Table of contents:
Introduction to marketing research --
Defining the marketing 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: focus group discussions --
Qualitative research: in-depth interviewing and projective techniques --
Qualitative research: data analysis --
Survey and quantitative observation techniques --
Causal research design : experimentation --
Measurement and scaling : fundamentals, comparative and non-comparative scaling --
Questionnaire design --
Sampling : design and procedures --
Sampling : final and initial sample size determination --
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 --
Glossary --
Index.

Summary:
A well-known and established text within the market, the author team of Malhotra and Birks is well-respected as providing an in-depth and authoritative commentary in this area. Offering a clear explanation and discussion of concepts and valued for its comprehensive nature, the European version of this text is much valued for its wealth of European and International case material, which is why we see strong sales of this title in both the UK as well as Europe.