Marketing research in a digital information environment
Takes an application-oriented approach, that offers students with the tools and skills necessary to solve business problems and exploit business opportunities. This edition aims to meet the needs of students through coverage of qualitative methods, emphasis on applied research projects as well as ca...
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| Main Authors: | , , |
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| Format: | Book |
| Language: | English |
| Published: |
New York, NY
McGrawHill/Irwin
2009
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| Edition: | Fourth edition |
| Subjects: | |
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Table of Contents:
- Machine generated contents note: pt. 1 The Role and Value of Marketing Research
- Ch. 1 Marketing Research and Managerial Decision Making
- Ch. 2 Overview of the Research Process and Research Proposals
- Ch. 3 Information-Driven Technology and the Research Process
- Ch. 4 Market Intelligence and Database Research
- pt. 2 Designing Marketing Research Projects
- Ch. 5 Secondary Research: Designs, Searches, and Sources
- Ch. 6 Exploratory Research Using Qualitative and Observation Methods
- Ch. 7 Analyzing and Reporting Qualitative Research
- Ch. 8 Descriptive Research Designs Using Surveys
- Ch. 9 Causal Research Designs and Test Markets
- pt. 3 Designing and Conducting Surveys
- Ch. 10 Sampling: Theories, Designs, and Plans
- Ch. 11 Overview of Measurement: Construct Development and Scaling
- Ch. 12 Advanced Measurement Designs for Survey Research
- Ch. 13 Questionnaire Design: Concepts and Issues
- pt. 4 Data Preparation, Analysis, and Reporting Results
- Contents note continued: Ch. 14 Preparing Survey Data for Analysis
- Ch. 15 Data Analysis: Testing for Significant Differences
- Ch. 16 Data Analysis: Testing for Associations
- Ch. 17 Overview of Multivariate Analysis Methods
- Ch. 18 Preparing and Presenting Marketing Research Reports.