01485nam a22001457a 4500003000400000020001800004082001400022100002300036245004700059250000800106260002900114300000800143650001500151653117300166SGT  a9789332555693  a658.8 MAL  aMALHOTRA, NARESH K  aMARKETING RESEARCH: AN APPLIED ORIENTATION  a7TH  aNEW DELHIbPEARSONc2017  a968  aMARKETING   aPART I Introduction and Early Phases of Marketing Research 1. Introduction to Marketing Research 2. Defining the Marketing Research Problem and Developing an Approach PART II Research Design Formulation 3. Research Design 4. Exploratory Research Design: Secondary Data 5. Exploratory Research Design: Qualitative Research 6. Descriptive Research Design: Survey and Observation 7. Causal Research Design: Experimentation 8. Measurement and Scaling: Fundamentals and Comparative Scaling 9. Measurement and Scaling: Noncomparative Scaling Techniques 10. Questionnaire and Form Design 11. Sampling: Design and Procedures 12. Sampling: Final and Initial Sample Size Determination PART III Data Collection, Preparation, Analysis, and Reporting 13. Fieldwork 14. Data Preparation 15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing 16. Analysis of Variance and Covariance 17. Correlation and Regression 18. Discriminant and Logit Analysis 19. Factor Analysis 20. Cluster Analysis 21. Multidimensional Scaling and Conjoint Analysis 22. Structural Equation Modeling and Path Analysis 23. Report Preparation and Presentation 24. International Marketing Research