Basic marketing research : integration of social media /
by Malhotra, Naresh K.
Material type:
BookPublisher: Boston : Pearson, c2012Edition: 4th ed.Description: 672 p. : ill. ; 28 cm.ISBN: 9780132544481 (hardcover : alk. paper); 0132544482 (hardcover : alk. paper).Subject(s): Marketing research| Item type | Current location | Collection | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
Books
|
Dhaka University Library General Stacks | Non Fiction | 658.83 MAB (Browse shelf) | Available | 475214 |
Includes bibliographical references and index.
Introduction and early phases of marketing research -- Introduction to marketing research -- Defining the marketing research problem and developing an approach -- Research design formulation -- Research design -- Exploratory research design : secondary data -- Exploratory research design : syndicated sources of secondary data -- Exploratory research design : qualitative research -- Descriptive research design : survey and observation -- Causal research design : experimentation -- Measurement and scaling : fundamentals and comparative scaling -- Measurement and scaling : noncomparative scaling techniques -- Questionnaire and form design -- Sampling : design and procedures -- Sampling : final and initial sample size determination -- Data collection, analysis, and reporting -- Field work : data collection -- Data preparation and analysis strategy -- Data analysis : frequency distribution, hypothesis testing, and -- Cross-tabulation -- Data analysis : hypothesis testing related to differences -- Data analysis : correlation and regression -- Report preparation and presentation -- Running case -- Comprehensive critical thinking cases -- Comprehensive cases with questionnaires and real data -- Comprehensive brief harvard business school cases.
There are no comments for this item.