Marketing research : an applied orientation /
Malhotra, Naresh K.
Marketing research : an applied orientation / Naresh K. Malhotra. - 4th ed. - Upper Saddle River, N.J. : Prentice Hall, 2004. - xxix, [782] pages : illustrations ; 29 cm + 1 CD-ROM (4 3/4 in.)
Includes bibliographical references and indexes.
Ch. 1. Introduction to Marketing Research --
Ch. 2. Defining the Marketing Research Problem and Developing an Approach --
Ch. 3. Research Design --
Ch. 4. Exploratory Research Design: Secondary Data --
Ch. 5. Exploratory Research Design: Qualitative Research --
Ch. 6. Descriptive Research Design: Survey and Observation --
Ch. 7. Causal Research Design: Experimentation --
Ch. 8. Measurement and Scaling: Fundamentals and Comparative Scaling --
Ch. 9. Measurement and Scaling: Noncomparative Scaling Techniques --
Ch. 10. Questionnaire and Form Design --
Ch. 11. Sampling: Design and Procedures --
Ch. 12. Sampling: Final and Initial Sample Size Determination --
Ch. 13. Fieldwork --
Ch. 14. Data Preparation --
Ch. 15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing --
Ch. 16. Analysis of Variance and Covariance --
Ch. 17. Correlation and Regression --
Ch. 18. Discriminant Analysis --
Ch. 19. Factor Analysis --
Ch. 20. Cluster Analysis --
Ch. 21. Multidimensional Scaling and Conjoint Analysis --
Ch. 22. Report Preparation and Presentation --
Ch. 23. International Marketing Research --
App. Statistical Tables.
For upper-level undergraduate and MBA courses in Marketing Research and Marketing Data Analysis. This graduate marketing research text presents a comprehensive look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material.
0130337161 9780130337160
Marketing research.
Marketing research--Methodology.
Mercadeo--Investigaciones
Administración de mercadeo --Investigaciones
HF 5415.2 / M249m 2004
658.8/3
Marketing research : an applied orientation / Naresh K. Malhotra. - 4th ed. - Upper Saddle River, N.J. : Prentice Hall, 2004. - xxix, [782] pages : illustrations ; 29 cm + 1 CD-ROM (4 3/4 in.)
Includes bibliographical references and indexes.
Ch. 1. Introduction to Marketing Research --
Ch. 2. Defining the Marketing Research Problem and Developing an Approach --
Ch. 3. Research Design --
Ch. 4. Exploratory Research Design: Secondary Data --
Ch. 5. Exploratory Research Design: Qualitative Research --
Ch. 6. Descriptive Research Design: Survey and Observation --
Ch. 7. Causal Research Design: Experimentation --
Ch. 8. Measurement and Scaling: Fundamentals and Comparative Scaling --
Ch. 9. Measurement and Scaling: Noncomparative Scaling Techniques --
Ch. 10. Questionnaire and Form Design --
Ch. 11. Sampling: Design and Procedures --
Ch. 12. Sampling: Final and Initial Sample Size Determination --
Ch. 13. Fieldwork --
Ch. 14. Data Preparation --
Ch. 15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing --
Ch. 16. Analysis of Variance and Covariance --
Ch. 17. Correlation and Regression --
Ch. 18. Discriminant Analysis --
Ch. 19. Factor Analysis --
Ch. 20. Cluster Analysis --
Ch. 21. Multidimensional Scaling and Conjoint Analysis --
Ch. 22. Report Preparation and Presentation --
Ch. 23. International Marketing Research --
App. Statistical Tables.
For upper-level undergraduate and MBA courses in Marketing Research and Marketing Data Analysis. This graduate marketing research text presents a comprehensive look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material.
0130337161 9780130337160
Marketing research.
Marketing research--Methodology.
Mercadeo--Investigaciones
Administración de mercadeo --Investigaciones
HF 5415.2 / M249m 2004
658.8/3