TY  - BOOK
AU  - Malhotra, Naresh
AU  - Nunan, Daniel
AU  - Birks, David F.
TI  - Marketing research : : an applied approach 
SN  - 9781292103129
AV  - HF5415.2 .M29 2017
PY  - 2017///]
CY  - Harlow, England
PB  - Pearson
KW  - Marketing research
KW  - Methodology
N1  - 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
N2  - 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
ER  -