Exploring Marketing Research

ISBN-10: 0324788444

ISBN-13: 9780324788440

Edition: 10th 2010

List price: $388.95
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Book details

List price: $388.95
Edition: 10th
Copyright year: 2010
Publisher: Cengage South-Western
Publication date: 3/4/2009
Binding: Hardcover
Pages: 736
Size: 8.50" wide x 10.75" long x 1.25" tall
Weight: 3.982
Language: English

Preface
Introduction
The Role of Marketing Research
Information Systems and Knowledge Management
The Marketing Research Process
The Human Side of Marketing Research: Organizational and Ethical Issues
Beginning Stages Of The Research Process
Problem Definition: Jump-Starting the Research Process
Qualitative Research Tools
Secondary Data Research in a Digital Age
Research Designs For Collecting Primary Data
Survey Research: An Overview
Survey Research: Basic Methods of Communication with Respondents
Observation
Experimental Research: An Overview
Test-Markets and Experimental Design
Measurement Concepts
Measurement
Attitude Measurement
Questionnaire Design
Sampling And Fieldwork
Sampling Designs and Sampling Procedures
Determination of Sample Size: A Review of Statistical Theory
Fieldwork
Data Analysis And Presentation
Editing and Coding: Transforming Raw Data into Information
Basic Data Analysis: Descriptive Statistics
Univariate Statistical Analysis
Bivariate Statistical Analysis: Differences Between Two Variables
Bivariate Statistical Analysis: Measures of Association
Introducing Multivariate Statistical Analysis
Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up
Comprehensive Cases With Computerized Databases
Appendix: Statistical Tables
Glossary of Frequently Used Symbols
Glossary + Endnotes
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