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Malhotra, Naresh K.

Marketing research an applied approach / Naresh K. Malhotra, Daniel Nunan, David F. Birks - 5 ed. - EE.UU : Pearson , 2017 - 976 Páginas.

Chapter 1. Introduction to marketing research. -- Chapter 2. Defining the research problem and developing a research approach. -- Chapter 3. Research design. -- Chapter 4. Secondary data collection and analysis. -- Chapter 5. Internal secondary data and analytics. -- Chapter 6. Qualitative research: its nature and approaches. -- Chapter 7. Qualitative research: focus group discussions. -- Chapter 8. Qualitative research: in-depth interviewing and projective techniques. -- Chapter 9. Qualitative research: data analysis. -- Chapter 10. Survey and quantitative observation techniques. -- Chapter 11. Causal research design: experimentation. -- Chapter 12. Measurement and scaling: fundamentals, comparative and non-comparative scaling. -- Chapter 13. Questionnaire design . -- Chapter 14. Sampling: design and procedures. -- Chapter 15. Sampling: determining sample size. -- Chapter 16. Survey fieldwork. -- Chapter 17. Social media research. -- Chapter 18. Mobile research. -- Chapter 19. Data integrity. -- Chapter 20. Frequency distribution, cross-tabulation and hypothesis testing. -- Chapter 21. Analysis of variance and covariance. -- Chapter 22. Correlation and regression. -- Chapter 23. Discriminant and logit analysis. -- Chapter 24. Factor analysis. -- Chapter 25. Cluster analysis. -- Chapter 26. Multidimensional scaling and conjoint analysis. -- Chapter 27. Structural equation modelling and path analysis. -- Chapter 28. Communicating research findings. -- Chapter 29. Business-to-business (b2b) marketing research. -- Chapter 30. Research ethics.




Ingles

ISBN: 9781292103129 9781292103150 9781292211329

Subjects--Topical Terms:
Administración de mercadeo
Planificación del mercadeo
Análisis de mercados.

Index Terms--Curriculum Objective:
Programa de Negocios Internacionales

Dewey Class. No.: 658.83