Essentials of Marketing ResearchEssentials 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. |
Contents
ef Contents | 4 |
Marketing Program Development | 10 |
The Santa Fe Grill | 34 |
Copyright | |
19 other sections not shown
Common terms and phrases
advertising Analyze Graphs Utilities ANOVA answer asked attitudes banking behavior beta coefficients brand central tendency chapter Chi-square coding collect data conducted construct consumers correlation coefficient Crosstabs customer satisfaction data analysis data collection database decision makers defined target population Deli Depot dependent variable descriptors determine develop Disagree Strongly Agree distribution employees error example factors findings focus group frequency identify important independent Internet interview marketing research means median methods nonprobability sampling null hypothesis observation participants percent Perceptual mapping procedures purchase qualitative data qualitative research quantitative questionnaire Recommend regression analysis relationship research designs research objectives research questions research report 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 t-test techniques tion understand validity variance