TY  - BOOK
AU  - Malhotra,Naresh K.
AU  - Nunan,Daniel
AU  - Birks,David F.
TI  - Marketing research : : an applied approach 
SN  - 9781292103129
AV  - HF5415.2  M29 2017
U1  - 658.83 MA.M 2017 23
PY  - 2017///
CY  - New York
PB  - Pearson
KW  - Marketing research.	
KW  - Methodology
KW  - Marketing research
N1  - Revised edition of Marketing research, 2012; Includes bibliographical references and index; Preface -- Publisher's acknowledgements -- About the authors -- Introduction to marketing research -- Defining the marketing research problem and developing a research approach -- Research design -- Secondary data collection and analysis -- Internal secondary data and analytics -- Qualitative research: its nature and approaches -- Qualitative research: focus group discussions -- Qualitative research: in-depth interviewing and projective techniques -- Qualitative research: data analysis -- Survey and quantitative observation techniques -- Causal research design : experimentation -- Measurement and scaling : fundamentals, comparative and non-comparative scaling -- Questionnaire design -- Sampling : design and procedures -- Sampling : final and initial sample size determination -- Survey fieldwork -- Social media research -- Mobile research -- Data integrity -- 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 modelling and path analysis -- Communicating research findings -- Business-to-business (b2b) marketing research -- Research ethics -- Glossary -- Index
N2  - This text 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 market research users, it reflects current trends in international marketing, ethics, and the continuing integration of technology
ER  -