Malhotra, Naresh K.  <br/><br/>
Essentials of Marketing Research  : A Hands-On Orientation 

 - Chennai  Pearson Education  2024 
 - 432 p. 
<br/><br/>Table of Content<br/>"I. INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH<br/>1. Introduction to Marketing Research<br/>2. Defining the Marketing Research Problem and Developing an Approach<br/><br/>II. RESEARCH DESIGN FORMULATION<br/>3. Research Design, Secondary and Syndicated Data<br/>4. Qualitative Research<br/>5. Survey and Observation<br/>6. Experimentation and Causal Research<br/>7. Measurement and Scaling<br/>8. Questionnaire and Form Design<br/>9. Sampling Design and Procedures<br/><br/>III. DATA COLLECTION, ANALYSIS, AND REPORTING<br/>10. Data Collection and Preparation<br/>11. Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation<br/>12. Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression<br/>13. Report Preparation and Presentation" 
<br/><br/><label>ISBN: </label>9789332571198 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Commerce & Management
<br/><br/><label>Dewey Class. No.: </label>658.83  / MAL