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Marketing Research: An Applied Orientation, 7th edition

Published by Pearson (July 14, 2021) © 2019

  • Naresh K. Malhotra Georgia Institute of Technology
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Using a do-it-yourself, hands-on approach, Marketing Research: An Applied Orientation illustrates the interaction between marketing research and marketing management decisions. The text uses a practical 6-step framework for conducting marketing research. It also encompasses a variety of marketing companies to highlight qualitative and quantitative research strategies.

The 7th Edition provides current, contemporary and illustrative material sensitive to users' needs. And with detailed emphasis on how to run the SPSS and SAS programs, you'll obtain the most extensive help available.

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

  1. Research Design
  2. Exploratory Research Design: Secondary and Syndicated Data
  3. Exploratory Research Design: Qualitative Research
  4. Descriptive Research Design: Survey and Observation
  5. Causal Research Design: Experimentation
  6. Measurement and Scaling: Fundamentals and Comparative Scaling
  7. Measurement and Scaling: Noncomparative Scaling Techniques
  8. Questionnaire and Form Design
  9. Sampling: Design and Procedures
  10. Sampling: Final and Initial Sample Size Determination

PART III: DATA COLLECTION, PREPARATION, ANALYSIS, AND REPORTING

  1. Fieldwork
  2. Data Preparation
  3. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
  4. Analysis of Variance and Covariance
  5. Correlation and Regression
  6. Discriminant and Logit Analysis
  7. Factor Analysis
  8. Cluster Analysis
  9. Multidimensional Scaling and Conjoint Analysis
  10. Structural Equation Modeling and Path Analysis
  11. Report Preparation and Presentation

CASES

  • 1.1. HP: Using Marketing Research to Gain a Competitive Edge
  • 2.1. Baskin-Robbins: Can It Bask in the Good ‘Ole Days?
  • 2.2. Kid Stuff? Determining the Best Positioning Strategy for Akron Children’s Hospital
  • 3.1. AT&T Wireless: Ma Bell Becomes Ma Again
  • 3.2. IBM: A Top Provider of Computer Hardware, Software, and Services
  • 3.3. Kimberly-Clark: Competing Through Innovation
  • 4.1. JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions
  • 4.2. Wendy’s: History and Life After Dave Thomas
  • 5.1. The Harvard Graduate Student Housing Survey
  • 5.2. BizRate.Com
  • 5.3. Cola Wars Continue: Coke and Pepsi in the Twenty-First Century
  • 5.4. TiVo in 2002
  • 5.5. Compaq Computer: Intel Inside?
  • 5.6. The New Beetle

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