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Exploring Marketing Research (with Qualtrics Printed Access Card and DVD)
ISBN: 9780324788440 | 0324788444
Edition: 10thFormat: Hardcover
Publisher: Cengage Learning
Pub. Date: 3/4/2009
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EXPLORING MARKETING RESEARCH deals with the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs. The text focuses on students as managers, not practitioners, of marketing research. Students learn about traditional types of marketing research, such as designing questionnaires, as well as the latest technological developments that facilitate marketing research including data collection devices, data analysis tools, and practical approaches to data analysis. In addition, this edition places more emphasis on ethical and international issues relating to marketing research.
| Preface | |
| 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 | ... MORE|
| Secondary Data Research in a Digital Age | |
| 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 | |
| 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 | |
| Bivariate Statistical Analysis: Measures of Association | |
| Introducing Multivariate Statistical Analysis | |
| Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up | |
| Comprehensive Cases With Computerized Databases | |
| Appendix: Statistical Tables | |
| Glossary of Frequently Used Symbols | |
| Glossary + Endnotes | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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