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Marketing Research Essentials, with SPSS / Edition 6

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More About This Textbook

Overview

*Real-World Orientation. Throughout the text, Cases, Chapter-Opening Vignettes, Marketing Research War Stories, and Ethical Dilemmas connect the materials to the real world of marketing research, as it's practiced in today's top firms.

*Focus on the research user - continues to present marketing research through the eyes of a manager using, or purchasing marketing research information.

*Chapter-Opening Vignettes discuss prominent companies/products.

*Marketing Research Across the Organization features present a series of questions and scenarios that require students to consider the impact of marketing research on basic business activities related to finance, production, human resources, and so forth.

*Real-life Ethical Dilemmas - such as protecting the anonymity of children online and allowing researchers to interview children at school for cash.

*Marketing research War Stories - short, amusing anecdotes about the trials and tribulations of conducting marketing research.

* SPSS Exercises - at the end of the quantitative chapters give students easy to follow, hands-on experience with this professional level statistical package.

* The latest version of SPSS is included in every new copy of the text.

* Perseus WebResearcher - a tool (an optional component) for Internet survey creation and the ability to host surveys created on the Perseus website.

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Product Details

  • ISBN-13: 9780470131985
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 2/26/2007
  • Edition description: Older Edition
  • Edition number: 6
  • Pages: 544
  • Product dimensions: 9.80 (w) x 7.90 (h) x 0.80 (d)

Table of Contents

Chapter 1 -
The Role of Marketing Research in Management Decision Making

Chapter 1 Appendix A -
Careers in Marketing Research

Chapter 1 Appendix B -
Marketing Research Ethics

Chapter 2 -
Problem Definition, Exploratory Research, and the Research Process

Chapter 3 -
Secondary Data and Databases

Chapter 4 -
Qualitative Research

Chapter 5 -
Survey Research

Chapter 6 -
Primary Data Collection: Observation

Chapter 7 -
Primary Data Collection: Experimentation

Chapter 8 -
The Concept of Measurement and Attitude Scales

Chapter 9 -
Questionnaire Design

Chapter 10 -
Basic Sampling Issues

Chapter 11 -
Sample Size Determination

Chapter 12 -
Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences

Chapter 13 -
Bivariate Correlation and Regression

Chapter 14 -
Communicating the Research Results and Managing Marketing Research

Appendix 1 -
Statistical Tables

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