Pub. Date:
Prentice Hall
Market Research / Edition 5

Market Research / Edition 5

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Product Details

ISBN-13: 9780132280358
Publisher: Prentice Hall
Publication date: 01/01/2006
Edition description: Book & CD-ROM
Pages: 665
Product dimensions: 8.22(w) x 10.42(h) x 1.22(d)

Table of Contents

CHAPTER 1 Introduction to Marketing Research

CHAPTER 2 The Marketing Research Process

CHAPTER 3 The Marketing Research Industry

CHAPTER 4 Defining the Problem and Determing Research Objectives

CHAPTER 5 Research Design

CHAPTER 6 Using Secondary Data and Online Information Databases

CHAPTER 7 Standardized Information Sources

CHAPTER 8 Observation, Focus Groups, and Other Qualitative Methods

CHAPTER 9 Survey Data Collection Methods

CHAPTER 10 Measurement in Marketing Research

CHAPTER 11 Designing The Questionnaire

CHAPTER 12 Determining How to Select the Sample

CHAPTER 13 Determining the Size of a Sample

CHAPTER 14 Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

CHAPTER 15 Basic Data Analysis: Descriptive Statistics

CHAPTER 16 Generalizing a Sample’s Findings to Its Population and Testing Hypotheses about Percents and Means

CHAPTER 17 Testing for Differences Between Two Groups or Among More Than Two Groups

CHAPTER 18 Determining and Interpreting Associations among Variables

CHAPTER 19 Regression Analysis in Marketing Research

CHAPTER 20 The Marketing Research Report: Preparation and Presentation

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