By Burns & Bush
Descripción: For courses in global marketing. Marketing Research: The Fundamentals The 8th Edition of Marketing Research continues to provide students with a “nuts and bolts” introduction to the field of marketing research. Intended for students with no prior background in marketing research, the book teaches the basic fundamental statistical models needed to analyse market data. This edition has been condensed and reorganised for a more streamlined approach. An integrated case study throughout the text helps students relate the material to the real world--and their future careers. All information has been updated to offer the most current insights on forces shaping marketing research, such as the impact of social media and mobile technologies. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.
Contenido: 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 Measurement, 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: The Research Report
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