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Autore: | Malhotra Naresh K. |
Titolo: | Basic marketing research. / / Naresh K. Malhotra |
Pubblicazione: | Harlow, England : , : Pearson Education, Limited, , [2014] |
©2014 | |
Edizione: | Fourth edition, Pearson new international edition. |
Descrizione fisica: | 1 online resource (675 pages) : illustrations |
Disciplina: | 658.83 |
Soggetto topico: | Marketing research |
Note generali: | Includes index. |
Nota di bibliografia: | Includes bibliographical references at the end of each chapters and index. |
Nota di contenuto: | 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. |
Sommario/riassunto: | 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. |
Titolo autorizzato: | Basic marketing research |
ISBN: | 1-292-03378-9 |
Formato: | Materiale a stampa |
Livello bibliografico | Monografia |
Lingua di pubblicazione: | Inglese |
Record Nr.: | 9910151594803321 |
Lo trovi qui: | Univ. Federico II |
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