Mon compte
Se connecter Inscription
Tous
Panier
En Vedette
Livres de fiction
Livres de non-fiction
Livres pour enfants
Livres rares
Musique
DVD et Blu-Ray
Video Games
Catégorie
Listes de favoris
Panier
Tous
Livraison gratuite
Trustpilot
Nous sommes Neutres au Carbone

Marketing Research Naresh K. Malhotra

Marketing Research par Naresh K. Malhotra

Marketing Research Naresh K. Malhotra

€61.00
État - Très bon état
Disponible en seulement 1 exemplaire(s)
Très bon état

Résumé

Useful for both undergraduate and graduate courses in Marketing Research, this book presents both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. It reflects trends in international marketing, ethics, and the integration of technology.

Marketing Research Résumé

Marketing Research: An Applied Orientation: International Edition Naresh K. Malhotra

Appropriate for both undergraduate and graduate courses in Marketing Research, this text presents a comprehensive look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of marketing research users, the Third Edition reflects current trends in international marketing, ethics, and the continuing integration of technology. It strives to build on the success of previous editions by being even more current, contemporary, illustrative and user-friendly.

Sommaire



1. Introduction To Marketing Research.


2. Defining The Marketing Research Problem And Developing An Approach.

II. RESEARCH DESIGN FORMULATION.

3. Research Design.
4. Exploratory Research Design: Secondary Data.
5. Exploratory Research Design: Qualitative Research.
6. Descriptive Research Design: Survey And Observation.
7. Causal Research Design: Experimentation.
8. Measurement And Scaling: Fundamentals And Comparative Scaling.
9. Measurement And Scaling: Noncomparative Scaling Techniques.
10. Questionnaire And Form Design.
11. Sampling: Design And Procedures.
12. Sampling: Final And Initial Sample Size Determination.

III. DATA COLLECTION, PREPARATION AND ANALYSIS.

13. Field Work.
14. Data Preparation.
15. Frequency Distribution, Cross-Tabulation, And Hypothesis Testing.
16. Analysis Of Variance And Covariance.
17. Correlation And Regression.
18. Discriminant Analysis.
19. Factor Analysis.
20. Cluster Analysis.
21. Multidimensional Scaling And Conjoint Analysis.

IV. COMMUNICATION, INTERNATIONAL AND ETHICAL DIMENSIONS WITH APPLICATIONS.

22. Report Preparation And Presentation.
23. International Marketing Research.
24. Ethics In Marketing Research.
Appendix
Notes
Indexes

Informations supplémentaires

GOR001307216
9780130131621
0130131628
Marketing Research: An Applied Orientation: International Edition Naresh K. Malhotra
Naresh K. Malhotra
Occasion - Très bon état
Broché
Pearson Education (US)
1999-03-25
864
N/A
La photo du livre est présentée à titre d'illustration uniquement. La reliure, la couverture ou l'édition réelle peuvent varier.
Il s'agit d'un livre d'occasion - par conséquent, il a été lu par quelqu'un d'autre et il présente des signes d'usure et d'utilisation antérieure. Dans l'ensemble, nous nous attendons à ce qu'il soit en très bon état, mais si vous n'êtes pas entièrement satisfait, veuillez prendre contact avec nous.