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Instruction Manual for Essentials of Marketing Research A Hands On Orientation 1st edition by Naresh Malhotra ISBN 0137538577 9780137538577

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Instruction Manual for Essentials of Marketing Research A Hands On Orientation 1st edition by Naresh Malhotra – Ebook PDF Instant Download/Delivery:  0137538577, 9780137538577
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ISBN 10: 0137538577
ISBN 13: 9780137538577
Author: Naresh Malhotra

For courses in Marketing Research at two- and four-year colleges and universities and universities emphasizing a nontechnical and non-statistical orientation

An engaging, do-it-yourself approach to marketing research

Essentials of Marketing Research: A Hands-On Orientation presents a concise overview of marketing research via a do-it-yourself approach that engages students. Building on the foundation of his successful previous titles–Basic Marketing Research: Integration of Social Media and Marketing Research: An Applied Orientation–author Naresh Malhotra covers concepts at an elementary level, deemphasizing statistics and formulas. Sensitive to the needs of today’s undergraduates, Malhotra integrates online and social media content, and provides current, contemporary examples that ground course material in the real world.

Essentials of Marketing Research A Hands On Orientation 1st Table of contents:

I. INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH

  1. Introduction to Marketing Research

  2. Defining the Marketing Research Problem and Developing an Approach

II. RESEARCH DESIGN FORMULATION

  1. Research Design, Secondary and Syndicated Data

  2. Qualitative Research

  3. Survey and Observation

  4. Experimentation and Causal Research

  5. Measurement and Scaling

  6. Questionnaire and Form Design

  7. Sampling Design and Procedures

III. DATA COLLECTION, ANALYSIS, AND REPORTING

  1. Data Collection and Preparation

  2. Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

  3. Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

  4. Report Preparation and Presentation

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