9780135553503

Marketing Research : An Applied Orientation

by
  • ISBN13:

    9780135553503

  • ISBN10:

    0135553504

  • Copyright: 1/1/1993
  • Publisher: Prentice Hall Professional Technical Reference
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Table of Contents

Introduction And Early Phases Of Marketing Research
Introduction to Marketing Research
Defining the Marketing Research Problem
Developing an Approach to the Problem
Case Studies
Research Design Formulation
Research Design
Exploratory Research Design : Secondary Data
Exploratory Research Design : Qualitative Research
Descriptive Research Design : Survey and Observation
Causal Research Design : Experimentation
Specifying the Information Needed
Measurement and Scaling : Fundamentals and Comparative Scaling
Measurement and Scaling : Noncomparative Scaling Techniques
Questionnaire and Form Design
Sampling: Design and Procedures
Sampling: Statistical Considerations
Case Studies
Data Collection
Field Work
Case Studies
Data Preparation And Analysis
Data Preparation
Frequency Distribution, Cross Tabulation and Hypothesis Testing
Analysis of Variance and Covariance
Correlation and Regression
Discriminant Analysis
Factor Analysis
Cluster Analysis
Multidimensional Scaling and Conjoint Analysis
Case Studies
Communicating The Research Project
Report preparation and presentation
Case Studies
International Dimension
International Marketing Research
Case Studies
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