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Contents vii
part 4 Sample Design for Data Collection and Sample Size 281
11 SAMPLING PROCEDURES 282
Required Steps 283
Types of Sampling Plans 285
Nonprobability Samples 286
Probability Samples 287
Summary 308
Questions 309
Applications and Problems 309
Copyright 2009 Cengage Learning, Inc. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part.
viii Contents
Copyright 2009 Cengage Learning, Inc. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part.
Contents ix
Copyright 2009 Cengage Learning, Inc. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part.
x Contents
Epilogue 573
GLOSSARY 584
SUBJECT INDEX 594
AUTHOR INDEX 602
Copyright 2009 Cengage Learning, Inc. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part.
P R E F A C E
Intended Market
This book introduces marketing research to MBA students, Executive MBA stu-
dents, and advanced undergraduates. It also serves as a reference resource for
marketing managers.
Marketing research is complicated—it requires answers to many questions,
and tough decisions are made at each step in the process, e.g., techniques to be
used to solve the research problem. In this book, we provide an over-arching
framework so that students won’t become overwhelmed by the bits and pieces,
and they’ll be able to see the relationship of the parts to the whole. This ap-
preciation is important because decisions made at one stage in the marketing
research process have consequences for other stages.
This book attempts to serve both the marketing manager and marketing re-
searchers through its basic organization around the stages of the research process:
1. Formulate the problem.
2. Determine the research design.
3. Design the data-collection method and forms.
4. Design the sample and collect the data.
5. Analyze and interpret the data.
6. Prepare the research report.
Each stage is discussed in several chapters. Breaking the steps down allows the
reader to see the forest for the trees, and it gives instructors latitude about what
is covered. An instructor’s decision on what to cover will depend, of course, on
the background, interests, and preparation of the students, and on the time
provided in the curriculum for marketing research.
Organization
Part 1, on formulating the problem, consists of three chapters. Chapter 1 provides
an overview of marketing research, including the kinds of problems for which it
is used and who is doing research. Chapter 2 provides an overview of the various
ways of gathering marketing intelligence. It emphasizes the increasingly im-
portant role played by marketing intelligence systems in providing business and
competitive information. Chapter 3 overviews the research process in terms of
the kinds of decisions to be made at each stage and then discusses in greater
detail the problem formulation stage of the research process.
Part 2 consists of three chapters and deals with the nature of the research
design. It emphasizes ensuring that the research addresses the appropriate
questions and treats them in an efficient manner. Chapter 4 presents the vari-
eties of research designs, then proceeds to exploratory research and qualitative
data. Chapter 5 presents aspects of descriptive designs. Chapter 6 discusses the
role of experiments.
In Part 3, we get into data. We discuss methods of data collection and the
design of data-collection forms. Chapter 7 focuses on secondary data as an
xi
Copyright 2009 Cengage Learning, Inc. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part.
xii Preface
Organizational Flexibility
Given the flexibility in structure of this book, Marketing Research: Methodological
Foundations, 10th ed., can be used in a variety of marketing research course se-
quences: one- or two-quarter sequences, semester courses, etc. For example,
instructors with only a single, brief introductory course in marketing research
who hope their students will develop a basic appreciation might choose to
overview the research process at an elementary level. One way to accomplish this
Copyright 2009 Cengage Learning, Inc. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part.
Preface xiii
would be to omit Chapters 6, 10, and 12, and use only Chapter 14 from among
the five analysis chapters. This approach would serve to present the basics.
In contrast, instructors who wish to emphasize, say, data analysis would have
ample materials to do so. There are databases online that instructors can have
students analyze. Students can perform their own analyses, thereby increasing
their comfort level with the statistical techniques discussed.
Each part of the book offers cases to illustrate the issues. The cases present
actual situations, although many of them have disguised names and locations to
protect the identity of the sponsors. Students can apply what they have learned
by critically evaluating what others have done, thereby increasing their analytic
skills.
To help students, there are:
●
Cases at the end of each section to develop evaluation and analytical skills. The
cases are diverse across industries, and raw data are available to let students try
various analyses.
●
Ethical Dilemmas present students with scenarios that arise when making
marketing research choices. Students can be challenged to see the advantages
and disadvantages of making certain choice and in their social consequences.
● Research Realities illustrate what is going on in the world of marketing re-
search today, both in general and at specific companies.
●
Problems at the end of chapters have students apply the concepts to very fo-
cused situations, to develop an understanding of the strengths and weaknesses
of various techniques.
●
The Thorndike Video Case is structured so that the segments follow the sec-
tions of the books, so it can interact with students and simulate a real world
research process.
● NFO Coffee Study. The questionnaire, coding form, and raw data from a study
on ground coffee conducted by NFO are used to frame a number of applica-
tion problems. Everything is online and it allows students to work with \live"
data in honing their skills in translating research problems into data analysis
issues and in interpreting computer output.
For instructors:
● Due to their popularity, we’ve retained the Thorndike Sports Video Case (it’s
online, alone with the Avery Sporting Goods materials), the \Ethical Di-
lemmas" presented in each chapter, and the Research Realities to demon-
strate to students \how they do it in the real world."
●
There is a lot of support for instructors online (data bases, slides, lecture
support, etc.).
❍ An Instructor’s Manual to help the instructor cover the material, depending
on their desired emphases and time frames. For each chapter, there are
resources: 1) learning objectives, 2) list of key terms, 3) detailed outline,
4) lecture and discussion suggestions, 5) suggested supplementary readings,
6) answers to the application questions and/or problems in the book,
7) more exercises (and answers) for students, and 8) suggested cases for the
chapter, from our cases and from HBS.
❍
New cases, covering these applications:
loyalty and RFM
■
■
brand extensions
Copyright 2009 Cengage Learning, Inc. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part.
xiv Preface
■ advertising databases
■ brand associations
■ new products lead-users
■
customer satisfaction and CRM
■ online marketing research samples
■
conjoint: brand equity and pricing
■ segmentation study
❍
There are slides drawn from the book and others to facilitate classroom
discussion.
❍ There are 1,100+ test questions (multiple choice) in a computerized test
bank. The computerized test bank enables instructors to preview and edit
test questions, as well as add their own. The test and answer keys can also be
printed in scrambled formats.
❍
Data Disk. The raw data for the cases are online, which allows instructors and
students to use them for analysis.
❍ Video Collection. In addition to the Thorndike Video Case, there are other
clips online. Companies ranging from Fossil watches to Hard Candy focus on
the ideas and concepts presented throughout the text.
This book is intended to teach, but it is also an extraordinary reference—it’s
very thorough. In addition, the level of difficulty of material naturally varies
within and across the chapters. Some sections are straightforward, while others
are more abstract or technical, and more challenging for readers. We do not shy
away from topics simply because they can be challenging; that is, we didn’t want
to produce a marketing research text that is fluff. We also didn’t want to provide
a book decipherable only by highly motivated techno-geeks. We hope that the
reader finds the material clearly presented. You’ll also see in Marketing Research:
Methodological Foundations, 10th ed., sections that professors can teach through,
or ask students to skip when reading.
Copyright 2009 Cengage Learning, Inc. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part.
A C K N O W L E D G M E N T S
I’d like to thank Gil Churchill, a wonderful coauthor and mentor. I thank Curt
Dommeyer (Cal State, Northridge) for an amazing eye. I also thank the Cengage
team, Melissa Acuña, Michael Roche, John Abner, Neil Marquardt, Suzanna
Bainbridge, Martha Conway, and an astonishingly terrific sales force.
Dawn Iacobucci
Nashville, Tennessee
Writing a book is never the work of a single person, and when attempting to
acknowledge the contributions of others, one always runs the risk of omitting
some important contributions. Nonetheless, the attempt must be made, because
this book has been helped immensely by the many helpful comments I have
received along the way from users and interested colleagues. I especially wish to
acknowledge those people who reviewed the manuscript for this or for one of
the earlier editions of the book. While much of the credit for the strengths of
the book is theirs, the blame for any weaknesses is strictly mine. Thank you one
and all for your most perceptive and helpful comments.
My colleagues at the University of Wisconsin have my thanks for the in-
tellectual stimulation they have always provided. Dr. B. Venkatesh was particu-
larly instrumental in getting the first edition off the ground. My discussions with
him were important in determining the scope and structure of the book.
I wish to thank the many assistants at the University of Wisconsin, especially
Janet Christopher, who helped in the preparation of one or more versions of the
manuscript. I also wish to thank students Tom Brown, Sara Evans, Margaret
Friedman, Diana Haytko, Jacqueline Hitchon, Larry Hogue, Joseph Kuester,
Jayashree Mahajan, Jennifer Markanen, Sara Pitterle, Kay Powers, and Frank
Wadsworth for their help with many of the miscellaneous tasks on either this
edition or one of the earlier editions. I would like to thank the acquisitions
editor and the developmental editor, as well as the entire production staff at
Cengage for their professional effort. I also want to thank P.J. Ward of NFO for
contributing the questionnaire, coding form, database, and the compatible
problems and exercises using the database regarding coffee consumption that
illustrate so nicely the statistical ideas discussed in the text. I am grateful to the
literary executor of the late Sir Ronald A. Fisher, F.R.S., to Dr. Frank Yates, F.R.S.,
and to the Longman Group Ltd., London, for permission to reprint Table III
from their book Statistical Tables for Biological, Agricultural and Medical Research
(6th edition, 1974).
Finally, I owe a special debt of thanks to my wife, Helen, and our four chil-
dren, Carol, Elizabeth, David, and Thomas. Their understanding, cooperation,
and support through all editions of this book are sincerely appreciated.
Gilbert A. Churchill, Jr.
Madison, Wisconsin
xv
Copyright 2009 Cengage Learning, Inc. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part.
Copyright 2009 Cengage Learning, Inc. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part.
R E V I E W E R S
xvii
Copyright 2009 Cengage Learning, Inc. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part.
xviii Reviewers
Copyright 2009 Cengage Learning, Inc. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part.
A B O U T T H E A U T H O R S
Copyright 2009 Cengage Learning, Inc. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part.
xx About the Authors
Copyright 2009 Cengage Learning, Inc. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part.
Discovering Diverse Content Through
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“A hundred thousand bunches,” the boy murmured. [180]
“And now all gone. What a loss!”
The World War was not the only one in which he had
fought. Time and again the need of his humble fellow
countrymen, the black Caribs whose fathers and
mothers had been Indians and negro slaves, had called
him to his duty, and he had gone.
“Ask it.”
If you know Johnny at all you are aware of the fact that
he is a skillful boxer. But down there in the tropics bare
hands avail little. Johnny was not shadow boxing. The
thing he was doing was quite different. He was keeping
fit all the same.
[192]
CHAPTER XV
UNSEEN FOES
Ten feet below him was the sea. He sensed rather than
saw it, felt the long rolling lift of its swells as the Carib
sailing boat gently rose and fell.
“It can’t be,” he told himself. “There was no one near at [193]
sunset. There is no one now. That silver box of pearls
has gotten on my nerves. I will go to sleep and forget it
all.”
He did not sleep at once. His mind was filled with many
things. His pursuit of the pit-pan loads of chicle which
his grandfather had sent down the river had been a
strenuous one. A pit-pan, the seventy foot dugout of the
Carib country, when manned by a score of expert
boatmen, is a swift river craft. Without giving his
grandfather any definite reason for his sudden
departure, he had hired a twelve foot dugout from a
native bushman and had set out in pursuit of the chicle
sack that contained his treasure of pearls in a beaten
silver box. For long hours, eating little, scarcely sleeping
at all, he had held on in pursuit. At the end of the
second day his frail craft had shot boldly out into the
ocean. There he met the pit-pans on their return trip.
For the moment he counted all lost. When they told him [194]
that the chicle had been stowed away aboard a Carib
sailing vessel manned by his grandfather’s men and
bound for Belize, his spirits rose. An hour later found
him aboard that boat, munching dry casaba bread and
talking to the Caribs between bites.
He had not told them why he had come, but gave them
to understand that he was to sail to Belize with them.
“Who knows, Tuan? You listen. Your ears are better than
mine.”
“But why?”
“There is no reason.”
And yet, aboard that schooner, or its mate lying close [197]
alongside, was the gunnysack with the green thread
running through it—a rude container for a rich treasure.
“Got to get back. They need me.” Having found the [200]
direction of the boat, he swam quickly to it. There,
having made his way cautiously about it, and coming
into contact with a dugout that most certainly was not
their own, he capsized and sunk it.
[201]
CHAPTER XVI
IN BATTLE ARRAY
“If she has been wrecked, or if she has been carried far
by storm, and the skipper refuses to return, we are
lost,” he said to Madge Kennedy.
“You forget,” said the girl soberly, “that the great, all- [203]
powerful organization, the Fruit Company, may block
your sales after you arrive in New York.”
“He says they would not work,” interpreted the girl, [205]
“that their blood is hot, that they lust for battle and that
they will meet us at the dock with clubs and machetes—
a hundred, two hundred, perhaps three hundred strong.
They want a fight.”
It was true. The instant Johnny’s word from the air had
arrived, messengers had been sent helter-skelter, here,
there, everywhere. The train on the narrow gauge
railroad had gone into the bush to return groaning and
creaking with such a load of black and brown humanity
as had never before been seen on the backwaters of
Central America.
As the boy walked the deck his eyes shone with joy. [207]
Whoever commanded a stronger, braver, more loyal
army than the black throng that, swarming up the
hatches, perched themselves on mast and rigging,
forecastle, after deck and anchor, until there was
scarcely space left to move?
For a moment Johnny felt like turning back. What was [209]
success, even success in a righteous cause, when it
must be purchased at such a cost?
For some time they talked in low tones, the man and
the boy, and the girl listened. Little wonder that they
talked earnestly. Much was at stake.
“That’s the pity. They never do,” said the girl, shading
her eyes to gaze away at the perfect blue of the lovely
Caribbean Sea.
All too soon the thrum of the banjo ceased, the tom-
tom of the drum became muffled and low. Land, the
point of Porte Zelaya, had been sighted.
Rising, the girl and the old man made their way along
the deck. As they moved along they spoke in low tones
to the men and the men, as if moved by some magic
spell, rose slowly to go shuffling forward or aft, and to
disappear down the hatchways, leaving the decks
almost deserted.
No pirate ship that sailed these waters in days that are [213]
gone ever witnessed a more tremendous and startling
demonstration.
Before it, awed into silence, the mob on the dock fell
back, then began slipping away. One by one they slunk
off into the bush. In ten minutes time not a man was
left. A bloodless victory had been won. The field was
theirs.
[214]
CHAPTER XVII
PANT’S PROBLEM INCREASES
“That’s fine, old boy,” the doctor was saying. “Now you’ll
do. You got quite a welt on the head. But your jolly old
bean is hard. Never cracked it a mite.”
“The treasure box? I see you are still a little off in the
head. Here, take this; it will clear you up,” said the
doctor.
Pant took the contents of the glass held out to him at a [215]
single draught and without a question. In the meantime
his head cleared. He said no more about the box of
pearls, but learned by judicious questioning that the
attacking band had on the night before been driven off
with little loss of men or goods. A few sacks of chicle
had drifted away in the night, that was all.
“And if one of them has a green thread running through
the sack!” he thought to himself, and was thrown into a
near panic.
“Got a fair wind and sailed this morning for Belize. Must
be there by now.”
“Naturally.”
“Well, young fellow,” said the doctor, rescuing his arm [216]
and putting on a wry face as he rubbed it vigorously,
“you seem to have plenty of strength. I’ll see what I can
do.”
“No go.”
“Me see.” The man held out a hand. Pant showed him
two golden eagles.
“My boat sailing boat. Good boat. Very fast boat. Ready
to go, fifteen minutes.” At sight of the gold the man
went into action.
They were nearing Belize. The white houses with their [219]
red roofs showed in the distance. And, joy of joys!
There to the left was the Torentia riding at anchor.
And in the end he did. Sailing time was only a half hour
off when he climbed the rope ladder to the deck of the
Torentia.
“No.”
“I’ll prove it.” Sitting down upon the hatch, Pant told
things about Colonel Longstreet that went far to prove
that he at least was a boon companion of the old man.
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