Image from Coce

Basic marketing research : integration of social media / Naresh K. Malhotra.

By: Material type: TextTextPublisher: Boston : Pearson, [2012]Copyright date: ©2012Edition: Fourth editionDescription: xxxii, 640 pages : colour illustrations ; 29 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0132544482
  • 9780132544481
Subject(s): DDC classification:
  • 658.83 23
LOC classification:
  • HF5415.2 .M288 2012
Contents:
Introduction and early phases of marketing research -- Introduction to marketing research -- Defining the marketing research problem and developing an approach -- Research design formulation -- Research design -- Exploratory research design : secondary data -- Exploratory research design : syndicated sources of secondary data -- Exploratory research design : qualitative research -- Descriptive research design : survey and observation -- Causal research design : experimentation -- Measurement and scaling : fundamentals and comparative scaling -- Measurement and scaling : noncomparative scaling techniques -- Questionnaire and form design -- Sampling : design and procedures -- Sampling : final and initial sample size determination -- Data collection, analysis, and reporting -- Field work : data collection -- Data preparation and analysis strategy -- Data analysis : frequency distribution, hypothesis testing, and -- Cross-tabulation -- Data analysis : hypothesis testing related to differences -- Data analysis : correlation and regression -- Report preparation and presentation -- Running case -- Comprehensive critical thinking cases -- Comprehensive cases with questionnaires and real data -- Comprehensive brief harvard business school cases.
Tags from this library: No tags from this library for this title. Log in to add tags.

Includes bibliographical references and index.

Introduction and early phases of marketing research -- Introduction to marketing research -- Defining the marketing research problem and developing an approach -- Research design formulation -- Research design -- Exploratory research design : secondary data -- Exploratory research design : syndicated sources of secondary data -- Exploratory research design : qualitative research -- Descriptive research design : survey and observation -- Causal research design : experimentation -- Measurement and scaling : fundamentals and comparative scaling -- Measurement and scaling : noncomparative scaling techniques -- Questionnaire and form design -- Sampling : design and procedures -- Sampling : final and initial sample size determination -- Data collection, analysis, and reporting -- Field work : data collection -- Data preparation and analysis strategy -- Data analysis : frequency distribution, hypothesis testing, and -- Cross-tabulation -- Data analysis : hypothesis testing related to differences -- Data analysis : correlation and regression -- Report preparation and presentation -- Running case -- Comprehensive critical thinking cases -- Comprehensive cases with questionnaires and real data -- Comprehensive brief harvard business school cases.

Machine converted from AACR2 source record.

There are no comments on this title.

to post a comment.

Powered by Koha