Marketing Research: Private and Public Sector Decisions

Overview

The book is designed to help both managers and researchers understand and appreciate marketing research, when it can and should be used, what research alternatives exist, how to recognize effective and ineffective research, and how to interpret and apply the results. It includes thorough coverage of the most advanced and current marketing research methodologies, pointing out their limitations as well as their potential for enhancing research results.
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Overview

The book is designed to help both managers and researchers understand and appreciate marketing research, when it can and should be used, what research alternatives exist, how to recognize effective and ineffective research, and how to interpret and apply the results. It includes thorough coverage of the most advanced and current marketing research methodologies, pointing out their limitations as well as their potential for enhancing research results.
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Product Details

  • ISBN-13: 9780471000594
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 2/1/1980
  • Series: Marketing Series
  • Edition number: 2
  • Pages: 628

Table of Contents

Pt. I The Nature and Scope of Marketing Research 1
Ch. 1 A Decision-Making Perspective On Marketing Research 2
Ch. 2 Marketing Research in Practice 22
Ch. 3 The Marketing Research Process 42
Ch. 4 Research Design and Implementation 71
Pt. II Data Collection 113
Ch. 5 Secondary Sources of Marketing Data 114
Ch. 6 Standardized Sources of Marketing Data 141
Ch. 7 Information Collection: Qualitative and Observational Methods 173
Ch. 8 Information from Respondents: Issues in Date Collection 199
Ch. 9 Information from Respondents: Survey Methods 218
Ch. 10 Attitude Measurement 253
Ch. 11 Designing the Questionnaire 290
Ch. 12 Experimentation 321
Ch. 13 Sampling Fundamentals 358
Ch. 14 Sample Size and Statistical Theory 392
Pt. III Data Analysis 441
Ch. 15 Fundamentals of Data Analysis 442
Ch. 16 Hypothesis Testing: Basic Concepts and Tests of Associations 467
Ch. 17 Hypothesis Testing: Means and Proportions 491
Pt. IV Special Topics in Data Analysis 535
Ch. 18 Correlation Analysis and Regression Analysis 536
Ch. 19 Discriminant and Canonical Analysis 573
Ch. 20 Factor and Cluster Analysis 595
Ch. 21 Multidimensional Scaling and Conjoint Analysis 629
Ch. 22 Presenting the Results 660
Pt. V Applications 679
Ch. 23 Traditional Applications of Marketing Research: Product and Price 680
Ch. 24 Traditional Applications of Marketing Research: Distribution and Promotion 706
Ch. 25 Applications of Marketing Research in the Nineties 730
Appendix: Tables: Standard Normal Probabilities 761
Appendix: Tables: X[superscript 2]รค Critical Points 762
Appendix: Tables: F Critical Points 764
Appendix: Tables: t Critical Points 767
Glossary 769
Index 779
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