Marketing Research

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Marketing Research

Format:  Hardcover,

680 pages

Publisher: Pearson College Div

Publish Date: Jul 2009

ISBN-13: 9780136027041

ISBN-10: 0136027040

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The following content was provided by the publisher.
A "nuts and bolts" understanding of marketing research and provides them with extensive information on how to use it.
Introducing Marketing Research; Explaining the Marketing Research Process; Describing Characteristics of the Marketing Research Industry; Defining the Problem and Determining Research Objectives; Understanding Research Design; Using Secondary Data and Online Information Databases; Comprehending Standardized Information Sources; Utilizing Exploratory and Qualitative Research Techniques; Evaluating Survey Data Collection Methods; Understanding Measurement in Marketing Research; Developing Questions and Designing the Questionnaire; Determining How to Select the Sample; Determining the Size of a Sample; Dealing with Field work and Data Quality Issues; Using Basic Descriptive Analysis; Performing Population Estimates and Hypothesis Tests; Implementing Basic Differences Tests; Making Use of Associations Tests; Understanding Regression Analysis Basics; Preparing the Research Report and Presentation
Written at a level first-time marketing research readers can understand, this text provides the basic fundamentals of the statistical procedures used to analyze data.

Specifications

Author:
Author:
Publisher: Pearson College Div
Publish Date: Jul 2009
ISBN-13: 9780136027041
ISBN-10: 0136027040
Format: Hardcover
Number of Pages: 680
Shipping Weight (in pounds): 3.2
Product in Inches (L x W x H): 8.3 x 1.2 x 10.0

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