Fundamentals of Marketing Research
Research Design Aspects v. 1
Edited by Naresh Malhotra
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Fundamentals of Marketing Research by Naresh Malhotra
Book DescriptionDrawing 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 DetailsISBN: 9781412921237
(234mm x 156mm x mm)
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, Hardback (December 2010)» View all books by Naresh Malhotra
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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