000			01859cam a22002778i 4500
001			17668303
005			20240524102332.0
008			130321s2013 enk b 001 0 eng
010			_a 2013009946
020			_a9780273724339 (alk. paper)
040			_aDLC _beng _cDLC _erda
041			_aEnglish
042			_apcc
050	0	0	_aHF5415.2 _b.M2884 2013
100			_aMalhotra, Naresh _92313 _eauthor
245	1	0	_aEssentials of marketing research _c/ Naresh K. Malhotra, David F. Birks, Peter Wills.
260			_aHarlow, England : _bPearson, _c2013.
504			_aIncludes bibliographical references and index
505			_aDefining 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.
520			_aEssentials 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.
650		0	_aMarketing research _91465
653			_aBibliography B1 Fundamentals of Marketing
700	1		_aBirks, David F. _eauthor
700	1		_aWills, Peter, _d1949- _eauthor
942			_2lcc
999			_c1798 _d1798