Basic Marketing Research: Application to Contemporary Issues with SPSS-Student Edition / Edition 1

Basic Marketing Research: Application to Contemporary Issues with SPSS-Student Edition / Edition 1

by Naresh K. Malhotra
     
 

ISBN-10: 0133768562

ISBN-13: 9780133768565

Pub. Date: 12/28/2001

Publisher: Pearson

Written from the perspective of users of marketing research, this easy to read and understand book presents concepts and principles at a basic level. It is practical, applied, and managerial, and focuses on important contemporary issues—in total quality management, international marketing, technology, ethics, and the Internet. A four-part organization outlines a…  See more details below

Overview

Written from the perspective of users of marketing research, this easy to read and understand book presents concepts and principles at a basic level. It is practical, applied, and managerial, and focuses on important contemporary issues—in total quality management, international marketing, technology, ethics, and the Internet. A four-part organization outlines a six-step framework for conducting market research. Part I provides an introduction to marketing research and discusses problem definition; Part II covers research and design; Part III presents field work and data preparation; and Part IV looks at data analysis and communicating the research. For all professionals who are either users or providers of marketing research.

Product Details

ISBN-13:
9780133768565
Publisher:
Pearson
Publication date:
12/28/2001
Edition description:
BK&CD-ROM
Pages:
685
Product dimensions:
8.12(w) x 10.04(h) x 1.28(d)

Table of Contents

Pt. IIntroduction and Early Phases of Marketing Research1
1Introduction to Marketing Research2
2Defining the Marketing Research Problem and Developing an Approach34
Pt. IIResearch Design Formulation79
3Research Design80
4Exploratory Research Design: Secondary Data108
5Exploratory Research Design: Syndicated Sources of Secondary Data136
6Exploratory Research Design: Qualitative Research164
7Descriptive Research Design: Survey and Observation192
8Causal Research Design: Experimentation222
9Measurement and Scaling: Fundamentals and Comparative Scaling252
10Measurement and Scaling: Noncomparative Scaling Techniques278
11Questionnaire and Form Design306
12Sampling: Design and Procedures342
13Sampling: Final and Initial Sample Size Determination374
Pt. IIIData Collection, Analysis, and Reporting427
14Field Work428
15Data Preparation and Analysis Strategy448
16Frequency Distribution, Hypothesis Testing, and Cross-Tabulation470
17Hypothesis Testing Related to Differences502
18Correlation and Regression532
19Report Preparation and Presentation566
Pt. IVComprehensive Cases609
Appendix649
Photo Credits661
Subject Index665
Company and Product Index681
Name Index685

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