Marketing research : an applied approach / Naresh K. Malhotra, Daniel Nunan, David F. Birks.

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Bibliographic Details
Edition:Fifth Edition.
Published: Harlow ; New York : Pearson, [2017]
Main Author:
Malhotra, Naresh K. (Author)
Other Authors:
Nunan, Daniel (Author)
Birks, David F. (Author)
Subjects:
Marketing research.
Marketing research > Methodology.
Format: Book
Marketing research : an applied approach /
Table of 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.

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