Basic marketing research : integration of social media / Naresh K. Malhotra.
Material type:
TextPublication details: Upper Saddle River, N.J. ; Harlow : Pearson, c2012.Edition: 4th edDescription: 672 p. : col. ill. ; 28 cmISBN: - 9780132570183 (pbk.)
- 0132570181 (pbk.)
- 658.83 MAL 23
Contents:
Introduction to marketing research -- Defining the marketing research problem and developing an approach -- Research design -- Exploratory research design: secondary data -- Exploratory research design: qualitative research -- Descriptive research design: survey and observation -- Causal research design: experimentation -- Measurement and scaling: fundamentals and comparative scaling -- Measurement and scaling: noncomparative scaling techniques -- Questionnaire and form design -- Sampling: design and procedures -- Sampling: final and initial sample-size determination -- Fieldwork: data collection -- Data preparation and anlysis strategy -- Data analyssis: frequency distribution, hypothesis testing, and cross-tabulation -- Data analysis: hypotheses testing related to differences -- Data analysis: correlation and regression -- Report preparation and presentation.
| Item type | Current library | Collection | Call number | Vol info | Copy number | Status | Date due | Barcode | Item reserves | |
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Seven Day Loan
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Windermere | Non-Fiction | 658.83 MAL (Browse shelf(Opens below)) | 1 | Available | P01839244 | ||||
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Staff Copy
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Windermere | Staff Copies | 658.83 MAL (Browse shelf(Opens below)) | 1 | Available | P01839233 | ||||
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Seven Day Loan
|
Windermere | Non-Fiction | 658.83 MAL (Browse shelf(Opens below)) | 1 | Available | P01839222 |
Total reserves: 0
Previous ed.: 2009.
"International edition."
Includes bibliographical references and index.