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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
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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
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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.


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