Essentials of marketing research : a hands-on orientation /
By: Malhotra, Naresh K [author.]
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Series: Always learning: Publisher: Harlow, Essex, England : Pearson Education Limited, 2015Edition: Global edition.Description: 432 pages : color illustrations ; 28 cm.Content type: text | text | still image Media type: unmediated | unmediated Carrier type: volume | volumeISBN: 1292060166; 9781292060163:; 9781292060163.Subject(s): Marketing research![](/opac-tmpl/bootstrap/images/filefind.png)
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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ATU Sligo Yeats Library Main Lending Collection | 658.83 MAL (Browse shelf(Opens below)) | 1 | Available | 0064435 |
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.