Normal view
MARC view
Marketing research / Alvin C. Burns) and Ann Veeck
Language: eng Publisher: Harlow, England : Pearson, 2020Edition: Ninth edition, global editionDescription: 523 pages : Illustrations ; 26 cmContent type:- text
- unmediated
- volume
- 9781292318042 (paperback)
- HF5415.2 B779 2020
Contents:
Summary: "Written with an emphasis on the practical application of marketing research methods, Marketing research teaches the basic fundamental statistical techniques needed to analyze market data. The 9th edition has been updated to offer the most current insights on forces shaping marketing research, including the widespread adoption of infographics, a pronounced shift toward mobile marketing research, and the impact of big data. Additionally, an updated and integrated case study throughout the text helps students relate the material to the real world -- and their future careers." -- provided by publisher.
Chapter 1: Introduction to marketing research -- Chapter 2: The marketing research industry -- Chapter 3: The marketing research process and defining the problem and research objectives -- Chapter 4: Research design -- Chapter 5: Secondary data and packaged information -- Chapter 6: Qualitative research techniques -- Chapter 7: Evaluating survey data collection methods -- Chapter 8: Understanding measurements, developing questions and designing the questionnaire -- Chapter 9: Selecting the sample -- Chapter 10: Determining the size of a sample -- Chapter 11: Dealing with fieldwork and data quality issues -- Chapter 12: Using descriptive analysis, performing population estimates and testing hypotheses -- Chapter 13: Implementing basic differences tests -- Chapter 14: Making use of associations tests -- Chapter 15: Understanding regression analysis basics -- Chapter 16: Communicating insights.
| Item type | Current library | Home library | Shelving location | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|
Books
|
American University in Dubai | American University in Dubai | Main Collection | HF 5415.2 B779 2020 (Browse shelf(Opens below)) | Available | Y20045548 |
Browsing American University in Dubai shelves, Shelving location: Main Collection Close shelf browser (Hides shelf browser)
| HF 5415.2 .B779 2010 Marketing research / | HF 5415.2 .B779 2014 Marketing research / | HF 5415.2 .B779 2014 Marketing research / | HF 5415.2 B779 2020 Marketing research / | HF 5415.2 .C25 2004 Market intelligence : how and why organizations use market research. | HF 5415.2 .C48 1986 Marketing research / | HF 5415.2 .C49 1996 Basic marketing research / |
Includes bibliographical references and index.
Chapter 1: Introduction to marketing research -- Chapter 2: The marketing research industry -- Chapter 3: The marketing research process and defining the problem and research objectives -- Chapter 4: Research design -- Chapter 5: Secondary data and packaged information -- Chapter 6: Qualitative research techniques -- Chapter 7: Evaluating survey data collection methods -- Chapter 8: Understanding measurements, developing questions and designing the questionnaire -- Chapter 9: Selecting the sample -- Chapter 10: Determining the size of a sample -- Chapter 11: Dealing with fieldwork and data quality issues -- Chapter 12: Using descriptive analysis, performing population estimates and testing hypotheses -- Chapter 13: Implementing basic differences tests -- Chapter 14: Making use of associations tests -- Chapter 15: Understanding regression analysis basics -- Chapter 16: Communicating insights.
"Written with an emphasis on the practical application of marketing research methods, Marketing research teaches the basic fundamental statistical techniques needed to analyze market data. The 9th edition has been updated to offer the most current insights on forces shaping marketing research, including the widespread adoption of infographics, a pronounced shift toward mobile marketing research, and the impact of big data. Additionally, an updated and integrated case study throughout the text helps students relate the material to the real world -- and their future careers." -- provided by publisher.
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