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ISBN: 9781292103150
*Precio sin IVA: 33,02 €
*Precio con IVA: 39,95 €
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Marketing Research, 5e (e-Book VS 12m)


By Naresh K. Malhotra, Dan Nunan, David F. Birks

Descripción:

A well-known and established text within the market, the author team of Malhotra and Birks is well-respected as providing an in-depth and authoritative commentary in this area.

Offering a clear explanation and discussion of concepts and valued for its comprehensive nature, the European version of this text is much valued for its wealth of European and International case material, which is why we see strong sales of this title in both the UK as well as Europe.



Contenido:

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 analytics  

6.   Qualitative research: its nature and approaches  

7.   Qualitative research: focus group discussions  

8.   Qualitative research: in-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. Social Media research

18. Mobile research

19. Data integrity   

20. Frequency distribution, cross-tabulation and hypothesis testing  

21. Analysis of variance and covariance   

22. Correlation and regression

23. Discriminant and logit analysis   

24. Factor analysis

25. Cluster analysis   

26. Multidimensional scaling and conjoint analysis  

27. Structural equation modelling and path analysis

28. Communicating Research Findings   

29. Business-to-business (b2b) marketing research   

20. Research ethics   

Glossary

Index