This best-selling introductory text breaks the complex maze of marketing research down into seven straightforward stages. A managerial emphasis along with real research studies provide excellent views of modern practice in the field.
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PART I: INTRODUCTION TO MARKETING RESEARCH AND PROBLEM DEFINITION. 1. Role of Marketing Research. 2. Gathering Marketing Intelligence: The Systems Approach. 3. Gathering Marketing Intelligence: The Project Approach. 4. Problem Formulation. PART II: RESEARCH DESIGN. 5. Types of Research Design and Exploratory Research. 6. Descriptive and Causal Research Designs. PART III: DATA COLLECTION METHODS. 7. Secondary Data. 8. Standardized Marketing Information Services. 9. Collecting Primary Data. 10. Collecting Information by Communication. 11. Collecting Information by Observation. PART IV: DATA COLLECTION FORMS. 12. Asking Good Questions: Measurement Basics. 13. Measuring Attitudes and Other Variables. 14. Designing the Questionnaire or Observation Form. PART V: SAMPLING AND DATA COLLECTION. 15. Developing the Sampling Plan. 16. Determining Sample Size. 17. Collecting the Data: Nonsampling Errors and Response Rate Calculation. PART VI: DATA ANALYSIS. 18. Data Analysis: Preliminary Steps. 19. Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing. 20. Data Analysis: Analyzing Multiple Variables Simultaneously. PART VII: RESEARCH REPORTS. 21. The Research Report.
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Book Description Book Condition: Brand New. Book Condition: Brand New. Bookseller Inventory # 97800302110411.0
Book Description The Dryden Press, Fort Worth, TX, 2001. Hardcover. Book Condition: New. 4th Edition. The book is New, the cover has light rubbing. Includes Statistics Command Summary. Quantity Available: 1. ISBN: 0030211042. ISBN/EAN: 9780030211041. Inventory No: 1560796563. Bookseller Inventory # 1560796563
Book Description South-Western College Pub, 2000. Hardcover. Book Condition: New. book. Bookseller Inventory # 0030211042