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Full Product Details

Author:   Michael Hyman ,  Jeremy Sierra
Publisher:   John Wiley and Sons Ltd
Imprint:   John Wiley & Sons Ltd
Dimensions:   Width: 18.90cm , Height: 2.40cm , Length: 23.70cm
Weight:   0.590kg
ISBN:  

9780470520680

ISBN 10:   047052068
Pages:   416
Publication Date:   16 April 2010
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Unknown
Availability:   In Print  
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

Table of Contents

Introduction. Part I: Marketing Research: Learn It, Live It, Love It. Chapter 1: Seeing What Marketing Research Can Do for You. Chapter 2: Following the Stages of the Marketing Research Process. Chapter 3: Surveying the Types of Research You May Do. Chapter 4: Believing In Marketing Research Ethics. Chapter 5: Working with Independent Marketing Researchers. Part II: Surveys: A Great Way to Research. Chapter 6: Different Types of Surveys You May Use. Chapter 7: Recognizing Errors in Survey Research. Chapter 8: Asking People about Their Attitudes. Chapter 9: Writing Good Questions. Chapter 10: Designing Good Questionnaires. Chapter 11: Deciding on a Sample Type. Chapter 12: Selecting a Sample Size. Part III: More Methods to Meet Your Needs. Chapter 13: Secondary Data: What Is It and How Do You Use It? Chapter 14: Using In-Depth Interviews and Focus Groups. Chapter 15: Projective Techniques and Observational Methods. Chapter 16: Conducting Experiments and Test Marketing. Part IV: Collecting, Analyzing, and Reporting Your Data. Chapter 17: Collecting and Preparing Your Data. Chapter 18: Tools for Analyzing Your Data. Chapter 19: Creating Effective Research Reports. Part V: The Part of Tens. Chapter 20: Ten Useful Research Tips for Business Operators. Chapter 21: Ten Statistical Methods that You (or Your Research Consultant) May Use. Appendix: On the DVD. Index.

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Author Information

Michael R. Hyman, PhD, is a Stan Fulton Chair and professor of marketing, the author of more than 100 published scholarly papers, and current member of nine journal editorial review boards. Jeremy J. Sierra, PhD, is an assistant professor of marketing with a teaching interest in sports marketing and marketing research.

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