Marketing Research: An applied orientation
By: Malhotra, Naresh K.
Contributor(s): Dash, Satyabhusan.
Material type:
BookPublisher: Chennai Pearson Education 2019Edition: 7th.Description: 955.ISBN: 978-93-534-3329-1.Subject(s): ManagementDDC classification: 658.83
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BSDU Knowledge Resource Center, Jaipur General Stacks | 658.83 MAL (Browse shelf) | Available | 017842 |
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Marketing Research: An Applied Orientation, 7e,takes a unique applied and managerial orientation that illustrates the interaction between marketing-research decisions and marketing management decisions. This text is comprehensive, practical, and presents balanced coverage of both qualitative and quantitative material.
The seventh edition is even more current, contemporary, illustrative, and sensitive to user needs.
Contents
PART 1 Introduction and Early Phases of Marketing Research
1. Introduction to Marketing Research
2. Defining the Marketing Research Problem and Developing an Approach
PART 2 Research Desing Formulation
3. Research Desing
4. Exploratory Research Design: Secondary and Syndicated Data
5. Exploratory Research Design: Qualitative Research
6. Descriptive Research Design: Survey and Observation
7. Causal Research Design: Experimentation
8. Measurement and Scaling: Fundamentals and Comparative Scaling
9. Measurement and Scaling: Noncomparative Scaling Techniques
10. Questionnaire and Form Design
11. Sampling: Design and Procedures
12. Sampling: Final and Initial Sample Size Determination
PART3 Data Collection, Preparation, Analysis and Reporting
13. Fieldwork
14. Data Preparation
15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
16 Analysis of Variance and Covariance
17. Correlation and Regression
18. Discriminant and Logit Analysis
19. Factor Analysis
20. Cluster Analysis
21. Multidimensional Scaling and Conjoint Analysis
22. Structural Equation Modeling and Path Analysis
23. Report Preparat6ion and Presentation
Cases
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