The book of the famous American marketer Naresh Malhotra " Marketing research. Practical guide" is a complete textbook for the course "Marketing Research". The quality of the textbook is said at least by the fact that it is used for teaching in more than 140 US universities.
The structure of the course is consistent with the logic of marketing research. The course is divided into three parts in accordance with the six stages of marketing research. It discusses basic and statistical methods in detail.
The author explains the essence of these methods, shows how to interpret the data obtained and draw strategic conclusions from the results of marketing research. Four statistical programs are considered: SPSS, SAS, MINITAB and EXCEL.
For a better understanding of the statistical methods of data processing, specially selected examples illustrating the theoretical methods are included in the book.

Marketing research. Practical guide. Neresh K. Malhotra

3rd ed., trans. from English. - M.: 2002. - 960 p.

The book brought to your attention is used as a basic textbook for marketing research in more than 100 US universities. It reflects all current trends in international marketing, the ethics of marketing research, the use of the Internet and computers. The book is replete with diagrams, tables, graphs, illustrations and examples to help explain the main problems that have to be solved in marketing research. The comprehensive coverage of the material, the depth and breadth of the topics discussed make this book equally relevant to the student audience and to the desktop of the practical researcher.

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Table of contents
PART I. INTRODUCTION AND FIRST STAGES OF MARKETING RESEARCH 25
Chapter I. Introduction to Market Research 26
Chapter 2. Defining the problem and approach to conducting marketing research 60
Professional view 1 95
Cases 1 102
PART II. DEVELOPING THE RESEARCH PLAN 111
Chapter 3 Marketing Research Plan 112
Chapter 4. Exploratory Marketing Research: Secondary Information 145
Chapter 5, Exploratory Marketing Research: Qualitative Research
Chapter 6 Descriptive Marketing Research: Survey and Observation 226
Chapter 7 Causal Marketing Research Experiment 270
Chapter 8 Measurement and Scaling: Basics and Comparative Scaling 315
Chapter 9 Measurement and Scaling: Methods for Non-Comparative Scaling 338
Chapter 10. Development of a questionnaire and forms for recording the results of observation 369
Chapter 11. Sampling: planning and conducting 408
Chapter 12 Sampling: Determining End and Start Volumes 443
Professional view 2 476
Cases 2 485
PART III. COLLECTION, PREPARATION AND ANALYSIS OF DATA 499
Chapter 13 Field Work 500
Chapter 14 Preparing Data for Analysis 519
Chapter 15
Chapter 16 Analysis of Variance and Covariance 604
Chapter 17 Correlation and Regression 640
Chapter 18
Chapter 19
Chapter 20 Cluster Analysis 747
Chapter 21 Multivariate Scaling and Conjoint Analysis
Professional view 3 815
Cases 3 823
PART IV. MARKET RESEARCH REPORT, INTERNATIONAL AND ETHICAL ASPECTS OF MARKETING RESEARCH 843
Chapter 22
Chapter 23. International Marketing Research 867
Chapter 24 Ethics of Marketing Research 888
Professional view 4 913
Cases 4 921
Appendix 926
Index 942

Malhorta, Naresh K. Marketing research. Practical guide, 3rd edition.: Per. from English. - M.: Publishing house "Williams", 2002. - 960 p.: ill. - Parall.tit. English
ISBN 5-8459-0357-2 (Russian)

PART I. INTRODUCTION AND FIRST STAGES OF MARKETING RESEARCH
Chapter 1 Introduction to Market Research
Chapter 2. Defining the problem and approach to conducting marketing research
Professional look 1
Cases 1
PART II. DEVELOPING THE RESEARCH PLAN
Chapter 3 Marketing Research Plan
Chapter 4. Exploratory Marketing Research: Secondary Information
Chapter 5 Exploratory Marketing Research: Qualitative Research
Chapter 6 Descriptive Marketing Research: Survey and Observation
Chapter 7
Chapter 8. Measurement and Scaling: Basics and Comparative Scaling
Chapter 9
Chapter 10
Chapter 11. Sampling: planning and conducting
Chapter 12
Professional look 2
Cases 2
PART III. COLLECTION, PREPARATION AND ANALYSIS OF DATA
Chapter 13
Chapter 14 Preparing Data for Analysis
Chapter 15
Chapter 16
Chapter 17 Correlation and Regression
Chapter 18
Chapter 19
Chapter 20
Chapter 21 Multivariate Scaling and Conjoint Analysis
Professional look 3
Cases 3
PART IV. REPORT ON THE RESULTS OF MARKETING RESEARCH, INTERNATIONAL AND ETHICAL ASPECTS OF MARKETING RESEARCH
Chapter 22
presentation
Chapter 23
Chapter 24
Professional look 4
Cases 4
Appendix
Subject index

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