Exploring Marketing Research
EXPLORING MARKETING RESEARCH deals with the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs. The text focuses on students as managers, not practitioners, of marketing research. Students learn about traditional types of marketing research, such as designing questionnaires, as well as the latest technological developments that facilitate marketing research including data collection devices, data analysis tools, and practical approaches to data analysis. In addition, this edition places more emphasis on ethical and international issues relating to marketing research.
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Beginning Stages of the Research Process
Research Designs for Collecting Primary Data
Sampling and Fieldwork
Data Analysis and Presentation
Comprehensive Cases with Computerized Databases
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advertising analysis ANOVA answer asked attitudes basic behavior bias brand Chapter coding coefficient company’s concept conducted confidence interval consider consumers correlation customers databases decision dependent variable distribution downloaded effect employees error estimate ethical example Exhibit experiment experimental exploratory research factors fieldwork firm focus group frequency hypothesis identify independent indicate Internet interval involve marketing research mean measure multiple nonprobability sampling observation p-value percent performance person population problem purchase qualitative research questionnaire random regression represent research design research objectives research project RESEARCHSNAPSHOT respondent’s respondents response rates retail sampling distribution sampling error scale scores secondary data selected semantic differential Source specific SPSS standard deviation statistical stratified sample subjects t-test techniques television test-market total quality management Type I error users validity variance