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| Preface | ||
| Pt. 1 | Introduction to Marketing Research in Marketing Decision Making | 1 |
| 1 | The Marketing Research Role in Marketing Management | 3 |
| 2 | The Marketing Research Business | 29 |
| 3 | The Marketing Research Process: Concept and Example | 65 |
| 4 | The Decision to Undertake Research | 87 |
| Pt. 2 | Determine Research Design and Data Sources | 123 |
| 5 | Research Design and Data Sources | 125 |
| 6 | Secondary Data | 173 |
| Pt. 3 | Develop the Data Collection Procedure | 217 |
| 7 | The Measurement Process | 219 |
| 8 | Attitude Measurement | 241 |
| 9 | Causal Designs | 263 |
| 10 | Data Collection: Exploratory Research | 303 |
| 11 | Data Collection: Conclusive Research | 325 |
| 12 | Designing Data Collection Forms | 351 |
| Pt. 4 | Sampling Plan and Data Collection | 403 |
| 13 | The Basics of Sampling | 405 |
| 14 | Simple Random Sampling and Sample Size | 423 |
| 15 | More Complex Sampling Procedures | 459 |
| 16 | Field Operations | 499 |
| Pt. 5 | Data Analysis and Reporting Research Findings | 541 |
| 17 | Data Processing | 541 |
| 18 | Univariate Data Analysis | 565 |
| 19 | Bivariate Data Analysis | 587 |
| 20 | Multivariate Data Analysis I: Interdependence Methods | 623 |
| 21 | Multivariate Data Analysis II: Dependence Methods | 643 |
| 22 | Reporting Research Findings | 683 |
| Pt. 6 | Applications | 723 |
| 23 | Demand Measurement and Forecasting | 725 |
| 24 | Product Research and Test Marketing | 747 |
| 25 | Advertising Research | 781 |
| 26 | Distribution and Pricing Research | 805 |
| Glossary | 845 | |
| Appendix | 861 | |
| Name Index | 871 | |
| Subject Index | 874 |
| Price | Condition | Delivery | Seller | Action |
| $99.99 | Digital |
| WonderClub |
Marsha Snipe
reviewed Marketing research on August 25, 2009 Marketing research
Tough to provide a review for a textbook assigned as part of earning a Masters in Business Administration. It is not exactly a voluntary, recreational read. However, the textbook provides comprehensive steps to create individualized plans to support whichever industry your firm may compete within.
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Add Marketing research, This very applied approach to the managerial use of marketing research is designed and organized by the steps in the marketing research process. Great care has been taken to deal with the technical aspects of marketing research in a manner that allows the, Marketing research to the inventory that you are selling on WonderClubX
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Add Marketing research, This very applied approach to the managerial use of marketing research is designed and organized by the steps in the marketing research process. Great care has been taken to deal with the technical aspects of marketing research in a manner that allows the, Marketing research to your collection on WonderClub |
