Marketing research : an applied orientation / Naresh K. Malhotra
Material type:![Text](https://unissa.edu.bn/e-fihrist/opac-tmpl/lib/famfamfam/BK.png)
- text
- unmediated
- volume
- 9781292265636 (paperback)
- HF5415.2 M35
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
General H (Social Sciences: Economic, Industries, Commerce, Finance, Sociology, Family, Society) Ground floor | Universiti Islam Sultan Sharif Ali Ground Floor (Gadong Campus) | HF5415.2 M35 2020 c.1 (Browse shelf(Opens below)) | 1 | Available | 1050069597 |
Includes index
PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH
Introduction to Marketing Research
Defining the Marketing Research Problem and Developing an Approach
PART II: RESEARCH DESIGN FORMULATION
Research Design
Exploratory Research Design: Secondary and Syndicated 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
For undergraduate and graduate courses in marketing research.
An applied and practical marketing research text
With a do-it-yourself, hands-on approach, Marketing Research: An Applied Orientation illustrates the interaction between marketing research decisions and marketing management decisions. This text uses a practical six-step framework for conducting marketing research, utilizing a variety of marketing companies to highlight qualitative and quantitative research strategies. The 7th Edition provides current, contemporary, and illustrative material sensitive to user needs. And with detailed emphasis on how to run the SPSS and SAS programs, marketing research students obtain the most extensive help available on this industry.
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