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Essentials of Marketing Researchconcisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques.Essentials of Marketing Researchgives your students a strong command of market research principles, while being short enough to use alongside your favorite cases or projects.
Table of Contents
The Role and Value of Marketing Research Information
-Marketing Research for Managerial Decision Making
-The Marketing Research Process and Proposals
Designing the Marketing Research Project
-Secondary Data, Literature Reviews and Hypotheses
-Exploratory Research Designs and Data Collection Approaches
-Descriptive and Causal Research Designs
Gathering and Collecting Accurate Data
-Sampling: Theory and Methods
-Measurement and Scaling
-Designing the Questionnaire
Data Preparation, Analysis and Reporting the Results
-Qualitative Data Analysis
-Preparing Data for Quantitative Analysis
-Basic Data Analysis for Quantitative Research
-Examining Relationships in Quantitative Research
-Reporting and Presenting Results
Table of Contents provided by Publisher. All Rights Reserved.