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Basic Marketing Research with SPSS 16.0 / Edition 3
     

Basic Marketing Research with SPSS 16.0 / Edition 3

1.0 1
by Naresh K. Malhotra, Mark Peterson
 

ISBN-10: 0136037909

ISBN-13: 9780136037903

Pub. Date: 09/15/2008

Publisher: Prentice Hall

Focusing on the interaction between marketing research decisions and marketing management decisions, Malhotra offers a highly contemporary review that enables readers to increase their SPSS and Excel skills.
The Early Phases of Marketing Research, Research Design Formulation, Data Collection, Analysis, and Reporting

Overview

Focusing on the interaction between marketing research decisions and marketing management decisions, Malhotra offers a highly contemporary review that enables readers to increase their SPSS and Excel skills.
The Early Phases of Marketing Research, Research Design Formulation, Data Collection, Analysis, and Reporting
A useful reference for marketing professionals who need to increase their market research skills.

Product Details

ISBN-13:
9780136037903
Publisher:
Prentice Hall
Publication date:
09/15/2008
Series:
Pearson Custom Business Resources Series
Pages:
672
Product dimensions:
8.70(w) x 10.90(h) x 1.20(d)

Table of Contents

Part 1 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 2 Research Design Formulation
Chapter 3 Research Design Chapter 4 Exploratory Research Design: Secondary Data Chapter 5 Exploratory Research Design: Syndicated Sources of Secondary Data Chapter 6 Exploratory Research Design: Qualitative Research Chapter 7 Descriptive Research Design: Survey and Observation Chapter 8 Causal Research Design: Experimentation Chapter 9 Measurement and Scaling: Fundamentals and Comparative Scaling Chapter 10 Measurement and Scaling: Noncomparative Scaling Techniques Chapter 11 Questionnaire and Form Design Chapter 12 Sampling: Design and Procedures Chapter 13 Sampling: Final and Initial Sample Size Determination
Part 3 Data Collection, Analysis, and Reporting
Chapter 14 Field Work: Data Collection Chapter 15 Data Preparation and Analysis Strategy Chapter 16 Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation Chapter 17 Data Analysis: Hypothesis Testing Related to Differences Chapter 18 Data Analysis: Correlation and Regression Chapter 19 Report Preparation and Presentation
RUNNING CASE
Case 1.1 Hewlett Packard (HP): Using Marketing Research to Gain a Competitive Edge
COMPREHENSIVE CRITICAL THINKING CASES
Case 2.1 American Idol: A Big Hit for Marketing Research?
Case 2.2 Baskin-Robbins: Can it Bask in the Good ‘Ole Days?
Case 2.3 Kid stuff?: Determining the Best Positioning Strategy for Akron Children’s Hospital
COMPREHENSIVE CASES WITH QUESTIONNAIRES AND REAL DATA
Case 3.1 Bank of America: Leading the American Way Case 3.2 McDonald’s: The World’s Number One Fast Food Company!
Case 3.3 Boeing: Taking Flight

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Basic Marketing Research with SPSS 16.0 1 out of 5 based on 0 ratings. 1 reviews.
Anonymous More than 1 year ago
There is no SPSS with this book even though it is listed in the title. BN handled the issue extremely poorly and will not make the correction. Never agin will I buy from BN.