TY  - BOOK
AU  - MALHOTRA, NARESH K
TI  - MARKETING RESEARCH: AN APPLIED ORIENTATION
SN  - 9789332555693
U1  - 658.8 MAL 
PY  - 2017///
CY  - NEW DELHI
PB  - PEARSON
KW  - MARKETING
KW  - PART I Introduction and Early Phases of Marketing Research 1. Introduction to Marketing Research 2. Defining the Marketing Research Problem and Developing an Approach PART II Research Design Formulation 3. Research Design 4. Exploratory Research Design: Secondary Data 5. Exploratory Research Design: Qualitative Research 6. Descriptive Research Design: Survey and Observation 7. Causal Research Design: Experimentation 8. Measurement and Scaling: Fundamentals and Comparative Scaling 9. Measurement and Scaling: Noncomparative Scaling Techniques 10. Questionnaire and Form Design 11. Sampling: Design and Procedures 12. Sampling: Final and Initial Sample Size Determination PART III Data Collection, Preparation, Analysis, and Reporting 13. Fieldwork 14. Data Preparation 15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing 16. Analysis of Variance and Covariance 17. Correlation and Regression 18. Discriminant and Logit Analysis 19. Factor Analysis 20. Cluster Analysis 21. Multidimensional Scaling and Conjoint Analysis 22. Structural Equation Modeling and Path Analysis 23. Report Preparation and Presentation 24. International Marketing Research
ER  -