Naresh Malhotra

Basic Marketing Research

Pearson New International Edition

• Broschiertes Buch

Produktbeschreibung

For undergraduate-level courses in Marketing Research.

With a hands-on, do-it-yourself approach, Malhotra offers a contemporary focus on decision making, illustrating the interaction between marketing research decisions and marketing management decisions.

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Produktdetails

• Always Learning
• Verlag: Pearson Education
• 4th ed.
• Seitenzahl: 676
• Erscheinungstermin: 8. August 2013
• Englisch
• Abmessung: 279mm x 217mm x 27mm
• Gewicht: 1426g
• ISBN-13: 9781292020488
• ISBN-10: 1292020482
• Artikelnr.: 39284196

Inhaltsangabe

* Part 1: Introduction and Early Phases of Marketing Research
* Chapter 1 Introduction to Marketing Research
* Chapter 2 Defining the Marketing Research Problem and Developing an
Approach
* Part 2: Research Design Formulation
* Chapter 3 Research Design
* Chapter 4 Exploratory Research Design: Secondary Data
* Chapter 5 Exploratory Research Design: Syndicated Sources of
Secondary Data
* Chapter 6 Exploratory Research Design: Qualitative Research
* Chapter 7 Descriptive Research Design: Survey and Observation
* Chapter 8 Causal Research Design: Experimentation
* Chapter 9 Measurement and Scaling: Fundamentals and Comparative
Scaling
* Chapter 10 Measurement and Scaling: Noncomparative Scaling Techniques
* Chapter 11 Questionnaire and Form Design
* Chapter 12 Sampling: Design and Procedures
* Chapter 13 Sampling: Final and Initial Sample-Size Determination
* Part 3: Data Collection, Analysis, and Reporting
* Chapter 14 Fieldwork: Data Collection
* Chapter 15 Data Preparation and Analysis Strategy
* Chapter 16 Data Analysis: Frequency Distribution, Hypothesis Testing,
and Cross-Tabulation
* Chapter 17 Data Analysis: Hypothesis Testing Related to Differences
* Chapter 18 Data Analysis: Correlation and Regression
* Chapter 19 Report Preparation and Presentation