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MARKETING RESEARCH: AN APPLIED ORIENTATION MALHOTRA, NARESH K.

By: Publication details: PEARSON EDUCATION IN SOUTH ASIA NEW DELHI 2011Edition: 6Description: XXVIII, 948 PAPERSubject(s): DDC classification:
  • 658.83
Contents:
Table of Content PART I Introduction and Early Phases of Marketing Research Introduction to Marketing Research Defining the Marketing Research Problem and Developing an Approach PART II Research Design Formulation Research Design Exploratory Research Design: Secondary Data Exploratory Research Design: Qualitative Research Descriptive Research Design: Survey and Observation Causal Research Design: Experimentation Measurement and Scaling: Fundamentals and Comparative Scaling Measurement and Scaling: Noncomparative Scaling Techniques Questionnaire and Form Design Sampling: Design and Procedures Sampling: Final and Initial Sample Size Determination PART III Data Collection, Preparation, Analysis, and Reporting Fieldwork Data Preparation Frequency Distribution, Cross-Tabulation, and Hypothesis Testing Analysis of Variance and Covariance Correlation and Regression Discriminant and Logit Analysis Factor Analysis Cluster Analysis Multidimensional Scaling and Conjoint Analysis Structural Equation Modeling and Path Analysis Report Preparation and Presentation International Marketing Research
Summary: Marketing research is an integral part of marketing. It helps companies stay competitive and avoid the high costs of poor decisions based on unsound information. This book helps readers to master the skills of marketing research, from assessing information needs to providing management with relevant, accurate, reliable, valid and current information, and aiding marketing decision-making in the most effective way. The research process described in the text is not limited to marketing, but applies to any area of management. This book also provides students with the most extensive help available to learn SPSS and SAS. Salient Features Real Research features are real company vignettes that profile a wide range of businesses, big and small Decision Research scenarios present a real-life marketing situation and ask the student to assume the role of a consultant and to recommend appropriate marketing research and management decisions. Active Research features are short, integrated, and manager-oriented exercises in which students have the opportunity to do research on the Internet and play the role of a marketing researcher and a marketing manager Experiential Research exercises allow students to act out the research concepts discussed in the chapter Project Research uses a real-life project that covers all aspects of marketing research and is used as a running example throughout the book
List(s) this item appears in: Recent Additions _February 2014
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Student Collection Student Collection Main Library Student co 658.83/MAL/DAS/STUDENT COLLECTION TERM III (Browse shelf(Opens below)) Available 11122395
Student Collection Student Collection Main Library Student co 658.83/MAL/DAS/STUDENT COLLECTION TERM III (Browse shelf(Opens below)) Available 11122396
Student Collection Student Collection Main Library Student co 658.83/MAL/DAS/STUDENT COLLECTION TERM III (Browse shelf(Opens below)) Available 11122397
Student Collection Student Collection Main Library Student co 658.83/MAL/DAS/STUDENT COLLECTION TERM III (Browse shelf(Opens below)) Available 11122398
Student Collection Student Collection Main Library Student co 658.83/MAL/DAS/STUDENT COLLECTION TERM III (Browse shelf(Opens below)) Available 11122399
Student Collection Student Collection Main Library Student co 658.83/MAL/DAS/STUDENT COLLECTION TERM III (Browse shelf(Opens below)) Available 11122400
Student Collection Student Collection Main Library Student co 658.83/MAL/DAS/STUDENT COLLECTION TERM III (Browse shelf(Opens below)) Available 11122401
Student Collection Student Collection Main Library Student co 658.83/MAL/DAS/STUDENT COLLECTION TERM III (Browse shelf(Opens below)) Available 11122402
Student Collection Student Collection Main Library Student co 658.83/MAL/DAS/STUDENT COLLECTION TERM III (Browse shelf(Opens below)) Available 11122403
Student Collection Student Collection Main Library Student co 658.83/MAL/DAS/STUDENT COLLECTION TERM III (Browse shelf(Opens below)) Available 11122404
Student Collection Student Collection Main Library Student co 658.83/MAL/DAS/STUDENT COLLECTION TERM III (Browse shelf(Opens below)) Available 11122405
Student Collection Student Collection Main Library Student co 658.83/MAL/DAS/STUDENT COLLECTION TERM III (Browse shelf(Opens below)) Available 11122406
Student Collection Student Collection Main Library Student co 658.83/MAL/DAS/STUDENT COLLECTION TERM III (Browse shelf(Opens below)) Available 11122407
Student Collection Student Collection Main Library Student co 658.83/MAL/DAS/STUDENT COLLECTION TERM III (Browse shelf(Opens below)) Available 11122408
Student Collection Student Collection Main Library Student co 658.83/MAL/DAS/STUDENT COLLECTION TERM III (Browse shelf(Opens below)) Available 11122409
Student Collection Student Collection Main Library Student co 658.83/MAL/DAS/STUDENT COLLECTION TERM III (Browse shelf(Opens below)) Available 11122410
Student Collection Student Collection Main Library Student co 658.83/MAL/DAS/STUDENT COLLECTION TERM III (Browse shelf(Opens below)) Available 11122411
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Table of Content
PART I Introduction and Early Phases of Marketing Research

Introduction to Marketing Research
Defining the Marketing Research Problem and Developing an Approach

PART II Research Design Formulation

Research Design
Exploratory Research Design: Secondary Data
Exploratory Research Design: Qualitative Research
Descriptive Research Design: Survey and Observation
Causal Research Design: Experimentation
Measurement and Scaling: Fundamentals and Comparative Scaling
Measurement and Scaling: Noncomparative Scaling Techniques
Questionnaire and Form Design
Sampling: Design and Procedures
Sampling: Final and Initial Sample Size Determination

PART III Data Collection, Preparation, Analysis, and Reporting

Fieldwork
Data Preparation
Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
Analysis of Variance and Covariance
Correlation and Regression
Discriminant and Logit Analysis
Factor Analysis
Cluster Analysis
Multidimensional Scaling and Conjoint Analysis
Structural Equation Modeling and Path Analysis
Report Preparation and Presentation
International Marketing Research


Marketing research is an integral part of marketing. It helps companies stay competitive and avoid the high costs of poor decisions based on unsound information. This book helps readers to master the skills of marketing research, from assessing information needs to providing management with relevant, accurate, reliable, valid and current information, and aiding marketing decision-making in the most effective way. The research process described in the text is not limited to marketing, but applies to any area of management. This book also provides students with the most extensive help available to learn SPSS and SAS.
Salient Features

Real Research features are real company vignettes that profile a wide range of businesses, big and small
Decision Research scenarios present a real-life marketing situation and ask the student to assume the role of a consultant and to recommend appropriate marketing research and management decisions.
Active Research features are short, integrated, and manager-oriented exercises in which students have the opportunity to do research on the Internet and play the role of a marketing researcher and a marketing manager
Experiential Research exercises allow students to act out the research concepts discussed in the chapter
Project Research uses a real-life project that covers all aspects of marketing research and is used as a running example throughout the book

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