Marketing Research Essentials
Edition: 7th 2010
List price: $179.99
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Description: Marketing Research Essentials arms marketing professionals with a very practical approach to the field. It presents marketing research through the eyes of a manager using and purchasing research information while maintaining solid coverage of quantitative methods. The seventh edition relies heavily on real data that will be of interest to them and they'll gain a real-world perspective as they learn how to apply the key concepts. It incorporates more examples and mini-cases of contemporary companies to make the discussions more relevant. The chapters also contain real-world examples that provide marketing professions with material from the popular press.
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All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.
List price: $179.99
Copyright year: 2010
Publisher: John Wiley & Sons, Incorporated
Publication date: 12/9/2009
Size: 8.00" wide x 9.50" long x 0.75" tall
|The Role of Marketing Research in Management Decision Making|
|Appendix A - Careers in Marketing Research|
|Appendix B - Marketing Research Ethics|
|Problem Definition, Exploratory Research, and the Research Process|
|Secondary Data and Databases|
|Primary Data Collection: Observation|
|Primary Data Collection: Experimentation|
|The Concept of Measurement and Attitude Scales|
|Basic Sampling Issues|
|Sample Size Determination|
|Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences|
|Bivariate Correlation and Regression|
|Communicating the Research Results and Managing Marketing Research|