Essentials of marketing research : a hands-on orientation /
Malhotra, Naresh K.,
Essentials of marketing research : a hands-on orientation / - Global edition. - Harlow, Essex, England : Pearson Education Limited, 2015. - 432 pages : color illustrations ; 28 cm. - Always learning . - Always learning. .
Includes bibliographical references and index.
I. INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH -- 1. Introduction to Marketing Research -- 2. Defining the Marketing Research Problem and Developing an Approach -- II. RESEARCH DESIGN FORMULATION -- 3. Research Design, Secondary and Syndicated Data -- 4. Qualitative Research -- 5. Survey and Observation -- 6. Experimentation and Causal Research -- 7. Measurement and Scaling -- 8. Questionnaire and Form Design -- 9. Sampling Design and Procedures -- III. DATA COLLECTION, ANALYSIS, AND REPORTING -- 10. Data Collection and Preparation -- 11. Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation -- 12. Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression -- 13. Report Preparation and Presentation.
1292060166 9781292060163: No price 9781292060163
Marketing research.
658.83 / MAL
Essentials of marketing research : a hands-on orientation / - Global edition. - Harlow, Essex, England : Pearson Education Limited, 2015. - 432 pages : color illustrations ; 28 cm. - Always learning . - Always learning. .
Includes bibliographical references and index.
I. INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH -- 1. Introduction to Marketing Research -- 2. Defining the Marketing Research Problem and Developing an Approach -- II. RESEARCH DESIGN FORMULATION -- 3. Research Design, Secondary and Syndicated Data -- 4. Qualitative Research -- 5. Survey and Observation -- 6. Experimentation and Causal Research -- 7. Measurement and Scaling -- 8. Questionnaire and Form Design -- 9. Sampling Design and Procedures -- III. DATA COLLECTION, ANALYSIS, AND REPORTING -- 10. Data Collection and Preparation -- 11. Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation -- 12. Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression -- 13. Report Preparation and Presentation.
1292060166 9781292060163: No price 9781292060163
Marketing research.
658.83 / MAL