Marketing Research
5th Edition
Published on 28. December 2005
Book
Hardback
696 pages
978-0-13-147732-2 (ISBN)
Description
For the undergraduate Marketing Research course.
Marketing Research is the global leader in marketing research because it demonstrates how to use statistical tools in an intuitive manner.
Marketing Research is the global leader in marketing research because it demonstrates how to use statistical tools in an intuitive manner.
More details
Edition
5th edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 254 mm
Width: 203 mm
ISBN-13
978-0-13-147732-2 (9780131477322)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Alvin C. Burns | Ronald F. Bush
Marketing Research & SPSS 13.0 Student CD Pkg.
Book
12/2005
5th Edition
Prentice Hall
€83.07
Article exhausted; check for reprint
Previous edition
Alvin C. Burns
Marketing Research without SPSS
Book
12/2005
5th Edition
Pearson
€71.64
Article exhausted; check for reprint
Content
CHAPTER 1 Introduction to Marketing Research
CHAPTER 2 The Marketing Research Process
CHAPTER 3 The Marketing Research Industry
CHAPTER 4 Defining the Problem and Determing Research Objectives
CHAPTER 5 Research Design
CHAPTER 6 Using Secondary Data and Online Information Databases
CHAPTER 7 Standardized Information Sources
CHAPTER 8 Observation, Focus Groups, and Other Qualitative Methods
CHAPTER 9 Survey Data Collection Methods
CHAPTER 10 Measurement in Marketing Research
CHAPTER 11 Designing The Questionnaire
CHAPTER 12 Determining How to Select the Sample
CHAPTER 13 Determining the Size of a Sample
CHAPTER 14 Data Collection in the Field, Nonresponse Error, and Questionnaire Screening
CHAPTER 15 Basic Data Analysis: Descriptive Statistics
CHAPTER 16 Generalizing a Sample's Findings to Its Population and Testing Hypotheses about Percents and Means
CHAPTER 17 Testing for Differences Between Two Groups or Among More Than Two Groups
CHAPTER 18 Determining and Interpreting Associations among Variables
CHAPTER 19 Regression Analysis in Marketing Research
CHAPTER 20 The Marketing Research Report: Preparation and Presentation
CHAPTER 2 The Marketing Research Process
CHAPTER 3 The Marketing Research Industry
CHAPTER 4 Defining the Problem and Determing Research Objectives
CHAPTER 5 Research Design
CHAPTER 6 Using Secondary Data and Online Information Databases
CHAPTER 7 Standardized Information Sources
CHAPTER 8 Observation, Focus Groups, and Other Qualitative Methods
CHAPTER 9 Survey Data Collection Methods
CHAPTER 10 Measurement in Marketing Research
CHAPTER 11 Designing The Questionnaire
CHAPTER 12 Determining How to Select the Sample
CHAPTER 13 Determining the Size of a Sample
CHAPTER 14 Data Collection in the Field, Nonresponse Error, and Questionnaire Screening
CHAPTER 15 Basic Data Analysis: Descriptive Statistics
CHAPTER 16 Generalizing a Sample's Findings to Its Population and Testing Hypotheses about Percents and Means
CHAPTER 17 Testing for Differences Between Two Groups or Among More Than Two Groups
CHAPTER 18 Determining and Interpreting Associations among Variables
CHAPTER 19 Regression Analysis in Marketing Research
CHAPTER 20 The Marketing Research Report: Preparation and Presentation