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Marketing Research: An Applied Orientation
This is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound book.
For undergraduate and graduate marketing research courses. Experience the Interaction Between Marketing Research and Marketing Decision-Making Marketing An Applied Orientation takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions. This text is comprehensive, practical, and presents balanced coverage of both qualitative and quantitative material. The S ixth Edition is even more current, contemporary, illustrative, and sensitive to user needs.
For undergraduate and graduate marketing research courses. Experience the Interaction Between Marketing Research and Marketing Decision-Making Marketing An Applied Orientation takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions. This text is comprehensive, practical, and presents balanced coverage of both qualitative and quantitative material. The S ixth Edition is even more current, contemporary, illustrative, and sensitive to user needs.
897 pages, Kindle Edition
First published January 1, 1993
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2433 people want to read
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Displaying 1 - 20 of 20 reviews
December 30, 2014
Very good book, well-organized with interesting study cases. Essential to get knowledge about Market Research :)
August 2, 2014
Marketing Research
If I had to make a critical approach of that texbook I would give it three stars. However, I will only point out and discuss three of te critical points which I found very interesting of the chapter 7.
These critical points are:
a) Extraneous variables
b) Causality
c) Validity
I will discuss these concepts one after another, and see how they can be applied in a real life scenario through the examples that I will use to clarify my points.
a) Extraneous variables
The point is whether a marketing researcher likes it or not the extraneous variables play a key role in conducting a research, because they can affect considerably the end result of an experiment in both cases: effectively and ineffectively. Let’s take, for example, mortality, which is an extraneous variable that affects validity. Imagine a case, as it’s usually done in the real life for a marketing research experiment, where I was planning to make an experiment in two specific local areas on two distinctive groups of people called G1 and G2 for more simplicity. This experiment is to determine how each area reacts for the same category of a food product, each of those groups have about 50 people. While making the experiment some of the people of the G1 were involved in an accident. The loss of some of these people of the local area will affect the way that I will continue with that experiment. Somehow, the accident will affect the validity of my experiment. Though, as teaching in this chapter, in making an experiment I need to take great consideration of extraneous variables.
b) Validity
The textbook greatly discuss this concept on page 223, however here is a definition given by Merriam Webster an online dictionary (http://www.merriam-webster.com/), validity is being at once relevant and meaningful (a valid theory) or a valid argument.
In the matter of fact, there are two types of validity that have to meet researcher goals: draw valid conclusion about the effects of independent variables on the study group (internal validity: whether the manipulation of the independent variables or treatments actually caused the observed effects on the dependent variables) and make valid generalization to a larger population of interest (external validity: whether the cause-and-effect relationship found in the experiment can be generalized).
Based on all that, the concept of validity is a key element in conducting a research, survey and experiment. After all, why a researcher has to conduct an experiment if at the end the result isn’t valid? Even though, it’s not usually the case in the real life, what I want to say is sometimes the researcher has to trade for one another validity (internal or external validity) for the good sake of the experimentation to control extraneous variables.
Nevertheless, as teaching in this chapter, it is desirable to have an experimental design that has both internal and external validity.
c) Causality
The last concept that finds important in this chapter is causality. What is causality? It is when the occurrence of X increases the probability of the occurrence of Y. (p. 218)
In marketing experience as it’s difficult to prove the causal relationship between two elements-due to the fact that marketing effects are caused by multiple variables. It is better to discuss causality from the point of “condition for causality.”
Based on our textbook, the assumption of causality required three satisfactions: a) concomitant, b) time order of occurrence of variables, and c) elimination of other possible causal factors-They are necessary but not sufficient.
As it’s usually occurred in the real life where people come to use causality to demonstrate strong evidence, then somehow after studying this chapter I’ve come to figure out that this type of quick and in a hurry conclusion of causal relationships is most of the time a matter of simplicity.
I conclude to say that these three concepts: a) extraneous variables, b) validity, and c) causality are not only the three most important concepts of the chapter seven, but they are critical points that retained my attention and I certainly learn from them many lessons which I can use in the real life for my progress and achievement in the area of research and experimentation.
If I had to make a critical approach of that texbook I would give it three stars. However, I will only point out and discuss three of te critical points which I found very interesting of the chapter 7.
These critical points are:
a) Extraneous variables
b) Causality
c) Validity
I will discuss these concepts one after another, and see how they can be applied in a real life scenario through the examples that I will use to clarify my points.
a) Extraneous variables
The point is whether a marketing researcher likes it or not the extraneous variables play a key role in conducting a research, because they can affect considerably the end result of an experiment in both cases: effectively and ineffectively. Let’s take, for example, mortality, which is an extraneous variable that affects validity. Imagine a case, as it’s usually done in the real life for a marketing research experiment, where I was planning to make an experiment in two specific local areas on two distinctive groups of people called G1 and G2 for more simplicity. This experiment is to determine how each area reacts for the same category of a food product, each of those groups have about 50 people. While making the experiment some of the people of the G1 were involved in an accident. The loss of some of these people of the local area will affect the way that I will continue with that experiment. Somehow, the accident will affect the validity of my experiment. Though, as teaching in this chapter, in making an experiment I need to take great consideration of extraneous variables.
b) Validity
The textbook greatly discuss this concept on page 223, however here is a definition given by Merriam Webster an online dictionary (http://www.merriam-webster.com/), validity is being at once relevant and meaningful (a valid theory) or a valid argument.
In the matter of fact, there are two types of validity that have to meet researcher goals: draw valid conclusion about the effects of independent variables on the study group (internal validity: whether the manipulation of the independent variables or treatments actually caused the observed effects on the dependent variables) and make valid generalization to a larger population of interest (external validity: whether the cause-and-effect relationship found in the experiment can be generalized).
Based on all that, the concept of validity is a key element in conducting a research, survey and experiment. After all, why a researcher has to conduct an experiment if at the end the result isn’t valid? Even though, it’s not usually the case in the real life, what I want to say is sometimes the researcher has to trade for one another validity (internal or external validity) for the good sake of the experimentation to control extraneous variables.
Nevertheless, as teaching in this chapter, it is desirable to have an experimental design that has both internal and external validity.
c) Causality
The last concept that finds important in this chapter is causality. What is causality? It is when the occurrence of X increases the probability of the occurrence of Y. (p. 218)
In marketing experience as it’s difficult to prove the causal relationship between two elements-due to the fact that marketing effects are caused by multiple variables. It is better to discuss causality from the point of “condition for causality.”
Based on our textbook, the assumption of causality required three satisfactions: a) concomitant, b) time order of occurrence of variables, and c) elimination of other possible causal factors-They are necessary but not sufficient.
As it’s usually occurred in the real life where people come to use causality to demonstrate strong evidence, then somehow after studying this chapter I’ve come to figure out that this type of quick and in a hurry conclusion of causal relationships is most of the time a matter of simplicity.
I conclude to say that these three concepts: a) extraneous variables, b) validity, and c) causality are not only the three most important concepts of the chapter seven, but they are critical points that retained my attention and I certainly learn from them many lessons which I can use in the real life for my progress and achievement in the area of research and experimentation.
Want to read
April 6, 2013good
December 15, 2013
If you are interested in research at all you'll know Malhotra, your book collection won't be complete without at least one of his books. Very extensive and necessary text.
December 9, 2020
There were a few chapters that had decent content but the explanation was just written in a way that was confusing or a bit difficult to understand. When comparing things to other books or to online searches to understand my comprehension of the content, I found that the book was just not useful. Besides this critique its far more comprehensive and well structured for an introductory to marketing and research methods.
August 29, 2019
Good
This entire review has been hidden because of spoilers.
January 12, 2020
Impractical and outdated book.
November 17, 2024
One of the most comprehensive books you can find on the topic
Read
December 30, 2013Fantasy book on marketing research - I recommend it to all marketing professionals and academics.
January 29, 2015
Good book with focusing on the quantitative parts of marketing.
March 25, 2015
nothing..
Want to read
March 30, 2015very good
March 19, 2016
dngjhjfdgvndk
This entire review has been hidden because of spoilers.
Want to read
July 26, 2016Verry good
Currently reading
October 19, 2016mech
Want to read
February 15, 2019good
Read
September 7, 2018I have to read this book any how.
This entire review has been hidden because of spoilers.
Displaying 1 - 20 of 20 reviews