TY  - BOOK
AU  - Malhotra, Naresh K.
AU  - Birks, David F.
TI  - Marketing research:an applied approach.
SN  - 0273693504
AV  - HF5415.2.M29 
PY  - 2005///
CY  - London
PB  - Prentice Hall
KW  - Marketing research
N1  - 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 group discussions -- Qualitative research: depth interviewing and projective techniques -- Qualitative research data analysis -- Survey and quantitative observation techniques -- Causal research design: experimentation -- Measurement and scaling: fundamentals, comparative and non-comparative scaling -- Questionnaire 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 -- Correlation and regression -- Discriminant analysis -- Factor analysis -- Cluster analysis -- Multidimensional scaling and conjoint analysis -- Report preparation and presentation -- International marketing research -- Business-to-business (b2b) marketing research
ER  -