Malhotra, Naresh K., <br/><br/>
Marketing research :  an applied orientation / 
Naresh K. Malhotra. 
 - Second edition. 
 - xxxiii, 890 pages :  illustrations ;  26 cm. 
<br/><br/> Donated by: Amira Shousha 
<br/><br/>Includes bibliographical references and indexes. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9780131257337 
<br/><br/><label>LCCN: </label>95036703  
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing research.<br/>Marketing research--Methodology.
<br/><br/><label>LC Class. No.: </label>HF5415.2  / .M29 1996 
<br/><br/><label>Dewey Class. No.: </label>658.83 MA.M 1996 G.C