Marketing Research: An Applied Orientation, Global Edition

For undergraduate and graduate courses in marketing research.
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, utilising 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.

1. 1. Introduction to Marketing Research
2. 2. Defining the Marketing Research Problem and Developing an Approach
3. 3. Research Design
4. 4. Exploratory Research Design: Secondary and Syndicated Data
5. 5. Exploratory Research Design: Qualitative Research
6. 6. Descriptive Research Design: Survey and Observation
7. 7. Causal Research Design: Experimentation
8. 8. Measurement and Scaling: Fundamentals and Comparative Scaling
9. 9. Measurement and Scaling: Noncomparative Scaling Techniques
10. 10. Questionnaire and Form Design
11. 11. Sampling: Design and Procedures
12. 12. Sampling: Final and Initial Sample Size Determination
13. 13. Fieldwork
14. 14. Data Preparation
15. 15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
16. 16. Analysis of Variance and Covariance
17. 17. Correlation and Regression
18. 18. Discriminant and Logit Analysis
19. 19. Factor Analysis
20. 20. Cluster Analysis
21. 21. Multidimensional Scaling and Conjoint Analysis
22. 22. Structural Equation Modeling and Path Analysis
23. 23. Report Preparation and Presentation

Dr. Naresh K. Malhotra is Senior Fellow, Georgia Tech CIBER and Regents’ Professor Emeritus, Scheller College of Business, Georgia Institute of Technology. In 2010, he was selected as a Marketing Legend and his refereed journal articles were published in nine volumes by Sage with tributes by other leading scholars in the field. He is listed in Marquis Who’s Who in America continuously since 51st Edition 1997, and in Who’s Who in the World since 2000. He received the prestigious Academy of Marketing Science CUTCO/Vector Distinguished Marketing Educator Award in 2005. In 2011, he received the Best Professor in Marketing Management, Asia''s Best B-School Award.

In an article by Wheatley and Wilson (1987 AMA Educators’ Proceedings), Professor Malhotra was ranked number one in the country based on articles published in the Journal of Marketing Research (JMR) during 1980—1985. He holds the all-time record for the maximum number of publications in the Journal of Health Care Marketing. He is ranked number one based on publications in the Journal of the Academy of Marketing Science (JAMS) since its inception through volume 23 (1995). He is number one based on publications in JAMS during the ten-year period 1986—1995 (See Tables 6 and 7 of JAMS, 24(4) (Fall 1996):297).

In an editorial by Schlegelmilch (JIM, 11(1), 2003), Malhotra was ranked number one based on publications in the International Marketing Review (IMR) from 1992 to 2002. He is ranked number one based on publications in the International Marketing Review since its inception (1983) to 2003 [Table V, IMR, 22(4) (2005); 396], and from 1983 to 2011 [Table VI, IMR, 30(1) (2013):14]. He is also ranked number one based on publications in the International Marketing Review from 1996 to 2006 based on a study by Xu et al. published in the Asia Pacific Journa