(eBook PDF) Marketing Research 5th by Naresh Malhotra – Digital Ebook – Instant Delivery Download

Product details:

• ISBN-10 ‏ : ‎ 1292103124
• ISBN-13 ‏ : ‎ 978-1292103129
• Author:  Naresh Malhotra, Dan Nunan, David Birks 

Table contents:

1. Introduction to marketing research
2. Defining the marketing research problem and developing a research approach
3. Research design
4. Secondary data collection and analysis
5. Internal secondary data and analytics
6. Qualitative research: its nature and approaches
7. Qualitative research: focus group discussions
8. Qualitative research: in-depth interviewing and projective techniques
9. Qualitative research: data analysis
10. Survey and quantitative observation techniques
11. Causal research design : experimentation
12. Measurement and scaling : fundamentals, comparative and non-comparative scaling
13. Questionnaire design
14. Sampling : design and procedures
15. Sampling : final and initial sample size determination
16. Survey fieldwork
17. Social media research
18. Mobile research
19. Data integrity
20. Frequency distribution, cross-tabulation and hypothesis testing
21. Analysis of variance and covariance
22. Correlation and regression
23. Discriminant and logit analysis
24. Factor analysis
25. Cluster analysis
26. Multidimensional scaling and conjoint analysis
27. Structural equation modelling and path analysis
28. Communicating research findings
29. Business-to-business (b2b) marketing research
30. Research ethics

People also search:

Marketing Research 5th

What is step 5 in the marketing research process

What are the 5 C’s of marketing research

What are the 5 P’s of marketing research process

What are the 7 Cs of marketing research