Basic marketing research. / / Naresh K. Malhotra

• Autore: Malhotra Naresh K.
• 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
• Serie: Pearson custom library.