Marketing research : applied insight / Daniel Nunan, David F. Birks, Naresh K. Malhotra.
Material type: TextPublication details: Harlow, enngland: Pearson c2020Edition: Sixth editionDescription: xvii,951p.: ill.; 27 cmISBN:- 9781292308746
- 9781292308760
- 658.8/3 23
- HF5415.2 .N86 2020
Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|---|
Books | Zetech Library - TRC General Stacks | Non-fiction | HF5415.2 .N86 2020 (Browse shelf(Opens below)) | C1 | Available | Z012018 | ||
Books | Zetech Library - TRC General Stacks | Non-fiction | HF5415.2 .N86 2020 (Browse shelf(Opens below)) | C2 | Available | Z012049 |
Naresh K. Malhotra is the first named author on earlier editions.
Earlier editions have title: Marketing research : an applied approach.
Includes bibliographical references and index.
Introduction to marketing research and insight -- Defining research problem and developing a research approach -- Research design -- Secondary data collection and analysis -- Internal secondary data and analytics -- Qualitative research : its nature and approaches -- Qualitative research; in depth interviewing and projective techniques -- Qualitative research data analysis -- Survey and qualitative observation techniques - Casual research design: experimentation -- Measurement and scaling : fundamentals, comparative and non-comparative scaling -- Questionnaire design -- Sampling: design and procedures -- sampling: determining sample size -- Survey fieldwork -- Social media research -- Mobile research -- Data integrity -- 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 modelling and path analysis -- communicating research findings -- Business to business (b2b) marketing research -- Research ethics , Privacy and trust.
"Working as a marketing researcher remains an intellectually stimulating, creative and rewarding career. Marketing research is a huge and growing industry at the forefront of innovation in many sectors of the economy. However, few industries can have been presented with as many challenges and opportunities as those faced by marketing research due to the growing amounts of data generated by modern technology. Founded upon the enormously successful US edition, and building upon the previous five European editions, the sixth edition of this book seeks to maintain its position as the leading marketing research text, focused on the key challenges facing marketing research in a European context. As with previous editions, this aims to be comprehensive, authoritative and applied. As a result, the book covers all the topics in previous editions while including updates that reflect the changes and challenges that have impacted the marketing research sector since the fifth edition was published. This includes the ever shifting impact of new technologies, the growth of 'insight' and the shifting role of research ethics, for example, through considering the impact of GDPR. This edition has been significantly updated, with new content, updated cases studies and a major focus on the issues and methods generated by new technologies"--
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