Description

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.

 

Table of 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 Databases

 

CHAPTER 7    Standardized Information Sources

 

CHAPTER 8    Observation, Focus Groups, and Other Qualitative Methods

 

CHAPTER 9    Survey Data Collection Methods

 

CHAPTER 10   Measurement in Marketing Research

 

CHAPTER 11   Designing The Questionnaire

 

CHAPTER 12   Determining How to Select the Sample

 

CHAPTER 13   Determining the Size of a Sample

 

CHAPTER 14   Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

 

CHAPTER 15   Basic Data Analysis: Descriptive Statistics

 

CHAPTER 16   Generalizing a Sample’s Findings to Its Population and Testing Hypotheses about Percents and Means
       
CHAPTER 17   Testing for Differences Between Two Groups or Among More Than Two Groups

 

CHAPTER 18   Determining and Interpreting Associations among Variables

 

CHAPTER 19   Regression Analysis in Marketing Research

 

CHAPTER 20   The Marketing Research Report: Preparation and Presentation