Marketing Research (with SPSS CD-ROM)
Appropriate for introductory undergraduate business and marketing courses in Marketing Research.Constructed around a logical 11-step model or framework for market research activities, the book presents a comprehensive introduction to the basics of market research. This is the only text to integrate SPSS throughout-includes CD-ROM with SPSS tutorial, SPSS Student Edition for Windows, Student assistant, and data sets.
- Mixed media product | 720 pages
- 208 x 254 x 34mm | 1,542.21g
- 21 Dec 1999
- Pearson Education (US)
- United States
- 3rd edition
Table of contents
1. The Nature of Marketing Research. 2. The Industry: Structure, Evaluation, and Ethics. 3. The Marketing Research Process. 4. Defining the Problem and Determining Research Objectives. 5. Research Design. 6. Secondary Data Sources. 7. Syndicated Services. 8. Observation, Focus Groups, and Other Qualitative Methods. 9. Survey Data Collection Methods. 10. Measurement in Marketing Research. 11. Designing Data Collection Forms. 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. Inferring Sample Findings to the Population and Testing for Differences. 17. Determining and Interpreting Associations Between Two Variables. 18. Predictive Analysis in Marketing Research. 19. Presenting the Research Results.