Authors: Naresh K Malhotra, Spss SPSS
ISBN-13: 9780136085430, ISBN-10: 0136085431
Format: Hardcover
Publisher: Prentice Hall
Date Published: July 2009
Edition: 6th Edition
Marketing Research: An Applied Orientation presents a comprehensive look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of marketing research users, the Second Edition reflects current trends in international marketing, ethics, and the integration of microcomputers and mainframes. It strives to build on the enormous success of the first edition by being even more current, contemporary, illustrative and user-friendly.
A text for undergraduates and graduate students, reflecting current trends in international marketing, ethics, and the integration of microcomputers and mainframes into the field. Organization of material is based on a six-step framework for conducting marketing research, with sections on research design; field work; data preparation and analysis; and preparing reports. Features chapter summaries, problems and computer exercises, and mnemonic acronyms. This second edition includes new computer applications and updated examples and cases. Annotation c. Book News, Inc., Portland, OR (booknews.com)
Pt. I | Introduction and Early Phases of Marketing Research | |
Ch. 1 | Introduction to Marketing Research | 3 |
Ch. 2 | Defining the Marketing Research Problem | 33 |
Ch. 3 | Developing an Approach to the Problem | 56 |
Practitioner Viewpoints | 74 | |
Cases | 80 | |
Pt. II | Research Design Formulation | |
Ch. 4 | Research Design | 89 |
Ch. 5 | Exploratory Research Design: Secondary Data | 115 |
Ch. 6 | Exploratory Research Design: Qualitative Research | 156 |
Ch. 7 | Descriptive Research Design: Survey and Observation | 185 |
Ch. 8 | Causal Research Design: Experimentation | 217 |
Ch. 9 | Specifying the Information Needed | 252 |
Ch. 10 | Measurement and Scaling: Fundamentals and Comparative Scaling | 275 |
Ch. 11 | Measurement and Scaling: Noncomparative Scaling Techniques | 292 |
Ch. 12 | Questionnaire and Form Design | 317 |
Ch. 13 | Sampling: Design and Procedures | 349 |
Ch. 14 | Sampling: Statistical Considerations | 381 |
Practitioner Viewpoints | 403 | |
Cases | 412 | |
Pt. III | Data Collection | |
Ch. 15 | Field Work | 429 |
Practitioner Viewpoints | 445 | |
Cases | 448 | |
Pt. IV | Data Preparation and Analysis | |
Ch. 16 | Data Preparation | 452 |
Ch. 17 | Frequency Distribution, Cross-Tabulation, and Hypothesis Testing | 477 |
Ch. 18 | Analysis of Variance and Covariance | 518 |
Ch. 19 | Correlation and Regression | 547 |
Ch. 20 | Discriminant Analysis | 589 |
Ch. 21 | Factor Analysis | 617 |
Ch. 22 | Cluster Analysis | 644 |
Ch. 23 | Multidimensional Scaling and Conjoint Analysis | 668 |
Practitioner Viewpoints | 703 | |
Cases | 718 | |
Pt. V | Communicating the Research Project | |
Ch. 24 | Report Preparation and Presentation | 738 |
Practitioner Viewpoints | 760 | |
Cases | 761 | |
Pt. VI | International Dimension | |
Ch. 25 | International Marketing Research | 770 |
Practitioner Viewpoints | 795 | |
Cases | 797 |