Marketing Research (6th Edition)

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9780136027041: Marketing Research (6th Edition)

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.

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From the Publisher:

This text embodies a process approach, introducing students to an 11 step marketing research process in Chapter 3. It stresses the contemporary practice of marketing research by highlighting technological change, methodological innovation, global implications, and ethical issues. By integrating SPSS for Windows Student Version, the text familiarizes students with one of the most widely adopted statistical analysis programs available. A standard in the marketing research industry, SPSS is used by over forty of the top 50 marketing research firms in the United States.

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This marketing research book integrates the use of the statistical package SPSS.

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