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Essentials of marketing research

Author: Naresh K Malhotra; David F Birks; Peter Wills
Publisher: Harlow, England : Pearson, 2013.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
This book offers all the authority of Naresh Malhotra's best-selling 'Marketing Research' title combined with lots of European examples and a clear focus on helping students to understand how to diagnose and direct research questions that will support marketing decision making. Beyond this, students will get an appreciation of what good research design means. Secondary and primary data collection techniques;  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Naresh K Malhotra; David F Birks; Peter Wills
ISBN: 9780273724339 0273724339 9781299405943 1299405940
OCLC Number: 824182293
Description: pages cm
Contents: Introduction to marketing research1. Defining marketing research problems.2. The nature and development of a research design.3. Using secondary data from internal and external sources 4. Qualitative research its nature and approaches5. Qualitative techniques6. Qualitative data analysis7. Survey and quantitative observation techniques 8. Measurements and scaling: fundamentals and techniques9. Questionnaire design10. Sampling: fundamentals and techniques11. Fieldwork and data preparation12. Frequency distributions, cross tabulation and hypothesis testing 13. Report preparation and presentation14. International marketing research
Responsibility: Naresh K. Malhotra, David F. Birks, Peter Wills.

Abstract:

This book offers all the authority of Naresh Malhotra's best-selling 'Marketing Research' title combined with lots of European examples and a clear focus on helping students to understand how to diagnose and direct research questions that will support marketing decision making. Beyond this, students will get an appreciation of what good research design means. Secondary and primary data collection techniques; qualitative and quantitative methods and forms of analysis; and conveying the insights from research findings will give students a clear view of how to make marketing research work.

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