Marketing Research

Marketing Research : An applied approach

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Description

Offering a clear explanation and discussion of concepts and valued for its comprehensive nature, the European version of this text is much valued for its wealth of European and International case material, which is why we see strong sales of this title in both the UK as well as Europe.show more

Product details

  • Paperback | 976 pages
  • 195 x 265 x 35mm | 1,782g
  • Pearson Education Limited
  • Harlow, United Kingdom
  • English
  • 5th edition
  • 1292103124
  • 9781292103129
  • 355,950

Table of contents

1. Introduction to marketing research 2. Defining the marketing research problem and developing a research approach 3. Research design 4. Secondary data collection and analysis 5. Internal secondary data and analytics 6. Qualitative research: its nature and approaches 7. Qualitative research: focus group discussions 8. Qualitative research: in-depth interviewing and projective techniques 9. Qualitative research: data analysis 10. Survey and quantitative observation techniques 11. Causal research design: experimentation 12. Measurement and scaling: fundamentals, comparative and non-comparative scaling 13. Questionnaire design 14. Sampling: design and procedures 15. Sampling: final and initial sample size determination 16. Survey fieldwork 17. Social Media research18. Mobile research19. Data integrity 20. Frequency distribution, cross-tabulation and hypothesis testing 21. Analysis of variance and covariance 22. Correlation and regression 23. Discriminant and logit analysis 24. Factor analysis 25. Cluster analysis 26. Multidimensional scaling and conjoint analysis 27. Structural equation modelling and path analysis 28. Communicating Research Findings 29. Business-to-business (b2b) marketing research 20. Research ethics Glossary Indexshow more

About Naresh K. Malhotra

Dr Naresh K Malhotra is Professor Emeritus, College of Management, Georgia Institute of Technology, USA. He has consulted for business, nonprofit and government organisations across the globe. In 2011 he received the Best Professor in Marketing Management, Asia Best B-School Award. Dr Dan Nunan is Lecturer in Marketing at Birkbeck, University of London, havingpreviously been a member of faculty at Henley Business School, University of Reading. Prior to his academic career Dan held senior marketing roles in the financial services andtechnology sectors. Dr David Birks is a Professor of Marketing at Winchester Business School, the University of Winchester, England. He teaches quantitative and qualitative marketing research and leads developments across the University in digital marketing research.show more

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104 ratings
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1 5% (5)
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