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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 Managerial Decision Making|
|-The Marketing Research Process and Proposals|
|Designing the Marketing Research Project|
|-Secondary Data, Literature Reviews and Hypotheses|
|-Exploratory Research Designs and Data Collection Approaches|
|-Descriptive and Causal Research Designs|
|Gathering and Collecting Accurate Data|
|-Sampling: Theory and Methods|
|-Measurement and Scaling|
|-Designing the Questionnaire|
|Data Preparation, Analysis and Reporting the Results|
|-Qualitative Data Analysis|
|-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.|