Basic marketing research : a decision-making approach /
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| Author / Creator: | Malhotra, Naresh K. |
|---|---|
| Edition: | 2nd ed. |
| Imprint: | Upper Saddle River, NJ : Pearson/Prentice Hall, 2006. |
| Description: | xl, 631 p. : col. ill. ; 29 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/6420306 |
Table of Contents:
- Part I. Introduction and Early Phases of Marketing Research
- 1. Introduction to Marketing Research
- 2. Defining the Marketing Research Problem and Developing an Approach Cases for Part I Video Cases for Part I
- Part II. Research Design Formulation
- 3. Research Design
- 4. Exploratory Research Design: Secondary Data
- 5. Exploratory Research Design: Syndicated Sources of Secondary Data
- 6. Exploratory Research Design: Qualitative Research
- 7. Descriptive Research Design: Survey and Observation
- 8. Causal Research Design: Experimentation
- 9. Measurement and Scaling: Fundamentals and Comparative Scaling
- 10. Measurement and Scaling: Noncomparative Techniques
- 11. Questionnaire and form Design
- 12. Sampling: Design and Procedures
- 13. Sampling: Final and Initial Sample Size Determination Cases for Part II Video Cases for Part II
- Part III. Data Collection, Analysis and Reporting
- 14. Field Work: Data Collection
- 15. Data Preparation and Analysis Strategy
- 16. Data Analysis: Frequency Distribution, Hypothesis Testing and Cross-Tabulations
- 17. Data Analysis: Hypothesis Testing Related to Differences
- 18. Data Analysis: Correlation and Regression
- 19. Report Preparation and Presentation Cases for Part III with External Data Cases for Part III without External Data Video Cases for Part III
- Part IV. Comprehensive Cases and Video Cases Comprehensive Cases with External Data Comprehensive Video Cases