Buy Marketing Research by Robert E Stevens - Bookswagon
Book 1
Book 2
Book 3
Book 1
Book 2
Book 3
Book 1
Book 2
Book 3
Book 1
Book 2
Book 3
Home > Business and Economics > Business and Management > Marketing Research: Text and Cases
Marketing Research: Text and Cases

Marketing Research: Text and Cases


     0     
5
4
3
2
1



Available


X
About the Book

Teach students the power of marketing with effective research strategies! This step-by-step textbook shows students how to design, conduct, and interpret market research. Marketing Research: Text and Cases covers the full range of this topic from the difference between strategic and tactical decisions to choosing the proper research design and on to advice on successfully presenting results. Marketing Research provides clear explanations of complex issues, including the interpretation of statistics. Its charts, graphs, figures, sample questionnaires, and case studies make important points easier to grasp. The practice cases (including an SPSS data disk) offer engaging real-world problems that test the student’s research and analysis skills. Marketing Research offers all the course-planning extras you need, including: thorough instructor’s manual sample syllabus research project tips, assignments, and forms test bank with true-false and multiple choice questions also available: 20-30 PowerPoint slides per chapter Marketing Research is an ideal textbook for introductory marketing research courses, and its thorough course planning gives instructors the tools they need.

Table of Contents:
Contents Acknowledgments Chapter 1. Introduction to Marketing Research The Marketing-Decision Environment Marketing Research Marketing Research and Decision Making Strategic versus Tactical Information Needs The Nature of Marketing Research Steps in a Marketing Research Project Marketing Information Systems Summary Chapter 2. Research Designs for Management Decision Making Types of Research Designs Exploratory Research Descriptive Research Casual Research Experimentation Exploratory, Descriptive, or Causal Observation Dangers of Defining Design by Technique Summary Chapter 3. Secondary Data Uses of Secondary Data Advantages of Secondary Data Disadvantages of Secondary Data Secondary Data Sources Summary Chapter 4. Primary Data Collection Sources of Primary Data Types of Primary Data Methods of Collecting Primary Data Communication Methods Survey Methods Observation Method Summary Chapter 5. Measurement Introduction The Process of Measurement What Is to Be Measured? Who Is to be Measured? How to Measure What Needs to be Measured Assessing Reliability and Validity of Our Measures Measuring Psychological Variables Summary Chapter 6. Designing the Data-Gathering Instrument Goals of a Questionnaire Classification of Questions Designing a Questionnaire Summary Chapter 7. Sampling Methods and Sample Size What Is Sampling? Sampling Error, Sample Bias, and Nonsampling Error Sampling Decision Model Probability Sampling Nonprobability Samples Probability versus Nonprobability Sampling Statistical Sampling Concepts What Is a “Significant” Statistically Significant Difference? Summary Chapter 8. Fielding the Data-Gathering Instrument Planning Guidelines for Interviewers Types of Interviews The Interviewing Relationship The Interviewing Situation The Actual Interview Fielding a Research Project Errors in Data Collection Types of Nonsampling Errors Summary Chapter 9. Introduction to Data Analysis From Data to Decisions Data Summary Methods Cross-Tabulation Summary Chapter 10. Advanced Data Analysis Marketing Research and Statistical Analysis Hypothesis Testing Measures of Association Summary Chapter 11. The Research Report Introduction Report Format Guidelines for the Written Report Oral Reports Summary Cases Case 12. Contributors Case 1. Lone Pine Kennel Club Case 2. Select Hotels of North America Case 3. River Pines School: A Case 4. River Pines School: B Case 5. Gary Branch, CPA Case 6. Juan Carlos' Mexican Restaurant Case 7. Usedcars.com Case 8. Welcome Home Church Case 9. The Learning Source Case 10. Madison County Country Club Case 11. Plasco, Inc. Case 12. St. John's School Case 13. The Webmasters Case 14. House of Topiary Case 15. Professional Home Inspection Case 16. Europska Databanka Index Reference Notes Included


Best Sellers


Product Details
  • ISBN-13: 9780789009401
  • Publisher: Taylor & Francis Inc
  • Publisher Imprint: Haworth Press Inc
  • Language: English
  • No of Pages: 412
  • Sub Title: Text and Cases
  • ISBN-10: 0789009404
  • Publisher Date: 11 Oct 2001
  • Binding: Hardback
  • No of Pages: 412
  • Returnable: N
  • Weight: 862 gr


Similar Products

Add Photo
Add Photo

Customer Reviews

REVIEWS      0     
Click Here To Be The First to Review this Product
Marketing Research: Text and Cases
Taylor & Francis Inc -
Marketing Research: Text and Cases
Writing guidlines
We want to publish your review, so please:
  • keep your review on the product. Review's that defame author's character will be rejected.
  • Keep your review focused on the product.
  • Avoid writing about customer service. contact us instead if you have issue requiring immediate attention.
  • Refrain from mentioning competitors or the specific price you paid for the product.
  • Do not include any personally identifiable information, such as full names.

Marketing Research: Text and Cases

Required fields are marked with *

Review Title*
Review
    Add Photo Add up to 6 photos
    Would you recommend this product to a friend?
    Tag this Book Read more
    Does your review contain spoilers?
    What type of reader best describes you?
    I agree to the terms & conditions
    You may receive emails regarding this submission. Any emails will include the ability to opt-out of future communications.

    CUSTOMER RATINGS AND REVIEWS AND QUESTIONS AND ANSWERS TERMS OF USE

    These Terms of Use govern your conduct associated with the Customer Ratings and Reviews and/or Questions and Answers service offered by Bookswagon (the "CRR Service").


    By submitting any content to Bookswagon, you guarantee that:
    • You are the sole author and owner of the intellectual property rights in the content;
    • All "moral rights" that you may have in such content have been voluntarily waived by you;
    • All content that you post is accurate;
    • You are at least 13 years old;
    • Use of the content you supply does not violate these Terms of Use and will not cause injury to any person or entity.
    You further agree that you may not submit any content:
    • That is known by you to be false, inaccurate or misleading;
    • That infringes any third party's copyright, patent, trademark, trade secret or other proprietary rights or rights of publicity or privacy;
    • That violates any law, statute, ordinance or regulation (including, but not limited to, those governing, consumer protection, unfair competition, anti-discrimination or false advertising);
    • That is, or may reasonably be considered to be, defamatory, libelous, hateful, racially or religiously biased or offensive, unlawfully threatening or unlawfully harassing to any individual, partnership or corporation;
    • For which you were compensated or granted any consideration by any unapproved third party;
    • That includes any information that references other websites, addresses, email addresses, contact information or phone numbers;
    • That contains any computer viruses, worms or other potentially damaging computer programs or files.
    You agree to indemnify and hold Bookswagon (and its officers, directors, agents, subsidiaries, joint ventures, employees and third-party service providers, including but not limited to Bazaarvoice, Inc.), harmless from all claims, demands, and damages (actual and consequential) of every kind and nature, known and unknown including reasonable attorneys' fees, arising out of a breach of your representations and warranties set forth above, or your violation of any law or the rights of a third party.


    For any content that you submit, you grant Bookswagon a perpetual, irrevocable, royalty-free, transferable right and license to use, copy, modify, delete in its entirety, adapt, publish, translate, create derivative works from and/or sell, transfer, and/or distribute such content and/or incorporate such content into any form, medium or technology throughout the world without compensation to you. Additionally,  Bookswagon may transfer or share any personal information that you submit with its third-party service providers, including but not limited to Bazaarvoice, Inc. in accordance with  Privacy Policy


    All content that you submit may be used at Bookswagon's sole discretion. Bookswagon reserves the right to change, condense, withhold publication, remove or delete any content on Bookswagon's website that Bookswagon deems, in its sole discretion, to violate the content guidelines or any other provision of these Terms of Use.  Bookswagon does not guarantee that you will have any recourse through Bookswagon to edit or delete any content you have submitted. Ratings and written comments are generally posted within two to four business days. However, Bookswagon reserves the right to remove or to refuse to post any submission to the extent authorized by law. You acknowledge that you, not Bookswagon, are responsible for the contents of your submission. None of the content that you submit shall be subject to any obligation of confidence on the part of Bookswagon, its agents, subsidiaries, affiliates, partners or third party service providers (including but not limited to Bazaarvoice, Inc.)and their respective directors, officers and employees.

    Accept


    Inspired by your browsing history


    Your review has been submitted!

    You've already reviewed this product!