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Basic Marketing Research - Text Only

Basic Marketing Research - Text Only - 2nd edition

ISBN13: 978-0131525429

Cover of Basic Marketing Research - Text Only 2ND 06 (ISBN 978-0131525429)
ISBN13: 978-0131525429
ISBN10: 0131525425
Cover type:
Edition/Copyright: 2ND 06
Publisher: Prentice Hall, Inc.
Published: 2006
International: No

List price: $130.67

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Basic Marketing Research - Text Only - 2ND 06 edition

ISBN13: 978-0131525429

Naresh K. Malhotra

ISBN13: 978-0131525429
ISBN10: 0131525425
Cover type:
Edition/Copyright: 2ND 06
Publisher: Prentice Hall, Inc.

Published: 2006
International: No
Summary

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.

Table of Contents

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.

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