Marketing Research : Applied Insight /: Applied Insight. (2020)

• Record Type: Book
• Further Information: Note: Dan Nunan, David F. Birks, Manoj K. Malhotra.
• Authors: Nunan, Dan; Birks, David F; Malhotra, Manoj K
• Contents: 1. Introduction to marketing research and insight 2. Defining the research problem and developing a research approach 3. Research design 4. Secondary data collection and analysis 5. Internal secondary data and analytics 6. Qualitative research: its nature and approaches 7. Qualitative research: focus group discussions 8. Qualitative research: in-depth interviewing and projective techniques 9. Qualitative research: data analysis 10. Survey and quantitative observation techniques 11. Causal research design: experimentation 12. Measurement and scaling: fundamentals, comparative and non-comparative scaling 13. Questionnaire design 14. Sampling: design and procedures 15. Sampling: determining sample size 16. Survey fieldwork 17. Social media research 18. Mobile research 19. Data integrity 20. Frequency distribution, cross-tabulation and hypothesis testing 21. Analysis of variance and covariance 22. Correlation and regression 23. Discriminant and logit analysis 24. Factor analysis 25. Cluster analysis 26. Multidimensional scaling and conjoint analysis 27. Structural equation modelling and path analysis 28. Communicating research findings 29. Business-to-business (b2b) marketing research 30. Research ethics, privacy and trust.
• Edition: Sixth edition
• Publisher Details: United Kingdom : Pearson Higher Education
• Publication Date: 2020
• Copyright Date: 2020
• Extent: 1 online resource
• Subjects: Market research
• Languages: English
• ISBNs: 9781292308760; 1292308761
• Related ISBNs: 9781292308722
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.