Naresh Malhotra Marketing Research. Naresh K. Malhorta. Marketing research. Approximate word search

Marketing research. Practical guide. Naresh K. Malhotra

3rd ed., trans. from English - M.: 2002. - 960 p.

This book is used as a basic textbook on marketing research in more than 100 US universities. It reflects all modern trends in international marketing, ethics in conducting marketing research, and the 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.

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Table of contents
PART I. INTRODUCTION AND FIRST STAGES OF MARKETING RESEARCH 25
Chapter I. Introduction to Marketing Research 26
Chapter 2. Defining the problem and approach to conducting marketing research 60
A professional's view 1 95
Cases 1 102
PART II. DEVELOPING A RESEARCH PLAN 111
Chapter 3. Marketing Research Plan 112
Chapter 4. Search Marketing Research: Secondary Information 145
Chapter 5, Exploratory Marketing Research: Qualitative Research
Chapter 6. Descriptive marketing research: survey and observation 226
Chapter 7. Causal Marketing Research: Experiment 270
Chapter 8. Measurement and Scaling: Fundamentals and Comparative Scaling 315
Chapter 9. Measurement and Scaling: Non-Comparative Scaling Methods 338
Chapter 10. Development of a questionnaire and forms for recording observation results 369
Chapter 11. Sampling: Planning and Conducting 408
Chapter 12. Sampling: determining final and initial volumes 443
A professional's view 2,476
Cases 2,485
PART III. COLLECTION, PREPARATION AND ANALYSIS OF DATA 499
Chapter 13. Field work 500
Chapter 14. Preparing data for analysis 519
Chapter 15. Variation series, contingency tables of characteristics and hypothesis testing 552
Chapter 16. Analysis of variance and covariance 604
Chapter 17 Correlation and Regression 640
Chapter 18. Discriminant analysis 685
Chapter 19. Factor analysis 717
Chapter 20. Cluster analysis 747
Chapter 21. Multidimensional scaling and joint analysis
A professional's view 3,815
Cases 3,823
PART IV. MARKETING RESEARCH REPORT, INTERNATIONAL AND ETHICAL ASPECTS OF MARKETING RESEARCH 843
Chapter 22. Preparation of a marketing research report and its presentation 844
Chapter 23. International marketing research 867
Chapter 24: Marketing Research Ethics 888
A professional's view 4,913
Cases 4,921
Application 926
Subject index 942

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.
To better understand statistical data processing methods, the book includes specially selected examples to illustrate theoretical methods.

Marketing research (MR) is a purposeful and ongoing activity, which is based on the methods of various sciences (economic, social, psychological, mathematical, etc.).

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

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 look 1
Cases 1
PART II. DEVELOPING A RESEARCH PLAN
Chapter 3. Marketing Research Plan
Chapter 4. Search Marketing Research: Secondary Information
Chapter 5. Exploratory 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