Marketing research - An applied approach

Naresh K. Malhotra, David F. Birks

816 pages, parution le 15/12/2002 (2^eme édition)

Ajouter à une liste

Indisponible

Résumé

This new edition of Marketing Research: An Applied Approach builds upon Birks' well received European adaptation of Malhtora's classic text whilst also drawing on the strengths of Malhotra's most recent US edition. It forms a comprehensive, authoritative and thoroughly European introduction to applied marketing research and covers both quantitative and qualitative techniques in depth.

Sommaire

Introduction to marketing research
Defining the marketing research problem and developing a research approach
Research design
Secondary data collection and analysis
Internal secondary data and the use of databases
Qualitative research: its nature and approaches
Qualitative research: focus group discussions
Qualitative research: depth interviewing and projective techniques
Qualitative research: data analysis
Survey and quantitative observation techniques
Causal research design: experimentation
Measurement and scaling: fundamentals, comparative and non-comparative scaling
Questionnaire design
Sampling: design and procedures
Sampling: final and initial sample size determination
Survey fieldwork
Data preparation
Frequency distribution, cross-tabulation and hypothesis testing
Analysis of variance and covariance
Correlation and regression
Discriminant analysis
Factor analysis
Cluster analysis
Multidimensional scaling and conjoint analysis
Report preparation and presentation
International marketing research

Voir tout

Replier

Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	Naresh K. Malhotra, David F. Birks
Parution	15/12/2002
Édition	2^eme édition
Nb. de pages	816
Format	19,5 x 26,5
Couverture	Broché
Poids	1511g
Intérieur	2 couleurs
EAN13	9780273657446