Marketing Research: Text and Cases - Brossura

Stevens, Robert E; Loudon, David L; Wrenn, Bruce

Brossura

ISBN 10: 0789015900 ISBN 13: 9780789015907

Casa editrice: Routledge, 2001

Riassunto

Teach students the power of marketing with effective research strategies! This step-by-step textbook shows students how to design, conduct, and interpret market research. Marketing Research: Text and Cases covers the full range of this topic from the difference between strategic and tactical decisions to choosing the proper research design and on to advice on successfully presenting results. Marketing Research provides clear explanations of complex issues, including the interpretation of statistics. Its charts, graphs, figures, sample questionnaires, and case studies make important points easier to grasp. The practice cases (including an SPSS data disk) offer engaging real-world problems that test the student’s research and analysis skills. Marketing Research offers all the course-planning extras you need, including:

• thorough instructor’s manual
• sample syllabus
• research project tips, assignments, and forms
• test bank with true-false and multiple choice questions
• also available: 20-30 PowerPoint slides per chapter

Marketing Research is an ideal textbook for introductory marketing research courses, and its thorough course planning gives instructors the tools they need.

Su questo libro

Contenuti

Contents

• Acknowledgments
• Chapter 1. Introduction to Marketing Research
• The Marketing-Decision Environment
• Marketing Research
• Marketing Research and Decision Making
• Strategic versus Tactical Information Needs
• The Nature of Marketing Research
• Steps in a Marketing Research Project
• Marketing Information Systems
• Summary
• Chapter 2. Research Designs for Management Decision Making
• Types of Research Designs
• Exploratory Research
• Descriptive Research
• Casual Research
• Experimentation
• Exploratory, Descriptive, or Causal Observation
• Dangers of Defining Design by Technique
• Summary
• Chapter 3. Secondary Data
• Uses of Secondary Data
• Advantages of Secondary Data
• Disadvantages of Secondary Data
• Secondary Data Sources
• Summary
• Chapter 4. Primary Data Collection
• Sources of Primary Data
• Types of Primary Data
• Methods of Collecting Primary Data
• Communication Methods
• Survey Methods
• Observation Method
• Summary
• Chapter 5. Measurement
• Introduction
• The Process of Measurement
• What Is to Be Measured?
• Who Is to be Measured?
• How to Measure What Needs to be Measured
• Assessing Reliability and Validity of Our Measures
• Measuring Psychological Variables
• Summary
• Chapter 6. Designing the Data-Gathering Instrument
• Goals of a Questionnaire
• Classification of Questions
• Designing a Questionnaire
• Summary
• Chapter 7. Sampling Methods and Sample Size
• What Is Sampling?
• Sampling Error, Sample Bias, and Nonsampling Error
• Sampling Decision Model
• Probability Sampling
• Nonprobability Samples
• Probability versus Nonprobability Sampling
• Statistical Sampling Concepts
• What Is a “Significant” Statistically Significant Difference?
• Summary
• Chapter 8. Fielding the Data-Gathering Instrument
• Planning
• Guidelines for Interviewers
• Types of Interviews
• The Interviewing Relationship
• The Interviewing Situation
• The Actual Interview
• Fielding a Research Project
• Errors in Data Collection
• Types of Nonsampling Errors
• Summary
• Chapter 9. Introduction to Data Analysis
• From Data to Decisions
• Data Summary Methods
• Cross-Tabulation
• Summary
• Chapter 10. Advanced Data Analysis
• Marketing Research and Statistical Analysis
• Hypothesis Testing
• Measures of Association
• Summary
• Chapter 11. The Research Report
• Introduction
• Report Format
• Guidelines for the Written Report
• Oral Reports
• Summary
• Cases
• Case 12. Contributors
• Case 1. Lone Pine Kennel Club
• Case 2. Select Hotels of North America
• Case 3. River Pines School: A
• Case 4. River Pines School: B
• Case 5. Gary Branch, CPA
• Case 6. Juan Carlos' Mexican Restaurant
• Case 7. Usedcars.com
• Case 8. Welcome Home Church
• Case 9. The Learning Source
• Case 10. Madison County Country Club
• Case 11. Plasco, Inc.
• Case 12. St. John's School
• Case 13. The Webmasters
• Case 14. House of Topiary
• Case 15. Professional Home Inspection
• Case 16. Europska Databanka
• Index
• Reference Notes Included

Dettagli dell'edizione

• Editore: Routledge
• Data di pubblicazione: 2001
• Lingua: Inglese
• ISBN 10: 0789015900
• ISBN 13: 9780789015907
• Rilegatura: Copertina flessibile
• Numero edizione: 1
• Numero di pagine: 412
• Contatto del produttore: non disponibile
• Persona responsabile: Yeepin GmbH; 492000000000; sunshine12232@outlook.com; ; Alleestr.11; Kaiserslautern; Rheinland-Pfalz; 67655; Germania