Marketing Research: An Applied Approach / Edition 3

Marketing Research: An Applied Approach / Edition 3

by Naresh K. Malhotra, David F. Birks

Product Details

Trans-Atlantic Publications, Incorporated
Publication date:
Edition description:
Product dimensions:
7.60(w) x 10.40(h) x 1.20(d)

Table of Contents

Preface and guided tour
Publisher's acknowledgements
About the authors
1Introduction to marketing research1
2Defining the marketing research problem and developing a research approach29
3Research design56
4Secondary data collection and analysis83
5Internal secondary data and the use of databases108
6Qualitative research: its nature and approaches130
7Qualitative research: focus group discussions156
8Qualitative research: depth interviewing and projective techniques178
9Qualitative research: data analysis201
10Survey and quantitative observation techniques223
11Causal research design: experimentation258
12Measurement and scaling: fundamentals, comparative and non-comparative scaling290
13Questionnaire design324
14Sampling: design and procedures355
15Sampling: final and initial sample size determination381
16Survey fieldwork405
17Data preparation420
18Frequency distribution, cross-tabulation and hypothesis testing445
19Analysis of variance and covariance484
20Correlation and regression510
21Discriminant analysis546
22Factor analysis571
23Cluster analysis595
24Multidimensional scaling and conjoint analysis615
25Report preparation and presentation643
26International marketing research662
Professional Perspectives685
App.: Statistical tables745

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