Overview

This work utilizes Excel add-in software for data analysis, an integrated case, and experiential learning exercises to present a concise introduction to fundamentals of market research, offering resources students can use in their future careers.

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Author:   Alvin C Burns ,  Ronald F. Bush
Publisher:   Pearson Education (US)
Imprint:   Pearson
Edition:   2nd edition
Dimensions:   Width: 20.30cm , Height: 2.00cm , Length: 25.40cm
Weight:   0.940kg
ISBN:  

9780132059589

ISBN 10:   0132059584
Pages:   544
Publication Date:   10 January 2008
Audience:   Professional and scholarly ,  Professional & Vocational
Replaced By:   9780132490634
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   Out of stock  

Table of 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.

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