First Edition

by

Naresh K. Malhotra

Select a chapter: 1: Introduction to Marketing Research 2: Defining the Marketing Research Problem and Developing an Approach 3: Research Design 4: Exploratory Research Design: Secondary Data 5: Exploratory Research Design: Syndicated Sources of Secondary Data 6: Exploratory Research Design: Qualitative Research 7: Descriptive Research Design: Survey and Observation 8: Causal Research Design: Experimentation 9: Measurement and Scaling: Fundamentals and Comparative Scaling 10: Measurement and Scaling: Noncomparative Scaling Techniques 11: Questionnaire and Form Design 12: Sampling: Design and Procedures 13: Sampling: Final and Initial Sample Size Determination 14: Field Work 15: Data Preparation and Analysis Strategy 16: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation 17: Hypothesis Testing Related To Differences 18: Correlation and Regression 19: Report Preparation and Presentation