Essentials of Marketing Research Putting Research Into Practice 1st Edition Clow Test Bank
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Essentials of Marketing Research Putting Research Into Practice 1st Edition Clow Test Bank.
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Essentials of Marketing Research Putting Research Into Practice 1st Edition Clow Test Bank
Product details:
- ISBN-10 : 1412991307
- ISBN-13 : 978-1412991308
- Author: Kenneth E. Clow (Author), Karen E. James (Author)
This exciting new text offers a hands-on, applied approach to developing the fundamental data analysis skills necessary for making better management decisions using marketing research results. Each chapter opens by describing an actual research study related to the chapter content, with rich examples of contemporary research practices skillfully drawn from interviews with marketing research professionals and published practitioner studies.
Table contents:
Section 1 | Introduction to Marketing Research
Chapter 1 | The Role of Marketing Research
Chapter 2 | The Marketing Research Process
Section 2 | Types of Marketing Research
Chapter 3 | Secondary Data and Research
Chapter 4 | Qualitative Research
Chapter 5 | Observation Research
Chapter 6 | Survey Research
Chapter 7 | Experimental Research
Section 3 | Sampling and Measurement
Chapter 8 | Sampling Procedures
Chapter 9 | Measurement Methods
Chapter 10 | Marketing Scales
Chapter 11 | Questionnaire Design
Section 4 | Analyzing and Reporting Marketing Research
Chapter 12 | Fundamental Data Analysis
Chapter 13 | Analysis of Differences and Regression Analysis
Chapter 14 | Research Reports and Presentations
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