Marketing Research 8th Edition Burns Test Bank
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Marketing Research 8th Edition Burns Test Bank
Product details:
- ISBN-10 : 0134167406
- ISBN-13 : 978-0134167404
- Author: Alvin C. Burns
The Eighth Edition of Marketing Research continues to provide readers with a “nuts and bolts” introduction to the field of marketing research. Intended for readers with no prior background in marketing research, the book teaches the basic fundamental statistical models needed to analyze market data.
This new edition continues with the successful condensed and streamlined organization as the previous edition. An integrated case study throughout the text helps readers relate the material to the real world–and their future careers. All information has been updated to offer the most current insights on forces shaping marketing research, such as the impact of social media and mobile technologies.
Table contents:
Introduction to Marketing Research
The Marketing Research Industry
The Marketing Research
Process and Defining the Problem and Research
Objectives Research
Design Secondary Data and Packaged Information
Qualitative Research
Techniques
Evaluating Survey Data Collection
Methods
Understanding Measurement, Developing Questions, and Designing the Questionnaire
Selecting the Sample Determining the Size of a Sample
Dealing with Field Work and Data Quality
Issues Using Descriptive Analysis, Performing Population
Estimates, and Testing Hypotheses
Implementing Basic Differences Tests
Making Use of Associations Tests
Understanding Regression
Analysis Basics
The Research Report
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