Marketing Research (6th Edition)

• Authors: Ronald F. Bush - Alvin C. Burns
• ISBN 10: 0136027040
• ISBN 13: 9780136027041
• Edition: 6
• Release: July 24, 2009
• Format: Hardcover (672 pages)
• List Price: $160.00
• More Details
  
  

  List Price: $160.00

  Tags: Business & Investing, General,

  Book Description:
  A “nuts and bolts” understanding of marketing research and provides them with extensive information on how to use it. Introducing Marketing Research; Explaining the Marketing Research Process; Describing Characteristics of the Marketing Research Industry;  Defining the Problem and Determining Research Objectives; Understanding Research Design; Using Secondary Data and Online Information Databases;  Comprehending Standardized Information Sources; Utilizing Exploratory and Qualitative Research Techniques; Evaluating Survey Data Collection Methods;  Understanding Measurement in Marketing Research; Developing Questions and Designing the Questionnaire; Determining How to Select the Sample; Determining the Size of a Sample; Dealing with Field work and Data Quality Issues; Using Basic Descriptive Analysis; Performing Population Estimates and Hypothesis Tests; Implementing Basic Differences Tests; Making Use of Associations Tests; Understanding Regression Analysis Basics; Preparing the Research Report and Presentation   Written at a level first-time marketing research readers can understand, this text provides the basic fundamentals of the statistical procedures used to analyze data.

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