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Malhotra, Naresh K.

Marketing research: an applied orientation/ Naresh K. Malhotra, Satyabhusan. Dash. - 6th ed. - New Delhi: Pearson, 2011. - xxviii, 948 p. ill. 26 cm.

1.Introduction And Early Phases Of Marketing Research
2.Research Design Formulation
3.Data Collection,Preparation,Analysis And Reporting
4.Exploratory Research Design:Secondary Data
5.Exploratory Research Design:Qualitative Research
6.Descriptive Research Design:Survey And Observation
7.Casual Research Design:Experimentation
8.Measurement And Scaling:Fundamentals And Comparative
9.Measurement And Scaling:Noncomparative Scaling Techniques
10.Questionnaire And Form Design
11.Sampling :Design And Procedures
12.Sampling:Final And Initial Sample Size Determination
13.Fieldwork
14.Data Preparation
15.Frequency Distribution,Cross Tabulation And Hypothesis Testing
16.Analysis Of Variance And Covariance
17.Correlation And Regression
18.Discrimination And Logit Analysis
19.Factor Analysis
20.Cluster Analysis
21.Multidimensional Scaling And Cojoint Analysis


ISBN: 9788131731819

Subjects--Topical Terms:
Marketing research
Marketing research--Methodology

Dewey Class. No.: 381.072 / MAL/M