MARC Record from Library of Congress

LEADER: 01974nam a22002538a 4500
001 2011019806
003 DLC
005 20110512131557.0
008 110512s2012 nju b 001 0 eng
010 $a 2011019806
020 $a9780132544481 (hardcover : alk. paper)
040 $aDLC$cDLC
042 $apcc
050 00 $aHF5415.2$b.M288 2012
082 00 $a658.8/3$223
100 1 $aMalhotra, Naresh K.
245 10 $aBasic marketing research :$ba decision-making approach /$cNaresh K. Malhotra.
250 $a4th ed.
260 $aUpper Saddle River :$bPrentice Hall,$cc2012.
263 $a1107
300 $ap. cm.
504 $aIncludes bibliographical references and index.
505 0 $aIntroduction and early phases of marketing research -- Introduction to marketing research -- Defining the marketing research problem and developing an approach -- Research design formulation -- Research design -- Exploratory research design : secondary data -- Exploratory research design : syndicated sources of secondary data -- Exploratory research design : qualitative research -- Descriptive research design : survey and observation -- Causal research design : experimentation -- Measurement and scaling : fundamentals and comparative scaling -- Measurement and scaling : noncomparative scaling techniques -- Questionnaire and form design -- Sampling : design and procedures -- Sampling : final and initial sample size determination -- Data collection, analysis, and reporting -- Field work : data collection -- Data preparation and analysis strategy -- Data analysis : frequency distribution, hypothesis testing, and -- Cross-tabulation -- Data analysis : hypothesis testing related to differences -- Data analysis : correlation and regression -- Report preparation and presentation -- Running case -- Comprehensive critical thinking cases -- Comprehensive cases with questionnaires and real data -- Comprehensive brief harvard business school cases.
650 0 $aMarketing research.