Essentials of Business Research Methods Joseph F. Hair, Jr., Ph.D.

, author; Leyh Publishing

Index by Melody Englund, Songbird Indexing Services NOTE: Page numbers in italics refer to Exhibit and Research in Action insets. absolute zero points, 156 abstracts, 33031 acceptable error, 21617 accuracy. See validity Acme Rent-A-Car, 17 advantageousness (of ideas), 95 advertising campaigns, 97, 135 content analysis, 126 measuring effect of, 176, 285, 28890 sales, effect on, 5152, 55, 28891 sales predictions from, 29495, 309 targeting identified groups, 368 agglomeration schedule tables, 375 AID (Automatic Interaction Detection), 15 aided questions, 19697 alpha reliability coefficients, 170 alternative forms reliability, 16869 alternative hypotheses, 251, 25253, 25859, 264, 291, 297 American Business Information, 75, 132 analytical phase (business research process), 5051, 76 analytical techniques. See cluster analysis; factor analysis ANOVA (Analysis of Variance). See also factor analysis; statistical techniques assumptions, 268 cluster analysis, 37476, 39596 customer assessment project, 26673 factor scores, 401 F-test, 267, 271, 292, 299 hypothesis testing, 260, 26673 metric scales, 254, 257 null hypotheses, 26668, 27073 one-way, 26669, 377 overview, 26670, 27475, 28889 perception concept, 316 regression analysis, 29293, 300, 3023, 3056, 31417 Scheff test, 26870 in SPSS, 26768, 272, 375 statistical significance, 268 tables, 267, 29293, 3023, 3056, 31416, 37476 two-way, 27073 Appendices, 330, 332, 351. See also research proposals and reports applied business research, 67, 51, 125, 32730. See also basic business research arbitrary zero points, 154 assessments of concepts, 16774 demand effect, 11112 proposal outlining, 2930 reliability, 16772 SWOT, 26 validity, 16768, 17274 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, 8788, 9899 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, 31720 in t-tests, 265 ATOCS (criteria evaluation), 9596 attitudes/opinions of respondents, 127, 14647, 154, 15664, 187 audience considerations, 32425, 33233 Automatic Interaction Detection (AID), 15 average summated scores, 230 balanced scales, 16566. See also scales bar charts, 43, 84, 23435, 286, 331, 34445 Baruch College-Harris poll, 75 basic business research. See also research proposals and reports designs, 5765, 7176, 77 experiments, 6571 overview, 67 process, 5051, 7677 sampling, 20618 behavioral learning theory, 52

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beta coefficients, 294, 29596, 298300, 303, 305, 310, 315, 346 between-subjects experimental design, 67, 68, 6970, 26869, 271 bisexual population, 127 bivariate statistical techniques. See also multivariate statistical techniques; statistical techniques; univariate statistical techniques hypothesis testing, 26064 multiple regression compared to bivariate regression, 310 multivariate techniques compared to, 296, 299, 304 null hypotheses, 26566, 29192 overview, 254, 258, 27475, 28788 Pearson correlations, 28283, 304 regression analysis, 28894 residuals analysis, 317, 322 Spearman's rank order correlation, 154, 28587, 28889 in SPSS, 263 statistical significance, 25864, 283 t-tests, 26465 blocking variables, 6970. See also variables box and whiskers plots, 24345, 247 branching questions, 194 budgets (research), 27, 31, 328 build-up approach, 371. See also cluster analysis Burger King/McDonalds case study, 264, 35658, 37781. See also case studies Burke Marketing Research, 171 business ethics causal research, 10812 of decision maker, 11213, 116 overview, 1036, 110, 11517 of participants, 11315 of researcher, 71, 10612, 12324 unethical actions, 11516 business research, applied, 67, 51, 125, 32730 business research, basic. See basic business research business research designs. See also causal research; descriptive research; exploratory research basic, 5765, 7176, 77 overview, 122 planning and implementing, 2531, 15051 science, 5457, 6567, 77 Secure Customer Index, 171 service quality model, 159 business research overview, 59, 917, 20, 5057. See also ethics; researcher-client relationship; researcher-participant relationship
2002 Leyh Publishing

business-to-business survey proposal, 28 CAB process creativity, 8283, 9295 evaluation and choice, 8283, 90, 9596, 98, 99 implementation, 83, 9698 overview, 82, 98 research questions, 82, 8591, 9899 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, 35658, 37781 Chrysler, 58, 136 Hito VCR, 14950 Pontiac, 136 R.J. Reynolds, 1067 soft drink consumption, 23738, 241, 251, 25253, 264, 285 Starbucks/Maxwell House, 254, 257 Casewise Diagnostics tables, 318, 32021 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, 16667 causal research. See also questionnaire design process; surveys covariance, 64, 27981, 35859 ethics, 10812 experiments, 6467 hypotheses in, 6465 hypotheses testing, 6465 literary reviews, 58 overview, 57, 6465 selecting, 71, 77 variables, 6465, 77, 278, 290 census, 14, 75, 2067, 258 central tendency, 57, 23740, 24647, 254, 257 centroid, 371, 38485 Chance (Web site), 255 characteristics. See variables charts and graphs. See also SPSS software; tables bar charts, 43, 84, 23435, 286, 331, 34445 in Excel, 4446 factorial experimental results, 6869 overview, 22934, 23537, 24046, 32930, 331 pie charts, 23537, 32930
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charts and graphs (continued) research level related to risk, 84 residuals analysis, 31721 scatter diagrams, 28081 seasonality trends, 63 sources of off-the-shelf, 75 in SPSS, 4143, 236, 244 Children's Health Foundation Research Proposal, 2627 Chi-square tests, 254, 257, 26064, 27475 Chrysler, 136 Chrysler case study, 58. See also case studies Circuit City, 9697 classification error, 38081 questions, 3334, 153, 185, 187, 189, 192, 19495 results, 382, 39697, 404 variables, 3334, 36, 37982 client-researcher relationship. See decision making; researcher-client relationship close-ended question, 18889 cluster analysis ANOVA, 39596 with discriminant analysis, 39098, 4045, 408 error in, 373, 39192 group mean, 37275, 377 null hypotheses, 373, 375, 391, 396 overview, 28889, 317, 356, 36877, 386 in SPSS, 375, 377, 396, 398 variance, 372, 374 cluster sampling, 209, 21315, 219 Coca-Cola, 6 coding, 228 coefficient of determination (r2), 282, 291, 293, 295. See also R2 coefficients. See also R2 beta, 294, 29596, 298300, 303, 305, 310, 315, 346 correlation, 27985, 289, 290, 3012, 309 Cronbach's alpha, 17071 determination, 282, 295, 310 error, 37375, 39192, 396 Pearson correlations, 28183 regression, 29296, 299, 301, 303, 306, 308, 310 standardized, 29394, 298, 300, 303, 346, 349, 383, 385, 4012 tables, 208, 29394, 29899, 303, 315, 346 unstandardized, 29394, 298, 300, 303 coercion vs. incentives, 1089 collinearity, 303, 308, 318. See also multicollinearity common factor analysis, 35860
2002 Leyh Publishing

common variance, 35860 communality, 36263 communication. See also Internet; researcher-client relationship; research proposals and reports decision maker obligations, 11213 group moderators, 5859, 74, 77, 134 overview, 8990, 32425, 336 presentation techniques, 33335 of research methods, 32425, 34344 technical writing guidelines, 326 comparative scales. See nonmetric scales competition theory, 51, 53 completion rates of surveys, 210 composite factors, 35758 composite variables, 229. See also variables computer dialogue, 13839 concepts/constructs. See also satisfaction, concept of; scales; statistics; validity assessing, 16774 causality, 6465 conceptual background, 331, 34143 customer churn/share, 12 evaluation and choice, 9598, 99, 13738, 14041 goodness of fit, 261 levels of measurement, 14956, 16467 measurement of, 14650, 15664, 170 measures of constructs, 175 minivan, 58 multi-item, 171 overview, 145, 176, 187 proxy variables, 148, 14950 questionnaire design, 183, 187, 199, 202 relationship marketing, 12, 21, 33, 36 relationships between variables, 27879 research questions for measuring, 3336 Samouel's Restaurant image, 17476 scales development, 17476 smokeless cigarette, 1067 validity of, 17273, 200 variables as components, 174, 183 Conclusions, Recommendations and, 330, 332, 34951. See also research proposals and reports concurrent validity, 173 confidence interval, 211, 26869 confidence level, 217, 26768 confirmatory research, 77. See also empirical tests conflicts of interest, 104, 1056, 12627. See also ethics conjoint analysis, 28889 consistency, 96. See also reliability
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constant sum scales, 157, 163. See also nonmetric scales constructs, 175. See also concepts/constructs consultants, 1820, 327 content analysis, 12426 content validity, 17273 context effect, 19798 contingency tables, 26162 continuous scales. See metric scales continuous variables, 151, 177, 26465, 266. See also variables control (experiments), 64 convenience sampling, 209, 215 convergent validity, 17273 correlation analysis coefficients, 27985, 289, 290, 3012, 309 in Excel, 284 of factors, 36061 null hypotheses, 28183 overview, 278, 28184, 28889, 309 Pearson correlations, 28184, 304, 307, 309, 346 scales and, 28587 Spearman's rank order correlation, 154, 28587, 28889 statistical significance, 27980, 28485 structure matrix, 38384 tables, 283, 28586, 304 covariance, 64, 27981, 28081, 35859 creativity barriers to, 92 CAB process, 8283, 9295 enhancing, 9395, 99 implementation alternatives, 97 learning, 94 oral reports, 333 credit scores, 357 crisis management, 86, 87 criterion validity, 17374 criterion variables, 17374. See also variables Cronbach's alpha reliability coefficients, 17071 cross-classifications, 61 cross-sectional data/studies, 6163, 210. See also questionnaires; surveys cross-tabulation, 26063, 330, 331 curvilinear relationship (variables), 27879. See also variables, about customer assessment project. See also Samouel's Restaurant; satisfaction, concept of analysis of, in SPSS, 3437 analysis with SPSS, 383, 392
2002 Leyh Publishing

ANOVA, 26673 bivariate analysis, 26064, 28587, 29194 customer database, 3436 overview, 34243, 34344 questionnaire, 18485 recommendations and conclusions, 35051 results, 34749 t-test of two means, 26566 univariate hypothesis testing, 25860 customer churn, 12 customer segments, 16 customer share, 12, 16 customer surveys factor analysis, 3436 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, 1415 data sets, 71 entry/editing, 3839, 225, 228, 243 overview, 56, 71 data analysis. See also ANOVA (Analysis of Variance); SPSS software; statistical techniques; variables, about central tendency, 23739, 240, 246 content analysis, 12426 correlation analysis, 28184 data transformation, 38, 229 documentation of, 330 of interactions, 15, 68, 69, 77, 27879 of nominal scales, 152 price sensitivity analysis, 97 proposal for, 3031 sample statistics vs. population parameters, 25253, 25758, 274 statistical techniques overview, 28788 XLSTAT, 250 data collection. See also data; interviews; questionnaire design process; questionnaires; surveys data mining, 1415, 1516 GPS, 15, 17 literature reviews, 58 observation, 12226, 13940 overview, 122, 13941, 250 perceptual data, 30, 3435, 18485, 19798, 21415 technology and, 122 technology for, 122

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data preparation. See also data charts and graphs, 23436 coding and data entry, 228 data editing, 225 dispersion, 23941, 24143, 24647, 254 frequency distribution, 22934 missing data, 41, 225, 22728 normal distribution, 23639, 240, 257 overview, 225, 24547 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, 7172 observational, 12226 off-the-shelf, 14, 75, 129 primary, 72, 7778 projective, 5960 researcher dependent, 72 secondary, 7274, 75, 7778 subjective, 72 data warehouses, 14, 83, 107 debriefing, 11112, 11415 Decision Analyst, Inc., 129 decision maker-researcher relationship. See researcher-client relationship decision making. See also CAB process; evaluations; exploratory research ethical obligations, 11213, 116, 117 expert systems, 6, 52, 83, 86, 98 normative decision rules, 52 overview, 50, 5255, 8285, 87, 9091, 98 seasonality trends, 60 strategic/tactical decisions, 78, 115 Decision Support System (DSS), 8586, 327 Delicato, Inc., 13 Delphi interview technique, 18, 59. See also exploratory research; interviews demand effects/characteristics, 68, 9598, 109, 11112, 11415, 19394 demographic information cluster analysis, 370, 372, 376 for panel surveys, 127 profiling, 343, 376 questions about, 194 RAGE matrix, 128
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sources of, 10, 75, 255 dendogram, 371 Department of Commerce, 75 dependence statistical techniques. See also ANOVA; discriminant analysis conjoint analysis, 28889 logistic regression, 28889 multiple regression analysis, 28889, 294302, 31322, 34546, 397402 overview, 28789 Spearman's rank order correlation, 154, 28587, 28889 dependent variables. See also regression analysis; variables ANOVA/MANOVA, 27071, 273 ANOVA testing, 26673 criterion variables, 17374 electric shock trial, 111 measuring, 28788 multiple, 273 overview, 67 plotting, 28081 treatment levels and, 6970 depth interviews, 59, 74, 77, 13738, 141. See also exploratory research; interviews descriptive research. See also descriptive statistics; group mean; mean; mode; sampling, about; standard deviation; surveys central tendency, 57, 23740, 24647, 254, 257 cross-sectional studies, 6162 designs, 57, 6064 ethics, 110 frequency distribution, 22937, 26061, 31819, 329 hypotheses testing, 60, 62, 76, 250 longitudinal studies, 6263, 128 overview, 57, 6061, 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, 26869, 27172, 291, 29798, 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
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overview, 57, 61, 23536, 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, 26869, 27172, 283, 291, 29798, 307, 36466, 400 diagnostics tables, 319, 321 diagnostic tools. See data preparation directional hypotheses, 252 direction (of variables), 279. See also variables disclosure, 11011 discovery, 5456, 76 discrete variables/scales, 151, 177. See also nominal scales; ordinal scales; variables discriminant analysis assumptions, 382 Burger King/McDonalds case study, 37781 with cluster analysis, 39098, 4045, 408 discriminant function, 37885, 386 group mean, 37778, 38285, 398 missing data options, 228 multiple discriminant analysis, 37782 overview, 28889, 356, 368, 38285, 386 scores (Z scores), 37880 in SPSS, 383, 392 stepwise discriminant analysis, 385 tables, 38283 validity, 168, 17273, 360 variance, 379, 382 weights, 37982 Z-scores, 37880 dispersion, 23941, 24243, 24647, 254. See also variances disproportionately stratified sampling, 21213 divisive approach, 371 Documents Center at University of Michigan, 255 double-barreled question, 197 DoubleClick, 108 DSS (Decision Support System), 8586, 327 dummy tables, 87, 8990, 328, 336 dummy variables, 228, 290, 31317, 322. See also variables, about EBSCO, 75 Edison, Thomas, 92 EESEE (Electronic Encyclopedia of Statistical Exercises and Examples), 255

descriptive statistics (continued)

EFA (Exploratory Factor Analysis), 35862, 366, 367, 399, 400 eigenvalue, 36163, 367 electric shock trial, 111, 111 Electronic Encyclopedia of Statistical Exercises and Examples (EESEE), 255 electronic surveys, 13132, 139, 194, 200201 elements, 206 email surveys, 13, 123, 13132, 194, 200201, 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, 3234 cross-tabulation of, 26063 data preparation, 23034, 241, 242, 243, 24446 dispersion example, 24243 histogram of, 31819 hypotheses, 34142, 34446 overview, 343 Pearson bivariate correlation example, 28284 questionnaire, 15253, 187 recommendations and conclusions, 349 research proposal, 3234 results, 34447 error (in research). See also standard error acceptable, 21617 classification, 38081 cluster analysis, 373, 39192 data entry, 243 error coefficients, 37375, 39192, 396 error terms, 290, 31819, 320 least squares method, 294 measurement error, 16768 random, 251 residual analysis, 31719, 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, 35960, 362, 372, 374 eSampling, 208 ethics. See business ethics ethics checklist, 116 ethnographic research, 10, 124 Euclidean distance, 370

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evaluations. See also decision making of alternatives, 98 ATOCS, 96 CAB process, 8283, 90, 9596, 98, 99 evaluative criteria, 9596, 344 of research questions, 90, 9596, 99, 18586, 344 with test markets, 6566, 67, 9697 Excel (Microsoft), 4446, 239, 242, 250, 284 execution phase (business research process), 50, 60, 72, 76, 7778 Executive Summary, 326, 32728, 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, 6970, 26869, 271 overview, 6471, 77 participant protection, 10812 variables, 69, 109 within-subjects, 6771 expert systems, 6, 52, 83, 86, 98 explained variance, 29293, 294, 317, 322, 346, 348 Exploratory Factor Analysis (EFA), 35862, 366, 367, 399, 400 exploratory interview techniques. See also exploratory research; focus groups; interview techniques Delphi, 18, 59 depth, 59, 74, 77, 13738, 141 projective, 5960 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, 21516, 219 open-ended questions, 189 overview, 5760, 77 research questions, 71 technology and, 5859 variable selection, 77 face-to-face interviews, 128, 13233, 138, 139, 14041. See also interview techniques face validity, 172 factor analysis. See also ANOVA; nominal scales; ordinal scales assumptions, 359, 360 Burger King/McDonalds case study, 35658 Chi-square tests, 254, 257, 26064, 27475 common factor, 35860
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communality, 36263 composite factors, 35758 customer surveys, 3436, 15354, 164 EFA, 35862, 366, 367, 399, 400 experimental designs, 6871 factorial experimental results, 6869 factor loading, 36268 factor rotation, 36061 factor scores, 360, 398402, 399404, 400, 401, 408 factor solutions, 36263, 36467 FICO scores example, 357 finite population correction factor, 218 interpretation of, 36364 latent root criterion, 36162, 367 mean calculations, 398 null hypotheses, 364 overview, 77, 270, 28889, 35658 PCA, 35862, 366, 367, 399, 400 percentage of variance, 26768, 36163 with regression analysis, 397402, 408 rotation in, 36061, 364, 366, 399 Samouel's Restaurant case study, 36468 sample size determination, 218 selection factor rankings scales, 3536 simple structure, 36061 Spearman's rank order correlation, 154, 28587 in SPSS, 362, 367, 375, 400, 401 sum of squared factor loadings, 36263 tables, 4012 unique variance, 35960 variables, 6869, 356, 368, 408 variance, 35863, 36668, 401 varimax procedure, 36062, 366, 367, 399, 400 VIF (Variance Inflation Factor), 3034, 308, 310 with XLSTAT, 250 failure as learning, 98 Fair, Isaac and Company, 357 fax surveys, 13031, 139, 200201 FDA (Food and Drug Administration), 115 Federal Express, 13, 88 FEDSTATS, 255 FICO scores, 357 field experiments, 6567, 77, 9697, 109. See also experimental design; exploratory research finite population correction factor, 218 focus groups. See also exploratory research; nonprobability sampling content analysis of, 125 data collection, 12223, 135 depth interviews compared to, 13738
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expense of, 136 probing, 5859, 74, 77 follow-up test, 26768 Food and Drug Administration (FDA), 115 forced choice scales, 166. See also scales formulation phase (business research process), 5051, 57, 86 F-ratio/F-test, 267, 271, 292, 299 freedom from harm, 10910 free markets, 910 frequency distribution, 22937, 26061, 31819, 329 Frito Lay, 60, 67 front-end loading, 326 functional fixedness, 87, 8889, 9293, 98 funnel approach, 193, 19495 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, 3236. 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, 16061. See also metric scales graphs. See charts and graphs grocery industry, online, 7 group mean. See also descriptive research; mean cluster analysis, 37275, 377 discriminant analysis, 37778, 38285, 398 hypothesis testing, 260 null hypothesis, 251 overview, 275, 386 in SPSS, 317, 375, 377 testing differences in, 26473 Group Statistics tables, 38485
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focus groups (continued)

group think, 92 Harrah's Casinos, 16 heterogeneity, 21314, 21718, 368, 386 heuristic ideation technique (HIT), 9495 hierarchical clustering, 371 histograms, 23235, 239, 240, 245 history of business research, 4 HIT (heuristic ideation technique), 9495 hit ratio, 38182, 384, 396, 404 homogeneity in cluster analysis, 356, 36869, 386, 390 in sampling, 211, 212, 21314, 21618 Hoover's Business Press, 75 human error, 228 human resources review committee, 112 hypotheses. See also assumptions; hypothesis testing; null hypotheses alternative, 251, 25253, 25859, 264, 291, 297 assumptions as, 251 casual Friday example, 56 data analysis of, 25253 demand effects, 68, 9598, 109, 11112, 11415, 19394 descriptive research, 62 developing, 36, 7677, 13738, 25152 directional, 252 employee study, 34142, 34446 field experiments, 65 nondirectional, 252 objectivity from quantitative data, 74, 78 overview, 50, 51, 5455, 60, 6465, 25051 research proposals/reports, 32729, 330, 331, 336, 34045, 34749 scientific method, 5456, 77 statistical significance, 25253 hypothesis testing. See also hypotheses; null hypotheses; specific scales ANOVA, 260, 26673 bivariate statistical techniques, 26064 causal research, 6465 cross-tabulation using Chi-square analysis, 26064 customer assessment project, 25860 descriptive research, 60, 62, 76, 250 group mean, 260 interval scales, 25860, 26465 level of significance, 25860 MANOVA, 273 multiple regression analysis, 303 null hypotheses, 25860, 29192
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hypothesis testing (continued)

overview, 25255, 257, 27475 with qualitative data, 74, 76 with quantitative data, 74, 76 rejecting hypotheses, 28182 research design, 5657 satisfaction, concept of, 253, 258, 264, 26573 scales utilized, 254, 257 secondary data, 7273 statistical significance, 25859 statistical techniques, 254 t-test of difference in two means, 26465 Type I and Type II errors, 253 univariate/bivariate tests, 25865

ideas, 54, 90, 9496, 99, 145 implementation (CAB process), 83, 9698 Implications and Conclusions, 330, 332, 34951. See also research proposals and reports importance-performance chart, 4057 incentives vs. coercion, 1089 incorrect assumptions, 8788, 9899. See also assumptions independence techniques. See also discriminant analysis multiple regression analysis, 294302, 31322, 34546 stepwise multiple regression, 295, 3058, 310 independent samples, 264, 348. See also sampling, about independent variables, 266, 27071, 28081. See also variables in-depth interviews, 59, 74, 77, 13738, 141 index. See scales indicators. See proxy variables; variables inferential statistics, 250, 25253, 274 information-only businesses/products, 89 information revolution. See technology information sources. See also software business research reports, 332 content analysis, 125 online information and databases, 22627 qualitative data, 122 questionnaire designs, 183 questionnaire development, 201 Researcher Sourcebook, 129 scales, 17576 secondary data, 7374, 75, 7778 SIRS Knowledge Source, 75 statistics, 14, 75, 25556
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survey sampling, 208 Tamtam.com, 18 in-house research, 1820 ink blot tests, 59 intangible variables, 148, 150. See also variables intellectual property rights, 9 intensity of responses, 151, 155, 15657. See also point scales intentions of subjects, 157, 158. See also participants; surveys interactions, 15, 68, 69, 77, 27879. See also statistical techniques interdependence statistical techniques. See also cluster analysis; factor analysis perceptual mapping, 28889, 390, 4056, 409 internal consistency reliability, 16970 Internal Revenue Service (IRS), 15 international research, 1011 Internet computer dialogue, 13839 consumer information, 108 email, 13, 123, 13132, 194, 200201, 208 online grocery venture, 7 online panel surveys, 129, 201, 208 Web-hosted surveys, 13, 129, 13132, 13536, 13839, 208 inter-rater reliability, 74, 76 interrogatories, 8889. See also research questions interval scales. See also ANOVA; metric scales; scales arbitrary zero points, 154 central tendency, 23738 constant sum scales compared to, 163 continuous variables, 151, 177 hypothesis testing, 25860, 26465 independent samples t-test, 347 Likert scales, 15557, 29798, 34344 overview, 15051, 15456, 16667, 177, 285 Pearson correlation coefficients, 28183 regression analysis, 290, 313, 322, 345, 348 statistical techniques, 155, 254, 257, 275, 288 univariate hypothesis testing, 25860, 26465 variables, 26465, 266 interviews. See also data collection; interview techniques convenience samples, 215 of decision makers, 1056 overview, 14041 passive vs. active interviewers, 76 price sensitivity analysis with, 97

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interview techniques. See also focus groups; interviews; probing; unstructured interviews Delphi technique, 18, 59 depth, 59, 74, 77, 13738, 141 interviewer-assisted questionnaires, 13239, 186 panel surveys, 63, 126, 127, 129, 201, 208 personal, 12728, 13233, 138, 139, 14041 projective, 5960 semi-structured, 13336 structured, 60, 133, 141 telephone, 127, 138, 139, 14041, 200201 Web-hosted surveys, 13, 129, 13132, 13536, 13839, 208 Introduction (research report), 32829, 34041. See also research proposals and reports intuition-based decisions, 5354 IRS (Internal Revenue Service), 15 issues, definition, 9091 Job Mart, 129 Johns Hopkins University, 112 Journal of Statistics Education, 256 judgment sampling, 209, 215 KDD (Knowledge Discovery in Databases), 1415 KISS, 326 knowledge, derivation of, 71 Knowledge Discovery in Databases (KDD), 1415 knowledge management, 224 Kodak, 92 kurtosis, 242 labels for scale categories, 16667 laboratory experiments, 6567, 70, 77. See also experimental design; exploratory research latent root criteria/variance, 36163, 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, 25860. See also statistical significance Lexis-Nexis database, 75 Likert scales, 15557, 29798, 34344. See also interval scales; scales limitations (research report), 351 linear regression formula, 290. See also regression analysis

linear relationships (variables), 27879, 28183, 288, 320, 358. See also variables, about literature reviews, 58, 331 logistic regression, 28889. See also regression analysis longitudinal studies, 6263, 128. See also descriptive research mahalanobis, 370 mail surveys, 13031, 139, 200201. See also questionnaires; surveys main effects, 6869, 77 Management Information Systems (MIS), 8586, 175 management-researcher relationship. See researcherclient relationship manipulation. See also variables, about in causal experiments, 6465 demand effects, 68, 9598, 109, 11112, 11415, 19394 on electronic surveys, 132 harmful, 10910 manipulation checks, 225 overview, 70 MANOVA (Multivariate Analysis of Variance), 273, 28889. 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, 35658, 37781. See also case studies mean. See also descriptive research; group mean ANOVA, 26667, 26873 assumptions for estimating, 217 bivariate analysis, 26873, 283, 29193 box and whiskers plot, 24445 central tendency, 57, 23740, 24647, 254, 257 centroids, 38485 cluster analysis, 368, 37476, 39295, 408 correlation analysis, 307 dispersion, 23940, 242, 24647 display of, 330 in Excel, 46 factor analysis, 359, 36667, 398 histograms, 232, 234 importance-performance charts, 407 interaction of two, 69 interval data, 155

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mean (continued) mean square, 271, 29293, 300, 302, 306, 315, 316, 401 missing data, 228, 23233 null and alternative hypotheses, 251 performance ratings, 34748 pie charts, 237 regression analysis, 298304, 31516, 31920, 321, 322, 34548, 400402 scales utilizing, 23738, 254, 257, 264 in SPSS, 228, 266 standard error of the, 241 substituting the, 228 summated scores, 4023 t-tests, 26466 univariate testing, 25860 variance from the, 24041 measurement. See also measures; scales of attitudes/opinions, 61, 127, 14647, 154, 15664 of behavioral intentions, 157, 158, 175 error, 16768 of intensity, 151, 155, 15657 levels of, 15156 overview, 145, 14651, 157, 177 of perceived product complexity, 161 measurement scales. See scales measures. See also questionnaires; research questions of central tendency, 23739, 240, 24647 of constructs, 175 of customer interaction, 145 of dispersion, 23943, 24647 objective, 148, 150 of perceptions, 35 of a population, 252, 28182 of relationship, 33, 36 of satisfaction, 391 of work environment, 33, 230 median box and whisker plots, 244 central tendency, 23739, 246 cluster analysis, 368, 371, 408 dispersion, 23940, 242 in Excel, 46 importance-performance charts, 406 scales utilizing, 177, 254, 257 Spearman's rank order correlation, 28687 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, 16061 mean calculations, 23738, 254, 257, 264 median calculations, 177, 254, 257 numerical, 15758, 175 overview, 157, 161 Pearson correlation, 155, 156 semantic differential, 157, 15860, 161 summated ratings, 15657, 165, 169, 229, 230, 4023 metric statistical techniques. See also ANOVA; correlation analysis conjoint analysis, 28889 MANOVA, 273, 28889 multiple regression analysis, 28889, 294302, 31322, 34546, 397402 metric variables, 14850, 151, 177, 228, 27071, 273, 28183. See also metric scales; variables Michalko, Michael, 89 MIS (Management Information Systems), 8586, 175 missing data, 41, 225, 22728 mode. See also descriptive research central tendency, 57, 23740, 23839, 24647, 254, 257 dispersion, 23941, 24243, 24647, 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, 3023, 3056, 31415, 34546 moderators, group, 5859, 74, 77, 134 Moen, Inc., 124 monitoring, 97 multicollinearity, 295, 299, 3014, 310. See also collinearity; multivariate statistical techniques multi-item scales, 165, 168, 169, 171, 17374, 177. See also concepts/constructs; scales multiple coefficient of determination. See R2 multiple comparisons tables, 273 multiple discriminant analysis, 37782. See also discriminant analysis

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multiple regression analysis, 28889, 294303, 3058, 310, 31322, 34546, 397402. See also regression analysis multiple solutions, 90 multi-stage sampling, 209, 21415. 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, 3014, 310 multicollinearity with multiple regression analysis, 3014 multiple discriminant analysis, 37782 multiple regression analysis, 28889, 294301, 31322, 34546, 397402 overview, 254, 28788 stepwise multiple regression analysis, 3058 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, 26061, 275 overview, 15052, 177 statistical techniques, 254, 257, 28587, 28889, 378 variables, 330, 347 nondirectional hypotheses, 252 non-forced choice scales, 166 nonhierarchical clustering, 37172 nonlinear relationships (variables), 27879. 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, 31316, 322 median calculations, 286 missing data, 228 overview, 157, 161, 177 paired comparison, 157, 16364 sorting, 157, 16263
2002 Leyh Publishing

statistical techniques, 154, 28587, 28889 variables, 151, 177, 266, 27071 nonparametric statistical procedures. See also Chisquare; nominal scales; ordinal scales assumptions, 257 dispersion, 23941, 24143, 24647, 254 hypothesis development, 253 non-probability sampling, 206, 209, 21516, 219 non-spurious association causality, 64 normal distribution, 23639, 240, 257, 282, 317-19, 321. See also parametric statistical procedures normative decision rules, 52 null hypotheses. See also hypotheses; hypothesis testing ANOVA, 26668 associative analysis, 278 bivariate hypotheses testing, 29192 bivariate testing, 26566 cluster analysis, 373, 375, 391, 396 correlation analysis, 28183 factor analysis, 364 multiple discriminant analysis, 378, 380, 382 overview, 25153 population parameters, 250 regression analysis, 297, 299300, 303 rejecting, 28182 Spearman's rank order correlation, 285 statistical power, 253 statistical significance, 27980 two-way ANOVA, 27073 Type I and Type II errors, 253 univariate hypothesis testing, 25860 numerical scales, 15768, 175. See also metric scales objective measures, 7172, 148, 150 oblique rotation, 36061 observability (of ideas), 95 observations, 5455, 6263, 71, 12226, 13940. 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, 25960, 264 one-shot research projects, 6, 61 open-ended questions, 189 opening questions, 193 opportunity, 84, 87

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ordinal scales. See also mode; nonmetric scales; scales discrete variables, 151, 177 as interval scale, 15455 ordinal data, 154, 238 overview, 15051, 15254, 16164, 177 pie charts, 330 rank order, 15455, 157, 16263, 28587, 28889 statistical techniques, 154, 155, 254, 257, 26061, 27475, 286, 288, 290 organizational commitment, 12, 3234, 14647, 155, 16061, 341 organizational learning/memory, 1415 organizational variables, 126 orthogonal rotation, 36061 OSHA (Occupational Safety and Health Administration), 103 outcome variables, 69, 77, 273 outliers, 232, 23738, 243, 247, 31721, 322 outside research, 1820 overview sampling, 30, 20916, 219 paired comparison scales, 16364. 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, 14647, 154, 15664, 187 demand effects, 68, 9598, 109, 11112, 11415, 19394 ethical obligations of, 11315, 117 ethical treatment of, 10712, 12324 human resources review committee, 112 privacy issues, 1078, 110, 11415 treatment levels of, 6771 PCA (principle components analysis), 35862, 366, 367, 399, 400 Pearson bivariate correlations, 28284, 304 Pearson Chi-square test, 261, 263 Pearson correlations, 28182, 307, 309, 346 percentage of variance, 26768, 36163. See also factor analysis perceptions. See satisfaction, concept of Percept Technology, 10 perceptual data. See also data analyzing, 28889, 29091, 297301, 316 collecting, 30, 3435, 18485, 19798, 21415 measuring with, 14648, 152, 15455, 16061, 171
2002 Leyh Publishing

overview, 72 rationale for, 58, 61, 72 subjective nature of, 72 from surveys, 17475 variables, 171, 234, 36566, 368, 39597 perceptual mapping, 28889, 390, 4056, 409. See also interdependence statistical techniques personal interviews, 12728, 13233, 138, 139, 140 41. See also interviews personal value systems. See business ethics phenomena. See concepts/constructs; hypotheses pie charts, 23537, 32930 pilot tests/training, 6566, 9697, 99, 21718, 219. See also exploratory research; test markets placebos, 111 point scales. See also descriptive research; scales Casewise Diagnostics, 321 classification variables, 36 cluster analysis, 37576, 391, 393, 408 collapsing or combining categories, 229 5-point agree/disagree, 145 graphic ratings, 160 intensity of, 14950 numerical, 15758 100-point ethical scale, 103 ordinal ranking, 15455 perceived risk, 149 perceptions measure, 35, 6162, 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, 15860, 161 7-point agree/disagree, 3334, 35, 36, 4142, 23031, 23032, 235, 23839, 258 7-point Likert, 15557, 29798, 34344 7-point ranking, 14950, 24142, 266 source credibility check, 149 standardizing data, 370 summated ratings, 15657, 4023 10-point ranking, 16869 work environment survey, 152 Pontiac Aztec, 136 populations. See also sampling, about comparing two or more, 26673 finite population correction factor, 218 GLBT population, 127 measures of, 252, 28182
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populations (continued) overview, 206 parameters, 250, 25253, 25758, 274 parametric variables, 252, 274 population correction factor, 218 target, 186, 2078, 21819 population statistics for U.S., 127 position bias, 19798 practical significance, 284 predictive validity, 17374 presence (variable relationships), 278. See also variables, about presentation recommendations, 33335 pretests, 199200, 206 primary data, 72, 7778 principle components analysis (PCA), 35862, 366, 367, 399, 400 principle components variables, 35862, 366, 367, 399, 400. See also variables privacy issues, 1078, 110, 11415 probability levels/plots, 31719, 322 probability sampling, 206, 20915, 219 probing interview technique. See also interview techniques depth interviews, 59, 74, 77, 13738, 141 focus groups, 5859, 74, 77 issue discovery with, 9091 questionnaire pretesting, 200 problem identification. See research questions product line profitability, 13 profiling, 376 pro-forma tables, 87, 8990, 328, 336 Progressive Insurance, 17 project deliverables, 105 projective interviews, 5960. See also interview techniques promotional trends, 62 proportionately stratified sampling, 212, 213 proposals. See research proposals proxy variables, 148, 14950, 174. See also variables psychographics, 10 public speaking, 33335 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
2002 Leyh Publishing

sources of, 12223, 124 qualitative research. See also focus groups; unstructured interviews depth interviews, 59, 74, 77, 13738, 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, 19798 instructions, 199 opening questions, 193 overview, 182, 183, 2012 pretesting, 199200 question preparation, 19598 reliability assessment, 16872 structure, 18995 questionnaires. See also employee study; interviews; measures; surveys administering, 186, 200201 customer survey, 3436, 154, 18485 Gallup Q12, 147 interviewer-assisted, 13239, 199 overview, 12730, 140 self-completion, 13032, 186, 199 Quirk's Research Review, 129 quota sampling, 209, 21516 RAGE matrix, 127 rail gauge example, 89 Random Digital Dialing (RDD), 208, 210 random error, 251 random sample selection in SPSS, 21011 random sample tables, 211 random sampling, 210 range, 240. See also dispersion rank order scales, 15455, 157, 16263, 28587, 28889. See also ordinal scales ratings scales. See also metric scales graphic, 16061, 217 overview, 15455 summated, 15657, 165, 169, 229, 230, 4023 ratio, sample to completion, 210

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ratio scales. See also metric scales; standard deviation absolute zero points, 156 ANOVA, 26667 continuous variables, 151, 177, 26465, 266 group means, 264 mean, estimating sample size of, 217 measuring central tendency, 23738 overview, 15051, 156, 177, 274, 285 parametric statistics, 25764 Pearson correlation coefficients, 28183 regression analysis, 290, 313, 322, 34546 ratio statistical techniques, 28889, 294302, 31322, 34546, 397402. See also ANOVA; correlation analysis; statistical techniques RDD (Random Digital Dialing), 208, 210 reality-based theory, 5354 Recommendations and Conclusions, 330, 332, 34951. 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, 28894 coefficients, 29296, 299, 301, 303, 306, 308, 310 discriminant analysis compared to, 379, 385 dummy variables, 31316, 322 with factor analysis, 397402, 408 linear regression formula, 290 multicollinearity, 295, 299, 3014, 310 multiple regression, 294302, 295, 3058, 310, 31322, 34546 null hypotheses, 297, 299300, 303 overview, 28791, 30910 residuals analysis, 29293, 294, 305, 31721, 322 satisfaction regression, 34849 simple regression, 290 in SPSS, 292, 296, 299, 3058, 310, 322 statistical significance, 29293, 29596, 29899, 304 summated scores, 405, 408 sum of squares, 29293, 294, 317, 322, 346, 348, 399 tables, 330, 348, 4012 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
2002 Leyh Publishing

reliability, 16772, 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, 1820 dummy tables, 87, 8990, 328, 336 ethics, 1067, 11213 overview, 17, 11617 researcher dependent data, 72, 76 researcher-participant relationship. See also interviews; interview techniques ethical obligations of researcher, 10712 moderator characteristics, 134 opening questions, 193 question design considerations, 186 Researcher Sourcebook, 129 research proposals and reports business-to-business survey, 28 Children's Health Foundation Research Proposal, 2627 hypotheses in, 32729, 330, 331, 336, 34045, 34749 oral presentations, 33235 overview, 25, 8990, 32427, 336 research implications, 7, 328 research topic questions, 8, 19394 results of research, 1067, 32930, 34449 Samouel's Restaurant, 2931, 33951 schedule, 27, 31, 328 structure, 2728, 32732 research questions. See also hypotheses; measures; point scales; scales actionable, 82, 86, 87, 89, 91, 9899, 133 aided, 19697 CAB process, 82, 8591, 9899 casual Friday example, 56 classification, 3334, 153, 185, 187, 189, 192, 19495 concept measuring, 3336 descriptive, 60, 71 design selection, 71 developing, 5760, 8791, 1056, 18587 discovery or clarification, 71 double-barreled, 197 evaluation of, 90, 9596, 99, 18586, 344 hypotheses developed from, 55
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research questions (continued) interrogatories, 8889 issue discovery with, 9091 leading, 197 open- and close-ended, 18889 overview, 54 position bias, 19798 recommendations, 330 screening, 114, 193 solution space, 89, 90, 93 research reports. See research proposals and reports residual analysis variances, 305 residuals analysis, 29293, 294, 305, 31721, 322 respondents. See participants response variables, 69, 77, 273. See also variables risk. See statistical significance R.J. Reynolds, 1067 Rogers, Everett, 9596 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, 5152, 55, 28891, 29495, 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, 37277 cluster sample, 214 cross-tabulation with Chi-square test, 26064 customer survey, 18485 dummy variables example, 31416 factor analysis example, 36468 hypotheses development, 251 introduction, 21, 3236, 207 multicollinearity example, 3024 normative decision rule example, 52 one-sample t-tests, 25860 random sample selection example, 211 research proposal, 2931 research report, 33951 residuals and outliers example, 31821
2002 Leyh Publishing

restaurant image concept, 17476 stepwise multiple regression example, 3058 t-test of difference in two means, 26465 univariate statistical tests, 25860 sampling, about. See also descriptive research; populations; sampling methods assumptions, 61 census vs. sample, 2067, 25758 customer segments, 16 error, 61, 251, 296 finite population correction factor, 218 frame selection, 209, 21819 implementation, 218 independent, 264, 348 independent and related, 348 mean, estimating sample size of, 217 measurements, 61 overview, 2068, 21819, 252 random sample tables, 211 sample statistics, 25253, 25758, 274 sample to completion ratio, 210 sampling methods. See also focus groups; sampling, about cluster, 209, 209, 21315, 219 convenience, 209, 215 geographic area, 214 judgment, 209, 215 multi-stage, 209, 21415 non-probability, 206, 209, 21516, 219 overview, 30, 20916, 219 panels, 63, 126, 127, 129, 201, 208 probability, 206, 20915, 219 purposive, 215 quota, 209, 21516 referral, 209, 216 related, 264 representative sample, 127, 207, 209, 218 sample statistics, 25253, 25758, 274 sample to completion ratio, 210 sampling interval, 21012 sampling unit, 208 simple random, 209, 210 size determination, 21618, 219, 238, 262 snowball, 209, 216 in SPSS, 21011, 259 stratified, 209, 21213 systematic, 209, 21012 Samuel Adams Beer, 96 satellite technology, 15, 17, 124 satisfaction, concept of
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bivariate analysis, 29096, 30910 cluster analysis, 370, 39097, 39198, 408 concept development, 14546, 188 data analysis, 23334 data collection, 9, 72 dummy variables, 31315, 322 evaluative criteria, 95 factor analysis and multiple regression, 397402 factor scores in regression analysis, 399404 field research measures, 36, 58, 19092 hypotheses development, 36, 65 hypotheses testing, 253, 258, 264, 26573 measuring, 14647, 150, 166, 177 multivariate analysis, 297301, 3058, 310 overview, 7, 72 perceptual mapping, 4058 research proposal, 2930 research report, 34043, 34751 residuals analysis, 31821, 322 sampling methods, 212 in SPSS, 234 summated scores, 4025 variable relationships, 278 scales. See also metric scales; nonmetric scales; point scales; research questions balanced, 16566 categorical scales/variables, 162, 266, 273 category labels, 16667 correlation analysis, 28587 developing, 16467, 17476 discrete variables/scales, 151, 177 forced choice scales, 166 hypothesis testing, 254, 257 information sources, 17576 Likert scales, 15557, 297, 34344 for mean calculations, 23738, 254, 257, 264 for median calculations, 177, 254, 257 for mode calculations, 152, 177, 254, 257 multi-item, 165, 168, 169, 171, 17374, 177 overview, 30, 3336, 15051, 177, 229 Pearson correlation, 155, 156 selecting, 16467 semantic differential, 157, 15860, 161 sources of, 17576 summated ratings, 15657, 165, 169, 229, 230, 4023 unbalanced, 16566 validity/reliability assessments, 16775 scatter diagrams/plots, 28081, 290, 319, 36972, 379 Scheff test, 26870
2002 Leyh Publishing

science, 5457, 6567, 77. See also business research designs; experimental design scope of process, 27, 328 screening questions, 114, 193 seasonal trends, 60, 6263 secondary data, 7274, 75, 7778 hypothesis testing, 7273 selection factor rankings, 3536 selection factor rankings scales, 3536. See also factor analysis self-completion questionnaires, 13032, 186, 199 semantic differential scales, 157, 15860, 161. See also metric scales semi-structured interviews, 13336 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), 36061 simplicity (of ideas), 96 SIRS Knowledge Source, 75 skewness, 24142 Skoda, 11 snowball sampling, 209, 216 social science in business research, 5 soft drinks case study, 23738, 25253, 285. See also case studies software. See also SPSS software AID, 15 content analysis, 125, 126 DSS, 8586 editing, 37, 45 Excel, 4446, 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, 16263. See also nonmetric scales sources. See information sources Soviet Union, free market in, 910 Spearman's rank order correlation, 154, 28587, 28889 specificity, 186 split-half reliability, 170 spreadsheets, 4446, 228

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SPSS software ANOVA, 272, 375 bar charts and pie charts, 236 boxplot, 244 central tendency, 240 charts and graphs, 4143 Chi-square, 26263 cluster analysis, 375, 377, 396, 398 coding, 228 Cronbach's alpha, 17071 customer database, 3437 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, 3234 factor analysis, 362, 367, 375, 400, 401 frequency distribution table, 232 group means, 317, 375, 377 MANOVA, 273 overview, 3743, 201, 224, 301 Pearson bivariate correlations, 283 random sample selection, 21011 regression analysis, 292, 296, 299, 3058, 310, 320, 322 satisfaction, concept of, 234 Spearman's rank order correlation, 286 statistical significance of correlation coefficient, 279 80 stem and leaf plot, 246 substituting the mean, 228 summated scores, 230, 403 t-tests, 259, 264 variables in, 3942 variance analysis, 26768 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, 24647 estimating sample size of a mean, 217 in Excel, 46, 242 histogram, 233 overview, 234, 241
2002 Leyh Publishing

pie charts, 237 of population, 21718 regression analysis, 31921, 400 scales with, 15556, 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, 21718 of the mean, 241 in multiple regression analysis, 401 of skewness, 243 standardized canonical discriminant function coefficients, 383, 385 standardized coefficients, 29394, 298, 300, 303, 346, 349, 383, 385, 4012. See also regression analysis standardized residuals, 31721, 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, 25864, 283 of correlation coefficients, 27980, 28485 hypotheses, 25253 hypothesis development, 25253 null hypotheses, 27980 overview, 274, 278, 27980, 309, 310 regression analysis, 29293, 29596, 29899, 304 Type I and Type II errors, 253 univariate hypothesis testing, 25859 statistical techniques. See also ANOVA; bivariate statistical techniques; discriminant analysis; factor analysis; regression analysis Chi-square tests, 254, 257, 26064, 27475 factor analysis, 35668, 386 multivariate, 254, 273, 28788, 35668 one-sample t-test, 25960 overview, 28789 Pearson correlations, 28184, 304, 307, 309, 346 residual analysis, 31721, 322 Spearman's rank order correlation, 28587, 28889 univariate, 254, 25864, 26869, 287
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statistics. See also descriptive statistics inferential, 250, 25253, 274 Nightingale's contribution to, 235 parametric, 257 sources for, 14, 75, 25556 Statistics.com, 256 StatWeb, 256 stem and leaf displays, 245, 246, 247 stepwise discriminant analysis, 385 stepwise multiple regression, 295, 3058, 310 stratified sampling, 209, 21213 strength of association, 279, 280 structured interviews, 60, 133, 141. See also descriptive research; interviews structure matrix correlations, 38384 structure matrix table, 39697 subjective data. See perceptual data subjects, 67. See also participants summated ratings scales, 15657, 165, 169, 229, 230, 4023. See also metric scales summated scores, 229, 230, 4025, 408 sum of absolute differences, 370 sum of squared deviation, 241, 290 sum of squared factor loadings variance, 36263, 401 sum of squares, 267, 271, 292, 362, 363, 366, 401 sum of squares variance, 269, 271, 29293, 300, 302, 306, 315, 316 surveys. See also data collection; questionnaire design process; questionnaires completion rates of, 210 email, 13, 123, 13132, 194, 200201, 208 mail/fax, 13031, 139, 200201 overview, 6162, 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, 13132, 13536, 13839, 208 Survey Sampling Inc., 208 Swaddling, Jeffrey D., 58 SWOT assessment, 26 symptoms, definition, 9091 systematic sampling, 209, 21012. See also sampling, about tables. See also charts and graphs; SPSS software Agglomeration Schedule, 375 ANOVA, 267, 29293, 3023, 3056, 31416, 37476 beta, 346
2002 Leyh Publishing

between-subjects effects, 26869, 271 central tendency, 23839 Chi-square test, 26263 classification matrix, 38081 cluster solution, 397 coefficients, 208, 29394, 29899, 303, 315, 346 contingency, 26162 correlations, 283, 28586, 304 cross-sectional data, 62 descriptives, 26869, 27172, 291, 29798, 346, 364, 366, 376 diagnostics, 319, 321 discriminant analysis, 38283 dummy, 87, 89, 328, 336 editing (software), 37, 45 factor analysis, 35668, 362, 4012 frequency distribution, 23037, 329 Group Statistics, 38485 HIT matrix, 94 independent samples test, 348 model summary, 291, 298, 3023, 3056, 31415, 34546 multiple comparisons, 273 one-sample t-test, 259 Pearson correlation matrix, 346 pro-forma, 87, 8990, 328, 336 random sample, 211 regression analysis, 348, 4012 residual statistics, 31920, 321 rotated factor component matrix, 366 stratified sample, 213 structure matrix, 39697 total variance explained, 36667 t-test, 265 Wilks' lambda (), 39697 Tamtam.com, 18 tangible variables, 14849 target populations, 186, 2078, 21819 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, 5859 information age, 18 information-only businesses, 89 networking, 13 satellite technology, 15, 17, 124
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Technology IQ test, 19 telephone interviews, 127, 138, 139, 14041, 200201 test markets, 6566, 67, 9697. 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, 5760 implicit, 67 normative decision rules, 52 overview, 5154, 55, 7677 of relationship between advertising and sales, 5152, 55, 28891 validity established with, 17274 theory-based decisions, 5354 thinking, 8788, 94, 95 3M (Company), 92, 124 time and motion management, 5 time series, 62 tolerance, 3035, 308, 310. See also multicollinearity Total Rewards program (Harrah's), 16 total sum of squares, 292 total variance explained tables, 36667 Toyota, 56 transgender population, 127 translational equivalence, 11 treatment levels, 6771, 26869, 271 trends, 917, 60, 6263, 76 t-tests, 259, 26466, 293, 347. See also ANOVA Type I and Type II error, 253 unbalanced scales, 16566 unexplained variance, 29293, 294, 305, 317, 322. See also regression analysis unique variance, 35960. See also factor analysis univariate statistical techniques, 254, 25865, 26869, 274, 287, 38385. See also bivariate statistical techniques; multivariate statistical techniques; statistical techniques universe. See populations unstandardized coefficients, 29394, 298, 300, 303. See also coefficients; regression analysis unstructured interviews. See also focus groups; interviews; qualitative research depth interviews, 59, 74, 77, 13738, 141 moderators, 5859, 74, 77, 134
2002 Leyh Publishing

overview, 5859, 74, 76, 77, 13334, 13637 personal, 12728, 13233, 138, 139, 14041 probing technique, 5859, 74, 77 qualitative data from, 74 selecting participants, 206 utilization of, 13436 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, 39495 concurrent, 168, 173 construct, 168, 172 content, 168, 172 convergent, 168, 173, 360 criterion, 168, 173 discriminant, 168, 173, 360 internal vs. external, 6566 overview, 16768, 177 predictive, 168, 17374 value systems. See business ethics variables. See also dependent variables; variables, about blocking, 6970 categorical, 266, 273 causal, 6465, 77, 278, 290 classification, 3334, 36, 37982 composite, 229 continuous, 151, 177 discrete, 151, 177 dummy, 228, 290, 31317, 322 experimental, 69, 109 factor analysis, 6869, 356, 368, 408 gender, 148 independent, 266, 27071, 28081 intangible, 148, 150 metric, 14850, 151, 177, 228, 27071, 273, 28183 nonmetric, 151, 177, 266, 27071 outcome, 69, 77, 273 overview (of variables), 27879 perceptions, 171, 234, 36566, 368, 39597 population parameters, 252, 274 principle components, 35862, 366, 367, 399, 400 proxy, 148, 14950, 174 qualitative, 151, 177 quantitative, 151, 177 relationship outcome, 273 response, 69, 77, 273 tangible, 14849
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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, 27981, 35859 curvilinear relationships, 278, 279 directional hypotheses, 252 direction of, 279 in electric shock trial, 111 frequency distribution, 22937, 26062, 31819, 329 interactions, 6869, 77, 27879 linear relationships, 27879, 28183, 288, 320 logical transformations, 229 main effects, 6869, 77 nonlinear relationships, 27879 organizational, 126 overview, 14546, 15051, 177, 27879, 28788, 29596, 309 presence, 278 proxies, 148, 14950 rank order correlation, 28587, 28889 relationship presence, 278 sample statistics, 252 scatter diagrams, 28081 in SPSS, 3942 statistical technique choices, 254, 258, 274 strength of association, 279 values assignment, 40

covariance, 64, 28081, 35859 dispersion, 23941, 24143, 24647, 254 error, 317, 322, 35960, 362, 372, 374 explained, 29293, 294, 317, 322, 346, 348 factor analysis, 358, 36163, 366, 367 F-ratio, 271, 292, 299 within or between groups, 267, 27071 regression, 29293, 294, 317, 322, 346, 348 residual, 29293, 294, 305, 317, 322 rotation sums of squared loadings, 399 sum of squared factor loadings, 36263, 401 sum of squares, 269, 271, 29293, 300, 302, 306, 315, 316 t-test, 26465 unexplained, 29293, 294, 305, 317, 322 unique, 35960 VB (variance between groups), 267, 27071 VW (variance within groups), 267, 27071 varimax procedure, 36062, 366, 367, 399, 400. See also factor analysis VB (variance between groups), 267, 27071 VIF (Variance Inflation Factor), 3034, 308, 310. See also multicollinearity visual aids, 333 VW (variance within groups), 267, 27071 Web-hosted surveys, 13, 129, 13132, 13536, 13839, 208. See also Internet WebStat, 256 weighted sum of values, 379 Wilks' lambda (), 39697 within or between groups variance, 267, 27071 within-subjects experimental design, 6771 word association, 59 XLSTAT, 250 zero points, 15456 Zobel, Mark W., 58 Z-scores, 37880. See also discriminant analysis

variability/homogeneity, 211, 212, 21314, 21618, 23943 variance, about. See also ANOVA; coefficients; dependent variables; variables, about; variances
cluster analysis, 372, 374 discriminant analysis, 379, 382 factor analysis, 35863, 36668 MANOVA, 273, 28889 overview, 24041, 27879 percentage of variance, 26768, 36163 regression analysis, 399 in SPSS, 26768 variability/homogeneity, 211, 212, 21314, 21618 Variance Inflation Factor (VIF), 3034, 308, 310. See also multicollinearity variances. See also variance, about common, 35860
2002 Leyh Publishing

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