A “nuts and bolts” understanding of marketing research and provides them with extensive information on how to use it.
Introducing Marketing Research; Explaining the Marketing Research Process; Describing Characteristics of the Marketing Research Industry; Defining the Problem and Determining Research Objectives; Understanding Research Design; Using Secondary Data and Online Information Databases; Comprehending Standardized Information Sources; Utilizing Exploratory and Qualitative Research Techniques; Evaluating Survey Data Collection Methods; Understanding Measurement in Marketing Research; Developing Questions and Designing the Questionnaire; Determining How to Select the Sample; Determining the Size of a Sample; Dealing with Field work and Data Quality Issues; Using Basic Descriptive Analysis; Performing Population Estimates and Hypothesis Tests; Implementing Basic Differences Tests; Making Use of Associations Tests; Understanding Regression Analysis Basics; Preparing the Research Report and Presentation
Written at a level first-time marketing research readers can understand, this text provides the basic fundamentals of the statistical procedures used to analyze data.
A book/CD-ROM package for an undergraduate course, providing SPSS software to students, integrating explanations of software throughout the book, and providing a SPSS Student Assistant software tutorial. This third edition covers information age technology, contains new examples and cases, emphasizes a management perspective, and gives insights from marketing research practitioners. Also new to this edition are more international applications, and material on ethical issues. Includes chapter summaries, key terms, review questions, and cases. The CD-ROM contains a student copy of SPSS software. Annotation c. Book News, Inc., Portland, OR (booknews.com)