| 000 | 02518cam a2200361 4500 | ||
|---|---|---|---|
| 008 | 170306s2017 nyua b 001 0 eng | ||
| 010 | _a 2017007654 | ||
| 020 | _a9781292103129 | ||
| 020 | _a1292103124 | ||
| 040 |
_aDLC _beng _erda _cDLC _dOCLCO _dOCLCF _dYDX _dTFW _dHKGCC |
||
| 050 | 0 | 0 |
_aHF5415.2 _b.M29 2017 |
| 050 | 3 |
_aHF5415.2 _b.M348 2017 |
|
| 082 | 0 | 0 |
_a658.8/3 _223 |
| 090 | 3 |
_aHF5415.2 _b.M35 2017 |
|
| 100 | 1 |
_aMalhotra, Naresh K., _eauthor. |
|
| 245 | 1 | 0 |
_aMarketing research : _ban applied approach / _cNaresh K. Malhotra, Daniel Nunan, David F. Birks. |
| 250 | _aFifth Edition. | ||
| 264 | 1 |
_aNew York : _bPearson, _c©2017. |
|
| 300 |
_axvi, 957 pages : _bcolor illustrations ; _c27 cm |
||
| 336 |
_atext _btxt _2rdacontent |
||
| 337 |
_aunmediated _bn _2rdamedia |
||
| 338 |
_avolume _bnc _2rdacarrier |
||
| 500 | _aRevised edition of Marketing research, 2012. | ||
| 504 | _aIncludes bibliographical references and index. | ||
| 505 | 0 | _aPreface -- 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. | |
| 650 | 0 | _aMarketing research | |
| 650 | 0 |
_aMarketing research _xMethodology |
|
| 650 | 0 |
_aMarketing _xResearch |
|
| 650 | 0 |
_aMarkets _xResearch |
|
| 700 | 1 |
_aNunan, Daniel, _eauthor. |
|
| 700 | 1 |
_aBirks, David F., _eauthor. |
|
| 942 |
_2lcc _cBK |
||
| 999 |
_c11451 _d11451 |
||