Marketing Research: An Applied Orientation

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Marketing Research: An Applied Orientation

Format:  Hardcover,

897 pages

Publisher: Pearson College Div

Publish Date: Jul 2009

ISBN-13: 9780136085430

ISBN-10: 0136085431

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The following content was provided by the publisher.
"Marketing Research: An Applied Orientation "takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions.
Introduction to Marketing Research; Defining the Marketing Research Problem and Developing an Approach; Research Design; Exploratory Research Design: Secondary Data; Exploratory Research Design: Qualitative Research; Descriptive Research design: Survey and Observation; Causal Research Design: Experimentation; Measurement and Scaling: Fundamentals and Comparative Scaling; Measurement and Scaling: Noncomparative Scaling Techniques; Questionnaire and Form Design; Sampling: Design and Procedures; Sampling: Final and Initial Sample Size Determination; Field Work; Data Preparation; Frequency Distribution, Cross-tabulation, and Hypothesis Testing; Analysis of Variance and Covariance; Correlation and Regression; Discriminant and Logit Analysis; Factor Analysis; Cluster Analysis; Multidimensional Scaling and Conjoint Analysis; Structural Equation Modeling and Path Analysis; Report Preparation and Presentation; International Marketing Research
The comprehensive, practical, and balanced coverage presented in this text is ideal for readers that want an in-depth understanding of market research.

Specifications

Publisher: Pearson College Div
Publish Date: Jul 2009
ISBN-13: 9780136085430
ISBN-10: 0136085431
Format: Hardcover
Number of Pages: 897
Shipping Weight (in pounds): 4.6
Product in Inches (L x W x H): 8.5 x 10.75 x 1.5

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