Marketing Research

by Alvin C. Burns, Ronald F. Bush

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 B

Genres: Business, School, Music, Nonfiction

680 pages, Hardcover

First published January 1, 2011

Reviews

[Madi Crick]

I hate textbooks, but I got 100 on every quiz 😎

[Kimberly Rine schwalje]

Sadly, this is the book I'm reading at the moment...