Marketing Research http://www.fishpond.com.au/Books/Marketing-Research-Naresh-Malhotra/9780130337160

An Applied Orientation with SPSS

By Naresh Malhotra

Table of 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 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, analysis and reporting: field work; data preparation; frequency distribution, cross-tabulation, and hypothesis testing; analysis of variance and covariance; correlation and regression; discriminant analysis; factor analysis; cluster analysis; multidimensional scaling and conjoint analysis; report preparation and presentation; international marketing research. Appendix: statistical tables.

Prizes

Winner of the Australian Award for Excellence in Educational Publishing, tertiary (adaptation) single title category in 2002.