Basic marketing research : applications to contemporary issues /
By: Malhotra, Naresh K
Material type:
BookPublisher: Upper Saddle River, N.J. : Prentice Hall, 2002.Edition: 4th ed.Description: xxxiii, 685 p. : ill. (some col.) ; + CD-Rom ; 26 cm.ISBN: 0130090484Program: MARK977Other title: SPSS student version 10.0 for windows.Subject(s): Marketing research | Marketing research -- Methodology
| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.83 MA BA (Browse shelf) | Available | T0028877 | ||
| REGULAR | University of Wollongong in Dubai Main Collection | 658.83 MA BA (Browse shelf) | Available | T0020493 |
Includes bibliographical references and indexes. Free student CD included: SPSS student edition 10.0 for windows. Pt. I. Introduction and Early Phases of Marketing Research -- 1. Introduction to Marketing Research -- 2. Defining the Marketing Research Problem and Developing an Approach -- Pt. II. Research Design Formulation -- 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. Causal 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 -- Pt. III. Data Collection, Analysis, and Reporting -- 14. Field Work -- 15. Data Preparation and Analysis Strategy -- 16. Frequency Distribution, Hypothesis Testing, and Cross-Tabulation. 17. Hypothesis Testing Related to Differences -- 18. Correlation and Regression -- 19. Report Preparation and Presentation -- Pt. IV. Comprehensive Cases. System requirements for accompanying CD-ROM: for Windows 95/98/2000 or Windows NT. + CD-Rom.
MARK977