Malhotra n marketing research. Marketing Research - Practical Guide - Naresh K

Book by famous American marketer Naresh Malhotra " Marketing research. Practical guide " is a complete textbook for the course "Marketing Research". The quality of the textbook is evidenced by the fact that it is used for teaching in more than 140 US universities.
The structure of the course is consistent with the logic of marketing research. The course is divided into three parts according to the six stages of marketing research. It covers basic and statistical methods in detail.
The author explains the essence of these methods, shows how to interpret the data obtained and draw strategic conclusions from the results of marketing research. Four statistical programs are considered: SPSS, SAS, MINITAB and EXCEL.
For better understanding statistical methods data processing, the book includes specially selected examples illustrating theoretical methods.

Malhorta, Naresh K. Marketing research. Practical guide, 3rd edition: Transl. from English - M.: Publishing House"Williams", 2002. - 960 pp.: ill. - Parallel tit. English
ISBN 5-8459-0357-2 (Russian)

This book is used as a basic textbook on marketing research in more than 100 US universities. She reflects everything modern tendencies V international marketing, ethics of marketing research, use of the Internet and computers. The book is replete with charts, tables, graphs, illustrations and examples that help explain the main problems that have to be solved when conducting marketing research. The comprehensive coverage of the material, the depth and breadth of the topics discussed make this book equally appropriate for both a student audience and a practical researcher's desk.

• PART I. INTRODUCTION AND FIRST STAGES OF MARKETING RESEARCH
• Chapter 1. Introduction to Marketing Research
• Chapter 2. Definition of the problem and approach to conducting marketing research
• Professional's view 1
• Cases 1
• PART II. DEVELOPING A RESEARCH PLAN
• Chapter 3. Marketing Research Plan
• Chapter 4. Search Marketing Research: Secondary Information
• Chapter 5. Search Engine Marketing Research: qualitative research
• Chapter 6. Descriptive marketing research: survey and observation
• Chapter 7. Causal Marketing Research: An Experiment
• Chapter 8. Measurement and Scaling: Basics and Comparative Scaling
• Chapter 9. Measurement and Scaling: Non-Comparative Scaling Methods
• Chapter 10. Development of a questionnaire and forms for recording observation results
• Chapter 11. Sampling: Planning and Conducting
• Chapter 12. Sampling: determining final and initial volumes
• Professional look 2
• Cases 2
• PART III. COLLECTION, PREPARATION AND ANALYSIS OF DATA
• Chapter 13. Field work
• Chapter 14. Preparing data for analysis
• Chapter 15. Variation series, contingency tables of characteristics and hypothesis testing
• Chapter 16. Analysis of Variance and Covariance
• Chapter 17. Correlation and Regression
• Chapter 18. Discriminant Analysis
• Chapter 19. Factor analysis
• Chapter 20. Cluster Analysis
• Chapter 21. Multidimensional scaling and joint analysis
• Professional look 3
• Cases 3
• PART IV. MARKETING RESEARCH REPORT, INTERNATIONAL AND ETHICAL ASPECTS OF MARKETING RESEARCH
• Chapter 22. Preparation of a report on the results of marketing research and its
• presentation
• Chapter 23. International Marksting Research
• Chapter 24: Marketing Research Ethics
• Professional look 4
• Cases 4
• Application
• Subject index

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