For undergraduate-level courses in Marketing Research. With a hands-on, do-it-yourself approach, Malhotra offers a contemporary focus on decision making, illustrating the interaction between marketing research decisions and marketing management decisions.
For undergraduate-level courses in Marketing Research.
With a hands-on, do-it-yourself approach, Malhotra offers a contemporary focus on decision making, illustrating the interaction between marketing research decisions and marketing management decisions.
* 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
* 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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