Marketing research: an applied orientation
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston [u.a.]
Pearson
2010
|
| Ausgabe: | 6. ed., global ed. |
| Schlagworte: | |
| Online-Zugang: | Klappentext Inhaltsverzeichnis |
| Beschreibung: | 929 S. Ill., graph. Darst. 28 cm |
| ISBN: | 9780136094234 0136094236 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804139366344294400 |
|---|---|
| adam_text | Brief Contents
Foreword
21
Preface
23
Acknowledgments
29
Author Biography
32
PART I Introduction and Early Phases of Marketing Research
33
Chapter
1
Introduction to Marketing Research
34
Chapter
2
Defining the Marketing Research Problem and Developing an
Approach
66
PART II Research Design Formulation
99
Chapter
3
Chapter
4
Chapter
5
Chapter
6
Chapter
7
Chapter
8
Chapter
9
Chapter
10
Chapter
11
Chapter
12
PARTIU
Data
Chapter
13
Chapter
14
Chapter
15
Chapter
16
Chapter
17
Chapter
18
Chapter
19
Chapter
20
Chapter
21
Chapter
22
Chapter
23
Chapter
24
CASES
Case
1.1
Case
2.1
Case
2.2
Case
2.3
Case
3.1
Case
3.2
Case
3.3
Research Design
100
Exploratory Research Design: Secondary Data
130
Exploratory Research Design: Qualitative Research
168
Descriptive Research Design: Survey and Observation
208
Causal Research Design: Experimentation
248
Measurement and Scaling: Fundamentals
and Comparative Scaling
280
Measurement and Scaling:
Noncomparative
Scaling
Techniques
304
Questionnaire and Form Design
332
Sampling: Design and Procedures
368
Sampling: Final and Initial Sample Size Determination
402
Collection, Preparation, Analysis, and Reporting
431
Fieldwork
432
Data Preparation
450
Frequency Distribution, Cross-Tabulation, and Hypothesis
Testing
480
Analysis of Variance and Covariance
528
Correlation and Regression
560
Discriminant and Logit Analysis
600
Factor Analysis
634
Cluster Analysis
660
Multidimensional Scaling and Conjoint Analysis
688
Structural Equation Modeling and Path Analysis
722
Report Preparation and Presentation
758
International Marketing Research
784
Dell Direct
806
Hong Kong: Staying Ahead of the Competition in the Wealth
Management Business
812
Baskin-Robbins: Can It Bask in the Good
Ole
Days?
815
Kid Stuff? Determining the Best Positioning Strategy
for Akron Children s Hospital
818
AT&T Wireless: Ma Bell Becomes Ma Again
820
IBM: The World s Top Provider of Computer Hardware,
Software, and Services
825
Kimberly-Clark: Competing Through Innovation
833
Case
4.1
JPMorgan Chase: Chasing Growth Through Mergers and
Acquisitions
840
Case
4.2
Wendy s: History and Life After Dave Thomas
846
Case
5.1
The Harvard Graduate Student Housing Survey
(9-505-059) 853
Case
5.2
BizRate.Com
(9-501-024) 853
Case
5.3
Cola Wars Continue: Coke and Pepsi in the Twenty-First Century
(9-702-442) 853
Case
5.4
TiVo in
2002 (9-502-062) 853
Case
5.5
Compaq Computer: Intel Inside?
(9-599-061) 853
Case
5.6
The New Beetle
(9-501-023) 853
Appendix: Statistical Tables
854
Notes
866
Photo Credits
907
Index
909
This Global Edition has been edited to include enhancements
making it more relevant to students outside the United States.
The editorial team at Pearson has worked closely with educators
from Asia and the Middle East to contribute new activities and
case studies.
The sixth edition of Marketing Research: An Applied Orientation is
even more current, contemporary, illustrative, and sensitive to
user needs.
This text allows students to actually experience the interaction
between marketing research and marketing decision making.
The chapters take a unique applied and managerial orientation
that illustrate the interaction between marketing research
decisions and marketing management decisions. This text ¡s
comprehensive, practical, and presents balanced coverage of
both qualitative and quantitative material.
|
| any_adam_object | 1 |
| author | Malhotra, Naresh K. |
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| dewey-full | 658.83 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
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| dewey-search | 658.83 |
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| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 6. ed., global ed. |
| format | Book |
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| isbn | 9780136094234 0136094236 |
| language | English |
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| spelling | Malhotra, Naresh K. Verfasser (DE-588)139970096 aut Marketing research an applied orientation Naresh K. Malhotra 6. ed., global ed. Boston [u.a.] Pearson 2010 929 S. Ill., graph. Darst. 28 cm txt rdacontent n rdamedia nc rdacarrier Marketing research Marketing research Methodology Marktforschung (DE-588)4037630-8 gnd rswk-swf Marketingforschung (DE-588)4200055-5 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s Marktforschung (DE-588)4037630-8 s DE-604 Marketingforschung (DE-588)4200055-5 s 1\p DE-604 Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017725096&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Klappentext Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017725096&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Malhotra, Naresh K. Marketing research an applied orientation Marketing research Marketing research Methodology Marktforschung (DE-588)4037630-8 gnd Marketingforschung (DE-588)4200055-5 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037630-8 (DE-588)4200055-5 (DE-588)4037589-4 |
| title | Marketing research an applied orientation |
| title_auth | Marketing research an applied orientation |
| title_exact_search | Marketing research an applied orientation |
| title_full | Marketing research an applied orientation Naresh K. Malhotra |
| title_fullStr | Marketing research an applied orientation Naresh K. Malhotra |
| title_full_unstemmed | Marketing research an applied orientation Naresh K. Malhotra |
| title_short | Marketing research |
| title_sort | marketing research an applied orientation |
| title_sub | an applied orientation |
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| topic_facet | Marketing research Marketing research Methodology Marktforschung Marketingforschung Marketing |
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