Marketing research : within a changing information environment
Publication details: Boston : McGraw-Hill/Irwin, c2006. Edition: 3rd edDescription: xxvii, 700 p. : ill. ; 25 cmISBN: 0072830875Subject(s): 1. Marketing researchDDC classification: 658.83 HAI| Item type | Current library | Home library | Call number | Status | Date due | Barcode | Item holds |
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English Lending
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Villa College Library | Villa College Library | 658.83 HAI (Browse shelf(Opens below)) | Available | 3890 |
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| 658.83 ESS Essentials of marketing research / | 658.83 ESS Essentials of marketing research / | 658.83 ESS Essentials of marketing research / | 658.83 HAI Marketing research | 658.83 HOU CIM coursebook : marketing information and research / | 658.83 HOU CIM coursebook : marketing information and research / | 658.83 HOU CIM coursebook : marketing information and research / |
Contents:
Part 1: The Role and Value of Marketing Research Information
1 Marketing Research for Managerial Decision Making
2 The Marketing Research Process
3 Information Management for Marketing Decisions: Secondary Data Sources
Part 2: Technology in the Research Process
4 Customer Relationship Management and the Marketing Research Process
5 Marketing Decision Support Systems
Part 3: Designing the Marketing Research Project
6 Exploratory Designs: In-Depth Interviews and Focus Groups
7 Descriptive Research Designs: Survey Methods and Errors
8 Observation Techniques, Experiments, and Test Markets
Part 4: Gathering and Collecting Accurate Data
9 Sampling: Theory and Design
10 Sampling: Methods and Planning
11 Overview of Measurement: Construct Development and Scale Measurement
12 Attitude Scale Measurements Used in Marketing Research
13 Questionnaire Design and Issues
Part 5: Data Preparation, Analysis, and Reporting the Results
14 Coding, Editing, and Preparing Data for Analysis
15 Data Analysis: Testing for Significant Differences
16 Data Analysis: Testing for Association
17 Data Analysis: Multivariate Techniques for the Research Process
18 Preparing the Marketing Research Report and Presentation
Includes bibliographical references and index.
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