Basic Marketing Research
|Format:||Paperback, 672 pages, International ed of Edition|
|Other Information: ||col. Illustrations|
|Published In: ||United States, 05 September 2011|
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.
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
|Dimensions: ||27.0 x 21.0 x 2.0 centimeters (1.25 kg)|