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Basic Marketing Research with SPSS 13.0 Student CD / Edition 2
     

Basic Marketing Research with SPSS 13.0 Student CD / Edition 2

by Mark Peterson, Mark Peterson, Mark Peterson, Naresh K. Malhotra
 

ISBN-10: 0131548654

ISBN-13: 9780131548657

Pub. Date: 03/29/2005

Publisher: Prentice Hall

Product Details

ISBN-13:
9780131548657
Publisher:
Prentice Hall
Publication date:
03/29/2005
Edition description:
REV
Pages:
672
Product dimensions:
8.82(w) x 11.10(h) x 1.17(d)

Table of Contents

PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH

1. INTRODUCTION TO MARKETING RESEARCH

2. DEFINING THE MARKETING RESEARCH PROBLEM AND DEVELOPING AN APPROACH

CASES FOR PART I

VIDEO CASES FOR PART I

 

PART II: RESEARCH DESIGN FORMULATION

3. RESEARCH DESIGN

4. EXPLORATORY RESEARCH DESIGN: SECONDARY DATA

5. EXPLORATORY RESEARCH DESIGN: SYNDICATED SOURCES OF SECONDARY DATA

6. EXPLORATORY RESEARCH DESIGN: QUALITATIVE RESEARCH

7. DESCRIPTIVE RESEARCH DESIGN: SURVEY AND

    OBSERVATION

8. CAUSAL RESEARCH DESIGN: EXPERIMENTATION

9. MEASUREMENT AND SCALING: FUNDAMENTALS AND COMPARATIVE SCALING

10. MEASUREMENT AND SCALING: NONCOMPARATIVE TECHNIQUES

11. QUESTIONNAIRE AND FORM DESIGN

12. SAMPLING: DESIGN AND PROCEDURES

13. SAMPLING: FINAL AND INITIAL SAMPLE SIZE DETERMINATION

CASES FOR PART II

VIDEO CASES FOR PART II

 

PART III: DATA COLLECTION, ANALYSIS AND REPORTING

14. FIELD WORK: DATA COLLECTION

15. DATA PREPARATION AND ANALYSIS STRATEGY

16. DATA ANALYSIS: FREQUENCY DISTRIBUTION, HYPOTHESIS TESTING AND CROSS-TABULATIONS

17. DATA ANALYSIS: HYPOTHESIS TESTING RELATED TO DIFFERENCES

18. DATA ANALYSIS: CORRELATION AND REGRESSION

19. REPORT PREPARATION AND PRESENTATION

CASES FOR PART III WITH EXTERNAL DATA

CASES FOR PART III WITHOUT EXTERNAL DATA

VIDEO CASES FOR PART III

 

PARTIV: COMPREHENSIVE CASES AND VIDEO CASES

COMPREHENSIVE CASES WITH EXTERNAL DATA

COMPREHENSIVE VIDEO CASES

 

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