Essentials of Marketing Research, Global Edition

Name: Essentials of Marketing Research, Global Edition
Author: Naresh Malhotra

Paperback Engels 2014 9781292060163

99,34

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Samenvatting

For courses in Marketing Research at two- and four-year colleges and universities
An engaging, do-it-yourself approach to marketing research
Essentials of Marketing Research: A Hands-On Orientation presents a concise overview of marketing research via a do-it-yourself approach that engages students. Building on the foundation of his successful previous titles–Basic Marketing Research: Integration of Social Media and Marketing Research: An Applied Orientation–author Naresh Malhotra covers concepts at an elementary level, deemphasizing statistics and formulas. Sensitive to the needs of today’s undergraduates, Malhotra integrates online and social media content, and provides current, contemporary examples that ground course material in the real world.

Specificaties

ISBN13:9781292060163

Taal:Engels

Bindwijze:Paperback

Uitgever:Pearson Education

Hoofdrubriek:Marketing, Marketing

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Inhoudsopgave

I. INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH 1. Introduction to Marketing Research 2. Defining the Marketing Research Problem and Developing an Approach II. RESEARCH DESIGN FORMULATION 3. Research Design, Secondary and Syndicated Data 4. Qualitative Research 5. Survey and Observation 6. Experimentation and Causal Research 7. Measurement and Scaling 8. Questionnaire and Form Design 9. Sampling Design and Procedures III. DATA COLLECTION, ANALYSIS, AND REPORTING 10. Data Collection and Preparation 11. Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation 12. Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression 13. Report Preparation and Presentation