Essentials of Marketing Research

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Managers all over the world make decisions on product and service related issues on a regular basis. Defining, generating, managing and interpreting information becomes an integral part of every organization. Readers of this book are presented with an overview of the major steps in the marketing research process. The book starts by detailing the importance of marketing research and the role it plays in the organization and how it helps with managerial decision making. The book then takes a micro-level approach, ...
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Overview

Managers all over the world make decisions on product and service related issues on a regular basis. Defining, generating, managing and interpreting information becomes an integral part of every organization. Readers of this book are presented with an overview of the major steps in the marketing research process. The book starts by detailing the importance of marketing research and the role it plays in the organization and how it helps with managerial decision making. The book then takes a micro-level approach, detailing each step of the marketing research process. The applications of marketing research, such as brand equity, customer satisfaction, and relationship marketing as also covered.
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Product Details

  • ISBN-13: 9780471170686
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 11/28/1998
  • Edition description: Older Edition
  • Edition number: 1
  • Pages: 640
  • Product dimensions: 8.29 (w) x 10.33 (h) x 1.23 (d)

Table of Contents

THE NATURE AND SCOPE OF MARKETING.

A Decision-Making Perspective on Marketing Research.

Marketing Research in Practice.

The Marketing Research Process.

Research Design and Implementation.

DATA COLLECTION.

Secondary Sources of Marketing Data.

Standardized Sources of Marketing Data.

Market Research on the Internet.

Information Collection: Qualitative and Observational Methods.

Information from Respondents: Issues in Data Collection.

Attitude Measurement.

Designing the Questionnaire.

Experimentation.

Sampling Fundamentals.

DATA ANALYSIS.

Fundamentals of Data Analysis.

Hypothesis Testing: Basic Concepts and Tests of Associations.

Hypothesis Testing: Means and Proportions.

Correlation Analysis and Regression Analysis.

APPLICATIONS.

Presenting the Results.

Applications of Marketing Research.

Appendix.

Glossary.

Index.

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