Marketing Research with SPSS 10 CD / Edition 3

Marketing Research with SPSS 10 CD / Edition 3

by Alvin C. Burns, Ronald F. Bush
     
 

ISBN-10: 0130705608

ISBN-13: 9780130705600

Pub. Date: 02/01/2001

Publisher: Prentice Hall

Constructed around a logical 11-step framework for market research activities, this book presents the basics of market research.

Written in a conversational tone with an effective, intuitive style, this book covers all the basics of marketing research with a variety of timely examples. The second edition of Marketing Research has been revised to include the latest

…  See more details below

Overview

Constructed around a logical 11-step framework for market research activities, this book presents the basics of market research.

Written in a conversational tone with an effective, intuitive style, this book covers all the basics of marketing research with a variety of timely examples. The second edition of Marketing Research has been revised to include the latest information, many more examples, and tie-ins to the Internet where appropriate. It also includes updates of Marketing Research Insights; Global Marketing Research Insights; and Ethical Issues in Marketing Research.

Product Details

ISBN-13:
9780130705600
Publisher:
Prentice Hall
Publication date:
02/01/2001
Edition description:
Older Edition
Product dimensions:
8.22(w) x 10.22(h) x 1.26(d)

Table of Contents

Preface
Ch. 1The Nature of Marketing Research1
Ch. 2The Industry: Structure, Evaluation, and Ethics18
Ch. 3The Marketing Research Process56
Ch. 4Defining the Problem and Determining Research Objectives82
Ch. 5Research Design108
Ch. 6Secondary Data Sources138
Ch. 7Syndicated Services170
Ch. 8Observation, Focus Groups, and Other Qualitative Methods206
Ch. 9Survey Data Collection Methods242
Ch. 10Measurement in Marketing Research282
Ch. 11Designing Data Collection Forms320
Ch. 12Determining the Sample Plan356
Ch. 13Determining the Size of a Sample390
Ch. 14Data Collection in the Field, Nonresponse Error, and Questionnaire Screening420
Ch. 15Basic Data Analysis: Descriptive Statistics450
Ch. 16Inferring Sample Findings to the Population and Testing for Differences486
Ch. 17Determining and Interpreting Associations between Two Variables532
Ch. 18Predictive Analysis in Marketing Research570
Ch. 19Presenting the Research Results610
EndnotesE1
CreditsC1
IndexI1

Read More

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >