Fundamentals of Marketing Research by Naresh Malhotra
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Fundamentals of Marketing Research
By Naresh Malhotra

Fundamentals of Marketing Research

Research Design Aspects v. 1

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Format: Hardback

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Fundamentals of Marketing Research by Naresh Malhotra

Book Description

Drawing together seminal and cutting-edge papers on qualitative and quantitative market research, this collection has been compiled by an award-winning scholar internationally hailed as a leading authority on market research. Naresh Malhotra offers academics a nuanced and comprehensive reading of the key issues and concepts across the field. This six-volume set covers the following areas: Volume One: Research Design Aspects: defining the marketing research problem, secondary data analysis, qualitative research, surveys and observation, experimentation. Volume Two: Scaling Techniques and Questionnaire Design: fundamental types of measurement, non-comparative scaling techniques, comparative scaling techniques, multi-item scales, reliability, validity, and generalizability issues, questionnaire design, design of observation forms. Volume Three: Sampling Plans: sampling considerations, non-probability sampling techniques, probability sampling techniques, sampling versus non-sampling errors, statistical approaches to sample size: mean and proportion.Volume Four: Basic Techniques of Data Analysis: parametric tests, nonparametric tests, analysis of variance, analysis of covariance, multivariate analysis of variance, correlation and bivariate regression, multivariate regression. Volume Five: Commonly Used Techniques of Data Analysis: multiple discriminant analysis, factor analysis, confirmatory factor analysis, cluster analysis. Volume Six: Advanced Multivariate Techniques of Data Analysis: logit models, probit models, tobit Models, conjoint analysis, multi-dimensional scaling.

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Book Details

ISBN: 9781412921237
ISBN-10: 1412921236
Format: Hardback
(234mm x 156mm x mm)
Pages: 2560
Imprint: SAGE Publications Ltd
Publisher: SAGE Publications Ltd
Publish Date: 18-Aug-2007
Country of Publication: United Kingdom

Books By Author Naresh Malhotra

Wiley International Encyclopedia of Marketing by Naresh Malhotra Wiley International Encyclopedia of Marketing, Hardback (December 2010)

With 360 entries from over 500 global experts, the Encyclopedia offers one of the premier business reference sources available worldwide. Entries are arranged alphabetically within each subject volume. Each volume carries an index.

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