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Marketing Research :An Applied Orientation by Malhotra 7ed INTERNATIONAL EDITION
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- PRODUCT TYPE
- INTERNATIONAL EDITION PAPERBACK
- Features
- International Edition
- Subject
- Marketing / General, Marketing / Research
- ISBN
- 9780134734842
- Subject Area
- Business & Economics
- Publication Name
- Marketing Research : an Applied Orientation
- Item Length
- 11.2 in
- Publisher
- Pearson Education
- Publication Year
- 2018
- Type
- Textbook
- Format
- Hardcover
- Language
- English
- Item Height
- 1.8 in
- Item Width
- 8.8 in
- Item Weight
- 71.3 Oz
- Number of Pages
- 896 Pages
關於產品
Product Information
For undergraduate and graduate courses in marketing research. An applied and practical marketing research text 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, utilizing 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.
Product Identifiers
Publisher
Pearson Education
ISBN-10
013473484x
ISBN-13
9780134734842
eBay Product ID (ePID)
6038265312
Product Key Features
Publication Name
Marketing Research : an Applied Orientation
Format
Hardcover
Language
English
Subject
Marketing / General, Marketing / Research
Publication Year
2018
Type
Textbook
Subject Area
Business & Economics
Number of Pages
896 Pages
Dimensions
Item Length
11.2 in
Item Height
1.8 in
Item Width
8.8 in
Item Weight
71.3 Oz
Additional Product Features
Edition Number
7
LCCN
2017-045383
Intended Audience
College Audience
Lc Classification Number
Hf5415.2.M29 2018
Table of Content
PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH Introduction to Marketing Research Defining the Marketing Research Problem and Developing an Approach PART II: RESEARCH DESIGN FORMULATION Research Design Exploratory Research Design: Secondary and Syndicated Data Exploratory Research Design: Qualitative Research Descriptive Research Design: Survey and Observation Causal Research Design: Experimentation Measurement and Scaling: Fundamentals and Comparative Scaling Measurement and Scaling: Noncomparative Scaling Techniques Questionnaire and Form Design Sampling: Design and Procedures Sampling: Final and Initial Sample Size Determination PART III: DATA COLLECTION, PREPARATION, ANALYSIS, AND REPORTING Fieldwork Data Preparation Frequency Distribution, Cross-Tabulation, and Hypothesis Testing Analysis of Variance and Covariance Correlation and Regression Discriminant and Logit Analysis Factor Analysis Cluster Analysis Multidimensional Scaling and Conjoint Analysis Structural Equation Modeling and Path Analysis Report Preparation and Presentation CASES 1.1. HP: Using Marketing Research to Gain a Competitive Edge 2.1. Baskin-Robbins: Can It Bask in the Good 'Ole Days? 2.2. Kid Stuff? Determining the Best Positioning Strategy for Akron Children's Hospital 3.1. AT&T Wireless: Ma Bell Becomes Ma Again 3.2. IBM: A Top Provider of Computer Hardware, Software, and Services 3.3. Kimberly-Clark: Competing Through Innovation 4.1. JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions 4.2. Wendy's: History and Life After Dave Thomas 5.1. The Harvard Graduate Student Housing Survey 5.2. BizRate.Com 5.3. Cola Wars Continue: Coke and Pepsi in the Twenty-First Century 5.4. TiVo in 2002 5.5. Compaq Computer: Intel Inside? 5.6. The New Beetle
Copyright Date
2019
Dewey Decimal
658.8/3
Dewey Edition
23
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