02597pam a2200325 i 4500 8062457 CaAEU 20260512145936.0 170306t20172017enka b 001 0 eng 2017007654 9781292103129 ocn974912732 DLC eng rda DLC OCLCO OCLCF YDX TFW UAB AEU pcc HF5415.2 .M29 2017 Malhotra, Naresh author. 2313 Marketing research : an applied approach / Naresh K. Malhotra, Daniel Nunan, David F. Birks. Fifth Edition. Harlow, England : Pearson, [2017] ©2017 xvi, 957 pages : illustrations ; 26 cm 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. Marketing research 1465 Marketing research Methodology 8379 Nunan, Daniel author. 26046 Birks, David F. author. 21309 lcc 0 0 lcc 0 0 TBS TBS 2025-10-07 0 HF5415.2 MAL 2025-10-07 1 2025-10-07 1 SOON AVAILABLE 5016 5016