Malhotra, Naresh K. creator Birks, David F. text xxu London Prentice Hall c2005 2nd ed. monographic eng

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xviii,753 p.: ill; 26cm. 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 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. Naresh K. Malhotra and David F. Birks Includes index Marketing research HF5415.2.M29 0273693504 120521