Marketing research : An applied orientation / Naresh K. Malhotra

By: Malhotra, Naresh K
Material type: TextTextPublisher: Harlow, England : Pearson Education, 2019Edition: 7th ed. Global EditionNotes: Revised edition of the author's Marketing research, c2010ISBN: 9781292265636; 1292265639Subject(s): MARKETING RESEARCH | MARKETING RESEARCH -- MATHODOLOGYLOC classification: HF 5415.2 | M34M 2019
Contents:
Part 1 Introduction and early phases of marketing research : Introduction to marketing research pp. 28-56 -- Defining the marketing research problem and developing an approach pp. 57-88
Part 2 Research design formula : Research design pp. 90-117 -- Exploratory research design: Secondary and syndicated data pp. 118-149 -- Exploratory research design: Qualitative research pp. 150-189 -- Descriptive research design: survey and observation pp. 190-233 -- Causal research design: Experimentattion pp. 234--265 -- Measurement and scaling: Fundamentals and comparative scaling pp. 266-287 -- Measurement and scaling: Noncomparative scaling techniques pp. 288-315 -- Questionaire and form design pp. 316-386 -- Sampling: Final and initial sample size determination pp. 387-414
Part 3 Data collection, preparation analysis and reporting : Fieldwork pp. 416-432 -- Data preparation pp. 433-462 -- Frequency distribution, cross-tabulation, and hypothesis testing pp. 463-507 -- Analysis of variance andcovariance pp. 508-536 -- Correlation and regression pp. 537-573 -- Dic=scriminant and logit analysia pp. 574-605 -- Factor analysis pp. 606-631 -- Cluster analysis pp. 632-657 -- Multidimensional scaling and conjoint analysis pp. 658- 689 -- Structural equation modeling and path analysis pp. 690-724 -- Report preparation and presentation pp. 725-751
Cases : HP: Using Marketing Research to Gain a Competitive Edge pp. 752-756 -- Baskin-Robbins: Can It Bask in the Good ‘Ole Days? pp. 757-759 -- Kid Stuff? Determining the Best positioning Strategy for Akron Children’s Hospital pp. 760-761 -- AT&T Wireless: Ma Bell Becomes Ma Again pp. 762-765 -- IBM: A Top Provider of Computer Hardware, Software, and Services pp. 766-773 -- Kimberly-Clark: Competing Through Innovation pp. 774-780 -- JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions pp. 781-786 -- Wendy’s: History and Life After Dave Thomas pp. 787-792
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Item type Current location Collection Call number Status Date due Barcode Item holds
General Book General Book SPU Library, Chonburi campus
General Books (ENGLISH) HF 5415.2 M34M 2019 (Browse shelf) Available BG001884
Total holds: 0

Revised edition of the author's Marketing research, c2010

Includes bibliographical references and index

Part 1 Introduction and early phases of marketing research : Introduction to marketing research pp. 28-56 -- Defining the marketing research problem and developing an approach pp. 57-88

Part 2 Research design formula : Research design pp. 90-117 -- Exploratory research design: Secondary and syndicated data pp. 118-149 -- Exploratory research design: Qualitative research pp. 150-189 -- Descriptive research design: survey and observation pp. 190-233 -- Causal research design: Experimentattion pp. 234--265 -- Measurement and scaling: Fundamentals and comparative scaling pp. 266-287 -- Measurement and scaling: Noncomparative scaling techniques pp. 288-315 -- Questionaire and form design pp. 316-386 -- Sampling: Final and initial sample size determination pp. 387-414

Part 3 Data collection, preparation analysis and reporting : Fieldwork pp. 416-432 -- Data preparation pp. 433-462 -- Frequency distribution, cross-tabulation, and hypothesis testing pp. 463-507 -- Analysis of variance andcovariance pp. 508-536 -- Correlation and regression pp. 537-573 -- Dic=scriminant and logit analysia pp. 574-605 -- Factor analysis pp. 606-631 -- Cluster analysis pp. 632-657 -- Multidimensional scaling and conjoint analysis pp. 658- 689 -- Structural equation modeling and path analysis pp. 690-724 -- Report preparation and presentation pp. 725-751

Cases : HP: Using Marketing Research to Gain a Competitive Edge pp. 752-756 -- Baskin-Robbins: Can It Bask in the Good ‘Ole Days? pp. 757-759 -- Kid Stuff? Determining the Best positioning Strategy for Akron Children’s Hospital pp. 760-761 -- AT&T Wireless: Ma Bell Becomes Ma Again pp. 762-765 -- IBM: A Top Provider of Computer Hardware, Software, and Services pp. 766-773 -- Kimberly-Clark: Competing Through Innovation pp. 774-780 -- JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions pp. 781-786 -- Wendy’s: History and Life After Dave Thomas pp. 787-792

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