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Marketing research : an applied approach

Author: Naresh K Malhotra; David F Birks
Publisher: Harlow : Financial Times, Prentice Hall, 2000.
Series: Prentice Hall international editions.
Edition/Format:   Print book : CD for computer : Document   Computer File : English : European edView all editions and formats
Summary:

This package features coverage of design, data entry, basic statistical analysis, and data display facilities. There is emphasis on qualitative research, and the international and ethic aspects of  Read more...

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Material Type: Document, Internet resource
Document Type: Book, Computer File, Internet Resource
All Authors / Contributors: Naresh K Malhotra; David F Birks
ISBN: 0139229647 9780139229640
OCLC Number: 43460126
Notes: Includes CD-ROM in pocket.
Original 3rd ed. entitled: Marketing research : an applied orientation.
Description: xvi, 736 pages : illustrations, facsimiles, map, portrait ; 27 cm + 1 computer optical disc.
Contents: Preface and guided tour --
Publisher's acknowledgements --
About the authors --
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 the use of databases --
6. Qualitative research: its nature and approaches --
7. Qualitative research: focus group discussions --
8. Qualitative research: 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. Data preparation --
18. Frequency distribution, cross-tabulation and hypothesis testing --
19. Analysis of variance and covariance --
20. Correlation and regression --
21. Discriminant analysis --
22. Factor analysis --
23. Cluster analysis --
24. Multidimensional scaling and conjoint analysis --
25. Report preparation and presentation --
26. International marketing research --
Professional Perspectives --
App.: Statistical tables --
Glossary --
Index.
Series Title: Prentice Hall international editions.
Responsibility: Naresh Malhotra, David Birks.

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'This book shows much promise and might very well become the European marketing research handbook of the future. I believe every student of marketing research in Europe should obtain a copy of this Read more...

 
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