Marketing Research: An Applied Orientation – Ebook PDF Version – Digital Instant Dowload.

Product details:

• ISBN-10 ‏ : ‎ 0136085431
• ISBN-13 ‏ : ‎ 978-0136085430
• Author:  Naresh K Malhotra

Marketing Research: An Applied Orientation takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions. This text is comprehensive, practical, and presents balanced coverage of both qualitative and quantitative material.

Table contents:

PART I: 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 II: RESEARCH DESIGN FORMULATION

Chapter 3 Research Design

Chapter 4 Exploratory Research Design: Secondary Data

Chapter 5 Exploratory Research Design: Qualitative Research

Chapter 6 Descriptive Research design: Survey and Observation

Chapter 7 Causal Research Design: Experimentation

Chapter 8 Measurement and Scaling: Fundamentals and Comparative Scaling

Chapter 9 Measurement and Scaling: Noncomparative Scaling Techniques

Chapter 10 Questionnaire and Form Design

Chapter 11 Sampling: Design and Procedures

Chapter 12 Sampling: Final and Initial Sample Size Determination

PART III: DATA COLLECTION, PREPARATION, ANALYSIS AND REPORTING

Chapter 13 Field Work

Chapter 14 Data Preparation

Chapter 15 Frequency Distribution, Cross-tabulation, and Hypothesis Testing

Chapter 16 Analysis of Variance and Covariance

Chapter 17 Correlation and Regression

Chapter 18 Discriminant and Logit Analysis

Chapter 19 Factor Analysis

Chapter 20 Cluster Analysis

Chapter 21 Multidimensional Scaling and Conjoint Analysis

Chapter 22 Structural Equation Modeling and Path Analysis

Chapter 23 Report Preparation and Presentation

Chapter 24 International Marketing Research