000			01697nam a22001937a 4500
008			120521t xxu||||| |||| 00| 0 eng d
020			_a0273693504
050			_aHF5415.2.M29
100			_aMalhotra, Naresh K.
245			_aMarketing research:an applied approach. / _cNaresh K. Malhotra and David F. Birks
250			_a2nd ed.
260			_aLondon: _bPrentice Hall, _cc2005.
300			_axviii,753 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 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.
650			_bMarketing research
700			_aBirks, David F.
942			_2lcc _cBK
999			_c936 _d8436