Marketing Research: An Applied Orientation 7 Global Edition by Naresh K. Malhotra 9780134735603 0134735609

Marketing Research: An Applied Orientation 7 Global Edition Naresh K. Malhotra – Ebook Instant Download/Delivery ISBN(s): 9781292265636,1292265639, 9780134735603, 0134735609

Product details:

• ISBN 10: 0134735609
• ISBN 13: 9780134735603
• Author: Naresh K. Malhotra 

This is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound book. For undergraduate and graduate courses in marketing research. An applied and practical marketing research text 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, utilizing 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 contents:

Chapter 1 Introduction to Marketing Research

Chapter 2 Defining the Marketing Research Problem and Developing an Approach

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

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

People also search:

journal of marketing research?
types of marketing research

define marketing research

importance of marketing research

marketing research jobs