
Configuration 640 Assess Reliability and Validity 641
Assumptions and Limitations of MDS 642 Scaling Preference Data 642 Correspondence Analysis 644 Relationship Among MDS, Factor Analysis, and
Discriminant Analysis 645 Basic Concepts in Conjoint Analysis 645 Statistics and Terms Associated with Conjoint
Analysis 646 Conducting Conjoint Analysis 646
Formulate the Problem 646 Construct the Stimuli 647 Decide on the Form of Input Data 649 Select a Conjoint Analysis Procedure 649 Interpret the Results 652 Assessing Reliability and Validity 652
Assumptions and Limitations of Conjoint Analysis 654
Hybrid Conjoint Analysis 655 Statistical Software 658
SPSS and SAS Computerized Demonstration Movies 658
SPSS and SAS Screen Captures with Notes 658
SPSS Windows 658 SAS Enterprise Guide 659 HP Running Case 661 • Summary 661
Key Terms and Concepts 661 • Suggested Cases and Video Cases 662 • Live Research: Conducting a Marketing Research Project 662 Acronyms 662 • Exercises 662 Internet and Computer Exercises 663 Activities 663
22 Structural Equation Modeling and Path Analysis 664 Objectives 664 Overview 665 Basic Concept 666 Statistics Associated with SEM 667 Foundations of SEM 668
Theory, Model, and Path Diagram 668 Exogenous Versus Endogenous Constructs 669 Dependence and Correlational
Relationships 670 Model Fit 670 Model Identification 670
Conducting SEM 671 Define the Individual Constructs 671 Specify the Measurement Model 671
Sample Size Requirements 672
Assess Measurement Model Reliability and Validity 673 Assess Measurement Model Fit 673 Assess Measurement Model Reliability and
Validity 675 Lack of Validity: Diagnosing Problems 677
Specify the Structural Model 677 Assess Structural Model Validity 678
Assessing Fit 679 Comparison with Competing Models 679 Testing Hypothesized Relationships 679 Structural Model Diagnostics 679
Draw Conclusions and Make Recommendations 680
Higher-Order Confirmatory Factor Analysis 680
Relationship of SEM to Other Multivariate Techniques 681
Application of SEM: First-Order Factor Model 682 Define the Individual Constructs 682 Specify the Measurement Model 683 Assess Measurement Model Reliability and
Validity 683 Specify the Structural Model 684 Assess Structural Model Validity 684 Conclusions and Recommendations 684
Application of SEM: Second-Order Factor Model 684 Define the Individual Constructs 684 Specify the Measurement Model 686
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CONTENTS xvii
Assess Measurement Model Reliability and Validity 686
Specify the Structural Model 688 Assess Structural Model Validity 688 Draw Conclusions and Make
Recommendations 689
Path Analysis 690 Illustrative Example of Path Analysis 691
Statistical Software 693 Lisrel 693 SPSS and SAS Computerized Demonstration
Movies 694 SPSS and SAS Screen Captures with Notes 694
SPSS Windows 694 SAS Enterprise Guide 695 HP Running Case 696 • Summary 696 Key Terms and Concepts 697 • Suggested Cases and Video Cases 697 • Live Research: Conducting a Marketing Research Project 697 Acronyms 697 • Exercises 698 Internet and Computer Exercises 698 Activities 698
23 Report Preparation and Presentation 699 Objectives 699 Overview 700 Importance of the Report and
Presentation 701 The Report Preparation and Presentation
Process 701 Report Preparation 702 Report Format 702
Title Page 703 Letter of Transmittal 703 Letter of Authorization 704 Table of Contents 704 Executive Summary 704 Problem Definition 704 Approach to the Problem 704 Research Design 704 Data Analysis 704 Results 704 Limitations and Caveats 705 Conclusions and Recommendations 705
Report Writing 705 Readers 705 Easy to Follow 706 Presentable and Professional Appearance 706 Objective 706
Reinforce Text with Tables and Graphs 706 Terse 706
Guidelines for Tables 706 Title and Number 706 Arrangement of Data Items 707 Basis of Measurement 707 Leaders, Rulings, and Spaces 707 Explanations and Comments: Headings, Stubs,
and Footnotes 707 Sources of the Data 707
Guidelines for Graphs 707 Geographic and Other Maps 708 Round or Pie Charts 708 Line Charts 708 Pictographs 709 Histograms and Bar Charts 709 Schematic Figures and Flowcharts 709
Data Visualization and Big Data 710 Visualizing Big Data 710 SAS Visual Analytics 711
Report Distribution 711 Oral Presentation 711 Reading the Research Report 712
Address the Problem 712 Research Design 712 Execution of the Research Procedures 713 Numbers and Statistics 713 Interpretation and Conclusions 713 Generalizability 713 Disclosure 713
Research Follow-Up 714 Assisting the Client 714 Evaluation of the Research Project 714
International Marketing Research 715 Marketing Research and Social Media 716 Mobile Marketing Research 717 Ethics in Marketing Research 717 Statistical Software 718 SPSS Windows 719 SAS Enterprise Guide 719 HP Running Case 720 • Summary 720 Key Terms and Concepts 720 • Suggested Cases, HBS Cases, and Video Cases 720 Live Research: Conducting a Marketing Research Project 721 • Acronyms 721 Exercises 721 • Internet and Computer Exercises 722 • Activities 722
Video Case 23.1 Marriott: Marketing Research Leads to Expanded Offerings 723
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xviii CONTENTS
CASES
RUNNING CASE WITH REAL DATA Case 1.1 HP: Using Marketing Research to Gain a
Competitive Edge 726
COMPREHENSIVE CRITICAL THINKING CASES Case 2.1 Baskin-Robbins: Can It Bask in the Good ‘Ole
Days? 731 Case 2.2 Kid Stuff? Determining the Best Positioning
Strategy for Akron Children’s Hospital 734
DATA ANALYSIS CASES WITH REAL DATA Case 3.1 AT&T Wireless: Ma Bell Becomes
Ma Again 736 Case 3.2 IBM: A Top Provider of Computer Hardware,
Software, and Services 740 Case 3.3 Kimberly-Clark: Competing Through
Innovation 748
COMPREHENSIVE CASES WITH REAL DATA Case 4.1 JPMorgan Chase: Chasing Growth Through
Mergers and Acquisitions 755
Case 4.2 Wendy’s: History and Life After Dave Thomas 761
COMPREHENSIVE HARVARD BUSINESS SCHOOL CASES Case 5.1 The Harvard Graduate Student Housing Survey
(9-505-059) 767 Case 5.2 BizRate.Com (9-501-024) 767 Case 5.3 Cola Wars Continue: Coke and Pepsi in the
Twenty-First Century (9-702-442) 767 Case 5.4 TiVo in 2002 (9-502-062) 767 Case 5.5 Compaq Computer: Intel Inside? (9-599-061) 767 Case 5.6 The New Beetle (9-501-023) 767
Appendix: Statistical Tables 769 Notes 781 Glossary 824 Index 839
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xix
F O R E W O R D
The world of business is moving more rapidly than ever, meaning the intelligent and thoughtful use of research is critical to keeping pace. Undoubtedly, the most success- ful people will have a broad base of education, high levels of communication skills, and creative approaches to the opportunities racing toward us. It is a significant achieve- ment when a textbook such as Dr. Malhotra’s allows the classroom to become a source of these skills and greatly enhance the employability of the students.
This text has already proven its worth as one of the most successful in the field, with well over 140 universities using it in the United States and eight foreign-language
and several different English-language editions in print. It is unsurpassed in presenting the fundamentals that allow your students to become researchers and intelligent users of
research. The real-life examples, titled Real Research, bring students closer to the world businesspeople face daily. At every step, they can relate to the ongoing Department Store
Project, the HP running case, and the practical vignettes that bring the educational material to a realistic and practical level. These materials are complemented by Active Research, Experiential Research, and exercises that offer additional hands-on experience. There is pervasive empha- sis on social media, mobile marketing research, ethics, and international marketing research. The text’s grasp of the leading edge of research is evident in its integration of modern tools of research such as the Internet, computer analytic software, and the latest management practices. The demonstration movies, screen captures, and step-by-step instructions for running SPSS and SAS programs provide the most extensive help available for learning these statistical packages.
We at Burke, Inc. are pleased to be asked to contribute again to a new edition. We have shared our experiences as well as our philosophies, technical skill, and thoughts about the future of research. This seventh edition of Marketing Research: An Applied Orientation provides the foundation we believe every student should have. We are confident you will find its combination of theory, practice, and sound advice to be of great value to both you and your students.
Jeff Miller, Ph.D. President and CEO, Burke, Inc.
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P R E F A C E
Helping Teach Students Marketing Research I wrote this book to provide an applied and practical marketing research text with comprehen- sive, balanced coverage of both qualitative and quantitative material. It takes the perspective of a marketing research user and reflects current trends in international marketing research, social media, mobile marketing research, ethics, and the integration of the Internet and computers. All chapters focus on the practice of marketing research by featuring a variety of marketing compa- nies and marketing research organizations. Several features make the book distinctive.
It has a unique applied and managerial orientation, illustrating the interaction between mar- keting research decisions and marketing management decisions. It also emphasizes a hands-on, do-it-yourself approach, affording students several opportunities to experience these interac- tions through pedagogical tools such as Real Research, Active Research, Experiential Research, Project Research, Live Research, cases, video cases, and extensive review questions, Internet and computer exercises, role playing, field work, and group discussions. The data analysis chapters tightly integrate SPSS and SAS, illustrating each step in running these programs in detail and providing three distinct ways that students can learn the programs on their own: (1) step-by-step instructions in the book (2) screen captures with notes for each step, and (3) demonstration mov- ies illustrating each step. This book provides marketing research students the most extensive help available to learn SPSS and SAS.
The response to the first six editions has been truly gratifying, with more than 144 universi- ties adopting the book in the United States. The book has been translated into eight languages: Chinese, Russian, Spanish, Portuguese, French, Hungarian, Bahasa Indonesia, and Japanese. English-language editions include North American, International, European, Arab, and Indian, as well as texts for Australia and New Zealand. I want to express my sincere thanks and appre- ciation to all the professors and students who have contributed to the success of the book as adopters, users, reviewers, and providers of valuable feedback and encouragement. The seventh edition attempts to build on this success to make the book even more current, contemporary, illustrative, and sensitive to user needs.
About the Seventh Edition The book is organized into three parts, based on a six-step framework for conducting marketing research. Part I provides an introduction and discusses problem definition, the first and most important step. The second step in the marketing research process is understanding the nature and scope of research to develop an approach to the problem. Part II covers research design, the third step, and describes exploratory, descriptive, and causal research designs in detail. It identi- fies the types of information marketing research provides and the appropriate scales for obtain- ing it. We present several guidelines for designing questionnaires and explain the procedures, techniques, and statistical considerations in sampling.
Part III presents a practical and managerially oriented discussion of fieldwork, the fourth step in the marketing research process. It also covers data preparation and analysis, the fifth step. We discuss the basic and advanced statistical techniques in detail, with emphasis on procedures, inter- pretation of results, and managerial implications rather than on statistical elegance. We feature four statistical packages—SPSS, SAS, MINITAB, and Excel—but our focus is on SPSS and SAS.
Specifically, the seventh edition contains the following:
1. Integration of Social Media. The seventh edition features an innovative and pervasive integration of social media. There is a separate section entitled “Marketing Research and Social Media” in each chapter, except the data analysis chapters. In addition, the use of social media is discussed in several other sections of the chapter, including end of chapter questions, HP running case, cases, and video cases. We focus on social media both as an application of marketing research and as a domain in which to conduct marketing research. While we do not expect social media research to replace traditional marketing research, we
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predict that social media will become an increasingly important domain that complements traditional marketing research.
2. Integration of Mobile Marketing Research. The seventh edition features a pioneering and pervasive integration of mobile marketing research (MMR). There is a separate section entitled “Mobile Marketing Research” in each chapter, except the data analysis chapters. In addition, MMR is discussed in several other sections of the chapter, including end of chap- ter questions.
3. Added Emphasis on SPSS and SAS. Relevant chapters contain a special section on SPSS Windows along with another on SAS Enterprise Guide, that illustrate the relevant programs and the steps required to run them. We have provided SPSS and SAS files for all input data sets featured in the data analysis chapters (Chapters 14 through 22), input data sets that appear in Internet and Computer Exercises, input data sets for cases (Cases 1.1, 3.1, 3.2, 3.3, 4.1, and 4.2), and the Wal-Mart project. The SAS steps that are illustrated apply to the SAS Enterprise Guide, the user interface for SAS OnDemand for Academics.
4. Video Cases. Each chapter of the book, except the data analysis chapters, is accompanied by a video and video case written from a marketing research perspective with marketing research questions. Videos are available in the Instructor Resource Center and solutions appear in the Instructor’s Manual.
Instructor Teaching Resources Marketing Research comes with the following teaching resouces:
xxii PREFACE
Supplements available to instructors at www.pearsonhighered.com
Features of the Supplement
Instructor’s Manual • Chapter-by-chapter summaries • Examples and activities not in the main book • Teaching outlines • Teaching tips • Solutions to all questions and problems in the book
Test Bank 2,200 multiple-choice, true/false, short-answer, and graphing questions with these annotations:
• Difficulty level (1 for straight recall, 2 for some analy- sis, 3 for complex analysis)
• Type (Multiple-choice, true/false, short-answer, essay) • Topic (The term or concept the question supports) • Learning outcome • AACSB learning standard (Written and Oral Communi-
cation; Ethical Understanding and Reasoning; Analyti- cal Thinking; Information Technology; Interpersonal Relations and Teamwork; Diverse and Multicultural Work; Reflective Thinking; Application of Knowledge)
• Page number in the text
Computerized TestGen TestGen allows instructors to: • Customize, save, and generate classroom tests • Edit, add, or delete questions from the Test Item Files • Analyze test results • Organize a database of tests and student results
PowerPoints PowerPoints meet accessibility standards for students with disabilities. Features include, but not limited to:
• Keyboard and Screen Reader access • Alternative text for images • High color contrast between background and fore-
ground colors
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PREFACE xxiii
Supplements available to instructors at www.pearsonhighered.com
Features of the Supplement
Data Set and Files • Data for Case 1.1 HP; Case 3.1 AT&T; Case 3.2 IBM; Case 3.3 Kimberly-Clark; Case 4.1 JPMorgan Chase and Case 4.2 Wendy’s given in the book (SPSS and SAS). The output files containing the answers to the data analysis questions are also provided.
• Data files for Wal-Mart running project and output files containing the answers to data analysis in the associated project activities.
• Data files for all the Internet and Computer Exer- cises (SPSS and SAS). The output files containing the answers to the data analysis questions are also provided.
• Data file for the data set(s) used in each data analysis chapter (SPSS and SAS). The output files containing the analysis are also provided.
• SPSS and SAS computerized demonstration movies • SPSS and SAS screen captures with notes
Marketing Research, 7th Edition, is available as an eBook and can be purchased at most eBook retailers.
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A C K N O W L E D G M E N T S
Many people have been extremely helpful in the writing of this textbook. I would like to acknowledge the late Professor Arun K. Jain (State University of New York at Buffalo), who taught me marketing research in a way I will never forget. My students, particularly former doctoral students James Agarwal, Imad Baalbaki, Ashutosh Dixit, Dan McCort, Rick McFarland, Charla Mathwick, Gina Miller, Mark Peterson, Jamie Pleasant, Cassandra Wells, and Ashutosh Patil, as well as other doctoral students Mark Leach and Tyra Mitchell, have been very helpful in many ways.
I particularly want to acknowledge the assistance of Mark Leach and Gina Miller in writing the ethics sections and chapter, Mark Peterson in writing the computer applications, and James Agarwal with the international marketing research examples in the earlier editions. MBA stu- dents David Ball, Joshua Pitts, and Madhavi Akella provided helpful research assistance. The students in my marketing research courses have provided useful feedback as the material was class-tested for several years.
My colleagues at Georgia Tech, especially Fred Allvine, have been very supportive. I also want to thank Ronald L. Tatham, former chairman of Burke, Inc., for his encouragement and support, as well as Jeff Miller, the current president and CEO of Burke. William D. Neal, founder and senior executive officer of SDR, Inc., has been very helpful and supportive over the years. The Insights Association, formed January 1, 2017 as a result of merging MRA and CASRO has been very helpful and I especially want to recognize Diane Bowers for her help with the practi- tioner quotes. Many practitioners have also contributed to this book. Pamela Prentice of SAS was very helpful with the SAS additions incorporated in the seventh edition.
The team at Pearson provided outstanding support. Special thanks are due to Stephanie Wall, Editor-in-chief; Michelle Zeng, Content Producer; Susan McNally, Project Manager; Maya Lane, Right & Permissions Manager; Ashley Santora, Managing Producer; Becky Rowland, Product Marketing, and Nicole Price, Field Marketing. Special recognition is due to the field representa- tives and salespeople who have done an outstanding job.
I acknowledge with great respect my mother, Mrs. Satya Malhotra, and my late father, Mr. H. N. Malhotra. Their love, encouragement, support, and the sacrificial giving of themselves have been exemplary. My heartfelt love and gratitude go to my wife, Veena, and my children, Ruth and Paul, for their faith, hope, and love.
Above all, I want to acknowledge and thank my Savior and Lord, Jesus Christ, for the many miracles He has performed in my life. This book is, truly, the result of His grace—“This is the Lord’s doing; it is marvelous in our eyes” (Psalm 118:23). It is also an answer to prayers—“And whatsoever ye shall ask in my name, that will I do, that the Father may be glorified in the Son. If ye shall ask any thing in my name, I will do it” (John 14:13–14).
Naresh K. Malhotra
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xxv
A B O U T T H E A U T H O R
Dr. Naresh K. Malhotra is Senior Fellow, Georgia Tech CIBER and Regents’ Profes- sor Emeritus, Scheller College of Business, Georgia Institute of Technology. In 2010, he was
selected as a Marketing Legend and his refereed journal articles were published in nine vol- umes by Sage with tributes by other leading scholars in the field. He is listed in Marquis Who’s Who in America continuously since 51st Edition 1997, and in Who’s Who in the World since 2000. In 2017, he received the Albert Nelson Marquis Lifetime Achievement Award from Marquis Who’s Who. In 2015, he received the Lifetime Achievement Award from the Prestige Institute of Management, Gwalior, India. He received the prestigious Academy of
Marketing Science CUTCO/Vector Distinguished Marketing Educator Award in 2005. In 2011, he received the Best Professor in Marketing Management, Asia Best B-School Award.
In an article by Wheatley and Wilson (1987 AMA Educators’ Proceedings), Professor Malhotra was ranked number one in the country based on articles published in the Journal of
Marketing Research (JMR) during 1980–1985. He holds the all-time record for the maximum num- ber of publications in the Journal of Health Care Marketing. He is ranked number one based on publications in the Journal of the Academy of Marketing Science (JAMS) since its inception through volume 23 (1995). He is number one based on publications in JAMS during the ten-year period 1986–1995 (See Tables 6 and 7 of JAMS, 24(4) (Fall 1996):297). In an editorial by Schlegelmilch (JIM, 11(1), 2003), Malhotra was ranked number one based on publications in the International Marketing Review (IMR) from 1992 to 2002. He is ranked number one based on publications in the International Marketing Review since its inception (1983) to 2003 [Table V, IMR, 22(4) (2005); 396], and from 1983 to 2011 [Table VI, IMR, 30(1) (2013):14]. He is also ranked number one based on publications in the International Marketing Review from 1996 to 2006 based on a study by Xu et al. published in the Asia Pacific Journal of Management (2008) 25: 189–207. In a landmark study by Ford et al. (2010) examining publications in the top four marketing journals [Journal of Marketing, Journal of Marketing Research (JMR), Journal of Consumer Research, and the Journal of the Academy of Marketing Science (JAMS)] over a 25-year period from 1977 to 2002, Professor Malhotra has three top-three rankings: ranked number three based on publications in all the four journals combined, ranked number three based on publications in JMR, and ranked number one based on publications in JAMS. He has published ten papers in Journal of Marketing Research.
He has published more than 140 papers in major refereed journals, including the Journal of Marketing Research, Journal of Consumer Research, Marketing Science, Management Sci- ence, Journal of Marketing, Journal of Academy of Marketing Science, Organizational Research Methods, Journal of Retailing, Journal of Advertising, Journal of Health Care Marketing, and leading journals in statistics, management science, information systems, and psychology. In addition, he has published numerous refereed articles in the proceedings of major national and international conferences. Several articles have received best paper research awards.
He is Chairman of the Emerging Markets Conference Board, and the Lead Program co-chair of the annual conferences organized by the Board. He was chairman, Academy of Marketing Science Foun- dation, 1996–1998, and was president, Academy of Marketing Science, 1994–1996, and Chairman, Board of Governors, 1990–1992. He is a Distinguished Fellow of the Academy and Fellow, Decision Sciences Institute. He is the founding editor-in-chief of Review of Marketing Research, served as an associate editor of Decision Sciences for 18 years and has served as section editor, Health Care Market- ing Abstracts, Journal of Health Care Marketing. He serves on the editorial board of eight (8) journals.
Dr. Malhotra has consulted for business, non-profit and government organizations in the United States and abroad and has served as an expert witness in legal and regulatory proceedings. He has special expertise in survey design, data analysis and statistical methods. He is the winner of numerous awards and honors for research, teaching, and service to the profession, including the Academy of Marketing Science, Outstanding Marketing Teaching Excellence Award, 2003.
Dr. Malhotra is an ordained minister of the Gospel, a member and Deacon, First Baptist Church, Atlanta, and President of Global Evangelistic Ministries, Inc. (www.globalevangelisticministries .net). This ministry has documented in independent reports more than 1.7 million people praying to receive Jesus Christ as personal Savior and Lord. He has been married to Veena for more than 37 years and they have two grown children Ruth and Paul.
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In a world awash with cheap behavioral data, it is tempting to believe that answers to questions concerning consumer behavior can all be answered through the application of analytics. Additionally, the advent of inexpensive, automated survey research plat- forms beckons not just researchers, but everyone, to put surveys up online at the drop of a hat without really understanding the science behind them. Combine these with a belief in “good enough” and you have a recipe for disastrous and expensive mistakes. It is this, above all, that makes Marketing Research: An Applied Orientation, Seventh
Edition such an important and essential companion to the researcher and marketer alike. Marketing Research is both science and art and this edition provides a secure grounding
in the application of both in the pursuit of accurate and impactful insights that can drive business decisions.
Simon Chadwick, Managing Partner, Cambiar Consulting Chairman, Insights Association
Editor-in-Chief, Research World
C O M M E N D AT I O N
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