02055cam a2200241u 4500
ta
031207s2002 ||||||||||||||||||||eng|u
0130090484
Malhotra, Naresh K.
Basic marketing research :
applications to contemporary issues /
Naresh Malhotra .
SPSS student version 10.0 for windows
4th ed.
Upper Saddle River, N.J. :
Prentice Hall,
2002.
xxxiii, 685 p. :
ill. (some col.) ; + CD-Rom ;
26 cm.
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
Marketing research.
Marketing research
Methodology.
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Cameron Gowing