9780324788440

Exploring Marketing Research (with Qualtrics Printed Access Card and DVD)

by ;
  • ISBN13:

    9780324788440

  • ISBN10:

    0324788444

  • Edition: 10th
  • Format: Hardcover
  • Copyright: 3/4/2009
  • Publisher: South-Western College Pub
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Summary

EXPLORING MARKETING RESEARCH deals with the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs. The text focuses on students as managers, not practitioners, of marketing research. Students learn about traditional types of marketing research, such as designing questionnaires, as well as the latest technological developments that facilitate marketing research including data collection devices, data analysis tools, and practical approaches to data analysis. In addition, this edition places more emphasis on ethical and international issues relating to marketing research.

Table of Contents

Preface
Introduction
The Role of Marketing Research
Information Systems and Knowledge Management
The Marketing Research Process
The Human Side of Marketing Research: Organizational and Ethical Issues
Beginning Stages Of The Research Process
Problem Definition: Jump-Starting the Research Process
Qualitative Research Tools
Secondary Data Research in a Digital Age
Research Designs For Collecting Primary Data
Survey Research: An Overview
Survey Research: Basic Methods of Communication with Respondents
Observation
Experimental Research: An Overview
Test-Markets and Experimental Design
Measurement Concepts
Measurement
Attitude Measurement
Questionnaire Design
Sampling And Fieldwork
Sampling Designs and Sampling Procedures
Determination of Sample Size: A Review of Statistical Theory
Fieldwork
Data Analysis And Presentation
Editing and Coding: Transforming Raw Data into Information
Basic Data Analysis: Descriptive Statistics
Univariate Statistical Analysis
Bivariate Statistical Analysis: Differences Between Two Variables
Bivariate Statistical Analysis: Measures of Association
Introducing Multivariate Statistical Analysis
Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up
Comprehensive Cases With Computerized Databases
Appendix: Statistical Tables
Glossary of Frequently Used Symbols
Glossary + Endnotes
Table of Contents provided by Publisher. All Rights Reserved.

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