Marketing research : an applied approach / Naresh K. Malhotra, David F. Birks, Peter Wills [Texto impreso]
By: Malhotra, Naresh K
Contributor(s): Birks, David F | Nunan, DanielLanguage: English Publisher: Harlow : Pearson, 2017Edition: 5th edDescription: XVI., 957 p. : il. col. ; 27 cmISBN: 978-1-292-10312-9Subject(s): Estudios de mercado -- Metodología | Marketing| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Course reserves |
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Libro
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Biblioteca Universidad Europea del Atlántico Fondo General | No ficción | 658.8 MAL mar | Available | 2217 |
Incluye referencias bibliográficas e índices
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. Quealitative research: in-depth interviewing and projective techniques ; 9. Quealitative research: data analysis ; 10. Survey and quantitative observation techniques ; 11. Casual research design: experimentation ; 12. Measurement and scaling: fundamentals, comparative and non-comparive scaling ; 13. Questionnaire design ; 14. Sampling: design and procedures ; 15. Sampling: determining sample size ; 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 refression ; 23. Discriminant and logit analysis ; 24. Factor analysis ; 25. Cluster analysis ; 26. Multidiensional scaling and conjoint analysis ; 27. Structural equation modelling and path analysis ; 28. Communicating research findings ; 29. Business-to business (b2b) marketing research ; 30. Research ethics.