LEADER 03553nam 2200589 450 001 9910151594803321 005 20210320191052.0 010 $a1-292-03378-9 035 $a(CKB)2550000001126767 035 $a(SSID)ssj0001256744 035 $a(PQKBManifestationID)12541160 035 $a(PQKBTitleCode)TC0001256744 035 $a(PQKBWorkID)11273275 035 $a(PQKB)11293488 035 $a(MiAaPQ)EBC5173828 035 $a(MiAaPQ)EBC5175947 035 $a(MiAaPQ)EBC5833790 035 $a(MiAaPQ)EBC5138325 035 $a(MiAaPQ)EBC6400693 035 $a(Au-PeEL)EBL5138325 035 $a(OCoLC)1015880560 035 $a(EXLCZ)992550000001126767 100 $a20210320d2014 uy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt 182 $cc 183 $acr 200 10$aBasic marketing research. /$fNaresh K. Malhotra 205 $aFourth edition, Pearson new international edition. 210 1$aHarlow, England :$cPearson Education, Limited,$d[2014] 210 4$dİ2014 215 $a1 online resource (675 pages) $cillustrations 225 1 $aPearson custom library 300 $aIncludes index. 311 $a1-292-02048-2 311 $a1-299-96179-7 320 $aIncludes bibliographical references at the end of each chapters and index. 327 $aCover -- 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. 330 $aFor undergraduate-level courses in Marketing Research. With a hands-on, do-it-yourself approach, Malhotra offers a contemporary focus on decision making, illustrating the interaction between marketing research decisions and marketing management decisions. 410 0$aPearson custom library. 606 $aMarketing research 615 0$aMarketing research. 676 $a658.83 700 $aMalhotra$b Naresh K.$0770694 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910151594803321 996 $aBasic marketing research$93083691 997 $aUNINA