Marketing Research (with SPSS CD-ROM)
3rd Edition
Published on 7. January 2000
Book
Mixed media product
720 pages
978-0-13-014411-9 (ISBN)
Description
Appropriate for introductory undergraduate business and marketing courses in Marketing Research.
Constructed around a logical 11-step model or framework for market research activities, the book presents a comprehensive introduction to the basics of market research. This is the only text to integrate SPSS throughout-includes CD-ROM with SPSS tutorial, SPSS Student Edition for Windows, Student assistant, and data sets.
Constructed around a logical 11-step model or framework for market research activities, the book presents a comprehensive introduction to the basics of market research. This is the only text to integrate SPSS throughout-includes CD-ROM with SPSS tutorial, SPSS Student Edition for Windows, Student assistant, and data sets.
More details
Edition
3rd edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 262 mm
Width: 210 mm
Thickness: 32 mm
Weight
1480 gr
ISBN-13
978-0-13-014411-9 (9780130144119)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
01/2003
4th Edition
Pearson
€113.10
Article is exhausted; no reprint
Content
1. The Nature of Marketing Research.
2. The Industry: Structure, Evaluation, and Ethics.
3. The Marketing Research Process.
4. Defining the Problem and Determining Research Objectives.
5. Research Design.
6. Secondary Data Sources.
7. Syndicated Services.
8. Observation, Focus Groups, and Other Qualitative Methods.
9. Survey Data Collection Methods.
10. Measurement in Marketing Research.
11. Designing Data Collection Forms.
12. Determining the Sample Plan.
13. Determining the Size of a Sample.
14. Data Collection in the Field, Nonresponse Error, and Questionnaire Screening.
15. Basic Data Analysis: Descriptive Statistics.
16. Inferring Sample Findings to the Population and Testing for Differences.
17. Determining and Interpreting Associations Between Two Variables.
18. Predictive Analysis in Marketing Research.
19. Presenting the Research Results.
2. The Industry: Structure, Evaluation, and Ethics.
3. The Marketing Research Process.
4. Defining the Problem and Determining Research Objectives.
5. Research Design.
6. Secondary Data Sources.
7. Syndicated Services.
8. Observation, Focus Groups, and Other Qualitative Methods.
9. Survey Data Collection Methods.
10. Measurement in Marketing Research.
11. Designing Data Collection Forms.
12. Determining the Sample Plan.
13. Determining the Size of a Sample.
14. Data Collection in the Field, Nonresponse Error, and Questionnaire Screening.
15. Basic Data Analysis: Descriptive Statistics.
16. Inferring Sample Findings to the Population and Testing for Differences.
17. Determining and Interpreting Associations Between Two Variables.
18. Predictive Analysis in Marketing Research.
19. Presenting the Research Results.