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Basic Marketing Research: Application to Contemporary Issues with SPSS-Student Edition
ISBN: 9780133768565 | 0133768562
Format: Hardcover w/CDPublisher: Prentice Hall
Pub. Date: 1/1/2002
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For undergraduate courses in Marketing Research. Written from the perspective of users of marketing research, this easy to read and understand text presents concepts and principles at a basic level. It is practical, applied, and managerial, and focuses on important contemporary issuesin total quality management, international marketing, technology, ethics, and the Internet.
| Part I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH | 1 | (78) | |||
| 2 | (32) | |||
| ... MORE | 34 | (45) | ||
| 68 | (6) | |||
| 74 | (5) | |||
| Part II: RESEARCH DESIGN FORMULATION | 79 | (348) | |||
| 80 | (28) | |||
| 108 | (28) | |||
| 136 | (28) | |||
| 164 | (28) | |||
| 192 | (30) | |||
| 222 | (30) | |||
| 252 | (26) | |||
| 278 | (28) | |||
| 306 | (36) | |||
| 342 | (32) | |||
| 374 | (53) | |||
| 400 | (16) | |||
| 416 | (11) | |||
| Part III: DATA COLLECTION, ANALYSIS, AND REPORTING | 427 | (182) | |||
| 428 | (20) | |||
| 448 | (22) | |||
| 470 | (32) | |||
| 502 | (30) | |||
| 532 | (34) | |||
| 566 | (43) | |||
| 589 | (8) | |||
| 597 | (8) | |||
| 605 | (4) | |||
| Part IV: COMPREHENSIVE CASES | 609 | (1) | |||
| 609 | (30) | |||
| 639 |
