01647nam a22001697a 4500008004100000020001500041050001700056100002400073245008500097250001200182260003600194300003100230500001900261505115400280650002301434700002001457120521t        xxu||||| |||| 00| 0 eng d  a0273693504  aHF5415.2.M29  aMalhotra, Naresh K.  aMarketing research:an applied approach. /cNaresh K. Malhotra and David F. Birks  a2nd ed.  aLondon:bPrentice Hall,cc2005.  axviii,753 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 group discussions -- Qualitative research: depth interviewing and projective techniques -- Qualitative research data analysis -- Survey and quantitative observation techniques -- Causal research design: experimentation -- Measurement and scaling: fundamentals, comparative and non-comparative scaling -- Questionnaire 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 -- Correlation and regression -- 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.