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Marketing Research Essentials / Edition 8

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Overview

Marketing Research Essentials gives students an industry perspective to the complexities and rapid developments of the marketing research world. Coauthored by a full-time marketing research professional, this book merges real-life, insider experiences from the industry, with quantitative methods, and market research applications for use in the classroom. It illustrates concepts with actual data, real-world case problems, as well as methods tried and tested in the real world.
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Product Details

  • ISBN-13: 9781118249321
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 9/4/2012
  • Edition description: New Edition
  • Edition number: 8
  • Pages: 480
  • Sales rank: 366,363
  • Product dimensions: 7.99 (w) x 9.94 (h) x 0.61 (d)

Table of Contents

Preface xxi

1 The Role of Marketing Research in Management Decision Making 1

2 Problem Defi nition, Exploratory Research, and the Research Process 34

3 Secondary Data and Databases 61

4 Qualitative Research 79

5 Traditional Survey Research 106

6 Online Marketing Research 128

7 Primary Data Collection: Observation 153

8 Primary Data Collection: Experimentation and Test Markets 178

9 The Concept of Measurement and Attitude Scales 206

10 Questionnaire Design 243

11 Basic Sampling Issues 277

12 Sample Size Determination 300

13 Data Processing, Data Analysis, and Statistical Testing 325

14 More Powerful Statistical Methods 364

15 Communicating Results and Managing Marketing Research 393

Endnotes 421

Index 437

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