| Description |
432 pages : color illustrations ; 28 cm |
| Series |
Always learning |
|
Always learning.
|
| Contents |
Part I: Introduction and early phases of marketing research -- 1. Introduction to marketing research -- 2. Defining the marketing research problem and developing an approach -- Part 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 -- Part 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 |
| Summary |
Essentials of Marketing Research: A Hands-On Orientation presents a concise overview of marketing research via a do-it-yourself approach that engages students. Building on the foundation of his successful previous titles, author Naresh Malhotra covers concepts at an elementary level, deemphasizing statistics and formulas. Sensitive to the needs of today's undergraduates, Malhotra integrates online and social media content, and provides current, contemporary examples that ground course material in the real world. |
| Notes |
"Authorized adaptation from the United States edition, entitled Essentials of Marketing Research: a Hands-On Orientation, 1st edition, ISBN 978-0-13-706673-5, by Naresh K. Malhotra, published by Pearson Education ©2015"--Title page verso |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Marketing research.
|
| ISBN |
1292060166 (paperback) |
|
9781292060163 (paperback) |
|
