Marketing research an applied approach 3e malhotra david birks

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1 Introduction to marketing research 1 2 Defining the marketing research problem and developng a research approach 32 3 Research design 62 4 Secondary data collection and analysis 92 5 Internal secondary data and the use of databases 122 6 Qualitative research: its nature and approaches 148 7 Qualitative research: focus group discussions 179 8 Qualitative research: depth interviewing and projective techniques 205 9 Qualitative research: data analysis 231 10 Survey and quantitative observation techniques 264 11 Causal research design: experimentation 301 12 Measurement and scaling: fundamentals, comparative and non-comparative scaling 334 13 Questionnaire design 369 14 Sampling: design and procedures 403 15 Sampling: final and initial sample size determination 431 16 Survey fieldwork 459 17 Data preparation 474 18 Frequency distribution, cross-tabulation and hypothesis testing 502 19 Analysis of variance and covariance 544 20 Identifying relationships 573 21 Discriminant analysis 617 22 Factor analysis 645 23 Cluster anaylsis 670 24 Multidimensional scaling and conjoint analysis 692 25 Report preparation and presentation 722 26 International marketing research 742 27 Business-to-business (b2b) marketing research 766 Appendix: Statistical tables 795 Glossary 806
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