Marketing Research or Technology and Procedures for Administrative Professionals

Marketing Research: An Applied Orientation with SPSS 11.0

Author: Naresh Malhotra

The motivation in writing Marketing Research was to provide a college text that is comprehensive, practical, applied, and managerial and that presents a balanced coverage of both qualitative and quantitative material. This book is written from the perspective of users of marketing research, and it reflects the current trends in international marketing, ethics, and the integration of microcomputers and mainframes into this field.

Booknews

A text for undergraduates and graduate students, reflecting current trends in international marketing, ethics, and the integration of microcomputers and mainframes into the field. Organization of material is based on a six-step framework for conducting marketing research, with sections on research design; field work; data preparation and analysis; and preparing reports. Features chapter summaries, problems and computer exercises, and mnemonic acronyms. This second edition includes new computer applications and updated examples and cases. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Table of Contents:

	Foreword
	Preface
	Acknowledgments
	Author Biography
Ch. 1	Introduction to Marketing Research	2
Ch. 2	Defining the Marketing Research Problem and Developing an Approach	30
Ch. 3	Research Design	72
Ch. 4	Exploratory Research Design: Secondary Data	100
Ch. 5	Exploratory Research Design: Qualitative Research	134
Ch. 6	Descriptive Research Design: Survey and Observation	166
Ch. 7	Causal Research Design: Experimentation	202
Ch. 8	Measurement and Scaling: Fundamentals and Comparative Scaling	234
Ch. 9	Measurement and Scaling: Noncomparative Scaling Techniques	254
Ch. 10	Questionnaire and Form Design	278
Ch. 11	Sampling: Design and Procedures	312
Ch. 12	Sampling: Final and Initial Sample Size Determination	340
Ch. 13	Fieldwork	386
Ch. 14	Data Preparation	400
Ch. 15	Frequency Distribution, Cross-Tabulation, and Hypothesis Testing	424
Ch. 16	Analysis of Variance and Covariance	466
Ch. 17	Correlation and Regression	494
Ch. 18	Discriminant Analysis	532
Ch. 19	Factor Analysis	558
Ch. 20	Cluster Analysis	584
Ch. 21	Multidimensional Scaling and Conjoint Analysis	608
Ch. 22	Report Preparation and Presentation	640
Ch. 23	International Marketing Research	662
App	Statistical Tables
	Notes
	Index
	Credits

Interesting textbook: Democracy and Social Ethics or Legal Environment of Business

Technology and Procedures for Administrative Professionals

Author: Patsy Fulton Calkins

Technology and Procedures for Administrative Professionals, 12E, maintains its objective of preparing users for the constant technological changes in today's workplace environment. Written with a strong theory approach, users will attain the knowledge and skills necessary to succeed on the job. Covering topics such as communication, human relations, time management, and self-management, what sets this book apart from other office professional handbooks, is its primary focus on administrative personnel.