Marketing research : an applied orientation

Malhotra, N., Hall, John, Shaw, M. and Oppenheim, Peter 2006, Marketing research : an applied orientation, 3rd ed., Pearson Education Australia, Frenchs Forest, N.S.W..

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Title Marketing research : an applied orientation
Author(s) Malhotra, N.
Hall, JohnORCID iD for Hall, John
Shaw, M.
Oppenheim, Peter
Publication date 2006
Total pages xxiv, 912 p.
Publisher Pearson Education Australia
Place of Publication Frenchs Forest, N.S.W.
Keyword(s) Marketing research
Marketing research -- Methodology
Sales & marketing (Australia,New Zealand)
Management skills & techniques
Summary The content of this 3rd edition marketing research textbook is practical and up to date and is based on an applied and managerially focused approach. Australian an New Zealand research and examples have been thoroughly intergrated into every chapter.
Notes Contents: 1. Management decision problems ands the research decision process -- 2. Defining the marketing research problem -- 3. Specifying the marketing research objectives -- 4. Formulating the marketing research design -- 5. Secondary data -- 6. Qualitative research, its nature and approaches -- 7. Qualitative approaches in developing consumer insights -- 8. Descriptive research design: survey, observation and causal research -- 9. Questionnaire design, measurement and scaling -- 10. Sampling design and procedure -- 11. Internet marketing research -- 12. Field work -- 13. Data preparation -- 14. Describing consumers -- 15. Identifying differences between consumers -- 16. Predicting consumer behavior -- 17. Identifying and mapping consumer preferences -- 18. Identifying relationships -- 19. Segmenting consumers -- 20. Identifying key dimensions in consumer attitudes -- 21. Report preparation and presentation.
ISBN 0733970044
Edition 3rd
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category A3 Revision/new edition
Copyright notice ©2006, Pearson Education Australia
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