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Marketing Research: An Applied Orientation and SPSS 14.0 Student CD: International Edition

Marketing Research: An Applied Orientation and SPSS 14.0 Student CD: International Edition

          
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About the Book

Table of Contents:
PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH Chapter 1            INTRODUCTION TO MARKETING RESEARCH Chapter 2            DEFINING THE MARKETING RESEARCH PROBLEM AND DEVELOPING AN APPROACH CASES FOR PART I VIDEO CASES FOR PART I   PART II: RESEARCH DESIGN FORMULATION Chapter 3            RESEARCH DESIGN Chapter 4            EXPLORATORY RESEARCH DESIGN: SECONDARY DATA Chapter 5            EXPLORATORY RESEARCH DESIGN: QUALITATIVE RESEARCH Chapter 6            DESCRIPTIVE RESEARCH DESIGN: SURVEY AND OBSERVATION Chapter 7            CAUSAL RESEARCH DESIGN: EXPERIMENTATION Chapter 8            MEASUREMENT AND SCALING:  FUNDAMENTALS AND COMPARATIVE SCALING Chapter 9            MEASUREMENT AND SCALING:  NONCOMPARATIVE SCALING TECHNIQUES Chapter 10          QUESTIONNAIRE AND FORM DESIGN Chapter 11          SAMPLING: DESIGN AND PROCEDURES Chapter 12          SAMPLING: FINAL AND INITIAL SAMPLE SIZE DETERMINATION CASES FOR PART II VIDEO CASES FOR PART II   PART III: DATA COLLECTION, PREPARATION, ANALYSIS AND REPORTING Chapter 13          FIELD WORK Chapter 14          DATA PREPARATION Chapter 15          FREQUENCY DISTRIBUTION, CROSS-TABULATION, AND HYPOTHESIS TESTING Chapter 16          ANALYSIS OF VARIANCE AND COVARIANCE Chapter 17          CORRELATION AND REGRESSION Chapter 18          DISCRIMINANT AND LOGIT ANALYSIS Chapter 19          FACTOR ANALYSIS Chapter 20          CLUSTER ANALYSIS Chapter 21          MULTIDIMENSIONAL SCALING AND CONJOINTANALYSIS Chapter 22          REPORT PREPARATION AND PRESENTATION Chapter 23          INTERNATIONAL MARKETING RESEARCH CASES FOR PART III VIDEO CASES FOR PART III   DELL CASE: EXPERIENTIAL RESEARCH COMPREHENSIVE CASES WITH DATA COMPREHENSIVE HARVARD BUSINESS SCHOOL CASES COMPREHENSIVE VIDEO CASES


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Product Details
  • ISBN-13: 9780132085717
  • Publisher: Pearson Education (US)
  • Publisher Imprint: Pearson
  • Height: 279 mm
  • No of Pages: 864
  • Sub Title: An Applied Orientation and SPSS 14.0 Student CD: International Edition
  • Width: 217 mm
  • ISBN-10: 0132085712
  • Publisher Date: 06 Mar 2008
  • Binding: SA
  • Language: English
  • Spine Width: 33 mm
  • Weight: 1856 gr


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