01641nam a22001697a 4500008004100000020001500041050001800056100002400074245008600098250001200184260003700196300003000233500001900263505114500282650002401427700002001451120521t        xxu||||| |||| 00| 0 eng d  a0273706896  aHF5415.2.M291  aMalhotra, Naresh K.  aMarketing research: an applied approach. /cNaresh K. Malhotra and David F. Birks  a3rd ed.  aEngland:bPrentice Hall,cc2007.  axxi,835 p.:bill.;c26cm.  aIncludes index  aContents: 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 the use of databases -- Qualitative research: its nature and approaches -- Qualitative research: focus groups -- Qualitative research: in-depth interviewing and projective techniques -- Qualitative research: data analysis -- Survey and qualitative observation techniques -- Causal research design: experimentation -- Measurement and scaling: fundamentals, comparative and non-comparative scaling -- Questionaire design -- Sampling: design and procedures -- Sampling: final and initial sample size determination -- Survey fieldwork -- Data preparation -- Frequency distribution, cross-tabulation and hypothesis testing -- Analysis of variance and covariance -- Identifying relationships -- Discriminant analysis -- Factor analysis -- Cluster analysis -- Multidimensional scaling and conjoint analysis -- Report preparation and presentation -- International marketing  research -- Business-to-business (b2b) marketing research.  bMarketing research.  aBirks, David F.