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Marketing research : an applied orientation / Naresh K. Malhotra.

By: Material type: TextTextPublisher: Upper Saddle River, N.J. : Prentice Hall, 1996Edition: Second editionDescription: xxxiii, 890 pages : illustrations ; 26 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780131257337
Subject(s): DDC classification:
  • 658.83 MA.M 1996 G.C 23
LOC classification:
  • HF5415.2 .M29 1996
Contents:
Ch. 1. Introduction to Marketing Research -- Ch. 2. Defining the Marketing Research Problem and Developing an Approach -- Ch. 3. Research Design -- Ch. 4. Exploratory Research Design: Secondary Data -- Ch. 5. Exploratory Research Design: Qualitative Research -- Ch. 6. Descriptive Research Design: Survey and Observation -- Ch. 7. Causal Research Design: Experimentation -- Ch. 8. Measurement and Scaling: Fundamentals and Comparative Scaling -- Ch. 9. Measurement and Scaling: Noncomparative Scaling Techniques -- Ch. 10. Questionnaire and Form Design -- Ch. 11. Sampling: Design and Procedures -- Ch. 12. Sampling: Final and Initial Sample Size Determination -- Ch. 13. Field Work -- Ch. 14. Data Preparation -- Ch. 15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing -- Ch. 16. Analysis of Variance and Covariance -- Ch. 17. Correlation and Regression -- Ch. 18. Discriminant Analysis -- Ch. 19. Factor Analysis -- Ch. 20. Cluster Analysis. -- Ch. 21. Multidimensional Scaling and Conjoint Analysis -- Ch. 22. Report Preparation and Presentation -- Ch. 23. International Marketing Research -- Ch. 24. Ethics in Marketing Research.
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Item type Current library Collection Call number Status Date due Barcode
Books Books The Knowledge Hub Library Gift collections 658.83 MA.M 1996 G.C (Browse shelf(Opens below)) Available 191859

Donated by: Amira Shousha

Includes bibliographical references and indexes.

Ch. 1. Introduction to Marketing Research -- Ch. 2. Defining the Marketing Research Problem and Developing an Approach -- Ch. 3. Research Design -- Ch. 4. Exploratory Research Design: Secondary Data -- Ch. 5. Exploratory Research Design: Qualitative Research -- Ch. 6. Descriptive Research Design: Survey and Observation -- Ch. 7. Causal Research Design: Experimentation -- Ch. 8. Measurement and Scaling: Fundamentals and Comparative Scaling -- Ch. 9. Measurement and Scaling: Noncomparative Scaling Techniques -- Ch. 10. Questionnaire and Form Design -- Ch. 11. Sampling: Design and Procedures -- Ch. 12. Sampling: Final and Initial Sample Size Determination -- Ch. 13. Field Work -- Ch. 14. Data Preparation -- Ch. 15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing -- Ch. 16. Analysis of Variance and Covariance -- Ch. 17. Correlation and Regression -- Ch. 18. Discriminant Analysis -- Ch. 19. Factor Analysis -- Ch. 20. Cluster Analysis. -- Ch. 21. Multidimensional Scaling and Conjoint Analysis -- Ch. 22. Report Preparation and Presentation -- Ch. 23. International Marketing Research -- Ch. 24. Ethics in Marketing Research.

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