AuthorMalhotra, Naresh K.
TitleBasic marketing research : a decision-making approach / Naresh K. Malhotra, Mark Peterson
Imprint Upper Saddle River, NJ : Pearson Education International, c2006
Edition 2nd ed.
Descript xl, 631 p. : col. ill. ; 29 cm.+ 1 computer optical disc (4 3/4 in.)


Introduction to marketing research -- Defining the marketing research problem and developing an approach -- Research design -- Exploratory research design: Secondary data -- Exploratory research design: Syndicated sources of secondary data -- Exploratory research design: Qualitative research -- Descriptive 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 intial sample size determination -- Field work: data collection -- Data preparation and analysis strategy -- Data analysis: Frequency distribution, hypothesis testing, and cross-tabulation -- Data analysis: hypothesis testing related to differences -- Data analysis: Correlation and regression -- Report preparation and presentation

Marketing research

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