圖書描述
NEW! Chapter on Structural Equation Modeling and Path Analysis to help students understand how to complete the set of univariate and multivariate statistical techniques commonly used in marketing research. NEW! Running Case on Dell with Real Data.
Case 1.1 featuring Dell is a new running case with questions on each and every chapter that are placed at the chapter’s close. This case is another way to 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. Two comprehensive cases feature actual questionnaires and real data collected by prominent marketing research firms. These cases are 4.1 JP Morgan Chase (new) and 4.2 Wendy’s (updated) both of which have questions on all the chapters. This edition also features three additional data analysis cases with actual questionnaires and real data: 3.1 AT&T, 3.2 IBM, and 3.3 Kimberly-Clark.
NEW! Video Cases. A video case follows each chapter of the text and contains questions pertaining to that chapter and the previous chapters.
Case 1.1 featuring Dell is a new running case with questions on each and every chapter that are placed at the chapter’s close. This case is another way to 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. Two comprehensive cases feature actual questionnaires and real data collected by prominent marketing research firms. These cases are 4.1 JP Morgan Chase (new) and 4.2 Wendy’s (updated) both of which have questions on all the chapters. This edition also features three additional data analysis cases with actual questionnaires and real data: 3.1 AT&T, 3.2 IBM, and 3.3 Kimberly-Clark.
NEW! Video Cases. A video case follows each chapter of the text and contains questions pertaining to that chapter and the previous chapters.
著者信息
作者簡介
Naresh K. Malhotra
現職：Georgia Institute of Technology
Naresh K. Malhotra
現職：Georgia Institute of Technology
圖書目錄
PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH
Ch 1 Introduction to Marketing Research
Ch 2 Defining the Marketing Research Problem and Developing an Approach
PART II: RESEARCH DESIGN FORMULATION
Ch 3 Research Design
Ch 4 Exploratory Research Design: Secondary and Secondary Data
Ch 5 Exploratory Research Design: Qualitative Research
Ch 6 Descriptive Research Design: Survey and Observation
Ch 7 Causal Research Design: Experimentation
Ch 8 Measurement and Scaling: Fundamentals and Comparative Scaling
Ch 9 Measurement and Scaling: Noncomparative Scaling Techniques
Ch10 Questionnaire and Form Design
Ch11 Sampling: Design and Procedures
Ch12 Sampling: Final and Initial Sample Size Determination
PART III: DATA COLLECTION, PREPARATION, ANALYSIS AND REPORTING
Ch13 Fieldwork
Ch14 Data Preparation
Ch15 Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
Ch16 Analysis of Variance and Covariance
Ch17 Correlation and Regression
Ch18 Discriminant and Logit Analysis
Ch19 Factor Analysis
Ch20 Cluster Analysis
Ch21 Multidimensional Scaling and Conjoint Analysis
Ch22 Structural Equation Modeling and Path Analysis
Ch23 Report Preparation and Presentation
Ch 1 Introduction to Marketing Research
Ch 2 Defining the Marketing Research Problem and Developing an Approach
PART II: RESEARCH DESIGN FORMULATION
Ch 3 Research Design
Ch 4 Exploratory Research Design: Secondary and Secondary Data
Ch 5 Exploratory Research Design: Qualitative Research
Ch 6 Descriptive Research Design: Survey and Observation
Ch 7 Causal Research Design: Experimentation
Ch 8 Measurement and Scaling: Fundamentals and Comparative Scaling
Ch 9 Measurement and Scaling: Noncomparative Scaling Techniques
Ch10 Questionnaire and Form Design
Ch11 Sampling: Design and Procedures
Ch12 Sampling: Final and Initial Sample Size Determination
PART III: DATA COLLECTION, PREPARATION, ANALYSIS AND REPORTING
Ch13 Fieldwork
Ch14 Data Preparation
Ch15 Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
Ch16 Analysis of Variance and Covariance
Ch17 Correlation and Regression
Ch18 Discriminant and Logit Analysis
Ch19 Factor Analysis
Ch20 Cluster Analysis
Ch21 Multidimensional Scaling and Conjoint Analysis
Ch22 Structural Equation Modeling and Path Analysis
Ch23 Report Preparation and Presentation
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