Marketing research : an applied approach / Naresh K. Malhotra, Daniel Nunan, David F. Birks.
Material type:
TextPublisher: New York : Pearson, ©2017Edition: Fifth EditionDescription: xvi, 957 pages : color illustrations ; 27 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9781292103129; 1292103124Subject(s): Marketing research | Marketing research -- Methodology | Marketing -- Research | Markets -- ResearchDDC classification: 658.8/3 LOC classification: HF5415.2 | .M29 2017HF5415.2 | .M348 2017
Contents:
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.