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Basic Marketing Research
ISBN: 9780136037903 | 0136037909
Edition: 3rdFormat: Hardcover
Publisher: Prentice Hall
Pub. Date: 9/2/2008
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Focusing on the interaction betweenmarketing research decisionsandmarketing management decisions, Malhotra offers a highlycontemporaryreview that enables readers to increase their SPSS and Excel skills. The Early Phases of Marketing Research, Research Design Formulation, Data Collection, Analysis, and Reporting A useful reference for marketing professionals who need to increase their market research skills.
For undergraduate-level courses in Marketing Research. With a hands-on, do-it-yourself approach, Malhotra off... MORE
For undergraduate-level courses in Marketing Research. With a hands-on, do-it-yourself approach, Malhotra off... MORE
| Introduction and Early Phases of Marketing Research | |
| Introduction to Marketing Research | |
| Defining the Marketing Research Problem and Developing an Approach | |
| Research Design Formulation | |
| Research Design | |
| Exploratory Research Design: Secondary Data | |
| Exploratory Research Design: Syndicated Sources of Secondary Data | |
| Exploratory Research Design: Qualitative Rese... MORE | |
| Descriptive Research Design: Survey and Observation | |
| Causal Research Design: Experimentation | |
| Measurement and Scaling: Fundamentals and Comparative Scaling | |
| Measurement and Scaling: Noncomparative Scaling Techniques | |
| Questionnaire and Form Design | |
| Sampling: Design and Procedures | |
| Sampling: Final and Initial Sample Size Determination | |
| Data Collection, Analysis, and Reporting | |
| Field Work: Data Collection | |
| Data Preparation and Analysis Strategy | |
| Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation | |
| Data Analysis: Hypothesis Testing Related to Differences | |
| Data Analysis: Correlation and Regression | |
| Report Preparation and Presentation | |
| Running Case | |
| Hewlett Packard (HP): Using Marketing Research to Gain a Competitive Edge | |
| Comprehensive Critical Thinking Cases | |
| American Idol: A Big Hit for Marketing Research? | |
| Baskin-Robbins: Can it Bask in the Good 'Ole Days? | |
| Kid stuff?: Determining the Best Positioning Strategy for Akron Children's Hospital | |
| Comprehensive Cases with Questionnaires and Real Data | |
| Bank of America: Leading the American Way | |
| McDonald's: The World's Number One Fast Food Company! | |
| Boeing: Taking Flight | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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