Marketing research
Author(s)
Bibliographic Information
Marketing research
Addison-Wesley, c1998
Available at 19 libraries
Note
Includes bibliographical references and indexes
Description and Table of Contents
Description
For upper-level undergraduate/graduate-level courses in Marketing Research.
These renowned members of the academic community offer a textbook that was written with the intent of being more instructive and less encyclopedic than its competitors. Marketing Research tells a story and is more practical in terms of real world applications. It provides students with a complete analysis of benefits and pitfalls of various research methods and contains state-of-the-art and up-to-date coverage of marketing research related topics. It offers the professor and student up-to-date coverage of the latest marketing research issues.
Table of Contents
I. BASIC CONCEPTS.
1. The Role of Marketing Research.
2. The Value of Information.
3. The Research Process.
4. Sources of Information.
II. DATA COLLECTION.
5. Qualitative Research.
6. Experiments.
7. Survey Design.
8. Measurement and Scaling.
9. Sampling in Marketing Research.
10. Data Coding and Editing.
III. ANALYTICAL METHODS.
11. Basic Analysis.
12. Comparing Differences in Key Variables.
13. Regression Analysis.
14. Conjoint Analysis.
15. Cluster Analysis.
16. Factor Analysis.
17. Geometric Representation of Objects.
18. Discriminant Analysis.
19. Log it Models.
20. Additional Data Analytic Techniques.
21. Summary.
by "Nielsen BookData"