Marketing research : an applied approach /
By: Malhotra, Naresh K
.
Contributor(s): Nunan, Daniel [author] | Birks, David F [author].
Publisher: New York : Pearson, 2017Edition: 5th edition.Description: xvii, 957 pages : coloured illustrations ; 26 cm.Content type: text | text | still image Media type: unmediated | unmediated Carrier type: volume | volumeISBN: 9781292103129; 9781292103129:; 1292103124.Subject(s): Marketing research | Marketing![](/opac-tmpl/bootstrap/images/filefind.png)
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ATU Sligo Yeats Library Main Lending Collection | 658.83 MAL (Browse shelf(Opens below)) | Available | 0062452 |
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Includes bibliographical references and indexes.
Preface -- Publisher's acknowledgements -- About the authors -- Introduction to marketing research -- Defining the marketing research problem and developing a research approach -- Research design -- Secondary data collection and analysis -- Internal secondary data and analytics -- Qualitative research: its nature and approaches -- Qualitative research: focus group discussions -- Qualitative research: in-depth interviewing and projective techniques -- Qualitative research: data analysis -- Survey and quantitative observation techniques -- Causal research design : experimentation -- Measurement and scaling : fundamentals, comparative and non-comparative scaling -- Questionnaire design -- Sampling : design and procedures -- Sampling : final and initial sample size determination -- Survey fieldwork -- Social media research -- Mobile research -- Data integrity -- Frequency distribution, cross-tabulation and hypothesis testing -- Analysis of variance and covariance -- Correlation and regression -- Discriminant and logit analysis -- Factor analysis -- Cluster analysis -- Multidimensional scaling and conjoint analysis -- Structural equation modelling and path analysis -- Communicating research findings -- Business-to-business (b2b) marketing research -- Research ethics -- Glossary -- Subject index -- Name index -- Company index.
This text presents a look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of market research users, it reflects current trends in international marketing, ethics, and the continuing integration of technology.