TEST BANK FOR Marketing
Research: An Applied Orientation
6th edition by Malhotra, all
chapters 1-24 covered
, A BRIEF GUIDE TO USING THIS TEXT
z z z z z z
The sixth edition of Marketing Research offers se veral features that will help you throughout this co u r se .
z z z z z z z z z z z z z z z
FEATURE BENEFIT/DESCRIPTION PAGEz REFERENCE
SPSSzandzSASzcomputerized Thiszeditionzofferszthezmostzextensivezhelpzavailablezanywherezforzlearning e.g.,z419,z439
demonstrationzmovies,zscreen thesezprograms.z(1)zFromzthezWebzsitezforzthiszbookzyouzcanzdownload
captures,zstep-by-stepzinstruc- computerizedzdemonstrationzmovieszillustratingzstep-by-
tion,z andz technologyz manual stepzinstructionszforzeveryzdatazanalysisztechniquezcoveredzinzthezchapters.z(2
)zYouzcanzalso
download zscreenzcaptureszwithznoteszillustrating zthesezstep-by-stepzinstruc-
tions.z(3)zYouzcanzstudyzdetailedzstep-by-stepzinstructionszinzthezchapters.
(4)zYouzcanzreferztozthezStudyzGuidezandzTechnologyzManual,zazsupplement
thatzaccompanieszthiszbook.zWezprovidezthezmostzextensivezhelpzavailable
anywherezforzlearningzSPSSzandzSAS.z Youzcanzlearnzthesezsoftwareztoolszon
your zown.
Stimulatingzcritical- Socraticzquestioning,zcriticalzreadingzandzwriting,zandzhigher- 780-787
thinkingzpractice orderzthinkingz andzassessmentzarezbuiltzintozthreezcomprehensivezcritical-
thinking
(2.1 zAmerican
zcaseszIdol,z2.2zBaskin-Robbins,zandz2.3zAkronzChildren's
Hospital),zend-of-chapterzreviewzquestions,zappliedzproblems,zandzgroup
discussions.z Thesezmaterialszhavezbeenzdesignedzalongzguidelineszfromzthe
FoundationzforzCriticalzThinking.zDevelopzcritical-thinkingzskillszwhilezyou
learnz marketingz research.
Conceptz maps Thesezmapszwillzhelpzyouzvisualizezinterrelationshipszamongzconcepts.zThese e.g.,z28
arezonezorzmorezconceptzmapszperzchapterzbasedzonzthezfindingszofzthe
InstitutezforzHumanzandzMachinezCognition.zThisztoolzhaszbeenzprovenzto
enhancez learning.
Az focusz on Everyzchapterzhaszazsectionzentitledz“InternationalzMarketingzResearch”zor e.g.,z23
internationalz issues azRealzResearchzexamplezillustratingzazdatazanalysisztechniquezinzanzinterna-
tionalzsetting.zAzcapstonezchapterzdiscusseszsomez advancedzconceptszin
internationalzmarketingzresearchz(Chapterz24).z Bezbetterzpreparedztozmeet
globalzchallenges!
Az focusz onz ethics Everyzchapterzhaszazsectionzentitledz“EthicszinzMarketingzResearch,”zwhich e.g.,z25
takeszthezperspectiveszofzthezfourzstakeholdersz(thezclient,zthezmarketing
researchzfirm,zrespondents,zandzthezgeneralzpublic)zorzazRealzResearch
examplezillustratingzdatazanalysisztechniqueszwithzethicalzimplications.z You
willzdevelopzanzethicalzmindset.
Az newz runningz case AzrunningzcasezonzDellzfeatureszrealzdatazwithzquestionszinzeveryzchapter. e.g.,z30
Thiszcaseziszanotherzwayzforzyouztozseezthezlinkageszamongzchapterszand
tracezthezentirezmarketingzresearchzprocesszthroughoutzthezbook.
Twoz comprehensivez cases Thesezcaseszfeaturezactualzquestionnaireszandzrealzdatazcollectedzbyzprominent 788–820
marketingzresearchzfirms.zThesezcaseszarez4.1zJPMorganzChasez(new)zandz4.2
Wendy’sz(updated);ztheyzincludezquestionszforzallzthezchapters.zThreezaddition-
alzdatazanalysiszcaseszofferzactualzquestionnaireszandzrealzdataz(3.1zAT&T,z3.2
IBM,zandz3.3zKimberly-Clark).zSeezhowzprofessionalszdozresearch.
Newzvideozcases Newzvideozcaseszforzeachzchapterzcontainzquestionszpertainingztozthatzchap- e.g.,z31
terzaszwellzaszthezprecedingzchapters.zYouzcanzstudyzthezcaseszwith zorzwith-
outzthezvideos,zbutzazpictureziszworthzazthousandzwords.
Azlivezmarketingzresearch Eachzchapterzletszyouzcompletezonezorzmorezlivezmarketingzresearchzprojects e.g.,z29
project thatzarezsponsoredzbyzoutsidezfirms.zLearnzresearchzbyzdoingzit!
Extensivez end-of- Thesezexerciseszhelpzyouzlearn,zapply,zandzpracticezconceptszthroughzreviewz e.g.,z29-30
chapterzexercises questions,zappliedzproblems,zandzgroupzdiscussion.zThezdatazanalysiszchap-
terszincludezseveralzdatasetszwhosezfileszarezprovidedzinzbothzSPSSzandzSAS.
Practicezmakeszperfect.
,Thiszpagezintentionallyzleftzblank
, MarketingResearch
z
?
