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Essentials of Marketing Research, Global Edition, 1e (e-Book VS 12m)


By Naresh K. Malhotra

Descripción: For courses in Marketing Research at two- and four-year colleges and universities

An engaging, do-it-yourself approach to marketing research

Essentials of Marketing Research: A Hands-On Orientation presents a concise overview of marketing research via a do-it-yourself approach that engages students. Building on the foundation of his successful previous titles–Basic Marketing Research: Integration of Social Media and Marketing Research: An Applied Orientation–author Naresh Malhotra covers concepts at an elementary level, deemphasizing statistics and formulas. Sensitive to the needs of today’s undergraduates, Malhotra integrates online and social media content, and provides current, contemporary examples that ground course material in the real world.

Contenido:
  • Overview
  • Learning Objectives
  • Definition of Marketing Research
  • A Classification of Marketing Research
  • The Marketing Research Process
  • Step 1: Defining the Problem
  • Step 2: Developing an Approach to the Problem
  • Step 3: Formulating a Research Design
  • Step 4: Doing Field Work or Collecting Data
  • Step 5: Preparing and Analyzing Data
  • Step 6: Preparing and Presenting the Report
  • The Role of Marketing Research in Marketing Decision Making
  • The Decision to Conduct Marketing Research
  • The Marketing Research Industry
  • Selecting a Research Supplier
  • Careers in Marketing Research
  • The Role of Marketing Research in MIS and DSS
  • International Marketing Research
  • Marketing Research and Social Media
  • Ethics in Marketing Research
  • Summary
  • Companion Website
  • Key Terms and Concepts
  • Suggested Cases and Video Cases
  • Live Research: Conducting a Marketing Research Project
  • Acronyms
  • Review Questions
  • Applied Problems
  • Internet Exercises
  • Online Video Case 1.1: Burke: Learning and Growing Through Marketing Research
  • Chapter 2: Defining the Marketing Research Problem and Developing an Approach

  • Overview
  • Learning Objectives
  • The Importance of Defining The Problem
  • The Process of Defining the Problem and Developing an Approach
  • Tasks Involved in Problem Definition
  • Discussions with Decision Makers
  • Interviews with Industry Experts
  • Secondary Data Analysis
  • Qualitative Research
  • Environmental Context of The Problem
  • Past Information and Forecasts
  • Resources and Constraints
  • Objectives
  • Buyer Behavior
  • Legal Environment
  • Economic Environment
  • Marketing and Technological Skills
  • Management Decision Problem and Marketing Research Problem
  • Defining the Marketing Research Problem
  • Components of the Approach
  • Analytical Framework and Models
  • Research Questions and Hypotheses
  • Specification of Information Needed
  • International Marketing Research
  • Marketing Research and Social Media
  • Approach to the Problem
  • Ethics in Marketing Research
  • Summary
  • Companion Website
  • Key Terms and Concepts
  • Suggested Cases and Video Cases
  • Live Research: Conducting a Marketing Research Project
  • Acronyms
  • Review Questions
  • Applied Problems
  • Internet Exercises
  • Online Video Case 2.1: Accenture: The Accent is in the Name
  • Part 2: Research Design Formulation

    Chapter 3: Research Design, Secondary and Syndicated Data

  • Overview
  • Learning Objectives
  • Research Design Definition
  • Basic Research Designs
  • Exploratory Research
  • Descriptive Research
  • Causal Research
  • Primary Versus Secondary Data
  • Advantages and Disadvantages of Secondary Data
  • Criteria for Evaluating Secondary Data
  • Specifications: Methodology Used to Collect the Data
  • Error: Accuracy of the Data
  • Currency: When the Data Were Collected
  • Objective: The Purpose for the Study
  • Nature: The Content of the Data
  • Dependability: How Dependable Are the Data?
  • Classification of Secondary Data
  • Internal Secondary Data
  • Customer Databases
  • Data Warehouse and Data Mining
  • CRM and Database Marketing
  • External Secondary Data
  • Business/Nongovernment Data
  • Government Sources
  • The Nature of Syndicated Data
  • A Classification of Syndicated Services
  • Syndicated Services for Consumer Data
  • Surveys
  • Purchase and Media Panels
  • Electronic Scanner Services
  • Syndicated Services for Institutional Data
  • Retailer and Wholesaler Audits
  • Industry Services
  • Combining Information from a Variety of Sources: Single-Source Data
  • How to Conduct an Online Search for External Secondary Data
  • International Marketing Research
  • Marketing Research and Social Media
  • Ethics in Marketing Research
  • Summary
  • Companion Website
  • Key Terms and Concepts
  • Suggested Cases and Video Cases
  • Live Research: Conducting a Marketing Research Project
  • Acronyms
  • Review Questions
  • Applied Problems
  • Internet Exercises
  • Online Video Case 3.1: National Football League: The King of Professional Sports
  • Chapter 4: Qualitative Research

  • Overview
  • Learning Objectives
  • Primary Data: Qualitative Versus Quantitative Research
  • A Classification of Qualitative Research Procedures
  • Focus Group Interviews
  • Characteristics
  • Planning and Conducting Focus Groups
  • Advantages and Disadvantages of Focus Groups
  • Online Focus Groups
  • Advantages and Disadvantages of Online Focus Groups
  • Depth Interviews
  • Conducting Depth Interviews
  • Advantages and Disadvantages of Depth Interviews
  • Projective Techniques
  • Word Association
  • Sentence Completion
  • Picture Response and Cartoon Test
  • Role Playing and Third-Person Techniques
  • Advantages and Disadvantages of Projective Techniques
  • Other Methods of Qualitative Research
  • Ethnography and Netnography
  • Mystery Shopping
  • International Marketing Research
  • Marketing Research and Social Media
  • Focus Groups
  • Depth Interviews
  • Projective Techniques
  • Limitations
  • Ethics in Marketing Research
  • Summary
  • Companion Website
  • Key Terms and Concepts
  • Suggested Cases and Video Cases
  • Live Research: Conducting a Marketing Research Project
  • Acronyms
  • Review Questions
  • Applied Problems
  • Internet Exercises
  • Online Video Case 4.1: Nike: Associating Athletes, Performance, and the Brand
  • Chapter 5: Survey and Observation

  • Overview
  • Learning Objectives
  • Survey Methods
  • Survey Methods Classified by Mode of Administration
  • Telephone Methods
  • Traditional Telephone Interviews
  • Computer-Assisted Telephone Interviewing
  • Advantages and Disadvantages of Telephone Interviewing
  • Personal Methods
  • Personal In-Home Interviews
  • Advantages and Disadvantages of In-Home Interviewing
  • Mall-Intercept Personal Interviews
  • Advantages and Disadvantages of Mall Intercepts
  • Computer-Assisted Personal Interviewing
  • Advantages and Disadvantages of CAPI
  • Mail Methods
  • Mail Interviews
  • Mail Panels
  • Advantages and Disadvantages of Mail Surveys
  • Electronic Methods
  • E-mail Surveys
  • Internet Surveys
  • Advantages and Disadvantages of Electronic Methods
  • Some Other Survey Methods
  • Criteria for Selecting a Survey Method
  • Improving Survey Response Rates
  • Prior Notification
  • Incentives
  • Follow-Up
  • Other Facilitators of Response
  • Observation Methods
  • Personal Observation
  • Mechanical Observation
  • A Comparison of Survey and Observation Methods
  • Relative Advantages of Observation
  • Relative Disadvantages of Observation
  • International Marketing Research
  • Marketing Research and Social Media
  • Surveys
  • Observation
  • Ethics in Marketing Research
  • Summary
  • Companion Website
  • Key Terms and Concepts
  • Suggested Cases and Video Cases
  • Live Research: Conducting a Marketing Research Project
  • Acronyms
  • Review Questions
  • Applied Problems
  • Internet Exercises
  • Online Video Case 5.1: Starbucks: Staying Local While Going Global Through Marketing Research
  • Chapter 6: Experimentation and Causal Research

  • Overview
  • Learning Objectives
  • Concept of Causality
  • Conditions for Causality
  • Concomitant Variation
  • Time Order of Occurrence of Variables
  • Absence of Other Possible Causal Factors
  • Role of Evidence
  • What is Experimentation?
  • Definitions and Concepts
  • Independent Variables
  • Test Units
  • Dependent Variables
  • Extraneous Variables
  • Random Assignment to Experimental and Control Groups
  • Experiment
  • Experimental Design
  • Definition of Symbols
  • Validity in Experimentation
  • Internal Validity
  • External Validity
  • Controlling Extraneous Variables
  • A Classification of Experimental Designs
  • Pre-experimental Designs
  • One-Shot Case Study
  • One-Group Pretest–Posttest Design
  • Static Group Design
  • True Experimental Designs
  • Pretest–Posttest Control Group Design
  • Posttest-Only Control Group Design
  • Statistical Designs
  • Factorial Design
  • Selecting an Experimental Design
  • Experimentation on the Web
  • Experimental Versus Nonexperimental Designs
  • Limitations of Experimentation
  • Cost
  • Administration
  • Application: Test Marketing
  • International Marketing Research
  • Marketing Research and Social Media
  • Ethics in Marketing Research
  • Summary
  • Companion Website
  • Key Terms and Concepts
  • Suggested Cases and Video Cases
  • Live Research: Conducting a Marketing Research Project
  • Acronyms
  • Review Questions
  • Applied Problems
  • Internet Exercises
  • Online Video Case 6.1: AFLAC: Marketing Research Quacks a Duck
  • Chapter 7: Measurement and Scaling

  • Overview
  • Learning Objectives
  • Measurement and Scaling
  • Primary Scales of Measurement
  • Nominal Scale
  • Ordinal Scale
  • Interval Scale
  • Ratio Scale
  • Comparative and Noncomparative Scaling Techniques
  • Comparative Scaling Techniques
  • Paired Comparison Scaling
  • Rank-Order Scaling
  • Constant Sum Scaling
  • Noncomparative Scaling Techniques
  • Continuous Rating Scale
  • Itemized Rating Scales
  • Multi-Item Scales
  • Scale Evaluation
  • Reliability
  • Validity
  • Relationship Between Reliability and Validity
  • Choosing a Scaling Technique
  • International Marketing Research
  • Marketing Research and Social Media
  • Ethics In Marketing Research
  • Summary
  • Companion Website
  • Key Terms and Concepts
  • Suggested Cases and Video Cases
  • Live Research: Conducting a Marketing Research Project
  • Acronyms
  • Review Questions
  • Applied Problems
  • Internet Exercises
  • Online Video Case 7.1: Procter & Gamble: Using Marketing Research to Build Brands
  • Chapter 8: Questionnaire and Form Design

  • Overview
  • Learning Objectives
  • Questionnaires and Observational Forms
  • Questionnaire Definition
  • Objectives of a Questionnaire
  • Questionnaire Design Process
  • Specify the Information Needed and the Interviewing Method
  • Determine the Content of Individual Questions
  • Determine the Content of Individual Questions
  • Is the Question Necessary?
  • Are Several Questions Needed Instead of One?
  • Overcome the Respondent’s Inability to Answer
  • Is the Respondent Informed?
  • Can the Respondent Articulate His or Her Responses?
  • Overcome the Respondent’s Unwillingness to Answer
  • Effort Required of the Respondent
  • Sensitive Information
  • Decide on the Question Structure
  • Unstructured Questions
  • Structured Questions
  • Determine the Question Wording
  • Define the Issue
  • Use Ordinary Words
  • Use Unambiguous Words
  • Avoid Leading or Biasing Questions
  • Balance Dual Statements: Positive and Negative
  • Arrange the Questions in Proper Order
  • Opening Questions
  • Type of Information
  • Difficult Questions
  • Effect on Subsequent Questions
  • Logical Order
  • Choose the Form and Layout
  • Reproduction of the Questionnaire
  • Pretest the Questionnaire
  • Software for Questionnaire Design
  • Free/Low-Cost Survey Sites
  • Observational Forms
  • International Marketing Research
  • Marketing Research and Social Media
  • Ethics in Marketing Research
  • Summary
  • Companion Website
  • Key Terms and Concepts
  • Suggested Cases and Video Cases
  • Live Research: Conducting a Marketing Research Project
  • Acronyms
  • Review Questions
  • Applied Problems
  • Internet Exercises
  • Online Video Case 8.1: Dunkin•f Donuts: Dunking the Competition
  • Chapter 9: Sampling Design and Procedures

  • Overview
  • Learning Objectives
  • Sample or Census
  • The Sampling Design Process
  • Define the Target Population
  • Determine the Sampling Frame
  • Select a Sampling Technique
  • Determine the Sample Size
  • Execute the Sampling Process
  • A Classification of Sampling Techniques
  • Nonprobability Sampling Techniques
  • Convenience Sampling
  • Judgmental Sampling
  • Quota Sampling
  • Snowball Sampling
  • Probability Sampling Techniques
  • Simple Random Sampling
  • Systematic Sampling
  • Stratified Sampling
  • Cluster Sampling
  • Choosing Nonprobability Versus Probability Sampling
  • Internet Sampling
  • International Marketing Research
  • Marketing Research and Social Media
  • Ethics in Marketing Research
  • Summary
  • Companion Website
  • Key Terms and Concepts
  • Suggested Cases and Video Cases
  • Live Research: Conducting a Marketing Research Project
  • Acronyms
  • Review Questions
  • Applied Problems
  • Internet Exercises
  • Online Video Case 9.1: Subaru: "Mr. Survey" Monitors Customer Satisfaction
  • Part 3: Data Collection, Analysis, and Reporting

    Chapter 10: Data Collection and Preparation

  • Overview
  • Learning Objectives
  • The Nature of Field Work or Data Collection
  • Field Work/Data Collection Process
  • Selection of Field Workers
  • Training of Field Workers
  • Supervision of Field Workers
  • Validation of Field Work
  • Evaluation of Field Workers
  • The Data Preparation Process
  • Questionnaire Checking
  • Editing
  • Coding
  • Coding Structured Questions
  • Coding Unstructured Questions
  • Codebook
  • Transcribing
  • Developing a Data File
  • Data Cleaning
  • Consistency Checks
  • Treatment of Missing Responses
  • Statistically Adjusting the Data
  • Variable Respecification
  • Recoding
  • Selecting a Data Analysis Strategy
  • International Marketing Research
  • Marketing Research and Social Media
  • Ethics in Marketing Research
  • Software Applications
  • SPSS and Excel Computerized Demonstration Movies
  • SPSS and Excel Screen Captures with Notes
  • SPSS Windows
  • Detailed Steps: Overview
  • Detailed Steps: Data Entry
  • Detailed Steps: Variable Respecification
  • Detailed Steps: Variable Recoding
  • Excel
  • Detailed Steps: Overview
  • Detailed Steps: Data Entry
  • Detailed Steps: Variable Respecification
  • Detailed Steps: Variable Recoding
  • Summary
  • Companion Website
  • Key Terms and Concepts
  • Suggested Cases and Video Cases
  • Live Research: Conducting a Marketing Research Project
  • Acronyms
  • Review Questions
  • Applied Problems
  • Internet Exercises
  • Online Video Case 10.1: Intel: Building Blocks Inside Out
  • Chapter 11: Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

  • Overview
  • Learning Objectives
  • Frequency Distribution
  • Statistics Associated with Frequency Distribution
  • Measures of Location
  • Mean
  • Mode
  • Median
  • Measures of Variability
  • Range
  • Variance and Standard Deviation
  • Introduction to Hypothesis Testing
  • A General Procedure for Hypothesis Testing
  • Step 1: Formulating the Hypothesis
  • Step 2: Selecting an Appropriate Test
  • Step 3: Choosing Level of Significance
  • Step 4: Data Collection
  • Step 5: Determining the Probability
  • Steps 6 and 7: Comparing the Probability and Making the Decision
  • Step 8: Marketing Research Conclusion
  • A Classification of Hypothesis-Testing Procedures
  • Cross-Tabulation
  • Statistics Associated with Cross-Tabulation
  • Chi-Square
  • Phi Coefficient
  • Contingency Coefficient
  • Cramer's V
  • Cross-Tabulation in Practice
  • Software Applications
  • SPSS and Excel Computerized Demonstration Movies
  • SPSS and Excel Screen Captures with Notes
  • SPSS Windows
  • Detailed Steps: Overview
  • Detailed Steps: Frequencies
  • Detailed Steps: Cross-Tabulations
  • Excel
  • Detailed Steps: Overview
  • Detailed Steps: Frequencies
  • Detailed Steps: Cross-Tabulations
  • Summary
  • Companion Website
  • Key Terms and Concepts
  • Suggested Cases and Video Cases
  • Live Research: Conducting a Marketing Research Project
  • Acronyms
  • Review Questions
  • Applied Problems
  • Online Video Case 11.1: Marriott: Marketing Research Leads to Expanded Offerings
  • Chapter 12: Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

  • Overview
  • Learning Objectives
  • Hypotheses Testing Related to Differences
  • The t Distribution
  • Hypothesis Testing Based on the t Statistic
  • One-Sample Test
  • Mean
  • Proportion
  • Two-Independent-Samples Test
  • Means
  • Proportions
  • Paired-Samples Test
  • Means
  • Proportions
  • Correlation
  • Regression Analysis
  • Multiple Regression Model
  • Strength of Association
  • Significance Testing
  • Software Applications
  • SPSS and Excel Computerized Demonstration Movies
  • SPSS and Excel Screen Captures with Notes
  • SPSS Windows
  • Detailed Steps: Overview
  • Detailed Steps: One-Sample t Test
  • Detailed Steps: Two-Independent-Samples t Test
  • Detailed Steps: Paired-Samples t Test
  • Detailed Steps: Correlation
  • Detailed Steps: Bivariate and Multiple Regression
  • Excel
  • Detailed Steps: Overview
  • Detailed Steps: One-Sample t Test
  • Detailed Steps: Two-Independent-Samples t Test
  • Detailed Steps: Paired-Samples t Test
  • Detailed Steps: Correlation
  • Detailed Steps: Bivariate and Multiple Regression
  • Summary
  • Companion Website
  • Key Terms and Concepts
  • Suggested Cases and Video Cases
  • Live Research: Conducting a Marketing Research Project
  • Acronym
  • Review Questions
  • Applied Problems
  • Online Video Case 12.1: Marriott: Marketing Research Leads to Expanded Offerings
  • Chapter 13: Report Preparation and Presentation

  • Overview
  • Learning Objectives
  • Importance of the Report and Presentation
  • The Report Preparation and Presentation Process
  • Report Preparation
  • Report Format
  • Title Page
  • Letter of Transmittal
  • Letter of Authorization
  • Table of Contents
  • Executive Summary
  • Problem Definition
  • Approach to the Problem
  • Research Design
  • Data Analysis
  • Results
  • Limitations and Caveats
  • Conclusions and Recommendations
  • Report Writing
  • Guidelines for Tables
  • Title and Number
  • Arrangement of Data Items
  • Basis of Measurement
  • Leaders, Rulings, Spaces
  • Explanations and Comments: Headings, Stubs, and Footnotes
  • Sources of the Data
  • Guidelines for Graphs
  • Geographic and Other Maps
  • Pie Charts
  • Line Charts
  • Pictographs
  • Histograms and Bar Charts
  • Schematic Figures and Flowcharts
  • Oral Presentation and Dissemination
  • Research Follow-Up
  • Assisting the Client
  • Evaluating the Research Project
  • International Marketing Research
  • Marketing Research and Social Media
  • Ethics in Marketing Research
  • Software Applications
  • Summary
  • Companion Website
  • Key Terms and Concepts
  • Suggested Cases and Video Cases
  • Live Research: Conducting a Marketing Research Project
  • Acronyms
  • Review Questions
  • Applied Problems
  • Internet Exercises
  • Online Video Case 13.1: Marriott: Marketing Research Leads to Expanded Offerings
  • Running Case with Real Data and Questionnaire
  • Case 1.1 Dell Direct
  • Comprehensive Critical Thinking Case
  • Case 2.1 American Idol: A Big Hit for Marketing Research?
  • Comprehensive Cases with Real Data and Questionnaires
  • Case 3.1 JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions
  • Case 3.2 Wendy's: History and Life After Dave Thomas
  • Index