Basic Marketing Research: Pearson New International Edition eBook (4e) : 9781292033785

Basic Marketing Research: Pearson New International Edition eBook (4e)

 
Edition
 
4
ISBN
 
9781292033785
ISBN 10
 
1292033789
Published
 
26/07/2013
Published by
 
Pearson Higher Ed USA
Pages
 
Format
 
 
Title type
eBook
$60.00
NZ/Pacific customers only
 
 
This eText can only be purchased by people residing in New Zealand, Fiji, Samoa, Tonga or Cook Islands with a credit card from the same country. Click here to find the Pearson website for your region.
 
Description

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About the book

 

For undergraduate-level courses in Marketing Research.

With a hands-on, do-it-yourself approach, Malhotra offers a contemporary focus on decision making, illustrating the interaction between marketing research decisions and marketing management decisions.

 

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

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