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Essentials of Marketing Research
ISBN: 9780073381022 | 0073381020
Edition: 1stFormat: Paperback
Publisher: McGraw-Hill/Irwin
Pub. Date: 7/2/2007
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Essentials of Marketing Researchconcisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques.Essentials of Marketing Researchgives your students a strong command of market research principles, while being short enough to use alongside your favorite cases or projects.
| The Role and Value of Marketing Research Information | |
| Marketing Research for Decision Making | |
| The Marketing Research Process and Proposals | |
| Designing the Marketing Research Project | |
| Literature Reviews and Hypotheses | |
| Secondary Data and Sources | |
| Exploratory Research Designs | |
| Descriptive Research Designs | |
| Causal Research Designs | ... MORE |
| Gathering and Collecting Accurate Data | |
| Sampling: Theory and Methods | |
| Measurement & Scaling | |
| Designing the Questionnaire | |
| Data Preparation, Analysis and Reporting the Results | |
| Data Analysis for Qualitative Research | |
| Preparing Data for Quantitative Analysis | |
| Basic Data Analysis for Quantitative Research | |
| Examining Relationships in Quantitative Research | |
| Reporting and Presenting Results | |
| Table of Contents provided by Publisher. All Rights Reserved. |
