Marketing Research: An Applied Orientation, Global Edition, 7th edition

Published by Pearson (February 18, 2019) © 2019

  • Naresh K. Malhotra Georgia Institute of Technology
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For undergraduate and graduate courses in marketing research.

With a do-it-yourself, hands-on approach, Marketing Research: An Applied Orientation illustrates the interaction between marketing research decisions and marketing management decisions. This text uses a practical six-step framework for conducting marketing research, utilising a variety of marketing companies to highlight qualitative and quantitative research strategies. The 7th Edition provides current, contemporary, and illustrative material sensitive to user needs. And with detailed emphasis on how to run the SPSS and SAS programs, marketing research students obtain the most extensive help available on this industry.

  • PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH
  • 1. Introduction to Marketing Research
  • 2. Defining the Marketing Research Problem and Developing an Approach
  • PART II: RESEARCH DESIGN FORMULATION
  • 3. Research Design
  • 4. Exploratory Research Design: Secondary and Syndicated Data
  • 5. Exploratory Research Design: Qualitative Research
  • 6. Descriptive Research Design: Survey and Observation
  • 7. Causal Research Design: Experimentation
  • 8. Measurement and Scaling: Fundamentals and Comparative Scaling
  • 9. Measurement and Scaling: Noncomparative Scaling Techniques
  • 10. Questionnaire and Form Design
  • 11. Sampling: Design and Procedures
  • 12. Sampling: Final and Initial Sample Size Determination
  • PART III: DATA COLLECTION, PREPARATION, ANALYSIS, AND REPORTING
  • 13. Fieldwork
  • 14. Data Preparation
  • 15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
  • 16. Analysis of Variance and Covariance
  • 17. Correlation and Regression
  • 18. Discriminant and Logit Analysis
  • 19. Factor Analysis
  • 20. Cluster Analysis
  • 21. Multidimensional Scaling and Conjoint Analysis
  • 22. Structural Equation Modeling and Path Analysis
  • 23. Report Preparation and Presentation

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