TY  - BOOK
AU  - Malhotra,Naresh K.
AU  - Peterson,Mark
TI  - Basic marketing research: a decision-making approach 
SN  - 0135024145
U1  - 658.83 22
PY  - 2009///]
CY  - Upper Saddle River, N.J., Harlow
PB  - Pearson Education
KW  - Marketing research
N1  - Previous ed.: Upper Saddle River, N.J.: Pearson Prentice Hall, 2006; Includes bibliographical references and index; Part 1; Introduction and Early Phases of Marketing Research --; 1; Introduction to Marketing Research --; 2; Defining the Marketing Research Problem and Developing an Approach --; Part 2; Research Design Formulation --; 3; Research Design --; 4; Exploratory Research Design: Secondary Data --; 5; Exploratory Research Design: Syndicated Sources of Secondary Data --; 6; Exploratory Research Design: Qualitative Research --; 7; Descriptive Research Design: Survey and Observation --; 8; Causal Research Design: Experimentation --; 9; Measurement and Scaling: Fundamentals and Comparative Scaling --; 10; Measurement and Scaling: Noncomparative Scaling Techniques --; 11; Questionnaire and Form Design --; 12; Sampling: Design and Procedures --; 13; Sampling: Final and Initial Sample Size Determination --; Part 3; Data Collection, Analysis, and Reporting --; 14; Field Work: Data Collection --; 15; Data Preparation and Analysis Strategy --; 16; Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation --; 17; Data Analysis: Hypothesis Testing Related to Differences --; 18; Data Analysis: Correlation and Regression --; 19; Report Preparation and Presentation --; Running Case --; Case 1.1 Hewlett Packard (HP): Using Marketing Research to Gain a Competitive Edge --; Comprehensive Critical Thinking Cases --; Case 2.1 American Idol: A Big Hit for Marketing Research? --; Case 2.2 Baskin-Robbins: Can it Bask in the Good 'Ole Days? --; Case 2.3 Kid stuff?: Determining the Best Positioning Strategy for Akron Children's Hospital --; Comprehensive Cases With Questionnaires and Real Data --; Case 3.1 Bank of America: Leading the American Way --; Case 3.2 McDonald's: The World's Number One Fast Food Company! --; Case 3.3 Boeing: Taking Flight
ER  -