Marketing Research An Applied Orientation 7th Edition Malhotra Test Bank

• ISBN-10 ‏ : ‎ 013473484X
• ISBN-13 ‏ : ‎ 978-0134734842
• Author: Naresh Malhotra

Marketing Research: An Applied Orientation illustrates the interaction between marketing research decisions and marketing management decisions. This text uses a practical six-step framework for conducting marketing research, utilizing a variety of marketing companies to highlight qualitative and quantitative research strategies. The 7th Edition provides current, contemporary, and illustrative material sensitive to user needs. And with detailed emphasis on how to run the SPSS and SAS programs, marketing research students obtain the most extensive help available on this industry.

Table contents:

PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH

PART II: RESEARCH DESIGN FORMULATION

PART III: DATA COLLECTION, PREPARATION, ANALYSIS, AND REPORTING

CASES

1.1. HP: Using Marketing Research to Gain a Competitive Edge

2.1. Baskin-Robbins

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

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

3.2. IBM: A Top Provider of Computer Hardware, Software, and Services

3.3. Kimberly-Clark: Competing Through Innovation

4.1. JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions

4.2. Wendy’s: History and Life After Dave Thomas

5.1. The Harvard Graduate Student Housing Survey

5.2. BizRate.Com 5.3. Cola Wars Continue: Coke and Pepsi in the Twenty-First Century

5.4. TiVo in 2002

5.5. Compaq Computer: Intel Inside?

5.6. The New Beetle

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