Essentials of Marketing Research: A Hands-On Orientation
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Essentials of Marketing Research: A Hands-On Orientation presents a concise overview of marketing research via a do-it-yourself approach that engages readers. Author Naresh Malhotra covers concepts at an elementary level, deemphasizing statistics and formulas. Sensitive to the needs of today's readers, Malhotra integrates online and social media content, and provides current, contemporary examples that ground concepts in the real world. KEY TOPICS:
Introduction to Marketing Research; Defining the Marketing Research Problem and Developing an Approach; Research Design, Secondary and Syndicated Data; Qualitative Research; Survey and Observation; Experimentation and Causal Research; Measurement and Scaling; Questionnaire and Form Design; Sampling Design and Procedures; Data Collection and Preparation; Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation; Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression; Report Preparation and Presentation MARKET:
Readers seeking to learn the basics of marketing research
Format:Paperback
Language:English
ISBN:0137066732
ISBN13:9780137066735
Release Date:January 2014
Publisher:Pearson
Length:432 Pages
Weight:1.85 lbs.
Dimensions:0.6" x 8.4" x 10.8"
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