Marketing research : an applied approach /

• Malhotra, Naresh K.
• Birks, David F.

• Marketing research.

• Pearson Education

• 0273706896 :
• 9780273706892
• 140821220X (e-book)
• 9781408212202 (e-book)

• Accompanied by CD-ROM in pocket.
• Previous ed.: 2006.
• Includes bibliographical references and index.
• Preface and guided tourPublisher's acknowledgementsAbout the authors1. Introduction to marketing research2. Defining the marketing research problem and developing a research approach3. Research design4. Secondary data collection and analysis5. Internal secondary data and the use of databases6. Qualitative research: its nature and approaches7. Qualitative research: focus group discussions8. Qualitative research: depth interviewing and projective techniques9. Qualittiave research: data analysis10. Survey and quantitative observation techniques11. Causal research design: experimentation12. Measurement and scaling: fundamentals, comparative and non-comparative scaling13. Questionnaire design14. Sampling: design and procedures15. Sampling: final and initial sample size determination16. Survey fieldwork17. Data preparation18. Frequency distribution, cross-tabulation and hypothesis testing19. Analysis of variance and covariance20. Correlation and regression21. Discriminant analysis22. Factor analysis23. Cluster analysis24. Multidimensional scaling and conjoint analysis25. Report preparation and presentation26. International marketing research27. Business-to-business (b2) marketing researchAppendix: Statistical tablesGlossaryIndex.

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