Marketing research : an applied approach / Naresh K. Malhotra, Daniel Nunan, David F. Birks.
Material type: TextPublisher: New York : Pearson, [2017]Edition: Fifth EditionDescription: xvi, 957 pages : illustrations ; 27 cmContent type:- text
- unmediated
- volume
- 9781292103129
- 658.8/3 23
- HF5415.2 .M29 2017
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Text Books | UPM Female Campus Library FR | Business Administration College | 658.83 MNM (Browse shelf(Opens below)) | C.1 | Available | UPM0000003742 | ||
Text Books | UPM Female Campus Library FR | Business Administration College | 658.83 MNM (Browse shelf(Opens below)) | C.2 | Available | UPM0000003743 | ||
Text Books | UPM Female Campus Library FR | Business Administration College | 658.83 MNM (Browse shelf(Opens below)) | C.3 | Available | UPM0000003744 | ||
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658.802 CIE Entrepreneurial marketing : sustaining growth in all organisations | 658.802 HGM Marketing strategy and competitive positioning | 658.802 HGM Marketing strategy and competitive positioning | 658.83 MNM Marketing research : an applied approach / | 658.83 MNM Marketing research : an applied approach / | 658.8342 SLC Consumer behavior | 658.8342 SLC Consumer behavior |
Revised edition of Marketing research, 2012.
Includes bibliographical references and index.
Preface -- Publisher's acknowledgements -- About the authors -- Introduction to marketing research -- Defining the marketing research problem and developing a research approach -- Research design -- Secondary data collection and analysis -- Internal secondary data and analytics -- Qualitative research: its nature and approaches -- Qualitative research: focus group discussions -- Qualitative research: in-depth interviewing and projective techniques -- Qualitative research: data analysis -- Survey and quantitative observation techniques -- Causal research design : experimentation -- Measurement and scaling : fundamentals, comparative and non-comparative scaling -- Questionnaire design -- Sampling : design and procedures -- Sampling : final and initial sample size determination -- Survey fieldwork -- Social media research -- Mobile research -- Data integrity -- Frequency distribution, cross-tabulation and hypothesis testing -- Analysis of variance and covariance -- Correlation and regression -- Discriminant and logit analysis -- Factor analysis -- Cluster analysis -- Multidimensional scaling and conjoint analysis -- Structural equation modelling and path analysis -- Communicating research findings -- Business-to-business (b2b) marketing research -- Research ethics -- Glossary -- Index.
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