TY  - BOOK
AU  - Malhotra,Naresh K.
AU  - Nunan,Daniel
AU  - Birks,David F.
TI  - Marketing research: an applied approach 
SN  - 9781292103129
AV  - HF5415.2 .M29 2017
U1  - 658.8/3 23
PY  - 2017///]
CY  - New York
PB  - Pearson
KW  - Marketing research
KW  - Methodology
N1  - 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
ER  -