Marketing research /
Alvin C. Burns; Louisiana State University, Ann Veeck; Western Michigan University, Ronald F. Bush; University of West Florida.
- Eighth Edition Global Edition
- 489 pages : illustrations (colour) ; 25 cm.
Includes bibliographical references and index.
Introduction to marketing research -- The marketing reserach industry -- The marketing reserach process and defining the problem and research objectives -- Research design -- Secondary data and packaged information -- Qualitative research techniques -- Evaluating survey data collection methods -- Understanding measurement, developing questions, and designing the questionnaire -- Selecting the sample -- Determining the size of a sample -- Dealing with fieldwork and data quality issues -- Unsing descriptive analysis, performing population estimates, and testing hypotheses -- Implementing basic differences tests -- Making use of associations tests -- Understanding regression analysis basics -- The research report. Chapter 1. Chapter 2. Chapter 3. Chapter 4. Chapter 5. Chapter 6. Chapter 7. Chapter 8. Chapter 9. Chapter 10. Chapter 11. Chapter 12. Chapter 13. Chapter 14. Chapter 15. Chapter 16.
"The Eighth Edition of Marketing Research continues to provide students with a “nuts and bolts” introduction to the field of marketing research. Intended for students with no prior background in marketing research, the book teaches the basic fundamental statistical models needed to analyze market data. This new edition has been condensed and reorganized for a more streamlined approach. An integrated case study throughout the text helps students relate the material to the real world--and their future careers. All information has been updated to offer the most current insights on forces shaping marketing research, such as the impact of social media and mobile technologies." --Publisher's website.