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    Basic Marketing Research (Paperback) By (author) Naresh K. Malhotra

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    DescriptionFor 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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    Title
    Basic Marketing Research
    Authors and contributors
    By (author) Naresh K. Malhotra
    Physical properties
    Format: Paperback
    Number of pages: 688
    Width: 214 mm
    Height: 262 mm
    Thickness: 24 mm
    Weight: 1,260 g
    ISBN
    ISBN 13: 9781292020488
    ISBN 10: 1292020482
    Classifications

    BIC E4L: BUS
    Nielsen BookScan Product Class 3: S4.0T
    BIC subject category V2: KJSM
    BISAC V2.8: BUS043060
    DC23: 658.83
    Thema V1.0: KJSM
    Edition
    4, Revised
    Edition statement
    Pearson New International Edition
    Illustrations note
    Illustrations (colour)
    Publisher
    Pearson Education Limited
    Imprint name
    Pearson Education Limited
    Publication date
    01 August 2013
    Publication City/Country
    Harlow
    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