Naresh K. Malhotra

Marketing Research: An Applied Orientation, Global Edition (eBook, PDF)

• Format: PDF

Produktbeschreibung

For undergraduate and graduate courses in marketing research. With a do-it-yourself, hands-on approach, Marketing Research: An Applied Orientation illustrates the interaction between marketing research decisions and marketing management decisions. This text uses a practical six-step framework for conducting marketing research, utilising a variety of marketing companies to highlight qualitative and quantitative research strategies. The 7th Edition provides current, contemporary, and illustrative material sensitive to user needs. And with detailed emphasis on how to run the SPSS and SAS programs, marketing research students obtain the most extensive help available on this industry.

The full text downloaded to your computer

With eBooks you can:

• search for key concepts, words and phrases
• make highlights and notes as you study
• share your notes with friends

eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps.

Upon purchase, you'll gain instant access to this eBook.

Time limit

The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.

---

Dieser Download kann aus rechtlichen Gründen nur mit Rechnungsadresse in A, B, BG, CY, CZ, D, DK, EW, E, FIN, F, GR, HR, H, IRL, I, LT, L, LR, M, NL, PL, P, R, S, SLO, SK ausgeliefert werden.

Produktdetails

• Verlag: Pearson HigherEducation
• Seitenzahl: 888
• Altersempfehlung: ab 18 Jahre
• Erscheinungstermin: 18. Februar 2019
• Englisch
• ISBN-13: 9781292265919
• Artikelnr.: 56954438

Autorenporträt

Dr. Naresh K. Malhotra is 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 in Marquis Who's Who in America continuously since 51st Edition 1997, and in Who's Who in the World since 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 the Journal of Marketing Research (JMR) during 1980-1985. He holds the all-time record for the maximum number of publications in the Journal of Health Care Marketing. He is ranked number one based on publications in the Journal of the Academy of Marketing Science (JAMS) since its inception through volume 23 (1995). He is number one based on publications in JAMS during the ten-year period 1986-1995 (See Tables 6 and 7 of JAMS, 24(4) (Fall 1996):297).

In an editorial by Schlegelmilch (JIM, 11(1), 2003), Malhotra was ranked number one based on publications in the International Marketing Review (IMR) from 1992 to 2002. He is ranked number one based on publications in the International Marketing Review since 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 the International Marketing Review from 1996 to 2006 based on a study by Xu et al. published in the Asia 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 in JMR, and ranked number one based on publications in JAMS.

He has published ten papers in Journal of Marketing Research. He has published more than 140 papers in major refereed journals, including the Journal 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 of

Inhaltsangabe

PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH
1. Introduction to Marketing Research
2. Defining the Marketing Research Problem and Developing an Approach
PART II: RESEARCH DESIGN FORMULATION
3. Research Design
4. Exploratory Research Design: Secondary and Syndicated Data
5. Exploratory Research Design: Qualitative Research
6. Descriptive Research Design: Survey and Observation
7. Causal Research Design: Experimentation
8. Measurement and Scaling: Fundamentals and Comparative Scaling
9. Measurement and Scaling: Noncomparative Scaling Techniques
10. Questionnaire and Form Design
11. Sampling: Design and Procedures
12. Sampling: Final and Initial Sample Size Determination
PART III: DATA COLLECTION, PREPARATION, ANALYSIS, AND REPORTING
13. Fieldwork
14. Data Preparation
15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
16. Analysis of Variance and Covariance
17. Correlation and Regression
18. Discriminant and Logit Analysis
19. Factor Analysis
20. Cluster Analysis
21. Multidimensional Scaling and Conjoint Analysis
22. Structural Equation Modeling and Path Analysis
23. Report Preparation and Presentation