Table of contents for Marketing research : an applied orientation / Naresh K. Malhotra.

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.

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BRIEF CONTENTS
PART I: INTRODUCTION AND EARLY PHASES OF MARKETING 
RESEARCH
Chapter 1	INTRODUCTION TO MARKETING RESEARCH
Chapter 2 	DEFINING THE MARKETING RESEARCH PROBLEM AND 
DEVELOPING AN APPROACH
CASES FOR PART I
VIDEO CASES FOR PART I
PART II: RESEARCH DESIGN FORMULATION
Chapter 3		RESEARCH DESIGN
Chapter 4		EXPLORATORY RESEARCH DESIGN: SECONDARY DATA 
Chapter 5		EXPLORATORY RESEARCH DESIGN: QUALITATIVE RESEARCH 
Chapter 6		DESCRIPTIVE RESEARCH DESIGN: SURVEY AND OBSERVATION
Chapter 7	CAUSAL RESEARCH DESIGN: EXPERIMENTATION 
Chapter 8	MEASUREMENT AND SCALING: FUNDAMENTALS AND COMPARATIVE SCALING
Chapter 9	MEASUREMENT AND SCALING: NONCOMPARATIVE SCALING TECHNIQUES
Chapter 10	QUESTIONNAIRE AND FORM DESIGN
Chapter 11	SAMPLING: DESIGN AND PROCEDURES
Chapter 12	SAMPLING: FINAL AND INITIAL SAMPLE SIZE DETERMINATION
CASES FOR PART II
VIDEO CASES FOR PART II
PART III: DATA COLLECTION, PREPARATION, ANALYSIS AND REPORTING 
Chapter 13	FIELD WORK
Chapter 14	DATA PREPARATION
Chapter 15	FREQUENCY DISTRIBUTION, CROSS-TABULATION, AND HYPOTHESIS TESTING
	Chapter 16	ANALYSIS OF VARIANCE AND COVARIANCE
	
	Chapter 17	CORRELATION AND REGRESSION
	Chapter 18	DISCRIMINANT AND LOGIT ANALYSIS
	Chapter 19	FACTOR ANALYSIS
	Chapter 20	CLUSTER ANALYSIS
	Chapter 21	MULTIDIMENSIONAL SCALING AND CONJOINT ANALYSIS
	Chapter 22	REPORT PREPARATION AND PRESENTATION
	Chapter 23	INTERNATIONAL MARKETING RESEARCH
	CASES FOR PART III
VIDEO CASES FOR PART III
DELL CASE: EXPERIENTIAL RESEARCH
COMPREHENSIVE CASES WITH DATA
COMPREHENSIVE HARVARD BUSINESS SCHOOL CASES
COMPREHENSIVE VIDEO CASES

Library of Congress Subject Headings for this publication:

Marketing research.
Marketing research -- Methodology.