Essentials of Marketing Research: A Hands On Orientation 1st Edition, (Ebook PDF)

Essentials of Marketing Research: A Hands On Orientation 1st Edition, (Ebook PDF) – Digital Instant Dowload.

Product details:

• ISBN:0137066732
• ISBN-13:9780137066735
• Author: Naresh K. Malhotra

Essentials of Marketing Research: A Hands-On Orientation presents a concise overview of marketing research via a do-it-yourself approach that engages students. Building on the foundation of his successful previous titles– Basic Marketing Research: Integration of Social Media and Marketing Research: An Applied Orientation–author Naresh Malhotra covers concepts at an elementary level, deemphasizing statistics and formulas. Sensitive to the needs of today’s undergraduates, Malhotra integrates online and social media content, and provides current, contemporary examples that ground course material in the real world.

Table contents:

Chapter 1 Introduction to Marketing Research

Chapter 2 Defining the Marketing Research Problem and Developing an Approach

Chapter 3 Research Design, Secondary and Syndicated Data

Chapter 4 Qualitative Research

Chapter 5 Survey and Observation

Chapter 6 Experimentation and Causal Research

Chapter 7 Measurement and Scaling

Chapter 8 Questionnaire and Form Design

Chapter 9 Sampling Design and Procedures

Chapter 10 Data Collection and Preparation

Chapter 11 Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Chapter 12 Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

Chapter 13 Report Preparation and Presentation