Basic Marketing Research

Dr. Naresh K. Malhotra is Regents Professor (Highest Academic Rank in the University System of Georgia), DuPree College of Management, Georgia Institute of Technology. He has been listed continuously in Marquis Who's Who in America since its fifty-first edition in 1997, and in Who's Who in the World since 2000. In an article by Wheatley and Wilson (1987 AMA Educators Proceedings), Professor Malhotra was ranked the number one researcher in the country, based on articles published in the Journal of Marketing Research from 1980 through 1985. He also holds the all-time record for the maximum number of publications in the Journal of Health Care Marketing. He is ranked number one based on publications in the Journal of the Academy of Marketing Science (JAMS) since its inception through Volume 23, 1995. He is also number one, based on publications in JAMS, during the ten-year period from 1986 through 1995. He has published more than 85 papers in major refereed journals, including the Journal of Marketing Research, Journal of Consumer Research, Marketing Science, Journal of Marketing, Journal of Academy of Marketing Science, Journal of Retailing, Journal of Health Care Marketing, and leading journals in statistics, management science, and psychology. In addition, he has also published numerous refereed articles in the proceedings of major national and international conferences. Several articles have received best paper research awards. He was chairman, Academy of Marketing Science Foundation, 1996-1998, and was president, Academy of Marketing Science, 1994-1996, and chairman, board of governors, 1990-1992. He is a Distinguished Fellow of the Academy, and Fellow, Decision Sciences Institute. He served as an associate editor of Decision Sciences for 18 years and has served as section editor, Health Care Marketing Abstracts, Journal of Health Care Marketing. Also, he serves on the editorial board of 8 journals. His book Marketing Research: An Applied Orientation, Third Edition, was published by Prentice Hall, Inc. An international edition, European edition, and an Australian edition of his book have also been published, and the book has been translated into Spanish, Portuguese, and Hungarian. The book has received widespread adoption at both the graduate and undergraduate levels, with more than 144 schools using it in the United States. Dr. Malhotra has consulted for business, non-profit, and government organizations in the United States and abroad, and has served as an expert witness in legal and regulatory proceedings. He is the winner of numerous awards and honors for research, teaching, and service to the profession. Dr. Malhotra is a member and deacon, First Baptist Church, Atlanta. He lives in the Atlanta area with his wife Veena, and children Ruth and Paul.

I. INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH.

 1. Introduction to Marketing Research
 2. Defining the Marketing Research Problem and Developing an Approach.
II. RESEARCH DESIGN FORMULATION.

 3. Research Design.
 4. Exploratory Research Design: Secondary Data.
 5. Exploratory Research Design: Syndicated Sources of Secondary Data.
 6. Exploratory Research Design: Qualitative Research.
 7. Descriptive Research Design: Survey and Observation.
 8. Casual Research Design: Experimentation.
 9. Measurement and Scaling: Fundamentals and Comparative Scaling.
10. Measurement and Scaling: Noncomparative Techniques.
11. Questionnaire and Form Design.
12. Sampling: Design and Procedures.
13. Sampling: Final and Initial Sample Size Determination.
III. DATA COLLECTION, ANALYSIS AND REPORTING.

14. Field Work.
15. Data Preparation and Analysis Strategy.
16. Frequency Distribution, Hypothesis Testing and Cross-Tabulations.
17. Hypothesis Testing Related to Differences.
18. Correlation and Regression.
19. Report Preparation and Presentation.