Marketing Research: An Applied Orientation

Pt. I. Introduction And Early Phases Of Marketing Research. Introduction To Marketing Research -- Defining The Marketing Research Problem And Developing An Approach -- Pt. Ii. Research Design Formulation. Research Design -- Exploratory Research Design: 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 -- Pt. 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 -- International Marketing Research -- Running Case With Real Data -- Comprehensive Critical Thinking Cases -- Data Analysis Cases With Real Data -- Comprehensive Cases With Real Data -- Comprehensive Harvard Business School Cases. Naresh K. Malhotra. Includes Bibliographical References (p. 834-873) And Index.