What is included with this book?
Jeremy J. Sierra, PhD, is an assistant professor of marketing with a teaching interest in sports marketing and marketing research.
Part I: Marketing Research: Learn It, Live It, Love It.
Chapter 1: Seeing What Marketing Research Can Do for You.
Chapter 2: Following the Stages of the Marketing Research Process.
Chapter 3: Surveying the Types of Research You May Do.
Chapter 4: Believing In Marketing Research Ethics.
Chapter 5: Working with Independent Marketing Researchers.
Part II: Surveys: A Great Way to Research.
Chapter 6: Different Types of Surveys You May Use.
Chapter 7: Recognizing Errors in Survey Research.
Chapter 8: Asking People about Their Attitudes.
Chapter 9: Writing Good Questions.
Chapter 10: Designing Good Questionnaires.
Chapter 11: Deciding on a Sample Type.
Chapter 12: Selecting a Sample Size.
Part III: More Methods to Meet Your Needs.
Chapter 13: Secondary Data: What Is It and How Do You Use It?
Chapter 14: Using In-Depth Interviews and Focus Groups.
Chapter 15: Projective Techniques and Observational Methods.
Chapter 16: Conducting Experiments and Test Marketing.
Part IV: Collecting, Analyzing, and Reporting Your Data.
Chapter 17: Collecting and Preparing Your Data.
Chapter 18: Tools for Analyzing Your Data.
Chapter 19: Creating Effective Research Reports.
Part V: The Part of Tens.
Chapter 20: Ten Useful Research Tips for Business Operators.
Chapter 21: Ten Statistical Methods that You (or Your Research Consultant) May Use.
Appendix: On the DVD.
Index.
The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.