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Full Description
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, deemphasizing 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.
This text provides a better teaching and learning experience-for you and your students. It will help you to:
• Give students a framework for understanding: A clear framework helps students grasp marketing research principles, as well as the relationship between marketing research and management.
• Emphasize practical applications: A do-it-yourself approach and detailed real-world cases let students see how marketing research is actually conducted.
• Foster interest through contemporary content: Current examples and an emphasis on online market research and social media helps students understand the relevance of course material.
• Enable student success via learning aids: Various tools, throughout the text and at the end of each chapter, support students as they learn and review.
Contents
Brief Contents I. INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH
Introduction to Marketing Research
Defining the Marketing Research Problem and Developing an Approach
II. RESEARCH DESIGN FORMULATION
Research Design, Secondary and Syndicated Data
Qualitative Research
Survey and Observation
Experimentation and Causal Research
Measurement and Scaling
Questionnaire and Form Design
Sampling Design and Procedures
III. DATA COLLECTION, ANALYSIS, AND REPORTING
Data Collection and Preparation
Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation
Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression
Report Preparation and Presentation
