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Marketing research : an applied orientation / Naresh K. Malhotra

Main Author Malhotra, Naresh K. Edition 6th ed. Publication New Jersey : Prentice Hall, 2010 Description 897 p. ; 24 cm ISBN 9780136085430 Topical name Marketing - Pesquisa CDU 658.8.012.1
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca Universidade Europeia (QBN)
658.8.012.1 MAL Available UE19166
Total holds: 0

Contents

1. A decision-making perspective on marketing research
2. Marketing research in practice
3. The marketing research process
4. Research design and implementation
5. Secondary sources of marketing data
6. Standardized sources of marketing data
7. Marketing research on the Internet
8. Information collection: qualitative and observational methods
9. Information from respondents: issues in data collection
10. Information from respondents: survey methods
11. Attitude measurement
12. Designing the questionnaire
13. Experimentation
14. Sampling fundamentals
15. Sample size and statistical theory
16. Fundamentals of data analysis
17. Hypothesis testing: basic concepts and tests of associations
18. Hypothesis testing: means and proportions
19. Correlation analysis and regression analysis
20. Discriminant and canonical analysis
21. Factor and cluster analysis
22. Multidimensional scaling and conjoint analysis
23. Presenting the results
24. Traditional applications of marketing research: product price, distribution, and promotion price
25. Contemporary applications of marketing research
26. Emerging applications of marketing research: database marketing and relationship, marketing

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