Marketing Research with SPSS 10 CD / Edition 3

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Upper Saddle River, NJ 2001 Hardcover 3rd Edition New Condition Brand New Quantity Available: 1. ISBN: 0130705608. ISBN/EAN: 9780130705600. Inventory No: 1560738387.

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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.

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Editorial Reviews

This introductory text is designed to educate students about the purpose, procedures, and applications of marketing research, and the various types of firms in the marketing research industry. The authors focus on basic research concepts, and note that the text is not intended for professors who wish to emphasize advanced data analysis. A CD-ROM includes SPSS 7.5 for Windows, which is integrated into the text. Annotation c. by Book News, Inc., Portland, Or.
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Product Details

  • ISBN-13: 9780130705600
  • Publisher: Prentice Hall
  • Publication date: 2/1/2001
  • Edition description: Older Edition
  • Edition number: 3
  • Product dimensions: 8.22 (w) x 10.22 (h) x 1.26 (d)

Table of Contents

Ch. 1 The Nature of Marketing Research 1
Ch. 2 The Industry: Structure, Evaluation, and Ethics 18
Ch. 3 The Marketing Research Process 56
Ch. 4 Defining the Problem and Determining Research Objectives 82
Ch. 5 Research Design 108
Ch. 6 Secondary Data Sources 138
Ch. 7 Syndicated Services 170
Ch. 8 Observation, Focus Groups, and Other Qualitative Methods 206
Ch. 9 Survey Data Collection Methods 242
Ch. 10 Measurement in Marketing Research 282
Ch. 11 Designing Data Collection Forms 320
Ch. 12 Determining the Sample Plan 356
Ch. 13 Determining the Size of a Sample 390
Ch. 14 Data Collection in the Field, Nonresponse Error, and Questionnaire Screening 420
Ch. 15 Basic Data Analysis: Descriptive Statistics 450
Ch. 16 Inferring Sample Findings to the Population and Testing for Differences 486
Ch. 17 Determining and Interpreting Associations between Two Variables 532
Ch. 18 Predictive Analysis in Marketing Research 570
Ch. 19 Presenting the Research Results 610
Endnotes E1
Credits C1
Index I1
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