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

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.

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

1. The Nature of Marketing Research.
2. The Industry: Structure, Evaluation, and Ethics.
3. The Marketing Research Process.
4. Defining the Problem and Determining Research Objectives.
5. Research Design.
6. Secondary Data Sources.
7. Syndicated Services.
8. Observation, Focus Groups, and Other Qualitative Methods.
9. Survey Data Collection Methods.
10. Measurement in Marketing Research.
11. Designing Data Collection Forms.
12. Determining the Sample Plan.
13. Determining the Size of a Sample.
14. Data Collection in the Field, Nonresponse Error, and Questionnaire Screening.
15. Basic Data Analysis: Descriptive Statistics.
16. Inferring Sample Findings to the Population and Testing for Differences.
17. Determining and Interpreting Associations Between Two Variables.
18. Predictive Analysis in Marketing Research.
19. Presenting the Research Results.

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