Basic Marketing Research, 4th edition

Published by Pearson (July 14, 2021) © 2012

  • Naresh K. Malhotra Georgia Institute of Technology
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In this eTextbook — More ways to learn

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  • More supportive. Get AI explanations and practice questions (select titles).
  • More interactive. Bring learning to life with audio, videos, and diagrams.
  • More memorable. Make concepts stick with highlights, search, notes, and flashcards.
  • More understandable. Translate text into 100+ languages with one tap.
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monthly payments or
pay undefined one-time
Instant access

In this eTextbook — More ways to learn

  • More flexible. Start learning right away, on any device.
  • More supportive. Get AI explanations and practice questions (select titles).
  • More interactive. Bring learning to life with audio, videos, and diagrams.
  • More memorable. Make concepts stick with highlights, search, notes, and flashcards.
  • More understandable. Translate text into 100+ languages with one tap.

Title overview

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.

Table of contents

Brief Contents

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

Author bios

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