INDICE: Preface. 1 The Role of Marketing Research in Management Decision Making. 2 The Marketing Research Industry and Research Ethics. 3 Problem Definition, Exploratory Research, and the Research Process. 4 Secondary Data and Databases. 5 Qualitative Research. 6 Traditional Survey Research. 7 Online Marketing Research. 8 Primary Data Collection: Observation. 9 Primary Data Collection: Experimentation and Test Markets. 10 The Concept of Measurement. 11 Using Measurement Scales to Build Marketing Effectiveness. 12 Questionnaire Design. 13Basic Sampling Issues. 14 Sample Size Determination. 15 Data Processing and Fundamental Data Analysis. 16 Statistical Testing of Differences and relationships. 17 Bivariate Correlation and Regression. 18 Multivariate Data Analysis. 19 Communicating the Research Results. 20 Managing Marketing Research. Photo Credits. Appendix 1: Comprehensive Cases. A: Biff Targets an Online Dating Service for College Students. B: Freddy Favors Fast Food and Convenience for College Students. C: Superior Online Student TravelA Cut Above. D: Rockingham National Bank Visa Card Survey. Appendix 2: Considerations in Creating a Marketing Plan. Appendix 3: Statistical Tables. Endnotes. Glossary. Index.
- ISBN: 978-1-118-07461-9
- Editorial: John Wiley & Sons
- Encuadernacion: Cartoné
- Páginas: 736
- Fecha Publicación: 04/11/2011
- Nº Volúmenes: 1
- Idioma: Inglés