Marketing Research and SPSS 11.0 / Edition 4by Alvin C. Burns, Ronald F. Bush, Ronald F. Bush
Now ranked the #1 selling Marketing Research book, this edition returns with an abundance of new and updated exercises, coverage, and features. Most notable is a special emphasis on online marketing research. Nearly every chapter includes coverage on how the Internet and new technologies are impacting research methods, for better and for worse. A book cannot/i>… See more details below
Now ranked the #1 selling Marketing Research book, this edition returns with an abundance of new and updated exercises, coverage, and features. Most notable is a special emphasis on online marketing research. Nearly every chapter includes coverage on how the Internet and new technologies are impacting research methods, for better and for worse. A book cannot succeed on new features and topics alone. With every new edition, reviewers complement these authors for an approach that is innovative yet approachable and reliable. Exercises and cases have been checked for accuracy, and the authors also recruited a Blue Ribbon Panel of marketing research professionals. The Panel explores today's increasingly digital research environment from a practitioner's point of view. Chapter topics include the marketing research process and industry, determining research objectives, research design, measurement, data collection and analysis, interpreting associations among variables, predictive analysis, and preparing and presenting the research report. For an understanding and appreciation of how marketing research works in practice.
- Prentice Hall
- Publication date:
- Edition description:
- Older Edition
- Product dimensions:
- 8.30(w) x 10.26(h) x 1.27(d)
Table of Contents1. An Introduction to Marketing Research.
2. The Marketing Research Process.
3. The Marketing Research Industry.
4. Defining the Problem and Determining Research Objectives.
5. Research Design.
6. Secondary Data and Online Information Databases.
7. Standardized Information Sources.
8. Observation, Focus Groups, and Other Qualitative Methods.
9. Survey Data Collection Methods.
10. Measurement in Marketing Research.
11. Questionnaire Design.
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. Generalizing a Sample's Findings to Its Population and Testing Hypotheses about Percents and Means.
17. Testing for Differences Between Two Groups or Among More Than Two Groups.
18. Determining and Interpreting Associations Among Variables.
19. Predictive Analysis in Marketing Research.
20. Preparing and Presenting the Research Report.
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