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Basic Marketing Research: Application to Contemporary Issues with SPSS-Student Edition

by: Malhotra, Naresh K

Basic Marketing Research: Application to Contemporary Issues with SPSS-Student Edition

by: Malhotra, Naresh K

ISBN 13:
9780133768565
ISBN 10:
0133768562
Edition: CD
Format: Hardcover w/CD
Copyright: 01/01/2002
Publisher: Pearson College Div
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Basic Marketing Research: Application to Contemporary Issues with SPSS-Student Edition > ISBN13: 9780133768565

Summary

For undergraduate courses in Marketing Research. Written from the perspective of users of marketing research, this easy to read and understand text presents concepts and principles at a basic level. It is practical, applied, and managerial, and focuses on important contemporary issuesin total quality management, international marketing, technology, ethics, and the Internet.

Part I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH

(78)

Introduction to Marketing Research

(32)

Defining the Marketing Research Problem and Developing an Approach

(45)

Cases for Part I

(6)

Video Cases for Part I

(5)

Part II: RESEARCH DESIGN FORMULATION

(348)

Research Design

(28)

Exploratory Research Design: Secondary Data

108

(28)

Exploratory Research Design: Syndicated Sources of Secondary Data

136

(28)

Exploratory Research Design: Qualitative Research

164

(28)

Descriptive Research Design: Survey and Observation

192

(30)

Causal Research Design: Experimentation

222

(30)

Measurement and Scaling: Fundamentals and Comparative Scaling

252

(26)

Measurement and Scaling: Noncomparative Techniques

278

(28)

Questionnaire and Form Design

306

(36)

Sampling: Design and Procedures

342

(32)

Sampling: Final and Initial Sample Size Determination

374

(53)

Cases for Part II

400

(16)

Video Cases for Part II

416

(11)

Part III: DATA COLLECTION, ANALYSIS, AND REPORTING

427

(182)

Field Work

428

(20)

Data Preparation and Analysis Strategy

448

(22)

Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

470

(32)

Hypothesis Testing Related to Differences

502

(30)

Correlation and Regression

532

(34)

Report Preparation and Presentation

566

(43)

Part 3A: Cases With External Data

589

(8)

Part 3B: Cases Without External Data

597

(8)

Video Cases for Part III

605

(4)

Part IV: COMPREHENSIVE CASES

609

(1)

Comprehensive Cases with External Data

609

(30)

Comprehensive Video Cases

639

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