PREFACE

The response to my graduate text Marketing Research: An Applied Orientation, Fourth

Edition, has been truly gratifying, with more than 144 universities adopting the book in the United
States. The book has been translated into Chinese, Spanish, Portuguese, Russian, French, and
Hungarian, and an International Edition, a European Edition, and an Australian and New Zealand
Edition have also been published. Basic Marketing Research: A Decision-Making Approach,
Second Edition. attempts to build on this success, as well as the success of the First Edition, and
carry it to the undergraduate level. This book is current, contemporary, illustrative, and sensitive
to the needs of undergraduate students. I welcome the addition of Mark Peterson as a co-author.
AUDIENCE
The book is suitable for use in a basic marketing research course at the undergraduate
level. The marketing research concepts and principles are presented at a basic level. The material
is presented in a manner that is easy to read and understand. An abundance of diagrams, tables,
pictures, illustrations, and examples help to explain the basic concepts, which are features that
typically appeal to undergraduates. Other features designed for undergraduate students include an
opening vignette that is referred to throughout the chapter, acronyms at the end of each chapter
summarizing the key concepts, extensive exercises (review questions, applied problems, and
group discussion).
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 three parts. Part One contains chapter notes and answers. The
notes for each chapter contain opening questions, author's notes, key terms and concepts, chapter
outline, teaching suggestions, answers to Be an MR! and Be a DM!, Experiential Learning, and
What Would You Do? scenarios, and answers to all end of chapter questions (review questions,
applied problems, and group discussion). 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
opening questions and could be used as the primary material for class preparation.
Part Two contains solutions for all the cases and video cases included in book, including
those that involve data analysis. Again, these solutions are extensive and provide answers to all
the questions for each case. For example, complete questionnaires have been designed and,
where relevant, complete data analysis solutions have been provided. Thus, no additional work is
required of the instructor. Statistical data for some of the cases are enclosed on a disk. Part
Three contains additional cases with answers and additional video cases with answers. Since
these additional cases and video cases are not contained in the book, this part contains both the
(video) cases and answers. The video cases in this part are also provided on video tapes. These
additional cases as well as the video cases can also be downloaded from the web site.
SPSS DATA AND OUTPUT FILES

Preface - 1

The SPSS files for all the input data sets as well all the outputs are enclosed with the
Instructors Manual. The enclosed disk contains the following six folders.
Input Data for Cases
This folder contains SPSS input data files for cases 3.1, 3.2, 3.3, 4.1 and 4.2. For case 4.2
the full data file as well as student version have been provided.
Input Data for Chapter Tables
This folder contains SPSS input data files for Tables 16.1, 17.1, 17.6, and 18.1. Thus,
these data files can be used to conduct all the analyses reported in Chapters 16, 17 and 18.
Input Data for Chapter Exercises
This folder contains SPSS input data files for the relevant applied problems in Chapters
16, 17, and 18.
Output for Cases
This folder contains SPSS output files for cases 3.1, 3.2, 3.3, 4.1 and 4.2. All the
statistical analyses required for these cases have been conducted and the output files are contained
in this folder.
Output for Chapter Tables
This folder contains SPSS output files for all the analyses conducted on the data contained
in Tables 16.1, 17.1, 17.6, and 18.1. Thus, these output files contain all the analyses reported in
Chapters 16, 17 and 18.
Output for Chapter Exercises
This folder contains SPSS output files for the relevant applied problems in Chapters 16,
17, and 18. Thus, these output files contain all the answers to the relevant applied problems in
Chapters 16, 17, and 18.
OTHER INSTRUCTIONAL SUPPORT
In addition to the instructor's manual, other items of instructional support are also
available. This package, consisting of a complete set of teaching aids, includes:
1.

A functional and useful website. The website can be accessed at

http://www.prenhall.com/malhotra. This site contains the following:
- The entire Instructors Manual (password protected)
- Test Item File (password protected)
- Power Point Slides containing a chapter outline and all the figures and tables (Password
protected)
- Data for Cases 3.1 (Ford Taurus), 3.2 (Darden), 3.3 (Microsoft), 4.1 (Boeing), and 4.2
(Gucci), given in the book. These data can also be downloaded with ease.
- Links to other useful websites.
The website is being enhanced continually.

Preface - 2

2.

Test Item File. Written by my co-author Mark Peterson, this valuable test item file contains
a wide variety of tests for each chapter that allow you to create your own exams.
3. Video Cases. A set of videotapes containing these cases is available to adopters. The
solutions to these cases are provided in the Instructors Manual and are also available on
the Website. Professor Martha McEnally (UNC-Greensboro) wrote the video cases for
the various Prentice Hall books from which some of these materials are drawn.
4. PowerPoint slides. These slides contain the pertinent materials, figures and all the tables for
each chapter of the book.
5. A student version of SPSS and SPSS files for all the datasets used in the book.
ACKNOWLEDGMENTS
Several people have been extremely helpful in writing this Instructors Manual. My
students, especially research assistants, Andrew Quisenberry, John Thomas, ands Ashutosh Patil
have been very helpful in many ways.
I want to acknowledge with great respect my parents, the late Mr. H. N. Malhotra and
Mrs. S. Malhotra. Their love, encouragement, support, and the sacrificial giving of themselves
have been exemplary. My heartfelt love and gratitude go to my wife Veena, and my children Ruth
and Paul, for their faith, hope, and love. Most of all, I want to acknowledge and thank my Savior
and Lord, Jesus Christ, for the many miracles He has performed in my life. I praise God and give
Him all the glory. This book is, truly, the result of His grace __ "This is the Lord's doing; it is
marvelous in our eyes" (Psalm 118: 23).
Naresh K. Malhotra

Preface - 3