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Marketing research : an applied orientation / Naresh Malhotra ... [et al.]

Contributor(s): Malhotra, Naresh K.
Publisher: Frenchs Forest, N.S.W. : Pearson / Prentice Hall, c2006Edition: 3rd ed.Description: xxiv, 912 p. : ill. ; 26 cm.ISBN: 0733970044 (pbk.).Subject(s): Marketing research | Marketing research -- MethodologyDDC classification: 658.83
Contents:
Part 1: Introduction to marketing research and the research process: 1. Management decision problems and the research process - 2. Defining the marketing research problem - 3. Specifying the marketing research objectives - 4. Formulating the marketing research design -- Part 2: Research design 1: exploratory: 5. Secondary data -- Part 3: Research design 2: qualitative - 6. Qualitative research, its nature and approaches - 7. Qualitative approaches in developing consumer insights -- Part 4: Research design 3: quantitative: 8. Descriptive research design: Survey, observation and causal research - 9. Questionnaire design, measurement and scaling - 10. Sampling design and procedure - 11. Internet marketing research -- Part 5: Data collection and data preparation - 12. Fieldwork - 13. Data preparation -- Part 6: Data analysis: 14. Describing consumers - 15. Identifying differences between consumers - 16. Predicting consumer behaviour - 17. Identifying and mapping consumer preferences - 18. Identfying relationships - 19. Segmenting consumers - 20. Identifying key dimensions in consumer attitudes. -- Part 7: Reporting and presenting: 21. Report preparation and presentation.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 1, TierNo 3, BayNo 6

 658.83 MAR (Browse shelf) 1 Available GENLS,GENLS,03,GR 5000019290

Previous ed.: 2002.

Includes bibliographical references and index.

Part 1: Introduction to marketing research and the research process: 1. Management decision problems and the research process - 2. Defining the marketing research problem - 3. Specifying the marketing research objectives - 4. Formulating the marketing research design -- Part 2: Research design 1: exploratory: 5. Secondary data -- Part 3: Research design 2: qualitative - 6. Qualitative research, its nature and approaches - 7. Qualitative approaches in developing consumer insights -- Part 4: Research design 3: quantitative: 8. Descriptive research design: Survey, observation and causal research - 9. Questionnaire design, measurement and scaling - 10. Sampling design and procedure - 11. Internet marketing research -- Part 5: Data collection and data preparation - 12. Fieldwork - 13. Data preparation -- Part 6: Data analysis: 14. Describing consumers - 15. Identifying differences between consumers - 16. Predicting consumer behaviour - 17. Identifying and mapping consumer preferences - 18. Identfying relationships - 19. Segmenting consumers - 20. Identifying key dimensions in consumer attitudes. -- Part 7: Reporting and presenting: 21. Report preparation and presentation.