TY  - BOOK
AU  - Malhotra,Naresh K.
TI  - Basic marketing research: integration of social media 
SN  - 9780132570183
AV  - HF5415.2 .M29 2012
U1  - 658.8/3 23
PY  - 2012///
CY  - Boston
PB  - Pearson
KW  - Marketing research
N1  - Includes bibliographical references and index; Introduction and early phases of marketing research -- Introduction to marketing research -- Defining the marketing research problem and developing an approach -- Research design formulation -- Research design -- Exploratory research design : secondary data -- Exploratory research design : syndicated sources of 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 -- Data collection, analysis, and reporting -- Field work : data collection -- Data preparation and analysis strategy -- Data analysis : frequency distribution, hypothesis testing, and -- Cross-tabulation -- Data analysis : hypothesis testing related to differences -- Data analysis : correlation and regression -- Report preparation and presentation -- Running case -- Comprehensive critical thinking cases -- Comprehensive cases with questionnaires and real data -- Comprehensive brief harvard business school cases
ER  -