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Marketing Research: An Applied Orientation, 6/e

Marketing Research: An Applied Orientation, 6/e
Author(s)  Naresh K. Malhotra and Satyabhushan Dash
ISBN  9788131731819
Imprint  Pearson Education
Copyright  2010
Pages  1000
Binding  Paperback
List Price  Rs. 799.00

Marketing research is an integral part of marketing. It helps companies stay competitive and avoid the high costs of poor decisions based on unsound information. This book helps readers to master the skills of marketing research, from assessing information needs to providing management with relevant, accurate, reliable, valid and current information, and aiding marketing decision-making in the most effective way. The research process described in the text is not limited to marketing, but applies to any area of management. This book also provides students with the most extensive help available to learn SPSS and SAS.
  • About the Authors
  • Contents
  • Features
  • Downloadable Resources

Naresh K. Malhotra is Regents’ Professor, College of Management, Georgia Institute of Technology

Satyabhushan Dash is Assistant Professor, Marketing Area, Indian Institute of Management Lucknow.

PART I Introduction and Early Phases of Marketing Research
  1. Introduction to Marketing Research
  2. Defining the Marketing Research Problem and Developing an Approach

PART II Research Design Formulation
  1. Research Design
  2. Exploratory Research Design: Secondary Data
  3. Exploratory Research Design: Qualitative Research
  4. Descriptive Research Design: Survey and Observation
  5. Causal Research Design: Experimentation
  6. Measurement and Scaling: Fundamentals and Comparative Scaling
  7. Measurement and Scaling: Noncomparative Scaling Techniques
  8. Questionnaire and Form Design
  9. Sampling: Design and Procedures
  10. Sampling: Final and Initial Sample Size Determination

PART III Data Collection, Preparation, Analysis, and Reporting
  1. Fieldwork
  2. Data Preparation
  3. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
  4. Analysis of Variance and Covariance
  5. Correlation and Regression
  6. Discriminant and Logit Analysis
  7. Factor Analysis
  8. Cluster Analysis
  9. Multidimensional Scaling and Conjoint Analysis
  10. Structural Equation Modeling and Path Analysis
  11. Report Preparation and Presentation
  12. International Marketing Research

  • Real Research features are real company vignettes that profile a wide range of businesses, big and small
  • Decision Research scenarios present a real-life marketing situation and ask the student to assume the role of a consultant and to recommend appropriate marketing research and management decisions.
  • Active Research features are short, integrated, and manager-oriented exercises in which students have the opportunity to do research on the Internet and play the role of a marketing researcher and a marketing manager
  • Experiential Research exercises allow students to act out the research concepts discussed in the chapter
  • Project Research uses a real-life project that covers all aspects of marketing research and is used as a running example throughout the book

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