Marketing research : an applied approach

1. Introduction to marketing research - 2. Defining the marketing research problem and developing a research approach - 3. Research design - 4. Secondary data collection and analysis - 5. Internal secondary data and the use of databases - 6. Qualitative research: its nature and approaches - 7. Qualitative research: focus group discussions - 8. Qualitative research: in-depth interviewing and projective techniques - 9. Qualittiave research: data analysis - 10. Survey and quantitative observation techniques - 11. Causal research design: experimentation - 12. Measurement and scaling: fundamentals, comparative and non-comparative scaling - 13. Questionnaire design - 14. Sampling: design and procedures - 15. Sampling: final and initial sample size determination - 16. Survey fieldwork - 17. Data integrity - 18. Frequency distribution, cross-tabulation and hypothesis testing - 19. Analysis of variance and covariance - 20. Correlation and regression - 21. Discriminant and logit analysis - 22. Factor analysis - 23. Cluster analysis - 24. Multidimensional scaling and conjoint analysis - 25. Structural equation modelling and path analysis - 26. Report preparation and presentation - 27. International marketing research - 28. Business-to-business (b2b) marketing research.

Working as a marketing researcher is an intellectually stimulating, engaging and creative occupation. Malhotra and Birks have long been regarded as offering the most applied, comprehensive and authoritative commentary on European Marketing Research, helping students to build a clear understanding of how to: diagnose and direct research questions that will support marketing decision making; appreciate what excellent research design means; utilise data collection techniques; qualitative and quantitative methods and forms of analysis; manage the ethical dilemmas and social and cultural issues faced by researchers in today's global, online world; integrate new developments in social media research with traditional marketing research methods. Marketing Research offers clear explanation and discussion of concepts, a wealth of European and international case material and provides both student versions of SNAP and NVivo software, video cases and many other enhanced online resources, on the book's companion website at www.pearsoned.co.uk/malhotra_euro. This fourth edition addresses the challenges and opportunities faced by the marketing research profession from digital and social media developments. It illustrates how researchers are changing existing research techniques and developing new techniques. Detailed insight into these issues has been supported with the addition of a new co-author, Peter Wills. Working as a marketing researcher is an intellectually stimulating, engaging and creative occupation. Malhotra and Birks have long been regarded as offering the most applied, comprehensive and authoritative commentary on European Marketing Research.

Bibliography from M1 Market Intelligence