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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£212.33

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Order before 4pm today for delivery by Thu 29 Jan 2026.

A Paperback / softback by Naresh Malhotra

15 in stock


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

    Publisher: Pearson Education (US)
    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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