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Marketing Research: An Applied Orientation 5e(pb)2007 by Malhotra
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MARKETING RESEARCH: AN APPLIED ORIENTATION 5e(pb)2008
Author: MALHOTRA
ISBN: 9788131723173
Year: 2008
Publisher: PEARSON EDUCATION ASIA
Category: MARKETING & SALES/ CUSTOMER CARE
Edition: 5
Format: Paperback
Language: English
 ABOUT THE TITLE
The global leader because it presents a comprehensive look at the principles and practices of marketing research from a manager's perspective. Marketing research an applied orientation allows students to actually experience the interaction between marketing research and marketing decision making thr
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 TABLE OF CONTENTS
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
3. RESEARCH DESIGN
4. EXPLORATORY RESEARCH DESIGN: SECONDARY DATA
5. EXPLORATORY RESEARCH DESIGN: QUALITATIVE RESEARCH
6. DESCRIPTIVE RESEARCH DESIGN: SURVEY AND OBSERVATION
7. CAUSAL RESEARCH DESIGN: EXPERIMENTATION
8. MEASUREMENT AND SCALING: FUNDAMENTALS AND COMPARATIVE SCALING
9. MEASUREMENT AND SCALING: NONCOMPARATIVE SCALING TECHNIQUES
10. QUESTIONNAIRE AND FORM DESIGN
11. SAMPLING: DESIGN AND PROCEDURES
12. SAMPLING: FINAL AND INITIAL SAMPLE SIZE DETERMINATION
PART III: DATA COLLECTION, PREPARATION, ANALYSIS AND REPORTING
13. FIELD WORK
14. DATA PREPARATION
15. FREQUENCY DISTRIBUTION, CROSS-TABULATION, AND HYPOTHESIS TESTING
16. ANALYSIS OF VARIANCE AND COVARIANCE
17. CORRELATION AND REGRESSION
18. DISCRIMINANT AND LOGIT ANALYSIS
19. FACTOR ANALYSIS
20. CLUSTER ANALYSIS
21. MULTIDIMENSIONAL SCALING AND CONJOINTANALYSIS
22. REPORT PREPARATION AND PRESENTATION
23. INTERNATIONAL MARKETING RESEARCH
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