Marketing research : an applied orientation

By: Malhotra, Naresh KMaterial type: TextTextPublication details: New Delhi: Pearson Education, 2004Edition: 4th editionDescription: xxix, [782] pages : illustrations ; 1 CD-ROM (4 3/4 in.)ISBN: 9780130337160; 0130337161 ; 9788129702562; 8129702568Subject(s): Marketing researchDDC classification: 658.83
Contents:
Ch. 1. Introduction to Marketing Research -- Ch. 2. Defining the Marketing Research Problem and Developing an Approach -- Ch. 3. Research Design -- Ch. 4. Exploratory Research Design: Secondary Data -- Ch. 5. Exploratory Research Design: Qualitative Research -- Ch. 6. Descriptive Research Design: Survey and Observation -- Ch. 7. Causal Research Design: Experimentation -- Ch. 8. Measurement and Scaling: Fundamentals and Comparative Scaling -- Ch. 9. Measurement and Scaling: Noncomparative Scaling Techniques -- Ch. 10. Questionnaire and Form Design -- Ch. 11. Sampling: Design and Procedures -- Ch. 12. Sampling: Final and Initial Sample Size Determination -- Ch. 13. Fieldwork -- Ch. 14. Data Preparation -- Ch. 15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing -- Ch. 16. Analysis of Variance and Covariance -- Ch. 17. Correlation and Regression -- Ch. 18. Discriminant Analysis -- Ch. 19. Factor Analysis -- Ch. 20. Cluster Analysis -- Ch. 21. Multidimensional Scaling and Conjoint Analysis -- Ch. 22. Report Preparation and Presentation -- Ch. 23. International Marketing Research --
Summary: For upper-level undergraduate and MBA courses in Marketing Research and Marketing Data Analysis. This graduate marketing research text presents a comprehensive look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material
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Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
Reference Books Reference Books Main Library
Reference 		Reference 658.83 MAL (Browse shelf(Opens below)) Available 009639
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Glossary & Index annexed

Ch. 1. Introduction to Marketing Research --
Ch. 2. Defining the Marketing Research Problem and Developing an Approach --
Ch. 3. Research Design --
Ch. 4. Exploratory Research Design: Secondary Data --
Ch. 5. Exploratory Research Design: Qualitative Research --
Ch. 6. Descriptive Research Design: Survey and Observation --
Ch. 7. Causal Research Design: Experimentation --
Ch. 8. Measurement and Scaling: Fundamentals and Comparative Scaling --
Ch. 9. Measurement and Scaling: Noncomparative Scaling Techniques --
Ch. 10. Questionnaire and Form Design --
Ch. 11. Sampling: Design and Procedures --
Ch. 12. Sampling: Final and Initial Sample Size Determination --
Ch. 13. Fieldwork --
Ch. 14. Data Preparation --
Ch. 15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing --
Ch. 16. Analysis of Variance and Covariance --
Ch. 17. Correlation and Regression --
Ch. 18. Discriminant Analysis --
Ch. 19. Factor Analysis --
Ch. 20. Cluster Analysis --
Ch. 21. Multidimensional Scaling and Conjoint Analysis --
Ch. 22. Report Preparation and Presentation --
Ch. 23. International Marketing Research --

For upper-level undergraduate and MBA courses in Marketing Research and Marketing Data Analysis. This graduate marketing research text presents a comprehensive look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material

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