Marketing Research

Marketing Research

by Robert E Stevens, David L Loudon, Bruce Wrenn, David Loudon
     
 

Teach students the power of marketing with effective research strategies!

This step-by-step textbook shows students how to design, conduct, and interpret market research. Marketing Research: Text and Cases covers the full range of this topic from the difference between strategic and tactical decisions to choosing the proper research design and on to advice on

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Overview

Teach students the power of marketing with effective research strategies!

This step-by-step textbook shows students how to design, conduct, and interpret market research. Marketing Research: Text and Cases covers the full range of this topic from the difference between strategic and tactical decisions to choosing the proper research design and on to advice on successfully presenting results.

Marketing Research provides clear explanations of complex issues, including the interpretation of statistics. Its charts, graphs, figures, sample questionnaires, and case studies make important points easier to grasp. The practice cases (including an SPSS data disk) offer engaging real-world problems that test the student’s research and analysis skills.

Marketing Research offers all the course-planning extras you need, including:

  • thorough instructor’s manual
  • sample syllabus
  • research project tips, assignments, and forms
  • test bank with true-false and multiple choice questions
  • also available: 20-30 PowerPoint slides per chapter
Marketing Research is an ideal textbook for introductory marketing research courses, and its thorough course planning gives instructors the tools they need.

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Product Details

ISBN-13:
9780789009401
Publisher:
Taylor & Francis
Publication date:
01/28/2002
Pages:
412
Product dimensions:
6.00(w) x 8.40(h) x 1.30(d)

Table of Contents

Acknowledgments
Ch. 1Introduction to Marketing Research1
Ch. 2Research Designs for Management Decision Making27
Ch. 3Secondary Data63
Ch. 4Primary Data Collection79
Ch. 5Measurement109
Ch. 6Designing the Data-Gathering Instrument139
Ch. 7Sampling Methods and Sample Size157
Ch. 8Fielding the Data-Gathering Instrument179
Ch. 9Introduction to Data Analysis201
Ch. 10Advanced Data Analysis223
Ch. 11The Research Report243
Cases279
Contributors280
Notes379
Index385

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