02518pam a2200301 i 45000010008000000030006000080050017000140080041000310100017000720200018000890350017001070400057001240420008001810500024001891000030002132450101002432500019003442640040003632640011004033000045004145040053004595051228005125200360017406500023021006500037021237000027021607000029021878062457CaAEU20260512145936.0170306t20172017enka     b    001 0 eng    a  2017007654  a9781292103129  aocn974912732  aDLCbengerdacDLCdOCLCOdOCLCFdYDXdTFWdUABdAEU  apcc00aHF5415.2b.M29 2017  aMalhotra, Naresheauthor.10aMarketing research b: an applied approach c/ Naresh K. Malhotra, Daniel Nunan, David F. Birks.  aFifth Edition. 1aHarlow, England :bPearson,c[2017] 4c©2017  axvi, 957 pages :billustrations ;c26 cm  aIncludes bibliographical references and indexes.0 aIntroduction 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.  aThis 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. 0aMarketing research 0aMarketing research xMethodology  aNunan, Danieleauthor.  aBirks, David F.eauthor.