BASIC MARKETING RESEARCH & SPSS 16.0 CD PKG: International Edition, 3rd Edition
©2009 |Pearson |
Naresh K. Malhotra
©2009 |Pearson |
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 Field Work: 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
Case 1.1 Hewlett Packard (HP): Using Marketing Research to Gain a Competitive Edge
COMPREHENSIVE CRITICAL THINKING CASES
Case 2.1 American Idol: A Big Hit for Marketing Research?
Case 2.2 Baskin-Robbins: Can it Bask in the Good ‘Ole Days?
Case 2.3 Kid stuff?: Determining the Best Positioning Strategy for Akron Children’s Hospital
COMPREHENSIVE CASES WITH QUESTIONNAIRES AND REAL DATA
Case 3.1 Bank of America: Leading the American Way
Case 3.2 McDonald’s: The World’s Number One Fast Food Company!
Case 3.3 Boeing: Taking Flight
Pearson offers special pricing when you package your text with other student resources. If you're interested in creating a cost-saving package for your students, contact your Pearson rep.
|Online purchase price||£155.87|
This title is out of print.
We're sorry! We don't recognize your username or password. Please try again.
The work is protected by local and international copyright laws and is provided solely for the use of instructors in teaching their courses and assessing student learning.
You have successfully signed out and will be required to sign back in should you need to download more resources.