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內容簡介
For the undergraduate Marketing Research course.Marketing Research is the global leader in marketing research because it demonstrates how to use statistical tools in an intuitive manner.
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CONTENTS:CHAPTER 1 Introduction to Marketing Research CHAPTER 2 The Marketing Research Process CHAPTER 3 The Marketing Research Industry CHAPTER 4 Defining the Problem and Determing Research Objectives CHAPTER 5 Research Design CHAPTER 6 Using Secondary Data and Online Information DatabasesCHAPTER 7 Standardized Information SourcesCHAPTER 8 Observation, Focus Groups, and Other Qualitative MethodsCHAPTER 9 Survey Data Collection MethodsCHAPTER 10 Measurement in Marketing ResearchCHAPTER 11 Designing The QuestionnaireCHAPTER 12 Determining How to Select the SampleCHAPTER 13 Determining the Size of a SampleCHAPTER 14 Data Collection in the Field, Nonresponse Error, and Questionnaire ScreeningCHAPTER 15 Basic Data Analysis: Descriptive StatisticsCHAPTER 16 Generalizing a Sample’s Findings to Its Population and Testing Hypotheses about Percents and MeansCHAPTER 17 Testing for Differences Between Two Groups or Among More Than Two GroupsCHAPTER 18 Determining and Interpreting Associations among VariablesCHAPTER 19 Regression Analysis in Marketing ResearchCHAPTER 20 The Marketing Research Report: Preparation and Presentation
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