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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.
Table of Contents
Introduction and Early Phases of Marketing Research
Introduction to Marketing Research
Defining the Marketing Research Problem and Developing an Approach
Research Design Formulation
Exploratory Research Design: Secondary Data
Exploratory Research Design: Syndicated Sources of Secondary Data
Exploratory Research Design: Qualitative Research
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
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.