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Marketing Research and SPSS 11. 0
ISBN: 9780131027947 | 0131027948
Format: Hardcover w/CDPublisher: PRENTICE HALL
Pub. Date: 1/1/2003
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For the undergraduate course in Marketing Research. This market-leading textbook returns with an abundance of new and updated exercises, coverage, and features. Most notable is a special emphasis on online marketing research. While traditional marketing research techniques have remained, online marketing research methods have bloomed. Online marketing research examples and applications have been infused throughout the text to help students understand how the Internet and new technologies have revolutionized the marketing research industry. A bo... MORE
1. An Introduction to Marketing Research.
2. The Marketing Research Process.
3. The Marketing Research Industry.
4. Defining the Problem and Determining Research Objectives.
5. Research Design.
6. Secondary Data and Online Information Databases.
7. Standardized Information Sources.
8. Observation, Focus Groups, and Other Qualitative Methods.
9. Survey Data Collection Methods.
10. Measurement in Marketing Research. ... MORE
2. The Marketing Research Process.
3. The Marketing Research Industry.
4. Defining the Problem and Determining Research Objectives.
5. Research Design.
6. Secondary Data and Online Information Databases.
7. Standardized Information Sources.
8. Observation, Focus Groups, and Other Qualitative Methods.
9. Survey Data Collection Methods.
10. Measurement in Marketing Research. ... MORE
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