Basic Marketing Research

by Malhotra, Naresh K.

• ISBN13: 9780136037903
• ISBN10: 0136037909
• Edition: 3rd
• Format: Hardcover
• Copyright: 2008-09-02
• Publisher: Prentice Hall

Summary

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

Research Design

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

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

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