Basic Marketing Research : A Decision-Making Approach /
Naresh K. Malhotra, Mark Peterson.
- 2nd ed.
- Upper Saddle River, N.J. : Pearson/Prentice Hall, 2006.
- xl, 631 p. : col. ill. ; 29 cm.+ 1 CD-ROM (4 3/4 in.)
Includes bibliographical references (p. 593-600) and indexes.
I. INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH. 1. Introduction to Marketing Research. 2. Defining the Marketing Research Problem and Developing an Approach. II. RESEARCH DESIGN FORMULATION. 3. Research Design. 4. Exploratory Research Design: Secondary Data. 5. Exploratory Research Design: Syndicated Sources of Secondary Data. 6. Exploratory Research Design: Qualitative Research. 7. Descriptive Research Design: Survey and Observation. 8. Causal Research Design: Experimentation. 9. Measurement and Scaling: Fundamentals And Comparative Scaling. 10. Measurement and Scaling: Noncomparative Techniques. 11. Questionnaire and Form Design. 12. Sampling: Design and Procedures. 13. Sampling: Final and Initial Sample-Size Determination. III. DATA COLLECTION, ANALYSIS, AND REPORTING. 14. Field Work: Data Collection. 15. Data Preparation and Analysis Strategy. 16. Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulations. 17. Data Analysis: Hypothesis Testing Related to Differences. 18. Data Analysis: Correlation and Regression. 19. Report Preparation and Presentation. IV. COMPREHENSIVE CASES AND VIDEO CASES. Appendix of Statistical Tables. Subject Index. Company and Product Index. Name Index.
For undergraduate marketing research and marketing data analysis courses. Providing a hands-on approach to marketing research, this book fills the need for a marketing research text that presents concepts simply, illustrates them vividly, and applies them in real life marketing situations.