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Marketing Research: European Edition By Naresh K. Malhotra

Marketing Research: European Edition
by Naresh K. Malhotra

This package features coverage of design, data entry, basic statistical analysis, and data display facilities. There is emphasis on qualitative research, and the international and ethic aspects of marketing research.
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Marketing Research: European Edition Summary


Marketing Research: European Edition by Naresh K. Malhotra

Malhotra's Marketing Research text is widely recognised as a comprehensive, applied and authoritative book on the nature and scope of marketing research. This European edition draws on the strengths of the original and builds on the material to reflect European marketing research practice. In doing so it achieves a comprehensive introduction to marketing research with a well-balanced coverage of both quantitative and qualitative techniques. Marketing Research data analysis procedures are illustrated with respect to SPSS, SAS, BMDP, Minitab and Excel, along with other popular programmes. The book is supported with a wide range of supplementary material for both students and lecturers. The CD-ROM provides access to software from SNAP and MOSAIC, packages designed to aid survey design, data analysis and display and manipulate statistics. Marketing Research has been updated throughout to reflect the way in which marketing research is taught in a European context.

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Marketing Research: European Edition Reviews


'This book shows much promise and might very well become the European marketing research handbook of the future. I believe every student of marketing research in Europe should obtain a copy of this book. The author has undertaken a Herculean task and has succeeded with flying colours.' Martin Wetzels, Maastricht University 'Malhotra's revised European edition is a comprehensive guide to modern marketing research. Not only is it a useful text for students of modern marketing research, providing them with examples of current practice, it is also a useful text for managers, who are either commissioning research or disseminating and operationalising its results.' Paul Baines, Middlesex University

Table of Contents


Preface PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH 1. Introduction to Marketing Research 2. Defining the Marketing Research Problem and Developing a Research Approach Professional Perspectives For Part I PART II: RESEARCH DESIGN FORMULATION. 3. Research Design. 4. Secondary Data Collection and Analysis. 5. The Use of Databases and Geodemographic Information Systems in Secondary Data Collection and Analysis. 6. Qualitative Research: Focus Group Interviews. 7. Qualitative Data Collection and Analysis. 8. Survey and Quantitative Observation Methods. 9. Causal Research Design: Experimentation. 10. Measurement and Scaling: Fundamentals and Comparative Scaling. 11. Measurement and Scaling: Non-Comparative Scaling Techniques. 12. Questionnaire Design. 13. Sampling: Design and Procedures. 14. Sampling: Final and Initial Sample Size Determination. Professional Perspectives For Part II. PART III: DATA COLLECTION, PREPARATION AND ANALYSIS. 15. Fieldwork. 16. Data Preparation. 17. Frequency Distribution, Cross-Tabulation and Hypothesis Testing. 18. Analysis of Variance and Covariance. 19. Correlation and Regression. 20. Discriminant Analysis. 21. Factor Analysis. 22. Cluster Analysis. 23. Multidimensional Scaling and Conjoint Analysis. Professional Perspectives for Part III. PART IV: COMMUNICATION AND INTERNATIONAL DIMENSIONS OF MARKETING RESEARCH. 24. Report Preparation and Presentation. 25. International Marketing Research. Professional Perspectives for Part IV. Appendix: Statistical Tables Index

Additional information

GOR001245020
Marketing Research: European Edition by Naresh K. Malhotra
Naresh K. Malhotra
Used - Very Good
Hardback
Pearson Education (US)
1999-10-31
752
0139229647
9780139229640
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.