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Marketing Research

Marketing Research

An Applied Approach
3rd Edition

Naresh Malhotra, David Birks

Dec 2006, Paperback with CD-ROM, 864 pages
ISBN13: 9780273706892
ISBN10: 0273706896
For orders to USA, Canada, Australia, New Zealand or Japan visit your local Pearson website
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This 3rd edition of Marketing Research: An Applied Approach forms a comprehensive, authoritative and thoroughly European introduction to applied marketing research and covers both quantitative and qualitative techniques in depth.

Marketing Research: An Applied Approach is aimed at students studying marketing research at undergraduate and postgraduate level.

Preface and guided tour

Publisher's acknowledgements

About the authors

1. Introduction to marketing research

2. Defining the marketing research problem and developing a research approach

3. Research design

4. Secondary data collection and analysis

5. Internal secondary data and the use of databases

6. Qualitative research: its nature and approaches

7. Qualitative research: focus group discussions

8. Qualitative research: depth interviewing and projective techniques

9. Qualittiave research: data analysis

10. Survey and quantitative observation techniques

11. Causal research design: experimentation

12. Measurement and scaling: fundamentals, comparative and non-comparative scaling

13. Questionnaire design

14. Sampling: design and procedures

15. Sampling: final and initial sample size determination

16. Survey fieldwork

17. Data preparation

18. Frequency distribution, cross-tabulation and hypothesis testing

19. Analysis of variance and covariance

20. Correlation and regression

21. Discriminant analysis

22. Factor analysis

23. Cluster analysis

24. Multidimensional scaling and conjoint analysis

25. Report preparation and presentation

26. International marketing research

27. Business-to-business (b2) marketing research

Appendix: Statistical tables

Glossary

Index

  • Two chapters devoted to qualitative research to ensure the student fully understands why qualitative research is conducted, how it is conducted and the way in which qualitative data can be analysed.
  • A series of Professional Perspectives which illustrate an array of applications and how different techniques combine to support the realities of marketing decision making. These are accompanied by questions and can be used as case studies.
  • Links, via the companion website, to a range of software packages, including SPSS, SNAP, Experian and MOSAIC, which are accompanied by exercises to encourage familiarisation.

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