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Marketing Research: An Applied Orientation (6th Edition)By Naresh K Malhotra
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For undergraduate and graduate marketing research courses. Experience the Interaction Between Marketing Research and Marketing Decision-Making Marketing Research: An Applied Orientation takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions. This text is comprehensive, practical, and presents balanced coverage of both qualitative and quantitative material. The S ixth Edition is even more current, contemporary, illustrative, and sensitive to user needs.
- Amazon Sales Rank: #85292 in Books
- Published on: 2009-07-17
- Original language: English
- Number of items: 1
- Dimensions: 11.00" h x 1.50" w x 8.70" l, 4.60 pounds
- Binding: Hardcover
- 936 pages
From the Back Cover Marketing Research: An Applied Orientationtakes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions.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; Field Work; Data Preparation; Frequency Distribution, Cross-tabulation, and Hypothesis Testing; Analysis of Variance and Covariance; Correlation and Regression; Discriminant and Logit Analysis; Factor Analysis; Cluster Analysis; Multidimensional Scaling and Conjoint Analysis; Structural Equation Modeling and Path Analysis; Report Preparation and Presentation; International Marketing ResearchThe comprehensive, practical, and balanced coverage presented in this text is ideal for readers that want an in-depth understanding of market research.
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