Marketing research
with SPSS 11.0
- ISBN: 9780471657651
- Editorial: John Wiley & Sons Limited
- Fecha de la edición: 2004
- Lugar de la edición: Hoboken. None
- Edición número: 6th ed
- Encuadernación: Cartoné
- Medidas: 26 cm
- Nº Pág.: 704
- Idiomas: Inglés
Presents marketing research through the eyes of a manger using and purchasing research information, while maintaining solid, competitive coverage of quantitative methods. ÍNDICE 1. The Role of Marketing Research in Management Decision Making. 2. The Marketing Research Industry. 3. Problem Definition and the Research Process. 4. Secondary Data and Databases. 5. Qualitative Research. 6. Survey Research. 7. Primary Data Collection: Observation. 8. Primary Data Collection: Experimentation. 9. The Concept of Measurement. 10. Using Measurement Scales to Build Marketing Effectiveness. 11. Questionnaire Design. 12. Basic Sampling Issues. 13. Sample Size Determination. 14. Data Processing and Fundamental Data Analysis. 15. Statistical Testing of Differences. 16. Bivariate Correlation and Regression. 17. Multivariate Data Analysis. 18. Communicating the Research Results. 19. Managing Marketing Research and Research Ethics.
