Marketing Research: An Applied Orientation – Ebook PDF Instant Delivery – ISBN(s): 9781292265636,1292265639
Product details:
- ISBN-10 : 0136085431
- ISBN-13 : 978-0136085430
- Author: Naresh K Malhotra
Marketing Research: An Applied Orientation takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions. This text is comprehensive, practical, and presents balanced coverage of both qualitative and quantitative material.
Table contents:
- Introduction to Marketing Research
- Defining the Marketing Research Problem and Developing an Approach
- Research Design
- Exploratory Research Design: Secondary and Syndicated Data
- Exploratory Research Design: Qualitative Research
- Descriptive Research Design: Survey and Observation
- Causal Research Design: Experimentation
- Measurement and Scaling: Fundamentals and Comparative Scaling
- Measurement and Scaling: Noncomparative Scaling Techniques
- Questionnaire and Form Design
- Sampling: Design and Procedures
- Sampling: Final and Initial Sample Size Determination
- Fieldwork
- Data Preparation
- Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
- Analysis of Variance and Covariance
- Correlation and Regression
- Discriminant and Logit Analysis
- Factor Analysis
- Cluster Analysis
- Multidimensional Scaling and Conjoint Analysis
- Structural Equation Modeling and Path Analysis
- Report Preparation and Presentation
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