Marketing Research / Edition 3

Marketing Research / Edition 3

by Alvin C. Burns, Ronald F. Bush
     
 

ISBN-10: 0130144118

ISBN-13: 9780130144119

Pub. Date: 12/28/1999

Publisher: Prentice Hall Professional Technical Reference

Using SPSS 9.0 is easy with the Student Assistant!

With our third edition of Marketing Research, we again have created the SPSS Student Assistant tutorial by using Lotus ScreenCam movies of the cursor movements and various windows associated with the SPSS for Windows program. The SPSS Student Assistant uses the Student Version of SPSS for Windows.

Within each

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Overview

Using SPSS 9.0 is easy with the Student Assistant!

With our third edition of Marketing Research, we again have created the SPSS Student Assistant tutorial by using Lotus ScreenCam movies of the cursor movements and various windows associated with the SPSS for Windows program. The SPSS Student Assistant uses the Student Version of SPSS for Windows.

Within each movie, we have included annotations describing the various operations and we have highlighted the specific features and aspects of these operations. SPSS for Windows is a complex system, and the SPSS Student Assistant takes student learners step-by-step through basic as well as advanced SPSS operations. Roughly one-third of the Student Assistant ScreenCam movies show how to do file operations, variable modifications, and other SPSS functions pertaining to the SPSS data editor. Over one-half of the movies illustrate the cursor movements and commands and present the actual output of statistical procedures described in the analysis chapters of the textbook.

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Product Details

ISBN-13:
9780130144119
Publisher:
Prentice Hall Professional Technical Reference
Publication date:
12/28/1999
Edition description:
Older Edition
Pages:
720
Product dimensions:
8.30(w) x 10.33(h) x 1.34(d)

Table of Contents

Preface
Ch. 1The Nature of Marketing Research1
Ch. 2The Industry: Structure, Evaluation, and Ethics18
Ch. 3The Marketing Research Process56
Ch. 4Defining the Problem and Determining Research Objectives82
Ch. 5Research Design108
Ch. 6Secondary Data Sources138
Ch. 7Syndicated Services170
Ch. 8Observation, Focus Groups, and Other Qualitative Methods206
Ch. 9Survey Data Collection Methods242
Ch. 10Measurement in Marketing Research282
Ch. 11Designing Data Collection Forms320
Ch. 12Determining the Sample Plan356
Ch. 13Determining the Size of a Sample390
Ch. 14Data Collection in the Field, Nonresponse Error, and Questionnaire Screening420
Ch. 15Basic Data Analysis: Descriptive Statistics450
Ch. 16Inferring Sample Findings to the Population and Testing for Differences486
Ch. 17Determining and Interpreting Associations between Two Variables532
Ch. 18Predictive Analysis in Marketing Research570
Ch. 19Presenting the Research Results610
EndnotesE1
CreditsC1
IndexI1

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