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| Category |
MARKETING RESEARCH
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|
| Abstract |
MALHOTRA (GEORGIA INSTITUTE OF TECHNOLOGY) AND BIRKS (UNIVERSITY OF SOUTHAMPTON) INTRODUCE THE QUALITATIVE APPROACH TO MARKETING RESEARCH, DESCRIBE DIFFERENT SAMPLING TECHNIQUES, AND PRESENT A FRAMEWORK FOR DESIGNING INTERNATIONAL RESEARCH PROJECTS. ORGANIZATION OF MATERIAL IS BASED ON A SIX-STEP PROCESS FOR CONDUCTING MARKETING RESEARCH, WITH INTERLACING SECTIONS ON RESEARCH DESIGN, FIELD WORK, DATA PREPARATION AND ANALYSIS, AND PREPARING REPORTS. THE THIRD EDITION ADDS A SECTION ON STRUCTURAL EQUATION MODELING, UPDATES WEB LINKS, AND INCORPORATES RUNNING EXAMPLES FROM A SPORTS MARKETING AGENCY. THE CD-ROM CONTAINS SURVEY AND DATA ANALYSIS SOFTWARE. ANNOTATION ©2008 BOOK NEWS, INC., PORTLAND, OR (BOOKNEWS.COM)
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| ISBN |
0273657445
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| Author(s) |
MALHOTRA, NARESH K.
,
BIRKS, DAVID F.
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| Credits |
|
| Edition |
2ND ED.
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| Year |
2003
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| Publisher |
PRENTICE HALL & FINANCIAL TIMES
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| Type |
BOOK
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| Keywords |
MARKETING RESEARCH AN APPLIED APPROACH
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| Language |
English |
| Collation |
786 P., 24CM
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