Essentials of Marketing Research, 1st edition

Published by Pearson (June 19, 2014) © 2015
  • Naresh K. Malhotra
  • David F. Birks
  • Peter A. Wills

Title overview

For courses in Marketing Research at two- and four-year colleges and universities
An engaging, do-it-yourself approach to marketing research
Essentials of Marketing Research: A Hands-On Orientation presents a concise overview of marketing research via a do-it-yourself approach that engages students. Building on the foundation of his successful previous titles–Basic Marketing Research: Integration of Social Media and Marketing Research: An Applied Orientation–author Naresh Malhotra covers concepts at an elementary level, deemphasizing statistics and formulas. Sensitive to the needs of today’s undergraduates, Malhotra integrates online and social media content, and provides current, contemporary examples that ground course material in the real world.

  • Each chapter starts with a statement of objectives
  • Mini-case studies throughout to link theory with practice
  • Each chapter ends with a set of review questions to test understanding of key concepts
  • Combines the brand recognition of Malhotra and Birks with the expertise and recognition of Hemsley-Brown – who has a vast experience of teaching marketing research at all levels
  • Real-life International Marketing Research examples throughout, supplemented by a variety of case types
  • End of chapter treatment of ‘Ethics in Marketing Research’ and ‘Internet and New Technology Applications’
  • End of chapter exercises to test out personal and team development

Table of contents

I. INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH
1. Introduction to Marketing Research
2. Defining the Marketing Research Problem and Developing an Approach

II. RESEARCH DESIGN FORMULATION
3. Research Design, Secondary and Syndicated Data
4. Qualitative Research
5. Survey and Observation
6. Experimentation and Causal Research
7. Measurement and Scaling
8. Questionnaire and Form Design
9. Sampling Design and Procedures

III. DATA COLLECTION, ANALYSIS, AND REPORTING
10. Data Collection and Preparation
11. Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation
12. Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression
13. Report Preparation and Presentation
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