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ISBN 10: 1292020482
ISBN 13: 978-1292020488
Author: Naresh K Malhotra
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.
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
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Tags: Naresh Malhotra, Basic, Marketing, Research
