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2002

88.575
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681.3.07

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info@williamspublishing.com, http://www.williamspublishing.com

19

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"", 2002. 960 .: . . . .
ISBN 5-8459-0357-2 (.)

100 . ,
, Internet . ,
, , , , . ,
, .
88.55

.

, , ,
Prentice Hall, Inc.
Authorized translation from English language edition published by Prentice Hall, Inc., Copyright 2002.
All rights reserved. No part of this book may be reproduced, in any form or by any means, electronic or
mechanical, including photocopying, recording or by any information storage retrieval system, without written
permission from the Publisher.
Russian language edition published by Williams Publishing House according to the Agreement with R&I
Enterprises International, Copyright > 2002.
ISBN 5-8459-0357-2 (.)
ISBN 0-1303-3210-0 (.)

"", 2002
Prentice Hall, Inc. Upper Saddle River, 2000

I.

1.
2.
1
1
II.
3.
4. :
5, :
6. :
7. - :
8. :
9. :
10.
11. :
12. :
2
2
III. ,
13.
14.
15. ,
16.
17.
18.
19.
20.
21.
3
3
IV. ,

22.

23.
24.
4
4

25
26
60
95
102
111
112
145
191
226
270
315
338
369
408
443
476
485
499
500
519
552
604
640
685
717
747
815
823

843
844
867
888
913
921
926
942

16

17
17
17
18
19
21
22

24

25

1.







:





Internet

Internet

26
26
27
31
33
35
37
39
44
46
48
51
52
53
54
55
56
56
57

2.

,



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Internet

60
60
62
63
64
69
73
74
77
84
86
87

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Internet

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4. :

89
90
91
92
92
95
95
97
100
102
102
104
106
107
111
112
112
114
114
116
118
126
127
130
134
134
135
137
137
140
140
141
142
142
145
145
148
149
149
149
154
155
158
160
163
165
173
176
7




Internet

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178
178
180
181
185
186
186
187
387

5. :

:


-




Internet

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191
191
193
195
195
195
204
208
215
216
217
221
221
222
223
223

6. :

Internet

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226
226
228
229
236
245
247
248
254
256
257
258
259
262
263
264
265
265

7. - :

-
-

270
270
271
272
277
277
278
282








,
:



Internet

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284
285
287
290
292
296
298
298
299
302
303
305
306
308
309
310
311
312

8. :








Internet

Internet

315
315
316
317
323
324
329
330
330
331
333
334
334
335
336

9. :









Internet

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338
338
340
340
341
346
358
359
359
360
361
363
363
364
365
365

10.

369
369
370















Internet

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10

372
374
375

386
389
391
395
396
397
398
400
401
402
403
404

11. ;







Internet

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408
408
410
412

12. :











Internet

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12.

443

419
423
434
435
438
438
439
440
440

445
445
447
453
453
454
455
462
463
464
467
468
468
470
470
473

 2
2.1.
2.2.
2.3. :
?

476
476
478

2
2.1.
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2.4.
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485
485
487
489
492
497

482

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499

13.










Internet

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500
500
501
502
502
504
507
509
509
511
512
513
515
516
516
517
517

14.

Internet

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519
519
521
521
522
523
528
530
532
537
539
542
543
545
547
547
548
549
550

11

 15. ,

,




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12

552

558
562
562
568
580
580
582
589
595
598
598
599
601
601

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604
604
606
608
609
609
614
616
617
622
623
625
627
628
629
630
633
634
635
637
637

17.






,


,

640
640
642
646
648
649
649
650
651
659
660
661

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667
669
670
671
672
672
674
678
678
679
681
681

18.




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Internet

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18

685
685
686
687
688
688
689
700
707
708
710
711
712
713
713
714

19.



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19

717
717
718
719
720
721
734
740

20.


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747

741
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744
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750
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764
767
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771
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13


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21.


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775
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3
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815
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3
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3.2.
3.3. Pepsico
3.4. Matsushita

3.5. Pampers
3.6. Daimler/Chrysler

823
823
826
829

778
779
787
788
790
791
791
792
793
803
804
806
809
810
810
811
811

. ,

22.

Internet
14

832
835
838

843
844
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846
846
847
856
857
859
859
860
861

Internet

863
863
864
865
865

23.







Internet

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867
867
869
870
875
878
880
881
882
884
884
884
885
885

24.








Internet

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888
888
889
890
895
899
904
904
906
90S
908
909
910
910

4
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913
913
916
918

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921
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926

942

15


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19

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20

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http://www.prenhall.com/malhotra/mr3e/
index. html www. dupree. gatech. edu.
Web- DuPree, Faculty, Naresh . Malhotra,
Marketing Research: An Applied Orientation, Third Edition. Web-
http://www.dupree.gatech.edu/facuity/faculty_nmalhotra.shtml.
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PowerPoint, - ,
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21


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.

23

. , DuPree
(). " " ( Marquis), 51- (1997 .), 52- (1998 .), 53-
(1999 .) " " (1999 .).
1987 , Journal of Marketing Research
1980 1985 , .
Journal of Health Care Marketing, Journal of'the Academy of Marketing Science (JAMS)
23 1995 .
JAMS 1986 1995 .
" " Marketing Educator ( 1997 .)
.
75 ,
Journal of Marketing Research, Journal of Consumer Research, Marketing Science, Journal of Marketing,
Journal of Academy of Marketing Science, Journal of Retailing, Journal of Health Care Marketing,
, . , . .
(19961998 .),
(1994-1996 .) 1990 1992 . , Decision Science
Journal Journal of Health Care Marketing, .
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34

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36

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39

 . 1.2. " "

Oscar Mayer [22].

1.2.
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(internal suppliers)
, .
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50

^1 ^

1997 1996

1
2

(. .)
1,081,6

AC Nielsen Corp,

1391,6

77,7

Cognizant Corp.

1,339,1

49,2

659,1

89,6

Information Resources Inc.

456,3

19,6

Westat Inc.

182,0

NFO Worldwide Inc.

190,0

21,4

35,8

Arbitron Co.

165,2

Maritz Marketing Research Inc.

146,0

20,0

29,2

Kantar Group Ltd.

127,1

20,2

25,7

10

NPD Group Inc.

110,3

18,3

20,2

10

11

Market Facts Inc.

100,1

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91,6

46,0

42, t

12

12

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43,5

30,0

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19,7

11,4

14

13

/// Group Inc.

57,3

1,5

0,1

15

15

Opinion Research Corp.

53,9

32,7

17,6

16

16

SOFRES Intersearch

53,0

15,0

8,5

1.

41

(. .)

1997

1996

17

18

NOP Information Group

52,0

18

20

J.D. Power and Associates

51,5

3,9

2,0

19

22

Burke Inc,

43,8

22,8

10,0

20

19

38,5

16,5

23

40,0

17,8

7,1

22

17

39,3

23

21

37,1

5,7

2,1

24

38

36,5

29,0

10,6

25

26

35,5

16,0

5,7

26

28

33, !

27,2

9,0

27

25

Macro International Inc.

Roper Starch Worldwide Inc.
Abt Associates Inc.
Eirick & Lavidge
IntelliQuest Inc.
Wirthlin Worldwide
Total Research Corp,
MORPACE International

42,9

21

31,2

179

5,6

28

27

C&R Research Services Inc.

31,1

29

24

30,9

21,8

6,7

26,6

13,3

3,8

26,7

3,1

0,8

26,7

30

29

31

34

Walker Information
Lieberman Research Worldwide
Diagnostic Research International Inc,

32

33

IPSOS-AS1 Inc.

33

30

34

31

Yankelovich Partners Inc.

Custom Research Inc.

26,4

25,8

35

39

Harris Black International Ltd,

25,7

7,4

1,9

36

32

Market Inc.

25,2

1,6

0,4

37

37

ICR-lnt'l Communications Research

22,3

38

36

Data Development Corp.

22,2

8,7

39

35

Chilton Research Services

21,5

40

40

41
42

43

43

1,9

Market Decisions

18,2

National Research Corp.

16,3

Response Analysis Corp.

15,9

6,0

0,9

Marketing and Planning Systems

14,2

6,0

0,9

MATRIXX Marketing Research

14,1

41,1

5,8

30,0

4,2

44

46

45

41

PDA Group Inc.

14,0

46

45

Guideline Research Corp.

13,3

2,3

0,3

47

48

Directions Research Inc.

13,2

48

44

Conway/Milliken & Associates

13,0

49

49

TVG Inc.

12,3

Savitz Research Center Inc.

12(1

_
39.3%

2153,2

50

(50 )

5479,7

( 1 24
CASRO)

535,7

(174)

6015,4

Marketing News, , Jack Homonicrii, 32(12)

8 , 1998, p. HI H2 +

42

I.

 (standartized services) , . ,
,
. Starch Readership Survey ; Gallup
Robinson Magazine Impact Studies. .
(customized service)
,
. .
, , Burke Inc., Market Fads Inc. Eirlck & Lavidge.
Internet- (Internet services) , , Internet.
, Greenfield Online Research Center Inc. , , Greenfield Consulting, ,
. , Web-.
(limited-service suppliers) . :
, , ,
.
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, ,
, .
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,
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,
.
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,
Internet.
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, .
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, .
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. ,
, .
: , , , WATS- .
(malls) .
, - ( 5). : Field Fads Inc., Field Work Chicago Inc., Quality Controlled Services Survey America.

1.

43

 {coding and data entry services) , . NRC Data Systems.

(analytical services) , ,
.
,
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( 21). ,
.
(data analysis services) , tab
houses, , , .
( ) (
, ).
, SDR, .
, - .
(branded marketing research products and services)
,
. , , . Magic Wand
DigiData System ,
, , , ,
. 1.4. " '"
, [26].
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,
, .
, (analytical services)
, .
(data analysis services)
, - .
(branded marketing research products and
services)
, .

, ,
.
:

44

I.

 , , Internet. , , . , ,
, , . , ,
,
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, , . -? ?
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) ,
, .
.
. , Burke Marketing
Research ,
. Ocean Spray
Quaker Oats, , Burke Maritz Marketing Research. ,
,
.
.
, , , . , , - Quality Control Services, Maritz,
,
, , .
, ..
. :
, , , Samsonite,
.
, , .
1.

45

, , , .. Nielsen, Burke, M/A/R/C. , (, Procter & Gamble, Coca-Cola, AT&T, Federal Trade demission, U.S.
Census Buro). (, BBDO International, Ogilvy & Mather, J. Walter
Thompson, Young & Rubicam)
. : - , , , ,
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46

I.


(, ...) (operational supervisor).
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manager). , Eirick & Lavidge, - (account-director), . - ( ...)
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48

.
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I.

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),
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[30].

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Marriott
Marriott :
( ), , (
, ..), ( , Travel Plazas Hot Sfioppes). .
Marriott
Corporate Marketing Services (CMS). /57 , Marriott,
.
CMS , , , -,
, , , ..
1.

49

 Marriott .
, ,
.
. CMS , . , , . ,
. CMS
. CMS,
.

.
" ", ,
.
.
Sears. .
, ,
Sears.
, (, Saks Fifth Avenue, Neiman Marcus), (,
J.C. Penney), , (, K-Mart, Target)
(, Belk). ,
. 271 , .
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1 6).
.
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).
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. ,
, .
50

I.

, , .

39% . 40%
9% . ,
, , [31]. , , , . , , AC Nielsen, Information Resources NFO Worldwide (.
1.3. " "). ,
, IMS International, AGB (), Infratestw G/).
(.. ), (,
, , ) (, ,
) , .
, ,
.

, ,
.
.
, , , . ,
. ,
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, 1 , , I . ,
| Procter & Gamble Unilever , Sunsilk,
! Dimension, Organic . , , I , , Unilever.
, biy , ,
,
". , ,
.
. " ", , " ", , . , , , ,
, , .

1.

51

 Unilever
, ,
. -
.
, Unilever . , , Unilever , Organic ,
[32].

.
, ( ), ( ).
,
, , .
. "Sugging" "Frugging"
, , , .
, , - |
. , , " " . , , .
"sagging".
"Frugging" ,
. "sagging'", "frugging" , . " [33].
,
: -, ,
.
.
,
. ,
, ,
. , .
, . . 24, , ,
.

52

I.

 INTERNET
Internet, " ", , , . (World Wide Web, WWW Web) Internet, WWW Internet . WWW ,
(URL). URL , . ,
,
, Internet ,
Internet : ; ; : -, .. Internet .
Internet ,
. Internet
, . Internet . Lotus Notes ,
. Internet ,
WWW, .
Internet , .
, : Yahoo!(www.yahoo.com/), AltaVista
(altavista.digital.com/) Infoseek(guide.infoseek.com/).
Internet , . Yahoo .
Web-. , , . , Marketing Tools
marketingtools .com/directory/index.htm. , , Burke Marketing
Research www.burke.com. 1.6. " "
[34].
1.6.
Internet

AAPOR

(www. aapor. org)

(www. ama. org)
ARF (www. amic . com/arf)
CASRO (www. casro.org)
MRA (www. mra-net. org)
QRCA (www. qrca. org)
RIC - (www. researchindustry. org)

ESOMAR
(www.esomar.nl)
1.

53

MRS ()
(www.mar ketresearch.org.uk:)
MRSA (www.mrsa.com.au)
PMRS ()
(www.prnrs-aprm. com)
Internet , . Research
Info (www.researchinfo.com/) Marketing Research Roundtable (www.drgutah.com/
wwwboard/) -.
Internet , , , .
, Internet [36].
. , . ,
. . I I I , SPSS, SAS, BMDP, Minitab, (Excel) [36].

Burke
Burke .
1931 , Burke
. Burke , , , . Burke .
Burke Infratest Burke AG (, ).
1997 Infratest Burke 50% Burke, . Burke 40 . Burke 50 . Infratest Burke .
Burke , : Burke Marketing Research, Burke Customer Satisfaction Associates, Training
and Development Center, Burke Strategic Consulting Group.
Web- www. burke, com.

, , , .
, , .
. , , . 54

I.

 , , .
, .
, . , , Internet.
. , , , , , .
,
( )
. . , ,
.

, ,
.
Internet .

(analytical services)

(customized services)

(external suppliers)


(limited-services suppliers)


(full-service suppliers)

(marketing information system)

(problem solving research)
(problem identification
research)

Internet (Internet services)

(internal suppliers)

(marketing research process)

(syndicated services)

(decision support system)
(standartized services)

(coding and data entry services)

(branded marketing research product)

(marketing
research)

1.

55

1. .
2. ? ?
3. .
4. .
5. ?
6. ?
7. , .
8. ?
9.
?
10. ?
11. .
12. ?
13. ,
, .
14. .

1. .
2. , :
a) ;
b) + ;
c) ;
d) , ;
e) .

INTERNET
1. Web- , 1.3. " ". , . . 1.4.

?

56

I.

2. Web- Sears (www.sears.corn).

Sears.
'' ".
3. Web- , ESOMAR MRSA (. 1.6. " "). .
Web-? ?
4. w w w . b i j i . g o v . ?
5. , Marketing News, Advertising Age, Quirk's
Marketing Research Review Marketing Research: A Magazine of Management and Applications,
:
a) ;
b) ;
c) ;
d) ( ).

1. Wendy Marx, "More Companies Look to Redesigns to Drive Net Leads", Business Marketing, June
1997, p. 27, 38; Lotus Web-, www. lotus . com.
2.

"Creative Marketing Puts Sandwich Chain On a Roll", Franchising World, SeptemberOctober

1997, p. 14-15.
3. Leslie Goff, "The Webbing of the President: Populism or Propaganda", Computerworid, September 2,
1996, p. 7980; Susan Garland, Richard Dunham, Laura Zinn, "Polling for Policy, How Clinton
Uses Whiz-Bang Marketing to Make Decisions", Business Week, February 22,1993, p. 3435.
4. Drew Winter, "Getting to Know the Customer's Customer", Ward's Auto World, August 1997, p, 64;
Jeffrey Swaddling, " Beating the Odds", Marketing Management, WinterSpring 1996, p. 2033.
5. The M/A/R/C Group, "Survey of on-line grocery shoppers shows higher purchases, greater store
loyalty are in the bag", Web-, www.marcgroup. com/html/5. 14 . 97groc.html
(May 14,1997).
6. Bob Donath, "Lawyers Face Juries of Their Prospects", Marketing News, April 22, 1996, p. 4; Leslie
M. Harris, "Expanding Horizons", Marketing Research: A Magazine of Management & Applications,
Summer 1996, p. 12.
7. "Back on track", Marketing Technique Supplement, September 25, 1997, p. 8.
8. . John Hagel III, Jeffrey F.
Rayport, "The Coming Battle for Customer Information", McKinsey Quarterly, 1997, p. 64-76;
"Understanding Your Shoppers", Progressive Grocer, May 1996, p. 123.
9. , .
S, Allan Erdem, Cathy Owens Swift, "Items to Consider for Just-in-Time Use in Marketing
Channels: Toward Development of a Decision Tool", Industrial Marketing Management, January
1998, p. 21-29.
10. Andrew J Strenio, Jr., "The Aspirin Wars", Journal of Public Policy and Marketing, Fall 1996,
p. 319-321.
11. . Siva ,
Balasubramanian, "The New Marketing Research Systems How to Use Strategic Database Infor-

1.

57

mation for Better Marketing Decision", Journal of the Academy of Marketing Science, Spring 1996,
p. 179-181.
12. Ian P. Murphy, "Keynote Speaker Emphasizes Urgency of Strategic Research", Marketing News,
January 6, 1997, p. 6; N.K. Malhotra, "Shifting Perspective on the Shifting Paradigm in Marketing
Research", Journal of the Academy of Marketing Science, Fall 1992, p. 379387.
13. . Thomas T. Semon, "Marketing Research Needs Basic Research", Marketing News,
March 14, 1994, p. 12. "New Marketing Research Definition Approved", Marketing News, January 2,1987.
14. . L. McTier Anderson, "Marketing
Science: Where's the Beef?", Business Horizons, JanuaryFebruary 1994, p. 816; Alvin J. Silk,
"Marketing Science in a Changing Environment", Journal of Marketing Research, November 1993,
p. 401404; Frank M. Bass, "The Future of Research in Marketing: Marketing Science", Journal of
Marketing Research, February 1993, p. 16.
15. Jerry W. Thomas, "How, When, and Why to Do Market Research", Nation's Restaurant News, May
12, 1997, p. 84, 136.
16. Barry de Ville, "Intelligent Tools for Marketing Research: Case-Based Reasoning", Marketing
Research: A Magazine of Management & Applications, Summer 1997, p. 3840.
17. Ellen Neuborne, "! Cereal for dinner", Business Week, November 24,1997, p. 105-106.
18. Terrence V. O'Brien, Denise D. Schoenbachler, Geoffrey L. Gordon, "Marketing Information Systems for Consumer Products Companies: A Management Overview", Journal of Consumer Marketing,
May 1995, p. 16-36.
19. R.P. Mohanty, S.G. Deshmukh, "Evolution of a Decision Support System for Human Resource
Planning in a Petroleum Company", International Journal of Production Economics, September 1997,
p. 251-261.
20. Jae-Hycon Ahn, Kazuo J. Ezawa, "Decision Support for Real-Time Telemarketing Operations
Through Bayesian Network Learning", Decision Support Systems, September 1997, p. 1727.
21. Ian P. Murphy, "FedEx Practices What It Preaches About Segments". Marketing News, March 17,
1997, p. 14; Linda Grant, "Why FedEx Is Hying High", Fortune, November 10, 1997, p. 155-160;
Web-, www. fedex. corn/acct_num.htm.
22. Judann Pollack, "Oscar Mayer Plans Taco Bell-Branded Lunchables Product", Advertising Age, July
21, 1997, p. 3, 37; Charlie Etmekjian, John Grede, "Marketing Research in a Team-Oriented Business: The Oscar Mayer Approach", Marketing Research: A Magazine of Management & Applications,
December 1990, p. 6-12.
23. , ,
The GreenBook International Directory of Marketing Research Companies and Services (New
York Chapter: American Marketing Association, annually). Web-, www.greenboolc.org.
24. Jack Honomichi, "Honomichi 50 1998 Business Report on the Marketing Research Industry",
Marketing News, , 1998, p. H1-H21.
25. . Cyndee Miller, "Small World After
All", Marketing News, January 6, 1997, p. 1, 22; Ira Temowitz, "Nielsen Rates Expected to Rise",
Advertising Age, January 22, 1996, p. 37; Mike Penford, "Continuous Research Art Nielsen to A D
2000", Journal of the Market Research Society, January 1994, p. 1928.
26. Cyndee Miller, "Study Firms Add Researchers but Continue to Outsource", Marketing News, June 9,
1997, p. 1,7,
27. James H. Fouss, "Faster and Smarter", Marketing Research A Magazine a Management &
Applications, Winter 1996, p. 1617; Thomas C. Kmnear, Ann R. Root, 1994 Survey of Marketing
Research (Chicago: American Marketing Association, 1995).
28. Ralph W. Giacobbe, Madhav N. Segal, "Rethinking Marketing Research Education A Conceptual,
Analytical, and Empirical Investigation"', Journal of Marketing Education, Spring 1994, p. 43-58.

58

I.

29. Barbara Baumann, John Duncan, Stephen E. Forrer, Zandy Leibowitz, "Amoco Primes the Talent
Pump", Personnel Journal, February 1996, p. 79-84; "AMR Interviews Abdul Azhan, On Today and
the Future of Marketing Research at a Major Corporation", Applied Marketing Research, Spring
1989, p. 3-8.
30. Chad Kaydo, "Marriott", Sales & Marketing Management, October 1997, p. 61; Sanjit Sengupta,
Robert E. Krapfel; Michael A. Pusaten, "The Mamott Experience", Marketing Management, Summer 1997, p. 33
31. Kenneth Wylie, "Research-Eager Marketers Driving New Globalization", Advertising Age, October
30, 1995, p. 2829; E.H. Demby, "ESOMAR Urges Changes in Reporting Demographics, Issues
Worldwide Report", Marketing New, January 8, 1990, p. 2425.
32. David Kilburn, "Thai Recipe for Haircare Growth", Marketing Week, April 10, 1997.
33. Diane K. Bowers, "Sagging Banned, At Last", Marketing Research A Magazine of Management &
Applications, Fall-Winter 1995, p. 40.
34. Worldopimon 2 (Winter 1998), www. worldopinion.com.
35. Barry De Ville, "Internet for Market Research", Marketing Research A Magazine of Management &
Applications, Summer 1995, p. 3638.
36. David A Cohen, "Database of Marketing Research, Search Software, Version 1.0", Journal of
Marketing Research, May 1994, p. 316317.
Marketing News Marketing Research A Magazine of Management & Applications
.

1.

59

 * IB *

...
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I.

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64

I.

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65

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66

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68

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, , . .
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70

I.

, . , "
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72

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74

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76

I.


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1. Marketing News ,
Ian Murphy, "Aided by Research, Harley Goes Whole Hog", Marketing News, December 2, 1996,
p. 16-17.
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1994, p. 4-12.

92

I.

3.

David Smith, Andy Dexter, "Quality in Marketing Research: Hard Frameworks for Soft Problems",
Joumalofthe Marketing Research Society, April 1994,p. 115132.

4.

Berend Wierenga, Gerrit H. van Bruggen, "The Integration of Marketing Problem Solving Modes
and Marketing Management Support Systems", Journal of the Marketing, July 1997, p. 2137.

5.

Mary J. Cronin, "Using the Web to Push Key Data to Decision Makers", Fortune, September 29,
1997, p. 254.
6. Merrilyn Astin Tarlton, "Quick Marketing Audit", Law Practice Management, September 1997,
p. 18, 63; Leonard L. Berry, Jeffrey S. Conant, A. Parasuraman, "A Framework for Conducting a
Services Marketing Audit", Journalof the Academy of Marketing Science, Summer 1991, p. 255268.
7. Saviour L. S. Nwachukwu, Scott J. Vitell, Jr., "The Influence of Corporate Culture on Managerial
Ethical Judgments", Journal of Business Ethics, June 1997, p. 757776.
8.

Ellen Neuborne, Stephanie Anderson Forest, "Look Who's Picking Livi's Pocket", Business Week,
Septembers, 1997, p. 68, 72.

9.

Ruth Winett, "Guerilla Maketing Research Outsmarts the Competition", Marketing News, January
2, 1995, p. 33; J. Scott Armstrong, "Predition of Consumer Behavior by Experts and Novices",
Journal of Consumer Research, September 1991, p. 251256.

10. Consumer %es/, January-February 1998, p. 11.

11. Ian P. Murphy, "Amtrack Enlists Customers' Help to Bring Service Up to Speed", Marketing News,
October 1997, p. 14,47.
12. Dennis P. Slevin, "Strategy Formation Pattern, Performance, and the Significance of Context",
Journal of Management, 1997, p. 189209; Mary T. Curren, Valerie S. Folkes, Joel H. Steckel,
"Explanations for Successful and Unsuccessful Marketing Decisions: The Decision Meker's
Perspective", Journal of Marketing, April 1992, p. 1831.
13. Seth Mendelson, "You Can't Take It with You", Discount Merchandiser, November 1997, p. 7; C.L
Jain, "Myths and Realities of Forecasting", Journal of Business Forecasting, Fall 1990, p. 1822.
14. Theresa Howard, "Pizza's 'Big Three' Hold the Gimmicks, Serve Simplicity", Nations Restaurant
News, January 13, 1997, p. 16.
15. Lehman Benson I I I , Lee Roy Beach, "The Effect of Time Constraints on the Prechoice Screening of
Decision Options", Organizational Behavior & Human Decision Processes, August 1996, p. 222228;
Ron Sanchez, D. Sudharshan, "Real-Time Market Research", Marketing Itelligence and Planning,
November 1993, p. 29-38.
16. , . . William Boulding, Ruskin Morgan, Richard Staelin, "Pulling the Plug to Stop New Produck
Drain", Journalof Marketing Research, February 1997, p. 164176.
17. Adrian J. Slywotzky, Kevin Mundt, "Hold the Sugar", Across the Board, September 1996, p. 3943.
18. Stephen M. Heyl, "Decision Matrix Points the Way to Better Research RO1", Marketing News,
September 15, 1997, p. 18,30.
19. Mark Adams, "Court Marshal", Mediaweek, March 18, 1996, p. 22.
20. Phil Buchanan, "Putting Sales Theory into Practice", US Banker, September 12, 1997, p. 112;
Shelby D. Hunt, "For Reason and Realism in Marketing", Journal of Marketing, April 1992, p. 89
102.
21. ,
. . ., , Shelby D. Hunt, Modem Marketing Theory
(Cincinnati: Southwestern Publishing Co., 1991).
22. Mika Boedeker, "New-Type and Traditional Shoppers: A Comparison of Two Major Consumer
Groups", International Journal of Retail & Distribution Management, March 1995, p. 1726; N.K.
Malhotra, "A Threshold Model of Store Choice", Journal of Retailing, Summer 1983, p. 321.

2. ...

93

23. . 1 Moshe Givon,

Vijay Mahajan, Eitan Muller, "Software Piracy: Estimation of Lost Sales and the Impact on Software
Diffusion", Journal of Marketing, January 1995, p. 2937.
24. Carol Krol, "Research Shifts to Gauging Actual Marketing Results", Advertising Age, August 11,
1997, p. 10-11.
25. Gary L. Lilien, Arvind Rangaswamy, Marketing Engineering (Reading, MA: Addison Wesley
Longman, 1998).
26. Jay Koblenz, "1997 Black Enterprise Auto Guide", Black Enterprise, April 1997, p. 126-132.
27. . N. Craig Smith, Elizabeth Cooper-Martin,
"Ethics and Target Marketing: The Role of Priduct Harm and Consumer Vulnerability", Journal of
Marketing, July 1997, p. 1-20.
28. . Steven P. Brown,
William L. Cron, John W. Slocum, Jr., "Effects of Goal-Directed Emotions on Salesperson
Volitions, Behavior, and Performance: A Longitudinal Study", Journal of Marketing, January 1997,
p. 39-50.
29. , ,
. J. Brock Smiyh, Donald W. Barclay, Journal of Marketing, January
1997, p. 3-21.
30. Philip A. Garton, "Store Loyal? A View of Differential Congruence", International Journal of Retail
& Distribution Management, December 1995, p. 2935.
31. Athena Ehlert, "Holiday Fragrance Roundup", Drug& Cosmetic Industry, March 1997, p. 2228.
32. Marketing News ,
Karen Schwartz, Ian P. Murphy, "Marketers Improve Menus to Please Passengers", Marketing
News, October 13,1997, p. 1, 10.
33. "ConAgra, Heinz Rule Mexican Frozens", Frozen Food Age, June 1997, p. 16.
34. Christopher Orpen, "Developing International Marketing Strategies in Small Companies", Journal
of International Marketing & Marketing Research, June 1995, p. S9-96; Susan P. Douglas, C. Samuel
Craig, International Marketing Research (Upper Saddle River, NJ: Prentice Hall, 1983).
35. Peter C. Du Bois, "International Trader: A Bear on Unilever Says Time Wil Prove Him Right",
Barron*s, October 14, 1996, p. MW8; David Kilburn, "Unilever Struggles with Surf in Japan",
Advertising Age, , 1991.
36. G.R. Laczniak, P.E. Murphy, Ethical Marketing Decisions, The Higher Road (Boston: Allyn and
.
Bacon, 1993).

94

I.

 1
(Joe Ottaviani), - Burke Marketing Research

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Mark Hamstra, "McDonald's to Intensify Tech, Regionalizatio Efforts in 1998", Nation's Restaurant
News, November 24, 1997, p. 1, 97.
Cyndee Miller, "McDonald's Shifts Strategy as Competitors Get Stranger", Marketing News 31,
April 28, 1997, p. 1, 10.
Raren Benezra, Shannon Stevens, "BKto Boost'98 Media by S15M", Brand week 38, November 17,
1997, p. 37.

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Jeff Jensen, "Product Innovation Steps into Spotlight at Nike", Advertising Age, September 8, 1997,
p. 3,48.
Isabelle Sender, "Just Do It, Abroad", Chain Store Age, October 1997, p. 121-124.
Jeff Jensen, "Reebok and Nike Go Head to Head in Soccer Battle", Advertising Age, May 5, 1997, p. 4.
1

105

1.3. LEXUS:
1980- Toyota ,
. Lexus , , . . , Mercedes , Toyota ,
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106

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Bradley Johnson, "Lexus Tries E-Mail for Auto Intro", Advertisin Age, October 1996, p. 4.
Michael McCarthy, "Luxury Drive on the Web", Adweek (Western Edition), July 15, 1996, p. 2.

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p. 59 - 63.
Beth Snyder, "Online Newsletter Helps Electric Utilities Market", Advertising Age 68 (46),
December IS, 1997, p. 58.

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124

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134

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138

II.

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information error)

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Path Method - CPM)

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Technique PERT)

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error)

140

(questioning error)

(measurement error)

IE.

 (response error)
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error)
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research),
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1.
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141

3.

Welcome Inc. , . . ,
:
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INTERNET
1.

Greenfield Online Research Center (. 3.3. " ").

a) Greenfield?
b) ?
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2. Web- , ,
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3. CPN/PERT, , .
4.

Carnival Cruise Lines. rec. t r a v e l . cruises , , .

1. Kim Steutermann Rogers, "In Focus What the Female Consumer Thinks", Sporting Goods Business,
September 22,1997, p. 28.
2. Ian P. Murphy, "Study: Apparel Shopper's Pulse Has Quickened", Marketing News, April 14, 1997,
p. 34.
3. Thomas T. Semon, "Marketing Research Needs Basic Research", Marketing News, March 14, 1996,
p. 12.
4.

Hanjoon Lee, Jay D. Lindquist, Frank Acito, "Managers' Evaluation of Research Design and Its
Impact on the Use of Research An Experimental Approach", Journal of Business Research, July 1997,
p. 231240; R. Dale Wilson, "Research Design Qualitative and Quantitative Approaches", Journal of
Marketing Research, May 1996, p. 252255.
5. . Ajay Menon, Anil Menon, "Enviropreneunal
Maiketing Strategy The Emergence of Corporate Environrnentalism as Market Strategy", Journal of
Marketing, January 1997, p. 51-67.
6. Stuart Glascock, "Microsoft Attempts to Lure New Class ot VARs", Computer Reseller News, August
25, 1997, p. 315; Herman Mehling, "Zooming In on a Growing Market", Computer Reseller News,
J u l y 28, 1997, p. 55-56; Web- Microsoft w^w. m i c r o s o f t . com.
7. . X. Michael Song, Mark E. Perry, "The
Determinants ot Japanese New Product Success", Journal of Marketing Research, February 1997,
p. 64-76.

142

II.

8. "Private Opinion", American Demographics (Tools Supplement), March 1997, p. 3334.

9. Ranjita Misra, B. Pamgrahi, "Changes in Attitudes toward Women: A Cohort Analysis", Internationa!
Journal of Sociology & Social Policy, June 1995, p. 120; Norval D. Glenn, Cohort Analysis (Beverly
Hills: Sage Publications, 1981).
10. Joseph O. Rentz, Fred D. Reynolds, Roy G. Stout, "Analyzing Changing Consumption Patterns with
Cohort Analysis", Journal of Marketing Research, February 1983, p. 1220. .
Joseph . Rentz, Fred D. Reynolds, "'Forecasting the Effects of an Aging Population on Product
Consumption An Age-Period Cohort Framework", Journal of Marketing Research, August 1991.
p. 355-360.
11. John Davidson, "Football 101", Working Woman, October 1997, p. 1314.
12. . . Sivakumar, S.P. Raj,
"Quality Tier Competition: How Price Change In fluences Brand Choice and Category Choice",
Journal of Marketing, J u l y 1997, p. 7184. . Gregory . Markus,
Analyzing Panel Data (Beverly Hills: Sage Publications, 1979).
13. . 3.6 .
. ,
,
.
14. R. Tim Coupe, Nadi M. Onodu, "Evaluating the Impact of CASE: An Empirical Comparison of
Retrospective and Cross-Sectional Survey Approaches", European Journal of Information Systems,
March 1997, p. 1524; Seymour Sudman, Robert Ferber, Consumer Panels (Chicago: American
Marketing Association, 1979), p. 19-27.
15. G.J. Van Den Berg, M. Lindeboom, G. Ridder, "Attrition in Longitudinal Panel Data and the
Empirical Analysis of Dynamic Labour Market Behaviour", Journal of Applied Econometrics,
OctoberDecember 1994, p. 421435; Russell S. Wmer, "Attrition Bias in Econometric Models
Estimated with Panel Data", Journal of Marketing Research, May 1983, p. 177186.
16. Laszlo Maytas, Patrick Sevestre (eds.), The Econometrics of Panel Data, A Handbook ofihe Theory
with Applications (Norwell, MA: Kluwer Academic Publishers, 1996).
17. John Hulland, Yiu Ho, Shunym Lam, "Use of Causal Models in Marketing Research: A Review",
International Journal of Research in Marketing, April 1996, p. 181197.
18. - . . Rao
Unnava, Robert E. Burnkrant, Sunil Erevelles, "Effects of Presentation Order and Communication
Modality on Recall and Attitude", Journal of Consumer Research, December 1994, p. 481490.
19. Jack Edmonston, "Targeted. Magazines Key to Future Profits", Advertising Age's Business Marketing,
December 1996, p. 42; Michael J. Naples, Rolf M. Wulfsberg, "The Bottom Line: Does Industrial
Advertising Sell?", Journalof Advertising Research, August-September, 1987, p. RC4-RC16.
20. . Doug Ayers, Robert Dahlstrom, Steven J. Skinner, "An Exploratory Investigation of
Organizational Antecedents to New Product Success", Journalof Marketing Research, February 1997,
p. 107-116.
21. Chad Rubel, "NASCAR Tries to Shed Redneck Image, Seeks Market in Suburbs", Marketing News,
January 15,1997, p. 1,15.
22. "The Best Emerging Market Banks in the World", Global Finance, May 1997, p. 2642; Sabra
Brock, Sara Lipson, Ron Levitt, "Trends in Marketing Research and Development at
Citicorp/Citibank", Marketing Research: A Magazine of Management and Applications, December
1989.
23. Solomon Dutka, Lester R. FrankeL "Measuring Response Error", Journal of Advertising Research,
JanuaryFebruary 1997, p. 3339.
24. Rebecca P. Heath, "Life on Easy Street", American Demographics, April 1997, p. 3238; Marketing
News, April 10, 1987, p. 3.

143

25. Margret R. Rollere, "Control Is Elusive in Research Design", Marketing News, September 15, 1997,
p. 17; Tom Corlett, "Sampling Errors in Practice", Journal of Market Research Society, October
1996, p. 307-318.
26. Zedan Hatush, Martin Skitmore, "Assessment and Evaluation of Contractor Data Against Client
Goals Using PERT Approach", Construction Management & Economics, July 1997, p. 327340.
27. Lizhong Geng, "Sports Marketing Strategy A Consumer Behavior Case Analysis in C h i n a " ,
Multinational Business Review, Spring 1997, p. 147154; Gallup Organization, "1997 Survey: The
People's Republic of China Consumers Attitudes & Lifestyle Trends", Web-
www.gallup.com/poll/special/china.
28. Betsy Peterson, "Ethics Revisited", Marketing Research: A Magazine of Management & Applications,
Winter 1996, p. 47-8.
29. JohnW.K. Leung, K..K. Lai, "AStructured Methodology to Build Discrete-Event Simulation Models",
Asia Pacific Journal of Operations Research, May 1997, p. 19-37; Naresh K. Malhotra, "An Approach
to the Measurement of Consumer Preferences Using Limited Information", Journal of Marketing
Research, February 1986, p. 3340; Naresh K. Malhotra, "Analyzing Marketing Research Data with
Incomplete Information on the Dependent Variable", Journal of Marketing Research, February 1987,
p. 74-84.

144

II.

...
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.
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148

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152

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(external data)
, ,
.
. 4.1 . , .

. 4.1.
.

" "
,
:

(, , ..)

154

II.

 (internal data) , , . , , , ,
, , . , , -, ; .
(external data) , , .
, . , .

.
, , , . ,
(
" ").
. , . , . ,
, .

(database marketing)
.

(database marketing)
.
,
, ""
(, - ).
, , , , Donnelley Marketing, Metromail, R.L. Polk ( 4.1. " "),

.
,
,
" " (, ).
[10].

4. :

155

 4.1.
(), ,

(, , )

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, (Dun & Bradstreet, American Business Information).
, , , .
, "", . ,
.

, .
, , . , .

. . . .

156

II.


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. :
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.
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Metacube Software,
. ,
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, , , , , , . .
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4. :

157

i . , ,
I ,
I I (, , ).
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, , ,
I [11].

, , (, ), , , , , .
, ,
. (. 4.2). .
, , . [12].

: , , , , , . , , , .
. . , . , . ( ) : American
Marketing Association Bibliography Series, Business Information Sources, Data Sources for Business and
Market Analysis Encyclopedia of Business Information Sources.

1
1

, ,

. 4.2.

158

II.

 .

, 2, , , . ,
, : Business Periodical Index, Wall Street Journal Index,
New York Times Index. Business Periodical Index
. . . ,
. ,
(. 2).
. ,
. : Directories in Print,
Consultants and Consulting Organizations Directory, Encyclopedia of Associations, FINDEX: The Directory
of Market Research Reports, Studies and Surveys Resarch Services Directory.
. , ,
. ,
. , " " , .
, .
Business Periodical Index, Business Index, Predicasts F& S Index: United
States, Social Sciences Citation Index Wall Street Journal index.
. .
.
: A Guide to Consumer Markets, Predicasts Forecasts, Sales and Marketing Management Survey of
Buying Power, Standard & Pooris Statistical Service Standard Rate and Data Service.

.
[13].
. . [14]. Guide to Economic
Census, .

, [ 15]. , , , [16].
: Census of Housing, Census of Manifactures, Census of Population, Census of Retail
Trade, Census of Service industries Census of Wholesale Trade,
. ,
. : Business America,
Business Conditions Digest, Business Statistics, Index to Publications, Statistical Abstract of the United States
Survey of Current Business.
4. :

159

.
1990 , 25% , . 2000 3%, : 14 52%.
. - .
. , ,
(, ) ,
, ,
[17].

, .
198090 , , . [18].
1. "", .
2. , .
.
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3.
.
4. , , , .
,
, . .

online (online databases)
, .
Internet- (internet databases)
, , Internet. Internet .

160

II.

 offline (offline databases)

, -.
online, offline
Internet (. 4.3). online (online databases)
. (
) . , Internet-
(internet databases) Internet.
[19].
offline (offline databases) ,
- [20]. , -, , , , .
[21]. "4.2. ", [22].

1
I

online

Internet .

,,

. .

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,
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(bibliographic databases) , , , , .. [23]. ABI/Inform
Predicasts. Management Contents, Dialog Corporation, " " .
(bibliographic databases)
, , , , , .. .
(numeric databases)
, .

4. :

161

 (numeric databases) . ,
Boeing Computer Services Co., Data Resources, Evans Economics . ,
1980 1990 , .
, Donnelly Marketing Information Services, CACI, Inc.
National Decision System.
(full-text databases)
.

(full-text databases) . /Text

Information Systems, Inc., ,
(, Washington Post, Boston Globe, Miami Herald). Mead Data Central N EXIS,
, , , .
4.2.
American Business Information: ,
American Business Information, Inc. ,
online (LEXIS-NEXIS DIALOG), online (CompuServe Microsoft Network), Internet- (Lookup USA),
-. , , 110 11
. .
American Business Information American Business Directory
Canadian Business Directory.

(directory databases}
, .

(directory databases) ,
. EIS Nonmanufacturing Establishments
Economic Information Systems, Inc. ,
, , , 200
20 .
Yellow Pages, , : , , .
, (specialpurpose databases). , PIMS (Profit Impact of Market Strategies) , , ,
, , . 250

162

II.

,
[24]. ,
,
.
(special-purpose databases)
, -
(, - ).
, :
, , , ?
[25].

.
. Gale Directory of Databases,
Gale Research, Inc., . online, offline ( - ..),
:
Directory of Online Databases

-, : Cuadra Associates, Inc.

Encyclopedia of Information System and Services
: Gale Research Company

Information Industry Marketplace

-: R. R. Bowker

(syndicated services)
, ,
, .
, , , (syndicated services),
, - (. 1). ,
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. , : . , . . 4.4
( , ). , , , .
4. :

163

. 4.4.

,
=

>,

 ,
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. , , , ,
() .
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, . . 4.3 , .

(surveys)
.
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(),
.
(lifestyle)
,
, (-
, AlOs).
. (psychographics) , . (lifestyle)
.
1 . Campbell AlOs
Yankelovich Monitor, Yankelovich Partners,
! , . , ,
2,5 16 , 300 ,
. ,
2,5 .
Yankelovich Monitor , . , Campbell Soup
, , ( ) [26].

4. :

165

 Life Style Study DDE

Needham, [27].
, ,

[28]. , , , .
Audits and Surveys, Inc. ,
.

" ;>"/

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166

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.
. : Gallop and Robinson Magazine Impact Studies Starch
Readeship Survey.
. Starch

Starch , . ,
. Starch : 1) ,
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"), 3) ,
(" ").
, "",
, , Procter & Gamble, General Motors,
Sears, PepsiCo, Eastman Kodak, McDonald's [29].
,
: . .
, , .
, McCollum/Spielman Company Audience Studies (ASI), Burgoyne, Inc., PACE (Personation
and Communication Effectiveness), Tele-Research, Inc.
, .
.
, .
, AdTel, Ltd., Television Testing Company, ARS Division,
Research Systems, Inc., Audience Studies/Com. Lab. Inc.

4. :

167

 . ,
(, ).
Gallup Organization, Inc. 15
. National Menu Census,
Marketing Research Corporation of America, , . , , , , .. Trendex, Inc.
15 .
, .
.
Roper Organization, ,
.
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18 . , , . Roper Organization, : , , ,
, , , [30].
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168

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, . 3 . ,

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. . , , . .
, , . : -.
. ,
(diary purchase panels), , , National Purchase Diary Panel, .
.
National Purchase Diary Panel . 14,5 50- . | ; ; ,
1 - ; , ;
i . 29 I , . , I . National Purchase Diary
I Panel (,
I Coca-Cola) ,
i , ,
| - ,
| [31].
,
, National Family Opinion (NFO) Marketing Research Corporation of America
(MRCA).
. , NfO
, 12 ,
. Funds MRCA "
. , , 25 ,
75 .
Internet ,
.
Internet- . , .
Internet
, .
-. - (diary media panels) , . - Nielsen Television Index (NTI).

4. :

169

 - (diary media panels)

, , , .

- . NTI . . , , , .
. ,
, ,
, . , , ,
, Nielsen
, .
, . , , 24 . 10 ,
: , , , , , , . NTI
, AT&T, Kellogg Company, J.C. Penney, Pillsburyu Unilever[32].
. Nielsen
Nielsen, ,
.
Nielsen
. ,
, ,
.


, CBS ,
. CBS
, 5% .
, ,
, .
, NBS .
Nielsen
.
Nielsen ,
, . , , , , [33].

170

II.

 Nielsen Television Index, ,

-, , , Arbitron, - [34]. Scan America
people-member^ , , , , .
. ,
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, ,
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. (scaner data) .
, , .
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(scaner data)
, , - .

4. :

171

, (volume tracking data)

, , , : ,
, , .
: , :
. , (volume tracking data), ( , , ),
, .
. ,
, National Scan Track (. . Nielson), NABSCAN
(The Newspaper Advertishing Bureau) TRIM (Tele-Research, Inc.)[37].
(scanner diary panels)
, , .
(scanner diary panels)
, ,
. . [38].
(scanner
diary panels with cable TV)
,
, .

(scanner diary panels with cable TV),
, . : - , . -
. , 18.00, .

, [39].
| .
I Total
Testsight (ERIM, A.C. Nielsen) . ,
. , Genera! Mills ,
Total . .
, Total.

172

II.

 , .
. [40]. , ,
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4. :

173

 (audit)
, . , , , ( ).

(audit) ,

. , ,
. , , .

Nielsen Retail Index.
, . 80 11350 .
, , Audits and Surveys' National Total
Market Audit, , Nielsen. , . , Colgate Palmolive, , [41].
, ,
. , , , , , , 80%
.
. :
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. , ELCAP.

174

II.

j . ELCAP
I
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\ . I 1 ,
, ,
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, . , , , ,
, .
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,
[42].

(industrial services) , . , . , .
: Dun and Bradstreet's Market identifiers, Fortune Magazine's Input/Output Matrix
Reports Me Graw- Hill's Dodge Reports.
.

j
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100 .
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4. :

175


:

(single-source data)
,
.

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(single-source data). ,
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, ,
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. , , , , ,
, {44]. Campbell Soup.
, V8,
Campbell
.
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Campbell Soup V8.
, , , , , V8. , ? 100 , General Hospital 80 , ,
Guiding Light 120 , .. .
, General Hospital
25 54 , . , 8, ,
. ,
Campbell Soup
[45].
.
,
,

176

II.

 .

.
; .
1. .

Business Information Sources

Encyclopedia of Business Information Sources
Marketing Economics Guide

Directories in Print
FINDEX: The Directory of Market Research Reports, Studies and Surveys

Business Index
PRIZM (Potential Rating Index by Zip Market)
()
Retail and Distribution Management
Chain Store Age
Stores

A Guide to Consumer Markets
Dealerscope Merchandising: Statistical and Marketing Report
Merchandising, "Statistical and Marketing Report"
Moody's Manual
Predicasts Forecasts
Rand McNally Commercial Atlas and Marketing Guide
Sales and Marketing Management Survey of Buying Power
Sourcebook of Demographics and Buying Power for Every Zip Code in the USA


Cencus of Retail Trade
County and City Databook

Economic Indicators
State and Metropolitan Area Databook

!/Inform Ondise
(Ann Arbor, Ml: University Microfilms International)

Nielsen Retail Index (A. S, Nielsen Co.)

National Purchase Diary Panel (New York: NPD Reserch, Inc.)

4. :

177


(computer mapping)
, - .

(computer mapping) , ,
. .

, - (, ).
, 35-45- 50 . ,
.
, , , Demographic Research, , .
, [46].

, , [47].
, , . (, 4.5). , , ,
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(JETRO). , , , , , .
, .
, . - -
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178

II.

 . , , ,
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. , ,
. , ,
, , ,
. . . , , 29-
1953 1982 . : , .

. 4.5.
. Los Medios Mercados de Latinoamerica (LMML)
1994 Audits & Surveys Worldwide Los Mediosy Mercados de
Latinoamerica (" ")
, , .
,
18 , , , , , , 6634
12 64 . , , , 280 , 79 , .
. ,
, , .
25- ,
, 100 800 , ,
, . -

4. :

179

 , , .
, .
, 4 , ,
-, online ( LMS, MediaMark, New Age,
Simmons u Telmar) SPSS [49].

, ,
, , . ,
, . , .
. , - ,
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.
A.S. Nielsen,
, , .
people meter .
ABC, NBC, CBS, , , Nielsen. , Statistical Research, Inc. (SRI),
, .
Nielsen
, .
1 ,
, . , ,
, : , .
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Nielsen, ,
, .

, .
, , Internet
] . ,
] [50].

180

II.

 , .
, ,
, , , , , . ,
, . . , , ,
. ,
, , .

INTERNET
WWW
online
W W W -. , .' Aita Vista,
, . Web- .
,
. , h t t p : / / w w w . g r e e n b o o k . o r g
, . ,
. WWW .

(intranet),
. , Coca-Cola , ,
.
online.
( ).
, Internet,
,
;
( 4.3. " ").
4.3.
New York Times :
New York Times Electronic Media New York Times on the Web, ,

4. :

181

 .
, , , .
, .
,
.
, ,
, (
), ( ), ( ).
, , . ,

[51].

Web- , , , ,
.
Glossary of Industry Associations,
http: //www.heavytruck.com; http: //www. consumer-net.org (es. ince.gov/program/regional/trade/assoc.html).
, Internet : Business Week, The Economist, Financial Times, Forbes, Fortune Magazine, The
New York Times, Wall Street Journal, . :
galaxy.tradeurave.com.

.
FedWorld
( h t t p : / / w w w . f e d w o r l d . g o v ) . , http: / /www. gils. net/
index.html http: //www, doi . gov.
www.stat.usa.gov.
h t t p : / / w w w . d o c . g o v ,
Fed World
h t t p : / / w w w . census. gov.
h t t p : / / w w w . a c c e s s . g p o / g c v / s u docs/sale/nuprod.html.

, ,
Internet, , DIALOG ( h t t p : / / w w w . d i a l o g . c o m ) LEXIS-NEXIS Communication
Center (http: / / w w w . lexis-nexis .com) ,
Internet.

182

II.


,
.
A. S. Nielsen http: //www. acnielsen.com.
,
, , .
, Coca-Cola Pepsi-Cola,
, , ,
, , , Procter & Gamble
Unilever.
mintel, http: //www.mintel. co.uk. , Dunn and Bradstreet (http://www.dbisna.com/dbis/dn.home.html) , , D & Business Background Report,
Supplier Education Report Marketing Connection.

Web-, . , http: //www.exporthotline.com , , 80 . GILS
http: / / w w w . g i l s . n e t / i n d e z .html. , , Europagate:
europagate.dtv.dk.
, Internet , , ,
, .
, , (
on- offline). .
. , Cover Story, Information Resources, Inc.,
, ( , ) -
memo. Sparscan Spar, Inc. ,
, Infoscan, Scanlrac, Samscan
. , .
Burk<
Burke ,
j , , .
| ,
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,
, . , , , , . ., j

4. :

183

 , .
,
.
Burke,
.
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, ( ,...
). , - , . , , Burke .
Burke , ,
,
.
Burke -.
() .
. . ,
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, , , .
File/Report ,
.
. 400 .
, . , , , . ,
.
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, , , online,
- Internet.
, Burke,
, .
, . . Burke

184

II.

 . .

, .
, .
, , .

- .

, ,
, . . . : , , ,
, .
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.
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. online, offline Internet. , ,
, , , .
,
,
. ( ). ,
, , .
, . , .

.
, . ,
: ; , ; , , .
Internet , ,
.

4. :

185


Internet- (Internet databases)

(lifestyles)

(audit)

(surveys)

on- line
(online databases)

(industry services)

(bibliographic databases)

(psychographics)

(external data)
(internal data)
, (secondary data)

, (primary data)

(syndicated services)
(scanner data)

- (diary media
panels)

(scanner
diary panels)

(diary
purchase panels)

(scanner diary panels

with cable TV)

,
(volume tracking data)
(single-source data)

(special-purpose databases)

(computer
mapping)

(directory
databases)

(database
marketing)

(full text databases)

(numeric databases)

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

?
?
.
.
.
.
.
, ?
?
, . -?
11. ?
12. ?
13. .
14. ? , .

186

II.

15. , .
16.
?
17. ?
18. ?
19. ?

1. , .
(: 22, . 22.1.)
2. - . ,
, ,
. . . ?

INTERNET
1. online (, ).
, .
2. Web- - . , .
, Web- Internet.
3. Web- (. ).
, ,
" ", McDonald's,
.
4. http: //www. census, gov/stabab. , .
5. " " Sears , ,
http://www.census.gov/ftp/pub/indicator/www/indicat/html/.
6. http: / /www. npd. com , NPD.
7. http://www.acnielsen.com ,
A.S. Nielsen.

1. Gordon L Patzer, Using Secondary Data in Marketing Research (Westport: CT Greenwood Publishing
Group, 1995); David W. Stewart, Secondary Research Information Sources and Methods (Beverly
Hills: Sage Publications, 1984), p. 23-33.

4. :

187

2.

Rebecca A Fanmn, "Samsonite, with TBWA, Readies Global Push", Advertising Age, February 24,
1997, p. 4; Robert Bengen, "Teamwork It's in the Bag", Marketing Research A Magazine of
Management and Applications, Winter 1993, p. 3033.
3. Cyndee Miller, "It's Not TakeOut, It's Now Home Meal Replacement", Marketing News, June 9,
1997, p. 2; Carol Casper, "Some Place Like Home", Restaurant Business, August 1, 1997, p. 63-68.
4. Ron Stodghill, "The Coming Job Bottleneck", Business Week, March 24, 1997, p. 184-185.
5. "C-tore Retailers Push Growth with Dollars, New Profit Centers", NPN National Petroleum News,
October 1996, p. S3-S40.
6. Ann Chambers, "25% of Drivers Would Consider Buying an EV", Power Engineering, September
1997, p. 10.
7. . Michael R. Czinkota, Ilkka A. Ronkamen, "Market Research for Your Export Operations. Part I. Using Secondary Sources of Research", International Trade Forum, 1994, p. 2233; Dipak Jain, Vijay Mahajan, Eitan Muller,
"Innovation Diffusion in the Presence of Supply Restrictions", Marketing Science, Winter 1991,
p. 83-90.
8. Claude Brodesser, "Nielsen under Fire on Hispanic Sample", Mediaweek, July 21, 1997, p. 15.
9. Peter Keating, "The Best Airlines to Fly Today", Money, November 1997, p. 118128.
10. Judy Foster Davis, "Maintaining Customer Relationships through Effective Database Marketing
A Perspective for Small Retailers", Journal of Marketing Theory and Practice, Spring 1997, p. 31-42.
11. "The Colonel's Bold Campaign", Chain Store Age, June 1997, p. A12-A13.
12. Ruth A Pagell, "Market Research in the US. Part 1. Industry, Market, and Advertising Sources",
Business Information Review, April 1995, p. 5470.
13. www. census. gov, . James H. Andrews, "Countdown to the Census", Planning, December 1996, p. 4-7.
14. Ruth A Pagell, "Market Research in the US. Part 4. Data from the Census of Population and
Housing", Business Information Review, March 1996, p. 4956.
15. "Frequently Asked Questions about Census 2000", Indiana Business Review, Summer 1997, p. 10.
16. "Claritas Has Household Data", Insurance Systems Bulletin, October 1996, p. 8.
17. Amy Hilliard-Jones, "Consumers of Color are Changing the American Marketplace", Marketing
News, November 18, 1996, p. 8.
18. Carol Post, "Marketing Data Marts Help Companies Stay Ahead of the Curve and in Front of the
Competition", Direct Marketing, April 1997, p. 4244.
19. Greg R, Notess, "Searching the Hidden Internet", Database, JuneJuly 1997, p. 3740.
20. Barbara Quint, "Assume the Position, Take the Consequences", Information Today, June 1996,
p. 11-13,
21. Cristopher C. Brown, "Creating Automated Bibliographies Using Internet-Accessible On-line Library Catalogs", Database., February 1994, p. 6771.
22. Mary Ellen Bates, "American, Business Information Here, There, and Everywhere", Database,
April-May 1997, p. 45-50.
23. Greg R. Notess, "The Internet as an On-line Service. Bibliographic Databases on the Net",
Database, AugustSeptember 1996, p. 9295.
24. . J. Zif, D.J. McCarthy, "The Research and-Development Cycle: The Influence of Product and Process Research-and-Development on Short Term ROI", IEEE Transactions on
Engineering Management, May 1997, p. 114123; Venkatram Ramaswamy, Hubert Gatignon, David
J. Reibstem, "Competitive Marketing Behavior", Journal of Marketing, April 1994, p. 4556.

188

II.

25. . Vicki Lane, Robert Jacobson, "Stock

Market Reactions to Brand Extension Announcements The Effects of Brand Attitude and Familiarity", Journal of Marketing, January 1995, p. 6377.
26. "The Monitor Service", Yankelovich and Partners.
27. . L.J. Shrum, John A. McCarty, Tina M. Lowrey, "Buyer Characteristics of the Green
1
Consumer and Their Implications for Advertising Strategy ', Journal of Advertising, Summer 1995,
p. 71-82.
28. Leon G. Schiffman, Leslie Lazar Kanuk, Consumer Behavior, 6th ed. (Upper Saddle River, NJ:
Prentice Hall, 1997), p. 68-71.
29. Christina Merrill, "Roper Expands Testing", Adweek, November 4, 1996, p. 6; Starch Readership
Report Scope, Method, and Use (Mamaroneck, NY: Starch INRA Hooper, undated).
30. "Roper Custom Question Service A Unique Omnibus Research Facility",
Roper Organization, Inc. (One ParkAvenue, New York, NY 10016).
31. Rita E Turgeon, We Make the Market Perfectly Clear (New York NPD Research, Inc., undated),
32. .. Nielsen.
33. Associated Press, "Nielsen Test Rating Service for TV Commercials", Marketing News, May 12,
1997, p. 22.
34. Donna Petrozzello, "Arbitron Offers Custom Fit", Broadcasting & Cable. February 24, 1997, p. 46.
35. "Why Consumer Mail Panel Is the Superior Option" (Chicago Market Facts, Inc., undated); John
H. Parfitt, B.J.K. Collins, "Use of Consumer Panels for Brand-Share Predictions", Journal of
Market Research Society, October 1996, p. 341367; Venkatram Ramaswamy, Wayne S. DeSarbo,
"SCULPTURE. A New Methodology for Deriving and Analyzing Hierarchical Product-Market
Structures from Panel Data", Journal of Marketing Research, November 1990, p. 418427.
36. R. Tim Coupe, Nnadi M. Onodu, "Evaluating the Impact of CASE. An Empirical Comparison of
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6.

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.
, , .
. . ., , Shelby D. Hunt, Modem Marketing Theory (Cincinnati:
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34. "Role Playing for Better Service", Lodging Hospitality, February 1997, p. 16.
35. Michael Adams, "White Knuckles, Knocking Knees", Sales & Marketing Management, February
1997, p. 94; "Fear of Flying", Economist, May 18, 1996, p. 30.
36. David Bakken, "State of the Art in Qualitative Research", Marketing Research: A Magazine of
Management & Applications, Summer 1996, p. 45; Elaine Cibptti, Eugene H. Fram, "The Shopping
List Studies and Projective Techniques: A 40-Year View", Marketing Research: A Magazine of
Management & Applications, December 1991, p. 1422; Maison Haire, "Projective Techniques in
Marketing Research", Journal of Marketing, April 1950, p. 649656.
37. Mary Ann McGrath, "Gender Differences in Gift Exchange: New Directions from Projections",
Psychology & Marketing, August 1995, p. 371393.
38. - , .
William J. McDonald, "Provider Perceptions of Focus Groups Research Use: A Multicountry
Perspective", Journal of the Academy of Marketing Science, Summer 1994, p. 265273.
39. Thomas L. Greenbaum, "Understanding Focus Group Research Abroad", Marketing News, June 3,
1996,p.H14~H36.
40. Joe Jancsurak, "Whirlpool: US. Leader Pursues Global Blueprint", Appliance Manufacturer,
February 1997, p. G21; Hal Daume, "Making Qualitative Research Work in the Pacific Rim",
Marketing News, May 12, 1997, p, 13.
41. S. Robson, "Ethics: Informed Consent of Misinformed Compliance?", Journal of the Market
Research Society, 1991, p. 19-28.
42. Chris Lamb, "Tony Snow Talks American Politics", Editor & Publisher, September 7,1996, p. 3233.
43. Gyron J. Finch, "A New Way to Listen to the Customer", Quality Progress, May 1997, p. 7376.
44. Sega Online: Central (Press Releases) King, Brown & Partners, Inc.: Web Site Development King,
Brown & Partners (Market Research): Online Focus Groups.

" 5. :

225


:

...
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238

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(sample control)
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, , , , 6. :

239

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. 6.2.
240

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241

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6. :

243

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, . , Internet-, . ( , )
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, , , , .

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244

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, . ,
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6. :

245

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246

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, .
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. ,
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.
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, , , ,
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, ,
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, , . , , .
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247

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. ,
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248

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. 6.3.

.

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.
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(mechanical observation)
.
(mechanical observation)
. ,
. . , , . (.. Nielsen). , . " ".
, , [45]. , , , , , .
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, . , - (Universal Product Code UPC),
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Accord
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, . , Honda
, . 6. :

249

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. Accord, Ford Taurus Toyota Camry, .
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, , , .
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, , , (. 4). . :
, , , ,
. , , , .

, . . . , .
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. ,
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.

(psycnogalvanometer) , .. [47]. , ,
, .
, , ,
. ,
.
.
(voice pitch analysis)
,

250

II.

 (voice pitch analysis) . , , [48].

(response latency)
, , .

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. .
, , , . [50]. ,
, . ,
, . , , NiitraSweet Company.
.
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, , .
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1121 - 21 59 ,
.
,
, , Equal, . , , . Equal,
.
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. ,
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(pantry audit)
, , .

6. :

251

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. . -,
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.
, . ,
. , .
.
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, .

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252

II.

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: , , , ,
.
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608 .
, ,
. ,
. , 85%
,
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, (54].
- .
- .
.
. -
, . , .

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.

, , (trace analysis). . , , , .
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, .
:

;
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;

6. :

253


;
, , ;
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.
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, ,
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, . . , , . , , , ,
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. 6.3. , ,
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, , - .
, . , , , : ,
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254

II.

 . , , , .
, .
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; 6.3.

, .
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, .
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6. :

255

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, .

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.

, , .
. ^ ,
, . , , . ,
, , .

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,
, , . ,
, , , .
, ,
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.
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Point-of-Purchase Advertising institute, Inc. (POPAl) . ,
UPC. , ,
. , 81% , (, LiptonJ, , . 1

256

II.

(64,8%) , .
(, ) , 60,4% .
. . ,
, ,
[57].

. , , , , - ,
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. . , . . .

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.
.
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, . ,
, .
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, . . 6.4
. , , , . CATI, CAPI .
, .
Internet, Internet.

.
.
, [58].

6. :

257

Reebok International Ltd, 16% , . , 7000 1998 . Nike, Adidas

, Reebok
. : ,
. :
, [59].

6,4.

Internet

+
+
+

+
+

+
+
+

+
+
+

+
+
+
+
+
+
+

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+

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, , , , - .

I.
.
,

258

II.

 . ,
.
. ,
,
.
,
- .
.

(Councilfor Marketing and Opinion Research CMOR)
.
, . , ,
. , , , . , , ,
.
,
( 1).
, , ,
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30%,
. CMOR Covington and Burling
, . , CMOR
[60].
.
, " , " , .
,
, , [61].
. : , ,
, ,
.
, , . -
, , , .
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INTERNET
Internet . Internet , ,
, .
, Internet- , .
6. :

259

 . , Internet. Greenfield Online Research Center ,

"..., 2400 ." Greenfield
200 Internet. ,
Internet- .
Internet
. ,
,
. , . Internet . ,
.
. Internet .
Burke Marketing Research Internet, . , . ,
.
,
. , Decisive Technology, Internet . , Decisive Survey, $799 , Internet . , Decisive
Feedback, $249 .
Windows, Windows 3.1 Windows NT.
.

SAS SPSS. , , . Decisive Survey Decisive Feedback , .
: " ", " ",
" " [63].
. OnCart
OnCart (www. kroger. com), - j
Internet , Kroger j
, Internet, j
Internet .
Internet, , , Internet. . ,
Internet, , .
Kroger - :
! . , - I
| , Internet, , j

260

II.

 , Internet, |
.
Internet ,
. -. Web-,
. ,

. ,
Web- . , . , ,
. ,
, , , ,
.
, CATI, CAPI, , . , .
(Computer-Automated Telephone Surveys CATS) ,
,
. SidePad Abase, Advanced Data Research, Inc. (ADR) Bioomfleld Hills,
. ,
. DOS
(, Ci2, Ci3, , SidePad)
. .
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, ,
( ).
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Burke (, , ).
. Burke , . .

, .
.
.

, ,
.
Burke 250 CATI-.
, , !
. , Burke .

6. :

261


. Burke . ,
.
Burke , . . , , ,
.
,
- . Burke f
200 .
Opinion One Burke. , - .
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- .
Internet Burke WEBNOSTICS, ,
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Internet- Web- . Web- ,
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, "" Internet . ,
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. , ,
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. ,
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, . ,
, ,
. Burke
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.

,
. , . . Burke , , .

. ' ,
.
262

II.


, CATI, ,
, CAPI, , , , Internet-. CATI. , .
, , , , , , , , ,
, , , .
, .
.
, , . , ,
,
. , , .
: , , ; ; ;
;
.
, .

, . , .
,
- . Internet . , -,
.

(pantry
audit)

(random digit
directory'designs)

(sampling frame)

(observation)

(fixed-alternative questions)

(natural observation)

(contrieved observation)

(trace analysis)

(response latency)
, (nonresponse bias)
- (content analysis)
(sample control)
(critical request)
(personal observation)
(survey methods)

(mechanical observation)

(unstructured observation)
(Computer-Assisted Telephone
Interviews CATI)

6. :

263


(Computer-Assisted Personal Interviews
CAPI).
(perceived
anonymity)
(field force)
(mail panel)
(response rate)
(psycnogalvanometer)

(Random Digit Dialing - ROD)

(social
desirability)
(structured
observation)

(structured data collection)
(voice pitch
analysis)
(Hypertext Markup Language
HTML)

1. , , , .
2. ?
3. .
4.
?
5. ,
?
6.
.
7.

, - .
.
8. ,
?
9. ?

1. ,
, .
2. 30 .
- .
3. , . , . ,
.

264

II.

1. - CAPI . . .
2. (Lotus 1-2-3 Excel), - 2.
3. Internet , .
, , . 6.2?
4. Internet - Internet-.
.
CATI ?
5. . 10- . .
?
6. (www. gallup. com).
, ? ?

1. www, microsoft. com.

2. "A&W Plans 100 More Units thru Carousel Buy: A&W Restaurants Inc Intends to Add 100 New
Fast-Food Stores over the Next Five Years through its Recent Acquisition of Carousel Snack Bars of
Minnesota", Nation's Restaurant News, August IS 1997, p. 136; Quirk's Marketing Research Review,
October-November 1987, p. 10, 36.
3. Karen Yates, "Canon Adopts Television Strategy", Campaign-Lor/don, May 24, 1996, p. 8; Johnny
K.Johansson, Ikujiro Nonaka, "Market Research the Japanese Way", Harvard business Review,
May-June 1987, p. 16-18.
4. , , . Vikas
Mittal, William . Ross, Jr., Patrick M. Baldasare, "The Asymmetric Impact of Negative and
Positive Attribute-Level Performance on Overall Satisfaction and Repurchase Intentions", Journal of
Marketing, January 1998, p. 3347.
5. Kevin Burden, "DEC Servers Grab Performance Ratings", Computerworld, October 9 1995, p. 114;
"Digital Hears the Voice of the Market", Marketing Research: A Magazine of Management and
Applications, December 1992, p. 2833.
6. "Forum Focuses on Future of Telephone Interviewing", Marketing News, May 20 1996, p. 34.
7. Sharon Munger, "Premium Medium", Marketing Research: A Magazine of Management &
Applications, Spring 1996, p. 1012.
8. Gail Gaboda, "For Business Travelers, There's No Place Like Home", Marketing News, September 15,
1997, p. 19, 21; Courtyard Hotels'Web- (www.court-yard.com).
9. Thomas T, Semon, "Reality Is Unfairto Small Fry", Marketing News, November 18, 1996, p. 18,
10. "Cause Related Marketing Sends a Multiplicity of Messages", Entertainment Marketing Letter,
February 1997, p. 6; Quirk's Marketing Research Review, February 1988, p. 57.

. :

265

11. "Auto-Mania at the Mall", American Demographics (Marketing Tools Supplement), June 1997,
p. 6+; A.J. Bush, J.F. Hair, Jr., "An Assessment of the Mail-Intercept as a Data Collection
Method", Journal of Marketing Research, May 1985, p. 158167.
1
12. Cyndee Miller, "And Baby Gets Brand ', Marketing News, March 11, 1996, p. 18; "Research Basic to
Baby-Wear Business", Marketing News, February 13, 1987, p. 26.
13. Laurence N. Gold, "Do-it-Yourself Interviewing", Marketing Research: A Magazine of Management
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6. :

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variation)

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(standard test
market)

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(statistical
regression)

(quasiexperimental designs)

(statistical design)

(simulated
test market)
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design)

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(randomized block
design)

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control)
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7. - :

311


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. , , ,
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31. Stephanie Thompson, "Tetley Tests Higher-Value Pitches", Brandweek, December 15, 1997, p. 8;
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314

II.

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8. . Christian Genest. Shuang-Shuang Zhang, "A Graphical
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C.H. Coombs, "Theory and Methods of Social Measurement", in L. Festinger, D. Katz (eds.),
Research Methods in the Behavioral Sciences (New York: Holt, Rinehart& Winston, 1953).
9. , . ., , Moonsig Kang, Antonie
Stam, "PAHAP: A Pairwise Aggregated Hierarchical Analysis of Ratio-Scale Preferences", Decision
Sciences, July-August 1994, p. 607-624.
10. Deborah L. Kellogg, Richard B. Chase, "Constructing an Empirically Derived Measure for
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. Naresh . Malhotra, Arun . Jain, Christian Pinson, "The Robustness of
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Thurstone Attitude Scales", Personnel Psychology, Autumn 1993, p. 689-690; L.L. Thurstone, The
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16. Michael W. Herman, Waldemar W. Koczkodaj, "A Monte Carlo Study of Pairwise Comparison",
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December 14, 1992.
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1. Chuck Ross, "TVB, Nielsen Examining TV Sweeps Alternatives", Advertising Age, May 12, 1997,
p. 10, 8; Douglas M. Stayman, David A. Aaker, "Continuous Measurement of Self-Report of
Emotional Response", Psychology & Marketing, MayJune 1993, p. 199-214.
2. Heidi Toliver, "A Tale of Four Cities: How Paris, London, Florence and New York Measure and
React - to What Riders Want", Mass TransitXXII, March-April 1996, p. 22-30,107.
3. Patrick Dalton, "What Would You Do?", Bank Marketing, February 1996, p. 12, 49; "Americans
Voice Opinions on the Services Industry", Marketing News, November 20, 1987, p. 18,
4. Ian P. Murphy, "RAMS Helps Best Western Tout Worldwide Positioning", Marketing News,
January 6, 1996, p. 25.
5. ORTEK Data Systems, Inc.
6. G. Albaum, "The Likert Scale Revisited An Alternate Version", Journal of the Market Research
Society, April 1997, p. 331-348; C.J. Brody, J. Dietz, "On the Dimensionality of 2-Question
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368

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www. g f e e n f ieldonline . com). , . , .

1. Shari Sanders. "Kids & Teens Show Who's Boss in Purchasing Power", Discount Store News, April 3,
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Howard Schuman, Stanley Presser, Questions & Answers in Attitude Survey (Thousand Oaks, CA:
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6. Linda B. Bourque, Eve P. Fielder, How to Conduct Self-Administered and Mail Surveys (Thousand
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8. "Brand Imaging Drives Niketown", Chain Store Age, April 1996, p, 4654.
9. Arthur Stemgold, Rex H. Warland, Robert O. Hermann, "Do Surveys Overstate Public Concerns?",
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Opinion Quarterly, Spring 1982, p. 6685.
11. Kenneth C. Schneider, James C. Johnson, "Link between Response-Inducing Strategies and
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404

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October-March 1987, p. 5-8.
14. R.P. Hill, "Researching Sensitive Topics in Marketing The Special Case of Vulnerable
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18. P. Mukhopadhyay, "A Note on UMVU-Estimation under Randomized-Response Model",
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R.K. Steinhorst, "Telephone Interview and Mail Questionnaire Applications of the Randomized
Response Model", Journal of the American Statistical Association, September 1984, p. 555564.
19. Lynn M. Newman, "That's a Good Question", American Demographics (Marketing Tools), June
1995, p. 10-13.
20. Serge Luyens, "Coding Verbatims by Computers", Marketing Research: A Magazine of Management
& Applications, Spring 1995, p. 20-25.
21. .
22. Kevin W. Mossholder, Randall P. Settoon, Stanley G. Harris, Achilles A. Armenakis, "Measuring
Emotion in Open-Ended Survey Responses: An Application of Textual Data Analysis", Journal of
Management, February 1995, p. 335355.
23. Floyd J. Fowler, Jr., Improving Survey Questions (Thousand Oaks, CA: Sage Publications, 1995); Jon
A. Krosnick, Duane F. Alwin, "An Evaluation of a Cognitive Theory of Response-Order Effects in
Survey Measurement", Public Opinion Quarterly, Summer 1987, p. 201219.
24. Niels J. Blunch, "Position Bias in Multiple-Choice Questions", Journal of Marketing Research, May
1984, p. 216220. ,
, .
.
25. Howard Schuman, Stanley Presser, Questions & Answers in Attitude Survey (Thousand Oaks, CA:
Sage Publications, 1996).
26. Joseph A. Herriges, Jason F. Shogren, "Starting Point Bias in Dichotomous Choice Valuation with
Follow-up Questioning", Journal of Environmental Economics & Management, January 1996, p. 112
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Claim Recognition Tests", in Advances in Consumer Research (Association for Consumer Research,
1983), p. 283-287.
27. Michael McBumett, "Wording of Questions Affects Responses to Gun Control Issue", Marketing
News, January 6, 1997, p. 12; M. Wanke, N. Schwarz, E. Noelle-Neumann, "Asking Comparative
Questions: The Impact of the Direction of Comparison", Public Opinion Quarterly, Fall 1995,
p. 347-372.
28. J.F. Etter, T.V. Pemeger, "Analysis of Nonresponse Bias in a Mailed Health Survey", Journal of
Clinical Epidemiology, October 1997, p. 1123-1128; G.S. Omura, "Correlates of Item Nonresponse",
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Factual Survey Items Item-Specific or Respondent-Specifier", Public Opinion Quarterly, Spring
1984, p. 344-355.

10.

405

29. Nancy Johnson Stout, "Questionnaire Design Workshop Helps Market Researchers Build Better
Surveys", Health Care Strategic Management, July 1994, p. 1011.
30. LidaC. Saltz, "How to Get Your News Release Published". Journal of Accountancy, November 1996,
p. 89-91.
31. Brad Edmondson, "How to Spot a Bogus Poll", American Demographics, October 1996, p. 1015;
John O'Brien, "How Do Market Researchers Ask Questions?", Journal of the Market Research
Society, April 1984, p. 93-107.
32. Thomas T. Semon, "Ask Simple Question to Improve Analysis of Value Perception", Marketing
News, February 27,1995, p. 32.
33. Paul R. Abramson, Charles W. Ostrom, "Question Wording and Partisanship", Public Opinion
Quarterly, Spring 1994, p. 21-48,
34. "Don't Lead; You May Skew Poll Results", Marketing News, June 3, 1996, p. H37.
35. Raymond J. Adamek, "Public Opinion and Roe versus Wade; Measurement Difficulties", Public
Opinion Quarter!, Fall 1994, p. 409-418; E. Noe lie-Neumann, B. Worcester, "International Opinion
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36. Jacob Jacoby, George J. Szybillo, "Consumer Research in FTC versus Kraft (1991): A Case of Heads
We Win, Tails You Lose?", Journal of Public Policy & Marketing, Spring 1995, p. 1-14; E.D. Jaffe,
I.D. Nebenzahl, "Alternative Questionnaire Formats for Country Image Studies", Journal of
Marketing Research, November 1984, p. 463-471,
37. Howard Schuman, Stanley Presser, Questions & Answers in Attitude Survey (Thousand Oaks, CA;
Sage Publications, 1996); Jon A, Krosnick, Duane F. Alwin, "An Evaluation of a Cognitive Theory
of Response-Order Effects in Survey Measurement", Public Opinion Quarterly, Summer 1987,
p. 201-129.
38. Barbara A. Bickart, "Carryover and Backfire Effects in Marketing Research", Journal of Marketing
Research, February 1993, p. 5262. . Ian McAllister, Martin P. Wallenberg,
"Measuring Levels of Party Identification: Does Question Order Matter?", Public Opinion Quarterly,
Summer 1995, p. 259-268,
39. Fern K. Will its, Bin Ke, 'Tart-Whole Question Order Effects: Views ofRurality", Public Opinion
Quarterly, Fall 1995, p. 392-403; Donald J. Messmer, Daniel J. Seymour, "The Effects of
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40. George R. Milne, "Consumer Participation in Mailing Lists: A Field Experiment", Journal of Public
Policy & Marketing, Fall 1997, p. 298-309.
41. Linda Friedman, Hershey H. Friedman, "A Comparison of Vertical and Horizontal Rating Scales",
Mid-Atlantic Journal of Business, March 1994, p. 107111.
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I he Current Population Survey", Public Opinion Quarterly, Winter 1995, p. 547567.
44. M.G. Mohrle, "Empirical Testing of a Computer-Based Dialog Questionnaire 11 Design Rules
for Successful Usage", Wtrtschaftsinformatik, October 1997, p. 461.
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Design: The Impact of Respondent Characteristics on Error Detection", Journal of the Market
Research Society, October 1994, p. 295-314.
46. Nina Reynolds, Adamantios Diamantopoulos, Bodo B. Schlegelmilch, "Pretesting in Questionnaire
Design: A Review of the Literature and Suggestions for Further Research", Journal of the Market
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406

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48. .. Morris, A.S. Marks, J.A. Alien, N.S. Peery, "Modeling Ethical Attitudes and Behaviors under
Conditions of Environmental Turbulence Case of South Africa", Journal of Business Ethics,
October 1996, p. 1119-1130; G.R. Laczniak, P.E. Murphy, Ethical Marketing Decisions the Higher
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49. R.W. Armstrong, "The Relationship between Culture and Perception of Ethical Problems in
International Marketing", Journal of Business Ethics, November 1996, p. 11991208;
R.W. Armstrong, "An Empirical Investigation of International Marketing Ethics: Problems
Encountered by Australian Firms", Journalof Business Ethics, November 1992, p. 161171.
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10.

407

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Sampling PPS)
, ,
, .

428

II.

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, [25].
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429


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6. , .

430

II.

7. SRS . , , /.
8. /,
100-95 . N*, , * (= - 1), ("*. , , , . 100-% , ~
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11. :

431

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432

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434

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, 420 . ,
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INTERNET
Internet , .
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.
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11. :

435

 , ) , ,
MBinteractive, " ".
, on-line, . 75%- ( 60%- ). , ,
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f . Internet
SurveySite ~ , ,
() (www.surveysite.com).
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Internet-".
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. "", , . ""
.
"" ,
. , ,
: 0,2%, 1 500 .
"" SurvaySite , ,
, [32].
. ,
. .
. SPSS, SAS BMDP ( ), Minitab, Excel. , Genesis,
,
(RDD), .

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. |
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-"" , " - !
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(, |

436

II.

), . , , .
, CATI, . Burke , (, , , ).
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.
, , , . , Burke , , "", .
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( 35 35 )
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Burke .
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35 ,
64,0%
, 35 ,
, , (3,4%). ,
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11. :

437


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.

, , .

. Internet .

(Bayesian approach)
(sampling without
replacement)

,
(Probability Proportionate to size
Sampling -

(probability
sampling)

* ' (sample)
" "
(snowball sampling)

438

II.

 ,
(population)

(sampling with
replacement)

(nonprobability sampling)

(sequential
sampling)

(sampling unit)

(Simple
Random Sampling SRS)

(target population)
(quota sampling)
(cluster sampling)
(double sampling)
(convenience
sampling)
(sample size)

(sampling frame)
(judgemental
sampling)

(systematic
sampling)
, (census)
(stratified
sampling)
(area sampling)
(element)

1. ?
2. , ? , ,
?
3. .
4. ?
5. ? ?
6. ?
7. ? ?
8. ?
9. ? ?
10. ?
11. ?
12. ?
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17. ?

11. :

439


1.
.
a)
.
b) , .
c) , .
d) .
2. ,
. , 500
225 . ,
.
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b) , ,
.
c) ? , ?
d) ? , ?
e) ? ?

INTERNET

1. Procter & Gamble ,
-. . www. city. net ,
.
2. Genesys
, .
3. .
4. Internet Web- SurveySite (www. surveysite. com). , Internet.
.

1. Marc Gunther, "This Gang Controls Your Kids' Brains", Fortune, October 27,1997, p. 172-182.
2. Carol Krol, "Survey: Friends Lead Pack in Kids' Spending Decisions", Advertising Age, March 30,
1997, p. 16; The Warner-Lambert Company, The American Chicle Youth Poll.

440

II.

3. V. Verma, T. Le, "An Analysis of Sampling Errors for the Demographic and Health Surveys",
International Statistical Review, December 1966, p. 265294; H. Assael, J. Keon, "NonsampHng versus
Sampling Errors in Sampling Research", Journal of Marketing, Spring 1982, p. 114123.
4. Barbara A. Bailar, "Does Sampling Work?", Business Economics, January 1997, p. 4753; "Frequently
Asked Questions about Census 2000", Indiana Business Review, Summer 1997, p. 10.
5. A r l e n e Fink, How to Sample in Surveys (Thousand Oaks, CA: Sage Publications, 1995); Martin R.
Frankel, "Sampling Theory", in Peter H. Rossi, James D. Wright, A n d y B. Anderson (eds.),
Handbook of Survey Research (Orlando, FL: Academic Press, 1983, p. 2167; R.M. Jaeger, Sampling
in Education and the Social Sciences (New York Longman, 1984), p. 2829.
6. Gary T. Henry, Practical Sampling (Thousand Oaks, CA; Sage Publications, 1995); Seymour Sudman, "Applied S a m p l i n g " , in Peter H. Rossi, James D. Wright, Andy B. Anderson (eds.),
Handbook of Survey Research (Orlando, FL: Academic Press, 19S3,p. 145194.
7. Robert Cage, "New Methodology for Selecting CPI Outlet Samples", Monthly Labor Renew, December 1996, p. 49-83.
8. Wayne Smith, Paul Mitchell, Karin Attebo, Stephen Leeder, "Selection Bias f r o m Sampling
Frames: Telephone Directory and Electoral Roll Compared w i t h Door-to-Door Population Census: Results from the Blue Mountain Eye Study", Australian & New Zealand Journal of Public
Health, A p r i l 1997,p. 127-133.
9. , . Kelly E. Fish,
James H. Barnes, Benjamin F. Banahan, I I I , "Convenience or Calamity: Pharmaceutical
Study Explores the Effects of Sample Frame Error on Research Results", Journal of Health Care
Marketing, S p r i n g 1994, p. 45-49.
10. "The Many Faces of F l o r i d a " , Association Management (A Guide to F l o r i d a Supplement),
A p r i l 1997, p. 3; "Florida Travel Habits Subject of Phone Survey", Quirk's Marketing Research
Review, May 1987,p. 10,11, 31, 56, 60.
11. . Nin Foo , Beng Soo
Ong, Seonsu, "A Multicultural Comparison of Shopping Patterns among Asian Consumers",
Journal of Marketing Theory & Practice, W i n t e r 1997,p. 4251.
12. R i c h a r d Zelade, "Money Isn't Quite Everything", International Business, M a y J u n e 1997,
p.9; "Students Seek Good Careers, Successful Marriages", Quirk's Marketing Research Review,
June-July 1988, p. 26.
13. Brian OTcole, "Have You Had Your Quota of Nearest Birthdays", Australian & New Zealand Journal of
Public Health, April 1997, p. 117-119; Catherine Marsh, E. Scarbrough, "Testing Nine Hypotheses
about Quota Sampling", Journal of Market Research Society (UK), October 1990, p. 485-506; Leslie
Kish, Survey Sampling (New York: John Wiley, 1965), p. 552.
14. John Curtice, Nick Sparrow, "How Accurate Are Traditional Quota Opinion Polls", Journal of the
Market Research Society, July 1997, p. 433-448.
15. "Public Opinion: Polls Apart", Economist, August 12, 1995, p. 48; Seymour Sudman, "Improving the
Quality of Shopping Center Sampling", Journal of Marketing Research, November 1980, p. 423431.
16. . Gary L.
Frankwick, James . Ward, Michael D. Hutt, Peter H. Reingen, "Evolving Patterns of Organizational Beliefs in the Formation of Strategy", Journal of Marketing, April 1994, p. 96110.
17. , " " . .
Gary T. Henry, Practical Sampling (Thousand Oaks, CA: Sage Publications, 1995); Graham
Kalton, Dallas W. Anderson "Sampling Rare Populations", Journal of the Royal Statistical Association
(1986), p 65-82.
18. Gale D. Muller, Jane Miller, "Interviewers Make the Difference", Marketing Research: A Magazine
of Management & Applications, Spring 1996, p. 89; Raymond F. Barker, "A Demographic Profile of
Marketing Research Interviewers", Journal of the Market Research Society, July 1987, p. 279292.

11. :

441

19. / , , /.
, .
20. . Hailn Qu,
Isabella Li, "The Characteristics and Satisfaction of Mainland Chinese Visitors to Hong Kong", Journal
of Travel Research, Spring 1997, p. 3741; Goutam Chakraborty, Richard Ettenson, Gary Gaeth,
"How Consumers Choose Health Insurance", Journal of Health Care Marketing, Spring 1994, p. 2133.
21. Mark Adams, "Court Marshall", Mediaweek, March 18, 1996, p. 22; "Readership Survey Serves Tennis Magazine's Marketing Needs", Quirk's Marketing Research Review, May 1988, p. 7576.
22. . Samaradasa Weerahandi,
Soumyo Moitra, "Using Survey Data to Predict Adoption and Switching for Services", Journal of
Marketing Research, February 1995, p. 8596.
23. "Purchasing Smarts Pay Off in Travel Buying", Purchasing, December 12, 1996, p. 30-31; "Vacations
High Priority Among Americans, Survey Shows", Quirk's Marketing Research Review, May 1988,
p. 16-19.
24. "Niche Marketing to the Wealthy", Health Care Strategic Management, September 1997, p. 12; Thomas J. Stanley, Murphy A. Sewatl, "The Response of Affluent Consumers to Mail Surveys", Journal of
Advertising Research, JuneJuly 1986, p. 5558.
25.
1
. . James . Raymondo, "Confessions of a Nielsen Household ',
American Demographics, March 1997, p. 2427; Seymour Sudman, "Efficient Screening Methods for
the Sampling of Geographically Clustered Special Populations", Journal of Marketing Research, February 1985, p. 20-29.
26. June S. Park, Michael Peters, Kwei Tang, "Optimal Inspection Policy in Sequential Screening",
Management Science, August 1991, p. 10581061; E.J. Anderson, K. Gorton, R. Tudor, "The Application of Sequential Analysis in Market Research", Journal of Marketing Research, February 1980,
p. 97-105.
27. David H. Baillie, "Double
Sampling Plans for Inspection by Variables When the Process Standard Deviation Is Unknown",
International Journal of Quality & Reliability Management, May 1992, p. 5970; Martin R. Frankel,
Lester R, Frankel, "Probability Sampling", in Robert Ferber (ed.), Handbook of Marketing Research
(New York: McGraw-Hill, 1974), p. 2-230-2-246.
28. Steven Murphy, "Moving Targets," Business Latin America, April 1, 1996, p. 4-5.
,
, . Samiee Saeed, Insik Jeong, "Cross
Cultural Research in Advertising: An Assessment of Methodologies", Journal of the Academy of
Marketing Science, Summer 1994, p. 205215.
29. Margaret E. Grosh, Paul Glewwe, "Household Survey Data from Developing Countries: Progress and
Prospects", American Economic Review, May 1996, p. 1519.
30. Taylor Humphrey, "Horses for Courses: How Survey Firms in Different Countries Measure Public
Opinion with Different Methods", Journal of the Market Research Society, July 1995, p. 211219; B.J.
Verhage, U. Yavas, R.T. Green, E. Borak, "The Perceived Risk Brand Loyalty Relationship: An International Perspective", Journal of Global Marketing, March 1990, p. 722.
31. Satish P. Deshpande, "Managers' Perception of Proper Ethical Conduct: The Effect of Sex, Age, and
Level of Education", Journal of Business Ethics, January 1997, p. 7985; I.P. Akaah, "Differences in
Research Ethics Judgments between Male and Female Marketing Professionals", Journal of Business
Ethics, August 1989, p. 375-381.
32. Marshall Rice, "What Makes Users Revisit a Web Site?", Marketing News, March 17,1997, p. 12.

442

II.

 12

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12. :

443

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10
20
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40
50
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4
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(95% 100%), 3848%, 43%.

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Eastman Kodak , , , , , .
, . , , 400 . ,
5%, (95%- ).
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i "", , ! . , I , . ? | Fun Saver Kodak 1997 [2].

444

II.

, .
(parameter) . , , , .
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.
.
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.
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.
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, , [3]. ,
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12. :

445

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SL=

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XL = fi-z<7- , X X = ^ + -.
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12.1. 95%-

448

II.

 95%- , 182 . :

v V300
. 2 " " , 95% 1,96 ; 95%-

71,96-=182,001,96(3,18) = 182,00,23
, 95%- 175,77 188,23
.
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12. :

449

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t.

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2.

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= 95%

i.

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= 55

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2

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:

(0,05}
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, (fpc}

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450

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12.3.

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95%

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453

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454

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* 1388 : 166
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456

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[17]. 12.1 " " , Arbitron
[18].
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458

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 .
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12. :

459

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, , , , 252 (277 0,91), 288 . , , , 230 , 252, 275 ,

460

II.

288, . , , ,
. , 335 .

12.4.
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( .)

12
18
13

412

325

79

277

85

(57)

(230)

91

100

275

12.2.

(Warren Mitofsky), Voter Research &
Surveys (VRS), ,
. - , 22 , 60 .
6 , 1500
.
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, ,
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.
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85, 70 40% . 12. :

461

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, , ,
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464

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, ,
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12. :

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466

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468

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1
Mark L. Berenson, David . Levine, Basic Business Statistics: Concepts and Applications, 6th ed (Upper Saddle River, NJ: Prentice Hall, 1996), Prentice /fall. Inc., Upper
Saddle River, NJ.

470

II,

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. 12. I.

12. :

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1,65. 0,4500 0,4495
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40,2 59,8. 95%- .

472

II.

 0,4750
0,0250

\ 0,4750

"\

0,0250

+z

12..
:

1. Jan Larson, "The Bicycle Market", American Demographics, March 1995, p. 4248; Bicycling Magazine's 1997 Semiannual Study of U.S. Retail Bicycle Stores. . Ann M. Kerwin, "MRI
1
Makes Sampling Changes' , The Magazine for Magazine Management, March 1, 1997,p. 15.
2. Bruce Nussbaum, "A Camera in a Wet Suit", BusmessWeek, June 2, 1997, p. 109.
3. . ., , Mark L. Berenson, David M. Levine, Basic Business Statistics: Concepts
and Applications, 6th ed. (Upper Saddle River, NJ: Prentice Hall, 1996), p. 13.
4. , .
L. Yeh, L.C. Van, "Bayesian DoubleSampling Plans with Normal Distributions", Statistician, February 1997, p. 193-207; W.G. Blyth,
L.J. Marchant, "A Self-Weighing Random Sampling Technique", Journal of the Market Research
Society, October 1996, p. 473479; Clifford Nowell, Linda R. Stanley, "Length-Biased Sampling in
Mall Intercept Surveys", Journal of Marketing Research, November 1991, p. 475479, Raphael Gillett, "Confidence Interval Construction by Stein's Method: A Practical and Economical Approach to
Sample Size Determination", Journal of Marketing Research, May 1989, p. 237.
5. Siu L. Chow, Statistical Significance (Thousand Oaks, CA: Sage Publications, 1996).
6. L. Joseph, D.B. Wolfson, "Interval-Based versus Decision-Theoretic Criteria for the Choice of a
Sample Size", Statistician, February 1997. p. 145149; Martin Frankel, "Sampling Theory", in Peter H. Rossi, James D. Wright, Andy B. Anderson (eds.), Handbook of Survey Research (New York:
Academic Press, 1983), p. 21-67.
7. , , C.J. Adcock, "Sample Size determination A Review",
Statistician, February 1997, p. 261-283; Seymour Sudman, "Applied Sampling", in Peter H. Rossi,
James D, Wright, Andy B. Anderson (eds.), Handbook of Survey Research (Orlando, FL: Academic
Press, 1983), p. 145-194.
8.
Don A. Dillman, Eleanor Singer, Jon R. Clark, James B. Treat, "Effects of Benefits Appeals, Mandatory Appeals, and Variations in Statements of Confidentiality on Completion Rates for Census
Questionnaires", Public Opinion Quarterly, Fall 1996, p. 376389; Louis G. Pol, Sukgoo Pak, "The
Use of Two-Stage Survey Design in Collecting Data from Those Who Have Attended Periodic or
Special Events," Journal of the Market Research Society, October 1994, p. 315-326.
9. Nevin J. Rodes, "Marketing a Community Symphony Orchestra", Marketing News, January 29,
3996, p. 2; "Sales Makes Sweet Music", Quirk's Marketing Research Review, May 1988, p. 1012.

12. :

473

10. M.R. Fisher, "Estimating the Effect of Nonresponse Bias on Angler Surveys", Transactions of the
American Fisheries Society, January 1996, p. 118126; Charles Martin, "The Impact of Topic Interest on
Mail Survey Response Behavior", Journal of the Market Research Society, October 1994, p. 327338.
11. A. Hill, J. Roberts, Ewings D. Gunnell, "Nonresponse Bias in a Lifestyle Survey", Journal of Public
Health Medicine, June 1997, p. 203207; Stephen W. McDaniel, Charles S. Madden, Perry Verille,
"Do Topic Differences Affect Survey Nonresponse?", Journal of the Market Research Society, January 1987, p. 55-66.
12. , . .. Chen,
"Direction, Magnitude, and Implications of Nonresponse Bias in Mail Surveys", Journal of the
Market Research Society, July 1996, p. 267276; Michael Brown, "What Price Response?", Journal
of the Market Research Society, July 1994, p. 227-244.
13. Reg Baker, "Nobody's Talking", Marketing Research: A Magazine of Management & Applications,
Spring 1996, p. 22-24; Jolene M. Struebbe, Jerome B. Kernan, Thomas J. Grogan, "The Refusal
Problem in Telephone Surveys", Journal of Advertising Research, JuneJuly 1986, p. 2938.
14. S.A. Everett, J.H. Price, A.W. Bedell, S.K. Telljohann, "The Effect of a Monetary Incentive in Increasing the Return Rate of a Survey of Family Physicians", Evaluation and the Health Professions,
June 1997, p. 207-214; J. Scott Armstrong, Edward J. Lusk, "Return Postage in Mail Surveys: A
Meta-Analysis", Public Opinion Quarterly, Summer 1987, p. 233-248; Julie Yu, Harris Cooper, "A
Quantitative Review of Research Design Effects on Response Rates to Questionnaires", Journal of
Marketing Research, February 1983, p. 3644,
15. Bill Farrell, Tom Elken, "Adjust Five Variables for Better Mail Surveys", Marketing News, August 29,
1994, p. 20; Edward F. Fern, Kent B. Monroe, Ramon A. Avila, "Effectiveness of Multiple Request
Strategies: A Synthesis of Research Results", Journal of Marketing Research, May 1986, p. 144153.
16. Sheldon Wayman, "The Buck Stops Here When It Comes to Dollar Incentives", Marketing News,
January 6, 1997, p. 9; Paul M. Biner, Heath J. Kidd, "The Interactive Effects of Monetary Incentive
Justification and Questionnaire Length on Mail Survey Response Rates", Psychology & Marketing,
September-October 1994, p. 483-492.
17. D.A. Dillman, E. Singer, J.R. Clark, J.B. Treat, "Effects of Benefits Appeals, Mandatory Appeals,
and Variations in Statements of Confidentiality on Completion Rates for Census Questionnaires",
Public Opinion Quarterly, Rail 1996, p. 376-389; Gendall, J. Hoek, D. Esslemont, "The Effect of
Appeal, Complexity, and Tone in a Mail Survey Covering Letter", Journal of the Market Research
Society, July 1995, p. 251268; Thomas V. Greer, Rita Lohtia, "Effects of Source and Paper Color
on Response Rates in Mail Surveys", Industrial Marketing Management, February 1994, p. 4754.
18. James D. Peacock, "Yes, You Can Raise Response Rates", Journal of Advertising Research, January
1996, p. RC7-RC10.
19. G.L. Bowen, "Estimating the Reduction in Nonresponse Bias from Using a Mail Survey as a Backup
for Nonrespondents to a Telephone Interview Survey", Research on Social Work Practice, January
1994, p. 115-128; R.A. Kerin, R.A. Peterson, "Scheduling Telephone Interviews", Journal of
Advertising Research, May 1983, p. 44.
20. M.L. Rowland, R.N. Forthofer, "Adjusting for Nonresponse Bias in a Health Examination Survey",
Public Health Reports, May-June 1993, p. 380-386.
21. E.L. Dey, "Working with Low Survey Response Rates The Efficacy of Weighting Adjustments",
Research in Higher Education, April 1997, p. 215227.
22. Simon Marquis, "Expectation and Election Reality are Polls Apart", Marketing, April 17, 1997,
p. 16; John Maines, "Taking the Pulse of the Voter", American Demographics, November 1992, p. 20.
23. R.C. Kessler, R.J. Little, R.M. Graver, "Advances in Strategies for Minimizing and Adjusting for Survey Nonresponse", Epidemlologic Review, January 1995, p. 192204; James C. Ward, Bertram Russick,
William Rudelius, "A Test of Reducing Callbacks and Not-at-Home Bias in Personal Interviews by
Weighting At-Home Respondents", Journal of Marketing Research, February 1985, p. 6673.

474

II.

24. J.W. Drane, D. Richter, C. Stoskopf, "Improved Imputation of Nonresponse to Mailback Questionnaires", Statistics in Medicine, February 1993, p. 283-288.
25. Alan Tse, "Estimating the Design Factor for Surveys in Hong Kong", Marketing Intelligence and Planning,
September 1995, p. 28-29; "Another Chinese Take-Off', The Economist, December 19,1992).
26. Vicki G. Morwitz, Carol Pluzinski, "Do Polls Reflect Opinions or Do Opinions Reflect Polls? The
Impact of Political Polling on Voters' Expectations Preferences and Behavior", Journal of Consumer
Research, June 1996, p. 53-67.

12. :

475

 2
(Sandra J. Bautista),
Burke, Inc.

2.1.
() (Corporate Information Center CIC)
Burke, Inc. , ,
(, " Burke" 4). ,
,
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476

II.

, . . , .

,
, . , , . , , .
,
, , .
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.. Nielsen
CACI
Eurotnonitor
Freedonia Research
The Gallup Organization
Information Resources, Inc.
Jupiter Communications
Roper Starch Worldwide
Simmons Market Research Bureau

. , (,
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2.2.

" " Coca-Cola 50% 2000
. Coca-Cola ?
, Procter & Gamble,
, . , Procter & Gamble , . Procter & Gamble , , ?
478

II.

Rubbermaid, Inc. ~ . , , . Rubbermaid , , ,

, .
, , Rubbermaid
. Rubbermaid,
, ?
Coca-Cola, Procter & Gamble Rubbermaid , . " ",
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Press, , ,
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-, Coca-Cola PepsiCo ,
Procter & Gamble Kimberly Clark , Rubbermaid Tupperware
,
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Coca-Cola ,
. Coca-Cola
, , . . Nielsen Corporation, Information Resources, Inc. (IRI) . Nielsen, IRI
.
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. 500 , ,
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480

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 Nielsen
, Nielsen . Arbitron . ,
, .

"Rubbermaid , : , , .
, Rubbermaid " " ,
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, Rubbermaid , . , , .
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Monitor. , . Yankelovich Monitor
, .

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Holman W. Jenkins, Jr., "On a Wing, a Prayer and $18 Billion", Wail Street Journal (January 21,1998,
p.A23.
Stanley W. Angrist, "Make It New", Wall Street Journal, My 10, 1997, p. A13.

481

 (Carol Raflfel), - Burke, Inc.

23. :

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482

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483

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484

II.

 2
2.1.

Weather Channel, ,
1982 , . " ,
, , , ", (Michael Eckert), Weather Channel. , , , . ? .
, Buick, Motorola Campbell's
Soup, 1995 40,8 . 1996 60 , 12 . " , ,
. - (Steven Clapp). " , , , ".
, , , 1995 . , , , ,
" ", . " , , ", - . (Hayes Roth), ,
, , . ,
Weather Channel . ,
" ", , ,
. 60
, , .
, , 11 14
, . , , . , "
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"", 1996 ,
"", , , " ",
.
,
- .
2

485

Weather Channel
.
30 , 120 , 900, , , Weather Channel. " Weather Channel , ", X. . , Weather Channel , , ,
, - 50
" ".
, 1996
,
Web- (www.weather.cora), . 40 Web- .

1997 , . " " (Know Weather, No Limits Campaign)
, ,
Chevy Blazer, 13
Guide. 76 , 6,2
. The Front
The Front (
). Weather
Channel . " , , . :" ,
. ".
, ,
, . "
, .
, , , ". - , ,
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, Weather , . , . " ,
. , , .
. ".
, .

1. Web- Weather Channel (www. weather. com). , .

2. .
3.
. ?
4. , , ? ?
5.

486

, ? ,
? ?

II.


"Big Audience Has Weather Channel Singin1 in the Rain: Weather Channel Has Been Marketing
Itself, Creating a Powerful BrandNameoverthe Past 15 Years", Marketing News, 31 February 17,1997, p. 2.
Patricia Riedman, "Geotargeting Picks up Speed in Web Marketing Mix", Advertising Age, June 2, 1997,
p. SIS.

2.2.
, , .
, , , . ,
. -
, ,
. . , . , , ,
. , 1 2% .
,
,
, . 1990- ,
(-), , .

. , 75% , , . ,
,
. 1990- , -. Marriott ,
Courtyard, -, . , Marriott Courtyard 48 8 .
20 , , , .
, Holiday Inn, ,
. Holiday Inn ,
,
. "
", (Bryan Langton).
, . Courtyard Hotels, Holiday Inn
Crowne Plaza Embassy Suites, . Holiday
Inn , a Hampton Inn ,
[ Motel 6, Red Roof, Days Inn, Super 8, Lodge.
Holiday Inn , .
, Hyatt, 58% , , 1996 , 1990 , 72% ,
. Hyatt -,
, 2

487

 , , , . Web-, , Internet,
, . Hilton Hotels , 50% , ,
(National Sleep Foundation) . (Sleep-Tight Rooms) " ". ,
, CD- , .
, , . , Roper Starch, , 25
50 47,3 . , 50 , .
1996 30 . 1995 Choice Hotels
. Select Choice 10% , .
,
. ; . , 5
, . ,
, . ,
, , , , . : . Hyatt, Classic Residence Marriott, , , Brighton Gardens.
.
, , . , , :
, , .
. 1996 320 897 .
2000 , , 222 ,
476 . , ,
.
Marriott's Residence Inn, , 1997
Holiday Inn Staybridge Suites, , Holiday Inn.
,
. ", ".

1. , . Internet?
2. . Hampton Inns , ,
. ?

488

II,

3. Hampton Inns, ?
4.
5.

.

?

Marriott . ?

Anthony Marshall, "Seniors Have Big Travel Budgets but Need Accommodation", Hotel & Motel
Management, April 7,1997, p. 17.
Nicole Harris, "Sleepless Nights at Holiday Inn", BusinessWeek, Novembers, 1997, p. 6667.
Michael Malley, "Hospitality's New Homemakers Finding Niche", Hotel & Motel Management, October
20,1997, p. 18.
"Marriott Joins Midpriced Extended Stay War", Lodging Hospitality, April 1997, p. 10.

2.3. HERSHEY

! Hershey Mars, , , 7
. Hershey 1970- ,
, . 1985 Hershey Mars 10 , 70%. , Cadbury 9%,
Nestle 6% . 1988 Hershey Cadbury
36 44%. Cadbury Dairy Milk Chocolate,
Peter Paul Mounds, Almond Joy York Peppermint Pattie Hershey . 1980- 1990- Hershey, Kisses with Almonds, Hugs, Hugs with Almonds, Amazin' Fruit Gummy Bears Cookies 'n' Mint Chocolate. 1994 Hershey Food Corp. .
1996 Hershey
Leaf North American, ,
, Jolly Rancher Good &. Plenty. , 1996 Hershey
Sweet Escapes , 1997
100 . 100
(. 1, 2).

1. Hershey
1895
Hershey
1907 Hershey Kisses
1908 Hershey Milk Chocolate Bar with Almonds
1911 5 . .
1925 Hershey Mr. Goodbar
1938 Hershey Krakel
1939 Hershey Miniatures
1945 {Milton Hershey) 88
1963 Hershey Candy Co., Reese's Peanut Butter Cups
2

489

 . I.

1966
1968

Here/ley San Giorgio Macaroni Co.

Hershey Chocolate Corp. Hershey Food Corp

1977

Hershey Y&S Candies, Inc., Twizzlers Nibs

1986

Dietrich, Hershey Luden's 5th Avenue

Hershey Foods Corp. Peter Paul/Cadbury. Peter Paul Mounds, Almond Joy York Peppermint Patties

1988
1990

1991

Hershey Kisses with Almonds

1992

Hershey Cookies '' Mint Amazin' Fruit Gummy Bears

1993
1994
1996

Hershey Hugs Hugs with Almonds

Hershey Nuggets Reese's Peanut Butter Puffs
Hershey Sweet Escapes . Hershey Leaf North American,

\ 2. !
(%)

Snickers

10,2

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& Peanut
& Plain
Kit Kat
Biitterfinger
Hershey Almond
Crunch
Milky Way
Hershey Milk

9,33

3
4
5
6

9
10

6,31
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490

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1990

2000 ()

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23

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, , 18 34 .
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. 1989 Hershey Solitaire, . ,
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. Golden Almond Nuggets Symphony.
2,2 , Big
Blocks, 50% , Hershey.
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Hershey , Kisses with Almonds. 1993
Kisses Hugs Hugs with Almonds. , Hugs Kisses "" .
.
, &
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1996 Hershey
, Sweet
Escape. , ,
. ,
Sweet Escapes 60% , . Hershey
Sweet Escape, 100 1997 . &/Mars, Milky Way Lite Three Mushketeers, . Hershey , . ,
, , . , , , Hershey .

491

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, , , , .
, , , . Hershey
New Trail. , Y&S Candies,
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North American, Hershey . Leaf
, , . , Hershey
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, , , , .

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Hallie Forcinio, "Hershey's Strategies for Leaf, Candy Industry, August 1997, p. 8083,
Judann Pollack, "Sweet Escapes; KaUueRhyne", Advertising Age, June 30,1997, p. S37.

2.4.

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492

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(%)

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Estee Lauder Beautiful

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Michael Sweeney, "Fragrances for the Millennium and Beyond", Drug & Cosmetic Industry, June,
1997, p. 42-46.
Pal Sloan, Aminda Heckman, "Fickle Mass Market Turns Cold Shoulder to Scents", Advertising
Age, September 30,1996, p. S12.

495

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for a 30-second Spot, but Many Advertisers Were Still Willing to Meet the Cost, Especially If They Could
Extend Their Visibility Beyond the Commercial", Business Week, February 2,1998, p. 70.
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MacProject, Timeline, Harvard Project Manager, Microsoft Project Category PertMaster,
2500 -, --, , -, , -,
, , , - .

1.

Reg Baker, "Nobody's Talking", Marketing Research A Magazine of Management & Applications,
Spring 1996, p. 11-A; "Study Tracks Trends in Refusal Rates", Quirk's Marketing Research Review,
August-September 1989, p. 16-18, 42-43.

2. Gale D. Muller, Jane Miller, "Interviewers Make the Difference", Marketing Research A Magazine of
Management & Application, Spring 1996, p. 89; "JDC Interviews Michael Redington", Journal of
Data Collection, Spring 1985, p. 2-6.
3. James H. Frey, Sabine M. Oishi, How to Conduct Interviews by Telephone and In Person (Thousand
Oaks, CA: Sage Publications, 1995).
4. Gale D. Muller, Jane Miller, "Interviewers Make the Difference", Marketing Research A Magazine of
Management & Applications, Spring 1996, p. 89; Jean Morton-Williams, Interviewer Approaches
(Brookfield: Ashgate Publishing Co, 1993).
5. Joseph A. Catina, Diane Bemson, Jesse Canchola, Lance M. Pollack et al, "Effects of Interviewer
Gender, Interviewer Choice, and Item Wording on Responses to Questions Concerning Sexual Behavior", Public Opinion Quarterly., Fall 1996, p. 345375; Philip B. Coulter, "Race of Interviewer
Effects on Telephone Interviews", Public Opinion Quarterly, Summer 1982, p. 278284; Eleanor
Singer, Martin R. Frankel, Marc B. Classman, "The Effect of Interviewer Characteristics and Expectations on Response", Public Opinion Quarterly, Spring 1983, p. 6883.
6. Darren W. Davis, "Nonrandom Measurement Error and Race of Interviewer Effects among African
Americans", Public Opinion Quarterly, Spring 1997, p. 183207; Raymond F. Barker, "A Demographic Profile of Marketing Research Interviewers", Journal of the Market Research Society (UK),
July 29, 1987, p. 279-292.
7. M.K. Kacmar, W.A. Hochwarter, "The Interview as a Communication Event A Field Examination
of Demographic Effects on Interview Outcomes", Journal of Business Communication, July 1995,
p. 207232; Martin Collins, Bob Butcher, "Interviewer and Clustering Effects in an Attitude Survey", Journal of the Market Research Society (UK), January 1983, p. 3958.
8. James H. Frey. Sabine M. Oishi, How to Conduct Interviews by Telephone and in Perwn (Thousand
Oaks, CA: Sage Publications. 1995); Bud Phillips, "The Four Faces of Interviewers", Journal of Data
Collection, Winter 1983, p. 35-40.
9. Pamela Kiecker, James E. Nelson, "Do Interviewers Follow Telephone Survey Instructions",
Journal of the Market Research Society^ April 1996, p, 161176; P.J. Guenzel, T.R. Berkmans,
C.F. Cannell, General Interviewing Techniques (Ann Arbor, MI: Institute for Social Research, 1983).

13.

517

10. Mick P Couper, "Survey Introductions and Data Quality", Public Opinion Quarterly, Summer 1997,
p. 317-338.
11. , Burke Marketing Research, Cincinnati.
12. "Market Research Industry Sets Up Interviewing Quality Standards", Management Auckland, March
1997, p. 12; "JDC Interviews Michael Redington", Journal of Data Collection, Spring 1985, p. 26.
13. Interviewer's Manual, rev. ed. (Ann Arbor, MI: Survey Research
Center, institute for Social Research, University of Michigan); PJ. Guenzel, T.R. Berkmans, C.F.
Cannell, General Interviewing Techniques (Ann Arbor, MI: Institute for Social Research).
14. . Interviewer's Manual, p. 1519; Michelle Marchetti, "Probing Customer Problems",
Sales & Marketing Management, March 1996, p. 46.
15. Interviewer's Manual, rev. ed. (Ann Arbor, MI: Survey Research Center, Institute for Social
Research, University of Michigan), p 16. Institute for Social
Research.
16. "Market Research Industry Sets Up Interviewing Quality Standards", Management-Auckland,
March 1997, p. 12; Jean Morton Williams, Wendy Sykes, "The Use of Interaction Coding and Follow up Interviews to Investigate Comprehension of Survey Questions", Journal of the Market
Research Society, April 1984, p. 109-127,
17. Robert F. Hurley, Jukka M. Laitamaki, "Total Quality Research Integrating Markets and the Organization", Call forma Management Review, Fall 1995, p. 5978; Martin Collins, Bob Butcher,
"Interviewer and Clustering Effects in an Attitude Survey", Journal of the Market Research Society
(UK), January 1983, p. 39-58.
18. Samuel Greengard, "50% of Your Employees Are Lying, Cheating & Stealing", Workforce, October
1997, p. 4453; Donald S. Tull, Larry E, Richards, "What Can Be Done about Interviewer Bias", in
Jagdish Sheth (ed.), Research in Marketing (Greenwich, CT: JAI Press, 1980), p. 143-162.
19. Elame D. Pulakos, Neal Schmitt, David Whitney, Matthew Smith, "Individual Differences in Interviewer Ratings. The Impact of Standardization. Consensus Discussion, and Sampling Error on the
Validity of a Structured Interview", Personnel Psychology, Spring 1996, p. 85102.
20. Jack Edmonston, "Why Response Rates Are Declining", Advertising Age's Business Marketing, September 1997, p.12,
21. Thomas T. Semon, "Select Local Talent When Conducting Research Abroad", Marketing News,
September 15, 1997, p. 28, Laurel Wentz, "Poll Europe Favors U.S. Products", Advertising Age,
September 23, 1991).
22. James E. Nelson, Pamela L. Kiecker, ''Marketing Research Interviewers and Their Perceived Necessity of Moral Compromise", Journal of Business Ethics, October 1996, p. 11071117.
23. Glen J. Nowak, Joseph Phelps, "Direct Marketing and the Use of Individual-Level Consumer Information Determining How and When Privacy Matters", Journal of Direct Marketing, Autumn
1997, p. 94-108.

518

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 INTERNET
: SPSS (www.spss.com),
BMDP (www.usc, edu/ucs/userserv/statistics/bmdp), Minitab (www.rninitab.com)
Excel (207 . 68 .137 . 59/excel/ProductInfo/Brochure/) Internet-,
, .

.

SPSS
, ,
SELECT IF PROCESS IF. PRINT
WRITE. LIST, . SPSS Data Entry II
.
.
SAS
,
, IF, IF-THEN
IF-THEN/ELSE. SELECT
. LIST
. LOSTCARD
. PRINT PRINTTO . , OUTPUT PUT
.

BMDP

TRANSFORM. USE .
. , , . ,
.
.
AM , 4D , .
Minitab

. IF
: IF, ELSEIF, ELSE ENDIF.
Excel
, , IF.
: INSERT>FUNCTION>ALL>IF.
,
. , Internet.
14.

545

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Internet , . ,
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. , Pros & Cons, Inc. (, ) PCPUNCH , , , , . ,
, ,
. , ,
.

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546

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Internet .

(weighting)
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14.

(codebook)
(cross-cultural
analysis)

(interdependence techniques)

547

 (dependence
techniques)

(pairwise deletion)

(metric data)

(scale
transformation)

(multivariate
techniques)
(nonmetric data)

(consistency checks)

(standardization)

(missing responses)

(univariate techniques)

(editing)

(data cleaning)

(fixed field
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(pan-cultural
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1.
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548

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a)
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INTERNET

1. , SPSS, SAS, BMDP, Minitab, Excel
() , , 2.
2. - , Ci3,
, 2.
. , . ?
14.

549


1. Kevin . Higgms, "Never Ending Journey", Marketing Management., Spring 1997, p. 47, Joann
Hamsthal, "Interviewer Tips", Applied Marketing Research, Fall 1988, p. 4245.
2.

Kofi Q. Dadzie, "Demarketmg Strategy in Shortage Marketing Environment", Journal of the

Academy of Marketing Science, Spring 1989, p. 157165. . Fred Davidson,
Principle's of Statistical Data Handling (Thousand Oaks, CA: Sage Publications, 1996).

3. Colin McDonald, "Linguistic Coding A New Solution to an Old Problem", Journal of the Market
Research Society, October 1996, p. 505-524, Philip S. Sidel, "Coding", in Robert Ferber (ed.),
Handbook of Marketing Research (New York: McGraw-Hill, 1974), p. 2.178-2.199.
4. Arlene Fink, How to Analyze Survey Data (Thousand Oaks, CA: Sage Publications, 1995); Pamela L.
Alreck, Robert B. Settle, The Survey Research Handbook, 2nd ed. (Homewood, IL: Irwin Professional Publishing, 1994).
5.

Serge Luyens, "Coding Verbatims by Computer", Marketing Research A Magazine of Management &
Applications, Spring 1995, p. 20-25.

6.

Norman Frendberg, "Scanning Questionnaires Efficiently", Marketing Research A Magazine of

Management & Applications, Spring 1993, p. 3842.

7. Eric L. Einspruch, An Introductory Guide to SPSS for Windows (Thousand Oaks, CA: Sage Publications, 1998); Paul E. Spector, SAS Programming for Researchers and Social Scientists (Thousand Oaks,
CA: Sage Publications, 1993); Mohamed Atzal Norat, "Software Reviews", Economic Journal: The
Journal of the Royal Economic Society, May 1997, p. 857882.
8. Vicki. A. Freedman, Douglas A. Wolf, "A Case Study on the Use of Multiple Imputation",
Demography, August 1995; p. 459470; Naresh K. Malhotra, "Analyzing Marketing Research Data
with Incomplete Information on the Dependent Variable", Journal of Marketing Research, February
1987, p. 74-84.
9. , .
10. All Kara, Chistine Nielsen, Sundeep Sahay, Nagaraj Sivasubramaniam, "Latent Information in the
Pattern of Missing Observations in Global Mail Surveys", Journal of Global Marketing, April 1994,
p. 103126; Naresh K, Malhotra, "Analyzing Marketing Research Data with Incomplete Information on the Dependent Variable", Journal of Marketing Research, February 1987, p. 7484.
11. . . Llan Yaniv, "Weighting and Trimming Heuristics for Aggregating Judgments under Uncertainty",
Organizational Behavior & Human Decision Processes, March 1997, p. 237239; Humphrey Taylor,
"The Very Different Methods Used to Conduct Telephone Surveys of the Public", Journal of the
Market Research Society, July 1997, p. 421-432.
12. Rajiv M. Rao, "Nielsen's Internet Survey: Does It Carry Any Weight" Fortune, March 18, 1996,
p. 24.
13. Arch G, Woodside, Robert L. Nielsen, Fred Walters, Gale D. Muller, "Preference Segmentation of
Health Care Services. The Old-Fashioneds, Value Conscious, Affluents, and Professional Want ItAlls", Journal of Health Care Marketing, June 1988, p. 1424, . Rama Jayanti,
"Affective Responses toward Service Providers Implications for Service Encounters", Health
Marketing Quarterly, January 1996, p, 4965.
14. Swift, "Preparing Numerical Data", in Roger Sapsford, Victor Jupp (eds.), Data Collection and
Analysis (Thousand Oaks, CA: Sage Publications, 1996), Ronald E, Frank, "Use of Transformations", Journal of Marketing Research, August 1966, p, 247253.
15. Jacques Tacq, Multivanate Analysis Techniques in Social Science Research Analysis (Thousand Oaks,
CA: Sage Publications, 1996).

550

III. ,

16. Fred Davidson, Principles of Statistical Data Handling (Thousand Oaks, CA: Sage Publications,
1996). . Naresh . Malhotra, "Modeling Store Choice Based on Censored Preference Data", Journal of Retailing, Summer 1986, p. 128144,
17. J. Douglass Carrol, Paul E. Green, "Psychometric Methods in Marketing Research Part II Multidimensional Scaling", Journal of Marketing Research, May 1997, p. 193204.
18. David Kilbum, "Haagen-Dazs Is Flavor of Month", Marketing Week, September 4, 1997, p. 30,
Mark Maremont, "They're All Screaming for Haagen Dazs", Business Week, October 14, 1991.
19. Pertti Alasuutan, Researching Culture (Thousand Oaks, CA: Sage Publications, 1995); C.T. Tan,
J. McCulIough, J. Teoh, "An Individual Analysis Approach to Cross-Cultural Research", in Melanie
Wallendorf, Paul Anderson (eds,), Advance's in Consumer Research 14 (Provo, UT: Association for
Consumer Research, 1987): 394-7.
20. Association for Consumer Research, 1987, p. 394597 . , Lisa D. Spiller, Alexander J. Campbell, "The Use of International Direct Marketing by Small Businesses in Canada,
Mexico, and the United States A Comparative Analysis", Journal of Direct Marketing, Winter 1994,
p. 716; Mee-Kau Nyaw, Ignace Ng, "A Comparative Analysis of Ethical Beliefs A Four Country
Study", Journal of Business Ethics, July 1994, p. 543-556.
21. Dianna L. Newman, Robert D. Brown, Applied Ethics for Program Evaluation Analysis (Thousand
Oaks, CA: Sage Publications, 1996); G.M. Zmkhan, M. Bisesi, M.J. Saxton, "MBA's Changing
Attitudes toward Marketing Dilemmas 1981-1987", Journal of Business Ethics, August 1989,
p. 963-974.

14.

551

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20,0

20,7

48,3

10,0

10,3

58,6

26,7

27,6

86,2

13,3

13,8

100,0

3,3

30

100,0

100,0

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, 9 . . ,
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, .
, . , 4 5 . ( ). , 30
, , 10% 5. , 10,3%. ,
5, 58,6. , 58,6%
5 .

Internet
. 15.1.

556

III. ,

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30 ), . , 0 8, . . , , .. . ()
, . .
,
, Y () () . . 15.1 . 15.2.
,
.
.
.
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, . , : ; , , ;
, , , ;
, ;
;
[3].

1.
2. , ,
3. ,
, ,
4. ,
5.
6.
7.
8.

80
66
34

28
24
12

25
15

11

43

15

281

100%

.
,
. , , .

15. ,

557

, . , ,
[4].
, :
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, . , , ,
.
(measures of location)
, ,
, , , .
(mean) , .
, . ,
.
, (mean)

,
X

Xt X, ( ).
. , . 15.2, :
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\jli2.f'+il2A
29
29
(mode) , . () . , , , , .
(mode)
, .
(median) , , .

558

III. ,

 , . 50- .
. . 15.2 5,000.
(median)
, , .. , - .
. 15.2, , , ( 4,724; 6,000;
5,000). , -. ?
, .
, . , . . 15.2. , 6,000, , 27,6% . , , ,
.
. . , . ( ). ,
.

() (measures of variability),
, ,
, , ,
.
() (measures of variability)
, () .
(range) .
. .
(range)
.
= Xuacfumihligf - !11
, . . 15.2 : 7 2 = 5,000.
(interquartile range) 75- 25- . , , />-
, />% (100 )% . , .
. 15.2 6 - 3 = 3,000.

15. , 559

 (interquartile range)
, 50% .

. (variance)
. .
, . , ,
. ,
. ()
(standard deviation) . , .
(variance)
.
() (standard deviation)
.
sx ;

-1
1 , , , , .
1 , , . , . 15.2, ;
V ={2(2-4,724) 2 + 6(3-4,724): + (4-424) 2 + (5-4,724) 2 +
+8(-4,724)2 +4(7-4,724) : }/
/28 :
{14,840+17,833 + 3,145 + 0,229 + 13,025 + 20,721} 69,793
=1
1=:
= 2,493
28
28
, ;
s,.=V2,493 =1,579
(coefficient of variation)
, .
. CV :

CV=s. /X"
(coefficient of variation)
,
.
, . Internet , . 15.2.

560

III. ,


, , .
.
.
(). ,
, .
, . (skewness), , , , .. (. 15.2).
. 15.2 0,094; .

. 15.2.
(skewness)
, .
(kurtosis) ( ) .
. -

15. , 561

, .
,
. 15.2 1,261; ,
.
(kurtosis)
.

. . .
10% .
,
( ), .
, ,
, .
12 ,
[6]. . ,
.

(.15.3).
1. 0 ,.
2. ( )
( , -).
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4. . .
5. , ( 2)
, .
: , .
6. - (, ) . : , - .
7. , ,
.
8. .

562

III. ,

i
,

. 15.3.

1.
.
(null hypothesis) ,
( ) . - .
(null hypothesis)
, { ) . - .
(alternative hypothesis) , ,
( ) . ,
- . , .
. (, , , ), -

15. , 563

 (, X ). : , , ,
. ,
, .. , , , . , .
(alternative hypothesis)
, (
) . , -
.
,
. , . ,
Internet. , 40% Internet .
:
0 :<0,40

, : > 0,40
0 , ,
Internet. , , , , Internet- .

(one-tailed test), :
Internet, , 0,40.
(one-tailed test)
, .
, , ,
Internet, , 40%.
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0 : =0,400
,: * 0,400
(two-tailed test)
, .
,
. - , . , , , .
. , 3.

564

III. ,

 2.

( ).
. (test statistic) ,
, .
(test statistic)
. , , (t-) - .
,
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~^.

3.
,
. .
I (Type I error) , , , , .
I (Type I error)
-, ,
, .
I , , , , , , 0,40 (40%),
0,40. I ()
(level of significance).
(level of significance)
.
,
. , .
II ( II error) , , , , .
II , , , ,
, , 0,40, 0,40. II *. ,
, -

15. , 565

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I () II (|3) . 15.4. (1 - ) II .

., = 0,45

zp =-2,330

-|

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II (Type I error)
-, ,
< , .
(power of a test) (1 |3) , . (3 ,
. (, 0,001) . . 0,05; 0,01; . , ,
. , . ,
.
(power of a test)
,
.

4.
, I II , -

566

III. ,

. .
30 Internet 17 ,
Internet. , Internet
= 17/30 = 0,567.
> :
= 0,089

\
30
z :
-- 0,567-0.40 _
;=
0,089

5. z-
(. 2 ),
z, 1,88 (. 15.5).

= 0,9699

= 0,0301

. 15.5.

- 1,88 0,9699. ,
2=1,88 1,0000 0,9699 = 0,0301. , , , = 0,05
, 1,64 1,65 1,645. ,
/2. /2 .

6 7.
z-

, , , 1,88, 0,0301. , 0,567
-0,40 . , 0,05. , . . , z- = 1,88 ( ), 1,645. , .. . ,
, .
15. , 567

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: ,
(TS C K ), .
, TSCAL ,
.
:
TSCAI < (), ,

51> 5 , .

8.

.
, , Internet, Internet, , 0,40. , Internet.
. 15.6,
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^
1

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L

/:

. 15.6,
, , ,
. ,
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, , .
?
568

III. ,

( , , ) (,
)?
?
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.
, - (cross-tabulation)
,
, .
-
. , ,
, , . , . ,
() .
, .
, , Internet .
,
, . Internet
, , -
. 15.3.
1

15.3, Internet

Internet

(1)

10

15

(2)

10

15

15

15

-
. ,
. . 15.3 , 10 , , Internet . , 30 15 , Internet, a 15 . , 15 ,
15 . , . - (contingency tables).
(contingency tables)
- ,
.

15. , 569

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;
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- , ;
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- .
- , Internet, . 15.3. Internet ?
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.
, -,
(. 15.4) (, 15.5).

15.4. Internet

Internet

33,3%

66,7%

66,7%

33,3%

100,0%

100,0%

15.5. Internet
Internet

33,3%

66,7%

100,0%

66,6%

33,3%

100,0%

? , , [9]. ,
, (, 100%).
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570

III. ,

 . 15.4. ,
Internet, . , 66,7%, Internet, ,
33,3%.
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Internet , .
. , , Internet
, .
.

. . 15.7, .
1. , .
2. , , , , .
3. , .
.
4. [10].

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, .
.
, . 15.6.

15. , 571

 15.6.

()

( )

31%

52%

69%

48%

100%

100%

700

300

:
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, .
^
^
'^
^

15.7.

40%

25%

60%

65%

60%

75%

40%

100%
400

!00%

100%
300

100%

35%

120

180

. , . 15.7.
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25% , ,
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( ).
, , , .
.
, 30
. , (. 15.8).

15.8.

32%
68%
100%
250

572

21%
79%

100%

111. ,

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21%.
, . ,
, . . 15.9.

15.9

20%

20%

40%

4D:-b

80%

80%

60%

60%

100%

100%

100%

100%

100

700

150

50

, , ,
, . , , , .
.
, , , .
(. 15.10) . , , . 15.11.

I 15,10. ;

45

45

50%

50%

50%

50%

100%

100%

500

500

| 15.11. ,
|

45

45

45

45

60%

40%

35%

65%

40%

60%

65%

35%

100%

100%

100%

100%

300

300

200

200

15. , 573

 45 60% , 45 40%. : 45
35%, 45 65%.
, ,
"", . 15.10. ,
. 15.11, : .
. , ,
. ,
. - : , . 15.12.

15.12.

65%

65%

35%

35%

100%

100%

500

500

( ) 500
: , ,
: .
. 15,13. .

15.13.

65%

65%

65%

65%

35%

35%

35%

35%

100%

100%

100%

100%

250

250

250

250

-
, , . ,
,
. , ,
, , . , - , 574

III. ,

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. , .
, , - "".
.

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!

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. .
. ,
. ,
, , . : , /, /, .
, . , , .
:

J,

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, , , .
. 15.3 , , :

30

30

, -*

= 7,50;
15X15.7.50.
30
30
%~ :

15. , 575

. 15.3 # :

(5-7,5)' ; (10-7,5)* t (10-7,5) | (5-7.5)

7,5
7,5
7,5
7,5
= 0,833 + 0,833+0,833 + 0,833
= 3,333
, ,
2
, , 2
. % (df).
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. -
( ) ( ) , .. df =(-1)(-1) [11]. (0) , 2
2
,
, . 15.8.

;
0

'1,

. 15.8.
}
2 (chi-square distribution) ,
[12]. - . . 3 .
(
. 15,8) -. ,
= 0,05 2 3,841. , , 3,841, 0,05. , , 0,05, , , 2 3,841.
2 (Chi-square distribution)
,
. - ,
(. 15.3) (2 1) (2 1) = 1.
2 3,333. , 3,841,
. ,
,
0,05.

576

lit. ,

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,
( ). %2 .
.
, .
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. ,
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:
( 2 2).
- j;2.
:

- , 0, ,
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1 . (
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, .
.

- 2 2,
(contingency coefficient) .
(contingency coefficient)
.

15. , 577

:
f-i ___

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/V

Vr+

0 1.
(.. ),
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( ).
. . 15.3
:
3,333+ 30
. ,
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V- (Cramer's V)
, , , 2 x 2 .
, , 2 x 2 , -,
. - -
, . . , - 0 1.
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V- . 15.3 :

, . V = . 2 x 2 . "".

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"" , . "" (asymmetric lambda) ,
I

"" (asymmetric lambda)

. "" 0 1.

578

III. ,

 "" 0 1. "", ,
, . 1
, . , .
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.

"" (symmetric lambda)

"" ,
. ,
.

"" , . , ,
[14]. ""
. 15.3, Internet, 0,333.
,
0,333, .. 0,33%.
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, .2 . , may bt may .
,
, ,
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b (tau b)

, .
,
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1) . ,
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, .
, , , .
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 "" (gamma)
, .
.
. 15.3, , .
-. , : , 17.

-
- .
1. , ,
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(-, , - ,
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3. 0 , ,
.
4. , ""
, . 0 , , ,
.

.
.
. 15.9.
, . 15.9, , . 14.6. , . 14.6 ( )
(ANOVA) (K-W ANOVA)
( 14), , 15.9 . ,
. (parametric tests)
, .
(parametric tests)
, .
(nonparametric tests) , .
(nonparametric tests)
, .

580

III. ,

-)

(-
z-

t-
I-

(-

-
-

. 15.9.
: ,
. 14, , , , . , .
, ,
, . ,
(),
.
/-. /-
.
. , , , -,
-, .
{/-
(MannWhitney), .
^- .

. / -. , , , . .

15. , 581


.
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, t-. ,
.
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( , ) .
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( , ) .
, ,
2
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, ( < 30).
s: / -
, -. . , (120 )
t~ . . 4 /-.

(- .
1. (0) (,).
2. /-.
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5. t -, , ffa .

582

III. ,

6.
. 4 . (, / -).
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, 6,
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8. .
/- , .

.
: 15%;
65% ; 80% . ,
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, Internet
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(-,}

5,385
0,297
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15. , 583

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, .
- :

_
1.5
_ 15 _ 0 2 ? 9

V29 5,385
~Viif7

(4/724-4,0) 0/724
0,279
0,279
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, 2,595). , , /-.

, .

,
; , - ; , ; 1 2. ,
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(independent samples)
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,
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m + ni-2

584

III. ,

 /- :

(,+ 2 2).
,
f- - . ^-. ,
[17].
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:

F-, (F-test)
.
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F

(ni-0>:-.)=^T'

, 1;
2;
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F- (F-statistic)
F- .
, F- (F-distribution)
: .
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, :
.
f- . 5 . F-
, 0 /-, . , f-cra-racTHKH ,
/-, .
, . 15.1 , Internet Internet .
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15. , 585

 15.14. -

15
15

9,333

4,0

3,867

1,68

F-
F-

15,507

0,000

t-

t-
4,492

t-

28

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4,492

18,014

0,000

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.

789 65
.
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(-

1,787

2,000

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2,030

2,335

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()

2,188

3,098

0,000

586

III. ,


4,001
() 3,177
,
3,456

4,095
3,325
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0,305
0,137
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.
.
. ,
. 15.1, , Internet
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0 :*,=*,
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-. ,
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1 2
, :

= 0,05. . 15.15 -
:
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P=i

^ L = 0,567
(15 + 15)
*. =.|0,567,43-1 + ^1 =0,181
,
0,181
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, - 1,96. , , . ,
(0,733) (0,400) . , , - ( 15 ).

.
(paired samples), .
15, , 587

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,
.
, () , (). , , t- (paired samples t-test).
t- (paired samples t-test)
.
/- , ,
D, . /-. 1, . :

Internet (. . 15.1) Internet Internet-. . 15.15.

15.15. t-

Internet

30

5,167

1,234

0,225

Internet- 30

4,100

1,398

0,255

Internet Internet-

1,067

0,1511

O.OOQ

7,059

29

0,000

0,828

0,609

Internet 5,167, Internet-

4,10. 1,067
0,828 0,1511. /- (1,067/0,1511) =
7,06 , 30 I = 29 , 0,001.
, Internet, Internet . 15- 30-.
588

III. ,

.
15-
30- 83 - . (1 , 5
) 15- 30-
; , , . ,
30- .
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15

30

15

30

15

30

15

30

2,5

1,9

2,7

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3,7

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[19].
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ft

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,
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test) .
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(Kolmogorov-Smirnov (K-S) one-sample test)
.
- . ,-
() , , . -

15. , 589

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= \, - ;
.
, , ^. = 0,05 ( 35 ) l,36vn [20]. , ^- .
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I 15.16. - *
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()

6,600
4,296
30

K-S z-

0,222

0,222

-0,142

1,217

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,
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0,05, . . , Internet .
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. ,
.
.
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.

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590

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.
, G .
[21].

, , , {/-
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1, 2. ,
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, , , , .
Internet , {/- . . 15.17.

15.17. {/- -
(/- - W-
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20,93

15

10,07

15

30

31,000

151,00

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0001

. U ~ - -,
W W- ,

i U-, z-.
,

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15. , 591

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.

. (twosample median test) ,
. , ^/- ,

, .
(two-sample median test)
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. , U- -.
(Kolmogorov-Smirnov two-sample test)
, . , , , .
-
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, .
, , .
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500 ? , , , . "
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;
(%)

77

26

43

19

68

15

32

35

16

- = 0,05
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592

III. ,


. . .

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.
. -. , , z ,
, , 0, 1 .
f- [25].
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,
, .
, /-
Internet Internet-. ,
, .
. . 15.18.

15.18.

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

internet Internet-
(Internet- - internet}

-
+-

23

12,72

7,50

30

= -4,207

= 0,0000

, , /-. 23 ( Internet, Internet-).

12,72. , (
Internet-, Internet).
7,50. , 6 , .. 6 .
, Internet, Internet. , ^- , 0,05, .
(sign test)

,
, .

15. ,

593

 (sign test) [26].

, , , .
,
, -.
-. . 15.19.

15.19. :

-


(-,
z-,

z -

(-
F-

z-
-

f- - ,

(-

- . -

. 15.19 . 15.9. . 15.19

/. 15.1 " " , 15.2 " " .
15.1.

1990- .
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594

III. ,

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. , , . 100 ,
. 39% ,
, 38% . , , , , -
, , .
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0: .
//,: .

Colgate, .
.
/- [28].

15.2.
,

, , , , . , Business Week, 46%

, . Time , 76% , (, , ) , . , (louche Ross), ,
- -
[29].

INTERNET
(SPSS, SAS, BMDP) ,
. : FREQUENCIES (SPSS), UNIVARIATE (SAS) 2D (BMDP).
(FREQ SAS, 4D BMDP) [27].

15. , 595

SPSS
SPSS FREQUENCIES. , . , .
, DESCRIPTIVES. ,
DESCRIPTIVES, FREQUENCIES. DESCRIPTIVES , . MEANS
, .

SAS
SAS UNIVARIATE. , .
FREQ, FREQ . ,
MEANS, SUMMARY TABULATE. , FREQ
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Stats1^Descriptive Statistics. ,
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Excel

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CROSSTABS
(SPSS), FREQ (SAS) 4F (BMDP). , , . TABULATE (SAS) , , . Minitab - Stats'*Tables. Tables.
Data1^Pivot Table Excel.
: , ,
. . ChiTest
Insert^Function^Statistical^ChiTest.

596

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 {/- - (MannWhitney U-test)

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(alternative
hypothesis)
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lambda)
(skewness)
(binomial test)
,
(frequency distribution)
() ,
(test statistic)
(gamma)
(two-tailed test)

(Kolmogorov
Smirnov two-sample test)

(two-sample median test)
(variance)
(coefficient of
variation)

(contingency coefficient)
(sign test)
(Wilcoxon matched-pairs signed-ranks test)
(run test)
(median)
(interquartile
range)
(mode)
(power of a test)
(independent
samples)
(nonparametric tests)

(null hypothesis)

(Kolmogorov
Smirnov one-sample test)
(one-tailed test)
I (type I error)
II (type II error)
(parametric tests)
(paired samples)
- (paired samples t test)
(measures of
variability)

(measures of location)

, - (crosstabulation)
(range)
- (chi-square
distribution)
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lambda)
, (mean)
() (standard deviation)
t - ( t -statistic)
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(contingency table)
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(kurtosis)

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600

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: 80 110 0 40 70 80
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INTERNET

1.

(SPSS, SAS BMDP)

3.

1. Chow-Hou Wee, Mei-Lan Choong, Siok-Kuan Tambyah, "Sex Role Portrayal in Television Advertising", International Marketing Review, January 1995, p. 49-64; . Gilly, "Sex Roles in Advertising: A Comparison of Television Advertisements in Australia, Mexico and the United States",
Journal of Marketing, April 1988, p. 75-85.
2. Melissa Dowling, "To Go Direct or Not", Catalog Age, September 1, 1997, p. 5; Troy A. Festervand, Don R. Snyder, John D. Tsalikis, "Influence of Catalog vs. Store Shopping and Prior Satisfaction on Perceived Risk", Journalof the Academy of Marketing Science, Winter 1986, p. 2836.
3. Saviour L.S. Nwacukwu, Scott. J. Vitell, Jr., Faye W. Gilbert, James H. Barnes, "Ethics and Social
Responsibility in Marketing: An Examination of the Ethical Evaluation of Advertising Strategies",
Journal of Business Research, June 1997, p. 10718; Shelby D. Hunt, Lawrence B. Chonko, "Ethical
Problems of Advertising Agency Executives", Journal of Advertising, Fall 1994,p. 1624.
4. , Mary Jo Bitner, Bernard H.
Booms, Lois A. Mohr, "Critical Service Encounters: The Employee's Viewpoint", Journal of
Marketing, October 1994, p. 95-106.
5. . , ,
Mark L. Berenson, David M. Levine, Basic Business Statistics: Concepts and Applications, 6th ed.
(Englewood Cliffs, NJ: Prentice Hall, 1996).
6.
.
7. Thomas T. Semon, "Let's Hear It for Disaggregate Analysis", Marketing News, March 25, 1996,
p. 10; O. Hellevik, Introduction to Causa! Analysis: Exploring Survey Data by CrossTabulation (Beverly
Hills, CA: Sage Publications, 1984).
8. Lawrence F. Feick, "Analyzing Marketing Research Data with Association Models", Journal of
Marketing Research, November 1984, p. 376-386. . Wagner
A. Kamakura, Michel Wedel, "Statistical Data Fusion for Cross-Tabulation", Journal of Marketing
Research, November 1997, p. 485-498.
9. Wayne Lenell, Robert Boissoneau, "Using Causal-Comparative and Correlational Designs in Conducting Market Research", Journal of Professional Services Marketing, February 1996, p, 59-69.
10. R. Mark Sirkin, Statistics for the Social Sciences (Thousand Oaks, CA: Sage Publications, 1997).
11. Marjorie A. Pett, Nonparametric Statistics for Health Care Research (Thousand Oaks, CA: Sage Publications, 1997). . .. Lancaster, The Chi-Squared
Distribution (New York: John Wiley, 1969).

15. , 601

12. Mark L. Berenson, David M. Levine, Basic Business Statistics: Concepts and Applications, 6th ed.
(Upper Saddle River, NJ: Prentice Hall, 1996):
13. - . , . ., , John E, Overall, "Power of
Chi-Square Tests for 2 x 2 Contingency Tables with Small Expected Frequencies", Psychological
Bulletin, January 1980, p, 132-135.
14. "", . . L.A. Goodman,
W.H. Kruskal, "Measures of Association for Cross Classification: Appropriate Sampling Theory",
Journal of the American Statistical Association, June 1963, p. 310364.
15. Rohit Verma, John C. Goodale, "Statistical Power in Operations Management Research", Journal of
Operations Management, August 1995, p. 139152.
16. . ,
.
17. , , - (Behrens-Fisher).
,
18. Anne L. Balazs, "Positioning the Retail Shopping Center for Aging Customers", Stores, April 1995,
p. RR10RR11; James R. Lumpkin, James B. Hunt, "Mobility as an Influence on Retail Patronage
Behavior of the Elderly: Testing Conventional Wisdom'', Journal of the Academy of Marketing Science,
Winter 1989, p. 1-12.
19. Eleflheria Parpis, "Playing for the Ring", Adweek (Eastern Edition), January 19, 1998, p. 2931;
Larry Dunst, "Is It Possible to Get Creative in 15 Seconds?", Advertising Age, November 29, 1993,
p. 18; Jerry A. Rosenblatt, Janett Mainprize, "The History and Future of 15-Second Commercials:
An Empirical Investigation of the Perception of Ad Agency Media Directors", in William Lazer, Eric
Shaw, Chow-Hou Wee (eds.), World Marketing Congress (International Conference Scries), vol. IV
(Boca Raton, FL: Academy of Marketing Science, 1989), p. 169-177.
20. Gopal K. Kanji, 100 Statistical Tests (Thousand Oaks, CA: Sage Publications, 1993); Donald L.
Harnett, Statistical Methods, 3rd ed. (Reading, MA: Addison-Wesley, 1982).
21. Marjorie A. Pelt, Nonparametric Statistics for Health Care Research (Thousand Oaks, CA: Sage Publications, 1997),
22. , , . .
Y.K. Cheung, J.H. Klotz, "The Mann-Whitney-Wilcoxon Distribution Using linked
Lists", Statistica Sinica, July 1997, p. 805-813.
23. t - "-" 2x2 .
: #:.< = >.<<,+ ; -2). -
, , / - - .
24. James R, Crum, Pradeep A. Rau, Stephen K. Reiser, 'The Marketing Research Process: Role Perceptions of Researches and Users", Journal of Advertising Research, DecemberJanuary 1988, p. 9
21. , Cyndee Miller, "Gallup Brothers Analyze the Research Industry", Marketing
News, January 6, 1997, p. 2.
25. U. Kalwani, Narakesari Narayandas, "Long-Term Manufacturer-Supplier Relationships: Do
They Pay Off for Supplier Firms?", Journal of Marketing, January 1995, p. 116.
26. Marjorie A. Pett, Nonparametric Statistics for Health Care Research (Thousand Oaks, CA: Sage Publications, 1997); J.G. Field, "The World's Simplest Test of Significance", Journal of the Market
Research Society, July 1971, p. 170-172.

602

III. ,

27. Eric L. Einspruch, An Introductory Guide to SPSS for Windows (Thousand Oaks, CA: Sage Publications, 1993); Paul E. Spector, SAS Programming for Researchers and Social Scientists (Thousand Oaks,
CA: Sage Publications, 1993); Mahamed Afzal Norat, "Software Reviews", Economic Journal: The
Journal of the Royal Economic Society, May 1997, p. 857882; John Wass, "How Statistical Software
Can be Assessed", Scientific Computing and Automation (October 1966).
28. Leslie de Chernatony, Chris Halliburton, Ratna Bernath, "International Branding: Demand or Supply Driven", International Marketing Review, February 1995, p. 921.
29. Lawrence B. Chonko, Ethical Decision Making in Marketing (Thousand Oaks, CA: Sage Publications,
1995); G.R. Laczniak, E. Murphy, "Foresting Ethical Marketing Decisions", Journal of Business
Ethics, October 1991, p. 259-271.

15. , 603

 16

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y

(JO - 6,067) 2 + (9-6,067) 2 + (10-6,067) 2 + (8 - 6,067)2 + (9 - 6,067)2 4- (8 - 6,067)2 +

+(9 - 6,067) 2 + (7 - 6,067)2 + (7 - 6,067)2 + (6 - 6,067)2 + (8 - 6,067)2 + (8 - 6,067)2 +
+(7 - 6,067)2 + (9 - 6,067)2 + (6 - 6,067)2 -b (4 - 6,067)2 + (5 - 6,067)2 + (5 - 6,067)2 +
+(6 - 6,067)2 + (4 - 6,067)2 + (5 - 6,067)2 f (7 - 6,067)2 + (6 - 6,067)2 + (4 - 6,067)2 +
+(5 - 6,067) 2 + (2 - 6,067)2 + (3 - 6,067)2 + (2 - 6,067)2 + (1 - 6,067)2 + (2 - 6,067): =
= (3,933)2 + (2,933)2 + (3,933)2 + (1,933)2 + (2,933)2 + (1,933)2 + (2,933): ..- (0,933)2 +
+(0,933) 2 +( -0,067)2 + (l,933) 2 +(l,933) 2 -f -(0,933) 2 +(2,933) 2 + (- 0,067)2 (- 2,067)2 +
+(- 1,067)2-f- (- 1,067)2 + (- 0,067)2 + (- 2 ,067)2 + (- 1,067)2 + | - 0,067)2 (- 0,067)2 +
+(- 2,067)2 M-l,067) 2 +(-4,067) 2 + (-3 ,067)2 + (- 4,067)2 + ( - 5,067)2 (- 4,067)2 =
=185,867

SSX = 10(8,3 - 6,067)2 + 10(6,2 - 6,067)2 + 10(3,7 - 6,067)2 = 10(2,223)2 + ()2 + 10(- 2,367)2 =
=106,067
^^= ( - 8,3)2 + (9 - 8,3)2 + (10 - 8,3)2 + (8 - 8,3)2 + (9 - 8,3): + (8 - 8,3)2 + (9 - 8,3)2 +
+(7 - 8,3)2 + (7 - 8.3)2 + (6 - 8,3)2 + (8 - 6,2)2 + (8 - 6,2)2 + (7 - 6,2)2 + (9 - 6,2)2 +
+(6 - 6,2)2 + (4 - 6,2)2 + (5 - 6,2)2 + (5 - 6,2): + (6 - 6,2)2 + (4 - 6,2)2 + (5 - 3,7)2 +
+(7 - 3,7)2 + (6 - 3,7)2 + (4 - 3,7)2 + (5 - 3,7)2 + (2 - 3,7)2 + (3 - 3,7)2 + (2 - 3,7)2 +
+(1 - 3,7)2 + (2 - 3,7)2 = (1,7)2 + (0,7)2 + (1,7) +( -0,3)2 + (0,7)2 + (~0,3)2 + (0,7)2 +
+(-1,3)2 + (-1.3)2 + (-2,3)2 + (1,8)2 + (1,8)2 + (0,8)2 + (2,8)2 + (-0,2)2 + <-2,2)2 + (-1.2)1 +
+(-1,2)2 + (-0,2)2+ (-2,2)+ (1,3)2+ (3,3)2+ (2,3)2+ (0,3)2+ (1,3)2+ (- 1,7)2+ (- 0,7)2 +
+(- 1,7)2+ (- 2,7)2+ (- 1,7)2= 79,80
,
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185,867=106,067 + 79,80
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, 57,1% () , . .

614

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= 106,067 + 53,333 = 159,400). (2 + 1) = 3.
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MS-quf 3,267/2 = 1,633.
, = 106,067 + 52,333 + 3,267 = 162,667 2 + 1 + 2 = 5 , ,
162,667/5 = 32,533. ,
. 16.4. , :
SSoulu6KU = 23,2c (30 3 x 2 ) 24 , $= 0,967.
16.5.

of

106,067

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INTERNET

1.

(SPSS, SAS, BMDP,

Minitab Excel), . 16.2. ANOVA,
ANOVA .
.
2. , 3.

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, . Amir Frez,
Matthew . Bloom, Martin T. Wells, "Using Random Rather Than Fixed Effects Models in MetaAnalysis: Implications for Situational Specificity and Validity Generalization'', Personnel Psychology,
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8. Dawn Wilensky, "Cents and Sensibility", Discount Store News, March 4, 1996, p. 1819; Denise T,
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16.

639

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+ (12 - 9,33) (10 - 6,58) + (6 - 9,33) (4 - 6,58)+
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+ 7,1289 + 11,0889 + 1,7689 + 53,7289+
+ 75, 1689 + 0,1089 + 58,8289 + 53,7289 = 304,6668
2

(, -) = (6 - 6,58)2 + (9 - 6,58)2 + (8 - 6,58)2 + (3 - 6,58)2

i-i
2

+(10 - 6,58) + (4 - 6,58) + (5 - 6,58) + (2 - 6,58) +

2
2
2
2
+ (11 - 6,58) + (9 - 6,58) + (10 - 6,58) + (2 - 6,58) =
= 0,3364 + 5,8564 + 2,0164 + 12,8164+
+ 1 1,6964 + 6,6564 + 2,4964 + 20,9764 +
+ 19,5364 + 5,8564 + 1 1,6964 + 20,9764 = 120,9168

=0.936.
,
^(304,6668X120,9168)
= 0,9361, 1. , . ,
():
, , .
,
, (. 16). ,

=
--

_SS,

ssy

_ - _

, * , . , 2 .
, , X. , , . ,
. , = 0 X Y. , " . , (. 17.1).
, , (). . , , X , . , . ,
,
. [3].

644

III. ,

-3

. 17. 1. , ~0
,
, . :

, , :
-2
\-2

/- 2 [4]. , , . 17.1, /- :
I = 0.9361

12-2
2

1-(0,9361)

12 2 = 10. /- (. 4
) t- = 0,05 2,228. , .
,
. , ,
.
.
, . , . 1,00, . , .
Vt 5 :

17.

645

V,

Vg

V9

V<

V5

V,
Vi

0,5

V,

0,3

0,4

V4

0,1

0,3

0,6

Vs

0,2

0,5

0,3

0,7

,
. .

,
,
(partial correlation coefficient) ()
.
(partial correlation coefficient)
(, ) .

,
,
( )?
, ?
,
?
, X
Y, Z. , Zn3 X. X Z, X, Z.
X X, X. Y, , ^.. , , ,
.

, ,
Y, ,
, , , 2. . 17.1.

646

III. ,

 :
| =0,9361,

rv), =0,7334,

1], =0,5495

:
0,9361-(0,5495)(0,7334)
. = .
V
V =0,9386
1
^1-(0,5495)'>/1-(0,7334)
, , ,
.
,
, (). , . ^ ,
Z,
..
. ( + /)-
, - .

(, 15). ' / , ' Z, ( ) Y. X Y , Z , ()
(), = 0,28. , , . , . , (), rhi = 0,48,
, rch =
0,56. ,
, .
, , . ,
rclll = 0,02,
, . ,
. ,
, ,
(. 15) [5].
(part correlation coefficient). YH X, X, Y.
(part correlation coefficient)
Y X,
X ( Y).

ry(3S} :

_ ~ Wp

(1|

17.

647

 , , :
0,9361-(0,5495){0,7334)
r.-*!
=, - ^ = 0,63806
vu
0
*: '
, . , , .
, .
.
. , , , . ,
? Shopping
Budapest . , : ,
, , .. , . ,
.
. , , .
. Saatchi & Saatchi
Shopping Budapest, ,
[6].

. ,
. ,
(nonmetric correlation): . (Spearmen1
rho ps) (Kendall's tau ).
(nonmetric correlation)
,
.

, , , , . 1 +1 (. 15).

648

III. ,

 , ,
. , . ,
, . , ,
( ). , ,
( ) [7].
, , .

(regression analysis)
.
(regression analysis)
.

.
1. ; ?
2. : ?
3. : , .
4. .
5.
.
, .
,
() . - .
, - . , .

(bivariate regression) (
) ()
(). . , ,
.
17.

649

 (bivariate regression)
( ) : .

, , .

?
,
?
?

?
,
.

,

, ,
. ; = j$0 + / + elf
Y~ , X , ,
0 OY; 0; ,
(), /- ,
1
.
2
. .
0 1 , X.
() Y. Y, = + ,
Y, 0<, /^.
. .
( ). , ( ), .
, SEE .
. ,
SEk, .
. -, -. X (
) , .
.
, ,
e .

()
(). . . .

650

III. ,

(-, /- 2 , , X
: , = 0, / = %.-. .

, ,
. 17.2.

SHE

!
. 17.2.
, , (. . 17.1). ,

,
. , .
,
17.

651

 . . ( ) ^( ) . 17.3.

I
2,25

J
4,5

6,75

11,25 13,5

15,75

18

. 17.3. :

,
. :
. , X
.
"" , ?

(least-squares procedure).
(least-squares procedure)
, , .
,
.
. , . (. 17.4)
,
, ^ef .

. , X , . 17.4,
X, . , X , ,
.

652

III. ,

^ '

: YJ
I

"2

"3

l
Y

"4

.
V

"5

Puc. 17.4.

:
Y , , X , ,
, , OY, ( ).
, X. , ,
Y.
. , , . :
,~ , 1- [8].
, 0/ .

, ft, , (), :
Y, = + ,

Y, Y, , , /3,, ,
.
" . [9].
" Y(COV^) X :
COV^ _
=

-- "- ---

17.

653

, OY , :
=-
. 17.1 :

+ (8)(5) + (2)(2) + (18)(11) + (9)(9) + (17)(10) + (2)(2) = 917

*; = 2 + 122 + 122 + 42 + 122+ 6:+

;=i
2
2
2
2
3
2
+ 8 + 2 + 18 + 9 + 17 + 2 = 1 350
, ,
:
~
_ =9,333
Y =6,583
= 12, ;
917-(12)(9.333)(83)
1350-(12)(9,333)

a = F-? = 6,583~(0,5897)(9,333) = 1,0793

, ( )
. , .

(standartization) , , , , 1 ( 14). , , OY, 0. "" " "-. YnoX, , " Y, Byv , ()
Y;
= *V = '

, . 17.2, "" -
0,9361.

654

III. ,

 17.2.

0,93608

R2

0,87624

0,86387

1,22329

105,95222

105,95222

10

14,96444

1,49644

F = 70,80266 F 0,000

0,58972

0,07008

0,93608

8,414

0,0000

()

0,74335

1,452

0,1772

1,07932

, .

" ,
:
JSfcft-O

,: *
, . . , X , , . . / 2 ,

~SEb
SEh ,
b [10]. (- 15.
( SPSS) . 17.1, ,
. 17.2. , OY, 1,0793,
( ) b 0,5897. , ()
( Y ) = 1,0793 + 0,5897 ( )
, b 0,07008, / : / = 0,5897/0,0701 = 8,414 - 2 = 10 . . 4 , ^- 10
= 0,05 2,228 . /- , .
,
.
, ( ). ,
, .

17.

655



2
Yvi X. . 2
2
i . 0 1. Y,
, Y
( 16). . 17.5, SSy
, , SSpeipecctta,
, SSouai6KU SS''
a
1 ./ ,

SSres

1 ,
J

S5

r.g

. 17.5
SSy

;
2 _ -

SS,.

2,
.
,

;
(Y.) = 1,0793 + 0,5897 ( )
. 17.1

656

III. ,

(Yt)= 1,0793 + 0,5897 x 10 = 6,9763

( ): 8,1557; 8,1557; 3,4381; 8,1557; 4,6175; 5,7969; 2,2587; 11,6939; 6,3866;
11,1042; 2,2587. ,
=

2=

*- 5^ ~^)

6 9763

<'

- 6,5833) + (8,1557 - 6,5833)

(8,1557 - 6,5833) + (3,4381 - 6,5833)

2
2
+ (8,1557 - 6,5833) + (4,6175 - 6,5833)
2
2
+ (5,7969 - 6,5833) + (2,2587 - 6,5833)
2
2
+ (11,6939 - 6,5833) + (6,6866 - 6,5833)
2
2
+ (11,1042 - 6,5833) + (2,2587 - 6,5833)
= 0,1544 + 2,4724 + 2,4724 + 9,8922 + 2,4724
+ 3,8643 + 0,6184+18,7021+21,1182
+ 0,0387 + 20,4385 + 18,7021 = 105,9522

^ = ( ' -^ = (6 - 6,9763) + (9 - 8,1557) + (8 - 8,1557)

I=L
2
:
2
+ (3 - 3,4381) + (8 - 8,1557) + (4-4,175)
3
2

+ (5 - 5,7969) + (2 - 2,2587) + (11-11,6939)

2
2

+ (9 - 6,3866) + (10 - 11.1042) + (2 - 2,2587) = 14,9644

, SSy = SS^p,,^ + 55'.,,|. ,
SS IV--'^.^
105 9524 .-, n

SS,

onz

120,9168

= ./2

X Y
( ) . :

, , /-"-:

SS

/in -2)

F- 1 - 2 , /-"- /- (. 15). /- - , t2 F- 1
- . , /-"-
:

/4: /=0
,:/0
. 17.2 ,
105
.
= (105.9522 + 14,9644)
. /-"- :
F. - ^^ _ = 70,8027
(105,9522 + 14,9644)
1 10 , /'- , 4,96 ( . 5 ). , -

17.

657

 = 0,05, /-. ,
Y, ", .

() ,
SEE.
:

?^

*
rt-2
, , k

SEE
Y, [11].
. / X, 0,
. ,

Y=a+bX0
,
SEE.
SEEI-fn , SEE. ,
(. 12) , .
. 17.2 SEE
/14^9644

SEE= '
=1,22329
\(12-2)
, , , ,
, .

(. 17.4)
.
1. ( ) . X [12].
2. , X, .
3. 0.
4. . , X.
5. . ,
.

658

III. ,

. ,
, ,
[13].

(multiple regression)
.
(multiple regression)
,
, .

, , , . .
,
?
,
?
,
?

.

,
?
?
, ,
?
.
, , . , Yankelovich and
Partners , , , , . , Coca-Cola .
Perrier. , Clausthaler. Coca-Cola,
Coca-Cola.
?

? ,
1 ,
.
I ,

17.

659

 ,
,
/-. ,
[14].
(multiple regression model) :

(multiple regression model)

, .

= a+b,X,+b2X2+b3X3+...btXt

, , OY, . , , SSKai_. Y
. , , . , [15].

,
, . .
R2. R2
, . .
R2.
,
.
/'-. , R'cot. .
: ( = fi, = fl2 =/?,... = /3t = 0. ,
, /''- k ( k 1) .
F-. -, , /^. , { .
. ,
Y X, , 2 Xk .

660

III. ,



, , . , , .

, :
Y = +,2+22

-, , , , .
, ,
, X,. , X, 2 . 2 ,
Y, X, 2, X,. .
, ,
, ^ , ,^ , ..
() . , 2 , X, . ,2
, . , X, 2 . , X, 2
, (, + 6,).
, . ,
2,. , X, X? , { = + 2 = (X, 1).
, , Y = + . , ,

X,. 2 .
k . , , X,
, 2 Xk .
X, 2 ^.
""- , , , (, }, 2,... Xk,} , , , 1.
, ;

"I

17.

661

, OY,
,
. , . ,
, k;
.
,
, . , 12 ,
, . 17.1.
. 17.3. X,
( ), 0,4811, , . ""- 0,7636. 2 ( ) 0,2887 ""-,
, 0,3138.
:
(Y ) = 0,33732 + 0,48108 X, + 0,28865 2

= 0,33732 + 0,48108 ( ) + 0,28865 (

)

0,97210

0,94498

R2

0,93276

0,65974

114,26425

57,13213

6,65241

0,73916

F = 77,29364 F = 0,0000

Su

0,28865

0,08608

0,31382

3,353

0,0085

0,48108

0,05895

0,76363

8,160

0,0000

()

0,33732

0,56736

0,595

0,5668

,

.

662

III. ,


,
. ( ) :

, , 2
R

R Y Y .
2
R*. R ,
2
2
. R , . 2
( ), R
2
. R . ,

[16]. R2
, :
*(!-**)
R = R -- s - n-k-l
, . 17.3, R2
"4.2643
(114,2643 + 6,6524)
, 1, 0,8762, . 2 . R2,
, , ( 0,5379),
:
0,9450-2(1,0-0,9450)
R~ = - * - - = 0,932
12-2-1
, R2
R2\\ , . , -

17.

663

 , .

.
,
'' :

, F9? _ //t
J.J

=
R2lk
~ (\~R ]/(n~k-\Y
2

/- k ( k 1) [17].
. 17.3
f = 114.2643/2
6,6524/9
= 0,05.
,
, . , , .
, , .. t.
, = * = 0.2887 = ;
SE,,

0,08608

/- ( k 1) . = 0,05. , , . , : , .
7- , /^.
55^ , .
,
. ,
, .5^ [18]. PL , F- :

/"- 1 ( k 1) .
R2 ,
.

664

III, ,


, (residual) Y, , ,.
, (residual)
YI ,
Y t .
,
. ,
Y,, [19].
,
. , .
, ,
1 SE 2 SE. (68% 95% ). , .
,

Y,. ,
. . 17.6 ,
Y t .

Y
. 17.6. , ,

, .
, . , . 17.7, .

[20].
, . .
17.

665

 .
, .
, , . - , , ,
.
. ,
,
. . 17.8 , ,

.

. 17.7. ,

,
, ,
. , ,
, ,
. .
. ""
, ,
. , ,
.
,
(.), , , , , :
= 0 + ,() + 2() + 3(% . . )
+ 4 ( ) + 5 (% .) + ( )

( .)
( )
( 000)
% . %

666

III. ,


% . %
( .)
,
, . 1. ( < 0,05): , .
2
1
(R = 0,51; R = 0,48). : , . ,
, .

1.
:
:

SE

0,0084

0,0017

23,04*

-0,4180

0,1372

9,29*

0,0067

0,0016

18,46*

0,13-04"

0,0000

0,59

0,0227

0,0092

0,01

0,1070

0,0412

0,07

df = 9,93

F- = 16,19*

<0,05
" -

, ,
.
: , .
, ,
, . ,
1 [21].

(stepwise regression) ,
.
(stepwise regression)
, .

17.

667

. 17.8. ,

.
[22].
,
1.

( ). . , F. .
2. .
. ,
F- .
3. . , .

R2 [23]. -
, .
, ,
. ,
, , .
. ? , .
,
(browsers), : , ; . , (browsing index). , , , ,
, .
, 20 36 , . , , .

668

III. ,

 ( - )

, SE

(0 - , 1 -)

- 0,485

0,164

0,001

(0 - )

0,391

0,182

0,003

( )

- 0,151

0,128

0,234

0,079

0,072

271

0,028
0,144

0,024
0,107
0,008

-0,063
? ( - ) 0,232

- 0,182

0,069

0,089

0,061

0,144

- 0,130

0,059

0,028

0,162

0,084

0,054

- 0,122

0,090

0,174

-0,147

0,065

0,024

- 0,069

0,069

0,317

- 0,086

0,062

0,165

- 0,143

0,099

0,150

0,036

0,069

0,603

- 0,068

0,043

0,150

0,209

0,152

0,167

- 0,055

0,067

0,412

-0,070

0,089

0,435

3,250

R2 = 0,477

,
( ), , .
.
,
, , ,
. , ,
, . - |
! - j
1 [24].

.

. (multicollmearity) , [25].

17.

669

 (multicollinearity)
,

, .
1. . .
2.
.
3. ,
4.
.
, ,
.
, [26].
. , , , ,
( 19). , ,
[27].

. . , [28]? ,
- [29]. , .
1. . , F-,
. , ,
.
2. . 2 ,
.
3. . ,.1&
, .
4. .
R2, ,
.
5. , "". ""- IJ3J P2j. , "" . -

670

III. ,

 ( ), .
6. . .
, , ,
, , . , ,
( ) |30]. ,
.

-
, . ,

. , , .
- , , . (cross-validation) ,
,
.
(cross-validation)
, , , .
, , .
1. , .
2. : . 50 90% .
3. , .
, , .
4.
, .
5. ^ ,
, 2.
R2 R1 ,
.
.
(double cross-validation) .
(double cross-validation)
, . , - . ,
.

17.

671

 , .
[31].

,
,
.
() , . 14. ,
(, , , ) : D}, D2, D}, ,

0,

D3

0
0

, , D,, D2 D3 .
:
Y. = a + bjD, + ^2 + b3D}

" "
. , Db D2 />3 ,
Y, =

= 1 D2 = D3 = 0

Y, = +,
, ,
, . 2 3 . '' " ,
[32].

. ,

672

III, ,

 .
. , ,
.

Y
a + ,
+ ?
+

+ b?
+
+

,

AN OVA [33].


/

*.

\~

*J^,

= SS.

2
F-

= F-

, , , - () 1 , . , ,
.
. 17.1
" " , 17.2 " " , .
17.1.

. ,
,
.
, , , : , ,
, , , . , , . , ( ), , , .
? - ,

-. -

17.

673

 .

, , , . , ,
.
, Cathay Pacific, Singapore International Airlines, Thai Airways
International Malaysian Airline systems
Asia Plus, .
,
. Asia Plus
,
. , [34).

17.2.

. ,
, , , , , , ,
,
. ,
, , . . : ; ; ,
, .
. ,
. :
, , [35].

INTERNET
. SPSS CORRELATIONS
, PARTIAL CORR NONPAR
CORR .
SAS CORR
, , . BMDP
PSD , P3S , P6R . Minitab , Stat>Basic>Corre]ation. .
Excel Tools>Data analysis>Corre]ation.
Correlation Worksheet Function, .

674

III. ,

SPSS
REGRESSION
, .
. ,
PLOT, .

SAS
REG ,

.
.
. ORTHOREG ,
GLM
, .
NLIN , .
BMDP
P1R .
. P2R
.
, , . P9R . "" ,
.
P4R , .
Mini tab
Stats>Regression ,
. , R2, 2, ANOVA, , . : , ,
.
Excel
Tools>Data analysis. ,
ANOVA, , , , -' . , , , , .
" 17.1",
, , . SPSS REGRESSION. SAS REG.
, RSREG, ORTHOREG, GLM
17.

675

 NLIN, , ,
REG SAS. BMDP
PI R, a P2R . P9R P4R . Minibab Stats>Regression , ,
. Excel Tools>Data analysis [36].
Burke
,
. , Burke, . ,
" "
( , , , , ). d,
: 1 , 0 - .

XI

2
4
6
4

2'
3
4
5

5
6

90%- . .
0

- - F-
-
me ft2
-
*

0,872

0,761

0,737

0,9131

0,761

31,876

0,915

0,837

0,800

07964,

0,075

4,146

F-

10

0,000

0,072

: (),
: (), ,
: ( )

676

III. ,

1.()

2.()

1,533
0,871
-1,208
1,375
1,958

0,601
0,154
1,445
0,282
0,962

ft

?*.

2,551
0,872 5,646
-0,836
1,377 4,883
0,574 2,036

0,029
0,000
0,425
0,001
0,072

0,194
0,528
-4,477
0,738
-0,217

2,873
1,215
2,060
2,012
4,134

0,872

0,872

0,872

0,872
-0,635

0,852
0,562

0,658
0,274

. : ( )

"

0,574

2,036

0,072

0,562

0,229

: (]. ()
b : ( )
:
Y= - 1,2083 + 1,375 (X,) + 1,9583 (D,)
, D; , 1, D[ = 0,
. D, = 1, .
. , , , .

Y = - 1,2083 + 1,375 (X,)
, ,
Y( ) 1,9583. , (, 1,2083 + 1,9583 = 0,75). , .

Y = 0,7500 + 1,375 (Xj)

( , , DJ),
.
? , , ,
, .. ,
. ,
.
.
, :
Y - - 1,2083 + 1,375 (X,) + 1,9583 (D,)
, .
17.

677


( ) .
2 , .

.
,
. .
( ) () (). , .
, OY, , 0, ""-. , , SSpeefW SSr ,
,
Y, .
( ) . , Y, X,
, 2 Xk .
R2. F-. , F- . , ; , ,
.

, . . - , (),
. , , . .

. .

F- (F-test)
^- (/-statistic)
, , (estimated, predicted value)

(double
cross-validation)

678

(covariance)

(coefficient of
determination)
*
(coefficient of multiple determination)

(regression
coefficient)

(leastsquares procedure)

III. ,

 (multiple
regression)

(scattergram)

(multiple regression model)

(regression analysis)

()
(nonmetric
correlation)

(standardized regression coefficient)
, (residual)
(bivariate
regression model)
(bivariate regression)

(product moment correlation, r)
(cross-validation)

(stepwise regression)
2

/^(adjusted R )
(standard error)

(standard error of estimate)
(sum of squared
errors)

(part correlation coefficient)
F- (partial f-test)

(partial correlation coefficient)
(partial
regression coefficient)

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?

INTERNET

1. (SPSS, SAS, BMDP, Minitab
Excel) ;
a) 1
b) 2.

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84

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INTERNET
SPSS DISCRIMINANT . . , .
SAS DISCRIM. ,

708

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 NEIGHBOR. " ". CANDISC

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BMDP
7. [19].
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Stats>Multivariate>Discrimmate Analysis. , ()
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/"- (/'-values
and their significance)
(analysis sample)
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(canonical correlation)

(discriminant
function)

(classification matrix)

(discriminant
analysis)

1 {Wilks's 1)

18.

(hit ratio)

711

 (discriminant function coefficients)

(stepwise discriminant analysis)

(Mahalanobis procedure)

(validation sample)

(multiple discriminant analysis)

() (eigenvalue)

(discriminant analysis model)

(structure correlations)

(standardized discriminant function coefficients)

(territorial map)

(total
correlation matrix)

(direct method)

(characteristic profile)
(centroid)

(pooled within-group
correlation matrix)

1. ?
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3. .
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36

INTERNET

1. ,
. 18.2 18.3, SPSS, SAS, BMDP Minitab. , .
,
2. , . 18.2 18.3, SPSS, SAS, BMDP Minitab.
. 18.5 .

18

, G , / = 1, 2, 3, ... , G, ni , ^ ..., Xk. :
N

Wt ('- ;
W ;

;

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18.

713

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;
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', b,Wb .
() , , . ,

. \

= b\Wb

, :
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^',
. , . , (G 1) k ,
. . ,
. , ..

1. Donald R. Lichtenstein, Scot Burton, Richard G. Netemeyer, "An Examination of Deal Proneness
across Sales Promotion Types: A Consumer Segmentation Perspective", Journal of Retailing, Summer
1997, p. 283297; Marvin A, Jolson, Joshua L. Wiener, Richard B. Rosecky, "Correlates of Rebate
Proneness", Journal of Advertising Research, February March 19S7, p. 3343.
2. Jacques Tacq,
Afultivariate Analysis Techniques in Social Science Research (Thousand Oaks, CA: Sage Publications,
1996); A. Lachenbruch, Discriminant Analysis (New York, NY: Hafner Press, 1975). . Ken Deal, ''Determining Success Criteria for Financial Products: A
Comparative Analysis of CART, Logit and Factor/Discriminant Analysis", Service Industries
Journal, July 1997, p. 489-506.
3. Richard A. Johnson, Dean W. Wichern, Applied Muitivariate Statistical Analysis, 4th ed. (Upper Saddle River, NJ: Prentice Hall, 1998); W.R. Klecka, Discriminant Analysis (Beverly Hills, CA: Sage
Publications, 1980). . Steven A. Sinclair, Edward C. Stalling, "How to Identify
Differences between Market Segments with Attribute Analysis", Industrial Marketing Management,
February 1990, p. 31-40.

714

III. ,

4. . Zafar Khan, Sudhlr . Chawla, S. Thomas,

A. Cianciolo, ''Multiple Discriminant Analysis: Tool for Effective Marketing of Computer Information Systems to Small Business Clients", Journal of Professional Services Marketing, December 1995,
p. 153162; J.K. Sager, Ajay Menon, ''The Role of Behavioral Intentions in Turnover of Salespeople", Journal of Business Research, March 1994, p. 179188; Valerie Kijewski, Eunsang Yoon, Gary
Young, "How Exhibitors Select Trade Shows", Industrial Marketing Management, November 1993,
p. 287-298.
5. Vincent-Watne Mitchel, "How to Identify Psychological Segments: Part 2", Marketing Intelligence &
Planning, July 1994, p. 1116; M.R. Crask, W.D. Perreault, Jr., "Validation of Discriminant Analysis in Marketing Research", Journal of Marketing Research, February 1977, p. 6068.
6. , . - . , .
.
7. Lillian Fok, John Angelidis, Nabil A. Ibrahim, Wing M. Fok, "The Utilization and Interpretation of
Multivariate Statistical Techniques in Strategic Management", International Journal of Management,
December 1995, p. 468481; D,G. Morrison, "On the Interpretation of Discriminant Analysis",
Journal of Marketing Research, May 1969, p. 156163. , , . Rajiv
Dant, James R. Lumpkin, Robert Bush, "Private Physicians or Walk-In Clinics: Do the Patients
Differ?', Journal of Health Care Marketing, June 1990, p. 23-35.
8. Jon M. Hames, C. Rao, Thomas L. Baker, "Retail Salesperson Attributes and the Role of Dependability in the Selection of Durable Goods", Journal of Personal Selling & Sales Management, Fall
1993, p. 6171; Edward F. Fern, Ramon A. Avila, Dhruv Grewal, "Salesforce Turnover: Those Who
Left and Those Who Stayed", Industrial Marketing Management, Spring 1994, p. 19.
9. . Robert Bush, David J. Ortinau, Alan J.
Bush, "Personal Value Structures and AIDS Prevention", Journal of Health Care Marketing, Spring
1994, p. 12-20.
10. Joseph F. Hair, Jr., Ralph E, Anderson, Ronald L. Tatham, William C. Black, Multivariate Data
Analysis with Readings, 5th ed. (Upper Saddle River, NJ: Prentice Hatl, 1999).
11. Vincent-Wayne Mitchell, "How to Identify Psychographic Segments: Part 2", Marketing Intelligence
and Planning, July 1994, p. 11-16.
12. Don R. Rahtz, M. Joseph Sirgy, Rustan Kosenko, "Using Demographics and Psychographic Dimensions to Discriminate between Mature Heavy and Light Television Users: An Exploratory
Analysis", in Kenneth D. Bahn (ed.), Developments in Marketing Science, vol. 11 (Blacksburg, VA:
Academy of Marketing Science, 1988), p. 27.
13. Richard A. Johnson, DeanW. Wichern, Applied Multivariate Statistical Analysis, 4th ed. (Upper Saddle River, NJ: Prentice Hall, 1998). . Rajiv Dant, Patrik L. -Schul, "Conflict
Resolution Processes in Contractual Channels of Distribution", Journal of Marketing, January 1992,
p. 38-54.
14. Constantine Loucopoulos, Robert Pavur, "Computational Characteristics of a New Mathematical
Programming Model for the Three-Group Discriminant Problem", Computers & Operations
Research, February 1997, p. 179191.
. Stephen J. O'Connor, Richard M. Shewchuk, Lynn W.
Carney, "The Great Gap", Journal of Health Care Marketing, Summer 1994, p. 32-39.
15. Kathryn H. Dansky, Diane Brannon, "Discriminant Analysis: A Technique for Adding Value to Patient satisfaction Surveys", Hospital & Health Services Administration, Winter 1996, p. 503513; JeenSu Lim, Ron Sallocco, ''Determinant Attributes in Formulation of Attitudes toward Four Health
Care Sysntemsv, Journal of Health Care Marketing, June 1988, p. 2530.

18.

715

16. Richard A. Johnson, Dean A. Wichern, Applied Multivariate Statistical Analysis, 4th ed. (Upper Saddle River, NJ: Prentice Hall, 1998) Joseph F. Hair, Jr., Ralph E. Anderson, Ronald L. Tatham, William C. Black, Multivariate Data Analysis with Reading?, 5th ed. (Upper Saddle River, NJ: Prentice
Hall, 1999), p. 178-255.
17. Jeryl Whitelock, Carole Roberts, Jonathan Blakeley, "The Reality of the Eurobrand: An Empirical
Analysis", Journal of International Marketing, March 1995, p. 7795; Charlotte Klopp, John Starlicchi, "Customer Satisfaction Just Catching on in Europe", Marketing News , May 28, 1990, p. 5.
18. David J. Fritzsche, "Personal Values: Potential Keys to Ethical Decision Making", Journal of
Business Ethics, November 1995, p. 909-922; Paul R. Murphy, Jonathan E. Smith, James M. Daley,
"Executive Attitudes, Organizational Size, and Ethical Issues: Perspectives on a Service Industry",
Journal of Business Ethics, November 1992, p. 1119.
19. Erie L. Einspruch, An Introductory Guide to SPSS for Windows (Thousand Oaks, CA: Sage Publications, 1998); Paul E. Spector, SAS Programming for Researchers and Social Scientists (Thousand Oaks,
CA: Sage Publications, 1993); Mohamed Adzal Norat, "Software Reviews", Economic Journal: The
Joumalofthe Royal Economic Society, May 1997, p. 857882; Charles Seiter, "The Statistical Difference", Macworld, October 1993, p. 116121.

716

III. ,

 19

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45,520

2,218

36,969

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7,360

89,848

0,341

5,688

95,536

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3,044

98,580

0,085

1,420

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2,570

42,837

42,837

1,868

31,126

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0,870

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739

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INTERNET

. SPSS FACTOR , . .
SAS PRINCOMP
. FACTOR. FACTOR .
BMDP
4 [14].
Minitab Multivariate>Factor analysis,
. .
, , . Excel ( 7.0 PC).

740

III. ,


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pa (Kaiser Meyer Olkin

<KMO> measure of sampling adequacy)

(Bartlett's test of sphericity)

19.

741

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(percentage of variance)
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(orthogonal rotation)

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742

III. ,

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INTERNET

1. (1 , 7 ) :
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,

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= , (
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V .

' Stanley A. Muiiak. The Foudations of Factor Analysis (New york:

McGraw-Hill, 1972).

744

III. ,

 , X, . :

X=AF+VU
, ,
;
= (') = {( + ) (AF + VU)1} =

= E(AFF'A'+AFU'V' + VUF'A') = VUU'V') =

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, ,
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1. Gerhard Mels, Christo Boshoff, Deon Nel, "The Dimensions of Service Quality: The Original European Perspective Revisited", Service Industries Journal, January 1997, p. 173189; James M. Sinukula, Leanna Lawtor, "Positioning in the Financial Services Industry: A Look at the Decomposition
of Image", in Jon M. Hawes, George B. Glisan (eds.), Developments in Marketing Science, vol. 10
(Akron, OH: Academy of Marketing Science, 1987), p. 439-442.
2. . Jacques Tacq, Multivariate Analysis Techniques
in Social Science Research (Thousand Oaks, CA: Sage Publications, 1996); George H. Dunteman,
Principal Components Analysis (Newbury Park, CA: Sage Publications, 1989). . Jennifer L. Aaker, ''Dimensions of Btand Personality",
Journal of Marketing Research, August 1997, p. 347-356.
3. ., , Shirely Bo Edvardsson, Gerry Larsson, Sven Setterlind, "Internal Service
Quality and the Psychosocial Work Environment: An Empirical Analysis of Conseptual Interrelatedness", Service Industries Journal, April 1997, p. 252263; Shirley Taylor, "Waiting for Service: The Relationship between Delays and Evaluations of Service", Journal of Marketing, April 1994, p. 5669.
19.

745

4.

. Janjay Gaur, "Adelman and Morris Factor Analysis of Developing Countries", Journal
of Policy Modeling, August 1997, p. 407-415; John L. Lastovicka, Kanchana Thamodaran,
"Common Factor Score Estimates in Multiple Regression Problems", Journal of Marketing Research,
February 1991, p. 105-112; W.R. Dillon, M. Goldstein, Muitivariate Analysis: Methods and
Applications (New York, NY: John Wiley, 1984), p. 23-99.

5. . Christopher D. Ittner, David F.

Larker, "Product Development Cycle Time and Organizational Performance", Journal of Marketing
Research, February 1997, p. 13-23.
6. Alexander Basilevsky, Statistical Factor Analysis & Related Methods: Theory & Applications (New York:
John Wiley, 1994); Joseph F. Hair, Jr., Ralph E. Andersom, Ronald L. Tatham, William C. Black,
Muitivariate Data Analysis with Readings, 5th ed. (Upper Saddle River, NJ: Prentice Hall, Inc., 1999).
7.

, .

8. . James A. Roberts, Donald R. Beacon, "Exploring the Subtle Relationships between Environmental Concern and Ecologically Conscious Behavior", Journal of Business Research, September
1997, p. 7989; Sangit Chatterjee, Linda Jamieson, Frederick Wiseman, "Identifying Most Influential Observations in Factor Analysis", Marketing Science, Spring 1991, p. 145160; Frank Acito,
Ronald D. Anderson, "A Monte Carlo Comparison of Factor Analytic Methods", Journal of
Marketing Research, May 1980, p. 228-236.
9.

,
, .
.

10. James E. Zemanek, Jr., "Manufacturer Influence versus Manufacturer Salesperson Influence over the
Industrial Distributor"', Industrial Marketing Management, January 1997, p. 5966; Ronald C. Curban, Robert J. Kopp,''Obtaining Retailer Support for Trade Deals: Key Success Factor", Journal of
Advertising Research, December 1987January 1988, p. 5160.
11. William M. Bulkeley, "Rebates' Secret Appeal to Manufacturers: Few Consumers Actually Redeem
Them", Wall Street Journal, February 10, 1998, p. B1-B2; Donald R. Lichtenstein, Nancy M.
Ridgway, Richard G. Netemeyer, ''Price Perceptions and Consumer Shopping Behavior: A Field
Study", Journal of Marketing Research, May 1993, p. 234245; Peter Tat, William A. Cunningham
III, Emin Babakus, "Consumer Perceptions of Rebates", Journal of Advertising Research, AugustSeptember 1988, p. 45-50.
12. "Return of the Beetle", The Economist, January 10, 1998, p. 54.
13. William J, Bigoness, Gerald L. Blakely, "A Cross-National Study of Managerial Values", Journal of
Internationa! Business Studies, Fourth Quarter 1996, p. 739752; Ishmael Akaah, Edward A. Riordan, "The Incidence of Unethical Practices in Marketing Research: An Imperical Investigation",
Journal of the Academy of Marketing Science 18(1990),p. 143152.
14. Eric L. Einspruch, An Introductory Guide to SPSS for Windows (Thousand Oaks, CA: Sage Publications, 1998); Paul E. Specter, SAS Programming for Researchers and Social Scientists (Thousand Oaks,
CA: Sage Publications, 1993); Mohamed Afzal Norat, "Software Reviews", Economic Journal: The
Journal of the Royal Economic Society, May 1997, p. 857-882; Seiter Charles, "The Statistical Difference", Macworld, October 1993, p. 116-121.

746

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772

III. ,


1. Liz Stuart, "Haagen-Dazs Aims to Scoop a Larger Share", Marketing Week, February 21, 1997,
p. 26; Dwight J. Shelton, "Birds of a Geodemographic Feather Flock Together'', Marketing News,
August 28, 1987, p. 13.
2. . Sudhir H. Kale, "Grouping Euroconsumers:
1
A Culture-Based Clustering Approach" , Journal of International Marketing, March 1995, p. 3548.
3. ,
. . Anil Ciiaturvedi, J. Douglass Carroll, Paul E. Green,
John A. Rotondo, "A Feature-Based Approach to Market Segmentation via Overlapping KCentroids Clustering", Journal of Marketing Research, August 1997, p. 370377.
4. . Everitt, Cluster Analysis, 3rd ed. (New York, NY: Halstcd Press, 1993); H. Charles
Romsturg, Cluster Analysis for Researchers (Melbourne: Krieger Publishing Company, 1990).
5.

Vicki Douglas. ""Questionnaires Too Long? Try Variable Clustering", Marketing News, February 27,
1995, p. 38; Girish Punj, David Stewart, "'Cluster Analysis in Marketing Research: Review and Suggestions for Application", Journal of Marketing Research, May 1983, p. 134148.

6. . Mark Peterson, Naresh .

Malhotra, "'Comparative Marketing Measures of Societal Quality of Life: Substantive Dimensions in
186 Countries", Journal of Macromarketing, Spring 1997, p. 2538; Tung-Zong Chang, Su-Jane
Chen, "Benefit Segmentation: A Useful Tool for Financial Investment Services", Journal of
Professional Services Marketing, February 1995, p. 6980; "Using Cluster Analysis for Segmentation", Sawtooth News, Winter 1994/1995, p. 6-7.
7. Chul-Min Mo, Mark E. Havitz, Dennis R. Howard, "Segmenting Travel Markets with the Internationa! Tourism Role (ITR) Scale", Journal of Travel Research, Summer 1994, p. 2431; George
Moschis, Daniel C. Bello, "'Decision-Making Patterns among International Vacationers; A CrossCultural Perspective", Psychology & Marketing. Spring 1987, p. 7589.
8. B. Everitt, Cluster Analysis, 3rd ed. (New York, NY: Haisted Press, 1993).
9. Victor Chepoi, Feodor Dragan. "Computing a Median Point of a Simple Rectilinear
Polygon", Information Processing Letters, March 22, 1994, p. 281285; H. Charles Romsburg, Cluster
Analysis fur Researchers (Melbourne: Krieger Publishing Company, 1990).
10. Tomio Hirata, "A Unified Linear-Time Algorithm for Computing Distance Maps", Information
Processing Letters, May 13, 1996, p. 129133; Joseph F. Hair, Jr., Ralph E, Anderson, Ronald L.
Tatham, William C. Black, Muitivariate Data Analysis with Readings, 5th ed. (Upper Saddle River,
NJ: Prentice Hall, Inc., 1999).
11. H. Charles
Romsburg, Cluster Analysis for Researchers (Melbourne: Krieger Publishing Company, 1990).
12. Richard A. Johnson, Dean A. Wichern. Applied Muitivariate Statistical Analysis, 4th ed. (Upper Saddle River, NJ: Prentice Hall, 1998); G. Milligan, "An Examination of the Effect of Six Types of Error Perturbation on Fiften Clustering Algorithms", Psychometrica, September 1980, p, 325342.
13. B. Everitt, Cluster Analysis, 3rd ed. (New York, NY: Haisted Press, 1993); Punj Girish, David Steward, "Cluster Analysis in Marketing Research: Review and Suggestions for Application", Journal of
Marketing Research, May 1983, p. 134-138.
14. , . S. Dibbs. P. Stern, "Questioning the Reliability of Market Segmentation Techniques", Omega,
December 1995, p. 625636; G. Ray Funkhouser, "A Note on the Reliability of Certain Clustering
Algorithms", Journal of Marketing Research, February 1983, p. 9298; SJ. Arnold, "A Test for
Clusters", Journal of Marketing Research, November 1979, p. 545551.

20.

773

15. John Saunders, Veronica Wong, Peter Doyle, "The Congruence of Successful International Competitors; A Study of the Marketing Strategies and Organisations of Japanese and U.S. Competitors in
the UK", Journal of Global Marketing, March 1994, p. 4159; Peter Doyle, John Saunders, Veronica
Wong, ''International Marketing Strategies and Organisations: A Study of U.S., Japanese, and British
Competitors", in Paul Bloom, Russ Winer, Harold H. Kassarjian, Debra L. Scammon, Bart Weitz,
Robert E. Spekman, Vijay Mahajan, Michael Levy (eds.), Enhancing Knowledge Development in
Marketing, Series 55 (Chicago, 1L: American Marketing Association, 1989), p. 100104.
16. Edward J. Holohean, Jr., Steven M. Banks, Blair A. Maddy, "Sysntem Impact and Methodological
Issues in the Development of an Empirical Typology of Psychiatric Hospital Residents", Journal of
Mental Healtk Administration, Spring 1995, p. 177-188; Arch G. Woodside, Robert L. Nielsen, Fred
Walters, Gale D. Muller, ''Preference Segmentation of Health Care Services: The Old-Fashioneds,
Value Conscious, Affluents and Professional Want-It-Alls", Journal of Health Care Marketing, June
1988, p. 14-24.
17. Vicki Douglas, "Questionnaire Too Long? Try Variable Clustering", Marketing News, February 27,
1995, p.38.
18. Thorolf Helgesen, "The Power of Advertising Myths and Realities", Marketing & Research Today,
May 1996, p. 6371; David A. Aaker, Douglas M. Stayman, Richard Vezina, "Identifying Feelings
Elicited by Advertising", Psychology & Marketing, Spring 1988, p. 116.
19. Ismael Akaah, "Organizational Culture and Ethical Research Behavior", Journal of the Academy of
Marketing Science, Winter 1993, p. 59-63; R.E. Reidenbach, D. Robin, "Some Initial Steps toward
Improving the Measurement of Ethical Evaluations of Marketing Activities", Journal of Business
Ethics, )u\ymS, p. 871-879.

774

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CORRESPONDENCE ANALYSIS, Beaumont Organization Ltd.,
, " , " . SIMCA Greenacre .

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). ,
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Bretton-Clark) : CONJOINT DESIGNER, CONJOINT ANALYZER,
CONJOINT LINMAP, SIMGRAF BRIDGER. POSSE (product optimization and selected segmentation evaluation) Robinson Associates, Inc. . ,
. (choice-based conjoint ) , , , Sawtooth Technologies (www.sawtooth.com).
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analysis)
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(relative
importance weights)
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analysis of preferences)

(internal analysis of preferences)
(internal
validity)
(hybrid
conjoint analysis)
(coordinates)
(elbow criterion)
(metric M DS)
(nonmetric
MDS)

(Multidimensional Scaling MDS)
(conjoint
analysis model)
(derived approaches)
(orthogonal arrays)
(similarity judgments)
(pairwise tables)
(fractional factorial designes)
(full profiles)
(spatial map)
(unfolding)
(preference rankings)
(conjoint analysis)
(stress)
(part-worth
functions)
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1.
2.
3.
4.

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810

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INTERNET
1. . 21.1, .
, .
2. 12 : Jergens, Dove, Zest, Dial, Camay, Ivory, Palmolive,
Irish Spring, Lux, Safeguard, Tone Monchel. 66 .
, . 12 .
, ALSCAL KYST.
.
3. , . 21.4. , . , . , ?

1. Paul . Green, Frank J. Carmone, Jr., Scott M. Smith. Multidimensional Scaling: Concepts and
Applications (Boston, MA: Allyn & Bacon, 1989), p. 1617. . Nikhil Deogun,
"Coke Claims Dominance in the Mideast and North Africa, dut Pepsi Disagrees", Wall Street
Journal, March 3, 1998, p. A4.
2. Alt Kara, Erdener Kaynak, Orsay Kucukemiroglu, "Credit Card Development Strategies for the
Youth Market: The Use of Conjoint Analysis", Internationa! Journal of Bank Marketing, June 1994,
p. 3036; Mary Tonnenberger, "In Search of the Perfect Plastic", Quirk's Marketing Research
Review, May 1992, p. 427-450.
3. J. Douglass Carroll, Paul E. Green, "Psychometric Methods in Marketing Research:
Part II: Multidimensional Scaling", Journal of Marketing Research, February 1997, p. 193204; Lee
G. Cooper, "A Review of Multidimensional Scaling in Marketing Research", Applied Psychological
Measurement, Fall 1983, p. 427-450.
4. MarkL. Davison, Multidimensional Scaling (Melbourne, Krieger Publishing Company, 1992).
21.

811

5. . .
Wayne S. Desarbo, Ajay . Manrai, "A New Multidimensional Scaling Methodology for the
Analysis of Asymmetric Proximity Data in Marketing Research", Marketing Science, Winter 1992,
p. 120. .
Tammo H.A. Bijmolt, Michel Wedel, 'The Effects of Alternative Methods of Collecting
Similarity Data for Multidimensional Scaling", International Journal of Research in Marketing,
November 1995, p. 363-371.
6. . Ingwer Borg, Patrick J. Groenen, Modern Multidimensional Scaling Theory and
Applications (New York, NY: Springer-Verlag, 1996); Naresh K. Malhotra, Arun K. Kain, Christian
Pinson, "The Robustness of MDS Configurations in the Case of Incomplete Data", Journal of
Marketing Research, February 1988, p. 95102; Jan-Benedict E.M. Steenkamp, Hans C.M. Van
Trijp, "Task Experience and Validity in Perceptual Mapping: A Comparison of Two ConsumerAdaptive Techniques", International Journal of Research in Marketing, July 1996, p. 265276.
7. T. Cox, Multidimensional Scaling (New York: Routledge, Chapman & Hall, 1994).
8. , , . .
Ingwer Borg, Patrick J. Groenen, Modern Multidimensional Scaling Theory and Applications (New
York, NY: Springer-Verlag, 1996). . J.B. Kruskal,
"Multidimensional Scaling by Optimizing Goodness of Fit to a Nonmetric Hypothesis",
Psychometrika, March 1964, p. 127.
9. J. Douglass Carroll, Paul E. Green, "Psychometric Methods in Marketing Research: Part II.
Multidimensional Scaling", Journal of Marketing Research, February 1997, p. 193204; Naresh K.
Malhotra, "Validity and Structural Reliability of Multidimensional Scaling", Journal of Marketing
Research, May 19S7, p. 164-173,
10. .
Jan-Benedict E.M. Steenkamp, Hans C.M. Van Trijp, Jos M.F. Ten Berge, ''Perceptual Mapping
Based on Idiosyncratic Sets of Attributes", Journal of Marketing Research. February 1994, p. l>-27.
11. Joseph F. Hair, Jr., Ralph E. Anderson, Ronald L. Tatham, William C. Black, Multivariaie Data
Analysis with Readings, 5th ed. (Upper Saddle River, NJ: Prentice Hall, Inc., 1999), p. 484-555.
12. ., , Wayne S. DeSarbo, M.R. Young, Arvind Rangaswamy, "A Parametric
Multisimensional Unfolding Procedure for Incomplete Nonmetric Preference/Choice Set data
Marketing Research", Journal of Marketing Research, November 1997, p. 499516; David B.
Mackay, Robert F. Easley, Joseph L. Zinnes, "A Single Ideal Point Model for Market Structure
Analysis", Journal of Marketing Research, November 1995, p. 433443.
13. Ian Murphy, "Downscale Luxury Cars Drive to the Heart of Baby Boomers", Marketing News,
October 1997, p. 1, 19.
14. . J.J. Math, M. Candel, Eric
Maris, "Perceptual Analysis of Two-Way Two-Mode Frequency Data: Probability Matrix
Decomposition and Two Alternatives", International Journal of Research in Marketing, October 197,
p. 321339; Paul E. Green, Abba M. Krieger, "A Simple Approach to Target Market Advertising
Strategy", Journal of the Market Research Society, April 1993, p. 161170.
15. Ali Kara, Erdener Kaynak, Orsay Kucukemiroglu, "Positioning of Fast Food Outlets in Two Regions
of North America: A Comparative Study Using Correspondence Analysis", Journal of Professional
Services Marketing, February 1996, p. 99119; Terrcnce V. O'Brien, "Correspondence Analysis",
Marketing Research: A Magazine of Management & Applications, Fall 1993, p. 5456.
16. Jorg Blasius, Michael L. Greenacre, Visualization of Categorical Data (New York, NY: Academic
Press, 1998); Michael J. Greenacre, Correspondence Analysis in Practice (New York, NY: Academic
Press, 1993); Michael L. Greenacre, "The Carroll-Green-Schaffer Scaling in Correspondence
Analysis: A Theoretical and Empirical Appraisal", Journal of Marketing Research, August 1989,
p. 358365; Michael L. Grccnacre, Theory and Applications of Correspondence Analysis {New York,
NY: Academic Press, 1984); Donna L. Hoffman, George R. Franke,"Correspondence Analysis:

812

ill. ,

Graphical Representation of Categorical Data in Marketing Research", Journal of Marketing

Research, August 19S6, p. 213-227.
17. .
Larry Hasson, "Monitoring Social Change", Journal of She Market Research Society, January 1995,
p. 69-80.
18. John R. Hauser, Frank S. Koppelman, "Alternative Perceptual Mapping Techniques: Relative
Accuracy and Usefulness'', Journal of Marketing Research, November 1979, p. 495506.
, . . Inwer Borg, Patric J. Groenen, Modern Multidimensional Scaling Theory and Applications
(New York, NY: Spring-Verlag, 1996).
19. . V. Srinivasan, Chan Su Park,
"Surprising Robustness of the Self-Explicated Approach to Customer Preference Structure
Measurement", Journal of Marketing Research, May 1997, p. 286-291; Paul E. Green, Abba M.
Krieger, "Segmenting Markets with Conjoint Analysis", Journal of Marketing, October 1991, p. 20-31.
20. F.J. Danaher, "Using Conjoint Analysis to Determine the Relative Importance of Service Attributes
Measured in Customer Satisfaction Surveys", Journal of Retailing, Summer 1997, p. 235260.
21. . J. Douglass Carroll, Paul
E. Green, "Psychometric Methods in Marketing Research: Part I. Conjoint Analysis", Journal of
Marketing Research, November 1995, p. 385391; Paul E. Green, V. Srinivasan, "Conjoint Analysis
in Marketing: New Development with Implications for Research and Practice", Journal of Marketing,
October 1990, p. 319; Paul E. Green, V. Srinivasan, "Conjoint Analysis in Consumer Research:
Issues and Outlook", Journal of Consumer Research, September 1978, p. 102-123.
22. Judith Thomas Miller, James R. Ogden, Craig A. Latshaw, "Using Trade-Off Analysis to Determine
Value-Price Sensitivity of Custom Calling Features", American Business Review, January 1998, p. 813.
23. Dick R. Wittink, Marco Vriens, Wim Burhenne, "Commercial Uses of Conjoint Analysis in Europe:
Results and Critical Reflections", International Journal of Research in Marketing, January 1994,
p. 4152; Dick R. Wittink, Philippe Cattin, "Commercial Use of Conjoint Analysis: An Update",
Journal of Marketing, July 1989, p. 9197. . "Multi-Stage Conjoint Methods to Measure Price
Sensitivity", Sawtooth News, Winter 1994/1995, p. 5-6.
24. , Michael Etgar, Naresh . Malhotra, "Determinants of Price
Dependency: Personal and Perceptual Factors", Journal of Consumer Research, September 1981,
p. 217222. . Jan-Benedict E.M. Steenkamp, Dick R. Wittink, "The Metric
Quality of Full-Profile Judgements and the Number of Attribute Levels Effect in Conjoint Analysis",
International Journal Research in Marketing, June 1994, p. 275-286.
25. Gerard H. Loosschilder, Edward Rosbergen, Marco Vriens, Dick R. Wittink, "Pictorial Stimuli in
Conjoint Analysis-to-Support Product Styling Decisions", Journal of [he Market Research Society,
January 1995, p. 17-34.
26. J. Douglass Carroll, Paul E. Green, "Psychometric Methods in Marketing Research: Part I. Conjoint
Analysis", Journal of Marketing Research, November 1995, p. 385391; Warren F. Kuhfeld, Randall
D. Tobias, Mark Garrat, "Efficient Experimental Designs with Marketing Applications", Journal of
Marketing Research, November 1994, p. 545557; Sidney Addelman, "Orthogonal Main-Effect
Plans for Asymmetrical Factorial Experiments", Technotnetrics, February 1962, p. 21-36; Paul E.
Green, "On the Design of Choice Experiments Involving Multifactor Alternatives", Journal of
Consumer Research, September 1974. p. 6168.
27. . ., ,
Harmen Oppewal, Jordan J. Louviere, Harry J. Timmcrmans, "Modeling Hierarchical Conjoint
Processes with Integrated Choice Experiments", Journal of Marketing Research, February' 1994,
p. 15-27.

21.

813

28. J. Douglass Carroll, Paul E. Green, "Psychometric Methods in Marketing Research: Part I. Conjoint
Analysis", Journal of Marketing Research, November 1995, p. 385391; Arun K. Jain, Franklin
Acito, Naresh K. Malhotra, Vijay Mahajan, "A Comparison of the Internal Validity of Alternative
Parameter Estimation Methods in Decompositional Multiattribute Preference Models", Journal of
Marketing Research, August 1979, p. 313322.
29. H. Oppewal, H.J. Timmermans, JJ. Louviere, "Modeling the Effect of Shopping Center Size and
Store Variety in Consumer Choice Behavior", Environment and Planning, June 1997, p. 10731090.
30. Markus Christen, Sachin Gupta, John C. Porter, Richard Staelin, Dick R. Wittink, "Using MarketLevel Data to Understand Promotion Effects in a Nonlinear Model", Journal of Marketing Research,
August 1997, p. 322334; William L. Moore, "Levels of Aggregation in Conjoint Analysis: An
Empirical Comparison", Journal of Marketing Research, November 1980, p. 516523. .
Roger Brice, "Conjoint Analysis: A Review of Conjoint Paradigms and Discussion of the
Outstanding Design Issues", Marketing & Research Today, November 1997, p. 260-266.
31. J, Douglass Carroll, Paul E. Green, "Psychometric Methods in Marketing Research: Part I, Conjoint
Analysis", Journal of Marketing Research, November 1995, p. 385391; Frank J. Carmone, Paul E.
Green, "Model Misspecification in Multiattribute Parameter Estimation", Journal of Marketing
Research, February 1981, p. 87-93.
32. . Amy Ostrom, Dawn lacobucci, "Consumer
Trade-Ofs and the Evaluation of Services", Journal of Marketing, January 1995, p. 1728; Peter J.
Danaher, "Using Conjoint Analysis to Determine the Relative Importance of Service Attributes
Measured in Customer Satisfaction Surveys", Journal of Retailing, Summer 1997, p. 235260.
33. J. Douglass Carroll, Paul E. Green, "Psychometric Methods in Marketing Research: Part 1. Conjoint
Analysis", Journal of Marketing Research, November 1995, p. 385391; Naresh K. Malhotra,
"Structural Reliability and Stability of Nonmetric Conjoint Analysis", Journal of Marketing Research,
May 1982, p. 199-207; Tomas W. Leigh, David B. MacKay, John O. Summers, "Reliability and
Validity of Conjoint Analysis and Self-Explicated Weights: A Comparison", Journal of Marketing
Research, November 1984, p. 456462; MadhavN. Segal, "Reliability of Conjoint Analysis: Contrasting
Data Collection Procedures", Journal of Marketing Research, February 1982, p, 139143.
34. Del I. Hawkins, Roger J. Best, Kenneth A. Coney, Consumer Behavior Implications for Marketing
Strategy, 7th ed. (Boston, MA: McGraw Hill, 1988).
35. Clark Hu, Stephen J. Hiemstra, "Hybrid Conjoint Analysis as a Research Technique to Measure
Meeting Planners Preferences in Hotel Selection", Journal of Travel Research, Fall 1996, p. 6269;
Paul E. Green, Abba M. Kxieger, "Individualised Hybrid Models for Conjoint Analysis*',
Management Science, June 1996, p, 850867; Paul E. Green, "Hybrid Models for Conjoint Analysis:
An Expository Review', Journal of Marketing Research, May 1984, p. 155169.
36. S. Pfeifer, B. Gain, K. Walsh, "Managing Specialties: How to Grow When Prices Stall", Chemical
Week, December 10, 1997, p. 3034; Diane Schneidman, "Research Methods Designed to
Determine Price for New Products, Line Extensions", Marketing News, October 23, 1987, p, 11.
37. "Luxury Car Makers Assemble World View"1, Corporate Location, JanuaryFebruary 1997, p. 4.
38. Linda Grant, "Outmarketing P & G", Fortune, January 12, 1998, p. 150-152; David Batler, "Thai
Superconcentrates Foam", Advertising Age, January IS, 1993, p. 111.

814

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3.1. :
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, ''''
, , -. "" , "" .
""' ,
. , 1996 20%
, 10%
"". , . Pepsi Pepsi. "Like a Prayer" , Pepsi 10 .
(Cybil Shepherd) ,
, . , . , "" , . (. Simpson) Hertz.
, ?
, . , Pepsi Cola Revfon
(Cindy Crawford). , . ,
""
, .
(Michael Kamins)
. , ,
, : , . , , , . ,
. ,
. / ,
, , , .
, , , . , "" ( ,
, )
. , , .
2x2. ( ( -

823

 )) ( ) . ,
, ,
: " /", " /", " /", " /". :
(), (), () (/)). , , , .
, , , , . .
.

-

() ()
()
()
(sd)

7,97

3,47

3,4

2,22

3,92

1,47

1,52

1,4

()

38

40

40

40

()
(sd)
}
()

8,33

4,22

3,65

2,92

5,32

1,6

1,62

1,44

36

37

37

37

8,04

3,5

3,65

2,55

(3d)

4,73

1,55

1,46

1,38

38

40

40

40

()

8,26

4,19

3,38

2,57

(sd)
()

4,58

1,52

1,67

1,56

36

37

37

37

- ()

824

(D)

{}
(sd}
()

<sd>
()

7,89

3,45

3,55

2,4

4,48

1,57

1,39

1,5

19

20

20

20

8,04

3,5

3,25

2,05

3,4

1,4

1,65

1,32

19

20

20

20

(sd)
()

8,18

3,55

3,75

2,7

5,09

1,57

1,55

1,26

19

20

20

2(

(]
(sd)
()

8,5

3,53

3,18

:-./;

1,27

1,74

1,63

17

17

17

17

III. ,

 . 1 (), (sd), () . ( , ,
) . . 2 , ()
(") , (5). .
, . . , , . ( ), ,
- , . (Abott)
(Costelto) , (Humphrey
Bogart) , IBM.

()' , ()
(5)

(ExS)

()
()
()
(D)

F = 0,013

F = 0,035

F = 0,003

F=10,876a

F = 4,355a

F = 4,233a

F = 0,209

F = 0,276

F = 0,001

F - 4,B45a

F = 0,050

F = 1,868

" < 0,05.

1. , ,
, ?
2. , .
3. , , , , , ?
4.

, , , , ?
, ?
5. , , ,
?
6. ? ? (: .)
7. , ? , ?
8. , ? , ?
3

825


A] Ries, "Count on Consumers to Follow the Leader', Brandweek, June 23,1997, p. 18.
George Lazarus, "Tiger's Shooting for an Endorsement Record, Too", Chicago Tribune, May 5,
1997, p. 4, 6.
Michael A. Kamins, "Celebrity and Concelebrity Advertising in a Two-Sided Context", Journal of
Advertising Research, June-July 1989, p. 3442.
Michael A. Kamins, ''An Investigation into the 'Match-Up' Hypothesis in Celebrity Advertising:
When Beauty May Be Only Skin Deep'', Journal of Advertising, 1990, p. 413.
M. Kamins, M. Brand, S. Hoeke, and J. , "Two-Sided versus One-Sided Celebrity Endorsements: The Impact on Advertising Effectiveness and Credibility", Journal of Advertising, 1989, p. 410.

3.2.
- 20 , . ,
1998 , , . 7 77% , , .
.
, - .
. 55 64 , . ,
.. 65 74 . 75 84 ,
, 85 . ,
, , , , , , , ,
. .
, .
, , , , . , ,
, , ,
, , .
, . .
,
. .
,
, , , . . , ,
, , . , (Davis and French), .
. . -

826

III. ,

 217 60
. 200 , , , (: activities, interests, opinions). ,
, ,
, , .
(. 1), , (Ward).

5,24 ()

4,35 ()

4,86 ()
2,20 ( )

5,01 ()
2,10 ()

4,69 ()

4,88 ()

, ,

,
, ,
,

3,65 ()

3,30 ( )

4,78 ()
4,55 ()

4,18 ()
4,21 ()

2, 16 ( )
2,99 ( )

3,02 ( )

4,78 ()

4,25 ()

1,87 { )

4,85 ()

5,00 ()

4,12 ()

4,94 ()

"3,5 .

: , . . 1. , , .
.
. 1.
. -, (ANOVA). , . , 41 200 ,
, , , , (
60,3% ), .
. , 2
, , .
, .

827

0,45

-0,11

-0,21

( 0,58966)

4,41

3,92

3,87

( 0,48283}

4,29

3,74

3,45

( 0,41592)

4,89

4,31

4,55

0,29

-0,32

0,17

( 0,70466)

5,49

4,75

5,19

( 0,60793)

5,28

4,53

5.01

( 0,54404}

3,76

3,15

3,62

0,28

-0,26

0,10

, ( 0,49480}

4,89

4,36

4,59

,
( 0,43730)

4,13

3,53

3,72

(
0,42521)

3,47

2,81

3.19

0,26

0,14

-0,36

,
( 0,50313}

3,31

3,47

2,82

( 0,47638)

4,25

4,50

3,93

( 0,41031)

4,25

4,24

3,55

, .. , , . 2025 113 , .. 40% , 50 .
-
.

1.

, : ,
,
. , ,
. ? ?

2. , , , ? , ?
3.

, , . 1.

4.

. 2.

828

III. ,

5,
6.

, , , ? , ?
.

"The Ungraying of America: Although Population Is Getting Older, Today's Older Consumers Are
Not Necessarily Acting Same Way Older Consumers Behaved in the Past", American Demographics, July
1997, p. 12.
'Seniors in Stores"', American Demographics, April 1996, p. 44.
Davis, W. French, "Exploring Advertising Usage Segments Among the Aged", Journal of Advertising
Research, FebruaryMarch 1989, p. 26.

3.3. PEPSICO
1998 PepsiCo
.
" " . , , . Pepsi , ,
, . ,
, Diet Pepsi.
PepsiCo ?
PepsiCo, .
Pepsi , .
, Pepsi, , . Pepsi , .
1963 : " Pepsi"', Pepsi, , .
, "
" .
" ", ,
(Don Johnson) ( "Miami Vice" ), . (Michael
J. Fox) ( '' " Back to the Future)
(Billy Crystal). Pepsi. Pepsi
Diet Pepsi "You've Got The Right One
Baby, Uh Huh!". (Ray Charles).
"Uh Huh!" ,
.
Pepsi
"Gotta Have It ( )''. , . .
Pepsi, . -Pepsi . 1993 " , , Pepsi''
, ( ) 7 () ' (Shaquille O'Neal). 1990- 3

829

 . ,
", Pepsi"', (Super Bowl) 1995 ,
, , . 1996 "
Pepsi"' , , Pepsi, , . 1997 Pepsi , "" Pepsi. " "
, " " (Spice Girls), , NASCAR (Jeff Gordon),
Pepsi.
Pepsi Internet, ,
. Web-, Pepsi World (www. peps i . com),
Internet- , (Shaq), , , 1998
" " (The Wedding Singer),
.
Pepsi .
( )
, . ,
( ) .
.
, ,
,
, .
,
, ( )
( ) . 1.

RCCola

: Ib

2
Fresca

Coke

7-Up

-
. 1. : (
)

830

III. ,

 , (Winer, Moore),
Pepsi, Pepsi.
Pepsi, , Pepsi. Pepsi
( ), , -
Pepsi.
. 1 , .
, . , Pepsi ,
Slice. , Slice
( ).
Slice . ,
, , Slice,
, .
.
Pepsi Slice,
, Orange Mandarin, Apple Cherry Cola Slice. diet cola. Slice 50% Slice. 35% .
Pepsi , . , 1995
Pepsi XL, ,
, . " , , .
, , ", (Bill Cobb), - . , . , Pepsi XL , . 1996
Pepsi , .
,
. Pepsi
. , Thomas J. Lipion Co. 1992 . Lipton Frappucino, Starbucks,
Pepsi .
Pepsi 2!
. .
PepsiCo
. ,

PepsiCo , , .

1.

2. Pepsi (. . 1)? , ?
3. 2 . 1, ? ?
3

831

4.

, ,
?

5.

Pepsi Cola?
, ?
.

"100 Years of Advertising Innovation", Beverage World, January 1998,p. 188.

"Pepsi Days: The Mid-'90s", Beverage World, January 1998, p. 104.
Patricia Sellers, "Why Pepsi Needs to Become More Like Coke", Fortune, March 3, 1997, p. 2627,
R. Winer, W. Moore, "Evaluating the Effects of Marketing-Mix Variables on Brand Positioning",
Journal of Advertising Research, FebruaryMarch 1989, p. 42.

3.4. MATSUSHITA

Matsushita, ,
Panasonic, Quasar Technics,
.
Panasonic Industrial Company. 1998
, CD-ROM, ,
, Matsushita 68
. 25% , .
,
,
DVD-. ,
12- , .
DVD- 1997 .
Tandy, Matsushita, . Matsushita
Tandy ?
1987 Panasonic
, IBM, Apple Compaq. 1987 . Panasonic
1987 .
, Panasonic , , -. 1988 ,
, .
, Panasonic
IBM- Tandy Corporation. Panasonic 1989 . Matsushita
, 1991 12 - .
,
, , .
Tandy Panasonic ,
Tandy Radio Shack Panasonic

832

III. ,

 , .
Tandy,
. 1987 1988 Tandy
.
, 7000 Radio Shack
. , ,
.
Tandy WalMart. , ,
DEC. 1990 Tandy
1000 RL, . ,
, Tandy
Victors Micronic Sweden's Datatronic AB.
Matsushita DEC,
(Jack Freeman), Yankee Group, Tandy . Tandy IBM , . Matsushita Tandy
Matsushita. , Tandy
, :
, PC, . Tandy.
TandyPanasonic , . , , 1990 ,

, . , , , .
Panasonic
. Panasonic Panasonic.
: ;
Panasonic ; .
.
1080 ,
, PC Week , Panasonic, , : , Panasonic .
.
40 27
. Panasonic 11- .

833

Panasonic

/ Panasonic
Panasonic

( )
{ , )
j^a _ ( )

1
2
3
1
2
3
1
2
3

. SPSS, SAS, BMDP, Minitab Exel ( ),
.
1.

. ,
.

2.

-. " ", (, ( )).

( ,
Panasonic, ) Panasonic.
-
'' "Panasonic",
'' "; " '1,
" ";
" ", " "Panasonic". .

3. , : , Panasonic PC . ( , , , ). .
4. . , ( , Panasonic ).
5.

. , ,
.

6. . , .
, ,
.
, Web-.
Panasonic.

834

III. ,

 , , . .
, ,
0,05, Panasonic, , Tandy. , . , ,
Panasonic .

Neel Chowdhury, "Matsushita's Legacy Lives On", Fortune, March 31, 1991, p. 111.
"Matsushita", Forbes, January 13, 1997, p. S7.
.
Matsushita, Tandy . , .

3.5. PAMPERS -

, , 3,5 , Pampers. Procter &
Gamble 1970- 1980- Pampers,
. 1970-
, Luvs, Huggies
Kimberly-Clark's, 1985 Huggies 32,6%
Procter & Gamble .
19941995 Huggies Procter & Gamble
3,6 . 1996 Procter & Gamble 36,9% ,
Huggies 39,7%. Procter & Gamble . 1996 Procter & Gamble 48 . 8 , Pampers Premium
. , , , , ,
, .
1996 Procter & Gamble
.
, . ,

, . KimberlyClark's , 70%
, . Procter & Gamble ,
, , .
Procter & Gamble Huggies Supreme Kimberly-Clark's,
, Pampers
Premium, 1995 . 1997 Pampers Prem i u m Huggies Supreme .
1996 Procter & Gamble Luvs,
3

835

 , .
Luvs . 1997 Luvs
Procter & Gamble.

! {%}
1988

1989

1990

1991

1992

1993

24,8

24,4

27,2

29,2

28,0

22,3

23,2

20,0

14,3

13,1

47,1

47,6

47,2

43,5

41,1

Huggies (Kimberly-Clark)

29,0
17,8
46,8
30,7

30,1

30,9

36,3

37,2

38,4

22,5

22,6

21,5

16,5

19,3

20,5

1994

1995

/996

1997

24,9

26,8

25,6

25,1

Pumpers
Luvs

Procter & Gamble

Pumpers
Luvs

12,5

10,5

11,3

12,2

Procter & Gamble

Huggies (Kimberly-Clark)

37.4

37,3

36,9

37,3

38,9

39,6

39,7

39,6

23,7

23,1

23,4

23,1

1997 Huggies . 1997 Huggies'

Pull-Up Training Pants 10% Kimberly-Clark's Procter & Gamble. Kimberfy-Clark's , . Huggies Overnites, , Huggies Pull-Ups Goodnites, ,
, , . Huggies Little Swimmers Swimpants, .
1997 Procter & Gamble
, . Procter & Gamble, 25 , ,
Pampers1
Gentle Touch, .
, . ,
Procter & Gamble , ,
, .
, Procter & Gamble , ,
, Pampers' Gentle Touch. ,
Procter & Gamble .

Procter & Gamble
Pampers, Huggies,
Luvs. 300 , .
(Pampers, Luvs Huggies), , . 7- . ,

836

111. ,

 100 . , (Y).
, .

Xj

, ?

Xj

X,;

Xg

X,

.
, Web- . (Y).
( 1 X,).
.

. , , .
1. . .
2. -. '' " ,
: 1 2, 3
5 6 7. : 1 3, 4 5 7. .
: " ", ""; "", , ,
""; "", "". .
3. . , , , .
.
4. .
, ,
-. , . .
5. . , . 3

837

 .
, .
6. . , , . . , . .
7. . , , , , . ,
, .
.
, , . ,
. , , ,
, Pampers .
Pampers .

Sean Mehegan, "Pampers Premium with Gentle Touch Liner/Luvs Ultra Thick", Mediaweek, July
21,1997, p.28.
Jack Neff, "Diaper Wars Heat Up as Kimberly-Clark, P&G Ready Fall Plans", Advertising Age, July
29,1966, p. 6.
Raju Narisetti, "P&G's New Diaper Promises to Baby Skin", Wall Street Journal, July 21,1997, p. B7.
.
Procter & Gamble . ,
.

3.6. DAIMLER/CHRYSLER

" Corvette ,"
, 1990- , Chrysler Motor Corporation. 1970- Chrysler GM Ford , 1990 Honda
(. . 1),

{%)
^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

Chrysler
Ford
G. M.
Honda

I960
1985

10,7
12,5

1993
1993
1996

9,3
15,0
15,9

838

16,6
18,8
23,9
26,0
25,1

46,8

4,3

42,5

5,0
9,4
5,0
5,5

35,5
34,0
32,1

21,6
21,2
21,9
20,0
21,4

ill. ,

 Chrysler 1980- ,
1980- 2% , -.
,

1980- .
Chrysler ().
Chrysler , , ,
Chrysler . Chrysler , , . 1989 Chrysler 1990- ,
V-IO ( , ). , , , , : Chrysler Millennium
Plymouth Speedster. , , Chrysler . , 1992 V-.
Dodge TBD (To Be Determined), Dodge Viper Chevrolet Corvette,
55 .
Dodge Viper " " ,
, Dodge Viper .
Chrysler Corporation (Jonh Lutz) , Viper , , , 2000 . Chrysler ,
Viper : - .
250 , . . , Chrysler Viper . Viper
(-).
Prowler.
Viper
( , ), . , Chrysler , ,
Corvette, Mazda Miata, Porsche (Boxter, 911/966) Mitsubishi 3000GT (. . 2).

: 1998

()

1.

Corvette
Mazda Miata

20000

2.

Mitsubishi 3QOOGT

10000

Mercedes SLK

7000

5.
6,

BMW 23/25

6000

Porsche Boxter
Porsche 91 1/996
Dodge Viper

6000

7.

8.

16000

4000

1500

839

Chrysler :
;
, , Dodge Viper; Daimler-Benz, 1998 ,
Viper.
30 , .
(1 , 9 ).
Car and Driver, Business Week Inc., , . ,
400 , .
1. .
2. , .
3. , .
4.
5.
6.
7.
8.

.
, .
.
, .
, .

9. , .
10. .
11. , .
12. , .
13. , .
14. .
15. , , .
16. , .
17. , .
18. .
19. .
20. , - .
21. , , .
22. .
23. , .
24. .
25. , , , .
26. .
27. .
28. .
29. , .
30. , .

840

III. ,

 , " Dodge Viper" ,

: "
Dodge Viper, Chrysler".
, 30 .
, Web-.
Chrysler. 30 , ,
. .

1. . , ,
.
2. . , , . , , .
3. . , , 30 . , .
, ,
, ,
. ,
. , . .
4. .
. ? . , ?
, ,
Dodge Viper. Chrysler : Viper,
, .

Steven Lipin and Brandon Mitchener, "Daimler-Chrysler Merger to Produce $3 Billion in Savings,
Revenue Gains within 3 to 5 Years", Wai! Street Journal, May 8,1998,p.AID.
"Snakes Got Legs! The Newest Version of the Dodge Viper RT/10 Roadster Has Been Introduced",
AutoWeek, May 12, 1997, p.20.
"Chrysler's Next Snake? The Dodge Copperhead Is Discussed in Detail: Chrysler Is Positioning It as
an Affordable Alternative to the Dodge Viper', AutoWeek, February 3, 1997, p. 17.
.
Chrysler . , .

841

,
,
. ,
, ,
.
.
, ,
.
,
,
.

, ,
.
. ,
.
,
. , ,
,
22.
23.

24.
4

 22

...
1.
2.
3.
4.
5.
6.
7.

, , ,
.
.
, .
, , .
.
, ; .
Internet .

.
, , , , . , , , .
, , . , ,
. ,
, , . Internet .
, .
.

\
- , - |
, . ? I, , , , \
; ; ; 1

844

IV. , ...

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, (). ,
, , III. -
. I , . .
.

.
, . United Airlines, - , ,
. 192 900 .
" " ( , ),
" " ( , , ). ,
.
United Airlines
,
. Internet, United .
( 1994 ) , :
1.
2.
3.
4.

,
;
;
, ;
United Airlines
,

United Airlines . ,
,
. , , United
Airlines , , . United Airlines , Starbucks coffe Godiva Chocolates [1].
, . United Airlines .

22. ...

845


.
1. .
, , .
.
2. . , , .
3. - - .
.
4.
.

. 22.1 . ,
, .
, ,
iH

. 22.1.

,

846

IV. , ...

 .
. , ,
. , , , . .

, . .

. ,
,
. ,
, .
. -?
(Thomas Greenbaum), Groups Plus, Inc. ,
, ,
, -. , -
,
, -.
, , .
- , .
, ,
-.
,
, .
" ,
, , ,
, , , , . , - , , , , , ".
, . ", , 710
, ,
, .
, ,
- " [2].

- .
(, ), , . , [3].

22. ...

847


, , , ; .
, . .
I.
II.
III.
IV,
V.
VI.
VII.
VIII.

.
.
- .
.
.
.
.
.
a) .
b) .
c) .
IX. .
a) .
b) .
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XI.
a) .
b)
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d) .
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XII. .
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XIV. .
XV. .
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a) .
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, , . . ,
848

IV. , ...

 ,
.
, .
(title page) , (, ) , ; -, ; .
.
. (letter of transmittal),
, ,
. ,
, .
, . ,
(letter of authorization). ,
. .
. .
. (table of contents) . . , , .
. (executive summary)
, -. , .
, , .
, (problem
definition), ; , , ; ,
. ,
(. 2).
. ,
(approach to the problem). , ; ; ; , .
. , (research design), ( 313).
, , , , , . ,
. . .
(data analysis). , (data analysis) . ,
.
.
. (results) , ( , ..). (, ), .
, . , ,
, -. -

22. ...

849

 . , .
. (limitations), , .
, (. 3), .
. ,
, , ,
. ,

.
,
. , . (conclusions),
(recommendations) , .
,
. , , ,
.
22.1 " " .
22.1. .
Elrick & Lavidge

... ;
... ;
... .
, .
, .

, :
/

, :
-

850

IV. , .,

, ,

Elrick & Lavidge, Inc. , .

. , : , . , , [4].
.
: " ;
, " [5].
, .
, ,
, .
. .
. [6], , . , ,
. , .
. , , .
, , .
, . ,
, .
.
. .
, .
. ,
. . , , , , .
, .
: " , ''.
.
, , , ,
.
.
. . .
, .
.

- .
, , . 22.1.

22. ...

851

1992

1993

1994

1995

3057872
1938841
811842
765143
762242
537228
1 1 17367
8990517

2930568
1791225
786180
793974
740487
520258
(072272
8634964

1996

[4]

GM
-Ford

_/^ Chrysler
(V)
Toyota
Honda
Nissan
*
:

2843860
1777635
679586
760159
768845
417970
965058
8213113

2 908689
1 878149
834132
741826
716440
482646
955977
8517859

2757671 .
1737252 *
832633
793592
786154
500377
1119074
8526753

" .
. 1997 Ward's Automotive Yearbook, . 19.

.
. (1) (1),
.
, [7].
.
. , ,
. , ( ) (2).
, .
. ().
, ,
(4), ,
(4).
. (4) .
: (), .
, . ,
, (5). ,
, (5). , ,
(5), , .
, .
. , , , (6).

,
.
[8]. , , .
, .

852

IV. , ...

 [9].
, . 22.1.
. , ,
. , ,
, .. , , Coca-Cola
PepsiCo . , , Coca-Cola, PepsiCo ,
. 21 .
. (pie chart)
,
.
(pie chart)
, .
. , [10]. . 22.2
.

. 22.2.
! 996
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(line chart)
, .

22. ...

853

 , , , - , , , (. 22.3) [11].
3500000

3000000
2500000
2000000
1500000
1000000
500000

1992

1993

1994

1995

1996

. 22.3.

(stratum chart) , .
(stratum chart)
, . .

(. 22.4).
9000000

7000000

3000000

D
Nissan
Honda
Toyota
9 Chrysler
Ford

2000000

GM

6000000
5000000
4000000 -

1000000

1993

1994

1995

1996

, 22.4.

854

IV. , ...

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(pictograph)
,
.
. 22.5, ,
[12].
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2757671
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78654
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^3

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. 22.5. 1996
(bar chart) , .
(bar chart)
, ,
.
, . (histogram)
, (. 22.6).
(histogram)
, .
(schematic figures) - (flow charts)
. , , , . 22.1. . 4 (. 4.14.4). - ( )
10 (. 10.2) [13].

22. ...

855

3000000

2500000

2000000

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1000000

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GM

Ford

Chrysler

Toyota

Honda

Nissan

. 22.6. 1996

-.
, . , [14],
.
.
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, .
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.
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856

IV. , ...

 [15]. , , . : "-", "

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. : () , ;
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. : ,
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and Straightforward).
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.
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. , , , . , -

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857

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.

858

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. : 1)
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.

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, , , .
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. . , - . , , , (Marketing Information System MIS)
(Decision Support System DSS), 1.

,
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, . , ,
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, .
.
. Toyota
, Camry
Toyota, , . " ?" Toyota , . :
" , Camry Toyota", , ,
, Camry, Saaichi &
Saatchi Advertising. (Bob Miller),
Toyota, , ,
. , . Toyota Ford .
, , Camry. , [18].

, . , :

, ;
;
;
;
,
;
[19].
254 , 33% , , ,
.
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( 18). , ,

860

IV. , ...

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, , , , .
(. 24) [20].
, , .
. :
, - 30%
, ,
, , ,
, . ? ,
? , , 3 -. Camel
Old Joe Came! 0,5% 32,8%, 476 . . , , "" ,
[21].

INTERNET
Internet.
,
. , , Internet, .

Internet. ,
, , , . :
.
. , General Electric -
Internet , - .
. .
, , Web- .
. , ,
, . ,
, Microsoft Word WordPerfect , -

22. ...

861

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Express Pagemaker.
. (clip art), .
, . , , ,
, , Adobe Photoshop Aldus Photostyler.
. , Microsoft Powerpoint
-. , .
.
, Director Authorware.
. SPSS REPORT . TABLE(S) . SAS , PRINT,
FORMS, CHARTS, PLOT, CALENDAR TIMEPLOT . , ,
. Minitab , . , Graph > Plot, Graph > Chart Graph >
Histogram. Edit > Edit last command dialog.
Excel , a Microsoft Office Word Powerpoint .
Burke
, . .
, Burke , , , , , . . ,
"". . ,
. . Burke, .
1. , , ,
, . . .
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862

IV. , ...

 , . , ,
, .
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, , . , - .
, . . !
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.
8. ,
. , , , , .

,

. . -
.

.
, . Internet
.

(histogram)
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" 1"
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' (bar chart)

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principle)

22. ...

863

1. .
2. .
3. : , , , , , , .
4. " " ?
5.
6.
7.
8.

.
.
?
? ?
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9. . ?
10. . ?
11. ? ?
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864

IV. , ...

 INTERNET

1. . 22.1,
, Excel, :
)

) ;
) .
2.

,
, , , , 1 .

3.

www.gallup.com, , . .

1.

Joseph Rydholm, "Surveying the Friendly Skies", Marketing Research (May 1996); Karen Schwarz,
"Airline Food Is No Joke", Marketing News, October 13, 1997, p. 1,10.

2. Thomas L. Greenbaum, The Handbook for Focus Group Research (Thousand Oaks, CA: Sage Publications, 1997); Thonas L, Greenbaum, "Using 'Ghosts' to Write Reports Hurts Viability of Focus
Group", Marketing News, September 13, 1993, p. 25.
3.

Edward R. Tufte, Visual Explanations: Emages and Quantities, Evidence and Narrative (Cheshire, CT:
Graphic Press, 1997); Arlene Fink, How to Report on Surveys (Thousand Oaks, CA: Sage Publications, 1995).

4.

Theodore Keys, Jr., "Report Writing", Infernal Auditor, August 1996, p. 6566.

5. S.H. Britt, "The Writing of Readable Research Reports", Journal of Marketing Research, May 1971,
p. 265. . Simon Mort, Professional Report Writing (Brookfield, IL: Ashgate Publishing Company, 1995); David 1. Shair, "Report Writing", HR Focus, February 1994, p. 20.
6. Ann Boland, "Got Report-O-Phobia? Follow These Simple Steps to Get Those Ideas onto Paper",
Chemical Engineering, March 1996, p. 131132.
7. L. Deane Wilson, "Are Appraisal Reports Logical Fallacies", Appraisal Journal, April 1996, p. 129
133; John Leach, "Seven Steps to Better Writing", Planning, June 1993, p. 2627; A.S.C. Ehrenberg,
"The Problem of Numeracy", American Statistician, May 1981, p. 6771.
8. Anders Wallgren, Britt Wallgren, Rolf Persson, Ulf Jorner, Jan-Age Haaland, Graphing Statistics and
Data (Thousand Oaks, CA: Sage Publications, 1996); Edward R. Tufte, Visual Display of Quantitative
Information (Cheshire, CT: Graphic Press, 1992).
9. Ncal B. Kauder, "Pictures Worth a Thousand Words", American Demographics (Tools Supplement),
NovemberDecember 1996, p. 6468.
10. Sue Hinkin, "Charting Your Course to Effective Information Graphics", Presentations, November
1995, p. 28-32.
11. Mark T. Chen, "An Innovative Project Report", Cost Engineering, April 1996, p. 4145; Gene
Zelazny, Say It wiih Charts: The Executive's Guide to Visual Communication, 3rd ed. (Burr Ridge, IL:
Irwin Professional Publishing, 1996).
12. "Get Visual with Modeling Tools", Insurance & Technology, June 1995. p. 30; Patricia Ramsey,
Louis Kaufman, "Presenting Research Data: How to Make Weak Numbers Look Good", Industrial
Marketing, March 1982, p. 66, 68, 70, 74.

22. ...

865

13. Sharon Johnson, Michael Regan, "A New Use for an Old Tool", Quality Progress, November 1996,
p. 144; Gary L. Parr, "Pretty-Darned-Quick Flowchart Creation", Quality, August 1996, p. 6263.
14. S. Paul Verluyten, "Business Communication and Intercultural Communication in Europe: The
State of the Art", Business Communication Quarterly, June 1997, p. 135143; Geraldine E. Hynes,
Vinita Bhatia, "Graduate Business Students' Preferences for the Managerial Communication Course
Curriculum", Business Communication Quarterly, June 1996, p. 4555.
15. DanieJ M. Hrisak, "Key Presentation Principles", Chartered Accountants Journal of New Zealand,
April 1997, p. 24; Paul Piscitelly, "How to Wow an Audience", Sales & Management, June 1997,
p. 6369; Dorothy Sarnoff, Never Be Nervous Again (New York, NY: Fawcett Book Group, 1997).
16. Roger L. Black, - Elrick &
Lavidge ().
17. Lawrence F. Locke, Stephen Silverman, Wannen W. Spirduso, Reading and Understanding Research
(Thousand Oaks, CA: Sage Publications, 1998).
18. Geoffrey Lee Martin, "Aussies Chicken Fries Ford", Advertising Age, January 18, ] 993.
19. John Milton-Smith, "Business Ethics in Australia and New Zealand", Journal of Business Ethics,
October 1997, p. 14S5-1497; Lawrence B. Chonko, Ethical Decision Makingin Marketing (Thousand
Oaks, CA: Sage Publications, 1995).
20. Edward J. O'Doyle, Lyndon E. Dawson, Jr., "The American Marketing Association Code of Ethics:
Instructions for Marketers", Journal of Business Ethics, December 1992, p. 921932; "AMA Adopts
New Code of Ethics", Marketing News, September 11,1987, p. 1, 10.
21. Cheryl Fenelle, "Tobacco Liability: Can Your Company Get Smoked", Risk Management, May
1997, p. 56; Kirk Davidson, "Sure It's Legal, but Is [t Legitimate?", Marketing, June 17, 1996, p. 13;
S. Rapp, "Cigarettes: A Question of Ethics", Marketing News, Novembers, J992, p. 17..

866

IV. , ...

"

...
1.

2. , , , , , ,
.
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5.
.
6. .
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,
, , , , , [1]. ,

, , , . , . ,
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. Best Western
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, .
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.

23.

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100

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, " Blue Diamond Growers . ,

.
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, , . Blue Diamond
, , ,
, . 1995 Blue Diamond
. ,
, , , Blue
Diamond [3].

868

IV. , ..,

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, .
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, .
. , , :
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, [6].
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23.

869

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. ,
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. 55 , 250 . , 1996 50
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. , , . ( ) :
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,
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, , , 1,2 . Gallup
Gallup China, .
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, .

,
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870

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.
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874

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,
, [13].

CATI
. .
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500), , ,
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.
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Corporation . - |
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876

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.
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, ,
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, " " "" , Global Scan
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Internet
.
, .
, .
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,
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, .
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, ( ) ,
23.

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 , Internet.
, , Internet
, .
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[30]. . 23.2, , ,
[31].

. 23.2.

(construct equivalence) , (, ) .
(construct equivalence)
,
.

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. ,
. , -
.
,
. (conceptual equivalence) , , .

878

IV. , ...

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, , , , .
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.
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.
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, < , ,
.
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, .
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(operational equivalence)
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( ,
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, ,
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23.

879

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, ,
,
.
, ,
,
. .
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. ,
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, , .
(linguistic equivalence)
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, .
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, , , , . , . .

( ), .
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(parallel translation)
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880

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, , , (list of values LOV).

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, [34].

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21% (1)

24 (2)

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8 (4)

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. ,
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. (Unites Kindom's Data Protection Act DPA),
.
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23.

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4.
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. ,
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. .
. , ,
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6890.
, Web-.
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, , Web-
Internet . Hewlett Packard Internet, [36].

882

IV. , .

 , , , , INTERVIEWER PC GLOBE MAPS 'NT FACTS.

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, .

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, , , . .

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equivalence)

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*
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equivalence)

(back translation)
(operation
equivalence)

(item equivalence)

(parallel translation)

1. ,
.
2.
.
3. ?
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4. ?
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5. ?
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884

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, , . , , , , , ,
.

INTERNET

1. , , Web- w w w . e u r o p a . e u , int.
2. Kodak Web- (www. kodak, com)? .
3. Coke . www. investinfrancena.org.
4. General Motors NAFTA? Web- www. naf ta. net.
5. ,
, , 20- . SPSS, SAS, BMDP, Minitab Excel, , ,
. .
6.
30 : , , , , , .
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7. Web- , , . , Web- Unilever () Procter & Gamble ( ). . ?

1. . Naresh . Malhotra, James Agarwal, Mark Peterson, ''Cross-Cultural Marketing research: Methodological Issues and Guidelines", Internationa! Marketing Review, May 1996, p. 743;
Naresh K. Malhotra, "Administration of Questionnaires for Collecting Quantitative Data in International Marketing Research", Journal of Global Marketing, February 1991, p. 6392; Naresh K. Mal-

23.

885

hotra, "Designing an International Marketing Research Course: Framework and Content", Journal of
Teaching in International Business, March 1992, p. 127.
2. Ian Murphy, "RAMS Helps Best Western Tout Worldwide Positioning'", Marketing News, January 6,
1997, p. 25;"Hotel Chains Capitalize on International Travel Market", Hotels and Restaurants
International, June 1989, p. 81S-S6S; "Target Marketing Points to Worldwide Success", Hotels and
Restaurants International, June 1989, p. 87S.
3. Stephanie Thompson, "Blue Diamond Puts Crunch in a Munch", Brandweek, June 2, 1997, p. 4;
"Every market Needs a Different Message'', I ABC Communication World, April 1990, p. 1618.
4. "Top 25 Global Marketing/Ad/Opinion Research Firms Profiled", Marketing News, September 23,
1996, p. H2-H19.
5. Lisa S. Howard, "Your Competition Is in Every Corner of the Globe", National Underwriter
(Life/Health-Financial Services), July 1, 1996, p. 4; Associated Press, "Regional Markets are International Order of the Day", Marketing News, March 1, 1993, p. 1R-10; Thomas T. Semon, "Red
Tape is Chief Problem in Multinational Research", Marketing News, March 1, 1993, p. 7.
6. Emma Donnellan, "Changing Perspectives on Research Methodology in Marketing", Irish
Marketing Review (Dublin), August 1995, p. 81-90.
7. George W. Trivoli, Robert Glenn Graham, Paul A. Herbig, "Determinants for Trading and Investing in
Latin America by U.S. Business'", American Business Review, January 1998, p. 5363; Jack Honomichl,
"Research Cultures are Different in Mexico, Canada", Marketing News, May 10, 1997, p. 1213.
8. Masasru Ariga, M. Yasue, Gu Xiang Wen, "China's Generation III: viable Target Segment Implications for marketing Communication", Marketing & Research Today, February 1997, p. 1724; Cyndee Miller, "China Emerges as Latest Battleground for Marketing Researchers", Marketing News,
February 14, 1994, p. 1.
9. Mark
Peterson, Karesh . Malhotra, "Comparative Marketing Measures of Societal Quality of Life: Substantive Dimensions in 186 Countries", Journal of MacromarkeSing, Spring 197, p. 2538.
10. Tanya Clark, "China's Challenges", Industry Week, October 20, 1997, p. 126-134.
11. Thomas L. Greenaum, "Understanding Focus Group Research Abroad", Marketing News, June 3,
1996, p. HI4, H36; "Will Sheiks Take to Burgers and Fries?", D & Reports, JanuaryFebruary
1986, p. 10-13.
12. Niraj Dawar, Philip Parker, "Marketing Universals: Consumers' Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality", Journal of Marketing, April
1994, p. 81-95.
13. Naresh . Malhotra, "Administration of Questionnaires for Collecting Quantitative Data in International Marketing Research", Journal of Global
Marketing, February 1991, p. 6392; . Nadia G. Mitevska, Michelle Meyer, "The
Role of Marketing Research in Bulgaria: Activities, Scope, and Importance'1, Journal of
Euromarketing, February 1997, p. 5773.
14. Thomas T. Semon, "Select Local Talent When Conducting Research Abroad", Marketing News,
September 15, 1997, p. 28.
15. Humphrey Taylor, "The Very Different Methods Used to Conduct Telephone Surveys of the
Public'', Journal of the Market Research Society, July 1997, p. 421432.
16. Louella Miles, "The Fast Track to Knowledge", Marketing (Choosing and Using Market Research
Supplement), May 23, 1996, p. VIII-XI.
17. Clive Fletcher, "Just How Effective Is a Telephone Interview", People Management, June 26, 1997,
p. 49; Minoo Farhangmehr, Paula Veiga,"The Changing Consumer in Portugal", International
Journal of Research In Marketing, December 1995, p. 485-502.
18. Kathleen Cox, "Hello. Hello. In India, There Is Still a Busy Signal", Worldbusiness, MayJune 1996, p. 5.

886

IV. , ...

19. Peter H. Wertheim, Dayse Abrantes, "Brazil: New Take on Telecom ", Dam Communications, April
1997, p. 42; Pinheiro de Andrade, "Market Research in BraziF, European Research. August 1987.
p. 187-197.
1

20. Trisb Shukers, "integrated Interviewing' , Marketing Research: A Magazine of Management &
Applications, Spring 1996, p. 2021,
21. Karen Fletcher, "Jump on the Omnibus", Marketing, June 15,1995, p. 25-28.
22. Naresh K. Malhotra, James Agarwal, Mark Peterson, "Cross-Cultural Marketing Research: Methodological Issues and Guidelines", international Marketing Review, May 1996, p. 743.
23. Jonathan Holburt, "Global Tastes, Local Trimmings", Far Eastern Economic Review, December 26, 1996
January 2,1997, p. 24; Julie SkurHill, "Coke Tops in Americas", Advertising Age, November 12,1990).
24. Ellen Gregory, "Cost/Quality Issues Plague Mall Intercepts", Marketing Research: A Magazine of
Management & Applications, Summer 1996, p. 4647.
25. Peter Jones, John Polak, "Computer-Based Personal Interviewing. State-of-the-Art and Future
Prospects", Journal of Market Research Society, July 1993, p, 221-223.
26. Francis Buttle, Gavin Thomas, "Questionnaire Color and Mail Survey Response Rale", Journal of
Market Research Society, October 1994, p. 625-626.
27. Paul Levis, "Do Your Homework!", Successful Meetings, March 1997, p. 120121; T. Vahvelainen,
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Model for Ethical Decisions in Marketing Research", Journal of Business Ethics, July 1998, p. 263280.
2. William B. Carlin, Kelly C. Strong, "A Critique of Western Philosophical Ethics: Multidisciplinary
Alternatives for Framing Ethical Dilemmas", Journal of Business Ethics, May 1995, p. 387396; A.E.
Singer, S. Lysonski, M. Singer, David Hayes "Ethical Myopia: The Case of Framing' by Framing'1,
Journal of Business Ethics, October 1991, p. 2936.
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4.

Betsy Peterson, "Ethics, Revisited", Marketing Research: A Magazine of Management & Applications,
Winter 1996, p. 4748; Gene R. Laczniak, Patrick E. Murphy, "Fostering Ethical Marketing Decisions", Journal of Business Ethics, November 1991, p. 259271.

5. A. Singhapakdi, S.J. Vitell, K.L. Kraft, "Moral Intensity and Ethical Decision-Making of Marketing
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p. 106-117.
7. N.C. Smith, E. Coopermartin, "Ethics and Target Marketing The Role of Product Harm and
Consumer Vulnerability", Journal of Marketing, July 1997, p. 120; Gene R. Laczniak, Patrick E.
Murphy, Marketing Ethics: Guidelines for Managers (Lexington, MA: Lexington Books, 1985), p, 57.
8.

Narcsh K. Malhotra, Gina L. Miller, "Ethical Issues in Marketing Managed Health Care", Journalof
Health Care Marketing, January 1996, p. 6065; Stephen B. Knouse, Robert A. Giacalone, "The Six
Components of Successful Ethics Training", Business & Society Review 98 (1997), p. 1013.

9. J. Dean, "Examining the Profession and the Practice of Business Ethics", Journal of Business Ethics,
November 1997, p. 16371649; Patrick E. Murphy, Gene R. Laczniak, "Traditional Ethical Issues
Facing Marketing Researchers", Marketing Research: A Magazine of Management and Applications,
March 1992, p. 819; Kenneth C. Schneider, "Ethics and Marketing Research", in James E. Nelson
(ed.), The Practice of Marketing Research (Boston. MA: Kent Publishing Company, 1982), p. 608.

910

IV. , ...

10. J.E. Nelson, P.L. Kiecker, "Marketing Research Interviewers and Their Perceived Necessity of
Moral Compromise", Journal of Business Ethics, October 1966, p. 11071117; Gene R. Laczniak,
Patric E. Murphy, Ethical Marketing Decisions: The Higher Road (Needham Heights, MA: Allyn &
Bacon, 1993), p. 61; N.C. Smith, J.A. Quelch, Ethics in Marketing (Homewood, IL: Irwin, 1993),
p. 161-173.
11. Betsy Peterson, "Ethics Revisited", Marketing Research: A Magazine of Management & Applications,
Winter 1996, p. 47-48; "AMA Adopts New Code Of Ethics", Marketing News, September 11, 1987,
p. 1, 10. Gene R. Laczniak, Patrick E. Murphy, thical Marketing Decisions: The Higher Road: (Needham Heights, MA: Allyn & Bacon, 1993),
p. 76-77.
12. Patrick E. Murphy, Gene R. Laczniak, "Emerging Ethical Issues Facing Marketing Researchers",
Marketing Research: A Magazine of Management & Applications, June 1992, p, 611; Stephen B. Castleberry, Warren French, "The Ethical Framework of Advertising/Marketing Research Practitioners:
A Morel Development Perspective", Working Paper (August 1991).
13. C.J. Thompson, "Contextualist Proposal for the Conceptualisation and Study of Marketing Efforts",
Journal of Public Policy & Marketing, Fall 1995, p. 177191; Gene R. Laczniak, Patrick E. Murphy,
Ethical Marketing Decisions: The Higher Road: (Needham Heights, MA: Allyn & Bacon, 1993), p. 61,
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p. 66-68; N. Smith, J.A. Quelch, Ethics in Marketing (Homewood, IL: Irwin, 1993), p. 180-181.
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p. 35; Laura Nash, "Ethics Without the Sermon", Harvard Business Review, NovemberDecember
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24,

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Parraga, ''Organisational Consequences, Marketing Ethics, and Salesforce Supervision", Journal of

Marketing Research, February 1993, p. 7890.
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Small Businesses in International Marketing", Journal of Small Business Management, April 1991,
p. 51-59.

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"Chicken Wars", Business Asia, June 16, 1997, p. 6-7.
Carol Casper, "Breaking China". Restaurant Business, November 1, 1996, p. 125-148.
"Corporate Strategies: KFC Goes After Pakistan's Yuppies," Crossborder Monitor, September 10,
1997, p. 1,9.

4.2. WHIRLPOOL

19S9 Whirlpool ,
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Greg Steinmetz, Carl Quintanilla, "Whirlpool Expected Easy Going in Europe, and It Got a Big
Shock", Wall Street Journal, April 10, 1998, p. Al, A6.

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15
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26
27
28
29
30
31
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(3)

(4)

33
34
35
36
37
38
39
40
41
42
43
44
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52
53
54
55
56
57
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59
60
61
62
63
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54262 85963
3788 38917
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83517 36103
53389 20562
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72828 00102
46634 06541
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45578 78547
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04822 86774
72924 35165
12515 98931
30429 70735
35523 41961
91491 60383
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08930 85001
25570 38818
74492 51805
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15957 16572
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(14)

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20468
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45709
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927

70
71
72
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74
75
76

77
73
79

80
81
82

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91

92
93
94
95
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97
98
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. I

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46949
31935
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72958
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0,4969

0,4970

0,4971

0,4972

0,4973

0,4974

2,8

0,4974

0,4975

0,4976

0,4977

0,4977

0,4978

0,4979

0,4979

0,4980

0,4981

2,9

0,4981

0,4982

0,4982

0,4983

0,4984

0,4984

0,4885

0,4985

0,4986

0,4986

3,0

0,49865

0,49899

0,49874

0,49878

0,49882

0,49886

0,49889

0,49893

0,49897

0,49900

3,1

0,49903

0,49906

0,49910

0,49913

0,49916

0,49918

0,49921

0,49924

0,49926

0,49929

929

 . 2

0,00

0,01

0,02

0,03

0,04

0,05

0,06

0,07

0,08

0,09

Ti
3.3
3.4

0,49931
0,49952
0,49966

0,49934
0,49953
0,49968

0,49936
0,49955
0,49969

0,49938
0,49957
0,49970

0,49940
0,49958
0,49971

0,49942
0,49960
0,49972

0,49944
0,49961
0,49973

0,49946
0,49962
0,49974

0,49948
0,49964
0,49975

0,49950
0,49965
0,49976

3.5
3.6
3.7
3.8
3.9

0,49977
0,49984
0,49989
0,49993
0,49995

0,49978
0,49985
0,49990
0,49993
0,5

0,49978
0,49985
0,49990
0,49993
0,49996

0,49979
0,49986
0,49990
0,49994
0,49996

0,49980
0,49986
0,49991
0,49994
0,49996

0,49981
0,49987
0,49991
0,49994
0,49996

0,49981
0,49987
0,49992
0,49994
0,49996

0,49982
0,49988
0,49992
0,49995
0.49996

0,49983
0,49988
0,49992
0,49995
0.49997

0,49983
0,49989
0,49992
0,49995
0,49997

0 Z.

930

'"

*-

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3. -

- 0, 995

0,99

0,975

0,95

0,90

0, 75

0,25

0, 10

0,05

0, 025

0,01

0,005

0,001

0,004

0,016

0,102

1,323

2,706

3,841

5,024

6,635

7,879

0,010

0,020

0,051

0,103

0,211

0,575

2,773

4,605

5,991

7,378

9,210

10,597

0,072

0,115

0,216

0,352

0,584

1,213

4,108

6,251

7,815

9,348

11,345

12,838

0,207

0,297

0,484

0,711

1,064

1,923

5,385

7,779

9,488

11,143

13,277

14,860

0,412

0,554

0,831

1,145

1,610

2,675

6,626

9,236

11,071

12,833

15,086

16,750

0,676

0,872

1,237

1,635

2,204

3,455

7,841

10,645

12,592

14,449

16,812

18,548

0,989

1,239

1,690

2,167

2,833

4,255

9,037

12,017

14,067

16,013

18,475

20,278

1,344

1,646

2,180

2,733

3,490

5,071

10,219

13,362

15,507

17,535

20,090

21,955

16,919

19,023

21,666

23,589

1,735

2,088

2,700

3,325

4,168

5,899

11,389

14,684

10

2,156

2,558

3,247

3,940

4,865

6,737

12,549

15,987

18,307

20,483

23,209

25,188

2,603

3,053

3,816

4,575

5,578

7,584

13,701

17,275

19,675

21,920

24,725

26,757

12

3,074

3,571

4,404

5,226

6,304

8,438

14,845

18,549

21,026

23,337

26,217

28,299
29,819

13

3,565

4,107

5,009

5,892

7,042

9,299

15,984

19,812

22,362

24,736

27,688

14

4,075

4,660

5,629

6,571

7,790

10,165

17,117

21,064

23,685

26,119

29,141

31,319

15

4,601

5,229

6,262

7,261

8,547

11,037

18,245

22,307

24,996

27,488

30,578

32,801

16

5,142

5,812

6,908

7,962

9,312

11,912

19,369

23,542

26,296

28,845

32,000

34,267

30,191

33,409

35,718

17

5,697

6,408

7,564

8,672

10,085

12,792

20,489

24,769

27,587

18

6,265

7,015

8,231

9,390

10,865

13,675

21,605

25,989

28,869

31,526

34,805

37,156

19

6,844

7,633

8,907

10,117

11,651

14,562

22,718

27,204

30,144

32,852

36,191

38,582

20

7,434

8,260

9,591

10,851

12,443

15,452

23,828

28,412

31,410

34,170

37,566

39,997

35,479

38,932

41,401
42,796

21

8,034

8,897

10,283

11,591

13,240

16,344

24,935

29,615

32,671

22

8,643

9,542

10,982

12,338

14,042

17,240

26,039

30,813

33,924

36,781

40,289

23

9,260

10,196

11,689

13,091

14,848

18,137

27,141

32,007

35,172

38,076

41,638

44,181

24

9,886

10,856

12,401

13,848

15,659

19,037

28,241

33,196

36,415

39,364

42,980

45,559

25

10,520

11,524

13,120

14,611

16,473

19,939

29,339

34,382

37,652

40,646

44,314

46,928

26

11,160

12,198

13,844

15,379

17,292

20,843

30,435

35,563

38,885

41,923

45,642

48,290

27

11,808

12,879

14,573

16,151

18,114

21,749

31,528

36,741

40,113

43,194

46,963

49,645

28

12,461

13,565

15,308

16,928

18,939

22,657

32,620

37,916

41,337

44,461

48,278

50,993

29

13,121

14,257

16,047

17,708

19,768

23,567

33,711

39,087

42,557

45,722

49,588

52,336

30

13,787

14,954

16,791

18,493

20,599

24,478

34,800

40,256

43,773

46,979

50,892

53,672

931

 . 3

- 0,995

0,99

31

14,458

15,655

17,539

32

15,134

16,362

18,291

33

15,815

17,074

19,047

20,867

34

16,501

17,789

19,806

35

17,192

18,509

35

17,887

19,233

0,01

0,25

0,10

0,05

25,390

35,887

41,422

44,985

48,232

52,191

55,003

22,271 26,304

36,973

42,585

46,194

49,480

53,486

56,328

27,219

38,058

43,745

47,400

50,725

54,776

57,648

23,952

28,136

39,141

44,903

48,602

51,966

56,061

58,964

22,465

24,797

29,054

40,223

46,059

49,802

53,203

57,342

60,275

21,331

23,269

25,643

29,973

41,304

47,212

50,998

54,437

58,619

61,581

0,95

0,90

0,75

19,281

21,434

20,072

23,110

21,664

20,569

0,975

0,025

0,005

37

18,586

19,960

22,106

24,075

26,492

30,893

42,383

48,363

52,192

55,668

59,892

62,883

38

19,289

20,691

22,878

24,884

27,343

31,815

43,462

49,513

53,384

56,896

61,162

64,181

39

19,996

21,426

23,654

25,695

28,196

32,737

44,539

50,660

54,572

58,120

62,428

65,476

40

20,707

22,164

24,433

26,509

29,051

33,660

45,616

51,805

55,758

55,342

63,691

66,766

41

21,421

22,906

25,215

27,326

29,907

34,585

46,692

52,949

56,942

60,561

64,950

68,053

42

22,138

23,650

25,999

28,144

30,765

35,510

47,766

54,090

58,124

61,777

66,206

69,336

43

22,859

24,398

26,785

28,965

31,625

36,436

48,840

55,230

59,304

62,990

67,459

70,616

44

23,584

25,148

27,575

29,787

32,487

37,363

49,913

56,369

60,481

64,201

68,710

71,893

45

24,311

25,901

28,366

30,612

33,350

38,291

50,985

57,505

61,656

65,410

69,957

73,166

46

25,041

26,657

29,160

31,439

34,215

39,220

52,056

58,641

62,830

66,617

71,201

74,437

47

25,775

27,416

29,956

32,268

35,081

40,149

53,127

59,774

64,001

67,821

72,443

75,704

48

26,511

28,177

30,755

33,098

35,949

41,079

54,196

60,907

65,171

69,023

73,683

76,969

49

27,249

28,941

31,555

33,930

36,818

42.0

55,265

62,038

66,339

70,222

74,919

78,231

50

27,991

29,707

32,357

34,764

37,689

42,942

56,334

63,167

67,505

71,420

76,154

79,490

51

28,735

30,475

33,162

35,600

38,560

43,874

57,401

64,295

68,669

72,616

77,386

80,747

52

29,481

31,246

33,968

36,437

39,433

44,808

58,468

65,422

69,832

73,810

78,616

82,001

53

30,230

32,018

34,776

37,276

40,308

45,741

59,534

66,548

70,993

75,002

79,843

83,253

54

30,981

32,793

35,586

38,116

41,183

46,676

60,600

67,673

72,153

76,192

81,069

84,502

55

31,735

33,570

36,398

38,958

42,060

47,610

61,665

68,796

73,311

77,380

82,292

85,749

56

32,490

34,350

37,212

39,801

42,937

48,546 . 62,729

69,919

74,468

78,567

83,513

86,994

57

33,248

35,131

38,027

40,646

43,816

49,482

63,793

71,040

75,624

79,752

84,733

88,236

58

34,008

35,913

38,844

41,492

44,696

50,419

64,857

72,160

76,778

80,936

85,950

89,477

59

34,770

36,698

39,662

42,339

45,577

51,356

65,919

73,279

77,931

82,117

87,166

90,715

60

35,534

37,485

40,482

43,188

46,459

52,294

66,981

74,397

79,082

83,298

88,379

91,952

2
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0,25

0,10

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0,025

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1,0000

3,0777

6,3138

12,7062

31,8207

0,8165

1,8856

2,9200

4,3027

6,9646

9,9248

0,7649

1,6377

2,3534

3,1824

4,5407

5,8409

0,7407

1,5332

2,1318

2,7764

3,7469

4,6041

0,7267

1,4759

2,0150

2,5706

3,3649

4,0322

0,7176

1,4398

1,9432

2,4469

3,1427

3,7074

0,7111

1,4149

1,8946

2,3646

2,9980

3,4995

0,7064

1,3968

1,8595

2,3060

2,8965

3,3554

0,7027

1,3830

1,8331

2,2622

2,8214

3,2498

10

0,6998

1,3722

1,8125

2,2281

2,7638

3,1693

11

0,6974

1,3634

1,7959

2,2010

2,7181

3,1058

12

0,6955

1,3562

1,7823

2,1788

2,6810

3,0545

13

0,6938

1,3502

1,7709

2,1604

2,6503

3,0123

14

0,6924

1,3450

1,7613

2,1448

2,6245

2,9768

15

0,6912

1,3406

1,7531

2,1315

2,6025

2,9467

16

0,6901

1,3368

1,7459

2,1199

2,5835

2,9208

17

0,6892

1,3334

1,7396

2,1098

2,5669

2,8982

18

0,6884

1,3304

1,7341

2,1009

2,5524

2,8784

19

0,6876

1,3277

1,7291

2,0930

2,5395

2,8609
2,8453

20

0,6870

1,3253

1,7247

2,0860

2,5280

21

0,6864

1,3232

1,7207

2,0796

2,5177

2,8314

0,6858

1,3212

1,7171

2,0739

2,5083

2,8188

23

0,6853

1,3195

1,7139

2,0687

2,4999

2,8073
2,7969

24

0,6848

1,3178

1,7109

2,0639

2,4922

25

0,6844

1,3163

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2,0595

2,4851

2,7874

26

0,6840

1,3150

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2,0555

2,4786

2,7787

27

0,6837

1,3137

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2,0518

2,4727

2,7707

26

0,6834

1,3125

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2,0484

2,4671

2,7633

29

0,6830

1,3114

1,6991

2,0452

2,4620

2,7564

30

0,6828

1,3104

1,6973

2,0423

2,4573

2,7500

31

0,6825

1,3095

1,6955

2,0395

2,4528

2,7440

933

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0,25

0,10

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0,01

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32

0,6822

1,3086

1,6939

2,0369

2,4487

2,7385

33

0,6820

1,3077

1,6924

2,0345

2,4448

2,7333

34

0,6818

1,3070

1,6909

2,0322

2,4411

2,7284

35

0,6816

1,3062

1,6896

2,0301

2,4377

2,7238

36

0,6814

1,3055

1,6883

2,0281

2,4345

2,7195
2,7154

37

0,6812

1,3049

1,6871

2,0262

2,4314

38

0,6810

1,3042

1,6860

2,0244

2,4286

2,7116

39

0,6808

1,3036

1,6849

2,0227

2,4258

2,7079

40

0,6807

1,3031

1,6839

2,0211

2,4233

2,7045

41

0,6805

1,3025

1,6829

2,0195

2,4208

2,7012

42

0,6804

1,3020

1,6820

2,0181

2,4185

2,6981

43

0,6802

1,3016

1,6811

2,0167

2,4163

2,6951

44

0,6801

1,3011

1,6802

2,0154

2,4141

2,6923

45

0,6800

1,3006

1,6794

2,0141

2,4121

2,6896

4tj

0,6799

1,3002

1,6787

2,0129

2,4102

2,6870

47

0,6797

1,2998

1,6779

2,0117

2,4083

2,6846

48

0,6796

1,2994

1,6772

2,0106

2,4066

2,6822

49

0,6795

1,2991

1,6766

2,0096

2,4049

2,6800

50

0,6794

1,2987

1,6759

2,0086

2,4033

2,6778

51

0,6793

1,2984

1,6753

2,0076

2,4017

2,6757

52

0,6792

1,2980

1,6747

2,0066

2,4002

2,6737

53

0,6791

1,2977

1 ,6741

2,0057

2,3988

2,6718

54

0,6791

1,2974

1,6736

2,0049

2,3974

2,6700

55

0,6790

1,2971

1 ,6730

2,0040

2,3961

2,6682

56

0,6789

1,2969

1,6725

2,0032

2,3948

2,6665

57

0,6788

1,2966

1,6720

2,0025

2,3936

2,6649

58

0,6787

1,2663

1,6716

2,0017

2,3924

2,6633

59

0,6787

1,2961

1,6711

2,0010

2,3912

2,6618

60

0,6786

1,2958

1,6706

2,0003

2,3901

2,6603

61

0,6785

1,2956

1,6702

2,9996

2,2890

2,6589

62

0,6785

1,2954

1,6698

2,9990

2,3880

2,6575

63

0,6784

1,2951

1,6694

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2,3870

2,6561

64

0,6783

1,2949

1,6690

2,9977

2,3860

2,6549

65

0,6783

1,2947

1,6686

2,9971

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2,6536

66

0,6782

1,2745

1,6683

2,9966

2,3842

2,6524

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0,6782

1,2943

1,6679

2,9960

2,3833

2,6512

68

0,6781

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1,6676

2,9955

2,3824

2,6501

69

0,6781

1,2939

1,6672

2,9949

2,3816

2,6490

70

0,6780

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0,25

0,10

0,05

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0,01

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71

0,6780

1,2936

1,6666

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72

0,6779

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1,6663

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73

0,6779

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1,6660

2,9930

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74

0,6776

1,2931

1,6657

2,9925

2,3778

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75

0,6778

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1,6654

2,9921

2,3771

2,6430

76

0,6777

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1,6652

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2,6421

77

0,6777

1,2926

1,6649

2,9913

2,3758

2,6412

78

0,6776

1,2925

1,6646

2,9908

2,3751

2,6403

79

0,6776

1,2924

1,6644

2,9905

2,3745

2,6395

80

0,6776

1 ,2922

1,6641

2,9901

2,3739

2,6387

;j.i

0,6775

1,2921

1,6639

2,9897

2,3733

2,6379

82

0,6775

1,2920

1,6636

2,9893

2,3727

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2,72

2,64

2,55

2,46

2,36

22

7,95

5,72

4,82

4,31

3,99

3,76

3,59

3.45

3,35

3,26

3,12

2,83

2,75

2,67

2,58

2,50

2,40

2,31

23

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4,76

4,26

3,94

3,71

3,54

3,41

3,30

3,21

3,07

2,78

2,70

2,62

2,54

2,45

2,35

2,26

24

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5,66
5,61

4,72

4,22

3,90

3,67

3,50

3,36

3,26

3,17

3,03

2,74

2,66

2,58

2,49

2,40

2,31

2,21

25

7,77

5,57

4,68

4,18

3,85

3,63

3.46

3,32

3,22

3,13

2,99

2,98
2,93
2,89
2,85

2,70

2,62

2,54

2,45

2,36

2,27

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7.72

5,53

464

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3.32

3.5

3,42

3,29

3,09

2,96

2.81

2.66

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250

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2,33

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4,60

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276

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5.45

4,5~

4,07

2,75

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336

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2.60

2,52

2,44

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2.26

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206

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4.54

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3,33

320

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257

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223

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/*, ( ).


Aposteriori contrasts, 626
Apriori contrasts, 626
Agglomerative clustering, 753
Analysis of covariance (ANCOVA), 607
Analysis of variance (ANOVA), 606
Analytical model, 78
Area sampling, 428
Attribute levels, 792

Balanced scale, 347

Bayesian approach, 414
Biased research, 891
Bibliographic databases, 161
Binomialtest, 590
Bivariate regression, 649
Branching questions, 389
Branded marketing research products and services,
44
Broad statement of the problem, 75
Buyer behavior, 71

Canonical correlation, 688

Casewise deletion, 531
Category equivalence, 879
Causal research, 126
Census, 410
Centroid, 690
Characteristic profile, 700
Cheating error, 133
Chebychev distance, 753
Chi-square distribution, 576
City-block, 755
Classification analysis, 748
information, 387
matrix, 691
Cluster analysis
agglomeration schedule, 750
Chebychev distance, 753
cluster centers, 750
cluster centroid, 750
cluster membership, 750
dendrogram, 749
distances between cluster centres, 75/

942

euclidean distance, 753

icicle diagram, 757
linkage methods, 754
manhattan distance, 75J
similarity/distance coefficient matrix, 751
sampling, 427
Codebook, 527
Coefficient alpha, J55
of variation, 560
Cohort analysis, 122
Common factor analysis, 728
Commimality, 721
Comparative scales, 323
Completion rate, 454
tecniques, 209
Computer mapping, 178
Conclusive research, 116
Confidence
interval, 445
level, 445
Conjoint analysis, 791
attribute levels, 792
cyclical designs, 792
fractional factorial designs, 793
full profiles, 792
hybrid, 804
internal validity, 793
model, 797
orthogonal arrays, 793
painvise tables, 792
part-worth functions, 792
relative importance weights, 792
Consistency checks, 530
Constant sum scaling, J27
Content validity, 356
Contingency tables, 569
Continuous rating scale, 340
Contrast, 626
Contrieved observation, 248
Controlled test market, 302
Convenience sampling, 419
Convergent validity, 357
Coordinates, 779
Correlation matrix, 722
Correspondence analysis, 790
Covariance, 642
Covariates, 607
Cramer's V, 578
Critical path method , 134

Cross-cultural analysis, 543

Cross-sectional design, 121
Cross-tabulation, 569
Customized service, 43
Cyclical designs, 792

D
Data
analysis error, 133
services, 44
cleaning, 530
Database marketing, /55
Decision Support System, 38
Dendrogram, 750
Dependence techniques, 541
Dependent variables, 275
Depth interview, 204
Derived approaches, 783
Descriptive design, 121
Design control, 283
Diary
media panels, 169
purchase panels, 169
Dichotomous question, 381
Direct approach, 195
Directory databases, 162
Discriminant
analysis, 688
functions, 688
scores, 691
validity, 357
Divisive clustering, 753
Double
cross-validation, 675
sampling, 431
Double-barreled question, 375
Dummy variables, 535

E
Economic environment, 72
Editing, 522
Egoism, 901
Eigenvalue, 691', 722
Elbow criterion, 783
Ethics, 889
Euclidean distance, 755
Experimental design, 276
Exploratory research, 115
Expressive techniques, 272
External
analysis of preferences, 788

data, 755
validity, 278
Extraneous variables, 276

Factor analysis, 720

Bartlett's test of sphericity, 722
common factor analysis, 728
communality, 727
correlation matrix, 722
eigenvalue, 722
factor loadings, 722
factor matrix, 722
factor scores, 722
KaiserMeyerOlkin (KMO) measure of
sampling adequacy, 722
orthogonal rotation, 730
percentage of variance, 722
principal component, 727
residuals, 722
scree plot, 722
varimax procedure, 730
F-distribution, 5<95
Field services, 43
Fixed-alternative questions, 228
Focus group, 795
Fractional factorial designs, 793
Frequency distribution, 555
measures of location, 55<
measures of variability, 559
Frugging, 52; 892
F-statistic, 585; 609
F-test, 585
Full-text databases, 762
Functional equivalence, 879

G
Gamma, 579
General izability, 358
Graphical model, 78

H
Hierarchical clustering, 753
Hypertext markup language, HTML, 236
Hypothesis testing
level of significance, 565
power of a test, 566
type I error, 565
type 11 error, 565

943

I
Icicle diagram, 751
Independent samples, 584
Industrial services, 775
Internal
analysis of preferences, 788
consistency reliability, 355
data, /55
validity, 277; 793
Internet
databases, 161
services, 43
Itemized rating scales, 342

Judgemental sampling, 419

KaiserMeyerOIkin (KMO) measure of

sampling adequacy, 722
Kendall's tau , 648
Kolmogorov-Smirnov (K-S)
one-sample test, 589
two-sample test, 592
KruskalWallis one-way analysis of variance, 629
K-sample median test, 628
Kurtosis, 561

Latin square design, 294

Least-squares procedure, 652
Legal environment, 72
Level of significance, 565
Lifestyle, 165
Likert scale, 342
Longitudinal designs, 123

M
Mahalanobis procedure, 709
Mail panel, 233
Management decision problem, 73
Manhattan distance, 753
Mann-Whitney U-testf 591
Marketing Information System , 37
Marketing research, 33
problem, 33; 62; 73
proposal, 134
suppliers, 39

944

external, 40
internal, 39
Mathematical model, 78
Mean, 558
square, 609
Measurement, 316
error, 132; 353
Measures of location, 558
mean, 558
median, 55<?
mode, 558
Measures of variability, 559
coefficient of variation, 560
interquartile range, 559
kurtosis, 567
range, 55P
skewness, 561
standard deviation, 560
variance, 560
Mechanical observation, 249
Median, 555
Metric data, 539
Misleading reporting, 891
Mixed-effects model, 616
Mode, 558
Multicollinearity, 671
Multidimensional scaling, 777
correspondence analysis, 790
external analysis of preferences, 788
internal analysis of preferences, 788
spatial map, 779
stress, 778
unfolding, 779
Multiple
cross-sectional designs, 121
descriminant analysis, 689
regression model, 660
time series design, 291
Multivariate techniques, 539

N
Natural observation, 248
Nominal scale, 317
Noncomparative scales, 323
Nonhierarchical clustering, 756
Nonmetric
analysis of variance, 628
correlation, 648
data, 539
MDS, 7*2
Nonparametric tests, 580
Nonprobability sampling, 417
Nonresponse

bias, 243
error, 131
Nonsampling errors, 131
Normal distribution, 470
Null hypothesis, 563
Numeric databases, 162
N-way analysis of variance, 607

Objectivism, 903
Oblique rotation, 730
Observation,^/
One-shot case study, 285
One-tailed test, 564
One-way analysis of variance, 606
Online databases, 161
Operational equivalence, 879
Order or position bias, 381
Ordinal
interaction, 624
scale, 319
Orthogonal
arrays, 793
rotation, 730

Paired
comparison scaling, 324
samples, 587
samples t-test, 588
Pairwise
delition, 532
tables, 792
Pan-cultural analysis, 543
Panel, 123
Pantry audit, 252
Parameter, 445
Parametric tests, 580
Part correlation coefficient, 647
Partial correlation coefficient, 646
Part-worth functions, 792
Perceived anonymity, 244
Percentage of variance, 722
Personal observation, 248
Pooled within-group correlation matrix, 691
Population, 410
Power of a test, 566
Precision level, 445
Preceding, 389
Preference rankings, 778
Pretesting, 392

Primary data, 67; 148

Probability
Proportionate to size Sampling , 428
sampling, 417
Problem
audit, 64
identification research, 35
solving research, 35
Product moment correlation r, 642
Psychographics, 765
Psycnogalvanometer, 250

Q-sort scaling, 328

Qualitative research, 68; 193
Quantitative research, 193
Questioning error, 133
Questionnaire, 370
back translation, 880
parallel translation, 880
Quota sampling, 420

R
Random
sampling error, 130
variable, 353
Randomization, 282
Range, 559
Rank-order scaling, 326
Ratio scale, 322
Recording error, 133
Regression analysis, 649
Relative importance weights, 792
Relevant characteristics, 83
Repeated measures analysis of variance, 628
Research design, 114
classification
conclusive, 116
descriptive, 118
causal, 126
exploratory, /75
Research questions, 80
Residual, 665
Respondent selection error, 133
Response
bias, 126
error, 131
latency, 257
rate, 243
Runs test, 590

945

Sample, 410
control, 239
size, 415

survey, 121
Sampling
statistic, 445
control, 508
distribution, 445
frame, 239; 413
error, 132
unit, 412
with replacement, 414
without replacement, 414
Scale transformation, 535
Scaling, 317
Scanner
data, 171
diary panels, 772
Scree plot, 722
Secondary data, 67; 148
Self-reference criterion, #5
Semantic differential, 344
Sign test, 594
Significance
of the interaction effect, 618
of the main effect of each factor, 619
of the overall effect, 618
Similarity/distance coefficient matrix, 751
Simple Random Sampling , 423
Simulated test market, 302
Single cross-sectional designs, 121
Single-source data, 176
Skewness, 561
Snowball sampling, 422
Solomon four-group design, 289
Spatial map, 779
Specific components of the problem, 75
Split ballot, 382
Stakeholders, 890
Standard
deviation, 560
error, 446
test market, 299
Standardization, 536
Standardized
discriminant function coefficients, 691
services, 43
Stapel scale, 345
Statistic, 445
Statistical
control, 283
design, 285

946

inference, 446
regression, 281
Stepwise regression, 668
Stratified sampling, 425
Stress, 77*
Structured
data collection, 228
observation, 247
questions, 380
Substitution, 460
Summated scale, 342
Surrogate
information error, 132
variables, 7J2
Survey, 165
Symbolic analysis, 205
Symmetric lambda, 579
Syndicated services, 40; 163
Systematic sampling, 424

Target population, 412

Territorial map, 707
Test
marketing, 29P
statistic, 565
units, 275
Third-person technique, 213
Total
correlation matrix, 691
error, 130
Trace analysis, 253
Trend analysis, 460
True
experimental designs, 284
score model, 353
T-statistic, 582
T-test, 582
Two-sample median test, 592
Two-tailed test, 564
Type I error, 565
Type 11 error, 565

Unfolding, 779
Univariate techniques, 539
Universal Product Code - UPC, 249
Unstructered
questions, 379
observation, 247
Unwillingness error, 133

Utilitarianism, 903

Validity, 356
Variable respecification, 534
Variance, 560
Varimax procedure, 730
Verbal
model, 78
protocols, 329
Volume tracking data, 152; 172

w
Ward's procedure, 756
Word association, 208

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