Marketing Research An Applied Orientation 6th Global Edition by Naresh K. Malhotra , SPSS SPSS – Ebook PDF Instant Download/Delivery: 0136094236 978-0136094234
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Product details:
ISBN 10: 0136094236
ISBN 13: 978-0136094234
Author: Naresh K. Malhotra , SPSS SPSS
This is a Pearson Global Edition. The Pearson Editorial team worked closely with educators around the world to include content especially relevant to students outside of the United States.
For undergraduate and graduate marketing research courses.
Marketing Research: An Applied Orientation allows students to actually experience the interaction between marketing research and marketing decision-making.
Marketing Research: An Applied Orientation takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions. This text is comprehensive, practical, and presents balanced coverage of both qualitative and quantitative material.
The sixth edition is even more current, contemporary, illustrative, and sensitive to user needs.
Marketing Research An Applied Orientation 6th Table of contents:
PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH
Chapter 1 INTRODUCTION TO MARKETING RESEARCH
Chapter 2 DEFINING THE MARKETING RESEARCH PROBLEM AND DEVELOPING AN APPROACH CASES FOR PART I VIDEO CASES FOR
PART I PART II: RESEARCH DESIGN FORMULATION
Chapter 3 RESEARCH DESIGN
Chapter 4 EXPLORATORY RESEARCH DESIGN: SECONDARY DATA
Chapter 5 EXPLORATORY RESEARCH DESIGN: QUALITATIVE RESEARCH
Chapter 6 DESCRIPTIVE RESEARCH DESIGN: SURVEY AND OBSERVATION
Chapter 7 CAUSAL RESEARCH DESIGN: EXPERIMENTATION
Chapter 8 MEASUREMENT AND SCALING: FUNDAMENTALS AND COMPARATIVE SCALING
Chapter 9 MEASUREMENT AND SCALING: NONCOMPARATIVE SCALING TECHNIQUES Chapter 10 QUESTIONNAIRE AND FORM DESIGN
Chapter 11 SAMPLING: DESIGN AND PROCEDURES
Chapter 12 SAMPLING: FINAL AND INITIAL SAMPLE SIZE DETERMINATION CASES FOR PART II VIDEO CASES FOR PART II PART III: DATA COLLECTION, PREPARATION, ANALYSIS AND REPORTING
Chapter 13 FIELD WORK
Chapter 14 DATA PREPARATION
Chapter 15 FREQUENCY DISTRIBUTION, CROSS-TABULATION, AND HYPOTHESIS TESTING
Chapter 16 ANALYSIS OF VARIANCE AND COVARIANCE
Chapter 17 CORRELATION AND REGRESSION Chapter 18 DISCRIMINANT AND LOGIT ANALYSIS
Chapter 19 FACTOR ANALYSIS
Chapter 20 CLUSTER ANALYSIS
Chapter 21 MULTIDIMENSIONAL SCALING AND CONJOINT ANALYSIS
Chapter 22 REPORT PREPARATION AND PRESENTATION
Chapter 23 INTERNATIONAL MARKETING RESEARCH CASES FOR
PART III VIDEO CASES FOR PART III DELL CASE: EXPERIENTIAL RESEARCH
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