Marketing Research, Global Edition

Alvin Burns, Ann Veeck (Autoren)

Buch | Softcover

528 Seiten

2019 | 9th edition
Pearson Education Limited (Verlag)
978-1-292-31804-2 (ISBN)

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For courses in global marketing.
A conceptual approach and introduction to the field of marketing research
Written with an emphasis on the practical application of marketing research methods, Marketing Research teaches the basic fundamental statistical techniques needed to analyse market data. The 9th Edition has been updated to offer the most current insights on forces shaping marketing research, including the widespread adoption of infographics, a pronounced shift toward mobile marketing research, and the impact of big data. Additionally, an updated and integrated case study throughout the text helps students relate the material to the real world -- and their future careers.

1. Introduction to Marketing Research
2. The Marketing Research Industry
3. The Marketing Research Process and Defining the Problem and Research Objectives
4. Research Design
5. Secondary Data and Packaged Information
6. Qualitative Research Techniques
7. Evaluating Survey Data Collection Methods
8. Understanding Measurement, Developing Questions, and Designing the Questionnaire
9. Selecting the Sample
10. Determining the Size of a Sample
11. Dealing with Field Work and Data Quality Issues
12. Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses
13. Implementing Basic Differences Tests
14. Making Use of Associations Tests
15. Understanding Regression Analysis Basics
16. Communicating Insights

Erscheinungsdatum	19.11.2019
Verlagsort	Harlow
Sprache	englisch
Maße	205 x 255 mm
Gewicht	902 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	1-292-31804-X / 129231804X
ISBN-13	978-1-292-31804-2 / 9781292318042
Zustand	Neuware