An edition of Basic marketing research
(2012)
Basic marketing research
integration of social media
4th ed.
by Naresh K. Malhotra
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Marketing research| Edition | Availability |
|---|---|
1
Basic marketing research: integration of social media
2012, Prentice Hall
in English
- 4th ed.
0132544482 9780132544481
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Book Details
Table of Contents
Introduction 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.
Edition Notes
Includes bibliographical references and index.
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| July 27, 2011 | Created by LC Bot | import new book |