書名：Marketing Research: An Applied Orientation 7/E 作者：Malhotra 出版社：Pearson 出版日期：2020/00/00 ISBN：9781292265636 內容簡介 NEW! Chapter on Structural Equation Modeling and Path Analysis to help students understand how to complete the set of univariate and multivariate statistical techniques commonly used in marketing research. NEW! Running Case on Dell with Real Data. Case 1.1 featuring Dell is a new running case with questions on each and every chapter that are placed at the chapter’s close. This case is another way to see the links between chapters and trace the entire marketing research process throughout the text. New and Updated Comprehensive Cases with Actual Questionnaires and Real Data. Two comprehensive cases feature actual questionnaires and real data collected by prominent marketing research firms. These cases are 4.1 JP Morgan Chase (new) and 4.2 Wendy’s (updated) both of which have questions on all the chapters. This edition also features three additional data analysis cases with actual questionnaires and real data: 3.1 AT&T, 3.2 IBM, and 3.3 Kimberly-Clark. NEW! Video Cases. A video case follows each chapter of the text and contains questions pertaining to that chapter and the previous chapters. 目錄 PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH Ch 1 Introduction to Marketing Research Ch 2 Defining the Marketing Research Problem and Developing an Approach PART II: RESEARCH DESIGN FORMULATION Ch 3 Research Design Ch 4 Exploratory Research Design: Secondary and Secondary Data Ch 5 Exploratory Research Design: Qualitative Research Ch 6 Descriptive Research Design: Survey and Observation Ch 7 Causal Research Design: Experimentation Ch 8 Measurement and Scaling: Fundamentals and Comparative Scaling Ch 9 Measurement and Scaling: Noncomparative Scaling Techniques Ch10 Questionnaire and Form Design Ch11 Sampling: Design and Procedures Ch12 Sampling: Final and Initial Sample Size Determination PART III: DATA COLLECTION, PREPARATION, ANALYSIS AND REPORTING Ch13 Fieldwork Ch14 Data Preparation Ch15 Frequency Distribution, Cross-Tabulation, and Hypothesis Testing Ch16 Analysis of Variance and Covariance Ch17 Correlation and Regression Ch18 Discriminant and Logit Analysis Ch19 Factor Analysis Ch20 Cluster Analysis Ch21 Multidimensional Scaling and Conjoint Analysis Ch22 Structural Equation Modeling and Path Analysis Ch23 Report Preparation and Presentation