03553nam 2200589 450 991015159480332120210320191052.01-292-03378-9(CKB)2550000001126767(SSID)ssj0001256744(PQKBManifestationID)12541160(PQKBTitleCode)TC0001256744(PQKBWorkID)11273275(PQKB)11293488(MiAaPQ)EBC5173828(MiAaPQ)EBC5175947(MiAaPQ)EBC5833790(MiAaPQ)EBC5138325(MiAaPQ)EBC6400693(Au-PeEL)EBL5138325(OCoLC)1015880560(EXLCZ)99255000000112676720210320d2014 uy 0engurcnu||||||||txtccrBasic marketing research. /Naresh K. MalhotraFourth edition, Pearson new international edition.Harlow, England :Pearson Education, Limited,[2014]©20141 online resource (675 pages) illustrationsPearson custom libraryIncludes index.1-292-02048-2 1-299-96179-7 Includes bibliographical references at the end of each chapters and index.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-Loss Drug -- Comprehensive Questions for Saxonville Sausage Company -- Index.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.Pearson custom library.Marketing researchMarketing research.658.83Malhotra Naresh K.770694MiAaPQMiAaPQMiAaPQBOOK9910151594803321Basic marketing research3083691UNINA