Essentials of Marketing Research, 1st edition

Published by Pearson (January 23, 2015) © 2015

  • Naresh K. Malhotra Georgia Institute of Technology
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For courses in Marketing Research

An engaging, do-it-yourself approach to marketing research. Essentials of Marketing Research: A Hands-On Orientation presents a concise overview of marketing research via a do-it-yourself approach that engages students. Building on the foundation of his successful previous titles Basic Marketing Research: Integration of Social Media and Marketing Research: An Applied Orientation, author Naresh Malhotra covers concepts at an elementary level, de-emphasising statistics and formulas. Sensitive to the needs of today's undergraduates, Malhotra integrates online and social media content, and provides current, contemporary examples that ground course material in the real world.

  • I. INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH
  • 1. Introduction to Marketing Research
  • 2. Defining the Marketing Research Problem and Developing an Approach
  • II. RESEARCH DESIGN FORMULATION
  • 3. Research Design, Secondary and Syndicated Data
  • 4. Qualitative Research
  • 5. Survey and Observation
  • 6. Experimentation and Causal Research
  • 7. Measurement and Scaling
  • 8. Questionnaire and Form Design
  • 9. Sampling Design and Procedures
  • III. DATA COLLECTION, ANALYSIS, AND REPORTING
  • 10. Data Collection and Preparation
  • 11. Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation
  • 12. Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression
  • 13. Report Preparation and Presentation

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