Essentials of marketing research : (Record no. 32141)

INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9781292060163
DEWEY DECIMAL CLASSIFICATION NUMBER
Call number 658.83 MA ES
MAIN ENTRY--PERSONAL NAME
Authors Malhotra, Naresh K.
TITLE STATEMENT
Title Essentials of marketing research :
Subtitle a hands-on orientation
Statement of responsibility, etc Naresh K. Malhotra
EDITION STATEMENT
Edition Global edition
PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication Boston :
Publisher Pearson,
Date c2015.
PHYSICAL DESCRIPTION
Extent 407 p. :
Other Details ill. ;
Size 29 cm.
SERIES STATEMENT
Series statement Always learning
CONTENTS
Contents Part I: Introduction and early phases of marketing research
1. Introduction to marketing research
2. Defining the marketing research problem and developing an approach
Part II: Research design formulation
3. Research design, secondary and syndicated data
4. Qualitative research
5. Survey and observation
6. Experimentation and causal research
7. Measurement and scaling
8. Questionnaire and form design
9. Sampling design and procedures
Part III: Data collection, analysis, and reporting
10. Data collection and preparation
11. Data analysis: frequency distribution, hypothesis testing, and cross-tabulation
12. Data analysis: Hypothesis testing related to differences, correlation, and regression
13. Report preparation and presentation.
SUMMARY
Summary Essentials of Marketing Research: A Hands-On Orientation presents a concise overview of marketing research via a do-it-yourself approach that engages students. Building on the foundation of his successful previous titles, author Naresh Malhotra covers concepts at an elementary level, deemphasising statistics and formulas. Sensitive to the needs of today's undergraduates, Malhotra integrates online and social media content and provides current, contemporary examples that ground course material in the real world.
SUBJECT ADDED ENTRY--TOPICAL TERM
Topical Heading Marketing research
ELECTRONIC LOCATION AND ACCESS
Uniform Resource Identifier https://uow.primo.exlibrisgroup.com/permalink/61UOW_INST/otb3u8/cdi_proquest_ebookcentral_EBC5138326
Public note Ebook
MAIN ENTRY--PERSONAL NAME
-- 8630
SUBJECT ADDED ENTRY--TOPICAL TERM
-- 123
Holdings
Lost status Source of classification or shelving scheme Damaged status Not for loan Permanent location Current location Shelving location Date acquired Source of acquisition Total Checkouts Full call number Barcode Date last seen Date last borrowed Price effective from Koha item type Public note Total Renewals Checked out
        University of Wollongong in Dubai University of Wollongong in Dubai Closed Reserve 2017-08-27 AMAUK 5 658.83 MA ES T0057400 2021-10-31 2021-10-31 2017-08-27 CRS Ebook Available    
        University of Wollongong in Dubai University of Wollongong in Dubai Main Collection 2017-08-27 AMAUK 35 658.83 MA ES T0057401 2020-01-08 2020-01-08 2017-08-27 3 DAY LOAN   11 2020-01-11
        University of Wollongong in Dubai University of Wollongong in Dubai Tardis 2019-09-22 Jamalon   658.83 MA ES T0063047 2019-09-22   2017-08-27 TEACHER REF Ebook Available    

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