9780073381022

Essentials of Marketing Research

by
  • ISBN13:

    9780073381022

  • ISBN10:

    0073381020

  • Edition: 1st
  • Format: Paperback
  • Copyright: 7/2/2007
  • Publisher: McGraw-Hill/Irwin
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Summary

Essentials of Marketing Researchconcisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques.Essentials of Marketing Researchgives your students a strong command of market research principles, while being short enough to use alongside your favorite cases or projects.

Table of Contents

The Role and Value of Marketing Research Information
Marketing Research for Decision Making
The Marketing Research Process and Proposals
Designing the Marketing Research Project
Literature Reviews and Hypotheses
Secondary Data and Sources
Exploratory Research Designs
Descriptive Research Designs
Causal Research Designs
Gathering and Collecting Accurate Data
Sampling: Theory and Methods
Measurement & Scaling
Designing the Questionnaire
Data Preparation, Analysis and Reporting the Results
Data Analysis for Qualitative Research
Preparing Data for Quantitative Analysis
Basic Data Analysis for Quantitative Research
Examining Relationships in Quantitative Research
Reporting and Presenting Results
Table of Contents provided by Publisher. All Rights Reserved.

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