- Shopping Bag ( 0 items )
Ships from: Mishawaka, IN
Usually ships in 1-2 business days
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:
|Ch. 1||Introduction to Marketing Research||1|
|Ch. 2||Research Designs for Management Decision Making||27|
|Ch. 3||Secondary Data||63|
|Ch. 4||Primary Data Collection||79|
|Ch. 6||Designing the Data-Gathering Instrument||139|
|Ch. 7||Sampling Methods and Sample Size||157|
|Ch. 8||Fielding the Data-Gathering Instrument||179|
|Ch. 9||Introduction to Data Analysis||201|
|Ch. 10||Advanced Data Analysis||223|
|Ch. 11||The Research Report||243|