9780131525429

Basic Marketing Research: A Decision-making Approach

by ; ;
  • ISBN13:

    9780131525429

  • ISBN10:

    0131525425

  • Edition: 2nd
  • Format: Hardcover
  • Copyright: 3/15/2005
  • Publisher: Prentice Hall
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List Price: $130.67

Summary

For undergraduate marketing research and marketing data analysis courses. Providing a hands-on approach to marketing research, this book fills the need for a marketing research text that presents concepts simply, illustrates them vividly, and applies them in real life marketing situations.

Table of Contents

Introduction And Early Phases Of Marketing Research
Introduction to Marketing Research
Defining the Marketing Research Problem and Developing an Approach
Research Design Formulation
Research Design
Exploratory Research Design: Secondary Data
Exploratory Research Design: Syndicated Sources of Secondary Data
Exploratory Research Design: Qualitative Research
Descriptive Research Design: Survey and Observation
Causal Research Design: Experimentation
Measurement and Scaling: Fundamentals And Comparative Scaling
Measurement and Scaling: Noncomparative Techniques
Questionnaire and Form Design
Sampling: Design and Procedures
Sampling: Final and Initial Sample-Size Determination
Data Collection, Analysis, And Reporting
Field Work: Data Collection
Data Preparation and Analysis Strategy
Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulations
Data Analysis: Hypothesis Testing Related to Differences
Data Analysis: Correlation and Regression
Report Preparation and Presentation
Comprehensive Cases And Video Cases
Appendix of Statistical Tables
Subject Index
Company and Product Index
Name Index
Table of Contents provided by Publisher. All Rights Reserved.

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