Essentials of marketing research :
Clow, Kenneth E.
Essentials of marketing research : putting research into practice / Kenneth E. Clow, Karen E. James. - Thousand Oaks, Calif. : SAGE, c2014. - xxii, 497 p. : ill. ; 25 cm.
PART I. INTRODUCTION TO MARKETING RESEARCH 1. The Role of Marketing Research 2. The Marketing Research Process PART II. TYPES OF MARKETING RESEARCH 3. Secondary Research 4. Qualitative Research 5. Observation Research 6. Experimental Research 7. Survey Research PART III. SAMPLING AND MEASUREMENT 8. Sampling Procedures 9. Measurement Methods 10. Marketing Scales 11. Questionnaire Design PART IV. ANALYZING AND REPORTING MARKETING RESEARCH 12. Fundamental Data Analysis 13. Analysis of Differences and Regression Analysis 14. Market Research Reports and Presentations.
Includes bibliographical references (p. 468-480) and index.
Essentials of Marketing Research takes an applied approach to the fundamentals of marketing research by providing examples from the business world of marketing research and showing students how to apply marketing research results.
9781412991308
Marketing research.
HF 5415.2 / .C626 2014
Essentials of marketing research : putting research into practice / Kenneth E. Clow, Karen E. James. - Thousand Oaks, Calif. : SAGE, c2014. - xxii, 497 p. : ill. ; 25 cm.
PART I. INTRODUCTION TO MARKETING RESEARCH 1. The Role of Marketing Research 2. The Marketing Research Process PART II. TYPES OF MARKETING RESEARCH 3. Secondary Research 4. Qualitative Research 5. Observation Research 6. Experimental Research 7. Survey Research PART III. SAMPLING AND MEASUREMENT 8. Sampling Procedures 9. Measurement Methods 10. Marketing Scales 11. Questionnaire Design PART IV. ANALYZING AND REPORTING MARKETING RESEARCH 12. Fundamental Data Analysis 13. Analysis of Differences and Regression Analysis 14. Market Research Reports and Presentations.
Includes bibliographical references (p. 468-480) and index.
Essentials of Marketing Research takes an applied approach to the fundamentals of marketing research by providing examples from the business world of marketing research and showing students how to apply marketing research results.
9781412991308
Marketing research.
HF 5415.2 / .C626 2014
