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You searched Book & Serials - Bib ID: 153172
DC Call No. 658.83 M249E
ISBN 9781292060163 (pbk.)
Author Malhotra, Naresh K.
Title Essentials of marketing research : a hands-on orientation / Naresh K. Malhotra.
Edition Global ed.
Imprint Harlow, England : Pearson Education, c2015.
Physical Description 432 p. : ill., charts.
Content Note Introduction to marketing research -- Defining the marketing research problem and developing an approach -- Research design, secondary and syndicated data -- Qualitative research -- Survey and observation -- Experimentation and causal research -- Measurement and scaling -- Questionnaire and form design -- Sampling design and procedures -- Data collection and preparation -- Data analysis: frequency distribution, hypothesis testing, and cross-tabulation -- Data analysis: hypothesis testing related to differences, correlation, and regression -- Report preparation and presentation.
Subject Marketing research
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Call Number 658.83 M249E
Location CL_General Book
Copy 1
Status Available
Item Number 1000184183

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