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9781260511857

Loose Leaf for Essentials of Marketing Research

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  • ISBN13:

    9781260511857

  • ISBN10:

    1260511855

  • Edition: 5th
  • Format: Loose-leaf
  • Copyright: 2020-01-02
  • Publisher: McGraw-Hill Education

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Supplemental Materials

What is included with this book?

Table of Contents

Part 1 The Role and Value of Marketing Research Information 
1 Marketing Research for Managerial Decision Making 
2 The Marketing Research Process and Proposals 

Part 2 Designing the Marketing Research Project 

3 Secondary Data, Literature Reviews, and Hypotheses 
4 Exploratory and Observational Research Designs and Data Collection Approaches 
5 Descriptive and Causal Research Designs 

Part 3 Gathering and Collecting Accurate Data 
6 Sampling: Theory and Methods 
7 Measurement and Scaling 
8 Designing the Questionnaire 

Part 4 Data Preparation, Analysis, and Reporting the Results 
9 Qualitative Data Analysis 
10 Preparing Data for Quantitative Analysis 
11 Basic Data Analysis for Quantitative Research 
12 Examining Relationships in Quantitative Research 
13 Communicating Marketing Research Findings 

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