Marketing research : an applied approach / Naresh K. Malhotra, Daniel Nunan, David F. Birks.
সংরক্ষণ করুন:
| সংস্করন: | Fifth Edition. |
|---|---|
| প্রকাশিত: |
Harlow ; New York :
Pearson,
[2017]
|
| প্রধান লেখক: | |
| অন্যান্য লেখক: | |
| বিষয়গুলি: | |
| বিন্যাস: | গ্রন্থ |
সূচিপত্রের সারণি:
- 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.
