Basic Marketing Research 4th Edition, (Ebook PDF)

Basic Marketing Research 4th Edition, (Ebook PDF) – Digital Instant Dowload.

Product details:

• ISBN-10 ‏ : ‎ 0132544482
• ISBN-13 ‏ : ‎ 978-0132544481
• Author: Naresh Malhotra (Author)

Focusing on the interaction between marketing research decisions and marketing management decisions, Malhotra offers a highly contemporary review that enables readers to increase their SPSS and Excel skills.

Table contents:

Part 1: Introduction and Early Phases of Marketing Research

Chapter 1 Introduction to Marketing Research

Chapter 2 Defining the Marketing Research Problem and Developing an Approach

Part 2: Research Design Formulation

Chapter 3 Research Design

Chapter 4 Exploratory Research Design: Secondary Data

Chapter 5 Exploratory Research Design: Syndicated Sources of Secondary Data

Chapter 6 Exploratory Research Design: Qualitative Research

Chapter 7 Descriptive Research Design: Survey and Observation

Chapter 8 Causal Research Design: Experimentation

Chapter 9 Measurement and Scaling: Fundamentals and Comparative Scaling

Chapter 10 Measurement and Scaling: Noncomparative Scaling Techniques

Chapter 11 Questionnaire and Form Design

Chapter 12 Sampling: Design and Procedures

Chapter 13 Sampling: Final and Initial Sample-Size Determination

Part 3: Data Collection, Analysis, and Reporting

Chapter 14 Fieldwork: Data Collection

Chapter 15 Data Preparation and Analysis Strategy

Chapter 16 Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Chapter 17 Data Analysis: Hypothesis Testing Related to Differences

Chapter 18 Data Analysis: Correlation and Regression

Chapter 19 Report Preparation and Presentation