Essentials of Marketing Research

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Essentials of Marketing Research

Format:  Paperback,

398 pages

Publisher: Irwin/McGraw-Hill

Publish Date: Dec 2009

ISBN-13: 9780073404820

ISBN-10: 0073404829

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Book Information

The following content was provided by the publisher.
Essentials of Marketing Research concisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques. Essentials of Marketing Research gives students a strong command of market research principles, while being short enough to use alongside cases or projects.

Specifications

Author:
Author:
Publisher: Irwin/McGraw-Hill
Publish Date: Dec 2009
ISBN-13: 9780073404820
ISBN-10: 0073404829
Format: Paperback
Number of Pages: 398
Shipping Weight (in pounds): 1.55
Product in Inches (L x W x H): 7.8 x 0.6 x 10.0

Chapter outline

The Role and Value of Marketing Research Information
-Marketing Research for Managerial Decision Making
-The Marketing Research Process and Proposals
Designing the Marketing Research Project
-Secondary Data, Literature Reviews and Hypotheses
-Exploratory Research Designs and Data Collection Approaches
-Descriptive and Causal Research Designs
Gathering and Collecting Accurate Data
-Sampling: Theory and Methods
-Measurement and Scaling
-Designing the Questionnaire
Data Preparation, Analysis and Reporting the Results
-Qualitative Data Analysis
-Preparing Data for Quantitative Analysis
-Basic Data Analysis for Quantitative Research
-Examining Relationships in Quantitative Research
-Reporting and Presenting Results

Book description

Essentials of Marketing Research concisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques. Essentials of Marketing Research gives students a strong command of market research principles, while being short enough to use alongside cases or projects.

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