For undergraduate and graduate courses in marketing research.

With a do-it-yourself, hands-on approach, Marketing Research: An Applied Orientation illustrates the interaction between marketing research decisions and marketing management decisions. This text uses a practical six-step framework for conducting marketing research, utilising a variety of marketing companies to highlight qualitative and quantitative research strategies. The 7th Edition provides current, contemporary, and illustrative material sensitive to user needs. And with detailed emphasis on how to run the SPSS and SAS programs, marketing research students obtain the most extensive help available on this industry

Table of Contents

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 and Syndicated 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 3 Data Collection, Preparation, Analysis, and Reporting

Chapter 13 Fieldwork

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

About the Author

Naresh K. Malhotra is Senior Fellow, Georgia Tech CIBER and Regents’ Professor Emeritus, Scheller College of Business, Georgia Institute of Technology. In 2010, he was selected as a Marketing Legend and his refereed journal articles were published in nine volumes by Sage with tributes by other leading scholars in the field. He is listed in Marquis Who’s Who in America continuously since 51st Edition 1997, and in Who’s Who in the World since 2000. He received the prestigious Academy of Marketing Science CUTCO/Vector Distinguished Marketing Educator Award in 2005. In 2011, he received the Best Professor in Marketing Management, Asia's Best B-School Award.