Marketing Research

Dr Naresh K Malhotra is Professor Emeritus, College of Management, Georgia Institute of Technology, USA. He has consulted for business, nonprofit and government organisations across the globe. In 2011 he received the Best Professor in Marketing Management, Asia Best B-School Award.   Dr Dan Nunan is Lecturer in Marketing at Birkbeck, University of London, having previously been a member of faculty at Henley Business School, University of Reading.  Prior to his academic career Dan held senior marketing roles in the financial services and technology sectors.   Dr David Birks is a Professor of Marketing at Winchester Business School, the University of Winchester, England. He teaches quantitative and qualitative marketing research and leads developments across the University in digital marketing research.

1.   Introduction to marketing research   
2.   Defining the marketing research problem and developing a research approach  
3.   Research design  
4.   Secondary data collection and analysis   
5.   Internal secondary data and analytics  
6.   Qualitative research: its nature and approaches  
7.   Qualitative research: focus group discussions  
8.   Qualitative research: in-depth interviewing and projective techniques
9.   Qualitative research: data analysis
10. Survey and quantitative observation techniques
11. Causal research design: experimentation   
12. Measurement and scaling: fundamentals, comparative and non-comparative scaling  
13. Questionnaire design   
14. Sampling: design and procedures   
15. Sampling: final and initial sample size determination  
16. Survey fieldwork   
17. Social Media research
18. Mobile research
19. Data integrity   
20. Frequency distribution, cross-tabulation and hypothesis testing  
21. Analysis of variance and covariance   
22. Correlation and regression
23. Discriminant and logit analysis   
24. Factor analysis
25. Cluster analysis   
26. Multidimensional scaling and conjoint analysis  
27. Structural equation modelling and path analysis
28. Communicating Research Findings   
29. Business-to-business (b2b) marketing research   
20. Research ethics   
Glossary
Index