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*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.
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 -
Chapter 5 -
Chapter 6 -
Primary Data Collection: Observation
Chapter 7 -
Primary Data Collection: Experimentation
Chapter 8 -
The Concept of Measurement and Attitude Scales
Chapter 9 -
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 -