Marketg Research Appld Ori&spss14.0&qual Pk
Marketing An Applied Orientation takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions. Introduction to Marketing Research; Defining the Marketing Research Problem and Developing an Approach; Research Design; Exploratory Research Secondary Data; Exploratory Research Qualitative Research; Descriptive Research Survey and Observation; Causal Research Experimentation; Measurement and Fundamentals and Comparative Scaling; Measurement and Noncomparative Scaling Techniques; Questionnaire and Form Design; Design and Procedures; Final and Initial Sample Size Determination; Field Work; Data Preparation; Frequency Distribution, Cross-tabulation, and Hypothesis Testing; Analysis of Variance and Covariance; Correlation and Regression; Discriminant and Logit Analysis; Factor Analysis; Cluster Analysis; Multidimensional Scaling and Conjoint Analysis; Structural Equation Modeling and Path Analysis; Report Preparation and Presentation; International Marketing ResearchThe comprehensive, practical, and balanced coverage presented in this text is ideal for readers that want an in-depth understanding of market research.