Marketing research: an applied approach. /
Naresh K. Malhotra and David F. Birks
- 3rd ed.
- England: Prentice Hall, c2007.
- xxi,835 p.: ill.; 26cm.
Includes index
Contents: Introduction to marketing research -- Defining the marketing research problem and developing a research approach -- Research design -- Secondary data collection and analysis -- Internal secondary data and the use of databases -- Qualitative research: its nature and approaches -- Qualitative research: focus groups -- Qualitative research: in-depth interviewing and projective techniques -- Qualitative research: data analysis -- Survey and qualitative observation techniques -- Causal research design: experimentation -- Measurement and scaling: fundamentals, comparative and non-comparative scaling -- Questionaire design -- Sampling: design and procedures -- Sampling: final and initial sample size determination -- Survey fieldwork -- Data preparation -- Frequency distribution, cross-tabulation and hypothesis testing -- Analysis of variance and covariance -- Identifying relationships -- Discriminant analysis -- Factor analysis -- Cluster analysis -- Multidimensional scaling and conjoint analysis -- Report preparation and presentation -- International marketing research -- Business-to-business (b2b) marketing research.