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Essentials of Business Research Methods Joseph F. Hair, Jr., Ph.D., author; Leyh Publishing Index by Melody Englund, Songbird Indexing Services
Β© 2002 Leyh Publishing
NOTE: Page numbers in italics refer to Exhibit and Research in Action insets. absolute zero points, 156 abstracts, 330β31 acceptable error, 216β17 accuracy. See validity Acme Rent-A-Car, 17 advantageousness (of ideas), 95 advertising
campaigns, 97, 135 content analysis, 126 measuring effect of, 176, 285, 288β90 sales, effect on, 51β52, 55, 288β91 sales predictions from, 294β95, 309 targeting identified groups, 368
agglomeration schedule tables, 375 AID (Automatic Interaction Detection), 15 aided questions, 196β97 alpha reliability coefficients, 170 alternative forms reliability, 168β69 alternative hypotheses, 251, 252β53, 258β59, 264, 291,
297 American Business Information, 75, 132 analytical phase (business research process), 50β51,
76 analytical techniques. See cluster analysis; factor
analysis ANOVA (Analysis of Variance). See also factor analysis;
statistical techniques assumptions, 268 cluster analysis, 374β76, 395β96 customer assessment project, 266β73 factor scores, 401 F-test, 267, 271, 292, 299 hypothesis testing, 260, 266β73 metric scales, 254, 257 null hypotheses, 266β68, 270β73 one-way, 266β69, 377 overview, 266β70, 274β75, 288β89 perception concept, 316 regression analysis, 292β93, 300, 302β3, 305β6,
314β17 ScheffΓ© test, 268β70 in SPSS, 267β68, 272, 375 statistical significance, 268 tables, 267, 292β93, 302β3, 305β6, 314β16, 374β76 two-way, 270β73
Appendices, 330, 332, 351. See also research proposals and reports
applied business research, 6β7, 51, 125, 327β30. See also basic business research
arbitrary zero points, 154 assessments
of concepts, 167β74 demand effect, 111β12 proposal outlining, 29β30 reliability, 167β72 SWOT, 26 validity, 167β68, 172β74
associative analysis, 278. See also correlation analysis; regression analysis
assumptions. See also hypotheses for ANOVA follow-up tests, 268 in discriminant analysis, 382 for estimating the mean, 217 in factor analysis, 359, 360 in the FICO credit measures, 357 hypotheses as, 251 incorrect, 87β88, 98β99 of linear relationship as efficient, 279 for parametric and nonparametric procedures, 257 for Pearson correlation coefficients, 282 for regression analysis, 290, 294, 313, 322 for samples, 61 for self-completed questionnaires, 130 testing, 317β20 in t-tests, 265
ATOCS (criteria evaluation), 95β96 attitudes/opinions of respondents, 127, 146β47, 154,
156β64, 187 audience considerations, 324β25, 332β33 Automatic Interaction Detection (AID), 15 average summated scores, 230 balanced scales, 165β66. See also scales bar charts, 43, 84, 234β35, 286, 331, 344β45 Baruch College-Harris poll, 75 basic business research. See also research proposals
and reports designs, 57β65, 71β76, 77 experiments, 65β71 overview, 6β7 process, 50β51, 76β77 sampling, 206β18
behavioral learning theory, 52
Β© 2002 Leyh Publishing Page 2 of 21
beta coefficients, 294, 295β96, 298β300, 303, 305, 310, 315, 346
between-subjects experimental design, 67, 68, 69β70, 268β69, 271
bisexual population, 127 bivariate statistical techniques. See also multivariate
statistical techniques; statistical techniques; univariate statistical techniques
hypothesis testing, 260β64 multiple regression compared to bivariate regression,
310 multivariate techniques compared to, 296, 299, 304 null hypotheses, 265β66, 291β92 overview, 254, 258, 274β75, 287β88 Pearson correlations, 282β83, 304 regression analysis, 288β94 residuals analysis, 317, 322 Spearman's rank order correlation, 154, 285β87,
288β89 in SPSS, 263 statistical significance, 258β64, 283 t-tests, 264β65
blocking variables, 69β70. See also variables box and whiskers plots, 243β45, 247 branching questions, 194 budgets (research), 27, 31, 328 build-up approach, 371. See also cluster analysis Burger King/McDonalds case study, 264, 356β58,
377β81. See also case studies Burke Marketing Research, 171 business ethics
causal research, 108β12 of decision maker, 112β13, 116 overview, 103β6, 110, 115β17 of participants, 113β15 of researcher, 71, 106β12, 123β24 unethical actions, 115β16
business research, applied, 6β7, 51, 125, 327β30 business research, basic. See basic business research business research designs. See also causal research;
descriptive research; exploratory research basic, 57β65, 71β76, 77 overview, 122 planning and implementing, 25β31, 150β51 science, 54β57, 65β67, 77 Secure Customer Index, 171 service quality model, 159
business research overview, 5β9, 9β17, 20, 50β57. See also ethics; researcher-client relationship; researcher-participant relationship
business-to-business survey proposal, 28 CAB process
creativity, 82β83, 92β95 evaluation and choice, 82β83, 90, 95β96, 98, 99 implementation, 83, 96β98 overview, 82, 98 research questions, 82, 85β91, 98β99
CAQADS (Computer Assisted Qualitative Data Analysis Software), 125
Carlson, Chester, 92 case studies. See also customer assessment project;
employee study; Gino's Ristorante; Samouel's Restaurant
Burger King/McDonalds, 264, 356β58, 377β81 Chrysler, 58, 136 Hito VCR, 149β50 Pontiac, 136 R.J. Reynolds, 106β7 soft drink consumption, 237β38, 241, 251, 252β53,
264, 285 Starbucks/Maxwell House, 254, 257
Casewise Diagnostics tables, 318, 320β21 Casino Rewards program, 16 casual Friday example, 56 categorical scales/variables, 162, 266, 273. See also
nominal scales; ordinal scales; variables categories, collapsing or combining, 229 category labels for scales, 166β67 causal research. See also questionnaire design
process; surveys covariance, 64, 279β81, 358β59 ethics, 108β12 experiments, 64β67 hypotheses in, 64β65 hypotheses testing, 64β65 literary reviews, 58 overview, 57, 64β65 selecting, 71, 77 variables, 64β65, 77, 278, 290
census, 14, 75, 206β7, 258 central tendency, 57, 237β40, 246β47, 254, 257 centroid, 371, 384β85 Chance (Web site), 255 characteristics. See variables charts and graphs. See also SPSS software; tables
bar charts, 43, 84, 234β35, 286, 331, 344β45 in Excel, 44β46 factorial experimental results, 68β69 overview, 229β34, 235β37, 240β46, 329β30, 331 pie charts, 235β37, 329β30
Β© 2002 Leyh Publishing Page 3 of 21
charts and graphs (continued) research level related to risk, 84 residuals analysis, 317β21 scatter diagrams, 280β81 seasonality trends, 63 sources of off-the-shelf, 75 in SPSS, 41β43, 236, 244
Children's Health Foundation Research Proposal, 26β27
Chi-square tests, 254, 257, 260β64, 274β75 Chrysler, 136 Chrysler case study, 58. See also case studies Circuit City, 96β97 classification
error, 380β81 questions, 33β34, 153, 185, 187, 189, 192, 194β95 results, 382, 396β97, 404 variables, 33β34, 36, 379β82
client-researcher relationship. See decision making; researcher-client relationship
close-ended question, 188β89 cluster analysis
ANOVA, 395β96 with discriminant analysis, 390β98, 404β5, 408 error in, 373, 391β92 group mean, 372β75, 377 null hypotheses, 373, 375, 391, 396 overview, 288β89, 317, 356, 368β77, 386 in SPSS, 375, 377, 396, 398 variance, 372, 374
cluster sampling, 209, 213β15, 219 Coca-Cola, 6 coding, 228 coefficient of determination (r2), 282, 291, 293, 295. See
also R2 coefficients. See also R2
beta, 294, 295β96, 298β300, 303, 305, 310, 315, 346 correlation, 279β85, 289, 290, 301β2, 309 Cronbach's alpha, 170β71 determination, 282, 295, 310 error, 373β75, 391β92, 396 Pearson correlations, 281β83 regression, 292β96, 299, 301, 303, 306, 308, 310 standardized, 293β94, 298, 300, 303, 346, 349, 383,
385, 401β2 tables, 208, 293β94, 298β99, 303, 315, 346 unstandardized, 293β94, 298, 300, 303
coercion vs. incentives, 108β9 collinearity, 303, 308, 318. See also multicollinearity common factor analysis, 358β60
common variance, 358β60 communality, 362β63 communication. See also Internet; researcher-client
relationship; research proposals and reports decision maker obligations, 112β13 group moderators, 58β59, 74, 77, 134 overview, 89β90, 324β25, 336 presentation techniques, 333β35 of research methods, 324β25, 343β44 technical writing guidelines, 326
comparative scales. See nonmetric scales competition theory, 51, 53 completion rates of surveys, 210 composite factors, 357β58 composite variables, 229. See also variables computer dialogue, 138β39 concepts/constructs. See also satisfaction, concept of;
scales; statistics; validity assessing, 167β74 causality, 64β65 conceptual background, 331, 341β43 customer churn/share, 12 evaluation and choice, 95β98, 99, 137β38, 140β41 goodness of fit, 261 levels of measurement, 149β56, 164β67 measurement of, 146β50, 156β64, 170 measures of constructs, 175 minivan, 58 multi-item, 171 overview, 145, 176, 187 proxy variables, 148, 149β50 questionnaire design, 183, 187, 199, 202 relationship marketing, 12, 21, 33, 36 relationships between variables, 278β79 research questions for measuring, 33β36 Samouel's Restaurant image, 174β76 scales development, 174β76 smokeless cigarette, 106β7 validity of, 172β73, 200 variables as components, 174, 183
Conclusions, Recommendations and, 330, 332, 349β51. See also research proposals and reports
concurrent validity, 173 confidence interval, 211, 268β69 confidence level, 217, 267β68 confirmatory research, 77. See also empirical tests conflicts of interest, 104, 105β6, 126β27. See also
ethics conjoint analysis, 288β89 consistency, 96. See also reliability
Β© 2002 Leyh Publishing Page 4 of 21
constant sum scales, 157, 163. See also nonmetric scales
constructs, 175. See also concepts/constructs consultants, 18β20, 327 content analysis, 124β26 content validity, 172β73 context effect, 197β98 contingency tables, 261β62 continuous scales. See metric scales continuous variables, 151, 177, 264β65, 266. See also
variables control (experiments), 64 convenience sampling, 209, 215 convergent validity, 172β73 correlation analysis
coefficients, 279β85, 289, 290, 301β2, 309 in Excel, 284 of factors, 360β61 null hypotheses, 281β83 overview, 278, 281β84, 288β89, 309 Pearson correlations, 281β84, 304, 307, 309, 346 scales and, 285β87 Spearman's rank order correlation, 154, 285β87,
288β89 statistical significance, 279β80, 284β85 structure matrix, 383β84 tables, 283, 285β86, 304
covariance, 64, 279β81, 280β81, 358β59 creativity
barriers to, 92 CAB process, 82β83, 92β95 enhancing, 93β95, 99 implementation alternatives, 97 learning, 94 oral reports, 333
credit scores, 357 crisis management, 86, 87 criterion validity, 173β74 criterion variables, 173β74. See also variables Cronbach's alpha reliability coefficients, 170β71 cross-classifications, 61 cross-sectional data/studies, 61β63, 210. See also
questionnaires; surveys cross-tabulation, 260β63, 330, 331 curvilinear relationship (variables), 278β79. See also
variables, about customer assessment project. See also Samouel's
Restaurant; satisfaction, concept of analysis of, in SPSS, 34β37 analysis with SPSS, 383, 392
ANOVA, 266β73 bivariate analysis, 260β64, 285β87, 291β94 customer database, 34β36 overview, 342β43, 343β44 questionnaire, 184β85 recommendations and conclusions, 350β51 results, 347β49 t-test of two means, 265β66 univariate hypothesis testing, 258β60
customer churn, 12 customer segments, 16 customer share, 12, 16 customer surveys
factor analysis, 34β36
DASL (Data and Store Library), 255 data. See also data analysis; data collection; data
preparation; data types Data and Store Library (DASL), 255 data mining, 14β15 data sets, 71 entry/editing, 38β39, 225, 228, 243 overview, 56, 71
data analysis. See also ANOVA (Analysis of Variance); SPSS software; statistical techniques; variables, about
central tendency, 237β39, 240, 246 content analysis, 124β26 correlation analysis, 281β84 data transformation, 38, 229 documentation of, 330 of interactions, 15, 68, 69, 77, 278β79 of nominal scales, 152 price sensitivity analysis, 97 proposal for, 30β31 sample statistics vs. population parameters, 252β53,
257β58, 274 statistical techniques overview, 287β88 XLSTAT, 250
data collection. See also data; interviews; questionnaire design process; questionnaires; surveys
data mining, 14β15, 15β16 GPS, 15, 17 literature reviews, 58 observation, 122β26, 139β40 overview, 122, 139β41, 250 perceptual data, 30, 34β35, 184β85, 197β98, 214β15 technology and, 122 technology for, 122
Β© 2002 Leyh Publishing Page 5 of 21
data preparation. See also data charts and graphs, 234β36 coding and data entry, 228 data editing, 225 dispersion, 239β41, 241β43, 246β47, 254 frequency distribution, 229β34 missing data, 41, 225, 227β28 normal distribution, 236β39, 240, 257 overview, 225, 245β47 in SPSS, 232, 234, 236, 240, 243, 244, 246 standardizing data, 370 stem and leaf displays, 245, 246, 247 transformation of data, 38, 229
data reduction techniques. See cluster analysis; factor analysis
data types. See also perceptual data; qualitative data; quantitative data
objective, 71β72 observational, 122β26 off-the-shelf, 14, 75, 129 primary, 72, 77β78 projective, 59β60 researcher dependent, 72 secondary, 72β74, 75, 77β78 subjective, 72
data warehouses, 14, 83, 107 debriefing, 111β12, 114β15 Decision Analyst, Inc., 129 decision maker-researcher relationship. See
researcher-client relationship decision making. See also CAB process; evaluations;
exploratory research ethical obligations, 112β13, 116, 117 expert systems, 6, 52, 83, 86, 98 normative decision rules, 52 overview, 50, 52β55, 82β85, 87, 90β91, 98 seasonality trends, 60 strategic/tactical decisions, 7β8, 115
Decision Support System (DSS), 85β86, 327 Delicato, Inc., 13 Delphi interview technique, 18, 59. See also exploratory
research; interviews demand effects/characteristics, 68, 95β98, 109, 111β12,
114β15, 193β94 demographic information
cluster analysis, 370, 372, 376 for panel surveys, 127 profiling, 343, 376 questions about, 194 RAGE matrix, 128
sources of, 10, 75, 255 dendogram, 371 Department of Commerce, 75 dependence statistical techniques. See also ANOVA;
discriminant analysis conjoint analysis, 288β89 logistic regression, 288β89 multiple regression analysis, 288β89, 294β302,
313β22, 345β46, 397β402 overview, 287β89 Spearman's rank order correlation, 154, 285β87,
288β89 dependent variables. See also regression analysis;
variables ANOVA/MANOVA, 270β71, 273 ANOVA testing, 266β73 criterion variables, 173β74 electric shock trial, 111 measuring, 287β88 multiple, 273 overview, 67 plotting, 280β81 treatment levels and, 69β70
depth interviews, 59, 74, 77, 137β38, 141. See also exploratory research; interviews
descriptive research. See also descriptive statistics; group mean; mean; mode; sampling, about; standard deviation; surveys
central tendency, 57, 237β40, 246β47, 254, 257 cross-sectional studies, 61β62 designs, 57, 60β64 ethics, 110 frequency distribution, 229β37, 260β61, 318β19, 329 hypotheses testing, 60, 62, 76, 250 longitudinal studies, 62β63, 128 overview, 57, 60β61, 77 panel surveys, 63, 126, 127, 129, 201, 208 quantitative data, 74, 76, 78, 122, 127, 140 research questions, 71 structured interviews, 60, 133, 141 tables, 268β69, 271β72, 291, 297β98, 346, 364, 366,
376 theory of competition, 51, 53 variable selection, 77
descriptive statistics. See also descriptive research; standard deviation
correlations, 61 factor analysis, 366 frequency counts, 57, 61 group means, 61
Β© 2002 Leyh Publishing Page 6 of 21
descriptive statistics (continued) overview, 57, 61, 235β36, 250, 329 rankings, 61 in research reports, 329, 330, 346, 351 in SPSS, 232, 236, 240, 243, 244, 246, 262, 263,
268, 272 table display of, 268β69, 271β72, 283, 291, 297β98,
307, 364β66, 400 diagnostics tables, 319, 321 diagnostic tools. See data preparation directional hypotheses, 252 direction (of variables), 279. See also variables disclosure, 110β11 discovery, 54β56, 76 discrete variables/scales, 151, 177. See also nominal
scales; ordinal scales; variables discriminant analysis
assumptions, 382 Burger King/McDonalds case study, 377β81 with cluster analysis, 390β98, 404β5, 408 discriminant function, 378β85, 386 group mean, 377β78, 382β85, 398 missing data options, 228 multiple discriminant analysis, 377β82 overview, 288β89, 356, 368, 382β85, 386 scores (Z scores), 378β80 in SPSS, 383, 392 stepwise discriminant analysis, 385 tables, 382β83 validity, 168, 172β73, 360 variance, 379, 382 weights, 379β82 Z-scores, 378β80
dispersion, 239β41, 242β43, 246β47, 254. See also variances
disproportionately stratified sampling, 212β13 divisive approach, 371 Documents Center at University of Michigan, 255 double-barreled question, 197 DoubleClick, 108 DSS (Decision Support System), 85β86, 327 dummy tables, 87, 89β90, 328, 336 dummy variables, 228, 290, 313β17, 322. See also
variables, about EBSCO, 75 Edison, Thomas, 92 EESEE (Electronic Encyclopedia of Statistical Exercises
and Examples), 255
EFA (Exploratory Factor Analysis), 358β62, 366, 367, 399, 400
eigenvalue, 361β63, 367 electric shock trial, 111, 111 Electronic Encyclopedia of Statistical Exercises and
Examples (EESEE), 255 electronic surveys, 131β32, 139, 194, 200β201 elements, 206 email surveys, 13, 123, 131β32, 194, 200β201, 208.
See also Internet; surveys emotional inhibitions, 92 empirical tests, 51, 56, 77, 83, 251 employee study. See also Samouel's Restaurant;
satisfaction, concept of analysis of, in SPSS, 32β34 cross-tabulation of, 260β63 data preparation, 230β34, 241, 242, 243, 244β46 dispersion example, 242β43 histogram of, 318β19 hypotheses, 341β42, 344β46 overview, 343 Pearson bivariate correlation example, 282β84 questionnaire, 152β53, 187 recommendations and conclusions, 349 research proposal, 32β34 results, 344β47
error (in research). See also standard error acceptable, 216β17 classification, 380β81 cluster analysis, 373, 391β92 data entry, 243 error coefficients, 373β75, 391β92, 396 error terms, 290, 318β19, 320 least squares method, 294 measurement error, 167β68 random, 251 residual analysis, 317β19, 321 sampling, 61, 251, 296 standard, in coefficient tables, 293, 300, 302, 303,
306, 308, 315 standard error of the mean, 241 Type I and Type II error, 253 variance, 317, 322, 359β60, 362, 372, 374
eSampling, 208 ethics. See business ethics ethics checklist, 116 ethnographic research, 10, 124 Euclidean distance, 370
Β© 2002 Leyh Publishing Page 7 of 21
evaluations. See also decision making of alternatives, 98 ATOCS, 96 CAB process, 82β83, 90, 95β96, 98, 99 evaluative criteria, 95β96, 344 of research questions, 90, 95β96, 99, 185β86, 344 with test markets, 65β66, 67, 96β97
Excel (Microsoft), 44β46, 239, 242, 250, 284 execution phase (business research process), 50, 60,
72, 76, 77β78 Executive Summary, 326, 327β28, 330, 340. See also
research proposals and reports expediency, 87, 92 experimental design. See also business research
designs; causal research; factor analysis between-subjects, 67, 68, 69β70, 268β69, 271 overview, 64β71, 77 participant protection, 108β12 variables, 69, 109 within-subjects, 67β71
expert systems, 6, 52, 83, 86, 98 explained variance, 292β93, 294, 317, 322, 346, 348 Exploratory Factor Analysis (EFA), 358β62, 366, 367,
399, 400 exploratory interview techniques. See also exploratory
research; focus groups; interview techniques Delphi, 18, 59 depth, 59, 74, 77, 137β38, 141 projective, 59β60
exploratory research. See also experimental design; exploratory interview techniques; qualitative data
Chrysler minivan, 36 empirical tests, 51, 56, 77, 83, 251 literature reviews, 58 non-probability sampling, 206, 215β16, 219 open-ended questions, 189 overview, 57β60, 77 research questions, 71 technology and, 58β59 variable selection, 77
face-to-face interviews, 128, 132β33, 138, 139, 140β41. See also interview techniques
face validity, 172 factor analysis. See also ANOVA; nominal scales;
ordinal scales assumptions, 359, 360 Burger King/McDonalds case study, 356β58 Chi-square tests, 254, 257, 260β64, 274β75 common factor, 358β60
communality, 362β63 composite factors, 357β58 customer surveys, 34β36, 153β54, 164 EFA, 358β62, 366, 367, 399, 400 experimental designs, 68β71 factorial experimental results, 68β69 factor loading, 362β68 factor rotation, 360β61 factor scores, 360, 398β402, 399β404, 400, 401, 408 factor solutions, 362β63, 364β67 FICO scores example, 357 finite population correction factor, 218 interpretation of, 363β64 latent root criterion, 361β62, 367 mean calculations, 398 null hypotheses, 364 overview, 77, 270, 288β89, 356β58 PCA, 358β62, 366, 367, 399, 400 percentage of variance, 267β68, 361β63 with regression analysis, 397β402, 408 rotation in, 360β61, 364, 366, 399 Samouel's Restaurant case study, 364β68 sample size determination, 218 selection factor rankings scales, 35β36 simple structure, 360β61 Spearman's rank order correlation, 154, 285β87 in SPSS, 362, 367, 375, 400, 401 sum of squared factor loadings, 362β63 tables, 401β2 unique variance, 359β60 variables, 68β69, 356, 368, 408 variance, 358β63, 366β68, 401 varimax procedure, 360β62, 366, 367, 399, 400 VIF (Variance Inflation Factor), 303β4, 308, 310 with XLSTAT, 250
failure as learning, 98 Fair, Isaac and Company, 357 fax surveys, 130β31, 139, 200β201 FDA (Food and Drug Administration), 115 Federal Express, 13, 88 FEDSTATS, 255 FICO scores, 357 field experiments, 65β67, 77, 96β97, 109. See also
experimental design; exploratory research finite population correction factor, 218 focus groups. See also exploratory research; non-
probability sampling content analysis of, 125 data collection, 122β23, 135 depth interviews compared to, 137β38
Β© 2002 Leyh Publishing Page 8 of 21
focus groups (continued) expense of, 136 probing, 58β59, 74, 77
follow-up test, 267β68 Food and Drug Administration (FDA), 115 forced choice scales, 166. See also scales formulation phase (business research process), 50β51,
57, 86 F-ratio/F-test, 267, 271, 292, 299 freedom from harm, 109β10 free markets, 9β10 frequency distribution, 229β37, 260β61, 318β19, 329 Frito Lay, 60, 67 front-end loading, 326 functional fixedness, 87, 88β89, 92β93, 98 funnel approach, 193, 194β95 Gallup Organization, 147 gay, lesbian, bisexual, transgender population (GLBT),
127 GCP (Good Clinical Practices), 115 gender variables, 148. See also variables General Social Survey, 75 geographic area sampling, 214 Geographic Information Systems (GIS), 14 GINLIST (Global Interact Network Mailing List), 75 Gino's Ristorante, 21, 32β36. See also case studies;
customer assessment project; Samouel's Restaurant
GIS (Geographic Information Systems), 14 GLBT (gay, lesbian, bisexual, transgender) population,
127 Global Interact Network Mailing List (GINLIST), 75 GolfBC, 86 Good Clinical Practices (GCP), 115 goodness of fit, 261 Google, 53, 73 GPS (Global Positioning Satellite), 15, 17, 124 graphic ratings scales, 157, 160β61. See also metric
scales graphs. See charts and graphs grocery industry, online, 7 group mean. See also descriptive research; mean
cluster analysis, 372β75, 377 discriminant analysis, 377β78, 382β85, 398 hypothesis testing, 260 null hypothesis, 251 overview, 275, 386 in SPSS, 317, 375, 377 testing differences in, 264β73
Group Statistics tables, 384β85
group think, 92 Harrah's Casinos, 16 heterogeneity, 213β14, 217β18, 368, 386 heuristic ideation technique (HIT), 94β95 hierarchical clustering, 371 histograms, 232β35, 239, 240, 245 history of business research, 4 HIT (heuristic ideation technique), 94β95 hit ratio, 381β82, 384, 396, 404 homogeneity
in cluster analysis, 356, 368β69, 386, 390 in sampling, 211, 212, 213β14, 216β18
Hoover's Business Press, 75 human error, 228 human resources review committee, 112 hypotheses. See also assumptions; hypothesis testing;
null hypotheses alternative, 251, 252β53, 258β59, 264, 291, 297 assumptions as, 251 casual Friday example, 56 data analysis of, 252β53 demand effects, 68, 95β98, 109, 111β12, 114β15,
193β94 descriptive research, 62 developing, 36, 76β77, 137β38, 251β52 directional, 252 employee study, 341β42, 344β46 field experiments, 65 nondirectional, 252 objectivity from quantitative data, 74, 78 overview, 50, 51, 54β55, 60, 64β65, 250β51 research proposals/reports, 327β29, 330, 331, 336,
340β45, 347β49 scientific method, 54β56, 77 statistical significance, 252β53
hypothesis testing. See also hypotheses; null hypotheses; specific scales
ANOVA, 260, 266β73 bivariate statistical techniques, 260β64 causal research, 64β65 cross-tabulation using Chi-square analysis, 260β64 customer assessment project, 258β60 descriptive research, 60, 62, 76, 250 group mean, 260 interval scales, 258β60, 264β65 level of significance, 258β60 MANOVA, 273 multiple regression analysis, 303 null hypotheses, 258β60, 291β92
Β© 2002 Leyh Publishing Page 9 of 21
hypothesis testing (continued) overview, 252β55, 257, 274β75 with qualitative data, 74, 76 with quantitative data, 74, 76 rejecting hypotheses, 281β82 research design, 56β57 satisfaction, concept of, 253, 258, 264, 265β73 scales utilized, 254, 257 secondary data, 72β73 statistical significance, 258β59 statistical techniques, 254 t-test of difference in two means, 264β65 Type I and Type II errors, 253 univariate/bivariate tests, 258β65
ideas, 54, 90, 94β96, 99, 145 implementation (CAB process), 83, 96β98 Implications and Conclusions, 330, 332, 349β51. See
also research proposals and reports importance-performance chart, 405β7 incentives vs. coercion, 108β9 incorrect assumptions, 87β88, 98β99. See also
assumptions independence techniques. See also discriminant
analysis multiple regression analysis, 294β302, 313β22,
345β46 stepwise multiple regression, 295, 305β8, 310
independent samples, 264, 348. See also sampling, about
independent variables, 266, 270β71, 280β81. See also variables
in-depth interviews, 59, 74, 77, 137β38, 141 index. See scales indicators. See proxy variables; variables inferential statistics, 250, 252β53, 274 information-only businesses/products, 8β9 information revolution. See technology information sources. See also software
business research reports, 332 content analysis, 125 online information and databases, 226β27 qualitative data, 122 questionnaire designs, 183 questionnaire development, 201 Researcher Sourcebookβ’, 129 scales, 175β76 secondary data, 73β74, 75, 77β78 SIRS Knowledge Source, 75 statistics, 14, 75, 255β56
survey sampling, 208 Tamtam.com, 18
in-house research, 18β20 ink blot tests, 59 intangible variables, 148, 150. See also variables intellectual property rights, 9 intensity of responses, 151, 155, 156β57. See also point
scales intentions of subjects, 157, 158. See also participants;
surveys interactions, 15, 68, 69, 77, 278β79. See also statistical
techniques interdependence statistical techniques. See also cluster
analysis; factor analysis perceptual mapping, 288β89, 390, 405β6, 409
internal consistency reliability, 169β70 Internal Revenue Service (IRS), 15 international research, 10β11 Internet
computer dialogue, 138β39 consumer information, 108 email, 13, 123, 131β32, 194, 200β201, 208 online grocery venture, 7 online panel surveys, 129, 201, 208 Web-hosted surveys, 13, 129, 131β32, 135β36,
138β39, 208 inter-rater reliability, 74, 76 interrogatories, 88β89. See also research questions interval scales. See also ANOVA; metric scales; scales
arbitrary zero points, 154 central tendency, 237β38 constant sum scales compared to, 163 continuous variables, 151, 177 hypothesis testing, 258β60, 264β65 independent samples t-test, 347 Likert scales, 155β57, 297β98, 343β44 overview, 150β51, 154β56, 166β67, 177, 285 Pearson correlation coefficients, 281β83 regression analysis, 290, 313, 322, 345, 348 statistical techniques, 155, 254, 257, 275, 288 univariate hypothesis testing, 258β60, 264β65 variables, 264β65, 266
interviews. See also data collection; interview techniques
convenience samples, 215 of decision makers, 105β6 overview, 140β41 passive vs. active interviewers, 76 price sensitivity analysis with, 97
Β© 2002 Leyh Publishing Page 10 of 21
interview techniques. See also focus groups; interviews; probing; unstructured interviews
Delphi technique, 18, 59 depth, 59, 74, 77, 137β38, 141 interviewer-assisted questionnaires, 132β39, 186 panel surveys, 63, 126, 127, 129, 201, 208 personal, 127β28, 132β33, 138, 139, 140β41 projective, 59β60 semi-structured, 133β36 structured, 60, 133, 141 telephone, 127, 138, 139, 140β41, 200β201 Web-hosted surveys, 13, 129, 131β32, 135β36,
138β39, 208 Introduction (research report), 328β29, 340β41. See
also research proposals and reports intuition-based decisions, 53β54 IRS (Internal Revenue Service), 15 issues, definition, 90β91 Job Mart, 129 Johns Hopkins University, 112 Journal of Statistics Education, 256 judgment sampling, 209, 215 KDD (Knowledge Discovery in Databases), 14β15 KISS, 326 knowledge, derivation of, 71 Knowledge Discovery in Databases (KDD), 14β15 knowledge management, 224 Kodak, 92 kurtosis, 242 labels for scale categories, 166β67 laboratory experiments, 65β67, 70, 77. See also
experimental design; exploratory research latent root criteria/variance, 361β63, 367 law-like generalizations, 51 leading questions, 197. See also research questions least common denominator principle, 325 least squares method, 290, 294 lesbian population, 127 level of confidence/precision, 216, 217 level of significance, 258β60. See also statistical
significance Lexis-Nexis database, 75 Likert scales, 155β57, 297β98, 343β44. See also
interval scales; scales limitations (research report), 351 linear regression formula, 290. See also regression
analysis
linear relationships (variables), 278β79, 281β83, 288, 320, 358. See also variables, about
literature reviews, 58, 331 logistic regression, 288β89. See also regression
analysis longitudinal studies, 62β63, 128. See also descriptive
research mahalanobis, 370 mail surveys, 130β31, 139, 200β201. See also
questionnaires; surveys main effects, 68β69, 77 Management Information Systems (MIS), 85β86, 175 management-researcher relationship. See researcher-
client relationship manipulation. See also variables, about
in causal experiments, 64β65 demand effects, 68, 95β98, 109, 111β12, 114β15,
193β94 on electronic surveys, 132 harmful, 109β10 manipulation checks, 225 overview, 70
MANOVA (Multivariate Analysis of Variance), 273, 288β89. See also ANOVA
manufacturing applications, 7 marketing applications, 7 mathematical theory, 53 Maxwell House/Starbucks case study, 254, 257. See
also case studies McDonalds/Burger King case study, 264, 356β58,
377β81. See also case studies mean. See also descriptive research; group mean
ANOVA, 266β67, 268β73 assumptions for estimating, 217 bivariate analysis, 268β73, 283, 291β93 box and whiskers plot, 244β45 central tendency, 57, 237β40, 246β47, 254, 257 centroids, 384β85 cluster analysis, 368, 374β76, 392β95, 408 correlation analysis, 307 dispersion, 239β40, 242, 246β47 display of, 330 in Excel, 46 factor analysis, 359, 366β67, 398 histograms, 232, 234 importance-performance charts, 407 interaction of two, 69 interval data, 155
Β© 2002 Leyh Publishing Page 11 of 21
mean (continued) mean square, 271, 292β93, 300, 302, 306, 315, 316,
401 missing data, 228, 232β33 null and alternative hypotheses, 251 performance ratings, 347β48 pie charts, 237 regression analysis, 298β304, 315β16, 319β20, 321,
322, 345β48, 400β402 scales utilizing, 237β38, 254, 257, 264 in SPSS, 228, 266 standard error of the, 241 substituting the, 228 summated scores, 402β3 t-tests, 264β66 univariate testing, 258β60 variance from the, 240β41
measurement. See also measures; scales of attitudes/opinions, 61, 127, 146β47, 154, 156β64 of behavioral intentions, 157, 158, 175 error, 167β68 of intensity, 151, 155, 156β57 levels of, 151β56 overview, 145, 146β51, 157, 177 of perceived product complexity, 161
measurement scales. See scales measures. See also questionnaires; research questions
of central tendency, 237β39, 240, 246β47 of constructs, 175 of customer interaction, 145 of dispersion, 239β43, 246β47 objective, 148, 150 of perceptions, 35 of a population, 252, 281β82 of relationship, 33, 36 of satisfaction, 391 of work environment, 33, 230
median box and whisker plots, 244 central tendency, 237β39, 246 cluster analysis, 368, 371, 408 dispersion, 239β40, 242 in Excel, 46 importance-performance charts, 406 scales utilizing, 177, 254, 257 Spearman's rank order correlation, 286β87 stem and leaf displays, 245
Merrill Lynch, 86 message framing check, 149
methods and strategies. See causal research; descriptive research; exploratory research; interview techniques; sampling methods; scales; statistical techniques
metric scales. See also nominal scales; ordinal scales; scales
graphic ratings, 157, 160β61 mean calculations, 237β38, 254, 257, 264 median calculations, 177, 254, 257 numerical, 157β58, 175 overview, 157, 161 Pearson correlation, 155, 156 semantic differential, 157, 158β60, 161 summated ratings, 156β57, 165, 169, 229, 230,
402β3 metric statistical techniques. See also ANOVA;
correlation analysis conjoint analysis, 288β89 MANOVA, 273, 288β89 multiple regression analysis, 288β89, 294β302,
313β22, 345β46, 397β402 metric variables, 148β50, 151, 177, 228, 270β71, 273,
281β83. See also metric scales; variables Michalko, Michael, 89 MIS (Management Information Systems), 85β86, 175 missing data, 41, 225, 227β28 mode. See also descriptive research
central tendency, 57, 237β40, 238β39, 246β47, 254, 257
dispersion, 239β41, 242β43, 246β47, 254 in Excel, 46 importance-performance charts, 406 scales utilizing, 152, 177, 254, 257 stem and leaf displays, 244
model of service quality, 159 model summary tables, 291, 298, 302β3, 305β6,
314β15, 345β46 moderators, group, 58β59, 74, 77, 134 Moen, Inc., 124 monitoring, 97 multicollinearity, 295, 299, 301β4, 310. See also
collinearity; multivariate statistical techniques multi-item scales, 165, 168, 169, 171, 173β74, 177. See
also concepts/constructs; scales multiple coefficient of determination. See R2 multiple comparisons tables, 273 multiple discriminant analysis, 377β82. See also
discriminant analysis
Β© 2002 Leyh Publishing Page 12 of 21
multiple regression analysis, 288β89, 294β303, 305β8, 310, 313β22, 345β46, 397β402. See also regression analysis
multiple solutions, 90 multi-stage sampling, 209, 214β15. See also sampling,
about Multivariate Data Analysis (Hair), 305 multivariate statistical techniques. See also bivariate
statistical techniques; cluster analysis; factor analysis; univariate statistical techniques
MANOVA, 273 multicollinearity, 295, 299, 301β4, 310 multicollinearity with multiple regression analysis,
301β4 multiple discriminant analysis, 377β82 multiple regression analysis, 288β89, 294β301,
313β22, 345β46, 397β402 overview, 254, 287β88 stepwise multiple regression analysis, 305β8
narrative data. See qualitative data National Decision Systems, 10 networking, 13 Nielsen ratings, 63 Nightingale, Florence, 235 nominal scales. See also discriminant analysis; factor
analysis; mode; nonmetric scales data analysis, 152 discrete variables, 151, 177 nominal data, 238, 260β61, 275 overview, 150β52, 177 statistical techniques, 254, 257, 285β87, 288β89, 378 variables, 330, 347
nondirectional hypotheses, 252 non-forced choice scales, 166 nonhierarchical clustering, 371β72 nonlinear relationships (variables), 278β79. See also
variables, about nonmetric scales. See also discriminant analysis;
nominal scales; ordinal scales; scales categorical scales/variables, 162, 266, 273 constant sum, 157, 163 data analysis, 177 displaying results, 330 dummy variables, 228, 290, 313β16, 322 median calculations, 286 missing data, 228 overview, 157, 161, 177 paired comparison, 157, 163β64 sorting, 157, 162β63
statistical techniques, 154, 285β87, 288β89 variables, 151, 177, 266, 270β71
nonparametric statistical procedures. See also Chi-square; nominal scales; ordinal scales
assumptions, 257 dispersion, 239β41, 241β43, 246β47, 254 hypothesis development, 253
non-probability sampling, 206, 209, 215β16, 219 non-spurious association
causality, 64 normal distribution, 236β39, 240, 257, 282, 317-19, 321.
See also parametric statistical procedures normative decision rules, 52 null hypotheses. See also hypotheses; hypothesis
testing ANOVA, 266β68 associative analysis, 278 bivariate hypotheses testing, 291β92 bivariate testing, 265β66 cluster analysis, 373, 375, 391, 396 correlation analysis, 281β83 factor analysis, 364 multiple discriminant analysis, 378, 380, 382 overview, 251β53 population parameters, 250 regression analysis, 297, 299β300, 303 rejecting, 281β82 Spearman's rank order correlation, 285 statistical power, 253 statistical significance, 279β80 two-way ANOVA, 270β73 Type I and Type II errors, 253 univariate hypothesis testing, 258β60
numerical scales, 157β68, 175. See also metric scales objective measures, 71β72, 148, 150 oblique rotation, 360β61 observability (of ideas), 95 observations, 54β55, 62β63, 71, 122β26, 139β40. See
also outliers Occupational Safety and Health Administration (OSHA),
103 off-the-shelf data, 14, 75, 129 Olestra Potato Chip test market, 67 one-sample t-test, 259β60, 264 one-shot research projects, 6, 61 open-ended questions, 189 opening questions, 193 opportunity, 84, 87
Β© 2002 Leyh Publishing Page 13 of 21
ordinal scales. See also mode; nonmetric scales; scales discrete variables, 151, 177 as interval scale, 154β55 ordinal data, 154, 238 overview, 150β51, 152β54, 161β64, 177 pie charts, 330 rank order, 154β55, 157, 162β63, 285β87, 288β89 statistical techniques, 154, 155, 254, 257, 260β61,
274β75, 286, 288, 290 organizational commitment, 12, 32β34, 146β47, 155,
160β61, 341 organizational learning/memory, 14β15 organizational variables, 126 orthogonal rotation, 360β61 OSHA (Occupational Safety and Health Administration),
103 outcome variables, 69, 77, 273 outliers, 232, 237β38, 243, 247, 317β21, 322 outside research, 18β20 overview sampling, 30, 209β16, 219 paired comparison scales, 163β64. See also nonmetric
scales panel surveys, 63, 126, 127, 129, 201, 208 parametric statistical procedures, 253, 257. See also
ANOVA; interval scales; normal distribution; ordinal scales; t-tests
parsimony, 57 participants
attitudes/opinions of, 127, 146β47, 154, 156β64, 187 demand effects, 68, 95β98, 109, 111β12, 114β15,
193β94 ethical obligations of, 113β15, 117 ethical treatment of, 107β12, 123β24 human resources review committee, 112 privacy issues, 107β8, 110, 114β15 treatment levels of, 67β71
PCA (principle components analysis), 358β62, 366, 367, 399, 400
Pearson bivariate correlations, 282β84, 304 Pearson Chi-square test, 261, 263 Pearson correlations, 281β82, 307, 309, 346 percentage of variance, 267β68, 361β63. See also
factor analysis perceptions. See satisfaction, concept of Percept Technology, 10 perceptual data. See also data
analyzing, 288β89, 290β91, 297β301, 316 collecting, 30, 34β35, 184β85, 197β98, 214β15 measuring with, 146β48, 152, 154β55, 160β61, 171
overview, 72 rationale for, 58, 61, 72 subjective nature of, 72 from surveys, 174β75 variables, 171, 234, 365β66, 368, 395β97
perceptual mapping, 288β89, 390, 405β6, 409. See also interdependence statistical techniques
personal interviews, 127β28, 132β33, 138, 139, 140β41. See also interviews
personal value systems. See business ethics phenomena. See concepts/constructs; hypotheses pie charts, 235β37, 329β30 pilot tests/training, 65β66, 96β97, 99, 217β18, 219. See
also exploratory research; test markets placebos, 111 point scales. See also descriptive research; scales
Casewise Diagnostics, 321 classification variables, 36 cluster analysis, 375β76, 391, 393, 408 collapsing or combining categories, 229 5-point agree/disagree, 145 graphic ratings, 160 intensity of, 149β50 numerical, 157β58 100-point ethical scale, 103 ordinal ranking, 154β55 perceived risk, 149 perceptions measure, 35, 61β62, 68 price check, 150 range, 240, 242 relationships measure, 36 respondents' capacity to understand, 165 reverse coding, 170, 172, 229 selection factor rankings, 35 semantic differential, 158β60, 161 7-point agree/disagree, 33β34, 35, 36, 41β42,
230β31, 230β32, 235, 238β39, 258 7-point Likert, 155β57, 297β98, 343β44 7-point ranking, 149β50, 241β42, 266 source credibility check, 149 standardizing data, 370 summated ratings, 156β57, 402β3 10-point ranking, 168β69 work environment survey, 152
Pontiac Aztec, 136 populations. See also sampling, about
comparing two or more, 266β73 finite population correction factor, 218 GLBT population, 127 measures of, 252, 281β82
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populations (continued) overview, 206 parameters, 250, 252β53, 257β58, 274 parametric variables, 252, 274 population correction factor, 218 target, 186, 207β8, 218β19
population statistics for U.S., 127 position bias, 197β98 practical significance, 284 predictive validity, 173β74 presence (variable relationships), 278. See also
variables, about presentation recommendations, 333β35 pretests, 199β200, 206 primary data, 72, 77β78 principle components analysis (PCA), 358β62, 366,
367, 399, 400 principle components variables, 358β62, 366, 367, 399,
400. See also variables privacy issues, 107β8, 110, 114β15 probability levels/plots, 317β19, 322 probability sampling, 206, 209β15, 219 probing interview technique. See also interview
techniques depth interviews, 59, 74, 77, 137β38, 141 focus groups, 58β59, 74, 77 issue discovery with, 90β91 questionnaire pretesting, 200
problem identification. See research questions product line profitability, 13 profiling, 376 pro-forma tables, 87, 89β90, 328, 336 Progressive Insurance, 17 project deliverables, 105 projective interviews, 59β60. See also interview
techniques promotional trends, 62 proportionately stratified sampling, 212, 213 proposals. See research proposals proxy variables, 148, 149β50, 174. See also variables psychographics, 10 public speaking, 333β35 purposive sampling, 215 push polls, 110 QSR NUD*IST software, 125 qualitative data. See also nonmetric scales
analysis software, 125, 126 hypothesis testing, 74, 76 overview, 74, 76, 78, 140
sources of, 122β23, 124 qualitative research. See also focus groups;
unstructured interviews depth interviews, 59, 74, 77, 137β38, 141 variables, 151, 177
quality control tests, 206 quantitative data, 74, 76, 78, 122, 127, 140. See also
metric scales hypothesis testing, 74, 76
quantitative research, 189. See also metric scales variables, 151, 177
questionnaire design process. See also research questions
context effect, 197β98 instructions, 199 opening questions, 193 overview, 182, 183, 201β2 pretesting, 199β200 question preparation, 195β98 reliability assessment, 168β72 structure, 189β95
questionnaires. See also employee study; interviews; measures; surveys
administering, 186, 200β201 customer survey, 34β36, 154, 184β85 Gallup Q12, 147 interviewer-assisted, 132β39, 199 overview, 127β30, 140 self-completion, 130β32, 186, 199
Quirk's Research Review, 129 quota sampling, 209, 215β16 RAGE matrix, 127 rail gauge example, 89 Random Digital Dialing (RDD), 208, 210 random error, 251 random sample selection
in SPSS, 210β11 random sample tables, 211 random sampling, 210 range, 240. See also dispersion rank order scales, 154β55, 157, 162β63, 285β87,
288β89. See also ordinal scales ratings scales. See also metric scales
graphic, 160β61, 217 overview, 154β55 summated, 156β57, 165, 169, 229, 230, 402β3
ratio, sample to completion, 210
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ratio scales. See also metric scales; standard deviation absolute zero points, 156 ANOVA, 266β67 continuous variables, 151, 177, 264β65, 266 group means, 264 mean, estimating sample size of, 217 measuring central tendency, 237β38 overview, 150β51, 156, 177, 274, 285 parametric statistics, 257β64 Pearson correlation coefficients, 281β83 regression analysis, 290, 313, 322, 345β46
ratio statistical techniques, 288β89, 294β302, 313β22, 345β46, 397β402. See also ANOVA; correlation analysis; statistical techniques
RDD (Random Digital Dialing), 208, 210 reality-based theory, 53β54 Recommendations and Conclusions, 330, 332, 349β51.
See also research proposals and reports reference list, 330 referral samples, 216 referral sampling, 209, 216 regression analysis
assumptions, 290, 294, 313, 322 bivariate regression, 288β94 coefficients, 292β96, 299, 301, 303, 306, 308, 310 discriminant analysis compared to, 379, 385 dummy variables, 313β16, 322 with factor analysis, 397β402, 408 linear regression formula, 290 multicollinearity, 295, 299, 301β4, 310 multiple regression, 294β302, 295, 305β8, 310,
313β22, 345β46 null hypotheses, 297, 299β300, 303 overview, 287β91, 309β10 residuals analysis, 292β93, 294, 305, 317β21, 322 satisfaction regression, 348β49 simple regression, 290 in SPSS, 292, 296, 299, 305β8, 310, 322 statistical significance, 292β93, 295β96, 298β99, 304 summated scores, 405, 408 sum of squares, 292β93, 294, 317, 322, 346, 348,
399 tables, 330, 348, 401β2 variances, 346
related samples, 264 related sampling, 264 relationship marketing, 12, 21, 33, 36 relationship outcome variables, 273. See also variables relationship presence, 278 relationships. See variables, about
reliability, 167β72, 177 replicable research, 6, 74, 76 representative sample, 127, 207, 209, 218 research design. See business research designs researcher bias, 225 researcher-client relationship. See also research
proposals and reports consensus, 112, 113 consultant vs. in-house researcher, 18β20 dummy tables, 87, 89β90, 328, 336 ethics, 106β7, 112β13 overview, 17, 116β17
researcher dependent data, 72, 76 researcher-participant relationship. See also interviews;
interview techniques ethical obligations of researcher, 107β12 moderator characteristics, 134 opening questions, 193 question design considerations, 186
Researcher Sourcebookβ’, 129 research proposals and reports
business-to-business survey, 28 Children's Health Foundation Research Proposal,
26β27 hypotheses in, 327β29, 330, 331, 336, 340β45,
347β49 oral presentations, 332β35 overview, 25, 89β90, 324β27, 336 research implications, 7, 328 research topic questions, 8, 193β94 results of research, 106β7, 329β30, 344β49 Samouel's Restaurant, 29β31, 339β51 schedule, 27, 31, 328 structure, 27β28, 327β32
research questions. See also hypotheses; measures; point scales; scales
actionable, 82, 86, 87, 89, 91, 98β99, 133 aided, 196β97 CAB process, 82, 85β91, 98β99 casual Friday example, 56 classification, 33β34, 153, 185, 187, 189, 192,
194β95 concept measuring, 33β36 descriptive, 60, 71 design selection, 71 developing, 57β60, 87β91, 105β6, 185β87 discovery or clarification, 71 double-barreled, 197 evaluation of, 90, 95β96, 99, 185β86, 344 hypotheses developed from, 55
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research questions (continued) interrogatories, 88β89 issue discovery with, 90β91 leading, 197 open- and close-ended, 188β89 overview, 54 position bias, 197β98 recommendations, 330 screening, 114, 193 solution space, 89, 90, 93
research reports. See research proposals and reports residual analysis
variances, 305 residuals analysis, 292β93, 294, 305, 317β21, 322 respondents. See participants response variables, 69, 77, 273. See also variables risk. See statistical significance R.J. Reynolds, 106β7 Rogers, Everett, 95β96 rotated factor component matrix, 364, 366 rotation sums of squared loadings variance, 399 r2 (coefficient of determination), 282, 291, 293, 295 R2 (multiple coefficient of determination)
multiple regression analysis, 298, 301, 304, 305, 310, 314, 349
overview, 296 residuals analysis, 317, 322
sales/advertising relationship, 51β52, 55, 288β91, 294β95, 309
Sales and Marketing Index (SAMI), 14 SAMI (Sales and Marketing Index), 14 Samouel's Restaurant case study. See also case
studies; customer assessment project; employee study; satisfaction, concept of
cluster analysis example, 372β77 cluster sample, 214 cross-tabulation with Chi-square test, 260β64 customer survey, 184β85 dummy variables example, 314β16 factor analysis example, 364β68 hypotheses development, 251 introduction, 21, 32β36, 207 multicollinearity example, 302β4 normative decision rule example, 52 one-sample t-tests, 258β60 random sample selection example, 211 research proposal, 29β31 research report, 339β51 residuals and outliers example, 318β21
restaurant image concept, 174β76 stepwise multiple regression example, 305β8 t-test of difference in two means, 264β65 univariate statistical tests, 258β60
sampling, about. See also descriptive research; populations; sampling methods
assumptions, 61 census vs. sample, 206β7, 257β58 customer segments, 16 error, 61, 251, 296 finite population correction factor, 218 frame selection, 209, 218β19 implementation, 218 independent, 264, 348 independent and related, 348 mean, estimating sample size of, 217 measurements, 61 overview, 206β8, 218β19, 252 random sample tables, 211 sample statistics, 252β53, 257β58, 274 sample to completion ratio, 210
sampling methods. See also focus groups; sampling, about
cluster, 209, 209, 213β15, 219 convenience, 209, 215 geographic area, 214 judgment, 209, 215 multi-stage, 209, 214β15 non-probability, 206, 209, 215β16, 219 overview, 30, 209β16, 219 panels, 63, 126, 127, 129, 201, 208 probability, 206, 209β15, 219 purposive, 215 quota, 209, 215β16 referral, 209, 216 related, 264 representative sample, 127, 207, 209, 218 sample statistics, 252β53, 257β58, 274 sample to completion ratio, 210 sampling interval, 210β12 sampling unit, 208 simple random, 209, 210 size determination, 216β18, 219, 238, 262 snowball, 209, 216 in SPSS, 210β11, 259 stratified, 209, 212β13 systematic, 209, 210β12
Samuel Adams Beer, 96 satellite technology, 15, 17, 124 satisfaction, concept of
Β© 2002 Leyh Publishing Page 17 of 21
bivariate analysis, 290β96, 309β10 cluster analysis, 370, 390β97, 391β98, 408 concept development, 145β46, 188 data analysis, 233β34 data collection, 9, 72 dummy variables, 313β15, 322 evaluative criteria, 95 factor analysis and multiple regression, 397β402 factor scores in regression analysis, 399β404 field research measures, 36, 58, 190β92 hypotheses development, 36, 65 hypotheses testing, 253, 258, 264, 265β73 measuring, 146β47, 150, 166, 177 multivariate analysis, 297β301, 305β8, 310 overview, 7, 72 perceptual mapping, 405β8 research proposal, 29β30 research report, 340β43, 347β51 residuals analysis, 318β21, 322 sampling methods, 212 in SPSS, 234 summated scores, 402β5 variable relationships, 278
scales. See also metric scales; nonmetric scales; point scales; research questions
balanced, 165β66 categorical scales/variables, 162, 266, 273 category labels, 166β67 correlation analysis, 285β87 developing, 164β67, 174β76 discrete variables/scales, 151, 177 forced choice scales, 166 hypothesis testing, 254, 257 information sources, 175β76 Likert scales, 155β57, 297, 343β44 for mean calculations, 237β38, 254, 257, 264 for median calculations, 177, 254, 257 for mode calculations, 152, 177, 254, 257 multi-item, 165, 168, 169, 171, 173β74, 177 overview, 30, 33β36, 150β51, 177, 229 Pearson correlation, 155, 156 selecting, 164β67 semantic differential, 157, 158β60, 161 sources of, 175β76 summated ratings, 156β57, 165, 169, 229, 230,
402β3 unbalanced, 165β66 validity/reliability assessments, 167β75
scatter diagrams/plots, 280β81, 290, 319, 369β72, 379 ScheffΓ© test, 268β70
science, 54β57, 65β67, 77. See also business research designs; experimental design
scope of process, 27, 328 screening questions, 114, 193 seasonal trends, 60, 62β63 secondary data, 72β74, 75, 77β78
hypothesis testing, 72β73 selection factor rankings, 35β36 selection factor rankings scales, 35β36. See also factor
analysis self-completion questionnaires, 130β32, 186, 199 semantic differential scales, 157, 158β60, 161. See also
metric scales semi-structured interviews, 133β36 service quality research model, 159 share-of-customers. See customer share Siemens, 58 Simmons Market Research Bureau, 127 simple random sampling, 209, 210 simple structure (factor analysis), 360β61 simplicity (of ideas), 96 SIRS Knowledge Source, 75 skewness, 241β42 Skoda, 11 snowball sampling, 209, 216 social science in business research, 5 soft drinks case study, 237β38, 252β53, 285. See also
case studies software. See also SPSS software
AID, 15 content analysis, 125, 126 DSS, 85β86 editing, 37, 45 Excel, 44β46, 239, 242 expert systems, 6, 52, 83, 86, 98 group system, 139 QSR NUD*IST, 125 questionnaire development, 201 TextSmart, 125 XLSTAT, 250
solution space, 89, 90, 93, 94 sorting scales, 162β63. See also nonmetric scales sources. See information sources Soviet Union, free market in, 9β10 Spearman's rank order correlation, 154, 285β87,
288β89 specificity, 186 split-half reliability, 170 spreadsheets, 44β46, 228
Β© 2002 Leyh Publishing Page 18 of 21
SPSS software ANOVA, 272, 375 bar charts and pie charts, 236 boxplot, 244 central tendency, 240 charts and graphs, 41β43 Chi-square, 262β63 cluster analysis, 375, 377, 396, 398 coding, 228 Cronbach's alpha, 170β71 customer database, 34β37 customer surveys, 383, 392 data preparation with, 232, 234, 236, 240, 243, 244,
246 difference in two means, 266 discriminant analysis, 383, 392 dispersion, 243 dummy variables, 316 employee database, 32β34 factor analysis, 362, 367, 375, 400, 401 frequency distribution table, 232 group means, 317, 375, 377 MANOVA, 273 overview, 37β43, 201, 224, 301 Pearson bivariate correlations, 283 random sample selection, 210β11 regression analysis, 292, 296, 299, 305β8, 310, 320,
322 satisfaction, concept of, 234 Spearman's rank order correlation, 286 statistical significance of correlation coefficient, 279β
80 stem and leaf plot, 246 substituting the mean, 228 summated scores, 230, 403 t-tests, 259, 264 variables in, 39β42 variance analysis, 267β68 XLSTAT compared to, 250
standard deviation. See also central tendency;
descriptive research; dispersion; variance, about ANOVA, 272 computing with software, 242, 244 descriptive research, 57 dispersion, 240, 241, 242, 246β47 estimating sample size of a mean, 217 in Excel, 46, 242 histogram, 233 overview, 234, 241
pie charts, 237 of population, 217β18 regression analysis, 319β21, 400 scales with, 155β56, 177, 254, 257 summated scores, 402, 408 t-test of two means, 265 univariate testing, 259
standard error. See also error (in research) in coefficient tables, 293, 300, 302, 303, 306, 308,
315 estimating sample size of mean, 217β18 of the mean, 241 in multiple regression analysis, 401 of skewness, 243
standardized canonical discriminant function coefficients, 383, 385
standardized coefficients, 293β94, 298, 300, 303, 346, 349, 383, 385, 401β2. See also regression analysis
standardized residuals, 317β21, 322 Standard & Poor's Corporate Records, 75 standards, research, 115 Starbucks/Maxwell House case study, 254, 257. See
also case studies statistical analysis. See data analysis; statistical
techniques statistical power, 253 statistical significance
ANOVA, 268 bivariate/univariate tests, 258β64, 283 of correlation coefficients, 279β80, 284β85 hypotheses, 252β53 hypothesis development, 252β53 null hypotheses, 279β80 overview, 274, 278, 279β80, 309, 310 regression analysis, 292β93, 295β96, 298β99, 304 Type I and Type II errors, 253 univariate hypothesis testing, 258β59
statistical techniques. See also ANOVA; bivariate statistical techniques; discriminant analysis; factor analysis; regression analysis
Chi-square tests, 254, 257, 260β64, 274β75 factor analysis, 356β68, 386 multivariate, 254, 273, 287β88, 356β68 one-sample t-test, 259β60 overview, 287β89 Pearson correlations, 281β84, 304, 307, 309, 346 residual analysis, 317β21, 322 Spearman's rank order correlation, 285β87, 288β89 univariate, 254, 258β64, 268β69, 287
Β© 2002 Leyh Publishing Page 19 of 21
statistics. See also descriptive statistics inferential, 250, 252β53, 274 Nightingale's contribution to, 235 parametric, 257 sources for, 14, 75, 255β56
Statistics.com, 256 StatWeb, 256 stem and leaf displays, 245, 246, 247 stepwise discriminant analysis, 385 stepwise multiple regression, 295, 305β8, 310 stratified sampling, 209, 212β13 strength of association, 279, 280 structured interviews, 60, 133, 141. See also descriptive
research; interviews structure matrix correlations, 383β84 structure matrix table, 396β97 subjective data. See perceptual data subjects, 67. See also participants summated ratings scales, 156β57, 165, 169, 229, 230,
402β3. See also metric scales summated scores, 229, 230, 402β5, 408 sum of absolute differences, 370 sum of squared deviation, 241, 290 sum of squared factor loadings variance, 362β63, 401 sum of squares, 267, 271, 292, 362, 363, 366, 401 sum of squares variance, 269, 271, 292β93, 300, 302,
306, 315, 316 surveys. See also data collection; questionnaire design
process; questionnaires completion rates of, 210 email, 13, 123, 131β32, 194, 200β201, 208 mail/fax, 130β31, 139, 200β201 overview, 61β62, 128, 139, 140 panel, 63, 126, 127, 129, 201, 208 primary data from, 72 quantitative data from, 74 self-completion vs. interviewer-administered, 128,
186 Web-hosted, 13, 129, 131β32, 135β36, 138β39, 208
Survey Sampling Inc., 208 Swaddling, Jeffrey D., 58 SWOT assessment, 26 symptoms, definition, 90β91 systematic sampling, 209, 210β12. See also sampling,
about tables. See also charts and graphs; SPSS software
Agglomeration Schedule, 375 ANOVA, 267, 292β93, 302β3, 305β6, 314β16,
374β76 beta, 346
between-subjects effects, 268β69, 271 central tendency, 238β39 Chi-square test, 262β63 classification matrix, 380β81 cluster solution, 397 coefficients, 208, 293β94, 298β99, 303, 315, 346 contingency, 261β62 correlations, 283, 285β86, 304 cross-sectional data, 62 descriptives, 268β69, 271β72, 291, 297β98, 346,
364, 366, 376 diagnostics, 319, 321 discriminant analysis, 382β83 dummy, 87, 89, 328, 336 editing (software), 37, 45 factor analysis, 356β68, 362, 401β2 frequency distribution, 230β37, 329 Group Statistics, 384β85 HIT matrix, 94 independent samples test, 348 model summary, 291, 298, 302β3, 305β6, 314β15,
345β46 multiple comparisons, 273 one-sample t-test, 259 Pearson correlation matrix, 346 pro-forma, 87, 89β90, 328, 336 random sample, 211 regression analysis, 348, 401β2 residual statistics, 319β20, 321 rotated factor component matrix, 366 stratified sample, 213 structure matrix, 396β97 total variance explained, 366β67 t-test, 265 Wilks' lambda (Ξ»), 396β97
Tamtam.com, 18 tangible variables, 148β49 target populations, 186, 207β8, 218β19 Tauber, Ed, 94 t-distribution, 265 technical writing guidelines, 326 technology. See also Internet; software
data collection using, 122 data warehouses, 14, 83, 107 expert systems, 6, 52, 83, 86, 98 exploratory research and, 58β59 information age, 18 information-only businesses, 8β9 networking, 13 satellite technology, 15, 17, 124
Β© 2002 Leyh Publishing Page 20 of 21
Technology IQ test, 19 telephone interviews, 127, 138, 139, 140β41, 200β201 test markets, 65β66, 67, 96β97. See also exploratory
research; pilot tests/training test-retest reliability, 168 Texas A&M University, 159 TextSmart software, 125 thematic apperception, 59 theories
of competition, 51, 53 exploratory research solidifies, 57β60 implicit, 67 normative decision rules, 52 overview, 51β54, 55, 76β77 of relationship between advertising and sales, 51β52,
55, 288β91 validity established with, 172β74
theory-based decisions, 53β54 thinking, 87β88, 94, 95 3M (Company), 92, 124 time and motion management, 5 time series, 62 tolerance, 303β5, 308, 310. See also multicollinearity Total Rewards program (Harrah's), 16 total sum of squares, 292 total variance explained tables, 366β67 Toyota, 5β6 transgender population, 127 translational equivalence, 11 treatment levels, 67β71, 268β69, 271 trends, 9β17, 60, 62β63, 76 t-tests, 259, 264β66, 293, 347. See also ANOVA Type I and Type II error, 253 unbalanced scales, 165β66 unexplained variance, 292β93, 294, 305, 317, 322. See
also regression analysis unique variance, 359β60. See also factor analysis univariate statistical techniques, 254, 258β65, 268β69,
274, 287, 383β85. See also bivariate statistical techniques; multivariate statistical techniques; statistical techniques
universe. See populations unstandardized coefficients, 293β94, 298, 300, 303.
See also coefficients; regression analysis unstructured interviews. See also focus groups;
interviews; qualitative research depth interviews, 59, 74, 77, 137β38, 141 moderators, 58β59, 74, 77, 134
overview, 58β59, 74, 76, 77, 133β34, 136β37 personal, 127β28, 132β33, 138, 139, 140β41 probing technique, 58β59, 74, 77 qualitative data from, 74 selecting participants, 206 utilization of, 134β36
upside down thinking, 93, 95 U.S. Census, 14, 75, 258 U.S. Department of Commerce, 75 validity. See also concepts/constructs
of clusters, 391, 394β95 concurrent, 168, 173 construct, 168, 172 content, 168, 172 convergent, 168, 173, 360 criterion, 168, 173 discriminant, 168, 173, 360 internal vs. external, 65β66 overview, 167β68, 177 predictive, 168, 173β74
value systems. See business ethics variables. See also dependent variables; variables,
about blocking, 69β70 categorical, 266, 273 causal, 64β65, 77, 278, 290 classification, 33β34, 36, 379β82 composite, 229 continuous, 151, 177 discrete, 151, 177 dummy, 228, 290, 313β17, 322 experimental, 69, 109 factor analysis, 68β69, 356, 368, 408 gender, 148 independent, 266, 270β71, 280β81 intangible, 148, 150 metric, 148β50, 151, 177, 228, 270β71, 273, 281β83 nonmetric, 151, 177, 266, 270β71 outcome, 69, 77, 273 overview (of variables), 278β79 perceptions, 171, 234, 365β66, 368, 395β97 population parameters, 252, 274 principle components, 358β62, 366, 367, 399, 400 proxy, 148, 149β50, 174 qualitative, 151, 177 quantitative, 151, 177 relationship outcome, 273 response, 69, 77, 273 tangible, 148β49
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variables, about. See also coefficients; correlation; data analysis; factor analysis; manipulation; scales; statistical techniques; variance
applicability considerations, 91 assumptions, 279 clarifying, 91 as components of concepts, 174, 183 covariance, 64, 279β81, 358β59 curvilinear relationships, 278, 279 directional hypotheses, 252 direction of, 279 in electric shock trial, 111 frequency distribution, 229β37, 260β62, 318β19, 329 interactions, 68β69, 77, 278β79 linear relationships, 278β79, 281β83, 288, 320 logical transformations, 229 main effects, 68β69, 77 nonlinear relationships, 278β79 organizational, 126 overview, 145β46, 150β51, 177, 278β79, 287β88,
295β96, 309 presence, 278 proxies, 148, 149β50 rank order correlation, 285β87, 288β89 relationship presence, 278 sample statistics, 252 scatter diagrams, 280β81 in SPSS, 39β42 statistical technique choices, 254, 258, 274 strength of association, 279 values assignment, 40 variability/homogeneity, 211, 212, 213β14,
216β18, 239β43 variance, about. See also ANOVA; coefficients;
dependent variables; variables, about; variances
cluster analysis, 372, 374 discriminant analysis, 379, 382 factor analysis, 358β63, 366β68 MANOVA, 273, 288β89 overview, 240β41, 278β79 percentage of variance, 267β68, 361β63 regression analysis, 399 in SPSS, 267β68 variability/homogeneity, 211, 212, 213β14, 216β18
Variance Inflation Factor (VIF), 303β4, 308, 310. See also multicollinearity
variances. See also variance, about common, 358β60
covariance, 64, 280β81, 358β59 dispersion, 239β41, 241β43, 246β47, 254 error, 317, 322, 359β60, 362, 372, 374 explained, 292β93, 294, 317, 322, 346, 348 factor analysis, 358, 361β63, 366, 367 F-ratio, 271, 292, 299 within or between groups, 267, 270β71 regression, 292β93, 294, 317, 322, 346, 348 residual, 292β93, 294, 305, 317, 322 rotation sums of squared loadings, 399 sum of squared factor loadings, 362β63, 401 sum of squares, 269, 271, 292β93, 300, 302, 306,
315, 316 t-test, 264β65 unexplained, 292β93, 294, 305, 317, 322 unique, 359β60 VB (variance between groups), 267, 270β71 VW (variance within groups), 267, 270β71
varimax procedure, 360β62, 366, 367, 399, 400. See also factor analysis
VB (variance between groups), 267, 270β71 VIF (Variance Inflation Factor), 303β4, 308, 310. See
also multicollinearity visual aids, 333 VW (variance within groups), 267, 270β71 Web-hosted surveys, 13, 129, 131β32, 135β36,
138β39, 208. See also Internet WebStat, 256 weighted sum of values, 379 Wilks' lambda (Ξ»), 396β97 within or between groups variance, 267, 270β71 within-subjects experimental design, 67β71 word association, 59 XLSTAT, 250 zero points, 154β56 Zobel, Mark W., 58 Z-scores, 378β80. See also discriminant analysis