Basic Marketing Research
ISBN: 9780132544481 | 0132544482
Edition: 4thFormat: Paperback
Publisher: Prentice Hall
Pub. Date: 7/13/2011
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For undergraduate-level courses in Marketing Research. With a hands-on, do-it-yourself approach, Malhotra offers a contemporary focus on decision making, illustrating the interaction between marketing research decisions and marketing management decisions.
Focusing on the interaction between marketing research decisions and marketing management decisions, Malhotra offers a highly contemporary review that enables readers to increase their SPSS and Excel skills.
Focusing on the interaction between marketing research decisions and marketing management decisions, Malhotra offers a highly contemporary review that enables readers to increase their SPSS and Excel skills.
Part 1: Introduction and Early Phases of Marketing Research
Chapter 1 Introduction to Marketing Research
Chapter 2 Defining the Marketing Research Problem and Developing an Approach
Part 2: Research Design Formulation
Chapter 3 Research Design
Chapter 4 Exploratory Research Design: Secondary Data
Chapter 5 Exploratory Research Design: Syndicated Sources of Secondary Data
Chapter 6 Exploratory Research Design: Qualitative Research
Chapter 7 Descriptive Research Design: Survey and Observation
Ch... MORE
Chapter 1 Introduction to Marketing Research
Chapter 2 Defining the Marketing Research Problem and Developing an Approach
Part 2: Research Design Formulation
Chapter 3 Research Design
Chapter 4 Exploratory Research Design: Secondary Data
Chapter 5 Exploratory Research Design: Syndicated Sources of Secondary Data
Chapter 6 Exploratory Research Design: Qualitative Research
Chapter 7 Descriptive Research Design: Survey and Observation
Ch... MORE
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