Marketing Research: An Applied Orientation, 7e,takes a unique applied and managerial orientation that illustrates the interaction between marketing-research decisions and marketing management decisions. Malhotra is Regents' Professor (Highest Academic Rank in the University System of Georgia), College of Management, Georgia Institute of Technology. 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.
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Table of contents 1. Introduction to marketing research 2. Defining the marketing research problem and developing a research approach 3. Research design 4. Secondary data collection and analysis 5.
Internal secondary data and analytics 6. Qualitative research: its nature and approaches 7. Qualitative research: focus group discussions 8. Qualitative research: in-depth interviewing and projective techniques 9. Qualitative research: data analysis 10.
Survey and quantitative observation techniques 11. Causal research design: experimentation 12. Measurement and scaling: fundamentals, comparative and non-comparative scaling 13.
Questionnaire design 14. Sampling: design and procedures 15. Sampling: final and initial sample size determination 16. Survey fieldwork 17. Social Media research 18. Mobile research 19. Data integrity 20.
Frequency distribution, cross-tabulation and hypothesis testing 21. Analysis of variance and covariance 22.
Correlation and regression 23. Discriminant and logit analysis 24. Factor analysis 25. Cluster analysis 26.
Multidimensional scaling and conjoint analysis 27. Structural equation modelling and path analysis 28. Communicating Research Findings 29.
Business-to-business (b2b) marketing research 20. Research ethics Glossary Index. About the author(s) Dr Naresh K Malhotra is Professor Emeritus, College of Management, Georgia Institute of Technology, USA. He has consulted for business, nonprofit and government organisations across the globe. In 2011 he received the Best Professor in Marketing Management, Asia Best B-School Award. Dr Dan Nunan is Lecturer in Marketing at Birkbeck, University of London, having previously been a member of faculty at Henley Business School, University of Reading. Prior to his academic career Dan held senior marketing roles in the financial services and technology sectors.
Dr David Birks is a Professor of Marketing at Winchester Business School, the University of Winchester, England. He teaches quantitative and qualitative marketing research and leads developments across the University in digital marketing research. Backcover copy Marketing Research – An Applied Approach Fifth Edition Naresh Malhotra Daniel Nunan David Birks Working as a marketing researcher is an intellectually stimulating, creative and rewarding career, pushing the boundaries of innovation in many sectors of the economy. Marketing Research is a comprehensive, authoritative and applied commentary on European marketing research. Supporting students in both qualitative and quantitative research methods through: - Introducing the transactional stages of marketing research of problem definition, developing approach and design, data collection, analysis and communicating the research findings - Using Real Research case studies of how companies address specific managerial problems and implement research, as well as real-life marketing situations and exercises to tackle in every chapter.
Applying marketing research to current marketing challenges such as social media, mobile marketing, customer value, experiential marketing, satisfaction, loyalty, customer equity, brand equity and management, relationship marketing, creativity and design, and socially responsible marketing Marketing Research offers a clear explanation and discussion of concepts, a wealth of European and international case material showing how researchers apply concepts and techniques and integrates with online resources for students and an instructors manual including key discussion points. Alternative versions Alternative versions are designed to give your students more value and flexibility by letting them choose the format of their text, from physical books to ebook versions. Pearson offers special pricing when you choose to package your text with other student resources. If you're interested in creating a cost-saving package for your students, see the. Marketing Research PDF eBook 5th edition, 5/E Malhotra, Birks & Nunan ISBN-10:. ISBN-13: 150 ©2017. Portable Documents.
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