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Exploring Marketing Research With Infotrac
ISBN: 9780324181487 | 0324181485
Edition: 8thFormat: Paperback
Publisher: South-Western College Pub
Pub. Date: 3/21/2002
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Marketing research on the Internet has moved from the introductory stage of its product life to the growth stage in the 21st century. Technological developments and social diffusion of the Internet have and will continue to shape the future of marketing research dramatically. Exploring Marketing Research, 8e reflects the astonishing changes in information technology that have taken place since the previous edition. While this edition continues to focus on the time honored, traditional marketing research methods, the addition of extensive coverage of Internet research is a major change in this edition. Internet issues are carefully placed throughout the text to combine basic marketing research concepts with the emerging Internet power to conduct effective marketing research.
| 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. |
