Marketing research : an applied approach / [printed text] / Naresh K. Malhotra, Author ; David F. Birks, Author  . -  3rd European ed. . - Harlow : Prentice Hall Financial Times, 2007 . - xxi, 835 p. : ill. ; 27 cm. +.
ISBN : 978-0-273-70689-2

Class number:	658.83
Abstract:	This 3rd edition of Marketing Research: An Applied Approach forms a comprehensive, authoritative and thoroughly European introduction to applied marketing research and covers both quantitative and qualitative techniques in depth. Marketing Research: An Applied Approach is aimed at students studying marketing research at undergraduate and postgraduate level.
Contents note:	Preface; Publisher's acknowledgements; Guided Tour; About the authors 1. Introduction to marketing research; 2. Defining the marketing research problem and developing a research approach; 3. Research design; 4. Secondary data collection and analysis; 5. Internal secondary data and the use of databases; 6. Qualitative research: its nature and approaches; 7. Qualitative research: focus group discussions; 8. Qualitative research: depth interviewing and projective techniques; 9. Qualitative research: data analysis; 10. Survey and quantitative observation techniques; 11. Causal research design: experimentation; 12. Measurement and scaling: fundamentals, comparative and non-comparative scaling; 13. Questionnaire design; 14. Sampling: design and procedures; 15. Sampling: final and initial sample size determination; 16. Survey fieldwork; 17. Data preparation; 18. Frequency distribution, cross-tabulation and hypothesis testing; 19. Analysis of variance and covariance; 20. Correlation and regression; 21. Discriminant analysis; 22. Factor analysis; 23. Cluster analysis; 24. Multidimensional scaling and conjoint analysis; 25. Report preparation and presentation; 26. International marketing research; 27. Business-to-business (b2) marketing research; Appendix: Statistical tables; Glossary; Indexes