Marketing research
By: Wong Toon Quee
Contributors: Marketing Institute of Singapore
Edition: 3rd ed.
Series: Wiley series in marketing; Wiley series in marketing
Publisher: Marketing Institute of Singapore; Butterworth-Heinemann
Published: 1986
Place of publication: [Singapore]; Oxford
Language: eng
Number of pages: 360
ISBN-13: 9780585279565
Subjects: Marketing research; Marketing; Recherche; BUSINESS & ECONOMICS; Research
Notes: Includes index.

Includes bibliographical references and index.
Table of contents: title: Benefits of marketing research -- 4; title: Growing importance of marketing research -- 4; title: Main divisions of marketing research -- 6; title: Users of marketing research -- 7; title: Marketing research options -- 9; title: Exclusive (customized) survey -- 9; title: Omnibus survey -- 9; title: Syndicated studies -- 10; title: Marketing research services in Singapore -- 11; title: In-house research versus external research -- 12; title: Research proposals -- 15; title: Selecting research agencies -- 17; title: Being a research client -- 18; title: Ethical issues -- 19; title: Societal rights -- 19; title: Client's rights -- 19; title: Researcher's rights -- 19; title: Respondent's rights -- 19 -- Appendix A; title: Syndicated research studies in Singapore, 1997 -- 21 -- Appendix C; title: Gallup standards and policies -- survey research -- 27 -- 2; title: Marketing research process -- 36; title: Problem definition -- 36; title: Research purpose -- 38; title: Research objectives -- 38; title: Research design -- 40; title: Value analysis -- 40; title: The reduced loss method -- 40; title: Formal analysis -- 41; title: Value of perfect information -- 43; title: Preposterior analysis method -- 43; title: Research plan -- 46; title: Data collection -- 46; title: Data processing and analysis -- 46; title: Research report -- 47; title: Parties involved -- 47 -- 3; title: Research design -- 51; title: Exploratory research -- 51; title: Literature search -- 52; title: Experience survey -- 52; title: Focus group discussion -- 53; title: In-depth interviews -- 53; title: Descriptive research -- 54; title: Longitudinal studies -- 55; title: Cross-sectional studies -- 57; title: Causal research -- 58; title: Types of experimental research design -- 59; title: One-group experimental designs -- 60; title: Two-group experimental designs -- 64; title: Before-after with control group design -- 65; title: Statistical experimental designs -- 65; title: Completely randomized design -- 66; title: Randomized complete block design -- 67; title: Factorial design -- 69 -- 4; title: Basics of sampling -- 76; title: Benefits of sampling -- 76; title: Limitations of sampling -- 77; title: The sampling process -- 78; title: Defining the universe -- 78; title: Establishing sample frame -- 78; title: Determining sample size -- 78; title: Specifying sampling method -- 78; title: Selecting the sample -- 78; title: Sampling error and non-sampling error -- 78; title: Probability sampling -- 79; title: Simple random sampling -- 79; title: Stratified sampling -- 82; title: Cluster sampling -- 83; title: Systematic sampling -- 84; title: Non-probability sampling -- 85; title: Convenience sampling -- 85; title: Judgmental sampling -- 86; title: Quota Sampling -- 87; title: Determination of sampling size -- 88 -- Appendix A; title: Random sample selection of 1,200 households in Singapore -- 90 -- Appendix B; title: Random sample selection of 1,200 adults in Singapore -- 91 -- Appendix C; title: Random number table -- 92 -- 5; title: Data collection methods -- 97; title: Secondary data -- 97; title: Primary data -- 98; title: Methods of data collection -- 99; title: Survey research method -- 100; title: Quantitative versus qualitative research -- 109; title: Quantitative research -- 110; title: Qualitative research -- 110; title: Focus group discussion -- 111; title: Individual depth interview -- 115; title: Projective techniques -- 116; title: Observation method -- 118 -- Appendix A; title: Statistical sources in Singapore -- 121 -- Appendix B; title: Discussion guide (shampoo advertisement study) -- 123 -- 6; title: Designing data collection forms -- 130; title: Questionnaire -- 130; title: Categorization of questionnaire -- 132; title: Procedures for designing questionnaires -- 132; title: The introduction section -- 150; title: The body section -- 151; title: The classification section -- 152; title: The administration section -- 152; title: A questionable questionnaire -- 152; title: Semantic confusion -- 153; title: Observational forms -- 153 -- 7; title: Fielding data collection forms -- 159; title: Planning field operations -- 159; title: Time scheduling -- 159; title: Preparing budgets -- 159; title: Interviewer recruitment -- 162; title: Interviewer training -- 164; title: Themes of interviewers -- 165; title: The interview -- 166; title: Reading verbatim -- 166; title: Probing -- 167; title: Avoiding prompting -- 167; title: Arranging/organizing the interview -- 167; title: Rotating the scale -- 168; title: Demographics -- 168; title: Concluding the interview -- 168; title: Field-work problems -- 169; title: Interviewer problems -- 169; title: Respondent problems -- 171; title: Methods of determining response rate -- 173; title: Non-sampling error -- 174; title: Methods to increase response rate -- 174; title: The weighting method -- 176; title: Quality control -- 176 -- Appendix A; title: Instruction manual for interviewers -- 178 -- 8; title: Attitude measurement -- 182; title: Types of numbers -- 182; title: Nominal numbers -- 182; title: Ordinal Numbers -- 184; title: Interval numbers -- 184; title: Ratio numbers -- 184; title: Rating scales -- 185; title: Graphic rating scale -- 185; title: Pictorial rating scale -- 186; title: Itemized (or verbal) rating scale -- 186; title: Rank-order rating scale -- 190; title: Constant sum scale -- 190; title: Semantic differential scale -- 190; title: Stapel scale -- 192; title: Likert summated scale -- 193; title: Thurstone scale -- 195 -- 9; title: Product research and test marketing -- 202; title: New product development process -- 202; title: Idea generation -- 203; title: Concept testing -- 204; title: Product development -- 206; title: Brand equity research -- 211; title: Test marketing -- 213; title: National launch -- 217; title: Classification of new products by market -- 217; title: The role of test market projects in Singapore -- 218 -- Appendix A; title: Central location studies (Beverage taste test questionnaire) -- 219 -- Appendix B; title: In-home placement test (shampoo product questionnaire) -- 222 -- 10; title: Advertising research -- 227; title: Scope of advertising research -- 227; title: Advertising message research -- 228; title: Advertising media research -- 232; title: Advertising evaluation research -- 237 -- Appendix A; title: Advantages and disadvantages of main media -- 240 -- 11; title: Data processing and presentation -- 247; title: Editing -- 247; title: Manual editing -- 248; title: Mechanical editing -- 248; title: Computer editing -- 248; title: Coding -- 248; title: Code book -- 250; title: Tabulating -- 250; title: Forms of tabulation -- 250; title: Charting -- 251; title: Line graph -- 252; title: Bar chart -- 252; title: Pie chart -- 256; title: Pictograms -- 256 -- 12; title: Data analysis and interpretation: describing data -- 259; title: Measure of central location -- 260; title: Arithmetic mean -- 261; title: Median -- 261; title: Mode -- 262; title: Measure of dispersion (or variability) -- 264; title: Range -- 264; title: Quartile deviation -- 265; title: Average deviation -- 266; title: Standard deviation -- 267; title: Statistical estimation -- 267; title: Normal distribution -- 268; title: Standardized normal curve -- 268; title: Sampling distribution of mean -- 269; title: Interval estimation of a population mean: large sample case -- 270; title: Interval estimation of a population mean: small sample case -- 271; title: Interval estimation of a population proportion: large sample case -- 272; title: Interval estimation of the difference between two population means: large sample case -- 273; title: Interval estimation of the difference between two population means: small sample case -- 274; title: Interval estimation of the difference between two population proportions: large sample case -- 275; title: Common errors in data analysis and interpretation -- 276 -- 13; title: Data analysis and interpretation: testing hypotheses -- 285; title: Steps in significance testing -- 285; title: Statistical tests for nominal data -- 289; title: Chi-square analysis -- 289; title: McNemar test -- 292; title: Statistical tests for ordinal data -- 293; title: Kolmogorov-Smirnov test -- 293; title: Median test -- 295; title: Mann-Whitney U test -- 297; title: Kruskal-Wallis test -- 298; title: Wilcoxon T test -- 298; title: Friedman two-way analysis of variance test -- 299; title: Statistical tests for interval and ratio data -- 300; title: Choice between Z test and t test -- 300; title: Significance test of difference between a population mean and a sample mean -- 300; title: Significance test of difference between two means: large sample -- 301; title: Significance test of difference between two means: small sample -- 302; title: Significance test about a population proportion: large sample -- 304; title: Significance test for difference between two sample proportions -- 305; title: End-of-chapter revision -- 309 -- 14; title: Data analysis and interpretation: measuring association -- 311; title: Indices of association -- 311; title: Indices of association for two dichotomous nominal variables -- 311; title: Indices of association for two multichotomous nominal variables -- 314; title: Indices of association for two ordinal variables -- 315; title: Indices of association for two interval/ratio variables -- 320; title: Indices of association for mixed scale variables -- 325; title: Multivariate analysis -- 325; title: Mutliple regression -- 325; title: Automatic interaction detector -- 326; title: Discriminant analysis -- 327; title: Factor analysis -- 329; title: Cluster analysis -- 329; title: Multidimensional scaling -- 333 -- 15; title: The research report -- 336; title: Types of research report -- 336; title: The technical report -- 336; title: The popular report -- 337; title: Structure of; title: Research report -- 337; title: Title page -- 338; title: Table of contents -- 338; title: Executive summary -- 338; title: Introduction -- 338; title: Survey findings -- 338; title: Conclusions and recommendations -- 338; title: Appendix -- 339; title: Report writing -- 339; title: Oral presentation -- 340 -- Appendix A; title: The 5Ps of a perfect presentation -- 342 -- Appendix B; title: Advantages and disadvantages of overheads and slides -- 343 -- Table I; title: Table of normal distribution -- 349 -- Table II; title: Table of critical values of t -- 350 -- Table III; title: Table of critical values of x[superscript 2]-- 351.