Marketing research : an applied orientation/ Naresh K Malhotra.

By:

Malhotra, Naresh K

Contributor(s):

Dash, Satyabhusan

Material type: Text

TextLanguage: English Publication details: India : Pearson India Education Services Ltd, 2022.Edition: 7th edDescription: xxix, 955p. : ill. ; 27 cmISBN:

9789353433291
9353433290

Uniform titles:

Marketing research : an applied orientation

Subject(s):

DDC classification:

23 658.83 MAL

Contents:

Brief Contents PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH Introduction to Marketing Research Defining the Marketing Research Problem and Developing an Approach PART II: RESEARCH DESIGN FORMULATION Research Design Exploratory Research Design: Secondary and Syndicated 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 PART III: DATA COLLECTION, PREPARATION, ANALYSIS, AND REPORTING Fieldwork Data Preparation Frequency Distribution, Cross-Tabulation, and Hypothesis Testing Analysis of Variance and Covariance Correlation and Regression Discriminant and Logit Analysis Factor Analysis Cluster Analysis Multidimensional Scaling and Conjoint Analysis Structural Equation Modeling and Path Analysis Report Preparation and Presentation CASES 1.1. HP: Using Marketing Research to Gain a Competitive Edge 2.1. Baskin-Robbins: Can It Bask in the Good ‘Ole Days? 2.2. Kid Stuff? Determining the Best Positioning Strategy for Akron Children’s Hospital 3.1. AT&T Wireless: Ma Bell Becomes Ma Again 3.2. IBM: A Top Provider of Computer Hardware, Software, and Services 3.3. Kimberly-Clark: Competing Through Innovation 4.1. JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions 4.2. Wendy’s: History and Life After Dave Thomas 5.1. The Harvard Graduate Student Housing Survey 5.2. BizRate.Com 5.3. Cola Wars Continue: Coke and Pepsi in the Twenty-First Century 5.4. TiVo in 2002 5.5. Compaq Computer: Intel Inside? 5.6. The New Beetle

Summary: With a complete theoretical framework, Marketing Research, 7e is a text with a comprehensive and balanced coverage of both qualitative and quantitative material. It takes the perspective of a marketing research user and reflects current trends in international marketing research, social media, mobile marketing research, ethics etc. The book has a unique applied and managerial orientation, illustrating the interaction between marketing research decisions and marketing management decisions.

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Text Books	CUTN Central Library Medicine, Technology & Management	Non-fiction	658.83 MAL (Browse shelf(Opens below))	Available		47729

Brief Contents
PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH
Introduction to Marketing Research
Defining the Marketing Research Problem and Developing an Approach
PART II: RESEARCH DESIGN FORMULATION
Research Design
Exploratory Research Design: Secondary and Syndicated 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
PART III: DATA COLLECTION, PREPARATION, ANALYSIS, AND REPORTING
Fieldwork
Data Preparation
Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
Analysis of Variance and Covariance
Correlation and Regression
Discriminant and Logit Analysis
Factor Analysis
Cluster Analysis
Multidimensional Scaling and Conjoint Analysis
Structural Equation Modeling and Path Analysis
Report Preparation and Presentation
CASES
1.1. HP: Using Marketing Research to Gain a Competitive Edge
2.1. Baskin-Robbins: Can It Bask in the Good ‘Ole Days?
2.2. Kid Stuff? Determining the Best Positioning Strategy for Akron Children’s Hospital
3.1. AT&T Wireless: Ma Bell Becomes Ma Again
3.2. IBM: A Top Provider of Computer Hardware, Software, and Services
3.3. Kimberly-Clark: Competing Through Innovation
4.1. JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions
4.2. Wendy’s: History and Life After Dave Thomas
5.1. The Harvard Graduate Student Housing Survey
5.2. BizRate.Com
5.3. Cola Wars Continue: Coke and Pepsi in the Twenty-First Century
5.4. TiVo in 2002
5.5. Compaq Computer: Intel Inside?
5.6. The New Beetle

With a complete theoretical framework, Marketing Research, 7e is a text with a comprehensive and balanced coverage of both qualitative and quantitative material. It takes the perspective of a marketing research user and reflects current trends in international marketing research, social media, mobile marketing research, ethics etc. The book has a unique applied and managerial orientation, illustrating the interaction between marketing research decisions and marketing management decisions.

There are no comments on this title.

to post a comment.