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Test Bank for Marketing Research: An Applied Orientation 7th Edition Malhotra

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Download: Test Bank for Marketing Research: An Applied Orientation, 7th Edition, Naresh K. Malhotra, ISBN-10: 013473484X, ISBN-13: 9780134734842

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Test Bank for Marketing Research: An Applied Orientation 7th Edition Malhotra

Test Bank for Marketing Research: An Applied Orientation, 7th Edition, Naresh K. Malhotra, ISBN-10: 013473484X, ISBN-13: 9780134734842

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

 

CASES

1.1. HP: Using Marketing Research to Gain a Competitive Edge

2.1. Baskin-Robbins: Can It Bask in the Good ‘Ole Days?

2.2. Kid Stuff? Determining the Best Positioning Strategy for Akron Children’s Hospital

3.1. AT&T Wireless: Ma Bell Becomes Ma Again

3.2. IBM: A Top Provider of Computer Hardware, Software, and Services

3.3. Kimberly-Clark: Competing Through Innovation

4.1. JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions

4.2. Wendy’s: History and Life After Dave Thomas

5.1. The Harvard Graduate Student Housing Survey

5.2. BizRate.Com

5.3. Cola Wars Continue: Coke and Pepsi in the Twenty-First Century

5.4. TiVo in 2002

5.5. Compaq Computer: Intel Inside?

5.6. The New Beetle