Marketing Research 6th Edition Burns Test Bank
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Product details:
- ISBN-10 : 0136027040
- ISBN-13 : 978-0136027041
- Author:
A “;nuts and bolts”; understanding of marketing research and provides them with extensive information on how to use it. Introducing Marketing Research; Explaining the Marketing Research Process; Describing Characteristics of the Marketing Research Industry; Defining the Problem and Determining Research Objectives; Understanding Research Design; Using Secondary Data and Online Information Databases; Comprehending Standardized Information Sources; Utilizing Exploratory and Qualitative Research Techniques; Evaluating Survey Data Collection Methods; Understanding Measurement in Marketing Research; Developing Questions and Designing the Questionnaire; Determining How to Select the Sample; Determining the Size of a Sample; Dealing with Field work and Data Quality Issues; Using Basic Descriptive Analysis; Performing Population Estimates and Hypothesis Tests; Implementing Basic Differences Tests; Making Use of Associations Tests; Understanding Regression Analysis B
Table of contents:
Ch. 1. The Nature of Marketing Research
Ch. 2. The Industry: Structure, Evaluation, and Ethics
Ch. 3. The Marketing Research Process
Ch. 4. Defining the Problem and Determining Research Objectives
Ch. 5. Research Design
Ch. 6. Secondary Data Sources
Ch. 7. Syndicated Services
Ch. 8. Observation, Focus Groups, and Other Qualitative Methods
Ch. 9. Survey Data Collection Methods
Ch. 10. Measurement in Marketing Research
Ch. 11. Designing Data Collection Forms
Ch. 12. Determining the Sample Plan
Ch. 13. Determining the Size of a Sample
Ch. 14. Data Collection in the Field, Nonresponse Error, and Questionnaire Screening
Ch. 15. Basic Data Analysis: Descriptive Statistics
Ch. 16. Inferring Sample Findings to the Population and Testing for Differences
Ch. 17. Determining and Interpreting Associations between Two Variables
Ch. 18. Predictive Analysis in Marketing Research
Ch. 19. Presenting the Research Results
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