Essentials of Marketing Research
Author:   Naresh Malhotra ,  David Birks ,  Peter Wills ,  Peter Wills
Publisher:   Pearson Education Limited
ISBN:  

9780273724339


Pages:   496
Publication Date:   11 April 2013
Format:   Paperback
Availability:   Available To Order   Availability explained
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Essentials of Marketing Research


Overview

Essentials of Marketing Research offers a balance of contemporary theory, European case material and software to help students to understand and apply the principles of designing and conducting high quality quantitative and qualitative marketing research and to give them the study skills to confidently design all stages of the marketing research process.

Full Product Details

Author:   Naresh Malhotra ,  David Birks ,  Peter Wills ,  Peter Wills
Publisher:   Pearson Education Limited
Imprint:   Pearson Education Limited
Dimensions:   Width: 19.50cm , Height: 1.80cm , Length: 26.30cm
Weight:   0.906kg
ISBN:  

9780273724339


ISBN 10:   0273724339
Pages:   496
Publication Date:   11 April 2013
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   Available To Order   Availability explained
We have confirmation that this item is in stock with the supplier. It will be ordered in for you and dispatched immediately.

Table of Contents

Introduction to marketing research1. Defining marketing research problems.2. The nature and development of a research design.3. Using secondary data from internal and external sources 4. Qualitative research  its nature and approaches5. Qualitative techniques6. Qualitative data analysis7. Survey and quantitative observation techniques 8. Measurements and scaling: fundamentals and techniques9. Questionnaire design10. Sampling: fundamentals and techniques11. Fieldwork and data preparation12. Frequency distributions, cross tabulation and hypothesis testing 13. Report preparation and presentation14. International marketing research

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Latest Reading Guide

NOV RG 20252

 

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