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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
Database:WorldCat
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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: <P>    Introduction to marketing research<BR>1. Defining marketing research problems.<BR>2. The nature and development of a research design.<BR>3. Using secondary data from internal and external sources <BR>4. Qualitative research – its nature and approaches<BR>5. Qualitative techniques<BR>6. Qualitative data analysis<BR>7. Survey and quantitative observation techniques <BR>8. Measurements and scaling: fundamentals and techniques<BR>9. Questionnaire design<BR>10. Sampling: fundamentals and techniques<BR>11. Fieldwork and data preparation<BR>12. Frequency distributions, cross tabulation and hypothesis testing <BR>13. Report preparation and presentation<BR>14. International marketing research</P>
Responsibility: Naresh K. Malhotra, David F. Birks, Peter Wills.

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