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Marketing Research Naresh K. Malhotra

Marketing Research von Naresh K. Malhotra

Marketing Research Naresh K. Malhotra

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Zusammenfassung

This text presents a look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of market research users, it reflects current trends in international marketing, ethics, and the continuing integration of technology.

Marketing Research Zusammenfassung

Marketing Research Naresh K. Malhotra

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.

Über Naresh K. Malhotra

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.


Inhaltsverzeichnis

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

Zusätzliche Informationen

GOR005304953
9780273725855
0273725858
Marketing Research Naresh K. Malhotra
Naresh K. Malhotra
Gebraucht - Sehr Gut
Broschiert
Pearson Education Limited
2012-07-17
1080
N/A
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