Marketing Research: An Applied Orientation 7TH edition Global Edition

Marketing Research: An Applied Orientation 7TH edition Global Edition – Ebook Instant Download/Delivery ISBN(s): 9781292265636,1292265639

Product details:

• ISBN 10:1292265639
• ISBN 13:9781292265636
• Author: Naresh K. Malhotra

Table contents:

PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH

1. Introduction to Marketing Research

2. Defining the Marketing Research Problem and Developing an Approach

 

PART II: RESEARCH DESIGN FORMULATION

3. Research Design

4. Exploratory Research Design: Secondary and Syndicated Data

5. Exploratory Research Design: Qualitative Research

6. Descriptive Research Design: Survey and Observation

7. Causal Research Design: Experimentation

8. Measurement and Scaling: Fundamentals and Comparative Scaling

9. Measurement and Scaling: Noncomparative Scaling Techniques

10. Questionnaire and Form Design

11. Sampling: Design and Procedures

12. Sampling: Final and Initial Sample Size Determination

 

PART III: DATA COLLECTION, PREPARATION, ANALYSIS, AND REPORTING

13. Fieldwork

14. Data Preparation

15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing

16. Analysis of Variance and Covariance

17. Correlation and Regression

18. Discriminant and Logit Analysis

19. Factor Analysis

20. Cluster Analysis

21. Multidimensional Scaling and Conjoint Analysis

22. Structural Equation Modeling and Path Analysis

23. Report Preparation and Presentation

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