image

MARKETING RESEARCH AN APPLIED APPROACH

MALHOTRA, NARESH K. , BIRKS, DAVID F.

2003

BOOK
Category

MARKETING RESEARCH

Abstract MALHOTRA (GEORGIA INSTITUTE OF TECHNOLOGY) AND BIRKS (UNIVERSITY OF SOUTHAMPTON) INTRODUCE THE QUALITATIVE APPROACH TO MARKETING RESEARCH, DESCRIBE DIFFERENT SAMPLING TECHNIQUES, AND PRESENT A FRAMEWORK FOR DESIGNING INTERNATIONAL RESEARCH PROJECTS. ORGANIZATION OF MATERIAL IS BASED ON A SIX-STEP PROCESS FOR CONDUCTING MARKETING RESEARCH, WITH INTERLACING SECTIONS ON RESEARCH DESIGN, FIELD WORK, DATA PREPARATION AND ANALYSIS, AND PREPARING REPORTS. THE THIRD EDITION ADDS A SECTION ON STRUCTURAL EQUATION MODELING, UPDATES WEB LINKS, AND INCORPORATES RUNNING EXAMPLES FROM A SPORTS MARKETING AGENCY. THE CD-ROM CONTAINS SURVEY AND DATA ANALYSIS SOFTWARE. ANNOTATION ©2008 BOOK NEWS, INC., PORTLAND, OR (BOOKNEWS.COM)

ISBN 0273657445
Author(s) MALHOTRA, NARESH K. , BIRKS, DAVID F.
Credits
Edition 2ND ED.
Year 2003
Publisher PRENTICE HALL & FINANCIAL TIMES
Type BOOK
Keywords MARKETING RESEARCH AN APPLIED APPROACH
Language English
Collation 786 P., 24CM

Availability and Location Reserve

Copy No Library Stack Shelf Is Reference Status Return Date
1 Limassol J 4 No A 01/01/1970