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Product Details:

Language: English
ISBN-10: 0137066732
ISBN-13: 978-0137066735
ISBN-13: 9780137066735

Author: Naresh K. Malhotra

Table of Content:

1. Introduction to Marketing Research
2. Defining the Marketing Research Problem and Developing an Approach
3. Research Design, Secondary and Syndicated Data
4. Qualitative Research
5. Survey and Observation
6. Experimentation and Causal Research
7. Measurement and Scaling
8. Questionnaire and Form Design
9. Sampling Design and Procedures
10. Data Collection and Preparation
11. Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation
12. Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression
13. Report Preparation and Presentation

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