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ISBN: 9781292265919
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Marketing Research: An Applied Orientation, Global Edition, 7/e (e-Book VS 12m)


By Naresh K. Malhotra

Descripción:

An applied and practical marketing research text

With a do-it-yourself, hands-on approach, Marketing Research: An Applied Orientation illustrates the interaction between marketing research decisions and marketing management decisions. This text uses a practical six-step framework for conducting marketing research, utilizing a variety of marketing companies to highlight qualitative and quantitative research strategies. The 7th Edition provides current, contemporary, and illustrative material sensitive to user needs. And with detailed emphasis on how to run the SPSS and SAS programs, marketing research students obtain the most extensive help available on this industry

 



Contenido:

PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH 
1. Introduction to Marketing Research 
2. Defining the Marketing Research Problem and Developing an Approach

PART II: RESEARCH DESIGN FORMULATION
3.   Research Design
4.   Exploratory Research Design: Secondary and Syndicated Data
5.   Exploratory Research Design: Qualitative Research
6.   Descriptive Research Design: Survey and Observation
7.   Causal Research Design: Experimentation
8.   Measurement and Scaling: Fundamentals and Comparative Scaling
9.   Measurement and Scaling: Noncomparative Scaling Techniques
10. Questionnaire and Form Design
11. Sampling: Design and Procedures
12. Sampling: Final and Initial Sample Size Determination

PART III: DATA COLLECTION, PREPARATION, ANALYSIS, AND REPORTING
13. Fieldwork
14. Data Preparation
15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
16. Analysis of Variance and Covariance
17. Correlation and Regression
18. Discriminant and Logit Analysis
19. Factor Analysis
20. Cluster Analysis
21. Multidimensional Scaling and Conjoint Analysis
22. Structural Equation Modeling and Path Analysis
23. Report Preparation and Presentation

CASES
1.1. HP: Using Marketing Research to Gain a Competitive Edge
2.1. Baskin-Robbins: Can It Bask in the Good ‘Ole Days?
2.2. Kid Stuff? Determining the Best Positioning Strategy for Akron Children’s Hospital
3.1. AT&T Wireless: Ma Bell Becomes Ma Again
3.2. IBM: A Top Provider of Computer Hardware, Software, and Services
3.3. Kimberly-Clark: Competing Through Innovation
4.1. JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions
4.2. Wendy’s: History and Life After Dave Thomas
5.1. The Harvard Graduate Student Housing Survey
5.2. BizRate.Com
5.3. Cola Wars Continue: Coke and Pepsi in the Twenty-First Century
5.4. TiVo in 2002
5.5. Compaq Computer: Intel Inside?
5.6. The New Beetle

 




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