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

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.

1. INTRODUCTION TO MARKETING RESEARCH
2. DEFINING THE MARKETING RESEARCH PROBLEM AND DEVELOPING AN APPROACH

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

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

Customer Reviews : Marketing Research: An Applied Orientation, 5/e

Average Rating

5 Star

4 Star

3 Star

2 Star

1 Star

(0)

(1)

(0)

(0)

(0)

Have you used this product?

    

•   By Tajinder Singh Dhillon 02 Sep 2011
  Marketing Research malhotra

  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.

  Login to rate this review.   Permalink

Discussion : Marketing Research: An Applied Orientation, 5/e