Marketing Research

by Burns, Alvin C.; Bush, Ronald F.

• ISBN13: 9780133074673
• ISBN10: 0133074676
• Edition: 7th
• Format: Hardcover
• Copyright: 2012-12-28
• Publisher: Pearson

Summary

Directed primarily toward undergraduate marketing college/university majors, this text also provides practical content to current and aspiring industry professionals. Marketing Researchgives readers a "nuts and bolts" understanding of marketing research and provides them with extensive information on how to use it. This text provides the fundamentals of the statistical procedures used to analyze data without dwelling on the more complex and intricate concepts.

Table of Contents

1. Introduction to Marketing Research

2. The Marketing Research Industry

3. The Marketing Research Process & Defining the Problem and Research Objectives

4. Research Design  

5. Secondary Data & Packaged information

6. Utilizing Exploratory and Qualitative Research Techniques

7. Evaluating Survey Data Collection Methods

8. Understanding Measurement, Developing Questions, and Designing the Questionnaire

9.  Selecting the Sample

10. Determining the Size of a Sample

11. Dealing with Fieldwork and Data Quality

12. Using Basic Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses

13. Implementing Basic Differences Tests

14. Making Use of Associations Tests

15. Understanding Regression Analysis Basics

16. Writing the Research Report