Essentials of Marketing Research

Name: Essentials of Marketing Research
Price: 22.08 USD
Availability: InStock
ISBN: 9780415899284

ISBN-10: 0415899281

ISBN-13: 9780415899284

Edition: 3rd 2013 (Revised)

Authors: Robert E. Stevens, Bruce Wrenn, Lawrence Silver, David L. Loudon

List price: $99.95

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Description:

Identifying and assessing the ways in which changes in the marketing mix affect consumer behavior is key to a successful marketing strategy.The Essentials of Marketing Researchguides the student in designing, conducting and interpreting marketing research. This comprehensive textbook covers the full range of topics, including:Secondary research and data miningInternet marketing researchQualitative and exploratory researchStatistical analysisMarketing research ethicsWith learning objectives at the beginning of each chapter, a host of cases and a comprehensive companion website, this book offers a range of tools to help students develop and test their research and analytical skills.

Book details

List price: $99.95
Edition: 3rd
Copyright year: 2013
Publisher: Routledge
Publication date: 10/18/2012
Binding: Paperback
Pages: 366
Size: 7.05" wide x 9.80" long x 0.71" tall
Weight: 1.452
Language: English



About the Authors


Acknowledgments



The Marketing Research Process and Decision Making



Introduction to Marketing Research



Ethics in Marketing Research



Secondary Data and Research Designs



Secondary Data



Research Designs: Exploratory and Qualitative Research



Research Design: Descriptive and Causal Research



Measurement, Data Collection, and Sampling



Measurement



Primary Data Collection



Designing the Data-gathering Instrument



Sampling Methods and Sample Size



Fielding the Data-gathering Instrument



Data Analysis and Reporting



Analyzing and Interpreting Data for Decisions



Advanced Data Analysis



The Research Report



Cases



Lone Pine Kennel Club



Silver Jewelry Stores



Select Hotels of North America



River Pines School: A



River Pines School: B



Gary Branch, CPA



Juan Carlos' Mexican Restaurant



Usedcars.com



Welcome Home Church



The Learning Source



Madison Country County Club



Plasco, Inc.



St John's School



The Webmasters



House of Topiary



Professional Home Inspection



Europska Databanka



Northside Chiropractic Services



Internet Versus Mail Surveys



Louisiana Purchase Gardens and Zoo



Mac's Sausage Company



The Online Marketplace



Victorian Rose Gift and Flower Shop



MCS Publishing Company


Notes


Index