Ex-Library Book - will contain Library Markings. Book has some visible wear on the binding, cover, pages. Bookseller Inventory # G0324788614I3N10
Synopsis: EXPLORING MARKETING RESEARCH, INTERNATIONAL EDITION deals with the design, collection, analysis, and reporting of marketing research data relevant to a firm’s current and future needs. The text focuses on students as managers, not practitioners, of marketing research. Students learn about traditional types of marketing research, such as designing questionnaires, as well as the latest technological developments that facilitate marketing research including data collection devices, data analysis tools, and practical approaches to data analysis. In addition, this edition places more emphasis on ethical and international issues relating to marketing research.
Review: Preface. PART I: INTRODUCTION. 1. The Role of Marketing Research. 2. Information Systems and Knowledge Management. 3. The Marketing Research Process. 4. The Human Side of Marketing Research: Organizational and Ethical Issues. PART II: BEGINNING STAGES OF THE RESEARCH PROCESS. 5. Problem Definition: Jump-Starting the Research Process. 6. Qualitative Research Tools. 7. Secondary Data Research in a Digital Age. PART III: RESEARCH DESIGNS FOR COLLECTING PRIMARY DATA. 8. Survey Research: An Overview. 9. Survey Research: Basic Methods of Communication with Respondents. 10. Observation. 11. Experimental Research: An Overview. 12. Test-Markets and Experimental Design. PART IV: MEASUREMENT CONCEPTS. 13. Measurement. 14. Attitude Measurement. 15. Questionnaire Design. PART V: SAMPLING AND FIELDWORK. 16. Sampling Designs and Sampling Procedures. 17. Determination of Sample Size: A Review of Statistical Theory. 18. Fieldwork. PART VI: DATA ANALYSIS AND PRESENTATION. 19. Editing and Coding: Transforming Raw Data into Information. 20. Basic Data Analysis: Descriptive Statistics. 21. Univariate Statistical Analysis. 22. Bivariate Statistical Analysis: Differences Between Two Variables. 23. Bivariate Statistical Analysis: Measures of Association. 24. Introducing Multivariate Statistical Analysis. 25. Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up. PART VII: COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES. Appendix: Statistical Tables. Glossary of Frequently Used Symbols. Glossary u Endnotes.
Title: Exploring Marketing Research, International ...
Publisher: South-Western College Pub
Publication Date: 2009
Book Condition: Good
Book Description South Western College, 2009. Paperback. Book Condition: Very Good. Sent within 24 hours. Expedited UK delivery available. Tenth edition. International edition. Bookseller Inventory # BBI2492092
Book Description Swcoll, 2009. Book Condition: Very Good. 10 International ed. Ships from the UK. Former Library book. Great condition for a used book! Minimal wear. Bookseller Inventory # GRP88486991
Book Description PAPERBACK. Book Condition: New. 0324788614 Brand new book. International Edition. Ship from multiple locations. 3-5 business days Express Delivery to USA/UK/Europe/Asia/Worldwide. Tracking number will be provided. Satisfaction guaranteed. Bookseller Inventory # SKU001335
Book Description 2009. Soft cover. Book Condition: New. International Edition. New, 10th Edition, Color Print,International Edition . Premium quality books. Ship via FedEx, UPS, DHL. Delivery time is 3-5 biz days. Bookseller Inventory # 0324788614