Essentials of Marketing Research

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  • Edition: 3rd
  • Format: Paperback
  • Copyright: 2012-09-04
  • Publisher: McGraw-Hill Education
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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

Part 1: The Role and Value of Marketing Research Information

Chapter 1—Marketing Research for Managerial Decision Making

Chapter 2—The Marketing Research Process and Proposals

Part 2: Designing the Marketing Research Project

Chapter 3—Secondary Data, Literature Reviews and Hypotheses

Chapter 4—Exploratory Research Designs and Data Collection Approaches

Chapter 5—Descriptive and Casual Research Designs

Part 3: Gathering and Collecting Accurate Data

Chapter 6—Sampling: Theory and Methods

Chapter 7—Measurement and Scaling

Chapter 8—Designing the Questionnaire

Part 4: Data Preparation, Analysis and Reporting the Results

Chapter 9—Qualitative Data Analysis

Chapter 10—Preparing Data for Quantitative Analysis

Chapter 11—Basic Data Analysis for Quantitative Research

Chapter 12—Examining Relationships in Quantitative Research

Chapter 13—Reporting and Presenting Results

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