Essentials of marketing research
/ Naresh K. Malhotra, David F. Birks, Peter Wills.
- Harlow, England : Pearson, 2013.
Includes bibliographical references and index
Defining marketing research problems — The nature and development of a research design — Using secondary data from internal and external sources — Qualitative research – its nature and approaches — Qualitative techniques — Qualitative data analysis — Survey and quantitative observation techniques — Measurements and scaling: fundamentals and techniques — Questionnaire design — Sampling: fundamentals and techniques — Fieldwork and data preparation — Frequency distributions, cross tabulation and hypothesis testing — Report preparation and presentation — International marketing research.
Essentials of Marketing Research offers a balance of contemporary theory, European case material and software to help students to understand and apply the principles of designing and conducting high quality quantitative and qualitative marketing research and to give them the study skills to confidently design all stages of the marketing research process.