An Applied Orientation
Global Edition
Sixth Edition
Naresh K. Malhotra
Georgia Institute of Technology
Boston Columbus
Amsterdam
Delhi
Cape Town
Mexico City
Indianapolis
Dubai
New York
London
Madrid
San Francisco
Milan
Hong Kong
Munich
Seoul
Singapore
Toronto
Taipei Tokyo
Contents
Chapter 2
Foreword 21
Preface 23
Acknowledgments 29
Author Biography 32
PART I
Chapter 1
Overview
Tasks Involved
34
39
A Classification of Marketing
Research 39
41
46
50
51
55
57
59
87
54
83
Objective/Theoretical Framework 83
Analytical Model 83
Research Questions 84
Hypotheses 85
Specification of Information Needed 87
46
80
79
74
Research
69
35
68
Introduction to Marketing
Research 34
Objectives
66
67
PART II
Research Design
Formulation 99
Chapter 3
Research Design
Objectives 100
100
10
CONTENTS
Overview
101
102
104
113
114
132
133
133
136
138
138
140
Chapter 5
131
Objectives
130
Overview
154
Objectives
145
Surveys 145
Purchase and Media Panels 150
Chapter 4
140
102
137
168
169
173
174
11
CONTENTS
Advantages and Disadvantages of Depth
Interviews 188
Applications of Depth Interviews
Observation Methods
188
189
Association Techniques
190
Observation
Completion Techniques
191
Projective Techniques
Construction Techniques
Expressive Techniques
230
of Administration
193
230
Personal Observation
Audit
Software Packages
230
192
231
Mechanical Observation
195
196
231
233
Content Analysis
Trace Analysis
197
233
235
Summary
202
Concepts
202
203
Methods
Live Research:
Project
203
Acronyms
203
204
Exercises
204
Activities
Ethnographic Research
Other Methods
204
208
209
Survey Methods
211
212
212
Computer-Assisted Telephone
Interviewing 212
Personal Methods
215
217
Internet Interviews
218
252
218
Definition of Symbols
219
221
221
Respondent Factors
Role of Evidence
Situational Factors
250
251
252
218
E-Mail Interviews
250
217
Electronic Methods
Task Factors
249
Concomitant Variation
Mail Interviews
Mail Panels
248
Concept of Causality
216
Mail Methods
Methods
214
Chapter 7
Objectives
214
238
240
238
237
238
205
Athletes, Performance,
and the Brand 206
Objectives
237
Exercises
236
Chapter 6
230
Validity in Experimentation
Internal Validity
254
External Validity
255
Extraneous Variables
226
History
227
255
Maturation
228
229
255
Testing Effects
Instrumentation
256
256
253
254
255
254
252
12
CONTENTS
Statistical Regression
Selection Bias
Mortality
Overview
256
256
257
Randomization
257
of Measurement
257
Description
257
Order
Statistical Control
Design Control
257
258
Origin
Nominal Scale
259
Ratio Scale
260
260
Quasi-Experimental Designs
Multiple Time Series Design
261
265
265
266
267
Time
269
Cost
269
Administration
292
294
263
Limitations of Experimentation
289
Designs
269
269
Chapter 9
271
271
Objectives
269
269
Overview
304
305
271
272
272
274
Likert Scale
Concepts
275
275
Live Research:
276
Acronym
276
Exercises
276
Exercises
277
Activities
308
310
311
277
277
Stapel Scale
278
312
312
313
313
Chapter 8
280
305
306
308
Summary
289
289
291
262
263
Factorial Design
262
Statistical Designs
286
288
286
Interval Scale
259
284
284
Ordinal Scale
259
Experiments
283
283
258
Preexperimental Designs
282
283
283
Distance
A Classification of Experimental
Designs
282
281
Multi-Item Scales
Scale Evaluation
316
317
Measurement Accuracy
318
313
313
13
CONTENTS
Reliability 318
Validity 320
Relationship Between Reliability
and Validity 321
Generalizability 321
Choosing a Scaling Technique 322
Mathematically Derived Scales 322
International Marketing Research 322
Ethics in Marketing Research 323
SPSS Windows 325
Overview
332
333
334
335
336
337
338
339
Chapter 11
370
372
341
353
354
Construction 356
Observational Forms 358
International Marketing Research 358
Ethics in Marketing Research 359
SPSS Windows 361
352
Chapter 10
349
Techniques
376
Nonprobability Sampling
Techniques
377
346
382
14
CONTENTS
Choosing Nonprobability Versus
Probability Sampling 390
Uses of Nonprobability and Probability
Sampling 391
Internet Sampling 391
Issues in Online Sampling 391
Online Sampling Techniques 392
International Marketing Research 393
Ethics in Marketing Research 394
Summary 396 Key Terms and
Concepts 397 Suggested Cases, Video
Cases, and HBS Cases 397 Live Research:
Conducting a Marketing Research Project 397
Acronym 397 Exercises 398
Internet and Computer Exercises 398
Activities 398 Dell Running Case 399
VIDEO CASE 11.1 Motorola:
Projecting the Moto Lifestyle 400
402
432
433
434
Fieldwork/Data-Collection Process
Selection of Fieldworkers
404
405
415
416
434
434
Training of Fieldworkers
436
437
Supervision of Fieldworkers
Quality Control and Editing
Sampling Control 439
Control of Cheating 439
Central Office Control
439
439
439
Validation of Fieldwork
439
Evaluation of Fieldworkers
403
439
450
451
452
452
453
454
459
15
CONTENTS
Cross-Tabulations
462
462
Two Variables
Variable Respecification
Scale Transformation
Three Variables
463
495
464
465
Cross-Tabulation
Chi-Square
466
Phi Coefficient
468
498
499
500
Contingency Coefficient
Ethics in Marketing Research
Statistical Software
468
471
Lambda Coefficient
Other Statistics
471
Differences
One Sample
Paired Samples
One Sample
Paired Samples
Summary
475
Concepts
476
Acronym
Exercises
477
Exercises
478
Chapter 15
515
Live Research:
477
Notes
510
512
Statistical Software
509
510
473
477
505
508
Nonparametric Tests
473
477
504
504
473
Project
502
503
Parametric Tests
502
471
Recoded Income
501
Cross-Tabulation in Practice
Evaluation
501
Cramer's V 501
SPSS Windows
498
A Classification of Statistical
Techniques
493
494
478
516
SPSS Windows
479
516
518
Summary
520
Concepts
522
Objectives
Project
Overview
480
481
Frequency Distribution
523
Live Research:
484
523
Acronyms
524
Exercises
524
Exercises
525
Activities
526
527
486
Measures of Location
Measures of Variability
Measures of Shape
Chapter 16
486
487
488
489
Overview
528
529
Testing
489
531
532
489
491
Analysis of Variance
491
533
533
533
535
536
493
535
533
16
CONTENTS
Illustrative Data
536
540
540
Strength of Association
Significance Testing
542
545
Issues in Interpretation
545
Interactions
Stepwise Regression
Multicollinearity
545
547
548
Statistical Software
Regression
551
552
552
553
555
Concepts
556
Exercises
558
594
Concepts
596
556
Project
558
559
597
560
560
561
597
Exercises
598
Partial Correlation
Regression Analysis
562
566
Nonmetric Correlation
568
568
Bivariate Regression
568
569
Chapter 18
571
572
Activities
Overview
600
601
Association
610
576
613
577
Multiple Regression
609
574
577
605
605
Coefficient
573
603
599
599
Function
597
Live Research:
Acronym
Exercises
Chapter 17
596
557
593
Summary
Live Research:
592
Summary
Acronyms
592
SPSS Windows
553
591
589
Statistical Software
SPSS Windows
589
550
587
588
548
582
585
586
Cross-Validation
Notes
581
Examination of Residuals
Analysis of Covariance
579
580
Coefficients
614
613
CONTENTS
Determine the Significance of the Discriminant
Function 614
620
620
Chapter 20
Overview
627
Applications of Nonhierarchical
Clustering
Clustering Variables
635
637
Analysis 638
Conducting Factor Analysis 638
Formulate the Problem 639
Construct the Correlation Matrix 640
Determine the Method of Factor
Analysis 643
Determine the Number of Factors 643
Rotate Factors 644
Interpret Factors 645
Calculate Factor Scores 646
Select Surrogate Variables 646
Determine the Model Fit 647
Applications of Common Factor
Analysis 649
Statistical Software 654
SPSS and SAS Computerized Demonstration
Movies 654
SPSS and SAS Screen Captures with
Notes 654
682
655
681
636
679
634
SPSS Windows
674
Basic Concept
662
Overview
661
Analysis 663
Objectives
660
Basic Concept
Chapter 19
SPSS Windows
655
17
Chapter 21
Multidimensional Scaling
and Conjoint Analysis 688
Objectives
Overview
688
689
18
CONTENTS
Label the Dimensions and Interpret the
Configuration 696
Assess Reliability and Validity
697
698
698
Correspondence Analysis
Problems
700
735
701
Conjoint Analysis
701
702
702
702
Recommendations
738
Analysis
738
705
Relationship of SEM to Other Multivariate
708
Techniques
711
,739
708
Statistical Software
737
Analysis
711
714
740
740
740
742
Notes
715
SPSS Windows
737
737
703
736
735
715
742
742
716
Model
742
Summary
717
742
Concepts
718
743
719
Live Research:
Exercises
720
720
Activities
Chapter 22
731
720
721
720
Validity
Overview
721
746
747
748
722
Statistical Software
723
Basic Concept
745
743
LISREL
724
751
SPSS Windows
725
752
726
726
753
Summary
754
Concepts
756
756
Live Research:
Acronym
756
Exercises
Activities
728
Chapter 23
757
757
729
729
Objectives
729
730
Overview
758
759
756
756
Conducting SEM
749
751
757
CONTENTS
Ethics in Marketing Research
Statistical Software
SPSS Windows
Process
760
Report Preparation
Report Format
761
Report Writing
761
Chapter 24
764
764
Terse 765
765
768
769
771
777
International Marketing
Research 784
Objectives
776
776
Readers 765
Easy to Follow 765
Presentable and Professional
Appearance 765
Objective 765
Reinforce Text with Tables and Graphs 765
775
19
772
785
787
Overview
784
774
20
CONTENTS
806
853
(9-702-442)
853
853
and Services
853
853