Marketing research : an applied orientation /
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| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Upper Saddle River, NJ :
Pearson,
c2010.
|
| Edition: | 6th ed. |
| Subjects: | |
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|---|---|---|---|
| 001 | 014137259-1 | ||
| 005 | 20140811122624.0 | ||
| 008 | 090324s2010 nju b 001 0 eng | ||
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| 015 | |a 015-39573 |2 bnb | ||
| 016 | 7 | |a 015395735 |2 Uk | |
| 020 | |a 9780136085430 (casebound : alk. paper) | ||
| 020 | |a 0136085431 (casebound : alk. paper) | ||
| 020 | |a 9780136085447 (hbk.) | ||
| 020 | |a 013608544X (hbk.) | ||
| 035 | 0 | |a ocn297146322 | |
| 040 | |a DLC |b eng |c DLC |d YDX |d BTCTA |d YDXCP |d CDX |d UKM |d GBVCP |d BDX |d ZCU |d OCLCF |d OCLCO | ||
| 050 | 0 | 0 | |a HF5415.2 |b .M29 2010 |
| 082 | 0 | 0 | |a 658.8/3 |2 22 |
| 100 | 1 | |a Malhotra, Naresh K. | |
| 245 | 1 | 0 | |a Marketing research : |b an applied orientation / |c Naresh K. Malhotra. |
| 250 | |a 6th ed. | ||
| 260 | |a Upper Saddle River, NJ : |b Pearson, |c c2010. | ||
| 300 | |a vii, 897 p. ; |c 28 cm. | ||
| 504 | |a Includes bibliographical references (p. 834-873) and index. | ||
| 505 | 0 | |a Pt. I. Introduction and early phases of marketing research. Introduction to marketing research -- Defining the marketing research problem and developing an approach -- pt. II. Research design formulation. Research design -- Exploratory research design: 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 scaling techniques -- Questionnaire and form design -- Sampling: design and procedures -- Sampling: final and initial sample size determination -- pt. III. Data collection, preparation, analysis, and reporting. Fieldwork -- Data preparation -- Frequency distribution, cross-tabulation, and hypothesis testing -- Analysis of variance and covariance -- Correlation and regression -- Discriminant and logit analysis -- Factor analysis -- Cluster analysis -- Multidimensional scaling and conjoint analysis -- Structural equation modeling and path analysis -- Report preparation and presentation -- International marketing research -- Running case with real data -- Comprehensive critical thinking cases -- Data analysis cases with real data -- Comprehensive cases with real data -- Comprehensive Harvard Business School cases. | |
| 650 | 0 | |a Marketing research. | |
| 650 | 0 | |a Marketing research |x Methodology. | |
| 650 | 7 | |a Marketing research. |2 fast | |
| 650 | 7 | |a Marketing research |x Methodology. |2 fast | |
| 988 | |a 20140811 | ||
| 906 | |0 DLC | ||