Marketing Research Essentials with SPSS

ISBN-10: 0470131985
ISBN-13: 9780470131985
Edition: 6th 2008 (Revised)
List price: $167.95
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Description: When conducted properly, marketing research can lead to better products, improved services, and a higher level of customer satisfaction. Written by marketing research professionals with over 40 years combined experience, this book is packed with the  More...

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Book details

List price: $167.95
Edition: 6th
Copyright year: 2008
Publisher: John Wiley & Sons, Incorporated
Publication date: 2/20/2007
Binding: Paperback
Pages: 544
Size: 8.00" wide x 9.75" long x 0.75" tall
Weight: 1.936
Language: English

When conducted properly, marketing research can lead to better products, improved services, and a higher level of customer satisfaction. Written by marketing research professionals with over 40 years combined experience, this book is packed with the hottest trends, insights, and advances in the field. It presents a snapshot of the way cutting-edge marketing research is practiced today.

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Appendix A -
Careers in Marketing Research
Appendix B -
Marketing Research Ethics
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Problem Definition, Exploratory Research, and the Research Process
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Secondary Data and Databases
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Qualitative Research
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Survey Research
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Primary Data Collection: Observation
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Primary Data Collection: Experimentation
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The Concept of Measurement and Attitude Scales
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Questionnaire Design
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Basic Sampling Issues
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Sample Size Determination
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Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences
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Bivariate Correlation and Regression
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Communicating the Research Results and Managing Marketing Research
Appendix 1 -
Statistical Tables

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