Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/e
Back Matter Notes © The McGraw−Hill
Companies, 2002Notes 773net: The Best Way to Search,” The Wall Street Journal Reports,November
27, 2000, p. R26ff.; “Vroom Vroom,” Adweek, November 27, 2000, p.
IQ10; “Shop Bots Can Save You Money,” Ecompany, October 2000, pp.
221–22; “In Search of Google,” Ti m e, August 21, 2000, pp. 66–67; “Suc-
cessful Net Search Starts with Need,” USA Today, January 24, 2000, p.
3D; “The Internet: The Best Way to Search Online,” The Wall Street
Journal Reports,December 6, 1999, p. R25; Shikhar Ghosh, “Making
Business Sense of the Internet,” Harvard Business Review, March–April
1998, pp. 126–35.
10.An excellent review of commercially available secondary data may
be found in William R. Dillon, Thomas J. Madden, and Neil H. Firtle,
Marketing Research in a Marketing Environment,3rd ed. (Burr Ridge, IL:
Irwin/McGraw-Hill, 1993). For more on Census data, see “The National
Headcount,” American Demographics, March 2001, p. S12; “Counting on
the Census,” The Wall Street Journal,February 14, 2001, p. B1ff.; “Census
2000: Math, Not Politics, Please,” Business Week,September 22, 1997, p.
42; “Two Words and a Number,” American Demographics,February 1997,
pp. 10–15; “Preparing for 2000, Census Bureau Tests Carrots vs. Sticks,”
The Wall Street Journal,May 2, 1996, p. B1ff.; Jackson Morton, “Census
on the Internet,” American Demographics,March 1995, p. 52. See also
“Library Sites Can Be Useful when Doing Online Research,” Investor’s
Business Daily, April 5, 2001, p. A13; “Hey, It’s Not Prying; It’s Competi-
tive Intelligence,” Raleigh News & Observer, August 6, 2000, p. 14E.
11.Available from World Wide Web: <http://www.burke.com/
ice/online>; “Heinz Picks Purple as New EZ Squirt Color,” Brandweek,
June 25, 2001, p. 7; “Web Enhances Market Research,”Advertising Age,
June 18, 2001, p. T18; “Marketers Call on Kids to Help Design Web
Sites,” USA Today, June 5, 2001, p. 1Bff.; “Speaking Up: One Focus
Group Revealed,” The Wall Street Journal,November 27, 2000, p. B21;
“Double Play,” Business Week E.Biz, October 23, 2000, pp. EB42–EB46;
“More Marketers Bypass Focus Groups,” USA Today, August 23, 1999, p.
6B. See also William J. McDonald, “Focus Group Research Dynamics
and Reporting: An Examination of Research Objectives and Moderator
Influences,” Journal of the Academy of Marketing Science,Spring 1993, pp.
161; Thomas Kiely, “Wired Focus Groups,” Harvard Business Review, Jan-
uary–February 1998, pp. 12–16.
12.“Japan’s High-School Girls Excel in Art of Setting Trends,” The
Wall Street Journal,April 24, 1998, p. B1ff.
13.“Selling Sibelius Isn’t Easy,” American Demographics,The 1994
Directory, pp. 24–25; “Symphony Strikes a Note for Research as It Pre-
pares to Launch a New Season,” Marketing News,August 29, 1988, p. 12.
14.Available from World Wide Web: <http://www.sawtooth.com/pages/
glossary>; “Friendly Spies on the Net,” Business Week E.Biz, July 9, 2001,
pp. EB26–EB28; “You’ve Got Surveys,” American Demographics, Novem-
ber 2000, pp. 42–45; “A Matter of Opinion,” The Wall Street Journal
Reports,October 23, 2000, p. R46; “Pollster Aims at One-Stop Market-
ing Shop,” The Wall Street Journal,September 7, 2000, p. B6ff; “Online
Testing Rated,” Advertising Age, May 8, 2000, p. 64; “Western Pair’s
Madeforchina.com Clicks into Consumer Mind There,” The Wall Street
Journal,May 5, 2000, p. B6; “The Surfer in the Family,” American Demo-
graphics, April 2000, pp. 34–36; “Market Research for the Internet Has
Its Drawbacks,” The Wall Street Journal,March 2, 2000, p. B4; “Safe at
Any Speed?” Advertising Age, January 24, 2000, p. 1ff.; “High Level of
Comfort Leads to Truthful Research Worth a Mint,” USA Today, May
17, 1999, p. 1Aff.; “Surprise! A Home Builder (Finally) Surveys Buyers,”
The Wall Street Journal,February 11, 1998, p. B1ff.; Christine M. Fox, K.
L. Robinson, and Debra Boardley, “Cost-Effectiveness of Follow-Up
Strategies in Improving the Response Rate of Mail Surveys,” Industrial
Marketing Management, March 1998, pp. 127–33; Kathy E. Green,
“Sociodemographic Factors and Mail Survey Response,” Psychology &
Marketing, March 1996, pp. 171–84; Terry L. Childers and Steven J.
Skinner, “Toward a Conceptualization of Mail Survey Response Behav-
ior,” Psychology & Marketing, March 1996, pp. 185–209; Frederick
Wiseman and Maryann Billington, “Comment on a Standard Definition
of Response Rates,” Journal of Marketing Research,August 1984, pp.
336–38.15.Available from World Wide Web: <http://www.whirlpool.com>
and <http://acsi.asqc.org>; “Firms Hope to Clean Up Taking Housework
High-Tech,” The Wall Street Journal,March 16, 2001, p. B4; “As I Was
Saying to My Refrigerator...,” Business Week E.Biz, September 18,
2000, pp. EB40–EB41; “Now Are You Satisfied?” Fortune,February 16,
1998, pp.161–64; “Your Customers Are Telling the Truth,” Fortune,Feb-
ruary 16, 1998, pp. 164–66; “Product Pampering,” Brandweek,June 16,
1997, pp. 29–40; Deborah Duarte and Nancy Snyder, “From Experience:
Facilitating Global Organizational Learning in Product Development at
Whirlpool Corporation,” Journal of Product Innovation Management, Janu-
ary 1997, pp. 48–55.
16.“P&G Checks Out Real Life,” The Wall Street Journal,May 17,
2001, p. B1ff.; “Research on a Shoestring,” American Demographics, April
2001, pp. 38–39; “Consumers in the Mist,” Business Week,February 26,
2001, pp. 92–94; “Under the Lens,” American Demographics, September
2000, pp. 42–45; “O&M Turns Reality TV into Research Tool,” Advertis-
ing Age, July 10, 2000, p. 6; “How Do You Like Your Beef?” American
Demographics, January 2000, pp. 35–37; “Attention Shoppers: This Man
Is Watching You,” Fortune, July 19, 1999, pp. 131–34; “What Shoppers
Want,” Inc., July 1999, pp. 72–82; “New Ways to Get into Our Heads,”
USA Today, March 2, 1999, p. 1Bff.; “The New Market Research,” Inc.,
July 1998, pp. 87–94. See also Stephen J. Grove and Raymond P. Fisk,
“Observational Data Collection Methods for Services Marketing: An
Overview,” Journal of the Academy of Marketing Science,Summer 1992,
pp. 217–24; “Coupon Clippers, Save Your Scissors,” Business Week,June
20, 1994, pp. 164–66; Magid M. Abraham and Leonard M. Lodish, “An
Implemented System for Improving Promotion Productivity Using Store
Scanner Data,” Marketing Science,Summer 1993, pp. 248–69; “The
Nitty-Gritty of ECR Systems: How One Company Makes It Pay,” Adver-
tising Age,May 2, 1994, pp. S1ff.; Peter J. Danaher and Terence W. Beed,
“A Coincidental Survey of People Meter Panelists: Comparing What
People Say with What They Do,” Journal of Advertising Research,Janu-
ary/February 1993, p. 86.
17.“Will Your Web Business Work? Take It for a Test Drive,” Ecom-
pany, May 2001, pp. 101–104; “Ads Awaken to Fathers’ New Role in
Family Life,” Advertising Age,January 10, 1994, p. S8; “AT&T’s Secret
MultiMedia Trials Offer Clues to Capturing Interactive Audiences,” The
Wall Street Journal,July 28, 1993, p. B1ff.; “Experimenting in the U.K.:
Phone, Cable Deals Let U.S. Test Future,” USA Today,June 28, 1993, p.
1Bff. See also Raymond R. Burke, “Virtual Shopping: Breakthrough in
Marketing Research,” Harvard Business Review, March–April 1996, pp.
120–31; Glen L. Urban, Bruce D. Weinberg, and John R. Hauser, “Pre-
market Forecasting of Really-New Products,” Journal of Marketing,
January 1996, pp. 47–60; “Bar Wars: Hershey Bites Mars,” Fortune,July
8, 1985, pp. 52–57.
18.“Nielsen Plans New Pricing as Part of Bid to Double People
Meters,” The Wall Street Journal,June 29, 2001, p. B6; “Confessions of a
Nielsen Household,” American Demographics, May 2001; “Trying to
Clean Up Sweeps,” American Demographics, May 2001, pp. 42–49; “The
Metrics System,” Brandweek, November 13, 2000, pp. 106–10; “Special
Report: Top 25 Global Research Organizations,” Advertising Age,August
24, 2000; “We’re Being Watched,” American Demographics, October
1998, pp. 52–58; “Special Report: 100 Leading Research Companies,”
Advertising Age,May 19, 1997; “Rivals Duel Bitterly for Job of Supplying
Market Information, The Wall Street Journal,November 15, 1993, p.
A1ff.
19.For more detail on data analysis techniques, see William R. Dillon,
Thomas J. Madden, and Neil H. Firtle, Marketing Research in a Marketing
Environment,3rd ed. (Burr Ridge, IL: Irwin/McGraw-Hill, 1993) or other
current marketing research texts. See also “Merry Maids Clean Up Terri-
tories with MapInfo System,” Investor’s Business Daily, February 20, 2001,
p. A8; Michael D. Johnson and Elania J. Hudson, “On the Perceived
Usefulness of Scaling Techniques in Market Analysis,” Psychology &
Marketing, October 1996, pp. 653–75; Milton D. Rosenau, “Graphing
Statistics and Data: Creating Better Charts,” Journal of Product Innovation
Management, March 1997, p. 144.