Download Ebook Marketing Research: An Applied Orientation (6th Edition) By Naresh K Malhotra
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Marketing Research: An Applied Orientation (6th Edition) By Naresh K Malhotra
Download Ebook Marketing Research: An Applied Orientation (6th Edition) By Naresh K Malhotra
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- Amazon Sales Rank: #85292 in Books
- Published on: 2009-07-17
- Original language: English
- Number of items: 1
- Dimensions: 11.00" h x 1.50" w x 8.70" l, 4.60 pounds
- Binding: Hardcover
- 936 pages
From the Back Cover Marketing Research: An Applied Orientationtakes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions.Introduction to Marketing Research; Defining the Marketing Research Problem and Developing an Approach; Research Design; Exploratory Research Design: 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; Field Work; Data Preparation; Frequency Distribution, Cross-tabulation, and Hypothesis Testing; Analysis of Variance and Covariance; Correlation and Regression; Discriminant and Logit Analysis; Factor Analysis; Cluster Analysis; Multidimensional Scaling and Conjoint Analysis; Structural Equation Modeling and Path Analysis; Report Preparation and Presentation; International Marketing ResearchThe comprehensive, practical, and balanced coverage presented in this text is ideal for readers that want an in-depth understanding of market research.
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