Malhotra, Naresh K. <br/><br/>
Marketing research :  an applied orientation / 
Naresh K. Malhotra 
 - Seventh edition 
 - vii, 882 pages ;  colour, illustrations ;  28 cm 
<br/><br/> Includes index 
<br/><br/>PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH<br/>Introduction to Marketing Research<br/>Defining the Marketing Research Problem and Developing an Approach PART II: RESEARCH DESIGN FORMULATION<br/>Research Design<br/>Exploratory Research Design: Secondary and Syndicated Data<br/>Exploratory Research Design: Qualitative Research<br/>Descriptive Research Design: Survey and Observation<br/>Causal Research Design: Experimentation<br/>Measurement and Scaling: Fundamentals and Comparative Scaling<br/>Measurement and Scaling: Noncomparative Scaling Techniques<br/>Questionnaire and Form Design<br/>Sampling: Design and Procedures 
<br/><br/> For undergraduate and graduate courses in marketing research.<br/><br/>An applied and practical marketing research text<br/><br/>  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. 
<br/><br/><label>ISBN: </label>9781292265636 (paperback) 
<br/><br/><label>LCCN: </label>2009011023 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing research<br/>Marketing research--Methodology
<br/><br/><label>LC Class. No.: </label>HF5415.2  / M35