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Marketing research : an applied orientation

Author: Naresh K Malhotra
Publisher: Upper Saddle River, NJ : Pearson/Prentice Hall, ©2007.
Edition/Format:   Print book : CD for computer   Computer File : English : Fifth editionView all editions and formats
Summary:

For graduate and upper-level undergraduate courses in Marketing Research and Marketing Data Analysis.Marketing Research: An Applied Orientation, 5e allows students to actually experience the  Read more...

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Details

Material Type: Internet resource
Document Type: Book, Computer File, Internet Resource
All Authors / Contributors: Naresh K Malhotra
ISBN: 0132279460 9780132279468 0132221179 9780132221177 9780132086073 0132086077
OCLC Number: 65644357
Notes: "SPSS student version 14.0"--CD-ROM.
Description: 811 pages, 67 unnumbered pages : illustrations, map ; 29 cm + 1 CD-ROM (4 3/4 in.)
Contents: Pt. I. Introduction and Early Phases of Marketing Research --
Ch. 1. Introduction to Marketing Research --
Ch. 2. Defining the Marketing Research Problem --
Ch. 3. Developing an Approach to the Problem --
Practitioner Viewpoints --
Cases --
Pt. II. Research Design Formulation --
Ch. 4. Research Design --
Ch. 5. Exploratory Research Design: Secondary Data --
Ch. 6. Exploratory Research Design: Qualitative Research --
Ch. 7. Descriptive Research Design: Survey and Observation --
Ch. 8. Causal Research Design: Experimentation --
Ch. 9. Specifying the Information Needed --
Ch. 10. Measurement and Scaling: Fundamentals and Comparative Scaling --
Ch. 11. Measurement and Scaling: Noncomparative Scaling Techniques --
Ch. 12. Questionnaire and Form Design --
Ch. 13. Sampling: Design and Procedures --
Ch. 14. Sampling: Statistical Considerations --
Practitioner Viewpoints --
Cases --
Pt. III. Data Collection --
Ch. 15. Field Work --
Practitioner Viewpoints --
Cases --
Pt. IV. Data Preparation and Analysis --
Ch. 16. Data Preparation --
Ch. 17. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing --
Ch. 18. Analysis of Variance and Covariance --
Ch. 19. Correlation and Regression --
Ch. 20. Discriminant Analysis --
Ch. 21. Factor Analysis --
Ch. 22. Cluster Analysis --
Ch. 23. Multidimensional Scaling and Conjoint Analysis --
Practitioner Viewpoints --
Cases --
Pt. V. Communicating the Research Project --
Ch. 24. Report Preparation and Presentation --
Practitioner Viewpoints --
Cases --
Pt. VI. International Dimension --
Ch. 25. International Marketing Research --
Practitioner Viewpoints --
Cases.
Responsibility: Naresh K. Malhotra.
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