Marketing Research: Methodological Foundations (Book Only) / Edition 10

Marketing Research: Methodological Foundations (Book Only) / Edition 10

by Dawn Iacobucci
     
 

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ISBN-10: 0324359950

ISBN-13: 9780324359954

Pub. Date: 10/20/2009

Publisher: Cengage Learning

This market leader has established itself as a classic through seven previous editions by presenting superior, balanced coverage of both the qualitative and quantitative aspects of marketing research. The six stages of the research process provide a solid framework to ensure the development of students' conceptual and practical understanding of marketing research. It

Overview

This market leader has established itself as a classic through seven previous editions by presenting superior, balanced coverage of both the qualitative and quantitative aspects of marketing research. The six stages of the research process provide a solid framework to ensure the development of students' conceptual and practical understanding of marketing research. It may be used for both upper-division undergraduate and graduate level courses.

Product Details

ISBN-13:
9780324359954
Publisher:
Cengage Learning
Publication date:
10/20/2009
Pages:
624
Product dimensions:
8.00(w) x 10.00(h) x 1.10(d)

Table of Contents

Part I. Marketing Research, the Research Process and Problem Definition
1.Marketing Research: A Pervasive Activity
2.Alternative Approaches to Marketing Intelligence
3.The Research Process and Problem Formulation. Cases for Part 1. Part II. Determine Research Design
4.Research Design
5.Causal Designs. Cases for Part 2. Part III. Design Data-Collection Method and Forms
6.Data Collection: Secondary Data. Appendix 6A: Secondary Data Sources
7.Data Collection: Primary Data
8.Data-Collection Forms
9.Attitude Measurement. Appendix 9A: Psychological Measurement. Cases for Part 3. Part IV. Sample Design and Data Collection
10.Sampling Procedures
11.Sample Size
12.Collecting the Data: Field Procedures and Nonsampling Errors. Cases for Part 4. Part V. Analysis and Interpretation of Data
13.Data Analysis: Preliminary Steps. Appendix 13A: Chi-Square Tests. Appendix 13B: Avery Sporting Goods
14.Data Analysis: Basic Questions. Appendix 14A: Hypothesis Testing
15.Data Analysis: Examination of Differences. Appendix 15A: Analysis of Variance. Appendix 15B: Analysis of Catalog-Buying Data
16.Data Analysis: Investigation of Association. Appendix 16A: Nonparametric Measures of Association. Appendix 16B: Analysis of Catalog-Buying Data
17.Multivariate Data Analysis: Discriminant Analysis, Factor Analysis, Cluster Analysis, and Multidimensional Scaling. Appendix 17A: More Multivariate Statistical Techniques. Appendix 17B: Analysis of Catalog-Buying Data. Cases for Part 5. Part VI. The Research Report
18.The Research Report.

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