Marketing Research: An Applied Orientation
by Naresh K. Malhotra /
2009 / English / PDF
21.9 MB Download
Marketing Research: An Applied Orientation takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions. Introduction to Marketing Research Defining the Marketing Research Problem and Developing an Approach 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 Field Work 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 The comprehensive, practical, and balanced coverage presented in this text is ideal for readers that want an in-depth understanding of market research.
