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Marketing Research : Online Research Applications
ISBN: 9780130351357 | 0130351350
Edition: 4thFormat: Hardcover
Publisher: Prentice Hall
Pub. Date: 12/1/2002
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Now ranked the #1 selling Marketing Research book at the undergraduate level. Every copy includes SPSS Student Edition 11.0 on CD-ROM. An ISBN for Book without SPSS is available upon request. NEW - nearly every chapter includes coverage on how the Internet and new technologies are impacting research methods, for better and for worse. the authors also recruited a Blue Ribbon Panel of marketing research professionals. the Panel explores today's increasingly digital research environment from a practitioner's point of view.
| An Introduction to Marketing Research | |
| The Marketing Research Process | |
| The Marketing Research Industry | |
| Defining the Problem and Determining Research Objectives | |
| Research Design | |
| Secondary Data and Online Information Databases | |
| Standardized Information Sources | |
| Observation, Focus Groups, and Other Qualitative Methods | |
| Survey Data Col... MORE | |
| Measurement in Marketing Research | |
| Questionnaire Design | |
| Determining the Sample Plan | |
| Determining the Size of a Sample | |
| Data Collection in the Field, Nonresponse Error, and Questionnaire Screening | |
| Basic Data Analysis: Descriptive Statistics | |
| Generalizing a Sample's Findings to Its Population and Testing Hypotheses about Percents and Means | |
| Testing for Differences Between Two Groups or Among More Than Two Groups | |
| Determining and Interpreting Associations Among Variables | |
| Predictive Analysis in Marketing Research | |
| Preparing and Presenting the Research Report | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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