MR 2 2nd Edition Brown Test Bank
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This is completed downloadable of MR 2 2nd Edition Brown Test Bank
Product Details:
- ISBN-10 : 9781133958413
- ISBN-13 : 978-1133958413
- Author: Tom J. Brown, Tracy A. Suter
Created through a “student-tested, faculty-approved” review process, MR2 is an engaging and accessible solution to accommodate the diverse lifestyles of today’s learners. MR2 provides an exciting, innovative approach to Marketing Research that provides the material needed for a successful course.
Attention CourseMate user: The CourseMate platform is being sunset and will not be sold with this title after December 31st, 2019. Cengage will support existing users of CourseMate through August 1st, 2020.
Table of Content:
- Chapter 1: Marketing Research: From Data to Information to Action
- 1-1 The Problem: Marketers Need Information
- 1-2 Who Does Marketing Research?
- 1-3 Why Study Marketing Research?
- 1-4 The Marketing Research Process
- 1-5 Marketing Research Ethics
- Chapter 2: The Research Question: Formulation of the Problem
- 2-1 Problem Formulation
- 2-2 The Problem Formulation Process
- 2-3 The Research Proposal
- Chapter 3: Exploratory, Descriptive, and Causal Research Designs
- 3-1 Types of Research Design
- 3-2 Exploratory Research
- 3-3 Descriptive Research Designs
- 3-4 Causal Research Designs
- 3-5 Market Testing
- Chapter 4: Collecting Secondary Data from Inside and Outside the Organization
- 4-1 Advantages and Disadvantages of Secondary Data
- 4-2 Internal Secondary Data
- 4-3 External Secondary Data
- Chapter 5: Collecting Primary Data by Observation
- 5-1 Types of Primary Data
- 5-2 Two Methods of Obtaining Primary Data
- 5-3 Observation Research
- Chapter 6: Collecting Primary Data by Communication
- 6-1 Structured versus Unstructured Communication
- 6-2 Disguised versus Undisguised Communication
- 6-3 Methods of Administering Questionnaires
- Chapter 7: Asking Good Questions
- 7-1 Scales of Measurement
- 7-2 Measuring Attitudes and Other Unobservable Concepts
- 7-3 Other Considerations in Designing Scales
- 7-4 Establishing the Validity and Reliability of Measures
- Chapter 8: Designing the Questionnaire
- 8-1 Procedure for Developing a Questionnaire
- Chapter 9: Developing the Sampling Plan
- 9-1 Defining the Target Population
- 9-2 Identifying the Sampling Frame
- 9-3 Selecting a Sampling Procedure
- 9-4 Determining How Big a Sample You Need
- Chapter 10: Data Collection: Enhancing Response Rates While Limiting Errors
- 10-1 Types of Error
- 10-2 Calculating Response Rates
- 10-3 Improving Response Rates
- Chapter 11: Data Preparation for Analysis
- 11-1 Editing
- 11-2 Coding
- 11-3 Cleaning the Data
- 11-4 Handling Missing Data
- Chapter 12: Analysis & Interpretation: Individual Variables Independently
- 12-1 The Avery Fitness Center (AFC) Project
- 12-2 Basic Univariate Statistics: Categorical Measures
- 12-3 Basic Univariate Statistics: Continuous Measures
- 12-4 Hypothesis Testing
- 12-5 Testing Hypotheses about Individual Variables
- Chapter 13: Analysis & Interpretation: Multiple Variables Simultaneously
- 13-1 Cross Tabulation
- 13-2 Independent Samples t-Test for Means
- 13-3 Paired Sample t-Test for Means
- 13-4 Pearson Product-Moment Correlation Coefficient
- 13-5 Regression Analysis
- Chapter 14: The Research Report
- 14-1 The Written Research Report
- 14-2 The Oral Research Presentation
- 14-3 Graphic Presentation of the Results
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