Basic Marketing Research

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.

Texte du rabat

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.

Résumé
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.

Contenu

• 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