Basic marketing research : a decision-making approach /
Naresh K. Malhotra.
- Third edition.
- 671 pages ; 28 cm
Previous ed.: Upper Saddle River, N.J.: Pearson Prentice Hall, 2006.
Includes bibliographical references and index.
Introduction and Early Phases of Marketing Research -- Introduction to Marketing Research -- Defining the Marketing Research Problem and Developing an Approach -- Research Design Formulation -- Research Design -- Exploratory Research Design: Secondary Data -- Exploratory Research Design: Syndicated Sources of Secondary Data -- Exploratory Research Design: Qualitative Research -- Descriptive Research Design: Survey and Observation -- Causal Research Design: Experimentation -- Measurement and Scaling: Fundamentals and Comparative Scaling -- Measurement and Scaling: Noncomparative Scaling Techniques -- Questionnaire and Form Design -- Sampling: Design and Procedures -- Sampling: Final and Initial Sample Size Determination -- Data Collection, Analysis, and Reporting -- Field Work: Data Collection -- Data Preparation and Analysis Strategy -- Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation -- Data Analysis: Hypothesis Testing Related to Differences -- Data Analysis: Correlation and Regression -- 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. Part 1. 1. 2. Part 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. Part 3. 14. 15. 16. 17. 18. 19.