CONTENTS
Preface
Preface-1
PART I: CHAPTER NOTES AND ANSWERS
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 10
Chapter 11
Chapter 12
Chapter 13
Chapter 14
Chapter 15
Chapter 16
Chapter 17
Chapter 18
Chapter 19
Introduction to Marketing Research
Defining The Marketing Research Problem and Developing
an Approach
Research Design
Exploratory Research Design: Secondary Data
Exploratory Research Design: Syndicated Sources of
Secondary Data
Exploratory Research Design: Qualitative Research
Descriptive Research Design: Survey and Observation
Causal Research Design: Experimentation
Measurement and Scaling: Fundamentals and Comparative
Scaling
Measurement and Scaling: Noncomparative Techniques
Questionnaire and Form Design
Sampling: Design and Procedures
Sampling: Final and Initial Sample Size Determination
Field Work
Data Preparation and Analysis Strategy
Data Analysis: Frequency Distribution, Hypothesis Testing,
and Cross-Tabulations
Data Analysis: Hypothesis Testing Related to Differences
Data Analysis: Correlation and Regression
Report Reparation and Presentation
1
20
34
51
62
72
87
103
116
128
141
160
174
184
193
205
223
240
259
PART II: CASE AND VIDEO CASE SOLUTIONS
CASE SOLUTIONS FOR PART I
Case 1.1
Gillette Has a Razor Sharp Edge Over its Competitors
Case 1.2
Sears: Meeting the Challenge of the Future
C1-1
C1-2
VIDEO CASE SOLUTIONS FOR PART I
Video Case 1.1 Burke: Learning and Growing Through Marketing Research
Video Case 1.2 Accenture: The Accent is in the Name
VC1-1
VC1-2
CASE SOLUTIONS FOR PART II
Case 2.1
Maxfli: Going for the Long Ball
Case 2.2
Can the Caddie Make a Comeback?
C2-1
C2-2
TC - 1
Case 2.3
Case 2.4
Case 2.5
Research Prompts HCA-Healthcare to Reevaluate its Internet
Focus
Bloomingdale’s: Inviting the Bloom into the Store
Burger King is Frying to Become Number One in French Fries
C2-9
C2-11
C2-15
VIDEO CASE SOLUTIONS FOR PART II
Video Case 2.1 Starbucks: Staying Local While Going Global Through
Marketing Research
Video Case 2.2 Nike: Associating Athletes, Performance, and the Brand
VC2-1
VC2-2
CASE SOLUTIONS FOR PART III A: WITH EXTERNAL DATA
Case 3.1
Ford Seeks a New Image
Case 3.2
A Breeze for Darden Restaurants
Case 3.3
Should Microsoft “Soften” Up to Rescue its Image?
C3-1
C3-4
C3-7
CASE SOLUTIONS FOR PART III B: WITHOUT EXTERNAL DATA
Case 3.4
Are Catalogs Risky Business?
Case 3.5
Does Advertising Subsidize the Price of Consumer Magazines?
C3-9
C3-10
VIDEO CASE SOLUTIONS FOR PART III
Video Case 3.1 AFLAC: Marketing Research Quacks a Duck
Video Case 3.2 Honest Tea: Honesty is the Best Policy
VC3-1
VC3-2
COMPREHENSIVE CASE SOLUTIONS WITH EXTERNAL DATA FOR
PART IV
Case 4.1
Boeing: Taking Flight
Case 4.2:
Do Gucci Catalogs Stack Up in Direct Marketing?
C4-1
C4-12
COMPREHENSIVE VIDEO CASE SOLUTIONS FOR PART IV
Video Case 4.1 Subaru: “Mr. Survey” Monitors Customer Satisfaction
Video Case 4.2 Marriott: Marketing Research Leads to Expanded Offerings
VC4-1
VC4-7
PART: III ADDITIONAL CASES AND VIDEO CASES WITH
SOLUTIONS
ADDITIONAL CASES
Case 5.1
When the Going Gets Tough, the Tough Get Going For
Upscale Gyms
Case 5.2
Telephia: Telescoping the Wireless Industry
Case 5.3
Eastman Kodak: From High Touch to High Tech
Case 5.4
United States Postal Service: Does its Service Measure Up?
Case 5.5
Is Amtrak on Track?
Case 5.6
Satmetrix: Measuring Customer Satisfaction, Retention and Loyalty
Case 5.7
High Price of Cereal Getting You Down? General Mills Thinks
So.
Case 5.8
Citibank Banks On Database Marketing
TC - 2
Case 5-1
Case 5-3
Case 5-5
Case 5-7
Case 5-9
Case 5-12
Case 5-15
Case 5-17
Case 5.9
Case 5.10
The Birth of Gatorade: From Jordan to the Unknown
DuPont Has Designs on Fashion
ADDITIONAL VIDEO CASES
Video Case 5.1 Dunkin’ Donuts: Dunking the Competition
Video Case 5.2 eGO: Electric Vehicles on the Go
Video Case 5.3 Nextel’s Next Move: Expanding Its Customer Base
Video Case 5.4 The Snapple Story: (Un) Reliance on Marketing Research
Video Case 5.5 Federated Says ‘I do’ to New Bridal Departments
Video Case 5.6 Motorola: Projecting the Moto Lifestyle
SOLUTIONS TO ADDITIONAL CASES
Case 5.1
When the Going Gets Tough, the Tough Get Going For
Upscale Gyms
Case 5.2
Telephia: Telescoping the Wireless Industry
Case 5.3
Eastman Kodak: From High Touch to High Tech
Case 5.4
United States Postal Service: Does its Service Measure Up?
Case 5.5
Is Amtrak on Track?
Case 5.6
Satmetrix: Measuring Customer Satisfaction, Retention and Loyalty
Case 5.7
High Price of Cereal Getting You Down? General Mills Thinks
So.
Case 5.8
Citibank Banks On Database Marketing
Case 5.9
The Birth of Gatorade: From Jordan to the Unknown
Case 5.10
DuPont Has Designs on Fashion
SOLUTIONS TO ADDITIONAL VIDEO CASES
Video Case 5.1 Dunkin’ Donuts: Dunking the Competition
Video Case 5.2 eGO: Electric Vehicles on the Go
Video Case 5.3 Nextel’s Next Move: Expanding Its Customer Base
Video Case 5.4 The Snapple Story: (Un) Reliance on Marketing Research
Video Case 5.5 Federated Says ‘I do’ to New Bridal Departments
Video Case 5.6 Motorola: Projecting the Moto Lifestyle
TC - 3
Case 5-20
Case 5-22
Video Case 5-1
Video Case 5-3
Video Case 5-5
Video Case 5-7
Video Case 5-9
Video Case 5-11
C5-1
C5-2
C5-4
C5-5
C5-8
C5-13
C5-15
C5-18
C5-23
C5-24
VC5-1
VC5-6
VC5-9
VC5-12
VC5-17
VC5-24