Marketing Research

Marketing Research : Online Research Applications (Includes SPSS 11.0): United States Edition

  • Hardback
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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.
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Product details

  • Hardback | 672 pages
  • 205.7 x 261.6 x 20.3mm | 1,179.35g
  • Pearson
  • United States
  • 4th edition
  • 0130351350
  • 9780130351357

Table of contents

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. 11. Questionnaire Design. 12. Determining the Sample Plan. 13. Determining the Size of a Sample. 14. Data Collection in the Field, Nonresponse Error, and Questionnaire Screening. 15. Basic Data Analysis: Descriptive Statistics. 16. Generalizing a Samples Findings to Its Population and Testing Hypotheses about Percents and Means. 17. Testing for Differences Between Two Groups or Among More Than Two Groups. 18. Determining and Interpreting Associations Among Variables. 19. Predictive Analysis in Marketing Research. 20. Preparing and Presenting the Research Report.
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