Basic Marketing Research

Focusing on the interaction between marketing research decisions and marketing management decisions, Malhotra offers a highly contemporary review that enables readers to increase their SPSS and Excel skills.

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
Chapter 4 Exploratory Research Design: Secondary Data
Chapter 5 Exploratory Research Design: Syndicated Sources of Secondary Data
Chapter 6 Exploratory Research Design: Qualitative Research
Chapter 7 Descriptive Research Design: Survey and Observation
Chapter 8 Causal Research Design: Experimentation
Chapter 9 Measurement and Scaling: Fundamentals and Comparative Scaling
Chapter 10 Measurement and Scaling: Noncomparative Scaling Techniques
Chapter 11 Questionnaire and Form Design
Chapter 12 Sampling: Design and Procedures
Chapter 13 Sampling: Final and Initial Sample-Size Determination
Part 3: Data Collection, Analysis, and Reporting
Chapter 14 Fieldwork: Data Collection
Chapter 15 Data Preparation and Analysis Strategy
Chapter 16 Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation
Chapter 17 Data Analysis: Hypothesis Testing Related to Differences
Chapter 18 Data Analysis: Correlation and Regression
Chapter 19 Report Preparation and Presentation