Basic Marketing Research
Pearson
978-0-13-154865-7 (ISBN)
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Basic Marketing Research, 2e, emphasizes a hands-on orientation so undergraduate students learn by doing, balanced with a managerial orientation so they see how marketing research decisions influence marketing management decisions and vice-versa. All new videos cases help bring concepts to life. Incorporates SPSS® Student Edition 13.0 exercises with data sets, and the software is included with every copy of this text.
PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH
1. INTRODUCTION TO MARKETING RESEARCH
2. DEFINING THE MARKETING RESEARCH PROBLEM AND DEVELOPING AN APPROACH
CASES FOR PART I
VIDEO CASES FOR PART I
PART II: RESEARCH DESIGN FORMULATION
3. RESEARCH DESIGN
4. EXPLORATORY RESEARCH DESIGN: SECONDARY DATA
5. EXPLORATORY RESEARCH DESIGN: SYNDICATED SOURCES OF SECONDARY DATA
6. EXPLORATORY RESEARCH DESIGN: QUALITATIVE RESEARCH
7. DESCRIPTIVE RESEARCH DESIGN: SURVEY AND
OBSERVATION
8. CAUSAL RESEARCH DESIGN: EXPERIMENTATION
9. MEASUREMENT AND SCALING: FUNDAMENTALS AND COMPARATIVE SCALING
10. MEASUREMENT AND SCALING: NONCOMPARATIVE TECHNIQUES
11. QUESTIONNAIRE AND FORM DESIGN
12. SAMPLING: DESIGN AND PROCEDURES
13. SAMPLING: FINAL AND INITIAL SAMPLE SIZE DETERMINATION
CASES FOR PART II
VIDEO CASES FOR PART II
PART III: DATA COLLECTION, ANALYSIS AND REPORTING
14. FIELD WORK: DATA COLLECTION
15. DATA PREPARATION AND ANALYSIS STRATEGY
16. DATA ANALYSIS: FREQUENCY DISTRIBUTION, HYPOTHESIS TESTING AND CROSS-TABULATIONS
17. DATA ANALYSIS: HYPOTHESIS TESTING RELATED TO DIFFERENCES
18. DATA ANALYSIS: CORRELATION AND REGRESSION
19. REPORT PREPARATION AND PRESENTATION
CASES FOR PART III WITH EXTERNAL DATA
CASES FOR PART III WITHOUT EXTERNAL DATA
VIDEO CASES FOR PART III
PART IV: COMPREHENSIVE CASES AND VIDEO CASES
COMPREHENSIVE CASES WITH EXTERNAL DATA
COMPREHENSIVE VIDEO CASES
| Erscheint lt. Verlag | 2.6.2005 |
|---|---|
| Sprache | englisch |
| Maße | 280 x 286 mm |
| Gewicht | 1760 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-13-154865-4 / 0131548654 |
| ISBN-13 | 978-0-13-154865-7 / 9780131548657 |
| Zustand | Neuware |
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