Marketing Research

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  • Edition: 5th
  • Format: Hardcover
  • Copyright: 2006-01-01
  • Publisher: Prentice Hall
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For the undergraduate Marketing Research course. Marketing Research is the global leader in marketing research because it demonstrates how to use statistical tools in an intuitive manner.

Table of Contents

Introduction to Marketing Research
The Marketing Research Process
The Marketing Research Industry
Defining the Problem and Determing Research Objectives
Research Design
Using Secondary Data and Online Information Databases
Standardized Information Sources
Observation, Focus Groups, and Other Qualitative Methods
Survey Data Collection Methods
Measurement in Marketing Research
Designing The Questionnaire
Determining How to Select the Sample
Determining the Size of a Sample
Data Collection in the Field, Nonresponse Error, and Questionnaire Screening
Basic Data Analysis: Descriptive Statistics
Generalizing a Samplersquo;s Findings to Its Population and Testing Hypothesesabout Percents and Means
Testing for Differences Between Two Groups or Among More Than Two Groups
Determining and Interpreting Associations among Variables
Regression Analysis in Marketing Research
The Marketing Research Report: Preparation and Presentation
Table of Contents provided by Publisher. All Rights Reserved.

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