000			02890nam a2200385 4500
005			20220804091716.0
008			220804b nyu||||| |||| 00| 0 eng d
020			_a9781292103129 _qpaperback
020			_a1292103124 _qpaperback
020			_a9781292103150 _cPDF
020			_a9781292211329 _cePub
040			_aEG-CaTKH _beng _cEG-CaTKH _erda
050	0	0	_aHF5415.2 _bM29 2017
082	0	0	_a658.83 MA.M 2017 _223
100	1		_aMalhotra, Naresh K., _eauthor.
245	1	0	_aMarketing research : _ban applied approach / _cNaresh K. Malhotra, Daniel Nunan, David F. Birks.
250			_aFifth edition.
264		1	_aNew York : _bPearson, _c2017.
300			_axvi, 957 pages : _bcolored illustrations ; _c27 cm.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
500			_aRevised edition of Marketing research, 2012.
504			_aIncludes bibliographical references and index.
505			_aPreface -- 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.
520			_aThis 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.
650		6	_aMarketing research.
650		6	_aMethodology.
650		7	_aMarketing research.
700	1		_aNunan, Daniel, _eauthor.
700	1		_aBirks, David F., _eauthor.
942			_2ddc _cBK
998			_aYomna Nassar _bP _d20220804
998			_amona.romia _bR _d20220804
999			_c1084 _d1084