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Record Nr. |
UNINA9910151594803321 |
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Autore |
Malhotra Naresh K. |
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Titolo |
Basic marketing research. / / Naresh K. Malhotra |
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Pubbl/distr/stampa |
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Harlow, England : , : Pearson Education, Limited, , [2014] |
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©2014 |
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ISBN |
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Edizione |
[Fourth edition, Pearson new international edition.] |
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Descrizione fisica |
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1 online resource (675 pages) : illustrations |
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Collana |
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Disciplina |
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Soggetti |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Nota di bibliografia |
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Includes bibliographical references at the end of each chapters and index. |
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Nota di contenuto |
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Cover -- Table of Contents -- Appendix: Statistical Tables -- 1. Introduction to Marketing Research -- 2. Defining the Marketing Research Problem and Developing an Approach -- 3. Research Design -- 4. Exploratory Research Design: Secondary Data -- 5. Exploratory Research Design: Syndicated Sources of Secondary Data -- 6. Exploratory Research Design: Qualitative Research -- 7. Descriptive Research Design: Survey and Observation -- 8. Casual Research Design: Experimentation -- 9. Measurement and Scaling: Fundamentals and Comparative Scaling -- 10. Measurement and Scaling: Noncomparative Scaling Techniques -- 11. Questionnaire and Form Design -- 12. Sampling: Design and Procedures -- 13. Sampling: Final and Initial Sample-Size Determination -- 14. Fieldwork: Data Collection -- 15. Data Preparation and Analysis Strategy -- 16. Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation -- 17. Data Analysis: Hypothesis Testing Related to Differences -- 18. Data Analysis: Correlation and Regression -- 19. Report Preparation and Presentation -- Case: Hewlett-Packard (HP): Using Marketing Research to Gain a Competitive Edge -- Case: Baskin-Robbins: Can It Bask in the Good 'Ole Days? -- Case: McDonald's: The World's Number One Fast-Food Company! -- Case: Boeing: Taking Flight -- Comprehensive Questions for TruEarth Healthy Foods: Market Research for a New Product Introduction -- Comprehensive Questions for Metabical: Positioning and Communications Strategy for a New Weight- |
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Loss Drug -- Comprehensive Questions for Saxonville Sausage Company -- Index. |
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Sommario/riassunto |
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For undergraduate-level courses in Marketing Research. With a hands-on, do-it-yourself approach, Malhotra offers a contemporary focus on decision making, illustrating the interaction between marketing research decisions and marketing management decisions. |
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