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 



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 


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 Decision Sciences for 18 years and has served as section editor, Health Care Marketing Abstracts, Journal of Health Care Marketing. He serves on the editorial board of eight (8) journals. 


Dr. Malhotra has consulted for business, nonprofit and government organizations in the US and abroad and has served as an expert witness in legal and regulatory proceedings. He has special expertise in survey design, data analysis and statistical methods. He is the winner of numerous awards and honors for research, teaching, and service to the profession, including the Academy of Marketing Science, Outstanding Marketing Teaching Excellence Award, 2003. 


Dr. Malhotra is an ordained minister of the Gospel, a member and Deacon, First Baptist Church, Atlanta, and President of Global Evangelistic Ministries, Inc. This ministry has documented in independent reports more than 1.5 million people praying to receive Jesus Christ as personal Savior and Lord. He has been married to Veena for more than 36 years and they have two grown children Ruth and Paul.