Marketing Research Essentials gives students an industry perspective to the complexities and rapid developments of the marketing research world. Coauthored by a full-time marketing research professional, this book merges real-life, insider experiences from the industry, with quantitative methods, and market research applications for use in the classroom. It illustrates concepts with actual data, real-world case problems, as well as methods tried and tested in the real world.
Preface xxi 1 The Role of Marketing Research in Management Decision Making 1 2 Problem Defi nition, Exploratory Research, and the Research Process 34 3 Secondary Data and Databases 61 4 Qualitative Research 79 5 Traditional Survey Research 106 6 Online Marketing Research 128 7 Primary Data Collection: Observation 153 8 Primary Data Collection: Experimentation and Test Markets 178 9 The Concept of Measurement and Attitude Scales 206 10 Questionnaire Design 243 11 Basic Sampling Issues 277 12 Sample Size Determination 300 13 Data Processing, Data Analysis, and Statistical Testing 325 14 More Powerful Statistical Methods 364 15 Communicating Results and Managing Marketing Research 393 Endnotes 421 Index 437
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- ID: 9781118249321
8th Revised edition
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