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Full Description
Essentials of Marketing Research uses an application-oriented approach to equip students with tools and skills necessary to solve business problems and maximize opportunities. The authors' years of practical market research experience is evidenced thorough their treatment of qualitative research, to their coverage of sample size rules-of-thumb, background literature reviews, and new market research tools and techniques. This latest 6th edition gives students a strong command of market research principles, while being concise enough for cases & other course projects. A continuing case and corresponding data sets included.
Available with McGraw-Hill Connect® and SmartBook 2.0.
Contents
Part 1: The Role and Value of Marketing Research Information
Chapter 1: Marketing Research for Managerial Decision Making
Chapter 2: The Marketing Research Process and Proposals
Part 2: Designing the Marketing Research Project
Chapter 3: Secondary Data, Literature Reviews, and Hypotheses
Chapter 4: Exploratory and Observational Research Designs and Data Collection Approaches
Chapter 5: Descriptive, Predictive and Causal Research Designs
Part 3: Gathering and Collecting Accurate Data
Chapter 6: Sampling: Theory and Methods
Chapter 7: Measurement and Scaling
Chapter 8: Designing the Questionnaire
Part 4: Data Preparation, Analysis, and Reporting the Results
Chapter 9: Qualitative Data Analysis
Chapter 10: Preparing Data for Quantitative Analysis
Chapter 11: Basic Data Analysis for Quantitative Research
Chapter 12: Examining Relationships in Quantitative Research
Chapter 13: Communicating Marketing Research Findings
