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Marketing Research: An Applied Orientation, 7th edition

Published by Pearson (January 3, 2018) © 2019

  • Naresh K. Malhotra Georgia Institute of Technology

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For marketing research courses.

An applied and practical marketing research text

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, marketing research students obtain the most extensive help available.

Hallmark features of this title

  • Hands-on exercises have students act out the research concepts discussed in the chapter.
  • Scenarios present a real-life marketing situation and ask students to assume the role of a consultant and recommend appropriate marketing research and management decisions.
  • End-of-Chapter Review Questions and Exercises, Applied Problems, and Group Discussions embody the principles of critical thinking and help students learn and apply concepts.
  • Vignettes featuring real companies profile a wide range of businesses, making the material relevant.
  • A real-life project covers all aspects of marketing research and is used as a running example throughout the text.
  • Additional data analysis procedures are illustrated with respect to Excel, Minitab, etc.

New and updated features of this title

  • NEW: Running Case on Dell helps students see the links between chapters and traces the entire marketing research process throughout the text.
  • NEW and UPDATED: Comprehensive Cases with real questionnaires and data let students see concepts in practice in the real world.
  • NEW: Special Sections on SPSS and SAS files help students utilize input data sets that appear in internet and computer exercises.
  • NEW: SAS steps provide students with easy application to the SAS Enterprise Guide, the user interface for SAS OnDemand for Academics.
  • NEW: Marketing Research and Social Media boxes promote group discussion about this vital domain that complements traditional marketing research.
  • NEW: Integration of Mobile Marketing Research allows students to further analyze this pervasive field.

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

About our author

Dr. Naresh K. Malhotra is Senior Fellow, Georgia Tech CIBER and Regents' Professor Emeritus, Scheller College of Business, Georgia Institute of Technology. In 2010, he was selected as a Marketing Legend and his refereed journal articles were published in 9 volumes by Sage with tributes by other leading scholars in the field. He is listed in Marquis Who's Who in America continuously since 51st Edition 1997, and in Who's Who in the World since 2000. He received the prestigious Academy of Marketing Science CUTCO/Vector Distinguished Marketing Educator Award in 2005. In 2011, he received the Best Professor in Marketing Management, Asia's Best B-School Award.

In an article by Wheatley and Wilson (1987 AMA Educators' Proceedings), Professor Malhotra was ranked number 1 in the country based on articles published in the Journal of Marketing Research (JMR) during 1980 to 1985. He holds the all-time record for the maximum number of publications in the Journal of Health Care Marketing. He is ranked number 1 based on publications in the Journal of the Academy of Marketing Science (JAMS) since its inception through volume 23 (1995). He is number 1 based on publications in JAMS during the 10-year period, 1986 to 1995 (See Tables 6 and 7 of JAMS, 24(4) (Fall 1996):297).

In an editorial by Schlegelmilch (JIM, 11(1), 2003), Malhotra was ranked number 1 based on publications in the International Marketing Review (IMR) from 1992 to 2002. He is ranked number 1 based on publications in the International Marketing Review since its inception (1983) to 2003 [Table V, IMR, 22(4) (2005); 396], and from 1983 to 2011 [Table VI, IMR, 30(1) (2013):14]. He is also ranked number 1 based on publications in the International Marketing Review from 1996 to 2006 based on a study by Xu et al. published in the Asia Pacific Journal of Management (2008) 25: 189 to 207. In a landmark study by Ford et al. (2010) examining publications in the top 4 marketing journals [Journal of Marketing, JMR, Journal of Consumer Research, and JAMS] over a 25-year period from 1977 to 2002, Professor Malhotra has 3 top-3 rankings: ranked number 3 based on publications in all the 4 journals combined, ranked number 3 based on publications in JMR, and ranked number 1 based on publications in JAMS.

He has published 10 papers in JMR. He has published more than 140 papers in major refereed journals, including the JMR, Journal of Consumer Research, Marketing Science, Management Science, Journal of Marketing, Journal of Academy of Marketing Science, Organizational Research Methods, Journal of Retailing, Journal of Advertising, Journal of Health Care Marketing, and leading journals in statistics, management science, information systems, and psychology.

In addition, he has published numerous refereed articles in the proceedings of major national and international conferences. Several articles have received best paper research awards. He is Chairman of the Emerging Markets Conference Board the Lead Program co-chair of the annual conferences organized by the Board. He was chairman, Academy of Marketing Science Foundation, 1996 to 1998, and was president, Academy of Marketing Science, 1994 to 1996, and Chairman, Board of Governors, 1990 to 1992. He is a Distinguished Fellow of the Academy and Fellow, Decision Sciences Institute. He is the founding editor-in-chief of Review of Marketing Researchcite>, served as an associate editor of Decision Sciences for 18 years and has served as section editor, Health Care Marketing Abstracts, Journal of Health Care Marketing. He serves on the editorial board of 8 journals.

Dr. Malhotra has consulted for business, nonprofit and government organizations in the US and abroad and has served as an expert witness in legal and regulatory proceedings. He has special expertise in survey design, data analysis and statistical methods. He is the winner of numerous awards and honors for research, teaching, and service to the profession, including the Academy of Marketing Science, Outstanding Marketing Teaching Excellence Award, 2003.

Dr. Malhotra is an ordained minister of the Gospel, a member and Deacon, First Baptist Church, Atlanta, and President of Global Evangelistic Ministries, Inc. This ministry has documented in independent reports more than 1.5 million people praying to receive Jesus Christ as personal Savior and Lord. He has been married to Veena for more than 36 years and they have 2 grown children, Ruth and Paul.

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