Marketing Research

An Applied Approach

Naresh Malhotra, David F. Birks (Autoren)

Media-Kombination

864 Seiten

2006 | 3rd edition
FT Press
978-0-273-70689-2 (ISBN)

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Marketing Research

Naresh K. Malhotra, David F. Birks, Peter A. Wills

2012

Buch | Softcover

79, ⁹⁵ €

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In an industry undergoing changes, great opportunities are being created for Marketing Researchers to use their skills to solve the challenges of business environment. This work attempts to help you understand those challenges, build your talents and develop your own insights. It also includes a CD of the software applications SNAP and XSight.

This 3rd edition of Marketing Research: An Applied Approach forms a comprehensive, authoritative and thoroughly European introduction to applied marketing research and covers both quantitative and qualitative techniques in depth.

Marketing Research: An Applied Approach is aimed at students studying marketing research at undergraduate and postgraduate level.

Preface and guided tour

Publisher's acknowledgements

About the authors

1. Introduction to marketing research

2. Defining the marketing research problem and developing a research approach

3. Research design

4. Secondary data collection and analysis

5. Internal secondary data and the use of databases

6. Qualitative research: its nature and approaches

7. Qualitative research: focus group discussions

8. Qualitative research: depth interviewing and projective techniques

9. Qualittiave research: data analysis

10. Survey and quantitative observation techniques

11. Causal research design: experimentation

12. Measurement and scaling: fundamentals, comparative and non-comparative scaling

13. Questionnaire design

14. Sampling: design and procedures

15. Sampling: final and initial sample size determination

16. Survey fieldwork

17. Data preparation

18. Frequency distribution, cross-tabulation and hypothesis testing

19. Analysis of variance and covariance

20. Correlation and regression

21. Discriminant analysis

22. Factor analysis

23. Cluster analysis

24. Multidimensional scaling and conjoint analysis

25. Report preparation and presentation

26. International marketing research

27. Business-to-business (b2) marketing research

Appendix: Statistical tables

Glossary

Index

Erscheint lt. Verlag	28.12.2006
Sprache	englisch
Maße	265 x 194 mm
Gewicht	1592 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	0-273-70689-6 / 0273706896
ISBN-13	978-0-273-70689-2 / 9780273706892
Zustand	Neuware