Description
Book SynopsisDr. Naresh K. Malhotra is Senior Fellow, Georgia Tech CIBER and Regents' Professor Emeritus, Scheller College of Business, Georgia Institute of Technology. In 2010, he was selected as a Marketing Legend and his refereed journal articles were published in nine volumes by Sage with tributes by other leading scholars in the field. He is listed in Marquis Who's Who in America continuously since 51st Edition 1997, and in Who's Who in the World since 2000. He received the prestigious Academy of Marketing Science CUTCO/Vector Distinguished Marketing Educator Award in 2005. In 2011, he received the Best Professor in Marketing Management, Asia's Best B-School Award.
In an article by Wheatley and Wilson (1987 AMA Educators' Proceedings), Professor Malhotra was ranked number one in the country based on articles published in the Journal of Marketing Research (JMR) during 19801985. He holds the all-time record for the maximum number of publicati
Table of Contents
- PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH
- 1. Introduction to Marketing Research
- 2. Defining the Marketing Research Problem and Developing an Approach
- PART II: RESEARCH DESIGN FORMULATION
- 3. Research Design
- 4. Exploratory Research Design: Secondary and Syndicated Data
- 5. Exploratory Research Design: Qualitative Research
- 6. Descriptive Research Design: Survey and Observation
- 7. Causal Research Design: Experimentation
- 8. Measurement and Scaling: Fundamentals and Comparative Scaling
- 9. Measurement and Scaling: Noncomparative Scaling Techniques
- 10. Questionnaire and Form Design
- 11. Sampling: Design and Procedures
- 12. Sampling: Final and Initial Sample Size Determination
- PART III: DATA COLLECTION, PREPARATION, ANALYSIS, AND REPORTING
- 13. Fieldwork
- 14. Data Preparation
- 15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
- 16. Analysis of Variance and Covariance
- 17. Correlation and Regression
- 18. Discriminant and Logit Analysis
- 19. Factor Analysis
- 20. Cluster Analysis
- 21. Multidimensional Scaling and Conjoint Analysis
- 22. Structural Equation Modeling and Path Analysis
- 23. Report Preparation and Presentation
