Marketing Research / Edition 3

Marketing Research / Edition 3

by Naresh K. Malhotra
     
 

This text presents a comprehensive look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of marketing research users, the Third Edition reflects current trends in international marketing, ethics, and the continuingSee more details below

Overview

This text presents a comprehensive look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of marketing research users, the Third Edition reflects current trends in international marketing, ethics, and the continuing integration of technology. It strives to build on the enormous success of previous editions by being even more current, contemporary, illustrative and user-friendly.

Product Details

ISBN-13:
9780130830449
Publisher:
Pearson Education
Publication date:
03/28/1999
Edition description:
Older Edition
Pages:
763
Product dimensions:
8.32(w) x 10.34(h) x 1.34(d)

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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