Naresh K. Malhotra

Essentials of Marketing Research, Global Edition (eBook, PDF)

• Format: PDF

Produktbeschreibung

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, deemphasising 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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Produktdetails

• Verlag: Pearson HigherEducation
• Seitenzahl: 468
• Altersempfehlung: ab 18 Jahre
• Erscheinungstermin: 23. Januar 2015
• Englisch
• ISBN-13: 9781292075143
• Artikelnr.: 41940049

Autorenporträt

Dr. Naresh K. Malhotrais 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 inMarquis Who's Who in Americacontinuously since 51st Edition 1997, and inWho's Who in the Worldsince 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 theJournal of Marketing Research (JMR)during 1980-1985. He holds the all-time record for the maximum number of publications in theJournal of Health Care Marketing. He is ranked number one based on publications in theJournal of the Academy of Marketing Science(JAMS)since its inception through volume 23 (1995). He is number one based on publications inJAMSduring the ten-year period 1986-1995 (See Tables 6 and 7 ofJAMS, 24(4) (Fall 1996):297). In an editorial by Schlegelmilch (JIM, 11(1), 2003), Malhotra was ranked number one based on publications in theInternational Marketing Review (IMR)from 1992 to 2002. He is ranked number one based on publications in theInternational Marketing Reviewsince 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 theInternational Marketing Reviewfrom 1996 to 2006 based on a study by Xu et al. published in theAsia Pacific Journal of Management(2008) 25: 189-207. In a landmark study by Ford et al. (2010) examining publications in the top four marketing journals [Journal of Marketing, Journal of Marketing Research (JMR), Journal of Consumer Research, and the Journal of the Academy of Marketing Science (JAMS)] over a 25-year period from 1977 to 2002, Professor Malhotra has three top-three rankings: ranked number three based on publications in all the four journals combined, ranked number three based on publications inJMR, and ranked number one based on publications inJAMS. He has published ten papers inJournal of Marketing Research. He has published more than 140 papers in major refereed journals, including theJournal of Marketing Research, Journal of Consumer Research, Marketing Science, Management Science, Journal of Marketing, Journal of Academy of Marketing Science, Organizational Research Methods, Journal of Retailing, Journal of Advertising, Journal of Health Care Marketing, and leading journals in statistics, management science, information systems, and psychology. In addition, he has published numerous refereed articles in the proceedings of major national and international conferences. Several articles have received best paper research awards. He is Chairman of the Emerging Markets Conference Board the Lead Program co-chair of the annual conferences organized by the Board. He was chairman, Academy of Marketing Science Foundation, 1996-1998, and was president, Academy of Marketing Science, 1994-1996, and Chairman, Board of Governors, 1990-1992. He is a Distinguished Fellow of the Academy and Fellow, Decision Sciences Institute. He is the founding editor-in-chief of Review of Marketing Research, served as an associate editor ofDecision Sciencesfor 18 years and has served as section editor,Health Care Marketing Abstracts, Journal of Health Care Marketing. He serves on the editorial board of eight (8) journals. Dr. Malhotra has consulted for business, nonprofit and government organizations in the US and abroad and has served as an expert witness in legal and regulatory proceedings. He has special expertise in survey design, data analysis and statistical methods. He is the winner of numerous awards and honors for research, teaching, and service to the profession, including the Academy of Marketing Science, Outstanding Marketing Teaching Excellence Award, 2003. Dr. Malhotra is an ordained minister of the Gospel, a member and Deacon, First Baptist Church, Atlanta, and President of Global Evangelistic Ministries, Inc. This ministry has documented in independent reports more than 1.5 million people praying to receive Jesus Christ as personal Savior and Lord. He has been married to Veena for more than 36 years and they have two grown children Ruth and Paul.

Inhaltsangabe

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 Procedures
III. 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 Regression
13. Report Preparation and Presentation