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Marketing Research: An Applied Orientation
Marketing Research: An Applied Orientation
Marketing Research: An Applied Orientation
Price: $54.17 FREE for Members
Type: eBook
Publisher: Prentice Hall
Page Count: 683
Format: djvu
Language: English
ISBN-10: 0136085431
ISBN-13: 9780136085430
User Rating:  out of 5 Stars! (48 Votes)

Marketing Research: An Applied Orientation takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions. Introduction to Marketing Research; Defining the Marketing Research Problem and Developing an Approach; Research Design; Exploratory Research Design: Secondary Data; Exploratory Research Design: Qualitative Research; Descriptive Research design: Survey and Observation; Causal Research Design: Experimentation; Measurement and Scaling: Fundamentals and Comparative Scaling; Measurement and Scaling: Noncomparative Scaling Techniques; Questionnaire and Form Design; Sampling: Design and Procedures; Sampling: Final and Initial Sample Size Determination; Field Work; Data Preparation; Frequency Distribution, Cross-tabulation, and Hypothesis Testing; Analysis of Variance and Covariance; Correlation and Regression; Discriminant and Logit Analysis; Factor Analysis; Cluster Analysis; Multidimensional Scaling and Conjoint Analysis; Structural Equation Modeling and Path Analysis; Report Preparation and Presentation; International Marketing Research The comprehensive, practical, and balanced coverage presented in this text is ideal for readers that want an in-depth understanding of market research.


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