02261cam a22003134a 4500 16775250 BD-DhUL 20161226133238.0 110512s2012 maua b 001 0 eng 2011019806 9780132544481 (hardcover : alk. paper) 0132544482 (hardcover : alk. paper) (OCoLC)ocn723529972 DLC DLC YDX YDXCP BWX DLC BD-DhUL pcc HF5415.2 .M288 2012 658.83 MAB Malhotra, Naresh K. Basic marketing research : integration of social media / Naresh K. Malhotra. 4th ed. Boston : Pearson, c2012. 672 p. : ill. ; 28 cm. USD 158.40 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. Marketing research. ddc BK xj13 2011-05-12 xj13 2011-05-12 (telework) xe13 2011-08-12 1 copy rec'd., to CIP ver. 141469 141469 0 0 ddc 0 658_830000000000000_MAB 0 NFIC 267091 DUL DUL GEN 2012-09-24 Purchased 658.83 MAB 475214 2016-12-26 2016-12-26 BK