Marketing Research : Online Research Applications

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  • Edition: 4th
  • Format: Hardcover
  • Copyright: 2002-12-01
  • Publisher: Prentice Hall
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Now ranked the #1 selling Marketing Research book at the undergraduate level. Every copy includes SPSS Student Edition 11.0 on CD-ROM. An ISBN for Book without SPSS is available upon request. NEW - nearly every chapter includes coverage on how the Internet and new technologies are impacting research methods, for better and for worse. the authors also recruited a Blue Ribbon Panel of marketing research professionals. the Panel explores today's increasingly digital research environment from a practitioner's point of view.

Table of Contents

An Introduction to Marketing Research
The Marketing Research Process
The Marketing Research Industry
Defining the Problem and Determining Research Objectives
Research Design
Secondary Data and Online Information Databases
Standardized Information Sources
Observation, Focus Groups, and Other Qualitative Methods
Survey Data Collection Methods
Measurement in Marketing Research
Questionnaire Design
Determining the Sample Plan
Determining the Size of a Sample
Data Collection in the Field, Nonresponse Error, and Questionnaire Screening
Basic Data Analysis: Descriptive Statistics
Generalizing a Sample's Findings to Its Population and Testing Hypotheses about Percents and Means
Testing for Differences Between Two Groups or Among More Than Two Groups
Determining and Interpreting Associations Among Variables
Predictive Analysis in Marketing Research
Preparing and Presenting the Research Report
Table of Contents provided by Publisher. All Rights Reserved.

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