Marketing Research / Edition 2

Marketing Research / Edition 2

by A. Parasuraman, Dhruv Grewal, R. Krishnan
     
 

ISBN-10: 0618660631

ISBN-13: 9780618660636

Pub. Date: 01/31/2006

Publisher: Cengage Learning

In Marketing Research, the authors offer undergraduate and MBA students a compelling introduction to the field with extensive use of global, technology, service, and small business examples. Distinctive features include integrated coverage of technology tools and statistical analysis, current research, and a strong focus on strategy. To reinforce the text's

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Overview

In Marketing Research, the authors offer undergraduate and MBA students a compelling introduction to the field with extensive use of global, technology, service, and small business examples. Distinctive features include integrated coverage of technology tools and statistical analysis, current research, and a strong focus on strategy. To reinforce the text's emphasis on technology, each new copy of the text can be packaged with SPSS software containing data sets—created by the authors—specifically related to examples and tutorials from the chapters on data analysis. The Second Edition features an appealing design and open layout, making an often challenging subject more engaging for students. Through current examples and cases, students gain an understanding of the role of marketing research in the business world. Pedagogical features give students a clear handle on what they need to focus on to be successful in the course. Chapter Objectives identify key concepts in the reading to follow, while Questions for Review and Discussion, Application Exercises, and Internet Exercises prompt students to complete a variety of tasks, allowing them to apply chapter concepts in meaningful ways.

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Product Details

ISBN-13:
9780618660636
Publisher:
Cengage Learning
Publication date:
01/31/2006
Pages:
672
Product dimensions:
8.10(w) x 10.00(h) x 1.00(d)

Table of Contents

I. Introduction to Marketing Research 1. The Nature and Scope of Marketing Research 2. The Marketing Research Process 3. Types of Marketing Research II. Data Collection: Types and Methods 4. Secondary Data 5. Using Geographic Information Systems for Marketing Research 6. Primary-Data Collection 7. Qualitative Research 8. Experimentation in Marketing Research III. Data Collection: Measurement Instruments and Sampling 9. Measurement and Scaling 10. Questionnaire Design 11. Sampling Foundations IV. Data Analysis 12. Quality Control and Initial Analysis of Data 13. Hypothesis Testing 14. Examining Associations: Correlation and Regression 15. Overview of Other Multivariate Techniques V. Communicating with Research Users 16. Presenting Research Results

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