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Basic Marketing Research - Hardcover, by Brown Tom J.; Suter Tracy - Very Good
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Located in: Dacula, Georgia, United States
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eBay item number:375401640673
Item specifics
- Condition
- Book Title
- Basic Marketing Research
- Subject
- Marketing / General, Marketing / Research
- ISBN
- 9781337100151
- Publication Year
- 2017
- Type
- Textbook
- Format
- Hardcover
- Language
- English
- Subject Area
- Business & Economics
- Publication Name
- Basic Marketing Research
- Publisher
- Cengage Learning
- Item Weight
- 22.4 Oz
About this product
Product Information
BASIC MARKETING RESEARCH is written from a student's perspective by authors who have devoted countless hours working with undergraduate students, like you, on live research projects. For a marketing text to be effective, you must be able to understand it. You can trust the authors to deliver a rigorous, yet understandable, treatment of marketing research in this 9th Edition. You examine the two dominant approaches to gathering marketing information, learn how to merge these approaches and work with data from multiple sources. You review the information-gathering function from the perspectives of researchers who gather information and marketing managers who use it. This presentation is packed with the features that make it a best-seller, from study tools to updated content to an easy-to-read writing style.
Product Identifiers
Publisher
Cengage Learning
ISBN-10
1337100153
ISBN-13
9781337100151
eBay Product ID (ePID)
11038722644
Product Key Features
Language
English
Publication Name
Basic Marketing Research
Publication Year
2017
Subject
Marketing / General, Marketing / Research
Type
Textbook
Subject Area
Business & Economics
Format
Hardcover
Dimensions
Item Weight
22.4 Oz
Additional Product Features
Edition Number
9
Intended Audience
College Audience
Table of Content
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.
Copyright Date
2018
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eBay item number:375401640673
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