000			02947cam a2200361Ii 4500
001			882605741
003			OCoLC
005			20250112143721.0
008			140624t20152015enka b 001 0 eng d
020			_a1292060166 _q(pbk.)
020			_a9781292060163 _q(pbk.)
035			_a(OCoLC)882605741 _z(OCoLC)922511549
040			_aCDX _beng _erda _cCDX _dUV0 _dOCLCO _dUAB _dOCLCO _dOCLCQ _dOCLCF _dYDXCP _dTULIB _dAU@ _dOCLCA _dUKNRU _dOCLCQ _dOCLCO _dHIR
082	0	4	_a658.83 N.K.A 2015 _2658.83 N.K.A 2015
100	1		_aMalhotra, Naresh K., _0https://id.loc.gov/authorities/names/n92036644 _eauthor. _92065
245	1	0	_aEssentials of marketing research : _ba hands-on orientation / _cNaresh K. Malhotra (Georgia Institute of Technology).
250			_aGlobal edition.
264		1	_aHarlow, Essex, England : _bPearson Education Limited, _c[2015]
264		4	_c℗♭2015
300			_a432 pages : _bcolor illustrations ; _c28 cm.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
490	1		_aAlways learning
500			_aSeries title from cover.
500			_a"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.
504			_aIncludes bibliographical references and index.
505	0		_aI. 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.
520			_aEssentials 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.
650		0	_aMarketing research. _0https://id.loc.gov/authorities/subjects/sh85081350 _92066
830		0	_aAlways learning. _0https://id.loc.gov/authorities/names/ns2012002289 _92067
942			_2ddc _cBK
999			_c27129 _d27129