Marketing Research : An Applied Approach

Name: Marketing Research : An Applied Approach
Availability: OutOfStock
ISBN: 9780070347458

ISBN-10: 007034745X

ISBN-13: 9780070347458

Edition: 2nd

Authors: Thomas C. Kinnear, James R. Taylor

List price: $39.95

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Description:

This very applied approach to the managerial use of marketing research is designed and organized by the steps in the marketing research process. Great care has been taken to deal with the technical aspects of marketing research in a manner that allows the reader to apply research procedures to real applications in a pragmatic, step-by-step, "here's how to do it" fashion. The revision contains 35 cases; 14 new to this edition. The changes to the Fifth Edition include the addition of substantial insights and examples on international marketing research. Major new illustrations entitled Global Marketing Research Dynamics appear throughout the text. Three marketing research databases available…

Book details

List price: $39.95
Edition: 2nd
Publisher: McGraw-Hill Companies, The
Binding: Hardcover
Pages: 720
Language: English

Preface
Introduction to Marketing Research in Marketing Decision Making	p. 1
The Marketing Research Role in Marketing Management	p. 3
The Marketing Research Business	p. 29
The Marketing Research Process: Concept and Example	p. 65
The Decision to Undertake Research	p. 87
Determine Research Design and Data Sources	p. 123
Research Design and Data Sources	p. 125
Secondary Data	p. 173
Develop the Data Collection Procedure	p. 217
The Measurement Process	p. 219
Attitude Measurement	p. 241
Causal Designs	p. 263
Data Collection: Exploratory Research	p. 303
Data Collection: Conclusive Research	p. 325
Designing Data Collection Forms	p. 351
Sampling Plan and Data Collection	p. 403
The Basics of Sampling	p. 405
Simple Random Sampling and Sample Size	p. 423
More Complex Sampling Procedures	p. 459
Field Operations	p. 499
Data Analysis and Reporting Research Findings	p. 541
Data Processing	p. 541
Univariate Data Analysis	p. 565
Bivariate Data Analysis	p. 587
Multivariate Data Analysis I: Interdependence Methods	p. 623
Multivariate Data Analysis II: Dependence Methods	p. 643
Reporting Research Findings	p. 683
Applications	p. 723
Demand Measurement and Forecasting	p. 725
Product Research and Test Marketing	p. 747
Advertising Research	p. 781
Distribution and Pricing Research	p. 805
Glossary	p. 845
Appendix	p. 861
Name Index	p. 871
Subject Index	p. 874
Table of Contents provided by Blackwell. All Rights Reserved.