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Marketing Research : An Applied Orientation
ISBN: 9780135553503 | 0135553504
Publisher: Prentice Hall Professional Technical ReferencePub. Date: 1/1/1993
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| Introduction And Early Phases Of Marketing Research | |
| Introduction to Marketing Research | |
| Defining the Marketing Research Problem | |
| Developing an Approach to the Problem | |
| Case Studies | |
| Research Design Formulation | |
| Research Design | |
| Exploratory Research Design : Secondary Data | |
| Exploratory Research Design : Qualitative Research | ... MORE |
| Descriptive Research Design : Survey and Observation | |
| Causal Research Design : Experimentation | |
| Specifying the Information Needed | |
| Measurement and Scaling : Fundamentals and Comparative Scaling | |
| Measurement and Scaling : Noncomparative Scaling Techniques | |
| Questionnaire and Form Design | |
| Sampling: Design and Procedures | |
| Sampling: Statistical Considerations | |
| Case Studies | |
| Data Collection | |
| Field Work | |
| Case Studies | |
| Data Preparation And Analysis | |
| Data Preparation | |
| Frequency Distribution, Cross Tabulation and Hypothesis Testing | |
| Analysis of Variance and Covariance | |
| Correlation and Regression | |
| Discriminant Analysis | |
| Factor Analysis | |
| Cluster Analysis | |
| Multidimensional Scaling and Conjoint Analysis | |
| Case Studies | |
| Communicating The Research Project | |
| Report preparation and presentation | |
| Case Studies | |
| International Dimension | |
| International Marketing Research | |
| Case Studies | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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