LooseLeaf for Essentials of Marketing Research4th Edition
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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Practical, application-oriented approach
concisely written and designed for use alongside cases and other course projects.
Running Case & SPSS Data Sets
For the seventh edition additional variables have been added to the Santa Fe Grill and Jose’s Southwestern Café running cases.
New Marketing Dashboard
features throughout focus on timely, thought-provoking issues, including ethics, privacy, and online data collection, the roles of Twitter and LinkedIn, and more!
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