Essentials of Marketing Research An applied orientation

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Just what you need!

A marketing research text that is:

• succinct
• practical
• and simplifies the process of understanding and interpreting research and data.

With its hands-on orientation Malhotra, 2nd edition allows you to learn by doing. The book balances this with a managerial orientation, enabling you to see how marketing research decisions influence marketing management decisions.

Student resources available at: www.pearsoned.com.au/malhotra

(Pearson)

Part 1: The marketing research process
1. Defining the marketing research problem      
2. Formulating the research objectives and research design 
Part 2: Developing a research design
3. Secondary data methods       
4. Qualitative research methods
5. Research design and experimentation
6. Internet research     
Part 3: Collecting the data
7. Questionnaire design, measurement and scaling 
8. Sampling: design, procedures and statistical considerations  
9. Fieldwork and data preparation      
Part 4: Analysing and reporting the results
10. Basic data analysis
11. Advanced data analysis      
12. Report preparation and presentation

SUPPLEMENTS
Instructor's Manual containing teaching notes, answers to questions, problems and cases, and suggested activities.
PowerPoint Slides 
Test Item File

(Pearson)