Marketing Research: Application-Oriented: 3rd Edition

Author: Naresh K. Malhotra (USA)
Publisher:
Publish Date: 2002-10-01
Features: This book is divided into four parts based on the six major steps of conducting marketing research. Part 1 provides an overview of marketing research and discusses problem definition, which is the first step and also the most important step in marketing research. It also covers the scope and nature of the research required to develop a research proposal (Step 2 of the marketing research process). Part 2 includes research design (Step 3), detailing exploratory research, descriptive research, and causal research. It describes the types of information typically obtained in marketing research and the appropriate measurement scales used to gather such information, provides guidelines for questionnaire design, and explains the procedures, methods, and statistical considerations involved in sampling. Part 3 offers a practical and management-oriented discussion of fieldwork (Step 4), including data preparation and analysis (Step 5). It also provides a detailed discussion of basic and advanced statistical methods, emphasizing the interpretation of methods, the interpretation of analytical results, and their management implications rather than statistical sophistication. Preparing and submitting formal research reports constitutes Step 6 of the research process and is covered in Part 4, which also includes the complex process of international marketing research and the ethical issues arising in marketing research. Each part of the book consistently emphasizes application and management orientation. The book comprehensively and systematically introduces the steps of the marketing research process and the issues to be aware of in practical applications. It combines modern research tools with advanced management practices, reflecting new trends in international marketing research processes, methods, and applications. Particularly in the data analysis section, the book provides a very comprehensive, systematic, and practical introduction to common statistical methods used to analyze marketing research data, accompanied by excellent application examples and data. Additionally, the book emphasizes the practical aspects of marketing research through case studies and introductions to well-known marketing research companies. The author is one of the internationally renowned experts in marketing research. The book has been adopted by over 100 universities in the United States and has been published in multiple versions in Europe, Australia, and other regions.
Author Bio: Naresh K. Malhotra is a professor at the DuPree at the Georgia Institute of Technology. He has been listed in the 51st (1997), 52nd (1998), and 53rd (1999) editions of the Marquis Who's Who in America and the National Registry of Who's Who (1999). An article by Wheatley and Wilson in the 1989 educators' conference proceedings of the American Marketing Association (AMA) ranked Professor Malhotra as one of the most productive researchers based on the number of papers published in the Journal of Marketing Research between 1980 and 1985. He also holds the record for the most papers published in the Journal of Healthcare Marketing to date. According to the number of papers published in the Journal of the Academy of Marketing Science (JAMS) from its inception to the 23rd volume in 1995, he is ranked among the most productive researchers. John Fraedrich, in an article titled "The Most Outstanding Researchers in the Marketing Field" (published in Marketing Educator, Summer 1997, p. 5), listed Professor Malhotra as one of the most outstanding researchers in the marketing field.