TY  - BOOK
AU  - Burns,Alvin C.
AU  - Veeck,Ann
TI  - Marketing research
SN  - 9781292318042 (paperback)
AV  - HF5415.2 B779 2020
PY  - 2020///
CY  - Harlow, England
PB  - Pearson
KW  - Marketing research
KW  - Business and Management
N1  - 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
N2  - "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
ER  -