Malhotra, Naresh K. creator text bibliography txu Harlow, England Pearson 2015 1999 monographic eng

print

432 p. : col. ill. ; 26 cm. 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 -- Naresh K. Malhotra. Includes bibliographical references and index. Marketing research HF5415.2.M29 9781292060163 1292060166 DLC 980708 20211123154746.0 4509961