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Marketing Research, CourseSmart eTextbook, 7th Edition

By Alvin C Burns, Ronald F. Bush

Published by Prentice Hall

Published Date: May 3, 2013

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Description

For undergraduate marketing research courses.

The “nuts and bolts” of marketing research.

Marketing Research gives students a “nuts and bolts” understanding of marketing research and provides them with extensive information on how to use it. Written at a level first-time marketing research students can understand, this text provides the fundamentals of the statistical procedures used to analyze data without dwelling on the more complex and intricate concepts.

Table of Contents

1. Introduction to Marketing Research

2. The Marketing Research Industry

3. The Marketing Research Process & Defining the Problem and Research Objectives

4. Research Design  

5. Secondary Data & Packaged information

6. Utilizing Exploratory and Qualitative Research Techniques

7. Evaluating Survey Data Collection Methods

8. Understanding Measurement, Developing Questions, and Designing the Questionnaire

9.  Selecting the Sample

10. Determining the Size of a Sample

11. Dealing with Fieldwork and Data Quality

12. Using Basic Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses

13. Implementing Basic Differences Tests

14. Making Use of Associations Tests

15. Understanding Regression Analysis Basics

16. Writing the Research Report

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Marketing Research, CourseSmart eTextbook, 7th Edition
Format: Safari Book

$107.99 | ISBN-13: 978-0-13-307468-0