Marketing Research Within a Changing Information Environment

Name: Marketing Research Within a Changing Information Environment
Availability: OutOfStock
ISBN: 9780072467635

ISBN-10: 0072467630

30 day, 100% satisfaction guarantee!

Out of stock

We're sorry. This item is currently unavailable.

what's this?

Rush Rewards U
Members Receive:

You have reached 400 XP and carrot coins. That is the daily max!

Edition: 2nd
Copyright year: 2003
Publisher: McGraw-Hill School Education Group
Binding: Hardcover
Pages: 720
Language: English




The Role and Value of Marketing Research Information



Role of Marketing Research in Strategic Planning



The Research Process



Problem Definition, Research Objectives, and Marketing Research Ethics



Strategic Information Management: Secondary Data Sources



Marketing Research Information and Technology



Customer Relationship Management and the Marketing Research Process



Marketing Research and Database Development



Marketing Decision Support Systems and Business Intelligence



Designing the Marketing Research Project



Exploratory Designs: In-Depth Interviews and Focus Groups



Descriptive Research Designs: Survey Methods and Errors



Observation Techniques, Experiments, and Test Markets



Gathering and Collecting Accurate Data



Sampling: Theory, Designs, and Issues in Marketing Research



Overview of Measurement: Construct Development and Scale Measurement



Attitude Scale Measurements Used in Survey Research



Questionnaire Design and Issues



Data Preparation and Analysis



Coding, Editing, and Preparing Data for Analysis



Data Analysis: Testing for Significant Differences



Data Analysis: Testing for Association



Data Analysis: Multivariate Techniques for the Research Process



Preparing the Research Report and Presentation