Marketing Research: An Applied Orientation, 5/e (Paperback)

By 

Naresh K Malhotra

  (Author),

Satyabhushan Dash

  (Author)
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Marketing Research: An Applied Orientation, 5/e Book Description

The global leader because it presents a comprehensive look at the principles and practices of marketing research from a manager's perspective.


PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH
  1. INTRODUCTION TO MARKETING RESEARCH
  2. DEFINING THE MARKETING RESEARCH PROBLEM AND DEVELOPING AN APPROACH
PART II: RESEARCH DESIGN FORMULATION
  1. RESEARCH DESIGN
  2. EXPLORATORY RESEARCH DESIGN: SECONDARY DATA
  3. EXPLORATORY RESEARCH DESIGN: QUALITATIVE RESEARCH
  4. DESCRIPTIVE RESEARCH DESIGN: SURVEY AND OBSERVATION
  5. CAUSAL RESEARCH DESIGN: EXPERIMENTATION
  6. MEASUREMENT AND SCALING: FUNDAMENTALS AND COMPARATIVE SCALING
  7. MEASUREMENT AND SCALING: NONCOMPARATIVE SCALING TECHNIQUES
  8. QUESTIONNAIRE AND FORM DESIGN
  9. SAMPLING: DESIGN AND PROCEDURES
  10. SAMPLING: FINAL AND INITIAL SAMPLE SIZE DETERMINATION
PART III: DATA COLLECTION, PREPARATION, ANALYSIS AND REPORTING
  1. FIELD WORK
  2. DATA PREPARATION
  3. FREQUENCY DISTRIBUTION, CROSS-TABULATION, AND HYPOTHESIS TESTING
  4. ANALYSIS OF VARIANCE AND COVARIANCE
  5. CORRELATION AND REGRESSION
  6. DISCRIMINANT AND LOGIT ANALYSIS
  7. FACTOR ANALYSIS
  8. CLUSTER ANALYSIS
  9. MULTIDIMENSIONAL SCALING AND CONJOINTANALYSIS
  10. REPORT PREPARATION AND PRESENTATION
  11. INTERNATIONAL MARKETING RESEARCH

Book Details


Title: Marketing Research: An Applied Orientation, 5/e
Publisher: Pearson
Author: Naresh K Malhotra, Satyabhushan Dash
Edition: Paperback
Edition Number: 5
EAN:

9788131723173

No. of Pages: 960
Deliverable Countries: This product ships to India, Sri Lanka.

Marketing Research: An Applied Orientation, 5/e Review

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By Tajinder Singh Dhillon, 2011-09-02 16:30:17.0

Very good book and available at very less price at infibeam. I bought it at Rs 436 but nw it available at 385. So infibeam should provide me credit on next purchase. Good dealing as wel as book, try to deliver early.

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