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Test bank for Basic Marketing Research Pearson New International Edition 4th Edition by Naresh K. Malhotra

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Test bank for Basic Marketing Research Pearson New International Edition 4th Edition by Naresh K. Malhotra

Test bank for Basic Marketing Research Pearson New International Edition 4th Edition by Naresh K. Malhotra

For undergraduate-level courses in Marketing Research.
With a hands-on, do-it-yourself approach, Malhotra offers a contemporary focus on decision-making, illustrating the interaction between marketing research decisions and marketing management decisions.

Table of Contents

Part 1: Introduction and Early Phases of Marketing Research

Chapter 1 Introduction to Marketing Research

Chapter 2 Defining the Marketing Research Problem and Developing an Approach

Part 2: Research Design Formulation

Chapter 3 Research Design

Chapter 4 Exploratory Research Design: Secondary Data

Chapter 5 Exploratory Research Design: Syndicated Sources of Secondary Data

Chapter 6 Exploratory Research Design: Qualitative Research

Chapter 7 Descriptive Research Design: Survey and Observation

Chapter 8 Causal Research Design: Experimentation

Chapter 9 Measurement and Scaling: Fundamentals and Comparative Scaling

Chapter 10 Measurement and Scaling: Noncomparative Scaling Techniques

Chapter 11 Questionnaire and Form Design

Chapter 12 Sampling: Design and Procedures

Chapter 13 Sampling: Final and Initial Sample-Size Determination

Part 3: Data Collection, Analysis, and Reporting

Chapter 14 Fieldwork: Data Collection

Chapter 15 Data Preparation and Analysis Strategy

Chapter 16 Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Chapter 17 Data Analysis: Hypothesis Testing Related to Differences

Chapter 18 Data Analysis: Correlation and Regression

Chapter 19 Report Preparation and Presentation

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