Marketing Research: An Applied Orientation

By:

Malhotra, Naresh K

Contributor(s):

Das, Satyabushan

Material type: Text

TextPublication details: Pearson India Education Service Pvt. Ltd. 2018 NoidaEdition: 7th edDescription: 968pISBN:

9789332555693

DDC classification:

658.83 MAL

List(s) this item appears in: Body Language

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Item type	Current library	Item location	Collection	Call number	Status	Date due	Barcode	Item holds
Book	NIMA Knowledge Centre	6th Floor Reading Zone	General	658.83 MAL (Browse shelf(Opens below))	Available		M0034380

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PART I: Introduction and Early Phases of Marketing Research
1. Introduction to Marketing Research
2. Defining the Marketing Research Problem and Developing an Approach

PART 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

PART III: Data Collection, Preparation, Analysis, and Reporting
13. Fieldwork
14. Data Preparation
15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
16. Analysis of Variance and Covariance
17. Correlation and Regression
18. Discriminant and Logit Analysis
19. Factor Analysis
20. Cluster Analysis
21. Multidimensional Scaling and Conjoint Analysis
22. Structural Equation Modeling and Path Analysis
23. Report Preparation and Presentation
24. International Marketing Research

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