9780131027947

Marketing Research and SPSS 11. 0

by ;
  • ISBN13:

    9780131027947

  • ISBN10:

    0131027948

  • Edition: 4th
  • Format: Hardcover w/CD
  • Copyright: 1/1/2003
  • Publisher: Pearson College Div
  • View Upgraded Edition
  • Purchase Benefits
  • Free Shipping On Orders Over $59!
    Your order must be $59 or more to qualify for free economy shipping. Bulk sales, PO's, Marketplace items, eBooks and apparel do not qualify for this offer.
  • Get Rewarded for Ordering Your Textbooks! Enroll Now
List Price: $145.00

Summary

Explores today's increasingly digital research environment from a practitioner's point of view. Written for an understanding and appreciation of how marketing research works in practice. Packaged with CD-ROM.

Table of Contents

1. An Introduction to Marketing Research.
2. The Marketing Research Process.
3. The Marketing Research Industry.
4. Defining the Problem and Determining Research Objectives.
5. Research Design.
6. Secondary Data and Online Information Databases.
7. Standardized Information Sources.
8. Observation, Focus Groups, and Other Qualitative Methods.
9. Survey Data Collection Methods.
10. Measurement in Marketing Research.
11. Questionnaire Design.
12. Determining the Sample Plan.
13. Determining the Size of a Sample.
14. Data Collection in the Field, Nonresponse Error, and Questionnaire Screening.
15. Basic Data Analysis: Descriptive Statistics.
16. Generalizing a Sample's Findings to Its Population and Testing Hypotheses about Percents and Means.
17. Testing for Differences Between Two Groups or Among More Than Two Groups.
18. Determining and Interpreting Associations Among Variables.
19. Predictive Analysis in Marketing Research.
20. Preparing and Presenting the Research Report.

Rewards Program

Write a Review