Essentials of marketing research : putting research into practice /
Clow, Kenneth E.,
Essentials of marketing research : putting research into practice / Kenneth E. Clow, Karen E. James. - xxii, 497 pages : illustrations ; 26 cm
Includes bibliographical references (pages 468-480) and index.
I. Introduction to marketing research -- The role of marketing research -- The marketing research process -- II. Types of marketing research --Secondary data and research -- Qualitative research -- Observation research -- Survey research -- Experimental research -- III. Sampling and measurement -- Sampling procedures -- Measurement methods -- Marketing scales -- Questionnaire design -- IV. Analyzing and reporting marketing research -- Fundamental data analysis --Analysis of differences and regression analysis -- Research reports and presentations.
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. This text focuses on understanding and interpreting marketing research studies. Focusing on the 'how-to' and 'so what' of marketing research helps students understand the value of marketing research and how they can put marketing research into practice.
1412991307 9781412991308
2012037172
Marketing research
HF5415.2 / .C56 2014
658.83
Essentials of marketing research : putting research into practice / Kenneth E. Clow, Karen E. James. - xxii, 497 pages : illustrations ; 26 cm
Includes bibliographical references (pages 468-480) and index.
I. Introduction to marketing research -- The role of marketing research -- The marketing research process -- II. Types of marketing research --Secondary data and research -- Qualitative research -- Observation research -- Survey research -- Experimental research -- III. Sampling and measurement -- Sampling procedures -- Measurement methods -- Marketing scales -- Questionnaire design -- IV. Analyzing and reporting marketing research -- Fundamental data analysis --Analysis of differences and regression analysis -- Research reports and presentations.
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. This text focuses on understanding and interpreting marketing research studies. Focusing on the 'how-to' and 'so what' of marketing research helps students understand the value of marketing research and how they can put marketing research into practice.
1412991307 9781412991308
2012037172
Marketing research
HF5415.2 / .C56 2014
658.83