Basic marketing research : integration of social media / Naresh K. Malhotra.
Material type: TextPublication details: Boston : Pearson, c2012. Edition: 4th edDescription: 672 p. : col. ill. ; 29 cmISBN: 9780132570183; 0132544482 (hardcover : alk. paper)Subject(s): Marketing researchDDC classification: 658.8/3 LOC classification: HF5415.2 | .M29 2012Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
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AAMUSTED Books | AAMUSTED LIBRARY, KUMASI Lending Book Shelf | HF5415.2 .M29 2012 (Browse shelf(Opens below)) | 1 | Available | 0000003907 | |
AAMUSTED Books | AAMUSTED LIBRARY, KUMASI Lending Book Shelf | HF5415.2 .M29 2012 (Browse shelf(Opens below)) | 2 | Available | 0000003909 | |
AAMUSTED Books | AAMUSTED LIBRARY, KUMASI Lending Book Shelf | HF5415.2 .M29 2012 (Browse shelf(Opens below)) | 3 | Available | 0000003910 | |
AAMUSTED Books | AAMUSTED LIBRARY, KUMASI Reference | HF5415.2 .M29 2012 (Browse shelf(Opens below)) | 4 | Available (Restricted Access) | 0000013473 | |
AAMUSTED Books | AAMUSTED LIBRARY, KUMASI Lending Book Shelf | HF5415.2 .M29 2012 (Browse shelf(Opens below)) | 5 | Available | 0000003908 |
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.
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