Marketing Research: An Applied Orientation by Naresh K. MalhotraMarketing Research
If I had to make a critical approach of that texbook I would give it three stars. However, I will only point out and discuss three of te critical points which I found very interesting of the chapter 7.
These critical points are:
a) Extraneous variables
I will discuss these concepts one after another, and see how they can be applied in a real life scenario through the examples that I will use to clarify my points.
a) Extraneous variables
The point is whether a marketing researcher likes it or not the extraneous variables play a key role in conducting a research, because they can affect considerably the end result of an experiment in both cases: effectively and ineffectively. Let’s take, for example, mortality, which is an extraneous variable that affects validity. Imagine a case, as it’s usually done in the real life for a marketing research experiment, where I was planning to make an experiment in two specific local areas on two distinctive groups of people called G1 and G2 for more simplicity. This experiment is to determine how each area reacts for the same category of a food product, each of those groups have about 50 people. While making the experiment some of the people of the G1 were involved in an accident. The loss of some of these people of the local area will affect the way that I will continue with that experiment. Somehow, the accident will affect the validity of my experiment. Though, as teaching in this chapter, in making an experiment I need to take great consideration of extraneous variables.
The textbook greatly discuss this concept on page 223, however here is a definition given by Merriam Webster an online dictionary (http://www.merriam-webster.com/), validity is being at once relevant and meaningful (a valid theory) or a valid argument.
In the matter of fact, there are two types of validity that have to meet researcher goals: draw valid conclusion about the effects of independent variables on the study group (internal validity: whether the manipulation of the independent variables or treatments actually caused the observed effects on the dependent variables) and make valid generalization to a larger population of interest (external validity: whether the cause-and-effect relationship found in the experiment can be generalized).
Based on all that, the concept of validity is a key element in conducting a research, survey and experiment. After all, why a researcher has to conduct an experiment if at the end the result isn’t valid? Even though, it’s not usually the case in the real life, what I want to say is sometimes the researcher has to trade for one another validity (internal or external validity) for the good sake of the experimentation to control extraneous variables.
Nevertheless, as teaching in this chapter, it is desirable to have an experimental design that has both internal and external validity.
The last concept that finds important in this chapter is causality. What is causality? It is when the occurrence of X increases the probability of the occurrence of Y. (p. 218)
In marketing experience as it’s difficult to prove the causal relationship between two elements-due to the fact that marketing effects are caused by multiple variables. It is better to discuss causality from the point of “condition for causality.”
Based on our textbook, the assumption of causality required three satisfactions: a) concomitant, b) time order of occurrence of variables, and c) elimination of other possible causal factors-They are necessary but not sufficient.
As it’s usually occurred in the real life where people come to use causality to demonstrate strong evidence, then somehow after studying this chapter I’ve come to figure out that this type of quick and in a hurry conclusion of causal relationships is most of the time a matter of simplicity.
I conclude to say that these three concepts: a) extraneous variables, b) validity, and c) causality are not only the three most important concepts of the chapter seven, but they are critical points that retained my attention and I certainly learn from them many lessons which I can use in the real life for my progress and achievement in the area of research and experimentation.
Marketing Research: An Applied Orientation, 7th Edition
This 3rd edition of Marketing Research: An Applied Approach forms a comprehensive, authoritative and thoroughly European introduction to applied marketing research and covers both quantitative and qualitative techniques in depth. Marketing Research: An Applied Approach is aimed at students studying marketing research at undergraduate and postgraduate level. Naresh K. He also holds the all-time record for the maximum number of publications in the "Journal of Health Care Marketing," He is ranked number one based on publications in the "Journal of the Academy of Marketing Science" JAMS since its inception through Volume 23, He is also number one based on publications in JAMS during the ten-year period
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Last edited by Clean Up Bot. July 30, History. By Naresh K. Go to the editions section to read or download ebooks. Marketing research Naresh K. Want to Read.
For graduate and upper-level undergraduate courses in Marketing Research and Marketing Data Analysis. The global leader because it presents a comprehensive look at the principles and practices of marketing research from a manager's perspective. Naresh K. He also holds the all-time record for the maximum number of publications in the Journal of Health Care Marketing. He is also number one based on publications in JAMS during the ten-year period