000			01691nam a22001937a 4500
008			120521t xxu||||| |||| 00| 0 eng d
020			_a0273706896
050			_aHF5415.2.M291
100			_aMalhotra, Naresh K.
245			_aMarketing research: an applied approach. / _cNaresh K. Malhotra and David F. Birks
250			_a3rd ed.
260			_aEngland: _bPrentice Hall, _cc2007.
300			_axxi,835 p.: _bill.; _c26cm.
500			_aIncludes index
505			_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.
650			_bMarketing research.
700			_aBirks, David F.
942			_2lcc _cBK
999			_c935 _d8435