Marketing Research:An Applied Orientation, w. CD-ROM

PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH Chapter 1 INTRODUCTION TO MARKETING RESEARCH Chapter 2 DEFINING THE MARKETING RESEARCH PROBLEM AND DEVELOPING AN APPROACH CASES FOR PART I VIDEO CASES FOR PART I PART II: RESEARCH DESIGN FORMULATION Chapter 3 RESEARCH DESIGN Chapter 4 EXPLORATORY RESEARCH DESIGN: SECONDARY DATA Chapter 5 EXPLORATORY RESEARCH DESIGN: QUALITATIVE RESEARCH Chapter 6 DESCRIPTIVE RESEARCH DESIGN: SURVEY AND OBSERVATION Chapter 7 CAUSAL RESEARCH DESIGN: EXPERIMENTATION Chapter 8 MEASUREMENT AND SCALING: FUNDAMENTALS AND COMPARATIVE SCALING Chapter 9 MEASUREMENT AND SCALING: NONCOMPARATIVE SCALING TECHNIQUES Chapter 10 QUESTIONNAIRE AND FORM DESIGN Chapter 11 SAMPLING: DESIGN AND PROCEDURES Chapter 12 SAMPLING: FINAL AND INITIAL SAMPLE SIZE DETERMINATION CASES FOR PART II VIDEO CASES FOR PART II PART III: DATA COLLECTION, PREPARATION, ANALYSIS AND REPORTING Chapter 13 FIELD WORK Chapter 14 DATA PREPARATION Chapter 15 FREQUENCY DISTRIBUTION, CROSS-TABULATION, AND HYPOTHESIS TESTING Chapter 16 ANALYSIS OF VARIANCE AND COVARIANCE Chapter 17 CORRELATION AND REGRESSION Chapter 18 DISCRIMINANT AND LOGIT ANALYSIS Chapter 19 FACTOR ANALYSIS Chapter 20 CLUSTER ANALYSIS Chapter 21 MULTIDIMENSIONAL SCALING AND CONJOINTANALYSIS Chapter 22 REPORT PREPARATION AND PRESENTATION Chapter 23 INTERNATIONAL MARKETING RESEARCH CASES FOR PART III VIDEO CASES FOR PART III DELL CASE: EXPERIENTIAL RESEARCH COMPREHENSIVE CASES WITH DATA COMPREHENSIVE HARVARD BUSINESS SCHOOL CASES COMPREHENSIVE VIDEO CASES

Dr. Naresh K. Malhotra is Regents' Professor (Highest Academic Rank in the University System of Georgia), College of Management, Georgia Institute of Technology. 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 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 during 1980-1985. He also holds the all-time record for the maximum number of publications in the Journal of Health Care Marketing. He is ranked number one based on publications in the Journal of the Academy of Marketing Science (JAMS) since its inception through Volume 23, 1995. He is also number one based on publications in JAMS during the ten-year period 1986-1995. In an Editorial by Schlegelmilch (JIM, 11(1), 2003), Malhotra was ranked number one based on publications in the International Marketing Review from 1992 to 2002. He is also ranked number one based on publications in the International Marketing Review since its inception (1983) to 2003 (Table V, IMR, 22(4) (2005)). He has published more than 100 papers in major refereed journals, including the Journal of Marketing Research, Journal of Consumer Research, Marketing Science, Management Science, Journal of Marketing, Journal of Academy of Marketing Science, Journal of Retailing, Journal of Health Care Marketing, and leading journals in Statistics, Management Science, Information Systems, and Psychology. In addition, he has also published numerous refereed articles in the proceedings of major national and international conferences. Several articles have received best paper research awards. He was Chairman, Academy of Marketing Science Foundation, 1996-1998, and was President, Academy of Marketing Science, 1994-1996,