Marketing Research: An Applied Orientation

Marketing Research: An Applied Orientation

by Naresh K. Malhotra
     
 

ISBN-10: 0136094236

ISBN-13: 9780136094234

Pub. Date: 09/28/2009

Publisher: Pearson Education

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…  See more details below

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:
9780136094234
Publisher:
Pearson Education
Publication date:
09/28/2009

Table of Contents

Pt. IIntroduction and Early Phases of Marketing Research
Ch. 1Introduction to Marketing Research3
Ch. 2Defining the Marketing Research Problem33
Ch. 3Developing an Approach to the Problem56
Practitioner Viewpoints74
Cases80
Pt. IIResearch Design Formulation
Ch. 4Research Design89
Ch. 5Exploratory Research Design: Secondary Data115
Ch. 6Exploratory Research Design: Qualitative Research156
Ch. 7Descriptive Research Design: Survey and Observation185
Ch. 8Causal Research Design: Experimentation217
Ch. 9Specifying the Information Needed252
Ch. 10Measurement and Scaling: Fundamentals and Comparative Scaling275
Ch. 11Measurement and Scaling: Noncomparative Scaling Techniques292
Ch. 12Questionnaire and Form Design317
Ch. 13Sampling: Design and Procedures349
Ch. 14Sampling: Statistical Considerations381
Practitioner Viewpoints403
Cases412
Pt. IIIData Collection
Ch. 15Field Work429
Practitioner Viewpoints445
Cases448
Pt. IVData Preparation and Analysis
Ch. 16Data Preparation452
Ch. 17Frequency Distribution, Cross-Tabulation, and Hypothesis Testing477
Ch. 18Analysis of Variance and Covariance518
Ch. 19Correlation and Regression547
Ch. 20Discriminant Analysis589
Ch. 21Factor Analysis617
Ch. 22Cluster Analysis644
Ch. 23Multidimensional Scaling and Conjoint Analysis668
Practitioner Viewpoints703
Cases718
Pt. VCommunicating the Research Project
Ch. 24Report Preparation and Presentation738
Practitioner Viewpoints760
Cases761
Pt. VIInternational Dimension
Ch. 25International Marketing Research770
Practitioner Viewpoints795
Cases797

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