Essentials of Marketing Research
ISBN: 9780073404820 | 0073404829
Edition: 2ndFormat: Paperback
Publisher: McGraw-Hill/Irwin
Pub. Date: 11/25/2009
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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 backgrou... MORE
| The Role and Value of Marketing Research Information | |
| -Marketing Research for Managerial Decision Making | |
| -The Marketing Research Process and Proposals | |
| Designing the Marketing Research Project | |
| -Secondary Data, Literature Reviews and Hypotheses | |
| -Exploratory Research Designs and Data Collection Approaches | |
| -Descriptive and Causal Research Designs | |
| Gathering... MORE | |
| -Sampling: Theory and Methods | |
| -Measurement and Scaling | |
| -Designing the Questionnaire | |
| Data Preparation, Analysis and Reporting the Results | |
| -Qualitative Data Analysis | |
| -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. |
