Marketing research
Author(s)
Bibliographic Information
Marketing research
Houghton Mifflin, c2007
2nd ed
- [student text]
Available at 3 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Note
Bibliography: p. 581-611
Includes indexes
Description and Table of Contents
Description
In Marketing Research, the authors offer undergraduate and MBA students a compelling introduction to the field with extensive use of global, technology, service, and small business examples. Distinctive features include integrated coverage of technology tools and statistical analysis, current research, and a strong focus on strategy. To reinforce the text's emphasis on technology, each new copy of the text can be packaged with SPSS software containing data sets--created by the authors--specifically related to examples and tutorials from the chapters on data analysis. The Second Edition features an appealing design and open layout, making an often challenging subject more engaging for students. Through current examples and cases, students gain an understanding of the role of marketing research in the business world. Pedagogical features give students a clear handle on what they need to focus on to be successful in the course.
Chapter Objectives identify key concepts in the reading to follow, while Questions for Review and Discussion, Application Exercises, and Internet Exercises prompt students to complete a variety of tasks, allowing them to apply chapter concepts in meaningful ways.
Table of Contents
I. Introduction to Marketing Research 1. The Nature and Scope of Marketing Research 2. The Marketing Research Process 3. Types of Marketing Research II. Data Collection: Types and Methods 4. Secondary Data 5. Using Geographic Information Systems for Marketing Research 6. Primary-Data Collection 7. Qualitative Research 8. Experimentation in Marketing Research III. Data Collection: Measurement Instruments and Sampling 9. Measurement and Scaling 10. Questionnaire Design 11. Sampling Foundations IV. Data Analysis 12. Quality Control and Initial Analysis of Data 13. Hypothesis Testing 14. Examining Associations: Correlation and Regression 15. Overview of Other Multivariate Techniques V. Communicating with Research Users 16. Presenting Research Results
by "Nielsen BookData"