Malhotra, Naresh K., <br/><br/>
Marketing research :  an applied approach / 
Naresh K. Malhotra, Daniel Nunan, David F. Birks. 
 - Fifth Edition. 
 - xii;957p.  ill:  24cm 
<br/><br/> Revised edition of Marketing research, 2012. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9781292103129 
<br/><br/><label>LCCN: </label>2017007654 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing research.<br/>Marketing research--Methodology
<br/><br/><label>LC Class. No.: </label>HF5415.2  / .M29 2017 
<br/><br/><label>Dewey Class. No.: </label>658.8/3