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9781439047545

Essentials of Marketing Research (with Qualtrics Card)

by ;
  • ISBN13:

    9781439047545

  • ISBN10:

    1439047545

  • Edition: 4th
  • Format: Paperback
  • Copyright: 2009-04-20
  • Publisher: South-Western College Pub
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List Price: $326.99

Summary

Don't think of yourself as a student, think of yourself as a manager. ESSENTIALS OF MARKETING RESEARCH puts you in the driver's seat with the latest information on how to harness the design, collection, analysis, and reporting of data to enhance your company’s profits. This is a perfect marketing textbook for acing the class and a dependable resource for the future.

Table of Contents

Introduction
The Role of Marketing Research
Information Systems and Knowledge Management
The Marketing Research Process: An Overview
The Human Side of Marketing Research: Organizational and Ethical Issues
Designing Research Studies
Exploratory Research and Qualitative Analysis
Secondary Data Research in a Digital Age
Survey Research
Observation
Experimental Research
Measurement
Measurement and Attitude Measurement
Questionnaire Design
Sampling And Statistical Theory
Sampling Designs and Sampling Procedures
Determination of Sample Size: A Review of Statistical Theory
Analysis And Reporting
Basic Data Analysis
Differences Between Groups and Relationships Among Variables
Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up
Comprehensive Cases With Computerized Databases
Appendix: Statistical Tables
Table of Contents provided by Publisher. All Rights Reserved.

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