（株）極東書店 - 1 - KS-3261／マーケティングリサーチ

KS – 3261 / September 2008

ご注文承り中!! 【経営学、マーケティング、消費者研究、マーケティング・リサーチ】

マーケティング・リサーチの理論と実践に関する重要論文をテーマ別に編集した

D.F.バークス他編

マーケティング・リサーチ 全 4 巻 Marketing Research. 4 vols.

Birks, David F. / Macer, Tim (eds.), Marketing Research. 4 vols. (Critical Per-

spectives on Business and Management) 1796 pp. 2008:12 (Routledge, UK) <100-2572> ISBN 978-0-415-44912-0 hard set

アメリカ・マーケティング協会（AMA）によれば、マーケティング・リサーチとは「商

品およびサービスのマーケティングに関する諸問題についての資料を組織的に収集し、記

録し、分析すること」と定義されています。本論文集は、膨大な数のマーケティング・リ

サーチに関する文献を統合することにより、権威ある、最新の、包括的なレファレンス・

ワークの必要性に応えることを意図しています。実際、関連する研究の膨大な産出量と分

野の広さを考えるなら、古典的論文と今日的研究の最も包括的な論文集である本書は、タ

イムリーで歓迎されることでしょう。 この分野の主導的研究者の一人である D.バークスと、国際的マーケティング・リサー

チ・コンサルタントである T.メイサーによって編集された本書には、総合的索引と新序文

が付けられています。本書の第 1 巻「マーケティング・リサーチの本質と範囲」は、「マ

ーケティング・リサーチとは何か？」、「企業におけるマーケティング・リサーチ」、「効果

的マーケティング・リサーチを始める」、「マーケティング・リサーチにおける理論の発展」

の部から、第 2 巻「質的マーケティング・リサーチ－アプローチ・技法・分析」は、「質

的調査の本質」、「質的調査の基礎」、「質的調査アプローチ」、「質的技法」、「質的データ分

析」の部から、第 3 巻「量的マーケティング技法と分析」は、「データ収集」、「測定」、「統

計的有意性」、「多変量解析技法」、「統計モデリング」の部から、第 4 巻「マーケティング・

リサーチにおける発達的課題」は、「誤差と信頼性」、「倫理」、「文化的意識」、「参加と関

与」、「確立した技法への挑戦」、「インターネットの影響」の部から構成されています。

《収録論文明細》

Volume I: The Nature and Scope of Marketing Research Part 1: What is Marketing Research? 1. Archibald Crossley et al. (1949), ‘Committee Reports: Report of American Marketing Asso-

ciation Committee on Marketing Research Techniques’ 2. George S. Day (1975), ‘The Threats to Marketing Research’

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3. Naresh K. Malhotra, James Agarwal, & Mark Peterson (1996), ‘Methodological Issues in Cross-Cultural Marketing Research: A State-of-the-Art Review’

4. Robert Worcester (1996), ‘Why We Do What We Do: A Review of What We Think We Do, Reflections on Why We Do It, and Whether or Not It Does Any Good’

5. Gerrit H. van Vruggen, Ale Smidts, & Berend Wierenga (2001), ‘The Powerful Triangle of Marketing Data, Managerial Judgment, and Marketing Management Support Systems’

6. Elizabeth Daniel, Hugh Wilson, & Malcolm McDonald (2003), ‘Towards a Map of Marketing Information Systems: An Inductive Study’

7. Judie Lannon & Merry Baskin (2007), ‘Tomorrow’s Research: Full Circle into the Future’

Part 2: Marketing Research in Business 8. Robert E. Sessions (1950), ‘A Management Audit of Marketing Research’ 9. Harry V. Roberts (1958), ‘The Role of Research in Marketing Management’ 10. A. B. Blankenship (1961), ‘Creativity in Consumer Research’ 11. John G. Keane (1969), ‘Some Observations on Marketing Research in Top Management De-

cision Making’ 12. Rohit Deshpande & Gerald Zaltman (1982), ‘Factors Affecting the Use of Market Research

Information: A Path Analysis’ 13. Rohit Deshpande & Gerald Zaltman (1984), ‘A Comparison of Factors Affecting Researcher

and Manager Perceptions of Market Research Use’ 14. Susan Hart & Adamantios Diamantopoulos (1992), ‘Marketing Research Activity and Com-

pany Performance: Evidence from Manufacturing Industry’ 15. Hanjoon Lee, Jay D. Lindquist, & Frank Acito (1997), ‘Managers’ Evaluation of Research

Design and its Impact on the Use of Research: An Experimental Approach’ 16. Simon Chadwick (2006), ‘Client-Driven Change: The Impact of Changes in Client Needs on

the Research Industry’ 17. Audrey Niven & Mike Imms (2006), ‘Connecting with Clients: Rethinking the Debrief’

Part 3: Initiating Effective Marketing Research 18. Harper W. Boyd Jr & Steuart Henderson Britt (1965), ‘Making Market Research More Effective

by Using the Administrative Process’ 19. Sue Jones (1985), ‘Problem Definition in Marketing Research: Facilitating Dialog between

Clients and Researchers’. 20. Christine Moorman, Rohit Deshpande, & Gerald Zaltman (1993), ‘Factors Affecting Trust in

Market Research Relationships’ 21. Patrick Butler (1994), ‘Marketing Problems: From Analysis to Decision’

Part 4: Theory Development in Marketing Research 22. Richard P. Bagozzi (1984), ‘A Prospectus for Theory Construction in Marketing’ 23. Shelby D. Hunt (1993), ‘Objectivity in Marketing Theory and Research’ 24. Peter S. H. Leeflang & Dick R. Wittink (2000), ‘Building Models for Marketing Decisions: Past,

Present and Future’ 25. Agnes Nairn, Pierre Berthon, & Arthur Money (2007), ‘Learning from Giants: Exploring,

Classifying and Analysing Existing Knowledge on Market Research’

Volume II: Qualitative Marketing Research: Approaches, Techniques, and Analysis

Part 5: The Nature of Qualitative Research 26. Fred T. Schreier & Albert J. Wood (1948), ‘Motivation Analysis in Market Research’ 27. Mark Tadajewski (2006), ‘Remembering Motivation Research: Toward an Alternative Gene-

alogy of Interpretive Consumer Research’

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28. Peter Cooper (2007), ‘In Search of Excellence: The Evolution and Future of Qualitative Re-search’

Part 6: The Foundations of Qualitative Research 29. Elizabeth Hirschman (1985), ‘Scientific Style and the Conduct of Consumer Research’ 30. Paul F. Anderson (1986), ‘On Method in Consumer Research: A Critical Relativist Perspective’ 31. Shelby D. Hunt (1991), ‘Positivism and Paradigm Dominance in Consumer Research: Toward

Critical Pluralism and Rapprochement’, 32. Stephen J. Arnold & Eileen Fischer (1994), ‘Hermeneutics and Consumer Research’ 33. Joep P. Cornelissen and Andrew R. Lock (2005), ‘The Uses of Marketing Theory: Constructs,

Research Propositions, and Managerial Implications’

Part 7: Qualitative Research Approaches 34. Craig J. Thompson, William B. Locander, & Howard R. Pollio (1989), ‘Putting Consumer

Experience Back into Consumer Research: The Philosophy and Method of Existential Phe-nomenology’

35. Ruth Ann Smith & David S. Lux (1993), ‘Historical Method in Consumer Research: Developing Causal Explanations of Change’

36. William D. Wells (2001), ‘Discovery-Oriented Consumer Research’ 37. Michael Harvey & Malcolm Evans (2001), ‘Decoding Competitive Propositions: A Semiotic

Alternative to Traditional Advertising Research’. 38. Rachel Lawes (2002), ‘Demystifying Semiotics: Some Key Questions Answered’ 39. Chad Perry & Evert Gummesson (2004), ‘Action Research in Marketing’

Part 8: Qualitative Techniques 40. Bobby J. Calder (1977), ‘Focus Groups and the Nature of Qualitative Research’ 41. Jeffrey S. Nevid & L. Sta. Maria Nelly (1999), ‘Multicultural Issues in Qualitative Research’ 42. Thomas J. Reynolds & Jonathan Gutman (1988), ‘Laddering Theory, Method, Analysis and

Interpretation’ 43. Mark Easterby-Smith, Richard Thorpe, & David Holman (1996), ‘Using Repertory Grids in

Management’ 44. Hy Mariampolski (1999), ‘The Power of Ethnography’. 45. Clive Boddy (2005), ‘Projective Techniques in Market Research: Valueless Subjectivity or

Insightful Reality?’

Part 9: Qualitative Data Analysis 46. Melanie Wallendorf & Merrie Brucks (1993), ‘Introspection in Consumer Research: Imple-

mentation and Implications’ 47. Harold H. Kassarjian (1977), ‘Content Analysis in Consumer Research’ 48. Gerald Zaltman & Robin Higie Coulter (1995), ‘Seeing the Voice of the Consumer: Meta-

phor-Based Advertising Research’ 49. Joep P. Cornelissen (2003), ‘Metaphor as a Method in the Domain of Marketing’ 50. Angelina Dolan & Catherine Ayland (2001), ‘Analysis on Trial’ 51. Tim Macer, Mark Pearson, & Fabrizio Sebastiani (2007), ‘Cracking the Code: What Customers

Say in Their Own Words’

Volume III: Quantitative Marketing Techniques and Analyses

Part 10: Data Collection 52. Martin Collins (1997), ‘Interviewer Variability: A Review of the Problem’ 53. Mick P. Couper (1997), ‘Survey Introductions and Data Quality’

（株）極東書店 - 4 - KS-3261／マーケティングリサーチ

54. Maryon F. King and Gordon C. Bruner (2000), ‘Social Desirability Bias: A Neglected Aspect of Validity Testing’

55. Stanley Presser et al. (2004), ‘Methods for Testing and Evaluating Survey Questions’

Part 11: Measurement 56. Gilbert A. Churchill Jr (1979), ‘A Paradigm for Developing Better Measures of Marketing

Constructs’ 57. Eli P. Cox (1980), ‘The Optimal Number of Response Alternatives for a Scale: A Review’ 58. Gilbert A. Churchill Jr & J. Paul Peter (1984), ‘Research Design Effects on the Reliability of

Rating Scales: A Meta-Analysis’ 59. Joseph O. Rentz (1987), ‘Generalizability Theory: A Comprehensive Method for Assessing

and Improving the Dependability of Marketing Measures’ 60. Leisa Reinecke Flynn & Dawn Pearcy (2001), ‘Four Subtle Sins in Scale Development: Some

Suggestions for Strengthening the Current Paradigm’ 61. Gordon C. Bruner II (2003), ‘Combating Scale Proliferation’ 62. Roger Tourangeau et al. (1989), ‘Carryover Effects in Attitude Surveys’

Part 12: Statistical Significance 63. Michael Cowles & Caroline Davis (1982), ‘On the Origins of the .05 Level of Statistical Sig-

nificance’ 64. Alan G. Sawyer & J. Paul Peter (1983), ‘The Significance of Statistical Significance Tests in

Marketing Research’ 65. Robert A. Peterson (1994), ‘A Meta-Analysis of Cronbach’s Coefficient Alpha’

Part 13: Multivariate Analysis Techniques 66. Jagdish N. Sheth (1971), ‘The Multivariate Revolution in Marketing Research’ 67. David W. Stewart (1981), ‘The Application and Misapplication of Factor Analysis in Marketing

Research’ 68. James Rothman (1996), ‘Some Considerations Affecting the Use of Factor Analysis in Market

Research’ 69. Lee G. Cooper (1983), ‘A Review of Multidimensional Scaling in Marketing Research’ 70. G. J. Hooley (2001), ‘Multidimensional Scaling of Consumer Perceptions and Preferences’ 71. Girish Punj & David W. Stewart (1983), ‘Cluster Analysis in Marketing Research: Review and

Suggestions for Application’ 72. Joseph O. Rentz, Fred D. Reynolds, and Roy G. Stout (1983), ‘Analyzing Changing Con-

sumption Patterns with Cohort Analysis’

Part 14: Statistical Modelling 73. Phillippe Cattin & Dick R. Wittink (1982), ‘Commercial Use of Conjoint Analysis: A Survey’ 74. Paul E. Green, Abba B. Krieger, & Yoram (Jerry) Wind (2001), ‘Thirty Years of Conjoint

Analysis: Reflections and Prospects’ 75. Hans Baumgartner & Christian Homburg (1996), ‘Applications of Structural Equation Model-

ling in Marketing and Consumer Research: A Review’ 76. John Hulland, Yiu Ho Chow, & Shunyin Lam (1996), ‘Use of Causal Models in Marketing

Research: A Review’ 77. Lynette Ryals & Hugh Wilson (2005), ‘Experimental Methods in Market Research’

Volume IV: Developmental challenges in Marketing Research Part 15: Error and Reliability 78. Johan Arndt (1976), ‘What’s Wrong with Advertising Research’ 79. Henry Assael & John Keon (1982), ‘Nonsampling vs. Sampling Errors in Survey Research’

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80. Arch G. Woodside & Elizabeth J. Wilson (2002), ‘Respondent Inaccuracy’ 81. Paul Bottomley & Agnes Nairn (2004), ‘Blinded by Science: The Managerial Consequences of

Inadequately Validated Cluster Analysis Solutions’ 82. Fred Bronner & Ton Kuijlen (2007), ‘The Live or Digital Interviewer: A Comparison Between

CASI, CAPI and CATI with Respect to Differences in Response Behaviour’

Part 16: Ethics 83. Shelby D. Hunt, Lawrence B. Chonko, & James B. Wilcox (1984), ‘Ethical Problems of Mar-

keting Researchers’ 84. Allan J. Kimmel & N. Craig Smith (2001), ‘Deception in Marketing Research: Ethical, Meth-

odological and Disciplinary Implications’

Part 17: Cultural Awareness 85. Gaurav Bhalla & Lynn Y. S. Lin (1987), ‘Cross Cultural Marketing Research: A Discussion of

Equivalence Issues and Measurement Strategies’ 86. Steven Michael Burgess & Jan-Benedict E. M. Steenkamp (2006), ‘Marketing Renaissance:

How Research in Emerging Markets Advances Marketing Science and Practice’

Part 18: Participation and Engagement 87. Richard J. Fox, Melvin R. Crask, & Jonghoon Kim (1988), ‘Mail Survey Response Rate: A

Meta-Analysis of Selected Techniques for Inducing Response’ 88. Jacques Billiet & Geert Loosveldt (1988), ‘Improvement of the Quality of Responses to

Factual Survey Questions By Interviewer Training’ 89. Robert M. Groves, Robert B. Cialdini, & Mick P. Couper (1992), ‘Understanding the Decision

to Participate in a Survey’ 90. Roger Tourangeau & Tom W. Smith (1996), ‘Asking Sensitive Questions: The Impact of Data

Collection Mode, Question Format, and Question Context’ 91. Peter Tuckel & Harry O’Neill (2002), ‘The Vanishing Respondent in Telephone Surveys’ 92. Timothy R. Graeff (2003), ‘Exploring Consumers’ Answers to Survey Questions: Are Unin-

formed Responses Truly Uninformed?’ 93. Leah Melani Christian, Don A. Dillman, & Jolene D. Smyth (2007), ‘Helping Respondents Get

it Right the First Time: The Influence of Words, Symbols and Graphics in Web Surveys’

Part 19: Challenges to Established Techniques 94. Seymour Sudman & Edward Blair (1999), ‘Sampling in the 21st Century’ 95. Russell S. Winer (1999), ‘Experimentation in the 21st Century: The Importance of External

Validity’ 96. Brian Wansink & Seymour Sudman (2002), ‘Predicting the Future of Consumer Panels’ 97. Bill Blyth (2007), ‘Mixed Mode: The Only "Fitness" Regime?

Part 20: The Impact of the Internet 98. Mick P. Couper (2000), ‘Web Surveys: A Review of Issues and Approaches’ 99. Gordon Pincott & Alan Branthwaite (2000), ‘Nothing New Under the Sun?’ 100. Scott Fricker et al. (2005), ‘An Experimental Comparison of Web and Telephone Surveys’