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Marketing research : an applied approach / Naresh K. Malhotra, Daniel Nunan, David F. Birks.

By: Contributor(s): Material type: TextTextPublisher: Harlow, England : Pearson, [2017]Copyright date: ©2017Edition: Fifth EditionDescription: xvi, 957 pages : illustrations ; 26 cmISBN:
  • 9781292103129
Subject(s): LOC classification:
  • HF5415.2 .M29 2017
Contents:
Introduction to Marketing Research — Defining the Marketing Research Problem and Developing a Research Approach — Research Design — Secondary Data Collection and Analysis — Internal Secondary Data and Analytics — Qualitative Research: Its Nature and Approaches — Qualitative Research: Focus Group Discussions — Qualitative Research: In-Depth Interviewing and Projective Techniques — Qualitative Research: Data Analysis — Survey and Quantitative Observation Techniques — Causal Research Design: Experimentation — Measurement and Scaling: Fundamentals, Comparative and Non-Comparative Scaling — Questionnaire Design — Sampling: Design and Procedures — Sampling: Determining Sample Size — Survey Fieldwork — Social Media Research — Mobile Research — Data Integrity — Frequency Distribution, Cross-Tabulation and Hypothesis Testing — Analysis of Variance and Covariance — Correlation and Regression — Discriminant and Logit Analysis — Factor Analysis — Cluster Analysis — Multidimensional Scaling and Conjoint Analysis — Structural Equation Modelling and Path Analysis — Communicating Research Findings — Business-to-Business (B2B) Marketing Research — Research Ethics.
Summary: This edition of Marketing Research: An Applied Approach forms a comprehensive, authoritative and thoroughly European introduction to applied marketing research and covers both quantitative and qualitative techniques in depth. Marketing Research: An Applied Approach is aimed at students studying marketing research at undergraduate and postgraduate level.

Includes bibliographical references and indexes.

Introduction to Marketing Research — Defining the Marketing Research Problem and Developing a Research Approach — Research Design — Secondary Data Collection and Analysis — Internal Secondary Data and Analytics — Qualitative Research: Its Nature and Approaches — Qualitative Research: Focus Group Discussions — Qualitative Research: In-Depth Interviewing and Projective Techniques — Qualitative Research: Data Analysis — Survey and Quantitative Observation Techniques — Causal Research Design: Experimentation — Measurement and Scaling: Fundamentals, Comparative and Non-Comparative Scaling — Questionnaire Design — Sampling: Design and Procedures — Sampling: Determining Sample Size — Survey Fieldwork — Social Media Research — Mobile Research — Data Integrity — Frequency Distribution, Cross-Tabulation and Hypothesis Testing — Analysis of Variance and Covariance — Correlation and Regression — Discriminant and Logit Analysis — Factor Analysis — Cluster Analysis — Multidimensional Scaling and Conjoint Analysis — Structural Equation Modelling and Path Analysis — Communicating Research Findings — Business-to-Business (B2B) Marketing Research — Research Ethics.

This edition of Marketing Research: An Applied Approach forms a comprehensive, authoritative and thoroughly European introduction to applied marketing research and covers both quantitative and qualitative techniques in depth. Marketing Research: An Applied Approach is aimed at students studying marketing research at undergraduate and postgraduate level.

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