Essentials of Marketing Research5th Edition
Essentials of Marketing Research uses an application-oriented approach to equip students with skills necessary to solve business problems and maximize opportunities. The authors' years of practical market research experience is evidenced thorough their treatment of qualitative research, coverage of sample size rules-of-thumb, background literature reviews, and new market research tools/techniques. -Concise -Continuing case and data sets included. -Connect® and SmartBook 2.0
1 Marketing Research for Managerial Decision Making
2 The Marketing Research Process and Proposals
Part 2 Designing the Marketing Research Project
3 Secondary Data, Literature Reviews, and Hypotheses
4 Exploratory and Observational Research Designs and Data Collection Approaches
5 Descriptive and Causal Research Designs
Part 3 Gathering and Collecting Accurate Data
6 Sampling: Theory and Methods
7 Measurement and Scaling
8 Designing the Questionnaire
Part 4 Data Preparation, Analysis, and Reporting the Results
9 Qualitative Data Analysis
10 Preparing Data for Quantitative Analysis
11 Basic Data Analysis for Quantitative Research
12 Examining Relationships in Quantitative Research
13 Communicating Marketing Research Findings
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