01691nam a22001937a 4500 120521t xxu||||| |||| 00| 0 eng d 0273706896 HF5415.2.M291 Malhotra, Naresh K. Marketing research: an applied approach. / Naresh K. Malhotra and David F. Birks 3rd ed. England: Prentice Hall, c2007. xxi,835 p.: ill.; 26cm. Includes index Contents: 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. Marketing research. Birks, David F. lcc BK 935 8435 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2012-05-21 0 HF5415.2.M291 2229/12 2012-05-21 00:00:00 1 2012-05-21 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2012-05-21 0 HF5415.2.M2911 2230/12 2012-05-21 00:00:00 2 2012-05-21 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2012-05-21 0 HF5415.2.M2912 2231/12 2012-05-21 00:00:00 3 2012-05-21 BK