This is a Pearson Global Edition. The Pearson Editorial team worked closely with educators around the world to include content especially relevant to students outside the United States. For undergraduate marketing research courses. The "nuts and bolts" of marketing research. Marketing Research gives students a"nuts and bolts" understanding of marketing research and provides them with extensive information on how to use it. Written at a level first-time marketingresearch students understand, this text provides the basic fundamentals of the statistical procedures used to analyze data without dwelling on the more complex and intricate concepts. The sixth edition now includes new case ideas contributed from innovative professors (5 of them with international authorship),updated insight from industry professionals, and current information on how marketing research is being practiced today. INDICE: Chapter 1: Introducing Marketing Research Chapter 2: Explaining the Marketing Research Process Chapter 3: Describing Characteristics of the Marketing Research Industry Chapter 4: Defining the Problem and Determining Research Objectives Chapter 5: Understanding Research Design Chapter 6: Using Secondary Data and Online Information Databases Chapter 7: Comprehending Standardized Information Sources Chapter 8: Utilizing Exploratory and Qualitative Research Techniques Chapter 9: Evaluating Survey Data Collection Methods Chapter 10: Understanding Measurement in Marketing Research Chapter 11: Developing Questions and Designing the Questionnaire Chapter 12: Determining How to Select the Sample Chapter 13: Determining the Size of a Sample Chapter 14: Dealing with Field work and Data Quality Issues Chapter 15: Using Basic Descriptive Analysis Chapter 16: Performing Population Estimates and Hypothesis Tests Chapter 17: Implementing Basic Differences Tests Chapter 18: Making Use of Associations Tests Chapter 19: Understanding Regression Analysis Basics Chapter 20: Preparing the Research Report and Presentation
- ISBN: 978-0-13-713599-8
- Editorial: Pearson/Prentice Hall
- Encuadernacion: Rústica
- Páginas: 672
- Fecha Publicación: 01/09/2009
- Nº Volúmenes: 1
- Idioma: Inglés