Marketing research : an applied orientation /
Malhotra, Naresh K.
Marketing research : an applied orientation / Naresh K. Malhotra - Seventh edition - vii, 882 pages ; colour, illustrations ; 28 cm
Includes index
PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH
Introduction to Marketing Research
Defining the Marketing Research Problem and Developing an Approach PART II: RESEARCH DESIGN FORMULATION
Research Design
Exploratory Research Design: Secondary and Syndicated 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
For undergraduate and graduate courses in marketing research.
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.
9781292265636 (paperback)
2009011023
Marketing research
Marketing research--Methodology
HF5415.2 / M35
Marketing research : an applied orientation / Naresh K. Malhotra - Seventh edition - vii, 882 pages ; colour, illustrations ; 28 cm
Includes index
PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH
Introduction to Marketing Research
Defining the Marketing Research Problem and Developing an Approach PART II: RESEARCH DESIGN FORMULATION
Research Design
Exploratory Research Design: Secondary and Syndicated 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
For undergraduate and graduate courses in marketing research.
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.
9781292265636 (paperback)
2009011023
Marketing research
Marketing research--Methodology
HF5415.2 / M35