Marketing Research Essentials
5th Edition
Published on 28. February 2005
Book
Paperback/Softback
512 pages
978-0-471-68476-3 (ISBN)
Description
When conducted properly, marketing research can lead to better products, improved services, and a higher level of customer satisfaction. Written by marketing research professionals with over 40 years combined experience, this book is packed with the hottest trends, insights, and advances in the field. It presents a snapshot of the way cutting-edge marketing research is practiced today.
More details
Edition
5., Aufl.
Language
English
Place of publication
New York
United States
Publishing group
John Wiley and Sons Ltd
Target group
Professional and scholarly
Edition type
Revised edition
Illustrations
Illustrations
Dimensions
Height: 25.5 cm
Width: 20.1 cm
Weight
909 gr
ISBN-13
978-0-471-68476-3 (9780471684763)
Schweitzer Classification
Other editions
New editions
Book
10/2012
8th Edition
Wiley
€104.80
Article exhausted; check for reprint
Carl McDaniel | Roger Gates
Marketing Research Essentials
Book
07/2008
6th Edition
Wiley
€135.00
The article will not be published
Content
Preface; 1. The Role of Marketing Research in Management Decision Making; 2. The Marketing Research Industry; 3. Problem Definition and the Research Process; 4. Secondary Data and Databases; 5. Qualitative Research; 6. Survey Research: The Profound Impact of the Internet; 7. Primary Data Collection: Observation; 8. Primary Data Collection: Experimentation; 9. The Concept of Measurement; 10. Using Measurement Scales to Build Marketing Effectiveness; 11. Questionnaire Design; 12. Basic Sampling Issues; 13. Sample Size Determination; 14. Data Processing and Fundamental Data Analysis; 15. Statistical Testing of Differences; 16. Bivariate Correlation and Regression; 17. Multivariate Data Analysis; 18. Communicating the Research Results; 19. Managing Marketing Research and Research Ethics; Appendix 1: Comprehensive Cases; Appendix 2: Statistical Tables; Endnotes; Glossary; Index.