integration of social media Malhotra, Naresh K. creator text bibliography mau Boston Pearson c2012 2012 4th ed. monographic eng

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672 p. : ill. ; 28 cm. 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. Naresh K. Malhotra. Includes bibliographical references and index. Marketing research HF5415.2 .M288 2012 658.83 MAB 9780132544481 (hardcover : alk. paper) 0132544482 (hardcover : alk. paper) 2011019806 DLC 110512 20161226133238.0 16775250