The Marketing Research Guide / Edition 2

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Overview

The Marketing Research Guide carries readers step-by-step through the complete marketing research process, providing worksheets, sample proposals, questionnaires, and a copy of a final report to give insight into the tools and techniques of marketing research. It is ideal for managers who must negotiate, evaluate, and use marketing research as a part of the decision-making process; for individuals involved in the research process who need to review marketing research procedures or find examples of specific techniques; and as a college text for courses in marketing research, especially those that focus on conducting actual marketing research project. Worksheets at the end of each chapter help you develop outlines of your own marketing research projects, while the appendixes provide examples that help you visualize what your reports should look like. Another useful feature is the description of the major forecasting, sampling, and analysis techniques without the use of mathematical formulas - a quality sure to be appreciated by marketers and those ambivalent toward mathematics.
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Product Details

  • ISBN-13: 9780789024176
  • Publisher: Taylor & Francis
  • Publication date: 10/28/2005
  • Edition description: 2ND
  • Edition number: 2
  • Pages: 446
  • Product dimensions: 6.00 (w) x 8.40 (h) x 1.20 (d)

Table of Contents

Ch. 1 Introduction to marketing research 1
Ch. 2 Research designs for management decisions 25
Ch. 3 Experimentation 49
Ch. 4 Measurement 73
Ch. 5 Introduction to data collection 89
Ch. 6 Designing the data-gathering instrument 133
Ch. 7 Fielding the data-gathering instrument 155
Ch. 8 Sampling methods and sample size 181
Ch. 9 Analyzing and interpreting data for decisions 197
Ch. 10 Advanced data analysis 225
Ch. 11 The research report 249
Ch. 12 Industrial and international market research 263
Ch. 13 Mail surveys 287
Ch. 14 Concept/product testing 299
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