Marketing research : an applied orientation / Naresh K. Malhotra.
Material type: TextPublication details: Upper Saddle River, N.J. : Prentice Hall ; London : Prentice-Hall International (UK), c1996.Edition: 2nd edDescription: xxxiii,890p. : ill. ; 26cmISBN:- 9780131257337 :
- 9780132428019
- 0131257331
- 0132428016
- 658.83 MAL
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.83 MAL (Browse shelf(Opens below)) | 1 | Available | 00210833 | ||
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.83 MAL (Browse shelf(Opens below)) | 1 | Available | 103750 |
Previous ed.: c1993.
Includes bibliographical references and index.
Part I: Introduction and early phases of marketing research -- 2.Defining the marketing research problem and developing an approach -- Part II: Research design formualtion -- 4.Exploratory research design: secondary data -- 5.Exploratory research design: qualitative research -- 6.Descriptive research design: survey and observation -- 7.Casual research design: experimentation -- 8.Measurement and scaling: fundamentals and comparative scaling -- 9.Measurement and scaling: noncomparative scaling techniques -- 10.Questionnaire and form design -- 12.Sampling: design and procedures -- 12.Sampling: final and initial sample size determination -- Part III: Data collection -- 13.Field work -- Part IV.Data preparation and analysis -- 14.Data preparation -- 15.Frequency distribution , cross-tabulation and hypothesis testing
Presents a look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of marketing research users, the book reflects current trends in international marketing.