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ISBN 13: 9780273706892
Author: Naresh K Malhotra, David F Birks
Introduction to Marketing Research
The Marketing Research Process
Defining the Marketing Research Problem and Developing an Approach
Research Design
Secondary Data and Information Systems
Qualitative Research
Survey and Observation
Causal Research
Measurement and Scaling: Fundamentals
Measurement and Scaling: Attitude Measurement
Questionnaire Design
Sampling: Design and Procedures
Determination of Sample Size
Field Work
Data Preparation
Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
Analysis of Variance and Covariance
Correlation and Regression
Discriminant and Logistic Regression
Factor Analysis
Cluster Analysis
Multidimensional Scaling and Conjoint Analysis
Report Preparation and Presentation
International Marketing Research
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Tags: Naresh K Malhotra, David F Birks, Research, Approach
