Basic Marketing Research, 4th edition

Naresh K. Malhotra

Study simpler and faster
Use flashcards and other study tools in your eTextbook
Listen on the go
Learn how you like with full eTextbook audio
Find it fast
Quickly navigate your eTextbook with search
Stay organized
Access all your eTextbooks in one place
Easily continue access
Keep learning with auto-renew

For undergraduate-level courses in Marketing Research.

With a hands-on, do-it-yourself approach, Malhotra offers a contemporary focus on decision making, illustrating the interaction between marketing research decisions and marketing management decisions.

ISBN-13: 9780137612352

Subject: Marketing

Category: Marketing Research

Brief 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 Fieldwork: 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