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Fundamentals of marketing research. Vol. 1/ edited by N. K. Malhotra

Contributor(s): Malhotra, N. K., edMaterial type: Text

TextPublication details: Los Angeles: SAGE Publications, 2007ISBN: 9781412921237 (6v. set)DDC classification: 658.83

Contents:

Volume I Section 1: Qualitative marketing Research - Marketing Research in the New Millennium: Emerging Issues and Trends/ N K Malhotra & M Peterson - Helping Marketing Research Earn a Seat at the Table for Decision-Making: An Assessment and Prescription for the future/ N K Malhotra, M Peterson & C Uslay - Multiple Orientations for the Conduct of Marketing Research: An Analysis of the Academic/Practitioner Distinction/ D Brinberg & E C Hirschman - Exploitation to Engagement: The Role of Market Research in Getting Close to Niche Targets/ V Brooks - Marketing Research Activity and Company Performance: Evidence from Manufacturing Industry/ S hart & A Diamantopoulos - Marketing Research: A State-of-the-Art Review and Directions for the Twenty-First Century/ N K Malhotra, M Peterson & S B Kleiser - Oh No, The Consultants are Coming!/ S Simmons & A Lovejoy - Harvesting Past Research: use Databases to Develop a Predictive Category Model for Product Development/ N Helgeson, J Fentress & B Lervoog - Sales Information Systems: Are they Being Used for More Than Simple Mail Shots?/ B Donaldson & G Wright - A Systematic Procedure for Targeting Market Research/ R P Hamlin - Defining Marketing Problems: Don't Spin Your Wheels Solving the Wrong Puzzle/ L D Gibson - Nonsampling vs Sampling Errors in Survey Research/ H Assael & J Keon - Australian Marketing Managers' Perceptions of the Internet: A Quasi-Longitudinal Perspective/ E K F Leong and others - Developments in Outputs from 2001 Census/ B Leventhal - Social Grading and the Census/ E Meier & C Moy - Assessing the Validity of Secondary data Proxies for Marketing Constructs/ M B Houston - Managing the Capture of Individuals Viewing within a Peoplemeter Service/ J Gill - Commercial Use of UPC Scanner Data: Industry and Academic Perspectives/ R E Bucklin & S Gupta - Do Household Scanner Data Provide Representative Inferences from Brand Choices: A Comparison with Store data/ S Gupta, P Chintagunta, A kaul & D R Wittink - Evolutionary Preference Segmentation with Panel Survey Data: An Application to New Products/ V Ramaswamy - The Role of Geodemographics in Segmenting and Targeting COnsumer Markets: A Delphi Study/ V-W Mitchell & P J McGoldrick

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode	Item holds
Reference Books	Central Library, Sikkim University General Book Section	658.83 MAL/F (Browse shelf(Opens below))	Not for loan		P00612

Total holds: 0

Volume I
Section 1: Qualitative marketing Research

- Marketing Research in the New Millennium: Emerging Issues and Trends/ N K Malhotra & M Peterson
- Helping Marketing Research Earn a Seat at the Table for Decision-Making: An Assessment and Prescription for the future/ N K Malhotra, M Peterson & C Uslay
- Multiple Orientations for the Conduct of Marketing Research: An Analysis of the Academic/Practitioner Distinction/ D Brinberg & E C Hirschman
- Exploitation to Engagement: The Role of Market Research in Getting Close to Niche Targets/ V Brooks
- Marketing Research Activity and Company Performance: Evidence from Manufacturing Industry/ S hart & A Diamantopoulos
- Marketing Research: A State-of-the-Art Review and Directions for the Twenty-First Century/ N K Malhotra, M Peterson & S B Kleiser
- Oh No, The Consultants are Coming!/ S Simmons & A Lovejoy
- Harvesting Past Research: use Databases to Develop a Predictive Category Model for Product Development/ N Helgeson, J Fentress & B Lervoog
- Sales Information Systems: Are they Being Used for More Than Simple Mail Shots?/ B Donaldson & G Wright
- A Systematic Procedure for Targeting Market Research/ R P Hamlin
- Defining Marketing Problems: Don't Spin Your Wheels Solving the Wrong Puzzle/ L D Gibson
- Nonsampling vs Sampling Errors in Survey Research/ H Assael & J Keon
- Australian Marketing Managers' Perceptions of the Internet: A Quasi-Longitudinal Perspective/ E K F Leong and others
- Developments in Outputs from 2001 Census/ B Leventhal
- Social Grading and the Census/ E Meier & C Moy
- Assessing the Validity of Secondary data Proxies for Marketing Constructs/ M B Houston
- Managing the Capture of Individuals Viewing within a Peoplemeter Service/ J Gill
- Commercial Use of UPC Scanner Data: Industry and Academic Perspectives/ R E Bucklin & S Gupta
- Do Household Scanner Data Provide Representative Inferences from Brand Choices: A Comparison with Store data/ S Gupta, P Chintagunta, A kaul & D R Wittink
- Evolutionary Preference Segmentation with Panel Survey Data: An Application to New Products/ V Ramaswamy
- The Role of Geodemographics in Segmenting and Targeting COnsumer Markets: A Delphi Study/ V-W Mitchell & P J McGoldrick

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