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EBOOK & TEST BANK & SOLUTION MANUAL - EBOOK - Marketing Research - An Applied Orientation - Full Edition (Naresh K. Malhotra)
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Nghiên cứu thị trường - Định hướng ứng dụng (Naresh K. Malhotra)
Using a do-it-yourself, hands-on approach, Marketing Research: An Applied Orientation illustrates the interaction between marketing research and marketing management decisions. The text uses a practical 6-step framework for conducting marketing research. It also encompasses a variety of marketing companies to highlight qualitative and quantitative research strategies.
The 7th Edition provides current, contemporary and illustrative material sensitive to users' needs. And with detailed emphasis on how to run the SPSS and SAS programs, you'll obtain the most extensive help available.
CONTENTS:
PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH
Introduction to Marketing Research
Defining the Marketing Research Problem and Developing an Approach
PART II: RESEARCH DESIGN FORMULATION
Research Design
Exploratory Research Design: Secondary and Syndicated Data
Exploratory Research Design: Qualitative Research
Descriptive Research Design: Survey and Observation
Causal Research Design: Experimentation
Measurement and Scaling: Fundamentals and Comparative Scaling
Measurement and Scaling: Noncomparative Scaling Techniques
Questionnaire and Form Design
Sampling: Design and Procedures
Sampling: Final and Initial Sample Size Determination
PART III: DATA COLLECTION, PREPARATION, ANALYSIS, AND REPORTING
Fieldwork
Data Preparation
Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
Analysis of Variance and Covariance
Correlation and Regression
Discriminant and Logit Analysis
Factor Analysis
Cluster Analysis
Multidimensional Scaling and Conjoint Analysis
Structural Equation Modeling and Path Analysis
Report Preparation and Presentation
CASES
1.1. HP: Using Marketing Research to Gain a Competitive Edge
2.1. Baskin-Robbins: Can It Bask in the Good ‘Ole Days?
2.2. Kid Stuff? Determining the Best Positioning Strategy for Akron Children’s Hospital
3.1. AT&T Wireless: Ma Bell Becomes Ma Again
3.2. IBM: A Top Provider of Computer Hardware, Software, and Services
3.3. Kimberly-Clark: Competing Through Innovation
4.1. JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions
4.2. Wendy’s: History and Life After Dave Thomas
5.1. The Harvard Graduate Student Housing Survey
5.2. BizRate.Com
5.3. Cola Wars Continue: Coke and Pepsi in the Twenty-First Century
5.4. TiVo in 2002
5.5. Compaq Computer: Intel Inside?
5.6. The New Beetle
LINK 3 - TÌM KIẾM SÁCH/TÀI LIỆU ONLINE (GIÁ ƯU ĐÃI NHẤT)
LINK 4 - TÌM KIẾM SÁCH/TÀI LIỆU ONLINE (GIÁ ƯU ĐÃI NHẤT)
EBOOK - Marketing Research - An Applied Orientation - 7th Edition (Naresh K. Malhotra) 2016.
LINK DOWNLOAD (TÀI LIỆU VIP MEMBER)
Solution manual for Marketing Research - An Applied Orientation - 7th Edition (Naresh K. Malhotra) (1200 page)
Test bank for Marketing Research - An Applied Orientation - 7th Edition (Naresh K. Malhotra) (800 page)
Nghiên cứu thị trường - Định hướng ứng dụng (Naresh K. Malhotra)
Using a do-it-yourself, hands-on approach, Marketing Research: An Applied Orientation illustrates the interaction between marketing research and marketing management decisions. The text uses a practical 6-step framework for conducting marketing research. It also encompasses a variety of marketing companies to highlight qualitative and quantitative research strategies.
The 7th Edition provides current, contemporary and illustrative material sensitive to users' needs. And with detailed emphasis on how to run the SPSS and SAS programs, you'll obtain the most extensive help available.
CONTENTS:
PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH
Introduction to Marketing Research
Defining the Marketing Research Problem and Developing an Approach
PART II: RESEARCH DESIGN FORMULATION
Research Design
Exploratory Research Design: Secondary and Syndicated Data
Exploratory Research Design: Qualitative Research
Descriptive Research Design: Survey and Observation
Causal Research Design: Experimentation
Measurement and Scaling: Fundamentals and Comparative Scaling
Measurement and Scaling: Noncomparative Scaling Techniques
Questionnaire and Form Design
Sampling: Design and Procedures
Sampling: Final and Initial Sample Size Determination
PART III: DATA COLLECTION, PREPARATION, ANALYSIS, AND REPORTING
Fieldwork
Data Preparation
Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
Analysis of Variance and Covariance
Correlation and Regression
Discriminant and Logit Analysis
Factor Analysis
Cluster Analysis
Multidimensional Scaling and Conjoint Analysis
Structural Equation Modeling and Path Analysis
Report Preparation and Presentation
CASES
1.1. HP: Using Marketing Research to Gain a Competitive Edge
2.1. Baskin-Robbins: Can It Bask in the Good ‘Ole Days?
2.2. Kid Stuff? Determining the Best Positioning Strategy for Akron Children’s Hospital
3.1. AT&T Wireless: Ma Bell Becomes Ma Again
3.2. IBM: A Top Provider of Computer Hardware, Software, and Services
3.3. Kimberly-Clark: Competing Through Innovation
4.1. JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions
4.2. Wendy’s: History and Life After Dave Thomas
5.1. The Harvard Graduate Student Housing Survey
5.2. BizRate.Com
5.3. Cola Wars Continue: Coke and Pepsi in the Twenty-First Century
5.4. TiVo in 2002
5.5. Compaq Computer: Intel Inside?
5.6. The New Beetle
LINK 3 - TÌM KIẾM SÁCH/TÀI LIỆU ONLINE (GIÁ ƯU ĐÃI NHẤT)
LINK 4 - TÌM KIẾM SÁCH/TÀI LIỆU ONLINE (GIÁ ƯU ĐÃI NHẤT)
EBOOK - Marketing Research - An Applied Orientation - 7th Edition (Naresh K. Malhotra) 2016.
LINK DOWNLOAD (TÀI LIỆU VIP MEMBER)
Solution manual for Marketing Research - An Applied Orientation - 7th Edition (Naresh K. Malhotra) (1200 page)
Test bank for Marketing Research - An Applied Orientation - 7th Edition (Naresh K. Malhotra) (800 page)
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