TY  - BOOK
AU  - Malhotra,Naresh K.
TI  - Marketing research: an applied orientation 
SN  - 0136085431
AV  - HF5415.2 .M29 2010
U1  - 658.83 22
PY  - 2010///]
CY  - Boston
PB  - Prentice Hall
KW  - Marketing research
KW  - Methodology
N1  - Includes bibliographical references and index; Part I; Introduction and Early Phases of Marketing Research --; 1; Introduction to Marketing Research --; 2; Defining the Marketing Research Problem and Developing an Approach --; Part II; Research Design Formulation --; 3; Research Design --; 4; Exploratory Research Design: Secondary Data --; 5; Exploratory Research Design: Qualitative Research --; 6; Descriptive Research design: Survey and Observation --; 7; Causal Research Design: Experimentation --; 8; Measurement and Scaling: Fundamentals and Comparative Scaling --; 9; Measurement and Scaling: Noncomparative Scaling Techniques --; 10; Questionnaire and Form Design --; 11; Sampling: Design and Procedures --; 12; Sampling: Final and Initial Sample Size Determination --; Part III; Data Collection, Preparation, Analysis and Reporting --; 13; Field Work --; 14; Data Preparation --; 15; Frequency Distribution, Cross-tabulation, and Hypothesis Testing --; 16; Analysis of Variance and Covariance --; 17; Correlation and Regression --; 18; Discriminant and Logit Analysis --; 19; Factor Analysis --; 20; Cluster Analysis --; 21; Multidimensional Scaling and Conjoint Analysis --; 22; Structural Equation Modeling and Path Analysis --; 23; Report Preparation and Presentation --; 24; International Marketing Research --; Cases
N2  - "Marketing Research: An Applied Orientation allows students to actually experience the interaction between marketing research and marketing decision-making. Marketing Research: An Applied Orientation takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions. This text is comprehensive, practical, and presents balanced coverage of both qualitative and quantitative material."--Publisher's website
ER  -