A Concise Guide to Market

Transcription

1 Marko Sarstedt Erik Mooi A Concise Guide to Market Research The Process, Data, and Methods Using IBM SPSS Statistics Second Edition 4^ Springer

2 1 Introduction to Market Research Introduction What Is Market and Marketing Research? Market Research by Practitioners and Academics When Should Market Research (Not) Be Conducted? Who Provides Market Research? 5 Review Questions 7 Further Readings 8 References 8 2 The Market Research Process Introduction Identify and Formulate the Problem Determine the Research Design Exploratory Research Uses of Exploratory Research Descriptive Research Uses of Descriptive Research Causal Research Uses of Causal Research Design the Sample and Method of Data Collection Collect the Data Analyze the Data Interpret, Discuss, and Present the Findings Follow-Up 22 Review Questions 22 Further Readings 23 References 23 3 Data Introduction Types of Data Primary and Secondary Data Quantitative and Qualitative Data Unit of Analysis 30 XV

3 xvi Contents 3.4 Dependence of Observations Dependent and Independent Variables Measurement Scaling Validity and Reliability Types of Validity Types of Reliability Population and Sampling Probability Sampling Non-probability Sampling Sample Sizes 43 Review Questions 44 Further Readings 44 References 45 4 Gelting Data Introduction Secondary Data Internal Secondary Data External Secondary Data Conducting Secondary Data Research Assess Availability of Secondary Data Assess Inclusion of Key Variables Assess Construct Validity Assess Sampling Conducting Primary Data Research Collecting Primary Data Through Observations Collecting Quantitative Data: Designing Questionnaires Basic Qualitative Research Depth Interviews Projective Techniques Focus Croups Collecting Primary Data Through Experimental Research Principles of Experimental Research Experimental Designs 82 Review Questions 84 Further Readings 85 References 85 5 Descriptive Statistics The Workflow of Data Create Structure Enter Data 90

4 Contents xvii 5.4 Clean Data Interviewer Fraud Suspicious Response Pattems Data Entry Errors Outliers Missing Data Describe Data Univariate Graphs and Tables Univariate Statistics Bivariate Graphs and Tables Bivariate Statistics Transform Data Variable Respecification Scale Transformation Create a Codebook Introduction to SPSS Finding Your Way in SPSS SPSS Statistics Data Editor SPSS Statistics Viewer Data Management in SPSS Spül File Select Cases Compute Variables Recode Into Same/Different Variables Example Clean Data Describe Data Cadbury and the UK Chocolate Market (Case Study) 137 Review Questions 138 Further Readings 138 References Hypothesis Testing & ANOVA Introduction Understanding Hypothesis Testing Testing Hypotheses about One Mean Formulate the Hypothesis Select an Appropriate Test Choose the Significance Level Calculate the Test Statistic Make the Test Decision Interpret the Results Comparing Two Means: Two-samples t-test Two Independent Samples Two Paired Samples 163

5 xviii Contents 6.5 Comparing More Than Two Means: Analysis of Variance (ANOVA) Understanding One-Way ANOVA Going Beyond One-way ANOVA: The Two-Way ANOVA Example Customer Analysis at Credit Samouel (Case Study) 189 Review Questions 190 Further Readings 191 References Regression Analysis Introduction Understanding Regression Analysis Conducting a Regression Analysis Consider Data Requirements for Regression Analysis Specify and Estimate the Regression Model Test the Assumptions of Regression Analysis Interpret the Regression Results Validate the Regression Model Use the Regression Model Example Consider Data Requirements for Regression Analysis Specify and Estimate the Regression Model in SPSS Test the Assumptions of Regression Analysis Using SPSS Interpret the Regression Model Using SPSS Validate the Regression Model Using SPSS Farming with AgriPro (Case Study) 230 Review Questions 232 Further Readings 233 References Factor Analysis Introduction Understanding Principal Components Analysis Conducting a Principal Components Analysis Check Assumptions and Carry Out Preliminary Analyses Extract the Factors Determine the Number of Factors Interpret the Factor Solution Evaluate the Goodness-of-fit of the Factor Solution 251

6 Contents xix 8.4 Confirmatory Factor Analysis and Reliability Analysis Structural Equation Modeling Example Principal Components Analysis Reliability Analysis Customer Satisfaction at Häver & Boecker (Gase Study) 269 Review Questions 271 Further Readings 271 References Cluster Analysis Introduction Understanding Cluster Analysis Conducting a Cluster Analysis Decide on the Clustering Variables Decide on the Clustering Procedure Validate and Interpret the Cluster Solution Example Pre-analysis: Collinearity Assessment Hierarchical Clustering k-means Clustering Two-step Clustering Shopping at Projekt 2 (Case Study) 321 Review Questions 322 Further Readings 323 References Communicating the Results Introduction Identify the Audience Guidelines for Written Reports Structure the Written Report Title Page Executive Summary Table of Contents Introduction Methodology Results Conclusion and Recommendations Limitations Appendix Guidelines for Oral Presentations Visual Aids in Oral Presentations Structure the Oral Presentation 338

7 xx Contents 10.8 Follow-Up Ethics in Research Reports 339 Review Questions 341 Further Readings 341 References 342 Index 343