TAILIEUCHUNG - Ebook Essentials of marketing research (4th edition): Part 2

(BQ) Part 1 book "Essentials of marketing research" has contents: Measurement and scaling, designing the questionnaire, communicating marketing research findings, basic data analysis for quantitative research, qualitative data analysis, preparing data for quantitative analysis,.and other contents. | This page intentionally left blank Measurement and Scaling Chapter 7 Learning Objectives  After reading this chapter, you will be able to: 1. Understand the role of measurement in marketing research. 2. Explain the four basic levels of scales. 3. Describe scale development and its importance in gathering primary data. 4. Discuss comparative and noncomparative scales. Santa Fe Grill Mexican Restaurant: Predicting Customer Loyalty About 18 months after opening their first restaurant near Cumberland Mall in Dallas, Texas, the owners of the Santa Fe Grill Mexican Restaurant concluded that although there was another Mexican theme competitor located nearby (Jose’s Southwestern Café), there were many more casual dining competitors within a 3-mile radius. These other competitors included several well-established national chain restaurants, including Chili’s, Applebee’s, . Friday’s, and Ruby ­ uesday, which also offered some Mexican food items. Concerned with T growing a stronger customer base in a very competitive restaurant environment, the owners had initially just focused on the image of offering the best, freshest “made-from-scratch” Mexican foods possible in hopes of creating satisfaction among their customers. Results of several satisfaction surveys of current customers indicated many customers had a satisfying dining experience, but intentions to revisit the restaurant on a regular basis were low. After reading a popular press article on customer loyalty, the owners wanted to better understand the factors that lead to customer loyalty. That is, what would motivate customers to return to their restaurant more often? To gain a better understanding of customer loyalty, the Santa Fe Grill owners contacted Burke’s () Customer Satisfaction Division. They evaluated several alternatives including measuring customer loyalty, intention to recommend and return to the restaurant, and sales. Burke representatives indicated that customer loyalty directly

• Marketing - Bán hàng
• Marketing research
• Designing the questionnaire
• Communicating marketing research findings
• Basic data analysis
• Quantitative research
• Qualitative data analysis
• Lecture Marketing research
• Nghiên cứu thị trường
• Marketing environment
• Managing marketing research
• Research ethics
• Data collection
• Descriptive research
• Data analysis
• Marketing research process
• Online marketing research
• Social media research
• Online qualitative research
• Online survey research
• External marketing environment
• Marketing concept
• Communicating the research results
• Research report
• Managerial decision making
• The marketing research process
• Observational research designs
• Data collection approaches
• Causal research designs
• Qualitative research
• Essentials of marketing research
• Measurement and scaling
• Nature of marketing research
• Planning the research project
• Experimental research techniques
• Project Manager
• Marketing research department
• Marketing intelligence
• Marketing research essentials
• Management decision making
• Problem definition
• Exploratory research
• Traditional survey research
• Quantitative data analysis
• Global marketing research
• Applied marketing research
• Internet focus groups
• Survey research
• Types of survey error
• Research design
• Marketing research on the internet
• Issues in data collection
• Attitude measurement
• Marketing research industry
• Services producers
• Causal research
• Syndicated data
• Conduct marketing research
• Marketing data
• Secondary sources
• Marketing mix measures