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Marketing Research and SPSS 11.0 Package, 4/E
Naresh Malhotra, Georgia Institute of Technology

For upper-level undergraduate and MBA courses in Marketing Research and Marketing Data Analysis.

This international leader in graduate marketing research texts presents a comprehensive look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from a manager's perspective, the fourth edition emphasizes emerging trends in marketing research, ethical and global implications, and the continuing integration of new technologies.

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NEW - Real Research Feature! - These real company vignettes profile a wide range of big and small businesses - from entrepreneurial ones like Recipio.com to some of the world's most recognizable companies including IBM, Procter & Gamble, and Kellogg.

NEW - Ethics in Marketing Research examples have been revised and are now integrated throughout the book. Rather than treat this timely topic in a separate chapter at the end of the book, Ethics in Marketing Research material appears in every chapter via this new boxed feature.

NEW - SPSS Student Edition 11.0 is included with this text - A special section has also been added to the text that explores SPSS Windows (including input data and output files), along with other statistical packages including SAS, MINITAB, and EXCEL.

Teaches students how to navigate statistical software tools and interpret marketing research data and output.

NEW - Video cases - Carefully written from a marketing research perspective, these cases, all new to this edition, include video questions located at the end of each Part.

On location videos include Nike, Intel, Starbucks, and Burke Marketing Research.

NEW - New and updated real-life examples and cases - Includes two new comprehensive cases with data sets and questions on each chapter in the text.

Reinforces students' understanding of the concepts presented in each chapter.

NEW - Current references - The majority of references cite articles or research dated 2001 or more recent. Many classic and best-practice references have also been retained.

"Focus on Burke" sections appear in every chapter.

Exposes students to marketing research professionals from one of today's most established marketing research firms.

Highly applied and managerial orientation - Blended with scholarship.

Shows students the application of concepts and techniques by marketing researchers and the implementation of findings by managers to improve marketing practice.

Integrated coverage of international marketing research.

Shows students how the concepts in each chapter can be applied in an international setting.

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Table of Contents

I. INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH.

1. Introduction to Marketing Research.
2. Defining the Marketing Research Problem and Developing an Approach.

PART I CASES.

Life in the Fast Lane: Fast Food Chains Race To Be Number One.
Nike Sprints Ahead of the Competition, Yet Has a Long Way to Run.
Lexus: Imparting Value to Luxury and Luxury to Value?

PART I VIDEO CASES.

Ritz Carlton: "Putting on the Ritz" for Customers.
WNBA: A Fast Start.
Celebrating Celebrity Marketing.
Marketing Research Supplies Ericsson with Supplier.

II. RESEARCH DESIGN FORMULATION.

3. Research Design.
4. Exploratory Research Design: Secondary 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 II CASES.

The Forecast is Sunny for the Weather Channel!
Who Is the Host With the Most?
Candy Is Dandy for Hershey.
Fragrances Are Sweet, But Competition Is Bitter.
Is Super Bowl Advertising Super Effective?

PART II VIDEO CASES.

Lands End Uses Marketing Research to Land Customers.
Starbucks: Bucking the Trend.
The Y: Why You Should Join.
Nike: One Step Ahead of Competition.
West Point: Making a Point to Potential Cadets.
Kodak: Taking Pictures Further.

III. DATA COLLECTION, ANALYSIS, AND REPORTING.

13. Field Work.
14. Data Preparation.
15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing.
16. Analysis of Variance and Covariance.
17. Correlation and Regression.
18. Discriminant Analysis.
19. Factor Analysis.
20. Cluster Analysis.
21. Multidimensional Scaling and Conjoint Analysis.
22. Report Preparation and Presentation.
23. International Marketing Research.

PART III CASES.

Is Celebrity Advertising Worth Celebrating?
The Demographic Discovery of the Decade.
Matsushita Retargets the U.S.A.
Pampers Develops a Rash - A Rash of Market Share Loss.
Daimler/Chrysler Seeks a New Image.

PART III VIDEO CASES.

DuPont: The Right Ingredients for Success.
DHL: The International Carrier.
Appendix: Statistical Tables.
Subject/Name/Company Indices.

864 pages