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Basic Marketing Research

Pearson New International Edition

AvNaresh Malhotra

Häftad, Engelska, 2013

1 005 kr

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Beskrivning

For undergraduate-level courses in Marketing Research.
With a hands-on, do-it-yourself approach, Malhotra offers a contemporary focus on decision making, illustrating the interaction between marketing research decisions and marketing management decisions.

Produktinformation

Utgivningsdatum:2013-08-08
Mått:216 x 280 x 26 mm
Vikt:1 340 g
Format:Häftad
Språk:Engelska
Antal sidor:676
Upplaga:4
Förlag:Pearson Education
ISBN:9781292020488

Utforska kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

Innehållsförteckning

Part 1: Introduction and Early Phases of Marketing Research Chapter 1 Introduction to Marketing Research Chapter 2 Defining the Marketing Research Problem and Developing an Approach Part 2: Research Design Formulation Chapter 3 Research Design Chapter 4 Exploratory Research Design: Secondary Data Chapter 5 Exploratory Research Design: Syndicated Sources of Secondary Data Chapter 6 Exploratory Research Design: Qualitative Research Chapter 7 Descriptive Research Design: Survey and Observation Chapter 8 Causal Research Design: Experimentation Chapter 9 Measurement and Scaling: Fundamentals and Comparative Scaling Chapter 10 Measurement and Scaling: Noncomparative Scaling Techniques Chapter 11 Questionnaire and Form Design Chapter 12 Sampling: Design and Procedures Chapter 13 Sampling: Final and Initial Sample-Size Determination Part 3: Data Collection, Analysis, and Reporting Chapter 14 Fieldwork: Data Collection Chapter 15 Data Preparation and Analysis Strategy Chapter 16 Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation Chapter 17 Data Analysis: Hypothesis Testing Related to Differences Chapter 18 Data Analysis: Correlation and Regression Chapter 19 Report Preparation and Presentation