Description

Book Synopsis


Table of 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
3. Research Design, Secondary and Syndicated Data
4. Qualitative Research
5. Survey and Observation
6. Experimentation and Causal Research
7. Measurement and Scaling
8. Questionnaire and Form Design
9. Sampling Design and Procedures

III. DATA COLLECTION, ANALYSIS, AND REPORTING
10. Data Collection and Preparation
11. Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation
12. Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression
13. Report Preparation and Presentation

Essentials of Marketing Research Global Edition

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    A Paperback by Naresh K. Malhotra, David Birks, Peter Wills

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      Book details

      Publisher Pearson Education
      Published 6/26/2014 12:00:00 AM
      ISBN-13 9781292060163
      978-1292060163
      ISBN-10 1292060166
      Also in:
      Business, Finance & Law Market research

      Description

      Book Synopsis


      Table of 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
      3. Research Design, Secondary and Syndicated Data
      4. Qualitative Research
      5. Survey and Observation
      6. Experimentation and Causal Research
      7. Measurement and Scaling
      8. Questionnaire and Form Design
      9. Sampling Design and Procedures

      III. DATA COLLECTION, ANALYSIS, AND REPORTING
      10. Data Collection and Preparation
      11. Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation
      12. Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression
      13. Report Preparation and Presentation

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