Marketing Research / Edition 5 available in Hardcover
- Pub. Date:
Leading researchers and instructors present an excellent exposition of technical innovations and related advancements which contribute to the dynamic and ever-changing nature of this field. Highlights the differences between domestic and international research, offering solutions to handle problems unique to multi-country investigations. Features a comprehensive section on marketing research applications including both traditional and current developments such as brand equity, customer satisfaction and TQM. Stimulating and challenging end-of-chapter questions plus scores of problems and case studies induce students' creative thinking.
|Edition description:||Older Edition|
|Product dimensions:||8.27(w) x 10.31(h) x 1.34(d)|
About the Author
V. Kumar, University of Houston;
George S. Day, University of Pennsylvania
Table of Contents
Partial table of contents:
THE NATURE AND SCOPE OF MARKETING RESEARCH.
Marketing Research in Practice.
The Marketing Research Process.
Research Design and Implementation.
Secondary Sources of Marketing Data.
Information Collection: Qualitative and Observational Methods.
Information from Respondents: Issues in Data Collection.
Designing the Questionnaire.
Sample Size and Statistical Theory.
Hypothesis Testing: Basic Concepts and Tests of Associations.
Hypothesis Testing: Means and Proportions.
SPECIAL TOPICS IN DATA ANALYSIS.
Factor and Cluster Analysis.
Presenting the Results.
Traditional Applications of Marketing Research: Product and Price.
Applications of Marketing Research in the Nineties.