Marketing Research

Name: Marketing Research
Price: 4.21 USD
Availability: InStock
ISBN: 9780072830873

ISBN-10: 0072830875

ISBN-13: 9780072830873

Edition: 3rd 2006 (Revised)

Authors: Robert P. Bush, Joseph Hair, David J. Ortinau

List price: $241.67

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Book details

List price: $241.67
Edition: 3rd
Copyright year: 2006
Publisher: McGraw-Hill Higher Education
Publication date: 1/14/2005
Binding: Hardcover
Pages: 728
Size: 8.25" wide x 10.00" long x 1.25" tall
Weight: 3.278
Language: English




The Role and Value of Marketing Research Information



Marketing Research for Managerial Decision Making



The Marketing Research Process



Information Management for Marketing Decisions: Secondary Data Sources



Technology in the Research Process



Customer Relationship Management and the Marketing Research Process



Marketing Decision Support Systems



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 and Design



Sampling: Methods and Planning



Overview of Measurement: Construct Development and Scale Measurement



Attitude Scale Measurements Used in Marketing Research



Questionnaire Design and Issues



Data Preparation, Analysis, and Reporting the Results



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 Marketing Research Report and Presentation