000			01926 a2200205 4500
999			_c32141 _d32141
001			nam a22 7a 4500
020			_a9781292060163
082			_a658.83 MA ES
100			_aMalhotra, Naresh K. _98630
245			_aEssentials of marketing research : _ba hands-on orientation _cNaresh K. Malhotra
250			_aGlobal edition
260			_aBoston : _bPearson, _cc2015.
300			_a407 p. : _bill. ; _c29 cm.
490			_aAlways learning
505			_aPart 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.
520			_aEssentials 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.
650			_aMarketing research _9123
856			_uhttps://uow.primo.exlibrisgroup.com/permalink/61UOW_INST/otb3u8/cdi_proquest_ebookcentral_EBC5138326 _zEbook
942			_cCRS