Marketing Research
United States Edition
6th Edition
Published on 3. September 2009
Book
Mixed media product
672 pages
978-0-13-602704-1 (ISBN)
Description
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 marketing research students can understand, this text provides the 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, updated insight from industry professionals, and current information on how marketing research is being practiced today.
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 marketing research students can understand, this text provides the 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, updated insight from industry professionals, and current information on how marketing research is being practiced today.
More details
Edition
6th edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
College/higher education
Dimensions
Height: 254 mm
Width: 203 mm
Weight
1430 gr
ISBN-13
978-0-13-602704-1 (9780136027041)
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 C. Burns | Ronald F. Bush
Marketing Research
Book
04/2013
7th Edition
Pearson
€205.84
Article exhausted; check for reprint
Content
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
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