| 000 | 02475cam a22003498i 4500 | ||
|---|---|---|---|
| 001 | 19540908 | ||
| 005 | 20250217134141.0 | ||
| 008 | 170306s2017 nyu b 001 0 eng | ||
| 010 | _a2017007654 | ||
| 020 | _a9781292103129 | ||
| 040 |
_aDLC _beng _erda _cDLC _dDLC |
||
| 042 | _apcc | ||
| 100 | 1 |
_aMalhotra, Naresh K., _eauthor. |
|
| 245 | 1 | 0 |
_aMarketing research _h[electronic resource] : _ban applied approach / _cNaresh K. Malhotra, Daniel Nunan, David F. Birks. |
| 250 | _aFifth Edition. | ||
| 260 |
_aNew York : _bPearson, _cc2017. |
||
| 263 | _a1706 | ||
| 300 | _a976 pages | ||
| 336 |
_atext _btxt _2rdacontent |
||
| 337 |
_acomputer _bn _2rdamedia |
||
| 338 |
_aonline resource _bnc _2rdacarrier |
||
| 500 | _aRevised edition of Marketing research, 2012. | ||
| 504 | _aIncludes bibliographical references and index. | ||
| 505 | 0 | _aPreface -- Publisher's acknowledgements -- About the authors -- Introduction to marketing research -- Defining the marketing research problem and developing a research approach -- Research design -- Secondary data collection and analysis -- Internal secondary data and analytics -- Qualitative research: its nature and approaches -- Qualitative research: focus group discussions -- Qualitative research: in-depth interviewing and projective techniques -- Qualitative research: data analysis -- Survey and quantitative observation techniques -- Causal research design : experimentation -- Measurement and scaling : fundamentals, comparative and non-comparative scaling -- Questionnaire design -- Sampling : design and procedures -- Sampling : final and initial sample size determination -- Survey fieldwork -- Social media research -- Mobile research -- Data integrity -- Frequency distribution, cross-tabulation and hypothesis testing -- Analysis of variance and covariance -- Correlation and regression -- Discriminant and logit analysis -- Factor analysis -- Cluster analysis -- Multidimensional scaling and conjoint analysis -- Structural equation modelling and path analysis -- Communicating research findings -- Business-to-business (b2b) marketing research -- Research ethics -- Glossary -- Index. | |
| 650 | 0 | _aMarketing research. | |
| 650 | 0 |
_aMarketing research _xMethodology |
|
| 655 | _aElectronic books | ||
| 700 | 1 |
_aNunan, Daniel, _eauthor. |
|
| 700 | 1 |
_aBirks, David F., _eauthor. |
|
| 856 | _uhttps://drive.google.com/file/d/1xblyPjPbTc-ffV0MmxhYCYUqldMXXsG9/view?usp=drive_link | ||
| 942 |
_2lcc _cEBK |
||
| 999 |
_c51602 _d51602 |
||