Basic Marketing Research

Name: Basic Marketing Research
Availability: OutOfStock
ISBN: 9780131525429

ISBN-10: 0131525425

List price: $130.67

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!

List price: $130.67
Edition: 2nd
Copyright year: 2006
Publisher: Prentice Hall PTR
Binding: Hardcover
Pages: 672
Weight: 3.872
Language: English




Introduction And Early Phases Of Marketing Research



Introduction to Marketing Research



Defining the Marketing Research Problem and Developing an Approach



Research Design Formulation



Research Design



Exploratory Research Design: Secondary Data



Exploratory Research Design: Syndicated Sources of Secondary Data



Exploratory Research Design: Qualitative Research



Descriptive Research Design: Survey and Observation



Causal Research Design: Experimentation



Measurement and Scaling: Fundamentals And Comparative Scaling



Measurement and Scaling: Noncomparative Techniques



Questionnaire and Form Design



Sampling: Design and Procedures



Sampling: Final and Initial Sample-Size Determination



Data Collection, Analysis, And Reporting



Field Work: Data Collection



Data Preparation and Analysis Strategy



Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulations



Data Analysis: Hypothesis Testing Related to Differences



Data Analysis: Correlation and Regression



Report Preparation and Presentation



Comprehensive Cases And Video Cases


Appendix of Statistical Tables


Subject Index


Company and Product Index


Name Index