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Essentials of Marketing Research

Essentials of Marketing Research

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  • ISBN:9781266261503
  • Editorial: UK-Mcgraw-Hill
  • Fecha de la edición:
  • Número de la edición: 6
  • Encuadernación:
  • Nº Pág.:452
  • Idiomas:Inglés

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Essentials of Marketing Research uses an application-oriented approach to equip students with tools and skills necessary to solve business problems and maximize opportunities. The authors' years of practical market research experience is evidenced thorough their treatment of qualitative research, to their coverage of sample size rules-of-thumb, background literature reviews, and new market research tools and techniques. This latest 6th edition gives students a strong command of market research principles, while being concise enough for cases & other course projects. A continuing case and corresponding data sets included.

Part 1: The Role and Value of Marketing Research Information

Chapter 1: Marketing Research for Managerial Decision Making

Chapter 2: The Marketing Research Process and Proposals

Part 2: Designing the Marketing Research Project

Chapter 3: Secondary Data, Literature Reviews, and Hypotheses

Chapter 4: Exploratory and Observational Research Designs and Data Collection Approaches

Chapter 5: Descriptive, Predictive and Causal Research Designs

Part 3: Gathering and Collecting Accurate Data

Chapter 6: Sampling: Theory and Methods

Chapter 7: Measurement and Scaling

Chapter 8: Designing the Questionnaire

Part 4: Data Preparation, Analysis, and Reporting the Results

Chapter 9: Qualitative Data Analysis

Chapter 10: Preparing Data for Quantitative Analysis

Chapter 11: Basic Data Analysis for Quantitative Research

Chapter 12: Examining Relationships in Quantitative Research

Chapter 13: Communicating Marketing Research Findings

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