Marketing Research: An Applied Orientation, Global Edition, 7th edition
Published by Pearson (April 29, 2019) © 2020
- Naresh K. Malhotra Georgia Institute of Technology
eTextbook
- Digital eBook
- Instant access
- Available online, offline and via apps
- Accessible through the VitalSource Bookshelf
- Critical-thinking cases
- Make highlights and notes
- Listen as the Bookshelf reads to you
- A print copy
- Free shipping
- Critical-thinking cases
- Socratic questioning
- Real data sets
Title overview
For undergraduate and graduate courses in marketing research.
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, utilising 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.
Key features
- Running Case on Dell with Real Data helps students see the links between chapters and trace the entire marketing research process throughout the text.
- Comprehensive Cases with Actual Questionnaires and Real Data let students see concepts in practice in the real world.
- Hands-on exercises allow students to act out the research concepts discussed in the chapter.
- Scenarios present a real-life marketing situation and ask students to assume the role of a consultant and recommend appropriate marketing research and management decisions.
- Critical-Thinking Cases, End-of-Chapter Review Questions and Exercises, Applied Problems, and Group Discussions embody the principles of critical thinking and help students learn, apply, and practice concepts. These principles include Socratic questioning, critical reading and writing, higher order thinking, and assessment, and have been designed based on the guidelines provided by the Foundation for Critical Thinking.
- Vignettes featuring real companies profile a wide range of businesses, making the material relevant to students.
- Short, integrated, managerially-oriented exercises give students the opportunity to do research on the Internet and play the roles of marketing researcher and marketing manager.
- A real-life project covers all aspects of marketing research and is used as a running example throughout the text.
- Conducting a Live Marketing Research Project, at the end of each chapter, shows instructors how to implement one or more live marketing research projects in the course.
- Extensive coverage on research application and SPSS, SAS, and Microsoft Excel
- Marketing Research and Social Media promotes group discussion about this vital domain that complements traditional marketing research.
- Integration of Mobile Marketing Research allows students to further analyse this pioneering and pervasive field.
- Cases contain real data sets so students can see marketing research in play in the real world.
- Additional data analysis procedures are illustrated with respect to Excel and Minitab, along with other popular computer programs
Key features
What is a VitalSource eTextbook?
The full text downloaded to your computer.
With VitalSource eTextbooks you can:
- search for key concepts, words and phrases
- make highlights and notes as you study
- share your notes with friends
eTextbooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps.
Upon purchase, you'll gain instant access.
Table of contents
- PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH
- 1. Introduction to Marketing Research
- 2. Defining the Marketing Research Problem and Developing an Approach
- PART II: RESEARCH DESIGN FORMULATION
- 3. Research Design
- 4. Exploratory Research Design: Secondary and Syndicated Data
- 5. Exploratory Research Design: Qualitative Research
- 6. Descriptive Research Design: Survey and Observation
- 7. Causal Research Design: Experimentation
- 8. Measurement and Scaling: Fundamentals and Comparative Scaling
- 9. Measurement and Scaling: Noncomparative Scaling Techniques
- 10. Questionnaire and Form Design
- 11. Sampling: Design and Procedures
- 12. Sampling: Final and Initial Sample Size Determination
- PART III: DATA COLLECTION, PREPARATION, ANALYSIS, AND REPORTING
- 13. Fieldwork
- 14. Data Preparation
- 15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
- 16. Analysis of Variance and Covariance
- 17. Correlation and Regression
- 18. Discriminant and Logit Analysis
- 19. Factor Analysis
- 20. Cluster Analysis
- 21. Multidimensional Scaling and Conjoint Analysis
- 22. Structural Equation Modeling and Path Analysis
- 23. Report Preparation and Presentation
Author bios
Dr. Naresh K. Malhotra is Senior Fellow, Georgia Tech CIBER and Regents' Professor Emeritus, Scheller College of Business, Georgia Institute of Technology. In 2010, he was selected as a Marketing Legend and his refereed journal articles were published in nine volumes by Sage with tributes by other leading scholars in the field. He is listed in Marquis Who’s Who in America continuously since 51st Edition 1997, and in Who's Who in the World since 2000.
He has published ten papers in Journal of Marketing Research. He has published more than 140 papers in major refereed journals, and leading journals in statistics, management science, information systems, and psychology.
In addition, he has published numerous refereed articles in the proceedings of major national and international conferences. Several articles have received best paper research awards. He is a Distinguished Fellow of the Academy and Fellow, Decision Sciences Institute.
Need help?Get in touch
Play
Pearson eTextbook: What’s on the inside just might surprise you
They say you can’t judge a book by its cover. It’s the same with your students. Meet each one right where they are with an engaging, interactive, personalized learning experience that goes beyond the textbook to fit any schedule, any budget, and any lifestyle.