Marketing Research: An Applied Orientation, Global Edition, 7th edition

Published by Pearson (February 18, 2019) © 2020

  • Naresh K. Malhotra Georgia Institute of Technology
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Title overview

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.

Table of contents

  1. 1. Introduction to Marketing Research
  2. 2. Defining the Marketing Research Problem and Developing an Approach
  3. 3. Research Design
  4. 4. Exploratory Research Design: Secondary and Syndicated Data
  5. 5. Exploratory Research Design: Qualitative Research
  6. 6. Descriptive Research Design: Survey and Observation
  7. 7. Causal Research Design: Experimentation
  8. 8. Measurement and Scaling: Fundamentals and Comparative Scaling
  9. 9. Measurement and Scaling: Noncomparative Scaling Techniques
  10. 10. Questionnaire and Form Design
  11. 11. Sampling: Design and Procedures
  12. 12. Sampling: Final and Initial Sample Size Determination
  13. 13. Fieldwork
  14. 14. Data Preparation
  15. 15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
  16. 16. Analysis of Variance and Covariance
  17. 17. Correlation and Regression
  18. 18. Discriminant and Logit Analysis
  19. 19. Factor Analysis
  20. 20. Cluster Analysis
  21. 21. Multidimensional Scaling and Conjoint Analysis
  22. 22. Structural Equation Modeling and Path Analysis
  23. 23. Report Preparation and Presentation

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