Essentials of Marketing Research: A Hands-On Orientation, Global Edition

For courses in Marketing Research at two- and four-year colleges and universities An engaging, do-it-yourself approach to marketing research Essentials 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.

Table of Contents

Part 1: Introduction and Early Phases of Marketing Research
Chapter 1: Introduction to Marketing Research
Chapter 2: Defining the Marketing Research Problem and Developing an Approach

Part 2: Research Design Formulation
Chapter 3: Research Design, Secondary and Syndicated Data
Chapter 4: Qualitative Research
Chapter 5: Survey and Observation
Chapter 6: Experimentation and Causal Research
Chapter 7: Measurement and Scaling
Chapter 8: Questionnaire and Form Design
Chapter 9: Sampling Design and Procedures

Part 3: Data Collection, Analysis, and Reporting
Chapter 10: Data Collection and Preparation
Chapter 11: Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation
Chapter 12: Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression
Chapter 13: Report Preparation and Presentation