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Marketing Research : An Applied Orientation

ISBN: 9780131257337 | 0131257331
Edition: 2nd
Format: Hardcover
Publisher: Prentice Hall Professional Technical Reference
Pub. Date: 12/1/1995

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SummaryTable of Contents
Marketing Research: An Applied Orientation presents a comprehensive look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of marketing research users, the Second Edition reflects current trends in international marketing, ethics, and the integration of microcomputers and mainframes. It strives to build on the enormous success of the first edition by being even more current, contemporary, illustrative and user-friendly.
PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH2(81)
Chapter 1 INTRODUCTION TO MARKETING RESEARCH
2(31)
... MORE
Chapter 2 DEFINING THE MARKETING RESEARCH PROBLEM AND DEVELOPING AN APPROACH
33(50)
PROFESSIONAL PERSPECTIVES FOR PART I
68(5)
CASES FOR PART I
73(10)
PART II: RESEARCH DESIGN FORMULATION83(358)
Chapter 3 RESEARCH DESIGN
84(30)
Chapter 4 EXPLORATORY RESEARCH DESIGN: SECONDARY DATA
114(47)
Chapter 5 EXPLORATORY RESEARCH DESIGN: QUALITATIVE RESEARCH
161(33)
Chapter 6 DESCRIPTIVE RESEARCH DESIGN: SURVEY AND OBSERVATION
194(38)
Chapter 7 CAUSAL RESEARCH DESIGN: EXPERIMENTATION
232(37)
Chapter 8 MEASUREMENT AND SCALING: FUNDAMENTALS AND COMPARATIVE SCALING
269(20)
Chapter 9 MEASUREMENT AND SCALING: NONCOMPARATIVE SCALING TECHNIQUES
289(28)
Chapter 10 QUESTIONNAIRE AND FORM DESIGN
317(40)
Chapter 11 SAMPLING: DESIGN AND PROCEDURES
357(30)
Chapter 12 SAMPLING: FINAL AND INITIAL SAMPLE SIZE DETERMINATION
387(54)
PROFESSIONAL PERSPECTIVES FOR PART II
418(8)
CASES FOR PART II
426(15)
PART III: DATA COLLECTION441(28)
Chapter 13 FIELD WORK
442(27)
PROFESSIONAL PERSPECTIVES FOR PART III
462(3)
CASES FOR PART III
465(4)
PART IV: DATA PREPARATION AND ANALYSIS469
Chapter 14 DATA PREPARATION
470(30)
Chapter 15 FREQUENCY DISTRIBUTION, CROSS-TABULATION, AND HYPOTHESIS TESTING
500(45)
Chapter 16 ANALYSIS OF VARIANCE AND COVARIANCE
545(28)
Chapter 17 CORRELATION AND REGRESSION
573(43)
Chapter 18 DISCRIMINANT ANALYSIS
616
Chapter 19 FACTOR ANALYSIS
Chapter 20 CLUSTER ANALYSIS
Chapter 21 MULTIDIMENSIONAL SCALING AND CONJOINT ANALYSIS
PROFESSIONAL PERSPECTIVES FOR PART IV
730(14)
CASES FOR PART IV
744
PART V: COMMUNICATING THE RESEARCH PROJECT
Chapter 22 REPORT PREPARATION AND PRESENTATION
PROFESSIONAL PERSPECTIVES FOR PART V
790(4)
CASES FOR PART V
794
PART VI: INTERNATIONAL AND ETHICAL DIMENSIONS
Chapter 23 INTERNATIONAL MARKETING RESEARCH
Chapter 24 ETHICS IN MARKETING RESEARCH
PROFESSIONAL PERSPECTIVES FOR PART VI
842(2)
CASES FOR PART VI
844

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