TY  - BOOK
AU  - Malhotra,Naresh K.
TI  - Essentials of marketing research: a hands-on orientation 
T2  - Always learning
SN  - 1292060166
U1  - 658.83 N.K.A 2015 658.83 N.K.A 2015
PY  - 2015///]
CY  - Harlow, Essex, England
PB  - Pearson Education Limited
KW  - Marketing research
N1  - Series title from cover; "Authorized adaptation from the United States edition, entitled Essentials of Marketing Research: a Hands-On Orientation, 1st edition, ISBN 978-0-13-706673-5, by Naresh K. Malhotra, published by Pearson Education ℗♭2015"--Title page verso; Includes bibliographical references and index; I. INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH -- 1. Introduction to Marketing Research -- 2. Defining the Marketing Research Problem and Developing an Approach -- II. RESEARCH DESIGN FORMULATION -- 3. Research Design, Secondary and Syndicated Data -- 4. Qualitative Research -- 5. Survey and Observation -- 6. Experimentation and Causal Research -- 7. Measurement and Scaling -- 8. Questionnaire and Form Design -- 9. Sampling Design and Procedures -- III. DATA COLLECTION, ANALYSIS, AND REPORTING -- 10. Data Collection and Preparation -- 11. Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation -- 12. Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression -- 13. Report Preparation and Presentation
N2  - Essentials of Marketing Research: A Hands-On Orientation presents a concise overview of marketing research via a do-it-yourself approach that engages students. Building on the foundation of his successful previous titles, author Naresh Malhotra covers concepts at an elementary level, deemphasizing statistics and formulas. Sensitive to the needs of today's undergraduates, Malhotra integrates online and social media content, and provides current, contemporary examples that ground course material in the real world
ER  -