Overview

Focusing on the interaction between marketing research decisions and marketing management decisions, Malhotra offers a highly contemporary review that enables readers to increase their SPSS and Excel skills.

Full Product Details

Author:   Naresh Malhotra ,  Manoj Malhotra
Publisher:   Pearson Education (US)
Imprint:   Pearson
Edition:   4th edition
Dimensions:   Width: 1.00cm , Height: 1.00cm , Length: 1.00cm
Weight:   1.470kg
ISBN:  

9780132544481

ISBN 10:   0132544482
Pages:   672
Publication Date:   20 July 2011
Audience:   College/higher education ,  Undergraduate
Replaced By:   9781292020488
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Brief Contents 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

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