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Marketing research : an applied orientation

Malhotra, Naresh K. Unknown Pearson Education, Inc. (London, 2010) (eng) English 9788131731819 Unknown 6th ed. MARKETING RESEARCH-COMPUTER NETWORKS; Unknown Marketing research is an integral part of marketing. It helps companies stay competitive and avoid the high costs of poor decisions based on unsound information. This book helps readers to master the skills of marketing research, from assessing information needs to providing management with relevant, accurate, reliable, valid and current information, and aiding marketing decision-making in the most effective way. The research process described in the text is not limited to marketing, but applies to any area of management. This book also provides students with the most extensive help available to learn SPSS and SAS.
Physical dimension
xxviii, 948 p. 28 cm. ill.
Summary / review / table of contents

1. Introduction To Marketing Research.
2. Defining The Marketing Research Problem And Developing An Approach.
II. RESEARCH DESIGN FORMULATION.
3. Research Design.
4. Exploratory Research Design: Secondary Data.
5. Exploratory Research Design: Qualitative Research.
6. Descriptive Research Design: Survey And Observation.
7. Causal Research Design: Experimentation.
8. Measurement And Scaling: Fundamentals And Comparative Scaling.
9. Measurement And Scaling: Noncomparative Scaling Techniques.
10. Questionnaire And Form Design.
11. Sampling: Design And Procedures.
12. Sampling: Final And Initial Sample Size Determination.
III. DATA COLLECTION, PREPARATION AND ANALYSIS.
13. Field Work.
14. Data Preparation.
15. Frequency Distribution, Cross-Tabulation, And Hypothesis Testing.
16. Analysis Of Variance And Covariance.
17. Correlation And Regression.
18. Discriminant Analysis.
19. Factor Analysis.
20. Cluster Analysis.
21. Multidimensional Scaling And Conjoint Analysis. I
V. COMMUNICATION, INTERNATIONAL AND ETHICAL DIMENSIONS WITH APPLICATIONS.
22. Report Preparation And Presentation.
23. International Marketing Research.
24. Ethics In Marketing Research.
Appendix Notes Indexes

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