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" Basic marketing research : "
Naresh K. Malhotra.
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BL
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| Record Number
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872624
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| Main Entry
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Malhotra, Naresh K.
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| Title & Author
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Basic marketing research : : integration of social media /\ Naresh K. Malhotra.
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| Edition Statement
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4th ed.
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| Publication Statement
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Boston :: Pearson,, ©2012.
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| Page. NO
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xxxii, 640 pages :: color illustrations ;; 29 cm
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| ISBN
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0132544482
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: 9780132544481
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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Introduction and early phases of marketing research -- Introduction to marketing research -- Defining the marketing research problem and developing an approach -- Research design formulation -- Research design -- Exploratory research design : secondary data -- Exploratory research design : syndicated sources of secondary data -- Exploratory research design : qualitative research -- Descriptive research design : survey and observation -- Causal research design : experimentation -- Measurement and scaling : fundamentals and comparative scaling -- Measurement and scaling : noncomparative scaling techniques -- Questionnaire and form design -- Sampling : design and procedures -- Sampling : final and initial sample size determination -- Data collection, analysis, and reporting -- Field work : data collection -- Data preparation and analysis strategy -- Data analysis : frequency distribution, hypothesis testing, and -- Cross-tabulation -- Data analysis : hypothesis testing related to differences -- Data analysis : correlation and regression -- Report preparation and presentation -- Running case -- Comprehensive critical thinking cases -- Comprehensive cases with questionnaires and real data -- Comprehensive brief harvard business school cases.
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| Subject
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Marketing research.
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| Subject
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Marketing research.
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| Dewey Classification
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658.8/3
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| LC Classification
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HF5415.2.M288 2012
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