Essentials of marketing research: a hands-on orientation. /
Naresh K. Malhotra.
- Harlow, England: Pearson, 2015.
- 432 p. : col. ill. ; 26 cm.
Includes bibliographical references and index.
Contents: 1. Introduction and early phase of marketing research: Introduction to marketing research -- Defining the marketing research problem and developing an approach -- 2. Research design formulation: Research design, secondary and syndicated data -- Qualitative research -- Survey and observation -- Experimental and casual research -- Measurement and scaling -- Questionnaire and form design -- Sampling design and procedures -- 3. Data collection, analysis, and reporting: Data collection and preparation -- Data analysis: frequency distribution, hypothesis testing, and cross tabulation -- Data analysis: Hypothesis testing and related to differences, correlation and regression -- Report preparation and presentation --