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Exploring Marketing Research
ISBN: 9780030262180 | 0030262186
Edition: 7thFormat: Paperback
Publisher: South-Western College Pub
Pub. Date: 9/24/1999
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This comprehensive, practical, and extremely student-friendly market leader offers the most up-to-date coverage of the current marketing research issues available. Intended primarily for undergraduates, this best-seller emphasizes such important issues as total quality management and global marketing research, integrating both topics throughout the text.
| Introduction | |
| The Role of Marketing Research | |
| Information Systems and Knowledge Management | |
| The Marketing Research Process | |
| The Human Side of Marketing Research: Organizational and Ethical Issues | |
| Beginning Stages of the Research Process | |
| Problem Definition: Jump-Starting the Research Process | |
| Qualitative Research Tools | |
| Secondary Da... MORE | |
| Research Designs for Collecting Primary Data | |
| Survey Research: An Overview | |
| Survey Research: Basic Methods of Communication with Respondents | |
| Observation | |
| Experimental Research: An Overview | |
| Test Markets and Experimental Design | |
| Measurement Concepts | |
| Measurement | |
| Attitude Measurement | |
| Questionnaire Design | |
| Question Wording and Measurement Scales for Commonly Researched Topics | |
| Sampling and Fieldwork | |
| Sampling Designs and Sampling Procedures | |
| Determination of Sample Size: A Review of Statistical Theory | |
| Fieldwork | |
| Data Analysis and Presentation | |
| Editing and Coding: Transforming Raw Data into Information | |
| Basic Data Analysis: Descriptive Statistics | |
| Univariate Statistical Analysis | |
| Bivariate Statistical Analysis: Differences Between Two Variables | |
| Manual Calculations of an F Statistic | |
| Anova for Complex Experimental Designs | |
| Bivarate Statistical Analysis: Measures of Association | |
| Arithmetic Behind OLS | |
| Introducing Multivariate Statistical Analysis | |
| Getting Factor Results with SAS or SPSS | |
| Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up | |
| Comprehensive Cases with Computerized Databases | |
| Table of Contents provided by Publisher. All Rights Reserved. |
