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Marketing Research By Naresh Malhotra

Marketing Research by Naresh Malhotra

Condition - Very Good
$36.99
6 in stock

Summary

In an industry undergoing changes, great opportunities are being created for Marketing Researchers to use their skills to solve the challenges of business environment. This work attempts to help you understand those challenges, build your talents and develop your own insights. It also includes a CD of the software applications SNAP and XSight.

Marketing Research Summary

Marketing Research: An Applied Approach by Naresh Malhotra

This 3rd edition of Marketing Research: An Applied Approach forms a comprehensive, authoritative and thoroughly European introduction to applied marketing research and covers both quantitative and qualitative techniques in depth.

Marketing Research: An Applied Approach is aimed at students studying marketing research at undergraduate and postgraduate level.

Table of Contents

Preface and guided tour

Publisher's acknowledgements

About the authors

1. Introduction to marketing research

2. Defining the marketing research problem and developing a research approach

3. Research design

4. Secondary data collection and analysis

5. Internal secondary data and the use of databases

6. Qualitative research: its nature and approaches

7. Qualitative research: focus group discussions

8. Qualitative research: depth interviewing and projective techniques

9. Qualittiave research: data analysis

10. Survey and quantitative observation techniques

11. Causal research design: experimentation

12. Measurement and scaling: fundamentals, comparative and non-comparative scaling

13. Questionnaire design

14. Sampling: design and procedures

15. Sampling: final and initial sample size determination

16. Survey fieldwork

17. Data preparation

18. Frequency distribution, cross-tabulation and hypothesis testing

19. Analysis of variance and covariance

20. Correlation and regression

21. Discriminant analysis

22. Factor analysis

23. Cluster analysis

24. Multidimensional scaling and conjoint analysis

25. Report preparation and presentation

26. International marketing research

27. Business-to-business (b2) marketing research

Appendix: Statistical tables

Glossary

Index

Additional information

GOR003138819
9780273706892
0273706896
Marketing Research: An Applied Approach by Naresh Malhotra
Used - Very Good
Hardback
Pearson Education Limited
2006-12-28
864
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - Marketing Research