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Book Title
Marketing Research
ISBN
9780134167404

Über dieses Produkt

Product Identifiers

Publisher
Pearson Education
ISBN-10
0134167406
ISBN-13
9780134167404
eBay Product ID (ePID)
221555950

Product Key Features

Number of Pages
496 Pages
Publication Name
Marketing Research
Language
English
Subject
Marketing / General, Marketing / Research
Publication Year
2016
Type
Textbook
Subject Area
Business & Economics
Author
Alvin Burns, Ann Veeck, Ronald Bush
Format
Hardcover

Dimensions

Item Height
0.9 in
Item Weight
36.8 Oz
Item Length
10.1 in
Item Width
8 in

Additional Product Features

Edition Number
8
Intended Audience
College Audience
LCCN
2017-302662
Dewey Edition
23
Illustrated
Yes
Dewey Decimal
658.8/3
Table Of Content
Introduction to Marketing Research The Marketing Research Industry The Marketing Research Process and Defining the Problem and Research Objectives Research Design Secondary Data and Packaged Information Qualitative Research Techniques Evaluating Survey Data Collection Methods Understanding Measurement, Developing Questions, and Designing the Questionnaire Selecting the Sample Determining the Size of a Sample Dealing with Field Work and Data Quality Issues Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses Implementing Basic Differences Tests Making Use of Associations Tests Understanding Regression Analysis Basics The Research Report
Synopsis
For courses in global marketing. Marketing Research The Eighth Edition of Marketing Research continues to provide readers with a "nuts and bolts" introduction to the field of marketing research. Intended for readers with no prior background in marketing research, the book teaches the basic fundamental statistical models needed to analyze market data. This new edition continues with the successful condensed and streamlined organization as the previous edition. An integrated case study throughout the text helps readers relate the material to the real world--and their future careers. All information has been updated to offer the most current insights on forces shaping marketing research, such as the impact of social media and mobile technologies., The Eighth Edition of Marketing Research continues to provide readers with a "nuts and bolts" introduction to the field of marketing research. Intended for readers with no prior background in marketing research, the book teaches the basic fundamental statistical models needed to analyze market data. This new edition has been condensed and reorganized for a more streamlined approach. An integrated case study throughout the text helps readers relate the material to the real world--and their future careers. All information has been updated to offer the most current insights on forces shaping marketing research, such as the impact of social media and mobile technologies. KEY TOPICS: Introduction to Marketing Research; The Marketing Research Industry; The Marketing Research Process and Defining the Problem and Research Objectives; Research Design; Secondary Data and Packaged Information; Qualitative Research Techniques; Evaluating Survey Data Collection Methods; Understanding Measurement, Developing Questions, and Designing the Questionnaire; Selecting the Sample; Determining the Size of a Sample; Dealing with Field Work and Data Quality Issues; Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses; Implementing Basic Differences Tests; Making Use of Associations Tests; Understanding Regression Analysis Basics; The Research Report MARKET: For anyone interested in marketing research., For courses in global marketing. Marketing Research The Eighth Edition of Marketing Research continues to provide students with a "nuts and bolts" introduction to the field of marketing research. Intended for students with no prior background in marketing research, the book teaches the basic fundamental statistical models needed to analyze market data. This new edition continues with the successful condensed and streamlined organization as the previous edition. An integrated case study throughout the text helps students relate the material to the real world--and their future careers. All information has been updated to offer the most current insights on forces shaping marketing research, such as the impact of social media and mobile technologies.
LC Classification Number
HF5415.2.B779 2016

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