: an applied approach Malhotra, Naresh creator author. Nunan, Daniel author. Birks, David F. author. text bibliography enk 2017 2017 Fifth Edition. monographic eng

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xvi, 957 pages : illustrations ; 26 cm 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. 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. / Naresh K. Malhotra, Daniel Nunan, David F. Birks. Includes bibliographical references and indexes. Marketing research Marketing research Methodology HF5415.2 .M29 2017 9781292103129 2017007654 DLC 170306 20260512145936.0 8062457 eng