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Marketing Research
ISBN: 9780131477322 | 0131477323
Edition: 5thFormat: Hardcover
Publisher: Prentice Hall
Pub. Date: 1/1/2006
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For the undergraduate Marketing Research course. Marketing Research is the global leader in marketing research because it demonstrates how to use statistical tools in an intuitive manner.
| Introduction to Marketing Research | |
| The Marketing Research Process | |
| The Marketing Research Industry | |
| Defining the Problem and Determing Research Objectives | |
| Research Design | |
| Using Secondary Data and Online Information Databases | |
| Standardized Information Sources | |
| Observation, Focus Groups, and Other Qualitative Methods | |
| Survey Data Co... MORE | |
| Measurement in Marketing Research | |
| Designing The Questionnaire | |
| Determining How to Select the Sample | |
| Determining the Size of a Sample | |
| Data Collection in the Field, Nonresponse Error, and Questionnaire Screening | |
| Basic Data Analysis: Descriptive Statistics | |
| Generalizing a Samplersquo;s Findings to Its Population and Testing Hypothesesabout Percents and Means | |
| Testing for Differences Between Two Groups or Among More Than Two Groups | |
| Determining and Interpreting Associations among Variables | |
| Regression Analysis in Marketing Research | |
| The Marketing Research Report: Preparation and Presentation | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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