Marketing research : an applied orientation / Naresh K. Malhotra.

By:

Malhotra, Naresh K

Material type: Text

TextLanguage: Spanish Publication details: Upper Saddle River, N.J. : Prentice Hall, 2004.Edition: 4th edDescription: xxix, [782] pages : illustrations ; 29 cm + 1 CD-ROM (4 3/4 in.)ISBN:

0130337161
9780130337160

Subject(s):

DDC classification:

658.8/3 21

LOC classification:

HF 5415.2 M249m 2004

Contents:

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.

Summary: 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.

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Holdings
Item type	Current library	Home library	Collection	Shelving location	Call number	Copy number	Status	Barcode
Libro	Biblioteca Juan Bosch	Biblioteca Juan Bosch	Ciencias Sociales	Ciencias Sociales (3er. Piso)	HF 5415.2 M249m 2004 (Browse shelf(Opens below))	1	Available	00000010656

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Previous	HF 5415.2 M249b 2002 Basic marketing research : applications to contemporary issues /	HF 5415.2 M249i 1997 Investigación de mercados : un enfoque práctico /	HF 5415.2 M249i 2008 Investigación de mercados /	HF 5415.2 M249m 2004 Marketing research : an applied orientation /	HF 5415.2 P371i 2007 La investigación comercial como soporte del marketing /	HF 5415.2 P474 2005 Pesquisa qualitativa em administracáo	HF 5415.2 P474 2005 Pesquisa qualitativa em administracáo	Next

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.

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