TY  - BOOK
AU  - Malhotra,Naresh K.
TI  - Basic marketing research: integration of social media 
SN  - 9780132570183 (pbk.)
U1  - 658.83 23
PY  - 2012///
CY  - Upper Saddle River, N.J. ; Harlow
PB  - Pearson
KW  - Marketing research
N1  - Previous ed.: 2009; "International edition."; 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
ER  -