Basic marketing research : a decision-making approach / Naresh K. Malhotra.

Previous ed.: Upper Saddle River, N.J.: Pearson Prentice Hall, 2006.

Includes bibliographical references and index.

Part 1. Introduction and Early Phases of Marketing Research -- 1. Introduction to Marketing Research -- 2. Defining the Marketing Research Problem and Developing an Approach -- Part 2. Research Design Formulation -- 3. Research Design -- 4. Exploratory Research Design: Secondary Data -- 5. Exploratory Research Design: Syndicated Sources of Secondary Data -- 6. Exploratory Research Design: Qualitative Research -- 7. Descriptive Research Design: Survey and Observation -- 8. Causal Research Design: Experimentation -- 9. Measurement and Scaling: Fundamentals and Comparative Scaling -- 10. Measurement and Scaling: Noncomparative Scaling Techniques -- 11. Questionnaire and Form Design -- 12. Sampling: Design and Procedures -- 13. Sampling: Final and Initial Sample Size Determination -- Part 3. Data Collection, Analysis, and Reporting -- 14. Field Work: Data Collection -- 15. Data Preparation and Analysis Strategy -- 16. Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation -- 17. Data Analysis: Hypothesis Testing Related to Differences -- 18. Data Analysis: Correlation and Regression -- 19. Report Preparation and Presentation -- Running Case -- Case 1.1 Hewlett Packard (HP): Using Marketing Research to Gain a Competitive Edge -- Comprehensive Critical Thinking Cases -- Case 2.1 American Idol: A Big Hit for Marketing Research? -- Case 2.2 Baskin-Robbins: Can it Bask in the Good 'Ole Days? -- Case 2.3 Kid stuff?: Determining the Best Positioning Strategy for Akron Children's Hospital -- Comprehensive Cases With Questionnaires and Real Data -- Case 3.1 Bank of America: Leading the American Way -- Case 3.2 McDonald's: The World's Number One Fast Food Company! -- Case 3.3 Boeing: Taking Flight.

Machine converted from AACR2 source record.