Description - Fundamentals of Marketing Research by Naresh K. Malhotra
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.
Buy Fundamentals of Marketing Research by Naresh K. Malhotra from Australia's Online Independent Bookstore, Boomerang Books.
(234mm x 156mm x mm)
SAGE Publications Inc
Publisher: SAGE Publications Inc
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