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Essentials of Marketing Research, Global Edition

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For courses in Marketing Research at two- and four-year colleges and universitiesAn engaging, do-it-yourself approach to marketing researchEssentials of Marketing Research: A Hands-On Orientation presents a concise overview of marketing research via a do-it-yourself approach that engages students. Building on the foundation of his successful previous titles-Basic Marketing Research: Integration of Social Media and Marketing Research: An Applied Orientation-author Naresh Malhotra covers concepts at an elementary level, deemphasizing statistics and formulas. Sensitive to the needs of today's undergraduates, Malhotra integrates online and social media content, and provides current, contemporary examples that ground course material in the real world.
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Table of Contents

I. INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH 1. Introduction to Marketing Research 2. Defining the Marketing Research Problem and Developing an Approach II. RESEARCH DESIGN FORMULATION 3. Research Design, Secondary and Syndicated Data 4. Qualitative Research 5. Survey and Observation 6. Experimentation and Causal Research 7. Measurement and Scaling 8. Questionnaire and Form Design 9. Sampling Design and ProceduresIII. DATA COLLECTION, ANALYSIS, AND REPORTING 10. Data Collection and Preparation 11. Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation 12. Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression13. Report Preparation and Presentation

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