MARKETING RESEARCH

SEVENTH EDITION

MARKETING RESEARCH

An Applied Orientation

Naresh K. Malhotra

Georgia Institute of Technology

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New York, NY

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Library of Congress Cataloging-in-Publication Data is on file with the Library of Congress.

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ISBN 10: 0-13-473484-X ISBN 13: 978-0-13-473484-2

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To the memory of my father, Mr. H. N. Malhotra and

To my mother, Mrs. Satya Malhotra

and

To my wife Veena and children Ruth and Paul

The love, encouragement, and support of my parents, wife, and children have been exemplary.

"The greatest of these is love."

I Corinthians 13:13

"But God showed how much He loved us by having Christ die for us, even though we were sinful."

Romans 5:8 The Holy Bible

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BRIEF CONTENTS

PART 1

Introduction and Early Phases of Marketing Research 1

Chapter 1 Introduction to Marketing Research 2 Chapter 2 Defining the Marketing Research Problem and Developing

an Approach 31

PART 2

Research Design Formulation 63

Chapter 3 Research Design 64 Chapter 4 Exploratory Research Design: Secondary and Syndicated Data 92 Chapter 5 Exploratory Research Design: Qualitative Research 124 Chapter 6 Descriptive Research Design: Survey and Observation 164 Chapter 7 Causal Research Design: Experimentation 208 Chapter 8 Measurement and Scaling: Fundamentals and Comparative

Scaling240 Chapter 9 Measurement and Scaling: Noncomparative Scaling Techniques 262 Chapter 10 Questionnaire and Form Design 290 Chapter 11 Sampling: Design and Procedures 327 Chapter 12 Sampling: Final and Initial Sample Size Determination 361

PART 3

Data Collection, Preparation, Analysis, and Reporting 389

Chapter 13 Fieldwork390 Chapter 14 Data Preparation 407 Chapter 15 Frequency Distribution, Cross-Tabulation, and Hypothesis Testing 437 Chapter 16 Analysis of Variance and Covariance 482 Chapter 17 Correlation and Regression 511 Chapter 18 Discriminant and Logit Analysis 548 Chapter 19 Factor Analysis 580 Chapter 20 Cluster Analysis 606 Chapter 21 Multidimensional Scaling and Conjoint Analysis 632 Chapter 22 Structural Equation Modeling and Path Analysis 664 Chapter 23 Report Preparation and Presentation 699

CASES

Running Case with Real Data Case 1.1 HP: Using Marketing Research to Gain a Competitive Edge 726

Comprehensive Critical Thinking Cases Case 2.1 Baskin-Robbins: Can It Bask in the Good `Ole Days? 731 Case 2.2 Kid Stuff? Determining the Best Positioning Strategy for Akron

Children's Hospital 734

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