Marketing Research [With Study Guide and Technology Manual for SPSS] / Edition 6

Hardcover (Print)
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A “nuts and bolts” understanding of marketing research and provides them with extensive information on how to use it.
Introducing Marketing Research; Explaining the Marketing Research Process; Describing Characteristics of the Marketing Research Industry; Defining the Problem and Determining Research Objectives; Understanding Research Design; Using Secondary Data and Online Information Databases; Comprehending Standardized Information Sources; Utilizing Exploratory and Qualitative Research Techniques; Evaluating Survey Data Collection Methods; Understanding Measurement in Marketing Research; Developing Questions and Designing the Questionnaire; Determining How to Select the Sample; Determining the Size of a Sample; Dealing with Field work and Data Quality Issues; Using Basic Descriptive Analysis; Performing Population Estimates and Hypothesis Tests; Implementing Basic Differences Tests; Making Use of Associations Tests; Understanding Regression Analysis Basics; Preparing the Research Report and Presentation
Written at a level first-time marketing research readers can understand, this text provides the basic fundamentals of the statistical procedures used to analyze data.
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Product Details

  • ISBN-13: 9780138010317
  • Publisher: Prentice Hall
  • Publication date: 4/28/2012
  • Edition number: 6
  • Product dimensions: 8.40 (w) x 10.80 (h) x 1.70 (d)

Table of Contents

Ch. 1 The Nature of Marketing Research 1
Ch. 2 The Industry: Structure, Evaluation, and Ethics 18
Ch. 3 The Marketing Research Process 56
Ch. 4 Defining the Problem and Determining Research Objectives 82
Ch. 5 Research Design 108
Ch. 6 Secondary Data Sources 138
Ch. 7 Syndicated Services 170
Ch. 8 Observation, Focus Groups, and Other Qualitative Methods 206
Ch. 9 Survey Data Collection Methods 242
Ch. 10 Measurement in Marketing Research 282
Ch. 11 Designing Data Collection Forms 320
Ch. 12 Determining the Sample Plan 356
Ch. 13 Determining the Size of a Sample 390
Ch. 14 Data Collection in the Field, Nonresponse Error, and Questionnaire Screening 420
Ch. 15 Basic Data Analysis: Descriptive Statistics 450
Ch. 16 Inferring Sample Findings to the Population and Testing for Differences 486
Ch. 17 Determining and Interpreting Associations between Two Variables 532
Ch. 18 Predictive Analysis in Marketing Research 570
Ch. 19 Presenting the Research Results 610
Endnotes E1
Credits C1
Index I1
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  • Posted September 25, 2011

    alven market is a scam

    i was born, but not this morning.

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