000			02055cam a2200241u 4500
007			ta
008			031207s2002 ||||||||||||||||||||eng|u
020			_a0130090484
100	1		_aMalhotra, Naresh K.
245	1	0	_aBasic marketing research : _bapplications to contemporary issues / _cNaresh Malhotra .
246			_aSPSS student version 10.0 for windows
250			_a4th ed.
260			_aUpper Saddle River, N.J. : _bPrentice Hall, _c2002.
300			_axxxiii, 685 p. : _bill. (some col.) ; + CD-Rom ; _c26 cm.
500			_aIncludes 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.
526			_aMARK977
650	1	4	_aMarketing research.
650	1	4	_aMarketing research _xMethodology.
005			20170126094450.0
001			27645
003			UOWD
942			_cREGULAR
999			_c9898 _d9898