Type:
Solution Manual
Resource:
Essentials of Marketing Research A Hands-On Orientation
Edition:
1st Edition
Author(s):
Naresh K. MAlhotra
CONTENTS Preface Preface-1
PART I: CHAPTER NOTES AND ANSWERS Chapter 1 Chapter 2 Chapter 3 Chapter 4 Chapter 5 Chapter 6 Chapter 7 Chapter 8 Chapter 9 Chapter 10 Chapter 11 Chapter 12 Chapter 13
Introduction to Marketing Research Defining the Marketing Research Problem and Developing an Approach Research Design, Secondary and Syndicated Data Qualitative Research Survey and Observation Experimentation AND Causal Research Measurement and Scaling Questionnaire and Form Design Sampling Design and Procedures Data Collection and Preparation Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulations Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression Report Reparation and Presentation
PART II: CASE AND ONLINE VIDEO CASE SOLUTIONS Running Case Case 1.1 Dell Direct
Comprehensive Critical Thinking Case Case 2.1 American Idol: A Big Hit for Marketing Research?
Extra Comprehensive Critical Thinking Case Case 2.2 Baskin-Robbins: Can it Bask In the Good ‘Ole Days? Case 2.2 Baskin-Robbins: Can it Bask In the Good ‘Ole Days? Answers
Comprehensive Cases with Questionnaires and Real Data Case 3.1 JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions Case 3.2 Wendy’s: History and Life After Dave Thomas! TC - 1 .
Online Video Cases These Online Video Cases are posted on the Instructors website (Instructional Resource Center) as well as the student companion website that does not require a password and can be downloaded from there. The answers are contained in the Instructor’s Manual. Online Video Case 1.1 Online Video Case 2.1 Online Video Case 3.1 Online Video Case 4.1
Burke: Learning and Growing Through Marketing Research Accenture: The Accent Is in the Name National Football League: The King of Professional Sports Nike: Associating Athletes, Performance, and the Brand
Online Video Case 5.1
Starbucks: Staying Local While Going Global Through Marketing Research
Online Video Case 6.1
AFLAC: Marketing Research Quacks A Duck
Online Video Case 7.1 Online Video Case 8.1 Online Video Case 9.1 Online Video Case 10.1 Online Video Case 11.1
Procter & Gamble: Using Marketing Research to Build Brands Dunkin’ Donuts: Dunking the Competition Subaru: “Mr. Survey” Monitors Customer Satisfaction Intel: Building Blocks Inside Out Marriott: Marketing Research Leads to Expanded Offerings Online Video Case 12.1 Marriott: Marketing Research Leads to Expanded Offerings Online Video Case 13.1 Marriott: Marketing Research Leads to Expanded Offerings
Accompanying Videos The videos accompanying the Online Video Cases are posted on the Instructors website (Instructional Resource Center) as well as the student companion website that does not require a password and can be downloaded from there.
TC - 2 .
PREFACE The response to my graduate text Marketing Research: An Applied Orientation, Sixth Edition, has been truly gratifying, with more than 150 universities adopting the book in the United States. The book is being used in over 100 countries and has been translated into Chinese, Spanish, Portuguese, Russian, French, Hungarian, Bhasa Indonesia, and Japanese. An International Edition, a European Edition, Indian Edition, Arabian Edition, and an Australian and New Zealand Edition have also been published. Basic Marketing Research: Integration of Social Media, Fourth Edition, built on this success, as well as the success of the first three editions, and carried it to the undergraduate level. Essentials of Marketing Research: A Hands-On Orientation, First Edition, is the latest and lowest level of all my marketing research textbooks. This book is current, contemporary, illustrative, and sensitive to the needs of mainstream undergraduate students. Please accept my personal gratitude and thanks for your support of my marketing research books. Truly, I owe you a lot!
AUDIENCE This book is suitable for use in the introductory marketing research course at the undergraduate level in two-year, four-year colleges and in schools that do not want to emphasize the technical and statistical methodology but teach marketing research with a managerial orientation. With plenty of self-help for students, it not only facilitates classroom learning, but is also very suitable for online marketing research courses. The marketing research concepts and principles are presented at an elementary level. The book presents the material in a manner that is easy to read and understand. There is an abundance of diagrams, pictures, illustrations, and examples that help to explain the elementary concepts. The relative positioning of my three books is as follows.
Preface - 1 .
Textbook
Number of Chapters
Depth of Coverage. Statistics and Formulas.
Positioning
Essentials of Marketing Research, First Edition
13
Covers concepts at an elementary level. Deemphasizes statistics and formulas.
Two-Year, Four-Year, and Schools emphasizing a nontechnical and nonstatistical orientation. Online marketing research courses.
Basic Marketing Research, Fourth Edition
19
Covers concepts at a medium level. Moderate emphasis on statistics and formulas; only basic statistical techniques are covered.
Upper level Undergraduate textbook.
Marketing Research, Sixth Edition
24
Covers concepts at a deep level. Heavy emphasis on statistics and formulas; all the advanced statistical techniques are covered including SEM.
Mainstream MBA level textbook.
INSTRUCTOR'S MANUAL I have personally written the Instructor's Manual so that it is very closely tied to the text. This manual is organized into two parts. Part One contains chapter notes and answers. The notes for each chapter contain learning objectives, author's notes, chapter outline, teaching suggestions, answers to iResearch, and answers to all end of chapter questions (review questions, applied problems, and Internet exercises). The author's notes show how to emphasize the material in each chapter. The outline could be used as a vehicle for structuring the material to be presented in the class. The teaching suggestions are extensive and complete. They are organized around the learning objectives and could be used as the primary material for class preparation. Additional materials have been provided that are not contained in the book. These include: (1) Preface - 2 .