Basic Marketing Research

Basic Marketing Research


By (author) Naresh K. Malhotra

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  • Publisher: Pearson Education Limited
  • Format: Paperback | 676 pages
  • Dimensions: 214mm x 262mm x 24mm | 1,260g
  • Publication date: 1 August 2013
  • Publication City/Country: Harlow
  • ISBN 10: 1292020482
  • ISBN 13: 9781292020488
  • Edition statement: Pearson new international ed of 2nd revised ed
  • Illustrations note: Illustrations (colour)
  • Sales rank: 136,246

Product description

For undergraduate-level courses in Marketing Research. With a hands-on, do-it-yourself approach, Malhotra offers a contemporary focus on decision making, illustrating the interaction between marketing research decisions and marketing management decisions.

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Table of contents

Part 1: Introduction and Early Phases of Marketing Research Chapter 1 Introduction to Marketing Research Chapter 2 Defining the Marketing Research Problem and Developing an Approach Part 2: Research Design Formulation Chapter 3 Research Design Chapter 4 Exploratory Research Design: Secondary Data Chapter 5 Exploratory Research Design: Syndicated Sources of Secondary Data Chapter 6 Exploratory Research Design: Qualitative Research Chapter 7 Descriptive Research Design: Survey and Observation Chapter 8 Causal Research Design: Experimentation Chapter 9 Measurement and Scaling: Fundamentals and Comparative Scaling Chapter 10 Measurement and Scaling: Noncomparative Scaling Techniques Chapter 11 Questionnaire and Form Design Chapter 12 Sampling: Design and Procedures Chapter 13 Sampling: Final and Initial Sample-Size Determination Part 3: Data Collection, Analysis, and Reporting Chapter 14 Fieldwork: Data Collection Chapter 15 Data Preparation and Analysis Strategy Chapter 16 Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation Chapter 17 Data Analysis: Hypothesis Testing Related to Differences Chapter 18 Data Analysis: Correlation and Regression Chapter 19 Report Preparation and Presentation