Marketing Research
7th Edition
Published on 11. April 2013
Book
Hardback
496 pages
978-0-13-307467-3 (ISBN)
Description
Directed primarily toward undergraduate marketing college/university majors, this text also provides practical content to current and aspiring industry professionals.
Marketing Research gives readers a "nuts and bolts" understanding of marketing research and provides them with extensive information on how to use it. This text provides the fundamentals of the statistical procedures used to analyze data without dwelling on the more complex and intricate concepts.
Marketing Research gives readers a "nuts and bolts" understanding of marketing research and provides them with extensive information on how to use it. This text provides the fundamentals of the statistical procedures used to analyze data without dwelling on the more complex and intricate concepts.
More details
Edition
7th edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
College/higher education
Dimensions
Height: 251 mm
Width: 206 mm
Thickness: 25 mm
Weight
1021 gr
ISBN-13
978-0-13-307467-3 (9780133074673)
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
Alvin Burns | Ann Veeck | Ronald Bush
Marketing Research
Book
03/2016
8th Edition
Pearson
€290.91
Article exhausted; check different version
Previous edition
Book
09/2009
6th Edition
Pearson
€120.14
Article exhausted; check for reprint
Content
1. Introduction to Marketing Research
2. The Marketing Research Industry
3. The Marketing Research Process & Defining the Problem and Research Objectives
4. Research Design
5. Secondary Data & Packaged information
6. Utilizing Exploratory and Qualitative Research Techniques
7. Evaluating Survey Data Collection Methods
8. Understanding Measurement, Developing Questions, and Designing the Questionnaire
9. Selecting the Sample
10. Determining the Size of a Sample
11. Dealing with Fieldwork and Data Quality
12. Using Basic Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses
13. Implementing Basic Differences Tests
14. Making Use of Associations Tests
15. Understanding Regression Analysis Basics
16. Writing the Research Report
2. The Marketing Research Industry
3. The Marketing Research Process & Defining the Problem and Research Objectives
4. Research Design
5. Secondary Data & Packaged information
6. Utilizing Exploratory and Qualitative Research Techniques
7. Evaluating Survey Data Collection Methods
8. Understanding Measurement, Developing Questions, and Designing the Questionnaire
9. Selecting the Sample
10. Determining the Size of a Sample
11. Dealing with Fieldwork and Data Quality
12. Using Basic Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses
13. Implementing Basic Differences Tests
14. Making Use of Associations Tests
15. Understanding Regression Analysis Basics
16. Writing the Research Report