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Basic Marketing Research by Naresh K. Malhotra and Mark Peterson (2008, CD-ROM / Hardcover)

Mark Peterson, Naresh K. Malhotra | ISBN-10: 0136037909 | ISBN-13: 9780136037903
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Product description
Synopsis
Focusing on the interaction betweenmarketing research decisionsandmarketing management decisions, Malhotra offers a highlycontemporaryreview that enables readers to increase their SPSS and Excel skills. A useful reference for marketing professionals who need to increase their market research skills.

Product Identifiers
ISBN-100136037909
ISBN-139780136037903

Key Details
AuthorMark Peterson, Naresh K. Malhotra
Number Of Pages672 pages
FormatCD-ROM / Hardcover
Publication Date2008-09-02
LanguageEnglish
PublisherPrentice Hall PTR

Additional Details
Edition Number3
Copyright Date2009
IllustratedYes

Dimensions
Weight52.6 Oz
Height0.4 In.
Width8.5 In.
Length10.9 In.

Target Audience
GroupCollege Audience

Classification Method
LCCN2008-025797
LC Classification NumberHF5415.2.M288 2009
Dewey Decimal658.8/3
Dewey Edition23

Table Of Content
Table Of ContentPart 1 Introduction and Early Phases of Marketing Research Chapter 1 Introduction to Marketing Research Chapter 2 Defining the Marketing Research Problem and Developing an Approach Part 2Research Design Formulation Chapter 3 Research Design Chapter 4 Exploratory Research Design: Secondary Data Chapter 5 Exploratory Research Design: Syndicated Sources of Secondary Data Chapter 6 Exploratory Research Design: Qualitative Research Chapter 7 Descriptive Research Design: Survey and Observation Chapter 8 Causal Research Design: Experimentation Chapter 9 Measurement and Scaling: Fundamentals and Comparative Scaling Chapter 10 Measurement and Scaling: Noncomparative Scaling Techniques Chapter 11 Questionnaire and Form Design Chapter 12 Sampling: Design and Procedures Chapter 13 Sampling: Final and Initial Sample Size Determination Part 3 Data Collection, Analysis, and Reporting Chapter 14 Field Work: Data Collection Chapter 15 Data Preparation and Analysis Strategy Chapter 16 Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation Chapter 17 Data Analysis: Hypothesis Testing Related to Differences Chapter 18 Data Analysis: Correlation and Regression Chapter 19 Report Preparation and Presentation RUNNING CASE Case 1.1 Hewlett Packard (HP): Using Marketing Research to Gain a Competitive Edge COMPREHENSIVE CRITICAL THINKING CASES Case 2.1 American Idol: A Big Hit for Marketing Research? Case 2.2 Baskin-Robbins: Can it Bask in the Good 'Ole Days? Case 2.3 Kid stuff?: Determining the Best Positioning Strategy for Akron Children's Hospital COMPREHENSIVE CASES WITH QUESTIONNAIRES AND REAL DATA Case 3.1 Bank of America: Leading the American Way Case 3.2 McDonald's: The World's Number One Fast Food Company! Case 3.3 Boeing: Taking Flight

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