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Alvin C. Burns Ann Veeck NINTH EDITION MARKETING RESEARCH NINTH EDITION Alvin C. Burns Louisiana State University Ann Veeck Western Michigan University A01_BURN5123_09_SE_FM.indd 1 15/11/2018 20:01 Vice President, Business, Economics, and UK Courseware: Operations Specialist: Carol Melville Donna Battista Design Lead: Kathryn Foot Director of Portfolio Management: Stephanie Wall Manager, Learning Tools: Brian Surette Executive Portfolio Manager: Lynn M. 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Such references are not intended to imply any sponsorship, endorsement, authorization, or promotion of Pearson’s products by the owners of such marks, or any relationship between the owner and Pearson Education, Inc., or its affiliates, authors, licensees, or distributors. Library of Congress Cataloging-in-Publication Data Names: Burns, Alvin C., author. | Veeck, Ann., author. Title: Marketing research / Alvin C. Burns, Louisiana State University, Ann Veeck, Western Michigan University. Description: Ninth edition. | New York : Pearson Education, [2020] Identifiers: LCCN 2018051602| ISBN 9780134895123 (alk. paper) | ISBN 0134895126 Subjects: LCSH: Marketing research. Classification: LCC HF5415.2 .B779 2020 | DDC 658.8/3—dc23 LC record available at https://lccn.loc.gov/2018051602 1 19 ISBN 10: 0-13-489512-6 ISBN 13: 978-0-13-489512-3 A01_BURN5123_09_SE_FM.indd 2 15/11/2018 20:01 We wish to thank our spouses, Jeanne and Greg. Our spouses sacrificed much in order to allow us to work on our book. We are fortunate in that, for both of us, our spouses are our best friends and smiling supporters. Al Burns (Emeritus), Louisiana State University Ann Veeck, Western Michigan University A01_BURN5123_09_SE_FM.indd 3 15/11/2018 20:01 Brief Contents Preface xxi Chapter 1 Introduction to Marketing Research 2 Chapter 2 The Marketing Research Industry 20 Chapter 3 The Marketing Research Process and Defining the Problem and Research Objectives 38 Chapter 4 Research Design 60 Chapter 5 Secondary Data and Packaged Information 88 Chapter 6 Qualitative Research Techniques 120 Chapter 7 Evaluating Survey Data Collection Methods 154 Chapter 8 Understanding Measurement, Developing Questions, and Designing the Questionnaire 190 Chapter 9 Selecting the Sample 228 Chapter 10 Determining the Size of a Sample 254 Chapter 11 Dealing with Fieldwork and Data Quality Issues 282 Chapter 12 Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses 314 Chapter 13 Implementing Basic Differences Tests 354 Chapter 14 Making Use of Associations Tests 384 Chapter 15 Understanding Regression Analysis Basics 416 Chapter 16 Communicating Insights 446 Name Index 481 Subject Index 487 iv A01_BURN5123_09_SE_FM.indd 4 15/11/2018 20:01 Contents Preface xxi Chapter 1 Introduction to Marketing Research 2 1-1 Marketing Research Is Part of Marketing 4 The Philosophy of the Marketing Concept Guides Managers’ Decisions 6 Creating the “Right” Marketing Strategy 6 1-2 What Is Marketing Research? 7 Is it Marketing Research or Market Research? 7 The Function of Marketing Research 7 1-3 What Are the Uses of Marketing Research? 8 Identifying Market Opportunities and Problems 8 Generating, Refining, and Evaluating Potential Marketing Actions 8 Selecting Target Markets 8 Product Research 9 Pricing Research 9 Promotion Research 9 Distribution Research 9 Monitoring Marketing Performance 9 Improving Marketing as a Process 11 Marketing Research Is Sometimes Wrong 11 1-4 The Marketing Information System 12 Components of an MIS 13 Internal Reports System 13 Marketing Intelligence System 13 Marketing Decision Support System (DSS) 13 Marketing Research System 14 1-5 Job Skills 15 Summary 15 • Key Terms 16 • Review Questions/ Applications 16 Case 1.1 Starbucks and Tea Sales 17 Case 1.2 Integrated Case: Auto Concepts 18 Endnotes 18 Chapter 2 The Marketing Research Industry 20 2-1 Evolution of an Industry 22 Earliest Known Studies 22 Why Did the Industry Grow? 22 The 20th Century Led to a “Mature Industry” 23 Marketing Research in the 21st Century 23 2-2 Who Conducts Marketing Research? 23 Client-Side Marketing Research 23 Supply-Side Marketing Research 24 v A01_BURN5123_09_SE_FM.indd 5 15/11/2018 20:01 vi CONTENTS 2-3 The Industry Structure 24 Firm Size by Revenue 24 Types of Firms and Their Specialties 25 Industry Performance 25 2-4 Challenges to the Marketing Research Industry 27 The Need to Incorporate Innovative and Evolving Sources of Data and Methods 27 The Need to Effectively Communicate Insights 28 The Need to Hire Talented and Skilled Employees 29 2-5 Industry Initiatives 29 Best Practices 29 Maintaining Public Credibility of Research 29 Monitoring Industry Trends 30 Improving Ethical Conduct 31 2-6 Industry Standards and Ethics 31 Certification of Qualified Research Professionals 33 Continuing Education 33 2-7 A Career in Marketing Research 33 Where You’ve Been and Where You’re Headed! 34 Summary 35 • Key Terms 35 • Review Questions/ Applications 35 Case 2.1 Pinnacle Research 36 Endnotes 37 Chapter 3 The Marketing Research Process and Defining the Problem and Research Objectives 38 3-1 The Marketing Research Process 40 The 11-Step Process 40 Caveats to a Step-by-Step Process 41 Why 11 Steps? 41 Not All Studies Use All 11 Steps 41 Steps Are Not Always Followed in Order 41 Introducing “Where We Are” 41 Step 1: Establish the Need for Marketing Research 41 The Information Is Already Available 42 The Timing Is Wrong 42 Costs Outweigh the Value 42 Step 2: Define the Problem 43 Step 3: Establish Research Objectives 43 Step 4: Determine Research Design 43 Step 5: Identify Information Types and Sources 44 Step 6: Determine Methods of Accessing Data 44 Step 7: Design Data Collection Forms 44 Step 8: Determine the Sample Plan and Size 44 Step 9: Collect Data 45 Step 10: Analyze Data 45 Step 11: Communicate the Insights 45 3-2 Defining the Problem
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