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Basic Marketing Research

ISBN-10: 0131525425

ISBN-13: 9780131525429

Edition: 2nd 2006

Authors: Naresh K. Malhotra

List price: $130.67
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Book details

List price: $130.67
Edition: 2nd
Copyright year: 2006
Publisher: Prentice Hall PTR
Binding: Hardcover
Pages: 672
Weight: 3.872
Language: English

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 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-Tabulations
Data Analysis: Hypothesis Testing Related to Differences
Data Analysis: Correlation and Regression
Report Preparation and Presentation
Comprehensive Cases And Video Cases
Appendix of Statistical Tables
Subject Index
Company and Product Index
Name Index