Fishpond Gift Vouchers - Let them choose!

We won't be beaten by anyone. Guaranteed

Marketing Research [With Access Code]
By

Rating

Product Description
Product Details

Table of Contents

Preface vii 1 The Role of Marketing Research in Management Decision Making 1 2 The Marketing Research Industry and Research Ethics 21 3 Problem Definition, Exploratory Research, and the Research Process 57 4 Secondary Data and Databases 89 5 Qualitative Research 116 6 Traditional Survey Research 151 7 Online Marketing Research 177 8 Primary Data Collection: Observation 213 9 Primary Data Collection: Experimentation and Test Markets 242 10 The Concept of Measurement 276 11 Using Measurement Scales to Build Marketing Effectiveness 302 12 Questionnaire Design 335 13 Basic Sampling Issues 379 14 Sample Size Determination 406 15 Data Processing And Fundamental Data Analysis 435 16 Statistical Testing Of Differences And Relationships 470 17 Bivariate Correlation and Regression 514 18 Multivariate Data Analysis 540 19 Communicating The Research Results 585 20 Managing Marketing Research 607 Photo Credits PC-1 Appendix 1: Comprehensive Cases A-1 A: Biff Targets an Online Dating Service for College Students A-2 B: Freddy Favors Fast Food and Convenience for College Students A-5 C: Superior Online Student Travel A Cut Above A-9 D: Rockingham National Bank Visa Card Survey A-13 Appendix 2: Considerations in Creating a Marketing Plan A-21 Appendix 3: Statistical Tables A-25 Endnotes A-32 Glossary G-1 Index I-1

Ask a Question About this Product More...
Write your question below:
Look for similar items by category
Home » Books » Business » Marketing » Research
How Fishpond Works
Fishpond works with suppliers all over the world to bring you a huge selection of products, really great prices, and delivery included on over 25 million products that we sell. We do our best every day to make Fishpond an awesome place for customers to shop and get what they want — all at the best prices online.
Webmasters, Bloggers & Website Owners
You can earn a 5% commission by selling Marketing Research [With Access Code] on your website. It's easy to get started - we will give you example code. After you're set-up, your website can earn you money while you work, play or even sleep! You should start right now!
Authors / Publishers
Are you the Author or Publisher of a book? Or the manufacturer of one of the millions of products that we sell. You can improve sales and grow your revenue by submitting additional information on this title. The better the information we have about a product, the more we will sell!
Item ships from and is sold by Fishpond.com, Inc.
Back to top