Introduction to Marketing Research | |
The Marketing Research Process | |
The Marketing Research Industry | |
Defining the Problem and Determing Research Objectives | |
Research Design | |
Using Secondary Data and Online Information Databases | |
Standardized Information Sources | |
Observation, Focus Groups, and Other Qualitative Methods | |
Survey Data Collection Methods | |
Measurement in Marketing Research | |
Designing The Questionnaire | |
Determining How to Select the Sample | |
Determining the Size of a Sample | |
Data Collection in the Field, Nonresponse Error, and Questionnaire Screening | |
Basic Data Analysis: Descriptive Statistics | |
Generalizing a Samplersquo;s Findings to Its Population and Testing Hypothesesabout Percents and Means | |
Testing for Differences Between Two Groups or Among More Than Two Groups | |
Determining and Interpreting Associations among Variables | |
Regression Analysis in Marketing Research | |
The Marketing Research Report: Preparation and Presentation | |
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.