Malhotra, Naresh K., <br/><br/>
Basic marketing research :  integration of social media / 
Naresh K. Malhotra. 
 - Fourth edition. 
 - xxxii, 640 pages :  colour illustrations ;  29 cm 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>0132544482 9780132544481 
<br/><br/><label>LCCN: </label>2011019806 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing research
<br/><br/><label>LC Class. No.: </label>HF5415.2  / .M288 2012 
<br/><br/><label>Dewey Class. No.: </label>658.83