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

By: Contributor(s): Material type: TextTextPublisher: New York : Pearson, [2017]Edition: Fifth EditionDescription: xii;957p. ill: 24cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781292103129
Subject(s): DDC classification:
  • 658.8/3 23
LOC classification:
  • HF5415.2 .M29 2017
Contents:
Preface -- Publisher's acknowledgements -- About the authors -- 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 : final and initial sample size determination -- 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 -- Glossary -- Index.
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Item type Current library Call number Status Date due Barcode
Books Books Muscat University Library HF5415.2 .M29 2017 (Browse shelf(Opens below)) Available 001105
Books Books Muscat University Library HF5415.2 .M29 2017 (Browse shelf(Opens below)) Available 001106
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HF5415.153 .K53 2015 Blue ocean strategy : HF5415.153 .K53 2015 Blue ocean strategy : HF5415.2 .M29 2017 Marketing research : HF5415.2 .M29 2017 Marketing research : HF5415.32 S246 2017 Consumer behaviour / HF5415.6 .G55 2014 Global logistics : HF5415.6 .G55 2014 Global logistics :

Revised edition of Marketing research, 2012.

Includes bibliographical references and index.

Preface -- Publisher's acknowledgements -- About the authors -- 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 : final and initial sample size determination -- 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 -- Glossary -- Index.

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