Basic Marketing Research

Naresh K Malhotra  
Total pages
August 2013
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Basic Marketing Research


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For undergraduate-level courses in Marketing Research.
With a hands-on, do-it-yourself approach, Malhotra offers a contemporary focus on decision making, illustrating the interaction between marketing research decisions and marketing management decisions.


Hands-on marketing research activities—An array of pedagogical tools encourage students to learn by actually doing marketing research, including “What Would You Do?” “Be an MR!” “ Be a DM!” “Experiential Learning,” and “Research in Action.”
Research in Action real-life examples—Found in each chapter, these describe in detail the kind of marketing research used to address specific managerial problems and the decisions that were based on those findings.
Live Research: Conducting a Marketing Research Project—Toward the end of each chapter, these sections show students how to implement one or more live marketing research projects in the course. The flexible design of these projects accommodates a variety of organisations and formats.
OTHER TOPICS OF DISTINCTION Book structure—Bases the three parts of the book on the six-step framework of marketing research.
Chapter Structure—Gives students a framework for learning by opening with diagrams and chapter questions.
Video Cases—Following each chapter, these cases are written from a marketing research perspective and offer questions pertaining to the chapter material, along with the previous chapters. Cases are written to be used in stand-alone format (without seeing the video) or to accompany the video.
Ethics in Marketing Research boxes—Present the salient ethical issues involved with the chapter material, while implementing the concepts of that chapter are discussed from the perspectives of four stakeholders (the client, the marketing resesarch firm, respondents, and the general public).
Technology in Marketing Research sections—Covers the role and impact of technology in implementing the chapter concepts while conducting marketing research; appear in all chapters except for 16, 17, and 18 (on data analysis).
International Marketing Research sections—Reflecting the global nature of the world marketplace, these sections describe how the chapter’s concepts should be implemented while conducting marketing research in an international setting. Found in all chapters except for 16, 17, and 18 (on data analysis).
Contemporary Focus—Illustrates the applications of marketing research to current topics such as customer value, satisfaction, loyalty, customer equity, brand equity and management, and more; covers a diversity of products and companies that are of interest to undergraduates.
Opening Questions and Vignettes—Open each chapter with a set of questions to engage students’ curiosity and establish structure; the Opening Vignette is used as a running example throughout the chapter.
Opening Diagrams—Open each chapter (except Ch. 1); gives the focus of each chapter, its relationship to chapters previously covered, and its relationship to the marketing research process. The author also includes a diagram with an overview of the chapter, showing major topics and linking them to figures and tables.

Table of Contents

  • Part 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 2: Research 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 Fieldwork: 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