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Fundamentals of Marketing Research

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ISBN-10: 0761988521

ISBN-13: 9780761988526

Edition: 2005

Authors: Scott M. Smith, Gerald S. Albaum

List price: $150.00
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Description:

'Fundamentals od Marketing Research' covers the fundamentals of research, including all the basic elements of method, techniques and analysis.
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Book details

List price: $150.00
Copyright year: 2005
Publisher: SAGE Publications, Incorporated
Publication date: 10/7/2004
Binding: Hardcover
Pages: 896
Size: 7.50" wide x 9.25" long x 2.25" tall
Weight: 4.224
Language: English

Preface
What is Marketing Research?
The Nature of Marketing Research
Planning for Marketing Research and the Research Process
Research Design
Cases for Part I
Techniques for Obtaining Data
Secondary Data and Sources
Information From Respondents
Online Marketing Research
Qualitative Research and Observation
Experimentation
Cases for Part II
Measurement
General Concepts of Measurement
Measurement and Scaling in Marketing Research
Designing Questionnaires
Cases for Part III
Sampling
Sampling Procedures in Marketing Research
Sample Size
Cases for Part IV
Analyzing Data
The Analysis Process--Basic Concepts of Editing, Coding, and Descriptive Analysis
Hypothesis Testing and Univariate Analysis
Bivariate Analysis: Differences Between Sample Groups
Bivariate Analysis: Measures of Association
Multivariate Statistical Analysis
Multivariate Analysis: Factor Analysis, Clustering Methods, Multidimensional Scaling, and Conjoint Analysis
Cases for Part V
The Research Report
Reporting Research Results
Statisitcal Tables
Glossary of Terms
Name Index
Subject Index
About the Authors