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Marketing Research, 6th Edition

By Alvin C. Burns, Ronald F. Bush

ISBN-10: 0-13-602704-0

ISBN-13: 978-0-13-602704-1

Published by Prentice Hall

Pub. Date: Jul 14, 2009

Format: Cloth

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Chapter 1: Introducing Marketing Research
Chapter 2: Explaining the Marketing Research Process
Chapter 3: Describing Characteristics of the Marketing Research Industry
Chapter 4: Defining the Problem and Determining Research Objectives
Chapter 5: Understanding Research Design
Chapter 6: Using Secondary Data and Online Information Databases
Chapter 7: Comprehending Standardized Information Sources
Chapter 8: Utilizing Exploratory and Qualitative Research Techniques
Chapter 9: Evaluating Survey Data Collection Methods
Chapter 10: Understanding Measurement in Marketing Research
Chapter 11: Developing Questions and Designing the Questionnaire
Chapter 12: Determining How to Select the Sample
Chapter 13: Determining the Size of a Sample
Chapter 14: Dealing with Field work and Data Quality Issues
Chapter 15: Using Basic Descriptive Analysis
Chapter 16: Performing Population Estimates and Hypothesis Tests
Chapter 17: Implementing Basic Differences Tests
Chapter 18: Making Use of Associations Tests
Chapter 19: Understanding Regression Analysis Basics
Chapter 20: Preparing the Research Report and Presentation

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Marketing Research, 6th Edition
Alvin C. Burns, Ronald F. Bush | ©2010 | Cloth; 672 pages
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Marketing Research, 6th Edition
Alvin C. Burns, Ronald F. Bush | ©2010 | Cloth; 672 pages
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Marketing Research, 6th Edition
Alvin C. Burns, Ronald F. Bush | ©2010 | Cloth; 672 pages
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