Basic marketing research
Subtitle: a decision-making approach
By: Naresh K. Malhotra
Edition: 4th ed.
Publisher: Prentice Hall
Published: 2012
Place of publication: Upper Saddle River
Language: eng
ISBN-13: 9780132544481
Subjects: Marketing research
Notes: Includes bibliographical references and index.
Table of contents: title: Introduction and early phases of marketing research; title: Introduction to marketing research; title: Defining the marketing research problem and developing an approach; title: Research design formulation; title: Research design; title: Exploratory research design : secondary data; title: Exploratory research design : syndicated sources of secondary data; title: Exploratory research design : qualitative research; title: Descriptive research design : survey and observation; title: Causal research design : experimentation; title: Measurement and scaling : fundamentals and comparative scaling; title: Measurement and scaling : noncomparative scaling techniques; title: Questionnaire and form design; title: Sampling : design and procedures; title: Sampling : final and initial sample size determination; title: Data collection, analysis, and reporting; title: Field work : data collection; title: Data preparation and analysis strategy; title: Data analysis : frequency distribution, hypothesis testing, and; title: Cross-tabulation; title: Data analysis : hypothesis testing related to differences; title: Data analysis : correlation and regression; title: Report preparation and presentation; title: Running case; title: Comprehensive critical thinking cases; title: Comprehensive cases with questionnaires and real data; title: Comprehensive brief harvard business school cases.