Marketing research : an applied orientation / Naresh K. Malhotra.

Includes bibliographical references and index.

PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH Chapter 1 INTRODUCTION TO MARKETING RESEARCHChapter 2 DEFINING THE MARKETING RESEARCH PROBLEM AND DEVELOPING AN APPROACHCASES FOR PART IVIDEO CASES FOR PART I PART II: RESEARCH DESIGN FORMULATIONChapter 3 RESEARCH DESIGNChapter 4 EXPLORATORY RESEARCH DESIGN: SECONDARY DATA Chapter 5 EXPLORATORY RESEARCH DESIGN: QUALITATIVE RESEARCH Chapter 6 DESCRIPTIVE RESEARCH DESIGN: SURVEY AND OBSERVATIONChapter 7 CAUSAL RESEARCH DESIGN: EXPERIMENTATION Chapter 8 MEASUREMENT AND SCALING: FUNDAMENTALS AND COMPARATIVE SCALINGChapter 9 MEASUREMENT AND SCALING: NONCOMPARATIVE SCALING TECHNIQUESChapter 10 QUESTIONNAIRE AND FORM DESIGNChapter 11 SAMPLING: DESIGN AND PROCEDURESChapter 12 SAMPLING: FINAL AND INITIAL SAMPLE SIZE DETERMINATIONCASES FOR PART IIVIDEO CASES FOR PART II PART III: DATA COLLECTION, PREPARATION, ANALYSIS AND REPORTING Chapter 13 FIELD WORKChapter 14 DATA PREPARATIONChapter 15 FREQUENCY DISTRIBUTION, CROSS-TABULATION, AND HYPOTHESIS TESTINGChapter 16 ANALYSIS OF VARIANCE AND COVARIANCEChapter 17 CORRELATION AND REGRESSIONChapter 18 DISCRIMINANT AND LOGIT ANALYSISChapter 19 FACTOR ANALYSISChapter 20 CLUSTER ANALYSISChapter 21 MULTIDIMENSIONAL SCALING AND CONJOINTANALYSISChapter 22 REPORT PREPARATION AND PRESENTATIONChapter 23 INTERNATIONAL MARKETING RESEARCHCASES FOR PART IIIVIDEO CASES FOR PART III DELL CASE: EXPERIENTIAL RESEARCHCOMPREHENSIVE CASES WITH DATACOMPREHENSIVE HARVARD BUSINESS SCHOOL CASESCOMPREHENSIVE VIDEO CASES

For graduate and upper-level undergraduate courses in Marketing Research and Marketing Data Analysis.Marketing Research: An Applied Orientation, 5e allows students to actually experience the interaction between marketing research and marketing decision-making.