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Marketing Research

Marketing Research

4th Edition

Naresh Malhotra, David Birks, Peter Wills

Jul 2012, Paperback, 1064 pages
ISBN13: 9780273725855
ISBN10: 0273725858
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Working as a marketing researcher is an intellectually stimulating, engaging and creative occupation. Malhotra and Birks have long been regarded as offering the most applied, comprehensive and authoritative commentary on European Marketing Research, helping students to build a clear understanding of how to:

  • diagnose and direct research questions that will support marketing decision making,
  • appreciate what excellent research design means,
  • utilise data collection techniques; qualitative and quantitative methods and forms of analysis,
  • manage the ethical dilemmas and social and cultural issues faced by researchers in today’s global, online world,
  • integrate new developments in social media research with traditional marketing research methods.

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: in-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 integrity

18. Frequency distribution, cross-tabulation and hypothesis testing

19. Analysis of variance and covariance

20. Correlation and regression

21. Discriminant and logit analysis

22. Factor analysis

23. Cluster analysis

24. Multidimensional scaling and conjoint analysis

25. Structural equation modelling and path analysis

26. Report preparation and presentation

27. International marketing research

28. Business-to-business (b2b) marketing research

Marketing Research offers clear explanation and discussion of concepts, a wealth of European and international case material and provides both student versions of SNAP and NVivo software, video cases and many other enhanced online resources, on the book’s companion website at www.pearsoned.co.uk/malhotra_euro

This fourth edition addresses the challenges and opportunities faced by the marketing research profession from digital and social media developments. It illustrates how researchers are changing existing research techniques and developing new techniques. Detailed insight into these issues has been supported with the addition of a new co-author, Peter Wills.

Dr Naresh K. Malhotra is Professor Emeritus, College of Management, Georgia Institute of Technology, USA. He has consulted for business, nonprofit and government organisations across the globe. In 2011 he received the Best Professor in Marketing Management, Asia Best B-School Award.

Dr David F. Birks is a Professor of Marketing at Winchester Business School, the University of Winchester, England. He teaches quantitative and qualitative marketing research and leads developments across the University in digital marketing research.

Peter Willsis the Chairman of Snap Surveys who are based in the UK and the USA. He is an Honorary Fellow at the University of Winchester and the Chairman of the Association for Survey Computing, the world’s leading society for the advancement of knowledge in software and technology for research surveys and statistics.


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