Marketing Research: An Applied Orientation

Marketing Research: An Applied Orientation

by Naresh K. Malhotra
     
 

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ISBN-10: 0135553504

ISBN-13: 9780135553503

Pub. Date: 11/16/1992

Publisher: Prentice Hall Professional Technical Reference

The motivation in writing Marketing Research was to provide a college text that is comprehensive, practical, applied, and managerial and that presents a balanced coverage of both qualitative and quantitative material. This book is written from the perspective of users of marketing research, and it reflects the current trends in international marketing, ethics, and the

Overview

The motivation in writing Marketing Research was to provide a college text that is comprehensive, practical, applied, and managerial and that presents a balanced coverage of both qualitative and quantitative material. This book is written from the perspective of users of marketing research, and it reflects the current trends in international marketing, ethics, and the integration of microcomputers and mainframes into this field.

Product Details

ISBN-13:
9780135553503
Publisher:
Prentice Hall Professional Technical Reference
Publication date:
11/16/1992
Pages:
1056
Product dimensions:
8.27(w) x 10.24(h) x (d)

Table of Contents

PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH
Chapter 1 Introduction to Marketing Research
Chapter 2 Defining the Marketing Research Problem and Developing an Approach

PART II: RESEARCH DESIGN FORMULATION
Chapter 3 Research Design
Chapter 4 Exploratory Research Design: Secondary Data
Chapter 5 Exploratory Research Design: Qualitative Research
Chapter 6 Descriptive Research design: Survey and Observation
Chapter 7 Causal Research Design: Experimentation
Chapter 8 Measurement and Scaling: Fundamentals and Comparative Scaling
Chapter 9 Measurement and Scaling: Noncomparative Scaling Techniques
Chapter 10 Questionnaire and Form Design
Chapter 11 Sampling: Design and Procedures
Chapter 12 Sampling: Final and Initial Sample Size Determination

PART III: DATA COLLECTION, PREPARATION, ANALYSIS AND REPORTING
Chapter 13 Field Work
Chapter 14 Data Preparation
Chapter 15 Frequency Distribution, Cross-tabulation, and Hypothesis Testing
Chapter 16 Analysis of Variance and Covariance
Chapter 17 Correlation and Regression
Chapter 18 Discriminant and Logit Analysis
Chapter 19 Factor Analysis
Chapter 20 Cluster Analysis
Chapter 21 Multidimensional Scaling and Conjoint Analysis
Chapter 22 Structural Equation Modeling and Path Analysis
Chapter 23 Report Preparation and Presentation
Chapter 24 International Marketing Research

Running Case: Dell
Comprehensive Critical Thinking Cases
Data Analysis Cases with Real Data
Comprehensive Cases with Real Data
Comprehensive Harvard Business School Cases

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