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Marketing Research: An Applied Orientation (6th Edition) Hardcover – Jul 7 2009
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From the Back Cover
Marketing Research: An Applied Orientationtakes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions.
Introduction to Marketing Research; Defining the Marketing Research Problem and Developing an Approach; Research Design; Exploratory Research Design: Secondary Data; Exploratory Research Design: Qualitative Research; Descriptive Research design: Survey and Observation; Causal Research Design: Experimentation; Measurement and Scaling: Fundamentals and Comparative Scaling; Measurement and Scaling: Noncomparative Scaling Techniques; Questionnaire and Form Design; Sampling: Design and Procedures; Sampling: Final and Initial Sample Size Determination; Field Work; Data Preparation; Frequency Distribution, Cross-tabulation, and Hypothesis Testing; Analysis of Variance and Covariance; Correlation and Regression; Discriminant and Logit Analysis; Factor Analysis; Cluster Analysis; Multidimensional Scaling and Conjoint Analysis; Structural Equation Modeling and Path Analysis; Report Preparation and Presentation; International Marketing Research
The comprehensive, practical, and balanced coverage presented in this text is ideal for readers that want an in-depth understanding of market research.
About the Author
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. Inaddition, 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, and Chairman, Board of Governors, 1990-1992. He is a Distinguished Fellow of the Academy and Fellow, Decision Sciences Institute. He is the Founding Editor of "Review of Marketing Research" and served as an Associate Editor of "Decision Sciences" for 18 years and has served as Section Editor, Health Care Marketing Abstracts, "Journal of Health Care Marketing," Also, he serves on the Editorial Board of eight (8) journals. His book entitled "Marketing Research: An Applied Orientation," Fourth Edition, was published by Prentice-Hall, Inc in 2004. This book has been translated into Chinese, Spanish, Russian, Portuguese, Hungarian, and French. In addition to the six translations, this book also has several English editions including North American, International, European, and Australia & New Zealand. The book has received widespread adoption at both the graduate and undergraduate levels with more than 144 schools using it in the USA. His book, "Basic Marketing Research: A Decision-Making Approach," Second Edition, was published by Prentice Hall in 2005. Dr. Malhotra has consulted for business, non-profit and government organizations in the USA and abroad and has served as an expert witness in legal and regulatory proceedings. He has special expertise in data analysis and statistical methods. He is the winner of numerous awards and honors for research, teaching, and service to theprofession, including the Academy of Marketing Science, Outstanding Marketing Teaching Excellence Award, 2003. Dr. Malhotra is a member and Deacon, First Baptist Church, Atlanta. He lives in the Atlanta area with his wife Veena, and children Ruth and Paul.
Most Helpful Customer Reviews on Amazon.com (beta)
The first half of the text is very good, as it adequately surveys (no pun intended) the marketing research field and presents methods for research (and research instrument) design.
The second half pertains to technical/quantitative issues, and, while serving as a good primer, is a little too superficial to be of much use in application. For instance, in discussing sampling techniques the author makes a point of saying that simple random sampling (SRS) is seldom used in marketing research due to certain inherent weaknesses, and then proceeds to discuss a few alternative techniques. This is all well and good, but when it comes to presenting the quantitative determination of sample size, the author elaborates on how to determine sample sizes for performing SRS, and then advises the reader to look elsewhere for determining sample sizes for the techniques he had previously cited as being more common/relevant. This type of treatment presented itself frequently in the latter half of the book, and became frustrating.
All things considered, this is probably a very good book for MBA students, but there might be more rigorous treatments available for those who intend to work in the field.
Following the book you will be able to create and execute a complete marketing research program. I have used this book in a number of projects and the results were pleasing.
Do not read this book unless you intend to use it. It is a difficult book for people who have average business knowledge.
Also, the material is far too repetitive. I expect some repetition in textbooks to reinforce base concepts, but I think there's probably thirty percent that could be cut out of this text without any detrimental effect.
Also be aware that the SPSS version that comes with the software is slightly outdated, time-limited, and restricted in functionality (e.g. file-size).
If you consider buying this book for the included SPSS version, don't. If you are looking for a good marketing research textbook, try to find something more condensed.