Marketing Research An Applied Orientation

ISBN-10: 0136085431

ISBN-13: 9780136085430

Edition: 6th 2010

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Description: Marketing Research: An Applied Orientationtakes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions. Introduction to Marketing Research; Defining the Marketing Research Problem and Developing an Approach; Research Design; Exploratory Research Design: 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 Scaling Techniques; Questionnaire and Form Design; Sampling: Design and Procedures; Sampling: Final and Initial Sample Size Determination; Field Work; Data Preparation; Frequency Distribution, Cross-tabulation, and Hypothesis Testing; Analysis of Variance and Covariance; Correlation and Regression; Discriminant and Logit Analysis; Factor Analysis; Cluster Analysis; Multidimensional Scaling and Conjoint Analysis; Structural Equation Modeling and Path Analysis; Report Preparation and Presentation; International Marketing Research The comprehensive, practical, and balanced coverage presented in this text is ideal for readers that want an in-depth understanding of market research.

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Book details

List price: $290.60
Edition: 6th
Copyright year: 2010
Publisher: Prentice Hall PTR
Publication date: 7/7/2009
Binding: Hardcover
Pages: 936
Size: 11.00" wide x 8.40" long x 1.60" tall
Weight: 5.478
Language: English

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