Marketing Research: An Applied Orientation, Global Edition

Naresh K Malhotra  
Total pages
April 2019
Related Titles


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.


Hands-On Approach Help Students Develop Marketing Research Skills

· New - Running Case on Dell with Real Data helps students see the links between chapters and trace the entire marketing research process throughout the text.

· New and Updated - Comprehensive Cases with Actual Questionnaires and Real Data let students see concepts in practice in the real world.

· Experiential Research. Hands-on exercises allow students to act out the research concepts discussed in the chapter.

· Decision Research. Scenarios present a real-life marketing situation and ask students to assume the role of a consultant and recommend appropriate marketing research and management decisions.

· Critical-Thinking Cases, End-of-Chapter Review Questions and Exercises, Applied Problems, and Group Discussions embody the principles of critical thinking and help students learn, apply, and practice concepts. These principles include Socratic questioning, critical reading and writing, higher order thinking, and assessment, and have been designed based on the guidelines provided by the Foundation for Critical Thinking.

· Real Research. Vignettes featuring real companies profile a wide range of businesses, making the material relevant to students.

· Active Research. Short, integrated, managerially-oriented exercises give students the opportunity to do research on the Internet and play the roles of marketing researcher and marketing manager.

· Project Research. A real-life project covers all aspects of marketing research and is used as a running example throughout the text.

· Conducting a Live Marketing Research Project, at the end of each chapter, shows instructors how to implement one or more live marketing research projects in the course.

Extensive coverage on research application and SPSS, SAS, and Microsoft® Excel®

· New - Special Sections on the SPSS and SAS files help students utilize input data sets that appear in Internet and Computer Exercises.

· New - SAS steps provide students with easy application to the SAS Enterprise Guide, the user interface for SAS OnDemand for Academics.

o Computerized demonstration movies illustrate step-by-step instructions for every data analysis technique covered in the text.

o Screen captures are provided with notes illustrating step-by-step instructions.

o Detailed step-by-step instructions guide users through the program.

· New - Marketing Research and Social Media promotes group discussion about this vital domain that complements traditional marketing research.

· New - Integration of Mobile Marketing Research allows students to further analyze this pioneering and pervasive field.

· Cases contain real data sets so students can see marketing research in play in the real world.

Additional data analysis procedures are illustrated with respect to Excel and Minitab, along with other popular computer programs

Table of Contents

  • 1. Introduction to Marketing Research
  • 2. Defining the Marketing Research Problem and Developing an Approach
  • 3. Research Design
  • 4. Exploratory Research Design: Secondary and Syndicated Data
  • 5. Exploratory Research Design: Qualitative Research
  • 6. Descriptive Research Design: Survey and Observation
  • 7. Causal Research Design: Experimentation
  • 8. Measurement and Scaling: Fundamentals and Comparative Scaling
  • 9. Measurement and Scaling: Noncomparative Scaling Techniques
  • 10. Questionnaire and Form Design
  • 11. Sampling: Design and Procedures
  • 12. Sampling: Final and Initial Sample Size Determination
  • 13. Fieldwork
  • 14. Data Preparation
  • 15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
  • 16. Analysis of Variance and Covariance
  • 17. Correlation and Regression
  • 18. Discriminant and Logit Analysis
  • 19. Factor Analysis
  • 20. Cluster Analysis
  • 21. Multidimensional Scaling and Conjoint Analysis
  • 22. Structural Equation Modeling and Path Analysis
  • 23. Report Preparation and Presentation


Dr. Naresh K. Malhotra is Senior Fellow, Georgia Tech CIBER and Regents’ Professor Emeritus, Scheller College of Business, Georgia Institute of Technology. In 2010, he was selected as a Marketing Legend and his refereed journal articles were published in nine volumes by Sage with tributes by other leading scholars in the field. 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. He received the prestigious Academy of Marketing Science CUTCO/Vector Distinguished Marketing Educator Award in 2005. In 2011, he received the Best Professor in Marketing Management, Asia's Best B-School Award.

In an article by Wheatley and Wilson (1987 AMA Educators’ Proceedings), Professor Malhotra was ranked number one in the country based on articles published in the Journal of Marketing Research (JMR) during 1980—1985. He holds the all-time record for the maximum number of publications in the Journal of Health Care Marketing. He is ranked number one based on publications in the Journal of the Academy of Marketing Science (JAMS) since its inception through volume 23 (1995). He is number one based on publications in JAMS during the ten-year period 1986—1995 (See Tables 6 and 7 of JAMS, 24(4) (Fall 1996):297).

In an editorial by Schlegelmilch (JIM, 11(1), 2003), Malhotra was ranked number one based on publications in the International Marketing Review (IMR) from 1992 to 2002. He is ranked number one based on publications in the International Marketing Review since its inception (1983) to 2003 [Table V, IMR, 22(4) (2005); 396], and from 1983 to 2011 [Table VI, IMR, 30(1) (2013):14]. He is also ranked number one based on publications in the International Marketing Review from 1996 to 2006 based on a study by Xu et al. published in the Asia Pacific Journal of Management (2008) 25: 189—207. In a landmark study by Ford et al. (2010) examining publications in the top four marketing journals [Journal of Marketing, Journal of Marketing Research (JMR), Journal of Consumer Research, and the Journal of the Academy of Marketing Science (JAMS)] over a 25-year period from 1977 to 2002, Professor Malhotra has three top-three rankings: ranked number three based on publications in all the four journals combined, ranked number three based on publications in JMR, and ranked number one based on publications in JAMS.

He has published ten papers in Journal of Marketing Research. He has published more than 140 papers in major refereed journals, including the Journal of Marketing Research, Journal of Consumer Research, Marketing Science, Management Science, Journal of Marketing, Journal of Academy of Marketing Science, Organizational Research Methods, Journal of Retailing, Journal of Advertising, Journal of Health Care Marketing, and leading journals in statistics, management science, information systems, and psychology.

In addition, he has published numerous refereed articles in the proceedings of major national and international conferences. Several articles have received best paper research awards. He is Chairman of the Emerging Markets Conference Board the Lead Program co-chair of the annual conferences organized by the Board. He was chairman, Academy of Marketing Science Foundation, 1996—1998, and was president, Academy of Marketing Science, 1994—1996, and Chairman, Board of Governors, 1990—1992. He is a Distinguished Fellow of the Academy and Fellow, Decision Sciences Institute. He is the founding editor-in-chief of Review of Marketing Research, served as an associate editor of <i