Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
Purchase Benefits
What is included with this book?
Introduction To Marketing Research And Problem Definition | |
Role of Marketing Research | |
Gathering Marketing Intelligence: The Systems Approach | |
Gathering Marketing Intelligence: The Project Approach | |
Problem Formation | |
Research Design | |
Types of Research Design and Exploratory Research | |
Descriptive and Causal Research Designs | |
Data-Collection Methods | |
Secondary Data | |
Standardized Marketing Information Services | |
Collecting Primary Data | |
Collecting Information by Communication | |
Collecting Information by Observation | |
Data Collection Forms | |
Designing the Questionnaire or Observation Form | |
Measurement Basics | |
Measuring Attitudes, Perceptions, and Preferences | |
Sampling And Data Collection | |
Sampling Basics and Methods | |
Sample Size | |
Collecting the Data: Nonsampling Errors and Response Rate Calculation | |
Data Analysis | |
Data Analysis: Preliminary Steps | |
Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing | |
Data Analysis: Analyzing Multiple Variables Simultaneously | |
Research Reports | |
The Written Research Report | |
The Oral Research Report | |
Table of Contents provided by Publisher. All Rights Reserved. |
The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.