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9780471412359

Essentials of Marketing Research, 2nd Edition

Kumar, V.; Aaker, David A.; Day, George S.

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Contains detailed discussions of the process, with numerous examples from the industry.
* Coverage on international marketing research expands the readers' ability to deal with issues that are not encountered in the domestic country research.
* Discussion on how to apply marketing research in various marketing applications is presented.

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Kumar, V.; Aaker, David A.; Day, George S. Author
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Published by Wiley (2001)
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Book Description Wiley, 2001. Book Condition: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: PART I. THE NATURE AND SCOPE OF MARKETING RESEARCH.A Decision-Making Perspective on Marketing Research.Marketing Research in Practice.The Marketing Research Process.Research Design and Implementation.PART II. DATA COLLECTION.Secondary and Standardized Sources of Marketing Data.Marketing Research on the Internet.Information Collection: Qualitative and Observational Methods.Information from Respondents: Issues in Data Collection.Attitude Measurement.Designing the Questionnaire.Sampling Fundamentals.PART III.DATA ANALYSIS.Fundamentals of Data Analysis.Hypothesis Testing.Correlation Analysis and Regression Analysis.PART IV. APPLICATIONS.Presenting the Results.Applications of Marketing Research.APPENDIX.Table.Procedure.Glossary.Index. Bookseller Inventory # ABE_book_new_047141235X

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