Scribd
Upload
214 views3 pages

00 Malhotra Mr7e Im Toc

Uploaded by

Fatima Abboud
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
214 views3 pages

00 Malhotra Mr7e Im Toc

Uploaded by

Fatima Abboud
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 3

CONTENTS

Preface
Sample Syllabus

Part I: INTRODUCTION AND EARLY PHASES OF MARKETING


RESEARCH

Chapter 1 Introduction to Marketing Research


Chapter 2 Defining the Marketing Research Problem
and Developing an Approach

Part II: RESEARCH DESIGN FORMULATION

Chapter 3 Research Design


Chapter 4 Exploratory Research Design: Secondary Data
Chapter 5 Exploratory Research Design: Qualitative Research
Chapter 6 Descriptive Research Design: Survey and Observation
Chapter 7 Causal Research Design: Experimentation
Chapter 8 Measurement and Scaling: Fundamentals and Comparative Scaling
Chapter 9 Measurement and Scaling: Noncomparative Scaling Techniques
Chapter 10 Questionnaire and Form Design
Chapter 11 Sampling: Design and Procedures
Chapter 12 Sampling: Final and Initial Sample Size Determination

Part III: DATA COLLECTION, PREPARATION, ANALYSIS,


AND REPORTING

Chapter 13 Field Work


Chapter 14 Data Preparation
Chapter 15 Frequency Distribution, Cross-Tabulation, and Hypothesis Testing

Copyright © 2020 Pearson Education Ltd.


1
Chapter 16 Analysis of Variance and Covariance
Chapter 17 Correlation and Regression
Chapter 18 Discriminant and Logit Analysis
Chapter 19 Factor Analysis
Chapter 20 Cluster Analysis
Chapter 21 Multidimensional Scaling and Conjoint Analysis
Chapter 22 Structural Equation Modeling and Path Analysis
Chapter 23 Report Reparation and Presentation

VIDEO CASES

Video Case 1.1 Burke: Learning and Growing Through


Marketing Research
Video Case 2.1 Accenture: The Accent Is in the Name
Video Case 3.1 National Football League: The King of Professional Sports
Video Case 4.1 The Mayo Clinic: Staying Healthy with Marketing
Research
Video Case 5.1 Nike: Associating Athletes, Performance, and the Brand
Video Case 6.1 Starbucks: Staying Local While Going Global Through
Marketing Research
Video Case 7.1 AFLAC: Marketing Research Quacks Like a Duck
Video Case 8.1 Procter & Gamble: Using Marketing Research to Build
Brands
Video Case 9.1 eGO: Reinventing Wheels
Video Case 10.1 Dunkin’ Donuts: Dunking the Competition
Video Case 11.1 Nivea: Marketing Research Leads to Consistency in
Marketing
Video Case 12.1 Subaru: “Mr. Survey” Monitors Customer Satisfaction
Video Case 13.1 Intel: Building Blocks Inside Out
Video Case 23.1 Marriott: Marketing Research Leads to Expanded Offerings

Copyright © 2020 Pearson Education Ltd.


2
RUNNING CASE WITH REAL DATA

Case 1.1 HP, Inc.

COMPREHENSIVE CRITICAL THINKING CASES

Case 2.1 Baskin-Robbins: Can It Bask in the Good ‘Ole Days?


Case 2.2 Kid Stuff? Determining the Best Positioning Strategy for Akron
Children’s Hospital

DATA ANALYSIS CASES WITH REAL DATA

Case 3.1 AT&T Wireless: Ma Bell Becomes Ma Again


Case 3.2 IBM: The World’s Top Provider of Computer Hardware,
Software, and Services
Case 3.3 Kimberly-Clark: Competing Through Innovation

COMPREHENSIVE CASES WITH REAL DATA

Case 4.1 JPMorgan Chase: Chasing Growth Through Mergers and


Acquisitions
Case 4.2 Wendy’s: History and Life After Dave Thomas

COMPREHENSIVE HARVARD BUSINESS SCHOOL CASES

Case 5.1 The Harvard Graduate Student Housing Survey (9-505-059)


Case 5.2 BizRate.Com (9-501-024)
Case 5.3 Cola Wars Continue: Coke and Pepsi in the Twenty-First
Century (9-702-442)
Case 5.4 TiVo in 2002 (9-502-062)
Case 5.5 Compaq Computer: Intel Inside? (9-599-061)
Case 5.6 The New Beetle (9-501-023)

Copyright © 2020 Pearson Education Ltd.


3

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy