Malhotra, Naresh K. <br/><br/>
Marketing research :  an applied orientation / 
Naresh K. Malhotra. 
 - 4th edition. 
 - xxix, [782] pages :  illustrations ;  29 cm. 
<br/><br/>Includes bibliographical references : pages 725-758 and indexes. 
<br/><br/>Ch. 1. Introduction to Marketing Research -- Ch. 2. Defining the Marketing Research Problem and Developing an Approach -- Ch. 3. Research Design -- Ch. 4. Exploratory Research Design: Secondary Data -- Ch. 5. Exploratory Research Design: Qualitative Research -- Ch. 6. Descriptive Research Design: Survey and Observation -- Ch. 7. Causal Research Design: Experimentation -- Ch. 8. Measurement and Scaling: Fundamentals and Comparative Scaling -- Ch. 9. Measurement and Scaling: Noncomparative Scaling Techniques -- Ch. 10. Questionnaire and Form Design -- Ch. 11. Sampling: Design and Procedures -- Ch. 12. Sampling: Final and Initial Sample Size Determination -- Ch. 13. Fieldwork -- Ch. 14. Data Preparation -- Ch. 15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing -- Ch. 16. Analysis of Variance and Covariance -- Ch. 17. Correlation and Regression -- Ch. 18. Discriminant Analysis -- Ch. 19. Factor Analysis -- Ch. 20. Cluster Analysis -- Ch. 21. Multidimensional Scaling and Conjoint Analysis -- Ch. 22. Report Preparation and Presentation -- Ch. 23. International Marketing Research -- App. Statistical Tables. 
<br/><br/><label>ISBN: </label>0130337161 9780130337160 0131011189 9780131011182 0131219782 9780131219786 0131217291 9780131217294  Hadiah 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing research.<br/>Marketing research--Methodology.<br/>Marketing--Recherche.