Marketing Research An Applied Approach

Name: Marketing Research An Applied Approach
Price: 4.64 USD
Availability: InStock
ISBN: 9780079122520

ISBN-10: 0079122523

ISBN-13: 9780079122520

Edition: 5th 1996

Authors: Thomas C. Kinnear, James R. Taylor

List price: $102.50

30 day, 100% satisfaction guarantee!

Marketplace

1 new & used from $4.64

what's this?

Rush Rewards U
Members Receive:

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

Book details

List price: $102.50
Edition: 5th
Copyright year: 1996
Publisher: McGraw-Hill Higher Education
Binding: Hardcover
Pages: 880
Size: 7.75" wide x 9.75" long x 1.50" tall
Weight: 3.278
Language: English



Preface


Introduction to Marketing Research in Marketing Decision Making


The Marketing Research Role in Marketing Management


The Marketing Research Business


The Marketing Research Process: Concept and Example


The Decision to Undertake Research


Determine Research Design and Data Sources


Research Design and Data Sources


Secondary Data


Develop the Data Collection Procedure


The Measurement Process


Attitude Measurement


Causal Designs


Data Collection: Exploratory Research


Data Collection: Conclusive Research


Designing Data Collection Forms


Sampling Plan and Data Collection


The Basics of Sampling


Simple Random Sampling and Sample Size


More Complex Sampling Procedures


Field Operations


Data Analysis and Reporting Research Findings


Data Processing


Univariate Data Analysis


Bivariate Data Analysis


Multivariate Data Analysis I: Interdependence Methods


Multivariate Data Analysis II: Dependence Methods


Reporting Research Findings


Applications


Demand Measurement and Forecasting


Product Research and Test Marketing


Advertising Research


Distribution and Pricing Research


Glossary


Appendix


Name Index


Subject Index