Basic marketing research : customer insights and managerial action / Tom J. Brown, Tracy A. Suter, and Gilbert A. Churchill Jr.

By:

Brown, Tom J., author

Contributor(s):

Material type:

TextPublication details: Boston, Massachusetts : Cengage Learning, c2020.Edition: Ninth editionDescription: xviii, 348 pages : illustrations ; 28 cmISBN:

9789814878043

Subject(s):

Marketing research

LOC classification:

HF 5415.2 B67 2020

Contents:

BRIEF CONTENTS. Part I: INTRODUCTION TO MARKETING RESEARCH AND PROBLEM DEFINITION. 1. The Role of Marketing Research. 2. The Research Process and Ethical Concerns. 3. Problem Formulation. 4. Exploratory Research. Part II: Working with Existing Information to Solve Problems. 5. Decision Support Systems: Introduction. 6. Decision Support Systems: Working with "Big Data". 7. Using External Secondary Data. Part III: COLLECTING PRIMARY DATA TO SOLVE PROBLEMS. 8. Conducting Causal Research. 9. Collecting Descriptive Primary Data. 10. Collecting Data by Observation. 11. Collecting Data by Communication. 12. Asking Good Questions. 13. Designing the Data Collection Form for Communication Data. 14. Developing the Sampling Plan. 15. Data Collection: Types of Error and Response Rate Calculation. Part IV: ANALYZING DATA. 16. Data Preparation for Analysis. 17. Analysis and Interpretation: Individual Variables Independently. 18. Analysis and Interpretation: Multiple Variables Simultaneously. Part IV: REPORTING THE RESULTS. 19. The Oral Research Presentation. 20. The Written Research Report. Appendix. Endnotes. Glossary. Index.

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings
Cover image	Item type	Current library	Home library	Collection	Shelving location	Call number	Materials specified	Vol info	URL	Copy number	Status	Notes	Date due	Barcode	Item holds	Item hold queue priority	Course reserves
	Book	Cavite State University - CCAT Campus		Book	GCS	CIR HF 5415.2 B67 2020 (Browse shelf(Opens below))				1 copy	Available			R0012572

Browsing Cavite State University - CCAT Campus shelves,Shelving location: GCS,Collection: Book Close shelf browser (Hides shelf browser)

Previous								Next
Previous	CIR HF 5382.5.U5 H47 1996 Career guidance and counselling through the life span : systematic approaches /	CIR HF 5382.7 K63 1984 International jobs : where they are how to get them : a handbook for over 500 career opportunities around the world /	CIR HF 5415.2 B46 2018 Marketing research : planning, process, practice /	CIR HF 5415.2 B67 2020 Basic marketing research : customer insights and managerial action /	CIR HF 5415.2 B87 2001 Marketing Research /	CIR HF 5415.2 F67 2003 Internet marketing intelligence : research tools, techniques, and resources	CIR HF 5415.3 Sc35 2012 Consumer behavior /	Next

Includes index.

BRIEF CONTENTS.
Part I: INTRODUCTION TO MARKETING RESEARCH AND PROBLEM DEFINITION.
1. The Role of Marketing Research.
2. The Research Process and Ethical Concerns.
3. Problem Formulation.
4. Exploratory Research.
Part II: Working with Existing Information to Solve Problems.
5. Decision Support Systems: Introduction.
6. Decision Support Systems: Working with "Big Data".
7. Using External Secondary Data.
Part III: COLLECTING PRIMARY DATA TO SOLVE PROBLEMS.
8. Conducting Causal Research.
9. Collecting Descriptive Primary Data.
10. Collecting Data by Observation.
11. Collecting Data by Communication.
12. Asking Good Questions.
13. Designing the Data Collection Form for Communication Data.
14. Developing the Sampling Plan.
15. Data Collection: Types of Error and Response Rate Calculation.
Part IV: ANALYZING DATA.
16. Data Preparation for Analysis.
17. Analysis and Interpretation: Individual Variables Independently.
18. Analysis and Interpretation: Multiple Variables Simultaneously.
Part IV: REPORTING THE RESULTS.
19. The Oral Research Presentation.
20. The Written Research Report.
Appendix.
Endnotes.
Glossary.
Index.

In English text.

There are no comments on this title.

to post a comment.

Click on an image to view it in the image viewer