Screen LibraryBasic marketing research : using Microsoft Excel data analysis /
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| Main Authors: | |
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| Group Author: | |
| Published: |
Pearson Prentice Hall,
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| Publisher Address: | Upper Saddle River, N.J. : |
| Publication Dates: | [2008] |
| Literature type: | Book |
| Language: | English |
| Edition: | Second edition. |
| Subjects: | |
| Carrier Form: | xxix, 4-510 pages : color illustrations, color maps ; 26 cm |
| Bibliography: | Includes bibliographical references (pages 489-498) and indexes. |
| ISBN: |
0132059584 : 9780132059589 9780131354210 (pbk.) 0131354213 (pbk.) |
| Index Number: | HF5415 |
| CLC: | F713.50-39 |
| Call Number: | F713.50-39/B967/2nd ed. |
| Contents: | (NOTE: Each chapter concludes with the following sections: Summary, Key Terms, Review Questions, Application Questions, Cases, and a Chapter Appendix.) 1. Introducing Marketing Research. 2. Understanding the Marketing Research Industry. 3. Steps in the Marketing Research Process Including Defining the Problem and Research Objectives. 4. Research Design. 5. Accessing Secondary Data and Online Information Databases. 6. Standardized Information Sources. STANDARDIZED INFORMATION SOURCES 7. Deciding on Your Survey Data Collection Method. 8. Using Measurement Scales in Your Survey. 9. Designing Your Questionnaire. 10. Determining Sample Size and the Sampling Method. 11. Collecting Data and Summarizing What You Found in Your Sample. 12. Generalizing Your Sample Findings to the Population. 13. Comparing to Find Differences in Your Data. 14. Determining Relationships Among Your Variables. 15. Preparing and Presenting the Research Results. |