Description

Book Synopsis


Table of Contents
Brief Contents I. INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH
  1. Introduction to Marketing Research
  2. Defining the Marketing Research Problem and Developing an Approach
II. RESEARCH DESIGN FORMULATION
  1. Research Design, Secondary and Syndicated Data
  2. Qualitative Research
  3. Survey and Observation
  4. Experimentation and Causal Research
  5. Measurement and Scaling
  6. Questionnaire and Form Design
  7. Sampling Design and Procedures
III. DATA COLLECTION, ANALYSIS, AND REPORTING
  1. Data Collection and Preparation
  2. Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation
  3. Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression
  4. Report Preparation and Presentation

Essentials of Marketing Research

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    £249.95

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    Order before 4pm today for delivery by Tue 18 Aug 2026.

    A Paperback / softback by Naresh Malhotra

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      View other formats and editions of Essentials of Marketing Research by Naresh Malhotra

      Publisher: Pearson Education (US)
      Publication Date: Publication Date: 20/06/2014
      ISBN13: 9780137066735, 978-0137066735
      ISBN10: 0137066732
      Also in:
      Market research

      Description

      Book Synopsis


      Table of Contents
      Brief Contents I. INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH
      1. Introduction to Marketing Research
      2. Defining the Marketing Research Problem and Developing an Approach
      II. RESEARCH DESIGN FORMULATION
      1. Research Design, Secondary and Syndicated Data
      2. Qualitative Research
      3. Survey and Observation
      4. Experimentation and Causal Research
      5. Measurement and Scaling
      6. Questionnaire and Form Design
      7. Sampling Design and Procedures
      III. DATA COLLECTION, ANALYSIS, AND REPORTING
      1. Data Collection and Preparation
      2. Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation
      3. Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression
      4. Report Preparation and Presentation

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