Essentials of Marketing Research
McGraw-Hill Higher Education, Jul 2, 2007 - Business & Economics - 382 pages
Essentials of Marketing Research concisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques. Essentials of Marketing Research gives your students a strong command of market research principles, while being short enough to use alongside your favorite cases or projects.
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advertising analyze ANOVA answer asked attitudes banking behavior beta coefficients brand central tendency chapter coding collect data conducted construct consumers Crosstabs customer satisfaction data analysis data collection database decision makers defined target population Deli Depot demographic dependent variable descriptors determine develop discuss distribution employees error example f-test factors findings focus group format frequency Graphs identify important independent Internet interview marketing research means median methods nonprobability sampling null hypothesis observation participants percent Perceptual mapping procedures prospective respondent purchase qualitative data qualitative research quantitative questionnaire recommend regression analysis relationship research designs research objectives research questions restaurant retail sample statistic sampling units Santa Fe Grill scale measurement scale points secondary data selected shown in Exhibit specific SPSS standard deviation statistical significance Strongly Disagree Strongly survey techniques test market tion topic understand validity variance