Essentials of Marketing Research, 5th Edition
- Length: 448 pages
- Edition: 5
- Language: English
- Publisher: McGraw-Hill Education
- Publication Date: 2020-01-08
- ISBN-10: 1260260461
- ISBN-13: 9781260260465
- Sales Rank: #84260 (See Top 100 Books)
Essentials of Marketing Research uses an application-oriented approach to equip students with tools and skills necessary to solve business problems and maximize opportunities. The authors’ years of practical market research experience is evidenced thorough their treatment of qualitative research, to their coverage of sample size rules-of-thumb, background literature reviews, and new market research tools and techniques. This latest 5th edition gives students a strong command of market research principles, while being concise enough for with cases & other course projects. A continuing case and corresponding data sets included.
Available with McGraw-Hill Connect® and SmartBook 2.0.
Part 1 The Role and Value of Marketing Research Information 1 Marketing Research for Managerial Decision Making 2 The Marketing Research Process and Proposals Part 2 Designing the Marketing Research Project 3 Secondary Data, Literature Reviews, and Hypotheses 4 Exploratory and Observational Research Designs and Data Collection Approaches 5 Descriptive and Causal Research Designs Part 3 Gathering and Collecting Accurate Data 6 Sampling: Theory and Methods 7 Measurement and Scaling 8 Designing the Questionnaire Part 4 Data Preparation, Analysis, and Reporting the Results 9 Qualitative Data Analysis 10 Preparing Data for Quantitative Analysis 11 Basic Data Analysis for Quantitative Research 12 Examining Relationships in Quantitative Research 13 Communicating Marketing Research Findings Glossary Endnotes Name Index Subject Index
Donate to keep this site alive
1. Disable the AdBlock plugin. Otherwise, you may not get any links.
2. Solve the CAPTCHA.
3. Click download link.
4. Lead to download server to download.