Essentials of Marketing Research : A Hands-On Orientation

By:

Malhotra, Naresh K

Material type: Text

TextLanguage: English Publication details: Chennai Pearson Education 2024Description: 432 pISBN:

9789332571198

Subject(s):

Commerce & Management

DDC classification:

658.83 MAL

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Holdings
Item type	Current library	Status	Barcode
Books	Jawaharlal Nehru Library	Available	394499
Books	Jawaharlal Nehru Library	Available	394500
Books	Jawaharlal Nehru Library	Available	394501
Books	Jawaharlal Nehru Library	Available	394502
Books	Jawaharlal Nehru Library	Available	394503

Table of Content
"I. INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH
1. Introduction to Marketing Research
2. Defining the Marketing Research Problem and Developing an Approach

II. RESEARCH DESIGN FORMULATION
3. Research Design, Secondary and Syndicated Data
4. Qualitative Research
5. Survey and Observation
6. Experimentation and Causal Research
7. Measurement and Scaling
8. Questionnaire and Form Design
9. Sampling Design and Procedures

III. DATA COLLECTION, ANALYSIS, AND REPORTING
10. Data Collection and Preparation
11. Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation
12. Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression
13. Report Preparation and Presentation"

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