| 000 | 02456cam a22003494i 4500 | ||
|---|---|---|---|
| 001 | 15671418 | ||
| 003 | UNISSA | ||
| 005 | 20240502153049.0 | ||
| 008 | 090324s2010 nju b 001 0 eng | ||
| 010 | _a 2009011023 | ||
| 020 | _a9781292265636 (paperback) | ||
| 040 |
_aDLC _cUNISSA _dUNISSA _beng _erda |
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| 050 | 0 | 0 |
_aHF5415.2 _bM35 |
| 100 | 1 |
_aMalhotra, Naresh K. _eauthor |
|
| 245 | 1 | 0 |
_aMarketing research : _ban applied orientation / _cNaresh K. Malhotra |
| 250 | _aSeventh edition | ||
| 264 |
_aUpper Saddle River, NJ : _bPearson, _c2020 |
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| 264 | _c©2020 | ||
| 300 |
_avii, 882 pages ; _c28 cm _bcolour, illustrations ; |
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| 336 |
_2rdacontent _atext |
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| 337 |
_2rdamedia _aunmediated |
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| 338 |
_2rdacarrier _avolume |
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| 500 | _aIncludes index | ||
| 505 | _aPART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH Introduction to Marketing Research Defining the Marketing Research Problem and Developing an Approach | ||
| 505 | _aPART 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 | ||
| 520 |
_aFor undergraduate and graduate courses in marketing research.
An applied and practical marketing research text
_bWith 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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| 650 | 0 | _aMarketing research | |
| 650 | 0 |
_aMarketing research _xMethodology |
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| 906 |
_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg |
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| 942 |
_2lcc _cH-HX |
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| 999 |
_c35967 _d35967 |
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