Marketing Research /
Alvin C. Burns and Ronald F. Bush
- Third edition.
- Singapore : Pearson Education Asia, c2001.
- xxi, 699 pages : illustrations ; 25 cm
Reprinted 2001 by Pearson Education Asia.
Includes bibliographical references and index.
Chapter 1 The Nature of Marketing Research Chapter 2 The Industry: Structure, Evaluation, and Ethics Chapter 3 The Marketing Research Process Chapter 4 Defining the Problem and Determining Research Objectives Chapter 5 Research Design Chapter 6 secondary Data Sources Chapter 7 Syndicated Services Chapter 8 observation, Focus Groups, and other Qualitative Methods Chapter 9 Survey Data Collection Methods Chapter 10 Measurement in Marketing Research Chapter 11 Designing Data Collection Forms Chapter 12 determining The Sample Plan Chapter 13 Determining the Size of a Sample Chapter 14 Data Collection in the Field, Nonresponse Error, and Questionnaire Screening Chapter 15 Basic Data Analysis: Descriptive Statistics Chapter 16 Inferring Sample Findings to the Population and Testing for Differences Chapter 17 determining and Interpreting Associations between Two Variables Chapter 18 Predictive Analysis in Marketing Research Chapter 19 Presenting the Research Results Endnotes Credits Index
For undergraduate marketing research courses. The "nuts and bolts" of marketing research. Marketing Research gives students a "nuts and bolts" understanding of marketing research and provides them with extensive information on how to use it. Written at a level first-time marketing research students can understand, this text provides the fundamentals of the statistical procedures used to analyze data without dwelling on the more complex and intricate concepts