Essentials of Marketing Research

ISBN-10: 0073404829

ISBN-13: 9780073404820

Edition: 2nd 2010

List price: $233.00
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Description:

Essentials of Marketing Researchconcisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques.Essentials of Marketing Researchgives your students a strong command of market research principles, while being short enough to use alongside your favorite cases or projects.
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Book details

List price: $233.00
Edition: 2nd
Copyright year: 2010
Publisher: McGraw-Hill Higher Education
Publication date: 11/25/2009
Binding: Paperback
Pages: 416
Size: 8.00" wide x 9.75" long x 0.50" tall
Weight: 1.870
Language: English

The Role and Value of Marketing Research Information
-Marketing Research for Managerial Decision Making
-The Marketing Research Process and Proposals
Designing the Marketing Research Project
-Secondary Data, Literature Reviews and Hypotheses
-Exploratory Research Designs and Data Collection Approaches
-Descriptive and Causal Research Designs
Gathering and Collecting Accurate Data
-Sampling: Theory and Methods
-Measurement and Scaling
-Designing the Questionnaire
Data Preparation, Analysis and Reporting the Results
-Qualitative Data Analysis
-Preparing Data for Quantitative Analysis
-Basic Data Analysis for Quantitative Research
-Examining Relationships in Quantitative Research
-Reporting and Presenting Results
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