Basic Marketing Research / Edition 2

Basic Marketing Research / Edition 2

by Naresh K. Malhotra
     
 

ISBN-10: 0131525425

ISBN-13: 9780131525429

Pub. Date: 02/15/2005

Publisher: Pearson

Focusing on the interaction between marketing research decisions and marketing management decisions, Malhotra offers a highly contemporary review that enables readers to increase their SPSS and Excel skills.
 See more details below

Overview

Focusing on the interaction between marketing research decisions and marketing management decisions, Malhotra offers a highly contemporary review that enables readers to increase their SPSS and Excel skills.

Product Details

ISBN-13:
9780131525429
Publisher:
Pearson
Publication date:
02/15/2005
Edition description:
Older Edition
Pages:
550

Table of Contents

Part 1: Introduction and Early Phases of Marketing Research
Chapter 1 Introduction to Marketing Research
Chapter 2 Defining the Marketing Research Problem and Developing an Approach
Part 2: Research Design Formulation
Chapter 3 Research Design
Chapter 4 Exploratory Research Design: Secondary Data
Chapter 5 Exploratory Research Design: Syndicated Sources of Secondary Data
Chapter 6 Exploratory Research Design: Qualitative Research
Chapter 7 Descriptive Research Design: Survey and Observation
Chapter 8 Causal Research Design: Experimentation
Chapter 9 Measurement and Scaling: Fundamentals and Comparative Scaling
Chapter 10 Measurement and Scaling: Noncomparative Scaling Techniques
Chapter 11 Questionnaire and Form Design
Chapter 12 Sampling: Design and Procedures
Chapter 13 Sampling: Final and Initial Sample-Size Determination
Part 3: Data Collection, Analysis, and Reporting
Chapter 14 Fieldwork: Data Collection
Chapter 15 Data Preparation and Analysis Strategy
Chapter 16 Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation
Chapter 17 Data Analysis: Hypothesis Testing Related to Differences
Chapter 18 Data Analysis: Correlation and Regression
Chapter 19 Report Preparation and Presentation

Read More

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >