Essentials of marketing research
Author(s)
Bibliographic Information
Essentials of marketing research
John Wiley & Sons, c2002
2nd ed
- : hbk
- : [international ed.]
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Note
Includes bibliographical references and index
Description and Table of Contents
- Volume
-
: hbk ISBN 9780471412359
Description
Contains detailed discussions of the process, with numerous examples from the industry. Coverage on international marketing research expands the readers' ability to deal with issues that are not encountered in the domestic country research. Discussion on how to apply marketing research in various marketing applications is presented.
Table of Contents
- PART I. THE NATURE AND SCOPE OF MARKETING RESEARCH
- A Decision-Making Perspective on Marketing Research
- Marketing Research in Practice
- The Marketing Research Process
- Research Design and Implementation
- PART II. DATA COLLECTION
- Secondary and Standardized Sources of Marketing Data
- Marketing Research on the Internet
- Information Collection: Qualitative and Observational Methods
- Information from Respondents: Issues in Data Collection
- Attitude Measurement
- Designing the Questionnaire
- Sampling Fundamentals
- PART III.DATA ANALYSIS
- Fundamentals of Data Analysis
- Hypothesis Testing
- Correlation Analysis and Regression Analysis
- PART IV. APPLICATIONS
- Presenting the Results
- Applications of Marketing Research
- APPENDIX
- Table
- Procedure
- Glossary
- Index
- Volume
-
: [international ed.] ISBN 9780471427735
Description
Contains detailed discussions of the process, with numerous examples from the industry. Coverage on international marketing research expands the readers' ability to deal with issues that are not encountered in the domestic country research. Discussion on how to apply marketing research in various marketing applications is presented.
Table of Contents
THE NATURE AND SCOPE OF MARKETING RESEARCH. A Decision-Making Perspective on Marketing Research. Marketing Research in Practice. The Marketing Research Process. Research Design and Implementation. DATA COLLECTION. Secondary and Standardized Sources of Marketing Data. Marketing Research on the Internet. Information Collection: Qualitative and Observational Methods. Information from Respondents: Issues in Data Collection. Attitude Measurement. Designing the Questionnaire. Sampling Fundamentals. DATA ANALYSIS. Fundamentals of Data Analysis. Hypothesis Testing. Correlation Analysis and Regression Analysis. APPLICATIONS. Presenting the Results. Applications of Marketing Research. APPENDIX. Table. Procedure. Glossary. Index.
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