Marketing Research An Applied Approach

ISBN-10: 0079122523

ISBN-13: 9780079122520

Edition: 5th 1996

List price: $102.50
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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

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
Demand Measurement and Forecasting
Product Research and Test Marketing
Advertising Research
Distribution and Pricing Research
Name Index
Subject Index
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