Marketing Research

Marketing Research : An Applied Orientation: United States Edition

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This text takes a comprehensive look at both the principles and practices of marketing research, with balanced coverage of qualitative and quantitative material.
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Product details

  • Hardback | 816 pages
  • 166.9 x 231.9 x 28.2mm | 2,036.65g
  • Pearson
  • United States
  • English
  • 4th edition
  • 0130337161
  • 9780130337160

Table of contents

Part I Introduction and early phases of marketing research: introduction to marketing research; defining the marketing research problem and developing an approach. Part II Research design formulation: research design; exploratory research design - secondary data; exploratory research design - qualitative research; descriptive research design - survey and observation; causal research design - experimentation; measurement and scaling - fundamentals and comparative scaling; measurement and scaling - noncomparative scaling techniques; questionnaire and form design; sampling - design and procedures; sampling - final and initial sample size determination. Part III Data collection, analysis and reporting: field work; 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; report preparation and presentation; international marketing research. Appendix: statistical tables.
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Rating details

201 ratings
3.99 out of 5 stars
5 43% (87)
4 29% (59)
3 15% (31)
2 7% (15)
1 4% (9)
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